Digital Marketing Workshop: SEO Balance: Technical, Content, and Link Building


Published on

Winning Digital Marketing Strategies: Lunch and Learn Series presented by Bare Knuckle Marketing,, an Integrated Digital Marketing Agency and SEO Firm in Cincinnati Ohio.

In week 2 of this workshop series, we discussed:

Optimization tips to make your website rank better in search engines
How to build content that gets seen
How to write blogs that get read
How to develop quality links that users click
How to be found in local search engines and keep up with the changes
How to generate positive customer reviews
Google+ Local and how to get listed

Published in: Technology, Design
  • Be the first to comment

  • Be the first to like this

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Digital Marketing Workshop: SEO Balance: Technical, Content, and Link Building

  1. 1. Class 2
  2. 2. • Technical• Content• Links
  3. 3.  Canonical redirect Custom 404 301 Redirects XML sitemap robots.txtHelpful Tools “Check Server Headers Tool” (is your site indexed?) Google Webmaster Tools
  4. 4. What do I write about? Avoid duplicate content ( Semantics: Removes ambiguity Keywords should appear throughout various tags Talk about your USP Content is Text, Video, Images, Blogs, Audio, etc.
  5. 5.  Meta tags: Unique & Relevant Build content around themes HTML sitemap Add main address to footer of every page, contact page, etc. Add a privacy statement for Google Analytics
  6. 6. How do I optimize image and video?(Helps with Universal/Blended search)• Image optimization • Alt attribute (alternative text - required) • Keywords in file name • Text versus image• Video • Keywords in description • Link to your site in description • Google transcribes audio on YouTube
  7. 7. How do I write good blogcontent and optimize it? Define Focus and Direction Include a call to action Link to other key landing pages on your site Include Long Tail Keywords (accounts for 70% of searches!)
  8. 8. WordPress is a great blog platform  Plug-ins  Akismet – combat comment spam  HeadSpace2 – SEO  All In One Pack - SEO  (their site - limited functionality)  (install on your site - preferred)  Use the Author Tag to establish authority  Change the permalink structure to remove dates from URLs
  9. 9. WordPress: Changing the Permalink Structure
  10. 10. 1. Know your audience2. Have a Keyword Focus3. Plan an Editorial Calendar4. Help, Don’t Promote5. Be Human6. User Generated Content7. Guest Bloggers8. Internal Resources – Use your own experts!9. Build Your Email List by adding a sign up form10. Make it Mobile Friendly
  11. 11. Still need some content inspiration?  Questions  Quotes  Short stories  Statistics  News  Answers to common questions  Solve a problem (remember that USP?)  Catch the eye of both humans & robots
  12. 12. Timing Is Everything  Get an egg timer  Short, sweet and to the point  Write your blog just before lunch or 5:00PM  Stop while you’re ahead
  13. 13. Blogging Schedule  Weekly Topic i.e. Tech Tuesday, Coffee Shop Saturday  Break large topic into series of blogs  Make your blog a part of your schedule  Put it on your calendar  Create a schedule of topics  Blog about events, around holidays, announce press releases
  14. 14.  Who links to you?  Make Corrections  Avoid Resubmitting  Review Analytics – are the links bringing traffic? Who links to the competition?  Identify Industry Directories  Identify Quality Links  Identify Link Types
  15. 15.  How do I find backlinks?  Tools  Majestic SEO  Raven Tools  Google Webmaster Tools (only your own backlinks)  Search for this: “” -
  16. 16.  Authority links are the most valuable Authority links are the hardest to getSo how do we know if a site is an authority? Ranks for a LOT of keywords Trusted source of information Social engagement Don’t rely on tools or solely on metrics – data isn’t always accurate
  17. 17. Types of Authority Sites Authors and Bloggers who are influencers, well known, have active social accounts Local: Chamber of Commerce, Local News, Local Charities, etc. Industry Leaders: search for your industry, who ranks?
  18. 18.  Library Sites  Most reside on .org, .us, .gov, .edu  Footer contains the word “library”  Search for: keyword companies links library Advanced Searching Tips  best keyword blog (better for more specific keywords)  industry directory
  19. 19.  Link Magnet or Link Bait Examples  Informative  Educational  Instructional “How To”  Humorous  Potential to go viral  Potential to be reviewed by industry leaders  Offers benefit to the user Remember your USP Shareable: Make it easy to share on social sites  ShareThis  WordPress Plugins  Facebook “Like” Button Linkable: “Link to This” code, badge, etc.
  20. 20.  Blog Comment Spam = Bad  Not relevant  Vague: “Thank you. Great post”  Gibberish  Link filled comment  “Name” is keyword and links to suspicious site Forum Expert = Good  Active in forum  Positive feedback  Signature links back to site
  21. 21.  Paid Versus Free  Link should bring traffic  Not all paid links are bad General, Trusted Directories  Yahoo  OpenDirectory  Vertical, Industry Specific, Niche Directory  Thomas Register   “Keyword” directory “City” Directory
  22. 22. Now that you’ve identified all these greatopportunities, how do you get the link? Ask Do them a favor (did you find a bad link?) Be interesting Provide something useful
  23. 23.  FOLLOW Google Places Quality Guidelines Use email account under your business domain for account email – use this as your login Don’t use city name in description Categories:  What business IS, not what it does or sells  Use Google categories first, then enter your own keywords  Refer to competitors’ categories  Use all 5 fields Pros/Cons to hiding address – and follow Google Rules Set service areas Additional Details  Link to Facebook  Link to menu  Brands carried
  24. 24. Consistent listings build trust  Search for: name, address, phone  Identify and fix incorrect listings  Submit to:  Google Places:  Yahoo! Local:  Bing Business Portal:  Free yellow pages sites & local directories  “City” directory  Data aggregators (, free and paid options
  25. 25. • Google reads reviews on other sites  UrbanSpoon, Angie’s List, Foursquare, Yelp  Claim and optimize your listing on those sites as well• Ask for a review in person• Add link from site to review sites• Add review suggestion on print materials• Tailor approach to customer base
  26. 26.  Balance Your SEO Strategy  Technical Optimization  Content  On Site  Images and Video  Blogs  Link Marketing  Back links  Research  Link Magnets  Directories and Other Opportunities Local Search  Claim Listings  Optimize  Be Consistent  Positive Reviews
  27. 27. Class 3: How-To’s of Social