101 SEOcial Secrets, Tips, Tricks and Strategies in Search, Social, Design, Development and Sales
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Transcript of 101 SEOcial Secrets, Tips, Tricks and Strategies in Search, Social, Design, Development and Sales
information design
101 SEOcialMUSTSFOR 2014
display advertising
rule of thirds
domain names
authenticity
branding
development
infographicsbacklinks
search engine optimization
social media
social posturing
press releases
directories
testimonials®
testimonials
guest blogging
local search
algorithms data structures
youtube
slideshare
meetup
meetup
quora
referrals
conversion optimization
analytics
demographics
market segments
pay per acquisition
pay per click
adwords
adsense
bing
pagerank
trustrank
bounce rate
pageviewsunique visitscaching
security
hosting
nginx
yandex
mysql
api
html
site speed
internal linking
obl
lead generation
breadcrumbs
blog outreach
haro
gzip
predictive analysis
captology
semantic web
keyword research
intellectual property
yahoo
duck duck gopsychographics
wordpress
ecommerce
progressive loading
responsive design
adaptive design
php
node.js
ruby on rails
mvc
baiduheat maps
jquery
javascript
sitemaps
crawlers
botshtaccess
redirection
broken links
call to action
semantic markup
quality content
webmaster toolsstumbleupon
promoted tweets
google+
data mining
rewards
surveys
polls
rdf
semantic ontology#hashtag
graceful degradation
progressive enhancement
cross-browser compatibility
traffic
education marketing
fixed elements
sphere of influence
business cards
email scheduling
landing page
affiliates free events
if this then that
google alerts
scheduled emails
email marketing
list building
memes
virality
org dev
pipeline
cdn
testing
campaign optimization
guerrilla marketing
copywriting
business plan
podcasts
content
list building
opt in
guttenberg model
I. Design
Put your best foot forward, digitally speaking.
Memes
Design
Simply write humorous content on the topic of your niche.
USE MEMES TO GET ATTENTION
S E O C I A L®
#101
Memes
Design
Minimalism works to guide the eyes.
It’s okay to have white space!
LESS IS MORE
S E O C I A L®
#100
Memes
Design
Generic stock photos seem inauthentic and communicate a lack of credibility.
NO GENERIC STOCK PHOTOS
generic
authentic
S E O C I A L®
#99
Memes
Design
DON’T USE OUTDATED MOTIFS
S E O C I A L®
#98
Memes
Design
Infographics are a great way to communicate a complex point.
INFOGRAPHICS
S E O C I A L®
#97
Memes
Design
Remember to keep it simple
and memorable.
REVISIT YOUR LOGO
S E O C I A L®
#96
Memes
Design
A logo and initial statement near the top left and a call to action on the bottom right of a screen converts best.
FOLLOW THE GUTENBERG MODEL
primary optical area strong fallow area
weak fallow area terminal area
reading gravity
S E O C I A L®
#95
Design
Remember the rule of thirds from photography: place focal elements along lines that would divide the image into thirds (both horizontally and vertically).
REMEMBER THE RULE OF THIRDS
S E O C I A L®
#94
II. Development
Some aspects of your online presence may seem foreign and daunting, but they don’t have to be!
Memes
Development
There are plenty of CMS’s out there, as well as snippets of code you can “plug-and-play” to achieve your goals.
CUSTOM CODE
S E O C I A L®
#93
Memes
Development
Wordpress is flexible, widespread, extensible and boasts a massive community.
WORDPRESS
S E O C I A L®
#92
Memes
Development
Watch what users do on your site by using tools like
Google Analytics, Google Tag Manager and Crazy Egg.
MEASURE WHAT MATTERS
S E O C I A L®
#91
Memes
Development
Responsive web design allows your site to rearrange its elements according to the screen size it’s being viewed on.
BUILD RESPONSIVELY
S E O C I A L®
#90
Memes
Development
You can control the image and description that appears when your page is posted to Facebook or Linkedin by anyone.
OPEN GRAPH DATA
S E O C I A L®
#89
Memes
Development
In Wordpress, you can install a plugin and easily generate a site map (for humans and search engines alike!).
PUBLISH A SITE MAP
S E O C I A L®
#88
Memes
Development
If your site’s loading slowly you can find out why at GTmetrix.com.
If you use Wordpress a caching plugin will speed it up.
OPTIMIZE LOAD TIME
S E O C I A L®
#87
Memes
Development
Usually things don’t go wrong. But in case they do it pays to back up your site regularly
(and automatically).
BACKUP REGULARLY
S E O C I A L®
#86
Memes
Development
CMS’s have become very popular, and as an unfortunate effect they’ve been the target of malicious attacks.
