Weitere ähnliche Inhalte Ähnlich wie Introduction to SEO, Content Marketing and Social Media (20) Introduction to SEO, Content Marketing and Social Media1. SEO & Content Marketing
Tips for Small Business
Tom Treanor
President, Right Mix Marketing
www.RightMixMarketing.com
2. About Right Mix Marketing
Social Content
Media Marketer
Consultant
Author Lecturer
Find me at:
www.RightMixMarketing.com 1 © Copyright Right Mix Marketing Inc.
3. Hub and spoke model
Facebook Twitter
Visitors
Content
Actions
LinkedIn
Website Speaking /
Webinars
& Blog
SEO
YouTube
Conferences/
Networking
Email
newsletter
Email List
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4. This means that what’s on your site and
blog is important!
You own it, not leasing (like on Social Media)
You can put your branding, style and voice on your site
You can design it to meet your business goals
You can sell from it
You can get people to subscribe to your mailing list
You can ask people to sign up for a consultation
You can also drive people to follow you on social media
You get better SEO for your blog/website with content
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www.RightMixMarketing.com 3 © Copyright Right Mix Marketing Inc.
6. Google is the king of search
Search Market Share
Bing: 13.5%
Yahoo*: 15%
Google: 67%
Source: Experian Hitwise
* Bing provides the search results for searches run
through Yahoo, except for local information
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7. Paid results (pay-
per-click ads)
Organic (natural)
Search Results
The target
for SEO
efforts
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8. ~30% of Clicks
~70% of Clicks
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9. SEO for visibility & longevity in search engines
Search: “SEO Tools List”
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11. Your website is full of signals
for Google. The more
content, the more signals
My Business Blog
Solving your short term information needs, entertaining you
or teaching you so you can get to know, like and trust me!
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www.RightMixMarketing.com 10 © Copyright Right Mix Marketing Inc.
12. …and the signals of other
sites connecting to you
Google reads these partially My Business Blog
Solving your short term information needs,
entertaining you or teaching you so you can
hidden signals on your site…
get to know, like and trust me!
My Business Blog
Solving your short term information needs, My Business Blog
entertaining you or teaching you so you can Solving your short term information needs,
get to know, like and trust me! entertaining you or teaching you so you can
get to know, like and trust me!
…and signals in social
media about your content
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13. Based on the signals, Google picks the rankings
(real time) for any search query
Wood flooring company page
1)
Different wood flooring company page
2)
Next flooring company page
3)
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14. What does this mean?
If you don’t have enough content on your site, Google
has nothing to work with
If you don’t have the right keywords on your site,
Google can’t “guess” what you do
If you don’t tell Google your geographies served,
Google can’t infer that
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www.RightMixMarketing.com 13 © Copyright Right Mix Marketing Inc.
15. SEO Quick check #1:
Content and Social Media Sharing
Do you have content on your website and blog?
Is it interesting to your target customer type?
Are you producing it consistently?
Do you share it on social media?
Tool:
Your blog (e.g. Wordpress.org)
Social Media (e.g. Facebook, Twitter, Pinterest)
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www.RightMixMarketing.com 14 © Copyright Right Mix Marketing Inc.
16. SEO Quick Check #2:
The Right Keywords
Do you know the main keyword phrases that people use
to find you? Are these on your site in multiple places?
Wedding Venue + Wedding Hall + ?
“Beach Weddings Bay Area”
“Rehearsal Dinner Venues”
Tool:
Google Keyword Tool
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www.RightMixMarketing.com 15 © Copyright Right Mix Marketing Inc.
17. SEO Quick check 3:
Geographical keywords
Do you know your geographical range? Do you list the
target cities, towns and areas on your website?
Bay Area
San Francisco
San Mateo
Burlingame
Millbrae
Tool:
Map, Prioritization of target areas
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www.RightMixMarketing.com 16 © Copyright Right Mix Marketing Inc.
18. SEO Quick check 4:
Website Analytics
Do you have Web analytics on your site?
Do you check it?
When you do a campaign, do you measure the results?
When you get press, do you see what happened?
Tool:
Google Analytics (or other)
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www.RightMixMarketing.com 17 © Copyright Right Mix Marketing Inc.
20. What is Content Marketing?
Building awareness and trust via the
creation and sharing of content
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www.RightMixMarketing.com 19 © Copyright Right Mix Marketing Inc.
