growing your reach using technology for seo
DESCRIPTION
Growing Your Reach Using Technology for SEO. BlogHer Handmade September 15, 2011. Connie Bensen @cbensen #bhhseo September 15, 2011. Connie Bensen. Community Management and Strategy http:CommunityStrategist.com. Know Your Audience. Who are your crafts for? (audience) - PowerPoint PPT PresentationTRANSCRIPT
Growing Your ReachUsing Technology for SEO
BlogHer Handmade
September 15, 2011
Connie Bensen
@cbensen #bhhseo
September 15, 2011
Global Marketing
Connie Bensen
Community Management and Strategy
http:CommunityStrategist.com
Global Marketing
Know Your Audience
• Who are your crafts for? (audience)
• What are they looking for? (keywords)
• What supplies do you need (content)
• Putting it together (crafting)
• Tools to use (free technology)
Global Marketing
SEO Basics
What do search engines prefer?
Search engines rank websites on two factors:
1.Content and keywords (on-page)
2.Inbound links to your site (off-page)
Two types of search:
1.Paid Search: Most common is Pay Per Click (PPC). The price increases with the popularity of the term. (Google Adwords & Facebook Ads)
2.Organic (or natural) Search: The phenomenon of ranking in search results due to keyword match and number of links to website. This is free!Research shows that people are 75% more inclined
to click on organic results vs paid. (Hubspot)
Global Marketing
A Pattern for Blinging Out Your Blog
1. Gather list of Keywords - Tools
2. Optimized Blog – On Page SEO & Off Page SEO
3. Content & Editorial Calendar
4. Engage, share & network
5. Refine keywords & measure
Global Marketing
Keywords andTools
Global Marketing
Keyword Research => Market Research
Know Your Audience via Keyword research
– What people are interested in
– Relevance and reach
– Insight into actual language
– Competition and authority
Free Tools
– KeywordDiscovery.com– Wordstream.com– SEMRush.com– Google Adwords, Insights & Trends– Facebook Ads
Global Marketing
KeywordDiscovery.com
1.Create a Free Account
2.Offers ability to drill in to terms on left (results show in right column)
Global Marketing
WordStream.com
These free tools are located in the middle of the bottom of the page.
Free Niche Tool
Free Keyword Tool
Global Marketing
SEMRush.com
Volume indicates challenge to rank for SEO
Provides niche ideas
Global Marketing
Adwords.Google.com
1. Search by word, phrase or URL
2. Uncheck ‘Broad” and check ‘Exact’
3. Star items and they are collected on the right
Global Marketing
Common Mistake: A Keyword List of the most common terms
How to Avoid that:
1.Consider many avenues (build a broad list)
2.Use thesaurus.com to find synonyms for your main terms
3.Find high-traffic phrases that are less competitive
4.Spy on your competition and look at their titles, meta tags, and content
Use add-ons for Firefox or Chrome
5.Use BackLinkWatch.com and the URL to see pages linking to the site & anchor text
Knitting
types of yarn
specific types of items (socks, baby items, sweaters, etc)
techniques
gift giving
demographics: men, children
Go Broad Rather than Narrow
Global Marketing
Reverse Engineer Facebook Ads
1.Facebook.com/Advertising
2.Click on ‘Create Ad’
3.Type any word in “Body’; Click on ‘Continue’ at bottom
4.Type the topic in the ‘Precise Interests’ field
5.Watch the dropdown as additional words appear and the respective audiences
6.Click on the right to add additional terms
Global Marketing
Google Insights for Search
Global Marketing
Google Trends
Global Marketing
Behind the Scenes
Global Marketing
On-Page SEO
1.Try Website Grader (www.websitegrader.com) to see how your site appears to search engines
2.Use keywords for:
– Content
– Page title
– URL
– Tags
– Headings
3.Put keywords in the invisible places on your site
– Meta-tags
– Alt-text on images
Global Marketing
Off Page SEO
1. Build more links within context
Anchor text: the text that is hyperlinked to another page on your site
2. Encourage inbound links from other sites into yours
3. Link building tips
–Submit your website to directories like Yahoo! and Business.com
–Build relationships with others in your industry (blogs)
–Create compelling tools and content (that people will share & link back to)
– freebies
Global Marketing
Content andEditorial Calendar
Global Marketing
Content is King
1.Interesting content is not enough
2.Need to focus on people that are interested in your topic
– Use keyword research for ideas
– Find related words
– Create compelling headlines
Global Marketing
Engage, Share andNetwork
Global Marketing
Join the Community
1.Read industry blogs
– Set up Google reader & subscribe to RSS feeds
2.Comment
– Add a point, a useful link, ask a question or disagree
3.Write
– Use your own domain (not blogger.com or typepad.com)
– Find blogging software (MS LiveWriter)
– Frequency of once a week
4.Topic Ideas
– Lists
– Recent experiences
– Answer questions received
– Comment on other blog posts
– Convert a press release
5.Promote on Social Sites
.
Global Marketing
Share
1. Help Others
– Answer questions
– Be helpful
2. Publish everywhere
3. Monitor what others publish and promote it
– Use Tweetdeck
4. Use shareable sites
– YouTube
– Podcasts
– Slideshare
Global Marketing
Refine Keywords and Measure
Global Marketing
Web & Social Analytics
Blog metrics
Number of blog visitors
Number of subscribers
SEO • rankings
Technorati blog rank.
Number of leads and customers from blog
Social Media metrics
Del.icio.us bookmarks
Inbound links
Facebook fans, Twitter followers, connections on LinkedIn
SEO metrics
Number of inbound links
Keyword rank over time and compared to competition
Global Marketing
Make Keywords Are Your BLING!
SEOMoz.com
Global Marketing
Thank you!
Connie [email protected]
@cbensenhttp://slideshare.net/conniebensenhttp://CommunityStrategist.com