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Seminar by Marie Page of Musicademy on the use of social media in ministry and the marketplace. For more information and to download Marie's 90 page e-book on Facebook Marketing go to http://www.musicademy.com/store/uk/smarter-facebook-marketing-guide.html
Citation preview
© www.musicademy.co.uk
An introduction to the breadth of online marketing and social media and how to use it effectively in both ministry and business.
Social media in ministry and the marketplace
© www.musicademy.co.uk
9.30-10.30 IntroductionsSocial media basicsThe concept of Content Marketing
10.45-11.45 Facebook and Edgerank
1.15-2.15 BloggingE-newslettersOther social media platforms
2.30-3.30 Search Engine Optimisation Google Analytics
Timetable
Your Seminar Presenter:
Marie Page BA (hons), FCIM, Chartered Marketer, PGCE
– Director, Musicademy and Worship Backing Band– Digital Marketing Practitioner– Chartered Institute of Marketing Tutor & Examiner– Tutor for The Institute of Direct & Digital Marketing
@Musicademy
http://www.musicademy.com/store/smarter-facebook-marketing-guide.htmlfor Marie’s Smarter Guide to Facebook Marketing ebook. Or buy here for $15 (booth F1)
www.musicademy.com/blogFor our worship blog and other free resources
© www.musicademy.co.uk
About Musicademy
DVDs & Online LearningGuitar, Vocals, Keys
Drums, Bass, Orchestral
Playing by Ear
www.musicademy.com
Worship Backing BandFor churches with half a band or even no band at allYou choose the instrument mix You play, it fills in for missing musiciansFeatures key and tempo changewww.worshipbackingband.com
A culture of participation
• Dr Ryan Bolger http://vimeo.com/33500507
• Following Jesus in participatory culture: Faithful living in a world mediated by technology
© www.musicademy.co.uk
A culture of participation
• Post modern culture is now a participatory culture
• People have shifted from consuming to participating
• TV – we used to consume (watch) it, now we tweet about it and actively participate
• “If we can’t facilitate that kind of participation [in our churches] they will be fans of something else as opposed to forming their lives around the things we would be convinced would most benefit them”
© www.musicademy.co.uk
Web 1.0
• Like a stone tablet – unalterable form, no interaction
• Many church websitesare an online form ofchurch notieceboard
• Churches still think like1950s communicationchannels
© www.musicademy.co.uk
Web 2.0• The Interactive Web
– Move from static webpages to dynamic and shareable content – Human collaboration– Social networking, wikis,
blogs etc – Marked by interactivity
and participation(by you and me rather than just techs)
© www.musicademy.co.uk
Just how big a force is the web?
• 6,500 daily newspapers
• 20,000 readers for a good paperback
• 14,000 titles published in the US each year
• 200,000 periodicals published in the world
• 129M book titles published last 500 years
• 156M active blogs
© www.musicademy.co.uk
Just how big a force is the web?
© www.musicademy.co.uk
Web 2.0
© www.musicademy.co.uk
© Marie Page @ www.musicademy.com
2013 Social Media Revolution
• http://www.youtube.com/watch?v=QUCfFcchw1w
13
Social Media Revolution Parody
• http://www.youtube.com/watch?v=fT-eXw7Xsjo
14
© Marie Page @ www.musicademy.com
What’s the point?
• It’s gone beyond technology
How are people using it:• Find out where we are• Stay in touch• Chatter, inform and opine
– is Twitter trivial? Most chat is trivial• Share critical news and info• Show off pictures• Go shopping• Save the phone bill
© www.musicademy.co.uk
Why does the church need to bother?
• In the beginning was The Word – a communications identity• The Word was made flesh – our job is to make the word of God live
to people in their lives where they are (incarnation)• We are the body of Christ• We should be interested in revolutions – Christianity turns the world
upside down• The best sermons are lived not preached. Social media
communicates the nitty gritty of real life• The church (Acts) was a chain reaction. People communicating with
other people.
© www.musicademy.co.uk
Why does the church need to bother?
