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Practical Tools for Increasing Traffic to Your Corporate Website Using “Earned” and Paid Techniques
November 17, 2008
Presented by Chris McBride, CEO, Savory Cities
www.savorycities.com
SEO “Starter Guide”Create unique, accurate page titlesMake use of the "description" meta tag
Improve the structure of your URLs
Make your site easier to navigate
Offer quality content and servicesWrite better anchor text
Use heading tags appropriately
Optimize your use of images
Make effective use of robots.txt
Be aware of re="nofollow" for links
Promote your website in the right waysMake use of free webmaster tools
Take advantage of web analytics services
Regularly Publish Targeted Content
Go To Where Your Audience IsPromote your RSS feeds
Offer email updates:
Cross-post links to your content on top social bookmarking and social media sites:
Cross-post to micro-blogs:
Syndicate your images:
Syndicate your videos:
Image syndication with targeted anchor text = top ranking
Video syndication with targeted titles = competitive ranking
Encourage Discussion on Your Blog and Beyond
Respond quickly to user blog comments and email inquiries
Track relevant discussions with web alerts
Join the discussion on influential blogs
Engage friends and followers on Twitter
Be human
Be informative
Be entertaining
Be responsive (leverage search)
Early Twitter success:
Starbucks 11,752 followers
“Starbucks is the largest buyer of Fair Trade Coffee. Read Dub Hay's blog about this: http://tinyurl.com/64vsth” (TwitterFeed)
RileysCafe 194 followers
“Our first official "Twitter Tuesday” is tomorrow (11-11) all day: 25% off your bill (not your tip people). Spread the word! See you there!”
“Twitter truth: reputation is just not # of followers, its # of followers x avg posts per day.” - fredwilson
Target Influencers with BlogAds
What works:
Engaging image
Strong testimonial
Mirrors blog format
Provocative copy
Lots of link options
See also: Federated Media Publishing, Feedburner (Google), Weblogs Inc., Buzzlogic
Barter and/or advertise with email marketers
Measure Results
Set up a free web analytics package
Email reports to key stakeholders
Identify and improve on key metrics, e.g. bounce rate, conversion rate, etc.
A few options: Google Analytics, Clicky (targeted to small sites & blogs), Feedburner (blog stats), 103bees.com (SEO keyword analysis), Clicktale (form usability, heatmaps)
Improve Engagement & Conversion through Testing
A/B test the impact of your call to action, headlines, copy, images and offers on your desired user action, for example:
• site membership
• newsletter signup
• request for product sample
Key Takeaways1. Audit your web site and blog and make quick and easy SEO improvements
2. Regularly publish targeted content and syndicate widely
3. Proactively engage in discussions about your brand, product or service
4. Measure results against your goals and test frequently to improve
ResourcesGoogle's SEO Starter Guide: http://googlewebmastercentral.blogspot.com/2008/11/googles-seo-starter-guide.html
Successful Blogads with comments: http://ww3.blogads.com/examples/nominees
TwitterFeed: http://www.twitterfeed.com
Local restaurant's 'Twitter Tuesday' draws social networking fans by Jeff Raasch: http://www.gazetteonline.com/apps/pbcs.dll/article?AID=/20081111/NEWS/711119929/1001/NEWS
Google Website Optimzer: 7 Free Resources: http://www.grokdotcom.com/googlewebsiteoptimizer/