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.
2. Internet, Email, and Wireless
Evolved Marketing
80% of traffic is from search engines
Google has about 65.5% market share
Moving target
Good content attracts visitors and links
3. 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
4. Why do you deserve to rank?
What makes you better than the
competition?
What makes you different / unique?
What is your specialized knowledge?
5. 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
6. 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
7. Google Keyword Tool
Social Media
search.twitter.com
listen to market speak
“Hints” from Google
Find topics to write about
Find products/services to
review
Find related sites to
market to/guest blog for
8. Competition = Top Ranking Sites
Competitor’s Social Media Sites
Evaluate Competitor’s Content
Google - allintitle:
Yahoo! - linkdomain:
9. Social Media
compliments
complaints
common problems
Befriend a Librarian
WhosTalkin.com
SocialMention.com
Survey your market
12. 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?
13. SEO Plugins for Blogs
HeadSpace 2
SEO Slugs
Sitemap Generator (html)
Google XML Sitemaps
14. Technical Tools / Helpful Sites
Google Webmaster Tools
Google Guidelines
SEO Starter Guide
17. 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
18. Examples of supporting media
Video
Images
Mobile
Blogs
Local search engines
Coupon and Deal Sites
Social media
19. • 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
20.
21. 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.
22.
23.
24.
25. Are your site visitors using mobile?
Mobile Site vs. Mobile App
What platform is best?
26.
27. 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)
28. • Claim your listings
• Optimize
• Positive reviews do help
• Consistent listings build trust
29. Coupon and Deal Sites
• Groupon, CincySavers, Living Social,
CoupSmart
• Prepare in advance
• Know your break even point
• Widely shared in social networks
30. Remember to add social
elements
ShareThis
Wordpress Plugins
Add “Like” button
http://developers.facebook.com
Use your networks to connect
Link to social sites in email, print,
from site, stickers, banners etc.
31. Google Analytics
Identify Key Performance Indicators
Know how to find them
Search traffic
Referrer traffic
Conversions
Keywords
Visitor map
Identify Potential Problems
Abandoned shopping cart
Page errors
Errors with forms
32. Network Size / Subscribers
Active vs. Total Members
New vs. Repeat Commentators
Quantity / Quality of Comments
Conversions
o Contacts
o Coupon redemption
o Leads / Sales
Brand mentions
33. Don’t focus on proving direct ROI
Benefits are often secondary or tertiary
Focus on interaction, value of content, not numbers
Focus on Branding
Measure actions, not just size of network
Track your time/costs
Social Media is for conversation, not conversion
34. 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