• You can opt in and out of conversations on the level you want.• It is free. Not paranoid, boxed in and anxious• It’s a mixed bag. It allows people to be themselves• Allows for serendipity (eg cartwheeling verger) Space to be spirit led
(not scripted)• Power of the question, not the unwanted answer• Gives power to the questioner, not the institution
© www.musicademy.co.uk
© Marie Page @ www.musicademy.com
Social Media Explained
© Marie Page @ www.musicademy.com
People tend to stick to the same five or six sites that they know and trust. Within these small ‘villages’ the marketer is
replacing the shopkeeper – offering the customer things they might not spot themselves….
With people self-selecting the villages they inhabit, marketers need to ensure they have a presence in those places, rather
than trying to drive customers to their own sites, which is increasingly a much harder proposition.
Taken from CIM’s Shape The Agenda paper“What hasn’t happened yet. The shape of digital to come” March 2010
• Nearly 4 in 5 active internet users visit social networks or blogs
• Americans spend more time on Facebook than any other website
• 53% of adult social networkers follow a brand
• http://blog.nielsen.com/nielsenwire/social/
Neilsen’s 2011 Q3 State of Social Media Report
What is Content Marketing?
• “A marketing technique of creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined target audience” Pulizzi and Barrett (2009).
The Guru’s Speak:
• "Content is the only marketing left” Seth Godin
• “No one cares about your products. Far better is for companies to start viewing themselves as sources of information” Brian Kardon, Eloqua
• “The one who has the more engaging content wins, because frequent and regular contact builds a relationship” Joe Pulizzi, CMI
• “Content is now a marketing cornerstone because:- Interruption marketing doesn’t work anymore- Customer behaviour and expectations are changing- Everyone is a publisher” Ann Handley, Marketing Profs
Why Content Marketing?
• Interesting content is a top 3 reason people follow brands on social media (GetSatisfaction, 2011).
• 3 in 4 marketers cite compelling content as a factor in closing sales, 70% of consumers prefer getting to know a company via articles rather than advertisements and 60% feel more positive about a company after reading content on its site. ContentPlus (2012)
Think like a PUBLISHER not an advertiser
• Not interruptive marketing that just sends messages• Engage with them• Create exceptional (great) content that people will want to share
Image:
gapingvoid.com
4 key Goals for content marketing
• The ultimate goal of content marketing is to be so engaging that your customers will eventually buy, but before that you need to achieve one of these 4 foundational objectives to attract interest, increase page views and maintain reader loyalty.
1. Educate• This type of content is often prefaced by a headline that starts with “How” . People’s
thirst for knowing how to start a blog, market their business or solve a problem
2. Inform• Keeping people up to date with the latest news was the domain of the newspaper,
trade magazines or TV. Today the blog or social network is the source.
3. Entertain• It doesn’t have to be a video and entertainment can also be a media type that informs
and entertains. Infographics can also be included in this category. Humour is one of the vital components here.
4. Inspire
• This can be a challenge but inspiring people to be better, to push their limits or to be successful should be woven into your content. This content can be examples of other successful people that have overcome adversity people or creative examples that showcase others achievements.
Thanks to Geraint Holliman of HPS Group for this and a couple of other slides
Blog
•Industry news•Product know-how•Insights•Features•Top 10s•Humour•Videos (YouTube?)•Content from other blogs•Guest posts•Ask the Expert•Great links•Interviews•Do’s & Don’ts•Stories•Lists•Vodcasts•How-to articles•Polls•Controversy•Intrigue•Etc Etc
Dai
ly/w
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y po
sts
The upshot:•Great SEO•Fresh new content•Integrated social media•Multiple platforms•Multiple interaction points•Your content where Your customers what it•Feedback
Comments
back
Comme
nts
back
retw
eets
Pos
ts a
re tw
eete
dre
twee
ts
retweets
Posts /tweets on LinkedIn
Comme
nts
back
Posts into Facebook page
Likes &
comment
sPosts become e-newsletters
Comments
back
Other pages
post/link
Other sites copy &
link
Links &
SEO
©Marie Page 2010 www.usingconversationalmedia.com
Blog Central – integrating social media
DIG
G, S
tumbleU
pon,
Technoratii, D
elicious etc
Links &
SE
O
© Marie Page @ www.musicademy.com
Social Media - Facebook
© www.musicademy.co.uk
• 1 in 9 people in the world are on FB
• Members of your congregation – Visitors– Teenagers– College Age– Seniors
Why is Facebook so effective?Dr BJ Fogg, of the Stanford University
Persuasive Technology Lab has researched three reasons for its probable success:
Facebook helps us express identity - we join groups to express who we are, where we are from and what we like
Facebook helps us show support for other people or causes Facebook is a place for us to have fun - groups with crazy titles,
campaigns for ridiculous achievements (Rage Against the Machine for Christmas Number 1 anyone?)
