Role of SEO in Inbound Marketing

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From the New York Inbound Marketing Professionals August 2013 Meetup (http://www.meetup.com/inbound).

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Role of SEO in Inbound Marketing

  1. 1. 1 Agenda 6:30-7:00 Networking 7:00-7:20 Intros 7:20-7:50 SEO Presentation 7:50-7:55 Questions 7:55-8:00 Tip 8:00-8:30 Networking 7/22/13 Joseph Franklyn McElroy joseph@corporatepa.com 646-334-1885 www.corporatepa.com
  2. 2. 2 Recognition Value Creator – James Thompson I solve problems, whether they're people or programs. I also really like data. #MathNotFeelings Active Participant – Susan Gluck I'm a digital marketer in NYC. 7/22/13 Joseph Franklyn McElroy joseph@corporatepa.com 646-334-1885 www.corporatepa.com
  3. 3. 3 Introductions Event Recognition  Host Venue  Sponsors 7/22/13 Joseph Franklyn McElroy joseph@corporatepa.com 646-334-1885 www.corporatepa.com
  4. 4. 4 Introductions Introduce Yourselves  What you do in 15 Secs  Questions or Needs  Who you want to meet 7/22/13 Joseph Franklyn McElroy joseph@corporatepa.com 646-334-1885 www.corporatepa.com
  5. 5. “SEO’s Role in Inbound Marketing” & Serr.biz PROUDLY PRESENT:
  6. 6. Role of SEO in Inbound Marketing • Keywords & Content • Crawlability & Technology • Link Building & Social Media • Analysis & Pages & Serr.biz
  7. 7. Our Backgrounds: A Brief Look Mike Zittel - Serr.biz • Started in 1999, when SEO basically consisted of having a website with some keywords • Laughed at Google paid ads • Saw Bing/Yahoo advertising when it was GoTo, then Overture, then Yahoo, now Yahoo-Bing • Worked with industry types from Antiques to Merchant Services, Travel, Hotels, Doctors, Lawyers, Real Estate, Non-Profits, etc. Nikki Johnson - PluginGroup.com • Worked for 10 years as Vice President of Copywriting for an agency called TIG Global, specializing in Hotel & Travel Internet Marketing • Supervised six full-time copywriters and 21 freelancer writers in producing content for 1,000+ clients • Started freelancing for colleagues and friends five years into working for TIGG, diversifying experience far beyond hospitality • Currently working with Coldwell Banker – 600+ agents • EDU online reputation management • Science equipment (Oil- Environment) • Home generators / luxury carpets • Operates SocialProfiles.us • Currently one of three managing partners for a self-founded company called Plugin Group, which partners with ad agencies to provide white-label marketing / branding services and overflow support & Serr.biz
  8. 8. SEO: The 40,000-Foot View ONSITE OFFSITE LOCAL SOCIAL ONSITE SOCIAL OFFSITE LOCAL & Serr.biz
  9. 9. Onsite SEO: Keyword Integration Keyword Selection • Select one or two main keywords actively searched by consumers for each page, using a tool such as Google AdWords Keyword Tool • Use each page as a platform to drive qualified customers to the site Meta Data Development • Title Tag – The most influential Onsite SEO factor, limited to 70 characters • Meta Description – Teaser copy to increase click-through from the search results to each page • Meta Keywords – Reference point for terms targeted, separated by commas Copy Integration • Natural integration of targeted keywords into the text content of each page • Incorporation into the “alt tag” captions for photos, as appropriate & Serr.biz
  10. 10. Onsite SEO: Technical Factors • EMD – Still relative • Use OG tags • Robots index, follow, no follow • Author tag – Important • Publisher tags – Important • Use of H1, H2, H3 – Control with CSS • Total body word count – 900 words – prime content above the fold • Uniqueness • Avoid Ajax, Flash, images • Incorporate microdata – Schema.org • Norel tags – outbound links, except full URLs to same website • Canonicalization – www. versus non- www. • 301 redirects & Serr.biz
  11. 11. Offsite SEO • Need links from other high-quality websites to compete against other sites optimized for the keywords targeted in the Onsite SEO phase • The best way to approach this process is to create interesting content, and use it to attract links from other respected sites in your industry • Two benefits to this approach: • Attract inbound links, beneficial for SEO rankings • Promote your site in places visited by your target audience • Link building channels: • Social bookmarking • Guest blogging • Article directory submission • PR outreach • Blog commenting • Forum sharing • Posting in relevant social media groups (via Facebook, LinkedIn, etc.) • Link building outreach & Serr.biz
  12. 12. Local SEO • List of top six to ten general directories • Google Maps - Caution with setup of Google+ • Bing Maps • Yahoo Directory & Local • Yelp – Caution • Merchant Circle • Citysearch • Solutions providers • Yext • Fiverr • Hyper-local / regional-specific • anewyorklife.com Source: http://ow.ly/o4jEp & Serr.biz
  13. 13. Social Factors • Positive social signals reinforce the “likeability” and relevance of your website to real people • Social media sites offer additional ways of reaching your audience, allowing potential customers to learn more about your company’s authentic personality • Social channels: • Facebook • Twitter • Google+ • LinkedIn • Pinterest • Foursquare • YouTube • Flickr • Tumblr • Scribd • Etc. & Serr.biz
  14. 14. Closing: That’s All Folks Recap of Key SEO Ranking Factors • Onsite • Offsite • Local • Social Questions? & Serr.biz
  15. 15. 15 Tips Blogging Tips 7/22/13 Joseph Franklyn McElroy joseph@corporatepa.com 646-334-1885 www.corporatepa.com Warjhorses  Wordpress.com  Tumblr.Com  Blogger.com  Typepad.com Good “Second” or “Third” blogs!!!!  Quora Blog – http://www.quora.com/blog/add  Google Plus – Direct Connect – custom urls make your posts a blog https://support.google.com/webmasters/answer/1708844  Facebook Notes - https://www.facebook.com/username?sk=notes New Up and Coming  Svbtle.com  Sett.com  Postach.io  Tryghost.org
  16. 16. 16 Thanks! Network! 7/22/13 Joseph Franklyn McElroy joseph@corporatepa.com 646-334-1885 www.corporatepa.com

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