seo made simple (5th edition)
TRANSCRIPT
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Digital Marketing and SEO
RutgersJuly 2015
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www.MySEOmadesimple.com
What We’ll Cover
• Table Setting• Defining Your Strategy/Positioning• Developing a Web Presence – Paid, Earned,
and Owned• Search Engine Marketing (PPC)• Social Media • Search Engine Optimization (SEO)• Wrap Up/Next Steps
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Defining Your Strategy
• What makes you unique?– Differentiators– Value Proposition – (ex: ‘sales and marketing
software for small business’ – Infusionsoft)• Who is your target market?
– Can’t be all things to all people• What are your online goals?
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Paid Media• Pay-per-click
– Google Adwords, Yahoo, Bing– Based on keywords, geography,
and budget– Mobile vs. Desktop
• Display ads– Google Display Network (GDN)– Geo, site specific, behavior
• Retargeting/Remarketing• Social Media ads
– Facebook – Twitter
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Earned Media• Content
– Unique and engaging– Frequent
• Brand Mentions• Shares
– Has direct impact on organic rankings/engagement
• Reposts• Reviews
– Growing in importance– Essential for all business types– Rich Snippets (schema)
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Owned Media• Website
– Primary online asset– To inform and convert
• Mobile Site– Growing percentage of searches
• Blog– Your opportunity to shape your
message, grow your site, etc.• Social Media channels
– You control the content, frequency, and dialog
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Search Query
Paid AdvertisingPaid Advertising
Product Listing Ads
Organic
Organic
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Paid Media
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Paid AdvertisingPaid Advertising
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Pay-Per-Click – Get Started
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Paid Media (Pay-Per-Click)• Also Know As…
– Search Engine Marketing (SEM), Google Adwords, PPC
• Ad Types– Text (may include thumbnail) or Display
• Retargeting• Ad Networks
– Google, Yahoo, and Bing; Google Display Network, Facebook, Amazon, RTB
Benefits: Target individuals at the precise moment they are searching for your product or service and only pay for performance… pay-per-click.
Know Your NumbersImpressions – amount of time your ads are shownClick-through-rate (CTR) – percentage of time your ad is clicked on over number of impressions Opt-in-rate – percentage of time visitors opt-in to your offer or promotionConversion rate – sales as a percentage of spend or traffic
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Some Cool PPC Tools
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Earned Media (Social)
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Wow, Attract, Sell
• Wow– Know your target audience– Develop engaging content– Make it easy to share, repost, etc.
• Attract– Quality content generates interest and engagement– Ask for shares, reposts, etc. (pass it on)
• Sell– Make recommendations– Offer exclusive social media promotions
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Social Channels (demographics)
• 53% male• 47% female• 65% of users are 35+
• 80% female• 20% male• 1 hr. 17 min per week
(avg. user)
• 53% female• 47% male• Primary demo is
American women <25
• 50% female• 50% male• Largest
demographic is 18-34 year olds
• 68% female• 32% male• 90% of users are <35
• 67% male• 33% female• 28 year-old male techie
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Social Engagement• Natural sharing
– Quality content– Targeted content– Content that only you can provide
• Start with an Editorial Calendar– Key months/days related to your industry– Monthly topics
• Pay for advertising– Facebook– Twitter sponsored post
• Use data and insights to informyour strategy
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Some Cool Social Tools
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Owned Media (Search Engine Optimization)
Search Query
Organic
Organic
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So How Can We Dominate?
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We Used To Run Marketing Channels As Distinct, Separate Silos
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Each Channel Contributed Individually To The Whole
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Then, Some Marketers Realized The Benefits Of Channel Integration
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Organic Search
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2011:
I think that’s the only one I’ve heard of…
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2015:
Hmm… Pretty sure that’s 5 of the 7 largest, best-known auto
insurers in the US?
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2011:
I know Sunset, but none of these others.
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2015:
This is the only brand on page one I don’t know.
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Content Quality
Social Signals
Usage Data (CTR)
Topical Authority
Trust & Spam Signals
Local Factors
Factors Driving Organic Search Results… What’s Working Now?
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Content Quality… Make It Yours!
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Content is Good… Make it Yours!
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Social Signals.. Think Amplification
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Boost Results
Make It Easy
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Topical Authority… Pick Your Square
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#1 in Organic Results
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Local Factors… Now They Matter
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Add Local Pages to Your Site
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#1 in Organic Results
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Quality Links… Still Important In SEO
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This Will Get You in Trouble:Crappy Links
Seek out links to rank
better
Acquire them
manually
Submit, pay, beg, trade, etc.
+ + = Low Scalability
Risk of Penalties
This Will Get You the Right Links:
Do stuff worthy of attention
Earn amplifi-cation
Links come in naturally
+ + =
Traffic
Branding
Rankings
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Applying the right techniques produces the right results!
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Pulling It Together
• Building Well SEO’d Sites Are Essential For Building A Powerful Brand
• Local Search Is Driving Local AND Nation Results
• Build Local Pages (National or Local Reach)• Content Is Still King But It Must Be Yours• It’s All About Amplification• The Link Game Has Changed
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Michael Fleischner, MySEOmadesimple.com | June 2015
Thank You!Want to get in touch?
@mfleischner