On October 23rd, 2014, we updated our
By continuing to use LinkedIn’s SlideShare service, you agree to the revised terms, so please take a few minutes to review them.
Online Marketing and SEO WorkshopPresentation Transcript
LEVERAGING THE WEBWithSEARCH AND ONLINEMARKETING
AGENDA1. Introductions2. Online Marketing - Why Should You Care3. Strategy #1 – Get Found (SEO)4. 10 Low Budget Marketing Ideas
We love being connected…in factwe are addicted to it!
The Last 60 Seconds• 694,445 searches on Google• 695,000 Facebook updates• 370,00 minutes of calls on Skype• 98,000 tweets• 12,000 new ads on Craigslist• 1,500 new blog posts• 600 new YouTube videos• 320 new Twitter accounts• 100 new LinkedIn accounts• 60 new blogs were created• 168 million emails sent
What the heck is SEO?Search Engine Optimization[surch] [en-juhn] [op-tuh-muh-zey-shuhn]:The process of improving the visibility of awebsite or a web page in a search engines"natural," or un-paid search results.IN PLAIN ENGLISH: GETTING YOURWEBSITE FOUND ON GOOGLE
Why Should I Care?• Every Day – One Billion GoogleSearches• 85% of Searchers Click Organic Results• Organic search is the #1 lead conversiontactic outranking email marketing and paidsearch.
HOW MUCH IS IT WORTH TO RANK ONGOOGLE?Something to Think About
STEP ISetting Your Site Up for Success1. Keywords2. Content3. Navigation & Usability
Keyword Research1. Identifying niches withoutsigniﬁcant competition2. Look for the low-hanging fruit ofmicro niches3. Look for long-tail keywords4. Reverse engineer your competition’swebsites
Research Tools• Google Suggest• Google Adwords Tool• SEO Quake• SEMRush
Google Adwords Tool
What Can You WinGo After the Longtail
Watch Out for Keywords withWell-Established, High Ranking Sites
Create Quality,Engaging Content
Content• Interesting• Easily consumable• Easily shareable• Optimized to be found• Focused on evergreen - long shelf Life• Write on search terms you can win
Content:Titles & MetaDescriptions
Keyword Breakdown• Use the keyword in the page title at least once.Keep the keyword as close to the beginning ofthe page title as possible.• Once in a H1 header tag.• At least 3 times in the body copy.• At least once in the URL.
STEP IIWebsite OptimizationThe Basics
SEO Friendly Website• Easy to use navigation and simple sitestructure.• Professional website design• Accessibility to modern browsers (Firefox,Internet Explorer, Safari, Chrome etc.).• High quality and credible content.• Site Map
SEO IS NOT A SIT IT ANDFORGET IT PROCESS
Use Images, Videos, and InfographicsPeople love to share these.
Image OptimizationRemember -search engines can’t read images• Use Keywords in File names (mexican-catering.jpg or fajita- taco-bar.jpg)• Create Descriptive Alt Text• Make Your Images Match Your Content
Image Resources• Flickr –Make sure to use the “creativecommons search” and credit the author bylinking their name back to the photo.• Stock.xchng – This site provides royalty-freestock images for use on your site.• iStockPhoto – This company sells high qualitystock images, and can be a good choice whenyou need to ﬁnd something speciﬁc.
Measure#4 MeasureTHIS IS THE HARD PART!!
What You Can Learn• How someone found your site• What keywords result in the highest salesconversions• Which pieces of your content are the least and mostpopular• The demographics of users• How many people you influence• Compare your Facebook/Twitter presence virus yourcompetitors• Which of your “tweets” are the most popular
10 Marketing IdeasFOR SMALL MARKETING BUDGETS
Focus on the DataStart with the Low Hanging Fruit
Claim & Optimize Your GoogleMaps & + Places Page
Think ConversionsWHAT DO YOU WANT VISITORS TO DO
Be Sure to Capture Leads
Start A Blog
Leverage Social Media
Social Networks: A Few Steps• Create profiles on Facebook, Twitter, Linked-In, & Google +• Share good content that you find on the web• Create Value• Be patient (it can take 6 months to a yearbefore your social profiles really becomepopular.)
HOW DO YOU ENGAGE PEOPLE ONLINE?Created by Michael Port, author of“The Think Big Manifesto”
Answer Questions• Find Potential Customers on Forums LikeYahoo Answers• Answer questions related to the products andservices your company provides• Dedicate time by offering free advice
Offer Discounts• Utilize Google, Yahoo, FourSquare, Yelp andothers to offer discounts for your services.• Strategically place discounts on your site• Offer discounts via email campaigns and ads• Offer discounts offline (but drive them onlineto get the discount)• Think about Groupon or Living Social
LEVERAGE THE WEB
Questions?Stacie@proofseo.comSlides Available at www.Proofseo.com/apsp
TECHNICAL SEO TIPS
ON PAGE SEO
Content on Your Site• HTML text format – images, Flash ﬁles, Java applets, andother non-text content items are invisible to search enginespiders and won’t help your site get ranked for your chosenkeywords• The ﬁrst sentence in the body text and the ﬁrst few words ofeach sentence are the most important for advanced SEOnecessities. Consider using your target keywords here formaximum beneﬁt• Heading 1 (H1) and Heading 2 (H2) texts show the searchengines the main subjects for content to be indexed. MakeH1 and H2 texts keyword friendly and reﬂective of your pagetitle.• Meta descriptions are also important. The meta description isthe short description of a page’s content that appearsdirectly under the page title in a search engine query.
Page Titles• Search results only display 70 characters – any pagetitles exceeding this will be cut off• It’s better to place your keywords at the beginning ofthe page title and try to leverage branding by endingevery page title with your company name.• Don’t forget to consider the user experience whencoming up with you page titles. This means, don’t forcethe keyword usage since the page title is the ﬁrstimpression of your site to new users.
Linking• In-Text Links• Shallow Navigation - where information on anypage can be accessed within a few clicks• Breadcrumb Links - navigation that tells userswhere they are.• Consulting > Services > Implementation > Service A• Consulting > Services > Optimization > Service A• Consulting > Services > Upgrade > Service A
Examples: Off Page Linking• Guest Blogging• Online Press Releases• Business Listings/Directories• Social Bookmarketing• Video’s• Sharable ContentWATCH YOUR LINK QUALITY
Link Structureensure the search engines interpret your links correctly.• Choose the Right Anchor Text- the text used toform a hyperlink. (Avoid “click here”)• Watch Your Link Quality -appear to be writtenby experts, have good design, load quickly, andseem trustworthy
Don’t Be A Cheater• Trade or Buy Links• Set up Several Social Sites for Linking only• Don’t Use Linking Farms• Don’t post Spam via Comments on Blogs
Technical Website IssuesEnsure the search engines can crawl your site correctly.• Site Speed• Canonicalization of Links• Duplicate Content• Redirects• Code Errors• Site Maps