SEO Made Simple (5th Edition)

Digital Marketing and SEO
Rutgers
July 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

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?

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

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)

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

Search Query
Paid Advertising
PaidAdvertising
Product Listing Ads
Organic
Organic

Paid Media

Paid Advertising
PaidAdvertising

Pay-Per-Click – Get Started

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 Numbers
Impressions – amount of
time your ads are shown
Click-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 promotion
Conversion rate – sales
as a percentage of spend
or traffic

Some Cool PPC Tools

Earned Media (Social)

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

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

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 inform
your strategy

Some Cool Social Tools

Owned Media (Search Engine Optimization)
Search Query
Organic
Organic

So How Can We Dominate?

We Used To Run Marketing Channels
As Distinct, Separate Silos

Each Channel Contributed
Individually To The Whole

Then, Some Marketers Realized The Benefits
Of Channel Integration

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.

MySEOmadesimple.com 32
Content Quality
Social Signals
Usage Data
(CTR)
Topical
Authority
Trust & Spam
Signals
Local Factors
Factors Driving Organic Search
Results… What’s Working Now?

Content Quality… Make It
Yours!

Content is Good… Make it Yours!

Social Signals.. Think
Amplification

Boost Results
Make It Easy

Topical Authority… Pick Your
Square

#1 in Organic Results

Local Factors… Now They
Matter

Add Local Pages to Your Site

Quality Links… Still Important
In SEO

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

Applying the right techniques produces the right results!

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

SEO Made Simple (5th Edition)

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