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Why Market Your Business
- 1. Sponsors: Why Market Your Business Online?
- 2. Who Am I And Why Should You Listen to Me? • Business Owner • Work with businesses to be found online • Spend several hours every week to stay current with online changes Rose Antonio
- 3. What is SEO? Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the unpaid (“natural” or “organic”) search results.
- 5. Yahoo Bing
- 6. SEO is inbound marketing • Getting your products and services in front of prospective customers at the moment they are actively looking • SEO doesn’t interrupt • With SEO you are earning and building trust
- 7. Misconceptions • SEO is free marketing! • SEO doesn’t work • SEO is black magic • SEO is rocket science • SEO is illegal
- 8. REALITY: SEO is a legitimate marketing strategy practiced by almost all of the world’s most successful companies
- 9. Who Cares? • There are over two billion people online • 93% of online experiences begin with a search engine • The majority of web traffic is driven by the ‘Big Three’ search engines-Google, Bing and Yahoo
- 11. #1 Position = 674 calls/month #2 Position = 190 calls/month #3 Position = 138 calls/month
- 12. Benefits of SEO • Boost website traffic • Increase visibility among target audience • Build relationships and influence • Increase sales (gain new customers) • The big guys can’t out bid you!
- 13. Downsides of SEO • Can be slow to get results • Somewhat our of your control • Requires consistent effort over time • No guarantees
- 14. Let’s Get Started With The 7 Secrets
- 15. # 1 It all starts with keywords • Knowing your target keywords is your first step – Google Keyword Tool • Choose your battles • Don’t spread yourself too thin
- 16. # 2 Content is King • Search engines “feed” on content • Train Google to keep crawling and indexing your site • Don’t worry about keywords; just keep things relevant (most of the time) • “Naturally” include your keywords in your content
- 17. #3 Have an active social media presence • Social is becoming more important to search engines • Add sharing buttons to your website to promote sharing!
- 18. #4 Get links from other high value sites • A link is like a vote for your site • Some votes matter more than others • More links = GOOD – As long as they are relevant
- 19. #4 Get links from other high value sites • A link is like a vote for your site • Some votes matter more than others • More links = GOOD – As long as they are relevant
- 20. # 5 Video • Google LOVES video! • Roll the camera regularly! • Use your keywords in the video and the video title
- 21. 6. Leverage Channels • Examples include: - YouTube - Amazon - Craig’s List - Pinterest • Get your content on them • They will rank!
- 22. # 7 Optimize for local • Include local keywords throughout content and site • Add your local address to your site • Add your local phone number • Get listed in all local directories • Create local videos • Get links from local organizations and businesses (hint – your local chamber)
- 23. Create content for people • Not for search engines • If people like your content, Google will take note… • Make it personal-share your story • Be consistent over time
- 24. SEO: Not a Slam Dunk • Time commitment ($) • Content creation • Link building (can be laborious, slow) • Time required to achieve results • Finding consultants you can trust
- 25. SEO: It’s worth it! • The ROI of SEO is well documented • A highly ranked website works 24/7, when your sales team is asleep • A well-ranked website is a very sellable asset
- 26. Check Your Rankings Go to Google and type in your niche + city See who is listed in the top 3 positions for the top keywords – IS IT YOU?
Editor's Notes
- Today we will be giving you an overview of why as a small business you need to be online and what it takes to be found by potential customers. We will be unpacking these concepts over the coming weeks and giving you details on what you need to do as part of your overall marketing plan.
- Remember the percentages - #1 42%, #2 12%, #3 8.5% There are factors that can help
- The point I’m trying hammer home is this: search engines are VERY valuable to a business.