(cited in Perks & Sedley, Winners & Losers in a Troubled Economy, p 49)
Churches on Facebook• Facebook pages
• Events
• 2-way conversation
• Q&A
• Videos, polls
• Sermons
• Snippets
• Scriptures being studied
• Music
• Discussions
• Opportunity to “Share”
© www.musicademy.co.uk
Churches on Facebook
© www.musicademy.co.uk
• Get your congregation involved• Give them posts to share• Link via your website and on your other
communications• Use photos well• Books to read• Quotes from the pastor• Look forward too…• Prepare your hearts, read…• In depth reading• Book quotes
Basics• Set up a church FB page• If your current page is a group or private
profile, convert it to an organization page• Set a vanity url “facebook.com/mychurch”• Make the graphics on your Facebook
match the design on your website• Begin posting consistently
Facebook “Fan” Pages
About
Number of fansPTAT
Check-ins
“Favicon”
Apps/Tabs
Posts by others
Admin
Cover image
Timeline
Sponsored Story ad options
Facebook “Fan” Pages
Recommendations
Reach Pages we like
“Favicon”
Promoted Post
Posts
The Admin Panel
New Fans
Notifications
Insights data
Messages from fans
• Fan - a Facebook user who signs up to follow your page by clicking “like” on it
• Friend – someone you are connected to on Facebook via your personal Profiles. Also used as a verb when you add someone as a Friend (to Friend)
• Friend List – an organised grouping of friends – you might segment your friends into lists perhaps by work, family, real friends(!) etc
• Group – a collection of Facebook users that have a common interest – any Facebook user can create a Group
• Network – a collection of Facebook users identifying with a particular region, school or workplace – you can join up to 5 networks on Facebook
• Fan - a Facebook user who signs up to follow your page by clicking “like” on it
• Friend – someone you are connected to on Facebook via your personal Profiles. Also used as a verb when you add someone as a Friend (to Friend)
• Friend List – an organised grouping of friends – you might segment your friends into lists perhaps by work, family, real friends(!) etc
• Group – a collection of Facebook users that have a common interest – any Facebook user can create a Group
• Network – a collection of Facebook users identifying with a particular region, school or workplace – you can join up to 5 networks on Facebook
Facebook Glossary• News feed – the content posted on your
wall which includes the aggregation of your friends individual newsfeeds too
• Page – the place where organisations (or celebrities) “live” on Facebook. The Page is the organisation’s equivalent of a Profile. This is where you share information and interact with fans
• Profile – the place where individuals “live” on Facebook. This is where you share information and interact with friends.
• Wall – the main element of your profile or page that shows new content, comment and recent actions
• News feed – the content posted on your wall which includes the aggregation of your friends individual newsfeeds too
• Page – the place where organisations (or celebrities) “live” on Facebook. The Page is the organisation’s equivalent of a Profile. This is where you share information and interact with fans
• Profile – the place where individuals “live” on Facebook. This is where you share information and interact with friends.
• Wall – the main element of your profile or page that shows new content, comment and recent actions
Simple content ideas - Polls
Simple content ideas – Video clips
Video uploaded directly to Facebook
Simple content ideas – Ask the Expert (Questions)
Simple content ideas – Friday Facebook Question
Simple content ideas – Freebies / Try before you buy
Simple content ideas – Links to other relevant sites
Simple content ideas – Links to blog posts
Simple content ideas – Top 10s / Do’s and Don’t’s
Simple content ideas – Asking Opinions
Asking advice
“Wow, Marie, I am completely overwhelmed by all the posts, amazing! I am going to sit down with my boy and we'll go through them all in detail! Love the suggestions also about him composing his own stuff. Many, many thanks.” Liz
Simple content ideas – Tags and Check-ins
Simple content ideas – Product profiles/launches
Simple content ideas – Happenings in the office
Simple content ideas – Controversy
Simple content ideas – Humour
How to find fans – prominent links on your website & emails
Helping Marketers Succeed OnlineHelping Marketers Succeed Online
The Facebook Edgerank Algorithm
• Every bit of FB content is known as an “edge”- status update, a like, a photo, a change in relationship status
• The newsfeed isn’t really a feed of news, instead it’s a chart of the most ‘important’ Edges which are determined by the EdgeRank Algorithm.
