RECAST VENTURES DY N AM IC S EO M A RKE TI N GAN INSIDE LOOK AT TH E TOOL THAT CANGET YOU FROM WHERE YOU ARE TOWHERE YOU WANT TO BE
DY N A M I C S E O M A R K E T I N GTABLE OF CONTENTS Introduction 1. Traditional Marketing 2. What is SEO? Part 1: Where to Begin 1. Setting Your Goals 2. Developing Your Plan 3. Setting Your Budget Part 2: SEO- An In Depth Look 1. The Goal of Your SEO Campaign 2. The Importance of Keywords 3. Finding the Right Keywords 4. Using Title Tag’s 5. Using Meta-Descriptions 6. Using Meta-Keyword Tags 7. Using Back Links 8. Your Page Rank 9. The ―DO NOTS‖ of SEO 10. Your SEO Checklist 11. Wordpress Part 3: SEO Tools
Page 11IntroductionTraditional MarketingIn the world of marketing, the name of the game is to gain exposure, gain morecustomers and increase sales. For any business, most especially small businesses,marketing is key to the success of the business.Traditional marketing has been considered your average ―offline‖ measures.These include: Television Commercials Radio Announcements Placing ads in newspapers and magazines Mailing direct mail materials, etc…..While these have been excellent starting points for many, the truth is thatmarketing has taken on a whole new meaning since the evolution of the WorldWide Web. Now marketing can be handled online as well as offline and has aglobal reach. This is great for those wanting to reach more then their localmarkets however it also takes more then just placing an ad to generate the typeof exposure that is now need in this internet age. The internet brings with it awhole new set of rules and skills to get the exposure that is needed to elevatesales.Now more then ever, you need to know the internet and how to use it to gainexposure and reach a whole new world of customers. Now it takes the followingto get you started so you can get to where you want to be: A Website Blog Ezine Article Development Press Releases SEO skills and more…….While it takes more work then traditional marketing efforts, insuring that youknow how to maneuver around these new marketing measures will benefit you inthe long run.
What is SEO?SEO stands for Search Engine Optimization. It’s optimizing your website,articles, blogs and other online areas to maximize your chances of being pushedup in the search engines such as Google, Yahoo and others. For example:If you were looking for a saddle for your horse on the internet you’d typesomething like ―horse saddles‖ in the search box on Yahoo. This would bring up alistings of sites that have ―horse saddles‖ in their title and on possibly on theirsite. See the sample below:
Page 13The sites that have optimized their sites fully usually are the ones who are seenfirst when a search is completed. The internet could contain literally thousandsof sites that sell or have something to do with horse saddles. In order for yourwebsite to been seen at the top of the search engines, SEO is important. If you’restarting a business or just want to gain more exposure, SEO will become yournew best friend.Part 1: Where to BeginSetting Your Goals
Before undertaking any marketing effort, it’s important to set goals for yourmarketing campaign. First, you need to determine what you hope to accomplishout of your marketing efforts. Some common reasons to begin a marketingcampaign include: Improving Search Engine Rankings Increase Visibility Increase Revenue Increase Brand Awareness Increase Your Companies ReputationDeveloping a thorough plan is vital and a step that cannot be overlooked.Remember the old adage ―Set S.M.A.R.T Goals?‖ This proven method will takeyou a long way in your marketing efforts:S – SpecificM – MeasurableA – AttainableR – RealisticT – Time BoundBe specific about what you want your marketing plan to do for you. Set goals thatcan actually be measured. Make them something that is realistically attainableand make them bound by a specific time frame. An example of this would be: Measurable Specific Attainable Realistic Time BoundI want to increase my company’s revenues by 25% by December 31, 2010.You specified what you wanted to do by stating you wanted to increase yourcompany’s revenue. You were realistic and made your goal measurable andattainable by setting your goal at 25%. If you had wanted to increase revenues by200%, that would have been measurable but not necessarily attainable orrealistic at this point in time. You made the goal time bound in that you wantedto achieve this increase in revenue by December 31, 2009.Do this with each goal you want to achieve and you will have a set of goals thatwill guide you throughout your marketing plan.Developing Your Plan
Page 15Your marketing plan is like a ladder that you’re climbing. You start at the bottomand work your way up the ladder so you can reach the top successfully.An effective marketing plan should include: Gathering and Analyzing Information Verbalizing Your Obstacles Developing the Objectives of Your Marketing Efforts Create Your Winning Strategies Choose Your Marketing Efforts Develop a Budget Write It All DownThis plan will allow you to see the goals you have set and how you plan toaccomplish them.Setting Your BudgetAs with anything, marketing costs money. However, there are many ways tomarket your company, its services and products for free. This can include socialmedia marketing (Facebook, MySpace, etc), developing a blog (Wordpress),placing free ads (Craigslist, Kijiji), and of course SEO. No matter what size yourbudget is, marketing is an investment in your business. After all, remember ― ittakes money to make money.‖ Set yourself a budget and adhere to that budget.This is where developing your marketing plan will play a key priority.
