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
Digital Marketing Consultant
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
Digital Marketing Consultant
ORGANIC LINKS ARE MORE PERSUASIVE THAN ADS.
source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/
OBTAINING LEADS 13
Digital Marketing Consultant
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
Digital Marketing Consultant
93% OF ONLINE EXPERIENCES BEGIN WITH A SEARCH ENGINE.
source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/
OBTAINING LEADS 16
Digital Marketing Consultant
70% OF THE LINKS USERS CLICK ON ARE ORGANIC.
source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/
OBTAINING LEADS 17
Digital Marketing Consultant
75% OF USERS NEVER CLICK PASSED THE FIRST
PAGE OF GOOGLE.
source: https://www.imforza.com/blog/8-seo-stats-that-are-hard-to-ignore/
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
22HOW WE CREATE COMPELLING CONTENT
80% OF COMPANY BLOGS HAVE 5 POSTS OR LESS.
According to a study by IBM
22HOW WE CREATE COMPELLING CONTENT
EARN THE RIGHT TO PROMOTE USING CONTENT MARKETING
22HOW WE CREATE COMPELLING CONTENT
IF YOUR CONTENT MARKETING IS PURELY PROMOTIONAL, THEN
YOU’RE DOING IT WRONG.
22HOW WE CREATE COMPELLING CONTENT
YOU’VE GOT TO EARN THE RIGHT TO PROMOTE.
– GUY KAWASAKI
22HOW WE CREATE COMPELLING CONTENT
FOLLOW THE NPR RULEProduce quality content consistently to earn the right to promote rarely.
22HOW WE CREATE COMPELLING CONTENT
“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
22HOW WE CREATE COMPELLING CONTENT
HOW DO I GET PEOPLE TO ACTUALLY WANT TO HEAR ME?
Master the art of the indirect appeal.
22HOW WE CREATE COMPELLING CONTENT
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.
22HOW WE CREATE COMPELLING CONTENT
15WHAT DOES GOOD CONTENT MARKETING LOOK LIKE?
CONTENT ADVERTISING
THE FUNDAMENTALS: TRAFFIC SOURCES 33
Organic Traffic:
Yahoo
Bing
Referrals
Direct: Customers
type your URL
directly into their
browser or they
have it bookmarked
Your
Website
Paid Traffic:
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.
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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
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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
THE GOAL IS BE HELPFUL. NOT PROMOTIONAL. 38
THE GOAL IS BE HELPFUL. NOT PROMOTIONAL. 39
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
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
Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#TBTMotivationalNeighborhood
Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#TBTMotivationalNeighborhood
Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#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.
RECOMMENDATIONS: WEBSITE 53
2. DEFINE YOUR DEMOGRAPHIC.
Layout a weekly content plan for yourself to help you stay on track and to ensure consistency. Then start writing!
RECOMMENDATIONS: WEBSITE 54
3. ESTABLISH A CONTENT STRATEGY.
BLOG Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#TBT
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
Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#TBTMotivationalNeighborhood
Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#TBTMotivationalNeighborhood
Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory Daily: Inventory
#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.
RECOMMENDATIONS: WEBSITE 55
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]