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Digital Marketing (SEO (On-Site (Overview (https://moz.com/blog/visual…

- - - - https://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
  - - - Crawling
        
        Tags and Sitestructure
        
        URLs
        
        Use Keywords
        
        Readable by humans
        
        descriptive and concise
        
        Use a directory structure
        
        fore more: https://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf
        
        Site Structure
        
        Provide internal links for all pages
        
        This way crawlers can follow the link and index the target page
        
        Follow a directory structure
        
        Use breadcrumbs
        
        Meta tags
        
        Picture/Video best practices
        
        Use descriptive file name
        
        Add descriptive caption
        
        Include an alt-tag
        
        Add content that describes the video e.g. transcript or summary
        
        Helps indexing the video
        
        Gives the readers the choice to watch the video or read the text
        
        Click the down arrow in a search result entry to see the cache and what google analyzed
        
        Keyword tags are no longer relevant anymore
        
        https://webmasters.googleblog.com/2007/09/improve-snippets-with-meta-description.html
        
        Description tag
        
        Provide high quality, concise descriptions
        
        don't repeat the title in the description
        
        summarize key information per page
        
        Use specific description for each page
        
        Search engines might display the information on the serp but may also decide to display a piece of the visible content instead
        
        Crawlers will first asses the visible content of the page first to learn what the page is all about and only then reference the meta description tag
        
        Summary of page content
        
        135 - 160 characters / 1-2 sentences
        
        title
        
        Brief and descriptive (65-75 characters)
        
        Unique/specific titles for every page
        
        add the brand name to each title
        
        Browser tab title
        
        The title that will be displayed in the search engines results page
        
        tells what the page is all about
        
        browseo.net
        
        check e.g. if "alt-image" tag is missing
        
        Reads the source code (does not render the page)
        
        Follows the links
  - - - "The best place to hide a body is page 2 of the Google search." :smiley:
  - - - Keyword research process
        
        Keyword discovery (finding an initial list of keywords)
        
        Use keyword tools
        
        trends.google.com
        
        Wordstream (Free) http://www.wordstream.com/keywords
        
        Keyword Tool http://keywordtool.io/
        
        SEMrush Keyword Research (Paid) https://www.semrush.com/features/keyword-research/
        
        Moz Keyword Explorer https://moz.com/products/pro/keyword-explorer
        
        Google Keyword Planner (Free) https://adwords.google.com/home/tools/keyword-planner/
        
        https://www.semrush.com/
        
        Identify key topics for the website
        
        Brainstorm a list of keywords that fit that topics (not too long to still be able to focus on optimization)
        
        What would the target persona search for?
        
        Evaluating and focusing the keyword list
        
        Use the Moz tool
        
        Use a combination of head and tail keywords as a starting point
        
        Use Moz Keyword tool wether the keywords are used by searchers
        
        How competitive are they?
      - Use more non-branded keywords (contain company name) as the user might not search for the brand in the awareness stage
      - With branded keywords customers are closer to the action stage in the customer journey
        
        less competitive
        
        make sure customers don't find competitors earlier
      - In the URL? Directly adjacent?
      - How many times is it contained in the page?
      - Do the words appear in the title?
      - Does the page includes synonyms?
      - From quality / low quality / spammer website?
      - Whats the pages page rank? (Page => Larry Page)
        
        How many outside links point to the and how important are those?
      - Balance whats important to you with what the customers will search for
      - Head and long tail keywords
        
        Use a combination of head and tail keywords
        
        Head - Only a few very popular keywords
        
        Large search volume
        
        competitive to rank for => expensive
        
        Make up only 30% of searches in the web
        
        Long tail of less popular keywords
        
        Make up 70% of searches in the web
        
        More unique or specific
        
        less competitive => cheaper
        
        More specific and more able to describe what you offer exactly
  - - - Onsite
        
        Titles, Keywords, Good descriptions
        
        https://www.screamingfrog.co.uk/seo-spider/
      - Offsite
        
        Backlinks
        
        https://moz.com/researchtools/ose/
    - - Site speed (is ranking factor)
        
        https://developers.google.com/speed/pagespeed/insights/
      - Indexed?
        
        site:betabrand.com
        
        https://pingler.com/seo-tools/tools/google-indexed-pages-checker/
      - Mobile Friendlyness (ranking relevant)
        
        https://testmysite.thinkwithgoogle.com/
    - - Keyword Stuffing or Stacking
        
        Example: Running Shoes, running running shoes shoes shoes
      - Hidden Text
      - Duplicate Content
        
        several websites with similar content or numerous pages with similar content, but using different keywords
- - - - Broadcast Channel
      - People search more fore solutions then for brands
    - - Social Channels
    - - Seach Channel (comparing and researching products,...)
    - - Search channels (direct link to product purchase page)
    - - 1:1 Channels
    - - https://www.thinkwithgoogle.com/advertising-channels/video/neutrogena-youtube-advertising-strategy-light-therapy-acne-mask/
      - Different tasks in different stages of the customers journey. Especially in the awareness phase.
  - - - Types A
        
        Search
        
        1:1
        
        Broadcast (YouTube,...)
        
        Social
      - Types B
        
        Search
        
        Brand
        
        Direct
        
        Social
    - - (P)ayed
      - (O)wned
      - (E)arned
  - - - From
        
        Interviews
        
        Market Research
        
        Obesrvation in their environment
      - Seeing
      - Feeling
      - Doing
      - Thinking
    - - Name for reference
        
        Needs
        
        Hobbies
        
        Barries
        
        Goals
        
        Background & Demographics
  - - - For: (Target Customer)
        Who: (statement of need / opportunity)
        Our: (product or service / category)
        That: (statement of benefit)
        Unlike: (closest competitor)
        Our offer: (primary differentiator)
  - - - Examples
        
        Drive or increase sales
        
        Build a brand
        
        Primary KPI: Website Visitors
        
        Metrics
        
        Inbound Links
        
        Referral Visits
        
        Media Mentions
        
        New Visitors
        
        Returning Visitors
        
        Generate Leads
        
        Primary KPI: Total new buyer leads
        
        Metrics
        
        Lead source
        
        Cost per lead
        
        Lead to prospect ratio
        
        Lead Quality Score
        
        Lead conversion
        
        Increase customer loyalty
      - SMART
        
        Time phased
        
        Achievable
        
        Specific
        
        Measurable
        
        Relevant
      - KPI
        
        useable against a benchmark?
        
        Examples
        
        Number of leads
        
        Marketing ROI
        
        Number of incremental sles
        
        Email engagement score
        
        Is it clear how it is derived?
        
        Does it matter?
        
        The KPI tells whether you are achieving your marketing objective.
        
        The metrics tell the story behind the KPI.
        
        The metrics tell how the KPI is achieved.
- - - - Trends
        
        Native Advertising / sponsored content
        
        https://www.iab.com/wp-content/uploads/2015/06/IAB-Native-Advertising-Playbook2.pdf
        
        Articles tagged as "sponsored"
        
        Podcasts
        
        Emoji
        
        animated gifs
        
        Listicles ("11 ways to...")
        
        Clickbait
        
        "You won't believe what happened next", "You will never look at xyz the same way." ==> Users disappointed
        
        Quizzes (Test users knowledge and correct / educate them)
      - HubSpot
        
        Payed
        
        Search Engine Ads
        
        Social Media Ads
        
        Organic
        
        SEO, Email Marketing, Social Media, Word of mount, not payed influencers, own events
        
        User Generated Content
      - POE
        
        Payed
        
        Payed influencers
        
        Advertising, other websites,...
        
        Owned
        
        Own blog, website,...
        
        Earned
        
        Others write about us
      - Future
        
        Smart Home Devices (e.g. order a pizza)
        
        Messaging
        
        Chat Bots
        
        Virtual Reality (experience the product or service)
        
        AI (more complex tasks that usually humans do)
        
        Machine Learning (Content Production, Analytics) e.g. Narrativa.com
        
        Marketing follows new consumer behavior
    - - Purpose
        
        Convert to leads
        
        Gated by landing page or form
        
        Particularly valuable
        
        Get people to site
        
        public blog post or website content
      - Topic
        
        Topic inspiration
        
        http://answerthepublic.com
        
        Klasse Hero-Video! Gimli?
        
        ‘how to’ autocompletion in Google
        
        trends.google.com zu spezifischen Themen
        
        https://www.hubspot.com/blog-topic-generator
        
        https://www.portent.com/tools/title-maker
        
        YouTube Strategy
        
        https://classroom.udacity.com/nanodegrees/nd018/parts/f5a419ca-cb9b-4e47-ba2d-cb91791b7428/modules/e5a54d75-1860-44da-bc12-b95e30479ff6/lessons/4562dce5-8a1a-4c9a-b78e-87891fc3c820/concepts/9e42b623-09c7-482d-a1d9-94075ba79f99
        
        Remarkable: Solution based not product based
        
        Internet Forums, Industry News, Persona goals and challanges
        
        Depending on the persona
        
        Where is the customer in the customer / buyers journey?
        
        Customer journey
        
        Awareness
        
        Content about problem
        
        Interest
        
        Content about solution
        
        Desire
        
        Competitor matrix, more details for comparison
        
        Action
        
        What does he need to take the action?
        
        Post-Action
        
        How-Tos, Documentation, Follow-Up
        
        Category
        
        Hero
        
        Large scale, lasts long time, 2-3 times a year, typically around big events
        
        Hub
        
        Developed on regular basis, customer issues and pain points
        
        Hygiene
        
        Customer search for it, product tutorials, How To (Deploy with a wingsuit, Create Termini,...), FAQ
      - Fornat
        
        How to create an eBook
        
        https://blog.hubspot.com/marketing/how-to-create-ebooks-free-templates-ht#sm.000118qkvc1btje1fyxnwlbh0ar9h
        
        Case Study, Infographic, eBook, Whitepaper,...
        
        Depending on own preferences and Target/Buyer Persona
        
        Test different formats
        
        Infographics
        
        https://infogram.com/
        
        https://piktochart.com/
        
        https://blog.hubspot.com/marketing/free-ppt-infographic-templates-designs-ht
    - - Length
        
        Only necessary points
        
        Delivers on headline
        
        Essential message upfront
      - Personalization
      - Language
        
        B2B: more formal, B2C: slang could be ok
      - Voice & Tone
        
        Personality of the voice: warm and encouraging or authoritative and disciplined?
        
        Authentic to company or organization
      - Memory, Emotion, Motivation
        
        Use pics, emotions and motivate content e.g. by being inspiring and tell "why".
    - - UX
        
        Studies have found that 55% if visitors spend fewer than 15 seconds on a page.
        
        Accessible
        
        A clear path for the user to follow
        
        Responsive Design
        
        Clear conversion path (according to objective) in user flow and content
        
        Wireframing
        
        Balsamiq
        
        Proto.io
      - Landing Pages
        
        Test different versions of them
        
        https://vwo.com/
        
        Pick only one variable to test
        
        www.optimizely.com
        
        Statistical Significance
        
        Too many success metrics
        
        target significance level (confidence interval / “p-value”)
        
        Means: Results are due to factors other than purely chance.
        
        Sample size
        
        Sample variation (Type of people who saw both versions)
        
        https://www.hubspot.com/ab-test-calculator
        
        https://blog.hubspot.com/marketing/marketers-guide-understanding-statistical-significance
        
        Invalid experimental design (maybe one group was new to the page and the other not). Should be randomly selected.
        
        Click Through (...to another page)
        
        Lead page (to capture data e.g. email,...)
        
        The data that is collected is called the 'lead'
        
        Optimize Landing Pages for conversions
        
        https://d17h27t6h515a5.cloudfront.net/topher/2017/March/58ccc3af_optimizing-landing-pages-for-conversion-v4/optimizing-landing-pages-for-conversion-v4.pdf
        
        important elements
        
        A headline and (optional) sub-headline
        
        A brief description of the offer that clearly emphasizes its value
        
        At least one supporting image
        
        (Optional) supporting elements such as testimonials or security badges
        
        And most importantly, a form to capture visitors' information
        
        Match the Headline of the Landing Page to its Corresponding CTA to avoid confusion and be consistent
        
        Only Ask for the Information You Really Need
        
        A/B Tests
        
        remove main navigation to avoid distraction
        
        Less Is More
        
        avoid the visitor to be distracted, confused, and/or overwhelmed
        
        Emphasize the Offer's Value (not just a list of features). E.g. how the offer addresses a specific problem, need, or interest your target audience cares about.
        
        Encourage Social Sharing (only relevant buttons) plus email sharing
        
        Create more (individual) landing pages to generate more leads
        
        https://blog.hubspot.com/blog/tabid/6307/bid/33756/Why-You-Yes-You-Need-to-Create-More-Landing-Pages.aspx
        
        "Submit" vs. "Get Your Free Ebook"
        
        reduce form completion anxiety
        
        Add a privacy message (or a link to your privacy policy) that indicates visitors' email addresses will not be shared or sold.
        
        Add testimonials or customer logos.
        
        If your form requires sensitive information, include security seals, a BBB rating, or certifications so visitors know their information is safe and secure.
        
        Make the Form Appear Shorter
    - - UTM Codes (Urchin Tracking Module)
        
        URL Shorteners
        
        Rebrandly (https://www.rebrandly.com/)
        
        Google URL shortener (https://goo.gl/)
        
        Bitly (https://bitly.com/)
        
        Vordefinierte Request Parameter zur Kategorisierung für Google Analytics und andere Tools
        
        https://ga-dev-tools.appspot.com/campaign-url-builder/
      - Analytics
        
        Google Analytics, Chartbeat, Momently
      - Measures
        
        Traffic
        
        Engagement (time on pages, pages visited)
        
        Social Shares
        
        Conversions
- - - - Share and collaborate with other YouTubers
      - Use video thumbnails with consistent branding
      - Create a channel trailer
      - Post multiple videos
      - Post high value content
      - People subscribe if they know what they can look forward to. Be consistent.
        
