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Data.com Connect Presents: Chris Raulf - Digital Marketing & SEO Strategies for Your Small Business

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Data.com Connect Presents: Chris Raulf - Digital Marketing & SEO Strategies for Your Small Business

  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. Presented by: Chris Raulf International SEO | Digital Marketing Expert Founder of Boulder SEO Marketing www.boulderseomarketing.com www.twitter.com/swisschris www.linkedin.com/in/chrisraulf Digital Marketing & SEO Strategies for Your Small Business www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Data.com Webinar March 16, 2017
  3. 3. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Chris • Born and raised in Switzerland • 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. Boulder SEO Marketing • Affordable SEO Packages for Small Businesses • Site Audits • International and Multilingual SEO • SEO Training • Content Marketing • Social Media Marketing • Pay-per-Click (PPC) and more [Welcome] Digital Marketing & SEO Strategies for Your Small Business
  4. 4. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris The Best Place to Hide a Dead Body…
  5. 5. [Search Engine Optimization] Does It Work for Small Businesses? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  6. 6. [Search Engine Optimization] Does It Work for Small Businesses? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  7. 7. Starting to Get Excited? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  8. 8. • Why small businesses need to invest into digital marketing and SEO • What has been working in 2016: Case studies • What’s new and what will be working in 2017 • What’s new • RankBrain: Google is getting smarter and smarter • 600+ updates a year: A look inside Google’s algorithm • It’s a mobile world: AMP and the importance of mobile-friendly websites • Outrank your competition with these SEO strategies in 2017 • Questions & Answers www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  9. 9. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [A Quick Disclaimer] This Stuff Changes all the Time
  10. 10. Google’s Webmaster Guidelines: https://support.google.com/webmasters/answer/35769?hl=en www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Always Adhere to the Rules] Follow Google Webmaster Guidelines
  11. 11. Antoine de Saint-Exupery (French writer; 1900 - 1944) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Remember] “A Goal Without A Plan Is Just A Wish.”
  12. 12. [Search Engine Optimization] Setting (Realistic) Goals in 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  13. 13. [Reporting] What and How to Track Data www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  14. 14. • Why a small business MUST invest into search engine optimization www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  15. 15. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Nearly 140,000 new websites are created every day
  16. 16. [New Websites] More Competition www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  17. 17. [Actual Customer Email] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  18. 18. [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 4,204: 1339% increase in Google organic search traffic in 3 ½ years.
  19. 19. [Numbers Don’t Lie] Busier Than a One Legged… www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1339% increase in Google organic search traffic = 800% increase in revenues directly related to Google organic search traffic.
  20. 20. [PPC vs. Organic Search Engine Optimization] Rent vs. Own www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  21. 21. • What has been working in 2016: Case studies www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  22. 22. [Start at the End] SEO Is a Buyer-Centric Process www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  23. 23. [SEO Project Templates] A Winning Team www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris 1. Onboarding Template: https://goo.gl/zmBLmy 2. Meeting Agenda: https://goo.gl/w8KXLf 3. Marcom Template: https://goo.gl/lKwcZ1 4. Content Development Template: https://goo.gl/YNCcWY
  24. 24. [SEO Project Templates] Overview www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris www.boulderseomarketing.com/seo-training
  25. 25. [Your 2017 SEO Strategy] 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.
