finding the seo balance
DESCRIPTION
Discussion of the balance in SEO (search engine optimization) and how it applies to your website and your digital marketing strategy. Presented by Allison Kulage, President of Bare Knuckle Marketing, Inc. at the 2011 Bloggy Conference in Cincinnati. For more info on our digital marketing packages, custom workshops, or if you'd like to hire Allison to speak at your next conference or event, contact us at www.bareknucklestrategy.com or at 513-402-2735.TRANSCRIPT
Digital Marketingand the
SEO Balance
Internet, Email, and WirelessEvolved Marketing80% of traffic is from search enginesGoogle has about 65.5% market shareMoving targetGood content attracts visitors and links
Understanding Digital Marketing
Google is a great free resource: Google Webmaster Tools Google Places Google Analytics Google AdWords Google Shopping Other Google Apps
Calendar, Gmail, Docs, Alerts, Reader, Voice
Google Applications and Tools
Why do you deserve to rank? What makes you better than the
competition? What makes you different / unique? What is your specialized knowledge?
Identify Your USP
A Successful Marketing Plan is a Customized Mix of: Keyword Supporting Content Quality Inbound Links Search Friendly Website Pay Per Click (Google AdWords) Local Search Marketing Social Networking Email Marketing ROI Analysis
Online & Social Media Marketing
Research keywords competition market
Optimization on-site social accounts
Link Marketing get noticed social networking
Supporting Media video on YouTube social media sites create external buzz
Analysis review metrics adjust strategy based on what’s working
Online Marketing Cycle
Research
Optimization
Link Marketing
Supporting Media
Analysis
Research: Keywords
Google Keyword Tool Social Media
search.twitter.com listen to market speak
“Hints” from Google
Find topics to write aboutFind products/services to
reviewFind related sites to
market to/guest blog for
Research: Competition Competition = Top Ranking Sites Competitor’s Social Media Sites Evaluate Competitor’s Content Google - allintitle: Yahoo! - linkdomain:
Research: Market Social Media
compliments complaints common problems
Befriend a Librarian WhosTalkin.com SocialMention.com Survey your market
Optimization: The SEO Balance
• Technical • Content• Links
What the search engine sees
Optimization: Technical
Ask your developer / designer: Can I edit titles & meta tags? Custom 404? How do you handle redirects? Sitemap creation? .xml .html Is there a robots.txt file? How do I edit the site? Can my SEO person make changes?
Optimization: Technical
SEO Plugins for Blogs HeadSpace 2 SEO Slugs Sitemap Generator (html) Google XML Sitemaps
Optimization: Technical
Technical Tools / Helpful Sites Google Webmaster Tools Google Guidelines SEO Starter Guide
Optimization: Technical
Build Site Around Themes
Optimization: Content
Optimization: ContentImagesVideosNewsShoppingBooksPlacesBlogsRealtime (currently not available)
DiscussionsRecipesPatents
Link Marketing is Social Networking• Quality not Quantity• Link TO other authority sites• Link TO related sites• Become influential and active in your social
networks• Social media links DO help• Get Noticed • Be creative!• Don’t forget the “easy” links
Optimization: Link Marketing
Examples of supporting mediaVideoImagesMobile BlogsLocal search enginesCoupon and Deal SitesSocial media
Supporting Media
• Image optimization• Alt attribute (alternative text - required)• Keywords in file name • Text versus image
• Video• Keywords in description • Link to your site in description • Google transcribe
Supporting Media: Images and Video
You See This Image…
Use your alt tags and name the image with keywords so that it comes up in search and makes it readable for those who cannot view the images, such as the visually impaired who use reading machines.
But the Search Engines See This…
Use the Transcription Button
Don’t Forget a Link to Your Site!
Use Your Keywords in Video’s Description
Are your site visitors using mobile?Mobile Site vs. Mobile AppWhat platform is best?
Supporting Media: Mobile
You Could Be Missing Out on Traffic
Define Focus and DirectionLong TailWordPress
Plug-insAkismet – combat comment spamHeadSpace2 – SEO
Wordpress.com (their site)Wordpress.org (install on your site - preferred)
Supporting Media: Blogs
• Claim your listings• Optimize• Positive reviews do help• Consistent listings build trust
Supporting Media: Local Search
Coupon and Deal Sites• Groupon, CincySavers, Living Social, CoupSmart• Prepare in advance• Know your break even point• Widely shared in social networks
Supporting Media: Coupons and Deals
Remember to add social elements
ShareThisWordpress PluginsAdd “Like” button
http://developers.facebook.com
Use your networks to connectLink to social sites in email, print,
from site, stickers, banners etc.
Supporting Media: Social Networks
Google AnalyticsIdentify Key Performance IndicatorsKnow how to find them
Search trafficReferrer trafficConversionsKeywordsVisitor map
Identify Potential ProblemsAbandoned shopping cartPage errorsErrors with forms
Analysis
Network Size / SubscribersActive vs. Total MembersNew vs. Repeat CommentatorsQuantity / Quality of CommentsConversionso Contactso Coupon redemptiono Leads / Sales
Brand mentions
Analysis: Key Performance Indicators
Don’t focus on proving direct ROIBenefits are often secondary or tertiaryFocus on interaction, value of content, not numbersFocus on BrandingMeasure actions, not just size of networkTrack your time/costsSocial Media is for conversation, not conversion
Analysis: Tips
Research keywords competition market
Optimization on-site social accounts
Link Marketing get noticed social networking
Supporting Media video on YouTube social media sites create external buzz
Analysis review metrics adjust strategy based on what’s working
Online Marketing Cycle
Research
Optimization
Link Marketing
Supporting Media
Analysis
Allison Kulage
(513) 402-2735
BareKnuckleStrategy.com
BareKnuckleStrategy.com/blog facebook.com/BareKnuckleStrategy Twitter @BareKnuckleMktg
Thank you!