- The downsides are that SEO can be time consuming. It can take months and months to make significant improvement, depending on how competitive your market is. SEO can be hard because you don’t control all of the variables. The reality is that why Google or any other search engine ranks one site over another is not 100% known. As you can imagine, if we knew exactly how they are ranking sites, people would be manipulating the results like crazy, and the search engines would lose credibility. Also, SEO is not one-time affair. It’s an ongoing process that requires dedicated effort over time. SEO is a competitive, constantly-changing environment where you can’t afford to rest on your heels. Lastly and most importantly, there are no guarantees that each and every one of your efforts will pay off. Some SEO consultants claim that SEO is a sure thing, but I wouldn’t trust anyone who said this
- Know your keywords. You need to do thorough research to find out what words your prospects and customers are using - which may be totally different than the words you use by the way - so you know where you want to compete. - delve more into this next week. Choose your battles – meaning, you can’t possibly optimize for every keyword. Trying to be everything to everyone doesn’t work anywhere..definitely no online. You must prioritize one, two or maybe three keywords and focus your efforts there. Don’t dilute your efforts by trying to focus on too many keywords or you won’t get anywhere.
- We will be covering this topic in depth over the coming weeks – one of the things that doesn’t change no matter how many times Google changes it’s algorithm. A fresh site includes text, images, video And here’s why: the more you update your site, the more Google’s spiders will return to index your site. And the more they index your site, the more likely it is that you’ll move in the rankings because the search engine will see you as a relevant producer of content for certain keywords. A website that isn’t updated regularly is, in Google’s eyes, a dead website. Keep things fresh, feed the spiders, and you’ll stay on Google’s radar.
- It’s critical that you have an active social media presence. Ask any search marketing expert and he’ll tell you the same thing: the future of search is social – the lines between the two will continue to blur. And if they don’t tell you that, all you have to do is look at what Google is doing with its Google + social network initiative - the biggest project in the history of the company. It is all about engagement! We will have several webinars on the most popular social media sites
- Referred to as Backlinks – Where do these come from? Social Bookmarking Sites – Stumpleupon,
- Referred to as Backlinks – Where do these come from? Social Bookmarking Sites – Stumpleupon, Digg, Reddit Micro Blogs – Twitter Forums and profiles
- Video is a really great way to improve your rank for competitive keywords. If you didn’t know, YouTube is now owned by Google, and it’s actually the #2 search engine in the world, right behind the the main Google search engine. And it’s growing like crazy - people LOVE video. This is why Google will rank your videos higher and faster than other types of content. We will show you how
- Large traffic going to a few sites You can use these channels to reach your customers in a massive way. These channels are great for SEO and for funneling people to your business’s website. They also confer authority onto your website, boosting your ranking in the process. All you have to do is get your content on them, and they will have a much better chance of ranking in the search engines than the same content would on your own website, due to the greater authority the YouTube and Amazon websites have over your website.
- Last one – do guest blog postsThere are a handful of strategies to really optimize locally. One, make sure to include local keywords in your site content, just as I just illustrated with the “auto insurance denver” example. Make sure your website has your city and state in multiple locations, both on the page and within the head tag. Add your local address and local phone number to your site - these are two of the best indicators of an actual local presence for the search engines and for visitors. Make sure that your business and website are listed in all of the major local directories. Shoot videos that show that you are local, and use local terms in your descriptions of those videos when you post them. Get links from local directories and organizations. These are all of the little details that have a huge impact on your rankings.
- Keep it real. Create content for people, not search engines. Ultimately, people buy your stuff, not Google or Bing. If you are trying to create content just to game the search engines, it will backfire on you. Keep this in mind!
- SEO is not a sprint, it’s a marathon. It’s probably more like an ultra marathon.
- Example – pull up firefox – search Handyman Myrtle Beach - Gordy #1 & 6 Google+, #1 Organic, Thumbtack, - last craigs list
- Show plumber plumbing plumbing contractor clogged drain plumber myrtle beach
- Is SEO Good for all businesses? If you are getting all the business you can handle – no. You need to know your market and we will cover more on this next week. If you are marketing to 75+ probably not. If you are in a highly competitive market and are trying to reach on a national level – will be very expensive. Type in the questions box some of your business areas How much time does it take? Less than you think – more important to be consistent and think in terms of the long run