pubcon new orleans 2013 - golden nuggets
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Golden Nuggets from PubCon New Orleans 2013
By: Amberly Rundell
Hot Topics
• Conversion Rate Optimization• Twitter• Facebook• Social Media• SEO Tools• Link Building• Local Marketing• Visual Social Marketing• Google+• Author Rank• Blogging• Video Marketing• Remarketing
CROConversion Rate
Optimization
Conversions increase when you include pictures of people looking/leading directly
at CTA
“Look” at the CTA
High Converting Landing Page
LANDING PAGE OPTIMIZATIONDoes your landing page have all of these elements?
• What is it, in 3 second or less• Simple text paragraphs • Credibility elements • Why should I convert form • Yellow highlighted phone number - 25% increase conversion rates. • Picture looks at action. (Proven to increase conversion rates.) • What do you want them to do? That's the name of the button free
quote note. • Take the same text and organize into bullet points. No one reads long
paragraphs. Make it easy to read.
Conversion Increased 25% when we highlighted our phone # yellow
“Go through your website and see which photos you can change out. Redo you product images. "Stage them." This will make a big difference.”
Stage Your Products
CrazyEgg Eye tracking technology. Track user activity.
Use heatmaps to see where people are clicking, if they scroll below the fold, etc.
Fun Fact:
Local #'s get better click to call conversion rates then toll free #'s
Social Media
Social Media
• Peak times to post are 9-noon, 6-10pm• Educate in the morning. Entertain at night.• Need a slideshow quick? Put your photos into
PowerPoint. Then upload a slideshow on SlideShare and link back to your website.
Take screen shots of Tweets/testimonials and put on website footer
FollowerWonk
Connect with the Influencers!
Retweetlab.com Analyze your tweets. Allows you to grab thousands of your old tweets, and see which ones were
tweeted most. Analyze competitors tweets.
“So many people do the 2 S's - Sell and self promotion. What you really need to do is the 3 Es: Educate. Engage. Entertain.”
"Encourage your employees to comment and write their expertise on FB posts."
“Make insights your bitch!” We all know about it, but do we actually use it? Don’t forget to use these statistics to see what is working and what’s not. If your clients have a blog, make sure to add the Facebook Pile Plugin. It's adds social proof!
“Create content for comments.”
Nobody clicks on boring. Nobody shares boring.
“It's about taking the stuff you already have and adding a couple minutes and make it better. Before you post, take 5 minutes on how to make it more awesome.
“Before you post, stop and think. Would YOU want to share it? If not, amp up the interest on it!”
SEO Tools
SEM Rush
Screaming Frog
Google Page Speedhttps://developers.google.com/speed/pagespeed/insights
If your results are less than 70, you are not going to rank very well. (Mannix is 77!)
SpiderViewers - See what the search engines sees. http://www.webconfs.com/search-engine-spider-simulator.php
Link Building
• 73% of algorithm is link building. Despite different algorithms it's still a huge of the pie.
• Do kw research on Open Site Explorer and use these competitors to get backlinks
• links = rankings = conversions
See who is using your images.
Get a link back from them.
SEOMoz Chrome Extension
Shows detailed metrics in SERPS, quick page analysis (H1, bolding, links, etc.)
http://chrome-plugins.org/extensions/chrome-seo/
5minutesite.com http://www.5minutesite.com/local_keywords.php
Do you donate to charities? Sponsor Events?
Get a link!!
Tip: Google is looking for links to inner pages, not just your homepage. If they see too many, they think it's either ads or spam.
imninjas.com/tools.
Local Marketing
bit.ly/localtools
GetListed.org
5minute.com/local_keywords.php
Awesome tool. Put in your zipcode and kw's and it will show you all the different variations in a certain mile radius. Then drop these into Adwords.
Citations, Citations, Citations!
Local Citations
http://www.brightlocal.com/seo-tools/citation-burst/
Local Citations• Local Citations ( http://www.brightlocal.com/seo-tools/citation-
burst/) Citations are listings of NAP on trusted pages (Name, address, phone number ) regardless if there is a website listing attached to it. Citations can be very helpful.
