Small Business SEO


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My MIMA Summit 2010 preso on Small Business SEO on a Shoestring. A focus on the basics, content ideas and features to increase your online trust.

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Small Business SEO

  1. 1. Small Business SEO On A Shoestring <ul><li>Aaron Weiche </li></ul>
  2. 2. Aaron Weiche (why-key) VP & Founder of Five Technology 12+ Years Bunch of websites (500) Web firm with a staff of 14 Creative & strategy Blogger, Twitter-er, Facebook-er Husband, father of 3 daughters Nebraska Husker football
  3. 3. Resources +
  4. 4. SEO Tech Basics <ul><li><Core Code Needs/> The Building Codes </li></ul><ul><li>“ Search Engine Friendly” Clean Code </li></ul><ul><li>Crawlable – you must be indexed to be ranked </li></ul><ul><li>URLS - </li></ul><ul><li>HTML & XML Sitemaps </li></ul><ul><li>Clear navigation, free of Flash </li></ul><ul><li>Load speed </li></ul><ul><li>301 redirects, custom 404 pages </li></ul><ul><li>META titles and descriptions – more to come </li></ul><ul><li>SEO’s long term future isn’t technical, isn't geeky </li></ul>
  5. 5. SEO Tech Basics <ul><li>The Building Code Inspector </li></ul><ul><li> </li></ul><ul><li>Provides detailed reports on your </li></ul><ul><li>websites visibility, crawl errors </li></ul><ul><li>and other useful information </li></ul><ul><li>to help identify technical issues. </li></ul>
  6. 6. Be Different Change Your Approach
  7. 7. The Trust Game The GOAL is to create a website that is trusted. By consumers By search engines
  8. 8. The Trust Game
  9. 9. Small Biz SEO Layers Design Content Optimization Links
  10. 10. Design DESIGN: Branded & Unique Photos Custom is your 1a WP Themes are your 1b
  11. 11. Design SEO is about trust, do you look the part?
  12. 12. Content <ul><li>Research Competitors Websites Usability, content, call to action Be better </li></ul><ul><li>Keyword Research </li></ul><ul><li>Get past the top </li></ul><ul><li>Know your targets </li></ul><ul><li>Heavy into location if applicable </li></ul>
  13. 13. Content Welcome To Our Website For over 10 years we have been providing the finest in products and services to our customers. Through dedication, education and innovation we are recognized as an industry leader.
  14. 14. Content Trusted Minneapolis Plumber For over 10 years we have provided plumbing services and repair to Minneapolis homeowners. From showers to toilets, leaks to installs, our plumbers are the best.
  15. 15. Content Trusted Minneapolis Plumber For over 20 years we have provided plumbing services and repair to Minneapolis homeowners. From showers to toilets, leak repairs to installs, our plumbers are the best.
  16. 16. Content Content <ul><li>Page Names Do NOT use these: </li></ul><ul><li>Use keywords like “Plumbing Services” </li></ul>SERVICES PRODUCTS ABOUT
  17. 17. Content <ul><li>Write A Blog or Create News On your domain - /blog or /news Endless benefits – feeds, structure, links Don’t get hung up on frequency SHARE all of your expertise, secrets suck All the small things Photos/visuals rock Be where the “linkers” are Content that’s link worthy </li></ul>
  18. 18. Optimize Let’s make it better!
  19. 19. Optimize <ul><li>Tell The Engines </li></ul><ul><li>Don’t make the bots or the people have to work to figure out what EACH PAGE is covering. </li></ul>
  20. 20. Optimize <ul><li>META PAGE TITLES </li></ul><ul><li>Write them for each page – L to R, displays 65 characters, key term, location </li></ul><ul><li>Sid’s Restaurant - Italian - Take Out | 612-223-4444 </li></ul>
  21. 21. Optimize <ul><li>META Descriptions View these as a 30 second commercial for your link. Can your sentence draw a click? </li></ul><ul><li>Do I REALLY need to tell you about META tags? </li></ul>
  22. 22. Optimize <ul><li>Well Structured Content Just Makes Sense </li></ul><ul><li>Headers, sub headers, bullet lists, bold </li></ul><ul><li>Easy to digest for humans and bots </li></ul><ul><li>Internal Links Link the terms that guide users to answers </li></ul>
  23. 23. Optimize <ul><li>Local Search – Location Matters in Small Biz </li></ul><ul><li>30% of all searches involve a city, state or zip Claim your local listings – Complete all aspects – text, photo, video Find local directories & providers </li></ul><ul><li>Google Recognizes Local Snippets </li></ul><ul><li> micro formats - </li></ul>
  24. 24. Optimize Create A Website Footer That Offers Value HTML Links, Location Data, Calls to Action
  25. 25. Links Links are like gossip on the web & you need them to talk about you.
  26. 26. Links <ul><li>Know Where Your Links Are </li></ul><ul><li>Yahoo: </li></ul><ul><li>Know Your Competitors Links Make note of where they have links from </li></ul><ul><li>3 rd party tools/websites </li></ul>
  27. 27. Links <ul><li>Anchor Text </li></ul><ul><li>The terms in your link are a big sign St. Paul restaurant beats </li></ul>
  28. 28. Links <ul><li>Get Some Partners, vendors, associates Directories & paid links Bloggers, comment, get noticed, help Find similar businesses in other markets Social media, tweets, FB, lists Search, make note of those who rank Do not email/fail Learn to ask people for links </li></ul><ul><li>Be part of the web, not just your site </li></ul>
  29. 29. Tie It All Together <ul><li>It’s the mix not the silver bullet </li></ul><ul><li>Track, evaluate, adjust </li></ul><ul><li>Change your approach </li></ul><ul><li>Realize everything you do is content </li></ul><ul><li>Be human, it’s what the engines want to be </li></ul>
  30. 30. We can be friends forever <ul><li>@AaronWeiche </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>THANK YOU! </li></ul>