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SEO and Digital Marketing strategy for Start-ups
- 1. SEO & Digital Marketing – a StrategySEO & Digital Marketing – a Strategy
- 2. Business Survival RateBusiness Survival Rate Small Businesses •Per SBA.gov, 50% of all new established businesses survive 5 years or more and about 1/3rd survive 10 years or more Venture Backed Business •A 2013 Harvard survey stated that 3 out 4 start-ups fail.
- 3. My observationsMy observations •Most start-ups are engrossed in Product Development (which I agree is more fun) •Do not pay attention to or budget for significant Marketing push until they realize that they are running out of cash •Focus changes to fund raising •Investors don’t want to invest because there is no significant sales
- 4. Inbound MarketingInbound Marketing Inbound (SEO, Blog, Social Publishing) •Potential clients coming knocking on our door
- 5. Outbound MarketingOutbound Marketing Outbound •You go knocking on client’s door
- 6. What is SEO?What is SEO?
- 7. What is SEO & Digital Marketing?What is SEO & Digital Marketing? SEO •SEO is the process of improving the visibility of the website organically (“naturally” or “unpaid”) on Search Engine Results Page (SERP). Digital Marketing •The promotion of products, brands or services via electronic media.
- 9. Organic searchOrganic search Rank based on PPC bidding Rank based on Google’s 200+ parameters **Paid advertising does not directly affect your SEO ranking
- 10. Why SEO?Why SEO?
- 12. How does Google searchHow does Google search work?work?
- 13. Google searchGoogle search Google’s aim is to give searchers the most relevant and high quality search results •60 trillion individual web pages •Google navigates the web by crawling links from page to page •Sorts pages by content and other factors •Keep track of it all in the INDEX •Based on search it pulls relevant pages from the INDEX •Results are ranked in 1/8th of a second based on 200+ factors including
- 14. How does Google rank websites?How does Google rank websites? Google Ranking of Website Backlinks Social Networking Search friendly graphics Meta Description200+ parameters Keyword density Relevant, Fresh & Unique content URL Keyword phrase
- 15. How to SEO?How to SEO?
- 16. SEO strategies: On-siteSEO strategies: On-site • Keywords • First step in successful SEO strategy • Use Google Adwords Keyword Planner/Moz to evaluate competitiveness of words
- 17. SEO strategies: On-siteSEO strategies: On-site •Meta data • Title Tag, Description Tag, H1 tag, H2/3/4 tags • Should be unique & relevant for each page • Focus on value for users and not on search engine as much
- 20. SEO Strategies: On-siteSEO Strategies: On-site Keyword search Description under 155 characters Title under 60 characters
- 23. Google Search VolumeGoogle Search Volume
- 24. SEO strategies: On-siteSEO strategies: On-site • URL • Incorporate keywords in your URL where possible • Competitor analysis • Images • Quality images for positive user experience • Image names (alt tags) should be relevant and descriptive (i.e. use RedSofaSpingCollection.jpg instead of image1.jpg) • Mobile readiness • Searches on mobile devices not exceeds PCs • Site has to be responsive
- 25. Mobile friendly & search rankingMobile friendly & search ranking TIP: Test your website’s mobile friendliness on https://www.google.com/webmasters/tools/mobile-friendly/
- 26. SEO strategies: On-siteSEO strategies: On-site •Site Map • Lays out the inner structure of the websites content to the search engines • Site map on home page as well as XML site map inside the code •301 Redirect • Permanent redirect from one URL to another •Missing page (404 errors) redirect
- 27. SEO strategies: On-siteSEO strategies: On-site • Original Content • Content is KING – blogs, videos, case studies etc. • Focus on content that is useful, informative and unique TIPS - Convert every project/product into a case-study and publish - Get client testimonial (video preferably), post on youtube/vimeo - Press Release any significant news - Speaking engagement - Have every member of the team contribute content
- 28. SEO strategies: Off-siteSEO strategies: Off-site
- 29. SEO strategies: Off-siteSEO strategies: Off-site • Back-linking • Quality links pointing to your website • Build back links by submitting press releases, submit to popular blogs, good quality product images or graphics that will influence bloggers and websites to link to that content • Social Media • Strong social media presence – sends search engines signals of influence and authority. • Consumer Reviews (Yelp, Trip Advisor, City Search) • Search engine submissions / directory listings (DMOZ) Remember - your competition is doing this, you just have to do it better & more aggressively to win!!! TIP: Maintain a monthly content and digital marketing calendar
- 30. How aggressive should I be you asked?How aggressive should I be you asked?
