Social Media Content and Asset Creation

Asset Creation

David Liem, Cofounder, Happy Marketer

Hello@HappyMarketer.com

Happy Marketer.
more business from your website

A little about myself…


Internet IQ Quiz Time!


1. What letter in the Greek alphabet appears
under Wikipedia’s missing puzzle piece?


2. What are the max number of characters
allowed in a tweet?


3. Match the website to its founder


4. Rank these 4 celebrities on Twitter in
the order of most # of followers


5. Rank Facebook in terms of population
with these other countries from biggest to
smallest


6. Rank these top 4 search engines in
order of most used:


Asset Creation


The 10 Reasons We Share

1. It’s Hilarious

6. It’s not covered by
2. It’s Incredible / mainstream Media

Unbelievable

7. It makes me Smile

3. It’s Emotional

8. It’s Dramatic

4. It’s Relevant

9. It’s Embarrassing

5. It makes us Think

10. It’s Provocative


1. It’s Hilarious!


2. It’s incredible

•  Example : Pictures


Interactive can be incredible too


3. It’s Emotional


4. It’s Relevant


5. Makes us stop and think

•  Case studies videos


Interviews


6. It isn’t covered by mainstream media

•  Behind the scenes, demos, exclusive content


7. It makes us smile J


8. It’s Dramatic


9. It’s Embarrassing

•  Fashion Fails!


10. Provocative (But Safe for Work)


15 Proven Web Content
Recipes


#1 – Answer Your Customers’ Questions


#2 – Reveal Your Secret Tips Tricks


#3 – Bust An Urban Myth


#4 – Write A Case Study


#5 – Write A Blog


#6 – Write Your Company’s History


#7 – Start A Debate


#8 – Review of the Year


#9 – Report on an Event


#10 – Jargon Buster


#11 – Review a Book or Product


#12 – Build a Top 10 List


#13 – Interview an Expert


#14 – Write an A to Z


#15 – Publish Your Own Surveys


Search Engine Optimization

KarateSEO© is Happy Marketer’s SEO
Methodology for Medium/Large Businesses


Your Customers Love Search Engines


What’s In the Search Results Page?


Natural Search Results

•  10 Relevant Results / Links

–  Websites

–  Videos

–  Images

–  News

–  Shopping

•  Based on quality of content,
can’t be bought


Sponsored Links

•  6-11 Ads on the Top/
Side

•  Known as Search
Advertising

•  Advertisers bid on
different keywords

•  Only pay when
someone clicks (PPC)


What Is Search Marketing?

Get Show
Better More
Rankings

Targeted
(SEO)

Ads

(SEM)


What is Search Engine Optimization?

•  Search Engine Optimization is the process of creating or updating a
website to

–  improve the site’s ranking in organic search results,

–  with the objective of increasing the volume of quality trafﬁc.

•  What’s your ranking?


SEO – Trusted So Much More!


Protecting your brand on search engines

•  Protecting your brand keywords on search engines

•  Rank #1 vs the other 8 results


Social is important too

•  Google uses +1 and Bing
uses Facebook data to
personalize your results

•  The more a link is shared,
the higher the ranking


Date matters too


Rich Snippets add extra detail


Why SEO?

1.  Free visitors

7.  More targeted

2.  Qualiﬁed trafﬁc

8.  Less invasive, more
3.  Proven for receptive

conversions

9.  Reduce marketing
4.  More leads

expenses

5.  More exposure

10. Stay competitive

6.  Add value to users

11. Measurable


In Prestige’s Case:

•  More readers

•  More trafﬁc

•  More revenue

•  Better Reputation


KarateSEO© - The Six Factors

1.  Keywords

–  Picking the Right Keywords to Market to

2.  Architecture

–  Planning a site architecture rich with content keywords

3.  Relevant Content

–  Optimizing speciﬁc pages for the right keywords

4.  Authority External Links

–  Having the right sites link to you, and using the right keywords

5.  Trouble Signs

–  Avoid these common problems mistakes

6.  Experience on Site

–  Making sure users are satisﬁed with their experience with your site


The Most Important Thing
About SEO


Keywords!


Picking The Right Keywords

•  The keywords you select, deﬁne

–  Your costs

–  Your competition

–  Your results

–  Your ROI

–  Your brand value

–  Your success on search engines


Every keyword is its own market …

•  Different set of competitors

•  Different philosophy behind search

•  Different search volumes

•  Different kind of search results

•  Very different markets!


Keyword Analysis – From A User’s Eyes

•  Intent – Is the user trying to research? Compare the competition? Or
make a decision?

•  Competition – Who are the other top results? What are they
offering on their landing pages?

•  Category – What type of information shows up? Editorial?
Promotional? Corporate-speak?

•  How can your offer best match the expectations from this keyword?


What Makes Bad Keywords

•  Generic, broad phrases (e.g. health tips)

•  Most single word phrases (e.g. hair or bald)

•  Too few searches

•  Words that aren’t in the customer’s dictionary

•  Anything with a celebrity’s name in it


What Make Good Keywords

•  Problems your customers face

•  Solutions your customers are looking for

•  Buzz words industry speciﬁc words

•  Popular (enough searches)


Your Must Have Keywords

•  Your company name

•  Your brand names

•  Your management team

•  Your proprietary IP

It’s not optional to market to these keywords!

Write it these keywords out!


1. Keywords


Select Keywords by …

•  Subjective relevance

–  Would I want this keyword associated with my brand?

•  Estimated conversion

–  Will it lead to a sale? Or will it attract just surfers?

•  Past Data Trends

–  Actual conversion data from Analytics/AdWords

•  Amount of competition

–  Is your budget big enough to ﬁght for this keyword?


https://adwords.google.com/select/KeywordToolExternal


Keyword Research Steps

1.  Brain Dump: list down all important keywords you can think of.

2.  Find Additional keywords: use modifiers and use the Google
Keyword tool to find new keyword ideas

3.  Sort it out: organise keywords into similar categories or groups

4.  Find traffic volume for keywords using the Google Keyword tool

5.  Rate each keyword with level of relevance to your business: 1)
Critical (keyword), 2) relevant, 3) not relevant.

6.  Pick your top keywords for each category

7.  Map to relevant page the top keywords in category


1. Brain Dump

List down all important keywords you can think of.


Start with your Seed List of Keywords

•  Travel

•  Hotels

•  Air Tickets

•  Holiday

•  Travel Deals

•  Vacation


http://visualthesaurus.com/


2. Find Additional keywords

Use modiﬁers to ﬁnd variations of initial keywords


Find Additional keywords

Use the Google Keyword tool to ﬁnd new keyword ideas


Expand by adding more Modiﬁers

•  More speciﬁc keywords

•  Location

•  Language

•  Changing Columns

•  Using Site-based Suggestions


3. Sort it out

Organize keywords into similar categories, groups or themes


4. Find traffic volume

Use the Google Keyword tool to find traffic volumes


4. Find trafﬁc volume

Download the trafﬁc volumes from the Google Keyword tool


5. Rate relevance of keywords

Which keywords are most relevant? Best matched to site?


6. Pick your top keywords

Best combination of trafﬁc and relevance


7. Map to relevant page

For the top keywords in category, what pages are most relevant?


2. Architecture


Site Architecture / Sitemap is Critical

•  The GoogleBot’s Life

–  Your sitemap links are the language it understands

–  If it’s not content rich, it won’t rank you

•  Focused content

–  You need one optimized page per keyword

–  Should have content, relevant media links

•  Rich in Content

–  More Pages = More Authority

–  All pages should be interlinked with navigation subnav


Excel Sitemap-Keyword Mapping


Architecture– Links Calls to Action

•  HTML links to other sites, or other pages increase the weight of a
landing page

•  Link to other relevant articles

•  Relevant products

•  Avoid paid links


E.g. Copyblogger


Architecture – Internal Links

•  Internal linking should be clear

•  Avoid ﬂash navigation

•  Avoid image navigation

•  Clear, text navigation is best


3. Relevant Content


Heading – Titles

•  title Copywriting Jobs: Latest Singapore Job Listing on 9th July 2011/title

•  Google will display 65 characters

•  So, you can’t stuff 1000 keywords in there!

•  But the TITLE tag is the most important for on-page SEO


Heading – Meta Description

•  Meta Description Tag

–  meta name=“description” content=“The best …”

•  Place after the Title Tag

•  Works with the Title Tag to get the click

•  Attempt to work an “offer” into the description

•  Keep this tag to 150 characters or less


Content– Title Tags

•  First, most prominent piece of text for any page on your site

–  First function, search engine visibility

–  Second function, call to action

•  Unique, descriptive title of 5 to 10 words (69 to 75 characters)

–  First three words – keyword

–  Ensure it’s a phrase people can read


Title Tags: Things To Avoid

•  “Home page”

•  “This web page uses frames, but your browser doesn’t support
them”

•  “Insert keywords here”

•  “Relocate”

•  “Untitled Document”


Content – Heading Tags

•  h1 and h2 tags tell Google what’s important

•  h1 is most important, h6 is least

•  Avoid using images, HTML formatting ﬂash for headlines. Use CSS
formatting instead.

