UGA Inbound Week 1. Course Overview

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Beatrice McCarthy
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1 UGA Inbound Week 1 Course Overview

2 UGA Inbound Week 1 1. WEEK TWO REVIEW

3 QUIZ TIME

4 INBOUND METHODOLOGY

5 BUYER PERSONAS A fabricated, ideal customer that you use to represent your audience. They re based on real data and feedback from your existing customers, and some very select educated speculation about your customer demographics, behavior patterns, motivations, and goals.

6 LIFECYCLE STAGES Awareness: In the awareness stage, a person has realized and expressed symptoms of a potential problem or opportunity. Consideration: In the consideration stage, a person has clearly defined and given a name to their problem or opportunity. Decision: In the decision stage, a person has defined their solution strategy, method, or approach.

8 CREATING SMART CONTENT

9 PERSONA LIFECYCLE STAGE Jimmy Gym Owner AWARENESS CONSIDERATION DECISION Problem or opportunity that the above persona needs help with: Realized and expressed symptoms of a potential problem or opportunity. Clearly defined and given a name to their problem or opportunity. Defined their solution strategy, method, or approach. Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. Beginner s Guide to Buying Gym Equipment [Ebook] New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] Gym Equipment Budget Template [Excel spreadsheet] Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] Request a quote Phone assessment of equipment needs

10 FUNDAMENTALS OF INBOUND Build buyer personas. Know who it is you re trying to reach. Everything you create and share should be done with your audience in mind. Use the buyer s journey. Buyers are at different points in their relationship with your company. It s important you tailor your content to appeal to buyers based on their current level of interest. Create remarkable content. Content that speaks to your buyer personas and nurtures them based on where they fall in the buyer s journey -- the inbound Holy Grail. Leverage your content. Make your content available for your audience to find. Content distribution is what provides the context to your content.

11 2. KNOWLEDGE CHECK

12 What is the nickname of a bot that search engines use to crawl the web? UGA Inbound Week 3 1. Panda 2. Spider 3. Penguin 4. Monkey

13 SPIDER UGA Inbound Week 3 Search engines find the most relevant content for your searches by sending what are known as spiders to crawl through all of the pages on the web. The spiders identify what each page is about and index it in a search engine's virtual library.

14 True or false? Search engines can read both text and images. UGA Inbound Week 3 False - this is why it s important to include optimized alt-text behind each image True - this is why it s important to include an image on every page

15 FALSE UGA Inbound Week 3 For now, search engines aren't able to read images. That's why alt-text is so important!

16 True or false? Search engines count all links as equally important when crawling and ranking your page. UGA Inbound Week 3 True - it s the quantity of links that counts. The more links, the higher you ll rank. False - it s the quality of links that counts. The more authoritative the links, the higher you ll rank.

17 FALSE UGA Inbound Week 3 Make sure that you're earning high-quality links, and not focusing on quantity. Highquality links come from existing authoritative websites that are relevant to your business or industry.

18 What should you begin your keyword research with? UGA Inbound Week 3 1. Looking up the difficulty and competition around your keywords 2. Understanding what your buyer personas are searching for 3. Building relationships with industry thought leaders 4. Turning short keywords into longtail keywords

19 Understanding what your buyer personas are searching for UGA Inbound Week 3 Although the other answers are important to keyword research, your research should always start with your buyer personas. You need to determine who they are, what their goals are, and what problems they face, so you can begin to understand what they re searching for.

20 Which is easier to rank for - the short keyword teamwork or the longtail keyword promote teamwork between employees? UGA Inbound Week 3 1. Teamwork 2. Promote teamwork between employees

21 Promote teamwork between employees UGA Inbound Week 3 It s significantly easier to rank for because it s more specific and targeted. Not to mention, the people searching for that long-tail keyword know what they re looking for, meaning they re qualified visitors who are more likely to turn into leads and customers.

22 3. WHAT IS SEO?

23 WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?

24 WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)? SEO is the process of optimizing a website for search engine result rankings. In short, it is used to help make it easier for people to find you in the search results.

