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Chris Raulf - SEO Tips and Best Practices for Small Businesses

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If you own or work in a small business, you probably wear many hats on the job - one of those being getting your website noticed by Google and other search engines. SEO is undoubtedly one of the least expensive, yet most effective ways to grow in today's digitally-driven world.

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Chris Raulf - SEO Tips and Best Practices for Small Businesses

  1. 1. Tweet your learning's using #ConnectWebinars or @ConnectMembers for a chance to win a special prize! Visit Connect.Data.com Sign up (for free) today and get 2 free contacts! /ConnectMembers @ConnectMembers Data.com
  2. 2. Chris Raulf International SEO | Digital Marketing Expert Founder of Boulder SEO Marketing www.boulderseomarketing.com www.twitter.com/swisschris www.linkedin.com/in/chrisraulf [Data.com Connect Presents] Search Engine Optimization Tips and Best Practices for Small Businesses: What is Working Today and How www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Thursday, August 25, 2016
  3. 3. About Chris and Boulder SEO Marketing www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Chris • Born and raised in Switzerland • Moved to Boulder, CO in 1996 • Two amazing kids; love soccer, skiing, mountain biking, hiking, yoga, rock climbing... and crafty Colorado beer • 2 decades in digital marketing, SEO, social media, content marketing, online lead generation, etc. Services • Affordable SEO Packages • SEO Training and Consulting • International and Multilingual SEO • Content Marketing • Social Media Marketing • And More
  4. 4. • Why Should You Invest into Search Engine Optimization (SEO) • Getting Started: An Introduction to SEO and the “5 Pillars of SEO” Methodology • Keyword Research: • How to identify the initial list of SEO keywords that people are actually searching for • How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website • Off-page SEO Best Practices • How to use Online Directories and Business Listings for SEO • The Power of Online Reviews • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Today’s Agenda
  5. 5. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [A Quick Disclaimer] This Stuff Changes all the Time “The Only Thing That Is Constant Is Change” ― Heraclitus Greek philosopher
  6. 6. https://www.youtube.com/watch?v=J5RZOU6vK4Q
  7. 7. [Google Algorithm] Important Updates www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  8. 8. • Why Should You Invest into Search Engine Optimization (SEO) • Getting Started: An Introduction to SEO and the “5 Pillars of SEO” Methodology • Keyword Research: • How to identify the initial list of SEO keywords that people are actually searching for • How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website • Off-page SEO Best Practices • How to use Online Directories and Business Listings for SEO • The Power of Online Reviews • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Today’s Agenda
  9. 9. [Internet Users] The World is Shrinking = Opportunities www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source https://en.wikipedia.org/wiki/Global_Internet_usage
  10. 10. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris ~140,000 new websites are created every day
  11. 11. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  12. 12. [Marketing Budgets] A Penny Saved Is a Penny Earned www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  13. 13. [Actual Customer Email] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  14. 14. [Numbers Don’t Lie] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris • The journey from 314 organic Google search visits per month to 3,567: 1000% increase in Google organic search traffic in 3 years!
  15. 15. [Numbers Don’t Lie] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  16. 16. [Search Engine Optimization] Starting to Get Excited? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris There’s money to be made here!
  17. 17. • Why Should You Invest into Search Engine Optimization (SEO) • Getting Started: An Introduction to SEO and the “5 Pillars of SEO” Methodology • Keyword Research: • How to identify the initial list of SEO keywords that people are actually searching for • How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website • Off-page SEO Best Practices • How to use Online Directories and Business Listings for SEO • The Power of Online Reviews • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Today’s Agenda
  18. 18. The Best Place to Hide a Dead Body… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  19. 19. …and monetize… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  20. 20. Demand www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Search Engines (Databases) Supply Keywords and phrases
  21. 21. [A Quick Word About Mobile Usage] We’ve Gone Mobile www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source http://www.gummicube.com/blog/2015/05/mostly-mobile/
  22. 22. [A Quick Word About Mobile] Mobile-Friendly Sites, Apps and AMP www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  23. 23. [Google] The Algorithm That Rules the Web (World) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  24. 24. [Don’t Try to Game the System] Blackhat vs. Whitehat SEO www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Blackhat SEO Illicit techniques that manipulate search engines to try to rank a site higher are considered blackhat techniques that violate our Webmaster Guidelines. Do not pay for links pointing to your site to be placed on the internet with the intent of passing PageRank and manipulating Google Search. These links may be called sponsored links or paid advertising, hidden in HTML, or inserted as optimized anchors in articles, comments, and footers. Whitehat SEO These techniques aim to improve a site by focusing on the visitors instead of on ranking higher. Examples of good, whitehat techniques include creating organic, high-quality content and adding good descriptive tags covered in the previous module. They adhere to Webmaster Guidelines, which your site should follow to rank well and organically in Google Search. Source: https://support.google.com/webmasters/answer/6001181?hl=en
  25. 25. Source: https://support.google.com/webmasters/answer/35769?hl=en www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  26. 26. [An Introduction] The “5 Pillars of SEO” Methodology www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1. Technical Health of Website 2. Website Functionality / User Experience 3. On-Page Search Engine Optimization 4. Off-Page Search Engine Optimization 5. Social Media Marketing Content Marketing What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/ 200-250 main ranking signals; potentially 1000s of sub-ranking signals.
  27. 27. [Many Ingredients Needed] SEO is Like Cooking a Great Meal www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  28. 28. Search Engine Optimization Requires a Strong Team www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Resources: • SEO Manager – Develop strategy – Manage team and drive process – Analyze date • Content Creator – Web content, blog posts, in-depth articles, white papers, case studies, etc. • Social Media Expert – Draft and publish social media messages – Community management, etc. • Webmaster / Webdesigner
  29. 29. [Start at the End] SEO Is a Buyer-Centric Process www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  30. 30. • Why Should You Invest into Search Engine Optimization (SEO) • Getting Started: An Introduction to SEO and the “5 Pillars of SEO” Methodology • Keyword Research: • How to identify the initial list of SEO keywords that people are actually searching for • How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website • Off-page SEO Best Practices • How to use Online Directories and Business Listings for SEO • The Power of Online Reviews • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Today’s Agenda
  31. 31. [Keyword Research for SEO] Pick Your Destination www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  32. 32. [Keyword Research for SEO] Getting it Right www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  33. 33. [Keyword Research for SEO] Initial Keyword Research www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1000s of potential keywords Digestible list of target keywords
  34. 34. [Keyword Research for SEO] Initial Keyword Research www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris https://adwords.google.com/ko/KeywordPlanner/Home
  35. 35. [Keyword Research for SEO] Initial Keyword Research www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  36. 36. [Keyword Research for SEO] Initial Keyword Research www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  37. 37. [Keyword Research for SEO] Initial Keyword Research www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  38. 38. Let’s Identify Our “Low Hanging Fruit” Keywords www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  39. 39. [Google Search Console] Let’s Identify Our “Low Hanging Fruit” Keywords www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  40. 40. [Google Search Console] Let’s Identify Our “Low Hanging Fruit” Keywords www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  41. 41. [Google Search Console] Let’s Identify Our “Low Hanging Fruit” Keywords www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  42. 42. [Meta Content Optimization] Tips and Best Practices www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris  Title tag [50 - 60 characters]  Description tag [150 - 160 characters]  Keywords tag [2-4 target SEO keywords]  Alt / Images tags [applicable keyword / don’t “over” optimize
  43. 43. [There’s No SEO Without Content] Content is King… Optimized Content is King www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  44. 44. [Content Development] It’s Challenging www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Content development challenges: • High quality content • Resources • Time • Cost Tips: • Repurpose existing content • Find other in-house content development resources • Outsource content development
  45. 45. [Content Creation] Google Docs Template www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  46. 46. [Content Marketing] Content Calendar Development www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Sadly, a lot of companies don’t do it!
