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Search Engine Optimization Getting Started (2010)

Introducing social media marketing


From:

Search Engine Optimization Getting Started (2010)

with Jill Whalen

Video: Introducing social media marketing

Social media is sometime referred to as Web 2.0 as if it were a new phenomenon. The truth is however that the Internet has been a social medium right from the beginning. By its very nature the Internet is social, as in a community or tens of thousands of communities. Let's go over some of the various forms of social media as well as how to use them and not use them for marketing your website and your business. Social media is very simply just online communities where people interact with one another.
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  1. 1m 33s
    1. Welcome
      1m 4s
    2. Using the exercise files
      29s
  2. 6m 20s
    1. Understanding how search engines work
      3m 50s
    2. What is SEO?
      2m 30s
  3. 25m 3s
    1. Introducing keyword phrases
      1m 21s
    2. The keyword research process
      4m 42s
    3. Performing keyword research
      4m 43s
    4. Winnowing out ineffective keyword phrases
      1m 58s
    5. Performing additional keyword research
      2m 44s
    6. Determining competitiveness of keyword phrases
      5m 42s
    7. Finding keyword gems
      3m 53s
  4. 12m 49s
    1. What site architecture means to SEO
      2m 1s
    2. Brainstorming main categories and subcategories for the web site
      4m 4s
    3. Creating a keyword phrase-to-page map
      3m 33s
    4. Using keywords in domain names and URLs
      3m 11s
  5. 18m 10s
    1. SEO in HTML tags
      1m 57s
    2. Title tags
      1m 56s
    3. Meta descriptions
      1m 33s
    4. Header tags
      1m 12s
    5. Anchor text
      1m 43s
    6. Alt tags
      1m 36s
    7. Writing effective title tags
      4m 42s
    8. Writing meta-description tags
      3m 31s
  6. 11m 44s
    1. What good content is and why it's needed
      1m 27s
    2. The different types of content pages
      3m 47s
    3. Using keywords in existing content
      1m 53s
    4. Writing new content for users and search engines
      4m 37s
  7. 16m 37s
    1. Understanding link popularity and why it's important
      2m 43s
    2. Introducing Google's PageRank
      2m 38s
    3. Knowing the best way to get links
      3m 12s
    4. Content creation and promotion as "link bait"
      3m 34s
    5. Real-world link bait ideas
      4m 30s
  8. 12m 7s
    1. Introducing social media marketing
      4m 3s
    2. Getting started with social media marketing
      2m 25s
    3. Participating in social media communities
      5m 39s
  9. 26m 31s
    1. Why rankings are a poor measure of success
      3m 13s
    2. Determining conversions and setting up goals in Google Analytics
      5m 37s
    3. Measuring search engine traffic
      11m 5s
    4. Measuring success beyond the search engines
      6m 36s
  10. 9m 19s
    1. Reviewing top techniques for SEO success
      1m 58s
    2. Additional resources
      4m 19s
    3. The future of SEO
      3m 2s

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Search Engine Optimization Getting Started (2010)
2h 20m Beginner Mar 31, 2010

Viewers: in countries Watching now:

In SEO: Search Engine Optimization Getting Started, author Jill Whalen explains the importance of site rankings and why search engine optimization is necessary for increasing web site traffic. The course covers choosing the best keywords, performing keyword research, augmenting keywords with search-friendly site architecture, creating social media networking strategies, and measuring the success of an SEO campaign.

Topics include:
  • Understanding how search engines work
  • Researching and selecting keywords
  • Adding keywords to web pages, URLs, and HTML markup
  • Writing web page content based on selected keywords
  • Link building
  • Social media marketing without spamming
  • Setting up Google Analytics to track conversions
  • Measuring search engine traffic
Subjects:
Business Online Marketing Web SEO
Author:
Jill Whalen

Introducing social media marketing

Social media is sometime referred to as Web 2.0 as if it were a new phenomenon. The truth is however that the Internet has been a social medium right from the beginning. By its very nature the Internet is social, as in a community or tens of thousands of communities. Let's go over some of the various forms of social media as well as how to use them and not use them for marketing your website and your business. Social media is very simply just online communities where people interact with one another.

These communities can be forums, chat rooms, blogs that allow for comments, and other types of Web 2.0 communities. By Web 2.0 communities I just mean things like Twitter, Facebook, Digg, etcetera. Now that you know what social media is let's talk about what social media marketing or SMM is. In a nutshell SMM is a way of marketing that reaches people who are part of your target audience by becoming an active participant in relevant communities and conversations. Think about social media marketing this way.

