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Online Audience Optimization for Publishers by Mind Map: Online Audience Optimization
for Publishers
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Online Audience Optimization for Publishers

1. Optimize Site Structure

Create a coherent content pyramid to enhance user experience and ease of navigation

Guide the flow of visitor interest and also guide search engines to deeper levels of the site

Enhance the flow of authority from page to page

Show the search engine robots which pages to index

2. Keywords

Choose Your Keywords

Identify what keywords the search engines see when they look at your site

Determine the popularity of those keywords

Brainstorm other possible keywords and phrases

FInd out how many pages compete for each keyword

Close the loop with conversion statistics

Use Your Keywords

Use keywords in: 1. Headlines 2. Sub-heads 3. Early in text 4. Image tags 5. Title tag 6. Description tag

3. External Linking

Don't buy links, massively exchange links, or add irrelevant links.

Anchor text used in external links should be keyword rich, relevant to the linking page, and relevant to the target page.

Link Bait

Resources

Scoops

Controversy

Humor

Exclusive

Tools

Video

Free

Announcement

Contests

Awards

Quizzes and Games

Activism

Design (Wallpaper, Template)

Slide Show

Photos

Research and Statistics

Online PR

Use keywords in the title and first paragraph of your press release

Optimize your images

Include your URL and also keyword-rich anchor text

Post the release on your site

Point to it in your blog, your microblogs, and your status updates

Release it to the Web through an online PR service

Conversion

Guarantees

Product shot

On page video or audio

Testimonials

Johnson box

Opt-in box

Colors (red converts, blue increases trust)

Placement (upper right)

Type (large, readable font)

4. Social Media and Content Sharing

Directories

Check out PageRank and Alexa to see if it has authority with search engines

Check some of its links to make sure they are not broken or pointing to junk sites

Check its caching to see when it was last indexed

Make sure all of your information is consistent when you sign up for multiple directories

Google + Local

Create a listing for every site for which you have an office

Fill in all the information at the local listings; use your top keywords as category listings

Collect reviews

Post messages and updates

Post a photo of your business

Include a video

Embed Google Maps on your landing page

Get a QR code

Twitter

Add a brief description with benefit and keyword to tweeted links

Leverage the short link for analytics

Don't auto-follow

Be discriminating about whom you follow, and about who follows you

Develop a robust following

Think twice about hashtags

Shorten your own URLs

TIPS, 1. Track conversations based on keywords. 2. Follow based on brands, groups, shared interests, or keyword groups. 3. Unfollow people who don’t follow you. 4. Group people. 5. Auto-upload blog updates. 6. Use the scheduling feature to time your tweets. 7. Set up one or more auto-replies. 8. Get a daily digest of replies.

Facebook

Set Up A Facebook Page, Optimize, Customize the landing page for Facebook followers, and include:, 1. Opt-in box for your e-newsletter, 2. Rss feed, 3. Video page, 4. Discussion board, 5. Contests, 6. Events, Use keywords in your profile, "about" box, photo captions, and event descriptions, Use keywords and important links in your "info" tab, Get a custom URL, Use links in status updates, Post links to your Facebook page on all your websites, Encourage fans to comment, Add a "like" button to appropriate site content on your home page, Create incentives to "like" your stuff, Provide updates for followers, Link back to your site, Use keyword rich anchor text

5. Videos

Your Video

Keep it short

Keep it practical

Begin with a strong branding introduction

Include a "play" button

Include an offer

Include a call to action

Include your URL

Video OAO

Use your primary keyword phrase in the title, description, and tags

Encourage people to comment on and "favorite" the video

Link to your video from external sites and blogs

Use your primary keyword phrase in the anchor text linking to the video

Use keywords in the voice narration

Use keywords on the site or blog where the video is posted

Leverage your site's internal linking structure to support your video pages

Youtube Optimization

Fill out your profile (use keywords)

Include your URL in the profile and description

Customize your page

Connect to Facebook

Encourage subscribers

Encourage comments

Post regularly

6. Mobile Media

Mobile Search

Get a .mobi domain with the same URL as your site

Format your site for mobile devices

Create a mobile site map and submit it to the search engines

Use short keywords

Focus on practical, location- and activity-based content

Align OAO with predictive search phrases relevant to location and category

Submit your blogs and websites to mobile directories

Give and receive links

Use video

Mobile 2D

Include your QR Code on:

1. Business cards

2. Electronic tickets

3. Discount coupons

4. Print ads

Use your QR Code to:

1. Give more information and discounts for an event

2. Deliver a premium via mobile 2D

3. Link to your website

4. Track responses to ads or promotions

5. Conduct surveys

6. Establish loyalty programs

Include your barcode in tweets

Venue Pages

Claim your locations: set up a venue page for each one

Treat your venue page as a mini-landing page, with keywords and descriptions

Fill in your address and phone numbers

Use the categories tags

Reward check-ins

Remember to check in and comment!

7. Site Coding and Cleanup

Technical Audit

Use a robots.txt file to show the search engines what to look at

Check that you have an HTML and an XML site map

Use 301 redirects when necessary

Check for duplicate content, and specify canonical content

Avoid spider traps

Review URLs: static or dynamic?, Advantages of clean or static URLs:, 1. In some cases they are more searchable, 3. They are more likely to be passed on or go viral, They increase clickthrough

Use Flash selectively and skip the frames altogether

Scan for coding errors

Check for broken links

9. Search Engine Marketing

Pay Per Click (PPC_)

Scope out the competition: what ads are they running, and for which keyword phrases?

Create ad groups of tightly-matched keywords

Write two ads and run two campaigns simultaneously

Start at a lower price than Google's suggested bid price

Set a daily budget and an overall spending cap

Send people to a landing page with a specific free offer related to keywords

Get Started

Make sure your ad's headline addresses what the user is looking for

List the benefits of your offer over the features

Bid on specific phrases, some close matches, and some longer phrases as well

Rotate at least two ads simultaneously in every ad group

Have separate campaigns for the Display Network and the Search Network

Use all the space Google gives in each line

Have a clean URL to click to

8. Tracking and Analysis

Data Points to Track

Your search engine ranking

Your site traffic by source, Traffic from organic search, Your site links, Traffic from site links

Conversion by source

Cost per order by source