25 PAID vs ORGANIC

26 PAID vs ORGANIC

27 WHAT IS A KEYWORD?

28 WHAT IS A KEYWORD? A topic of importance to your buyer personas.

29 HOW ARE THEY USED? Users use them for something that they want more information on in order to learn more about.

30 HOW ARE THEY USED? Businesses use them for more information on a topic, problem, solution, product or service that they want to learn more about.

31 FOR BUSINESSES UGA Inbound Week 1 Homepage: What your company does, Company name Product/Service Pages: Name of product/services. What the solutions are. Blog Posts: Help provide information on common problems or questions. Also, discuss benefits of one solution over another.

32 INBOUND METHODOLOGY

33 Attract strangers from search engines and turn them into visitors.

34 4. KEYWORD RESEARCH

35 HOW TO DO KEYWORD RESEARCH UGA Inbound Week 3 1. Make a list of keywords your buyer personas would search for. 2. Expand that list by searching the web for alternatives. 3. Determine which keywords people are using to find your site. 4. Decide which keywords you

36 CATEGORIZE UGA Inbound Week 3 KEYWORDS Awareness Stage Problem-Based Consideration Stage Solution-Based Decision Stage Branded

37 SPEAK THEIR LANGUAGE UGA Inbound Week 3 Mimic the language that your buyer personas would actually use in their searches. pop vs. cola

38 SPEAK THEIR LANGUAGE UGA Inbound Week 3 Create & optimize content for searchers first, then search engines.

39 5. OPTIMIZING A WEBSITE

40 KEYWORD STRATEGIES TO AVOID UGA Inbound Week 3 1. Adding in keywords just to add them. This is also called keyword stuffing. 2. Worrying about a perfect keyword density. 3. Bolding keywords, underlining keywords or adding different colors to help them stand out. 4. Keyword linking to non-relevant keywords.

41 WHERE TO ADD KEYWORDS (FOR WEBSITE PAGES) UGA Inbound Week 3 1. Page title 2. Page URL 3. Content headers 4. Content 5. Images/Alt Attribute 6. Meta description

42 PAGE TITLE Should be an accurate, concise description of your page s content. Search engines only display the first characters of a title tag.

43 PAGE TITLE Titles should be descriptive and readable. The most important keywords should be near the front and keywords should be separated with a pipe ( ) if needed.

44 PAGE TITLE

45 PAGE URL Your page URLs should be easily readable and relatively short in order to share your content across different media. Try not to include a lot of numbers or special characters if possible.

46 CONTENT HEADERS You should include headings on your pages, whenever possible to help divide up content. These headers should include keywords that help describe the content on the page.

47 CONTENT Content is the key to bringing visitors so your site. Keywords should be added into the site s content naturally.

48 IMAGES & ALT TEXT Images should be used throughout your site and given a descriptive name. Include alt text so that the search engines can identify the image when your site is being crawled.

49 META DESCRIPTION This is a short description of your page s content. It appears below the page s title in the search engine results.

50 META DESCRIPTION Meta descriptions can be any length, but most search engines will cut off descriptions longer than 160 characters. An ideal meta description is between 150 and 160 characters.

51 6. THINGS TO REMEMBER

52 SEO STRATEGY UGA Inbound Week 3 1. Do keyword research. 2. Create content around your keywords. 3. Optimize content around a primary keyword. 4. Promote your content. 5. Earn links to your content.

53 HOW TO OPTIMIZE A PAGE UGA Inbound Week 3 1. Optimize the page around a primary keyword. 2. Include relevant links with the content. 3. Promote a good user experience. 4. Optimize your website for mobile.

54 ASSIGNMENTS UGA Inbound Week 3 VIDEO Creating Content with a Purpose READ Inbound Ch. 3 & 4

OPTIMIZING YOUR WEBSITE. Inbound Certification Class #2

OPTIMIZING YOUR WEBSITE. Inbound Certification Class #2 #INBOUND AGENDA 1 Website optimization and inbound marketing 2 How to optimize a website: best practices 3 What website optimization in execution