We all know that people tend to do business with those they like. When others like you, they'll be more apt to promote you, purchase from you, and recommend you to others. So the idea with social media marketing is really just to get to know people online. You can think of it as online networking, if that's easier to understand. By now you might be wondering how SMM relates to SEO. In some ways it's actually the opposite of SEO, because rather than people finding you, like through a search engine, you have got to go out and find the people.

Social media marketing has become a bit of a buzzword as of late and I have seen marketers who think they can just promote their websites using only SMM while forgetting about their traditional SEO altogether. This is not smart at all since they are very different things. While SMM should be part of your SEO campaign, it's definitely not a substitute for SEO. It's also important to remember that the goal of SMM is not to receive direct links as you might in a link building campaign. For one thing most social media links say through Twitter or forum or blog comments have a nofollow attribute on them which means they aren't counted by search engines in their link popularity algorithms.

That said, you can definitely get some decent traffic spikes when you market appropriately through social media. And if you have created a lot of great link-worthy content, you can gain links indirectly through your SMM efforts. The other key part of SMM is using it as a brand monitor. It's very important to keep tabs on what others are saying about you or your company online these days. Is it positive or negative? You'll need to decide if you should respond or not. While you can't control the conversation, you may be able to guide it to be more favorable to you and all of this affect your online presence.

As an example Comcast has a huge presence on Twitter where if anyone mentions Comcast, someone from the company asked if they can help. It's great for customer service and also for Comcast's reputation. I am sure it's also created a ton of links for Comcast as people discuss their experiences with having received immediate help straight from Twitter. While it sounds all new fangle-y and scary, social media and social media marketing is nothing to be afraid of. You are probably already a part of it if you'd been online for any time at all.

Do you have a Facebook account? Have you ever chosen a hotel or restaurant based on an online review? Have you sorted out technical info from a forum? If so, you've participated in social media even if only to view it. Just remember that when you are ready to participate, the key is to be yourself. Your authentic self. You have to be willing to be somewhat open for it to work best for you. Remember that social media marketing is just a new twist on an old tactic. It's not scary and it's not very different from any of the other forms of online marketing you're probably already using.

Find answers to the most frequently asked questions about Search Engine Optimization Getting Started (2010).


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Q: In the “Determining competitiveness of keyword phrases” tutorial in the SEO: Search Engine Optimization Getting Started course, the author details the use of the “allintitle” advanced search operator in Google.  While the operator works in the example given in the tutorial, Google will not allow usage of the “allintitle” operator for more than two keywords at a time.  Is there any workaround to this problem?
A: Google’s policy on the “allintitle” operator has become a major problem in trying to do some competitive keyword research. There is a workaround, although it makes searching slower. Follow these steps:
1) Click on Google's Advanced Search link, then add the desired keyword phrase to the Find web pages that have... "this exact wording or phrase." Then click the "+Date, usage rights, numeric range, and more" link.
2) In the "Where your keywords show up:" dropdown menu, change "anywhere on page" to "in the title of the page."
This should allow the use of the “allintitle” search without Google thinking the user is a robot. To do the next one more quickly, just hit the back button of the browser and change to the next keyword phrase.


Q: Allintitle searches on Google seem to yield wildly inconsistent results. How does the author handle such inconsistent data when looking for good keywords? Are these results a recent phenomenon? Can can allintitle searches still be used reliably?
A: Unfortunately, Google has recently made it difficult to do the allintitle searches. It is still useful to a certain extent, but only because there currently isn’t anything better out there to judge the competition of a site.
Q: As a result of Google changing the "select previous interface" function, the methods in used for the Keyword Tool in the tutorials no longer work. Is there a method that can be used with the new keyword search tool that will produce the same results as shown in the training course?
A: Unfortunately, Google switched to the new Keyword Tool and also removed many keywords that aren't "commercially viable" from the database, so the methods in this title will not work exactly as described. You can still change from broad match to exact, but it is, unfortunately, harder to find. Right now, there does not appear to be a more effective way to do keyword research. Unfortunately, the other vendors that provide keyword research tools for a monthly fee are no better than Google's free one. The best advice for now would be to not focus too much on the keywords and just pick those that seem to be the most relevant for your site.
Q: Google AdWords looks different on my Mac than it does in these tutorials. Can you help me find the option for "How would you like to generate keyword ideas" (either  "descriptive words or phrases" vs. "website content") that you show in the video on using the Keyword Tool?
A: The Keyword Tool has changed slightly in appearance since this course was published, but the functionality is essentially the same. Under the "Find keywords, Based on one or more of the following", you can choose to enter keywords, have them restricted to suggestions based on a certain website, or even based on a category, such as Apparel. You can use one or more of these options.
Q: Where can I learn more about internet marketing?
A: Discover more on this topic by visiting internet marketing on lynda.com.
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