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The Internets: A Series of Tubes!

Navigating the Tube




   Mike Dunca n
            Sage Island CEO
Know your Customer
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Know their Langauge
Keyword Research
Keyword Selection is Key
Careful keyword selection is the heart of the SEO campaign.


Research Keywords
Create a robust keyword portfolio of relevant keyword phrases that are
searched on by potential customers. You’ll begin with your input on what your
most important keywords are, then expand that list by cross-checking the list
against the search engines’ databases of actual keyword searches. This will
help target the right words - the ones that will actually deliver customers to your
website.


                                                   www.keyworddiscovery.com
                                                        www.wordtracker.com
                                                           www.overture.com
                                                Google Adwords Keyword Tool
                                                              www.seobook.com
                                                                www.seomoz.org
Open for Business
    -Driving Traffic-
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
SEO
    Have a Strategy for your site and
         optimize your content
• Use keyword research to determine how customers search

• Inject keywords into body copy, titles, and images

• Be sure that your site is user friendly and search engine
  friendly. Your marketing efforts won’t help you if your
  website makes it difficult for users to find the information
  they want.
                 Ranking factors:
                 www.seomoz.org/article/search-ranking-factors
                 www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
On Page Optimization
Optimize Website Meta


<TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards,
Skateboard Decks, Trucks, Wheels & Much More!</TITLE>


<META NAME="Description" CONTENT="Biggest selection of skateboards,
skateboard decks, complete skateboards, skateboard wheels, skateboard trucks,
skateboards delivered right to your door!">


 <META NAME="Keywords" CONTENT="skateboards,skateboard,complete
skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate
decks,warehouse skateboards">
Sitemap Submission
  Google WebMaster Tools - www.google.com/webmasters/tools/
  Bing (MSN) WebMaster Tools - www.bing.com/webmasters
    Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com

                    Create Sitemaps
                   www.gsitecrawler.com

Create a Robots.txt file and place in the root directory
           www.yourdomain.com/robots.txt
  User-agent: *
  Disallow: /my-dirty-photos
  Sitemap: http://www.domain.com/sitemap.xml
How does your site rank for SEO?

      www.websitegrader.com
Driving Relevant Traffic


   Links
Link Building
Quality links is what you are after.


     What is a Quality link?
  Good Page Rank and relevant
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Driving Relevant Traffic


Paid Search
Invest in a Paid Search
       (pay-per-click) Campaign
• Paid search is a fast, cost effective, extremely targeted way to
  increase visibility on the search engines.

• Even a small budget can be very effective if you use extremely
  targeted keywords to avoid spending money on unqualified clicks.

• Write compelling ads targeted to your demographic to get attention.
Driving Relevant Traffic


Shopping Networks
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Driving Relevant Traffic


Social Networks
“There are now at least 1.6 billion of us connected
via computer and 3 billion mobile devices that
touch the Internet. The rise of "social" technologies -
such as wikis, blogs, Twitter, SMS and social
networks - means that the barriers to participation
across the planet (in terms of the cost, access and
skills required) are rapidly approaching zero”

Joshua-Michele Ross on O’Reilly Insights – March 2009
What is Social Media Marketing
   Many marketers think that doing a sponsorship on
   MySpace or posting a one-off campaign channel on
   YouTube is social media marketing

Not true.
Social Media is About Socializing!
It is about:
Weaving your content and messages into the social web
Joining the customer conversation
Making friends
Communicating with those friends
Listening to those friends
Measuring impact
Blog
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Blog Dos
• Pay attention to headlines. Many people scan blog posts in a feed
  reader like Google Reader. If the headline isn’t interesting, they
  won’t click through.

• Link to other blogs in your industry to get their attention and
  encourage them to link back to you.

• Keep blog posts under 500 words and break up large chunks of text
  with photos, headlines, and bullets for easier reading.

• Focus on quality content, but keep SEO in mind by favoring high
  traffic keywords over lower traffic phrases.

