GSU - SEO & content strategy

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  • 1.Content Strategy & SEO ProcessJake Aull, GSU Social Media Marketing Course September 2011

2. Intro T.O.C. Communications & Theory Writing Mechanics Web Marketing & SEO Objectives SEO Strategy & Plan SEO Stages of Execution SEO Details Breakdown of Stages Review 3. Communications Models & Theory 4. Content Collaboration Audience involvement is highest when they "Join"communications: 5. Communications Models Broadcast (eyeballs; passive) vs two waycollaborative communication (engagement;active) Talk to me vs. talk with me People want collaboration American Idol mobile voting blew awaypredictions. Canceled TV shows brought back due to viewersocial media communications and demand 6. Communications Models Writing for SEO- Writing for search engines vs. writing forreaders- Latent Semantic Content- Facebook recommended sources and Googleblocks IMC (integrated mktg) 7. Content & Communities Heres the Zen of it - social media content progression evolves in a circle. My recommended stages: Listening (starting point: social sphere research andobservation of your industry) Answers (your responses to industry questions acrossthe social media sphere) Discussions (often on others communities) Shared Stories (with reader response) Whole, Themed Communities (you built it, they came) Customer-Driven Wikis and Communities (about yourbrand) Monitoring and Answering (back to start: the cyclebegins again) 8. Communications Models Legacy business similarities vs. Web 2.0 models: 9. Communications & Honesty The global village? I leave a community, come back; people react tome as if I never left? Negativity in blogging, commenting, and how torespond iPhone and AT&T AT&T today 10. Bad Examples 11. Bad Examples 12. Communications & Honesty The future of stealth marketing bloggers (doesthe public just accept this as part of blogosphere?Or keep fighting and whistleblowing? Classthoughts?)? If you heard information about a company fromeach of these sources, how credible would it be?:A person like yourself 60%; An academic 54%;Financial or industry analyst 56%; Regularemployee of a company 43%; CEO of a company23%; Government official or regulator 21%;Blogger 11%. (The Social Pulpit: Barack Obamas Social Media Toolkit.Edelman. 2008, p. 6. ) 13. Communications & Honesty Wikileaks;Apple Removes WikiLeaks App FromApp Store (TechCrunch article; source inRecommended Sources blog page) Are social media channels just as susceptible tospam? Twitter blocking Future of spam & social media; does history repeat itself? 14. Writing Mechanics 15. Writing & Keywords Web page titles and relevant copy (latent semantic content) You can search for your blog phrase in search engine Web writing with keywords Writing for audience or writing for search engines? Tone and positiveness Stealth marketing (reference case study) The traditional marketing funnel(eyeballs>>awareness>>consideration>>preference>>action>>loyalty>>buyers;from Groundswell) Clickstream and customer journey Blogging in the lost center of the funnel(consideration>>preference>>action) Keyword funnels 16. Twitter/HootSuite review RTs/options List Twitter pgs for follow Hash tags #FF, #MM, d, RT, etc. Hash tags as keywords Optimize keywords in Twitter profile descriptions URL shorteners and 17. Web Marketing & SEO Objectives 18. SEO (& PPC) Objectivies - Page rank - Top/first page results goals - PPC and first-page real estate - PPC or SEM? - Groundswell case for blog advertising ROI 19. SEO Strategy & Plan 20. Keyword Discovery & Content Strategy PROBLEMS TO SOLVE: BENEFITS: Why should customers visit our site or buy our product? WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? Tone of copy: MARKETING/DIGITAL STRATEGY: Existing: Proposed: POSITIONING STATEMENT OR USP: 21. Customer Targeting & Journey TARGET AUDIENCE: CURRENT TARGET CUSTOMER BELIEF CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR DESIRED FUTURE CUSTOMER BELIEF DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR WHY SHOULD CUSTOMER BEHAVE THIS WAY? TARGET CUSTOMER INSIGHT: KEYWORDS: Previous website & competitor keywords Client list Post-analysis recommendations 22. SEO Web Page Plan 23. SEO Stages of Execution 24. The Stages of SEO Strategy & Discovery Keyword Analysis & discovery Marketing strategic alignment SEO plan Keyword/copywriting plan Implementation & Programming Coding keywords & tags Robot.txt file Search engine integrations Analytics integrations & auto-reporting Geo-local integrations Google Images, video, etc. 25. The Stages of SEO Off-site Activities Local directories set-up Submission to social sites & social search engines Articles & PR publishing Obtaining links Ongoing Maintainance Reviewing analytics 26. SEO Details Breakdowns of Stages 27. Keyword Discovery & Optimization Content/Inputs: Client measurement assessment SEO goals discovery Client-provided keywords assessed Content/keyword analysis of past client site Keyword research, analysis and comparison Tools: Pro SEO tools utilized: Google AdWords keyword tool, SEO Book Tools, iSpionage, Open Site Explorer .xls report downloads, aggregated spreadsheets Reports/Outputs: Competitor ranking report Backlinks Keyword effectiveness index/ranking reports Head and long-tail keyword weighting for optimal keywords/phrases KPIs and measurement plan SEO/keyword plans 28. Website Submissions & Analytics Implementations Site Integrations & Submissions: Search engine submissions and verifications (Google, Bing, Yahoo!) Additional search engine tools implementations (e.g., Google Webmaster tools, Google Analytics) Analytics: KPI plan integration Keyword monitoring set-up (e.g., Google Alerts, SocialMention) Google analytics set-up Website auto reports set-up 29. Website Development/Programming Aspects Robots.txt file creation/upload Sitemap.xml file created for search engines Maps/geo-local website tools integrations Website SEO implementation: title meta description meta keywords H1s/H2s (headlines) text editing Anchor links Image alt tags 30. Off-Site Link Building & Brand-Owned Link Building: Quality and relevance over quantity Press release/white paper placement Social bookmarking ( Submission to share sites (e.g., Digg, Technorati) Search engine local directories/site submissions (e.g., Yahoo! Local, InsiderPages, Yelp, etc.) Brand-side SEO simplified Copywriters who know your industry best Keyword evaluation Monitoring Sharing/link building 31. Inbound & Social Links for SEO Inbound web links (a.k.a. backlinks andreferrals) are vital. Heres why: They boost search engine rankings (both for the targetwebsite and themselves). They increase paths to the target - more ways andplaces for visitors to find the site. They create alternative entry paths for crawlers tospecific web pages (even when the target site is notoptimized for search engines). 32. Inbound & Social Links for SEO Inbound links represent a solid, alternative (to in-site)web metric. They gauge the content value and referraltraffic of a site in the online marketplace (especiallyvaluable if there are issues with existing in-site SEO oranalytics). They get shared among web users and multiplicity ofnetwork effects occurs. 33. SEO Lead-Gen Funnel Analytics 34. Review 35. Review of Topics Why does social media change communicationsmodels? How to approach writing in social media Why is it important to identify and alignmarketing and SEO objectives? How to form SEO Strategy & Plan What are the major stages of SEO execution? 36. SummaryThe lesson of the 21st century is that people wantto be involved and contributing; they want to beprosumers. We see it in communications models,product sourcing/R&D, we see it in the success ofthe social media boom.