3. What we’ll cover
• Direct vs. image marketing
• Extroverts and introverts
• Web marketing fundamentals
• Search Engine magic
• Social Media marketing
• Bonus round: 3 motivations of people
4. A rubber raft in the middle of the ocean
http://www.flickr.com/photos/greenpeace_esperanza/sets/72157594522171737/
5. 3 Motivations of
Social Material Ideological
www.flickr.com/photos/60533638@N00/2279220049/
www.flickr.com/photos/21314760@N00/935756569/
12. Focus on the user
90.91% Self Focused!
Resources to look at: http://www.futurenowinc.com/wewe.htm
13. 1. Grab ‘em with a
headline
What’s in it for me?
Read why: http://www.schipul.com/en/art/?2
14. 2. Make your product
the hero
Read why: http://www.schipul.com/en/art/?3
www.kolachefactory.com
15. 3. Calls to action
Read why: http://www.schipul.com/en/art/?4
www.pharmacytechnician.org
16. 4. Consistent branding
Visual and text branding is important.
Your visitors need to know they are in the right place.
www.nike.com
www.bk.com
Read why: http://www.schipul.com/en/art/?5
17. 5. Make it easy to
contact you
• Mini contact forms
• Physical address and phone
numbers
• Embedded ‘Contact Us’ links
18. 6. No surprises
• Visitors should know within
seconds who you are and what
you can do for them
• Give visitors what they expect
• Use industry appropriate
imagery and colors
19. 7. SEO is the way to go
Are you writing what you mean to say? Optimize it!
www.schipul.com/en/sem/keywords/
21. 9. Interact with your
visitors
• Before and After shots
• Interactive video
see: (www.mybeautifulbody.com)
Industry-specific
special features
see: (www.musicovery.com)
23. Marketing the Children’s Museum
1. No surprises
2. The brand is the hero
3. Consistent branding
4. Interactive elements
5. Calls to action
6. Easy to contact
7. Privacy
25. Putting the Social in ‘Social Media’
Real World and Virtual World collision
• Connect
• Interact
• Share
• Learn
26. Content is still King
www.youtube.com
www.flickr.com
http://del.icio.us
27. Facebook - Not just for college kids
• Fan pages grow camaraderie
• Share your knowledge
• Create buzz for events /
campaigns
• Brand exposure with
Facebook ads
Main: www.linkedin.com
Houston Zoo on FB: www.facebook.com/pages/Houston-Zoo-Inc
28. Twitter includes others in ongoing Story
Main: www.twitter.com
Houston Children’s Museum: www.twitter.com/cmhouston
Twitter Search: http://search.twitter.com
29. To Re-Cap
• The Web responds like Direct Marketing
(usually)
• Web users act like introverts
• Web Marketing fundamentals - simple yet
powerful
• Google is your best/worst friend
• Social Media - powerful, effective and fun
31. SEO Driven Content
Strategy for 2012 &
Beyond
Photo Credit: flickr.com/photos/53196512@N07/5299700424
32. What We’ll Cover
• Search Engine Marketing Fundamentals
• Crafting your Content Strategy
• What’s Next for 2012
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
39. Search Engine Relationships
http://bruceclay.com/serc.htm
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
40.
41. What Do Search Engines Look For?
• Readable Text
• Fresh, unique content
• Good site architecture
• Unique meta info
• Relevant inbound links
http://bruceclay.com/seo-hierarchy-of-needs.htm
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
42. Content is King
Photo credit: flickr.com/photos/8749778@N06/5867410093 Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
44. How is Your Content Doing
Keyword Density Analyzer Report
schipul.com/sem-tools
You should
see your
brand name,
your top
keyword
phrase, &
your
geography
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
45. What Words Should you Focus
On?
Make a list of top
keywords
Use Google
keyword tool
to analyze
competition vs.
demand
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
47. What is the Goal of Your
• Nurture current customers
• Educates potential customers
• Shows off your expertise
• Recruit new talent
• Recruit volunteers
• Sell Widgets
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
48. Questions to Ask
• What additional Product/Service Details can we
provide?
• What checklist would help our customers?
• What content would help our sales team?
• What do current customers want to know?
• What do potential customers want to know?
• What services don’t have a lot of detail on the
website?
• What location specific content can we add?
• What questions do we get asked often?
