I am active on a few SEOSEO Infographic for Beginners and a Checklist for the Experts. Read more ... » and MarketingMarketing Should Be a Profit Center, Not a Cost Center. Read more ... » forums and I’m concerned. There are new members coming on to these forums and I see the same old stuff being shoveled every day.
“10 billion SEO back links to your site for 1 cent.”
Ok I am exaggerating a bit – but only a little bit. It has really gotten out of control. Google has done a great job in cleaning up their SERPs (Search Engine Results Pages) as they should. No one wants to go and search Google and find a bunch of poorly spun crappy articles that are not relevant to their search. I know what you are thinkingInnovation and Why Your Thinking is Key. Read more ... » – “Well I only link those to the tier 2 sites and they are spun for 80% uniqueness”. Guys – its still crap and its snake oil. Its not scrappy SEO and marketing its the marketing that is for lazy folks looking for a short cut.
If you have a solid product you want to market then use the tried and true techniques that work. I wrote an article a while back on how Content Marketing is the new SEO. You need solid content that engages and excites your target market and sometimes it can take 7 – 10 touch points to get the conversion.
SEO has changed and thankfully for the better. Stop trying to “game” the system – Google is smarter and has hundreds of super smart people working to stop the spammy back linkers. So what can you do? Here are 5 steps to success using SEO and strategies that work today and will always work in the future – truly Google proof (because they don’t game the system).
1. Identify your target goals first – “If you aim at nothing you will hit it every time”:
What do you want to achieve? A certain number of salesForget the Benefits and Features - Know your "Why". Read more ... », visitors, downloads etc. So figure this out and then back into what your monthly targeted goals will be so you can go after it in bite-sized pieces. How do you eat an elephant? One bite at a time.
2. Create and define your target list:
The key here is getting inside the head of our customer. Who are they? What are their biggest fears and concerns? What most excites and motivates them? What kind of personality do they have, and where do they like to spend money? Customer clairvoyance – defining and deeply understanding the needs and personalities of our customers is going to drive this critical portion of the overall plan.
Create a spreadsheet to identify the main factors that motivate your clients.
3. Find out where your customers are online:
You will need to perform research in many different areas based on your target customers identified above in #2. You will need to identify keywords for each group to be sure we can uncover their onlineConversations, Interactions and Authenticity in Social Media. Read more ... » personas and where they congregate. And finally you will need to create a master list of target sites and blogs and analyze them using Google Ad Planner to check traffic etc.
Search – use Google to find blogs in the various niches and verticals that map to our target customers. Perform a search for “best “X” blogs” or “top “X” blogs” also use Technorati to discover additional blogs within the niche. Also Youtube is the second largest search engine in the world. Find relevant content and potential content partners etc. add to the list. The new Edge search in FacebookCool Infographic on the birth of Social Networking. Read more ... » could be a new resource worth checking out. And sputtr.com is the final one that will extend across multiple sites.
Stumbleupon/Delicious – great aggregators of information and they are also easily searchable through keywords.
TwitterCool Infographic on the birth of Social Networking. Read more ... » – to locate influencers – wefollow.com is a tool that can be used. Also followerwonk to check your own followers to see who you could potentially engage with.
Socialmention.com – a great way to find conversation in the socialIf Social Media were a High School – from Flowtown. Read more ... »-sphere related to our areas of interest and keyword driven.
Google Alerts – create Google alerts for the keywords associated with each of the 8 customers identified.
4. Test Messaging – “Tell them what they want to hear”:
Most of us know that marketing that ‘sticks’ is marketing that makes sense to the customer, where benefits are quantified in the customer’s own terms. You need to know exactly what messages will resonate with your targeted audience. It isn’t enough for the messaging to be targeted; it also had to be articulated in the customer’s own terms. The most fascinating part about testing messaging is that it’s a test. It’s not permanent, and test results can and should be cycled back to the marketing and development teams to be built right back into the product and site.
5. Execute violently:
Based on 1 – 4 above you know where to execute and create a content strategyContent Marketing – The New Moneyball!. Read more ... » that will work for you and your target audience. This is a book of information unto itself – so that’s why I wrote one because a blog post won’t do it justice. You can find it on Amazon here. Its a measly $2.99 for information that is worth tens of thousands of dollars. If you’re not going to spend $2.99 – hang up your online marketing hat now.
And….The SEO Ugly:
You can’t have the good and the bad without the ugly. Here is an example of the ugly in SEO and marketing. This is an ad I saw on a site and they will do all of this great linking for you for $5. Wow how exciting and what a deal (the sarcasm should be thick when saying this). This is what you should never ever do….