SEO and Content Marketing Overview
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Search Engine Optimization and Content Marketing overview presented in San Mateo, CA on 9/12/12

Search Engine Optimization and Content Marketing overview presented in San Mateo, CA on 9/12/12

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  • Across the US, Canada, The UKLocally – Burlingame, San Mateo, Pacifica, Sonoma, Napa, San Francisco, Menlo ParkWineryRestaurant groupCatererWood flooring companyStone and tile distributorMajor appliance distributorBusiness coachHealth coachTranslation servicesChildren’s education company
  • Information AnnuitySEO Tools List – try it on GoogleBest keyword phrases targetedKeywords properly placed on the pageGreat content that results in links to your Website
  • Why misunderstood? New paradigmThink about blog as just a part of your website. Do you have a website? If so, you’re already publishing.- Your typical website is like a brochure or catalog. Would you be excited to read a brochure or catalog or is that just a necessary part of buying something?Your blog is like an industry magazine article. Usually more actionable (“how to”), more fun (“5 great ways to use…”), less stuffyIf you’re searching for a solution to a business problem – do you want to read through a brochure or look at an article that gives an interesting way to look at your issue (including a solution)You could include these articles on your website and skip the entire blog thing. But, blogs offer other benefits – including posting, distribution and sharing that your website is typically not set up for – so that’s why it’s usually pushed out into a blog section.Your blog (think of it as the interseting part of your website) can be your most valuable marketing tool online for any industryBrochure or Sports Illustrated…or people magazine….or US weekly….or Vanity Fair…or The EconomistBut, you don’t have to write all the time like a magazine – we’ll talk about that nextIt was 2007 when Dave Sifry, former chairman of Technorati, came out with some shocking numbers on blogging.Back then, it was reported that 120,000 new blogs were being created worldwide each day. There were morethan 1.5 million posts being published per day – or 17 posts per second.

SEO and Content Marketing Overview SEO and Content Marketing Overview Presentation Transcript

