how to attract engaged users who have never heard of you
Post on 01-Nov-2014
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Dan Cohen MSNdan.cohen@microsoft.com | http://dancohen.info
How to attract engaged users who have never heard of you
How we got here
What really IS the Internet How do people use it What are they looking for Who do they trust?
dan.cohen@microsoft.com | http://dancohen.info
Where we’re going
Blended search impact Social media and shopping Shared discussion and opinion Semantics, nuance and natural
language
dan.cohen@microsoft.com | http://dancohen.info
SEO means usability
• The crawler is just another user• Algorithmic search drives standards• Organizing your content and code• Looking outside your site• What SEO isn’t
dan.cohen@microsoft.com | http://dancohen.info
SEO checklist
• Keywords and content• Reporting and metrics• Technical issues on-page and off-
page• Freshness of content and update
frequency• Link strategy
dan.cohen@microsoft.com | http://dancohen.info
What are users actually after?
dan.cohen@microsoft.com | http://dancohen.info
Buying traffic beyond brands. Look to your top converting products
or content. Build keyword campaigns that speak
to user interests. Think laterally.
Give users more of what they were after• Dynamically populate your landing
pages• Product databases, content indexes,
discussions and comments• Allow users to share your content
dan.cohen@microsoft.com | http://dancohen.info
Say more
Trust, audience, content and comment.
Stimulate debate and listen to your customers. Become the discussion.
The CEO Blog Vs. The Comments Forum.
Your website as a resource.
dan.cohen@microsoft.com | http://dancohen.info
Summary
Get your site optimized. Know your customer. Become a publisher and broaden your
interest base. Share everything you can.
Give your customers no excuse to leave and even if they do leave, let them carry your message for you.
Build reputation by participating and recommendations will follow.
dan.cohen@microsoft.com | http://dancohen.info
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