Amazon Marketplace SEO

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Spirit Sanitizer’s Amazon Marketplace was born on 4/28/2020. Since taking up management on this project in June, I have increased visibility based on the number of Amazon orders from zero to 87 in three months. There was a lot of initial work that had to be done before working in Amazon’s Marketplace. I had to redesign their labels, take product shots, and then place them. My reasoning behind this initiative was to help build trust factors, because if your product images look poor then generally your sales will be poor.

The “Buy Box” Verses “See All Buying Options”

My campaign won the Buy Box in early August. Sources say that 80% of Amazon sales go through the Buy Box, which is something you have to earn. As you can see from the images below, without the Buy Box, the consumer isn’t able to see the product cost from the browsing page unless they click to the product page, then click “See All Buying Option”. That makes pricing information two clicks away! Whilst the Buy Box, gives the customer instant access to the product’s pricing.

  • No Pricing Info On Browsing
  • See All Buying Option
  • Two Clicks to See Pricing
  • Pricing Info On Browsing
  • The Buy Box

Updates

  • 7/17/2020: Trust factors
  • 8/2/2020: We won the coveted and all important Buy Box! Not just on the 8 oz liquid spray, but on all active products on Amazon.
  • 8/4/2020: I started an Amazon PPC campaign as a one week long test, which I intend to create following tests so that we can dial down the cheapest best performing ad for this product. If proven successful I will do the same for each active item.
  • 8/27/2020: We are looking to optimize our shipping so that we can turn a profit.

Trust Factors

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Trust is extremely important for most avenues of life, but if you are a relatively unknown business wanting to sell online in a competitive space, it should be a priority. Here are some before and after examples of my work.

Before

  • Poor Label Design
  • Poor Quality Images
  • Sterile Category Pages

After

  • Improved Label Design
  • Professional Looking Images
  • A Simple Hero Banner Goes A Long Way…

Update 7/17

We are going to put our best product (our champion) to the test with:

  1. AMZ Fake Reviews: I usually like to adhere to white hat techniques, but the way that Amazon is gamed it is too hard to become visible.
  2. AMZ Promotions: Once we are able to get some good ratings on our champ, we should do some ad testing.

Update 8/10

All categories have hero images and all product images have passable pictures. I have also created a number of landing pages for the two sales people. The BBB said that we are two months shy from getting accreditation, said she would reach out to me.

502 Gallery

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I just installed a new WordPress site for Rebecca, because her current site is serving as both her painting portfolio and Event space gallery.

Action List

  • WP Install
  • Genesis Theme Install & Start Genesis Child Theme Install
  • Homepage:
    • Hero / Banner:
      • Hero Placeholder
      • Added Banner
    • CTAs:
      • Current Exhibit
      • Classes
      • Workshops
      • Placed images
      • Added copy
  • Pages:
    • Online Classes Category Page
    • Set up category page for “Current Exhibit”
    • Set up category page for “Classes / Workshops”
    • Contact Page
    • Event Category Page
  • Plugin Install
    • SlidersPack – All In One Image/Post Slider
    • Video Conferencing with Zoom
    • Post Types Order
    • Yoast SEO
    • Disable Genesis Schema
    • WooCommerce
    • Formidable Form Builder
  • Configure:
    • Zoom API
    • Jetpack
    • Google
      • Search Console
        • Add Site Maps
      • Analytics
      • reCaptcha
  • Miscellaneous:

Time Sheet

Regroove Fitness

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Certified Personal Trainer Specializing in:

  • Corrective Exercise Specialist
    • Core Training
    • Balance Training
  • Certified Nutrition Coach
    • Weight Loss Specialization
      • Ultimate Cardio
      • Plant-Based Dieting
  • Martial Arts
    • Jeet Kune Do Certified
      • Plyometric Training
    • Energy Work
      • Meditation
      • Qigong

Payment structure

Let’s start the coach pay at $20/hr.

