An Intro to SEO & Inbound Marketing for Spas & Salons
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This document provides an overview of search engine optimization (SEO) and inbound marketing strategies for spas and salons. It covers optimizing the website, creating content, using social media, obtaining citations, and reviews. For the website, it recommends WordPress, focusing pages on user experience, responsive design. Content includes blogging, email marketing, and repurposing content. Social media stats show engagement peaks at 7am, 5pm, and 11pm. Citations and reviews are important for building trust and influencing purchase decisions. The document aims to help businesses drive more traffic and leads to their website through implementing these strategies.
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An Intro to SEO & Inbound Marketing for Spas & Salons
- 1. An Introduction to SEO & Inbound Marketing for Spas & Salons A publicatio n of &
- 2. Here’s what we’re going to cover. WEBSITE • Recommend Platform • Content Layouts • Google Trust Factors • Responsive Design CONTENT • Blogging • Popular Content Platforms • Repurposing Content SOCIAL MEDIA • Facts • Timing CITATIONS • Importance • Resources REVIEWS • Top Review Sites
- 3. WEBSITE YOUR SEO FOUNDATION Let’s walk through what makes a website great and how you can incorporate a few basic techniques to improve your ability to rank.
- 4. WEBSITE: RECOMMENDED PLATFORM: WORDPRESS Why? •It’s the most commonly used Content Management System (CMS) in the world •25% of the world’s websites are built on WordPress •All popular social media platforms integrate with WordPress •CMS means you can make changes without paying high costs for developers
- 5. WEBSITE: CONTENT LAYOUTS 1. 2. 3. 4. Focus on User Experience not Search Engines Each Product/Service Should have its own page Create more robust pages than your competitors Include relevant text, pictures, videos, and reviews whenever possible
- 6. WEBSITE: GOOGLE TRUST FACTORS 1. Easy to find contact info 2. Connect map listing(s) to Google Places 3. Footer: Name/Address /Phone (NAP) links to and is identical to Google Places page Link the embedded Google Map on your contact page to the indexed listing in Google Maps. Claim your business listing: https://www.google.com/business/placesforbusiness/
- 7. WEBSITE: GOOGLE TRUST FACTORS Footer: Name/Address/Phone (NAP) links to and is identical to Google Places page The footer appears on every page of your website. A common SEO practice is to put the contact info (NAP) of your business here. This info should be an exact match of the NAP on your Google Business page.
- 8. WEBSITE: RESPONSIVE DESIGN • What is responsive design? • Why is it important?
- 9. WEBSITE: RESPONSIVE DESIGN •Mobile sales for Health and Beauty retailers grew an unprecedented 84 percent yearover-year from 2012-2013.
- 10. WEBSITE: RESPONSIVE DESIGN Why You Need a Mobile-friendly Website: •More people are likely to browse for products on their smartphones than their tablets •While more people browse on smartphones, they are more likely to checkout on tablets •More online traffic comes from smartphones Source: IBM than tablets (25% Vs. 14%)
- 11. CONTENT MARKETING The essential elements that’ll make you an authoritative voice in your industry.
- 12. CONTENT: BLOGGING 1 Blogging consistently helps you to brand yourself as an authority in your industry and helps drive traffic to your website. 2 In terms of SEO, blogging frequently attracts a lot of long-tail traffic. Benefits highlighted below: High Keyword Popularity & Cost Low Low Conversion Rate High
- 13. CONTENT: OTHER POPULAR CONTENT 1 Email Marketing 5 Video 2 White Papers 6 Images 3 E-Newsletters 7 Testimonials 4 Infographics 8 How-to Guides
- 14. CONTENT: REPURPOSING CONTENT What is Repurposing Content? •Using one central idea and spreading it across various outlets
- 15. CONTENT: CALL TO ACTION Your CTAs are what help guide your visitors along your sales funnel. Common CTAs: •Call now •Order •Sign-up •Email us •Book •Join 3 Good Spa CTAs
- 18. SOCIAL MEDIA Today we will look at engagement specifically how it applies to Facebook.
- 19. SOCIAL MEDIA: FACEBOOK STATS 1 77% of consumers said they interact with brands primarily through reading posts and updates from the brands. 2 17% say they actually interact with the brands- sharing experiences, commenting, etc. 3 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook. 4 58% of people “like” brands on Facebook because they are a customer and 57% do so because they want to receive discounts and promotions.
- 20. SOCIAL MEDIA “Most brands have the “Most brands have the most engagement at most engagement at 7am, 5pm, and 11pm.” 7am, 5pm, and 11pm.” Do you know the best times to post on Facebook for the most engagement?
- 21. SOCIAL MEDIA How to Check Best FB Engagement Times 1. Login to Facebook, navigate to business page 2. Click “See Insights” in Admin Panel 3. Click “Posts” Facebook will show overview of when your fans are online. Just before peak times are best times to post!
- 22. SOCIAL MEDIA To see which Post Types get the most engagement: 1.Stay on Posts section (instructions previous slide) 2.Scroll down to the next set of data 3.Sort by clicking “Reach”
- 23. CITATIONS In simple terms, citations are mentions of a company around the web.
- 24. CITATIONS: CITATION RESOURCES USE THE FOLLOWING FREE RESOURCES TO BUILD AND CLAIM YOUR BUSINESS LISTINGS: •https://getlisted.org/ - This free resource will provide you with a list of popular citation resources that your website should be on and provide you links to each. 1. For further info, check out these links from GetListed.org: -Best Citation Sources by U.S. City -Best U.S. Citation Sources by Category You can also pay for citations through sites like: -Acxiom -InfoGroup -Factual
- 25. REVIEWS • Top Review Sites: •Google Reviews •Yelp! •Yahoo Local Listings •Insider Pages •Citysearch •BBB •Facebook •YOUR WEBSITE! Online reviews are second only to personal advice from a friend as the driver of purchase decisions; user reviews are more influential than third-party reviews. (Rubicon Consulting) • When making purchase decisions, North American Internet users trust recommendations from people they know and opinions posted by unknown consumers online more than advertisements on television, on the radio, in magazines and newspapers, or in other traditional media. (Nielsen)
- 27. … AND THATS IT! 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!
