If you’ve ever started a brand new site, you’ll know that getting organic traffic is extremely difficult. Sure you can buy traffic through Adwords or various other media buys and/or you can use PR to get you spikes. The question I like to ask people is, do you have longevity? Developing a holistic marketing strategy should be your first and foremost priority because it will help guide you every step of the way. It will help you drive the decisions you make about the paid traffic, publicity, and how you use social.
SEO is the “down in the trenches” traffic stronghold you can use as a baseline for traffic efforts.
For some reason, startups (and frankly, all businesses) don’t invest enough in organic search traffic from the beginning because it’s not a priority. I get it and understand it because when I started Eventup, it wasn’t a priority for me either. The most important thing at the time was shipping product, launching the company and iterating.
It doesn’t mean we forgot about it entirely, we still built in some core principles from the SEO strategy I put together. The way we did this was adapting tactics into the product as we built it. As you’re defining the core infrastructure of your site, can you define SEO alongside that? The answer is YES.
For example, let’s look at a case study where we didn’t have the time to think of all the URL variations for getting the site up and running pre-launch. We got it up so we could start signing up venues, start seeding it, and talking about it to friends.
In December 2011 we had 74 unique keywords driving traffic. In February 2012, we updated the URL structure and our long tail traffic went up an order of magnitude (10x) literally. The thing is, we know it was not just because of the launch buzz, because it wasn’t just traffic, it was number of unique keywords driving traffic. This
For someone like me, it really isn’t that difficult to get the basic SEO best practices built into the site architecture. I’ve seen the variations for startups and small businesses to high volume sites like Yahoo! Sports to Myspace.
That said, not every startup or company has someone that has spent 10+ years doing various forms of Online Marketing. I figured I would put together some of the stuff that I put together for either businesses I create or clients that I’ve worked for.
This should be the first step of everything you do. I know it sucks, it’s tedious, it’s time consuming, but, if you have no idea what your audience, users, or customers will be looking for, you’ll be left in the dark. Developing a solid set of keyword research is essential. Start by thinking of your topic as a whole and asking yourself, what do users search for. My favorite example of this is the automotive space, because, let’s be honest, how many times have searched for “automotive” or “automobile” — that’s right, you haven’t — because people search for “cars”.
I wrote about SEO keyword research 5 years ago and to this day it’s a good starting point for how I do keyword analysis and breakdown what my audience is looking for. Putting this definition together is the core of everything I do going forward in my SEO requirements, definitions, and guidelines for content on the site.
Bonus: For clients, I like to put together an “Assessment” or analysis as well that gives them a breakdown of not only the keywords, but the competition they will face in search (and, only search) and what steps it will take to rank for those keywords. If you have the ability to do this, it can help you make decisions going forward.
On-Page SEO consists of a variety of things like your page structure, the keywords you use in the content of your site, the page meta data, etc. While a lot of these tactics are debated very widely amongst folks in the “SEO Industry” I believe there is one core tenant that will always remain true: relevancy. The pages you create should be relevant to anyone and everyone, and, when a new visitor comes to your site, they should understand EXACTLY what they are looking at. Search engines work in the same way, when they look at a page and see common themes, that page then becomes relevant for that theme, or in this case, keyword or key phrase.
I’ve written an article on Core On-Page SEO principles, but, at a high level, there are a few things that you’ll be building into your site anyway, that you can quick define (and if needed, iterate on) when launching your site.
<title>%Player Name% Stats, News, Highlihts | %Team Name% | %Brand Name%</title>
http://domain.com/nfl/player/%playername-id%
<h1>%Player Name%</h1>
At the end of the day if your Page Title, URL, and Headings are very relevant to one another, you have a good baseline for content. Yes, these are basic SEO principles, but, if you have a page about the “Chicago Bulls” and it is not mentioned in any of those elements, no matter how many links you get or tactics you try, you’re not going to see the traction needed because that page is not relevant.Relevancy is key.
Get WordPress set up as your blog, preferably as a subfolder (e.g. tonyadam.com/blog) or as a subdomain (e.g. blog.eventup.com). Start by writing a blog post weekly. Increase it to a couple blog posts a week on Tuesdays and Thursdays. Before you know it, you’ll be up at writing multiple posts per week and hopefully daily.
The reason this is important is because you want to be domain relevant for the market you are working within. The more content you create, the more relevant you become for that topic. The more people read that content, the more relevant you become. The more people search for you and that topic, the more relevant you become. If you’ll notice, there is one consistent element here: Relevance. The key is becoming the most relevant around a given topic as a whole. When your domain becomes relevant around a given topic, it is that much easier to rank and drive traffic for keywords related to it.
What do you build into your marketing strategy? Is SEO at the core of it? If not, what is? Let me know on twitterHaving spent a lot of my career doing a lot more than just SEO, I've had to wear many different hats. One of my favorite hats to wear is actually the Business Development one. I'm total people person and I love the sales process. The feeling of closing a deal to me is almost as good as sex. (Sorry, I had to set the bar high).
So, rather than actually sitting here and writing another useless "SEO Tips" type post, I wanted to give to put together something a little more business focused, so I came up with the idea that I would write about how I find and close biz dev opportunities.
If you are a large brand, you already have that visibility, but it is hard to continue to be nimble and build quickly, therefore, you are typically left behind. While startups run into a different kind of problem, they are able to create cool cutting edge products, but, does anyone see these products? Many times, they are not visible and have no traction. I’ve talked to a number of developers, product guys, and “startup dudes” that all run into that problem. The reason being:
People don’t realize that just building a great product is not going to bring you buzz, traffic, or growth, it doesn’t work without visibility.
