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Outsmarting Google: An SEO Workshop for SEO Pros with Nicole Munoz
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Outsmarting Google: An SEO Workshop for SEO Pros with Nicole Munoz


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Outsmarting Google: An SEO Workshop for Wedding Pros with Nicole Munoz from was presented in October of 2011 in the Las Vegas Convention Center to over 1500 people at the Industry …

Outsmarting Google: An SEO Workshop for Wedding Pros with Nicole Munoz from was presented in October of 2011 in the Las Vegas Convention Center to over 1500 people at the Industry Tradeshow WeddingMBA. Learn what the 1% factor is to increase your sales! Discover what is SEO, how to conduct online market research, on site optimization and how to write awesome title tags. Learn how to claim your Google Places page, how to blog correctly and how to use Video to rank in the search engines. Presentation is geared to the beginner.

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  • 1. gggWedding MBA ©2011
  • 2. Wedding MBA field, including, but not limited to, any money using the techniques in thisCopyright © 2011 financial or legal matters. Under no program or these materials. Your All rights circumstances will Nicole Munoz, of success in attaining results isreserved. Nicole Munoz, www.startrankingnow, or any of its dependent upon a number of representatives or contractors be liable including your skill, knowledge, ability,These materials contain proprietary for any special or consequential dedication, personality, market,content and must not be duplicated, damages that result from the use of, or audience, business ethics businessexcerpted or distributed without the inability to use, the information or focus, business goals, partners, luck,written permission. strategies communicated through these and financial situation. Because theseNo portion of these materials may be materials or any services provided prior factors differ according to individuals,shared or reproduced in any manner to or following the receipt of these we cannot guarantee your success,under any circumstance whatsoever materials, even if advised of the income level, or ability to earn revenue,without advance written permission. possibility of such damages. You alone nor can we state that any results are responsible and accountable for suggested in these materials are typical.For permissions requests, contact: your decisions, actions and results in Any forward-looking or life, and by your use of these materials, statements outlined here are you agree not to attempt to hold us illustrative and not promises for actual liable for any such decisions, actions or performance. These statements and theLegal and Earnings Disclaimer results, at any time, under any strategies offered in these materials areWe have to tell you this stuff and it’s circumstances. simply our opinion or experience. Soimportant. No portion of this material We’ve taken every effort to ensure we again, as stipulated by law, no futureis intended to offer professional legal, accurately represent these strategies guarantees can be made that you willmedical, personal or financial advice. and their potential to help you grow achieve any results or income from ourThe information contained herein your business. However, we do not information and we offer nocannot replace or substitute for the purport this as a “get rich scheme” and professional legal or financial of trained professionals in any there is no guarantee that you will earn ©2011
  • 3. Title PageIntroduction1% FactorSearch Engine OptimizationOnline Market ResearchOn Site OptimizationTitle TagsGoogle Webmaster ToolsBrick and MortarGetting RankedClaiming Your Google PlaceUsing Video to RankBloggingConclusion ©2011
  • 4. ©2011
  • 5. IntroductionThe  purpose  of  this  book  is  to  teach   you   about  how  to  get  more  traffic  and  sales  to  your  web-­‐site!    I  am  going  to  try   to  break  it  down  into  some  ac<onable   steps  that  you  can  start  implemen<ng  today   to   start  moving  your   site   up   higher   in   the   search   engines!     Sound  good?    I  got   started  just   like  many  of  you   by  opening  up  my  own  online  retail  store.    One  of   the  first  things  I  learned  was   that  if   I  was   not  geDng  any  traffic,  I  was  not  geDng   any  sales.     I  spent  a   lot  of   money  on   my  online  marke<ng  educa<on.       Within  about  6  months  my   online  retail  site  was  ranking  number  one  in  Google  for  some  extremely  compe<<ve  keywords   and   started   to   send   me   tens   of   thousands   of   visitors   every   month   to   my   site  which   in  turn   resulted  in  a   lot  of   sales!     AKer  running  my  online  retail  business   for  a   few  years,   I  decided   to   start  my   own   SEO   Company   called   StartRankingNow   so   I  could   help  other  retail  businesses  achieve  their  own  success.   ©2011
  • 6. Introduction In   January  of  this  year,  I  started  to   work  with  Wedlock  Magazine  as  their  SEO  Manager!    It’s  mission  is  to  teach  marke<ng  to  those  in  the  wedding  industry  through   a  monthly  print  magazine,   bi-­‐monthly   Webinars   and   a   forum   where   members   can   get   their   marke<ng  ques<ons  answered  usually  within   a  few  hours,  and  I  will  talk  to   you  more  about  that  in  this  book.     So,  I  am  going  to  try  to  make  it  simple  and  effec<ve  so   that  about  this  <me  next  year,  you  are   going  to  be   that   person  who  stands  up   and  says  that  your  business   has   exploded  as  a  direct  result  of  the  things  that  you  will  learn  here  in  this  book!   ©2011
  • 7. 1% FactorBefore  geDng  started,  I  would   like  you  to  ask  yourself  a  ques<on.    The  ques<on  is  this:  Is  your  site  currently  making  you  money?    If  not,  why  not?  The  other  day,  I  was  reading  a  book  and   it   reminded   me  of   the  1%   factor.    Did   you   know   that   sta<s<cs   show   that   if   you   only  improve  by  1%  every   day,  within  70  days,  you  will  have  doubled  your  produc<vity?    So  what  we  are  going  to  do  is  give  you  some  <ps!     My  number  one  goal   for  you  is   for   you  to  be   able  to  implement  these  <ps  and  strategies   yourself.     A  lot  of  <mes,  when  we  learn  so  much,    we  are  not  sure  where   to  start  and  we  get  so   overwhelmed   with  informa<on  that  we  don’t   put  anything  into  prac<ce.     So,  today,  as   you  are  reading  this,  ask  yourself,  what  is  my  1%  that  I  can  change,  that  I   can   improve,  that  I  can   implement?     Then  focus  on  that  1%...  That  small  incremental   change…   knowing   that   as   you   do,   you   are   moving   forward   to   double   your  produc<vity,  double  your  marke<ng,  and  double  your  sales!  So  let’s  get  started! ©2011
  • 8. Search Engine OptimizationDo   you   know  what   SEO   stands   for?     SEO   stands   for   Search   Engine   Op<miza<on.   So   what  we’re   going   to   talk   about   today   is   how   to   get   your   site   to   the   first   page   of   Google   and  possibly  even  the  first  three  posi<ons  for  a  keyword.  We  have   some  clients  that  are  realtors  and  if  you  talk  to  any  realtor   they  will   tell  you  that  the  #1  factor  in  buying  a  house  is  always  loca<on,  loca<on,  loca<on!     SEO  works  exactly  the  same  way!    If  your   site  is   ranked  in  the  top  1-­‐3  spots,  you  are   going  to  get  all   the   traffic  to  your  site.  If  your  site   is  buried   on  page  forty-­‐four,  the  only  traffic  you   will  get  is  if  someone  types  in  your  website  address   or  finds  it  by   your   business   name.   The   problem   is   that   people   are   not   searching   the   Internet  for   a  business  name;  they  are   searching  for  what  we  call  "keywords."    That  is  going  to   be  one  of  the  first  things  we  cover  today!     Don’t  worry  if  all  of  this  sounds  unfamiliar.    By  the   <me  you  finish   reading   this,  you   are  going  to  know  what  a  keyword   is,  what  keywords  you   need   to  focus  on  to   get  you  the   most  traffic,  and  exactly  what   you   need  to  do   to  get   to  those  most  trafficked  spots  on  the  internet! ©2011
  • 9. Online Market ResearchIn   business   school,   one   of   the   things   they   teach   you   is   the   importance   of   doing   market  research  before   star<ng  a  new  business   or   launching  a  new   product!  Before  releasing   any  new   products,   Apple   and   similar   companies   spend   hundreds   of   thousands   of   dollars   on  market  research   to   find   out  what  people  want.  They   have   study   groups,  test  groups,   and  they   also  create  prototypes  of  their  products  to   make  sure  they  will  meet  the  needs  of  their  consumers.     Market   research   is   numbers   driven.     It   is   all   about  finding   out   what   people  want  and  then  mee<ng  their  needs.  On  the   Internet,  we  call  this  market  research  "keyword  research."     Keyword   research   is   finding  out  what   keywords   people   are  typing  into   search  engines  such  as  Google,  Yahoo,  and  Bing  when  they  are  looking  for  a  product  or  service.Keyword   research   is   also   numbers   driven   and   there   are   a   lot   of   tools   that   will   show   us  approximately   how   many   <mes   a   keyword   is   searched   per   month.     The   more   <mes   a  keyword  is  searched  for,  the  greater  the  demand  is  for  that  product  or  service.     The  key  to  a  successful   online   marke<ng   campaign   is   to   find   keywords   with   a   high   demand   and  preferably  a  low  compe<<on. ©2011
