Post on 28-Jan-2015
description
Conten
tOptim
izatio
n
flickr.com/photos/roboppy/64673871
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Typical site
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Typical site
flickr.com/photos/wwworks/864731205/
Advertising doesn’t work
searchengines
• Ads have become noise• Media dilution• Ad circumvention• People don’t trust corporate
communications
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Search optimized sites
Why search engine marketing works
• Its where most people go to look• Specific searches (longtail)• Identified need• All steps of the buying cycle
Google processes over1 billion searches a day
Give her all we got
flickr.com/photos/mario_groleau
flickr.com/photos/jurvetson
online advertising &
PR
performance based ads
(paid search)
content networking
Awareness referrals
user centered listings(organic search)
Peer recommendatio
ns
Authority recommendatio
ns
ReputationManagement
trusted advisor
requests
userrequests
retention programs
touch pieces
word of mouse
traditional advertising &
PR
traditional sales
custom service
offlinecommunications
engagement contentbrochureware
landing pages
conversion mechanisms
customer relationship management
social content
website social media
online corporate communications
user engagement
Engagement
Why engagement content & social media work
searchengines
Produce great stuff and people will come to you, produce really great stuff and your customers will share and disseminate your message for you.
Ann Handley & CC ChapmanContent Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks, Webinars (and More)
That Engage Customers and Ignite Your Business
“”
Turbo supercharge your site
[TODO]
flickr.com/photos/jerbec/4251847627
mo traffic, mo traffic, mo traffic
searchengines
SocialSearchSynergy
flickr.com/photos/patersor/3036321072/1
Content is king?
flickr.com/photos/38659937@N06/5752344624/http://www.flickr.com/photos/wwworks/864731205
interrupt and repeat delight and engage
you are a publisher
searchengines
All companies, no matter what the size, must start to think more like publishers than every before. Consumer behavior has changed drastically over the past few years. Customers are more accepting of content from “non-media” sites and the barriers to publishing are now non-existent.
Joe PulizziGet Content Get Customers
“”
you are a content marketer
searchengines
The single most important thing most Web sites can offer to their users is content that those users will find valuable.
Jesse GarretThe Elements of User Experience
“”
process
Planning• Results• Audience• Topics
Create• Writing /
producing
• Styling• Publishi
ng
Promote• SEO• Social
media
Results modeling: brainstorm
increase bike sales
become a recognized
leader in the local biking community
Show the pictorial history of results bikes
The site should be intuitive and easy to
navigate
The site should have a clean
and professional
look
Be more viral
To increase traffic to the
site
Increase bike rentals by
100%
Reduce routine customer call inquires by
50%
Sell more bike repair services
Sell more bikes online
Double our mailing list
Staff should be able to add
and edit content
Expand our digital footprint
Get 500 “Likes” on Facebook
Visitors should be able to find what they want in no more than
3 clicks
Defining results
flickr.com/photos/pochacco20
Content should have goals that support the
site goals
User role modeling: brainstorm
local newspaper
sports blogger
website administrator
hotels that need bikes for
guests
people from out of town
fans
staff
new bike rider
bike shoppers
person who wants to
upgrade their bike
competitive rider
bike owners
job seekers
new mom/parent
casual bikers
tour guide
User role modeling: consolidate & refine
local newspaper
sports blogger
fans
staffbike shoppers
bike owners job seekers
new mom/parent
website administrator
tour guide
casual bikers
new bike rider
person who wants to
upgrade their bike
enthusiasts shoppers staff
renters
people from out of town
hotels that need bikes for
guests
owners
competitive rider
job seekers
User role modeling: define
owners
Demographics• Age: 25-55• Gender: 65% male• Location: within 10 miles of store
Psychographics• Active lifestyle• Prefers being outdoors• Green
Behavioral• Significant web usage including search engines and social media• Research purchases online before buying• Significant use of mobile devices
Brand• Custom service is significant driver for brand loyalty• Likely to buy again from same store. Typically 1 bike every 4 years.
Site• Proficient web user • Likely to have high speed internet access
User role modeling: personas
renter
User role modeling: prioritize
enthusiastsshoppers
staffrenters
owners
job seekers
Primary Secondary Tertiary
Topics
Audience driven• Modeling• Ask• Monitor
• Social media• Search
Author/staff driven• Passions• Recent projects
Organization driven• News and events• Success stories
Writing
Blend the art of story telling (literature) with the science of reporting (journalism)
Be human
Share or solve; don’t shill
Delight and suprise
promote
recommendedchampions
preferredloyalty & goodwill
findingSearch engines
awarenesssocial media
paid
organic
Add a user
searchengines
seo magic formula
great architectur
e
great backlinks
great content
great rankin
gs
user
author
organization
content workflow
topics
topic driven
contentoptimizatio
n
keywordresearch
contentoptimizatio
n
contentauthoring
contentauthoring
keywords
competition
popularity
relevance
keyword driven
promotion
keywordresearch
site keyword research
brainstorm keywords phrases
seed keyword
list
research•lateral phrases
•search volume•competitiveness
expanded keyword
list
evaluate relevancy
targeted keyword
listsp
read
shee
t3rd p
arty
tools
spre
adsh
eet
spre
adsh
eet
Drupa
l
page keyword research
determinemain keywords
from contentcontent
keyword list
research•lateral phrases•search volume•competitiveness
targeted keyword+
modifiers
content optimization
• 40 – 70 characters• use target keyword phrase at least one time
page title
• 200 – 800 words• include target keyword phrase 2 – 4 times• keyword phrase prominence > 50%
body
• 10 – 25 words
meta description
• 1 – 15 phrases
meta keywords
all-in-one optimization kit
SEO
Tools
keyword clustering
all-in-one results oriented website
A results oriented website in a box* *box not included
For organizations age 0 to 150
Super secret D7 version:http://apps.leveltendesign.com
thank you!
Tom McCrackenLevelTen InteractiveDirector
Phone: 214.887.8586Email: tom@leveltendesign.comTwitter: @levelten_tomBlog: leveltendesign.com/blog/tomLinkedIn: linkedin.com/in/tommccracken