SEO and marketing planning review

1. Marketing Roles, SEO & Measuring Success
Presented Nov 8, 2013

2. v
http://moz.com/rand/the-t-shaped-web-marketer/

3. Growth Hacker

4. SEO:
Search
Engine
Op/miza/on
Is
that
just
wri/ng
spammy
stuff
or
code
for
the
search
bots?

5. SEO
Facts
&
Myths
So
this
SEO
copywriter
walks
into
a
bar,
grill,
pub,
public
house,
Irish
bar,
bartender,
drinks,
beer,
wine,
liquor

6. SEO
is
CDO
“Content
Discovery
Op/miza/on”
Social
Cues
External
Cues
On-­‐page
Cues
Jesse
McDougall
of
Catalyst
Webworks,
TOC

7. Computers
Are
Dumb

8. How
Search
Works

9. Search
Bots
Try
to
Mimic
Humans
Social
Cues
• Stars
• Reviews
• Image,
Video
• Social
sharing
+1’d
Shared
by
Tweets
External
Cues
• Site
is
crawlable
• No
duplicate
content
Origina/ng
source?
• Incoming
links
#
of
links
Anchor
text
Quality/type:
Comment
Text
link
YouTube
Blogroll
Ad
• Page
load
speed
• Bounce
On-­‐Page
Cues
• Keywords
• Title
tag
• Meta
descrip/on
• Heading
tags
• 1st
200
words
• Bold
• Anchor
text
• Image
filename
• Internal
links

10. French
paren/ng
book
Social
Cues
External
Cues
On-­‐Page
Cues

11. On-­‐Page
Cues

12. The
cues
are
missing

13. “coverimage”
9780143182573H.jpg”
265
x
400
alt="Image
of
EVERYTHING
WAS
GOOD-­‐BYE">
“authorphoto”
2000000469L.jpg

14. SEO
is
about
Content
Discovery
Social
Cues
• Rich
snippets
Stars
Reviews
Authorship
Image,
video
• Social
sharing
+1’d
Shared
by
Tweets
External
Cues
• Site
is
crawlable
• No
duplicate
content
Origina/ng
source?
• Incoming
links
#
of
links
Anchor
text
Quality/type:
Comment
Text
link
YouTube
Blogroll
Ad
• Page
load
speed
• Bounce
On-­‐Page
Cues
• Keywords
• Title
tag
• Meta
descrip/on
• Heading
tags
• 1st
200
words
• Bold
• Anchor
text
• Image
filename
• Internal
links

15. st
200
characters
Body
Copy
—
1

16. The
5
Whys
Reasons
Why
You
Should
Write
SEO
Copy
1. Because
you
want
people
to
find
your
stuff
when
they
don’t
even
know
they
are
looking
for
it.
(In
the
real
world,
you
make
sure
the
book
is
in
stock.)
2. Because
the
copy
needs
to
be
a
good
salesperson.
(The
online
sales
funnel
goes
like
this:
you
like
it,
buy
it,
review
it,
recommend
it,
find
more
like
it.)
3. Because
you
want
to
put
words
in
their
mouth—teach
fans
how
to
best
pitch
their
friends.
(1,000
songs
in
your
pocket.)
4. Because
you
don’t
want
to
disappoint
people
who
are
looking
for
it:
Bookseller
doing
price
check.
Producer
scou/ng
for
author
interview.
Fan
who
wants
to
pre-­‐order.
Reviewer
who
wants
an
image.
Person
who
wants
to
recommend.
Author.
Agent.
Just
checking.
5. Because
you
want
to
stack
the
deck.