Part II – SEO – An In Depth LookThe Goal of Your SEO CampaignBy now you have set your goals and developed your marketing plan. Now it istime to begin and put things in action. The ultimate goal is to gain more exposureand increase your revenues and client base.Now it’s time to get your SEO goals to working their magic. You should havealready outlined the ways you can utilize SEO to enhance your website, blog andother areas.SEO is designed to enhance your marketing efforts where the World Wide Web isconcerned. Remember, as you go along you may tweak things here or there asyou see what is working for you and what isn’t.The Importance of KeywordsMaking sure that you are using the right keywords for your campaign is crucial.The wrong keywords could spell doom, as the wrong keywords mean no traffic isbeing sent your way.If SEO is relatively new to you then let me go ahead and tell you in basic termsanyone can understand:“Keywords are Vital. Using the wrong ones can be costly. So do yourhomework!”When you go to Yahoo, Google, All the Web or what ever search engines you areusing, you type in key words of what you are looking for. Just as we previouslystated in looking for ―horse saddles‖. Ok, so right now you have that look on yo urface like – ―I can just come up with keywords because I know my customers andI know what they would look for‖ – WRONG!!!You need to do keyword research to see what are the most popular keywords foryour marketing campaign. You want to find the most optimized keywords used toget you moving up the search engine ladder. However, it’s not simply aboutpicking the right keywords. Once you find the keywords, you then need toanalyze this list to get yourself down to a short list of keywords. Remember,everyone in your field may be using the same keywords so you’ll want to seethings like – which competitor is using the same words and getting high page
Page 17ranks. The higher your page rank then the better your keywords are. Start byanalyzing the competition.Find the Right KeywordsThere are several tools that you can use to assist you in finding the rightkeywords: 1. Wordtracker – this paid service will compile a list of the top keywords based on the criteria you insert. There is also a limited free version available. 2. Google SBKT – this is a free website by Google that can assist in finding keywords. 3. Key Word Discovery – this is another free tool that will assist in helping you find keywords.No matter which way you choose to go – the important thing is to find the rightkeywords for you. If you are new to SEO, it may be beneficial to pay a service tostart you out with keyword research until you have got the system down pat.Using Title TagsTitle tags are very important. In a search engine, the title is one of the first thingsthe viewer sees. So your title should speak volumes and use the right tags. A titletag simply does what it says; the tag defines your website, your blog, your articleor what ever you are optimizing. If you are familiar with HTML it will l ooksomething like this <title>. Your title tag is displayed in the browser titlewindow, in search engines, etc. So make sure your title tag is appropriate andmakes use of keywords in it. You want each page of your website to have its ownunique title tag.Don’t panic if you don’t know a lot about html. This is not rocket science. It justtakes a little time and effort to learn it.Using Meta-Descriptions
Meta descriptions along with meta keywords (defined later) are important as well in your search engine rankings. The meta tag description is a clear and concise description of your web pages content. In HTML form a meta description would look like this: <meta name="description" content="Brief description of the contents of your page."> This description should be no more then 200 words. See the following example for more information:Your Title Tag in the Your meta-description inSearch Engine the search engines Using Meta Keyword Tags Meta Keyword Tags are where you will list your keywords and the keyword phrases that youve targeted for each specific page of your website. This will be unique to each page. It is important that these keywords placed in your keyword tags are also on your webpage. Some advice would be to use keywords used in your title and description. In HTML form it will look like this: <HEAD> <TITLE>your DESCRIPTIVE KEYWORDS title goes here</TITLE> <META NAME="DESCRIPTION" CONTENT="Your keyword rich marketing sales-pitch meta description goes here"> <META NAME="KEYWORDS" CONTENT="your keywords,go here,separated by a comma,but not a space"> </HEAD> Meta keywords are just another way of tying in all the aspects of SEO to help boost your rankings and positioning on the search engines.
Page 19Using BacklinksBacklinks are a great way to drive more traffic to your site. Backlinks are linksfrom other sites that link back to you. So for example:You have written a blog on a great product you have. Jane Doe reads that blogand finds it so interesting that she writes about it on her blog and then provides alink back to your website. That is a backlink. These are great ways of gainingword of mouth exposure. Many people use this in their social media campaignson Facebook, MySpace, etc.Your Page RankPage rank is the way that Google determines the importance of a webpage.PageRank is measured on a scale of one to ten. It is then assigned to individualpages within a website. So it doesn’t rate the site overall. To find the PageRank ofa page, use Google Toolbar which can be found at toolbar.google.com. It isdifficult to get a page rank of 10. This is due to the numerous increases in webpages each and every day.The “DO NOTS” of SEOWhile there are several benefits to SEO, there are rules that you need to follow inorder for it be successful. There are also things that you shouldn’t do when itcomes it SEO. If you do these things then you are doing more damage and canrisk being labeled as ―spam‖ by the search engines:1. When linking to another site…be sure of the sites content. If you accidentally link to an offensive site, you risk losing and offending your target audience.2. Do not excessively use keywords. While keywords are useful, using them too much can cause your site to be labeled as spam. Remember to measure your keyword density.3. Do not use duplicate content or let others use yours. The key to becoming the authority in your area is to make your work unique and available only through you.
4. Remember that while some areas of your site may be for ―paid‖ members only…..search engines cannot gain access to those locked areas.5. Remember that what your users see is what the search engines should see. So when formulating your meta tags, etc. be sure that they are the keywords your users see as well.Your SEO ChecklistBy using the following checklist, you can see where you’re at with your SEOcampaign and where you still need to fill in the gaps.□ Have you researched the keywords to use within your website? Note: Keywords should be researched and placed in – The page title or title tag In the Meta description tag In the page heading and sub-headings using H1, H2, H3 tags In the body content of the page In alt attributes of images In the anchor text of any links that point to that page□ Are you using a simple and memorable URL?□ Are your page titles descriptive – utilizing keywords?□ Is each page of your site individually named so that they can be found bysearch engines?□ Are your URL’s free of any characters? (?!*)□ Are your meta tags and descriptions reflected within your content. Forexample if one of your tags is ―horse saddles‖ is content pertaining to horsesaddles in your content?□ Do you have different tags and descriptions for each webpage?□ Do you have main headers (H1) on your pages and sub-headers (H2, H3)?□ Are your image descriptions accurately reflecting the image and/or yourwebpage?□ Is your layout and design have more content then html elements? WordpressIf you feel you’re not reaching your target audience and want to start blogging asothers have, then Wordpress is the way to go. Wordpress has become to most
Page 21popular forum for blogging. Wordpress ties in a blog, a website and a contentmanagement system all in one.Through this system, you can reach literally thousands of individuals who allhave the potential to become an avid follower, client or customer. It has veryuseful SEO tools and is an invaluable resource. You can get a free site fromWordpress and then as your business grows you can move up to the paid versionwhich offers additional features.Features of Wordpress that are beneficial for SEO include: WordPress fully supports both the Trackback and Pingback standards, and we are committed to supporting future standards as they develop. Here is a definition of trackbacks and pingbacks from Wordpress: Track Back reinforces the communities of weblogs and their authors. The system