  • 10.     We   are   going   to   use   the   example   with   the   keywords  “San  Diego  wedding  flowers”  just  because   I   am   from   San   Diego   area.     There   is   a   completely   free  tool  out   there  called   Google  Keyword  Tool  that   is   available   to   you   within   your   Google   Adwords   account.     You   can   sign   up   right   with   your   google   account   and   if   you   have   gmail   you   already   have   a   google   account.     Just   do   a   search   for   Google   Keyword   Tool   and   you   will   be   able  to   use   this   tool   completely   free.     What   this   tool   does   is   show   you  exactly   how  many   <mes   someone   is   searching   for   your   par<cular   product   or   service  on   the  web.    So,  in  this  example,  I  did  a   search  for  the  keyword  "San  Diego   wedding  flowers."     What  I  found  Is   that  the  keyword  “San  Diego  florist”   is  searched  22%   MORE  than  the  plural  version  of  “San  Diego  florists”.    What  this  means   is  that  the  keyword  that   I  want  to  focus   my  marke<ng  efforts   on   is   “San   Diego   florist."       San   diego   wedding   flowers   also   has   1000   searches   per  month,   whereas,   the   keyword   “San   Diego   wedding   flower”   has   so   few   that   it   is   not   even  registering!    The  keyword   “wedding  florist”   has  368,000   searches  per  month  while  the  plural  version  has  only   60,500.    This   is   509%  MORE.     You  can  do  this  research  for  any  market  and  the  best  part  is   that  this   tool   is   completely   free.     As   a   bonus   for  you   advanced   users   out   there,  many  <mes  I  get  asked  by  people  in  smaller  areas   about  how  they  can  figure   out   exactly  what  keywords   to   focus   on   as   they   are   not  sure  people   are  looking  for  their   product  or  service  in  their  town  even!    In  these  cases,  what   I  like   to   do   is   to  run  an   actual   pay  per  click   campaign  with  Google  Adwords   but  do  it  in   such  a  way  to   target  just  a  specific   town  or  city.    So,  when  you   setup   your  campaign   in   Google   Adwords,  and   again,  this   is   for   the  advanced   users,   but  when   you   set   it   up,   you   can   change   the   seDngs   so   your   campaign   only   runs   in   a   specific  geographical  loca<on.    What  you  can  do  then  is  to  put  in  a  lot  of  different  keywords…  in   fact,  it  is  beker  to   put  in  as  many   different  keywords   as  possible,  and  then  set  your  daily   budget  to   be  something  low  like   fiKy  dollars  a  day  and  then   just  let  the  campaign  run   for  two   to  three  days  or  so.    AKer  two  to  three  days,  what  you  are  going  to  have  is  some  data  that  is  going  to   tell  you  the  exact  keywords  that  people  are  searching  for  in   your  specific  local  area!     This  is  going  to   be  gold   because  then  you  can  focus   on   just   the  keywords   that  people   are  searching  for   in  YOUR  area! ©2011
  • 11. On Site OptimizationNow  that  you  have  determined   which  keywords  to  focus  on,  the  next  step   is  to  do   what  we  call  "on  site  op<miza<on."    On  site  op<miza<on  are  the  changes  that  you  make   to  your  own  site  to   make  it  show  up  higher  in  the  search  engines.    Off   site  op<miza<on   is  what  we  are  going  to  be  talking  about  next  and   it  primarily  consists   of  building  links  to  your  site.     Off   site  op<miza<on   is   anything  you   do   to   help  your  site  get  ranked   higher  on   the  search   engines  that  is   not  directly  ON  your  site.    Both  on   site   and  off  site  are  important,  but   most  top  SEO  experts   agree,  on   site   SEO   should   account   for   ten   to   twenty   percent   of   your   <me   spent  marke<ng  your  site  and  off  site  SEO  should  account  for  the  other  eighty  to  ninety  percent.     ©2011
  • 12. The   best   part   about   on   site   SEO   is   that   you   can   do   most   everything  you   need   to   do   in   about  one   day   and   in   a  lot   of   cases  just  half  a   day.    If  you  have   a  huge  site  with  thousands   of   pages   it   might   take   longer,  but   even   then   a  programmer   who  knows  their  stuff  can   do  a  lot  of  these  changes.    So  what   we   are  going   to   cover   in   the   next   few   minutes   are   changes   that   you   can   make   on   your   own   site   right   now   yourself,   or   send   an   email   to   your   webmaster   telling  him   what   changes   you  want  done.     Title Tags Don’t   do   it   right   now,   but   the   next   <me   you   open   up   your   website   take   a  look  at  the  words   that   show   up   at   the   top   of   your   browser.     Those   w o r d s   a r e   t h e   words   that   you   or   your   Webmaster   have   placed   within   the   code   of   your   site   in   a   place   called   the   Title   Tag.    Now  the  <tle   tag   is   the   absolute   most   important  part   of  all   that  we  will  be   discussing  about  on   site  SEO  and  should   be  the  very  first   thing  you  take  a  look  at  fixing  on  your  site.    A  lot  of   websites  get  this   wrong.    If  you  put  into  ac<on  what  I  am  about  to  tell  you   right  now,  your  site  will   be  more  op<mized  for  the  search   engines   than  the  majority  of  other  wedding  sites  out  there!   ©2011
  • 13. This   is   an   example   of   a   website   that  has  the   <tle   tags   setup   correctly.    If   you   check   out   the   browser   you   will   see   that   their   keyword   “Wedding   Aisle   Runner”   is   showing   up   right   there   in   the   browser.     This  is  how   you   can  know   for   certain  that  your  <tle  tags  are   setup   correctly   so   you   don’t   have   to   learn   how   to   read   techie  html  code!    One  thing  I   also  want  to  point  out  here   is   that   the   keywords  in   the   <tle   tag   are   also  what   show   up   in  the   search  results.     In   other   words,  any  <me  your  website   shows  up  in  the  search  results  for  one  of  your   keywords   that   you   are   op<mizing   for,   whatever  your  keywords  are   in  your  <tle   tag,   is  what   is  going   to   show   up   in   the   search   results.     This   is   so   important   because   you   can   use   this   to   your  advantage   to  get   a  higher  click  through   rate  to  your  site   even  if  your  site   is  not   yet  ranked  number  one  for   your   keywords.    This  is  a  perfect  example  of  this.     Do  any  of  you   watch  Shark  Tank?    If   you  don’t   you   should   check   it   out!    I  want   to   write   a  blog   post   called  What   Shark   Tank   has  taught   me  about  my   Wedding  Business!    Even  though  I  don’t   always  agree  with  their  decisions  on  who  to  fund  or  not,  their  show  gives  you  a  perspec<ve  on  the  type   of  ques<ons  investors  might  ask  to  determine  if  your  business  is  worth  inves<ng  in  or  not.    In  this  case,   the   Original  Runner  Company  was  actually  ON  the  show  The   Shark  Tank    I  happened  to  see  that  episode   and   I  could  NOT  believe  they  did  not  see   the  poten<al  for  this  business!    So,   the   owner  of  this  website   has  placed  "As  Seen   on  Shark  Tank"  right  there  in  the  <tle  tag  of  their  home  page.     This  is  awesome  because  they  are  using   their  publicity  from  The  Shark  Tank  and  also  The  View  to  increase  their  click  through  rate  on  the  search  results.    What  that  means  is  when   someone  types  in  one   of  their  keywords,   let’s  just  say  “wedding   aisle  runners”  for  an  example,  and   saying   that  their  site  was  ranked  number   two  in  Google   and  their  compe<tor,  who   did  NOT  appear  on  The  Shark  Tank   or  the  View,  was  ranked  number  one.      If  someone  viewed   the   search  results,  they  would  be  more   likely  to  click  on  this  lis<ng  as  it  has  the  credibility  and  authority  from   The  Shark  Tank   right   there   in   their   Title   tag   and   the   credibility   and   authority   from   The   View   also  right  there  in  another  tag  called  the  Meta  Descrip<on  Tag! ©2011
