SEO, Linking & Authorship for Small Businesses

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Integrate tactics such as linking, blogging, publishing, authorship markup and technical SEO into your overall online marketing mix; whether a small business or an enterprise.

Integrate tactics such as linking, blogging, publishing, authorship markup and technical SEO into your overall online marketing mix; whether a small business or an enterprise.

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  • 1. SEO For Small Businesses LOREN BAKER, VP, FOUNDATION DIGITAL
  • 2. SEO in 1998
  • 3. SEO in 2003 to 2010 • Linking – BUY LINKS! TRADE LINKS! • Keywords Only • Article Directories! SPAM! SPAM! SPAM! • Fooling Google (or Bing) • Ranking #1 or #2 • # of Pages Indexed • Brute force exact match anchor text • Excessive title over-optimization • Internal anchor text and link over-optimization
  • 4. WHAT IS SEO IN 2013? • Human Engagement • Audience Optimization • User Experience • Content • Cross Device • Localization • Citations
  • 5. BUT HOW TO APPLY THIS TO SEO TACTICS????
  • 6. BUILDING YOUR SEO FOUNDATION SEO 101 Tactics • Homepage Defines Site • Nested Navigation: Floors > Hardwood Flooring > Bamboo Hardwood Flooring • URL Structure & Breadcrumbs • Content, H1, H2
  • 7. BUILDING YOUR SEO FOUNDATION Indexing & Performance • Duplicate Content • Site Specific Search (site:copyblogger.com) • Duplicate Titles & Meta (Descriptions) • Duplicate Posts/Pages (Read/Print/Archives/Email…) • Indexing Errors • 404’s and Broken Pages • Thin Content (Real Estate Listings, Profiles) • Page Load Speed
  • 8. TECHNICAL SEO RESOURCES • Raven Tools Auditor • Quick Sprout SEO Audit Guide
  • 9. DEFINE YOUR SEO MARKETPLACE • Local? Then define competitors who are competing in your area. • Google Localization is in the SERPS and the Local 8 Pack • Learn from other businesses in other local markets • How does your site look & function on Mobile Devices? [~50% mobile]
  • 10. GOOGLE’S LOCALIZED SERPS • Localization has different effects depending on query & metro • Local vs. Big Local [Pack vs. Full Organic] • Big Guys [YP.com, Trulia ..etc.] out- performing in local due to authority and link volume
  • 11. GOOGLE’S LOCALIZED SERPS
  • 12. GOOGLE’S LOCALIZED SERPS
  • 13. GOOGLE’S LOCALIZED SERPS
  • 14. GOOGLE’S LOCALIZED SERPS Make sure your location(s) are listed in places where other local companies are, and most importantly, are not. Tools for finding opportunities: • Whitespark Local Citation Finder • Localeze • Sweet IQ • Claim all social profiles for your office(s): o Foursquare o Yelp o Plus pages o Other third party sites with review opportunities
  • 15. GOOGLE AUTHORSHIP & CONTENT
  • 16. GOOGLE AUTHORSHIP & CONTENT • Build your brand, authority, name …etc. • Your headshot in the SERPs can help increase CTRs to your website & where you contribute • Related articles will appear next to your result (“more by…”) • Tying your name to high quality and highly engaged content- Author Rank improvement • Authoring content on local sites is another geo-signal • Author Rank and authority- can be leveraged for guest blogging Don’t forget Rel=“Publisher” – Build out Google Plus business page and verify
  • 17. RECRUITING BLOGGERS Before allowing guest posts on your site, make sure you’re digging into where they’re sharing content and what they’re sharing. • Work with bloggers who have a long history of engagement with their content • Ones who invite comments and engage with readers • Aren’t authoring content on extremely low authority blogs • Write consistent and relevant content in your vertical or the local community
  • 18. GUEST BLOGGERS
  • 19. WORKING WITH PUBLISHERS • Cobranded Content • Tap into their Active Audience • Natural Syndication = Co Citation Map • Trickle Down Effect • Comments, Shares, Tweets • Share within their Facebook Groups and Others • Email? That’s the Golden Ticket • DON’T FORGET LOCAL PUBLISHERS
  • 20. WORKING WITH PUBLISHERS
  • 21. DUDE, THAT’S MY CONTENT! • The Art of Link Reconciliation • Google Queries and Alerts for the Title of Your Work • Be Picky, Only Reach Out to the Sites with Value • Ignore sites in Bad Neighborhoods • Don’t ask for Exact Match • Just Ask for Proper Citation • Google Image Search is your Friend
  • 22. LINK REPO – THAT’S MY CONTENT!
  • 23. LOCAL OUTREACH Local Links offer geo-signals to further validate your local presence • What is your unique value proposition? Why should they consider you an authority in the local space? • Google News- Leverage it for timely industry related news you can provide your authority on. • Just like links need to be topical, local links should point to appropriate city pages. Don’t cross signals. • Grow and Nurture Local Publisher and Newspaper Relationships- Always add value
  • 24. LOCAL OUTREACH Also take time to understand where your competitor’s are getting links, and what specific local pages they’re strengthening to help them compete.
  • 25. WHAT’S WRONG WITH THIS EMAIL? Hi Steve We are interested in producing editorial content for your site. We can pay you $100 for a guest editorial referencing my client's site _________ (_______.com), a provider of ___ products for both men and women in the US (NSFW). I know time is valuable these days and I appreciate yours. Sincerely, XXXXXXXXX Marketing Assistant
  • 26. WHAT’S WRONG WITH THIS EMAIL? Hi Steve My Name is Not Steve. We are interested in producing editorial content for your site. We can pay you $100 for a guest editorial referencing my client's site _________ (_______.com), a provider of adult products for both men and women in the US (NSFW). Thanks for telling me it’s NSFW after clicking the links!!! I know time is valuable these days and I appreciate yours. Sincerely, XXXXXXXXX Marketing Assistant
  • 27. DO YOUR RESEARCH
  • 28. SEO For Small Businesses LOREN BAKER, VP, FOUNDATION DIGITAL @lorenbaker