Traditionally 3 elements:– Affinity– Edge weight– Recency
What about the new “Spam”
score?
EdgeRank is now based on four things:
• Yours and other people's relationship with a brand (affinity): the more you and other people engage with a post, the more likely you are to see it
• The type of post: simple status updates seem to trump other content now
• Time: the older a post is, the less likely it is to be viewed...with a catch (which I will explain below).
• EdgeRank is now also ranked based on the level of negative feedback a brand and posts receives.
• In short, engagement and the type of post improves your EdgeRank score, while the time decay and the negative feedback makes it worse. These four factors combined is what determines the success of your post.
• http://www.baekdal.com
They may be fans but do they see your updates?
203% PTAT!
Likes: 64Comments: 7Shares: 1Reach: 1444
Likes: 64Comments: 7Shares: 1Reach: 1444
Likes: 59Comments: 8Shares: 0Reach: 853
Likes: 59Comments: 8Shares: 0Reach: 853
Photos vs status updatesPhotos vs status updates
Lessons for understanding Edgerank:Plain text status updates have more weight than photos so drive more reach.
Lessons for understanding Edgerank:Plain text status updates have more weight than photos so drive more reach.
Plain text updatesPlain text updates
Likes: 3Comments: 56Shares: 1Reach: 2294
Likes: 3Comments: 56Shares: 1Reach: 2294
Likes: 16Comments: 2Shares: 0Reach: 1171
Likes: 16Comments: 2Shares: 0Reach: 1171
Likes: 64Comments: 7Shares: 1Reach: 1444
Likes: 64Comments: 7Shares: 1Reach: 1444
Likes: 39Comments: 6Shares: 1Reach: 1507
Likes: 39Comments: 6Shares: 1Reach: 1507
Likes: 15Comments: 19Shares: 1Reach: 1419
Likes: 15Comments: 19Shares: 1Reach: 1419
Lessons for understanding Edgerank:Reach is driven by engagement. The more engagement, the higher the reach.Comments drive reach more than likes
Lessons for understanding Edgerank:Reach is driven by engagement. The more engagement, the higher the reach.Comments drive reach more than likes
PhotosPhotos
Likes: 12Comments: 0Shares: 4Reach: 525
Likes: 12Comments: 0Shares: 4Reach: 525
Lessons for understanding Edgerank:High numbers of Likes and Comments will drive more reach
Lessons for understanding Edgerank:High numbers of Likes and Comments will drive more reach
Likes: 59Comments: 8Shares: 0Reach: 853
Likes: 59Comments: 8Shares: 0Reach: 853
Likes: 11Comments: 2Shares: 2Reach: 581
Likes: 11Comments: 2Shares: 2Reach: 581
Blogging
• Write a list of all the questions you are asked about your church/business on a regular basis:
• How do I…?• Should I…?• What do you think about…?• How do I know if…?• Is it worth spending money on…?• Do you know where…?• What would you recommend for…?• What do you predict will happen to…?
63
What is a blog?
