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Similaire à Digital Marketing Strategy Workshop - Week 2
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Digital Marketing Strategy Workshop - Week 2
- 1. Digital Marketing Lunch and LearnSEO Balance: Technical, Content, and Link BuildingLocal Search Marketing Class 2
- 3. Content
- 5. Canonical redirect Custom 404 301 Redirects XML sitemap robots.txt Helpful Tools “Check Server Headers Tool” Site:domain.com (confirm indexing) Google Webmaster Tools Technical
- 6. Technical: Google Webmaster Tools
- 7. Content
- 8. Avoid duplicate content (copyscape.com) Semantics Keywords should appear throughout various tags Focus on USP Content is Text, Video, Images, Blogs, Audio, etc. Content: Tips
- 9. Meta tags: Unique & Relevant Build content around themes HTML sitemap Add main address to footer of every page, contact page, etc. Add a privacy statement for Google Analytics Content: On Page
- 11. Alt attribute (alternative text - required)
- 12. Keywords in file name
- 13. Text versus image
- 14. Video
- 15. Keywords in description
- 16. Link to your site in description
- 17. Google transcribe Content: Images and Video
- 18. Content: Images and VideoWhen you see this…
- 19. Name your images to support your keywords and add alt tags for those who cannot see the image. Content: Images and Video:This is what the code looks like to Google
- 20. Content: Images and Video: Get Google Transcriptions on YouTube through this button
- 21. Content: Images and Video:Add Keywords to the Description
- 22. Content: Images and Video:Add Social Call-To-Actions and Website URLs
- 23. Define Focus and Direction Long Tail WordPress Plug-ins Akismet – combat comment spam HeadSpace2 – SEO Wordpress.com (their site) Wordpress.org (install on your site - preferred) Content: Blog
- 24. Content: 10 Blog Tips Know your audience Keyword Focus Plan an Editorial Calendar Help, Don’t Promote Be Human User Generated Content Guest Bloggers Internal Resources – Use your own experts! Build Your Email List Mobile Friendly
- 25. Writing A Blog: 4 Step Program 1. Plan the Outline Headline Common Problem Possible Solutions Our Solution Conclusion Call to Action
- 26. Writing A Blog: 4 Step Program 2. Find Your Focus & Begin With A Catchy Headline Questions Quotes Short stories Statistics News Answers to common questions Catch the eye of both humans & robots
- 27. Writing A Blog: 4 Step Program 3. Timing Is Everything Get an egg timer Short, sweet and to the point Write your blog just before lunch or 5:00PM Stop while you’re ahead
- 28. Writing a Blog: 4 Step Program 4. Blogging Schedule Weekly Topic i.e. Tech Tuesday, Coffee Shop Saturday Break large topic into series of blogs Make your blog a part of your schedule Put it on your calendar Schedule of topics Blog about events, around holidays, announce press releases
- 29. LinkMarketing
- 30. Link Marketing: Back Link Research Who links to you Make Corrections Avoid Resubmitting Review Analytics Who links to the competition Identify Industry Directories Identify Quality Links Identify Link Types
- 31. Link Marketing: Advanced Research Library Sites Most reside on .org, .us, .gov, .edu Footer contains the word “library” Search for: “keyword companies links library site:.edu” Advanced Searching Tips “best keyword blog” (better for more specific keywords) “industry directory”
- 32. Link Magnet or Link Bait Examples Informative Educational Instructional “How To” Humorous Potential to go viral Potential to be reviewed by industry leaders Offers benefit to the user Remember your USP Shareable: Make it easy to share on social sites ShareThis WordPress Plugins Facebook “Like” Button Linkable: “Link to This” code, badge, etc. LinkMarketing: Link Magnets
- 33. LinkMarketing: Quality over Quantity Blog Comment Spam = Bad Not relevant Vague: “Thank you. Great post” Gibberish Link filled comment “Name” is keyword and links to suspicious site Forum Expert = Good Active in forum Positive feedback Signature links back to site
- 34. Link Marketing: Directories Paid Versus Free Link should bring traffic Not all paid links are bad General, Trusted Directories Yahoo OpenDirectory Business.com Vertical, Industry Specific, Niche Directory Thomas Register isedb.com “Keyword” directory “City” Directory
- 35. Link Marketing: Other Opportunities Submit content on other relevant sites. Articles Expert opinion Guest blogging Cross promotion Charity work
- 36. LocalSearch
- 37. LocalSearch: Claim Your Listings
- 38. LocalSearch: Optimize FOLLOW Google Places Quality Guidelines Use email account under your business domain for account email Don’t use city name in description Categories: What business IS, not what it does or sells Use Google categories first, then enter your own keywords Refer to competitors’ categories Use all 5 fields Pros/Cons to hiding address Set service areas Additional Details Link to Facebook Link to menu Brands carried
- 39. Local Search: Be Consistent Consistent listings build trust Search for: name, address, phone Identify and fix incorrect listings Submit to: Google Places: google.com/places Yahoo! Local: listings.local.yahoo.com Bing Business Portal: bing.com/businessportal Free yellow pages sites & local directories “City” directory Data aggregators (expressupdateusa.com, localeze.com) free and paid options
- 41. Add link from site to review sites
- 42. Add review suggestion on print materials
- 44. Next Workshop: July 12 Class 3: How-To’s of Social Media allison@BareKnuckleStrategy.com
Notes de l'éditeur
- Tell Dug the pizza man story – don’t over-knead the dough
- Tell this story) i.e. you are active in a forum in your subject. You setup an account, include link to your site in signature. Every time you post, your link appears. If you post something of value, that makes you look like an expert, or gives people interest in clicking and viewing your site. THAT is a quality link, and matters more than 1000 links on the same site.