21. Marketing Online…
Old Model New Model
Company Website Company Website & Blog
Our products Industry resources
Our company How to Checklists
Customer stories
Our events Why…
Regional topics
Our press release Video
Pictures
Me Me Guest posts
Me
Find me at:
www.RightMixMarketing.com 20 © Copyright Right Mix Marketing Inc.
22. Know the importance of your Blog for business
Your Web “Home Base”
Website Blog
(fairly static) (more dynamic)
Like a Catalog Like a Magazine
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www.RightMixMarketing.com 21 © Copyright Right Mix Marketing Inc.
23. Blogging Businesses Get More Visitors &
Leads
55% More Blogging
Website Visitors
Attracts Visitors
More Monthly Leads
Don’t Blog Blog
+88% +67%
Blogging
Attracts Leads
Business to Business to
Consumer Business
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www.RightMixMarketing.com © Copyright Right Mix Marketing Inc.
24. Examples of Content Types
How-to articles
Answering frequently asked questions
Videos
Pictures
Customer case studies
Industry trends
Resources
Useful tools
Entertainment or humor
Seasonal topics
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www.RightMixMarketing.com 23 © Copyright Right Mix Marketing Inc.
25. Examples of Headlines
How to double your coaching income
The 5 most romantic bay area wedding venues
25 Ways College Students can make money and learn a new skill
How to Edit Video Online Using Free Tools
30 Sites Where You Can List Your Online Art Store
Why Do I Need An Architect For a Kitchen Remodel?
How to Pick a Landscape Architect
Go to www.AllTop.com and look at titles of
posts for inspiration
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www.RightMixMarketing.com 24 © Copyright Right Mix Marketing Inc.
26. Content Marketing Lifecycle 3 People Re-share
1 Write your blog post 2 Share your post
People Sign Up To 4 People Visit Your Site
5
Your “List New product,
sale, special
7 offer
Email List $
People are now on
6
your mailing list
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www.RightMixMarketing.com 25 © Copyright Right Mix Marketing Inc.
27. Your Blog Content - what it does for you
Builds authority and credibility
Showcases expertise
Increases comfort level of potential customers
Grows trust
Improves your SEO
Increases sharing of your content (and your brand)
Attracts people back to your site
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www.RightMixMarketing.com 26 © Copyright Right Mix Marketing Inc.
28. Content, Social Media and SEO
complement each other
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www.RightMixMarketing.com 27 © Copyright Right Mix Marketing Inc.
30. Opportunities to Learn More
To get Fast, Easy Blogging pre-launch pricing:
FastEasyBlogging.com
Detailed SEO Webinar access (free)
RightMixMarketing.com/SanMateo
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www.RightMixMarketing.com 29 © Copyright Right Mix Marketing Inc.
Hinweis der Redaktion Across the US, Canada, The UKLocally – Burlingame, San Mateo, Pacifica, Sonoma, Napa, San Francisco, Menlo ParkWineryRestaurant groupCatererWood flooring companyStone and tile distributorMajor appliance distributorBusiness coachHealth coachTranslation servicesChildren’s education company Information AnnuitySEO Tools List – try it on GoogleBest keyword phrases targetedKeywords properly placed on the pageGreat content that results in links to your Website Why misunderstood? New paradigmThink about blog as just a part of your website. Do you have a website? If so, you’re already publishing.- Your typical website is like a brochure or catalog. Would you be excited to read a brochure or catalog or is that just a necessary part of buying something?Your blog is like an industry magazine article. Usually more actionable (“how to”), more fun (“5 great ways to use…”), less stuffyIf you’re searching for a solution to a business problem – do you want to read through a brochure or look at an article that gives an interesting way to look at your issue (including a solution)You could include these articles on your website and skip the entire blog thing. But, blogs offer other benefits – including posting, distribution and sharing that your website is typically not set up for – so that’s why it’s usually pushed out into a blog section.Your blog (think of it as the interseting part of your website) can be your most valuable marketing tool online for any industryBrochure or Sports Illustrated…or people magazine….or US weekly….or Vanity Fair…or The EconomistBut, you don’t have to write all the time like a magazine – we’ll talk about that nextIt was 2007 when Dave Sifry, former chairman of Technorati, came out with some shocking numbers on blogging.Back then, it was reported that 120,000 new blogs were being created worldwide each day. There were morethan 1.5 million posts being published per day – or 17 posts per second.