Use a tools like Ahrefs.com on your competitors’ sites! See what keywords people are using to find their site, and what their most popular pages are.
Make sure you have Google Search Console set up for your website. They have a new “Performance Report” that will show you what keywords people are using to find your site, and where you could rank better.
Focus on what matters on each page:
Main title - should feature the focus keywords, preferably at the beginning of the title.
Subheader or first paragraph – expanded description, should also feature the focus keywords.
Alt text in images – alt text was designed to show text when an image is not loading properly, or if someone has to use a screen reader. This text is read by Google as any other content.
Meta description – a short, concise (usually 300 characters or less) description of a webpage, shown in search results.
Keep a document on “blog post title ideas.” For example, I can see, through all my research, that “podcast distribution” is a good keyword combination to pursue. So I could write a blog post with the title: “Podcast distribution made easy - 5 steps.”
Write these authoritative guide on a topic. Ben Orenstein noticed that there weren’t any good pair programming guides, so he wrote one! http://learntopair.com. These guides typically get shared a lot, which means you’ll get high quality backlinks to your site (which is important for SEO).
People will also search for “[competitor name] alternatives.” Those are great keywords to target.
The big list of marketing channels:
Ads: Facebook Ads, Adwords, LinkedIn ads, etc.
Partnerships: finding influencers that have a similar audience to you, and cross-promoting
SEO: getting backlinks to your landing page from other sites, and ranking for certain keywords
Platform marketing: engaging in Facebook Groups, on forums, in comments threads
Direct mail: sending your prospects stickers, postcards, or letters by post
Events: attending tradeshows, conferences, and meetups and handing out business cards (or other swag) with your website address
Things to remember:
Marketing doesn't work like a jackpot. You're not going to hit that "one thing" that works and creates an avalanche of sales. Instead of "putting it all on black," it'd be better for you to diversify your marketing investments: you'll get customers from a variety of channels and tactics
Marketing is a lot like physical fitness. Small gains every week give you biggest gains in the long term. It's like hitting the gym once on January 1st and expecting to look like Arnold Schwartnegger. You've got to do something every week to get good results overall.
Last: for many of you, marketing is a big, hairy, ugly problem. And what's the best way to deal with a big overwhelming problem? Break it into smaller pieces.
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