Inbound marketing and SEO consultant Daniel Lofaso of Digital Elevator provides a brief overview of the foundational elements of on-page SEO, discusses user experience, and explains content strategy in terms of an inbound marketing plan. All tips and tricks are supported with links and actionable items so that the novice website owner can gain some traction with search engines and develop a plan to garner better rankings.

1. SEO & Inbound Marketing for Beginners
Daniel Lofaso, SEO & Inbound Marketing Consultant
thedigitalelevator.com

2. Here’s what we’re going to cover.
On-Page SEO
• Keyword Research
• Long vs Short Tail
• Meta Data
• URLs
• Expectations from on-
page
User Experience
• Definition
• Good Examples
• U/X Checklist
Content Strategy
• Importance
• Planning
• Example
• CTAs

3. On-Page SEO
At the end of the day SEO is all about people typing words into a box.
IT ALL STARTS WITH KEYWORD RESEARCH
SEO is the practice of improving and promoting a web site in order to
increase the number of visitors the site receives from search engines.

4. FREE KEYWORD RESEARCH TOOLS
•Google AdWords Keyword Planner (www.google.com/sktool/ )
•Google Trends (www.google.com/trends/)
•SEOBook Keyword Tool (
tools.seobook.com/keyword-tools/seobook/)
On-Page SEO:
Keyword Research

5. On-Page SEO:
Keyword Research
In all of Your Keyword Research Focus on User Intent

6. On-Page SEO:
Long Tail vs Short Tail
Keyword
Popularity &
Cost
Conversion Rate High
High
Low
Low

7. On-Page SEO:
Meta Data
Title Tag length used to be around 70 characters. Now you want to shoot for about 55.
Free Title Tag Counter Tool: http://moz.com/blog/new-title-tag-guidelines-preview-tool
The title element (blue below) of a page is meant to be an accurate, concise description of a page's content.
Title Tag

8. On-Page SEO:
Meta Data
The description on the search results will appear as ~155 characters, so the substance of your
content should be in the first 155 characters.
•Doesn’t effect rankings
•DOES effect click-through
The meta description tag (in black) exists as a short description of a page's content.
Meta Description

9. On-Page SEO:
URLs
Ugly URL Example: http://www.example.com/product.aspx?
ID=11526&IT=5f7d3d
Pretty URL Example:
http://www.example.com/dvds/anchorman-the-legend-of-ron-burgundy/
Tips:
•Use keywords in URLs where possible (don’t force)
•Try to keep around 5 words if possible

10. On-Page SEO:
Expectations
• SEO doesn’t happen overnight
• On-page is only part of the battle, it’s really more
of a SEO foundation than a full-on strategy
• In really competitive industries on-page won’t put
you close to the 1st
page of the search engines

11. User Experience
What is User Experience (U/X):
UX design means taking your users
needs into account at every stage of your
product lifecycle.

12. User Experience

13. User
Experience
U/X Checkist:

14. User
Experience
U/X Checkist (cont’d):

15. User Experience
Tips:
•Focus on the end user
•Clean navigation helps
•Check out who is ranking and one-up them
•Don’t be a copycat, create original content

16. Content Strategy
What is it?
Planning for the creation, delivery, and governance of useful,
usable content.
Inbound marketers refer to content marketing as a “pull”
approach rather than a “push” or interruptive approach such
as traditional advertising.

17. Content Strategy:

18. Content Strategy:
Coming up with a Plan:
•Address what your consumer wants
•Blog consistently (become an authority in
your industry)
•Learn the channels where your consumers
hang out and setup shop there
Blogging by itself is not a complete
content strategy!

19. Example of a spa/salon content strategy utilizing repurposed content.
Goal: Endorsing skin care services/products:
• Starts with a how-to guide on getting healthy, vibrant skin
• Repurposed as a blog series- healthy eating, sun care products, exercise,
gadgets, skin care products, spa services- all relating to the main how-to guide
• Images created and shared on Pinterest
• Daily tips related to the guide shared on Facebook and Twitter
• Video of how to get healthy skin created for YouTube
• Email chains go out weekly with tips and links to the original guide
Content Strategy:

20. Your CTAs are what help guide your visitors
along your sales funnel.
Common CTAs:
•Call now
•Order
•Sign-up
•Email us
•Book
•Join
Content Strategy:
CALL TO ACTION
3 Good Spa CTAs

21. Implement the
aforementioned strategies to
help your website drive more
traffic and generate more
leads.
Then, sit back, relax, and
watch the traffic and leads
pour in!
… AND
THATS
IT!

22. Hands-on Inbound Marketing & SEO