dan cohen msn [email protected]@microsoft.com | ://dancohen.info how to attract...
TRANSCRIPT
Dan Cohen [email protected] | 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?
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Where we’re going
Blended search impact Social media and shopping Shared discussion and opinion Semantics, nuance and natural
language
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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
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SEO checklist
• Keywords and content• Reporting and metrics• Technical issues on-page and off-
page• Freshness of content and update
frequency• Link strategy
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What are users actually after?
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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
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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.
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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.
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