• Solicit feedback from your readers. Ask questions, include polls,
  and encourage community building through comments and
  participation.
Blog Don’ts
• Never copy and paste content from other websites to fill your
  blog posts. This creates duplicate content problems and
  violates copyright law.

• Avoid keyword stuffing. Your primary concern is quality
  content that interests readers. SEO should always be
  secondary. Use keywords only when appropriate and only if
  it doesn’t compromise good writing.

• Don’t expect feedback on every post. For every commenter
  there are nine “lurkers” who read without participating. Keep
  soliciting feedback and trying new ways to engage those
  readers, but don’t give up.
Wordpress Plugins
http://weblogs.about.com/od/wordpressplugins/tp/55BestWordpressPlugins.htm

http://wphacks.com/wordpress-plugins

http://www.ghacks.net/2009/08/15/best-wordpress-plugins

http://rooteto.com/best-wordpress/30-wordpress-plugins
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Social Tagging
Viral Marketing & Social Tagging
Add social bookmarking buttons for sites like Digg,
Del.ici.us, and Stumble to blog posts and other content
on your site to encourage users to “vote” for it.
www.addthis.com
www.twitthis.com
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Videos
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
YouTube Optimization
• Use keyword tags to tell readers and search engines what your video is
  about.

• Create a compelling headline to encourage viewers to watch your video.

• Keep videos as short and engaging as possible with the most important
  messaging in the beginning. If viewers get bored, they won’t watch the
  whole thing.

• Pay attention to your thumbnail image to entice viewers to click and
  watch. YouTube automatically selects a thumbnail by selecting an image
  from about halfway through your video.
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Facebook / MySpace
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Reaching your fans on FB
• Keep a constant stream of fresh content on your
  wall by uploading photos, videos, and links to your
  Facebook page.

• Create a community by building a group where
  members can upload their own photos and videos
  and discuss your brand.

• Link your Facebook page to an RSS feed for your
  blog.
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Customer Service
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Track Everything!
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?
Search Engine Optimization – Kristopher Jones
   Get to the top on Google – David Viney
    Landing Page Optimization – Tim Ash
 Building Findable Websites – Aarron Walter



        MIKE           DUNCAN
            mduncan@sageisland.com
             twitter.com/MikeADuncan


              twitter.com/sageisland
              www.sageisland.com

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Twitter, Social Media, SEO, PCC: Who Has Time for all this Geek Stuff?

