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Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
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Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
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Top to Bottom: SEO for Small Businesses
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Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
Top to Bottom: SEO for Small Businesses
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Top to Bottom: SEO for Small Businesses

710

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Whether you're a seasoned SEO veteran looking to brush up on some basics or a business owner who just got their first site up yesterday, we'll go over all the main points that you need to hit to get …

Whether you're a seasoned SEO veteran looking to brush up on some basics or a business owner who just got their first site up yesterday, we'll go over all the main points that you need to hit to get more traffic to your site from Google.

We'll be going over:

Local Business Listings
On Site SEO
Basic Competitive Research
Social Media

Originally given on October 2013 at a Seattle SEO Network meetup.

Published in: Technology, Business
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  • 1. Top to Bottom: SEO for Small Businesses George Freitag | @number1george | #SSNmeetup  
  • 2. This deck is originally from a Seattle SEO Network Meetup Visit SeattleSEONetwork.org to learn about more.
  • 3. Here’s the links: portent.co/seo-biz (That’s right, no ‘m’)
  • 4. 4Who am I? (picture by @flashmurphy)
  • 5. ALSO: Small Business Investor
  • 6. SMALL BUSINESSES • Limited Budget • Have other stuff to do • Have basic control of your site
  • 7. WHAT WE’LL COVER • Technical Stuff • Local Stuff • Competitive Stuff INTERMISSION • Interesting Stuff
  • 8. LET’S START SEOs Small Business Owners
  • 9. CHALLENGES OF THE SMALL BUSINESS OWNER
  • 10. 10 YOUR NEW BUSINESS
  • 11. 11 YOU THE INTERNET
  • 12. 12
  • 13. CHALLENGES OF THE SMALL BUSINESS OWNER Things BIG Businesses have: •  Giant budgets •  Big teams working on their sites •  Devoted teams and/or consultants •  Lots of locations •  Head start •  Large followings
  • 14. CHALLENGES OF THE SMALL BUSINESS OWNER Things BIG Businesses don’t have: YOU! Disclaimer: This is the cheesiest moment of the presentation.
  • 15. ADVANTAGES OF THE SMALL BUSINESS OWNER
  • 16. ADVANTAGES OF THE SMALL BUSINESS OWNER Things SMALL businesses can do: •  Do what they want •  Keep track of their locations •  See what others are doing •  Be interesting
  • 17. THAT’S GREAT BUT WHAT ABOUT THE SEO?
  • 18. WHERE’S THE SEO It relates to what the search engine is trying to do.
  • 19. WHERE’S THE SEO I need…
  • 20. WHERE’S THE SEO I need… to know when how tall Alec Baldwin is.
  • 21. WHERE’S THE SEO I need… a secure cloud hosting solution for my app.
  • 22. WHERE’S THE SEO I need… a new dress.
  • 23. WHERE’S THE SEO I need… to eat a gyro in the next 10 minutes.
  • 24. SEARCH ENGINES Search Engines Answer Questions. Technical SEO: •  Showing off your answers Strategic SEO •  Finding questions
  • 25. 25
  • 26. SEARCH ENGINES Do some searches
  • 27. SEARCH ENGINES Figure out the types of answers you get. See what seems useful to do. Get a sense of what’s going on in your market.
  • 28. SEARCH ENGINES You need to have something worth clicking on. If you don’t, then there’s little SEO can do for you.
  • 29. Seriously. The SEO.
  • 30. FINE.
  • 31. On-Site SEO FACTORS
  • 32. ON-SITE SEO Have x number of keywords in title tags Have x number of internal links Use these scripts Mention all keywords x number of times
  • 33. ON-SITE SEO IS THINGS THAT YOU CAN CONTROL
