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Digital Marketing and SEO
RutgersJuly 2015
www.MySEOmadesimple.com
What We’ll Cover
• Table Setting• Defining Your Strategy/Positioning• Developing a Web Presence – Paid, Earned,
and Owned• Search Engine Marketing (PPC)• Social Media • Search Engine Optimization (SEO)• Wrap Up/Next Steps
www.MySEOmadesimple.com
Defining Your Strategy
• What makes you unique?– Differentiators– Value Proposition – (ex: ‘sales and marketing
software for small business’ – Infusionsoft)• Who is your target market?
– Can’t be all things to all people• What are your online goals?
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Paid Media• Pay-per-click
– Google Adwords, Yahoo, Bing– Based on keywords, geography,
and budget– Mobile vs. Desktop
• Display ads– Google Display Network (GDN)– Geo, site specific, behavior
• Retargeting/Remarketing• Social Media ads
– Facebook – Twitter
www.MySEOmadesimple.com
Earned Media• Content
– Unique and engaging– Frequent
• Brand Mentions• Shares
– Has direct impact on organic rankings/engagement
• Reposts• Reviews
– Growing in importance– Essential for all business types– Rich Snippets (schema)
www.MySEOmadesimple.com
Owned Media• Website
– Primary online asset– To inform and convert
• Mobile Site– Growing percentage of searches
• Blog– Your opportunity to shape your
message, grow your site, etc.• Social Media channels
– You control the content, frequency, and dialog
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Search Query
Paid AdvertisingPaid Advertising
Product Listing Ads
Organic
Organic
www.MySEOmadesimple.com
Paid Media
www.MySEOmadesimple.com
Paid AdvertisingPaid Advertising
www.MySEOmadesimple.com
Pay-Per-Click – Get Started
www.MySEOmadesimple.com
Paid Media (Pay-Per-Click)• Also Know As…
– Search Engine Marketing (SEM), Google Adwords, PPC
• Ad Types– Text (may include thumbnail) or Display
• Retargeting• Ad Networks
– Google, Yahoo, and Bing; Google Display Network, Facebook, Amazon, RTB
Benefits: Target individuals at the precise moment they are searching for your product or service and only pay for performance… pay-per-click.
Know Your NumbersImpressions – amount of time your ads are shownClick-through-rate (CTR) – percentage of time your ad is clicked on over number of impressions Opt-in-rate – percentage of time visitors opt-in to your offer or promotionConversion rate – sales as a percentage of spend or traffic
www.MySEOmadesimple.com
Some Cool PPC Tools
www.MySEOmadesimple.com
Earned Media (Social)
www.MySEOmadesimple.com
Wow, Attract, Sell
• Wow– Know your target audience– Develop engaging content– Make it easy to share, repost, etc.
• Attract– Quality content generates interest and engagement– Ask for shares, reposts, etc. (pass it on)
• Sell– Make recommendations– Offer exclusive social media promotions
www.MySEOmadesimple.com
Social Channels (demographics)
• 53% male• 47% female• 65% of users are 35+
• 80% female• 20% male• 1 hr. 17 min per week
(avg. user)
• 53% female• 47% male• Primary demo is
American women <25
• 50% female• 50% male• Largest
demographic is 18-34 year olds
• 68% female• 32% male• 90% of users are <35
• 67% male• 33% female• 28 year-old male techie
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Social Engagement• Natural sharing
– Quality content– Targeted content– Content that only you can provide
• Start with an Editorial Calendar– Key months/days related to your industry– Monthly topics
• Pay for advertising– Facebook– Twitter sponsored post
• Use data and insights to informyour strategy
www.MySEOmadesimple.com
Some Cool Social Tools
www.MySEOmadesimple.com
Owned Media (Search Engine Optimization)
Search Query
Organic
Organic
www.MySEOmadesimple.com
So How Can We Dominate?
www.MySEOmadesimple.com
We Used To Run Marketing Channels As Distinct, Separate Silos
www.MySEOmadesimple.com
Each Channel Contributed Individually To The Whole
www.MySEOmadesimple.com
Then, Some Marketers Realized The Benefits Of Channel Integration
www.MySEOmadesimple.com
Organic Search
2011:
I think that’s the only one I’ve heard of…
2015:
Hmm… Pretty sure that’s 5 of the 7 largest, best-known auto
insurers in the US?
2011:
I know Sunset, but none of these others.
2015:
This is the only brand on page one I don’t know.
32MySEOmadesimple.com
Content Quality
Social Signals
Usage Data (CTR)
Topical Authority
Trust & Spam Signals
Local Factors
Factors Driving Organic Search Results… What’s Working Now?
www.MySEOmadesimple.com
Content Quality… Make It Yours!
www.MySEOmadesimple.com
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Content is Good… Make it Yours!
www.MySEOmadesimple.com
Social Signals.. Think Amplification
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Boost Results
Make It Easy
www.MySEOmadesimple.com
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Topical Authority… Pick Your Square
www.MySEOmadesimple.com
www.MySEOmadesimple.com
www.MySEOmadesimple.com
#1 in Organic Results
www.MySEOmadesimple.com
Local Factors… Now They Matter
www.MySEOmadesimple.com
Add Local Pages to Your Site
www.MySEOmadesimple.com
#1 in Organic Results
www.MySEOmadesimple.com
Quality Links… Still Important In SEO
www.MySEOmadesimple.com
This Will Get You in Trouble:Crappy Links
Seek out links to rank
better
Acquire them
manually
Submit, pay, beg, trade, etc.
+ + = Low Scalability
Risk of Penalties
This Will Get You the Right Links:
Do stuff worthy of attention
Earn amplifi-cation
Links come in naturally
+ + =
Traffic
Branding
Rankings
www.MySEOmadesimple.com
Applying the right techniques produces the right results!
www.MySEOmadesimple.com
www.MySEOmadesimple.com
www.MySEOmadesimple.com
Pulling It Together
• Building Well SEO’d Sites Are Essential For Building A Powerful Brand
• Local Search Is Driving Local AND Nation Results
• Build Local Pages (National or Local Reach)• Content Is Still King But It Must Be Yours• It’s All About Amplification• The Link Game Has Changed
Michael Fleischner, MySEOmadesimple.com | June 2015
Thank You!Want to get in touch?
@mfleischner
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