• Musicademy business blog:www.musicademy.com/blog
• Top 200 church blogs here :http://churchrelevance.com/resources/top-church-blogs/
• Youth leader blog: http://beccaislearning.com/
© www.musicademy.co.uk
Benefits of a Company or Church blog
1. Help you sharpen your pitch to prospective customers / congregants
2. Show that your company/church is full of real people with opinions
3. Build backlinks (great for SEO)4. Show that you're more competent than the competition /
show your distinctive culture and personality5. Good place to store and chronicle information6. Enables conversations7. Encourages regular traffic8. Shows you are in touch (with communication technology and
your sector)9. Allows people to “try before they buy”10. Allows you to respond in an emergency
Content ideas - Devotionals
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Content ideas – Stuff from the media
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Content ideas – your videos
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Content ideas – promoting events
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Content ideas – funny videos
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Content ideas – “curated” content
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Content ideas – meaty issues/controversy
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Content ideas – useful resources
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Content ideas - freebies
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Content ideas – Ask the Expert
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Content ideas – series/theology/opinion
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Content ideas - articles
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Content ideas – sharing homegrown resources
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Content ideas – songs/music
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Content ideas – sharing best practice
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Content ideas – Plugging products
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E-newsletters
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Blog content:
=>Newsletter articles
=>Facebook content
=>LinkedIn content
=>Twitter status
=>Incoming links
Email & newsletter platforms - Mailchimp
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Split testing subject lines
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Which articles get the most clicks?
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Mailchimp tracking
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Mailchimp Tracking
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Customer Insights
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LinkedIn (Groups)
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LinkedIn (Groups)
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Response Ability
• Are you engaging others?
• Can you respond to criticism well?
• How long does it take you to respond?
• Are you listening?
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Need extra help?
• DIYwww.usingconversationalmedia.comTo download Marie’s ebook “The Art of Conversation” – a practical how-to guide to using social media
• Outsource some helpEg from IceCream Social Experts
© www.musicademy.co.uk
© www.musicademy.co.uk
You’ve got a website, but do you know how well it’s working? Learn to improve the design content and navigation of your website using Google Analytics.Plus:Search Engine Optimisation (SEO)
Websites and Google Anlaytics
This part of the seminar
Today we will cover:• How to create a Google Analytics account• Advantages of Google Analytics• Metrics jargon• The dashboard• Live demonstration of drilling down into a real
website’s metrics• Further help• Search Engine Optimisation (SEO) basics
96
Google Analytics
• An amazing set of free tools from Google– See how many people access your site, from where
and how long they stay– Monitor your paid and organic search traffic– Track goal conversion– Monitor campaign return on investment– See how customers navigate your site– Discover how customers find you– Find out which pages turn your customers off– Learn which keywords people use to find you
Creating an Analytics Account
• Google Analytics will not affect:– The performance– The appearance of your website and– There are no extra files to host– Also, it’s a set of results – you can’t break it!
• Head to http://google.com/analytics/ • Create an account• Log in, read through and input data to the settings
page
Code Installation• To install, paste the Google Analytics Tracking
Code anywhere in to your page's HTML code.
• Place the code at the bottom of your page's code (directly before the closing </body> tag) to avoid any possible issues with your page loading at a slower rate.
Advantages of Google Analytics
• Easy to use• Documentation and help• Integration with AdWords• Its free!But:• No individual customer journeys• No retrospective goals/funnels/filters• No access to the underlying data
Metrics Jargon
Metric Meaning
Unique Visitor The number of individuals who visit a website in a fixed time period
Visit One visit by a single customer. Visit ends after no activity for 30 minutes
Page impression One person viewing one web page
Hit Request serviced by a web server. Not a measure of numbers of people viewing the page
Conversion User achieves a defined goal
Logging in
The Google Analytics Dashboard
Google Analytics – Reports• Audience (visitors)
• Advertising
• Traffic Sources
• Content
• Conversions
Google Analytics – Reports
Visitor Flow
© Marie Page @ www.musicademy.com
Further Help
• Google Analytics Conversion University• Advanced Web Analytics with GA – Brian
Clifton• Avinash Kaushik’s blog• Web Analytics Demystified Books
Consultancy and bespoke training• Lynchpin (Andrew Hood)
Search Engine Optimisation (SEO)
© Marie Page @ www.musicademy.com
Cutting through the jargon
© Marie Page @ www.musicademy.com
How do search engines work?
