Small Business SEO Workshop


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Presentation on July 17th to a group of 35 business owners from the Chicago Sustainability Business Alliance on SEO and Internet Marketing

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  • Yahoo, Alta Vista, Lycos started in the mid 90’s Google was launched in 1997 by Sergey Brin and Larry Page as part of a research project at Stanford University. It uses inbound links to rank sites. In 1998 MSN Search and the Open Directory were also started. The Open Directory, according to its Web site, "is the largest, most comprehensive human-edited directory of the Web. It is constructed and maintained by a vast, global community of volunteer editors." It seeks to become the "definitive catalog of the Web." The entire directory is maintained by human input.
  • Explain search results- ads, local (1, 3, 10 pack) and organic results
  • New OrleansRecently Sold xx franchises with backing of Mark KubanReplaced billboard with twitter address4700 followers
  • Embeded 58K websites
  • Chicago Dominos
  • Universal business (express info listingsCreate profile on the dozens of local / sustainable info sites (this creates citations) Make sure your profile has your keywords in the title, description and keyword areas of the listing Select the proper business categories Customer Reviews Add photos, videos, coupons, hours to local listing- creates better user experience
  • Code- no tables, css and html
  • Fresh Content, unique content, a good writer is great for search engines and even better for conversions
  • Xml sitemap, robots.txt, meta data, page title, link anchor text and titles, alt, clean urls,
  • Insight linking
  • Profile links, blog comments, forums,writeups on other sites, social media bookmarkingDon’t cheat with buying links or directory submissions
  • Dominate local search with local listingsDifferent ranking factors from organic search results
  • --ONPAGE—Clean up website codeAdd Sitemap.xml and Robots.txtAdd Facebook and Youtube Videos to siteAdd to cart before having to sign inTitle tags for all pagesNavigation is JavascriptChange header from Flash--OFF PAGE---Claim and add Local Business ListingsBuild more links with keyword anchor textKeep up the FB and youtube – I couldn’t find the twitter? -- Usability– Rework homepage for Call to Action (order)“We want to let people know there is a different more convenient and flexible option with our service so more people will give local food a try.”Add Contact form on Contact PageAdd phone and address to footerCreate Individual Product pages w/ recipes and how to store properlyAdd images to homepage to explain servicesAdd trust logos to check out pageNewsletter signup on Homepage
  • --ONPAGE—Clean up website code- remove tables and inline codingAdd Sitemap.xml Add to cart before having to sign in (email required to check out) Unique Title tags for all pages / description tag of 160 characters on all pagesCreate unique product descriptions for each productChange URL structure- they are dynamic session id urls and they need to be static URL’sOptimize for image search- edit each image in photoshop with your logoRemove off page links as much as possible- looks spammy--OFF PAGE---Add Local Business ListingsBuild more links with keyword anchor textAffiliate Marketing- should be the way to go- If the shopping cart takes you off page, Google will not rank you for competitive terms-- Usability– Can not tell what you do in the first 5 seconds on the home pageAdd phone and address to footerTry to avoid taking people off page- it confuses the visitor when they see the webpage doesn’t look the same. Find a way to put a more condensed left navigation (possibly change to drop down horizontal navigation)
  • Small Business SEO Workshop

    1. 1. Local Business Search Engine Optimization<br />Lakeshore Branding<br />June 23, 2009<br />
    2. 2. Who is this guy?<br />Marketing Consultant for brands like Dell, Gortex, Jamba Juice, Cartridge World and even the Chicago Bears<br />I’m Certified<br />Started digital marketing agency 2 years ago<br />I’m Green <br />5 things you (hopefully) don’t know about me<br />
    3. 3. I require 3 pillows to fall asleep… <br />(head, knees, 1 to cuddle with)<br />
    4. 4. I'm an active volunteer at a senior home….<br />
    5. 5. I went to DePaul <br />University<br />
    6. 6. Started four companies and sold two of them<br />
    7. 7. I am a semi-pro<br /> blackjack player<br />
    8. 8. Start from the Beginning<br />History of Search<br />Google, YouTube, Yahoo, Bing, Facebook<br />On and Off Page, Image, Local Business<br />
    9. 9.
    10. 10. Naked Pizza<br />“69 percent of sales generated during a one-day Twitter advertising blitz” <br />
    11. 11. Chicago Dominos<br />
    12. 12. Dominos<br />
    13. 13. Green Bean Chicago<br />
    14. 14.
    15. 15. Local Business Listings<br />
    16. 16. Tips for On Page Optimization<br />
    17. 17. Keep it Clean<br />‘s<br />No<br />
    18. 18. Staying Fresh<br /><tip> Get a good writer </tip><br />
    19. 19. Techie Stuff<br /><ul><li>XML Sitemaps
    20. 20. Robots.txt
    21. 21. Meta Data
    22. 22. Page Titles
    23. 23. Link Anchors Text and Titles
    24. 24. Alt Tags
    25. 25. Clean Url’s</li></li></ul><li>Keep it in the family<br />
    26. 26. Tips for Off Page Optimization<br />
    27. 27. Make some new Friends<br />
    28. 28. Local Listings are your Friend<br />
    29. 29. Website Evaluation<br />
    30. 30. Irv and Shellys<br />
    31. 31.
    32. 32.
    33. 33.
    34. 34. Opportunities for Improvement<br />On Page Optimization<br />Off Page<br />Usability<br />
    35. 35.
    36. 36.
    37. 37.
    38. 38. Proper Site Structure<br />
    39. 39. Opportunities for Improvement<br />On Page Optimization<br />Off Page<br />Usability<br />
    40. 40. Dive in the <br />Water is nice….<br />
    41. 41. Thanks for your time. <br />How can you learn more? <br />Chris Campbell<br />Office: 312-229-0038 <br /><br />Twitter @lsbranding<br />
    42. 42. Resources<br />SEO Moz<br />Search Engine Watch<br />Search Engine Land<br />SEO Book<br />Sphinn<br />Chicago SEO Meetup Group<br />Chicago Affiliate Meetup Group<br />Lakeshore Branding Blog<br />David Mihm<br />
    43. 43. Free Tools<br />Google Webmaster Tools<br />Google Analytics<br />Google Alerts<br />
    44. 44. Local Business Listings<br />