Online Marketing and SEO Workshop


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Proof SEO Workshop for Indianapolis Chamber

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  • INTRODUCTIONS – Company, What They Know about SEO, Why Did They Come this Morning, What Would You Like To Learn. Do you have a website? 
  • No wonder we can never keep up with our inboxes!
  • Reverse Engineer – dog training tips
  • (Did you see this dog riding on a bike) (“Whoa, this pretty picture demonstrates the best hair design”)(“Guys, I found scientific proof of why we need to do the dishes!”)
  • (a page listing and linking to all other major pages on your site which allows search engine spiders to crawl (search) your site easier.
  • Tracking #’s, coupon codes
  • Example…Invite a person to participate….Vegas Example
  • Woo Rank, SEO Moz,
  • Online Marketing and SEO Workshop

    2. 2. AGENDA1. Introductions2. Online Marketing - Why Should You Care3. Strategy #1 – Get Found (SEO)4. 10 Low Budget Marketing Ideas
    3. 3. We love being connected…in factwe are addicted to it!
    4. 4. The Last 60 Seconds• 694,445 searches on Google• 695,000 Facebook updates• 370,00 minutes of calls on Skype• 98,000 tweets• 12,000 new ads on Craigslist• 1,500 new blog posts• 600 new YouTube videos• 320 new Twitter accounts• 100 new LinkedIn accounts• 60 new blogs were created• 168 million emails sent
    5. 5. SEO
    6. 6. What the heck is SEO?Search Engine Optimization[surch] [en-juhn] [op-tuh-muh-zey-shuhn]:The process of improving the visibility of awebsite or a web page in a search engines"natural," or un-paid search results.IN PLAIN ENGLISH: GETTING YOURWEBSITE FOUND ON GOOGLE
    7. 7. Why Should I Care?• Every Day – One Billion GoogleSearches• 85% of Searchers Click Organic Results• Organic search is the #1 lead conversiontactic outranking email marketing and paidsearch.
    8. 8. HOW MUCH IS IT WORTH TO RANK ONGOOGLE?Something to Think About
    9. 9. STEP ISetting Your Site Up for Success1. Keywords2. Content3. Navigation & Usability
    10. 10. Research
    11. 11. Keyword Research1. Identifying niches withoutsignificant competition2. Look for the low-hanging fruit ofmicro niches3. Look for long-tail keywords4. Reverse engineer your competition’swebsites
    12. 12. Research Tools• Google Suggest• Google Adwords Tool• SEO Quake• SEMRush
    13. 13. Google Suggest
    14. 14. Google Adwords Tool
    15. 15. What Can You WinGo After the Longtail
    16. 16. Watch Out for Keywords withWell-Established, High Ranking Sites
    17. 17. Create Quality,Engaging Content
    18. 18. Content• Interesting• Easily consumable• Easily shareable• Optimized to be found• Focused on evergreen - long shelf Life• Write on search terms you can win
    19. 19. Content:Titles & MetaDescriptions
    20. 20. Keyword Breakdown• Use the keyword in the page title at least once.Keep the keyword as close to the beginning ofthe page title as possible.• Once in a H1 header tag.• At least 3 times in the body copy.• At least once in the URL.
    21. 21. STEP IIWebsite OptimizationThe Basics
    22. 22. SEO Friendly Website• Easy to use navigation and simple sitestructure.• Professional website design• Accessibility to modern browsers (Firefox,Internet Explorer, Safari, Chrome etc.).• High quality and credible content.• Site Map
    24. 24. Use Images, Videos, and InfographicsPeople love to share these.
    25. 25. Image OptimizationRemember -search engines can’t read images• Use Keywords in File names (mexican-catering.jpg or fajita- taco-bar.jpg)• Create Descriptive Alt Text• Make Your Images Match Your Content
    26. 26. Image Resources• Flickr –Make sure to use the “creativecommons search” and credit the author bylinking their name back to the photo.• Stock.xchng – This site provides royalty-freestock images for use on your site.• iStockPhoto – This company sells high qualitystock images, and can be a good choice whenyou need to find something specific.
    27. 27. Measure#4 MeasureTHIS IS THE HARD PART!!
