digital marketing strategy workshop - week 2

Class 2

Digital Marketing Lunch and LearnSEO Balance: Technical, Content, and Link Building

Local Search Marketing

Optimization: The SEO Balance

• Technical • Content• Links

Technical

Canonical redirectCustom 404301 RedirectsXML sitemaprobots.txt

Helpful Tools“Check Server Headers Tool”Site:domain.com (confirm indexing)Google Webmaster Tools

Technical

Technical: Google Webmaster Tools

Content

Avoid duplicate content (copyscape.com)SemanticsKeywords should appear throughout various tagsFocus on USPContent is Text, Video, Images, Blogs, Audio, etc.

Content: Tips

Meta tags: Unique & Relevant

Build content around themes

HTML sitemapAdd main address to

footer of every page, contact page, etc.

Add a privacy statement for Google Analytics

Content: On Page

• 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

Content: Images and Video

Content: Images and VideoWhen you see this…

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

Get Google Transcriptions

on YouTube through this button

Content: Images and Video:

Content: Images and Video:Add Keywords to the Description

Content: Images and Video:Add Social Call-To-Actions and Website URLs

Define Focus and DirectionLong TailWordPress

Plug-insAkismet – combat comment spamHeadSpace2 – SEO

Wordpress.com (their site)Wordpress.org (install on your site - preferred)

Content: Blog

1. Know your audience

2. Keyword Focus

3. Plan an Editorial Calendar

4. Help, Don’t Promote

5. Be Human

6. User Generated Content

7. Guest Bloggers

8. Internal Resources – Use your own experts!

9. Build Your Email List

10. Mobile Friendly

Content: 10 Blog Tips

1. Plan the Outline Headline Common Problem Possible Solutions Our Solution Conclusion Call to Action

Writing A Blog: 4 Step Program

2. Find Your Focus & Begin With A Catchy HeadlineQuestionsQuotesShort storiesStatisticsNewsAnswers to common questionsCatch the eye of both humans & robots

Writing A Blog: 4 Step Program

3. Timing Is EverythingGet an egg timerShort, sweet and to the pointWrite your blog just before lunch or 5:00PMStop while you’re ahead

Writing A Blog: 4 Step Program

4. Blogging ScheduleWeekly Topic i.e. Tech Tuesday, Coffee Shop Saturday Break large topic into series of blogsMake your blog a part of your schedule

Put it on your calendar Schedule of topicsBlog about events, around holidays, announce press

releases

Writing a Blog: 4 Step Program

Link

Marketing

Who links to youMake CorrectionsAvoid ResubmittingReview Analytics

Who links to the competitionIdentify Industry DirectoriesIdentify Quality LinksIdentify Link Types

Link Marketing: Back Link Research

Library SitesMost reside on .org, .us, .gov, .eduFooter 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”

Link Marketing: Advanced Research

Link Magnet or Link Bait Examples Informative Educational Instructional “How To”HumorousPotential to go viralPotential to be reviewed by industry leaders Offers benefit to the user

Remember your USP Shareable: Make it easy to share on social sites

ShareThisWordPress PluginsFacebook “Like” Button

Linkable: “Link to This” code, badge, etc.

Link Marketing: Link Magnets

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

Link Marketing: Quality over Quantity

Paid Versus FreeLink should bring trafficNot all paid links are bad

General, Trusted Directories YahooOpenDirectory Business.com

Vertical, Industry Specific, Niche DirectoryThomas Register isedb.com “Keyword” directory

“City” Directory

Link Marketing: Directories

Submit content on other relevant sites. ArticlesExpert opinionGuest bloggingCross promotion Charity work

Link Marketing: Other Opportunities

Local

Search

Local Search: Claim Your Listings

FOLLOW Google Places Quality GuidelinesUse email account under your business domain for account

emailDon’t use city name in descriptionCategories:

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 addressSet service areasAdditional Details

Link to Facebook Link to menu Brands carried

Local Search: Optimize

Consistent listings build trustSearch for: name, address, phoneIdentify and fix incorrect listingsSubmit to:

Google Places: google.com/placesYahoo! Local: listings.local.yahoo.comBing Business Portal: bing.com/businessportalFree yellow pages sites & local directories“City” directoryData aggregators (expressupdateusa.com,

localeze.com) free and paid options

Local Search: Be Consistent

• Google reads reviews on other sitesUrbanSpoon, Angie’s List, Foursquare, YelpClaim and optimize your listing on those sites as well

Local Search: Positive Review Strategy

• Ask for a review in person

• Add link from site to review sites

• Add review suggestion on print materials

• Tailor approach to customer base

Balance Your SEO Strategy Technical Optimization Content

On Site Images and Video Blogs

Link Marketing Back links Research Link Magnets Directories and Other Opportunities

Local Search Claim Listings Optimize Be Consistent Positive Reviews

Wrapping Up Week 2:

Class 3: How-To’s of Social Media

allison@BareKnuckleStrategy.com

Next Workshop: July 12