KEEP YOUR CMS SECURE
S E O C I A L®
#85
Memes
Development
Progressive Enhancement
CROSS BROWSER COMPATIBILITY
Graceful Degradation
Your web developer can follow one of two paradigms:
(start simple and work up)
(start complex and work down)
S E O C I A L®
#84
Memes
Development
When new sites are created developers ignore links to previously existing pages,
which leads to a lot of lost link juice.
CLEAR 404 ERRORS
S E O C I A L®
#83
III. Search
Search marketing is the easiest way to consistently attract passive traffic to your website.
Search
On-page: Think of this as a destination and a map.
Off-page: think of this as fuel.
UNDERSTAND THE BASICS
Destination Search Engine Results Page (SERP) Ranking
Currently enough “fuel” from links (“link juice”) to get this far
Straight line indicates good
keyword research and
on-page optimization
S E O C I A L®
#82
Memes
Search
An SEO plugin that takes care of many (but not all) aspects of on page SEO for you.
AUTOMATE WITH AN SEO PLUGIN
S E O C I A L®
#81
Memes
Search
Don’t be afraid to ask for help, but be cautious: the world of SEO is littered with professionals who parrot unverified information.
EMBRACE THE UNKNOWN
(we recommend)
S E O C I A L®
#80
Memes
Search
PageRank is a good indicator, but it’s a little dated.
Moz’s “Domain Authority” and “Page Authority” provide good measures of how powerful a page really is.
GAUGE AUTHORITY OF PAGES
S E O C I A L®
#79
Memes
Search
Check to see who’s ranking right now for
the keywords you have in mind.
Use the MozBar to get an idea of a SERP’s
competitiveness.
BE REALISTIC ABOUT KEYWORDS
S E O C I A L®
#78
Memes
Search
The beginning of your page title is the most important place to include a keyword.
PUT YOUR KEYWORDS IN KEY PLACES
★ Page title
★ H1 - H6 tags
★ Meta description
★ Main text
★ Anchor text of links from other sites
S E O C I A L®
#77
Memes
Search
Use PRLog.com to get a free press release online.
For additional syndication, try PR Web.
FREE (AND PAID) PRESS LINKS
S E O C I A L®
#76
Memes
Search
Submit your website to relevant online directories.
DIRECTORY LINKS
S E O C I A L®
#75
Memes
Search
One of the best ways to build links is to acquire the same links that your competitors have.
CHECK YOUR COMPETITORS’ LINKS
S E O C I A L®
#74
Memes
Search
List out every product or service that you use—literally everything you can think of!
Then, email those companies with a testimonial. Include a link to your website.
BUILD LINKS WITH TESTIMONIALS
S E O C I A L®
#73
Memes
Search
The internet is everywhere, so chances are more of your friends have blogs and websites than you think.
LINKS WITH FRIENDSS E O C I A L
®
#72
Memes
Search
Sometimes your local business associations will link to member-companies.
LINKS FROM ASSOCIATIONS
S E O C I A L®
#71
Memes
Search
You can rank quickly across a lot of Google properties when you
produce different kinds of content (images,
videos, news).
BLENDED SEARCH
S E O C I A L®
#70
Memes
Search
People often forget that Youtube is a major search engine in its own right—don’t be one of them.
YOUTUBE OPPORTUNITIES
S E O C I A L®
#69
Memes
Search
Quora and Yahoo Answers links can really boost your website and build up your expertise.
USE Q&A SITES FOR LINKS
S E O C I A L®
#68
Memes
Search
Find bloggers in your niche, cultivate a relationship and
ask them to link to you on their blogroll or resource
page.
Offer to guest blog!
BLOGGER OUTREACH & GUEST BLOGGING
S E O C I A L®
#67
Memes
Search
Search for petitions online where you can
sign your name to a cause and include a
link to your website.
PETITION POWER
S E O C I A L®
#66
Memes
Search
Find the sites that are sending the most referral traffic. Then find other sites that are similar and suggest they link to you too.
WHO ALREADY LINKS TO YOU?
S E O C I A L®
#65
Memes
Search
You need to work on creating and promoting content at a regular interval.
KEEP AT IT. CONSISTENTLY.
S E O C I A L®
#64
Memes
Search
Make sure your URLs make sense!
They should be readable and reflect the title of the page or post.
MAKE URL’S NATURAL
http://www.example.com/?page=022&cat=vid
http://www.example.com/how-to-tie-a-tie-022
✗
✓S E O C I A L
®
#63
Memes
Search
Answer reporters’ questions via emails and interviews and get featured on major sites with HARO’s help!
HELP A REPORTER OUT! (HARO)
S E O C I A L®
#62
Memes
Search
Control what shows up in search engines and what doesn’t!
Robots.txt are files that help search engines understand how to access your content.
SET UP ROBOTS.TXT
S E O C I A L®
#61
Memes
Search
Look for broken links throughout your site.
