Download - Bob Nunn - Finding Followers: Successful SEO Strategies

Finding Followers: Successful SEO Strategies

Bob Nunn Brand Mechanic

6/7/2011

Brand Mechanics, All rights reserved 2

6/7/2011


Your stakeholders don’t care.

My Name Is Bob Nunn and I’m A Brand Mechanic.

6/7/2011


My Promise

11 Point Checklist:

1 Good Example

1 Bad Example

6/7/2011


My Promise

11 Point Checklist:

1 Good Example

1 Bad Problem Or Opportunity Recognized Example

1 ‘Live’ Example

1 Tool, Tip or Secret

6/7/2011 Brand Mechanics All rights reserved

7

Let’s Get Started…

6/7/2011


Listen to your mother

6/7/2011


Do Your Homework!

Get Found For What?

6/7/2011


Content

To be successful at Online Marketing you need to Listen

By listening & understanding the information need, the buzz, who the influencers are & the competition you’re better able to create messages that get clicked on & shared.

If your content doesn’t match their interests -down to the exact buzzy word ‘ – your message will ‘bounce’ (low clik-thru & pass-on rates) & you won’t attract much of a following

Intent

6/7/2011


Good Example

6/7/2011


P.O.O.R. Example

6/7/2011


Tool Time: Google AdWord’s Keyword Tool


14

1. Do You Rank?

6/7/2011


Why

1. 91 billion Google searches/month

2. Nobody spends more time online than Canada

6/7/2011


Tool Time: Google Page Rank Checkers

http://arizonawebdevelopment.com/google-page-rank







17

2. Are The Basics Done?

6/7/2011


Why

Google is trying to find you.

Give them a clue or 10:

Meta description

Page Titles

Keyword-rich pages

Search optimized headers

Links to Internal pages

Imaging naming (alt tags)

Sitemap submitted

Flash Content (low)

Google Maps listing secured

URL structure

6/7/2011


Good Example: URL Structure

P.O.O.R. Example

www.fredsredshed.com/room-rates

www.fredsredshed.com/PQ23sr

6/7/2011


Tool Time: Google Tools/View Source


21

3. How Are Your Links?

6/7/2011


Why

6/7/2011


Tool Time: Majestic-SEO


24

4. The 8 Second Rule

6/7/2011


P.O.O.R. Example

http://iccmworldwide.org/index2.htm

http://iccmworldwide.org/index2.htm

6/7/2011


Good Example

6/7/2011


Tool Time X 2

Google Analytics Bounce Rate


29

5. Does The Content Match The Intent?

6/7/2011


Good Example

6/7/2011


P.O.O.R. Example

6/7/2011


Tool Time: We-We Calculator

http://www.google.com/search?hl=en&biw=1280&bih=685&tbm=isch&sa=1&q=intuit+store+display&aq=f&aqi=&aql=&oq=


33

6. Is Clicking & Buying The Clear, Frequent & Main Focus?

6/7/2011


P.O.O.R. Example

6/7/2011


Good Example

6/7/2011


Tool Time: Google Analytics Goals

Any page can be a goal.

Which App Installer Page Converted Better?


40

7. Do The Chapters Match?

6/7/2011


P.O.O.R. Example

6/7/2011


Good Example


43

8. Is Trust Established?

6/7/2011


• 70% consult reviews or ratings before purchasing

• 92% have more confidence in info found online than they do in anything from a salesclerk or other source

• 90% of online consumers trust recommendations from people they know; 70%

trust consumers they don’t know, 27% trust experts, 14% trust advertising

• Adding reviews can boost conversion by 20% and order value by 10%

Why

6/7/2011


Good Example

6/7/2011


P.O.O.R. Example

6/7/2011


Tool Time: Rating & Review Sites

Tip Time: Find out who your fans are.

Ask them to say something nice about you.

Say Please.


48

9. How Deep Is Your Content?

6/7/2011


Why

Focus Paid Search, Web 2.0, Social Media

Here

Incr

easi

ng

Sear

ch V

olu

me

and

Co

st

There are an infinite number of search phrases

25+% of search terms have never been seen before

More content = more probability of being found = more links

6/7/2011


Why

57%

of businesses have acquired

a customer through their

company blog. Source: HubSpot, 12 Mind-Blowing Statistics Every Marketer Should Know, April, 2011

6/7/2011


Why

6/7/2011


Good Example

6/7/2011


Tool Time: Yahoo Site Explorer


54

10. Are Demo Videos Used?

6/7/2011


Good Example

+700%

increase in sales

6/7/2011


Why

2X

increase in conversion

+19%

Avg. order value

6/7/2011


P.O.O.R. Example


58

11. Is It Sticky?

6/7/2011


Why?

Consumers are leaping into advocacy using new social media sharing tools

52% have blogged about a brand

75% have become a fan of a brand

‘Likers’ have more friends and click-thru to external websites 5.4X

Sharing of pages has doubled in the past year and can now account for as much as one-third of the amount of traffic driven by search.

Each peer impression on the social web reaches 150 people.

Source: Razorfish, Oct 2009

Simmons New Media Study, Fall 2009

Facebook, Sept 2010

Source: Forrester Research

Source: ShareThis study of

125,000 sites in 2009

6/7/2011


Good Example

6/7/2011


P.O.O.R. Example

6/7/2011


Tool Time: HootSuite et al

6/7/2011


thank you

For more ideas follow me on

[email protected]

Bob Nunn

1-647-519-5247

Download - Bob Nunn - Finding Followers: Successful SEO Strategies

Top Related