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HOW TO WIN THE INTERNET!A Guide in Two Whole Steps
STEP ONE
CATS!
STEP TWO
MORE CATS!
Terms and Conditions
SECTION
CATS WIN THE INTERNETAnd you can too!
Image Alt Text
Things You Need to Win the InternetMeta Descriptions
Accurate Page Titles
Keyword Research
Digital Marketing
Friendly URLs
301 Redirects
Canonical References
Site Architecture
Accessibility Awareness
Robot .txt
Site MapSocial Links
Intuitive Navigation
Avoid Flash
Attractive Design
Mobile Optimization
User Experience
Information Architecture
Link Building
User Personas
Consistent Updates
Entertaining Content
Educational Content
Engaging Videos
Images
Useful Tools
Relatable Content
Social Interaction
Case Studies
Downloadable eBooks
Interactive Webinars
Syndicated Podcasts
Exciting Games
White Papers
Online Promotions
Shareable Infographics
Blogging
Audience Segmentation
Personalized Content
TOO MANY THINGS !!!!!
Image Alt Text
Meta Descriptions
Accurate Page Titles
Keyword Research
Digital Marketing
Friendly URLs
301 Redirects
Canonical References
Site Architecture
Accessibility Awareness
Robot .txt
Site MapSocial Links
Intuitive Navigation
Avoid Flash
Attractive Design
Mobile Optimization
User Experience
Information Architecture
Link Building
User Personas
Consistent Updates
Entertaining Content
Educational Content
Engaging Videos
Images
Useful Tools
Relatable Content
Social Interaction
Case Studies
Downloadable eBooks
Interactive Webinars
Syndicated Podcasts
Exciting Games
White Papers
Online Promotions
Shareable Infographics
Blogging
Audience Segmentation
Personalized Content
Be Easy to Find
Be Worth Finding
Image Alt Text
Meta Descriptions
Accurate Page Titles
Keyword Research
Digital Marketing
Friendly URLs
301 Redirects
Canonical References
Site Architecture
Accessibility Awareness
Robot .txt
Site MapSocial Links
Intuitive Navigation
Avoid Flash
Attractive Design
Mobile Optimization
User Experience
Information Architecture
Link Building
User Personas
Consistent Updates
Entertaining Content
Educational Content
Engaging Videos
Images
Useful Tools
Relatable Content
Social Interaction
Case Studies
Downloadable eBooks
Interactive Webinars
Syndicated Podcasts
Exciting Games
White Papers
Online Promotions
Shareable Infographics
Blogging
Audience Segmentation
Personalized Content
ONE - TWOPUNCH!
STEP ONEBe easy to find.
The REAL
1. BE EASY TO FIND
Search Engine Optimization ( SEO )
Make it easy for search engines to find and understand your content.
“Focus on the user and all else will follow.” - Google
User meta descriptions and keywords to explain your content.
Use alt text to describe the content of images.
Avoid duplicate content, broken pages and messy architecture.
DUPLICATELIMIT
CONTENT!
SEARCH ENGINE OPTIMIZATION TOOLS
• SEMrush: Information on search keyword ranking
• Google Search Console: Insights into links, errors, etc.
• WooRank: Browser extension providing optimization tips
• Google Mobile/Speed Check: Checks compliance, tips
1. BE EASY TO FIND
User Experience ( UX )
Make it easy for people to find information on your website.
Make navigation clear and easy to use.
Make sure you’re website works well on all devices.
Focus on attractive and intuitive design, the fewer clicks the better.
Test and improve experiences over time.
1. BE EASY TO FIND NEED A CAT ? HERE’S A CAT ! NEED AN AMP ? GOOD LUCK !
USER EXPERIENCE TOOLS
• Analytics: Website data including major drop-off points
• CrazyEgg: Heatmapping tool to monitor site engagement
• User Testing: Research and observe site usage
• A/B Testing: Experimenting to test what users respond to
1. BE EASY TO FIND
Content Distribution
Find the people that you want to find you.
Update social feeds and email channels with your content.
Leverage traditional digital advertising to reach new audiences.
Consider guest blogging, speaking events and other interactions that can occur outside your site.
Consider boosting social content and using search engine marketing to increase search traffic.
BUT DON’TBE A JERK !
CONTENT DISTRIBUTION TOOLS
• Email: Campaign Monitor, Mail Chimp, Exact Target, etc.
• Marketing: AdWords, BingAds, Third Party Publishers, etc.
• Social: Buffer, Hootsuite, Facebook, Twitter, etc.
• Outreach and Influencers: Word of mouth, Group High, etc.
STEP TWOBe worth finding.
The REAL
YOU STILLWITH ME?
2. BE WORTH FINDING
Content Marketing!
Spoiler Alert
2. BE WORTH FINDING
Content Marketing!
Spoiler Alert:
It’s not new!
IT IS NOT NEW!
2. BE WORTH FINDING
Fun Fact
I put a lot of time into researching a timeline. Then I found this.
2. BE WORTH FINDING
Content Marketing: A Brief Timeline
2. BE WORTH FINDING
Content Marketing: A Brief Timeline
2. BE WORTH FINDING
Content Marketing: A Brief Timeline
2. BE WORTH FINDING
Content Marketing: A Brief Timeline
Conduct research and interviews to understand your customers.
2. BE WORTH FINDING
Know Your Audience
Build personas and stories to personalize your audience.
Speak specifically to your personas and address each part of their buying journey.
NOT ALL CATSARE MADE EQUAL.
Don’t sell to your audience, empower them.
2. BE WORTH FINDING
Create Content
Become reliable by consistently updating your content.
Produce multiple types of content and consider repurposing content in new ways.
Provide value to your audience through tools, tips or other insights.
TAKE CAREOF YOURAUDIENCE!
Focus on what you do best and become an authority.
2. BE WORTH FINDING
Be Authentic
Find your voice.
Social broadcasting is simple, conversations are hard.
Don’t try to game the system.
2. BE WORTH FINDINGSOCIAL IS ATWO WAYTWEET.
Make it easy for people to share your content.
2. BE WORTH FINDING
Be Shareable
Sharing provides validation that can’t be bought.
When your promoters share your content, they’re helping you be found.
People share content to entertain, aid, connect and influence. Help them do that.
SHARINGIS CARING.
RECAPCats! Cats! Cats!
RECAP
Be Easy to Find Help people find you. Help people find your content.1Be Worth Finding Know your audience. Provide them with the content they need.2
THE END!
