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Wayward TravellersOptimizing Your External Web Presence
Jeff Riddall – Director of Product Strategy
www.gshiftlabs.com@gShiftLabs
hello
• Director of Product Strategy at gShift
• 15 years of Web marketing experience
• Nearly 6 years with gShift• Blogger • Social Media Addict• Hockey Dad
[email protected]@Jriddall on Twitter
about gShift
SaaS Web Presence Analytics and SEO Software Platform for Brands and Agencies
We gather billions of data points for thousands of web presences across 25+ countries.
To be the platform marketers rely on to execute on owned and earned digital strategies proving ROI on content investments from keywords, through multiple
channels, complete to customers.
We strive to make your marketing life easier by bringing all of the content data, insights and reporting you need to make decisions under one umbrella.
agenda
• What is a Web Presence? On-Site vs. Off-Site• Modern Marketer’s Dilemma• Where Should You Start?• Identifying and Building Your Audience• Optimize Your Content• Distribute Your Content• Validate Your Listings• Measuring Content Engagement• Key Takeaways
what is a web presence?• Encompasses all of your brand’s
digital points of presence:
– Your website– Off-site content – blog posts, articles,
press releases– Social media accounts and posts– YouTube and other video networks– Social local – Yelp, TripAdvisor– Review sites– Directory listings – Paid Ads– Influencer generated content– Dark Social - email, messaging apps
Marketers Growing Dilemma
“Customers have moved from a discrete linear purchase path to moving at their pace when and wherever they want”
Gartner 2015
“70% of the buyers journey is complete before a buyer even reaches out to sales”
Sirius Decisions
Myth of the Buyer’s Journey
who and where is your audience?Renowned Marketing Consultant and Author, Mark Schaefer says “Leaders should answer two primary questions:
1. What social media platforms should be in their “Information Ecosystem.”
2. What metrics should they use to determine if they are connecting to their customers in the right places.”
who is your audience?
who is your audience?
where is your audience?
establish connections• Include visible social follow buttons
on your site and social sharing buttons within your content
• Identify and establish human connections with relevant social users Tip: User Twitter search to see who’s using keywords/#hashtags you want to be found for
• Curate and share relevant content from others in hopes of reciprocation
• Build your social community through trusted relationships
Image via richardborges.com
content is still king“If the social web were a living organism, content would be the air that it breathes.”
“You must have at least one source of original rich content and you have 3 viable options: a blog, a podcast or a video series.”
“A source of rich content provides something that is shareable, conversational and engaging for social platforms.”
Social Media Explained
optimize your content• SEO still matters, but it’s changed
too
• Research and incorporate the right keywords to build your authority in the eyes of Google• what are you ranking for• what are your competitors
optimizing/ranking for
• Create helpful, relevant content
• Cross-link your content
• Include clear Calls to Action
distribute your content
• Publish & distribute content wherever you’ve determined your audience is and have established a following
• Identify and build connections with relevant influencers who can help share your content with their trusting audience
• We call this Social Amplification
• Now your job is to drive social engagement over time. And it will take time!
Likes >> Comments >> Clicks >> Shares
validate your listings
• Identify and validate all of your points of presence in off-site sources such as directories, local social networks (i.e. Yelp) and review sites
• Where possible, incorporate trackable links (Smart URLs) to relevant pages on your website e.g. specific product or services pages
• Monitor engagement with and the relative effectiveness of these referral sources at driving traffic/conversion
measuring content engagement
• Leverage Smart URLs
• Measure and monitor engagement by channel, by influencer, by content type
• Define and monitor conversion paths, which may cross on-site and off-site content
• Optimize content distribution for maximum engagement
key takeaways
• 70% of the buyer’s journey happens off-site
• Identify who and where your audience is then connect with them and build their trust – THIS WILL TAKE TIME!
• Create, publish, distribute and measure keyword rich, optimized content via social and influencers
• Validate, update and track owned off-site content
• Use Smart URLs to monitor engagement and optimize conversion paths
thank you
Additional Resources
http://gshift.it/resources-eLUhttp://gshift.it/blog-eLU
Mark Shaeferhttp://www.businessesgrow.com/blog/
http://www.businessesgrow.com/podcast-the-marketing-companion-2/
Jeff [email protected]
@JRiddall
