seo and ecommerce - · pdf filedigital marketing consultant organic links are more...

SEO AND ECOMMERCE

1

DIGITAL MARKETING 2

WHAT IS DIGITAL MARKETING?

Organic

Direct

Website

Paid

DIGITAL MARKETING 3

TELL ME YOUR GOAL!

Digital Marketing Consultant

DIGITAL MARKETING 4

I NEED MORE LEADS!Small Business Owner

YOU NEED MORE VISITS.

DIGITAL MARKETING


5

Let’s say that your website converts at a rate of 2%.

Example: For every 100 people that visit your website, 2 people fill out the form.

SHOW ME THE MATH! 6

SHOW ME THE MATH! 7

Conversion RateVisitors

=Leads

I NEED 100 LEADS EACH MONTH.Small Business Owner

SHOW ME THE MATH! 8

.02 Conversion Ratex Visitors

=100 Leads

.02x

=100

.02x=100

x=100.02

SHOW ME THE MATH! 9

YOU NEED 5,000 VISITORS PER MONTH!

5,000 Visits = 100 Leads.02 Conversion Rate

EASY. I’LL JUST BUY ADS.

OBTAINING LEADS 10

Small Business Owner

GOOGLE SEARCH ENGINE RESULTS PAGE 6

OBTAINING LEADS 12


ORGANIC LINKS ARE MORE PERSUASIVE THAN ADS.

source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/

OBTAINING LEADS 13


CONSIDER THE PROSPECT QUALITY AND THE

CONVERSION PROBABILITY.

OBTAINING LEADS 14

Affiliate Marketin

g

Retargeting

Conversion Probability

Prospect Quality

Dis

play

Social Media Email

Search Sweet Spot! Also known as “Organic Traffic”

OBTAINING LEADS 15


93% OF ONLINE EXPERIENCES BEGIN WITH A SEARCH ENGINE.


OBTAINING LEADS 16


70% OF THE LINKS USERS CLICK ON ARE ORGANIC.


OBTAINING LEADS 17


75% OF USERS NEVER CLICK PASSED THE FIRST

PAGE OF GOOGLE.


CONTENT STRATEGY

BEST PRACTICES AND TIPS18

THE FUNDAMENTALS: WHAT WE KNOW

WE KNOW TWO THINGS:1. We need 5,000 visitors per month to earn 100 leads.

2. The most qualified leads are going to come from organic traffic.

19

So, what is the best way to get more organic traffic?

15HOW DO WE GET MORE ORGANIC TRAFFIC?

Certainly not by talking about yourself.

15WHAT DOES GOOD CONTENT MARKETING LOOK LIKE?

GREAT CONTENT MARKETING IS HELPFUL, CONSISTENT, AND ENGAGING.It’s like a friend that consistently and captivatingly shares timely, relevant advice.

22HOW WE CREATE COMPELLING CONTENT

60% OF COMPANIES HAVE OR HAVE HAD A COMPANY BLOG.

According to a study by HubStop


80% OF COMPANY BLOGS HAVE 5 POSTS OR LESS.

According to a study by IBM


EARN THE RIGHT TO PROMOTE USING CONTENT MARKETING


IF YOUR CONTENT MARKETING IS PURELY PROMOTIONAL, THEN

YOU’RE DOING IT WRONG.


YOU’VE GOT TO EARN THE RIGHT TO PROMOTE.

– GUY KAWASAKI


FOLLOW THE NPR RULEProduce quality content consistently to earn the right to promote rarely.


“Selling to people who actually want to hear from you is more effective than interrupting strangers who don’t.”

– Seth Godin

By the way, read Seth’s book “Permission Marketing”: http://www.amazon.com/Permission-Marketing-Turning-Strangers-Customers/dp/0684856360

http://www.amazon.com/Permission-Marketing-Turning-Strangers-Customers/dp/0684856360


HOW DO I GET PEOPLE TO ACTUALLY WANT TO HEAR ME?

Master the art of the indirect appeal.


INDIRECT APPEAL:An appeal to an audience need

tangential to your product/service offering that doesn’t ask anything of

them and only provides value.

15WHAT DOES GOOD CONTENT MARKETING LOOK LIKE?

