Online Marketing and SEO

顾惠明 江苏苏州农村 理工男 从事 IT15 年 （ 2000-now ）

About Me

搞相关流量

What is Online Marketing?

More Customers and Businesses

Why Online Marketing?

SEO (Search Engine Optimization) Viral Advertisement Social Email Brand News/News Release

How?

1 user brings in more than 1 new users

Viral Marketing

Viral Videos

Adwords Facebook Bing/Yahoo Thousands of Ads Networks

Offline Ads is mainly for branding, won’t bring you much traffic.

Advertisement

Social Websites, Facebook, Twitter, …

Social News Sites, Reddit, Pinterest, BuzzFeed, …

水军 , post on Disquz, Wordpress, etc.

Social Marketing

iWatch Google+ Windows 10 …

Brand

Mainly for existing clients communication

Antispam law and spam filters make it very difficult for unsolicited emailing.

Email Marketing

News/News Release

Organic Search = 64% of Visits (2014)

SEO (Search Engine Optimization)

http://searchenginewatch.com/sew/study/2355020/organic-search-accounts-for-up-to-64-of-website-traffic-study

Activity that attempts to improve search engine rankings.

What is SEO?

Pro◦ Free◦ Large Volume◦ Normally Sustainable

Con◦ Very Slow to Rank Well◦ Unpredictable

Organic Search Traffic Pro and Con

Keywords Analysis On Page Optimization Off Page Optimization Monitoring

How to Do SEO?

Google Trends (https://www.google.com/trends)

Google Keyword Planner Bing Keyword Research Third Party Keyword Research Tools

Keywords Analysis – Search Volume

Keywords Analysis – Examples

Keywords Analysis – Examples

Sign of very competitive keywords◦ Many Adwords Ads◦ Adwords Per Click Rate is High◦ Keyword Appeared in the Title of Every Search

Results◦ Even the #8-10 results are high in content quality

and from a well branded site

Tools◦ www.keywordspy.com◦ SEO Toolbar (e.g. toolbarbrowser.com)

Keywords Analysis – Competition

Target a Few Keywords, Hundreds of Keywords, or Millions of Keywords (Long Tail)?

Target to Rank #1 for Less Competitive Keywords or Rank Lower for More Competitive Keywords?

Pick the Right Keywords for You

Click Through Rate of Positions in Google (2014)

https://moz.com/blog/google-organic-click-through-rates-in-2014

It is an indicator of how authoritative/important is your page.

The final search ranking is a mixture of Page Rank/Page Authority and Relevancy.

Page Rank/Page Authority

Page Rank is an indicator of link popularity. Not every link are equal.◦ Links from high Page Rank pages, .edu, .gov pages are

very valuable.◦ Links from spam site can be harmful

Page Authority◦ Page Rank◦ Author Authority◦ Domain Authority◦ …

Page ranks and page authority can be passed on via links

Page Rank/Page Authority Component

Short One or two words No hyphen Keyword in Domain

Domain

Purpose is to make it easy for Google to craw the right content on your site

◦ Optimize the Site Structure

◦ Optimize the Presentation of the Content

◦ Create and Submit a XML sitemap to Google/Bing

On Page Optimization

Google/Bing spiders can follow the links to find your important pages

Page Rank/Page Authorities are passed to your important pages

Site Structure

Site Structure - Examples

Site Structure - Examples

indeed.com/q-Healthcare-jobs.html

indeed.com/jobs?q=Healthcare&l=

Site Structure - URL

Most Important Keywords in Meta Title Keywords in Meta Description Most Important Keywords in <H1> Tag Most Important Keywords in URL Keywords Mentioned in Page Content a Few

Times (keyword density <5%) One Page Target 1-5 Keywords Only Keywords in Anchor Text

Page Presentation

Do NOT use image, flash, JavaScript for descriptive text.

Do NOT duplicate content Long page is better than breaking pages

into many pages.

Page Presentation

Link Building◦ Submit to Related Directory◦ Add to Google Business◦ Add to Yelp.com◦ …

Social Network Presence◦ Create Facebook Page◦ Create Google+ Page◦ Create a Twitter Account◦ …

Off Page Optimization

Explicitly Tell Google What to Crawl. (www.sitemaps.org)

<?xml version="1.0" encoding="UTF-8"?><urlset xmlns="http://www.sitemaps.org/schemas/sitemap/0.9"> <url> <loc>http://www.example.com/</loc> <lastmod>2015-01-01</lastmod> <changefreq>monthly</changefreq> <priority>0.8</priority> </url> <url> ... </url> ...</urlset>

XML Sitemap

Tracking Software◦ Google Analytics

Google Webmasters Tools◦ www.google.com/webmasters/tools

Monitoring

This is 90% of the SEO with 10% of Effort

You will need personalize plan for your site.

It is very time consuming.

You may shoot yourself in the foot.

If You Want More

Google SEO Guide◦ http

://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

The Beginners Guide to SEO◦ https://moz.com/beginners-guide-to-seo

MOZ Search Ranking Factors◦ https://moz.com/search-ranking-factors

Google Quality Rater Guide◦ http

://www.canuckseo.com/blog_pdfs/Google-Quality-Rater-Guidelines-2014.pdf

Follow SEO News and Trends

Understand SEO Well

Study the Ranking Leaders◦ Mimic what these ranked #1 in Google for the

keyword did.

Find and Fix Problem

Testing

Be Diligent

Interesting Content: 4 Health Foods You Should NEVER Eat 16 Pictures That Prove Australia Is the

Craziest Free IQ Test Free Online Games

Useful Tools: Salary Research Widget Exchange Rate Widget

Link Traps

Page Rank/Page Authority Sculpting

<span onclick="windows.location='/abcd.html'"></span>

Page Rank/Page Authority Sculpting

Do NOT use nofollow on your internal links

Page Rank/Page Authority Sculpting

Buy Small Sites with Low Traffic but with Reasonable Page Rank/Authority

Link or 301 redirect these to your own site

Get Relevant Sites

The only ranking factors that Google revealed out of 200+ Signals◦ Page Speed◦ HTTPS◦ Mobile Friendly

Following Google

10% conversion rate of 100 visitors

V.S.

1% conversion rate of 1,000 visitors

Focus on Your Product

Questions?