top 10 reasons your search and social media suck
DESCRIPTION
This presentation is called ‘The Top 10 Reasons Your Search and Social Media Suck”. Some of the reasons everybody else sucks (I know you don't!): 1. ‘2009 called they want their SEO strategy back’ 2. “You only tested 268 keywords” 3. “You have no content calendar and no cascading content strategy” 4. “You aren’t testing all 5 kinds of retargeting and remarketing”. 5. “You aren’t targeting the #3 website in the world” 6. “You use the 2 S’ not the 3 E’s” 7. “You aren’t using any/advanced conversion tracking” 8. ‘Facebook doesn’t work’ 9. “You don’t use competitive intelligence” 10. “No Facebook candy”TRANSCRIPT
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The Top 10 Reasons
Your Search &Social Media Suck
Jay BerkowitzTenGoldenRules.com
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► 2009 called they want their SEO strategy back ► You only tested 268 keywords ► I tried Facebook…► You use the 2 S’s
not the 3 E’s► No Cascading Content
Jay BerkowitzTenGoldenRules.com
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FOX Business TV
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Wall Street Journal
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U San Fran Internet Masters Certificate
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‘2009 called they want their SEO strategies back’
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The
of SEO
‘
s
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Objective = Page
Dominance
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= Architecture
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= Back Links
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= Content
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Architecture: clean design, meta tags, site map
Back Links: Other sites link TO your website
Content: keyword research , 250 -1000 words
. Theof
SEO
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The
and
of SEO
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= Great Content
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• Write remarkable content
• Create linkable tools and features
• No farming
= Great Content
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Panda!
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Quality Raters Guidelines
http://www.barcelona-webdesign.com/download/GOOGLE_quality-rater-guidelines.pdf
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Quality Raters Guidelines•Quality ratings by humans
•Trust with your credit card•Attractive, Appealing and usable
•Conversions, time on site, pages viewed
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Design Matters
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Page Speed
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Google Advice http://googlewebmastercentral.
blogspot.com/2011/05/more-guidance-on-building-high-
quality.html
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Panda!• Design and user experience
matter for SEO
• Obviously optimized copy is bad for SEO
• Page Speed counts
• Good visitors metrics are good for SEO
• Click through rates on organic listings matter
• Where your traffic comes from matters
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Social Signals (Authorship)
Google+“Authorship”
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Socially Enable Your Website
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Socially Enable Your Contente
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2. Your website is not ‘responsive ’
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43.6% access by mobile!
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41.1% iPhone!15.9% iPad
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Responsive Design
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Google Guidelines
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3. You only tested 268 keywords
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Landing Page Performance + 44%
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Case Study – New Website
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Conversion Testing
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The Winner! 15.29% Conversion Rate
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“You aren’t getting free traffic from
the #3 website in the world”
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http://www.youtube.com/watch?v=LDyvcM0gcVs
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Chris Pirillo www.LockerGnome.com
@LockerGnome
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5. I tried Facebook and it didn’t work…
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Sponsored Stories/Promoted Posts
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Sponsored Stories/Promoted Posts
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Sponsored Stories/Promoted Posts
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Same Landing Page For 2 Campaigns.
Google CPA $24.42Facebook CPA $6.02
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66,644 likes · 78,855 talking about this
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66,644 likes · 78,855 talking about this
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29,924 likes 6,674 shares
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• 69% of calls are either put on hold and the caller hangs up or caller is transferred to a voicemail and hangs up
before leaving a message
6. You aren’t tracking the right things
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• Wednesday is the worst day for missed calls• 1pm to 2pm is the worst hour for missed calls
Call tracking
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7. You aren’t following the 3 E’s …
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The Three E’s of Social Media – Educate
‘How to get traffic to old blog posts…’
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The Three E’s - Entertain
4.3 million #7 celebrity
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The Three E’s - Engage
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Infographic www.tengoldenrules.com/3-Es-
Infograph.jpg
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8. You aren’t using competitive intelligence…
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9. you aren’t doing all 5 kinds of remarketing
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Retargeting Campaigns
• 118 Conversions• 32.42% Conversion Rate• $2.07 Cost Per Conversion
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Facebook Retargeting
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Email Retargeting
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YouTube Retargeting
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YouTube TrueView Video AdsYou pay only when viewers
watch your ad
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‘Drip’ ReMarketing
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10. you don’t have a content calendar
and a cascading content strategy’
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Cascade Content!
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1. 2009 called they want their SEO strategy back2. Your website isn’t responsive3. You only tested 268 keywords4. You aren’t getting free traffic
from the #3 website 5. Facebook doesn’t work6. You aren’t using advanced conversion tracking7. You use the 2 S’ not the 3 E’s8. No competitive intelligence9. Not testing all 4 kinds of retargeting”10. No content calendar
or cascading content strategy
The Top 10 Reasons
Your Search & Social Media Suck
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► Top 10 List - Do 1 thing today!► Be my friend! Linked In, Facebook, Twitter► Speaking Opportunities► Consulting, Search, SEO, Social Media
The Top 10 Reasons
Your Search & Social Media Suck
Jay BerkowitzTenGoldenRules.com