Social Media Content and Asset Creation
Oct 17, 2014
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1. What letter in the Greek alphabet appears under Wikipedia’s missing puzzle piece?
5. Rank Facebook in terms of population with these other countries from biggest to smallest
The 10 Reasons We Share
1. It’s Hilarious
2. It’s Incredible / Unbelievable
3. It’s Emotional
4. It’s Relevant 5. It makes us Think
6. It’s not covered by mainstream Media
7. It makes me Smile 8. It’s Dramatic
9. It’s Embarrassing 10. It’s Provocative
6. It isn’t covered by mainstream media • Behind the scenes, demos, exclusive content
The 10 Reasons We Share
1. It’s Hilarious
2. It’s Incredible / Unbelievable
3. It’s Emotional
4. It’s Relevant 5. It makes us Think
6. It’s not covered by mainstream Media
7. It makes me Smile 8. It’s Dramatic
9. It’s Embarrassing 10. It’s Provocative
Search Engine Optimization
KarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses
Natural Search Results
• 10 Relevant Results / Links – Websites
– Videos
– Images
– News
– Shopping
• Based on quality of content, can’t be bought
Sponsored Links
• 6-11 Ads on the Top/Side
• Known as Search Advertising
• Advertisers bid on different keywords
• Only pay when someone clicks (PPC)
What is Search Engine Optimization?
• Search Engine Optimization is the process of creating or updating a website to – improve the site’s ranking in organic search results,
– with the objective of increasing the volume of quality traffic.
• What’s your ranking?
Protecting your brand on search engines • Protecting your brand keywords on search engines • Rank #1 vs the other 8 results
Social is important too • Google uses +1 and Bing
uses Facebook data to personalize your results
• The more a link is shared, the higher the ranking
Why SEO?
1. Free visitors
2. Qualified traffic
3. Proven for conversions
4. More leads 5. More exposure
6. Add value to users
7. More targeted
8. Less invasive, more receptive
9. Reduce marketing expenses
10. Stay competitive
11. Measurable
In Prestige’s Case: • More readers • More traffic
• More revenue • Better Reputation
KarateSEO© - The Six Factors 1. Keywords
– Picking the Right Keywords to Market to
2. Architecture – Planning a site architecture rich with content & keywords
3. Relevant Content – Optimizing specific pages for the right keywords
4. Authority & External Links – Having the right sites link to you, and using the right keywords
5. Trouble Signs – Avoid these common problems & mistakes
6. Experience on Site – Making sure users are satisfied with their experience with your site
Picking The Right Keywords
• The keywords you select, define – Your costs
– Your competition
– Your results
– Your ROI
– Your brand value – Your success on search engines
Every keyword is its own market … • Different set of competitors • Different philosophy behind search
• Different search volumes • Different kind of search results
• Very different markets!
Keyword Analysis – From A User’s Eyes • Intent – Is the user trying to research? Compare the competition? Or
make a decision?
• Competition – Who are the other top results? What are they offering on their landing pages?
• Category – What type of information shows up? Editorial? Promotional? Corporate-speak?
• How can your offer best match the expectations from this keyword?
What Makes Bad Keywords • Generic, broad phrases (e.g. health tips) • Most single word phrases (e.g. hair or bald)
• Too few searches • Words that aren’t in the customer’s dictionary
• Anything with a celebrity’s name in it
What Make Good Keywords
• Problems your customers face • Solutions your customers are looking for
• Buzz words & industry specific words • Popular (enough searches)
Your Must Have Keywords • Your company name • Your brand names
• Your management team • Your proprietary IP
It’s not optional to market to these keywords!
Write it these keywords out!
Select Keywords by … • Subjective relevance
– Would I want this keyword associated with my brand?
• Estimated conversion – Will it lead to a sale? Or will it attract just surfers?
• Past Data Trends – Actual conversion data from Analytics/AdWords
• Amount of competition – Is your budget big enough to fight for this keyword?
Keyword Research Steps
1. Brain Dump: list down all important keywords you can think of. 2. Find Additional keywords: use modifiers and use the Google
Keyword tool to find new keyword ideas
3. Sort it out: organise keywords into similar categories or groups 4. Find traffic volume for keywords using the Google Keyword tool
5. Rate each keyword with level of relevance to your business: 1) Critical (keyword), 2) relevant, 3) not relevant.
6. Pick your top keywords for each category
7. Map to relevant page the top keywords in category
Start with your Seed List of Keywords • Travel • Hotels
• Air Tickets • Holiday
• Travel Deals
• Vacation
Expand by adding more Modifiers • More specific keywords • Location
• Language • Changing Columns
• Using Site-based Suggestions
5. Rate relevance of keywords
Which keywords are most relevant? Best matched to site?
7. Map to relevant page
For the top keywords in category, what pages are most relevant?