FIX BROKEN LINKS ON YOUR SITE
You don’t want to leave a visitor or a search crawler hanging.
S E O C I A L®
#60
Memes
Search
Each piece of content should be focused on one keyword phrase.
FOCUS YOUR CONTENT
S E O C I A L®
#59
Memes
Search
You don’t want to throw up junk content.
Make sure your pages have useful information designed to help your readers.
QUALITY > QUANTITY
S E O C I A L®
#58
Search
The more pages you have, the more likely you are to rank (just make sure your content is great!)
..ALTHOUGH QUANTITY HELPS TOO
S E O C I A L®
#57
Search
Google wants to know it’s “you” writing your content. Hook your Google+ up to your blog to get rich snippets.
AUTHORSHIP
S E O C I A L®
#56
Search
Google and Bing both have webmaster tools interfaces that allow you to register your site and receive useful insights.
SET UP WEBMASTER TOOLS
S E O C I A L®
#55
Search
Connect Google Webmaster Tools and Google Analytics and get your keyword data back!
WEBMASTER TOOLS + GOOGLE ANALYTICS
S E O C I A L®
#54
Search
Teach the web what kind of content you’re publishing.
USE STRUCTURED DATA
S E O C I A L®
#53
Search
Describe what your images and links are so that search engines know.
ALT TAGGING
<img src=”clouds.jpg” alt=”photo of cumulus clouds” />
<a href=”/clouds” alt=”more information on clouds” />anchor text</a>
S E O C I A L®
#52
Search
Imagine picking up the New York Times if there were no headlines!
STRUCTURE YOUR CONTENT WITH HEADINGS
S E O C I A L®
#51
Search
Get more information about how your ads are performing, which should eventually result in cheaper ads.
CONNECT ANALYTICS & ADWORDS
S E O C I A L®
#50
Search
In Adwords, a higher quality score will yield a lower cost per click.
FOCUS ON QUALITY SCORE
S E O C I A L®
#49
QUALITY
SCORE(out of 10)ad relevance
quality of landing page click-through rate
historical performance
IV. Social
The internet is not a one way conversation.
Get online and get talking with these social media tips.
Social
Include an engaging picture (photos work best) as well as your contact information.
FACEBOOK COVER PHOTOS
S E O C I A L®
#48
Social
If one of your Facebook posts is doing very well, don’t be afraid to pay for a boost.
BOOSTED POSTS ON FACEBOOK
S E O C I A L®
#47
Social
If you’re not that funny yourself, don’t be afraid to enlist the help of a comedic friend. Seriously!
HUMOR WORKS
S E O C I A L®
#46
Social
This lesser known social discovery network drives more traffic to websites than Facebook.
STUMBLEUPON
S E O C I A L®
#45
Social
Use Followerwonk.com to find people in your niche that have a high number of followers.
TWITTER POWER USERSS E O C I A L
®
#44
Social
If you have something informative or especially interesting to tweet,
don’t be afraid to pay for play.
PROMOTING TWEETS
S E O C I A L®
#43
Social
Build a following on your company page by inviting your connections and distribute appropriate content.
LINKEDIN CONTENT PLANS E O C I A L
®
#42
Social
Find active groups in your niche and extend your influence.
LINKEDIN CONTENT PLAN
S E O C I A L®
#41
Social
Quickly grow your network with Open Networking Groups.These groups allow you to connect with anyone who is a
part of them.
OPEN NETWORKING GROUPSS E O C I A L
®
#40
Social
Google + is easy to ignore, but it’s
the real deal.
GOOGLE +
S E O C I A L®
#39
Social
Don’t be afraid to message your close Facebook contacts asking if they know anyone who can use your services. You’ll be surprised at what you find!
GET A LITTLE HELP FROM FRIENDS
S E O C I A L®
#38
Social
Twitter and Google+ have powerful search features. Use them to find relevant
conversations to contribute to.
JOIN CONVERSATIONS
S E O C I A L®
#37
Social
Use FollowerWonk and Buffer to determine when you should post
status updates for the best response.
SCHEDULE YOUR UPDATES
S E O C I A L®
#36
Social
Hashtags are great. But don’t
#overdoit.
HASHTAGS
S E O C I A L®
#35
Social
Social media works best when you act like it’s real life.
Be polite. Be friendly. And be genuinely helpful.
SOCIAL MEDIA ETIQUETTE
S E O C I A L®
#34
Social
SlideShare is a great social network that is very under-used. It’s easy to repurpose
content into slideshow format.
SLIDESHARE
S E O C I A L®
#33
Social
Don’t be afraid to share old posts or follow up on articles that were
written a few months ago.
KEEP THE CONVERSATION GOING
S E O C I A L®
#32
Social
Polls and poll results also make great website and social content!
POLLS AND SURVEYS
✔
S E O C I A L®
#31
Social
Focus on developing a couple key relationships at a time.
