Upload
percussion-software
View
220
Download
3
Tags:
Embed Size (px)
Citation preview
Alicia Hale
vice president of digital
marketing
eMagine
@aliciahalevp
Karo Kilfeather content marketing
manager
Percussion Software
@aspiringkaro
YOUR PRESENTERS
WHAT WE’LL COVER TODAY
• 6 things you absolutely must do
before launching to make the
biggest splash
• 6 things to do after going live to
boost your signal and maximize
traffic
1. AUDIT YOUR CONTENT
• Website Goals
• Audit Tool (we love Screaming Frog)
• Rating System
• Audit Team
2. SEO AUDIT
• Identify pages generating organic traffic
• Review top landing pages
• Audit Existing Keyword Strategy
• Refresh Keyword Strategy
3. WEBMASTER TOOLS
- How your site appears in Search Engine Results
- Your backlinks (and the ones you might want to consider disavowing)
- Internal Site Links
- Queries Report
- HTML Improvements
- Security Issues
- Much more
4. CONTENT STRATEGY & DEVELOPMENT
1. Goals
2. Benchmarks
3. Personas
4. Buyer’s journey
5. Keywords
6. Information architecture
7. Editorial schedule
8. Division of labor
5. PREPARE REDIRECTS TO NIP 404S
• Find all indexed URLs
• Map indexed URLs to URLs from your
staging site
• Implement and test
MORE ON PREVENTING ERRORS
• Technical Audit
•Crawl simulation
•Broken links, improper redirects, missing title tags
• Tracking
•Google Analytics code
•Goals
•Block IPs
•Google Webmaster Tools
LET’S REVIEW – PRE-LAUNCH
1. Audit your content
2. SEO Audit
3. Learn from Webmaster Tools
4. Content Strategy & Development
5. 404s & Technical Audit
6. Mobile Friendly
1. SUBMIT YOUR SITEMAP
• What is a sitemap?
• How do you create a sitemap.xml file?
• Where does it go?
2. SET & FOLLOW PUBLISHING SCHEDULE
• Blogs, articles, press releases, landing
pages, videos, case studies, white
papers
• You don’t have to write as you go
• Build content creation into your budget
• Recruit additional authors to help with
the initial push
4. SOCIAL PROMOTION
• Still the best way to get found by
someone who isn’t actively looking for
you
• Reach your existing audience
• Leverage that content!
• If you’ve thought about keywords, think
about hashtags the same way
5. DIGITAL ADVERTISING
• Traffic always dips
after a launch
• Paid advertising
may be the best bet
for fast ramping of
traffic
6. EMAIL MARKETING
• Announce launch
• Highlight new features
• Give recipients ability to subscribe to
RSS feed and future email blasts
LET’S REVIEW – POST-LAUNCH
1. Submit Sitemaps
2. Publishing Schedule
3. Public Relations
4. Social Promotion
5. Digital Advertising
6. Email Marketing
KEY TAKEAWAYS FOR TODAY
• Launching a new website that generates
traffic takes work!
• Audit your existing site and take stock of
what’s working and what’s not. Transfer
to new site accordingly.
• Ensure new site is technically sound
• Launch your site and spread the word!
QUESTIONS?
• Put it in the chat window
• Ask us via Twitter at @percussion,
@aliciahalevp and @aspiringkaro
• Send an email to