pub355w: seo, marketing roles & planning
DESCRIPTION
SEO and marketing planning reviewTRANSCRIPT
Marketing Roles, SEO & Measuring Success
Presented Nov 8, 2013
v
http://moz.com/rand/the-t-shaped-web-marketer/
Growth Hacker
SEO: Search Engine Op/miza/onIs that just wri/ng spammy stuff or
code for the search bots?
SEO Facts & Myths
So this SEO copywriter walks into a bar, grill, pub, public house, Irish bar, bartender, drinks, beer,
wine, liquor
SEO is CDO
“Content Discovery Op/miza/on” Jesse McDougall of Catalyst Webworks, TOCSocial Cues
External Cues On-‐page Cues
Computers Are Dumb
How Search Works
Search Bots Try to Mimic HumansSocial Cues• Stars• Reviews• Image, Video• Social sharing+1’dShared byTweets
• Site is crawlable• No duplicate content
Origina/ng source?• Incoming links
# of linksAnchor textQuality/type:
CommentText linkYouTubeBlogrollAd
• Page load speed• Bounce
External Cues• Keywords• Title tag• Meta descrip/on• Heading tags• 1st 200 words• Bold• Anchor text• Image filename• Internal links
On-‐Page Cues
French paren/ng book
Social Cues
External Cues
On-‐Page Cues
On-‐Page Cues
The cues are missing
“coverimage” 9780143182573H.jpg”265 x 400alt="Image of EVERYTHING WAS GOOD-‐BYE">
“authorphoto”2000000469L.jpg
SEO is about Content DiscoverySocial Cues• Rich snippetsStarsReviewsAuthorshipImage, video
• Social sharing+1’dShared byTweets
• Site is crawlable• No duplicate content
Origina/ng source?• Incoming links
# of linksAnchor textQuality/type:
CommentText linkYouTubeBlogrollAd
• Page load speed• Bounce
External Cues• Keywords• Title tag• Meta descrip/on• Heading tags• 1st 200 words• Bold• Anchor text• Image filename• Internal links
On-‐Page Cues
Body Copy — 1st 200 characters
The 5 WhysReasons Why You Should Write SEO Copy
1. Because you want people to find your stuff when they don’t even know they are looking for it. (In the real world, you make sure the book is in stock.)
2. Because the copy needs to be a good salesperson. (The online sales funnel goes like this: you like it, buy it, review it, recommend it, find more like it.)
3. Because you want to put words in their mouth—teach fans how to best pitch their friends. (1,000 songs in your pocket.)
4. Because you don’t want to disappoint people who are looking for it:
Bookseller doing price check. Producer scou/ng for author interview. Fan who wants to pre-‐order. Reviewer who wants an image. Person who wants to recommend. Author. Agent. Just checking.
5. Because you want to stack the deck.
Because you want to sell stuff.
Why does Amazon win? Goodreads?Raincoast.com 627 wordsAmazon.ca 2,943 wordsGoodreads 3,457 words
Amazon. Focus keywords:Beau/ful Mystery (13), Louise Penny (14)Gamache (25), murder (8), mystery (33), Suspense (6), Fic/on (8), detec/ve (9)
Raincoast. Beau/ful Mystery (2), Louise Penny (3)Gamache (4), murder (2), mystery (3), Suspense (0), Fic/on (2), detec/ve (0)
Goodreads. Beau/ful Mystery (14), Louise penny (20)Gamache (37), murder (15), mystery (32), Suspense (1), Fic/on (1), detec/ve (1)
Without Social Cues …Without External Cues …
The On-‐Page Cues Are Cri/cal.
Search bots will try to figure out the “theme” of a page’s content within the first 200 words.
If you only write 500 word descrip/ons, you berer choose the right words.
The Right Words Are What I Mean By Keyword Phrases
Roles are shising
• What is a marke/ng func/on?• What is a IT func/on?• Where do these func/ons fall?–Website design–Website maintenance–Video, audio, ebook, app produc/on–Asset management–ONIX file genera/on, distribu/on–SEO–Domains, email, server setup
Marke/ng Resources• Geek: Moz.com, SearchEngineLand.com & SEOBook.com
• Marketer: BoxcarMarke/ng.com, SocialMediaExaminer.com, Marke/ngProfs.com
• AnalyEcs: hrps://analy/csacademy.withgoogle.com, hrp://www.kaushik.net
• Writer: Copyblogger.com
• Digital+Books: DigitalBookWorld.com, JaneFriedman.com,
• ROI: hrp://www.slideshare.net/thebrandbuilder/olivier-‐blanchard-‐basics-‐of-‐social-‐media-‐roi, hrp://www.marke/ngmo.com/4-‐support-‐tools/how-‐to-‐calculate-‐roi-‐return-‐on-‐investment/
Outreach Assignment (Nov 8 15) 10%
• This will be submitted as part of Draft 2
• Part A: Thinking about Long Gone Man and Cocktail Culture, what existing stories are covered on this topic or author? List 3 and provide headline, 1st paragraph, talking points and URL
• Make a list of the top 3 keyword phrases included in these articles.
• Part B: Revisit your list of 5 media and bloggers to pitch. How would you revise your pitch angle to be newsworthy? Updated your 5 pitch angles.
• Submit this component as part of Sentence 5 in Draft 2 on Nov 15
Marketing & Publicity
• Budgets. You don’t have one. Most marketing budgets are eaten up by co-op.• 10% of net revenue is the most you’d ever spend to market a book.• Find cheap & smart ideas• $1000 at Amazon. Good because it’s a sales channel.
You want the placement at retail channels.• Goodreads is the 2nd best place. Target audience when they are ready to buy
or interested in books• Blockbuster / Breakout / Breakeven
Marketing & Publicity
• Selling point: make it clear what is important about this book. 1st sentence of jacket copy is important.
• Who does the author(s) know? How well connected to media are they? • Media needs the So What & Why Now: exclusivity, controversy, anniversary,
secrecy, snobbery• Comparative titles: Similar pricing, comparable in terms of author reputation,
subject matter
Contests
• Like-Gate the Contest
• Photos & Video can be a barrier to entry, aim for text that you can re-purpose
• Add an incentive, share for more votes
• Add a secondary action like sign up for newsletter. Don’t make it mandatory.
• Don’t run the contest too long or too short
• Most votes for random draw; grand prize for best entry based on jury selection
• Provide a contest name, details