maximizing web-presence-to-attract-investors preso

STEVE LOMAS Founder & CEO, MojoMediaPros November 09, 2016

Maximizing Web Presenceto Attract Investors…(and Customers too!)

NASHVILLE ENTREPRENEUR CENTER

• Facebook Likes • Twitter Followers • Website Traffic • Referring Links • News Sentiment • Mobile Downloads • Published Customer & Partner Deals • Published Capital Raises

WEB PRESENCE CHECKLIST

INVESTORSARE SCREENING DEALSBASED ON THESE METRICS

PREMISE

• Facebook Likes • Twitter Followers

• Website Traffic

• Referring Links • News Sentiment • Mobile Downloads • Published Customer & Partner Deals • Published Capital Raises


PREMISE Let’s focus on

• Facebook Likes • Twitter Followers

• Website Traffic

• Referring Links • News Sentiment

PREMISE


organicLet’s focus on

BASIC

SEO TERMINOLOGY

MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS

SEARCH TERMINOLOGY

▸Direct ▸ Direct Traffic

▸ Folks entering your URL into a browser

▸ SEO - Search Engine Optimization ▸ Organic Search

▸ Branded Search

▸ SEM - Search Engine Marketing ▸ SERP - Search Engine Result Pages

IF YOU ARE A HAMMER, EVERYTHING LOOKS LIKE A NAIL.

HAMMER AND NAIL THEORY

IT’S ALL ABOUT UXSO FOR US, WHEN IT COMES TO SEO…


SEO = USER EXPERIENCE IS NOT BAD THEORY

UX starts by asking… ▸Who are your customers? ▸What are their Personas? ▸ Demographics: Age, Gender, Profession?

▸ What are they searching for?

▸ What is their goal? What do they want?

▸ User-first mindset, is useful for SEO

POTENTIAL INVESTORSKEY PERSONA TO CONSIDER…WHETHER

POTENTIAL INVESTORSKEY PERSONA TO CONSIDER…WHETHER OR CUSTOMERS…

SEO IS ALL THE SAME

2016 SEO TACTICS


ACKNOWLEDGEMENTS

▸ Rand Fishkin ▸ “2016 SEO Trends” — Collision Conference, NOLA

▸ “On-Page SEO 2016” — MOZ Webcast, May 2016

▸ Kristine Birkner ▸ “Six SEO Rules for 2016” — AMA Marketing News

▸ Jayson DeMers ▸ Forbes Fundamental Guide to SEO in 2016

SATISFY INTENTSEO TACTIC


FULFILL SEARCHER'S GOAL, SATISFY INTENT

▸ Intention is everything ▸ Exact keywords no longer imperative for relevant search

▸ Post click actions are factored

▸ Do users come back to your site

▸ Are they finding relevant answers

▸ Satisfying intent is key

ESTABLISH TRUSTSEO TACTIC


ESTABLISH TRUST

▸ Consistent Branding ▸ Logos Imagery, and Messaging

▸ Pay Attention to Local Search – The New Storefront ▸ Challenges:

▸ Dozens of relevant Search Listings

▸ They all scrape data from one another

▸ Bad data spreads like wildfire

▸ We manage 70 search directories for our clients

▸ Including Google My Business, Facebook, Bing, Yellow Pages, Yelp, Waze, etc.


ESTABLISH TRUST

▸ If you are curious about your business listings

MyBizListings.MojoMediaPros.com

https://www.optimizelocation.com/partner/mojomediaprosinc/diagnostic.html


ESTABLISH TRUST

▸ UX & UI Matters – Google & Others Agree ▸ “Focus on the user experience.” — Kristine Birkner

▸ “User experience’s greatest impact to SEO is through the increase it creates in organic sharing and distribution.” — Rand Fishkin, MOZ

▸ “The biggest way UX impacts SEO is simple… we must be equally as interested in making sure that the assets, content, and sites we rank truly solve problems for the searcher.” — Will Reynolds, SEER Interactive

▸ “Pages with thin content are routinely ranked poorly in their search results.” — Eric Enge, Stone Temple Consulting

ARTICLE: 5 Experts Explain Why Sweet UX is Vital For Search Marketing

https://selfstartr.com/search-marketing-ux/

SPEED STILL MATTERSSEO TACTIC


SPEED STILL MATTERS

▸ Forget about ubiquitous bandwidth ▸ Page Load times matter

▸ Don’t get lazy

▸ Google PageSpeed Insights

▸ Pay attention to: ▸ File Sizes

▸ The number of page elements

https://developers.google.com/speed/pagespeed/insights/

KEYWORDS STILL MATTERSEO TACTIC


KEYWORDS STILL MATTER IN ORDER OF IMPORTANCE

▸ 1) Title Elements ▸ 2) Headline H1 & H2 Tags ▸ 3) In Content (intro & conclusion paragraphs) ▸ 4) External Anchor Tags ▸ 5) ALT Tags ▸ 6) URLs ▸ 7) Image Names ▸ 8) Internal Content ▸ 9) Site-Wide SEO


