顾惠明 江苏苏州农村 理工男 从事 IT15 年 ( 2000-now ) 搞相关流量.
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Transcript of 顾惠明 江苏苏州农村 理工男 从事 IT15 年 ( 2000-now ) 搞相关流量.
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?