Critical SEO Strategy


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Presentation from the June 30th event from hosted by SEO Expert Steve Wiideman.

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Critical SEO Strategy

  1. 1. 5 Critical SEO Strategies+Actionables & Deliverables for YTD12 Steve Wiideman
  2. 2. Three Principles of SEOWhat is SEO, in Plain English? 1. Having content to match search terms 2. Other websites referencing a target website 3. User behavior (“click and stay”)
  3. 3. #1: ResearchKeyword Research – The Easy Way1. Search for what you do in Google and choose 5 ‘true’ competitors2. Use,, or KeywordSpy.com3. Paste data into separate tabs in an Excel workbook4. Replace “Trend” with “Domain”5. Aggregate in a single tab6. Add a column for “Frequency” and use the number “1” for all7. Insert a pivot table and play with the data to test freq. & value
  4. 4. #1: ResearchKeyword Research – Now What?1. Create a Content Tracking spreadsheet2. Put your final keywords into a rank-tracking system • Option 1: Use Google & Bing Webmaster Tools • Option 2: Use industry tools, BringShare or WebPosition
  5. 5. #1: ResearchLinks & Visibility Research1. Use,, or majesticseo.com2. Capture as much data as possible3. Sort and filter a. Most common links b. Most valuable links
  6. 6. #1: ResearchLinks & Visibility – Now What?1. Import list to or Google Docs (spreadsheet)2. Delegate link building efforts3. Delegate link baiting efforts4. Delegate social media efforts5. Measure activity via KPI’s
  7. 7. #2: Improve Your ContentPage Structure Best Practices: Heading and Title = HTML Title & One H1 Heading Tables and Illustrations = Lower Bounce Rate & Content Uniqueness Thesis Statement = Meta Description Spelling, Grammar, Punctuation = See Page 15 of the GSG Bibliography > Evaluating Sources for Authorship & Authority = Links Plagiarism = Duplicate Content Language and Style = Geographic Targeting by Primary Language
  8. 8. #2: Improve Your ContentSales Best Practices: Authority Trust Reciprocity Urgency Scarcity Emotion Authenticity
  9. 9. Titles & DescriptionsYou Only Get One Chance to Make a First ImpressionGet All the SEO Secrets to Rank Well in Google HereDownload over 50 marketing tips and SEO secrets to help you get yourwebsite to the top of the search engines without spending But J.C. Penny got away with it!SEO SecretsOur title sucks, please don’t click here ever. Yes, this is thesame description we used everywhere. Seo secrets, seosecrets, seo secrets, stuff, stuff, stuff, you ugly
  10. 10. Titles & DescriptionsYou Only Get One Chance to Make a First ImpressionGet All the SEO Secrets to Rank Well in Google HereDownload over 50 marketing tips and SEO secrets to help you get yourwebsite to the top of the search engines without spending + Keyword Theme + Value PropositionDifferent call-to-action + same keyword theme + re-written valueproposition or different value
  11. 11. Answer “Yes” to 5 Important Questions1. Is there an easy way for people to share it?2. Is it more useful and relevant than alternatives?3. Is there enough awesome info to keep them here?4. Is it always easy to find “buy” or “contact” buttons?5. Will they want to link, share, Like, bookmark, Tweet?
  12. 12. Get a Second OpinionQuality Assurance is Everything1. Seek Moonlighting English Majors2. Use Mechanical Turk Workers3. Send Out a Survey4. Spell-Check in Word5. Use Elance, oDesk, Freelancer6. Hit up Your Facebook Friends7. Send a Few DM’s in Twitter
  13. 13. #3: Improve External ContentBe a Contributor Guest blog on popular industry destinations (or verticals)   Be a guest author on popular industry destinations (or verticals) Answer public questions and become an authority ,, Yahoo!, etc. Comment on industry blogs and mention the brand tactfully
  14. 14. #4: Integrate Social Media ContentThink EngagementNOT Buttons
  15. 15. #4: Social MediaInline TweetsInline +1’sInline Share/RecommendInline Comments & RatingsFigure out ways to allow others to engage with your content.
  16. 16. #5: Social Media CampaignsTheme Ideas1. How to…2. Tips for…3. Buyer’s Guide to…4. Rockstar of the Week5. Tip of the Day6. Ask the Expert7. Weekly Top 10
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  19. 19. Advanced Reporting(Refer to Excel Spreadsheet)
  20. 20. Questions?
  21. 21. Connect with Steve WiidemanWiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on That Training Guide, an Internet Marketing private membership site.Sign up free for 14 days at Steve Wiideman P. (562) 732-4417 @seosteve E.