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Digital Marketing Strategy Workshop - Week 2
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Digital Marketing Strategy Workshop - Week 2


SEO Balance: Technical, Content, and Link Building & Local Search Marketing

SEO Balance: Technical, Content, and Link Building & Local Search Marketing

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  • Tell Dug the pizza man story – don’t over-knead the dough
  • Tell this story) i.e. you are active in a forum in your subject. You setup an account, include link to your site in signature. Every time you post, your link appears. If you post something of value, that makes you look like an expert, or gives people interest in clicking and viewing your site. THAT is a quality link, and matters more than 1000 links on the same site.


  • 1. Digital Marketing Lunch and LearnSEO Balance: Technical, Content, and Link BuildingLocal Search Marketing
    Class 2
  • 2. Optimization: The SEO Balance
  • Technical
  • 5. Canonical redirect
    Custom 404
    301 Redirects
    XML sitemap
    Helpful Tools
    “Check Server Headers Tool” (confirm indexing)
    Google Webmaster Tools
  • 6. Technical: Google Webmaster Tools
  • 7. Content
  • 8. Avoid duplicate content (
    Keywords should appear throughout various tags
    Focus on USP
    Content is Text, Video, Images, Blogs, Audio, etc.
    Content: Tips
  • 9. Meta tags: Unique & Relevant
    Build content around themes
    HTML sitemap
    Add main address to footer of every page, contact page, etc.
    Add a privacy statement for Google Analytics
    Content: On Page
  • 10.
    • Image optimization
    • 11. Alt attribute (alternative text - required)
    • 12. Keywords in file name
    • 13. Text versus image
    • 14. Video
    • 15. Keywords in description
    • 16. Link to your site in description
    • 17. Google transcribe
    Content: Images and Video
  • 18. Content: Images and VideoWhen you see this…
  • 19. Name your images to support your keywords and add alt tags for those who cannot see the image.
    Content: Images and Video:This is what the code looks like to Google
  • 20. Content: Images and Video:
    Get Google Transcriptions
    on YouTube through this button
  • 21. Content: Images and Video:Add Keywords to the Description
  • 22. Content: Images and Video:Add Social Call-To-Actions and Website URLs
  • 23. Define Focus and Direction
    Long Tail
    Akismet – combat comment spam
    HeadSpace2 – SEO (their site) (install on your site - preferred)
    Content: Blog
  • 24. Content: 10 Blog Tips
    Know your audience
    Keyword Focus
    Plan an Editorial Calendar
    Help, Don’t Promote
    Be Human
    User Generated Content
    Guest Bloggers
    Internal Resources – Use your own experts!
    Build Your Email List
    Mobile Friendly
  • 25. Writing A Blog: 4 Step Program
    1. Plan the Outline
    Common Problem
    Possible Solutions
    Our Solution
    Call to Action
  • 26. Writing A Blog: 4 Step Program
    2. Find Your Focus & Begin With A Catchy Headline
    Short stories
    Answers to common questions
    Catch the eye of both humans & robots
  • 27. Writing A Blog: 4 Step Program
    3. Timing Is Everything
    Get an egg timer
    Short, sweet and to the point
    Write your blog just before lunch or 5:00PM
    Stop while you’re ahead
  • 28. Writing a Blog: 4 Step Program
    4. Blogging Schedule
    Weekly Topic i.e. Tech Tuesday, Coffee Shop Saturday
    Break large topic into series of blogs
    Make your blog a part of your schedule
    Put it on your calendar
    Schedule of topics
    Blog about events, around holidays, announce press releases
  • 29. LinkMarketing
  • 30. Link Marketing: Back Link Research
    Who links to you
    Make Corrections
    Avoid Resubmitting
    Review Analytics
    Who links to the competition
    Identify Industry Directories
    Identify Quality Links
    Identify Link Types
  • 31. Link Marketing: Advanced Research
    Library Sites
    Most reside on .org, .us, .gov, .edu
    Footer contains the word “library”
    Search for: “keyword companies links library”
    Advanced Searching Tips
    “best keyword blog” (better for more specific keywords)
    “industry directory”
  • 32. Link Magnet or Link Bait Examples
    Instructional “How To”
    Potential to go viral
    Potential to be reviewed by industry leaders
    Offers benefit to the user
    Remember your USP
    Shareable: Make it easy to share on social sites
    WordPress Plugins
    Facebook “Like” Button
    Linkable: “Link to This” code, badge, etc.
    LinkMarketing: Link Magnets
  • 33. LinkMarketing: Quality over Quantity
    Blog Comment Spam = Bad
    Not relevant
    Vague: “Thank you. Great post”
    Link filled comment
    “Name” is keyword and links to suspicious site
    Forum Expert = Good
    Active in forum
    Positive feedback
    Signature links back to site
  • 34. Link Marketing: Directories
    Paid Versus Free
    Link should bring traffic
    Not all paid links are bad
    General, Trusted Directories
    Vertical, Industry Specific, Niche Directory
    Thomas Register
    “Keyword” directory
    “City” Directory
  • 35. Link Marketing: Other Opportunities
    Submit content on other relevant sites.
    Expert opinion
    Guest blogging
    Cross promotion
    Charity work
  • 36. LocalSearch
  • 37. LocalSearch: Claim Your Listings
  • 38. LocalSearch: Optimize
    FOLLOW Google Places Quality Guidelines
    Use email account under your business domain for account email
    Don’t use city name in description
    What business IS, not what it does or sells
    Use Google categories first, then enter your own keywords
    Refer to competitors’ categories
    Use all 5 fields
    Pros/Cons to hiding address
    Set service areas
    Additional Details
    Link to Facebook
    Link to menu
    Brands carried
  • 39. Local Search: Be Consistent
    Consistent listings build trust
    Search for: name, address, phone
    Identify and fix incorrect listings
    Submit to:
    Google Places:
    Yahoo! Local:
    Bing Business Portal:
    Free yellow pages sites & local directories
    “City” directory
    Data aggregators (, free and paid options
  • 40. Local Search: Positive Review Strategy
    • Google reads reviews on other sites
    UrbanSpoon, Angie’s List, Foursquare, Yelp
    Claim and optimize your listing on those sites as well
    • Ask for a review in person
    • 41. Add link from site to review sites
    • 42. Add review suggestion on print materials
    • 43. Tailor approach to customer base
  • Wrapping Up Week 2:
    Balance Your SEO Strategy
    Technical Optimization
    On Site
    Images and Video
    Link Marketing
    Back links
    Link Magnets
    Directories and Other Opportunities
    Local Search
    Claim Listings
    Be Consistent
    Positive Reviews
  • 44. Next Workshop: July 12
    Class 3: How-To’s of Social Media