Small Businesses are under attack - what used to be achieved with a business card is now requiring brochures, websites, and multiple social media channels. If a targeted strategy isn't used from the beginning, the benefits to Search Engine Optimization will be negligible. A targeted strategy incorporating web, content, eNotice, social, and paid will allow for climbing the Search Engine Results Pages (SERP's) over time. Use the outlined strategy framework to focus your efforts will make the difference in your small and midsize enterprise.

1. SEO
or as we like to call it:
ONLINE
COMMUNITY
BUILDING

2. Digital Marketing Strategist,
helping businesses “Be Seen” and
“Be Heard” for more than 20
years.
INDUSTRIES SERVED:
Hospitality
Healthcare
Manufacturing
Not-for-Profit
Publishing
Retail
Service
MEMBERSHIPS:
Arlington Heights Chamber
The GOA Regional Business
Association
Crossroads Chamber
Valparaiso Chamber
Crown Point Chamber
Rotary International

3. What is SEO?
The process of improving your
site to increase its visibility for
relevant searches. The better
visibility your pages have in
search results, the more likely you
are to garner attention and
attract prospective and existing
customers to your business.
https://searchengineland.com/guide/what-is-seo

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Why is SEO important?
https://www.searchenginejournal.com/seo-101/seo-statistics/
• Trillions of Searches (Google has
approx. 92% of search).
• 50 Billion Connected Devices
Projected.
(https://ieeexplore.ieee.org/documen
t/8326056)
• 53% of web traffic comes from
organic search (top 4 results get over
95% of traffic).
• 90% of web pages get no organic
search traffic from Google.
• 76% of people who search ‘nearby’
on their smartphones visit a business
within a day.
• 90% of consumers have used the
internet to find a local business in the
last year.
• 91% of consumers say that positive
reviews make them more likely to use
a business.
• Your Customers are Online…

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• Increase web traffic
• Grow Social Media Audience
• Increase Online Lead Generation
• Stay in front of prospects
• Communicate new offerings
• Exit business in 3-5 years
• Going out of business soon
• Large existing database (no acquisition
strategy)
• Large Social Audience
• Existing paid ad budget
• Other Marketing efforts besides web
Do I SEO?
Reasons To SEO
Reasons Not To SEO

6. HOW DO I SEO?

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Components of SEO
• Content
• Architecture
• Trust
• Links
• Users
On-Page Off-Page

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Google E.A.T
E.xpertise A.uthoritativeness T.rustworthiness
• Expertise: This refers to the creator of the main
content (MC) on the page. Are they an expert on the
topic? Do they have the credentials, if necessary, to
back that up, and is this information available to read
on the website?
• Authoritativeness: This refers to the MC creator,
the content itself, and the website on which it appears.
• Trustworthiness: The “Trustworthiness” part of E-
A-T also refers to the MC creator, the content, and the
website. Being a trustworthy expert and source means
people can trust you to provide honest, true
information that is accurate.
https://static.googleusercontent.com/media/guidelines.raterhub.com/e
n//searchqualityevaluatorguidelines.pdf

9. ON - PAGE
Content
• Determine appropriate length of copy
• Links to sources
• Relevant keywords
• Images titled appropriately
• Video/audio on page
• Call to action

10. Architecture
On-Page (cont’d)
SSL Certificate
Alt Tags on Images
Fix Broken Links
Google Speed score
H Tags
Meta Descriptions/Tags
Mobile responsive
Friendly URL”s

11. Off-Page
Trust
Can I find other articles by
you on the topic?
Are the factors on high
domain authority pages?
Are there external factors
supporting your expertise?

12. Off-Page (cont’d)
Links
• Internal Links
• Memberships
• Profile Pages
• Directory Listings
• GMB, Bing,
• Partner Organizations
• Guest Blogging
• Press Releases
• Citations
• Slideshare
Your
Site
Domain
Authority
Popularity
Test
Topical
Authority
Other
Links
Relevance
Link
Position

13. Off-Page (cont’d)
Users:
• Country
• Locality
• User Experience
• History (how many times have they visited?)
• Intent (why are they visiting?)

14. HOW DO I SEO?

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Start With A Strategy
• What Do You Want To Rank For?
• Who Do You Want To Find You?
• How/Where Will You Engage Them?

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What Do You Want To
Rank For?
• Review Your Products/Services
• Determine Upcoming Events
• Research Relevant Keywords

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Who Do You Want To
Find You?
Write a Paragraph:
• What do they wear
• Kids/no kids
• Type of Car
• Radio Station
• Voter
• Sports Fan
• Consumer/Commercial
• Online/Offline
Client Persona

18. How Will You Engage Them?
Where Will You Engage Them?
Articles
Videos
Podcast
Social Media
Direct Mail
eNotice
Paid Ads
Livestream’
Inforgraphics
Animated .gifs

19. https://jrsmarcom.com/digital-marketing-strategy/

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Q&A

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CONTACT:
Joseph R. Skibbie
jskibbie@jrsmarcom.com
312-339-9359
#BeSeen & #BeHeard
@jrsmarcom