A Survival Guide for the Overwhelmed Online Marketer

@StoneyDStoney G deGeyter

@polepositionmkg

SURVIVAL GUIDE

FOR THEOVERWHELMED

ONLINE MARKETER

A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu

Online survival requires a P.L.A.N.INTRODUCTION

PPriorities

Basic Survival Strategies

LLandscape

Web Marketing

Facts & Fiction

AAction

Optimization Tools & Tactics

NNavigation

Maintaining a Healthy Web

Presence

@polepositionmkg

PRIORITIES: BASIC SURVIVAL STRATEGIES

QuickVictories

Pay-per-clickPRIORITIES: QUICK VICTORIES

Absolute control

Guaranteed profit (if done correctly)

Greater reach than search

Ability to test marketing messages

Landing page/keyword testing

Pros You have to pay for clicks

Requires constant attention

Always changing

Extremely granular targeting capabilities

More flexibility with ad creative

More flexibility with offers

Reaches interested prospects

Pros Alienate customers if not done correctly

Must monitor ad placement regularly

More complex set up and optimization

More effort required over search

Remarketing campaignsPRIORITIES: QUICK VICTORIES

Impacts usability and SEO

Improves conversion rates

May require technical assistance

May require drastic site reworking

Website architecturePRIORITIES: QUICK VICTORIES

OptimizationEssentials

Keyword research

Core Terms

PRIORITIES: OPTIMIZATION ESSENTIALS

Titles & tagsPRIORITIES: OPTIMIZATION ESSENTIALS

Content and linksPRIORITIES: OPTIMIZATION ESSENTIALS

Navigation architecture

Streamline Choices

Authority building

Social Media

UserExperience

Site navigation

Don’t hide your products or services…

behind the click.

PRIORITIES: USER EXPERIENCE

Conversion optimization

Best Practice

Multivariate

Testing

Humorous Whimsical Serious

Snarky Down to earth

Thoughtful Brutally honest Flowery

GoingLocal

Local & mobile optimization

25% of small business have zero presencein local search resultshttp://www.marketingpilgrim.com/2014/08/25-of-small-business-have-zero-presence-in-local-search-results-infographic.html

Mobile devices account for 50% of paid search clicks by December 2015

http://searchenginewatch.com/article/2335995/Mobile-Devices-to-Account-for-50-of-Paid-Search-Clicks-by-December-2015-Study

PRIORITIES: GOING LOCAL

On-page signals

Site Authority

LocalKeyword

No LocationSpamming

City Targeted

3rd party signals

Business proximity to city

Searcher proximity to business

Consistency of external citations

Reviews

Velocity of

Reviews

Keywords in Reviews Diversity

of Review Sites

Location in Reviews

Reviewer Authority

Interaction &Authority Building

Social media

Twitter

Facebook

Google+

Instagram

PRIORITIES: INTERACTION & AUTHORITY BUILDING

Reputation management

Social

Content strategy

Workshops

Webinars

Videos

Ebooks

Whitepapers

@polepositionmkg

LANDSCAPE: WEB MARKETING FACTS & FICTION

All I need is SEOLANDSCAPE: WEB MARKETING FACTS & FICTION

SEO is dead or dyingLANDSCAPE: WEB MARKETING FACTS & FICTION

SEO is unaffordableLANDSCAPE: WEB MARKETING FACTS & FICTION

SEO destroys usabilityLANDSCAPE: WEB MARKETING FACTS & FICTION

SEO is ITLANDSCAPE: WEB MARKETING FACTS & FICTION

There are magic SEO solutionsLANDSCAPE: WEB MARKETING FACTS & FICTION

I have to submit to GoogleLANDSCAPE: WEB MARKETING FACTS & FICTION

Meta tags improve rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION

Rankings happen overnightLANDSCAPE: WEB MARKETING FACTS & FICTION

I need #1 rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION

All I need is social mediaLANDSCAPE: WEB MARKETING FACTS & FICTION

Social media is a massive productivity killerLANDSCAPE: WEB MARKETING FACTS & FICTION

Social media directly impacts rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION

Guest posting is badLANDSCAPE: WEB MARKETING FACTS & FICTION

All I need is content marketingLANDSCAPE: WEB MARKETING FACTS & FICTION

I just need more contentLANDSCAPE: WEB MARKETING FACTS & FICTION

Your content is already awesomeLANDSCAPE: WEB MARKETING FACTS & FICTION

All I need is more linksLANDSCAPE: WEB MARKETING FACTS & FICTION

Links don’t matter anymoreLANDSCAPE: WEB MARKETING FACTS & FICTION

PPC improves rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION

@polepositionmkg

ACTION: OPTIMIZATION TOOLS & TACTICS

Keyword research

What words do your customers use to

communicate their needs?

ACTION: OPTIMIZATION TOOLS AND TACTICS

Website analytics

Answer questions about how customers

use your website.

ACTION: OPTIMIZATION TOOLS AND TACTICS

On-page optimizationACTION: OPTIMIZATION TOOLS AND TACTICS

Site architectureACTION: OPTIMIZATION TOOLS AND TACTICS

ListeningACTION: OPTIMIZATION TOOLS AND TACTICS

Promotion toolsACTION: OPTIMIZATION TOOLS AND TACTICS

Conversion toolsACTION: OPTIMIZATION TOOLS AND TACTICS

@polepositionmkg

NAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Penguin algorithm & penaltiesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

LinksNon-

Organic

Over-Used Anchor Text

Excessive Internal Linking

Junk Sites

Panda algorithm & penaltiesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Content

Content Value

Keyword Stuffing

Guest Posts

Duplicate Content

Hummingbird algorithmNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Query Match

Topical

Quality

De-emphasized Keywords

Authority

Over-optimizationNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Manual action noticesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Getting out of a penaltyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Clean it up andresubmit.

Staying out of a penaltyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Regular architecture checksNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Ongoing optimization of new keywordsNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Active social maintenanceNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Ongoing content strategyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Stay educatedNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

@polepositionmkg

MOVEMENT IS LIFE

Web marketing never stopsCONCLUSION

There is always something more to do.

WebMarketingChecklist.com

Thank You!

A Survival Guide for the Overwhelmed Online Marketer

Marketing

Transcript of A Survival Guide for the Overwhelmed Online Marketer

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