- 31. Digital Marketing investment calculatorDigital Marketing investment calculator 1. Where do you want to be next year (set a goal)1. Where do you want to be next year (set a goal) 2. What is your average revenue on each client?2. What is your average revenue on each client? 3. What are you willing to pay to acquire each client? 3. What are you willing to pay to acquire each client? 4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal 4. Divide your revenue by average revenue per customer. This will give you how many customer you need to achieve your goal 5. Multiply number of customer needed by cost you are willing to pay to acquire each customer. 5. Multiply number of customer needed by cost you are willing to pay to acquire each customer. $500k revenue $10k $1k 50 $50,000 Or $5k/month
- 32. Organic vs. paid searchOrganic vs. paid search Organic Paid (PPC) Pros: •Results are non-bias •Longer-term ROI - Natural results generate more traffic •Increase traffic without increasing budget Cons: • Top placement can take a long time (months or years) • Placement can fluctuate, so efforts must be continuously maintained • No guaranteed results Pros: •Instant traffic – will notice traffic within hours of activating your account •Split testing – can test several ad copies to see which ones convert better •Better tracking Cons: •Can be expensive if not implemented properly •Requires regular monitoring of ad campaigns
- 33. Questions?Questions? • For a copy of this presentation email me at krishna@websitejungle.com • Like us on Facebook o https://www.facebook.com/websitejungle • Follow us on Twitter @websitejungle o https://twitter.com/websitejungle 2500 Plaza 5, Harborside Financial Center2500 Plaza 5, Harborside Financial Center Jersey City, NJ 07311Jersey City, NJ 07311 www.WebsiteJungle.comwww.WebsiteJungle.com Ph: 888-309-3292Ph: 888-309-3292
Editor's Notes
- Personal Positive/Inspiring Interactive – ask questions Humor How many of you run your own businesses? How many have a website? 52% of Small Businesses do not have a website. So if you do, you are already one step ahead. Thank you all for attending the seminar. Intro of Website Jungle & Krishna Kumar: -Name, Managing Director & Founder of WJ -Started WJ in 2007, and since then worked on several web/mobile/online marketing project – everything from the corner dance studio to Web strategy for multi-million dollar companies. -Before founding WJ worked as a Tech PM & Business analysis in Banking – GS, SG and State Street bank My goal at the end of this is for everyone to have a good understanding of how search engines work and what are some thing you can do today to make a significant impact on you business by leveraging your website and SEO techniques. I would like to make it interactive, so free to stop me at any given point and ask question.