  • 1. The Internets: A Series of Tubes! Navigating the Tube Mike Dunca n Sage Island CEO
  • 7. Keyword Research Keyword Selection is Key Careful keyword selection is the heart of the SEO campaign. Research Keywords Create a robust keyword portfolio of relevant keyword phrases that are searched on by potential customers. You’ll begin with your input on what your most important keywords are, then expand that list by cross-checking the list against the search engines’ databases of actual keyword searches. This will help target the right words - the ones that will actually deliver customers to your website. www.keyworddiscovery.com www.wordtracker.com www.overture.com Google Adwords Keyword Tool www.seobook.com www.seomoz.org
  • 8. Open for Business -Driving Traffic-
  • 11. SEO Have a Strategy for your site and optimize your content • Use keyword research to determine how customers search • Inject keywords into body copy, titles, and images • Be sure that your site is user friendly and search engine friendly. Your marketing efforts won’t help you if your website makes it difficult for users to find the information they want. Ranking factors: www.seomoz.org/article/search-ranking-factors www.vaughns-1-pagers.com/internet/google-ranking-factors.htm
  • 13. On Page Optimization Optimize Website Meta <TITLE>Skateboards - Warehouse Skateboards offers Complete Skateboards, Skateboard Decks, Trucks, Wheels & Much More!</TITLE> <META NAME="Description" CONTENT="Biggest selection of skateboards, skateboard decks, complete skateboards, skateboard wheels, skateboard trucks, skateboards delivered right to your door!"> <META NAME="Keywords" CONTENT="skateboards,skateboard,complete skateboards,skateboard decks,skateboard wheels,skateboard trucks,skate decks,warehouse skateboards">
  • 14. Sitemap Submission Google WebMaster Tools - www.google.com/webmasters/tools/ Bing (MSN) WebMaster Tools - www.bing.com/webmasters Yahoo! Site Explorer - http://siteexplorer.search.yahoo.com Create Sitemaps www.gsitecrawler.com Create a Robots.txt file and place in the root directory www.yourdomain.com/robots.txt User-agent: * Disallow: /my-dirty-photos Sitemap: http://www.domain.com/sitemap.xml
  • 15. How does your site rank for SEO? www.websitegrader.com
  • 17. Link Building Quality links is what you are after. What is a Quality link? Good Page Rank and relevant
  • 20. Invest in a Paid Search (pay-per-click) Campaign • Paid search is a fast, cost effective, extremely targeted way to increase visibility on the search engines. • Even a small budget can be very effective if you use extremely targeted keywords to avoid spending money on unqualified clicks. • Write compelling ads targeted to your demographic to get attention.
  • 25. “There are now at least 1.6 billion of us connected via computer and 3 billion mobile devices that touch the Internet. The rise of "social" technologies - such as wikis, blogs, Twitter, SMS and social networks - means that the barriers to participation across the planet (in terms of the cost, access and skills required) are rapidly approaching zero” Joshua-Michele Ross on O’Reilly Insights – March 2009
  • 26. What is Social Media Marketing Many marketers think that doing a sponsorship on MySpace or posting a one-off campaign channel on YouTube is social media marketing Not true. Social Media is About Socializing! It is about: Weaving your content and messages into the social web Joining the customer conversation Making friends Communicating with those friends Listening to those friends Measuring impact
  • 27. Blog
  • 31. Blog Dos • Pay attention to headlines. Many people scan blog posts in a feed reader like Google Reader. If the headline isn’t interesting, they won’t click through. • Link to other blogs in your industry to get their attention and encourage them to link back to you. • Keep blog posts under 500 words and break up large chunks of text with photos, headlines, and bullets for easier reading. • Focus on quality content, but keep SEO in mind by favoring high traffic keywords over lower traffic phrases. • Solicit feedback from your readers. Ask questions, include polls, and encourage community building through comments and participation.
  • 32. Blog Don’ts • Never copy and paste content from other websites to fill your blog posts. This creates duplicate content problems and violates copyright law. • Avoid keyword stuffing. Your primary concern is quality content that interests readers. SEO should always be secondary. Use keywords only when appropriate and only if it doesn’t compromise good writing. • Don’t expect feedback on every post. For every commenter there are nine “lurkers” who read without participating. Keep soliciting feedback and trying new ways to engage those readers, but don’t give up.
  • 36. Viral Marketing & Social Tagging Add social bookmarking buttons for sites like Digg, Del.ici.us, and Stumble to blog posts and other content on your site to encourage users to “vote” for it. www.addthis.com www.twitthis.com
  • 41. YouTube Optimization • Use keyword tags to tell readers and search engines what your video is about. • Create a compelling headline to encourage viewers to watch your video. • Keep videos as short and engaging as possible with the most important messaging in the beginning. If viewers get bored, they won’t watch the whole thing. • Pay attention to your thumbnail image to entice viewers to click and watch. YouTube automatically selects a thumbnail by selecting an image from about halfway through your video.
  • 48. Reaching your fans on FB • Keep a constant stream of fresh content on your wall by uploading photos, videos, and links to your Facebook page. • Create a community by building a group where members can upload their own photos and videos and discuss your brand. • Link your Facebook page to an RSS feed for your blog.
  • 57. Search Engine Optimization – Kristopher Jones Get to the top on Google – David Viney Landing Page Optimization – Tim Ash Building Findable Websites – Aarron Walter MIKE DUNCAN mduncan@sageisland.com twitter.com/MikeADuncan twitter.com/sageisland www.sageisland.com