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How to Grow Your Audience & SEO Through Images and Video - Semrush Webinar on digital marketing and...
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Transcript of How to Grow Your Audience & SEO Through Images and Video - Semrush Webinar on digital marketing and...
Welcome!• Admin Stuff
• Please type in your questions along the way• Audio/video check?• Screenshots? Yes! [Jing]• Please type in your questions along the way• Slide deck on Slideshare
http://bit.ly/doylebuehler14
•Entrepreneurship: I help entrepreneurs grow their online ecosystem, business and sales, through digital leadership•Educator: Teach Digital Strategy, Business Planning & Entrepreneurship•Author: The Book on Digital Leadership for businesses – The Digital Delusion.
Hello, I’m Doyle Buehler
#OwnOnline
I’m Giving Away A Paperback Copy of My Book on Digital Leadership…
“The Digital Delusion: How To Overcome The Misguidance & Misinformation Online”
Just Tweet! @doylebuehler #ownonline
What You Will Find Out TodayWhat may be holding you backWhat you can do differentlyHow to build a blueprint for a strong digital ecosystem through SEO For Video & Visuals
What Am I Here To Talk About?• Talkin’ Bout Visuals & Videos…• Help you find the focus• Help you action what you need to do• Help you implement
“The use of images, videos, infographics, presentation and other visuals on all online digital channels to craft a graphical story around your key brand values and offerings ”
Visual Storytelling
THE ULTIMATE GOAL?DELIVER VALUE.
DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital
ecosystem to continue the conversation.
#ownonline
What’s The REAL Story of Successful Online Business?
Conversations + Community + Connections =
Conversions
Think LeadershipThink Authority
#OwnOnline
What’s Important Today?
Strategy & BrandingAudienceContentPerformancePlacement
Online Ain’t What It Used To Be
How I spent $250,000+ on a website
#ownonline
Ready to Get Started?
#ownonline
INFLUENCE To ACTION• Move your “audience” to your own lists and
own pages.• Not about “engagement”• About INFLUENCE• WIIFM?
It’s Not Just About The “Like” – It’s MORE About the
CONVERSATIONNeeded to Build
ACOMMUNITY
Pictures From The Start
Visuals are processed 60,000 times faster than text by the human brain and 90% of information transmitted to the brain is visual. Humans evolved over millennia to respond to visual information long before their developed the ability to read text.
The problem with Videos & Visuals?
Google and other search engines can’t “see” pictures nor videos...yet
7 Key Elements of Visual Brand Storytelling
1. Design2. Persona3. Voice4. Relevance5. Personality6. Story7. Share Factor
Defining Your Audience
How To Identify YOUR Target Persona
Start by describing the ideal customer who might benefit most from the content you create:• WHO is the persona? • WHAT traits characterize her? • WHAT roles does she play? • WHAT does her typical day look like? • WHERE is there a gap in her needs/wants (beyond our products/services)? • WHEN does she need to close this gap (i.e., where is she in the purchase funnel)? • WHY would she care about us, as a company (aside from our product)?
Identify Your PersonaTARGET PERSONA: ________________________________________ Job title/Role: ____________________________________________ Typical challenge: _________________________________________ Needs Gap: ______________________________________________ Funnel position: __________________________________________ What she cares about: _____________________________________
Place your persona’s picture here and give her a name, to help your content team keep her top-of-mind.
Why Is Your Audience Important?
• Relevance• Keywords
Content – What to Say• From Content Plan?• To Whom? Persona• Are you delivering
your value?
How To Create & ImplementYour Content
• Planning – List out your content plan ideas• Placement – decide on what channels and
how to use it• Prioritization – you can’t post everything at
once; focus on your core value• Management – storage, SEO, sharing
“Your brand is what people say about you when you’re not around”
Branding• About Your Brand (not your baby)• Not Just a LOGO• Your Value – Your strategic architecture• Create alignment with visuals & Video• Your Pitch & Profile• Assessing & Expressing Your Brand
Building Your Brand is SMART
• Creates awareness of what we, as entrepreneurs stand for.
• Gives us opportunities to become liked and followed consistently.
• Elevates our credibility, because we embrace being ‘out there’ for the world to find.
• Allows us to gain trust – which ultimately leads to more business!
• It’s NOT just a logo!
#OwnOnline
Voracious Video • Shared 12x more than links and text posts
• Youtube is Second Biggest Search engine
• Facebook is fighting Google/Youtube over video
Keys to Video SEO• Embed on home site• Share from your website, not youtube• Video description on site, with keywords• On page Video SEO (Yoast. Meta tags)• Copy or create transcripts with embedded video• Keywords in comments (self-posted)• Filename with keywords• Title with keywords• Descriptions
– 150+ words– Links– Keywords
What Types of Videos To Create?
