The SEO landscape has changed dramatically over the last few years. What used to be found only in the realm of techies and geeks has now been placed squarely in the hands of every small business owner who will take the time to learn the essentials of SEO, or Search Engine Optimization. In this presentation you will learn what constitutes a well-optimized website and the steps you can take to beat the competition and get found online.

1. SEO Essentials For
Your Small Business Website
Ken Partain

2. Search Engine Optimization
What is SEO?
Art
Science
Testing

3. Search Engine Optimization
It's an Ongoing Process
Search Habits Change
Search Engines Change

4. Search Engine Optimization
Primary Objectives
To get found online
To drive targeted traffic to your site
To increase revenue

5. Search Engine Optimization
A few terms you should know:
SEM = Search Engine Marketing
SEO = Search Engine Optimization
(natural and organic results
PPC = Pay Per Click
(paid results)
SERP = Search Engine Results Page

7. Search Engine Optimization
SEO vs PPC
PPC = Short term
Turn it on, leads flow
Turn if off, leads stop
SEO = Long term
All efforts build on one another

9. Search Engine Optimization
How does SEO work?
Search Engines Follow Links
Search Engines “Read” or Index Pages
Search Engines Store and Organize Your Data
Search Engines Return the Best Results

10. Search Engine Optimization
Over 200 Ranking Signals
Domain Trust / Authority
Link Popularity of the Page
Anchor Text of External Links to the Page
On-page Keyword Usage
Registration & Hosting Data
Traffic and CTR Data
Social Graph Metrics

11. Source: http://moz.com/blog/perfecting-keyword-targeting-on-page-optimization

12. Search Engine Optimization
On-page vs Off-page
On-page Elements
Title
URL
Description

13. Search Engine Optimization
On-page vs Off-page
On-page Elements
Headlines
Internal Links
Content – includes images and local

14. Search Engine Optimization
On-page Content
Use multiple variations of your keywords
Use keywords in headlines
Use keywords in image and video file names
Add meta information to images and videos
Use ALT text for images

15. Source: http://moz.com/blog/perfecting-keyword-targeting-on-page-optimization

16. Search Engine Optimization
Popular SEO Plugins for WordPress
All-in-One SEO Pack
Headspace 2
WordPress SEO by Yoast
SEO Friendly Images

17. Search Engine Optimization
Show Some Link Love
Inbound – links from related, authoritative sites
Internal – links to other pages on your site
External – links to related, authoritative sites that
don't compete with you

18. Search Engine Optimization
On-page vs Off-page
Off-page Elements
Directories
Industry & Related Blogs
Photo / Video Sharing

19. Search Engine Optimization
On-page vs Off-page
Off-page Elements
Ratings and Review Sites
Links and Citations
Social Media Sites

20. Search Engine Optimization
Things to Avoid
Keyword Stuffing
Buying Links
Duplicate Content
Digital Sharecropping

21. Search Engine Optimization
Measuring & Tracking Successes
Success Depends on Your Goals
Rankings
Traffic
Engagement
Sales

22. Search Engine Optimization
Measuring & Tracking Successes
Google Analytics – google.com/analytics
Direct Traffic
Referral Traffic
Search Traffic
# of Keywords driving
search traffic
Visitors
Pageviews
Pages per Visit
Bounce Rate
Average Time on Site

23. Search Engine Optimization
Additional Resources
Beginners Guide to SEO
http://moz.com/beginners-guide-to-seo
Yoast WordPress SEO Guide
http://yoast.com/articles/wordpress-seo/
David Mihm's Local Search Ranking Factors
http://www.davidmihm.com/local-search-ranking-factors.shtml

24. Search Engine Optimization
Presentation Slides
www.WeMakeMarketingEasy.com/SEOEssentials

25. Connect with Us:
By email: kenpartain@wemakemarketingeasy.com
On Twitter: http://twitter.com/kenpartain
On Facebook: http://www.facebook.com/IPGSearchMarketing
On LinkedIn: http://www.linkedin/in/kenpartain
On Google+: http://EZ.com/IPGGooglePlus
On Pinterest: http://pinterest.com/kenpartain

26. Thank you!
Ken Partain
kenpartain@wemakemarketingeasy.com
512-651-2963