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Tech holes in your reporting, social media, Pay per Click & SEO. A quick blast of technical bits that you might be missing across your Internet Marketing - e.g. settings in Analytics beyond the basics, structured data, Opengraph & PPC.
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Technical Internet Marketing
Katrina Gallagher Brighton SEO 12/09/2012
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Marketing assault course
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Marketing PowerSEO
Content
Analysis
Design
CRM
Advertising
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SEOOur pie shop in Brighton makes delicious Brighton pies. Come to our Brighton pie shop, and have cheap pies in Brighton.
Victims: Engagement, Conversion rate, Brand
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Conversion Rate OptimisationVar 1
Person A Person B Person C
Var 2 Person D Person E Person F
Goal
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Conversion Rate OptimisationTools
Live chat (e.g. Olark or Liveperson.com) Split testing (e.g. Google Analytics Content Experiments) Exit surveys (e.g. Iperceptions)
Avoid Duplicate Content Penalties Pick one version & use the rel=canonical tag Use the noindex meta tag on any variant urls Search for your variant urls using the site: search operator… if you find any... Use Google Webmaster tools to remove any variants Check your page load time & whether your pages work with JavaScript turned off. (google page speed analysis)
http://www.conversion-rate-experts.com
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Restructure/Domain move/RedesignSuggest testing a section first. Tools to assist: • Microsoft IIS SEO Tool (SEO errors, multiple redirects, dupe content) • Majestic SEO (find backlinks to old site – contact to update) • Screaming frog (similar to Microsoft tool) • CRO tools to assess change before rolling out (suggested earlier) • Webmaster tools change of address • 404 pages & 301 redirects
http://www.virante.org/blog/2013/02/12/website-migration-checklist/
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FeedbackRich Snippets / Microformats • Review Text • Review Value / Score • Reviewer Name Aggregate review • Average Review Value
Schema.org/Review
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Social MediaLikes on your webpage ≠ Facebook brand page likes Google +1’s for a url ≠ Google+ Business Page Followers Tools: • Sharethis • Everpost • Formulists • Pagemondo • Hootsuite
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Social MediaEmbed Twitter mentions and customer comments. More > Embed Tweet
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FacebookIn the same way, you can embed Facebook customer comments or featured posts.
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Opengraph• Add Opengraph so that your titles are a bit more social friendly. • You can also specify an image to pull though. • You can tell open graph what your facebook url is • For Wordpress - use Yoast SEO plugin (this also allows you to add your
twitter card)
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Auto-posting to socialNextScripts: Social Networks Auto Poster PRO Multi Account allows G+ posting($49)
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Auto-Publish to Email
Great if you’re time starved, but remember that segmented emails drive 18 times more revenue than broadcast emails (Source: Jupiter Research via Hubspot) So you could consider RSS feed by category -> segment of your email list
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Analytics - SocialAdd the following to your social buttons: _trackSocial(network, socialAction, opt_target, opt_pagePath) e.g. _gaq.push(['_trackSocial', 'facebook', 'like', 'http://www.brightonseo.com']); The Google+ Badge & +1 Button, and a lot of social plugins do this automatically.
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Analytics – Email & Offline
e.g. http://www.brightonseo.com/?utm_source=newsletter&utm_medium=email&utm_campaign=rss-newsletter
+ URL Shortener
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Analytics – Android Apps
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Website Speed• Gzip Compression • Content Caching • Content Delivery Network • Decent hosting • Limit plugins & scripts • Optimise media • Etc..
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Identify your weakness
Product
Quality DifferentiationStoryBrand
Design
Visual appealConversion
Analysis
Tracking Customer feedbackResults Competitors
Advertising
Tracking Brand
SEO
On-site Content TechnicalOff-site Links Social
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Further Reading• http://www.jeffalytics.com/best-wordpress-plugin-social-media-auto-posting/ • https://developers.google.com/analytics/devguides/collection/gajs/methods/
gaJSApiSocialTracking • http://www.conversion-rate-experts.com/cro-tips/ • http://seogadget.com/conversion-rate-optimisation/ • https://support.google.com/analytics/answer/1033867?hl=en-GB • https://developers.google.com/analytics/devguides/collection/android/v2/
campaigns#google-play-url-builder • http://mailchimp.com/features/rss-to-email/ • http://www.hubspot.com/marketing-resources/marketing-statistics • http://tools.pingdom.com/ • http://yslow.org/ • http://developers.google.com/speed/pagespeed/insights/ • http://yoast.com
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Thanks for listening!Katrina Gallagher