  47. 47. • Why Should You Invest into Search Engine Optimization (SEO) • Getting Started: An Introduction to SEO and the “5 Pillars of SEO” Methodology • Keyword Research: • How to identify the initial list of SEO keywords that people are actually searching for • How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website • Off-page SEO Best Practices • How to use Online Directories and Business Listings for SEO • The Power of Online Reviews • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Today’s Agenda
  48. 48. [Backlinks] (Still) The Backbone of SEO www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source: http://searchengineland.com/search-illustrated-google-pagerank-explained-11167
  49. 49. [PageRank] In a Nutshell www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  50. 50. [Backlinks] Tons of Benefits www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  51. 51. [Backlinks] Strategy and Development www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1. Earned 1. Active: Write a guest blog post and include a link back to your site 2. Passive: Someone out there adds a link on their site back to your site 2. Free 1. Free directories 2. Press releases (free distribution services) 3. SlideShare, LinkedIn, About.me, etc. 3. Paid 1. Paid directories 2. Press releases (paid distribution services), etc. Three ways to acquire and earn backlinks:
  52. 52. [Backlinks] Earned (Unsolicited) = Best www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  53. 53. [Backlinks] Free = Good to Potentially Very Good www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  54. 54. [Backlinks] Paid = From Ok, to Good, to Potentially Very Good www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  55. 55. [Directory and Business Listings] Only High-Quality www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Google My Business
  56. 56. [So Awesome But…] Never Again www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  57. 57. [Think Outside of the Box] It’s Free and Can Work Wonders www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  58. 58. [Online Review] Free Endorsements www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  59. 59. [Business Directories] Strategies www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1. Consistency matters: Name, address, phone number (NAP) – Do a Google search for your company name – Use tools such as Moz Local or Yext.com 2. No mass production; try to manually claim and update your listings 3. Claim, update and optimize your listings (target keyword based)
  60. 60. [Search Engine-Optimized Press Releases] Got News? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  61. 61. [Press Releases] Tons of Benefits www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  62. 62. [Search Engine-Optimized Press Releases] What to Announce www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris • Events • Awards • Promotions • New employees • New services or products • New clients • Partnership • Financials • Success stories and accomplishments • White papers, case studies, etc. • …the list never ends. Think outside of the box!
  63. 63. [Search Engine-Optimized Press Releases] Distribution Channels www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Paid PR distribution services: • Cision / PRWeb: http://www.prweb.com • PR Newswire: http://www.prnewswire.com • Marketwired: http://www.marketwired.com • Business Wire: http://www.businesswire.com • PR Underground: http://www.prunderground.com Free PR distribution services: • PRLog: http://www.prlog.org • Kontax: http://kontax.com • PR Urgent: www.prurgent.com/submit_press_release.htm
  64. 64. [LinkedIn and SlideShare] Two Powerful SEO Tools www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  65. 65. [LinkedIn and SlideShare] Two Powerful SEO Tools www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  66. 66. [LinkedIn] Optimizing Company Pages for SEO www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris ✔ Add an image if possible ✔ 3-4 target SEO keywords ✔ 90-100 characters ✔ 2-4 target SEO keywords ✔ 150-160 characters ✔ 5-7 target SEO keywords ✔ Include variations if possible ✔ 10-12 target SEO keywords ✔ 256 characters ✔ Make sure to fill in the appropriate information
  67. 67. [What’s Next] Upcoming Online and In-Person SEO Training www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Visit: http://www.boulderseomarketing.com/seo-and-social-media-classes/upcoming-events
  68. 68. Thank You! Chris Raulf International SEO | Digital Marketing Expert Founder of Boulder SEO Marketing www.boulderseomarketing.com www.twitter.com/swisschris www.linkedin.com/in/chrisraulf www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Data.com Connect Presents] Search Engine Optimization Tips and Best Practices for Small Businesses: What is Working Today and How Thursday, August 25, 2016

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