A Survival Guide for the Overwhelmed Online Marketer

Stoney G deGeyter
@StoneyD
@polepositionmkg
A
SURVIVAL GUIDE
FOR THE
OVERWHELMED
ONLINE MARKETER

Online survival requires a P.L.A.N.
INTRODUCTION
P
Priorities
Basic Survival
Strategies
L
Landscape
Web
Marketing
Facts & Fiction
A
Action
Optimization
Tools & Tactics
N
Navigation
Maintaining a
Healthy Web
Presence
A SURVIVAL GUIDE FOR THE OVERWHELMED ONLINE MARKETER @PolePositionMkg #PPMedu

PRIORITIES: BASIC SURVIVAL STRATEGIES
Stoney G deGeyter
@StoneyD
@polepositionmkg

Quick
Victories

Pay-per-click
PRIORITIES: QUICK VICTORIES
Pros You have to
Absolute
control
Guaranteed
profit (if done
correctly)
Greater reach
than search
Ability to test
marketing
messages
Landing
page/keyword
testing
pay for clicks
Requires
constant
attention
Always
changing
Cons

Remarketing campaigns
Pros Alienate
Extremely
granular
targeting
capabilities
More flexibility
with ad
creative
More flexibility
with offers
Reaches
interested
prospects
customers if
not done
correctly
Must monitor
ad placement
regularly
More complex
set up and
optimization
More effort
required over
search
Cons

Website architecture
Impacts
usability and
SEO
Improves
conversion rates
Pros
May require
technical
assistance
May require
drastic site
reworking
Cons

Optimization
Essentials

Keyword research
Synonyms
Core Terms
Alternate
Descriptions
Search
Volume
PRIORITIES: OPTIMIZATION ESSENTIALS
Co-
Occurrence
Correlations

ALT Tag Title Tags
Meta
Description
Hx Tags
Titles & tags

Internal
Links
Valuable
Content
Navigation
Links
Content and links

Navigation architecture
Clarity of
Options
Streamline
Choices
Focus on
Goals
Simplify

Authority building
Link
Building
Social
Media
Epic
Content

User
Experience

Site navigation
PRIORITIES: USER EXPERIENCE

Conversion optimization
Best
Practices
Multivariate
Testing

Voice
Humorous Whimsical Serious Snarky
Down to earth Thoughtful Brutally honest Flowery

Going
Local

Local & mobile optimization
25% of small business have zero presence
in local search results
http://www.marketingpilgrim.com/2014/08/25-of-small-business-have-zero-presence-in-local-search-results-infographic.html
PRIORITIES: GOING LOCAL
Mobile devices account for 50%
of paid search clicks by December 2015
http://searchenginewatch.com/article/2335995/Mobile-Devices-to-Account-for-50-of-Paid-Search-Clicks-by-December-2015-Study

On-page signals
Site
Authority
Local
Keyword
Usage
No Location
Spamming
City
Targeted
Pages

3rd party signals
Business proximity
to city
Searcher proximity
to business
Consistency of
external citations

Reviews
Velocity
of
Reviews
Keywords
in Reviews Diversity
of Review
Sites
Location
in Reviews
Reviewer
Authority

Interaction &
Authority Building

Social media
Twitter
Twitter
Facebook
LinkedIn
Google+
Pinterest
Instagram
PRIORITIES: INTERACTION & AUTHORITY BUILDING

Reputation management
Social
Blogs
Links

Content strategy
Workshops
Webinars
Videos
Ebooks
Whitepapers
Tools
Blogs

LANDSCAPE: WEB MARKETING FACTS & FICTION
Stoney G deGeyter
@StoneyD
@polepositionmkg

All I need is SEO

SEO is dead or dying

SEO is unaffordable

SEO destroys usability

SEO is IT

There are magic SEO solutions

I have to submit to Google

Meta tags improve rankings

Rankings happen overnight

I need #1 rankings

All I need is social media

Social media is a massive productivity killer

Social media directly impacts rankings

Guest posting is bad

All I need is content marketing

I just need more content

Your content is already awesome

All I need is more links

Links don’t matter anymore

PPC improves rankings

ACTION: OPTIMIZATION TOOLS & TACTICS
Stoney G deGeyter
@StoneyD
@polepositionmkg

Keyword research
ACTION: OPTIMIZATION TOOLS AND TACTICS
What words do your
customers use to
communicate their
needs?

Website analytics
Answer questions
about how customers
use your website.

On-page optimization

Site architecture

Listening

Promotion tools

Conversion tools

NAVIGATION: MAINTAINING A HEALTHY WEB PRESENCE
Stoney G deGeyter
@StoneyD
@polepositionmkg

Penguin algorithm & penalties
Links
Non-Organic
Over-Used
Anchor Text
Excessive
Internal
Linking
Junk Sites

Panda algorithm & penalties
Content
Content
Value
Keyword
Stuffing
Guest
Posts
Duplicate
Content

Hummingbird algorithm
Query
Match
Topical
Quality
De-emphasized
Keywords
Authority

Over-optimization

Manual action notices

Getting out of a penalty
Clean it up and
resubmit.

Staying out of a penalty

Regular architecture checks

Ongoing optimization of new keywords

Active social maintenance

Ongoing content strategy

Stay educated

MOVEMENT IS LIFE
Stoney G deGeyter
@StoneyD
@polepositionmkg

Web marketing never stops
CONCLUSION
There is always something
more to do.

Thank You!
WebMarketingChecklist.com

A Survival Guide for the Overwhelmed Online Marketer

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