TSU: How to Win the Internet
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Success online comes down to two steps: ensuring your website is easy to find, and ensuring you're worth finding. Sounds simple enough, but many businesses struggle with one or both of these. In this cat-filled presentation, digital media coordinator Danielle Kayahara breaks down what's involved in each step. Read her blog on the topic here: http://bit.ly/1Ut8lH4
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TSU: How to Win the Internet
- 2. HOWTOWINTHEINTERNET! A Guide in Two Whole Steps
- 3. STEPONE
- 4. CATS!
- 5. STEPTWO
- 6. MORECATS!
- 8. CATSWINTHEINTERNETAnd you can too!
- 9. Image Alt Text Things You Need to Win the Internet Meta Descriptions Accurate Page Titles Keyword Research Digital Marketing Friendly URLs 301 Redirects Canonical References Site Architecture Accessibility Awareness Robot .txt Site MapSocial Links Intuitive Navigation Avoid Flash Attractive Design Mobile Optimization User Experience Information Architecture Link Building User Personas Consistent Updates Entertaining Content Educational Content Engaging Videos Images Useful Tools Relatable Content Social Interaction Case Studies Downloadable eBooks Interactive Webinars Syndicated Podcasts Exciting Games White Papers Online Promotions Shareable Infographics Blogging Audience Segmentation Personalized Content
- 11. Image Alt Text Meta Descriptions Accurate Page Titles Keyword Research Digital Marketing Friendly URLs 301 Redirects Canonical References Site Architecture Accessibility Awareness Robot .txt Site MapSocial Links Intuitive Navigation Avoid Flash Attractive Design Mobile Optimization User Experience Information Architecture Link Building User Personas Consistent Updates Entertaining Content Educational Content Engaging Videos Images Useful Tools Relatable Content Social Interaction Case Studies Downloadable eBooks Interactive Webinars Syndicated Podcasts Exciting Games White Papers Online Promotions Shareable Infographics Blogging Audience Segmentation Personalized Content Be Easy to Find
- 12. Be Worth Finding Image Alt Text Meta Descriptions Accurate Page Titles Keyword Research Digital Marketing Friendly URLs 301 Redirects Canonical References Site Architecture Accessibility Awareness Robot .txt Site MapSocial Links Intuitive Navigation Avoid Flash Attractive Design Mobile Optimization User Experience Information Architecture Link Building User Personas Consistent Updates Entertaining Content Educational Content Engaging Videos Images Useful Tools Relatable Content Social Interaction Case Studies Downloadable eBooks Interactive Webinars Syndicated Podcasts Exciting Games White Papers Online Promotions Shareable Infographics Blogging Audience Segmentation Personalized Content
- 13. ONE-TWO PUNCH!
- 14. STEPONEBe easy to find. The REAL
- 15. 1.BEEASYTOFIND Search Engine Optimization ( SEO ) Make it easy for search engines to find and understand your content. “Focus on the user and all else will follow.” - Google User meta descriptions and keywords to explain your content. Use alt text to describe the content of images. Avoid duplicate content, broken pages and messy architecture.
- 17. SEARCHENGINEOPTIMIZATIONTOOLS • SEMrush: Information on search keyword ranking • Google Search Console: Insights into links, errors, etc. • WooRank: Browser extension providing optimization tips • Google Mobile/Speed Check: Checks compliance, tips
- 18. 1.BEEASYTOFIND User Experience ( UX ) Make it easy for people to find information on your website. Make navigation clear and easy to use. Make sure you’re website works well on all devices. Focus on attractive and intuitive design, the fewer clicks the better. Test and improve experiences over time.
- 20. USEREXPERIENCETOOLS • Analytics: Website data including major drop-off points • CrazyEgg: Heatmapping tool to monitor site engagement • User Testing: Research and observe site usage • A/B Testing: Experimenting to test what users respond to
- 21. 1.BEEASYTOFIND Content Distribution Find the people that you want to find you. Update social feeds and email channels with your content. Leverage traditional digital advertising to reach new audiences. Consider guest blogging, speaking events and other interactions that can occur outside your site. Consider boosting social content and using search engine marketing to increase search traffic.
- 23. CONTENTDISTRIBUTIONTOOLS • Email: Campaign Monitor, Mail Chimp, Exact Target, etc. • Marketing: AdWords, BingAds, Third Party Publishers, etc. • Social: Buffer, Hootsuite, Facebook, Twitter, etc. • Outreach and Influencers: Word of mouth, Group High, etc.
- 24. STEPTWOBe worth finding. The REAL
- 25. YOUSTILL WITHME?
- 27. 2.BEWORTHFINDING Content Marketing! Spoiler Alert: It’s not new! ITIS NOT NEW!
- 28. 2.BEWORTHFINDING Fun Fact I put a lot of time into researching a timeline. Then I found this.
- 29. 2.BEWORTHFINDING Content Marketing: A Brief Timeline
- 30. 2.BEWORTHFINDING Content Marketing: A Brief Timeline
- 31. 2.BEWORTHFINDING Content Marketing: A Brief Timeline
- 32. 2.BEWORTHFINDING Content Marketing: A Brief Timeline
- 33. Conduct research and interviews to understand your customers. 2.BEWORTHFINDING Know Your Audience Build personas and stories to personalize your audience. Speak specifically to your personas and address each part of their buying journey.
- 35. Don’t sell to your audience, empower them. 2.BEWORTHFINDING Create Content Become reliable by consistently updating your content. Produce multiple types of content and consider repurposing content in new ways. Provide value to your audience through tools, tips or other insights.
- 37. Focus on what you do best and become an authority. 2.BEWORTHFINDING Be Authentic Find your voice. Social broadcasting is simple, conversations are hard. Don’t try to game the system.
- 39. Make it easy for people to share your content. 2.BEWORTHFINDING Be Shareable Sharing provides validation that can’t be bought. When your promoters share your content, they’re helping you be found. People share content to entertain, aid, connect and influence. Help them do that.
- 42. RECAP Be Easy to Find Help people find you. Help people find your content.1 Be Worth Finding Know your audience. Provide them with the content they need.2
- 43. THEEND!