KEYWORDS STILL MATTER

▸ Use keyword research tools to find popular keywords and phrases that aren’t hyper-competitive. ▸Google’s Keyword Planner

▸ Ubersuggest

▸ SEMrush

▸ Searchmetrics’ Keyword Analysis Tool

▸ Long-tail keywords ▸More attractive and effective as natural language search becomes better

https://adwords.google.ca/KeywordPlanner

http://www.ubersuggest.org/

http://www.semrush.com/

http://www.searchmetrics.com/suite/keywords/


KEYWORDS STILL MATTER, BUT…

▸ Keywords are not the end-all be-all they once were. ▸ Google BrainRank technology, derives meaning from abstract search queries

▸ Even oblique references likely to result in successful search

▸ “Building from Sleepless in Seattle” returns Empire State Building

▸ “Comedian with arrow through head” returns Steve Martin

▸ Related words matter

▸ Be sure to include them in your headlines and copy

BEWARE OF GOOGLE MYOPIASEO TACTIC


BEWARE OF GOOGLE MYOPIA

▸Google is the largest Search Engine, no doubt! ▸ 65% share world-wide; more like 85% in North America

▸ However, Other Search Engines are Growing, Too… ▸ YouTube is the #2 search engine; 1Billion searches a month

▸ Amazon does 3x the product searches of Google

▸Niche Search Directories Can Also Be Relevant ▸ Are their SERPS a good fit for your product or service?

▸ Google factors the smaller directory listings into your trust factor

AVOID DISSUASIONSEO TACTIC


AVOID ELEMENTS THAT DISSUADE

▸ Anything that Interrupts the User ▸ Roadblocks

▸ Popups

▸ Even Live Chat

▸Good UX always respects user directed navigation

INVEST IN KILLER CONTENTSEO TACTIC


KILLER CONTENT

▸ Rand Fishkin of MOZ talks about 10x Content ▸ Content that is 10x better than your competition

▸ Unique and relevant content, with some barrier to entry

▸ For examples Google “10x Content”

▸ Adobe 2016 Digital Trends Report — Highlights ▸ CX — Customer Engagement

▸ Automated Marketing & Personalization

▸ Video Content

▸ Mobile

https://docs.google.com/document/d/1Z2CSidq-6fxOY1YJLu-MY-DdTqWKiSL4gsuSGVC42r0/edit


SPEAKING OF CONTENT

▸ 75% of all searches are 3-5 words long ▸ Write headlines accordingly

▸Google favors longer, more in-depth content ▸ The average word count for top-ranking content is in the range of

1,140-1,285 words

MOBILE OPTIMIZATIONSEO TACTIC


MOBILE OPTIMIZATION▸ In 2014 Mobile users exceeded desktop users — Smart Insights

▸ In 2015 Forrester reported that most companies underinvest in Mobile

▸ Mobilegeddon - April 21, 2015 — Search Engine Land

▸ Google released a significant new mobile-friendly ranking algorithm; essentially giving priority to mobile-friendly sites for mobile search

▸ Google’s Mobile-Friendly Test tool

▸ Early in 2016, mobile media surpassed desktop 51% vs. 42% — Smart Insights

▸ As of August 2016, 60% of all search traffic is mobile — Search Engine Land

http://searchengineland.com/library/google/google-mobile-friendly-update

https://www.google.com/webmasters/tools/mobile-friendly/

IN CONCLUSION…WRAP UP

I’m trying to run a business… When am I supposed to do all this?

Johnnie Haggard, CEO


I KNOW WHAT YOU ARE THINKING…

“Right there with you.”

Steve Lomas


MY RESPONSE


WHAT TO DO

▸Develop A Digital Strategy ▸ Don’t Ignore Mobile or Local Identity Management

▸ Consider DIY a Last Resort ▸ Establish a Budget

▸ Leverage Professionals

▸ Plan for Success

▸ Focus on your core business

STEVE LOMAS Founder & CEO, MojoMediaPros November 09, 2016

Maximizing Web Presenceto Attract Investors…(and Customers too!)

NASHVILLE ENTREPRENEUR CENTER