Personal Training Packages

1 Month Commitment (The Little Idea)

  • Margin:
    • Session rate: $65
    • Coach Pay: $20
  • Product Price:
    • 1 / month: $100
    • 1 / week: $260 (65×4)
      • $20 value (280-260)
    • 2 / week: $520 (65×8)
      • $40 value (560-520)
    • 3 / week: $780 (65×12)
      • $60 value (840-780)
    • 4/ week: $1,040 (65×16)
      • $80 value (1,120-1,040)

3 Month Commitment (Warrior Athlete)

  • Margin:
    • Session rate: $60
    • Coach Pay: $20
  • Product Price:
    • 1 / month: $270
    • 1 / week: $720 (60×4=240×3)
    • 2 / week: $1,440 (60×8=480×3)
    • 3 / week: $2,160 (60×12=720×3)
    • 4/ week: $2,880 (60×16=960×3)
  • Monthly Price:
    • 1 / month: $90
    • 1 / week: $240
      • $40 value (280-240)
    • 2 / week: $480
      • $80 value (560-480)
    • 3 / week: $720
      • $120 value (840-720)
    • 4/ week: $960
      • $160 value (1,120-960)

6 Month Commitment (Warrior’s Edge)

  • Margin:
    • Session rate: $55
    • Coach Pay: $20
  • Product Price:
    • 1 / month: $480
    • 1 / week: $1,320 (55×4=220×6)
    • 2 / week: $2,640 (55×8=440×6)
    • 3 / week: $4,320 (55×12=660×6)
    • 4/ week: $5,280 (55×16=880×6)
  • Monthly Price:
    • 1 / month: $80
    • 1 / week: $220
      • $60 value (280-220)
    • 2 / week: $440
      • $120 value (560-440)
    • 3 / week: $660
      • $180 value (840-660)
    • 4/ week: $880
      • $240 value (1,120-880)

12 Month Commitment (Warrior’s Path)

  • Margin:
    • Session rate: $50
    • Coach Pay: $20
  • Product Price:
    • 1 / month: $840
    • 1 / week: $2,400 (50×4=200×12)
    • 2 / week: $4,800 (50×8=400×12)
    • 3 / week: $7,200 (50×12=600×12)
    • 4/ week: $9,600 (50×16=800×12)
  • Monthly Price:
    • 1 / month: $70
    • 1 / week: $200
      • $80 value (280-200)
    • 2 / week: $400
      • $160 value (560-400)
    • 3 / week: $600
      • $240 value (840-600)
    • 4/ week: $800
      • $320 value (1,120-800)

Online Personal Training Packages: Video & Programming

  • Training plan
  • Support (email, Whatsapp, Facebook Group, phone, Skype)
  • Video reviews to check form
  • Nutritional support
  • Nutrition tracking
  • Training reviews (weekly, monthly)
  • Online training app access
  • Workout tracker
  • Video library

Lead Generation

Thumbtack Self Defense:

I am a certified personal trainer with over 25 years in martial arts. If you are a beginner or a seasoned athlete, I can help you achieve a lean body mass through resistance, plyometric, and martial arts training. I have specializations in Corrective Exercise and Weight Loss. I am Jeet Kune Do certified.

Change to: 8/25/2021

Hello I am Coach Dan Ma and I have over two and half decades of study in Southern Shaolin Kung Fu. I am Jeet Kune Do certified, and have training in both JKD Concepts (Dan Inosanto) and Original JKD (Jerry Poteet) lineages. I also have extensive training in Boxing and Muay Thai kickboxing. I am a certified personal trainer with specializations in Corrective Exercise and Weight Loss.

Change to: 8/28/2021

Learn to protect yourself & improve your health & fitness:

  • Practical Self Defense for All Body Shapes
  • Strengthen Your Focus (great for seniors)
  • Balance Training & Rooting (great for seniors)
  • Trauma Relief / Reduce Stress
  • Personal Development
  • Mental Well Being

PSU – Content Strategy Certificate

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WM411 Content Strategy

Instructor: Carmen Hill, Principal Strategist & Writer, Chill Content
Email: carmen@chillcontent.com 503.515.5761

Day 1: Content Strategy Concepts & Approaches

What is Content?

  • Content is experience
  • Content is a core business asset
  • Content is a hairy, complicated beast
  • Content strategy is how we tame this beast
  • Content strategy is planning for the action, delivery, and governance of useful, usable content.
  • Content marketing is a marketing technique of creating and distributing relevant and valuable…

Business

  • Goals
  • Initiatives
  • KPIs

Audience

  • Personas
  • Journeys
  • Preferences

Content

  • Story
  • Structure
  • Style

Context

  • Where
  • When
  • How

Business Goals: What is the purpose of your goals?