• What content can we provide around our target
industries?
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
49. Look at Keyword Data
• List of Keywords
• Other Keywords
that came up
• Top Keywords
for Current
Content
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
50. Content Feedback Loops
• Your top blog post
could make a
great video or
whitepaper
• Video can reach
past your site
• Incorporate • 3 Billion videos viewed
on YouTube per day
Photos, Articles,
• 38% of Google Search
Press Releases, results include video
Blog Posts, Case • Videos get a 40%
Studies, Slideshare Percent higher CTR in
presentations Search Results
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
51. Think About Link Bait
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
52. Create an Editorial Calendar
• Consistency is more
important than
Quantity
• Have one person
own it but delegate
• Have a Sharing
Strategy – share on
facebook, twitter,
linkedin, etc.
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
53. Where to Share
• Google & Bing
Incorporate Social
Signals
• Must be public, i.e.
Twitter, Facebook
Fan Page
• Don’t be afraid to
share twice
– First: Announce
new post
– Second: Pull out
a quote or fact
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
55. Local Listings
Claim Your
Local Listings
Google Places,
Bing, Yelp, Etc.
For more:
schipul.com/help-
files/intro-to-
google-places/
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
56. Mobile Optimization
• Mobile Results are
Different than PC
Results
• A Mobile Optimized
Site Matters
•
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
57. Google +
• Google+ pages
getting preferred
placement in
Search Results
• Sites that your
friends +1 get
preferred
placement
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
67. FACEBOOK THOUGHTS
• 500 million = 3rd largest country in the
world
• Led by a 26 year old
• 10% of all Web visits
• About 1 in 4 pages visited on Web daily
76. FOURSQUARE www.foursquare.com
• Giant market share
• Offers analytics to learn about your customers better
• Gaming element (badges) makes it FUN!
• Great for large conferences and events too
78. YOUR OPPORTUNITY
• Listen, listen, listen
• Offer 1st timer + return incentives
• Connect all online / offline marketing to it
• Get to know your customers!
Foursquare gets 22,000 +
new users a day
79. GOWALLA www.gowalla.com
• Claim your business location
• Cool ‘custom stamps’ (for a fee + a bit of luck)
• Create special offers and greetings for customers
81. TRIPADVISOR www.tripadvisor.com
• Plan and book your vacation
• Read/Write reviews of hotels, restaurants, etc.
82. WHAT IT’S
REALLY ALL
ABOUT
• It’s not where you are,
it’s what you’re experiencing
• Tie it all in together + make life easier
• Make your business easy to talk about
• ENJOY!! Have fun with your customers
83. Thank you!
Ed Schipul, CEO
Schipul - The Web Marketing Company
11757 Katy Freeway, Suite 930
Houston, TX 77079 USA
eschipul@schipul.com
v. (281) 497.6567
f. (281) 497.1083
Notas del editor
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Spiders crawl sites looking for links and text, then explore the links in the same fashion.\nAll the information is stored in an index for easier retrieval.\nA search algorithm then ranks sites based on specific information and page relevance.\n\nThe reason you see different search results in different search engines is because the spider, algorithm and index is different in each search engine.\n
So this is what Schipul.com looks like on the front end to people\n
And this is what it looks like to search engines. Search engines only read code.\n
A spider will go through the code and follow the links and then crawls those pages.\n
And this is what your search results look like. \n
Sooo which search engines should you worry about? Actually search engines like Ask and AOL feed their results from the major players like Google so you don’t need to worry so much about them. This graph is from Bruce Clay, the godfather of SEO. \n
This slide shows the difference in search engines when using the same term\nThis is Google’s results versus Yahoo’s…you’ll notice the difference in algorithms \n
What do search engines look for? This is the SEO hierarchy of needs created by Bruce Clay who I mentioned earlier. It’s similar to Maslow’s Hierarchy of Needs that says that at the bottom of the pyramid is food and shelter and at the top is self actualization. So you have to begin with the basics such as keywords and content before you tackle the other things like link development. You need to look at your site navigation and make sure it’s user friendly. If a person can easily navigate through your site then a search engine can too. Also, be sure to have good call to actions. Link development is at the top and it’s very important, but you have to have the other elements in place first.\n
Content is king. Update your content consistently, keep it relevant and be creative.\n