- Old school marketing vs new school marketing Old way of marketing: Open a store and hope that it attracts customers Push marketing – interrupt consumers at marketer’s discretion (tv, radio, telemarketing, direct mail, print, billboards) Not very efficient and can be costly New way: People search for products and services through search engines, social media, referrals If you are not found when consumers are searching, that is a loss of potential revenue
- This is not in any specific order. Each of these contribute in different ways to the website’s search ranking Lets briefly touch on each URL – If you own a furniture store in Jersey City, and if your url includes either the word furniture or jersey city in it, this will certainly assist rank better in search results (all else remaining the same). These days most popular names in .com are taken so if you cant find a domain name that included keywords, don’t be frustrated. You can use other strategies to boost your ranking Keyword phrases – same example, if you run a furniture store in JC, and people search for search for furniture store in google, make sure you website has those keywords in the content. This seems intuitive but how do you what keyword people are search for, because for you know it may not be furniture store, there might actually be more search for mattress stores, which you also sell. Will explain in detail in later slides exactly how to find out exactly what terms people are searching for Relevant and Unique content – does you website provide information about furniture design ideas, trends, videos and any other information that would be helpful to some looking to buy furniture Back links – how many quality websites have quote your website or web pages, are they in the same industry industry or same area. For example if your website is often quoted by the top interior designers or home design magazine or by lots of people on forums, better for ranking Social media provides legitimacy and enables engagement with existing and new clients – profiles in fb, linkedin, instagram, twittter. Want to stress that even though google + may not be as popular as say fb or twitter, Google gives serious weightage to it. So get your google profile set up if you don’t have one Meta data is data about data, in case of websites, it tells search engines what this page is about. Meta Title, Meta Keywords and Meta Description or probably the most commonly used meta data. Header keyword. Google made a change to its algorithm where it does not look at meta keywords anymore. Title/description most important Image/Videos – will cover in detail in slides
- Onsite vs offsite Onsite – what can you do on or to you website to improve ranking. If there is one thing that can positively affect ranking, its content! Single most powerful If it’s a blog, sure to tag them appropriately, if its an image – name it appropriately with alt tags, video – you tube now offer transcription options & tagging of course. Want to know what keywords people are searching for, sign up free for google adwords and use the keyword planner. Will come to it. Competitor analysis – inspiration/ideas/techniques Meta description – 155 characters recommended, unique for each page…focus on relevance to page and value for users and not search engines
- Onsite vs offsite Onsite – what can you do on or to you website to improve ranking. If there is one thing that can positively affect ranking, its content! Single most powerful If it’s a blog, sure to tag them appropriately, if its an image – name it appropriately with alt tags, video – you tube now offer transcription options & tagging of course. Want to know what keywords people are searching for, sign up free for google adwords and use the keyword planner. Will come to it. Competitor analysis – inspiration/ideas/techniques Meta description – 155 characters recommended, unique for each page…focus on relevance to page and value for users and not search engines
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- Tools.seobook.com – for keyword density This helps you to understand which keywords you should focus for content generation Also what keywords you should be generation ads for ppc
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- 404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic. 404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
- 2 aspect to mobile readiness: Native app that you download from iphone app store or google play or Website or web app that are mobile friendly. Medium and Large size companies my create and app for either a specific functionality, lets say to supplement their online sales, For example Groupon has a website as well as a app, where you can see discounted products/ services. Large bank has an app where customer can view their account information, deposit checks etc Native Apps can be stand alone – for example a pedometer app can tell you how much distance you travelled, what speed etc. As an Entrepreneurs, the least you can do it make sure that you website is mobile friendly – visitors are able to view your website on their Mobile browser without difficulty (major devices like app iphone/ipad, android and microsoft drives OS). Responsive design – optimal viewing experience – easy reading and navigation across different devices with minimum resizing and scrolling. Achieved by proportion based grids, flexible image (% rather than pixels), CSS3 media queries.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- 404 – If there is no url to deliver, a 404 missing page is. Few are acceptable but high 404 may affect user experience and result in falling traffic. 404 should should only be directed to a parent category or page, if relevant, do not direct all to home page.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- Backlinking – video on youtube, articles on open sites like eartice.com, participate in forums in your industry, sign up for chamber of commerce and other professional associations. Depending on the industry you are in, there are free directories. Hootsuite where you can schedule postings.
- How many of you folks have a sales goal for the year? Biggest deterrent. When you don’t have goal you are just stuck in the rut of day to day operations. Set goals, think of unique ways to achieve it. Maybe 1 solid partnership will do more good than 20 customers or maybe that 1 viral video will increase your visibility more than 5 years of being in existence Anyone have stories on any unique ways they have achieved a goal? How do you think outside the box – once a week set a time on the calendar to just forget about you daily work and think of techniques Start your work with the most important and strategic thoughts Get involved in the community $50,000->$500,000 $5000/customer $500/customer 500,000/5,000 = 100 clients 100x500 = $50,000 (10% of revenue), which is actually not bad.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.
- Think of the internet search as a lottery, the more tickets you buy the better chances you have to be found, in other words win.