  • 34. SIMPLEST OVERVIEW ON TECHNICAL SEO EVER:
  • 35. TECHINICAL SEO MAKE YOUR NAVIGATION WORK LIKE THIS:
  • 36. TECHNICAL SEO … A PAGE THAT LOOKS LIKE THIS
  • 37. TECHNICAL SEO Homepage: All other pages: … AND A SERP THAT LOOKS LIKE THIS:
  • 38. BREAKING DOWN ON PAGE SEO
  • 39. ON-PAGE SEO Title tags •  Direct SEO impact •  Under 70ish characters •  Unique for every page •  Put the most relevant terms first, then your brand name •  EXCEPT the homepage Meta Description •  No SEO impact •  Under 155ish characters •  Sales copy to convince people to click •  Relevant keywords show up in bold.
  • 40. ON-PAGE SEO Content •  Use One H1 tag •  Don’t worry about the other H tags •  Use blank sheet of paper test •  People read in chunks (so do search engines, really) so write for that.
  • 41. ON-PAGE SEO Don’t do this; use text Hey look at this totally relevant content!!!
  • 42. SIMPLEST OVERVIEW ON TECHNICAL SEO EVER PART 2:
  • 43. ON-SITE SEO OR… HOW TO AVOID DOING THIS: Useful Content
  • 44. ON-SITE SEO You need to be able to get to every page by doing this Product Page Category Page (click!) Homepage (click!)
  • 45. ON-SITE SEO But in a way that demonstrate relationships.
  • 46. 46Google tries to use actual human factors to determine importance. Important Less Important Not Important The LEAST Important
  • 47. AVOID BIG TECHNICAL PROBLEMS BY REMEMBERING TWO THINGS:
  • 48. TEST 1) DIFFERENT CONTENT = DIFFERENT URL
  • 49. ON-SITE SEO Hidden Content Header Navigation Content Content   www.bestsiteever.biz/page2.html   New Content!
  • 50. ON-SITE SEO Google won’t ever see new content if it doesn’t results in a new URL.
  • 51. ON-SITE SEO How do I know if I’m doing this? •  Look at your URLs when you add content •  If you’re delivering content through filters •  If you’re delivering content with Flash •  If you’re worried, copy a chunk of text and do a search for in “quotations” in Google.
  • 52. TEST 2: SAME CONTENT = SAME URL
  • 53. ON-SITE SEO A PAGE A PAGE IS SHARED:
  • 54. ON-SITE SEO A PAGE A PAGE A PAGE BUT EVERYTHING POINTS TO DIFFERENT PAGES
  • 55. A PAGE ON-SITE SEO INSTEAD OF ONE
  • 56.     http://www.yoursite.com   http://yoursite.com   http://www.yoursite.com/Default.aspx   http://www.yoursite.com/default.aspx   http://www.yoursite.com/default.aspx?mobile=y https://www.yoursite.com/   https://www.yoursite.com/Default.aspx?campain https://yoursite.com/default.aspx?mobile=yes& http://yoursite.com/default.aspx?top_nav   ON-SITE SEO MOST COMMON CAUSE:
  • 57. ON-SITE SEO How do I know if I’m doing this? •  Copy a chunk of text and do a search for in “quotations” in Google. See if more than one result comes up •  Make sure it’s the same page, not just a quote or “category” page.
  • 58. ON-SITE SEO How do I avoid these? •  Talk to your designer/dev •  Don’t use parameters to track behavior on a site •  Don’t use microsites. Seriously. Don’t. Ever.
  • 59. ON-SITE SEO How do I avoid these? •  Small sites are usually ok •  Wordpress is pretty good at this –  If you use WordPress download Yoast SEO Plugin •  If you got these problems, you’ll need a developer •  If you have a new site, bring these concerns up at the beginning
  • 60. LOCAL SEO FACTORS
  • 61. LOCAL Local is complicated •  Different places show different results •  Different factors for different markets •  Constantly changing •  Influenced by location
  • 62. 62
  • 63. TRADITIONAL LOCAL RESULT
  • 64. TRADITIONAL LOCAL RESULT
  • 65. TRADITIONAL LOCAL RESULT
  • 66. CAROUSEL LOCAL RESULT
  • 67. CAROUSEL LOCAL RESULT
  • 68. CAROUSEL LOCAL RESULT
  • 69. WHERE IS GOOGLE GETTING ALL THIS FROM?
  • 70. LOCAL (Yes, it still exists)
  • 71. LOCAL Not + Local ?
  • 72. LOCAL HERE’S GOOGLE+ LOCAL PAGE
