SEO & Inbound Marketing for Beginners

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Inbound marketing and SEO consultant Daniel Lofaso of Digital Elevator provides a brief overview of the foundational elements of on-page SEO, discusses user experience, and explains content strategy in terms of an inbound marketing plan.
All tips and tricks are supported with links and actionable items so that the novice website owner can gain some traction with search engines and develop a plan to garner better rankings.

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  • SEO & Inbound Marketing for Beginners

    1. 1. SEO & Inbound Marketing for Beginners Daniel Lofaso, SEO & Inbound Marketing Consultant thedigitalelevator.com
    2. 2. Here’s what we’re going to cover. On-Page SEO • Keyword Research • Long vs Short Tail • Meta Data • URLs • Expectations from on- page User Experience • Definition • Good Examples • U/X Checklist Content Strategy • Importance • Planning • Example • CTAs
    3. 3. On-Page SEO At the end of the day SEO is all about people typing words into a box. IT ALL STARTS WITH KEYWORD RESEARCH SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines.
    4. 4. FREE KEYWORD RESEARCH TOOLS •Google AdWords Keyword Planner (www.google.com/sktool/ ) •Google Trends (www.google.com/trends/) •SEOBook Keyword Tool ( tools.seobook.com/keyword-tools/seobook/) On-Page SEO: Keyword Research
    5. 5. On-Page SEO: Keyword Research In all of Your Keyword Research Focus on User Intent
    6. 6. On-Page SEO: Long Tail vs Short Tail Keyword Popularity & Cost Conversion Rate High High Low Low
    7. 7. On-Page SEO: Meta Data Title Tag length used to be around 70 characters. Now you want to shoot for about 55. Free Title Tag Counter Tool: http://moz.com/blog/new-title-tag-guidelines-preview-tool The title element (blue below) of a page is meant to be an accurate, concise description of a page's content. Title Tag
    8. 8. On-Page SEO: Meta Data The description on the search results will appear as ~155 characters, so the substance of your content should be in the first 155 characters. •Doesn’t effect rankings •DOES effect click-through The meta description tag (in black) exists as a short description of a page's content. Meta Description
    9. 9. On-Page SEO: URLs Ugly URL Example: http://www.example.com/product.aspx? ID=11526&IT=5f7d3d Pretty URL Example: http://www.example.com/dvds/anchorman-the-legend-of-ron-burgundy/ Tips: •Use keywords in URLs where possible (don’t force) •Try to keep around 5 words if possible
    10. 10. On-Page SEO: Expectations • SEO doesn’t happen overnight • On-page is only part of the battle, it’s really more of a SEO foundation than a full-on strategy • In really competitive industries on-page won’t put you close to the 1st page of the search engines
    11. 11. User Experience What is User Experience (U/X): UX design means taking your users needs into account at every stage of your product lifecycle.
    12. 12. User Experience
    13. 13. User Experience U/X Checkist:
    14. 14. User Experience U/X Checkist (cont’d):
    15. 15. User Experience Tips: •Focus on the end user •Clean navigation helps •Check out who is ranking and one-up them •Don’t be a copycat, create original content
    16. 16. Content Strategy What is it? Planning for the creation, delivery, and governance of useful, usable content. Inbound marketers refer to content marketing as a “pull” approach rather than a “push” or interruptive approach such as traditional advertising.
    17. 17. Content Strategy:
    18. 18. Content Strategy: Coming up with a Plan: •Address what your consumer wants •Blog consistently (become an authority in your industry) •Learn the channels where your consumers hang out and setup shop there Blogging by itself is not a complete content strategy!
    19. 19. Example of a spa/salon content strategy utilizing repurposed content. Goal: Endorsing skin care services/products: • Starts with a how-to guide on getting healthy, vibrant skin • Repurposed as a blog series- healthy eating, sun care products, exercise, gadgets, skin care products, spa services- all relating to the main how-to guide • Images created and shared on Pinterest • Daily tips related to the guide shared on Facebook and Twitter • Video of how to get healthy skin created for YouTube • Email chains go out weekly with tips and links to the original guide Content Strategy:
    20. 20. Your CTAs are what help guide your visitors along your sales funnel. Common CTAs: •Call now •Order •Sign-up •Email us •Book •Join Content Strategy: CALL TO ACTION 3 Good Spa CTAs
    21. 21. Implement the aforementioned strategies to help your website drive more traffic and generate more leads. Then, sit back, relax, and watch the traffic and leads pour in! … AND THATS IT!
    22. 22. Hands-on Inbound Marketing & SEO

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