View
881
Download
0
Tags:
Embed Size (px)
DESCRIPTION
This presentation is called ‘The Top 10 Reasons Your Search and Social Media Suck”. Some of the reasons everybody else sucks (I know you don't!): 1. ‘2009 called they want their SEO strategy back’ 2. “You only tested 268 keywords” 3. “You have no content calendar and no cascading content strategy” 4. “You aren’t testing all 5 kinds of retargeting and remarketing”. 5. “You aren’t targeting the #3 website in the world” 6. “You use the 2 S’ not the 3 E’s” 7. “You aren’t using any/advanced conversion tracking” 8. ‘Facebook doesn’t work’ 9. “You don’t use competitive intelligence” 10. “No Facebook candy”
Citation preview
The Top 10 Reasons
Your Search &Social Media Suck
Jay BerkowitzTenGoldenRules.com
► 2009 called they want their SEO strategy back ► You only tested 268 keywords ► I tried Facebook…► You use the 2 S’s
not the 3 E’s► No Cascading Content
Jay BerkowitzTenGoldenRules.com
FOX Business TV
Wall Street Journal
U San Fran Internet Masters Certificate
‘2009 called they want their SEO strategies back’
The
of SEO
‘
s
Objective = Page
Dominance
= Architecture
= Back Links
= Content
Architecture: clean design, meta tags, site map
Back Links: Other sites link TO your website
Content: keyword research , 250 -1000 words
. Theof
SEO
The
and
of SEO
= Great Content
• Write remarkable content
• Create linkable tools and features
• No farming
= Great Content
Panda!
Quality Raters Guidelines
http://www.barcelona-webdesign.com/download/GOOGLE_quality-rater-guidelines.pdf
Quality Raters Guidelines•Quality ratings by humans
•Trust with your credit card•Attractive, Appealing and usable
•Conversions, time on site, pages viewed
Design Matters
Page Speed
Google Advice http://googlewebmastercentral.
blogspot.com/2011/05/more-guidance-on-building-high-
quality.html
Panda!• Design and user experience
matter for SEO
• Obviously optimized copy is bad for SEO
• Page Speed counts
• Good visitors metrics are good for SEO
• Click through rates on organic listings matter
• Where your traffic comes from matters
Social Signals (Authorship)
Google+“Authorship”
Socially Enable Your Website
Socially Enable Your Contente
2. Your website is not ‘responsive ’
43.6% access by mobile!
41.1% iPhone!15.9% iPad
Responsive Design
Google Guidelines
3. You only tested 268 keywords
Landing Page Performance + 44%
Case Study – New Website
Conversion Testing
The Winner! 15.29% Conversion Rate
“You aren’t getting free traffic from
the #3 website in the world”
http://www.youtube.com/watch?v=LDyvcM0gcVs
Chris Pirillo www.LockerGnome.com
@LockerGnome
5. I tried Facebook and it didn’t work…
Sponsored Stories/Promoted Posts
Sponsored Stories/Promoted Posts
Sponsored Stories/Promoted Posts
Same Landing Page For 2 Campaigns.
Google CPA $24.42Facebook CPA $6.02
66,644 likes · 78,855 talking about this
66,644 likes · 78,855 talking about this
29,924 likes 6,674 shares
• 69% of calls are either put on hold and the caller hangs up or caller is transferred to a voicemail and hangs up
before leaving a message
6. You aren’t tracking the right things
• Wednesday is the worst day for missed calls• 1pm to 2pm is the worst hour for missed calls
Call tracking
7. You aren’t following the 3 E’s …
The Three E’s of Social Media – Educate
‘How to get traffic to old blog posts…’
The Three E’s - Entertain
4.3 million #7 celebrity
The Three E’s - Engage
Infographic www.tengoldenrules.com/3-Es-
Infograph.jpg
8. You aren’t using competitive intelligence…
9. you aren’t doing all 5 kinds of remarketing
Retargeting Campaigns
• 118 Conversions• 32.42% Conversion Rate• $2.07 Cost Per Conversion
Facebook Retargeting
Email Retargeting
YouTube Retargeting
YouTube TrueView Video AdsYou pay only when viewers
watch your ad
‘Drip’ ReMarketing
10. you don’t have a content calendar
and a cascading content strategy’
Cascade Content!
1. 2009 called they want their SEO strategy back2. Your website isn’t responsive3. You only tested 268 keywords4. You aren’t getting free traffic
from the #3 website 5. Facebook doesn’t work6. You aren’t using advanced conversion tracking7. You use the 2 S’ not the 3 E’s8. No competitive intelligence9. Not testing all 4 kinds of retargeting”10. No content calendar
or cascading content strategy
The Top 10 Reasons
Your Search & Social Media Suck
► Top 10 List - Do 1 thing today!► Be my friend! Linked In, Facebook, Twitter► Speaking Opportunities► Consulting, Search, SEO, Social Media
The Top 10 Reasons
Your Search & Social Media Suck
Jay BerkowitzTenGoldenRules.com