digital marketing strategy workshop - week 2
DESCRIPTION
SEO Balance: Technical, Content, and Link Building & Local Search MarketingTRANSCRIPT
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:
