Slides from Day 2 of Business SEO & Internet Marketing at the Clark College Business Development department. Taught by Lacey Faught of Wipple Inc. (360) 901-1684 http://www.wippleinc.com

1. BUSINESS SEO & INTERNET MARKETING
Instructed by: Lacey Faught

2. DAY 2
• Recap
• Research
• On-site optimization
• Content Building
• Hopefully last 30 minutes spent writing an example blog post that I can edit and
provide feedback for

3. RECAP
1. Research
2. On-site optimization
3. Content building
4. Social Media
5. Press Releases
6. Directory Listings
7. Analytics

4. RESEARCH
Finding where you stand, before you take off running

5. WHICH KEYWORDS TO USE?
• Login to Adwords
• Click Tools
• Click Keyword Planner
• Click “Search for new keyword and ad group ideas”
• Input a key phrase like “flooring Bend Oregon” or something you think
people are searching for in the niche you’re trying to rank for
• Click Keyword Ideas
• Find keywords with monthly searches that are relevant to the business
• Change up the key phrase you started with to get more results

6. RANKING
• Search the key phrases you found doing keyword research
• Record the site’s ranking if on the top 5 pages
• If not, record that it isn’t
• When looking for the company’s rankings, take note of any competitors who
are consistently showing up in the top few results

7. INDEXED PAGES
Researching the number of pages that a website has comparatively to their
competition is important. This will help you to know how much new content
needs to be added to the site in order to make it competitive within the
market.

8. INDEXED PAGES
• Using the Firefox Toolbar, Click on the "i"
• Click on the number next to "G Pages Indexed."
• You will then get to see all the pages that Google has indexed for that site.
This will tell you what type of content the site and their competition have.
• If you don’t have the Toolbar available, you can simple go to Google.com
and search “site:.thedomainyouareresearching.com”

9. BACKLINKS
• Go to MajesticSEO.com
• Type in the domain
• Under external backlinks, there will be a bold number, and a smaller sized,
underlined number which is a larger amount
• Record the bottom number which is the larger amount as the number of
backlinks
• Record the number directly to the right of it as the number of Referring
Domains

10. FACEBOOK
• Locate the Facebook Fan Page
• Record the number of FB likes on the Fan Page
• Record the amount of activity on the Page

11. GOOGLE REVIEWS
• If you are a service-based business or a brick and mortar location, find your
Google+ page and record the number of reviews

12. DIRECTORY LISTING CONSISTENCY
• Go to GetListed.org
• Type in the business name
• Record the score

13. SITE AGE
• Go to who.godaddy.com
• Type in the domain name
• Fill in the CAPTCHA
• Record the Creation Date

14. COMPETITORS
• Complete the same analysis on the top 4 or so competitors

15. ON-PAGE OPTIMIZATION
Letting Google Know What Your Site is About

16. SEO PLUGINS
• Wordpress SEO by Yoast
• All in One SEO Pack

17. WRITING A GREAT TITLE TAG
• Choose a keyword from those you’ve researched as your focus for the
page. You can include variants of that keyword as well. If room, include the
business name also.
• Stick to 60 characters
• Use – or | between phrases

18. WRITING GREAT DESCRIPTION TAGS
• Repeat the same keyword phrase from the title in the description, or a
phrase as close to it as possible
• Want people to call you? Include your phone number at the beginning.
• Include the business name at the beginning
• Stay under 160 characters

19. KEYWORD TAGS
• Include any keywords you’re focusing on throughout the page, and include
the business name
• Not necessary, but won’t hurt you

20. EXAMPLES
• Buy LED Lights Online | Online LED Retailer | Stay Current
• StayCurrentLighting.com is a place where you can buy LED lights online. Looking for an online LED
retailer? Check out Stay Current Lighting today.
• buy LED lights online, online LED retailer, Stay Current Lighting
• Auto Body Shop Vancouver WA | Vancouver Auto Body
• Almost New (360) 798-4146 is a premier auto body shop in Vancouver WA. Looking for a Vancouver
Auto Body shop? Call Almost New for an appointment.
• auto body shop Vancouver WA, Vancouver auto body, Almost New Auto Body
• In Home Care Vancouver WA- Call Northwest Healthcare
• Northwest Care (360) 798-4146 is a great option for those online searching for in home care
Vancouver WA. Call today for more info on our in home care services.
• in home care Vancouver WA, in home care Vancouver Washington, Northwest Care

21. OTHER ON-PAGE OPTIMIZATION OPPORTUNITIES
• Heading Tags- You can use a keyword as an H1 Tag, and a catchy or
descriptive sentence as an H2 Tag
• Alt Tags- Should describe the picture, but should try to naturally work at least
part of the keyword into the Tag
• Links- Throughout the content you should link to other relevant on-site and
off-site content, but make sure your anchor text is natural like: click here,
website, see more, contact us, etc.

22. BUILDING CONTENT
Increasing Your Authority by Providing Great Information

23. KEYWORD-SPECIFIC PAGES
• Make page name keyword-specific
• 250-300 words
• H1 Tag with keyword in it
• H2 Tag with descriptive sentence about the content
• Naturally repeat the keyword or variations of the keyword throughout the
text
• Include a photo with an alt tag
• Link to these pages naturally throughout the main page content, or through
a page titled “regions” or “service areas”

24. BLOG POSTS
• 200-300 words
• Titles should include a keyword or a variant of it
• Naturally repeat the keyword or variations of the keyword throughout the
text
• Include a photo with an alt tag
• Throughout the content you should link to other relevant on-site and off-site
content, but make sure your anchor text is natural like: click here, website,
see more, contact us, etc.

25. INSPIRATION FOR CONTENT
• Search for current events relating to your industry
• See what competitors are doing
• Focus on a specific product or a specific service you offer in each
post/page
• Focus on projects you’re currently working on or have recently done in a
page/post
• Highlight testimonials you’ve received

26. EXAMPLES
See SEO In Action

27. STONERIDGE HOMES
• La Center Keyword-Specific Page
• Orchards Keyword-Specific Page
• Woodland Blog Post
• Clark County Blog Post

28. START CREATING
Write a practice blog and optimize it for review…