SEO For Small Business Deck (Dabble)

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The SEO for Small Businesses deck we created for our first Dabble, hosted at 131 W. Seeboth, Milwaukee, WI. 9 Dabblers showed up to learn more about SEO and we presented for 2 hours. It was a …

The SEO for Small Businesses deck we created for our first Dabble, hosted at 131 W. Seeboth, Milwaukee, WI. 9 Dabblers showed up to learn more about SEO and we presented for 2 hours. It was a marathon–like this deck.

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Transcript

  • 1. What is SEO?• Acronym: Search Engine Optimization (SEO)• Goal: Rank Organically For Specific Keywords• Job: Optimize Site To Send Proper Signals to major search engines• Challenge: Google uses over 200 signals to determine rankings
  • 2. SEO vs. SEM• Organic (earned/free) vs. Paid (pay per click or pay per impressions)• Both target keywords• SEO = Inbound Marketing/Earned media
  • 3. SEO vs. SEM• Paid (SEM) is a great supplement to organic – Users more likely to click when brand shows up in paid and organic• Downside to SEM: Price per click can get very costly!• SEM price driven by competition
  • 4. Why SEO?• Over 20 billion searches a month (US)• Web Visible/Nielson Study: – 82% used the Internet to find local businesses – 80% researched product/service on the Internet before buying
  • 5. How Search Engines Work• Index (collects, parses)• Crawl (links are the roadways) that spiders crawl• Store (lots of datacenters)• Serve Relevant Results (SERPs)
  • 6. How Search Engines Rank• Over 200 factors – Basically by popularity – Content + Links! – Ranking Factors (SEOmoz)• Relevance + Importance – On Page (content on the site) – Off Page (links + social)
  • 7. How Search Engines Rank• On Page – Relevance: What is this page about? – How Spiders See Your Site – HTML Elements
  • 8. How Search Engines RankOff Page• Links – Authority of Links – Diversity of Links – Anchor Text – Follow/No Follow• Social Signals – Shares (by influencers)
  • 9. How Users Search1. Experience Need (often through friends/social media)2. Enter in query in Google3. Browse for the best match4. Click on result5. Scan for solution6. Narrow query if inadequate answer is found
  • 10. What Should You Do?
  • 11. Discovery/Strategy Process1. Define Personas 1. Identify Who Needs Your Product/Service 2. Research Where They Hang Out Online 3. What Do They Share?2. Perform Keyword Research 1. First Broad (2-3 words in query) 2. Narrow (focus on long tail)
  • 12. Keyword ResearchTools – Google Adwords – Google Insights – Google Trends – Trellian Search Term Suggestion Tool – Wordtracker – Soolve (instant search suggestion tool) – Ubersuggest
  • 13. Keyword Research
  • 14. Keyword Research
  • 15. On Page (Foundation)• Create accessible site for users and search engines (HTML)• Optimize on page for targeted keywords – Juxseo• Setup Analytics with Conversion Tracking• Target Less Competitive Keywords Initially
  • 16. Build Relationships (Links)• Make friends – In Person – Social media• Find link opportunities – Guest posts – Interesting content – Key Research – Data – Tools
  • 17. Local SEO• Claim and Cleanup Local Citations – Accurate data – Correct category selection – Complete listings – Connect social (use location in Twitter bio) – Use competition to find listings – Forums with address
  • 18. Local SEOTools for finding and managing citations• GetListed.org• Yext.com• Whitespark.ca
  • 19. Build Content Around Needs• What issues does your audience face?• Back to keyword research• Track trends in your industry by following blogs and grouping in RSS – I use Feedly + Flipboard• Analytics will tell you everything
  • 20. Build Better Content• Be aggregators/curators• Repurpose good information• Always link back to source and mention• Build content that your audience shares – Use Hipstafeed to check trending articles
  • 21. Build Smarter Content• Target keywords with low competition• Build a content strategy to reach customers experiencing a need• Get “buy-in” from thought leaders before you create the content• Draw out influencers with content specifically for them
  • 22. Monitor, Track and Learn Close attention to analytics
  • 23. Monitor, Track and Learn– How are people finding you?– Which ones are converting?– How can you provide content for more people like that?
  • 24. Your Sites
  • 25. Permanent Baggage Content– Time lapse of making an item– Simple Handmade How To’s (think friendship bracelet)– Handmade blog – featuring guest artist (friends/links)– Infographic of handmade jewelry in US history
  • 26. More Resources• Beginner’s Guide to SEO• Advanced Search Operators (for research)• Open Site Explorer (analyzing links)• Hubspot (learn inbound marketing)• Hustle With Data• Google Webmaster• Schema
  • 27. Questions?@jonhainstock • @benbartling tailwindcreative.com