Search and Email Marketing Startup Guide
Transcript of Search and Email Marketing Startup Guide
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SEO and Email Marketing for Startups and Small Businesses
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Part 1: Search Engine Optimization (SEO)
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Go Get It, Lycos.
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Today…
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Key Terms
• SEO – Search Engine Optimization• PPC – Pay Per Click Advertising• SERPs – Search Engine Ranking Positions• On-Page SEO – Changes to website content and
framework that affect search-ability and SERPs• Off-Page SEO – LINKS (the valuable kind!) • Local SEO – On and off page factors that affect local
search• Inbound Links – Earned links that pass ‘link juice’ to your
domain• Google Page Rank – An indicator of your site’s profile;
mostly based on number of quality, relevant links
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Organic V. Paid Search
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Google AdWords v. Bing Ads
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2013 Search Share
Data via ComScore
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2013 Search Volume
Data via ComScore
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Start With Research
• GOAL: Find the best fit primary keyword for each page you’re optimizing for
• Google Keyword Tool is your best friend• Google Trends is also useful• Find balance with the most RELEVANT, LEAST
COMPETITIVE, HIGH SEARCH VOLUME keyword you can
• Consider Google Page Rank, inbound links (and other factors) when making keyword decisions for SEO
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Title and Description Tags1. Title Tags –
Include primary keyword, and secondary keywords if possible.
2. Description Tags – DO NOT affect SERPs. However, EXTREMELY place to drive click-troughs with a solid message.
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BAD Search Listing Example
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Other On-Page Factors
• Keywords in Page Content – including broad and exact match
• Keywords in Image ALT tags• Keywords in Heading tags – Only one H1 tag per page• Keywords in URL slugs (e.g. edetroit.co/michigan-
marketing-company)• Keyword in image file name (e.g.
edetroit.co/images/michigan-marketing-company.jpg)• Links to pages throughout YOUR site• Links to relevant, high-ranking pages OUTSIDE of your site
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Technical Stuff
• Generate an XML sitemap and upload in your root directory
• Make sure robots.txt isn’t blocking search engines from blocking your site
• Create profiles on Google Webmaster Tools and Bing Webmaster Center, and submit your sitemap
• Setup Google Analytics profile to monitor SEO and other metrics
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Link Building
• Start building links right away• Focus QUALITY over QUANTITY• Understand distinction between White hat
and Black hat SEO
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White Hat vs. Black Hat
Image via SRISAS
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Protect Your Future and Do SEO Right
Don’t BUY links, EARN them
Content Marketing + Link Building = Long-Term, Sustainable Search Marketing Strategy
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Other Link Building Tactics
• Directory Submissions – Including local citations, regional directories, and industry directories.
• Develop link-worthy content (blogs, ebooks, infographics, …) – See the Michigan Tech 100
• Guest posting• Press releases = Get a LOT of links• Create Ego-Bait! Give and you shall receive –
Our blog: Top 10 Most Entertaining and Notable #Detroit Blogs
• The list goes on… BE CREATIVE!
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Local SEO Quickie
• Employ same research tactics and On-page SEO tactics outlined earlier BUT use local terms (e.g. ‘detroit plumbers)
• More Reviews = Higher Local Listings, so ask for them– Google– Yahoo!– Yelp
• Build Citations like Google listing (now integrated with Google+, Yelp, Yahoo, etc.)
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Generate Reviews (hopefully good ones)
Tactics:• Ask your friends• Use print materials• Create a landing page
that shows people how to leave a review
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Local SEO: Citations
• A tedious, but important process.
• Universal Business Listing (UBL) is effective for getting a lot of listings published at the same time
• Use keywords in citations, because they are indexed in search engines
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Google Local SEO for Search ‘detroit restaurants’
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Measuring, Monitoring and Adjusting
• Measure SERPs using tools like SEOmoz and Raven Tools
• Monitor Google Analytics• Some free tools: seomoz.com/tools• Tweak and make adjustments over time
(provided On-page SEO best practices) – SEO is fairly long term, so BE PATIENT
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Affordable Marketing Packages
We offer digital marketing packages designed for small businesses and startups looking to get a head start with their digital marketing.
Get Started Now!
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Part 2: A Brief Glimpse Into Email Marketing
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MailChimp
• Free up to 2000 subscribers and 12000 emails/month
• Offers automated RSS feed emails for blog content
• Strong for Blogs, but weak for more automated emails
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aWeber
• 1000’s of web form and email templates to work from
• Launch automated email marketing campaigns
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Leveraging Subscribers: Social Media
• Use catchy images accompanied with a post and link
• Leverage reach with established content partners and brand ambassadors
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Have an (Free) Offer
• Use offers like eBooks, webinars, coupons, subscriptions, etc. to entice signups
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Leveraging Subscribers: Blog Posts
• Create images to add to blog posts for a visual call to action linking to a landing page
• … or frame subscribe form directly into post
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Leveraging Leads w/ PPC Ads
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Leveraging Leads w/ Social Ads
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Affordable Marketing Packages
We offer digital marketing packages designed for small businesses and startups looking to get a head start with their digital marketing.
Get Started Now!