  • Improve brand awareness
  • Attract more traffic to your site
  • Build your audience
  • Generate new customer leads and/ or sales
  • Develop your online reputation
  • Boost audience

How Will You Measure Success?

  • Email is good. Easy to track.

Audience:

  • Be specific, who is your content for?
  • What do you want then to do or learn?
  • How can you help them? Currently relevant due to COVID-19
  • Right Content at the right time:
    • Relevant
    • Useful
    • Valuable

Typical Buyer Persona

  • Demographics
  • Job title/role
  • Personality
  • Goals

For Content, We Need to Know More…

  • What questions/information needs do they have?
  • What is their tole in making buying decisions?
  • What do they read, watch, listen to?
  • What type of content is most influential in their purchase decision process?
  • What formats do they prefer?
  • What devices do they use?

How do you know?

  • Customer interviews
  • Surveys
  • Customer data
  • Web analytics
  • Internal search data
  • LinkedIn Profiles
  • Analyst research
  • Industry publications
  • Social listening (this is a big one)
  • Topical forums, Quora, etc.

Case Study: LinkedIn

LinkedIn Marketing Solutions

Business goal: answer marketers’ question about how to advertise on LinkedIn, sponsor content on LinkedIn and build an effective content strategy on LinkedIn

Audience persona:

Audience: What is their journey

  • How marketing & sales see the buyer journey
  • It is not a linear process. It’s confusing and difficult.

Finding your sweet spot:

  • what is your unique differentiator?
  • Find your niche: what can you do better than anyone else?
  • Find a problem no one else is solving
  • Fill a content need that someone may not even know

Structure: How is Your Content Organized?

Editorial Theme & Pillars

What Do We Mean by Structure?

Structure is how we organize content, ideally in a way that makes it easy for people to find and consume information and helps content owners to create, publish and manage it.

  • Architecture (website)
  • Templates (pages)

Simple Content Model:

  • Recipe
  • Components
  • Elements

Mapping Your Model

Style: How Do You Show Up?

  • Visual Style
  • Voice Style: means more than pretty pictures

Context: Where, Why & How?

  • What are they doing?
  • What are they looking for?
  • Where are they?
  • What device are they on?
  • What time is it?

Lauren Goldstein

Driving Business Growth: The Power of Content Marketing!

The State of Marketing Today (be timely & relevant)

  • Need to deliver value
  • Common Business Challenges
    • Driving Business Growth
      • Improve the customer experience (prospects and customers)
      • Understand WHAT marketing investments are converting to revenue?
      • Drive better efficiency for sales?
      • Scale marketing (leveraging digital as a key ingredient?
    • Today, Your Customers Manage 85% of their relationship without interacting with a human.
    • Random Acts of Marketing: has to be at the right place at the right time.

Driving Transformation

Google Doc:  https://docs.google.com/spreadsheets/d/1UW2dXyWuKBq8QIs4HNrqVYMPmYUaXZe3tCw_glFtkhw/edit?usp=sharing

PSU – Intro to Digital Strategies Certificate

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WM401 Intro to Digital Strategies

3/20/20

  • Course, Instructor, and Student Introductions
  • Introduction of digital marketing and the customer journey
  • Marketing research, segmentation, targeting, & goal setting
  • Websites, SEO, and PPC advertising
  • Affiliate/influencer, content, social media, & email marketing
  • Creating a digital marketing strategy project

3/27/20

  • Review of day one project and fine-tuning of digital strategy
  • Importance of branding
  • Anatomy of marketing campaigns
  • Measurement and analytics
  • Digital marketing roles and disciplines
  • Personal branding
  • Creating digital marketing campaigns project

