target marketing webinar | make google fall in love with you

How to Make Google Fall in Love With You

…again and again

Why Google Matters

Source: ComScore & Conductor 2

Google 85%

BigFinSolutions.com 3

What you Need to Know

Before you start messing with SEO and content marketing• Growing importance of social SEO

– Panda 4.0 (May)– Engagement (G+)

• On-site SEO fundamentals• Analytics

– Call tracking (LogMyCalls)– Social tracking (Trackur)– Website tracking (Google Analytics )– SEO tracking (Moz)

Why Content Matters

Source: Compete.com 5

Content Marketing

• The idea of content marketing is to attract and retain customers by creating and curating relevant and valuable content.

• How this works…o Create the Right Contento Get noticedo Get introduced/build trusto Drive engagemento Continue to nurture and grow

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Create the Right Content

• Know your audience • Be unique/different• Linkbait with style: Embed charts and graphs,

shares, pins, etc. • Link out to related content (Zemanta)• Multi-media, the new normal (news, video, slides)• Build authority (rel=author)• Leverage someone else’s authority (interviews)• People want to know what others think (polls)

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The Right Content Pays Dividends

www.youtube.com/watch?v=GA8z7f7a2Pk

Use Content to Get Noticed

• Have your website appear in organic search results and generate click-through

• Have your brand appear in multiple listings

• Boost the overall authority of your website through unique, engaging content

• Build author credibility to boost the result of your content


Multiple Listings from External Sites


Multiple Listings Take Many Forms

• Websites• Local listings• Reviews• Images• Maps• Video • Slides• Forums• Social Media


• Get your business listed on third party sites that Google already knows and prefers (think authority)– Social like Facebook, Twitter, YouTube

• Think multimedia. Don’t be mono dimensional. Have something unique to offer

• Slow and steady wins the race– Too aggressive and you’re off the list– Not at all aggressive, you’ll never get noticed

Seduction Technique #1Leverage Authoritative Sites


Multiple Listings from Internal Pages (Sitelinks)


• Look and be your best– Get organized– Pass authority to top level pages– Target only one keyword phrase per page

• Gain an objective look at yourself – register for Google Webmaster Tools, Moz, etc.

• Follow SEO best practices– Keyword research, keyword in URL, page title, H1 tag,

meta title and description, 2-3 times within copy, within the last 25 words of your page, alt image tag

Seduction Technique #2Use SEO best practices on your own website

Use Content to Get Introduced

• Create content that is relevant to your target audience

• Narrow your focus. Stop trying to be everything to everybody

• Have others make the right introduction(s) for you through social media (shares, re-post, etc.)

• Google Points for ENGAGEMENT - making deep and meaningful connections


A Story in Self-Introduction


Introduction Touch Points


SEO Optimize Each Touch Point

Keyword Selection• Place keyword in title• Use keyword in

description (4 paragraphs)

• Use keyword in audio• Link to video from

authoritative pages• Place on contextual

pages (embed or link)• Encourage social sharing


• Identify high-producing content– What do individuals view, engage with?

• Measure all forms of engagement– adding a phone number on websites and landing

pages as very high value form of engagement.– Even if calls are 10% of your leads, those phone

calls produce 50% to 60% of your revenue. • Use the data!!!

Tracking is essential


• Be genuine – give a lot ask for very little (shadow equity)

• Be unique/different• Tell stories• Be engaging, not boring

Seduction Technique #3Use Genuine Content to Build Trust

Use Content to Drive Engagement

After you’ve developed trust and have built in equity, ask for some type of commitment• Focus on micro-offers, not

“big offers”• Make recommendations• Create custom experience• Access to downloads and

other exclusive content• Push notifications

Measure Online and Offline Engagement

• Google is looking for signs of commitment– Repeat visits– Longer time on site/on content– More social sharing/engagement– More complex sharing (blog embeds, inbound links,

content cross over)• You should be too…– Social media tracking– Web visits (GA, Moz, Hubspot, etc.)– Inbound call tracking (LogMyCalls)– Word of mouth


• Provide an exciting interaction during each touch point

• Stay consistent and targeted• Ask your audience to share,

recommend and comment• Measure level of engagement• Use tools to see the topics your

audience favors

Seduction Technique #4Drive engagement through multiple touches/dates

Use Content to Nurture and Grow Audience

• Create exclusive content without a gate (Whiteboard Friday)

• Repackage and deliver in multiple formats

• Engage readers/viewers- Request and monitor feedback

and comments

• Evolve your content

SEO Guidelines

• Make your content accessible• Focus on a single keyword • Use on-site best practices• Follow a regular publishing schedule• Share everything socially

(FB, Tw, G+)• Use multiple formats when

publishing• Use a rel=author tag• Track, review, improve

(a.k.a. STAY WITH IT)


Seduction Technique #5Up Your Game Over the Long-Term


[email protected] Consulting and Services

Questions?

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