CONTENT ADVERTISING

THE FUNDAMENTALS: TRAFFIC SOURCES 33

Organic Traffic:

Google

Yahoo

Bing

Referrals

Direct: Customers

type your URL

directly into their

browser or they

have it bookmarked

Your

Website

Paid Traffic:

Facebook

Email

Online Advertisting

Paid Referrals

YOUR GOAL IS TO INCREASE SITE TRAFFIC

THE FUNDAMENTALS: VOICE & TONE

WHAT IS YOUR VOICE? • Make sure that you are know it well and that you’re consistent.

WHAT CAN YOU MANAGE? • A content strategy is only as valuable as your ability to execute it. • Consistency is more important than frequency

WHY DO PEOPLE CARE? • You’re not writing for you; you’re writing for your customers. • Content that people don’t care about is called a press release. • Press releases suck.

34

Voice(personality)

tone(mood)

BUYER PERSONA

HOUSE HUNTING HENDERSONS

BACKGROUND

• Neither is from NYC • Moved here for college 10

years ago • First time home buyers

DEMOGRAPHICS

• Married • HHI: $400,000 • No children yet • Both have MBAs

GOALS

• Have two kids • Buy a vacation house in

Hudson, NY • Retire by 60 and travel

CHALLENGES

• Don’t have time to do any research

• Have had bad experiences with real estate agents and landlords

COMMON QUESTIONS

• Cost of down payments • How the long the process

takes

BIGGEST FEARS

• Making a mistake • Spending too much • Feeling like like they’re

getting a bad deal.

HOBBIES & INTERESTS

• Kayaking upstate • Hiking in Hudson, NY • Coffee Roasting

35

THINK & FEEL • What are the customers’

hopes, fear, and dreams? • What do they think about

during the day?

SEE • What does the customer

environment look like? • What do they see? • What’s around them? Cities?

Countries?

HEAR • Who influences the customer • Celebrities? • Their friends?

SAY & DO • How do your customers act? • Where do they speak out? • Do they use social media?

BUYER EMPATHY MAP 36

LANGUAGE BARRIER Be careful to avoid words that your customers may know, but don’t ever actually use. Mentioning industry jargon such as “RESPA” or “PITI” is confusing. How does your customer actually speak? Use plain language. If necessary, hyperlink to definitions or put it in parenthesis.

HOUSE HUNTING HENDERSONS

THE GOAL IS BE HELPFUL. NOT PROMOTIONAL. 37

Use a content calendar to help with execution so consistency & frequency don’t become problematic.

Make sure to build in flexibility though – reacting organically to trends and news is critical.

THE FUNDAMENTALS: CONSISTENCY & FREQUENCY

BLOG Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory

#TBT

Pinterest

Instagram

Facebook

Twitter

Key Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Motivational

Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory

#TBTMotivational

Neighborhood

Neighborhood


#TBTMotivationalNeighborhood




#TBTMotivationalNeighborhood Friend Referral

Friend Referral

Friend Referral

Friend Referral

Friend Referral

Daily: Inventory

Daily: Inventory Daily: Inventory

Daily: Inventory

Daily: Inventory

Daily: Inventory

Advice

Advice

Advice

Advice

Advice

40

Everything links back to your site/blog. And your blog should always be a part of your website to maximize SEO value.

IMPORTANT!

SEO

BEST PRACTICES AND TIPS41

42WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?

SEO: the practice of improving and promoting a website

in order to increase the number of non-paid visitors the site receives from search engines.

Source: Moz

43HOW SEARCH ENGINES WORK

1.Crawl sites and build an index.2.Provide answers by calculating relevancy and results.

Source: Moz

SEARCH ENGINES HAVE TWO MAJOR FUNCTIONS

44INTENT VS. VOLUME FUNNEL

LOW INTENT HIGH INTENT“brooklyn rentals”

“cheap apartments in nyc”

“nyc apartments with outdoor space”

“2 bedroom rentals in fort greene”

“$1,800 studio bedstuy”

HIGH VOLUME LOW VOLUME

“brooklyn rental with juliet balcony”

45

BEST PRACTICES

SEO BASICS: HOW TO GET INDEXED

GETTING INDEXED

46HOW TO GET INDEXED: A CHECKLIST FOR ONSITE STRATEGIES

CLEAN UP YOUR HOUSE • Check for broken links and fix them. • Check for accurate and unique Title Tags, H1 tags, and Meta Descriptions. • Check for excessively large images that may cause a slow site speed time.

LAY GROUND RULES • Set up robots.txt to allow your site to be indexed.