- 28. This presentation has been made possible through the efforts of these fine companies: http://thedigitalelevator.com/ http://whiteblitz.com/
- 29. Here’s what you’ve learned! WEBSITE • Recommend Platform • Content Layouts • Google Trust Factors • Responsive Design CONTENT • Blogging • Popular Content Platforms • Repurposing Content SOCIAL MEDIA • Facts • Timing CITATIONS • Importance • Resources REVIEWS • Top Review Sites
- 30. Hands-on Inbound Marketing & SEO Get aa Free Website Get Free Website Evaluation Evaluation Contact Us Contact Us
Editor's Notes
- Screen shot- much of what we will be going over today will help you to rank as you see here in the organic listings (NON PAID) If you have questions please write them down as we will have a Q&A This entire presentation will be available for download, will be online, and the webinar will be placed on the White Blitz site.
- - Reviews: Explain customer reviews
- Primary use of website in today’s talk will be to: Drive traffic (generate “hits”) Increase leads from that traffic
- If you are building a website from scratch or considering building a new website, WordPress is a attractive option The simple to use CMS system means that you can easily edit or add new content, including pictures, videos, text and graphics without having to contact a developer If you already have a site that is not on WordPress that is OK! You can still implement everything we’ll show you today!
- Don’t focus on winning in the search engines, focus on creating a great experience for your website visitors by providing them with descriptive and visual content that goes above and beyond that of what your competitors are doing. Don’t lump all your products and services on one page. You’ll have a better chance of ranking for each if you create individual pages for each and create specific content for each. Explain what you mean by “robust”- compare to the U/X on Zappos or Amazon
- The above trust factors may be slightly different for businesses with multiple locations. For example, you may not want to list just one location in your footer.
- Responsive website design is a website that will adapt to all the various screen sizes the website will be viewed on. Everyone gets a more enjoyable user experience when they can view a website that looks good on every device. It is important because more and more people are viewing websites on their cell phones and not providing a good experience means you can turn them away.
- Responsive design ties into mobile design, heres how Why mobile friendly design is important
- Bottom line: You need a mobile-friendly website and a responsive website is generally the best option.
- Short tail traffic would be words like “camera” or “digital camera” As you can see, the more unique, less popular searches tend to convert more leads and actually account for as much as 70% of traffic. Lots of website owners will focus exclusively on these generic keywords not understanding that they Ex. rather than a blog on a massage, how about a blog that compares european, deep tissue, swedish and hot stone massages- cast a bigger net
- A white paper is an authoritative report or guide helping readers to understand an issue, solve a problem, or make a decision
- Repurposing saves time and money Helps compound the efforts of your SEO efforts across the web Ex. of repurposing content: 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
- CTAs should be on nearly every piece of content that you produce. Have a goal in mind for all of your content and somehow relate back to a product or service you wish to endorse.
- Another CTA, this time on social media site Facebook. Health Centered Spine and Wellness uses custom graphics to help promote their CTA to utilize a Flash Whitening service. This graphic is an example of what you can find in the White Blitz Personal Marketing Consultant program. They offer pre-made, fully customizable marketing pieces that you can use on social media just like Health Centered Spine and Wellness has done here.
- An example of good CTAs on the Exhale Spa website The only thing I would change here is the colors of the 3 options- they don’t do a good job of contrasting with the rest of the site and make it difficult to tell that they are links.
- By engagement we mean- likes, shares or comments
- The takeaway from the above stats is engagement and the various forms While many consumers will read Facebook posts and updates, very few actually get involved in the commenting Facebook can be looked at a way to increase the sales of your products and services, especially in terms of worth-of-mouth advertising Stat 4 reveals that most people follow you because they are already your clients or because they want a discount on something else. That’s fine, it just pays to know what your demographic is like.
- For the purposes of branding, exposure, and engagement (clicks/likes/shares/comments) your brand will obviously want to post at the most opportune times.
- When you navigate to this page it gives you total data for a week. You can also segment the data by scrolling over specific days to determine the best times to post. I recommend posting 10-15 minutes before peak times to give your brand the best chance of getting the most exposure.
- Facebook lets you know which of your posts are the most effective in addition to showcasing which “post types” are responsible. Posts types can be links, photos, status updates, videos, etc. An effective strategy would to determine which type of posts get the most engagement and then repeat that process or fit it more frequently into your Facebook strategy.
- Citations are important to a business for a number of reasons For starters, they help brands list their businesses on highly trafficked websites that in turn can direct traffic their way. They are a trust signal for the search engines. We talked about NAP before, each citation that has the NAP listed gives credibility to your website and can actually help it to rank better. They allow you claim listings across the web so that competitors cannot Citations can often be wrong or have incorrect data- these sites “scrape” the web on their own They are a foundation of a review strategy Common question is: How do we create a citation?
- In my opinion manual citations work better for SEO than submitting your site to the paid services. However, these services are more time effective for the busy business owner. You can also get your SEO to build citations for you and this is a service Digital Elevator provides.
- Just wanted to quickly call attention to the White Blitz resource center. You’ll find a bunch of really great free marketing materials here that can help save you time and money and really help with the call-to-actions we discussed earlier. Plus they have an awesome Personal Marketing Consultant program that can help you with a lot of the stuff we discussed today, particularly with social media
- - Reviews: Explain customer reviews