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  1. 1. About Your Presenter… • President of Vertical Measures - Offering SEO, Link Building, Social Media & Content Development Services • Instructor for the Content Marketing Institute & Online Marketing Institute • Author of Accelerate! Move Your Business Forward Through the Convergence of Search, Social and Content Marketing Available on Amazon
  2. 2. Twitter: @ArnieK Why Focus on Search? • 93% of all buyers online or in stores use search prior to making a purchase • 86% of searchers conduct non-branded queries. • 94% of buyers click on organic links versus 6% on paid links for branded queries. Sources: GroupM, Did-it, Enquiro, and Eyetools.
  3. 3. Twitter: @ArnieK Universal Search Results 61% of all search results
  4. 4. Twitter: @ArnieK
  5. 5. Twitter: @ArnieK Develop Your Strategy • Why are you creating the content you are creating? • Who is your audience and who are you? • Where do you plan to publish your content? • What will you measure? • What is different a year from now?
  6. 6. Twitter: @ArnieK
  7. 7. Twitter: @ArnieK Start With Keyword Research • Keyword research should be the foundation • What keyword phrases do your customers use? (Analytics) • Use tools like….
  8. 8. Twitter: @ArnieK Soovle.com
  9. 9. Twitter: @ArnieK Question & Answer Sites 1618 results
  10. 10. Twitter: @ArnieK Google’s Discussions in Search
  11. 11. Twitter: @ArnieK What Works For Your Competitors?
  12. 12. Twitter: @ArnieK Long Tail is the Key!
  13. 13. Twitter: @ArnieK Content Ideas in a Spreadsheet
  14. 14. Twitter: @ArnieK
  15. 15. Twitter: @ArnieK Create Great Content
  16. 16. Twitter: @ArnieK
  17. 17. Twitter: @ArnieK All Different – But Core Items • Content is found through social media and search engines – so optimize it! • Web pages, News, Local, Images & Videos 1. Links pointing to your content 2. Titles & title tags (viewed in results) 3. Description meta tag (viewed in results) 4. Image alt text tags 5. H1 Tag (headline tag – only one!) 6. URL structure (short & include KW’s) 7. Page load times
  18. 18. Twitter: @ArnieK Search Optimization Elements
  19. 19. Twitter: @ArnieK
  20. 20. Twitter: @ArnieK Promote Your Content • Understand who your customer is and where they are online. • Conduct PR and blogger pitches • Develop relationships & build partnerships • People share your ideas, link to your content. • Those references and citations will help with rankings
  21. 21. Twitter: @ArnieK
  22. 22. Twitter: @ArnieK Distribute or Repurpose Content • RSS feeds • Email Campaigns • Social Media Sites • Video, Photo, Presentation & Podcasts sites • These links will help your rankings!
  23. 23. Twitter: @ArnieK
  24. 24. Twitter: @ArnieK Build Links to Your Content • Identify low hanging fruit – Internal links – Blog & forum participation • Targeted Links via… – Competitive research for similar content – Use search operators to find opportunities • Ask your clients & suppliers for links! – Offer t-shirts, gift cards, discounts, etc. – Or even a good old fashion reciprocal link • When all else is equal, links win!
  25. 25. Twitter: @ArnieK
  26. 26. Twitter: @ArnieK Measure! • Measure for successes… and failures • Check your rankings, traffic, conversions and other key metrics • Focus on the strategies that are providing the best ROI and keep rolling out the content
  27. 27. Twitter: @ArnieK Success Like This…
  28. 28. Twitter: @ArnieK For the Convergence All 8 Steps Matter Free 24 page guide at VerticalMeasures.com
  29. 29. Thank You! PAID FOR BY THE COALITION FOR BETTER WEB CONTENT APPROVED BY ARNIE KUENN
  30. 30. Questions? More Traffic. More Leads. More Business. Contact: 888-476-1881 www.VerticalMeasures.com

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