KNOW YOUR BESTIES
S E O C I A L®
#30
Social
There are tons of plugins make it easy for readers to share your content with their friends and follow your channels.
INSTALL SOCIAL BUTTONS
S E O C I A L®
#29
Social
Stay objective, keep melodrama to a minimum (unless it’s part of your strategy).
BE POSITIVE
S E O C I A L®
#28
Social
Check out which channels are driving traffic to your website and keep focusing on what works.
MEASURE SOCIAL TRAFFIC
S E O C I A L®
#27
Social
Meetup.com works: grow your network and find real leads in real life.
MINGLE WITH MEETUP.COM
S E O C I A L®
#26
Social
Embed calls to action right in your Facebook cover photo.
EMBED CALLS TO ACTION IN YOUR COVER
S E O C I A L®
#25
Social
Don’t miss these dedicated spaces for making special offers.
CUSTOMIZE FACEBOOK APP TABS
S E O C I A L®
#24
Social
EMBED MESSAGES IN YOUR TWITTER BACKGROUND
S E O C I A L®
#23
Social
Keep them engaging with your content after the video is done.
ANNOTATIONS IN YOUTUBE VIDEOS
S E O C I A L®
#22
Social
Connect your Youtube channel to Facebook, Twitter, Google+.
YOUTUBE CHANNEL LINKS TO OTHER NETWORKS
S E O C I A L®
#21
Social
ADVERTISING ON SOCIAL MEDIA
★ Linkedin is expensive, but worth it for some markets.
★ Get your feet wet with Twitter: promote your best tweets.
★ Facebook ads offer superior targeting options.
S E O C I A L®
#20
Social
KEYS TO A STRONG FACEBOOK AD
Ad height
★ Make ads short by using landscape (wide) images and minimal ad copy.
★ Don’t let campaigns end at the end of a month.
★ Use many different images for your campaign.
S E O C I A L®
#19
Social
Make your channels all look different by releasing the same content, but varying
the order per channel.
DISTRIBUTE VIA CHANNELS IN DIFFERENT ORDER
S E O C I A L®
#18
Social
We trust and respect the people and companies that teach us things.
EDUCATE WITH YOUR CONTENT
S E O C I A L®
#17
Social
The Facebook algorithm gives your posts more reach if you don’t neglect any post type.
If you’ve been posting a lot of links lately, be sure to even things out with images and plain text.
POST IMAGES, LINKS & STATUSES ON FACEBOOK
S E O C I A L®
#16
Social
As of March 2014, Facebook posts will reach the audience of your brand and any other brand you mention.
MENTION BIG BRANDS IN YOUR FACEBOOK
S E O C I A L®
#15
IV. Sales
By making every interaction sales-focused you can always be moving toward greater profitability.
Sales
Make a list of your top 25 referring clients.
Then ask if they know anybody that can use your help this week.
YOUR TOP 25
S E O C I A L®
#14
Whether it is landing pages, shopping carts, email subject lines or sales scripts the best
online sellers are always testing.
SPLIT TEST EVERYTHING
Sales
S E O C I A L®
#13
They’re a great way to beef up your landing page and work especially well when you have photos to accompany them.
GET TESTIMONIALS
Sales
S E O C I A L®
#12
They’re like photo-testimonials on steroids.
AND A FEW VIDEO TESTIMONIALS
Sales
S E O C I A L®
#11
Fixed elements move with you
and really convert.
Visit Hellobar.com to get started.
BOOST CONVERSIONS WITH “FIXED” ELEMENTS
Sales
S E O C I A L®
#10
Work out referral arrangements with people and products you like.
AFFILIATES AND JOINT VENTURES
Sales
S E O C I A L®
#9
Everybody naturally looks at you for expertise.
Try co-organizing or hosting a Meetup to get started.
HOST (FREE) EVENTS
Sales
S E O C I A L®
#8
Always make sure your audience has an action to take when they’re done engaging with your content.
DON’T FORGET THE CALL TO ACTION
Sales
S E O C I A L®
#7
Hand them out everywhere you go and at every opportunity.
Bonus points if your card visually communicates what you do!
BUSINESS CARDS
Sales
S E O C I A L®
#6
Focus landing pages on capturing visitor contact information. Try having users “opt-in” and receive additional content.
SQUEEZE INFORMATION
Get access
Sales
S E O C I A L®
#5
Try Boomerang for Gmail and time all your emails strategically.
SCHEDULE EMAILS
Sales
S E O C I A L®
#4
Make the value box bigger than the price boxin the customer’s perspective.
VALUE VS. PRICE
Sales
value price
S E O C I A L®
#3
Social
DRIP YOUR EMAIL CAMPAIGNS
Don’t flood inboxes.
Instead, leverage your list by controlling the tap.
Sales
S E O C I A L®
#2
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