    28. 28. What You Can Learn• How someone found your site• What keywords result in the highest salesconversions• Which pieces of your content are the least and mostpopular• The demographics of users• How many people you influence• Compare your Facebook/Twitter presence virus yourcompetitors• Which of your “tweets” are the most popular
    29. 29. Google Analytics
    30. 30. PHONE TRACKING
    31. 31. 10 Marketing IdeasFOR SMALL MARKETING BUDGETS
    32. 32. Focus on the DataStart with the Low Hanging Fruit
    33. 33. Claim & Optimize Your GoogleMaps & + Places Page
    34. 34. Local SEO
    35. 35. Geographic Targeting
    36. 36. Think ConversionsWHAT DO YOU WANT VISITORS TO DO
    37. 37. Be Sure to Capture Leads
    38. 38. Leverage
    39. 39. Start A Blog
    40. 40. Leverage Social Media
    41. 41. Social Networks: A Few Steps• Create profiles on Facebook, Twitter, Linked-In, & Google +• Share good content that you find on the web• Create Value• Be patient (it can take 6 months to a yearbefore your social profiles really becomepopular.)
    42. 42. HOW DO YOU ENGAGE PEOPLE ONLINE?Created by Michael Port, author of“The Think Big Manifesto”
    43. 43. Answer Questions• Find Potential Customers on Forums LikeYahoo Answers• Answer questions related to the products andservices your company provides• Dedicate time by offering free advice
    44. 44. Guest Blog
    45. 45. Offer Discounts• Utilize Google, Yahoo, FourSquare, Yelp andothers to offer discounts for your services.• Strategically place discounts on your site• Offer discounts via email campaigns and ads• Offer discounts offline (but drive them onlineto get the discount)• Think about Groupon or Living Social
    46. 46. LEVERAGE THE WEB
    47. 47. Questions?Stacie@proofseo.comSlides Available at
    49. 49. ON PAGE SEO
    50. 50. Content on Your Site• HTML text format – images, Flash files, Java applets, andother non-text content items are invisible to search enginespiders and won’t help your site get ranked for your chosenkeywords• The first sentence in the body text and the first few words ofeach sentence are the most important for advanced SEOnecessities. Consider using your target keywords here formaximum benefit• Heading 1 (H1) and Heading 2 (H2) texts show the searchengines the main subjects for content to be indexed. MakeH1 and H2 texts keyword friendly and reflective of your pagetitle.• Meta descriptions are also important. The meta description isthe short description of a page’s content that appearsdirectly under the page title in a search engine query.
    51. 51. Page Titles• Search results only display 70 characters – any pagetitles exceeding this will be cut off• It’s better to place your keywords at the beginning ofthe page title and try to leverage branding by endingevery page title with your company name.• Don’t forget to consider the user experience whencoming up with you page titles. This means, don’t forcethe keyword usage since the page title is the firstimpression of your site to new users.
    52. 52. Linking• In-Text Links• Shallow Navigation - where information on anypage can be accessed within a few clicks• Breadcrumb Links - navigation that tells userswhere they are.• Consulting > Services > Implementation > Service A• Consulting > Services > Optimization > Service A• Consulting > Services > Upgrade > Service A
    53. 53. Examples: Off Page Linking• Guest Blogging• Online Press Releases• Business Listings/Directories• Social Bookmarketing• Video’s• Sharable ContentWATCH YOUR LINK QUALITY
    54. 54. Link Structureensure the search engines interpret your links correctly.• Choose the Right Anchor Text- the text used toform a hyperlink. (Avoid “click here”)• Watch Your Link Quality -appear to be writtenby experts, have good design, load quickly, andseem trustworthy
    55. 55. Don’t Be A Cheater• Trade or Buy Links• Set up Several Social Sites for Linking only• Don’t Use Linking Farms• Don’t post Spam via Comments on Blogs
    56. 56. Technical Website IssuesEnsure the search engines can crawl your site correctly.• Site Speed• Canonicalization of Links• Duplicate Content• Redirects• Code Errors• Site Maps