  • 14. H e r e   i s   a n o t h e r  example   of   a   site  doing   this   correctly!    T h i s   s i t e   i s  op<mizing   for   the  keywords   “ordained  non-­‐denomina<onal  wedding   officiant”  and  they   have   those  keywords  in  the   <tle  tag   which   we   have  discussed  and  also  in  the   meta   tag   and  also   within   the   text  of   their   website!    We   touched   on   the  Meta  descrip<on  tag  a  second   ago,   but   let’s  discuss  this  a  likle   more.    The   Meta   descrip<on  tag   is  another  tag   within   the   html  code   of   your   website   that   also   allows  you   to   tell  the   search   engines  exactly  what  your  site  is  about.    Think  of  this  as  food  for  the  search  engine   spiders.    All  search  engines  have  what   we  call  spiders  that  go   out  and  crawl  the   different   sites  on   the  Internet.    The  spiders  find  other  sites  by  links  and  that  is  something  that  we  are  going  to  cover  in   a  few  moments,  but  for  now  just  know  that  the  spiders  find  the  sites  by  links  to  other  sites  and  then   the   keywords  on  the   sites  are  like   food  to   the   spiders  that   tell  the   spiders  what   each   site   is  about.     The   spiders  then  go   back   to  Google   and   Google   in   turn   ranks  each   site   by   what   informa<on   the   spider   found   out!     The   more  keywords  you  have  on  your  site,   the   more  likely  it  is  that   your  site  will  get   ranked  for  your  keywords.    So   the   Meta  descrip<on   tag   is  another   piece   of   code   on   your  site   where   you   can   write   a  unique  descrip<on   for   each   of   your   pages   and   tell   Google   exactly   what   your   site   is   about.     The   meta  descrip<on   tag  usually  shows  up  in  the   search   results  right   under   the  <tle   tag  so  this  is  also  a   good  place  to  put  not   only  some   keywords,  but  other  key  informa<on  about   your  business  to  increase  click  through  rate.    Also,  some<mes  Google  will  pull  the   first  paragraph   of  text  that  shows  up   on   your  site,  so  this  is  why  it  is  also  extremely  important  that   your  keywords  show   up  in  the   first  sentence   or   two  on   your   site!     Such   is   the   case   in   this   example.     You   can   see   that   the   content   under   A   Brief  Introduc<on   on  the  site   is  exactly   the  same   as  the   content  showing  up  in  the   descrip<on  area  on   the  Google  search  result.     ©2011
  • 15. Google Webmaster ToolsSo   now   that  we   have   discussed   how   important  it  is   for   each   page   on   your  site  to   have  a  unique  <tle  tag  and  a  unique  descrip<on  tag,  let’s  go  back   to  the  tool  that  I  was  discussing  a  likle  bit   earlier:  Google   Webmaster  Tools!    With   Google  webmaster  tools,  which  again   is  a  completely  free  tool  available   to   anyone  with  a  gmail  account,  you  can  install  a  likle  piece  of   code   onto   your   site   and   Google   will   spider  your  site   and   tell   you   how   many   duplicate  meta   tag   descrip<ons   and   exactly   how   many   missing  or   duplicate   <tle   tags   you   have   on  your   site.    Once  you  open  up  the  results  you  can  also   click  on  the  blue   underlined  links   and  it   will   show   you   the   exact   urls   of   the   pages   on   your   site   that   need   work   on.     This   is  something  that  will   take  a   few  minutes  to   run  and  once   you   run  it,  you  can  go   in  and  write  some  unique  <tle  tags  and   unique  Meta  descrip<on   tags   for  all  of   the  pages   on   your  site.    AKer  you  make  the   changes  on  your  site  and  once  the  spider  from   Google  re-­‐visits  your  site,  usually   within   a  few   days,  this   report   will   be   updated   and   you   should   see   0   in   all   of   the  rows.     If  you  don’t,   just  go   in  and  make  some  more   changes   and   then   check  back  again  in  a  few  days.    This   is   something  that  you  will   want   to   set  on  your  calendar  to   do  every  ninety  days  or  so   or  even   more   oKen   if   you  are  adding   a  lot   of  content  and  new  pages  to  your   site  on  a  regular  basis.       ©2011
  • 16. Brick and MortarLet’s  review!     So  far   we  have  covered   how  to   do  market  research  with  the  Google  Keyword  tool,   how   to   use   Google   webmaster   tools   to   determine   if   your   site   is   suffering   from  duplicate   <tle   tags   or   duplicate   meta   descrip<on   tags,   how   to   feed   the   search   engine  spiders  by  having  keywords  in  your  content,  and  how  to   increase   your  click  through  rate  on  the  search   results  by   having  “borrowed   credibility”  statements   in   the  <tle  and  descrip<on  tags!     And  we   are  just  geDng  started!    Everything   that   we  have  covered   so  far   is  applicable  to   all   sites   on   the   Internet.     What   I   want   to   touch   on   for   the   next   few   moments   is  specifically  for  businesses   that  have  a  brick  and  mortar   loca<on  that  customers   can  walk  in  and  make  purchases.    This  would  be  anyone  with  a  physical  loca<on  such  as  a   florist,  or  an  event  venue,  or   a  wedding   dress   store   and   so   on.     For   those   of   you   without  a   brick   and  mortar,   can   I   assume   that   you   are   offering   services   to   your   clients   such   as   a   wedding  consultant   or   maybe   an   online   wedding   directory?     For   those   of   you   without   a   physical  loca<on,  what  we  are  going  to   cover  right  now  can  also   work   for  you   but  you  will  need   to  get  a  virtual   office  address   such   as   an   address   at  a  Regas.     A  post   office   box  won’t  work!    You   need   an   actual   address  where,  poten<ally,  customers  could   meet  you  in   person.    You  could   use   your   home   address   for   this   of   course,   just  know   that  your   home   address   may  appear   in   the   search   results   and   in   some   cases   even   a   picture   of   your   home   from   the  Google  maps  might  even  show  up!     ©2011
  • 17. Brick and MortarWhen  someone  does  a  search  for  certain  keywords,  Google   has  determined  that  at  least   for  some  keywords,  the   intent   is  to  find  a  local   business.    So  what   they   have   done   is  they   have   integrated  within   their   search   results   a   way   to   show   sites   that   they   know   are   local   brick   and   mortar.    Remember,  Google   is  a  business,   and   their  business  is  to  get  as  many  people   to  use  their   search  engine  as  possible  so  that  they   can  sell  adver<sing.    In  order  to  do  that,  they  have   to  have   the  best  results  as   possible   for   the   users.    If,   for   example,   someone   searched   for  “wedding   flowers”   that  may   or  may   not   mean  that  someone   is  looking   for  a  local  store   but   on   the  other  hand,  someone  that  searched  for  “wedding   flowers  San  Diego”,  you  can  preky  much  assume  they  are  looking  for  a  local  business.     When  someone  searches   with  a  keyword  plus  a  local  search  query   such  as  a  city  name,  Google  shows  what   we  call  local  search  results.    The   local  search   results  usually  result  in  a  map  lis<ng  on  the  same  page  or  at  a  minimum   they  have   the  red  balloons  showing   up  in  the   search  results  next  to  the   local  search  results  lis<ngs.    The   local  search  results  are  usually  stacked  within  the  organic  results.    In  this  example   we  have  google  pay  per  click  ads  showing  up  on  the   top  and  on  the  right   side,  the  local  search  results  trigged  a  map   lis<ng  on   the  top  right.    The  first   result  in   the  middle   right   below   the   pay   per  click  lis<ng   is  an  organic  lis<ng.     In  other   words,   the   site   Google  says  is  most  about  those   keywords.     We   know  that  that   is   not   a  local  lis<ng   as   there  is  not  a  red  balloon  next   to  it.    Under  that   lis<ng   we  do   have   two  local  search  results  and  another  interes<ng  thing  is  that  the  pay  per  click  ads  are  also  showing  as  blue  balloons  on  top  of  the  map.     ©2011
  • 18. Getting Ranked Local   SEO   is   extremely   powerful   for   local   businesses   as   it   is   easier  and   faster  to   rank   for  local  search  terms   that   it  is  for  na<onal  or  global  search  terms.    In  fact,  I  am  going  to  reveal  to  you  right  now   the  three   main  things   you  need   to   do   to   get  ranked   in  the  local  search  results.    And  unless  all  of  your  compe<tors   from  your   city  are  here   also  listening,  if   you  put  into  ac<on  the   three   things   I   am   going   to   share,   you   will   be   outranking   your   compe<tors   in   the   local  search  results  in  a  very  short  <me.     Also,  as  you  are  implemen<ng  these   strategies  for  geDng  ranked   in   the  local   search,  you   are  also   helping  your  site  to  get  ranked   in   the  organic   search  results.     Remember   the   1%?   This   could   be   your   1%   today   that  will   put   you   on   the   path   to  double  your  marke<ng  results  and  doubling  your  sales  in  the  next  seventy  days! ©2011
