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Caitlin KaluzaMarketing/Communications ManagerSchipul – The Web Marketing Company@qcait | slideshare.net/qcait
Take Control of Your WebsiteLessons in Website Management for PR Pros
About Caitlin
Schipul.comBlog.schipul.comTheSEMBlog.com
Tendenci.comBlog.Tendenci.comTendenci.org
Pages
ArticlesPress Releases
Photos
Contact FormsVideos
Staff Bios
Blog Posts
Case Studies
Portfolio
Your Website. It’s Alive!
…but not scary
Photo credit: flickr.com/photos/bagaball/6957682511
1. Search Engine Fundamentals
2. Analytics – What Matters?
3. SEO Content Strategy
What We’ll Cover
Photo Credit: flickr.com/photos/andrewbain/2422471153
SEARCH ENGINE MARKETING BASICS
What you need to know
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
How Does a Search Engine Work?
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Search Engines Are Deaf & Blind
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Caitlin Kaluza @qcait | Schipul – The Web Marketing Company
bruceclay.com/serc.htm
Search Engine Relationships
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
bruceclay.com/seo-hierarchy-of-needs.htm
• Readable Text• Fresh, unique content• Good site architecture• Unique meta info• Relevant inbound links
What Do Search Engines Look For?
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
SEO =
Write great content +
Use your keywords where they make sense
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Content is King
Photo credit: lickr.com/photos/wrumsby/45536989
MAKING SENSE OF ANALYTICS
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
• Visits # of instances of a visit• Pageviews Total views of all pages• Bounce Rate People who landed on one page & left
without clicking anywhere• New Visits Based on a cookie in your browser
Definitions
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
1. Visit TrendsMonth vs month AND year vs year
2. Engagement TrendsPages/visit & Time on site
3. Top Traffic SourcesSearch Engines vs. Referring SitesLook at Social Media referrers
4. Top KeywordBranded vs. Non-branded
5. Top Content
Top 5 Metrics That Matter
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
• Are you hitting the geography you expect?
• Schipul B2B clients mobile about 5-7%
Bonus! Geography & Mobile
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
• i.e. Fill Out Contact Form
• Admin > Goals > Add confirmation page URL
• View Conversion Rates for any report
Set Up Goals
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
CRAFTING YOUR CONTENT STRATEGY
Keyword Density Analyzer Report schipul.com/sem-tools
How is Your Content Doing Now?
You should see your brand name, your top keyword phrase, & your geography
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
ADD NEW RELEVANT CONTENT REGULARLY
The number one thing you can do to improve your SEO is:
Make a list of top keywords
Use Google keyword tool to analyze competition vs. demand
What Words Should you Focus On?
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
• What is the goal of your website?
• What keywords are sticking?
• What holes are missing?
• What local content can you provide?
Brainstorm Content
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
• Your top blog post could make a great video or whitepaper
• Video can reach past your site
• Incorporate Photos, Articles, Press Releases, Blog Posts, Case Studies, Slideshare presentations
Think About Types of Content
• 3 Billion videos viewed on YouTube per day
• Videos get a 40% Percent higher CTR in Search Results
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
“Cool Stuff” Gets Link Backs• Top 10 Ways to…• Hot Topics/In the
News• Infographics• How To/FAQs• Tag People
Think About Link Bait
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
• Consistency is more important than Quantity
• Have one person own it but delegate
• Have a Sharing Strategy – share on Facebook, Twitter, LinkedIn, Google+, Pinterest, etc.
Create an Editorial Calendar
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
Action Items
• Come Up With a List of Content Goals, Focus on 1 Per Month– Get found more for a certain key phrase– Support the sales team or support team or current clients– Update out of date content
• Set up Analytics– Set up at least one Goal– Look at Stats Monthly, Have them Emailed to You
• Link & Share Your New Content
Caitlin Kaluza | @qcait | Schipul – The Web Marketing Company
CAITLIN KALUZASLIDESHARE.NET/QCAIT@QCAIT
Photo Credit: flickr.com/photos/fuzzy/1438386401