Post on 08-Jul-2015
description
Internet Marketing in 2013 and Beyond
Presented by Tomer Harel | Founder & CEO
March 2013, San Jose
Quick Introduction
Founded KeyScouts in 2004
A full-service Internet marketing agency
Have been helping businesses to get found online for the past 10 years.
Still learning, every day…and loving it.
What’s On The Menu?
What happened in 2012?
How is 2013 different?
How to set an online marketing strategy?
What really works – the 3 core principles
Critical mistakes to avoid
Tools to the rescue
What all this got to do with Internet Marketing?
It’s fun!
It’s exactly how Internet Marketing should be:
Reach out to people (your audience)
Give them what they need
Create your own social club and win their trust
What Happened in 2012?
Google realized that ~85% of the search results are being manipulated one way or another!
Manipulated how? Keyword stuffing
Duplicate content
Excessive link building & buying
Low quality landing pages
The result? Lower quality search results
Spam
No value to the end user
What Did Google Do?
Google has Leveled the Playfield
Q1: Panda
Q2: Penguin
Q3: EMD
Low quality content
de-indexed
Artificial links de-indexed
Exact match domains no longer a key
factor
2012 Recap
How is 2013 Different?
It is not only about rankings anymore
Old methods are no longer effective:
Low to medium quality content publications
Unnatural link building strategies
More in the following thread on Quora
Back to old-school marketing, no shortcuts
You need a plan
You need to know your audience and how to build trust
Most work should be done on your website, not others
It’s not just WHERE you get links from but WHO links to you
How to Set an Online Marketing Strategy?
Answer the following questions:
What are the campaign goals?
Who is your target audience? In details!
What topics do they like to talk about?
Where to reach this audience online?
Who influence your target audience?
What can you offer the target audience that differentiates you from your competition?
How to measure your progress?
3 Core Principles That Really Work. Together!
Social Media
Marketing
Content Marketing
Principle #1: Traditional Onsite SEO
Goals: Make your website search engine friendly Help your content rank high in the search results
What to do? Keyword research
Search volume Competition Relevancy
Content optimization Topics to write about / optimize Meta tags (titles and descriptions) Add internal links to your “money pages” where it makes sense
Site-wide Use Google Webmaster Tools to fix errors (broken links, site speed, etc) Submit a Google sitemap
Principle #2: Social Media Marketing
Goals:
Build a user base for your social club
Establish authority in your niche
Drive traffic to your site and empower your SEO
What to do?
Be active where your audience is
Share information about what they like, regularly
Listen and engage (thank, ask, answer, endorse…)
Don’t sell yourself!
Top Social Networks Overview
Principle #3: Content Marketing
Goals: Establish authority in your niche
Drive traffic to your site
Build quality links to your site
What to do? Set up a blog
Commit to writing regularly or outsource
Occasionally write for other websites in your niche
Don’t write about yourself!
Open a Google+ account for authorship
Your Blog is the Glue
Your Blog
SEO
Social Media
Content Marketing
Your blog is where everything comes together
Blog? What? Why? How?
Why blogging? It glues all the moving pieces together It is YOUR asset (unlike a Facebook page) It is a great platform to sound your own voice Build your authorship rank with Google Every post will increase traffic It is where your conversion funnel will start
How is it done? WordPress Clean design Subtle conversion elements
Blog Layout Example
Levels of Content
Levels of content
Share what you find
Share what you find and add your thoughts
Write your own
Ask colleagues to contribute
What to Write About?
Things that you love and know well
Topics that appeal to your target audience Leverage popular stories online
Engage with social influencers
Industry news
Scan Twitter, Quora, Pinterest
Keyword driven topics
Google auto complete
Do interviews
Your own thoughts
How to Write?
Talk to your audience across the table
Don’t dance around, get to the point
Have easy-to-read paragraphs
Include videos & images
Remember, quality matters!
How long?
Long enough to cover the topic
Short enough to keep it interesting
Recommended Offsite Marketing Activities
Why is it important?
Build your authority and brand reputation
Expand your online presence
Build business connections and links
What to do?
Guest posting
Press releases (news-worthy only)
Social Q&A
Develop relations with successful bloggers
Critical Mistakes to Avoid
Ignore the user
Over optimize your content and internal link structure
Build an unnatural link profile with too much exact-match anchor text
Produce low quality content onsite and offsite
Have a slow website
Ignore Google Analytics behavior metrics
Ignore social media
Quit on blogging
Tools to the rescue
Keyword research: Google AdWords Keyword Tool (free) UberSuggest (auto complete variations, free) Market Samurai (paid)
Social media Klout – find topics to discuss and social influencers Buffer – stacking up your updates across all platforms Hootsuite – for managing numerous social identities
Content marketing WordPress for blogs MBG, BLU or guest posting opportunities (both ways) Google Alerts, Topsy.com – monitor the web & social sphere
Important Takeaways
Have a plan
Think people, not search engines
Don’t hard-sell yourself, don’t manipulate Google
Add real value and gain trust
Onsite SEO + Social Reach + Blog = Success
More People –> More Trust –> More Traffic –> More Conversions
Connect
Website: www.keyscouts.com
Blog: www.keyscouts.com/blog
On Twitter: @TomerHarel
On LinkedIn: www.linkedin.com/in/tomerharel
On Facebook: www.facebook.com/KeyScouts
Or Google “website promotion services”