Notes

1st Day

  • Introduction of digital marketing and the customer journey
  • Strategy
    • it’s the map that informs all the marketing actions
  • Customer Journey
    • You influence customer journey
    • Awareness > consideration > purchase > retention > advocacy
      • Awareness:
        • Social ads targeted for this demo/keyword users
      • Consideration
        • Engagement: this is a section within “Consideration”. We already know who these people are.
          • Content Marketing
          • Social Media Marketing
          • Email Marketing
        • Subscription: in between engagement and conversion. Also know as a mini- conversion.
      • Purchase
        • Conversion: offers or deals, free trial, upgrades—there are levels of conversion too.
        • Excitement: helps lead to retention and loyalty. Excitement in your purchase / brand. Enforces the customer’s purchase decision.
        • Ascension: Cross & up selling. Increases loyalty.
  • Advocacy:
    • Promotion: Affiliate / influencer
      • Intent-Based Customer Journey
  • Marketing research, segmentation, targeting, & goal setting
    • Research
      • Define problem: case studies, consultants
      • Design research
      • Collect data:
      • Analyze data: look for patterns and trends
      • Report
    • 4 types of Market Segmentation
      • Demographic
      • Geographic
      • Psychographic
      • Behavioral
    • Goal Setting
      • Vision: overall
      • Goal: general. Make sure marketing is inline with the company’s overall goals.
        • SMART objectives.
        • Set KPIs
  • Affiliate/influencer, content, social media, & email marketing
    • Digital Marketing Strategy
      • Digital Channels: know where target is on.
        • Website best practices
        • SEO
        • PPC

2nd Day

Review

  • Map the customer journey
  • Create buyer/target customer personas
  • Identify goals, objectives, and KPIs
  • Evaluate & audit existing digital channels and assets
  • Create content plans and action steps for owned, earned, and paid media

Continuation of digital channels/media/assets

  • Digital channels: Your website is the hub, which you want to drive traffic to through social media and other channels. Social media should never be the hub.
  • Social Media Marketing
    • Is a channel for engagement and promotion (brand, products, or services)
    • Stages:
      • Social Listening: tuning into social conversations
      • Social Influencing: leading and directing follower opinions and behaviors
      • Social Networking: connecting with industry influencers and thought leaders
      • Social Selling: converting by integrating with your funnel system
    • Example:
      • asos
        • Clothing and accessories retailer
        • 7.6 million Instagram followers
        • Campaign: #AsSeenOnMe
        • Created user-generated content (UGC) & fantastic customer engagement
      • GE
        • Multinational conglomerate
        • 215,000 YouTube subscribers
        • GE employees videos
        • Humanizes the company
        • Showcases new technologies
        • Attracts high quality talent
      • Airbnb
        • Travel and accommodation platform
        • 14.6 million Facebook likes
        • Campaign: #TripsOnAirbnb
        • 24-hour Facebook Live (6 streams) to launch Airbnb Experiences
        • 6.2 million views in 13 countries
      • Women’s March
        • Movement
        • Network of grassroots movements
        • Hashtag: #WomensMarch
        • March in Washington DC and smaller marches around the world drew 5 million people
    • Benefits:
      • Improves brand awareness and loyalty
      • Broadens reach through social search
      • Humanizes your brand
      • Boosts customer engagement and helps with crisis management
      • Targeted advertising and remarketing capabilities
      • Turns employees and customers in advocates
  • Email Marketing: mass communication for engagement & promotion (products/services)
    • Long-form direct communication
    • Types
      • Transactional: provide customer service
      • Relational: engage subscribers and nurture relationships
      • Promotional: generate sales
    • How It Works
      • Audience: segment and target
      • Content: create and curate long and short form
      • Automate: create automated and segmented drip campaigns
      • ROI: delivers the best of all digital channels
      • Core: central to customer lifecycle management
      • Scalable: as your list grows or you expand geographically
    • Best Practices
      • Use a dynamic sign up form on website
      • Focus on offer
      • Link to a email service provider
      • Trigger “welcome” series of automated emails
      • Track traffic back to your website (UTM parameters)
      • Encourage social media connection
      • Elicit call-to-action or conversion
      • Test different versions
    • Benefits
      • Delivers the best ROI of all digital marketing
      • Impacts considerations, purchase, retention, and advocacy
      • Behavioral marketing tool
      • Highly targeted and personalized
      • Automation capability
  • Affiliate & Influencer Marketing: A marketing arrangement where a company pays an external website or popular person/brand/creator for traffic or sales generated from its referrals
    • Example
      • The Podcast
        • Affiliate offer to podcaster on their website
        • 50% off first payment
    • How It Works
      • Claim a niche market
      • Identify niche partners
      • Develop compelling creative
      • Continuously recruit new partners
      • Nurture your affiliate relationships
  • Influencers Marketing: Leveraging the popularity, reach, and ability to influence of individuals/brands through partnership, sponsorship…
    • How It Works
      • Look for influencers whose interests/passions match the tone of your brand (not just any mommy blogger)
      • Understand their community and what moves their audience
      • Create experiences for influencers to react to and share
      • Invest in each relationship to earn trust – grow with them
      • Customize your approach with each individual influencer
      • Improves brand awareness, advocacy, promotion
      • Broader reach through their establish…
  • Content Marketing
    • Value of Good Content
      • Like
        • Provides value without selling
        • Engages your audience
        • Opens up conversations
      • Trust
        • Helps people along the customer journey
        • Nurtures customer relationships
        • Encourages advocacy
    • 3 Stages of Content
      • TOFU: top of the funnel facilitates awareness
        • Blog
        • Vlog
        • Social media posts
        • Infographics
        • Podcast
        • Microsite
      • MOFU: middle of the funnel facilitates evaluation by offering lead magnets
        • Educational resources
        • Software download
        • Discount/coupon
        • Quiz/survey
        • Webinar
        • Event
      • BOFU: bottom of the funnel
    • Benefits
      • Contributes to all digital marketing
      • Affects every stage of the customer journey: aware, engage, subscribe, convert, excite, ascend, advocate, promote
      • Builds trust, credibility, and likeability
      • Eliminates some of sales process by influencing purchase decisions
      • Cost-effective: 3x more leads than paid ads

Anatomy of digital marketing campaigns

  • Objective
  • Key Performance Indicators
    • Monthly new leads
    • Cost per conversion
    • Engagement rate
  • Content
    • Blog post
    • Video
    • Download
  • Traffic Source
    • Blog subscribers
    • Google search
    • Facebook ads
  • Call-to-action
    • Read more
    • Subscribe to YouTube channel
    • Click to download

Importance of measurement and the basics of analytics

  • What is
    • Data: facts or statistics to reference
    • Analytics: patterns and trends
    • Insights: actionable value
  • How to measure
    • integrated tools
      • Google ads reports
    • Standalone tools
    • Direct feedback
  • Website Analytics
    • Real time: What’s happening right now?
    • Audience: Who visits the website?
    • Acquisition
    • Behavior
    • Conversions
  • Always Consider Context
    • Historical: what does the history tell us to expect? E.g. seasonal slump
    • External: what changes outside your contral might affect metrics? E.g. Google algorithm updates
    • Contextual: how are you pulling the data? E.g. looking at raw numbers vs percentages
    • Internal: have you made changes to strategy? E.g. website changes

Digital marketing roles and disciplines

  • Strategist: responsible for identifying buyer/target personas, mapping the customer journey, establishing key success metrics, measuring and optimizing content, and ensuring all digital marketing activities
  • Project Manager: Serves as a liaison between the digital marketing team and the rest of the organization managing the digital team and the requests from other departments.
  • Inbound Marketing: Responsible for attracting traffic and qualified prospects, and converting them to leads by building and managing content, optimizing lead nurturing process, and executing multi-channel marketing campaigns.
  • Content Writer: Writes copy in all forms (blog, website, email, etc.) with knowledge of SEO and ability to write in a variety of voices, to different audiences.
  • Graphic Designer: Concepts and designs the graphic elements of marketing. Graphics are central to the brand and necessary for audiences to understand, remember, and differentiate messages beyond the text.
  • Website Designer: A visual designer with website coding knowledge that creates the look, layout, and features of a website, executes all visual design stages creating wireframes, user flows, process flows, and site maps.
  • Front End Developer: Implements visual elements a user sees and interacts with on a website using HTML, CSS, and Javascripts.
  • Analytics Manager: Responsible for analyzing raw data and translating it into valuable insights by developing the right strategies for data collection and analysis, defining metrics, and selecting and configurations.
  • SEO Specialist: Analyzes, reviews and implements changes to websites so they are optimized for search engines, thereby maximizing traffic quantity and quality to a website by improving page rank within search engines.
  • PPC Specialist: Implements pay-per-click media strategies through new and existing campaigns by analyzing keywords and optimizing them for performance, testing ads, researching competitors, and creating reports.
  • Email Marketing Manager: Responsible for creating and running email marketing campaigns, managing email.
  • Social Media Marketing Manager: Responsible for creating and running social media campaigns and content while monitoring, responding, and building social connections across channels.

