Post on 17-May-2015
description
Presented by: Susan Brake, Development Counsellors International August 14, 2014
How to Make Sure Your Content is Found
But, First…
Indiana Jones wants to talk about the difference between
classic and old school
Classic:
The Holy Grail. According to Indy, it’s best we preserve this so that all ages understand its importance…
Old School. Indy says this should never see the light of day again.
The Same Theory Applies
in Marketing Your Website
SEO Tactics Best Left in the Past
9
Google Reacts
10
Major Updates
Florida (2003) – Links Matter
Jagger (2005) – Low Quality Links
Big Daddy (2005) – Duplicate Content
Universal Search (2007) – News, Video, Photos, Etc.
Caffeine (2009) – Importance of Speed
Social Signals (2010) – Content Sharing is Crucial
Panda (2011) – Site Quality & Content Farms
Penguin (2012) – Over Optimization
Hummingbird (2013) – Brand New Engine
Effects of PandaBasic Optimization Still Allowed
Content Farms Outlawed
Human-Centric (Based on Analytics)
Ad-to-Content Ratios Measured
Traffic, Popularity, Links Emphasized
The Golden Rule: If People Like It, Google Likes It
Classic Tips
Get to Know One Another
2Getting to Know the Basics of SEO
15
FRAMES
GRAPHIC TEXT
EXCESSIVE SCRIPT
FLASH
• Analyze Keywords
• Analyze Keywords• Follow Basic Optimization Steps – Title Tags–Meta Descriptions– Alt Images – Page Content
Title Tags:• 64 characters or less• Include | instead of comma• Place important keywords toward
front• Make each title tag unique
Title Tags
• 160 characters or less• Write compelling copy• Include one keyword• Make each meta description
unique
Meta Description
• 150 characters or less
• Text should describe image and include keywords
• Make each ALT Tag unique
ALT Image Tag
Page Content
• Use keyword once prominently near top (header)
• Use keyword 2-4 times in body
• Avoid “click here”• Include appropriate calls-
to-action• Internal linking
• Content Marketing – Saves the Day
Send Love Letters
Content marketing is . . .a marketing technique of creating
and distributing relevant and valuable content to attract, acquire,
and engage a clearly defined and understood target audience – with the objective of driving profitable
customer action.
Content Marketing is Nothing New..
Challenges with Content
Engaging Content….
Educates: Answers common questions
Engaging Content…
1. Educates2. Evokes some sort of emotion
A Tale of Two Videos
“This is My Kentucky” “Kentucky Kicks Ass”
Engaging Content
1. Educates2. Evokes some sort of emotion3. Is Useful
Don’t Limit Your Communication
Repurpose, repurpose, repurpose
Broadcast your Message
Consider Natural Digital Planning
Plan for the Expected Content Format Promotion Date
Annual Report Download Social Media, Video Interviews, 8 blogs, Infographics, Presentation
June 20
Store Opening In-Person Event Press Release, Social Media, Blog, Video
July 1
Positive Coverage in Regional Paper
News Article Social Media, Blog, e-Newsletter
TBD
Remember the Classics to Make Sure Your Content is Found
Consider Natural Digital PlanningBroadcast your Message
Get to Know One Another Send Love Letters Don’t Limit Communication
If You Remember the ClassicsIndy (and Google) Will Love You
Thank You!
Want to know how classic your website is? The first 5 to email me
will receive a basic audit of your site:
Susan.brake@aboutdci.com
A.