17. Because
you
want
to
sell
stuff.

18. Why
does
Amazon
win?
Goodreads?
Raincoast.com
627
words
Amazon.ca
2,943
words
Goodreads
3,457
words
Amazon.
Focus
keywords:
Beau/ful
Mystery
(13),
Louise
Penny
(14)
Gamache
(25),
murder
(8),
mystery
(33),
Suspense
(6),
Fic/on
(8),
detec/ve
(9)
Raincoast.
Beau/ful
Mystery
(2),
Louise
Penny
(3)
Gamache
(4),
murder
(2),
mystery
(3),
Suspense
(0),
Fic/on
(2),
detec/ve
(0)
Goodreads.
Beau/ful
Mystery
(14),
Louise
penny
(20)
Gamache
(37),
murder
(15),
mystery
(32),
Suspense
(1),
Fic/on
(1),
detec/ve
(1)

19. Without
Social
Cues
…
Without
External
Cues
…

20. The
On-­‐Page
Cues
Are
Cri/cal.
Search
bots
will
try
to
figure
out
the
“theme”
of
a
page’s
content
within
the
first
200
words.
If
you
only
write
500
word
descrip/ons,
you
berer
choose
the
right
words.

21. The
Right
Words
Are
What
I
Mean
By
Keyword
Phrases

22. Roles
are
shising
• What
is
a
marke/ng
func/on?
• What
is
a
IT
func/on?
• Where
do
these
func/ons
fall?
–Website
design
–Website
maintenance
–Video,
audio,
ebook,
app
produc/on
–Asset
management
–ONIX
file
genera/on,
distribu/on
–SEO
–Domains,
email,
server
setup

23. Marke/ng
Resources
• Geek:
Moz.com,
SearchEngineLand.com
&
SEOBook.com
• Marketer:
BoxcarMarke/ng.com,
SocialMediaExaminer.com,
Marke/ngProfs.com
• AnalyEcs:
hrps://analy/csacademy.withgoogle.com,
hrp://www.kaushik.net
• Writer:
Copyblogger.com
• Digital+Books:
DigitalBookWorld.com,
JaneFriedman.com,
• ROI:
hrp://www.slideshare.net/thebrandbuilder/olivier-­‐blanchard-­‐basics-­‐of-­‐
social-­‐media-­‐roi,
hrp://www.marke/ngmo.com/4-­‐support-­‐tools/how-­‐to-­‐
calculate-­‐roi-­‐return-­‐on-­‐investment/

24. Outreach Assignment (Nov 8 15) 10%
• This will be submitted as part of Draft 2
• Part A: Thinking about Long Gone Man and Cocktail Culture, what existing
stories are covered on this topic or author? List 3 and provide headline, 1st
paragraph, talking points and URL
• Make a list of the top 3 keyword phrases included in these articles.
• Part B: Revisit your list of 5 media and bloggers to pitch. How would you
revise your pitch angle to be newsworthy? Updated your 5 pitch angles.
• Submit this component as part of Sentence 5 in Draft 2 on Nov 15

25. Marketing & Publicity
• Budgets. You don’t have one. Most marketing budgets are eaten up by co-op.
• 10% of net revenue is the most you’d ever spend to market a book.
• Find cheap & smart ideas
• $1000 at Amazon. Good because it’s a sales channel.
You want the placement at retail channels.
• Goodreads is the 2nd best place. Target audience when they are ready to buy
or interested in books
• Blockbuster / Breakout / Breakeven

26. Marketing & Publicity
• Selling point: make it clear what is important about this book. 1st sentence of
jacket copy is important.
• Who does the author(s) know? How well connected to media are they?
• Media needs the So What & Why Now: exclusivity, controversy, anniversary,
secrecy, snobbery
• Comparative titles: Similar pricing, comparable in terms of author reputation,
subject matter

27. Contests
• Like-Gate the Contest
• Photos & Video can be a barrier to entry, aim for text that you can re-purpose
• Add an incentive, share for more votes
• Add a secondary action like sign up for newsletter. Don’t make it mandatory.
• Don’t run the contest too long or too short
• Most votes for random draw; grand prize for best entry based on jury
selection
• Provide a contest name, details