enables webloggers to communicate between their weblogs. If one user creates an article that an other would like to comment on in their own weblog, Word Press can ping the original entry to notify the original author of his response. For example, Fred is reading Edward’s weblog and comes upon a particular article he finds humorous, so he decides to make a post about it on his own weblog. If Track Back is used, Edward can be notified that Fred has posted the article on his website. An extract from Fred’s post will also appear on the comments/trackback page of Edward’s original post. A pingback is a type of comment that created when you link to another blog post where pingbacks are enabled. The best way to think about pingbacks is as remote comments: Person A posts something on his blog. Person B posts on her own blog, linking to Person A’s post. This automatically sends a pingback to Person A when both have pingback enabled blogs. Person A’s blog receives the pingback, then automatically goes to Person B’s post to confirm that the pingback did, in fact, originate there. Comments — Visitors to your site can leave comments on individual entries, and through Trackback or Pingback can comment on their own site. You can enable or disable comments on a per-post basis. Bookmarklets — Cross-browser bookmarklets make it easy to publish to your blog or add links to your blogroll with a minimum of effort. Ping Away — WordPress supports pinging Ping-O-Matic, which means maximum exposure for your blog to search engines.So as you can see, Wordpress can be a very useful tool in gaining exposure andbringing in potential customers to you.
Part 3: SEO ToolsThere are numerous SEO tools available to get you where you need to be. Whileobtaining the services of a highly skilled, SEO professional is ideal….sometimesthe budget doesn’t allow it. We have searched for several tools to assist you.Some of them include:KEYWORD DENSITY - Free, fast keyword density tool for search engineoptimizers. Compare any two web pages on the internet.http://www.keyworddensity.com/SEO BOOK’S KEYWORD DENSITY TOOL – Another great keyword densitytool.http://tools.seobook.com/general/keyword-density/SEO TOOLSET - The SEMToolBar is an attractive, easy-to-use toolbar thatallows users access to statistics relating to online marketing campaigns. Itprovides users with powerful tools and information necessary for understandingand monitoring how sites of interest are seen by search engines and thuspresented to search engine usershttp://www.seotoolset.com/tools/free_tools.htmlRANK TRACKER - Rank Tracker retrieves search engine rankings for pagesand keywords and stores them for easy comparison later. PRO members can alsotrack selected rankings over time and can even sign up for e-mail alerts to benotified about ranking changes.http://www.seomoz.org/rank-trackerMULTI-RANK CHECKER - This tool supplies the same results as the RankChecker tool, these are the PageRank and Alexa Rating. You can use this tool formultiple domain check-ups.http://www.iwebtool.com/multirankINTERNET MARKETING TOOLS – A collection of various SEO componentsto use for your website.http://www.webuildpages.com/tools/GOOGLE ANALYTICS - Google Analytics gives you rich insights into yourwebsite traffic and marketing effectiveness. Powerful, flexible and easy-to-usefeatures now let you see and analyze your traffic data in an entirely new way.With Google Analytics, youre more prepared to write better-targeted ads,strengthen your marketing initiatives and create higher converting websites.http://www.google.com/analytics/RANKS – allows you to check various elements of your website for SEOelements.http://ranks.nl/tools/spider.html
Page 23 VISUAL PAGERANK - Using this tool will enable you to view all the links along with the page ranks on the url that you submit.. http://www.iwebtool.com/visual_pagerankAs you can see, SEO is not hard to understand and can be done easily if you have the―know how‖. We hope that this introduction to SEO will assist you in starting yournext SEO campaign. SEO can make the content of your web pages more relevant,more attractive, and stand out from the rest of the crowd.