a survival guide for the overwhelmed online marketer

@StoneyDStoney G deGeyter

@polepositionmkg

SURVIVAL GUIDE

A

FOR THEOVERWHELMED

ONLINE MARKETER

A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu

Online survival requires a P.L.A.N.INTRODUCTION

PPriorities

Basic Survival Strategies

LLandscape

Web Marketing

Facts & Fiction

AAction

Optimization Tools & Tactics

NNavigation

Maintaining a Healthy Web

Presence


@polepositionmkg

PRIORITIES: BASIC SURVIVAL STRATEGIES


QuickVictories


Pay-per-clickPRIORITIES: QUICK VICTORIES

Absolute control

Guaranteed profit (if done correctly)

Greater reach than search

Ability to test marketing messages

Landing page/keyword testing

Pros You have to pay for clicks

Requires constant attention

Always changing

Cons


Extremely granular targeting capabilities

More flexibility with ad creative

More flexibility with offers

Reaches interested prospects

Pros Alienate customers if not done correctly

Must monitor ad placement regularly

More complex set up and optimization

More effort required over search

Cons

Remarketing campaignsPRIORITIES: QUICK VICTORIES


Impacts usability and SEO

Improves conversion rates

Pros

May require technical assistance

May require drastic site reworking

Cons

Website architecturePRIORITIES: QUICK VICTORIES


OptimizationEssentials


Keyword research

Core Terms

PRIORITIES: OPTIMIZATION ESSENTIALS


Titles & tagsPRIORITIES: OPTIMIZATION ESSENTIALS


Content and linksPRIORITIES: OPTIMIZATION ESSENTIALS


Navigation architecture

Streamline Choices



Authority building

Social Media



UserExperience


Site navigation

Don’t hide your products or services…

behind the click.

PRIORITIES: USER EXPERIENCE


Conversion optimization

Best Practice

s

Multivariate

Testing



Voice

Humorous Whimsical Serious

Snarky Down to earth

Thoughtful Brutally honest Flowery



GoingLocal


Local & mobile optimization

25% of small business have zero presencein local search resultshttp://www.marketingpilgrim.com/2014/08/25-of-small-business-have-zero-presence-in-local-search-results-infographic.html

Mobile devices account for 50% of paid search clicks by December 2015

http://searchenginewatch.com/article/2335995/Mobile-Devices-to-Account-for-50-of-Paid-Search-Clicks-by-December-2015-Study

PRIORITIES: GOING LOCAL


On-page signals

Site Authority

LocalKeyword

Usage

No LocationSpamming

City Targeted

Pages



3rd party signals

Business proximity to city

Searcher proximity to business

Consistency of external citations



Reviews

Velocity of

Reviews

Keywords in Reviews Diversity

of Review Sites

Location in Reviews

Reviewer Authority



Interaction &Authority Building


Social media

Twitter

Twitter

Facebook

LinkedIn

Google+

Pinterest

Instagram

PRIORITIES: INTERACTION & AUTHORITY BUILDING


Reputation management

Social

Blogs

Links



Content strategy

Workshops

Webinars

Videos

Ebooks

Whitepapers

Tools

Blogs



@polepositionmkg

LANDSCAPE: WEB MARKETING FACTS & FICTION


All I need is SEOLANDSCAPE: WEB MARKETING FACTS & FICTION


SEO is dead or dyingLANDSCAPE: WEB MARKETING FACTS & FICTION


SEO is unaffordableLANDSCAPE: WEB MARKETING FACTS & FICTION


SEO destroys usabilityLANDSCAPE: WEB MARKETING FACTS & FICTION


SEO is ITLANDSCAPE: WEB MARKETING FACTS & FICTION


There are magic SEO solutionsLANDSCAPE: WEB MARKETING FACTS & FICTION


I have to submit to GoogleLANDSCAPE: WEB MARKETING FACTS & FICTION


Meta tags improve rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION


Rankings happen overnightLANDSCAPE: WEB MARKETING FACTS & FICTION


I need #1 rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION


All I need is social mediaLANDSCAPE: WEB MARKETING FACTS & FICTION


Social media is a massive productivity killerLANDSCAPE: WEB MARKETING FACTS & FICTION


Social media directly impacts rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION


Guest posting is badLANDSCAPE: WEB MARKETING FACTS & FICTION


All I need is content marketingLANDSCAPE: WEB MARKETING FACTS & FICTION


I just need more contentLANDSCAPE: WEB MARKETING FACTS & FICTION


Your content is already awesomeLANDSCAPE: WEB MARKETING FACTS & FICTION


All I need is more linksLANDSCAPE: WEB MARKETING FACTS & FICTION


Links don’t matter anymoreLANDSCAPE: WEB MARKETING FACTS & FICTION


PPC improves rankingsLANDSCAPE: WEB MARKETING FACTS & FICTION


@polepositionmkg

ACTION: OPTIMIZATION TOOLS & TACTICS


Keyword research

What words do your customers use to

communicate their needs?

ACTION: OPTIMIZATION TOOLS AND TACTICS


Website analytics

Answer questions about how customers

use your website.

ACTION: OPTIMIZATION TOOLS AND TACTICS


On-page optimizationACTION: OPTIMIZATION TOOLS AND TACTICS


Site architectureACTION: OPTIMIZATION TOOLS AND TACTICS


ListeningACTION: OPTIMIZATION TOOLS AND TACTICS


Promotion toolsACTION: OPTIMIZATION TOOLS AND TACTICS


Conversion toolsACTION: OPTIMIZATION TOOLS AND TACTICS


@polepositionmkg

NAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Penguin algorithm & penaltiesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

LinksNon-

Organic

Over-Used Anchor Text

Excessive Internal Linking

Junk Sites


Panda algorithm & penaltiesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Content

Content Value

Keyword Stuffing

Guest Posts

Duplicate Content


Hummingbird algorithmNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Query Match

Topical

Quality

De-emphasized Keywords

Authority


Over-optimizationNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Manual action noticesNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Getting out of a penaltyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE

Clean it up andresubmit.


Staying out of a penaltyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Regular architecture checksNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Ongoing optimization of new keywordsNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Active social maintenanceNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Ongoing content strategyNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


Stay educatedNAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE


@polepositionmkg

MOVEMENT IS LIFE


Web marketing never stopsCONCLUSION

There is always something more to do.


WebMarketingChecklist.com

Thank You!

a survival guide for the overwhelmed online marketer

Marketing

fictiona survival

tacticsa survival

survival guide

interaction

optimization

seo

search

penaltynavigation