Site Architecture / Sitemap is Critical • The GoogleBot’s Life
– Your sitemap & links are the language it understands
– If it’s not content rich, it won’t rank you
• Focused content – You need one optimized page per keyword
– Should have content, relevant media & links
• Rich in Content – More Pages = More Authority – All pages should be interlinked with navigation &subnav
Architecture– Links & Calls to Action • HTML links to other sites, or other pages increase the weight of a
landing page
• Link to other relevant articles • Relevant products
• Avoid paid links
Architecture – Internal Links • Internal linking should be clear
• Avoid flash navigation • Avoid image navigation
• Clear, text navigation is best
Heading – Titles • <title> Copywriting Jobs: Latest Singapore Job Listing on 9th July 2011</title>
• Google will display 65 characters
• So, you can’t stuff 1000 keywords in there! • But the TITLE tag is the most important for on-page SEO
Heading – Meta Description • Meta Description Tag
– <meta name=“description” content=“The best …”>
• Place after the Title Tag • Works with the Title Tag to get the click
• Attempt to work an “offer” into the description • Keep this tag to 150 characters or less
Content– Title Tags • First, most prominent piece of text for any page on your site
– First function, search engine visibility
– Second function, call to action
• Unique, descriptive title of 5 to 10 words (69 to 75 characters) – First three words – keyword
– Ensure it’s a phrase people can read
Title Tags: Things To Avoid • “Home page” • “This web page uses frames, but your browser doesn’t support
them”
• “Insert keywords here” • “Relocate”
• “Untitled Document”
Content – Heading Tags • <h1> and <h2> tags tell Google what’s important • <h1> is most important, <h6> is least
• Avoid using images, HTML formatting & flash for headlines. Use CSS formatting instead.
• Write multiple headlines relating to the topic • Focus on conversion – lead user to an end result
Sub-Headings • Helps break up the article into small “chunks” • Break up your article into 1-3 paragraph “chunks”, each having its
own sub-heading
• Getting keyword phrase into sub-heading isn’t required, but look for opportunities
• Use synonyms when appropriate
Content – Body Text • Google also measures
– keyword proximity and
– Keyword density
• In each landing page, let the main keyword appear 3 to 10 times • Keep the body of the text between 400 and 900 words
Body Copy • This is the “meat” of the information • Focus on the goal and Call to Action
• Get to the point, don’t waste the visitors’ time • Avoid Over-Optimization
– Too many keywords in body
– High percentage of anchor text
On-Page SEO Copywriting Steps 1. Gather and categorize content on page to be optimized 2. Write Page Title (65 char max)
3. Write Meta Description (150 char max) 4. Write Body content title/sub titles/paragraph text
5. Ensure internal links include correct keyword
1. Gather and categorize content • On the page to be optimized …
– Brainstorm possible ideas for chosen keyword
– Pick different areas of the topic
– Answer different questions about the keyword
– Break down a complex thought into several sections
• Example: “Nursing Jobs”
2. Write Page Title (65 char max) Examples 1. Nursing Jobs in Singapore
2. Nursing Jobs in Singapore – Ministry of Health 3. Nursing Jobs – Frequently Asked Questions
4. 5 things to know about Nursing Jobs in Singapore
5. Nursing jobs – Applications and Instructions
3. Write Meta Description (150 char max)
Nursing Jobs in Singapore – Ministry of Health This Ministry of Health article outlines the availability of nursing jobs in Singapore from 2011-2015
Nursing Jobs – Frequently Asked Questions
Interested in being a nurse or health care professional in Singapore? This FAQ answers the 21 most asked questions foreign applicants have.
4. Write Body: title/sub titles/paragraph text
<h1> Nursing Jobs in Singapore – Frequently asked Questions. </h1>
<h2>What kind of nursing employment work opportunities are available in Singapore?</h2>
Answers: Blah blah blah
<h2>What degrees / education qualifications do I need to qualify? </h2> Answers: Blah blah blah
<h2> Is the job application online – offline </h2>
Answers: Blah blah blah
5. Create internal links
• Ensure internal links include correct keywords • Make sure the keyword is linked, not “click here”
• Search Your site for target keyword and link to that page being optimized for that keyword
Nursing Jobs
Link Popularity - Directories • Directory Submissions
– Outsource to an external company
– http://www.submitinme.com/default.aspx
• Almost extinct, don’t spend too much effort
Link Popularity - Blogs • A blog is a natural link magnet • People are encouraged to cross-link, comment
• Start a blog on your topic
• Write articles relating to your major keywords
• Submit blog to major RSS feed directories
• Find other blogs and manually leave comments, build friendship for cross-links
Link Popularity – Press Releases & Articles
• Articles – Less relevant, more of a numbers game
– Rarely lead to conversions, but great for PageRank
• Press Releases – Harder to craft, more exclusive, more expensive
– Can lead to spurt of traffic & sales
– Must have a newsworthy element to it
Types of Spam (Page 1) • Reciprocal Link Trading • Cloaking
• Promoting Keywords not related to your Web Site • Keyword Stacking
• Keyword Stuffing
• Hidden Text • Tiny Text
• Hidden Links
Types of Spam (Page 2) • Artificial Link Farms • Redirects
• Mirror or Duplicate Pages • Doorway Pages, Gateway Pages or Hallway Pages
• Domain spam & Mirror Sites
• Typo spam and Cybersquatting • Automated Blog Spam
Usability – Speed of Loading • Major factor in Landing page quality score for both SEO and PPC
• Slow pages = bad user experience • Shoot for less than 100 kb
• Optimize by lowering image quality, less graphics and cleaning up code
Usability – Clear Branding • Have a clear logo on top right, contact information on top left
• Headline – Large font
– 4-8 words
– Clearly spell out what’s on the page
– Have a benefit for the reader
– Probably contains keywords
Usability – Ease of Reading • Text
– Use common fonts (Arial, Verdana, Sans Serif)
– Use bold dark colors on white background
– Have headlines and short paragraphs
• Images & Videos – Have an explanatory image or video
– Keep the good stuff above the fold
Usability – Time Spent on Site • Google can track how many people click the “back” button • People can also move pages up or down in rankings
• Watch your web analytics – Keep the bounce rate down
– Increase the time spent on site
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