SEO and Digital Marketing strategy for Start-ups

Editor's Notes

• #2: 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.
• #12: 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
• #15: 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
• #17: 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
• #18: 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
• #19: 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.
• #20: 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.
• #21: 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.
• #22: 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
• #23: 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.
• #24: 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.
• #25: 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.
• #26: 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.
• #27: 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.
• #28: 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.
• #29: 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.
• #30: 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.
• #32: 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.
• #33: 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.
• #34: 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.