  • SEO & Content Marketing Tips for Small Business Tom Treanor President, Right Mix Marketing www.RightMixMarketing.com
  • About Right Mix MarketingSocial ContentMedia MarketerConsultantAuthor Lecturer Find me at: www.RightMixMarketing.com 1 © Copyright Right Mix Marketing Inc.
  • Hub and spoke model Facebook Twitter Visitors Content Actions LinkedIn Website Speaking / Webinars & Blog SEO YouTube Conferences/ Networking Email newsletter Email List Find me at: www.RightMixMarketing.com 2 © Copyright Right Mix Marketing Inc.
  • This means that what’s on your site andblog is important! You own it, not leasing (like on Social Media) You can put your branding, style and voice on your site You can design it to meet your business goals  You can sell from it  You can get people to subscribe to your mailing list  You can ask people to sign up for a consultation You can also drive people to follow you on social media You get better SEO for your blog/website with content Find me at: www.RightMixMarketing.com 3 © Copyright Right Mix Marketing Inc.
  • Search Engine OptimizationFind me at:www.RightMixMarketing.com 4 © Copyright Right Mix Marketing Inc.
  • Google is the king of search Search Market Share Bing: 13.5% Yahoo*: 15% Google: 67% Source: Experian Hitwise * Bing provides the search results for searches run through Yahoo, except for local information Find me at: www.RightMixMarketing.com © Copyright Right Mix Marketing Inc.
  • Paid results (pay- per-click ads) Organic (natural) Search ResultsThe targetfor SEOefforts Find me at: www.RightMixMarketing.com 6 © Copyright Right Mix Marketing Inc.
  • ~30% of Clicks ~70% of ClicksFind me at:www.RightMixMarketing.com 7 © Copyright Right Mix Marketing Inc.
  • SEO for visibility & longevity in search engines Search: “SEO Tools List” Find me at: www.RightMixMarketing.com 8 © Copyright Right Mix Marketing Inc.
  • With special glassesGoogle is a MachineFind me at:www.RightMixMarketing.com 9 © Copyright Right Mix Marketing Inc.
  • Your website is full of signalsfor Google. The morecontent, the more signalsMy Business BlogSolving your short term information needs, entertaining youor teaching you so you can get to know, like and trust me! Find me at: www.RightMixMarketing.com 10 © Copyright Right Mix Marketing Inc.
  • …and the signals of other sites connecting to youGoogle reads these partially My Business Blog Solving your short term information needs, entertaining you or teaching you sohidden signals on your site… you can get to know, like and trust me! My Business Blog Solving your short term information My Business Blog needs, entertaining you or teaching you so Solving your short term information you can get to know, like and trust me! needs, entertaining you or teaching you so you can get to know, like and trust me! …and signals in social media about your contentFind me at:www.RightMixMarketing.com 11 © Copyright Right Mix Marketing Inc.
  • Based on the signals, Google picks the rankings(real time) for any search query Wood flooring company page 1) Different wood flooring company page 2) Next flooring company page 3) Find me at: www.RightMixMarketing.com 12 © Copyright Right Mix Marketing Inc.
  • What does this mean? If you don’t have enough content on your site, Google has nothing to work with If you don’t have the right keywords on your site, Google can’t “guess” what you do If you don’t tell Google your geographies served, Google can’t infer that Find me at: www.RightMixMarketing.com 13 © Copyright Right Mix Marketing Inc.
  • SEO Quick check #1:Content and Social Media SharingDo you have content on your website and blog?  Is it interesting to your target customer type?  Are you producing it consistently?  Do you share it on social media?Tool:  Your blog (e.g. Wordpress.org)  Social Media (e.g. Facebook, Twitter, Pinterest) Find me at: www.RightMixMarketing.com 14 © Copyright Right Mix Marketing Inc.
  • SEO Quick Check #2:The Right KeywordsDo you know the main keyword phrases that people useto find you? Are these on your site in multiple places?  Wedding Venue + Wedding Hall + ?  “Beach Weddings Bay Area”  “Rehearsal Dinner Venues” Tool:  Google Keyword Tool Find me at: www.RightMixMarketing.com 15 © Copyright Right Mix Marketing Inc.
  • SEO Quick check 3:Geographical keywordsDo you know your geographical range? Do you list thetarget cities, towns and areas on your website?  Bay Area  San Francisco  San Mateo  Burlingame  Millbrae Tool:  Map, Prioritization of target areas Find me at: www.RightMixMarketing.com 16 © Copyright Right Mix Marketing Inc.
  • SEO Quick check 4:Website AnalyticsDo you have Web analytics on your site?  Do you check it?  When you do a campaign, do you measure the results?  When you get press, do you see what happened?Tool:  Google Analytics (or other) Find me at: www.RightMixMarketing.com 17 © Copyright Right Mix Marketing Inc.
  • Content MarketingFind me at:www.RightMixMarketing.com 18 © Copyright Right Mix Marketing Inc.
  • What is Content Marketing? Building awareness and trust via the creation and sharing of content Find me at: www.RightMixMarketing.com 19 © Copyright Right Mix Marketing Inc.
  • Marketing Online… Old Model New Model Company Website Company Website & Blog Our products Industry resources Our company How to Checklists Customer stories Our events Why… Regional topics Our press release Video Pictures Me Me Guest posts Me Find me at: www.RightMixMarketing.com 20 © Copyright Right Mix Marketing Inc.
  • Know the importance of your Blog for business Your Web “Home Base” Website Blog (fairly static) (more dynamic) Like a Catalog Like a Magazine Find me at: www.RightMixMarketing.com 21 © Copyright Right Mix Marketing Inc.
  • Blogging Businesses Get More Visitors &Leads 55% More Blogging Website Visitors Attracts Visitors More Monthly Leads Don’t Blog Blog +88% +67% BloggingAttracts Leads Business to Business to Consumer Business Find me at: www.RightMixMarketing.com © Copyright Right Mix Marketing Inc.
  • Examples of Content Types How-to articles Answering frequently asked questions Videos Pictures Customer case studies Industry trends Resources Useful tools Entertainment or humor Seasonal topics Find me at: www.RightMixMarketing.com 23 © Copyright Right Mix Marketing Inc.
  • Examples of Headlines How to double your coaching income The 5 most romantic bay area wedding venues25 Ways College Students can make money and learn a new skill How to Edit Video Online Using Free Tools 30 Sites Where You Can List Your Online Art Store Why Do I Need An Architect For a Kitchen Remodel? How to Pick a Landscape Architect Go to www.AllTop.com and look at titles of posts for inspiration Find me at: www.RightMixMarketing.com 24 © Copyright Right Mix Marketing Inc.
  • Content Marketing Lifecycle 3 People Re-share1 Write your blog post 2 Share your post People Sign Up To 4 People Visit Your Site 5 Your “List New product, sale, s 7 pecial offer Email List $ People are now on 6 your mailing list Find me at: www.RightMixMarketing.com 25 © Copyright Right Mix Marketing Inc.
  • Your Blog Content - what it does for you Builds authority and credibility  Showcases expertise  Increases comfort level of potential customers  Grows trust Improves your SEO Increases sharing of your content (and your brand)  Attracts people back to your site Find me at: www.RightMixMarketing.com 26 © Copyright Right Mix Marketing Inc.
  • Content, Social Media and SEOcomplement each other Find me at: www.RightMixMarketing.com 27 © Copyright Right Mix Marketing Inc.
  • Find me at:www.RightMixMarketing.com 28 © Copyright Right Mix Marketing Inc.
  • Opportunities to Learn More To get Fast, Easy Blogging pre-launch pricing: FastEasyBlogging.com Detailed SEO Webinar access (free) RightMixMarketing.com/SanMateo Find me at: www.RightMixMarketing.com 29 © Copyright Right Mix Marketing Inc.