Two Kinds of Search:Organic search is based on unpaid, natural rankings determined by search engine algorithms, and can be optimized with various SEO practices. In contrast, paid search allows you to pay to have your website displayed on the search engine results page when someone types in specific keywords or phrases. The fee you pay is based on either clicks or views of your ads.
Search and Email Marketing Startup Guide
SEO and Email Marketing forStartups and Small Businesses
Key Terms• SEO – Search Engine Optimization• PPC – Pay Per Click Advertising• SERPs – Search Engine Ranking Positions• On-Page SEO – Changes to website content and framework that affect search-ability and SERPs• Off-Page SEO – LINKS (the valuable kind!)• Local SEO – On and off page factors that affect local search• Inbound Links – Earned links that pass ‘link juice’ to your domain• Google Page Rank – An indicator of your site’s profile; mostly based on number of quality, relevant links
Start With Research• GOAL: Find the best fit primary keyword for each page you’re optimizing for• Google Keyword Tool is your best friend• Google Trends is also useful• Find balance with the most RELEVANT, LEAST COMPETITIVE, HIGH SEARCH VOLUME keyword you can• Consider Google Page Rank, inbound links (and other factors) when making keyword decisions for SEO
Title and Description Tags1. Title Tags – Include primary keyword, and secondary keywords if possible.2. Description Tags – DO NOT affect SERPs. However, EXTREMELY place to drive click-troughs with a solid message.
Other On-Page Factors• Keywords in Page Content – including broad and exact match• Keywords in Image ALT tags• Keywords in Heading tags – Only one H1 tag per page• Keywords in URL slugs (e.g. edetroit.co/michigan- marketing-company)• Keyword in image file name (e.g. edetroit.co/images/michigan-marketing-company.jpg)• Links to pages throughout YOUR site• Links to relevant, high-ranking pages OUTSIDE of your site
Technical Stuff• Generate an XML sitemap and upload in your root directory• Make sure robots.txt isn’t blocking search engines from blocking your site• Create profiles on Google Webmaster Tools and Bing Webmaster Center, and submit your sitemap• Setup Google Analytics profile to monitor SEO and other metrics
Protect Your Future and Do SEO RightDon’t BUY links, EARNthemContent Marketing +Link Building = Long-Term, SustainableSearch MarketingStrategy
Other Link Building Tactics• Directory Submissions – Including local citations, regional directories, and industry directories.• Develop link-worthy content (blogs, ebooks, infographics, …) – See the Michigan Tech 100• Guest posting• Press releases = Get a LOT of links• Create Ego-Bait! Give and you shall receive – Our blog: Top 10 Most Entertaining and Notable #Detroit Blogs• The list goes on… BE CREATIVE!
Local SEO Quickie• Employ same research tactics and On-page SEO tactics outlined earlier BUT use local terms (e.g. ‘detroit plumbers)• More Reviews = Higher Local Listings, so ask for them – Google – Yahoo! – Yelp• Build Citations like Google listing (now integrated with Google+, Yelp, Yahoo, etc.)
Generate Reviews (hopefully good ones)Tactics:• Ask your friends• Use print materials• Create a landing page that shows people how to leave a review
Local SEO: Citations• A tedious, but important process.• Universal Business Listing (UBL) is effective for getting a lot of listings published at the same time• Use keywords in citations, because they are indexed in search engines
Google Local SEO for Search ‘detroit restaurants’
Measuring, Monitoring and Adjusting• Measure SERPs using tools like SEOmoz and Raven Tools• Monitor Google Analytics• Some free tools: seomoz.com/tools• Tweak and make adjustments over time (provided On-page SEO best practices) – SEO is fairly long term, so BE PATIENT
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