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SEO Made Simple (5th Edition)

Get exclusive access to SEO secrets at http://amzn.to/1PvEcou Discover proven strategies from one of today's leading Webmaster's. This presentation reveals simple, yet highly effective SEO techniques with powerful insights on how to optimize your website and grow your traffic.

This presentation was given to graduate students studying digital marketing. They learned a number of effective optimization techniques for dramatically increasing website authority and presence.

Grow your ranking, grow your traffic, grow your business.

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SEO Made Simple (5th Edition)

  1. 1. Digital Marketing and SEO Rutgers July 2015
  2. 2. 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
  3. 3. www.MySEOmadesimple.com 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?
  4. 4. www.MySEOmadesimple.com
  5. 5. www.MySEOmadesimple.com 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
  6. 6. www.MySEOmadesimple.com 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)
  7. 7. www.MySEOmadesimple.com 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
  8. 8. www.MySEOmadesimple.com
  9. 9. www.MySEOmadesimple.com Search Query Paid Advertising PaidAdvertising Product Listing Ads Organic Organic
  10. 10. www.MySEOmadesimple.com Paid Media
  11. 11. www.MySEOmadesimple.com Paid Advertising PaidAdvertising
  12. 12. www.MySEOmadesimple.com Pay-Per-Click – Get Started
  13. 13. www.MySEOmadesimple.com 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 Numbers Impressions – amount of time your ads are shown Click-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 promotion Conversion rate – sales as a percentage of spend or traffic
  14. 14. www.MySEOmadesimple.com Some Cool PPC Tools
  15. 15. www.MySEOmadesimple.com Earned Media (Social)
  16. 16. www.MySEOmadesimple.com 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
  17. 17. www.MySEOmadesimple.com 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
  18. 18. www.MySEOmadesimple.com
  19. 19. www.MySEOmadesimple.com 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 inform your strategy
  20. 20. www.MySEOmadesimple.com Some Cool Social Tools
  21. 21. www.MySEOmadesimple.com Owned Media (Search Engine Optimization) Search Query Organic Organic
  22. 22. www.MySEOmadesimple.com So How Can We Dominate?
  23. 23. www.MySEOmadesimple.com We Used To Run Marketing Channels As Distinct, Separate Silos
  24. 24. www.MySEOmadesimple.com Each Channel Contributed Individually To The Whole
  25. 25. www.MySEOmadesimple.com Then, Some Marketers Realized The Benefits Of Channel Integration
  26. 26. www.MySEOmadesimple.com Organic Search
  27. 27. 2011: I think that’s the only one I’ve heard of…
  28. 28. 2015: Hmm… Pretty sure that’s 5 of the 7 largest, best-known auto insurers in the US?
  29. 29. 2011: I know Sunset, but none of these others.
  30. 30. 2015: This is the only brand on page one I don’t know.
  31. 31. MySEOmadesimple.com 32 Content Quality Social Signals Usage Data (CTR) Topical Authority Trust & Spam Signals Local Factors Factors Driving Organic Search Results… What’s Working Now?
  32. 32. www.MySEOmadesimple.com Content Quality… Make It Yours!
  33. 33. www.MySEOmadesimple.com
  34. 34. www.MySEOmadesimple.com
  35. 35. www.MySEOmadesimple.com Content is Good… Make it Yours!
  36. 36. www.MySEOmadesimple.com Social Signals.. Think Amplification
  37. 37. www.MySEOmadesimple.com
  38. 38. www.MySEOmadesimple.com Boost Results Make It Easy
  39. 39. www.MySEOmadesimple.com
  40. 40. www.MySEOmadesimple.com
  41. 41. www.MySEOmadesimple.com Topical Authority… Pick Your Square
  42. 42. www.MySEOmadesimple.com
  43. 43. www.MySEOmadesimple.com
  44. 44. www.MySEOmadesimple.com #1 in Organic Results
  45. 45. www.MySEOmadesimple.com Local Factors… Now They Matter
  46. 46. www.MySEOmadesimple.com Add Local Pages to Your Site
  47. 47. www.MySEOmadesimple.com #1 in Organic Results
  48. 48. www.MySEOmadesimple.com Quality Links… Still Important In SEO
  49. 49. www.MySEOmadesimple.com
  50. 50. 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
  51. 51. www.MySEOmadesimple.com Applying the right techniques produces the right results!
  52. 52. www.MySEOmadesimple.com
  53. 53. www.MySEOmadesimple.com
  54. 54. www.MySEOmadesimple.com 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
  55. 55. Michael Fleischner, MySEOmadesimple.com | June 2015 Thank You! Want to get in touch? @mfleischner

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Get exclusive access to SEO secrets at http://amzn.to/1PvEcou Discover proven strategies from one of today's leading Webmaster's. This presentation reveals simple, yet highly effective SEO techniques with powerful insights on how to optimize your website and grow your traffic. This presentation was given to graduate students studying digital marketing. They learned a number of effective optimization techniques for dramatically increasing website authority and presence. Grow your ranking, grow your traffic, grow your business.

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