10. Links Are Important
Google interprets
a link from
page A to page B
as a vote by
page A for page B.
https://support.google.com/webmasters/answer/40349?hl=en
11. Snowball Effect
Votes cast by pages that
are themselves "important"
weigh more heavily & help
to make other pages "important."
https://support.google.com/webmasters/answer/40349?hl=en
12. Natural vs Unnatural
"...algorithms can
distinguish
natural links
from
unnatural links."
https://support.google.com/webmasters/answer/40349?hl=en
13. Natural Links
These links develop as part of the dynamic
nature of the web when other sites find your
content valuable & think it would be helpful
for their visitors.
https://support.google.com/webmasters/answer/40349?hl=en
14. Unnatural Links
Unnatural links to your site
are placed there specifically
to make your site
look more popular
to search engines.
https://support.google.com/webmasters/answer/40349?hl=en
15. Google's Bottom Line
Only natural links
are useful for
the indexing &
ranking of your site.
https://support.google.com/webmasters/answer/40349?hl=en
26. Inbound Marketing
Traditional methods of
link building now need
to include social media &
other search channels
http://www.kunocreative.com/blog/bid/69900/2012-Will-Divide-SEO-Practitioners-Into-Two-Camps
59. What type of call to action is needed?
Is there one?
How effective is it?
Actionability
60. Who is the page is
pitched at?
Who should it be
pitched at?
Audience
determined by
various personas.
Audience
61. Name, Title
Age, Gender, Location, Family Life, Likes/Dislikes
Personas
http://marketingbeforefunding.com/2013/02/26/complete-guide-to-creating-a-customer-persona-for-your-startup/
Photos: http://www.flickr.com/photos/jasontravis/
62. Michael, the MD of the
investment bank, mid 40s,
wants the deal to run smoothly
& for the clients to be happy
and confident with their choice.
He isn't likely to spend much
time using the software at all.
He is much more interested in
face to face relationships and
good news.
Meet Michael