creating an seo strategy questions to ask how to choose tactics what to measure gillian muessig,...
TRANSCRIPT
Creating an SEO StrategyQuestions to AskHow to Choose TacticsWhat to Measure
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Paid Organic
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Paid Organic
SEO Social Lots of others
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
SEO is a single tactic ofOrganic Search Marketing
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!(AKA “free” traffic sources)
Direct/Referring Links
Type-In Traffic
“Viral” targeted content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
…can be very valuable
Another example
http://www.seomoz.org/article/search-ranking-factors
Simple can be interesting
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Social networks
Data and charts of our Facebook and Twitter account performance via http://export.ly
Social news / bookmarking
http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com
Rel=author
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
Video XML sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard search
results
Local results
Conferences + events
Days at the Office
Days in Transit
Days Speaking at Conferences
Other Days Out of Office
43%
19%
7%
32%
Gillian’s Days on the Road 2011
Email marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Connect w/journalists & bloggers
An amazing research tool: http://followerwonk.com
Monthly top X influencers
http://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
1: Get the house in order
Technical SEO• Inbound link profile (Penguin)• Content quality and freshness
(Panda)• Tags, Site Architecture, url naming
conventions, internal link structure
1: Technical SEO
• Is the keyword relevant?• Are there search ads targeting this word?• Are my competitors targeting this word?• What’s the search volume?
1: Keyword Resources
• Google Adwords’ Keyword Estimator• Google Insights for Search• Google Trends Keyword Demand Prediction• Microsoft AdCenter Keyword Forecasting• Wordtracker’s Free Basic Keyword Demand
2: Content
Grist for the mill• Outsource design, authoring and
even content strategy if needed• Mine your data to create ongoing
info-graphics
2: Content tactics
• Mine your data to create ongoing info-graphics
• Leverage your brand community to create video and other content
http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http://superspeedtrain.com/tag/speeding/&docid=MwBff-dP8195bM&imgurl=http://superspeedtrain.com/wp-content/uploads/2011/06/high-speed-rail-update1.jpg&w=400&h=267&ei=WLGcTsS5Ceek4ATJ-oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig=103195842722407947764&page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:429,r:6,s:0
Speed the Message
http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
Increase the depth of reception
4: Brand community
Understand the long term goals
What we build on social media platforms are
brand communities