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SEO continues to be an important component of your marketing efforts, and effective SEO can add "shazam" to your search engine optimization efforts! Allison Kulage of Bare Knuckle Marketing LLC and Ken Saunders of Search Engine Experts LLC present 5 tips you must be doing to add pizzazz to your digital strategy! Sponsored by Small Biz Fight Club. Can you handle additional customers that an effective strategy can bring? http://www.bareknucklestrategy.com http://www.searchengineexpertsllc.com http://www.smallbizfightclub.com
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5 Magic Tricks to Add Shazam to your SEO!
Google ranking is still importantSo is overall visibilityMarketing plan should be a blend of strategies
SEO Isn’t Just About Google Anymore
Research Your Market and Your CompetitionUse Social Media for Keyword Research Invite Users to Generate Content Know the Latest Search Features to add
"WOW Factor" to your SEOProve ROI
Add Pizazz to Your Optimization Efforts
Research: Market
Social Media compliments complaints common problems
whostalkin.comSurvey your marketPrint or online trade publicationsFocus groups
Research: Competition Competition = Top Ranking Sites Competitor’s Social Media Sites Evaluate Competitor’s Content Google - allintitle: Yahoo! - linkdomain:
Research: Keywords
Google Keyword Tool Social Media
search.twitter.com listen to market speak
“Hints” from Google
Use your social networks to connectAsk Industry Experts to guest blog/write guest articlesReviews / RatingsYouTubeContest / GiveawaysUser forum / knowledge base
User Generated Content
Builds trustCan improve rankingsEncourages engagementCan reduce customer service costs by allowing users to
help each other
User Generated Content: Benefits
VideoImagesMobile BlogsLocal Search (Google Maps)Coupon and Deal SitesSocial Media
Add the “WOW” Factor to Your SEO Strategy
• Image Optimization• Alt attribute (alternative text - required)• Keywords in file name • Text versus image
• Video• Keywords in description • Link to your site in YouTube 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
Mobile marketing campaignsOpt In text messagingHoliday text message offersAlerts, updates and remindersCouponsVoting
QR CodesPlace on business cardLink to a phone numberReward for joining Facebook pageJoin email list
Mobile Marketing
Are your site visitors using mobile?Mobile Site vs. Mobile AppWhat platform is best?
Mobile Considerations
You Could Be Missing Out on Traffic
• Claim your listings• Optimize• Positive reviews do
help (UGC)• Consistent listings
build trust
Local Search
• Groupon, CincySavers, Living Social, CoupSmart• Prepare in advance• Know your break even point• Widely shared in social networks
Coupons and Deal Sites
Track itThink beyond the first couponOffer customer loyalty programEncourage repeat businessGenerates awareness for new location/new businessGenerates awareness for new product launchWatch analytics for traffic spike
Coupons and Deals
Remember to add social sharing elements
ShareThisWordpress PluginsLink to social sites in email, print,
from site, stickers, banners etc.User Generated Content
Social Networks
StrategiesNewslettersSurveysPromotionsShare CouponsGrow Social NetworkNews and Events
Email MarketingTipsCollect Addresses
Form on siteFishbowlEmail sign up at eventSubmit email to enter a
contestBe transparent and offer
Opt-OutSegment listsGenerate targeted
campaigns
Reach out to popular bloggers in your niche
Form a relationshipAsk for a review/articleUser generated contentAsk community for adviceAdd valuable comments and
links on other blogsOnly comment with valuable
content
Blogging
Use keywords in headline, summary, body, text linksUse long tail keywords in summary, bodyGo beyond the copy: Include video, imagesEnable social sharingInclude call to actionInclude trackable linksReach out to relevant press
contactsMake sure PR links back to
your site
Press Releases
Attracts fans to social networksHelps build qualified email listHelps build brand recognitionEncourages social sharingKnow the rules of promotions within social networksBuilds user generated contentGet sponsors to donate prizesRelease content during heavy promotionNotify community of the winner
Contests and Sweepstakes
Google AnalyticsIdentify Key Performance IndicatorsKnow how to find them
Search trafficReferrer trafficConversionsKeywordsVisitor map
Identify Potential ProblemsAbandoned shopping cartPage errorsErrors with forms
Prove Your ROI: Analytics
Analytics: Dashboard
Site usage metrics. What do they mean?Visits – The number of visits received by your site. Pageviews – Total number of pages viewed on your site -
general indicator of how much your site is used.Pages/Visit – Average visit in terms of pageview. The higher
the number means your visitor interacts heavily with your site.Bounce Rate – Percentage of single-page visits - visitor
leaves from the entrance pageAvg. Time on site – Average amount of time your visitors
spend on your site.New Visits – The percentage of new visitors your site attracts.
Analytics: Dashboard
Analytics: Traffic Sources Overview
Direct Traffic – Types in your domain name or visits by a bookmark.
Referring Sites – Traffic from other sites (links).Search Engines – Traffic from search engines.
Analytics: Traffic Sources Overview
Customize dashboardCreate custom reportsExport reportsGet monthly emails
Analytics: Tips
Compare DatesMonth to month Time of year, to
determine seasonality
Analytics
Exclude internal traffic from your reportsWhatismyip.comhttp://bit.ly/IPfilter
Analytics
Network sizeActive vs. Total MembersQuantity of commentsConversionso Contactso Coupon redemption
Brand mentionsViralityLoyalty
Analysis: Social Media Metrics
Don’t focus on only 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
Social Media Analysis: Tips on Proving ROI
Allison Kulage(513) 402-2735
BareKnuckleStrategy.com
facebook.com/BareKnuckleStrategy
Twitter @BareKnuckleMktg
Thank you!
Ken Saunders(513) [email protected]
SearchEngineExpertsLLC.comfacebook.com/SearchEngineExpertsTwitter @IFindU
