The 7 Secrets Every
Business Must Know to
LEGALLY STEAL Floods of
FREE Google Traffic From
What is SEO?
Search en gine opt i mi za tion (noun)
Search engine optimization (SEO) is the process
of improving the visibility of a website or a web
page in search engines via the unpaid (“natural”
or “organic”) search results.
SEO is inbound marketing
• Getting your products and services in front of prospective
customers at the moment they are actively looking
• SEO doesn‟t interrupt
• With SEO you are earning and building trust
• SEO is free marketing!
• SEO doesn‟t work
• SEO is black magic
• SEO is rocket science
• SEO is illegal
SEO is a legitimate marketing strategy
practiced by almost all of the world‟s most
• There are over two billion people online
• 93% of online experiences begin with a search engine
• The majority of web traffic is driven by the „Big Three‟ search
engines-Google, Bing and Yahoo
(Search Engine Journal)
• 77% of search engine users choose organic over paid listings1
• 67% choose organic search engine results when purchasing2
• Organic click-through generates 25% higher conversion rates
(1,2,3 Search Metrics)
High rankings in the search engines
are VERY valuable!
1. It all starts with keywords
• Knowing your target keywords is your first step
• Choose your battles
• Don‟t spread yourself too thin
2. Content is King
• Search engines “feed” on content
• Train Google to keep crawling and indexing your site
• Don‟t worry about keywords; just keep things relevant (most of
• “Naturally” include your keywords in your content
3. Have an active social media presence
• Social is becoming more important to search engines
• Add sharing buttons to your website to promote sharing!
“[The] lines of SEO and Social Media continue to be blurred”
(Jen Lopez, Community Manager at SEOMoz)
4. Get links from other high value
• A link is like a vote for your site
• Some votes matter more than others
• More links = GOOD
• Google LOVES video!
• Roll the camera regularly!
• Use your keywords in the video and the video title
6. Channels refer to major “authority”
• Examples include:
- Craig‟s List
- Et. Al
• Get your content on them
• They will rank!
7. If you are local, optimize for local
• Include local keywords throughout content and site
• Add your local address to your site
• Add your local phone number
• Get listed in all local directories
• Create local videos
• Get links from local organizations and businesses
8. Create content for people
• Not for search engines
• If people like your content, Google will take note…
• Make it personal-share your story
9. Be consistent over time
• SEO is a marathon, not a sprint
Should I hire an SEO consultant to do
all of this stuff for me?
If I‟m redesigning my website, when
should I start thinking about SEO?
What things will get me in trouble with
the search engines?
If I hire someone, how can I be sure
they won‟t use black hat techniques?
How else can I improve my rank?
• Ask Google for advice!*
• Keep things “white hat” in nature
• Install Google Analytics on your site (if you haven‟t already)
*Google’s Webmaster Guidelines tell you virtually everything you need to know.
SEO: Not a Slam Dunk
1. Time commitment ($)
3. Content creation
4. Established competition (breaking in)
5. Link building (can be laborious, slow)
6. Time required to achieve results
7. Finding consultants you can trust
SEO: It‟s worth it!
• The ROI of SEO is well documented
• A highly ranked website works 24/7, when your sales team is
• A well-ranked website is a very sellable asset
Small biz survey
“If you had to put all your marketing time and
budget into only one channel, what would it be?”
SEO is considered the single most important
marketing channel for SMBs.
(MerchantCircle/Reply.com survey of 2,500 US