• Ex: Chamber of Commerce's, Superpages, etc. Search engines are taking this into ranking consideration. Create hundreds of Google+ Local citations.
• Citation Labs - Put in URLS and thy will send you back all the content information. Broken link checker in your niche.
• referlocal.com business page• local.com• yahoo directory• best of the web
“To rank better locally, try having more local content. Blog about local events and your community.”
Visual Social Marketing
"We hear it all the time, images, images, images. But now is the time to REALLY invest in images for your site.
Cool Tools For Visual Marketing • Phonto - Phone Application to add text to pics.• Pixlr - Easily add text to pics.• Pinktochart - easily create infographics. $15/mth
Image ideas• Inspiring quotes with peoples pictures next to it. (Matt
Cutts examples.) These things go viral! • Testimonials. Include persons picture next to them. (People
trust it more!)• If you don't have an image for your blog post, create a text
based image that can be associated with it. A quote from the blog, a statistics, a recipe, helpful tool link, etc.
Google+
“Google+ and Local are still in flux. Keep linking your blog content to your Google+ page.”
“There will be a huge impact on social search in the years to come. Now is the time to really boost the social signals up. "Social factors are going to become the most important factor in getting leads in the future," Social and search, the worlds are colliding. The algorithms of tomorrow are based on people.”
Rank is not everything. Influence from your peers is more. If you're looking for the best sushi place in saratoga, even though restaurant A may be ranking #1, restaurant B is ranking #6 but you see 10 friends have liked it, what do you think you're going to choose?
“Google Glasses example/Siri example - Tell me where to get a plumber in Philadelphia. It won't be the closest, or the best ranked, the result is going to be based upon what your peers reviews are. Social signals are the new types of links. Tweets, Likes, G+s. These count as links. Socially enable all of your content, (social media plugins. Pin it buttons, tweet this, etc.) Make it easy for them to share.”
**No one to call at Google? Visit this forum: http://productforums.google.com/forum/#!forum/business
"Google+ is like eating your vegetables. It will make you better in the long run if you can force yourself to do it.“
GetFiveStars.com
Currently in beta, will launch in a month. A tool to encourage online reviews in G+.
Author Rank
Google Authorship – Get it!
rel=publisher (business)rel+author (personal)
Rel = Publisher ties your Google Business+ page to your whole site, whileRel = Author ties your personal Google+ page to individual articles
“Search engines are actively searching if you have social proof. The more connected you are with influential people online, the higher your rank goes.”
“Author rank is a leg up opportunity for a small businesses. Get your clients on board with their blog. “
Blogging
Can’t think of a blog post idea?
• Use Google Trends! See what’s popular now, get ideas, etc.
Take screen shots of your blog post, title, and author picture and post them on Pinterest, Flickr, etc.. Link to blog post with title of post.
Video Marketing
Submit your Video XML sitemap to Google Webmaster Tools
Reseller Package http://www.webmarketingexperts.com.au/outsource-seo.php
“Our Results”
Easy to understand SEO Results
Possible Redirects?
• cheapseo.com• albanyseocom,• lakegeorgeseo.com• Albanynyseo.com
Remarketing
Remarketing is incredibly powerful - Ads that say "we want you back!" Complete your order and you'll receive 2 free golf balls. Then direct them to that specific landing page, to complete their order. FB retargetingEmail retargetingYouTube retargeting
http://www.google.com/analytics/features/remarketing.html
Random Tips
Zendesk - Customer support.
Get a Library At Your Office!
Books to Read:
• 360 leader• The Psychology Influence on People• Social Signals in Search Reading the Tea Leaves• The Facebook Marketing book • Million Dollar Websites• The 10 Golden Rules of Online Marketing
Want the PowerPoint Slides?
POWERPOINT SLIDES
http://www.pubcon.com/pdfs/• (Username: amberlyrundell - Password: 4b8kip)
Masters Classes:http://www.pubcon.com/masters/index.htm• (Username: nolamasters - password: superfun)
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