Increase Digital Engagement With Your Business - SEO Fundamentals & ROI

A collaboration between:

U7 SOLUTIONSPUT WEB TECHNOLOGY TO WORK FOR YOUhttp://www.u7solutions.com1-888-236-1467

DRIVE TRAFFICDON’T LET YOUR SITE SIT IN IDLE GRIDLOCKhttp://www.drivetraffic.ca

Increase Digital Engagement With Your Business SEO Fundamentals & ROI

What is the Answer?

Content!

The Problem?

It’s soooooo much work!

Agenda

1. Create shareable contenta. Content marketingb. Online equityc. Where to start

2. Reuse & repurposea. Shareable content flowb. Newsletterc. Social mediad. Measure!

3. Market your contenta. Engage in conversations

in social mediab. Share specific, relevant

content with individualsc. Measure!

4. Optimize it for search enginesa. Meta datab. Videoc. Schemad. Measure – Google

Analyticse. Traffic from social media

1. Create shareable content

TWO types of website contentStatic● Basic pages● Products/services● Location details● FAQ● Navigation links● Header/Footer● Contact form

Brochure material

Shareable● Blog posts● Events● News stories● Newsletter issues● Photo albums● Polls/surveys/forms● Testimonials● Videos

Marketing material

Transform your website into a powerful marketing tool!

Staticcontent

Shareablecontent

POWERFUL MARKETING TOOL

Content Marketing

Content marketing is any marketing that involves the creation and sharing of media and publishing content in order to acquire and retain customers.

Wikipedia

Content Marketing

“Content marketing is a device used by companies to educate, inform or entertain customers or prospects by creating attention or causing behavior that results in leads, sales or advocacy.”

Jay Baerhttp://www.convinceandconvert.com/social-media-strategy/heres-the-difference-between-content-marketing-and-social-media/

The content marketing concept

1.Create shareable content

2.Promote your content3.Build relationships4.Measure and learn

Your network & credibility

Be authentic

”Focus on creating awesome stuff that doesn’t even feel like marketing in the first place.”

Joe Chernov

http://blog.hubspot.com/marketing/difference-between-content-and-inbound-marketing

Online equity

● Content is King.

● Become an authority in your industry.

Online equity

● The gift that keeps on giving

● Increasingly powerful first impressions

● SEO benefits

Benefits of content marketing

1.Long lasting footprint.

2.Establishes you as a thought leader.

3.Helps foster relationships.

4.Good practice for you.

5.Generates traffic, leads, and sales.

News Media Blogs History People Books Trends The workplace

Sent mail CommentsForums … and more!

What to write about?

Think “educational” marketing

● Educate people● Write about what you know● Share solutions to problems● Be authentic

“Nobody does what you do the way you do it.”

2. Reuse & Repurpose

New business

Sales funnel

Time is money

The Shareable Content Flow

Maximize your content.

News Media Blogs History People Books

Trends The workplace

Ideas Shareablecontent

Blog postsNews stories

Events Videosand more!

Social media

Followers & Subscribers

Social media

Referrals & new contacts

Social media

Newsletteremail list(s)

Website

Social media

Website

Social media

SEOReferrals &

new contacts

Social media

Website

Social media

SEOReferrals &

new contacts

New business

Deepeningrelationship

Feed your social media

● Spinoff a variety of teaser posts and tidbits of information from each shareable content item

Substance for your newsletter

● Call it an “email list” if you prefer.

● Use it to notify your followers.

● Choose what’s right for you:o Mailchimp, Campaign Monitor, InfusionSoft, ...

o OR: Use a built-in system to save formatting

3. Market the Content

A website is NOT marketing

Develop & grow your network

● Keep existing relationships going.

● Continuously add new contacts.

● Set up triggers.

● Remember the Rule of 7.

Engage in social media

● Ask creative questions● Organize contests● Run a survey or poll● Offer a coupon or discount● Tag people in curated content● Post about current events

Integrate email marketing

The secret power of email:23% industry average open rate.77% have seen it and know you sent it.

= Top of mind!

Ask for reviews & testimonials

● Systematize it; set up a process● Post testimonials on your website● Encourage clients to post reviews

onlineo Google Reviewso Angie’s List, Yelpo Facebook, Linkedino Better Business Bureau

http://blog.hubspot.com/blog/tabid/6307/bid/33741/12-Places-Businesses-Should-Be-Collecting-Online-Reviews.aspx

Create your own scene

● Run your own events and/or webinars● Speak at events● Publish articles

Facebook Ads

Twitter Ads

Ads can be used to increase more followers... or present an offer… or promote a particular piece of content...

4. Optimize it for Search Engines

Where to Start?

