4-Point Digital Marketing Growth Regimen For SMBs
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Transcript of 4-Point Digital Marketing Growth Regimen For SMBs
@StoneyDStoney G deGeyter
@polepositionmkg
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
• @StoneyD• linkedin.com/in/stoneygd
Web PresenceOptimization
PolePositionMarketing.com
Stoney deGeyter
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4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Website Architecture
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Site architecture is your foundation
When the foundation
suffers, the whole
site suffers.
Website Architecture
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Common problems with site architecture
CRITICALMissing title tags
Missing meta descriptions
Duplicate content
Missing H1 tags
Slow loading pages
Poor mobile experience
Robot.txt issues
Crawl errors
IMPORTANTBroken links
Missing alt tags
Sitemap issues
Pagination
Canonical tags
Cross-device page rendering
Structured data
Internal links
OTHERToo long/short title tags
Too long/short meta descriptions
Missing Hx tags
Pages not redirecting
Website Architecture
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Tools to access architecture issues
Xenu Link SleuthGoogle Search Console
Microsoft IIS Screaming Frog
Web Developer Toolbar
Moz Analytics
Bing Webmaster Tools
Wayback Machine
Google Analytics
Website Architecture
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Keyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
To find phrases to insert into content.
To better understand searcher interest in a topic.
To better understand searcher intent for any given phrase.
Old vs. new keyword researchKeyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
13 other uses for keyword research
1. Topical niche domination
2. Answering burning questions
3. Making existing content more
robust
4. Learning your customers’ “language”
5. Improving your website’s
navigation
6. New product or service research
7. Finding high-volume
opportunities
8. Finding non-competitive, long-tail opportunities
9. Increasing click-throughs from
SERPs
10. Understanding the searchers’
needs
11. Delivering searchers to the
most relevant pages
12. Assessing your competition
13. Establishing expectations of
success
Keyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Old vs. new keyword optimization
To make sure targeted phrases are represented in your content.
To write content that represents searcher interest in a topic.
Write content that outlines solutions searchers need.
Keyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Used Car
Hammer
Toilet
Transporter
Porcelain Waste Disposal
Receptacle
Sub-Molecular Teleportation
Device
Multi-directional Impact Insertion
Device
Pre-Owned Car
Write for your audience, not search engines
You Sell Customer Wants
Keyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
<Title>Beauty Tips, Cosmetics, and Skin Care
Tutorials</Title>
Influences Rankings
Browser/Bookmark
Label
Drives Initial Click
Title tagsKeyword Research & Optimization
50-60 characters
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Not needed on every page
Compelling
Substantially unique
Under 160 characters
Meta description tagKeyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Meta keyword tag
Commas?
Spaces?
Length?
Phrases?
Keyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Heading tag structure
<h1>One H1 per page.</h1>
<h2>Use outline format.</h2>
<h3>Keep content organized</h3>
Keyword Research & Optimization
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Usability
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Getting visitors is pointless if they don’t stayUsability
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Make your site easy for your visitors
Key Point: Don’t make them think!
Easy to navigate
Clear calls to action
Simplified contact options
Minimum shopping hindrances
Usability
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Test to perfection
Image placementsButton colorsLink locations LayoutsFormsNavigation paths
Usability
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Content
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Every business is now in the publishing business
Consumers want more than a list of products to buy.
They want information that helps them buy the rightproducts for their needs.
Content
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Build content that connects
Customers Want…
Tips
Tutorials
Advice
Help
Instructions
Demonstrations
ComparisonsProduce the content your customers want on a regular basis.
…and they are more likely to buy from the
brands that provide it.
Content
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Great content creates exposure opportunitiesContent
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Great content creates exposure opportunitiesContent
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Great content creates exposure opportunities
Every piece of content is a
potential entrance to your
website.
Content
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
Content + exposure = winning
Content helps establish you as an authority and builds up your brand recognition.
Google just wants to rank sites that searchers want.
Content
4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS
WebMarketingChecklist.com
Thank You!
PolePositionMarketing.com