• Signature Series• Training• Testimonials• Pitches
• Instructional• “Explainer”• Webinars• Whiteboard
Video Tools• Animoto - https://animoto.com• Vimeo.com (hosting videos)• Wistia.com (hosting videos)• Camtasia (video editing and screencaptures)• Prezi (Presentations): https://prezi.com/• Animations: http://goanimate.com/videomaker• Text tools (app): http://vont.phon.to/• Video Overlay http://vidlabapp.com/
How To Design Killer Videos• Favor short videos. If you can make it shorter and make all the
same points, do so.• Make sure to start off energized, and get the important stuff
in. • For a video of 4-5 minutes, fewer than 60% of your viewers
will still be with you–against 75% for a 1-2 minute • Don’t hold your call to action to the end, especially for longer
videos. • Think about breaking your longer videos up into digestible
bits.
Get On To It [VIDEO]!1. I will produce ____ videos, every ___ Week(s)2. My first topic will be: _________________________3. It will be ___ minutes4. My second topic will be: _______________________5. It will be ___ minutes6. I will/will not hire a Hollywood production studio
Visuals• Like 2x more than text only• Articles with relevant images have 94% more
total views than articles without images• This is Visual storytelling
Not About Cute Kittens
Nor About Cute Babies
What Do You Want To Achieve With Visuals?
• Elicit an EMOTION• Inspiration• Aspirations• Motivations• Provide VALUE!
What Types of Visuals To Create?
• Quote Graphics• Screen shots• Inspiration• Industry Tips• Infographics• Visual story• Post title Blocks• Collages• Word Art
• Post images• Powerpoint & Keynote Slides• Personal Photography• Behind the scenes• Original Designs• Your Brand Essence• Striking! Colours, Scenes• Comparisons• How To…• GIFs
Primary Visuals SEO• Filename – Keywords• SEO/Meta Tags (Yoast)• Description• Title• Caption (optional)• Descriptions• ALT text• Image Pages – individual URL• Post as a complete “post”
What Types of Visuals Are You Using?
Links To Infographics
http://doy.li/1EhfakEhttp://doy.li/1Ehfhgjhttp://doy.li/1Ehfi3L
Hack The #Hashtag
Use 1-2 on Twitter & Facebook25-30 in Instagram
Research: http://www.tagsforlikes.com/
#hashtagsforlikes
#love #TagsForLikes.com #TagsForLikesApp #TFLers #tweegram #photooftheday #20likes #amazing #smile #follow4follow #like4like #look #instalike #igers #picoftheday #food #instadaily #instafollow #followme #girl #iphoneonly #instagood #bestoftheday #instacool #instago #all_shots #follow #webstagram #colorful #style #swag
Not Just About The Selfie
Visuals – “How To Create” Tools• Canva: https://www.canva.com• Powerpoint• http://visual.ly/• http://vizualize.me/• http://piktochart.com/
Visuals – “Quote” App Tools• Type Overlay: http://wordswag.co/• Type Overlay: http://www.phon.to/• Type Overlay: Typorama• Watermark
http://ezywatermark.whizpool.com/
Other Tools For Visuals
• Chat Tool To Share http://www.kik.com/• Hashtags http://www.tagsforlikes.com/
Remember• Use your branding, consistently in your images• Use a consistent style, so people know it
comes from you• Share from the social channel/network, as
well as from your site
Remember.. Even More…• Detailed SEO descriptions for search – images
and visuals – onsite and on channelfilenames & ”alt img” & tags
Get On To It [Visuals]!
1. I will produce ____ images, every week2. It will be designed for (persona): ________________3. My first image will be about: ___________________4. My second image will be about: _________________5. My first infographic will be about: _______________6. I will use (tool) __________ to design my images
…Just Don’t Become A Dan Bilzerian
Ready To Blow Away Your Competitors & Become the Star of
the Show?
Don’t Forget About Visual Placement
Your digital ecosystem• Text text text• Social• Sharing• Channels• Posting Sequences
Performance• Baseline – take one – use
Google Analytics & Insights• Objectives – what are they• Optimisation – yes, back
and forth• KPIs – what are you
measuring• ROI – What is it, how?
Analytics You Can’t Measure
What You Can’t See?
So, KNOCK-OUT Visuals & Video For Your Audience
#ownonline
HOT SeatWhat Is Your
Experience With “Video &
Visuals”? What Has Happened To
You?Email [email protected]
Trust The Process
Don’t just stand there staring…
THE ULTIMATE GOAL?DELIVER VALUE.
DELIVER LEADERSHIP. Move YOUR AUDIENCE into your OWN digital ecosystem to continue the
conversation.
#OwnOnline
Where to go for more help?• Let’s connect on Twitter, Linkedin, Facebook –
Just search ‘Doyle Buehler’ @doylebuehler• Need any Tips? Please email me with ANY
questions [email protected]• Call me +61 413 106 880
#OwnOnline
Webinar ResourcesResources & Ideas
www.thedigitaldelusion.com/semrush
Slide Deck on Slideshare.netbit.ly/doylebuehler14
Join The Online Inner Circle Facebook Group: https://www.facebook.com/groups/onlineinnercircle
The End of The Story?It’s more about the conversation, the community, as well as the connections that you make
The conversion is the result of having a strategy, having a process, and having all of the pieces in place for your audience.
Your Homework Notice!
Questions?
Email [email protected]
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