        Publish on a predictable schedule
      - Write short titles with keywords
      - Include a channel description
      - Include video metadata (tags for search,...)
      - Consider transcript (for SEO)
      - Use end cards for "drive to action" (e.g. subscribe, cross promotes other videos, ...)
    - - 300 Mio active Users
      - Content
        
        Use visuals
        
        people are three times more likely to engage
        
        Incorporate relevant hashtags
        
        Keywords that are relevant to the business
        
        no more than two or three per tweet
        
        Ask questions and run polls
        
        Keep it short. One aspect per tweet.
        
        Be responsive
        
        Tweet the same thing multiple times (http://follows.com/blog/2016/12/tweet-post-multiple-times)
        
        It's an "In the moment" channel
        
        Tie tweets to live events to get boost
        
        "Hey Pharrell can we have our hat back? #Grammies" (The hat is similar to their logo)
    - - 500 Mio active accounts
      - Ask questions to engage people
      - Content
        
        Encourage audience to use your name/hashtag
        
        regularly search own mentions and hashtags
        
        Create contests
        
        Encourage users to submit photos to kick off conversation
        
        Partner with influencers
        
        Re-gram content
        
        ask authors first
        
        Use compelling descriptions
        
        Red Bull: If your friend rode off a cliff... would you?
        
        Use bio space for link to website or offering
    - - Content
        
        Whenever you share something with the people who like your page, Facebook will share it with a sample to determine how relevant it is to your audience. If many people engage with your content, Facebook will show it to more people. But if not, Facebook will not. When you increase the number of people who like your page, but who do not engage with your content, you might end up losing reach even within a segment that cares.
        
        Custom tabs
        
        Engage them in quizzes to learn more about customers
        
        Run contests
        
        Use calls to action
        
        Change cover photo regularly
        
        Don't be overly promotional. It's relationship building.
        
        Schedule posts around dates special to your audience
        
        Exclusive content, special deals or events
        
        Posts with links are shared twice as much as posts without
        
        Keep it short 40 - 120 chars
        
        Posts with pics get 5.5 times more likes
        
        Visual content is prioritized
        
        Respond to customers. Quickly.
        
        Use live video
      - Ads
        
        Facebook distinguishes three different objectives
        
        Consideration (These are ads that drive traffic to your website, boost the engagement of your posts, increase app downloads or video views and help you collect customer data (leads) to use in follow-up campaigns.)
        
        Traffic To drive traffic to a specific destination inside or outside Facebook, such as a blog post or product information page. Facebook will deliver your ad to the people who are most likely to click on the link.
        
        Engagement
        
        Post engagement – drive the number of comments, shares and likes of a specific Facebook post
        
        Page like – increase the number of people who like your page
        
        Event responses – promote events people can register for
        
        Offer claims – get people to redeem a discount you offer to them (such as percentage off; amount off; ‘buy one, get one free;’ or free items)
        
        App Installs - Campaigns will only be placed on mobile and come with a “Install Now” call to action button
        
        Video views e.g. trailer, image films, commercials. Pay per 1000 impressions or per view (10 sec. video view)
        
        Lead generation campaigns collect contact information such as the email address of your audience, so you can follow up with a specific offer or a newsletter.
        
        Conversion
        
        Store visits If you want to drive users into one of your stores, you can use the store visits objective to build dynamic ad campaigns that are locally relevant to each store. To set up this campaign type, you must have a Facebook page per location and connect your local pages to your main page.
        
        Conversion (These are ads that increase the conversion on your website or online shop, advertise specific products to users who have interacted with your shop before, or get people to visit your local store.)
        
        Use Facebook pixel on the web page or App Event on the phone app to track conversions
        
        Product catalog sales
        
        Dynamically promote products out of a bigger catalog to people who have engaged with a web store or shopping app before.
        
        "Custom Audience" = Ähnliche Zielgruppe basierend auf E-Mail Adressen, ob sie schon mal zur Landing Page weitergeleitet wurden (siehe Target Pixel), mit der App agiert haben (Mobile App Event) oder ob sie schon mal mit der Facebook Page interagiert haben.
        
        People often see the image before the ad headline or copy
        
        Use high-resolution images and make sure all important elements are visible
        
        Reflect your brand’s personality
        
        Capture your audience’s attention
        
        Not too many small details for mobile devices
        
        Show product in typical environment
        
        Make it easy for your audience seeing themselfs being a customer
        
        Test which one works best
        
        Ad Copy
        
        25 - 40 characters
        
        Be concise and to the point
        
        Why should they care and what do they get
        
        Clear call to action
        
        Create a sense of urgency if applicable
        
        Tailor ad copy and language to audience
        
        separate ads for separate target audiences
        
        Align with creatives and landing page
        
        They should know what to expect on the landing page
        
        Add brand if audience will recognize it for instant credebility
        
        Test different ad copies