  26. 26. [Social Media Marketing] Do You Love It? www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  27. 27. [Many Ingredients Needed] SEO is Like Cooking a Great Meal www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  28. 28. Improve Your 2017 Digital Marketing “Credit Score” www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  29. 29. Who: • Machine Shop in Colorado What: • Redesigned website (again 3 years later to make it mobile friendly) • Keyword research, on-page SEO (meta tags, etc.) • Rewrote website copy • Implemented local SEO best practices • Business listings (Google My Business, Bing, Yahoo, Yelp, etc.) • Directory listings (Machine shop specific, Yellow Pages, etc.) • Content marketing: Bi-weekly blog posts, press releases • Created and optimized social media profiles / strategy • Daily tweets, LinkedIn and Facebook status updates Results: • The machine shop grew from two part-time employees to 10 full-time employees • Owners now work again part-time… because they can afford it J www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Case Study] Customer I - Monthly SEO Budget $1,250
  30. 30. Who: • Office supplies eCommerce website What: • Keyword research, optimized meta tags, optimized product descriptions / website content • Applied Google Markup (Schema) to product pages • Off-page optimization: • Business listings (Google My Business, Bing, Yahoo, etc.), directory listings, backlink strategy • Content marketing: Weekly blog posts, monthly press releases via paid distribution service • Implemented social media marketing strategy • Involved in website redesign to make site more conversion friendly and optimized for mobile searches Results: • Increased Google organic search traffic 1339% in 3 ½ years. • 800% increase in revenues directly related to Google organic search traffic. www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Case Study] Customer II - Monthly SEO Budget $2,000
  31. 31. • What’s new in 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  32. 32. • Google Algorithm updates • Brand Name Patent, etc. • Feed Google with data • Google My Business: NAP, Reviews, etc. • Take advantage of the data that Google shares with you • Google Search Console and Google Analytics • Position 0 • Q&A section on your site • Thought-leadership • Be an expert in your industry and make sure Google knows • SEO is becoming more technical • Schema, Google Markup, tags, etc. • Mobile • Mobile-friendly and AMP www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris [Search Engine Optimization] What to Look Out for in 2017
  33. 33. • [Google’s Algorithm] Let’s take a look under the hood: • Backlinks • Brand Name Patent • RankBrain: Google is getting smarter and smarter (it’s actually scary) • 600+ updates a year: A look inside Google’s algorithm www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  34. 34. [Google] The Algorithm That Rules the Web (World) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  35. 35. …and monetize…
  36. 36. [The Best Kept Secret] Google’s Algorithm www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris And at the beginning there was… PageRank: • PageRank is an algorithm used by Google Search to rank websites in their search engine results. • According to Google: PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites. Source: https://en.wikipedia.org/wiki/PageRank
  37. 37. [PageRank] In a Nutshell www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  38. 38. [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
  39. 39. [Don’t Try to Game the System] Black Hat vs. White Hat SEO www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Black Hat SEO Illicit techniques that manipulate search engines to try to rank a site higher are considered black hat 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. White Hat SEO These techniques aim to improve a site by focusing on the visitors instead of on ranking higher. Examples of good, white hat 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
  40. 40. https://www.youtube.com/watch?v=J5RZOU6vK4Q
  41. 41. [Google Algorithm] Important Updates www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  42. 42. [Google Algorithm] On the Move Toward One Software Script in 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  43. 43. • It’s a mobile world: AMP and the importance of mobile-friendly websites www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  44. 44. [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/
  45. 45. [A Quick Word About Mobile] Mobile-Friendly Sites, Apps and AMP www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  46. 46. [A Quick Word About Mobile] Accelerated Mobile Pages (AMP) Project www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Source https://www.ampproject.org
  47. 47. • Outrank your competition with these SEO strategies www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Agenda
  48. 48. [Keyword Research for SEO] Pick Your Destination for 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris • Review and update your target SEO keywords for 2017
  49. 49. [Keyword Research for SEO] Pick Your Destination for 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  50. 50. [Meta Content Optimization in 2017] Tips and Best Practices www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris ü Title tag: 50 - 60 characters ü Description tag: 150 - 160 characters ü Keywords tag: 2-4 target SEO keywords ü Include a keyword in the URL ß Snippet
  51. 51. [Business Listings] Google My Business è An Absolute Must www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris https://business.google.com/create
  52. 52. [Local Business] Google Markup Tool / Data Highlighter www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris https://www.google.com/webmasters/
  53. 53. [Rich Snippets] Google Markup Tool / Data Highlighter www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  54. 54. [Rich Snippets] Google Markup Tool / Data Highlighter 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
