Grow Your Hosting Business with Search & Content Marketing: 8 Steps


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In this presentation, Arnie discusses how to grow a hosting business with search, social and content marketing in just 8 steps.

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Grow Your Hosting Business with Search & Content Marketing: 8 Steps

  1. 1. Grow Your Business with Search & Content Marketing: 8 Steps<br />Arnie Kuenn, president, vertical Measures - @arniek<br />
  2. 2. About Your Presenter…<br />President of Vertical Measures in Phoenix, AZ<br />Founder and past President of the Arizona Interactive Marketing Association (AZIMA)<br />Instructor for the Content Marketing Institute<br />Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing<br />Twitter: @ArnieK #HostingCon<br />
  3. 3. Google Panda Update<br />Biggest Google Algorithm update in years!<br />100% Algorithmic, No Manual Changes<br />Clobbered Content Farms & Article Sites<br />Even YOUR website could be affected if you have pages with weak content<br />More Coming with Respect to Cleaning Up Spam on the Web (IMO)<br />Twitter: @ArnieK #HostingCon<br />
  4. 4. “Sites with original content such as research, in-depth reports, thoughtful analysis and so on, will move up.”<br />Matt Cutts & AmitSinghal(WSJ – 2/28/11)<br />Twitter: @ArnieK #HostingCon<br />
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  6. 6. Twitter: @ArnieK #HostingCon<br />
  7. 7. Companies Are Getting It!<br />Twitter: @ArnieK #HostingCon<br />
  8. 8. Twitter: @ArnieK #HostingCon<br />
  9. 9. Twitter: @ArnieK #HostingCon<br />
  10. 10. #1 Develop Your Strategy<br />Why are you creating the content you are creating? <br />Who is your audience and who are you?<br />What will you measure? What does success look like? What is different a year from now?<br />Where do you plan to publish your content?<br />When & how will you develop your content? (Calendar!)<br />Twitter: @ArnieK #HostingCon<br />
  11. 11. Twitter: @ArnieK #HostingCon<br />
  12. 12. #2 Keyword & Market Research<br />Brainstorm for keyword phrases your customers use when searching (low cost hosting service)<br />Use your research to build targeted content <br />Think long-tail!<br />Try tools like:<br />Google keyword suggest & instant search<br />Google Adwords keyword tool<br />Bing’s Commercial Intent<br />Twitter: @ArnieK #HostingCon<br />
  13. 13. Online Market Research<br />Check trending topics on Twitter, Yahoo and MSN<br />Look at answer sites like Yahoo Answers, Quora, Facebook or LinkedIn<br />Check Google’s Discussions in search<br />Check sites like Digg, StumbleUpon, Reddit and Mixx. <br />Use to see what your competitors are doing that is working!<br />Twitter: @ArnieK #HostingCon<br />
  14. 14. Long Tail is the Key!<br />Twitter: @ArnieK #HostingCon<br />
  15. 15. Identify Types of Content to be Created<br />Your research determines what types of content your audience prefers and consumes.<br />Twitter: @ArnieK #HostingCon<br />
  16. 16. Twitter: @ArnieK #HostingCon<br />
  17. 17. #3 Create Great Content<br />5,473 backlinks from 54 unique domains, 88,000 views<br />Twitter: @ArnieK #HostingCon<br />
  18. 18. Brainstorm for Powerful Ideas<br />Who should be involved?<br />Customers, Staff, Friends, Events<br />What should we create?<br />Content that builds trust<br />Content that educates<br />Customer generated content<br />Other people’s content<br />Content that converts<br />And remember, customers don’t care about YOU!<br />Twitter: @ArnieK #HostingCon<br />
  19. 19. Examples<br />20,000 back links from 500 domains<br />22,132 backlinks from 259 domains<br />Twitter: @ArnieK #HostingCon<br />
  20. 20. Benefits of an On-Site Blog<br /><ul><li>Gives you a vehicle to post new content
  21. 21. Allows for internal linking
  22. 22. Keeps the search engines coming back – have 434%more indexed pages*
  23. 23. Have 2X as many backlinks*
  24. 24. Your site gets 55% more traffic*
  25. 25. You have 79% more Twitter followers*</li></ul> *Hubspot<br />Twitter: @ArnieK #HostingCon<br />
  26. 26. How Often Should We Post?<br />Twitter: @ArnieK #HostingCon<br />
  27. 27. Twitter: @ArnieK #HostingCon<br />
  28. 28. #4 Must Optimize Your Content<br />Content is found through social media and search engines – so optimize it!<br />Web pages, News, Local, Images & Videos<br />Links pointing to your content<br />Titles & title tags (viewed in results)<br />Description meta tag (viewed in results)<br />Image alt text tags <br />H1 Tag (headline tag – only one!)<br />URL structure (short & include KW’s)<br />Page load times<br /><br />Twitter: @ArnieK #HostingCon<br />
  29. 29. Twitter: @ArnieK #HostingCon<br />
  30. 30. #5 Promote Your Content<br />Understand who your customer is and where they are online.<br />Conduct PR and blogger pitches<br />Develop relationships & build partnerships<br />People share your ideas, link to your content.<br />Those references and citations will help with rankings<br />Twitter: @ArnieK #HostingCon<br />
  31. 31. Twitter: @ArnieK #HostingCon<br />
  32. 32. #6 Distribute or Repurpose Content<br />RSS feeds<br />Email Campaigns<br />Article Syndication<br />Web 2.0 Sites<br />Social Media Sites<br />Video, Photo, Presentation & Podcasts sites<br />These links will help your rankings!<br />Twitter: @ArnieK #HostingCon<br />
  33. 33. Twitter: @ArnieK #HostingCon<br />
  34. 34. #7 Build Links to Your Content<br />Identify low hanging fruit<br />Internal links<br />Blog & forum participation<br />Targeted Links via…<br />Competitive research for similar content<br />Use search operators to find opportunities<br />Ask your clients & suppliers for links!<br />Offer t-shirts, gift cards, discounts, etc. <br />Or even a good old fashion reciprocal link <br />When all else is equal, links win!<br />Twitter: @ArnieK #HostingCon<br />
  35. 35. Twitter: @ArnieK #HostingCon<br />
  36. 36. #8 Measure!<br />Measure for successes… and failures<br />Check your rankings, traffic, conversions and other key metrics<br />Focus on the strategies that are providing the best ROI and keep rolling out the content<br />Twitter: @ArnieK #HostingCon<br />
  37. 37. Results Like This…<br />19 out of top 25 landing pages<br />Twitter: @ArnieK #HostingCon<br />
  38. 38. All 8 Steps Matter<br />Available on Amazon<br />When all the links in the chain work together, just as in a bicycle chain, the net effect is acceleration!<br />Twitter: @ArnieK #HostingCon<br />
  39. 39. Additional Resources<br />SEO Educational Videos:<br /><br />Internet Marketing & Related Webinars:<br /><br />How-To Books<br /><br />Twitter: @ArnieK #HostingCon<br />
  40. 40. Thank You!<br />Can be found on:<br />Facebook<br />LinkedIn Group<br />@VerticalMeasure<br /> Contact:888-476-1881<br /><br />