SEO Made Simple (5th Edition)

Digital Marketing and SEO

RutgersJuly 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 AdvertisingPaid Advertising

Product Listing Ads

Organic

Organic


Paid Media


Paid AdvertisingPaid Advertising


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 NumbersImpressions – amount of time your ads are shownClick-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 promotionConversion 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 informyour 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.

32MySEOmadesimple.com

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


#1 in Organic Results


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

Internet

SEO Made Simple (5th Edition)