  • 19. The  first  thing  you   need   to   do   to  get   ranked   in   Google  Local   is   to  put  your   address   on   all  of   the  pages   on  your  site!    If  you  only  service  a  local  geographic   area,  then   also   consider  puDng  the  local  search  term  right  in  your   <tle   tag   and   Meta   descrip<on  tag  as   well.     If   you   service  clients  in  mul<ple   geographic   areas   then   put  the  main  area  on  the  footer  of  every  single   page.     This   is   also   where   a  likle   bit   of   market   research   will   be  very  helpful.    If  you  go  back  to  what  we  talked  about  in  the  beginning  about  puDng   your   keywords  into  the  Google  keyword   tool,  what  you  can  do  is   put  your  main   keyword   plus   local  search  queries  and  see  which  ci<es   have  the   most  search   results.     This   is   a   very   powerful   technique  to   help   you   to   determine   which  local   areas   to   target   first   with   your   marke<ng   budget.     AKer   doing   the   research   with   the  Google   keyword   tool,  make  a   list  of   the   top   ten   areas   that  people  search   for   a   DJ   in   in   this  example,  and  then  in   the  footer  you  can  put  in   city  1  DJs,  city  2  DJs,  city  3  DJs  and  make  those  all  clickable  links  that  go  to  another  page  on  your   site   just  about   each  of  those  ci<es   or   areas.    Each   of  those  ten   or  so   pages   have  a  500-­‐1000  word  or  more   ar<cle   that  uses   the  city   1  DJs  keyword  throughout  the  ar<cle   and  has   pictures  and  <ps  all   about  venues  or  vendors  in  each  of  those  areas.     Be  sure  to   put   in  vendors  or  venues  you  have  a   working  rela<onship   with  and  not   your   compe<tors!     You   could   also   put   in   pictures   of   your   company   working   in   those  specific  local  areas!    If   you   actually  have  different   physical  loca<ons   that  service  customers,  I  recommend   you   build   out  a  separate   website   for   each   brick  and  mortar   store  and  also   have  one  corporate  site  that  links  to  all  of   the  individual  sites.     This  will   help  you  to  have  more  links  to  your  main  corporate  site   and  also   help  you  to  get   more  targeted  search  results  for  each  of  your  local  businesses.    If  you  have  more  than  ten  or  so  businesses  you  can  do   the  same  thing  but  with  a  database  driven  site  that  builds  out  a  subdomain  lis<ng  for  each  of   your  stores.  That  is  something  preky  advanced  but  also  easy  to  implement  for  an  experienced  programmer.    For  the   majority  however,  the  only  thing   you  need  to   do  is  to  get  your   address   on  all  of  the  pages  of  your  site! ©2011
  • 20. Claiming Your Google PlaceThe   next  thing  that   I  am   going   to   show   you   is   something   that  even   today   a  lot   of   business  owners   are   s<ll   not   doing   and   those   who   are,   are   not   doing   correctly!     As   stated   earlier,  Google   wants   to   show   the   best   results   to   its   users   so   it  has   set   up   a   way   for   local   business  owners  to   announce   to   Google  that  they   have  a  local  business.    They  have  even   set   it  up   so  that   you   can  publish   photos,  videos,   your  store  hours,   and  even  a  link  to   your  main   website!    This   is   extremely   valuable  because  what  you  put  in   here  will  show   up   on   Google  maps  when  someone   is   doing   a   search   on   their   smartphone   as   they   are   driving   around.     This   is   very  valuable  as  someone  driving  around  looking  for  a   business  is  even  MORE  likely  to   buy!    Even  more,   if   you   can   get   your   customers   to   leave   reviews   and   checkins   on   your   business   lis<ng  they  will  be  even  MORE  inclined  to  purchase  from  you  even  if  your  prices   are  higher!  We  are  going   to   cover   reviews   and   checkins   in   a   second,   but   first   let’s   look   at   how   to   claim   your  Google  places  page! ©2011
  • 21. Google   places   is   where   you   can   claim   your   lis<ng   of   your   brick   and   mortar   store  from  Google.    If  you  have  a   gmail   account,   you   can   go   to   Google   Places   and  just  hit  Get  Started  and  it  will  walk   you  through  the   process  to   claim  your   lis<ng.    When   you  do  this,  Google   will   send   a   postcard   out   to   your   place   of   business   with   a   likle   code   on   it.     You   will   have   to   place   that  code  onto  your   account   before   your   lis<ng   shows   as   ac<ve  and  before   any  changes  that  you  make  are  live  on  the  Internet.     This  is  very  powerful   as  a  lot  of   <mes  in  the  local  search  results;  there   will   even   be   unclaimed   businesses   that   show   up   in   the   search   results.     When   this  happens,  you   are   GOLD!     Just   go   in   and   setup   your   lis<ng,   add   in   as   much   informa<on   as  possible,  and  very  quickly  your  site  will  improve  in  the  local  search  results.    I  am  going  to  show  you   in   a   second   what   an   op<mized   lis<ng  looks   like,   but   also   in   the   same   place   on   Google  places,   your  customers   can   login   and   leave   reviews.     Most  of   the   <me  they   can   also   do   this  directly  from  Google  Maps  on  their  smartphone.    A  good  idea  for   ANY  local  business  is  to   have  some   signage   up   where   you   show   customers   exactly   how,   step   by   step,   they   can   leave   a  review  for  your  business  right  from   their  smartphone!      I   have   even   seen   where  some   businesses   have   offers   for   free  stuff   for   leaving   reviews   or   liking   their  Facebook  page!    Very  smart! ©2011
  • 22. Your   Google   lis<ng   is   probably   the   second   most   valuable   piece   of   real   estate   on   the   Internet   for   your   business,   second   only   to   your   own   website.    You  definitely   want  to  spend   some   <me   making   sure   this   page   is   op<mized   for   Google   and   the   search   spiders   in   the   same   way   that   we   discussed   making   changes   on   your   own  site.     Some  of  the   most  powerful  changes   that   you   can   make   on   your  Google  lis<ng  is   to  make  sure  that  your  keywords   show   up   in   the   <tle   of   your  lis<ng   and   in   the   descrip<on   of   your  lis<ng.     This  is  the  same  as  making  sure  your   keywords   show   up   in   your   Title  Tags   and   Meta   Tag   Descrip<on.     And   just   like   you   can  op<mize   a  page   on   your   site   for   up   to   three   keywords,   a  great   idea   that   will   help   you   to   stay   a h e a d   o f   y o u r  compe<tors   is   to   work   in   mul<ple   keywords   into   the  descrip<on   of   your   business!     You   can  also  upload  up  to  ten  pictures.     One   thing  that  most  SEO  experts  even  forget  is  that  it  is  always  beker   to   upload   original   pictures   and   not   just   stock   photos   purchased   from   a   stock  photography  site  or  photos   provided   by  a  manufacturer.    Any<me  you  can  take   new  pictures  either   yourself  or  even  just  modify  the  pictures  with  photoshop   to  make  them  beker  will  help  give   you   the   edge   over   your   compe<tors.     Pictures   of   your   actual   physical   loca<on,   your  signage  and   even  customers  at  your  place  of   business  are  great   pictures  to  upload  not  just  for  Google,   but   also   because   when   someone   searches   for   your   place   of   business   on   their  smartphone,  they  are   going  to  be  able   to  see   those  pictures  and  if   they  are  awesome,  like   they  should   be,   it   will   increase   your   foot   traffic   also.     Also   be   sure   to   <tle   your   pictures   with  keywords   and   here   is   where   you   can   get   crea<ve   and   try   to   add   in   as   many   keywords   as  possible.     So,  for   example,  name  of  the  pictures  Wedding  Flowers  San  Diego,  and  another  one  Wedding  florist  San  Diego,  and  for  another  Wedding  bouquet.   ©2011
