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![Keywords
–
Invisible
to
user,
but
Building
powerful
SEO
helps
Google
determine
what
page
is
about.
An1cipate
what
people
are
searching
for.
<meta
name="keywords"
content="Internet
Filter,
Internet
Filtering,
Web
Filter,
Web
Filtering,
Internet
Blocking,
Internet
Filtering
So]ware,
Internet
Filtering
Appliances,
etc....."
/>
Title – What the page is about, and what
people are searching for
Description – More on what the page is
about (displays in search results)
Headings – Signpost content Links – Pathways to content Image Alt - Describes image content
Body text – Concisely delivers message](https://image.slidesharecdn.com/tasplandigitalpresentation-100520010031-phpapp02/85/Tasplan-Digital-Presentation-58-320.jpg)
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Tasplan Digital Presentation
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- 4. What’s good about digital? • Measurable and accountable, testable, itera1ve – test it, tweak it, refine it, op1mise • Targeted and tailored • Cost-‐effec1ve (o?en free) • Interac1ve, engaging, immersive, dynamic, immediate, real-‐1me (challenges?) • Community, social, bi-‐direc1onal, conversa1onal – listen • You can implement it! • But, the consumer has all the power
- 5. Stuff you can use -‐ channels Ad networks Ad Rich Social SEM media networks networks Podcasts Comments / reviews Website Email Blogging 1-‐way Social Social news Widgets Live SEO Webinars stream Business apps Social Ads Microblogging Image hos1ng Livecast
- 6. First • Fit? • Strategic alignment • Commitment and resources
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- 11. Measurement ac1on plan Signup to Google Analytics and get www.analytics.google.com tracking code in your website Visit your Google Analytics account - ask “so what?” Set up Google Alerts for your brand, www.alerts.google.com your competitors, key areas of interest
- 15. Email • It works • Built on trust and value – poor execu1on can hurt
- 17. Email – golden advice 1. Deliver value – trade something 2. Be regular / consistent • Balancing act between mindshare and bugging people • Fortnightly or monthly work best 3. Be on-‐;me • B2B: Tues – Thurs, 9:30am 1ll 3pm • B2C: Fri – Sun, 5pm 1ll 8pm 4. From name -‐ #1 factor in whether people open • Familiar, and keep it consistent 5. Subject – Capture interest, don’t trigger spam, and keep consistent formaJng • 20 – 50 characters • Follow deliverability rules (70% -‐ 80% don’t make it) • Smart copy – avoid spammy language (‘sale’, ‘fee’, ‘bonus’, ‘crazy deal’ etc) • Get added to recipients’ address books • Check out an1-‐spamming regula1ons (ADMA) • 2 components – variable + consistent 6. Don’t forget plain text (otherwise 5% won’t see it) 7. Feed your list • Segment 8. Respect yourself • No unsolicited mail • Stay on topic – what they signed up for • Add a permission footer to explain why you’re contac1ng them • Preferences -‐ Give people choices in how o?en they’re contacted and what for
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- 19. Email ac1on plan www.mailchimp.com
- 21. Social networks aren’t new Kaixin001 (China) Google Buzz YouTube Yammer Facebook (High School Networks) Plurk Xanga (SNS relaunch) Yahoo! 360 Cyworld (China) Ning Foursquare Skyblog Couchsurfing Bebo Gowalla MySpace AsianAvenue, BlackPlanet (relaunch) Tribe.net Gather.com Tumblr Fast.FM Loopt Ravelry Hi5 Renren (China) LinkedIn Facebook (corporate networks) Open BC/Xing Cyworld (US) Netlog (Europe) MyChurch MyHeritage QQ (everyone) Windows Live Spaces Cyworld Flickr, Piczo, Mixi Facebook (everyone) Ryze Facebook (Elite Unis) Twitter StumbleUpon Dodgeball Cafe Mom Meetup.com Orkut, Dogster Nasza-Klasa (Poland) Multiply, aSmallWorld Odnoklassniki (Russia) LiveJournal Friendster Catster Vkontakte (Russia) BlackPlanet Fotolog Hyves Plaxo Yelp Care2 MyLife Vimeo Xanga Taringa (Argentina) MiGente Basecamp Mixi (Japan) (SixDegrees closes) SixDegrees.com AsianAvenue Classmates.com Craigslist
- 22. Social content Op;ons • Use exis1ng social plagorms like Facebook, Twiher, LinkedIn, YouTube etc • Mix exis1ng social plagorms with your content • Create your own online community Rules • On their terms – the customer has all the power • Sophis1cated users • Humanised brands, real conversa1ons • Trading things of value
- 23. Social media strategy Attract the target group to your community • Strong common interest • Make it feel alive • Incentives to join • Critical mass
- 24. Social media strategy Attract the target Get them group to your activated in the community community • Strong common interest • Creators (5%) • Make it feel alive • Contributors (20%) • Incentives to join • Lurkers (75%) • Critical mass
- 25. Social media strategy Attract the target Get them Learn about your group to your activated in the members in a community community social context • Strong common interest • Creators (5%) • Members’ preferences? • Make it feel alive • Contributors (20%) • How can you participate? • Incentives to join • Lurkers (75%) • Be close to them? • Critical mass
- 26. Social media strategy Attract the target Get them Learn about your Communicate group to your activated in the members in a and engage based community community social context on information in the community • Strong common interest • Creators (5%) • Members’ preferences? • Gender, age – lame • Make it feel alive • Contributors (20%) • How can you participate? • Company, job – ok • Incentives to join • Lurkers (75%) • Be close to them? • Interests – good • Critical mass • Behaviour – awesome!
