DIY SEO Tactics for Small Business Owners
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Tactics for small businesses trying to get their head around search engine optimization (SEO) and its marketing implications. Sign up here: http://content.digitalsherpa.com/free-webinar-diy-seo-tactics-for-small-business-owners
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DIY SEO Tactics for Small Business Owners
- 1. DIY SEO Tactics for Small Business Owners David Christopher Senior Inbound Marketing Manager @davidmchris dchristopher@opubco.com
- 2. 1st - 20% 2nd - 10% 3rd - 7% 10th - 1%
- 3. How Does Search Engine Optimization (SEO) Work? Relevance What your website says it is about Authority What other websites say your website is about Local SEO Convincing search engines you are local
- 4. 1: Relevance Google Keyword Planner: http://bit.ly/16X4xFn
- 5. • • • • Page Title URL H1 H2 • Image Alt • Body Copy
- 7. 2: Authority 1. 2. 3. 4. 5. Number of linking domains Authority of linking page/domain Relevance of linking page/domain Where the link points to Authority doesn’t flow through some links (advertising) 6. Is this a legitimate link?
- 8. Keyword Difficulty cancer treatment center 160 140 120 100 80 60 40 20 0 * Your Website iuhealth.org - 1st iuhealth.org - 2nd ecommunity.com - 3rd stvincent.org - 4th floydmemorial.com 5th
- 9. Ways to Build Authority Dangerous Sustainable Press Releases Services News Websites/Press Releases Article Directories Posts on Industry Blogs Link Schemes/Link Farms Vendor/Supplier Relationships Link Exchanges Professional Associations Comment Spam Business Directory Listings Paid Links Job / Events Promotions Scholarships & Sponsorships
- 11. 3: Local SEO Optimization
- 12. Local SEO Ranking Factors 1. 2. 3. 4. 5. 6. (Good) Reviews Real business address (not PO BOX or residential) Citations: name, address, phone number (NAP) Website with good relevance & authority Correct categories Centroid bias
- 13. Spay Neuter Experts Organic Search Traffic +2,016%
- 14. Questions? David Christopher Senior Inbound Marketing Manager @davidmchris dchristopher@opubco.com
Editor's Notes
- This is the F-shaped reading pattern most common online.The higher you rank the more likely you are to get seen and clicked on.Why?
- Search Engine Optimization is the practice of ranking well in search engines to drive visits to your website.So how does it work?RelevanceAuthorityLocal SEO
- Let’s start with relevance. First you have to understand what your potential visitors are searching for.Google has a database of every search ever made.It makes that information available to you through the Google Keyword Planner.
- Here’s an example in practice from one of our clients.
- Good SEO can work in the user’s favor.By taking the time to figure out exactly what it is that you do and what the layman calls it you ensure you’re speaking your customer’s language.
- But how do search engines decide between two equally relevant websites?The answer is Authority.This is determined by ‘inbound links’. These are links from other websites to your website. In the eyes of search engines a link is equivalent to an endorsement.
- Your authority profile will be a reflection of your real world reputation.Moderate your expectations based on the competition.
- Here are some types of link building that still work and if done right likely always will.
- So buyer beware.If you engage someone to build links make sure you feel very comfortable with them and what they’re doing and ask to see the links. There’s a lot at stake.Ask yourself – do these link seem to be natural? That’s the gold standard. If the answer is no then it’s possible that link might hurt you in the future.Google’s guidelines specifically forbids:Buying and selling linksExcessive link exchangesLarge-scale article marketing or guest postingUsing automated programs to create linksLow quality directory, bookmark site or forum linksWhat’s left?A lot.
- Local SEO also deserves to be addressed.Local listings appear in search results any time a local business is a good answer to the search query. This data powers Google Maps search which is important because of the dramatic rise in mobile search, sometimes more than 50% of total search traffic.
- Local SEO ranking factors – here’s how we influence your rank in local listings and maps listings.Correct Categories(Good) ReviewsReal business address where customers can come (not a PO BOX or residential addresses)Centroid biasCitations: name, address, phone number (NAP)Strong website
- If your site has trulydreadful SEO – so bad that even the people who want to find you can’t – we can work wonders. Like this 2000% increase in organic search traffic for a vet.