The content and structure of your website can have a dramatic effect on how easily potential constituents can find you via search engines. This presentation gives you five tips that will help your content get views.
10. Major Updates
Florida (2003) – Links Matter
Jagger (2005) – Low Quality Links
Big Daddy (2005) – Duplicate Content
Universal Search (2007) – News, Video, Photos, Etc.
Caffeine (2009) – Importance of Speed
Social Signals (2010) – Content Sharing is Crucial
Panda (2011) – Site Quality & Content Farms
Penguin (2012) – Over Optimization
Hummingbird (2013) – Brand New Engine
10
11. Effects of Panda
Basic Optimization Still Allowed
Content Farms Outlawed
Human-Centric (Based on Analytics)
Ad-to-Content Ratios Measured
Traffic, Popularity, Links Emphasized
The Golden Rule: If People Like It,
Google Likes It
17. • Analyze Keywords
• Follow Basic Optimization Steps
– Title Tags
– Meta Descriptions
– Alt Images
– Page Content
18. Title Tags
Title Tags:
• 64 characters or less
• Include | instead of comma
• Place important keywords toward front
• Make each title tag unique
19. Meta Description
• 160 characters or less
• Write compelling copy
• Include one keyword
• Make each meta description unique
20. • 150 characters or less
• Text should describe
image and include
keywords
• Make each ALT Tag
unique
ALT Image Tag
21. Page Content
• Use keyword once
prominently near top
(header)
• Use keyword 2-4 times in
body
• Avoid “click here”
• Include appropriate calls-to-action
• Internal linking
23. Content marketing is . . .
a marketing technique of creating and
distributing relevant and valuable content
to attract, acquire, and engage a clearly
defined and understood target audience –
with the objective of driving profitable
customer action.
41. Plan for the Expected
Content Format Promotion Date
Annual Report Download Social Media,
Video Interviews,
8 blogs,
Infographics,
Presentation
June 20
Store Opening In-Person Event Press Release,
Social Media,
Blog, Video
July 1
Positive Coverage
in Regional Paper
News Article Social Media,
Blog,
e-Newsletter
TBD
42. Remember the Classics to Make Sure Your
Content is Found
Get to Know One Another Send Love Letters
Don’t Limit
Communication
Broadcast your Message Consider Natural Digital Planning
43. If You Remember the Classics
Indy (and Google) Will Love You
44. Thank You!
Want to know how
classic your website is?
The first 5 to email me
will receive a basic
audit of your site:
Susan.brake@aboutdci.com
So, I’m going to talk about how content is king in the eyes of google and search engines and how it’s really your main ticket to getting found on the web. BUT FIRST
BEFORE I BEGIN…..
There’s sometimes a benefit to being old school -
But in marketing your website, being old school
Links matter; content marketing gets a boost b/c Google forces us to talk about content, not key words. So I’m going to talk to you about content tips and getting your rand out there……..
Don’t write for search engines, write for audiences
Then add in keywords
Avoid duplicate content
Getting to Know You – Start off Slow
Google can’t read flash, videos or images – only text. If you put in an image, you can put alternative tags on the “backend” image with key words. Ask where we can put the photo tag in the content management system.
Once website is launched, you can put URL in MyPageRank.net to see how Google sees your site.
-Things we can control (hopefully)
-Add keywords to all of these aspects
-Things we can control (hopefully)
-Add keywords to all of these aspects
-Things we can control (hopefully)
-Add keywords to all of these aspects
Internal Linking: Link to Your Own Pages From Your Other Pages
Link Your Weak Pages to Your Strong Pages
This Tells Google What You Think is Important
Use Keywords as Anchor Text
13 marketing tactics; stayed the same as last year, only infographics grew larger. Have them talk through the process of what they do.
Education Marketing
Teach someone something
Utility Marketing
Make someone’s life easier
Entertainment Marketing
Make someone laugh, cry, question, or evoke some emotion
Tell superb stories
Media has fragmented, and the traditional marketing funnel is more like a bowl of spaghetti. Proactive, megaphone messages can get lost in the shuffle, or easily tuned out by customers.
Especially in ED, where the target audience is so narrow, focusing on inbound marketing is a better way to promote.
Create smart, HELPFUL content and put it in places and formats will it will be found.
Google’sground-breaking Zero Moment of Truth research (zeromomentoftruth.com) found that we are moving to the era of self-serve information. In 2010 people consumed 5.3 pieces of information before making a purchase. Just one year later, it was 10.4 pieces of information.
A separate study found that B2B buyers want at least 60% of their questions answered before they talk to a real person.
Storytelling Done Right
Number two search engine in the world
More than 100M YouTube Subscribers
700 YouTube videos are shared on Twitter each minute.
Repurpose, repurpose, repurpose
Industry Cluster report is 150 pages long
Need to add in the sharing numbers
Other examples
Other examples of the best e-newsletter
Go through the process – ask them what content they currently create and then we can talk about how to repurpose it on the white board.
Parameter is that whatever we uncover we can use it on our website.