Strategies for building your personal brand online

  • Personal Branding: Marketing yourself and your career as a brand by establishing and promoting your skills, expertise, experience, and values.
  • Importance
    • People are Googling you – i.e. screening you online
    • Manage your online presence
    • Cultivate opportunities and your career as a whole
    • Make connections for yourself and your company
    • Distinguish yourself from competitors
    • Establish industry expertise and recognition
  • Building your Brand: reinforce your qualificaitonsand crage as trong presence with fresh content oan your experticse
    • Audit your search results
    • Clean up unwanted content
    • Define youself
    • build
  • Build Your Credibility: publish
    • Write strategic content in the right places
    • Pitch to third parties and get your content syndicated
    • Keep track of engagement and analyze trends and patterns
    • Consider using social media management tool
  • Build Your Audience
    • Get endorsements or mentions from respected instry leaders
    • Reach out to who you know who could help you
    • Connect with inspirational influencers and mentors
    • Learn how they connect with
  • Build Opportunities
    • Networking
    • Ongoing engagement
    • Ongoing content creation: Canva.com (resource)
    • Speaking gigs
    • Interviews
    • Blog exchanges
  • Write a personal branding statement
  • Who are you and what makes you unique?
  • What is your vision for what you want to accomplish?
  • What is your mission with your work, your life?
  • What are your professional goals?
  • Who is your audience? Who can you help?

Afternoon project

PSU – Search Engine Marketing Certificate

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WM402 Search Engine Marketing

Instructor: Kent Lewis (kent@anvilmedia.com

First day:

• 8:00 a.m. to 8:45 a.m. Class and Instructor Introductions
• 8:45 a.m. to 10:00 a.m. Search Engine Marketing Overview
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. On-site SEO
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:00 p.m. Off-site SEO: Content & Link Dev
• 2:00 p.m. to 2:30 p.m. Keyword Research
• 2:30 p.m. to 2:45 p.m. Break
• 2:45 p.m. to 3:30 p.m. Exercise/HW: KW & Tag Optimization
• 3:30 p.m. to 4:00 p.m. Local Search Engine Optimization
• 4:00 p.m. to 4:20 p.m. Video Marketing & YouTube
• 4:20 p.m. to 4:30 p.m. Q&A

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Slides-Day-1-2

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Second Day:

• 8:00 a.m. to 8:15 a.m. Q&A
• 8:15 a.m. to 8:45 a.m. Social Media Meets Search
• 8:45 a.m. to 9:15 a.m. Online Reputation Management
• 9:15 a.m. to 10:00 a.m. Exercise: Website Audit
• 10:00 a.m. to 10:15 a.m. Break
• 10:15 a.m. to 12:30 p.m. Paid Media (Guest Speaker)
• 12:30 p.m. to 1:30 p.m. Lunch
• 1:30 p.m. to 2:15 p.m. Exercise: PPC Ads & Landing Pages
• 2:15 p.m. to 2:45 p.m. Site Usability & CRO
• 2:45 p.m. to 3:00 p.m. Break
• 3:00 p.m. to 4:15 p.m. Search & Website Clinic
• 4:15 p.m. to 4:30 p.m. Class wrap-up

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Slides-Day-2-1

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Notes

Course Portal

pdxMindShare: Online career and networking community

SEMpdx / Engage

SEM Overview

  • Smart Marketing: Inbound vs. Interrupt
    • Earned & Shared
  • The (Digital) Sale Funnel
  • Trend: Shorter Attention Spans

SERP

  • think in multimedia (podcasts is trending).
  • Start with paid while your SEO gets stronger
  • Click Share: SEO vs. PPC
  • Search Engine Components
    • Bot or spider
    • Index
    • Algorithm
    • SERP
      • exact match domain is junk content
      • Mobile is still trending
      • Voice (smart speaker) is a upcoming trend
  • SEM Planning: Objectives
    • Identify Objectives:
      • Awareness & branding
      • Thought leadership
      • Generating ad, affiliate or subscription revenue
      • Generating leads (b2b)
      • Generating sales (b2c/ecommerce)
      • Reduce costs (print to digital)
      • Increase revenue
    • Identify Audiences: (do they know who they are?)
      • Potential or existing customers
      • Potential or existing employees
      • Potential or existing partners
      • Potential or existing investors
        • Geographic
        • Sociographic
        • Demographic
        • Behavioral
        • Psychographic

