digital marketing incubation via search (a primer)
TRANSCRIPT
DIGITAL MARKETING INCUBATION
with
S E O c i a li n t e g r a t e d m a r k e t i n g
®
SEOcial.com @SEOcial
(A PRIMER)
Memes
“The Noah Syndrome”
MemesIf you build it, they will come.
Not on the Internet
MemesQ. So then, where does traffic come from?
A: Channels.
←(not this kind)
Memes
Your Site
Paid Traffic
Organic search
Referral Traffic
Social Traffic
Direct Traffic
Google adwordsPaid socialDisplay ads
Traffic from other sites
via links
Traffic from social networks
Search engine traffic (non-paid)
Other sources like:- Users typing in URL directly- Traffic that can’t be identified- Traffic from apps/programs (like email, Word)
Memes
Your Site
Paid Traffic
Organic search
Referral Traffic
Social Traffic
Direct Traffic
‣ Immediate
‣ Targeted
‣ Temporary
‣ Short-term
‣ Readily available
‣ Expense
‣ Eventual
‣ Untargeted unless done right
‣ Long-term yeild
‣ Challenging (snake oil)
‣ Equity
MemesWhat would you choose?
The Instant Gratification—or—
Long Term Yeild
MemesLet me describe this another way..
The Instant Gratification
The Long Term Yeild
MemesSo how do you grow your site’s traffic (organically)?
linksthe main ingredient
(although there are others)
Memes
Link ProfilesWe map out links to sites to understand them
Medium sized siteranks for 70 keywords on Google
Large siteranks for 6000
keywords on Google
MemesQ. What Ranks?
A: Content
Memes
A web site is NOT just a digital brochure.
1. Speak to your audience, make it about them.
2. Create great content your audience identifies with.
Content Types
Promotional
Topical
Instructional
Knowledge
Shelf life
“New condo construc.on sets record in Toronto”
e.g., tes.monials from clients, ads
e.g., how-‐to, step-‐by-‐step
non-‐instruc.onal informa.on
MemesThe Value of Educating Your Audience
People always remember their first.
Memes
Knowledge content on condo building
MemesDisseminating your Content
‣ Interact with communities online
‣ Answer questions
‣ Interact with audience
‣ Publish content on sites other than your own
MemesToo Much?
There are solutions..
e.g.- hire an intern
Remember, we’re all creating verbal content all the time.
Memes
Key Take-Aways
‣ Not a brochure
‣ Content
‣ Links
‣ Your site is equity
DIGITAL MARKETING INCUBATION
@SEOcial
DIANA SANTAGUIDACREATIVE DIRECTOR
SEOcial.com
S E O c i a l®