This presentation covers how online marketing and SEO really works, and what strategies and tactics make the most sense for businesses and learn why SEO services fail too often. Members of our Technology Committee will be on had to answer questions. Get Yourself on the First Page of Google! Sound familiar? How many emails or calls do you get about Search Engine Optimization (SEO) services that will get you on the first page of Google? You know they're probably spam, but they just nag at you and make you wonder if it is possible.

1. Online Marketing and SEO
Presented by:
Ken Tucker
June 2014

2. Why Online
Marketing?

3. Or

4. Know
Like
Trust

6. Just
in time

7. The WEB
is a
BIGplace

9. Get Found: Create, Optimize and Promote Content
•Content is King
•More Pages the more opportunities you give Google to find you
•What happens off your website is more important for Search Ranking
•Social Media Key for Syndication and SEO
Convert: Visitors to Leads and Leads into Customers
•Whenever you drive traffic to your website (Radio/TV/Print/Web/
Email) use a Landing Page
•Consider having Calls to Action on most pages (not just “contact us”)
Measure and Analyze: What gets measured gets done
Summary: An Inbound Marketing Strategy duplicates your sales force.
It’s not about a “website”; it’s about leads.
Inbound Marketing

10. Biggest Mistakes

12. Courtesy of HubSpot

13. Getting Found

14. Content is King
CONTENT

15. Increase Traffic
• Blogging
• Content Management Websites (e.g. WordPress)
• Search Engine Optimization (Organic)
• Social Media
• Mobile Optimization
• Online Press Releases
• Pay Per Click Ads (Google, Facebook, LinkedIn)

16. Most Impactful
• Blogging and Search Engine Optimization (SEO)
– Good Content gets bookmarked and shared
– Companies that blog have 97% more inbound links and 55% more visitors
– Blogging => More Pages => More Traffic => Better SEO
• Local SEO
– Physical Address, Phone and Map on website Contact Page
– Local Business Directories listings (Chambers, Google+ Local, Yelp…)
• Social Media
– Reach
– Engage
• Mobile
– Most common way to access the internet
– 70% of all mobile searches are acted on within 1 hour
– Majority of ages 35 and under own smart phones
• Online Press Releases
– Great for getting info into the hands of bloggers and the press --- builds links
• Pay Per Click
– Awareness, Triggers, Campaign

17. Which Social Media Sites?

18. Which to Use and Why
• Blog: Great for SEO and creating Links to website
– Once per week and easily shared through Social Networks
• Facebook: Popularity, Social Sharing/Reach – B to C
– Post 2 times a day (can be blog, event, YouTube video, article)
• YouTube: Video is great for know/like/trust
– Post 1 video every 1 – 2 weeks
• Twitter: Realtime, sharing links, reaching news sources
– Tweet new content 30% (include blog and videos), Retweets
• Google+: Live with Hangouts, Google integration
• Pinterest: Photos, Videos, Blogs – great for driving
traffic to your website
• LinkedIn: Reach Professionals and Groups by Interest,
best for B to B

19. Online Press Releases and Events
• Use Your Blog as a free Online Press Release tool
– Events, News, Testimonials, Community Involvement
• Post events on STLToday.com, Patch, Eventbrite
• Assign someone to take photos and video at events
• Blog about the events after they occur and share
pictures and video on social media sites
Nobody Knows … Unless it is posted

20. User Reviews
• Google+
• Yahoo Local
• Facebook
• LinkedIn
• Amazon
• Yelp
• Angies List
• Trip Advisor
• Urbanspoon
Drive customers to a Landing Page you control to link to
review sites important to your business
• Vitals
• Healthgrades
• RateMDs
• Lawyers.com
• AVVO

21. Content is the
honeypot.
Courtesy of HubSpot

23. Search Engine Optimization

24. Two Types of Search Results
• Organic
• gathered by search engines’ web crawlers and ranked
according to relevance to the search term
• Paid
• Listings that require a fee for the search engine to their links
for particular keywords

25. Organic Search Results
• Free
• More traffic
• Smarter people
• Longer lasting
• Accumulates
Organic Results
75% of Clicks
Pay Per Click – 25% of Clicks
Source: Marketing Sherpa and Enquiro Research

26. Search Rank Factors
• Keywords and #Hashtags
• On-Page SEO
• Off-Page SEO
• Social

27. Keywords and #Hashtags
• Keywords
• Convey business searchers’ intent, interest or need
• Need to view from searchers perspective
• Describe problem
• Looking for a solution
• #Hashtags
• Be a part of the conversation
• An alternative to discovering your content where
your target customers are spending time online

28. Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “event”
• “community development event”
• “community development event
Cottleville MO”
Flickr: saeba

29. Long Tail SEO

30. On-Page Optimization - Keywords
• Title
• Description
• Keywords
• In the URL of page
• Alt Text for Pictures
• Headers and Paragraph Titles
• Keywords in body copy
• Anchor Text in Links

31. On-Page Optimization –
Site Organization
• Integrate Social Media Sites
• Facebook (Likes show in Bing); Open Graph
• Google (+1s, Google+ Page integration, Google Authorship)
• Crawlable
• Anchor Text, URLs, Website Architecture, HTML and XML
Site Map
• Visible
• No Broken Links
• Use 301 for redirects
• Avoid Multiple URLs to duplicate content
• Use of Ajax, Flash and JavaScript

32. Off-Page Optimization
• Also called Link-building
• Inbound Links from other websites
• Authoritative and relevant
• Focus on doing this organically by creating good content
• Local Search
• Google Places, Yelp, Angie’s List, etc.
• Social Media sites

33. How Does Google Decide?
On-Page
25%
Off-Page
75%

34. SEO Visualization (Organic)
• Physical size on the map = number of pages
• Roads
– Number of roads = inbound links
– Type of road = Authority of the link

35. SEO Visualization 1 (Organic)

36. SEO Visualization 2 (Organic)

37. SEO Visualization 3 (Organic)

38. How many chances do you give Google?
You Your Competitor
Pages Pages

39. Google Ad Targeting
• Keywords
• Geographic
• Negative Keywords
• Manage Campaigns
• Costs per Click
• Based on competition
Why Google Ads?
• Brand Awareness
• Promote Events
• Triggers
• Promotions
• Easy to set up
Google Ads are like a highway to your content
Paid only strategy does not build long term SEO
But they do help build brand awareness

41. Facebook Ad Targeting
• Demographic
• Geographic
• Psychographic
• Likes
• Interests
Why Run Facebook Ads?
• Visibility
• Build Likes
• Promote Events
• Social Sharing
• Costs per Click
• Can be less than $2
Consider LinkedIn and Twitter Ads also

42. Measure / Monitor
• Website Analytics, Facebook Insights, etc.
• Use information to improve content to post, time
to post, what offline content is working best
• Use Google AdWords as a way to learn what
keyword phrases and Ad Copy works
• Use Social Shares to find what is engaging

44. Thank You!
Presented by:
Ken Tucker
June 2014
ken@changescapeweb.com
www.changescapeweb.com
www.changescapeweb.com/blog
www.twitter.com/changescape
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www.gplus.to/changescape
www.linkedin.com/in/kentuckerweb
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636-947-6200
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