Планирование seo-стратегии и полезные инструменты для...
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Доклад президента компании SEOmoz Gillian Muessig на семинаре по продвижению товаров и услуг на зарубежный рынок от компании Promodo и SEOmoz 19 мая 2012 года, Киев.TRANSCRIPT
Creating an SEO StrategyQuestions to AskHow to Choose TacticsWhat to Measure
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Campaign management software for Inbound Marketers
SEOmoz makes software!
Oh goody! We’re going to do SEO!
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Pssst.SEO is not a strategy.
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Oh. Right.
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategythat’s real
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing StrategyOnline - Offline
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Paid Organic
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
Marketing Strategy
Online – Offline
Paid Organic
SEO Social Lots of others
Gillian Muessig, President & Co-founder, SEOmoz
May, 2012
SEO is a single tactic ofOrganic Search Marketing
Let’s Start Again
SEO has become more than SEO…
http://www.seomoz.org/blog/the-rich-get-richer-true-in-seo-social-all-organic-marketing
Blogs + Blogging
Comment Marketing
News/Media/PRSEO
Social Networks
Word of Mouth
Q+A Sites
Forums
Online Video
Podcasting
Webinars
Research/White Papers
Infographics
Social Bookmarking
INBOUND MARKETING!(AKA “free” traffic sources)
Direct/Referring Links
Type-In Traffic
What should I think about first?
Budget
Budget
Beware sophistry!
Teachable moment
It’s complicated.
So where do I start?
Ok, but where do I start?
Organic
Paid
Look for opportunity
What affects SERPs
These things do…
Blogs – fresh content
“Viral” targeted content
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
http://guides.seomoz.org/beginners-guide-to-search-engine-optimization
…can be very valuable
Another example
http://www.seomoz.org/article/search-ranking-factors
Keep it fresh
http://www.seomoz.org/article/search-ranking-factors
Great graphics matter
Simple can be interesting
Probably the best case study around: http://blog.okcupid.com/index.php/your-looks-and-online-dating/
Comment marketing
Social networks
Data and charts of our Facebook and Twitter account performance via http://export.ly
Social news / bookmarking
http://news.ycombinator.com, http://delicious.com, http://stumbleupon.com and http://reddit.com
Q=A sites and forums
Rel=author
http://www.blindfiveyearold.com/how-to-implement-rel-author - good how-to
Slideshare.net
SEO
Video XML sitemaps
We use http://wistia.com to post videos that automatically send video XML Sitemaps to Google
Vertical Search
Probably doesn’t get traffic like most “#1” results
Completely different ranking algorithm than standard search
results
Local results
Image results
Video results
News & blog results
Shopping results
Instant answers
These things affect your bottom lineso add them to your campaign
Conferences + events
Days at the Office
Days in Transit
Days Speaking at Conferences
Other Days Out of Office
43%
19%
7%
32%
Gillian’s Days on the Road 2011
Email marketing
We use/love http://www.mailchimp.com (who now has a cool free option for early stage folks)
Sharing-incented community
Sharing-incented community
Connect w/journalists & bloggers
An amazing research tool: http://followerwonk.com
Monthly top X influencers
http://www.seattle20.com/startup-index.aspx updates monthly, but doesn’t use badges (which I highly recommend)
Use game mechanics
Personal space
Help me if you can…
Put a face on it
Welcome, you’re special
Build a personal brand
Move it to the corporation
To outsource or not to outsource
Dearth of talent
It’s non-intuitive
1: Get the house in order
Technical SEO• Inbound link profile (Penguin)• Content quality and freshness
(Panda)• Tags, Site Architecture, url naming
conventions, internal link structure
1: Technical SEO
• Is the keyword relevant?• Are there search ads targeting this word?• Are my competitors targeting this word?• What’s the search volume?
1: Technical SEO
1: Keyword Resources
• Google Adwords’ Keyword Estimator• Google Insights for Search• Google Trends Keyword Demand Prediction• Microsoft AdCenter Keyword Forecasting• Wordtracker’s Free Basic Keyword Demand
1: Link building
2: Content
Grist for the mill• Outsource design, authoring and
even content strategy if needed• Mine your data to create ongoing
info-graphics
2: Content tactics
• Mine your data to create ongoing info-graphics
• Leverage your brand community to create video and other content
3: Promote it! (SMM)
Choose your SMM platforms
3: Social Media
Establish your corporate voice
4: Brand community
Understand the long term goals
http://www.google.com/imgres?q=speeding+train&hl=en&gbv=2&biw=1013&bih=637&tbm=isch&tbnid=n9EnjHipZ1amoM:&imgrefurl=http://superspeedtrain.com/tag/speeding/&docid=MwBff-dP8195bM&imgurl=http://superspeedtrain.com/wp-content/uploads/2011/06/high-speed-rail-update1.jpg&w=400&h=267&ei=WLGcTsS5Ceek4ATJ-oynCQ&zoom=1&iact=hc&vpx=483&vpy=324&dur=1396&hovh=183&hovw=275&tx=225&ty=104&sig=103195842722407947764&page=1&tbnh=125&tbnw=194&start=0&ndsp=12&ved=1t:429,r:6,s:0
Speed the Message
http://www.123rf.com/photo_5545967_orbits-of-binary-information-speeding-around-the-world-globe.html
Increase the depth of reception
4: Brand community
4: Brand community
Understand the long term goals
What we build on social media platforms are
brand communities
4: Brand community
Understand what we build on social platforms
5: Mobile Marketing
Deprecate beautifully in all sizes
What to track
Stay tuned for: Analytics, Glorious Analytics!
later today.