  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. [Think Outside of the Box] It’s Free and Can Work Wonders www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  59. 59. [Online Review] Free Endorsements www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  60. 60. [Business Listings] Claiming and Updating Your Listings www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris https://moz.com/local
  61. 61. [Business Listings] 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)
  62. 62. [Technical and Functional SEO Audit] Audit Your Site At Least Twice in 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
  63. 63. [SEO Website Audit] Your Checklist for 2017 www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris The Big Picture: • Screaming Frog: http://www.screamingfrog.co.uk/seo-spider/ • Moz: https://moz.com/home • Woorank: www.woorank.com/en/www/[your-website.com] • Iwebchk: http://iwebchk.com/reports/view/[your-website.com] • Google PageSpeed Insights: https://developers.google.com/speed/pagespeed/insights/ • Barracuda: http://barracuda.digital/panguin-tool/ [Google Search Console] Check on a monthly basis: • Messages: https://www.google.com/webmasters/tools/site-message-list • Html Improvements: https://www.google.com/webmasters/tools/html-suggestions • Links to Your Site: https://www.google.com/webmasters/tools/external-links • Manual Actions: https://www.google.com/webmasters/tools/manual-action • Mobile Usability: https://www.google.com/webmasters/tools/mobile-usability • Index Status: https://www.google.com/webmasters/tools/index-status • Blocked Resources: https://www.google.com/webmasters/tools/roboted • Crawl Errors: https://www.google.com/webmasters/tools/crawl-errors • Crawl Stats: https://www.google.com/webmasters/tools/crawl-stats • URL Parameters: https://www.google.com/webmasters/tools/crawl-url-parameters • Security Issues: https://www.google.com/webmasters/tools/security-issues • robots.txt Tester: https://www.google.com/webmasters/tools/robots-testing-tool • Sitemaps: https://www.google.com/webmasters/tools/sitemap-list Keyword Rankings: • Google Search Console Search Analytics: https://www.google.com/webmasters/tools/search-analytics • Moz Rank Tracker: https://moz.com/home • SwissMadeMarketing Rank Tracker: https://www.swissmademarketing.com/apps/
  64. 64. [What’s Your SEO Score?] Use Our Complimentary Site Audit Tool www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris www.boulderseomarketing.com/free-seo-audit
  65. 65. [2017 SEO Audit Checklist] Functionality and User Experience www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris • How would you rate the overall look and feel of the website? • Index page is easy to digest and the company’s purpose is identifiable in 5 seconds or less. • Company logo / branding is prominently placed. • Company logo is linked to index page. • The About Us and Contact Us pages are easy to find and get to. • Main navigation is easily identifiable and navigation labels are clear and concise. • Site search is available and easy to find • Consistent use of fonts. • Font size/spacing is easy to read. • Important text has not been hardcoded into images. Search engines are currently not able to read hardcoded text. • Have a clear hierarchy and make use of text links. • Hyperlinks are consistent and easy to identify. • Check for broken links. • Keep links on each page to a reasonable amount (one link per ~80-100 words) • Every page should be reachable from at least one other page on your site. • Make sure your website has a sitemap (.xml and webpage) or multiple sitemaps for large websites if appropriate. • Overall reasonable amount of buttons, images and other visuals. • Most important content is above the fold. • H1, H2, H3, etc. are consistent and descriptive. • Colors and styles are consistent throughout the website. • Bold, underlined, and cursive is used sparingly and only when appropriate. • If applicable, ads, pop-ups, etc. are unobtrusive and only used when appropriate.
  66. 66. [2017 Content Creation and Optimization Checklist] www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris • Target audience • AIDA Stage or main purpose • Which higher level page(s) will it support • Optimized meta tags: • Title [50 - 60 characters: Include main target SEO keyword] • Description [150 - 160 characters: Include one or two target SEO keywords] • Keywords [2-4 target SEO keywords] • Alt / Images • Use keywords in the URL • Blog post: At least 350 - 500 words | In-depth article: 1,000+ words | Press release: 350-450 words • Try to include an important target keyword in the first paragraph as well as a variation of that keyword in the last paragraph and hyperlink to an applicable internal page • One internal hyperlink per 100 words; try to include at least one high-quality external link to a relevant website • If possible, add an image and include an alt tag with a target keyword • Place keyword(s) in applicable H1, H2 & H3 heading • Don’t forget to include a call to action! • Share on social media • Click / call to request a quote • Download a white paper / view webinar, etc. • Share via Google+, Twitter, LinkedIn, Facebook, etc. • Submit to Google’s database: • https://www.google.com/webmasters/tools/googlebot-fetch • https://www.google.com/webmasters/tools/submit-url • Apply Schema or Google Markup: • https://www.google.com/webmasters/tools/data-highlighter
  67. 67. [What’s Next?] Self-paced, Non-technical, Online SEO Training Course www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Learn more and register at: www.boulderseomarketing.com/seo-training Use code DA316 for 50% off the registration fee by April 15, 2017.
  68. 68. [Thank You] The Future of Search Engine Optimization (SEO) www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris Data.com Webinar March 16, 2017 Thank You! Questions? Chris Raulf International SEO | Digital Marketing Expert Founder of Boulder SEO Marketing www.boulderseomarketing.com www.twitter.com/swisschris www.linkedin.com/in/chrisraulf

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