Tools

SEO Overview

  • SERP
    • Searches related… (at the bottom)
    • Adwords certified (you can cheat by using Google)
    • Voice search: slide 26. People are searching with question formats
    • spyfu

Off Site SEO

  • B2B Content Types
    • repurpose eNewsLetters
  • Backlinks:
    • digg
    • forums
    • directories
    • hubs
    • blogs
  • Strategy
    • B2B: use case studies, white papers, reports…

Keyword Research

  • Google Keywords Tool is really off

Local

  • Local phone # is highly rated
  • Consistency in business name & address among listings & website
  • Schema in contact box and footer info

I thought you all would appreciate this article:How to Write an Incredible Title Tag

Kent

Social

  • Linkedin is high for b2b
  • Mention.com (Kent likes this more than BrandMentions)
  • BrandMentions
  • SlideShare is worth using if you have some good slides
  • FollowerWonk for finding influencers
  • HootSuite (Kent says it is a powerful tool for the price)

Online Reputation Management

  • Identfiying ORM Issues
  • ORM Fundamentals
    • Fix it first, then message the fix, rather than polishing a turd
  • Press releases are dead
  • News rooms: webinar & slidedecks

Website Audits

Paid Media =: Search & Social Ads

  • Kari Schroeder from Anvil
  • Pacing: typically monthly
  • Paid Search Process
    • Keywords
    • User experience
    • User alignment
    • Relevance
    • Quality Score
      • better keyword alignment the better the score
  • See slide 40
    • Modify landing page for ad campaigns is best practice
  • Targeting
    • Keyword = user intent
    • Ads should meet user needs
    • Land Pages
      • groom for user experience
        • Headline keywords
        • Body copy keywords
        • CTA
        • About us
    • Conversions: Import GA conversions in Adwords
  • Google Ads 101
    • First set: Goals / Conversions
      • Impressions? Clicks?
      • Cost per conversion? Budget?
      • Quality measurement? Quality leads?
      • What is the site’s conversion rate?
      • Conversion Tracking is a must because success needs to be measured. Free tracking is usually enough
    • Targeting
      • Know what your users are doing?
        • Affinity or interest–demographic?
        • Geo / location (recommends to not use the recommended)
        • Device: mobile is a good bet
        • Scheduling
    • Keywords
      • Match types
        • Broad match: unsure about matches
        • Broad match modifier: a more educated type
        • Phrase match: Thinks this type is irrelevant.
        • Exact match: Covers most of what “Phrase match” would cover.
      • Keyword Research: Solutions for keywords
      • Google Ad Elements
        • Sitelink extensions are super important
    • Organize and segment: see slide 61
      • Product/service
      • intent
      • geo
      • brand
      • match type
    • Paid Social
      • LinkedIn Ads are good for b2b
      • Snapchat Ads: has a lot of granular targeting options:
        • Targeting
          • Location
          • Gender
          • Lifestyle
          • Shoppers
          • Visitors
        • Ad Types
          • Image
          • Short Video

Site Performance & Usability

[/restrict]

SEO For Wing Chun

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Here is an update (7/11/2020) to a project that started on February 5th of 2020, and little did I know that it would have such an interesting journey. Back in February I noticed that Lightning Hand Academy‘s impressions for “learn wing chun” was trending. In the following two sections (Learn Wing Chun Page & Wing Chun Near Me Page), I documented my changes. In the section Progress During COVID-19, I highlight my observations from the data that we have captured (3/10/2019 – 7/10/2020). The world feels drastically different today than it was 5 months ago, yet the world is still very much the same. Progress can be messy if you fight it. I think that’s a Wing Chun concept. I’ll have to ask Sifu Ray.

Learn Wing Chun Page

Google Search Console

To capitalize on this we should replace this low information page: https://wingchunpdx.com/lightning-hand-academy-of-wing-chun-kung-fu/ with this page: https://wingchunpdx.com/learn-wing-chun/

After some research it would be good to create a page with the keywords of “learn wing chun” and focus the content around:

  1. History & Lineage
  2. Benefits of Wing Chun

After creating 1029 words of content. I sent it to the client and encouraged him to personalize the information. He liked the overall tone and is getting back to me on some changes.