  • 23. You   can   also  upload  videos.    If  you  have  not   app  downloaded  on   their  phone  and  check  it  had   a  professional   video   done  of  your  place   first   before   going   to   a   place   of   business.    of   business,   this   is   something   you   can   get   When  you  open  up  Yelp  on  your   smartphone  done  for  a  few  hundred  dollars  and  use  over   you  can   type   in   a  keyword   and   then  choose  and  over  again.     But  don’t  let  that  stop  you.   the   loca<on   to   be   where   your   business   is  You  can  always  take  pictures  of  your  place  of   located.     This   is   a   really   good   idea   so   that  business,   upload   them   to   inexpensive   y o u   c a n   g a t h e r   s o m e   c o m p e < < v e  soKware  called  Animoto   where  you  can  also   intelligence.     Don’t   just   look   at   the   lis<ngs  edit  them,   add  some  background  music,  and   for   your   keyword,   you   can   also   check   out  save  as   a  video.    It  takes  less  than  an  hour  to   what   others   are   doing   just   in   the   wedding  do   and   can   allow   you   to   have   a   video   to   industry   to   get  some  ideas!    One   of  the  first  upload   to   your   Google   lis<ng   quite   quickly.     things   you   will   no<ce   is   that  there   are  a   lot  If   not,  just  ask   your   neighbor’s   teenage   son   of  reviews  and  also  check  in  offers!    Check-­‐in  that   probably   has   tons   of   experience   offers   are   offers   to   your   customers   for  uploading  youtube  videos.    You  can  probably   checking   in   with   their   smartphones   on   the  find  a  kid  willing  to  do  an   awesome   video  for   Yelp   app.     A   lot   of   <mes,   people   will   leave  your   business   for   less   than   a   hundred   reviews   when  they   check-­‐in   making  this   is   a  dollars!     The   last   thing   you   want   to   make   great  way  to  get  reviews   for  your  business  as  sure   is   that   your   lis<ng   is   owner   verified.     well.     A   check-­‐in   offer   could   be   something  You   can  check  that  when   you   are   looking   at   like  a  percentage   off  of  their   order  or  a  free  your  lis<ng  and  on   the  top  right  it  should  say   giK!     Bing   and   Yahoo   are   more   similar   to  owner  verified.     If   it  doesn’t  then   you   need   Google   places.     Bing   also   requires   you   to  to   put   in   the   code   from   the   postcard   aKer   confirm  your   lis<ng  by  sending  out  a  leker  to  you   receive   it  or  some<mes   Google   creates   your  place  of  business   with  a   code   that  you  duplicate  lis<ngs.    If  that  is   the  case,   there  is   then  have   to   place   onto  your  lis<ng.    What  I  a   place   right   there   to   report   to   get   the   really   like   about   Bing   however   is   you   can  duplicate  lis<ng  removed.     post   up   to   ten   of   your   products   or   services   within   your   lis<ng.     Best   of   the   Web   and  AKer  you  claim  your  Google  places,  there  are   Horrog   are   two   of   the   more   important  some  other  sites   you  want   to  also  make  sure   directories  to  get  your  business  listed  at.    you  claim  your  lis<ngs  on.    Some  of  the   more  important  one’s   are   Yelp,   Bing,  Yahoo,  Best  of   the   Web   and   Horrog.     Yelp   is   really  important   as   a   lot   of   people   have   the   Yelp   ©2011
  • 24. There  are  two  important   things  to  remember  when  filling  out   your  lis<ngs  on  these   sites.     One   is  to  fill  out   as  much  informa<on   as  possible.    Use   every  single  opportunity  you  have   to  put  more   informa<on  about   your   business.     When   possible,   also   include   reviews,   tes<monials,   and   pictures   of   happy  customers!    Also,   even  though   you  are   trying   to  put  in  keywords   into  your  lis<ngs,   always  be  sure  to  write   for   your  customer  first.    Don’t   keyword   stuff  your  lis<ngs   by   puDng   a  bunch  of  city  names  of  areas   you   service   all   in   a   list   in   the   descrip<on   area   of   your   business  lis<ng,   but   rather,   work   the  keywords  into   your   lis<ng   in   a   natural  way   that   will   compel  people   to   want   to   visit   your   place   of  business.    A  good  idea  also,   is  to  work  in   the  URL   of  your  website   into   the  descrip<on.    That   way,  if  someone  wants  to  get  more   informa<on  about   your  business,  they  can   find  it   easily.     The  second  thing  you   always  want   to   make   sure   you   do   is  have   a  link   back   to   your  main   website   within   the   lis<ng.    Usually  they  have  a  specific  place  that  they  allow  you  to  put  the  URL.AKer   claiming   your   lis<ng   at   Google   and   the   other   five   main   sites,   a   way   to   stay   ahead   of   your  compe<tors  is  to   work   on  submiDng   your  site   to   more   directories  on   a  monthly   or  even  a  weekly  basis.    There   are   new   one’s  coming  up   all  the   <me   and  a  good  idea  is  to  also  look   for  some   specific  wedding  directories  to  submit  your  site  to.    Many  of  the  specific  wedding  directories  will  not  only  help  you  with  your  search  rankings,  but  will  send  traffic  to  you  as  well.The   third   thing   you  need  to  do  to  get  great  local  search   results  is  get   some   reviews  directly  on  your   Google   lis<ng.     The  best   way  to  do  this  is  to   simply  ask  your  customers  to   give   you  those   reviews!     We   covered   a   likle   bit   about   this   already.    We  discussed  puDng  up   signage  at   your  place  of  business  showing  them  how  to   leave   reviews.     This   is   going   to   work   more   and   more   as   a   lot   of   people   today   have   smartphones.     If   you   have   a   lot   of   clients   without   smartphones,   be   sure   to   have   a   system   setup  to   collect  their  email  addresses   so   you   can   email   them   the   informa<on   about   how  to  leave   reviews  from   their  home   computers!     In   fact,   no   maker   what,   you   should  have   a  system  setup  to   collect   email  addresses   from   your   clients   and   prospects,   but   that   is   another   presenta<on   on   email   marke<ng,  something  that   we   also  cover   within  Wedlock  Magazine,   forums,   and  Webinars!    I  think  we   actually  have  one   scheduled  that  covers  a  lot  of  this  especially   about  how  to  follow  up  with  your  customers  in  an   automated   way   so  that   you  only   have   to  set   it   up   one   <me   and  then  they  get   emails  with  your  marke<ng  messages  and  special  offers  automa<cally  delivered  to  them  on  a  weekly  basis. ©2011
  • 25. So,  once  again,  let’s   review!     Make  sure   your  address   is  on  each  page   of  your  website,  think  of  your  Google  places  as  a  mini  website  and  op<mize  it  for  your  keywords  just  like  you   would  for  your   main   site  by   keeping   the   keywords   in   the   <tle  tags   and   descrip<on   tags.   Add   as   many  pictures   and   videos   as   possible   always   being   sure   to   add   unique   photos   and   not   use   stock  photography.     Don’t   forget   to   claim   your   business   lis<ngs   and   make   sure   they   are   owner  verified  and  then  set  up  a  system  for  collec<ng  reviews  from  your  customers!   ©2011
  • 26. Using Video to RankOne  of  the   things   that  we   have   touched   on   but   have  not  gone  into   great  detail   yet  is   about  video.  Using  video  to  get  ranked  for  local   search  terms  is  another   strategy  successfully   used  by  many  websites.     More  and  more,  people  want  to  see,  feel,  and  experience   before  they   make  a  decision   to   purchase   something.     By   having   video   on   your   site,   you   will   not   only   help   to  increase  sales,  but  if  done  correctly,  you  can  publish   your  videos  on  video  sharing  sites  such  as  Youtube   and   get   more  traffic  to  your  site  as  well.    Now  videos  don’t  have  to   be   a  complicated  thing  with   a  script  and  video  crew!    A  video  can   be  as  simple  as  puDng  together   some  photos  with  some  audio  and  conver<ng  it  to  a  video.    There  are  a  lot  of  tools  out  there  that  will  allow  you   to  do  this  quickly  and  inexpensively,  but  if   you  have  never  made  a   video  it  is  probably  not  the  best  use   of  your  <me   to  be  making   the  videos  yourself.     What   I  would  recommend  is  that  you   checkout   some   of   the   job   board   sites   such   as   or   and   put   up   a  project   to   create  some   videos   and  tell  them  that   you   will   provide  the   photos   and  the  royalty  free  music  to  use  and  let  them  do  the  rest!     If   you  do  have  a  staff  member  that  can  be  crea<ng  videos,  the   easiest  soKware   that  is  commonly  used   is   called  Animoto.     Once  you   create  your  video,  the  next  step   is  to  upload  it  to  some   of  the  video  sharing  sites.    You  can  use  tools  such  as  Traffic  Geyser  to   distribute  to  a  lot  of  sites  all   at  once.    Since  we   normally  only  upload   to  the  top  three  to  five  sites,  you  can  also  just  upload  them  manually.    If   you  upload  to  Youtube,  you  can   then  also  embed  the   youtube  url  into   your  website.     When  you  are   uploading  videos,  you  also  need  to  be  sure   to  op<mize  your  videos  just  like  we  learned  about  op<mizing  our  website  and  our  mini  lis<ngs  on  Google  places  and  other  directories! ©2011