So, what do you do to solve this problem? There are a few things that you can do if you are a startup or your just a humble guy trying to make a living off a website that you own.
SEO seemed like such a 4 letter word a few years ago. And, lately I’ve had interesting conversations around getting traffic in general, where I’ve been the SEO Evangelist, talking about how targeted and the high ROI of Search Traffic. It’s been exciting talking people and businesses that understand or are beginning to understand the importance for Search Visibility.
Creating Search Visibility is created by building Search Friendly websites that are authoritative to a given Search Engine.
A lot of people jump into SEO and try to build sites and throw popular phrases into h1’s, titles, etc. It’s important to understand the industry you are in and do the research that is required to know what it is people are searching for, this is called keyword research. For example, the knowing that people search for “cars” rather than “automobile.” (yes, I know that’s a crude example, but, you get the point!). SEOBook has a Free Keyword Research Tool to do this for you.
A search friendly website is a website that is built so that a Search Engine will index and crawl their content, while adding importance, relevance, and authority to that sites content. Many times organizations will make mistakes by building a flash site or an Ajax site that is entirely unable to be indexed or crawled by a “search engine spider.” There are tips and tricks on on how to build Ajax SEO Friendly websites out there.
At the end of the day, no matter how much you’ve researched the keywords and how great you’ve built out your site so it is search friendly, you need external links. Without links to your site from external resources, you will not rank nor get search traffic, bottom line. Getting links isn’t an easy job either, it is the crux of the SEO problem. (i.e. It’s why we get paid the big bucks!)
Building links is an interesting mix of many different cross-functional skills. Whether it is the sales pitch to websites asking for links, the biz dev angle of partnering with other sites or buying links (while, I would NEVER condone that, wink wink!), or the art of building buzz around your content, product, or service through the Social Web.
Ah, Social Media, the buzzword amongst all buzzwords across the web now at days, it’s amazing how much it is talked about. Amazingly enough, Social Media has become a part of the general web presence and we are moving away from it being a piece of the business, so to speak, but rather, the a fully conversational and connected Social Web.
Okay okay, I’ll get to the point: Getting visibility via the Social Web is done by being conversational, engaging, and invoking emotions.
Creating content that creates a conversation around a particular topic, whether it is hilarious, sad, resourceful, etc. Creating content like this is all about invoking the emotions. You want to create content that a user is going to want to Digg. You want to have a page that is going to make someone stop while “stumbling” through your site. But, it doesn’t stop there is still another really important factor of gaining visibility:
If influencers within the Social Media space do not know about your content, then guess what, it is not going to be made visible. People and the masses follow the influencers (and I’m not just talking about twitter) by watching them and seeing what they are talking about, they create the “water cooler conversations.” It is similar to Search in that you need to build a site that the search engines can not only see, but is authoritative.
Remember those conversations that I talked about, well, pay attention, because the conversations are happening all across the Social Web. But, you can do things to create those conversations and create engagement that is tied to your brand or your site.
Be insightful, engaging, and provocative when creating a conversation
Don’t be a feed, creating a twitter account and throwing your RSS feed is not participating in the Social Web, it’s a feed and nothing else. You want to create a conversation, think of ways that you can create conversations about your brand. If you are a sports site, talk about upcoming events, like the NBA Draft. If you are a political opinions site, then you might want to ask questions on the Social Web about legislation and elections.
When you create conversations and people are engaging with you and your brand, then you are essentially creating visibility.
Since moving more into the Publishing and Media side of the business from E-Commerce and Product Centric websites, I’ve learned a ton around insights around trends. Understanding trends gives you insight into the topics that are “buzzing” around a certain category or vertical. You can use a tool like Google Insights to give you that knowledge.
So, you’re sitting there going, “great, who cares what is buzzing!?”...fine , you probably aren’t. That said, this is extremely important to understand, because, creating content around these trends can create the Search and Social Media Visibility needed to grow your business.
Remember, your product or content will not survive on it’s sheer awesomeness (even though I’m sure it is!). Make sure that you are considering the visibility of your product and content: ONLY THEN, can your Product and Content be truly considered GREAT!
I really want to focus right now on how to focus blogging on not dollars, but your customers. So, to start, I want to tell you what this WILL NOT be about: Blogging to Make Money, Blogging to be an expert and Blogging for leads. The reason I am putting this out there is to really focus on how to blog to interact with customers/end users.
In the interest of who does a good job of this, we can look at a couple companies that do a great job of doing this. Microsoft does this with channel 9 and Google does this constantly with their plethora of product blogs.
Really customers need to be kept in the loop of what products and services you are offering and how to make your customer feel like you care (granted, you truly should care, but thats a whole other post!). By doing this, you are connecting with those out there and giving them value.
Another real major item of interest is allowing users/customers to really take part in the planning and discovery of great product features. Keep your users/customers really involved in your planning, product and company or organization. This will leave them feeling like they have some sort of stake in the company and feel as if they are truly apart of the company.
Finally, in closing, make sure that you are ensuring involvement from the community. Your users, your customers, and even complainers will give you a ton of feedback through through blog comments or emails after blogs are posted. Allowing them to get involved will definitely resonate well with them and you will have REAL hard data from customers that now feel like they have a PERSONAL stake in the organization.
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