Who This is For• People who own a business• Familiar with SEO (a little is ok)• Excited to learn more – not afraid of trying/testing Who This is Not For • Folks who think a ‘magic bullet’ exists • Folks who are into ‘opportunity’ biz • Think everyone is against them…(incl. Google)
What You’ll Learn (Agenda)I. The SEO process I. What works today + myths/trendsII. Keyword strategies I. How to get the “best” keywords (rankings/traffic)III. Social implication I. How to leverage social signals for search enginesIV. Content strategies I. What you can do nowV. Small business optimization I. Automation and lead management
• Jon Rognerud, Head of Digital Marketing Services, Chaosmap.com, Personal Blog: JonRognerud.com• Focus on: – Social Media and Blogging/Content – Search Engine Optimization – Pay Per Click – Lead Generation, Email Automation – WordPress Design, Dev. & SMO – Web Analytics – And …Changing Lives!
• Author of “The Ultimate Guide To Search Engine Optimization”• Speaker• TrainerExample Case: New Book Coming! Primo 2014
SEO Myths• Google is after you• SEO is “dead” (social is king)• SEO is a technical job, IT can do it• SEO is a “one-time” task with some cleanup• Get more links, don’t worry about content/on-page• If your page ranks #1, you’re set!• User design and experience doesn’t matter much
Trends We See Increasing• Social (Google+) & Persona Development• Author Rank• Mobile• Local• More “filtering” and updates (Penguin/Panda…)• SEOs become “masters of online marketing”: – Goals, Objectives development, creative thinking – Strategies, plans (with milestones) – Results-driven, not just ‘tech’ or ‘links’ – Content-focused, user-experience focused – Marketing, Promotion, PR – Learning to leverage PPC more for SEO validation
MobileAll assets should be mobile readyTip: Look in your web analytics and report on the last 30-120 days, and see the curve)
Google & Social: Action itemsProfile setupsGoogle+Learn and implement Google Authorship (rank)TIP: http://chaosmap.com/blog/how-does-google-show-my-profile-picture-in-search-engine-results-pages-serps/
Quality UI and ContentBe creativeCatch the reader (headlines)Be helpfulKeyword research and inclusion on pagesAsk people to “like” and add CTA (call-to-action)TIP: http://www.copyblogger.com/magnetic-headlines/
Think Differently: Content (Re)use and Asset Optimization• Images (Google ‘image search’)• News• PDF• Webinars• Podcasts• Videos (start with YouTube)• Live web-casts• Blog• Slide-decks (and distribute to slideshare.net)• White-papers and research guides
How To Get More Business - Fast (THE success formula)1. Traffic2. Offer/message3. Conversion (tracking and CRO) + “Backoffice” nurture & management
Opportunity for Search Traffic• “Keyword Difficulty” – How do you determine it? (Google doesn’t tell you … or “do” they?)
“Themes” and “Keywords”• Head terms (“shoes”)• Middle terms (“running shoes”)• Long tail terms (“running shoes for men _____”)• Themes/groups (and pages) – Site architecture & design to support ‘keywords’ – Grouping (Wordtracker, spyfu groupie, Adwords Editor,etc)• Links + Co-citation (not always exact match)• Navigational, transactional, informational queries coupled with “search psychology”• GKT + GA are your friends!
Keywords for ROF (return on find):• ASK: Why “that” or “those” keywords…• PPC (Adwords) Research
Use These Steps: STEP 1 Open KPM “keywordprojectmanager” Use Google Suggest Enter keyword phrase (or wildcard variations. A * will allow Google to fill in the blanks)
STEP 2 GKT (sort column) Enter List From KPM (remember these settings) Finally, Download the keywords into CSV
Content IS King (Value)• Blogging (WP)• Guest writing/blogging• Sourcing: – Quora – Twitter, Google (and +) – Yahoo Answers – Topsy – RSS in Google Reader (and G-Alerts)• Answer questions and wrap into research/story• Info-graphics
Small business visibility Step-By-Step (Local) – “A”• Keyword research/analysis• Web analytics review• Google+ Local optimization• Competitive analysis• Web site audit• Content Development strategy (ed. Calendar)
Small business visibility Step-By-Step (Local) – “B”• Create citations and local referrers• Citation audit and cleanup (NAP consistency)• Image and video tagging• Reviews (including ongoing process)• Social media strategies and widgets
Tools• Look at your existing opportunities • Screaming Frog Spider • Xenu Link Spider (Free) • Google Analytics (content and drill-downs)• Getlisted.org• Yext.com
Technical Link “stuff”• Anchor Text Density• Link URL / Source• Link Type• How Fast Your Generate Links• Live versus Dead Links• Follow vs NoFollow• 404 “dead” pages• 301 redirectsTIP: Be relevant!
Additional Resources For Deeper Drill-down• Ahrefs.com• MajesticSEO• OpenSiteExplorer
(Fast) Content Ramp-Up1. DIY Research2. Editorial Calendar 1. Interviews 2. Content curation 3. Action-driven 4. Contests 5. Target your “avatar” (persona) *may be several 6. Cohesive strategy, including emails 7. Social/search integration with blog and widgets3. PostPlanner4. Weekly engagement in your “key” platforms (based on research)
Move Emails To Next Level How?Segmentation via:•Purchase Behavior•Web Behavior•Email Click Behavior•Etc… From: •Loyal customers •Customers who bought only once •Inactive customers •Recent customers •Folks opened, but didn’t click •Folks clicked, but didn’t convert •Folks who never respond/open