Digital Marketingand the

SEO Balance

Internet, Email, and WirelessEvolved Marketing80% of traffic is from search enginesGoogle has about 65.5% market shareMoving targetGood content attracts visitors and links

Understanding Digital Marketing

Google is a great free resource: Google Webmaster Tools Google Places Google Analytics Google AdWords Google Shopping Other Google Apps

Calendar, Gmail, Docs, Alerts, Reader, Voice

Google Applications and Tools

Why do you deserve to rank? What makes you better than the

competition? What makes you different / unique? What is your specialized knowledge?

Identify Your USP

A Successful Marketing Plan is a Customized Mix of: Keyword Supporting Content Quality Inbound Links Search Friendly Website Pay Per Click (Google AdWords) Local Search Marketing Social Networking Email Marketing ROI Analysis

Online & Social Media Marketing

Research keywords competition market

Optimization on-site social accounts

Link Marketing get noticed social networking

Supporting Media video on YouTube social media sites create external buzz

Analysis review metrics adjust strategy based on what’s working

Online Marketing Cycle

Research

Optimization

Link Marketing

Supporting Media

Analysis

Research: Keywords

Google Keyword Tool Social Media

search.twitter.com listen to market speak

“Hints” from Google

Find topics to write aboutFind products/services to

reviewFind related sites to

market to/guest blog for

Research: Competition Competition = Top Ranking Sites Competitor’s Social Media Sites Evaluate Competitor’s Content Google - allintitle: Yahoo! - linkdomain:

Research: Market Social Media

compliments complaints common problems

Befriend a Librarian WhosTalkin.com SocialMention.com Survey your market

Optimization: The SEO Balance

• Technical • Content• Links

What the search engine sees

Optimization: Technical

Ask your developer / designer: Can I edit titles & meta tags? Custom 404? How do you handle redirects? Sitemap creation? .xml .html Is there a robots.txt file? How do I edit the site? Can my SEO person make changes?

Optimization: Technical

SEO Plugins for Blogs HeadSpace 2 SEO Slugs Sitemap Generator (html) Google XML Sitemaps

Optimization: Technical

Technical Tools / Helpful Sites Google Webmaster Tools Google Guidelines SEO Starter Guide

Optimization: Technical

Build Site Around Themes

Optimization: Content

Optimization: ContentImagesVideosNewsShoppingBooksPlacesBlogsRealtime (currently not available)

DiscussionsRecipesPatents

Link Marketing is Social Networking• Quality not Quantity• Link TO other authority sites• Link TO related sites• Become influential and active in your social

networks• Social media links DO help• Get Noticed • Be creative!• Don’t forget the “easy” links

Optimization: Link Marketing

Examples of supporting mediaVideoImagesMobile BlogsLocal search enginesCoupon and Deal SitesSocial media

Supporting Media

• Image optimization• Alt attribute (alternative text - required)• Keywords in file name • Text versus image

• Video• Keywords in description • Link to your site in description • Google transcribe

Supporting Media: Images and Video

You See This Image…

Use your alt tags and name the image with keywords so that it comes up in search and makes it readable for those who cannot view the images, such as the visually impaired who use reading machines.

But the Search Engines See This…

Use the Transcription Button

Don’t Forget a Link to Your Site!

Use Your Keywords in Video’s Description

Are your site visitors using mobile?Mobile Site vs. Mobile AppWhat platform is best?

Supporting Media: Mobile

You Could Be Missing Out on Traffic

Define Focus and DirectionLong TailWordPress

Plug-insAkismet – combat comment spamHeadSpace2 – SEO

Wordpress.com (their site)Wordpress.org (install on your site - preferred)

Supporting Media: Blogs

• Claim your listings• Optimize• Positive reviews do help• Consistent listings build trust

Supporting Media: Local Search

Coupon and Deal Sites• Groupon, CincySavers, Living Social, CoupSmart• Prepare in advance• Know your break even point• Widely shared in social networks

Supporting Media: Coupons and Deals

Remember to add social elements

ShareThisWordpress PluginsAdd “Like” button

http://developers.facebook.com

Use your networks to connectLink to social sites in email, print,

from site, stickers, banners etc.

Supporting Media: Social Networks

Google AnalyticsIdentify Key Performance IndicatorsKnow how to find them

Search trafficReferrer trafficConversionsKeywordsVisitor map

Identify Potential ProblemsAbandoned shopping cartPage errorsErrors with forms

Analysis

Network Size / SubscribersActive vs. Total MembersNew vs. Repeat CommentatorsQuantity / Quality of CommentsConversionso Contactso Coupon redemptiono Leads / Sales

Brand mentions

Analysis: Key Performance Indicators

Don’t focus on proving direct ROIBenefits are often secondary or tertiaryFocus on interaction, value of content, not numbersFocus on BrandingMeasure actions, not just size of networkTrack your time/costsSocial Media is for conversation, not conversion

Analysis: Tips

Research keywords competition market

Optimization on-site social accounts

Link Marketing get noticed social networking

Supporting Media video on YouTube social media sites create external buzz

Analysis review metrics adjust strategy based on what’s working

Online Marketing Cycle

Research

Optimization

Link Marketing

Supporting Media

Analysis

Allison Kulage

(513) 402-2735

allison@bareknucklestrategy.com

BareKnuckleStrategy.com

BareKnuckleStrategy.com/blog facebook.com/BareKnuckleStrategy Twitter @BareKnuckleMktg

Thank you!