how go photo went from zero to first page of google - inbound marketing roundtable
TRANSCRIPT
2Marketing Forum 8/8/12 John Schmitt [email protected]
AgendaGoal:
For you to be able to get more customers
…by learning easy tricks to help boost your discoverability on organic search.
• Quick Background
• What’s GoPhoto
• Why Google?
• The Formula
• 3-part Easy Strategy for Success
3
GoPhoto, Go Digital• For $200 we will scan, color correct and store 400
photos* online*photos, 35mm slides, negatives, postcards, etc…, old VHS, Super 8mm movies
too.• Return originals with a CD or DVD• Provide an online digital album where clients can
upload, share and comment on these priceless memories
Our Solution
4Marketing Forum 8/8/12 John Schmitt [email protected]
Why GoPhoto?
• We’re consistently in the top 5 organic search results for our keywords
• We’re using a strategy that’s highly transferrable.
• We’ve scanned >4,000,000 images since starting 2 years ago.
And, much credit to Leslie Nuccio ([email protected])
5Marketing Forum 8/8/12 John Schmitt [email protected]
Why Google?
• Google dominates the US search market.
10x more orders from Google than Bing
Legitimately high reputation for accuracy*
• Powerful Targeting efficiency:
• Who: ~80% of people are in the market for “X”
• When: But, any given minute of the day, only 1% of them are in the mood to buy “X”.
• Google gets you in touch with people who are actively looking for “X”.
• All other channels (facebook) are passive, & missing the “when”
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The Formula• Google ranks search results based on a
secret & changing formula
• The main factors:
• Relevancy• Keyword matches your site & content
• Old, but Fresh:• Site is old, but it’s updated frequently.
• Others validate you• Backlinks: Relevancy & Rank
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The 3-Part Strategy
1. Focus Keywords
2. Create Content with those keywords
3. Get Backlinks
…of high quality & relevance to your keywords
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Focus Keywords
• Too many keywords = dilution
• Use: Google Keyword Research Tool
• What are the top-searched terms that are relevant to your business?
• <<DEMO>>• https://adwords.google.com/o/Targeting/Explorer
9Marketing Forum 8/8/12 John Schmitt [email protected]
Keywords in Content
• Create Content with those Focused Keywords
• Put Keywords in:
• URL (domain, path)
• Title
• Metadata (description, keywords)
• H1/H2
• Links within & across (blog, LP’s).
• Put up content early & update it often.• <<DEMO>> http://www.gophoto.com/photo-scanning
10Marketing Forum 8/8/12 John Schmitt [email protected]
Getting Backlinks• Setup Google Alerts to match your focused
keywords
• Google Alerts say this link is “relevant, high quality for this keyword?
THEN COMMENT ON IT!• Add the relevant keyword in your comment, in a link
back to you.
• Be 100% real, authentic, relevant, or suffer backlash.
• <<Demo>> google alerts & comment
11Marketing Forum 8/8/12 John Schmitt [email protected]
Be Legit• Make sure you spend most of your time & money on
your total customer experience
• Happy customers create backlinks too.
• Unhappy customers will over-ride any SEO trick
• Fake comments & link farms are expensive & backfire.
12Marketing Forum 8/8/12 John Schmitt [email protected]
Summary• If you have a great product/service, & want to get more
customers:
• Focus Keywords
• Create Relevant Content
• Use Google Alerts to find the best backlink opportunities
13Marketing Forum 8/8/12 John Schmitt [email protected]
Q&A