I also added the following page’s meta descriptions to see if we can capture more clicks:

I started analytics for LHA when I did the redesign in October 2019, so unfortunately there is not enough data to confirm if my initial redesign SEO is comparable to the old design. There is a slight consensus with the client that the new student rate has picked up.

Wing Chun Near Me Page

Progress During COVID-19

IMPROVEMENT

It is telling from the graphic above that my SEO for the two pages (“learn wing chun” & “wing chun near me”) had a positive impact despite the pandemic. Unfortunately Lightning Hand Academy can’t really make much use of the extra traffic since the social distancing closure.

The information in this section is an update on 7/11/2020. The “Before” period is from 3/10/2019 to 1/31/2020 (10 months). The “After” period is from 2/1/2020 to 7/10/2020 (5 months). From the table directly above, you can see the yellow highlight is starting to trend from the table directly below.

“learn wing chun” has been getting a lot of impressions, but not much clicks. If we created more internal & external links it would be better. Since the pandemic, it might not be as useful to further optimize in the meantime. “learn wing chun” has opened up other related keyword phrases as shown on the table below.

OTHER KEYWORD PHRASES OPENING UP
POTENTIAL

From the two tables directly above, the yellow highlights shows a potential to capture more traffic, though that is a business decision.

BEFORE
AFTER
  • wing chun classes near me
COMPARE
POTENTIAL

Alyda Rodriguez

by 3 Comments

My on going community help through my web and marketing talents has me looking into “medical billing remote service provider”. Before jumping into creating another WP site, I wanted to do some preliminary SEO research. After some digging around, I believe I have very basic understanding in what type of industry Alyda is in. So since the Affordable Care Act happened the healthcare sector has boomed. The thing I didn’t understand is why would doctors want to outsource their billing. If my research and understanding is correct, it is because insurance companies don’t want to pay, so that created a convoluted payment system that would necessitate experts to send out electronic payment requests.

Action List

  • 2/20/2020: After confirming the domain transfer, I created the site and changed the MX records for her G Suite email. I also did the following work to the homepage:
    • Color choices
    • messaging
    • hero
    • CTAs placeholders created
  • 2/23/2020: I updated a draft for the menu, which the navigation doesn’t link to real pages.

Keyword research

“medical billing remote service provider portland oregon” yeilds the following local SERP:
1. https://www.efficientmbs.com/
2. https://mbamedical.com/
3. https://cascadiabhc.org/ (this is not a good Google recommendation)

“Chiropractic billing services” looks to be a good keyword to reach for, but “massage therapy billing services” doesn’t have a lot of searches.

Client info

BridgeCityMedicalBilling.com was purchased and even has a WP started (presumably at the old Lightning Hand Academy‘s host provider). Given the research that I commented down below, and if I did my research right, it looks like the domain name will be good; we will have to create pages for her specialties (Chiro & Massage).

I’m a medical billing remote service provider for Chiropractic and massage specialties. I would search “chiropractic billing software and services” to get closer to what I do.
My biggest competitors are the billing services with:
Chirofusion
Chirotouch
Kareo

Alyda Rodriguez

Design Ideas

Seeking out a solution for the home page hero. Looking at the following sites because Alyda specializes in the chiropractic field:

I did the same for the massage industry:

Jason Berlin Studio

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I started a new project to help local artist Jason Berlin with his current website. Currently he has a WordPress.com site, which is generating a lot of unsavory ads on it.

After

Before

Action List

  1. Set up WP on host service
  2. Point domain name to new site
  3. Upload Genesis Themes
  4. Set up https
  5. Set up homepage
    1. Hero Slider
  6. Install plugins
    1. Jetpack
    1. Genesis Favicon uploader
    2. Google Analytics for WordPress by MonsterInsights
    3. Post Types Order
    4. Smash Balloon Instagram Feed
    5. The Post Grid / Pro
      1. Set up Categories
    6. Disable Genesis Schema
    7. Formidable Forms
    8. Yoast SEO
  7. Had a meeting with Jason to go over the homepage, gallery pages, and the menu navigation. Taught him how to create posts.