  • 27. Using Video to RankOne  of   the  best  advantages   of   crea<ng  videos  with   local   search  terms   is  that  there  is  usually  very  likle  compe<<on  and  you  will   be  able  to  get  ranked   quite  quickly!    The  end   goal  of  each  video  is  for  the  viewers  to   click  through  to  your   website  so   you   want  to  make  sure  that  your  website  URL   is  one  of  the   first  things  that  appear  in  the  descrip<on  of  your  video.    When  trying  to   decide   what   sites   to   upload   to   the   top   one’s   are   youtube,   DailyMo<on,   Vimeo,   and  Metacafe.    You   should   also   do  a   search  to   see   what  sites   show  up  as   hos<ng   videos   in   your  market   and   make   sure   you   also   have   a   presence  on   those   sites.     You   can   upload   the   same  videos   to  mul<ple  sites.    But  if  you   do   that,  change  the   <tle   of   the  videos   or  the  descrip<on  just  enough  so  it  does  not  exactly  duplicate  what  you  published  on  another  site.     ©2011
  • 28. Youtube   videos   rank   high   on   Google   based   on   how   many  people   view   your   videos   and   if   they   are   leaving   comments  or   not.     So,  be  sure  to   have  all   your   staff   members   watch  your  videos   and  also   to   leave   comments   not   only   on   your  company   youtube   channel   but   also   have   someone   login  to   your   youtube   account  and   leave   comments   on   other  people’s   videos,  preferably   in   the   wedding   industry.     This  w o r k s   o u t   k i n d   o f   l i k e   r e c i p r o c a l   c o m m e n < n g  because  once   someone  sees  you   leK   a  comment  on  their  videos,   the  most   natural   thing  is   to  go  check  out  your  videos  and  return  the  favor  by  leaving  comments  on  your  videos  as  well!  One  of   the  factors   of   the  google  algorithm   that  determines  whether  or  not  your  site  ranks  high  is  the  <me  people  spend  on  your  site.     Now  don’t  quote  me  on  this,  but  in  my  opinion  it  is   well   worth  the   investment  to   have  a  really   high   quality  video  made  that  calls  aken<on  to  the  visitor  and   gets  them  to  click   on   that  video.     Just  those  extra  few  seconds  they  are  on  the  site  can  help   your  site  exponen<ally!    Here  are  some  examples  of  websites   doing  this  the  right  way!    Some  have  videos  showing  up   on   the  top  right,  some  on  the  leK,  some  in  the  middle  of  the  content   area.    So,  how   does   crea<ng  a  video   and   submiDng  it  to  other  sites  like   youtube   help  your   SEO?    It  helps   in   two   ways!     First,   your   videos   can   get   ranked   in   the   video   search  results!    This   is  helpful  to  send  more  traffic  to  your  site!     Second,  on   all  of  the  sites  where  you  can  publish   a   video,   both   in   the  profile  area  and  also  in  the  descrip<on  area  of  each   video,   you   can   add   in   a   link   to   your   site!     It   is   best   to   get   as   many   different  links  from  as  many  different  sources  as  possible!   ©2011
  • 29. BloggingSo,  now  that  we  have  done  some  keyword  research,  fixed   our  <tle  tags  and   meta  descrip<on  tags,   claimed   our   Google   places   lis<ng   and   setup   accounts   on   Yahoo,  Bing,  Botw,   Yelp,   and  Horrog  as  well   as  other  directories,  created  a  video,  submiked   it  to  the  video  sharing  sites  and  placed   a  high  quality  video  on  our  own   site,   the  next  thing  I  am  going  to  teach  you  is   how  to  build   links  to  your  site  by   blogging!      For   those  of  you  are  not   sure  what  a  blog   is,  a  blog  is  a  content  management  system  that  allows   business  owners  to  easily  publish  content  to  the   web  with   “a   what   you   see   is   what   you   get”   editor   very   similar   to   a   Word   document.     In   other  words,  if  you  can  use  Word,  then  you   can  write  and  publish  a  blog  post!     It   is   that   simple!     The  blogging  plarorm   of   choice   by   SEO   experts   is   Wordpress.   Your   blog  should   definitely   be   on  your   own   domain   and   not  setup   as   a   subdomain   of   Wordpress.     So   for   example,  your  blog  should  be   on,  and  not  on    Your  Webmaster  can   visit   and   download   Wordpress   that   your   Webmaster   can   install   on   your  hos<ng  account  as   a  subdomain   of  your  own  site.    Some  hosts   will  even  setup  Wordpress  on  your  own  domain  with  a  click  of  a  bukon.  One   really  great  thing  about  Wordpress  is  that  there  are  a  lot  of  free  plug-­‐ins   out   there  that  once  installed   will  automa<cally   make   your  site  SEO  friendly.   ©2011
  • 30. Blogging  is   extremely  important  and   there  are  a  couple  of  reasons   why   you   should   have   a   blog.     The   first   one   is  because   it   gives   your   company   a   voice   and   a   face!     A  famous   marketer   said:   “People   don’t   buy   from   websites,  they   buy   from   people!”     A  blog   is   much   more  than   just   a  place   to   add   advertorial   content   to   your   site,  but  rather   a  place   to   showcase   your   company   image   and   personality!    Zappos   is   a   great  example   of   this.     If   you   check   out  their  blog,  what   you   will  find   is   that  they   not  only   have  ar<cles  about  their  products,  but   they  also   have  interviews  of   industry  experts   from  trade  shows   and  spotlights  on  their  employees!  One  of  the  reasons  that  their  blog  is  so  effec<ve  is  that  they  are  pos<ng  two  to  four   blog  posts  per   day   on   their   blog!     This   is   huge.     Zappos   is   so   successful   because   they   “get”   Internet  marke<ng   and   they   realize   the   power   of   a   blog.     They   understand   and   we   are  going  to   talk  about  this  in   a  second  but  Zappos   understands  that  if  they  blog   on  a  consistent  basis,  that  the  Google  spider  is  going  to  visit   their  site  more  oKen.    If  you   check  out  their   blog  posts,  you  will  also   see   that  they   “get”  the  power  of   internal  linking.    We  are  going  to  cover  internal   linking   more  in  just  a  second! The   second   reason   blogging   is   so   extremely   important,   especially   in   the   day   and   age   we   live   in,   is   because   of   reputa<on   management!    With   twiker,  Facebook   and   online   review   sites   like  Yelp,  a  blog  enables  you  to  publish  knowledge   and   informa<on   and   control   your  message  to   your  audience.     It  also  allows   you  to  respond  quickly   to  customers  and  answer   ques<ons.     And   we   are   going  to   talk   about  this   in   a   second,   but  it   is   extremely   important  for   you   to   establish   a   presence   for  your  business  on  twiker  and  Facebook  not  just  to  promote  your   products,  but  to  be  where  your   audience  is.    Some<mes   your  clients  will  have  a   problem  with   an   order   and   instead   of   calling   or   emailing,  they   will   search   on   twiker  or  Facebook   for  your  business   and  contact  you  there!     This   is  geDng  a  likle  into  social  media,  but  some<mes  people  ask,  what  is   the  return  on  investment  of   social   media,  well,  the  answer  is   what  is   the  ROI   of   the  phone?  You  can’t  measure   it  but   it  is   a  tool   that  every   business   owner   has.    Your  customers  are  already  using  these  tools  and  as  a  business   owner,  you  need   to  be  also!    So,  all  that  was  extra!     ©2011
  • 31. The   third   purpose   of   a   blog   is   not   only   the   SEO  benefit   that   you   can   get   by   building  links   to   the  pages   on  your  site,  but  also,  if   done  correctly,  you  can   drive   traffic   to   your   site!     Let   me   tell   you   a  story  about  a  guy  named  Marcus  Sheridan,  CEO  of  River   Pools   and   Spas.     In   2005   his   company   was  failing,   and   he   just   found   out   that   someone  embezzled   $200,000   from   his   company   and   that  the   IRS   was   aKer  him   and   his   partners   with   liens  on   their   homes.     By   November   of   2008   aKer  figh<ng  for   3   years   to   keep   his   business   alive   and   to   get   out   of   the   hole   they   were   in,   the  economy   tanked.    In   March  2009  he  started   to  learn   about  blogging.     By   November   of   2009  most  of  his  compe<tors   were  out  of  business  but   his  company   was   thriving,  finishing  the  year  off  successfully!     By  September  2010,  his  site  was  the  number  one  site  in  the   industry  and   he  accredits   this   to   the   blogging   he   has   been   doing   over   the   last   18   months.     To   date   his  adver<sing   budget   has   dropped   from   $250,000   to   $18,000   per   year   and   the   business   con<nues  to  grow!     Wouldn’t  you   like  that  to  be  your   story?  It   can!    So  how  does   Marcus   blog?    His   simple   strategy   is   this:   He   an<cipates   his   customer’s   ques<ons,  and  answers  them  on  his  blog!    Amazing.    If   you  don’t  do   anything   else,  if   I   had  to   say,  what  ONE   thing   could   change   your   business,   it   would   be   this:   An<cipate   your   customer’s   ques<ons   and   then   answer  them  on  your  blog! ©2011
