Training, Wed 7/17 – SEO Role Play and Team Exercise

Wed, 7/17 at 8:15am in the Advertising Conference Room

We will take the concepts we’ve learned in Market Motive, along with the knowledge picked up in last week’s training and do some role playing and group exercises.  

1.  Role Play – Cuyler (as the rep) will present a solution to Lori (business owner)

2.  Exercise – teams of two will research a website and offer talking points for a future discussion with the business owner.  

Please bring your lap tops.  

Until our next discussion, Lori

SEO Training, Wed 7/10/13, RECAP

Thank you for a great discussion on SEO.  Our training next week will include an exercise where we look at more customer websites – more to come on that. 

Below is a recap of notes from the meeting.

What makes a good website?

–          Good design

–          Picture of person – eyes looking at content on the page

–          Headings are good, especially those that have contrast

–          Have goals – build your website around them, e.g. Make $$ is the number one goal for most businesses, so you should direct the consumer to what your goal is

–          Good web architecture, e.g. text for your pictures (alt attribute)

–          Keywords present in headlines, content

–          Embedded Links important, blue links for more info

–          Pages have names not formulas

–          Good flow to your site, will keep people on your site

 

How does this relate to SEO?  Why is having this discussion with a customer important?

It’s all about the customer experience.  If a customer is coming to your site, you need to engage them in your site and lead them to action that will make him $$.

 

Don’t want a customer to come to your site and not find what they are looking for, because then they will leave.

 

Rethink web design with SEO or PPC bundle.  If poor website, do that first before moving to SEO or PPC program.

 

What is the “deal breakers” on whether their site is ok or whether it needs to be redesigned:

–          Is it leading the consumer to their goal?

 

What can advertisers do themselves?

–          Pictures, call to action, ability to find

 

Keyword Discussion

–          Be a consumer, use terms a consumer would use not what the business owner would use

–          Consider keywords based on search behaviors

–          Search results will pull up based on your behaviors

 

Training, Wed 7/10

I’m looking forward to training tomorrow.  Topic: SEO

1. You have seen the article “How Google is Killing Organic Search”; does that impact our ability to confidently pitch SEO?

2. How you set expectations for an SEO sale when there are so many variables that can impact the results?

Looking forward to some engaged discussion!!

SEO: Link Building — link from sites with great content

Did you notice the plug for news sites in this section?  Specifically, Matt Bailey says it is to a business’s benefit to have links from content sites, and he lists news sites (like ours) and blogs as examples.  Why?  The viewer is already engaged in the content, and there is therefore more likely to stay engaged when they click a link from that site.

Same holds true for ads on our site.  The viewer is already engaged in our site and therefore 1) more likely to see the ad, and 2) more likely to engage with the ad (since they are already in an engagement mode.

Another reason why http://www.greenbaypressgazette.com delivers.

SEO: Keyword Research Take Aways

Over 80% of all online transactions begin as a keyword search on a search engine.

We’ve trained on google AdWords. This section of the SEO course shows you two additional tools:
1) keyworddiscovery.com – shows you not just most popular keyword but everything related to that word
2) google.com/insights/search – shows most popular search words AND when the searches peak (a great tool to use when researching seasonal businesses)

It is important to research keywords for a number of reasons. It gives you an idea of the popularity, and competitiveness, of a word. It allows you to analyze and recommend keywords in all stages of the search.

Recognize the Behaviors that Drive Search
For as much searching as I do, it never occurred to me that I search differently depending on my need, so I found the 3 types of Search Behaviors particularly interesting.
1.ARTILLERY.
– Definition = high urgency, high emotion, want to get your hands on anything you can read.
– Real Life Example – This behavior kicked in when my husband and I started our journey to adopt. I couldn’t find enough articles to read on the topic.
2. SHOTGUN.
– Definition = you have a general idea of what you are looking for, but initial searches lead to more questions.
– Real Life Example – My mother-in-law needed to move into assisted living. I knew I wanted her in a community close to our home, but I had no idea on what to look for in a community (level of care, etc) until I started a general search.
3. SHARP SHOOTER.
– Definition = very specific need, you know exactly what you want
– Real Life Example – I knew I wanted an LG front loader washer and dryer, so my searches on Best Buy, HH Greg, and Sears went to the model I wanted and was strictly done to compare prices by store.

So why are search behaviors a big deal? If we can engage our business partners in a discussion on who is searching for them and what behaviors they exhibit, we’ll be able to help provide a solution that reaches the greatest number of potential customers AND we’ll be able to give those potential customers the information they need to satisfy their search behavior. And that, will engage potential customers and help convert them to actual customers.

Welcome to Digital Market Training with Market Motive.

In my ten years with Gannett, I have never seen nor participated in such comprehensive training for myself or for my team.  Digital Market Training with Market Motive is a gift to each of us.  It is a comprehensive training course designed to submerge us into our new digital forward facing environment.  I encourage you all to use this gift to your fullest advantage.  Take the necessary time with each topic.  Take notes. (Think back to your college days).  And apply the modules to something hands on. 

This blog is designed to help you apply the concepts you learn with Market Motive in our work environment.  If you have suggestions or ideas that would benefit the entire group, please feel free to share them.

This is an exciting time at Press-Gazette Media!  Make the most of it, and have fun!