SEO For Small
Businesses
LOREN BAKER, VP, FOUNDATION DIGITAL
SEO in 1998
SEO in 2003 to 2010
• Linking – BUY LINKS! TRADE LINKS!
• Keywords Only
• Article Directories! SPAM! SPAM! SPAM!
• Fooling...
WHAT IS SEO IN 2013?
• Human Engagement
• Audience Optimization
• User Experience
• Content
• Cross Device
• Localization
...
BUT HOW TO APPLY
THIS TO SEO
TACTICS????
BUILDING YOUR SEO FOUNDATION
SEO 101 Tactics
• Homepage Defines Site
• Nested Navigation: Floors > Hardwood
Flooring > Bam...
BUILDING YOUR SEO FOUNDATION
Indexing & Performance
• Duplicate Content
• Site Specific Search (site:copyblogger.com)
• Du...
TECHNICAL SEO RESOURCES
• Raven Tools Auditor
• Quick Sprout SEO Audit Guide
DEFINE YOUR SEO MARKETPLACE
• Local? Then define competitors who are
competing in your area.
• Google Localization is in t...
GOOGLE’S LOCALIZED SERPS
• Localization has different effects
depending on query & metro
• Local vs. Big Local [Pack vs. F...
GOOGLE’S LOCALIZED SERPS
GOOGLE’S LOCALIZED SERPS
GOOGLE’S LOCALIZED SERPS
GOOGLE’S LOCALIZED SERPS
Make sure your location(s) are listed in places where other local
companies are, and most importa...
GOOGLE AUTHORSHIP & CONTENT
GOOGLE AUTHORSHIP & CONTENT
• Build your brand, authority, name …etc.
• Your headshot in the SERPs can help increase CTRs ...
RECRUITING BLOGGERS
Before allowing guest posts on your site, make sure you’re
digging into where they’re sharing content ...
GUEST BLOGGERS
WORKING WITH PUBLISHERS
• Cobranded Content
• Tap into their Active Audience
• Natural Syndication = Co Citation Map
• Tri...
WORKING WITH PUBLISHERS
DUDE, THAT’S MY CONTENT!
• The Art of Link Reconciliation
• Google Queries and Alerts for the Title of
Your Work
• Be Pick...
LINK REPO – THAT’S MY CONTENT!
LOCAL OUTREACH
Local Links offer geo-signals to further validate your local presence
• What is your unique value propositi...
LOCAL OUTREACH
Also take time to understand where your competitor’s are getting
links, and what specific local pages they’...
WHAT’S WRONG WITH THIS EMAIL?
Hi Steve
We are interested in producing editorial content for your site.
We can pay you $100...
WHAT’S WRONG WITH THIS EMAIL?
Hi Steve My Name is Not Steve.
We are interested in producing editorial content for your sit...
DO YOUR RESEARCH
SEO For Small
Businesses
LOREN BAKER, VP, FOUNDATION DIGITAL @lorenbaker
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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.

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SEO, Linking & Authorship for Small Businesses

  1. 1. SEO For Small Businesses LOREN BAKER, VP, FOUNDATION DIGITAL
  2. 2. SEO in 1998
  3. 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. 4. WHAT IS SEO IN 2013? • Human Engagement • Audience Optimization • User Experience • Content • Cross Device • Localization • Citations
  5. 5. BUT HOW TO APPLY THIS TO SEO TACTICS????
  6. 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. 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. 8. TECHNICAL SEO RESOURCES • Raven Tools Auditor • Quick Sprout SEO Audit Guide
  9. 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. 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. 11. GOOGLE’S LOCALIZED SERPS
  12. 12. GOOGLE’S LOCALIZED SERPS
  13. 13. GOOGLE’S LOCALIZED SERPS
  14. 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. 15. GOOGLE AUTHORSHIP & CONTENT
  16. 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. 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. 18. GUEST BLOGGERS
  19. 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. 20. WORKING WITH PUBLISHERS
  21. 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. 22. LINK REPO – THAT’S MY CONTENT!
  23. 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. 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. 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. 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. 27. DO YOUR RESEARCH
  28. 28. SEO For Small Businesses LOREN BAKER, VP, FOUNDATION DIGITAL @lorenbaker

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