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Episode 1: SEO & SEM During COVID-19

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Digital marketing training from the Will Marlow Agency. We will continue releasing these digital marketing training episodes for at least as long as the initial COVID-19 lockdown lasts.

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Episode 1: SEO & SEM During COVID-19

  1. 1. SEO AND SEM 101 DURING COVID-19 The Will Marlow Agency
  2. 2. Audit your website “Reverse engineer” your competitors Analyze your audience How DoYou Improve SEO Results? 1 2 3
  3. 3. Audit your website How DoYou Improve SEO Results? 1 a Check your SEO tags - Screaming Frog b Get a “Google My Business” Listing
  4. 4. Find out who is LINKING to competitors
  5. 5. Find out who is LINKING to competitors
  6. 6. Find out who is LINKING to competitors
  7. 7. Find out who is LINKING to competitors
  8. 8. Find out who is LINKING to competitors
  9. 9. “Reverse engineer” your competitors How DoYou Improve SEO Results? 2 a Check ad spend b c d Check inbound links Check tags Check Facebook Ads
  10. 10. Why DoWe Care About SEO?
  11. 11. Why DoWe Care About SEO?
  12. 12. Why DoWe Care About SEO?
  13. 13. Why DoWe Care About SEO?
  14. 14. Why DoWe Care About SEO?
  15. 15. Why DoWe Care About SEO?
  16. 16. “Reverse engineer” your competitors How DoYou Improve SEO Results? 2 a Check ad spend b c d Check inbound links Check tags Check Facebook Ads
  17. 17. Find out who is LINKING to competitors
  18. 18. Find out who is LINKING to competitors
  19. 19. Find out who is LINKING to competitors
  20. 20. Find out who is LINKING to competitors
  21. 21. Find out who is LINKING to competitors
  22. 22. Find out who is LINKING to competitors
  23. 23. Find out who is LINKING to competitors
  24. 24. “Reverse engineer” your competitors How DoYou Improve SEO Results? 2 a Check ad spend b c d Check inbound links Check tags Check Facebook Ads
  25. 25. Find out who is LINKING to competitors
  26. 26. Find out who is LINKING to competitors
  27. 27. Find out who is LINKING to competitors
  28. 28. Find out who is LINKING to competitors
  29. 29. Find out who is LINKING to competitors
  30. 30. Find out who is LINKING to competitors
  31. 31. “Reverse engineer” your competitors How DoYou Improve SEO Results? 2 a Check ad spend b c d Check inbound links Check tags Check Facebook Ads
  32. 32. Find out who is LINKING to competitors
  33. 33. Find out who is LINKING to competitors
  34. 34. Find out who is LINKING to competitors
  35. 35. Find out who is LINKING to competitors
  36. 36. Find out who is LINKING to competitors
  37. 37. Find out who is LINKING to competitors
  38. 38. Analyze your audience How DoYou Improve SEO Results? 3 a Use the “Google Keyword Planner” b Find “high volume” phrases you care about
  39. 39. What does your audience care about?
  40. 40. What does your audience care about?
  41. 41. What does your audience care about?
  42. 42. Get ideas for what isTRENDING
  43. 43. Get ideas for what isTRENDING
  44. 44. Get ideas for what isTRENDING
  45. 45. Analyze your audience How DoYou Improve SEO Results? 3 c Make sure you don’t rank for the keywords already b Buy or target
  46. 46. Analyze your audience How DoYou Improve SEO Results? 3 c Make sure you don’t rank for the keywords already b Buy or target
  47. 47. How DoYou Improve SEO Results? c b
  48. 48. How DoYou Improve SEO Results? c b
  49. 49. How DoYou Improve SEO Results? c b
  50. 50. How DoYou Improve SEO Results? c b
  51. 51. How DoYou Improve SEO Results? c b
  52. 52. How to Spend Less Money and Get more Leads Using Google Ads and SEO Tools to use: 1. Screaming Frog: https://www.screamingfrog.co.uk/seo-spider/ 2. SEM Rush: http://semrush.com/ 3. Google Analytics: https://analytics.google.com/analytics/web/ 4. Google Search Console: https://search.google.com/search-console/about 5. Google Keyword Planner: https://ads.google.com/home/tools/keyword-planner/ 6. Google My Business: https://www.google.com/business/
  53. 53. The Anatomy of A Search Engine Results Page
  54. 54. The Anatomy of A Search Engine Results Page
  55. 55. The Anatomy of A Search Engine Results Page
  56. 56. Note: Google sometimes chooses to not display the page title tag and meta description in a Google Search Result. The Anatomy of A Search Engine Results Page
  57. 57. Dual-Purpose Content
  58. 58. Dual-Purpose Content Dual-purpose content: (1) keyword optimized AND (2) solves a separate problem. Examples of Dual-Purpose Content Includes: Keyword Optimized AND an FAQ Keyword Optimized AND describes a program Keyword Optimized AND useful for staff Keyword Optimized AND supports a parent Keyword Optimized AND becomes an email/FB post
  59. 59. 5 Headline Formulas 1. Uneven numbered lists. (TheTop 7 Ways to ‘____’ etc.) 2. Promise useful information. “the secret to ____”. (This tactic gives the promise of valuable knowledge.) 3. Stick to superlatives - either positive or negative. Positive: best, always, fastest, easiest, most, greatest, largest, funniest, hottest, biggest, strongest, ever, perfect top. And negative: never, worst, nothing, no one, by no means, none, stop, avoid, don’t. 4. FOMO: “What Everyone Should Know About ____”This plays into FOMO — Fear of Missing Out.) 5. “HowTo ___” – probably my personal favorite. As in “HowToWrite a Great Headline.” (This formula has the wonderful benefit of being simple, non-salesy, and applicable more often than not.)
  60. 60. Publish once a week if possible (or more) Link back to your key pages on your website (classes, camps, etc.) Make sure your blog posts have at least two purposes Describe your classes and programs in as unique and specific ways as possible Do’s & Don’ts Do’s Don’tsⓍ Duplicate content – be original Stuff keywords into your posts Worry too much about wordcount (stick to 300 words minimum, no maximum)

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