  • 73. LOCAL YOU CAN STILL GET TO GOOGLE PLACES
  • 74. LOCAL HAVE YOU TRIED TO GET TO GOOGLE+ LOCAL LATELY? You’re Optimizing for this
  • 75. LOCAL
  • 76. LOCAL Make sure everything is filled out •  You can’t be in the carousel without a picture •  If you’re competitor has something in their Knowledge Graph box that you don’t, you need to add it to yours. •  Don’t use microsites. Seriously. Don’t. Ever.
  • 77. ANYWHERE ELSE?
  • 78. LOCAL (Used with permission from @davidmihm; getlisted.com.)
  • 79. LOCAL Local Data Providers •  Neustar / Localeze •  Infogroup •  Yext •  Factual
  • 80. LOCAL USE THIS TO FIND ALL THE MAJOR DIRECTORIES:
  • 81. LOCAL getlisted.org/static/resources/local-citations-by-city.html THEN MANUALLY UPDATE SECONDARY DIRECTORIES:
  • 82. LOCAL Now what do I do with all these directories? N.A.P. (Name Address Phone) Example – This is Portent’s NAP: Portent, Inc. 502 2nd Ave. Suite 1700 Seattle, WA 98104 (206) 575-3740 http://www.portent.com
  • 83. SECRET WEAPON Map Maker
  • 84. MAP MAKER How to get approved in Map Maker •  It’s like Wikipedia – you have to use it a lot •  Approve lots of changes •  Be polite (“please and thank you”) •  Use preferred categories •  Follow directions •  If you have to, you can try asking for help in the forum.
  • 85. LEARNING FROM YOUR COMPETITORS
  • 86. 86
  • 87. LEARNING FROM COMPETITION Identify what types of results show up: Informational
  • 88. LEARNING FROM COMPETITION Google uses user data to determine what results it displays Tips
  • 89. LEARNING FROM COMPETITION If it shows results of a certain kind, that’s what people are looking for Sales
  • 90. LEARNING FROM COMPETITION Find opportunities to write something useful Other?
  • 91. LEARNING FROM COMPETITORS Search tricks •  site: Search within a site. (You can do this in chrome by just entering a site then hitting “space”) •  inurl: Search for a word in a URL. •  intitle: Search word within a page title.
  • 92. LEARNING FROM COMPETITION Use site:search to see how many pages they have about you site:yourcompetitor.com “wireless routers”
  • 93. LEARNING FROM COMPETITION See how many pages have a phrase in the title site:yourcompetitor.com intitle:“wireless routers”
  • 94. LEARNING FROM COMPETITION See how many blog entries they have site:yourcompetitor.com inurl:blog “wireless routers”
  • 95. FREE COMPETITIVE TOOLS
  • 96. LEARNING FROM COMPETITION There are a few tools, though
  • 97. LEARNING FROM COMPETITION
  • 98. LEARNING FROM COMPETITION Google Keyword Planner •  You need to sign up for AdWords (it’s free) •  Use it to find related terms you might not have thought of •  Find the most popular term people are searching
  • 99. LEARNING FROM COMPETITION
  • 100. LEARNING FROM COMPETITION Ubersuggest •  No sign up •  Pulls terms from Google’s autosuggest •  Good for exploring topics with lower search volume •  You’ll still want to cross reference this with Keyword Planner
  • 101. LEARNING FROM COMPETITION
  • 102. LEARNING FROM COMPETITION SEM Rush •  Cadillac of competitive research tools •  Limited to 10 queries a day (on free version) •  Use it to see what terms competitor ranks for •  Use it for most popular variations of a keyword
  • 103. WHAT NOT TO DO WITH THIS DATA
  • 104. LEARNING FROM COMPETITORS What not to do: •  Create a hundred pages with the most popular term •  Copy your competitor’s pages word for word •  Try to exact match every term that shows up
  • 105. LEARNING FROM COMPETITORS What you SHOULD do: •  Try to use the most popular variation of the term when writing •  Get some ideas on new pieces of content
  • 106. LEARNING FROM COMPETITORS Idea comes first – Google understands related words
  • 107. INTERMISSION
  • 108. LEVERAGING YOUR UNIQUENESS
  • 109. LEVERAGING CHARISMA I got a site I got local I know what competitors are doing
  • 110. NOW WHAT?
  • 111. LEVERAGING CHARISMA NOW YOU JUST BE INTERESTING
  • 112. LEVERAGING CHARISMA Why did you start your business?
  • 113. LEVERAGING CHARISMA Chances are, it’s because some part of it is interesting to you.
  • 114. LEVERAGING CHARISMA Talk about that.
  • 115. LEVERAGING CHARISMA OTHER PEOPLE WILL FIND IT INTERESTING TOO
  • 116. LEVERAGING CHARISMA Find your community
  • 117. SOCIAL NETWORKS You don’t have to do them all… … except one.
  • 118. SOCIAL NETWORKS +
  • 119. BUT NO ONE’S ON IT!!!
  • 120. 2 REASONS
  • 121. WHY GOOGLE+ You need this to happen when you post.
  • 122. WHY GOOGLE+ And you need to do everything you can to make this happen. Popular search My Google+ Post (logged in as my boss)
  • 123. WHY GOOGLE+ 1.  Set up Google+ page for all contributors of your blog. 2.  Set up a business page for your business 3.  Setup a local listing if you have an address 4.  Yes, you have to do all three.
  • 124. “HAVING SAID I DON’T WANT TO OVERSIMPLY LET ME OVERSIMPLY BY SAYING THE FOLLOWING.” - Me, just now.
  • 125. OTHER SOCIAL NETWORKS Broad, awful generalizations: •  Facebook: Friends and relatives •  Instagram: Young people •  Foursquare: Brick and mortar businesses •  Pinterest: Artsy people •  Linkedin: Business people •  Tumblr: Internet people •  Reddit: Really, really Internet people. (also mean people) •  The more niche, the better.
  • 126. OTHER SOCIAL NETWORKS What about Twitter?? Use Twitter if… … you want to use Twitter. Lots of people will tell you that you need to use it. But as a small business you need to prioritize.
  • 127. WHAT’S THE POINT OF ALL THIS?
  • 128. LEVERAGING CHARISMA You’re showing off you.
  • 129. LEVERAGING CHARISMA You have interests – write about your interests
  • 130. LEVERAGING CHARISMA See what works.
  • 131. LEVERAGING CHARISMA Analytics
  • 132. GOOGLE ANALYTICS We used to be able to look at the words people used to get to your site.
  • 133. GOOGLE ANALYTICS We used to be able to look at the words people used to get to your site. (not provided)
  • 134. GOOGLE ANALYTICS Use landing pages
  • 135. GOOGLE ANALYTICS Look at referrals
  • 136. GOOGLE ANALYTICS But this only works if you have the technical stuff taken care of. And you are making content that people are finding.
  • 137. GOOGLE ANALYTICS (that’s why I mentioned all that stuff first.)
  • 138. GOOGLE ANALYTICS Webmaster Tools
  • 139. WHAT HAPPENS AFTER I FIND WHAT WORKS?
  • 140. YOU DO MORE!
  • 141. ONCE YOU FIND SOMETHING Talk about whatever interests you
  • 142. ONCE YOU FIND SOMETHING I need… a new dress.
  • 143. ONCE YOU FIND SOMETHING Go beyond the terms you were originally going for.
  • 144. ONCE YOU FIND SOMETHING I need… to look nice for my friend’s wedding.
  • 145. ONCE YOU FIND SOMETHING You can be as fun as you like.
  • 146. ONCE YOU FIND SOMETHING I need… to look better than Carol at my friend’s wedding
  • 147. ONCE YOU FIND SOMETHING Or as niche as you want.
  • 148. ONCE YOU FIND SOMETHING I need… to match my date’s Star Wars costume for my friend’s wedding
  • 149. ONCE YOU FIND SOMETHING There are companies paying big money just to pretend to be as in to what you do as you are.
  • 150. ONCE YOU FIND SOMETHING 1)  Build on a good foundation 2)  Establish yourself locally 3)  Know what your competitors are doing 4)  BE INTERESTING
  • 151. ONCE YOU FIND SOMETHING Just remember to start here.
  • 152. ONCE YOU FIND SOMETHING … even though that’s actually here.
  • 153. Here’s the links: portent.co/seo-biz
  • 154. Thank You! Links: portent.co/seo-biz Me: @number1george Meetup: @SeattleSEOnet Hashtag: #SSNmeetup

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