GIVE DIRECTIONS • Create a sitemap for the site. • Submit the sitemap to Google, Bing, and Yahoo.

SEND THE INVITE • Establish your domain with Google Webmaster Tools.

Title tags are unique, concise definitions of page content. They’re one of the biggest contributors to PageRank and have one of the largest effects on SEO.

Critically important is keyword choice as well as keyword placement; the first word is valued most, followed by the second word, then the third, and so on.

They should be keyword-rich while still remaining highly user friendly (again, it still needs to convince a person to click on it).

Character limit of 70 but 55 is optimal.

Title Tagon Google

SEO ESSENTIALS: THE TITLE TAG 47

The meta description has no impact on Google search results ranking, but it does impact a person's likelihood to clickthrough.

Therefore, it's important to be concise and descriptive (many sites have meta descriptions that ‘run off' because of lengthiness) and should always include a call-to-action.

Character limit of 150-160.

Meta Description

on Google

SEO ESSENTIALS: THE META DESCRIPTION 48

H1 Tags are unique, concise definitions of page content. They’re also of the biggest contributors to PageRank but have slightly less effect on SEO than Title Tags.

Same as Title Tags: critically important is keyword choice as well as keyword placement; the first word is valued most, followed by the second word, then the third, and so on.

They should be keyword-rich while still remaining highly user friendly (again, it still needs to convince a person to click on it).

Character limit of 70 but 55 is optimal.

SEO ESSENTIALS: THE H1 TAG 49

H1 Tagon website

50HOW TO GET INDEXED: A CHECKLIST FOR OFFSITE STRATEGIESAFTER YOU’VE CLEANED UP YOUR HOUSE…

ESTABLISH A KEYWORD STRATEGY • Choose three keywords that you want to rank for. • Use these keywords to determine which websites should have your link

(backlinks) and which topics to blog on.

START GENERATING BACKLINKS • Create a list of your top 100 sites that should have a link to your site. • Contact the website owners and persuade them to add your link to their site. • Keep track in Excel who ads your site to your their site. • The more relevant and popular the site, the more valuable the backlink will be.

START BLOGGING • Establish a strategy that relates to the keywords that you want to rank for. • Create a calendar for the next 12 months. • Write 1-3 blog posts per week.

RECOMMENDATIONS

Build a simple three page website that will be your central hub. It should be your own URL.

For example: www.StevenMattNYC.com

RECOMMENDATIONS: WEBSITE 52

1. BUILD A SIMPLE WEBSITE.

Organic

Direct

Website

Paid

Build your buyer persona and empathy map to fully understand who you’re talking to and what type of information they’re looking for.


2. DEFINE YOUR DEMOGRAPHIC.

Layout a weekly content plan for yourself to help you stay on track and to ensure consistency. Then start writing!


3. ESTABLISH A CONTENT STRATEGY.

BLOG Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory

#TBT

Pinterest

Instagram

Facebook

Twitter

Key Sunday Monday Tuesday Wednesday Thursday Friday Saturday

Motivational


#TBTMotivational

Neighborhood

Neighborhood






#TBTMotivationalNeighborhood Friend Referral

Friend Referral

Friend Referral

Friend Referral

Friend Referral

Daily: Inventory

Daily: Inventory Daily: Inventory

Daily: Inventory

Daily: Inventory

Daily: Inventory

Advice

Advice

Advice

Advice

Advice

A. Do all the dirty work of ensuring that your website is optimized for search engines: title tags, page load speed, etc.

B. Establish a Google Webmaster Tools account follow the instructions there.

C. Start to identify bloggers and other websites that should have your website on them and start reaching out to them. These are called backlinks.

D. Start writing! E. Start sharing your information on social media and

linking back to your website.


4. START THE SEO PROCESS.

36REFRESH

☁LET’S TAKE A BREAK.

5 MINUTES

ECOMMERCE

58SQUARESPACE VS SHOPIFYHOSTING FEES

• Squarespace: $7 to $80 • Shopify: $29 to $179

TRANSACTION FEES • Squarespace: 2% to 3% • Shopify: 2.2% + 30c to 1.6% + 30c

FEATURES • Both: discount code options, analytics, seo integration

TEMPLATES • Wide variety for each

QA psst… I can do all of this for [email protected]

seo and ecommerce - · pdf filedigital marketing consultant organic links are more...

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