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Search and Email Marketing Startup Guide



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  • Two Kinds of Search:Organic search is based on unpaid, natural rankings determined by search engine algorithms, and can be optimized with various SEO practices. In contrast, paid search allows you to pay to have your website displayed on the search engine results page when someone types in specific keywords or phrases. The fee you pay is based on either clicks or views of your ads.
  • More here:http://searchengineland.com/new-ppc-report-bing-ads-vs-adwords-in-6-us-verticals-152229


  • 1. SEO and Email Marketing forStartups and Small Businesses
  • 2. Part 1: Search Engine Optimization (SEO)
  • 3. Go Get It, Lycos.
  • 4. Today…
  • 5. Key Terms• SEO – Search Engine Optimization• PPC – Pay Per Click Advertising• SERPs – Search Engine Ranking Positions• On-Page SEO – Changes to website content and framework that affect search-ability and SERPs• Off-Page SEO – LINKS (the valuable kind!)• Local SEO – On and off page factors that affect local search• Inbound Links – Earned links that pass ‘link juice’ to your domain• Google Page Rank – An indicator of your site’s profile; mostly based on number of quality, relevant links
  • 6. Organic V. Paid Search
  • 7. Google AdWords v. Bing Ads
  • 8. 2013 Search Share Data via ComScore
  • 9. 2013 Search Volume Data via ComScore
  • 10. Start With Research• GOAL: Find the best fit primary keyword for each page you’re optimizing for• Google Keyword Tool is your best friend• Google Trends is also useful• Find balance with the most RELEVANT, LEAST COMPETITIVE, HIGH SEARCH VOLUME keyword you can• Consider Google Page Rank, inbound links (and other factors) when making keyword decisions for SEO
  • 11. Title and Description Tags1. Title Tags – Include primary keyword, and secondary keywords if possible.2. Description Tags – DO NOT affect SERPs. However, EXTREMELY place to drive click-troughs with a solid message.
  • 12. BAD Search Listing Example
  • 13. Other On-Page Factors• Keywords in Page Content – including broad and exact match• Keywords in Image ALT tags• Keywords in Heading tags – Only one H1 tag per page• Keywords in URL slugs (e.g. edetroit.co/michigan- marketing-company)• Keyword in image file name (e.g. edetroit.co/images/michigan-marketing-company.jpg)• Links to pages throughout YOUR site• Links to relevant, high-ranking pages OUTSIDE of your site
  • 14. Technical Stuff• Generate an XML sitemap and upload in your root directory• Make sure robots.txt isn’t blocking search engines from blocking your site• Create profiles on Google Webmaster Tools and Bing Webmaster Center, and submit your sitemap• Setup Google Analytics profile to monitor SEO and other metrics
  • 15. Image via SEOMOZ
  • 16. Link Building• Start building links right away• Focus QUALITY over QUANTITY• Understand distinction between White hat and Black hat SEO
  • 17. White Hat vs. Black Hat Image via SRISAS
  • 18. Protect Your Future and Do SEO RightDon’t BUY links, EARNthemContent Marketing +Link Building = Long-Term, SustainableSearch MarketingStrategy
  • 19. Other Link Building Tactics• Directory Submissions – Including local citations, regional directories, and industry directories.• Develop link-worthy content (blogs, ebooks, infographics, …) – See the Michigan Tech 100• Guest posting• Press releases = Get a LOT of links• Create Ego-Bait! Give and you shall receive – Our blog: Top 10 Most Entertaining and Notable #Detroit Blogs• The list goes on… BE CREATIVE!
  • 20. Local SEO Quickie• Employ same research tactics and On-page SEO tactics outlined earlier BUT use local terms (e.g. ‘detroit plumbers)• More Reviews = Higher Local Listings, so ask for them – Google – Yahoo! – Yelp• Build Citations like Google listing (now integrated with Google+, Yelp, Yahoo, etc.)
  • 21. Generate Reviews (hopefully good ones)Tactics:• Ask your friends• Use print materials• Create a landing page that shows people how to leave a review
  • 22. Local SEO: Citations• A tedious, but important process.• Universal Business Listing (UBL) is effective for getting a lot of listings published at the same time• Use keywords in citations, because they are indexed in search engines
  • 23. Google Local SEO for Search ‘detroit restaurants’
  • 24. Measuring, Monitoring and Adjusting• Measure SERPs using tools like SEOmoz and Raven Tools• Monitor Google Analytics• Some free tools: seomoz.com/tools• Tweak and make adjustments over time (provided On-page SEO best practices) – SEO is fairly long term, so BE PATIENT
  • 25. Affordable Marketing PackagesWe offer digital marketing packages designed forsmall businesses and startups looking to get ahead start with their digital marketing. Get Started Now!
  • 26. Part 2: A Brief Glimpse Into Email Marketing
  • 27. MailChimp• Free up to 2000 subscribers and 12000 emails/month• Offers automated RSS feed emails for blog content• Strong for Blogs, but weak for more automated emails
  • 28. aWeber• 1000’s of web form and email templates to work from• Launch automated email marketing campaigns
  • 29. Leveraging Subscribers: Social Media• Use catchy images accompanied with a post and link• Leverage reach with established content partners and brand ambassadors
  • 30. Have an (Free) Offer• Use offers like eBooks, webinars, coupons, subscriptions, etc. to entice signups
  • 31. Leveraging Subscribers: Blog Posts• Create images to add to blog posts for a visual call to action linking to a landing page• … or frame subscribe form directly into post
  • 32. Leveraging Leads w/ PPC Ads
  • 33. Leveraging Leads w/ Social Ads
  • 34. Affordable Marketing PackagesWe offer digital marketing packages designed forsmall businesses and startups looking to get ahead start with their digital marketing. Get Started Now!