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- 37. What is a blog? • A place for regular news, updates and value (at least weekly) • Simple, relaxed, quick, easy and informal • A platform to express thoughts, theories and opinions • A place to build credibility and build a loyal readership • Somewhere to invite discussion and feedback • A powerful marketing channel – traffic, relationships, SEO etc What a blog isn’t • A hard sell
- 38. What should I blog about?
- 39. What should I blog about?
- 40. What should I blog about?
- 41. Get trac1on Social links Make it easy for people to share your content on their favourite social networks Link out Link to other bloggers – they’re likely to return the favour Link in Clearly link to your blog from your website, social platforms you use, email signature - whatever Invite comments Social content is often viral content Provide a feed RSS feeds are offered up by most blogging services – use them!
- 42. Blog ac1on plan Visit www.technorati.com - look at a few featured blogs Consider a) do I have something valuable to talk about regularly and b) can I commit to it? Check out www.blogger.com
- 44. Twiher • Microblogging – send tweets (140 characters or less) • Live stream – share and discover what’s happening in real-‐1me • Listen to what people are saying about topics, compe1tors, you, your brand etc • Build credibility, network, traffic
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- 48. Social media ac1on plan
- 49. Social media ac1on plan • Support your objectives • How will they feed / support one another? • Reserve your username now
- 51. 2 audiences Am I in the right Am I in the right place? place? • Make sense to a human • Establish themes • Stay on topic • Group like content together • Offer fresh, unique content
- 52. Discover you • Newcustomers Find you again • Repeat customers Word of mouth • ‘Google it’ Believe you • Credibility / trust Buy from you!
- 53. Unpaid ‘organic’ placements Paid placements • 61% of clicks go here • 39% of clicks go here
- 54. Basics get us95% of the way there • Establish intent – define what your pages are about • Keywords (eg “digital marketing, email marketing, digital strategy”) • Anticipate what people are likely to be searching for • Write quality code – clean, spiderable code, support keywords • Title tag (use keywords) • Meta description (consistent with title) • Headings: H1, H2 tags (use keywords and match with content) • Image alt text (use keywords) • Link anchor text (use keywords of page pointing to) • Write quality content – clear, concise, focused • Keyword density (rich) • Keyword distribution (linear) • Make your site go fast – responds quickly to requests • URLs – descriptive, make sense to a human • Links – build your link popularity
- 57. Title Description Keywords Link / anchor text Heading Image alt text Body text
- 58. Keywords – Invisible to user, but Building powerful SEO helps Google determine what page is about. An1cipate what people are searching for. <meta name="keywords" content="Internet Filter, Internet Filtering, Web Filter, Web Filtering, Internet Blocking, Internet Filtering So]ware, Internet Filtering Appliances, etc....." /> Title – What the page is about, and what people are searching for Description – More on what the page is about (displays in search results) Headings – Signpost content Links – Pathways to content Image Alt - Describes image content Body text – Concisely delivers message
- 59. Do keyword research • Look at your site • Look at your competitors’ sites Too specific ‘Boutique Too general Just right accomodation in ‘accomodation’ ‘Hunter Valley the Hunter Valley accomodation’ with pool and tennis’
- 60. Do keyword research • Look at the customer environment
- 61. Do keyword research • Look at the customer environment
- 62. Keywords Title Descrip1on The blueprint driving your SEO Short, unique, strong pitch Short, unique and punchy sales argument strategy • 70 characters (about 8 words) • Accurately describe the page’s content • Include title and description • Keywords towards the beginning • Include all words in the title tag • 24 – 48 words / phrases • No repeated words • Keywords towards the beginning • Be specific and relevant • Avoid vague words • Complete sentences • Try to make unique for each page • Unique for every page • About 160 characters • Repeat any word a max of 4 times • Make sense to a person • Repeat words a maximum of 2 times • Capitalise the first letter each • Unique for every page word i.e. “Digital Marketing” • Make sense to a person • Make sense to a human Headings Image alt tags Anchor text Chunk your content Help Google ‘see’ your images Describe where the link is pointed • Contain keyword phrases • 1 – 12 words • Use descriptive anchor text (should • Repeat no complete phrases • Describe the image contain keywords for target page) • 2 – 4 words • Unique for each image • Make sense to a person • Relevant to text below • Include keywords • Follow a ‘silo strategy’ – group like • Only use 2 types / levels of information together headings (H1 and H2) URLs Site content • Tell your web developer you want ‘clean URLs’ • 250 – 500 words • Use descriptive URLs • Use keywords throughout – linear distribution • Make sense to a human • Contain words from Title, Description, Keywords etc • Words rather than numbers • Make sense to a person • Use keywords • Set the context with the first 200 words – get to the point
- 63. Link-‐building strategies • Inbound links from sites with good ‘page rank’ (credibility) • Link out to others – penalised if don’t • Don’t link to a bad neighbourhood • Blogging about new content or services • Engagement objects • Social media • Online PR • Add your business to local / peak body / vertical directories
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- 65. Measure your performance Go to: www.websitegrader.com
- 66. SEO ac1on list 2. Write great content based around carefully-selected keywords 1. Do your research Don’t forget to ask your customers! Keywords Body / content 3. Speak with your web developer ensure they insert your keywords into code 5. Check how you’re doing • Search your keywords on Google 4. Create a SEO checklist • Use tools like Hubspot.com with clear objectives and processes • Use analytics metrics like referring keywords, conversion rate, etc
- 67. Local search Go to: www.google.com/local/add
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- 70. Follow me • Email: swoodhouse@in-‐tellinc.com.au • Twiher: @scohywoodhouse • LinkedIn: www.au.linkedin.com/in/swoodhouse • Hypescience: www.hypescience.com.au