The Internets: A Series of Tubes!
Navigating the Tube
Mike DuncanSage Island CEO
Know your Customer
Know their Langauge
Keyword ResearchKeyword Selection is Key
Careful keyword selection is the heart of the SEO campaign.
Research Keywords
Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. You’ll begin with your input on what your most important keywords are, then expand that list by cross-checking the list against the search engines’ databases of actual keyword searches. This will help target the right words - the ones that will actually deliver customers to your website.
www.keyworddiscovery.com
www.wordtracker.com
www.overture.com
Google Adwords Keyword Tool
www.seobook.com
www.seomoz.org
Open for Business-Driving Traffic-
SEOHave a Strategy for your site and
optimize your content
• Use keyword research to determine how customers search
• Inject keywords into body copy, titles, and images
• Be sure that your site is user friendly and search engine friendly. Your marketing efforts won’t help you if your website makes it difficult for users to find the information they want.
Ranking factors:
www.seomoz.org/article/search-ranking-factors
www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
On Page OptimizationOptimize Website Meta
<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards, Skateboard Decks, Trucks, Wheels & Much More!</TITLE>
<META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!">
<META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards">
Sitemap Submission
Google WebMaster Tools - www.google.com/webmasters/tools/
Bing (MSN) WebMaster Tools - www.bing.com/webmasters
Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com
Create Sitemaps
www.gsitecrawler.com
Create a Robots.txt file and place in the root directorywww.yourdomain.com/robots.txt
User-agent: *
Disallow: /my-dirty-photos
Sitemap: http://www.domain.com/sitemap.xml
www.websitegrader.com
How does your site rank for SEO?
Driving Relevant Traffic
Links
Quality links is what you are after.
What is a Quality link?
Good Page Rank and relevant
Link Building
Driving Relevant Traffic
Paid Search
Invest in a Paid Search
(pay-per-click) Campaign
• Paid search is a fast, cost effective, extremely targeted way to increase visibility on the search engines.
• Even a small budget can be very effective if you use extremely targeted keywords to avoid spending money on unqualified clicks.
• Write compelling ads targeted to your demographic to get attention.
Driving Relevant Traffic
Shopping Networks
Driving Relevant Traffic
Social Networks
“There are now at least 1.6 billion of us connected via computer and 3 billion mobile devices that touch the Internet. The rise of "social" technologies - such as wikis, blogs, Twitter, SMS and social networks - means that the barriers to participation across the planet (in terms of the cost, access and skills required) are rapidly approaching zero”
Joshua-Michele Ross on O’Reilly Insights – March 2009
What is Social Media MarketingMany marketers think that doing a sponsorship on MySpace or posting a one-off campaign channel on YouTube is social media marketing
Not true.
Social Media is About Socializing!
It is about:Weaving your content and messages into the social webJoining the customer conversationMaking friendsCommunicating with those friendsListening to those friendsMeasuring impact
Blog
Blog Dos• Pay attention to headlines. Many people scan blog posts in a feed
reader like Google Reader. If the headline isn’t interesting, they won’t click through.
• Link to other blogs in your industry to get their attention and encourage them to link back to you.
• Keep blog posts under 500 words and break up large chunks of text with photos, headlines, and bullets for easier reading.
• Focus on quality content, but keep SEO in mind by favoring high traffic keywords over lower traffic phrases.
• Solicit feedback from your readers. Ask questions, include polls, and encourage community building through comments and participation.
Blog Don’ts• Never copy and paste content from other websites to fill your
blog posts. This creates duplicate content problems and violates copyright law.
• Avoid keyword stuffing. Your primary concern is quality content that interests readers. SEO should always be secondary. Use keywords only when appropriate and only if it doesn’t compromise good writing.
• Don’t expect feedback on every post. For every commenter there are nine “lurkers” who read without participating. Keep soliciting feedback and trying new ways to engage those readers, but don’t give up.
Wordpress Pluginshttp://weblogs.about.com/od/wordpressplugins/tp/55BestWordpressPlugins.htm http://wphacks.com/wordpress-plugins http://www.ghacks.net/2009/08/15/best-wordpress-plugins http://rooteto.com/best-wordpress/30-wordpress-plugins
Social Tagging
Viral Marketing & Social Tagging
Add social bookmarking buttons for sites like Digg, Del.ici.us, and Stumble to blog posts and other content on your site to encourage users to “vote” for it.
www.addthis.com
www.twitthis.com
Videos
YouTube Optimization
• Use keyword tags to tell readers and search engines what your video is about.
• Create a compelling headline to encourage viewers to watch your video.
• Keep videos as short and engaging as possible with the most important messaging in the beginning. If viewers get bored, they won’t watch the whole thing.
• Pay attention to your thumbnail image to entice viewers to click and watch. YouTube automatically selects a thumbnail by selecting an image from about halfway through your video.
Facebook / MySpace
Reaching your fans on FB
• Keep a constant stream of fresh content on your wall by uploading photos, videos, and links to your Facebook page.
• Create a community by building a group where members can upload their own photos and videos and discuss your brand.
• Link your Facebook page to an RSS feed for your blog.
Customer Service
Track Everything!
Search Engine Optimization – Kristopher Jones
Get to the top on Google – David Viney
Landing Page Optimization – Tim Ash
Building Findable Websites – Aarron Walter
M I K E D U N C A [email protected]
twitter.com/MikeADuncan
twitter.com/sageisland
www.sageisland.com