Content

Social media

Search engine optimization (SEO)

Conversions

KeyWords vs. Content Ideas

● Content Idea: Social Media

● Keyword Themes: Strategy, Statistics, Plan, Tips, Conference...

How to Identify Keywords

● Google Webmaster Tools● Google Keyword Planner● Social Media - questions● Use Pocket to save newsletters,

websites, etc. for later reading

Where Content Will (Not) Show

MAYBE Here

● Directory sites (Yellow Pages, Yelp, Kijiji) often appear before individual contractors

● You will have greater visibility on more longtail searches

Head vs. Longtail Terms

Head:● Social media● Social media

marketing

Longtail: ● How to increase

Instagram Followers

● Facebook follower acquisition strategy

Optimize Content for Search

● Optimization = right content, right keywords, marked up

● Meaningful content● Meta data = Page Titles, Meta

Descriptions● H1, H2, H3…● Linking between pages● Alt attributes

Page Titles

Approximately 60 charactersGoogle rewrites as well as truncates titles in the SERPS!

<title>University of Manitoba - Department of Mathematics - Employment opportunities</title>

Meta Descriptions

● Approximately 150 characters● Influence Click Through Rate, not rank● Watch for ….

Headings

H1 most important.It looks like H1… it smells like H1… it may not be H1

Link Between Content

Interlink blog content:● Reference something similar

o Use WordPress plugins to show posts from same category or tag

● Reference part 1 and 2● Reference “static” content such as

service or product● “Previous newsletter templates” vs

“click here”

Incorporate Video

● Google and Facebook both LOVE video● Populate “hidden tags” in the HTML

code of your video landing pages:o Facebook's OpenGraph tagso Schema.org's microdata tagso Twitter Card tags

Video SEO

● Transcribe for Usability & Content

● Link to website in description

● Name, Address, Phone (NAP)

● Video sitemap● Tags (location,

Keywords)● Promote on

social media● No auto play :-)● Measure!

NameAddressPhone

Make them consistent identical all over the web!

Schema

● enables webmasters to embed structured data on their web pages for use by search engines and other applications

Common Schemas

● Person● Product● Event

● Organization● Movie● Book● Review

Schema creator for WordPress

Measure!

How to measure SEO and Content?● Not rankings!● Most/Least Popular Landing Pages● Organic traffic● Social Traffic● Top/Least Visited Pages

Thank you!

If you like what you heard and want to know more, please contact us.

We’d love to talk with you.@u7solutions@drivetraffic

Extra slides

Your e-mail list is a corporate asset.

The value of your email list

Tips for building your email list

1.Create and use an invite template (CASL)

2. Invite contacts (business cards, email address

3. Invite social media contacts

4.Set up triggers to prompt you to invite

5.Promote your newsletter signup form

Newsletter best practices

● Balance your newsletter content to be 90% educational and 10% promotional.

● Get creative with email subject lines.● Pick one primary call-to-action.● Keep design and copy minimal. ● Make it easy for people to unsubscribe. ● Test, test, test.

http://blog.hubspot.com/marketing/guide-creating-email-newsletters-ht

Email statistics

● 23% Open rate average | Source● 8% Click-through rate average | Source● Less than 1% Opt-out rate average |

Source● 44% of email recipients made at least

one purchase last year based on a promotional email | Source

● 91% Consumers who check their email at least daily | Source

● 4,300% Email marketing’s ROI | Source

Email statistics

● 64% of people say they open an email because of the subject line. | Source

● Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens | Source

● Click through rate (CTR) is higher when using the recipient's first name is in the subject line over no use of the first name | Source

Email statistics

● Roughly half of an email list will be active – either opening or clicking on emails. | Source

● 23.63% Emails opened within an hour of being received | Source

● Monday emails had the highest revenue per email | Source

● Saturday has the highest CTR at over 9% (Sunday is second just under 9%) for consumer email campaigns | Source

Email statistics

● Emails issued on Saturdays and Sundays had higher open, click, and transaction rates—but much lower volume | Source

● Triggered email messages yield 71% higher open rate and 102% higher click rates than non-triggered emails| Source

● 6 AM has the highest CTR | Source● 2-5PM Time of day when most emails

are opened | Source

Email statistics

● 10PM-9AM The worst time to send emails | Source

● 22.3% Open-rate increase with personalized subject lines | Source

● -18.7% Decrease in click rates when the word ‘newsletter’ is used in subject lines | Source

● 82% Consumers who open marketing emails | Source

Email statistics

● 74.4% Consumers who expect a welcome email when they subscribe | Source

● 52.9% Consumers who never ‘opt down’ (change email frequency or type after unsubscribing) | Source

● 3X Email conversion rates are three times higher than social media | Source

● 17% Difference in value between email and social media conversions | Source

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