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SEO Essentials for Your Small Business Website

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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.

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SEO Essentials for Your Small Business Website

  1. 1. SEO Essentials For Your Small Business Website Ken Partain
  2. 2. Search Engine Optimization What is SEO? Art Science Testing
  3. 3. Search Engine Optimization It's an Ongoing Process Search Habits Change Search Engines Change
  4. 4. Search Engine Optimization Primary Objectives To get found online To drive targeted traffic to your site To increase revenue
  5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Source: http://moz.com/blog/perfecting-keyword-targeting-on-page-optimization
  10. 10. Search Engine Optimization On-page vs Off-page On-page Elements Title URL Description
  11. 11. Search Engine Optimization On-page vs Off-page On-page Elements Headlines Internal Links Content – includes images and local
  12. 12. 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
  13. 13. Source: http://moz.com/blog/perfecting-keyword-targeting-on-page-optimization
  14. 14. Search Engine Optimization Popular SEO Plugins for WordPress All-in-One SEO Pack Headspace 2 WordPress SEO by Yoast SEO Friendly Images
  15. 15. 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
  16. 16. Search Engine Optimization On-page vs Off-page Off-page Elements Directories Industry & Related Blogs Photo / Video Sharing
  17. 17. Search Engine Optimization On-page vs Off-page Off-page Elements Ratings and Review Sites Links and Citations Social Media Sites
  18. 18. Search Engine Optimization Things to Avoid Keyword Stuffing Buying Links Duplicate Content Digital Sharecropping
  19. 19. Search Engine Optimization Measuring & Tracking Successes Success Depends on Your Goals Rankings Traffic Engagement Sales
  20. 20. 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
  21. 21. 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
  22. 22. Search Engine Optimization Presentation Slides www.WeMakeMarketingEasy.com/SEOEssentials
  23. 23. 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
  24. 24. Thank you! Ken Partain kenpartain@wemakemarketingeasy.com 512-651-2963

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