•  Write multiple headlines relating to the topic

•  Focus on conversion – lead user to an end result


Sub-Headings

•  Helps break up the article into small “chunks”

•  Break up your article into 1-3 paragraph “chunks”, each having its
own sub-heading

•  Getting keyword phrase into sub-heading isn’t required, but look for
opportunities

•  Use synonyms when appropriate


Content – Body Text

•  Google also measures

–  keyword proximity and

–  Keyword density

•  In each landing page, let the main keyword appear 3 to 10 times

•  Keep the body of the text between 400 and 900 words


Body Copy

•  This is the “meat” of the information

•  Focus on the goal and Call to Action

•  Get to the point, don’t waste the visitors’ time

•  Avoid Over-Optimization

–  Too many keywords in body

–  High percentage of anchor text


On-Page SEO Copywriting Steps

1.  Gather and categorize content on page to be optimized

2.  Write Page Title (65 char max)

3.  Write Meta Description (150 char max)

4.  Write Body content title/sub titles/paragraph text

5.  Ensure internal links include correct keyword


1. Gather and categorize content

•  On the page to be optimized …

–  Brainstorm possible ideas for chosen keyword

–  Pick different areas of the topic

–  Answer different questions about the keyword

–  Break down a complex thought into several sections

•  Example: “Nursing Jobs”


2. Write Page Title (65 char max)

Examples

1. Nursing Jobs in Singapore

2. Nursing Jobs in Singapore – Ministry of Health

3. Nursing Jobs – Frequently Asked Questions

4. 5 things to know about Nursing Jobs in Singapore

5. Nursing jobs – Applications and Instructions


3. Write Meta Description (150 char max)

Nursing Jobs in Singapore – Ministry of Health

This Ministry of Health article outlines the availability of nursing jobs in
Singapore from 2011-2015

Nursing Jobs – Frequently Asked Questions

Interested in being a nurse or health care professional in Singapore?
This FAQ answers the 21 most asked questions foreign applicants have.


4. Write Body: title/sub titles/paragraph text

h1 Nursing Jobs in Singapore – Frequently asked Questions. /h1

h2What kind of nursing employment work opportunities are available in
Singapore?/h2

Answers: Blah blah blah

h2What degrees / education qualiﬁcations do I need to qualify? /h2


h2 Is the job application online – ofﬂine /h2



5. Create internal links

•  Ensure internal links include correct keywords

•  Make sure the keyword is linked, not “click here”

•  Search Your site for target keyword and link to that page being
optimized for that keyword

Nursing Jobs


4. Authority Links


The Original PageRank Algorithm


Link Popularity - Directories

•  Directory Submissions

–  Outsource to an external company

–  http://www.submitinme.com/default.aspx

•  Almost extinct, don’t spend too much effort


Link Popularity - Blogs

•  A blog is a natural link magnet

•  People are encouraged to cross-link, comment

•  Start a blog on your topic

•  Write articles relating to your major keywords

•  Submit blog to major RSS feed directories

•  Find other blogs and manually leave comments, build friendship for
cross-links


Link Popularity – Press Releases Articles

•  Articles

–  Less relevant, more of a numbers game

–  Rarely lead to conversions, but great for PageRank

•  Press Releases

–  Harder to craft, more exclusive, more expensive

–  Can lead to spurt of trafﬁc sales

–  Must have a newsworthy element to it


5. Trouble Signs


Flash Websites


Sites with Frames


URLs / Page Titles that don’t change


Types of Spam (Page 1)

•  Reciprocal Link Trading

•  Cloaking

•  Promoting Keywords not related to your Web Site

•  Keyword Stacking

•  Keyword Stufﬁng

•  Hidden Text

•  Tiny Text

•  Hidden Links


Types of Spam (Page 2)

•  Artiﬁcial Link Farms

•  Redirects

•  Mirror or Duplicate Pages

•  Doorway Pages, Gateway Pages or Hallway Pages

•  Domain spam Mirror Sites

•  Typo spam and Cybersquatting

•  Automated Blog Spam


6. Experience on Site


Usability – Speed of Loading

•  Major factor in Landing page quality score for both SEO and PPC

•  Slow pages = bad user experience

•  Shoot for less than 100 kb

•  Optimize by lowering image quality, less graphics and cleaning up
code


Usability – Clear Branding

•  Have a clear logo on top right, contact information on top left

•  Headline

–  Large font

–  4-8 words

–  Clearly spell out what’s on the page

–  Have a beneﬁt for the reader

–  Probably contains keywords


Usability – Ease of Reading

•  Text

–  Use common fonts (Arial, Verdana, Sans Serif)

–  Use bold dark colors on white background

–  Have headlines and short paragraphs

•  Images Videos

–  Have an explanatory image or video

–  Keep the good stuff above the fold


Usability – Time Spent on Site

•  Google can track how many people click the “back” button

•  People can also move pages up or down in rankings

•  Watch your web analytics

–  Keep the bounce rate down

–  Increase the time spent on site


Ofﬂine Online


PFL


www.happymarketer.com

www.facebook.com/HappyMarketer

@hmarketer

Social Media Content and Asset Creation

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