• http://www.google.com/howgoogleworks/
• http://www.youtube.com/watch?v=h0xUHykOPtY
• http://en.wikipedia.org/wiki/Web_search_engine
110
Search Engine Optimisation (SEO)
The ingredients that make a site likely to be found:• A great website• Keywords• Unique fresh content• Site map• Page optimisation• Back links• Paid for links• Likes, reviews, comments• Languages, geography, Google Earth, Google Maps and
local search priming• Tracking and tuning
111
Helping Google crawl your pages
• Submit your URL• Get other sites to link to yours• Sign up for Google Webmaster Tools,
verify your site and submit a sitemap
Site Structure – the cascade
(breadcrumb trail)• Home page• Section pages• Category pages• Content pages
SEO Tricks
© Marie Page @ www.musicademy.com
“Backing vocals” in• url• H1 Page title• H2
Unique content
Missing:•Alt text•Backlinks•Multi-media•Social media mentions
SEO Tricks
• Back links• Unique content• URL using keywords• H1, H2, H3, Alt text• Multimedia• Use the SEO add-in• Comments/UGC• Social media mentions
Back Links
• The most important element• Links from high PageRank sites are best• Active linking (submitting or requesting a link)• Passive linking (link baiting) – creating attractive
content for others to link back to• 250-750 unique links ideal with
key phrases in the anchor text• Main links and deep links
The Google AlgorithmGoogle’s algorithm combines:• Relative importance• Relevance• ReliabilityTo determine the overall significance of a page for any given search
• The PageRank algorithm determines the relative importance of all pages using link quality and source importance
• The TrustRank algorithm determines source reliability mainly using age
• The Text Matching algorithm determines the relevance of both site and source using link quality and other related factors
Page Optimisation• Heading Tags• <h1>Heading text here</h1>• <h2>First subheading text here</h2>
Image alt tag• Labels for images so that search engines and partically sighted users can
“see” the images• Good opportunity for keywords
URLs• Again, make keyword denseDocuments• Recode the meta data in all documents, and pdfs to add meaningful titles
and add keywordsVideo• Code your titles with keywords• Load to Youtube, Google Video, Vimeo etc
Page Optimisation
• Page title - the <title> tag which appears in the <head> section– Ideally truncates at 66 and 75 characters– Each page should be different– Begin with the name of your business and in the form
of a breadcrumb trail– Try to incorporate something to incentivise the user to
click on the link– Make it keyword dense - keywords in the title tag
should be repeated in the URL, the meta keyword tag, headings tags and page body text
Page Optimisation
• Meta Description tag – placed between the <head> tags • Provides a brief description of page content building on the headline
in the title tags• <meta name=“description” content=“your description here.”/>• 24-26 words of max 180 characters (for good snippet use)
• Keyword tag – placed between the <head> tags • Provides a brief description of page content building on the headline
in the title tags• <meta name=“keywords” content=“keyword1,keyword2,key
phrase1”/>• 35-50 words max
Page Optimisation
Body Text• Keep pages as short as you can (450-600 words)• Have more sections, categories and pages if you need
more• Less pages mean for better keyword proximity and
density• Use bold to pick out keywords sparingly• Don’t use underline unless it’s a link• Divide into short paragraphs• Scatter keyword chains throughout• Call to action or summary at the end (see snippets
section)
Page Optimisation
Internal Links• Tests show people prefer split-menu navigation
(tabs across the top and left side)• Use keywords in these links• Link words within the text to relevant pages• Mailto: links either to you for feedback or to
recommend a friend• Add to favourites link for bookmarking
Page Optimisation
Outbound Links• Google uses your outbound links to identify “related
sites”• Ask.com looks at outbound links when allocating page
rank• Link to websites with a higher page rank than yours• Avoid links on “money pages” – you don’t want to lose
customers that would otherwise have bought• Consider No Follow links so you don’t lose the search
robots from your site as quickly
For Further Information
© www.musicademy.co.uk
The Smarter Facebook Marketing GuideWritten by Marie Page. Published by Smart Insights, one of the UK’s leading digital marketing websites and edited by all round digital guru Dr Dave Chaffey.How will this guide help me?
23,000 word, 90 page A4 page PDF Ebook
To buy:$15 at the Musicademy booth or paid to Marie after the seminars or go to: http://www.musicademy.com/store/uk/sale/smarter-facebook-marketing-guide.html or http://goo.gl/TQb4W
For Further Information
• www.musicademy.com
• Sign up for free resources and to receive our weekly e-newsletter packed with useful articles and special offers
• Sign up on our mailing list at the Musicademy booth or via the clipboard to receive these teaching notes by email
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