  • 32. We   have   now   discussed   right   under   Elegant   Wedding   kind  of  difficult  to  understand  the   three   main   reasons   to   Accessories   for   Your   Special   as  the   blog  is  on  your  site  and  blog  are   to  give  your  company   Day,   we   see   that   they   are   you   are   also   building   links   to  a   voice   and   face,   reputa<on   working   in   their   keywords   your   site,   but   this   is   actually  management,   and   the   traffic   right   into   the   text   of   their   one   of   the   most   overlooked  benefit   by   an<cipa<ng   your   blog   post,   but   not   only   that   and  easiest   way  to  build  links.    c l i e n t s   q u e s < o n s   a n d   they   are   linking   them   to   the   It  is  so  overlooked  that  even  a  answering  them  on  your  blog.     pages   on   their   site   that   they   lot   of   SEO   consultants   skip  What   we   have   not   yet   really   are   trying   to   rank   for   those   this  step!    covered   is   the   SEO   benefit  of   specific   keywords!     This   is  a   blog!     Here   are   some   exactly   what   you   want   to   do  examples   of  some  bridal  sites   and   the   best   part,  is   that  it  is  that   are   doing   this   correctly!     the  fastest  and  easiest  way  to  In   the   example   on   the   top   build  links  to  your  site.     This  is   ©2011
  • 33. Google   not  only   counts   these   establish   your   presence   on   Remember   how   we   talked  internal   links   as   links   to   your   Facebook   and   twiker.     In   about   the   page   <tle   is   the  product   pages,   Google   also   other   words,   aKer   you   setup   most   important   part   of   your  sees   that   your   site   is   being   your   accounts,   a   lot   of   what   page?     Well   if   you   are   using  updated   on   a   regular   basis   you   can   do   is   post   links   on   Wordpress   as   most   SEO  with   fresh   content.     Every   your   twiker   and   Facebook   to   Experts   recommend,   you   can  <me   your   site   is   updated,   if   y o u r   b l o g   t e l l i n g   y o u r   install   some   plugins.     Plugins  your   site   is   setup   correctly   followers  and  fans  to  go  check   are   some   completely   free  and  what  I  mean   by  correctly,   out   your   blog   posts!     This   is   modifica<ons   that   you   can  I   mean   on   a   Wordpress   the   right   thing  to   do   and   the   have   your   Webmaster   install  plarorm   with   all   of   the   right   right   way   to   use   social   on   your   site   that  will   make   it  SEO   plug-­‐ins   installed,     then   media…   the   way   to   promote   m o r e   S E O   f r i e n d l y  every   <me   you   add   new   your  site  by   telling   them  to  go   automa<cally.     In   this   case,  content   to   your   site,   the   check   out   a   cool   informa<ve   what   happens   is   exactly   how  Google   spider  will   be   no<fied   ar<cle  you   wrote.     Or  maybe   y o u   < t l e   y o u r   p o s t   i n  and   they   will   come   and   visit   someone  asked   a  ques<on  on   Wordpress  that  is  what  shows  your   site.     And   geDng   your   twiker  or  Facebook  and  there   up   in   the   <tle   tag   code   for  site   visited   by   the   Googlebot   is   already  a  blog  post  on   your   each  page.    So  it  is  important  is  good.    Huge  news  sites  that   site   that  you   wrote   6  months   to   try   to   work   in   your  add   content   on   an   hourly   a g o   t h a t   a n s w e r s   t h e i r   keywords   into  the  headline  of  basis   get   their   sites   crawled   ques<on   perfectly,   then   you   the   post   as   that   is   what   is  every  few  minutes  or  so! can   point   them   to   the   blog   going   to   show   up   in   the   <tle   post   and   ask   them   to   leave   a   tag   and   that   is   going   to   help  The   last   thing   I   want   to   comment! your   post   rank   for   those  m e n < o n   i s   t h a t   a   b l o g   keywords!complements   your   social   The   last   thing  I   want  to   point  media   strategy   perfectly.   out  here  is  that  these  sites  are    Now   we   will   be   touching   a   working   the   keywords   not  likle   bit  about   social   media  in   into   the   blog   posts,   but   also  a   second,   but   aKer   you   into   the   blog   post   <tles.     ©2011
  • 34. So,   let’s   review   blogging!     We   discussed   the   three   reasons   to   blog:   to   establish   your  company  face  and   voice,  to   pre-­‐empt  any  reputa<on   management  issues,  and   to   build  traffic  to   your   site   by   answering   your   client’s   ques<ons   on   your   blog!     We   also   covered   the   SEO  Benefit   of   a   blog:   that   it   will   help   the   Googlebot   visit   your   site   more   frequently.     Then   we  discussed  how  a   blog  is  the   easiest   and   fastest  way  to   build  links  to   the  internal  pages   on  your  site  and  also  how  a  blog  is  a  key  component  of  your  social  media  strategy! ©2011
  • 35. If  you  are   like  most  business   owners,   you   need  results   now!    The  fastest  and  best  way   to   get  results   fast   is   by   blogging  and   if   you   follow   this   strategy   you   can   get   more   traffic  and   more  sales   in   less   than  6   months!    Even   though   crea<ng   content  is   the  MOST  effec<ve  SEO  tac<c,  according  to   Marke<ng  Sherpa,  it  comes  in  sixth  in  terms  of  popularity  with  only  sixty  percent  of   marketers   using   it.     Most   agree   that   the   most   difficult   part   of   blogging   is   the   content  crea<on.    As   we  have  discussed,  this  problem  is   made   easier  by   focusing  on   just  an<cipa<ng  your  client’s  ques<ons  and  then  answering  them.     Set  a  goal  to  write  two  posts   per  week  for  six  months!  Get  your  staff   involved!     Get  them  to  write  the  blog  posts!     Talk  to  your  customer  service  reps!    Create  a  system  for  them  to   keep  track  of  the  client’s  ques<ons  and  give  them  to  the  staff  responsible  for  content  crea<on!     ©2011
  • 36. Another   factor   that  Google   has   is   a   metric   that   they   use   in   their   algorithm   social   media  metrics.   A   likle   while   ago   I  men<oned   that   your   blog   was   a   key   component   of   your   social  media  strategy!    Right  now  we   are  going  to  talk  about  how   this   all  works  together!     We  just  got  done  discussing  the   first  step  in  an  effec<ve  social  media  strategy  and  that  is  blogging!    Having  great  content  on  our  site  that  we  can  link  to  and  share  with   to  others  is  core.    The   second  step  is   to   do  something   we   call  blog  commen<ng.    Now  blog  commen<ng  is   where  we  go  out  and  find  blogs  talking  about  our  topics  and   read  what  other   people  wrote   and  leave  a  comment  on  their  blog  post.    For  example,  if   we  read  a  blog  post  about  the  Top  Five  Wedding  Day  Pictures  Most  Brides   Forget  to   Ask   Their  Photographer  to   Take   …  and   we   sell   wedding   dresses…   and  maybe  that  blog   post  did  not  men<on   to   take  a  picture  of  the   ring  on  top   of  the   lace  of   the  wedding   dress,   then   we   could   comment   about   that  right  there   on   the  blog  post.     We   want  to   provide  a  valuable,  related   comment   that  contributes   value   to  the  reader  and  soK   sell   our  service  at  the  same   <me.    The  SEO  value  of   a   blogs   comments  comes  in  to   play  when   you   are   allowed   to   link   your   name   in   the  comment   to   your   website.     This   is   how   it   works   in  most  cases.    When   you   go   to  post  a  comment,  it   will  ask   you   your  Name  and   website  URL.     Where   it  asks  for  your  website  URL,  put  in  the  URL   of   your  new   blog  post  or   the  main   URL  of  your  website.    This  will  help  build   not  only   links,  but  also  traffic  to  your  site.    The  third  step  in  a  successful  social  media  strategy  is  to   use  twiker!    Once  you  have   your  blog  post  up,  go  to  your  twiker   account  and  ask  your  twiker  followers  to  check   out  your  blog   post  and  to   leave   a   comment   on   it!     The   fourth   step   is   to   do   the   same   thing   with   your   Facebook  Business  page.    We  get  into  how  to  setup  a  Facebook  page  correctly  on  the  Wedlock   Webinars  and   forums   but   it  is   really   as   easy   as   just  going  to   and   crea<ng  a   new  page  for  your  business.     Once  you  have  it   setup,  you  need  to   promote  your  Facebook  business  page  and   also   post   updates   on   it.    A   really  cool   app   on   Facebook   is   called   Networked   Blogs.    Now   this  is  going   to   save   you   a   lot  of  <me!    If   you  setup  Networked   Blogs  on  your  Facebook  business  page,  it  will  link  your  Facebook  business  page  to  your   blog  and  every  <me  you  update  your  Blog,  a  post  will  automa<cally  be   published  to   your   Facebook  business   page   telling  your  fans  that  your  blog  has   been   updated!     You  should  have  some  more  interac<on  also,  but  this  is  an  easy   way  to  get  started!    The  last  step   is   Google  Plus.    Now  the  jury  is  s<ll  out   on   Google  Plus,   but   I  would   be  remiss   if   I  did   not  at  least  men<on   it  here.     With   Google   plus   you   can  “plus”  a  page  and  it  will   show   up  on  your   Google  account.    You   don’t  want  to  misuse  this   but  you  should  definitely  plus  your  own  blog  and  anywhere  else  you  can  get  content  published!     ©2011
