Bob Nunn - Finding Followers: Successful SEO Strategies
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Transcript of Bob Nunn - Finding Followers: Successful SEO Strategies
Finding Followers: Successful SEO Strategies
Bob Nunn Brand Mechanic
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Your stakeholders don’t care.
My Name Is Bob Nunn and I’m A Brand Mechanic.
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My Promise
11 Point Checklist:
1 Good Example
1 Bad Example
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My Promise
11 Point Checklist:
1 Good Example
1 Bad Problem Or Opportunity Recognized Example
1 ‘Live’ Example
1 Tool, Tip or Secret
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Let’s Get Started…
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Listen to your mother
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Do Your Homework!
Get Found For What?
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Content
To be successful at Online Marketing you need to Listen
By listening & understanding the information need, the buzz, who the influencers are & the competition you’re better able to create messages that get clicked on & shared.
If your content doesn’t match their interests -down to the exact buzzy word ‘ – your message will ‘bounce’ (low clik-thru & pass-on rates) & you won’t attract much of a following
Intent
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Good Example
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P.O.O.R. Example
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Tool Time: Google AdWord’s Keyword Tool
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1. Do You Rank?
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Why
1. 91 billion Google searches/month
2. Nobody spends more time online than Canada
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Tool Time: Google Page Rank Checkers
http://arizonawebdevelopment.com/google-page-rank
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2. Are The Basics Done?
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Why
Google is trying to find you.
Give them a clue or 10:
Meta description
Page Titles
Keyword-rich pages
Search optimized headers
Links to Internal pages
Imaging naming (alt tags)
Sitemap submitted
Flash Content (low)
Google Maps listing secured
URL structure
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Good Example: URL Structure
P.O.O.R. Example
www.fredsredshed.com/room-rates
www.fredsredshed.com/PQ23sr
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Tool Time: Google Tools/View Source
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3. How Are Your Links?
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Why
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Tool Time: Majestic-SEO
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4. The 8 Second Rule
Why
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P.O.O.R. Example
http://iccmworldwide.org/index2.htm
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Good Example
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Tool Time X 2
Google Analytics Bounce Rate
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5. Does The Content Match The Intent?
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Good Example
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P.O.O.R. Example
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Tool Time: We-We Calculator
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6. Is Clicking & Buying The Clear, Frequent & Main Focus?
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P.O.O.R. Example
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Good Example
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Tool Time: Google Analytics Goals
Any page can be a goal.
Which App Installer Page Converted Better?
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7. Do The Chapters Match?
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P.O.O.R. Example
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Good Example
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8. Is Trust Established?
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• 70% consult reviews or ratings before purchasing
• 92% have more confidence in info found online than they do in anything from a salesclerk or other source
• 90% of online consumers trust recommendations from people they know; 70%
trust consumers they don’t know, 27% trust experts, 14% trust advertising
• Adding reviews can boost conversion by 20% and order value by 10%
Why
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Good Example
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P.O.O.R. Example
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Tool Time: Rating & Review Sites
Tip Time: Find out who your fans are.
Ask them to say something nice about you.
Say Please.
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9. How Deep Is Your Content?
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Why
Focus Paid Search, Web 2.0, Social Media
Here
Incr
easi
ng
Sear
ch V
olu
me
and
Co
st
There are an infinite number of search phrases
25+% of search terms have never been seen before
More content = more probability of being found = more links
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Why
57%
of businesses have acquired
a customer through their
company blog. Source: HubSpot, 12 Mind-Blowing Statistics Every Marketer Should Know, April, 2011
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Why
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Good Example
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Tool Time: Yahoo Site Explorer
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10. Are Demo Videos Used?
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Good Example
+700%
increase in sales
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Why
2X
increase in conversion
+19%
Avg. order value
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P.O.O.R. Example
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11. Is It Sticky?
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Why?
Consumers are leaping into advocacy using new social media sharing tools
52% have blogged about a brand
75% have become a fan of a brand
‘Likers’ have more friends and click-thru to external websites 5.4X
Sharing of pages has doubled in the past year and can now account for as much as one-third of the amount of traffic driven by search.
Each peer impression on the social web reaches 150 people.
Source: Razorfish, Oct 2009
Simmons New Media Study, Fall 2009
Facebook, Sept 2010
Source: Forrester Research
Source: ShareThis study of
125,000 sites in 2009
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Good Example
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P.O.O.R. Example
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Tool Time: HootSuite et al
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thank you
For more ideas follow me on
Bob Nunn
1-647-519-5247