  • 37. This  brings  us  to  our  next  topic:    Guest  Blog  Pos<ng.  Guest  Blog   pos<ng  is  called  the  “new”  ar<cle  marke<ng   even  though   it  has   been  around  for  a  while  because  only   since  the  recent   Panda  update  where   Google  penalized  a  lot  of  the  main  ar<cle  directory   sites  a  lot  of  people  were  using  to  build   links   to  their  sites  has  it  really  become  popular.     Guest   blog   pos<ng   is   where   you   offer   to   write   an   informa<ve   helpful   ar<cle   for  someone  else’s  blog  and   in   turn  they  allow  you  to   link  back  to  your   site.    When  done  correctly,  this  helps  your  site  in  two   ways.    It  allows  you  to  build  links  to  your  site   which  helps  with  your   SEO,  and   also   it   allows   you   to  get  qualified,   targeted   traffic  to   your  site  as  well.    Guest  blog  pos<ng  is   a  natural  complement   to   your   social   media   strategy   as   well   because   as   you   build   rela<onships  with  other  bloggers   in   your  industry,  it  is  a  logical   thing  to  offer  a   guest  blog  post  to   them!    Guest  blog  pos<ng  is   a  way  to  build   your  business  off  of  the  authority  and  credibility   of  others  in  the  right  way.     The  first  step  is  to  go  to  where  your   target  market  is  hanging  out  and  par<cipate  in  the  community. ©2011
  • 38. So   how   do   you   find   out  where   your   community   is   hanging  out?   I  did   a  search   in   Google  for  wedding  cupcake  websites   and  came  across   this  site!  The  first  thing  you  want  to  do   is  to   Like  the  page  with  your  Facebook  account.    You   can  do   this   with  your  Facebook  Business   Page   or  with   your  own   personal   Facebook   account.  That  is   up   to   you!     Next,   find   a   blog  post  that  is  related   to   your   site   or   just   one   that   you   find   interes<ng  and   leave   a   comment   on   the   site.    When  you   do  you  will  be  given   the  op<on   to  put  in  your   website  URL.     This  URL  will  be  linked  to  your  name!     This  will  help  build  back-­‐links  to   your  site!    The   next  step  is  to  come   back  every   week   and   comment  on   one   to   two   more   blog  posts.     Friend   the   blog   owner   on   Facebook,   follow   them   on   twiker,   and   connect   with   them   on   the   other   plarorms   as   well!     Build   rela<onships   with   them!     AKer   establishing   a   rela<onship,   offer  them  a  guest  blog  post  or   ask   them  to   review  an   ar<cle   on  your  blog!   ©2011
  • 39. Here  is  a  super  secret  <p!    My  top  three  favorite  ways  to  get  guest  blog  posts  is  from  these  three  sites:  Bloggerlinkup,  MyBlogGuest,  and  Business2Blogger.    You  can  sign  up  for  free  accounts  on  all  of  them.    All  three  sites  connect  business  owners  to  bloggers.    AKer  you  sign  up  for  a  free  account,  you  can  log  on  to  the  sites  and  post  opportuni<es  for  bloggers  to  write  a  review  about  your  business.    The  people  on  Bloggerlinkup  and  Myguestblog  are  looking  to  get  free  content  on  their  sites  and  allow  you  to  place  links  within  your  ar<cles  that  link  back  to  your  site.    So  they  are  benefi<ng  because  they  get  new  content  added  to  their  site  that  is   valuable  not  only  to  their  readers,  but  also  helpful  to  keep   their  blog  fresh  and  updated  which  Google  likes.     Business2Blogger  targets  another  type  of  blogger…  a  group  of   bloggers  we  some<mes  refer  to  as  mommy  bloggers.    Now  the   mommy  bloggers  are  usually  looking  for  revenue  so  on  that   site  you  can  make  offers  of  cash  or  product  in  exchange  for  a   review  of  your  site.     ©2011
  • 40. Another  easy  way  to  build  links  to  your  site  is  by  using  press  releases.    Most  of  us  are  used  to  thinking  about  only  using  a  press  release  when  something  really  really  major  happens  in  our  business.    With  online  marke<ng,  it  is  very  beneficial  and  economical  to  use  press  releases  as  a  way  to  get  buzz  and  links  to  your  site.    So,  if  for  example  you  decide  aKer  akending  this  session  that  you  are  going  to  start  a  social  media  strategy  and  start  a  Facebook  page  for  your  business,  then  you  could  write  a  press  release  about  that  and  distribute  it  through  one  of  these  two  sites.    For  example,  your  press  release  could  say,  Vegas  Wedding  Photographer   launches  new  Facebook  Business  Page!    Something  simple  but   announces  real  news!     ©2011
  • 41. Now  press  releases  are  good,  but  what  is  even  beker  is  to  become  a  source  for  someone  else’s  press  release  or  ar<cle.    Haro,  Reporter  Connec<on  and  PitchRate  are  three  sites  where  you  can  register  as  a  source  for  reporters.    Each  day  you  will  get  an  email  summary  that  tells  you  all  that  the  sources  reporters  are  looking  for.    I  have  seen  where  editors  from  Beker  Homes  and  Garden  magazine  were  looking  for  experts  about  pa<o  furniture.    If  you  owned  a  pa<o  furniture  online  store,  you  could  become  their  source  and  possibly  get  cited  in  their  ar<cle  and  if  it  is  published  online,  even  a  link  back  to  your  site!    This  is  one  of  the  more  underused   strategies  that  actually  have  a  very  high  poten<al  for  geDng   some  really  powerful  back-­‐links  to  your  site! ©2011
  • 42. We  have  covered  a  lot  here!    We  started  out  with  some  on  site  SEO,  got  into  Local  SEO,  video  marke<ng,  social  media  marke<ng,  blogging,  and  even  some  press  releases  and  infographics!    You  might  be  reading  this  and  wondering,  does  this  really  work?    Now,  of  course  I  will  tell  you  yes  as  I  have  seen  it  over  and  over  again  for  our  clients  that  we  work  with,  but  don’t  take  my  word  for  it!     ©2011
  • 43. I  want  to  introduce  you  to  someone  that   I  have  been  working  with  over   the   last  few  months.    Joseph  has  provided   us  with  an  audio  clip  of  a  tes<monial  of  how  the   implementa<on  of  these  strategies   has   revolu<onized   his   business.    As   part  of   a  promo<on,  we   offered   Joseph   some  coaching  from  Wedlock  Magazine  where  I  worked  with  him  and  his  business  partner  teaching  them  via  Webinar  some  of  these  same  exact   strategies  we  discussed  today.      To  listen  to  this  tes<monial,  click   here  hkp://  want  to   introduce  you   to  someone  that  I  have  been  working  with  over  the  last  few  months.     Joseph  has  provided  us  with   an  audio   clip   of   a   tes<monial   of   how   the   implementa<on   of   these   strategies   has   revolu<onized   his   business.     As   part   of   a   promo<on,   we   offered   Joseph   some   coaching   from   Wedlock   Magazine   where   I   worked   with   him   and   his   business   partner   teaching   them   via   Webinar   some   of   these   same   exact   strategies   we   discussed   today.      To   listen   to   this   tes<monial,   click  here  hkp:// ©2011
  • 44. One  ques<on  I  always  get  asked  is,  "Can  I  just  hire  you  to  do  all  this  for  me?"    The  answer  is  YES!    BridalBusinessMarke<  is  the  official  SEO  Company  of  Wedlock  magazine  and  you  get  your  SEO  done  by  an  experienced  team  of  SEO  experts  that  are  also  Experts  in  the  wedding  industry!    My  business  partner  Richard  Weiler  and  I  can  provide  you  with  informa<on  about  our  packages.    We  have  some  amazing  specials  going  on  for  those  that  sign  up  with  one  of  our  packages!    We  have  also  put  together  a  great  WeddingMBA  bonus  so  be  sure  to  come  visit  us  at  hkp://! ©2011
  • 45. But  like  Joseph,  you  can  implement  all  of  these  strategies  yourself.    Check  out  these  awesome  tes<monials  from  our  over  300+  Happy  Members!       • WedLock  is  an  amazing  program,  worth  every  single  penny  and  so  much  more.  WedLock   has  made  all  the  difference  in  taking  my  business  to  the  next  level  and  making  it   successful.”  ~  Lindsy  Hines,  Owner  &  Coordinator •  “To  be  honest,  because  of  the  compe<<on  here,  Id  like  to  keep  you  all  to  myself!  I  now   feel  I  have  a  ’friend  in  the  marke<ng  business.’  ~  Anonymous •  “Thanks  Jayne...  seriously  loving  your  webinars!    Just  got  the  latest  issue...  awesome  as   usual!”  ~  Teri  Slater,  Owner/Cake  Ar<st •  “Fantas<c  webinar  last  night.  I’m  sure  it’s  one  I’ll  be  watching  again  and  again.     I  see  you  guys  as  my  secret  weapon!”  ~  Steve   •  “With  WedLock,  I’m  able  to  keep  ahead  of  my  compe<<on…”  ~  Kevin  Dennis ©2011