Slides from Startupitis Event


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Presentation from Startupitis, a Vak Sambath event hosted by Pageable at USBank in Huntington Beach on March 23, 2011, featuring Vak Sambath and Steve Wiideman.

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Slides from Startupitis Event

  1. 1. SEO 1015 Inbound Marketing Strategies for Small to Mid-sized Businesses<br />a Startupitis Presentation<br />By “SEO Expert” Steve Wiideman<br />
  2. 2. What the Heck is Search Marketing?<br />Improving visibility in Google Maps, Yahoo! Local, & Bing Local<br />Paid advertising (sponsored ads) in Google, Bing, AOL, YouTube, Amazon & other search results<br />A way to move a listing up in search results for a particular keyword in YouTube, Twitter, Amazon, Google & Bing<br />A way of getting a business to appear more than once in web, mobile, local, product and sponsored results<br />All of the above<br />
  3. 3. What the Heck is SEO?<br />
  4. 4. Where is SEM?<br />Natural results are determined by Google’s ranking formula, which involves a combination of relevant content, ‘votes’ from important websites and user behavior.<br />Advertisers bid and optimize for placement in Sponsored Ads.<br />A GoogleCheckoutbadge may create a higher click-through rate (and lower overall cost)<br />Submit a list (database of products and attributes) for FREE.<br />Position is determined by history, trust, data matching product page, and user behavior.<br />
  5. 5. What the Heck is SEO?<br />
  6. 6. Search Engines vs. Search Sites<br />
  7. 7. Poll<br />Is AOL a Search Engine?<br />
  8. 8. 5 Powerful SEO Tips<br /> Analyze & Research<br />
  9. 9. Keyword Research<br />Think about user behavior & descriptive words:<br /><ul><li>“buy pretty blue widget online” vs “widget”
  10. 10. “small business lawyer, huntington beach” vs “lawyer”
  11. 11. “52” Sony HD LCD TV for Sale” vs “TV”
  12. 12. “environmentally friendly detergent” vs “laundry soap”</li></ul><br />
  13. 13. 2. Make Your Website SEO-Friendly<br />Free Tools That Can Help<br /><ul><li>
  14. 14. Google Webmaster Tools & Starter Guide
  15. 15. Bing Webmaster Tools &
  16. 16. Xenu Link Sleuth</li></ul>Paid Tools That Will Help<br /><ul><li>Yield Software
  17. 17.
  18. 18. Raven SEO Tools
  19. 19. Wordstream
  20. 20. SEM Rush</li></li></ul><li>3. Make Your Content SEO-Friendly<br />Be Optimized for Search<br /><ul><li>Write “money pages” with specific keyword themes (seo_expert.htm)
  21. 21. Write “content pages” using Link Bait
  22. 22. Make page titles clickable
  23. 23. Pay a Usability Expert for a review
  24. 24. Think social media + engagement</li></ul>Plan & Track<br /><br />
  25. 25. 4. Get Links, Mentions & Citations<br />
  26. 26. 5. Explore & Expand<br />Search experts estimate that 70-80% of 1st page search results will be non-article content page listings by Q2 2012.<br />Experiment with:<br /><ul><li> Video Marketing (it’s fast)
  27. 27. Google Shopping (it’s free)
  28. 28. Google Places/Hotpot (free)
  29. 29. Bing Local (free)
  30. 30. Real Time Search (also free)</li></li></ul><li>Getting Started with SEO(Please keep your hands and arms inside the vehicle at all times. Thank you.)<br />a Startupitis Presentation<br />By “SEO Expert” Steve Wiideman<br />
  31. 31. The SEO Process<br />Assign resources to optimize your website, write awesome content, earn one-way links and help manage social media efforts. <br />SEM Manager<br />Webmaster<br />SEO Content Writer<br />Expert Link Builder<br />Video/Social Expert<br />Tip: There is a FREE SEO Audit List at www.blogmarketingtoolkit.comGoogle “best SEO audit list”  <br />PPC Expert<br />Site Audit<br />Review Tracking<br />Research<br />Calendar Content<br />Build Campaigns<br />
  32. 32. Why SEO Matters<br />How about for residual near-infinite traffic from search engines like Google?<br />
  33. 33. Why SEO Matters<br />How about for residual near-infinite<br />revenue<br />from search engines like Google?<br />
  34. 34. Hiring SEO Experts or Firms<br />What to Look for an SEO Agency<br />Sample reports (min 6 months)<br />3-5 references<br />Ask about communication<br />Ask about ROI & breakeven points<br />Willing to work on a performance basis?<br />Search online “Company Name” (with quotes)<br />Performance guarantee<br />
  35. 35. Money Matters<br />Estimate the Value of SEO FIRST<br />Keyword research says 20 terms have 30,000 searches/mo.<br />Google has a 67% market share in search<br />About 45% of people who see your top listings will click it<br />Approximately 3% - 5% of visitors will convert to sales/leads<br />Your average order value is $200.00<br />Therefore, [((30k / .67) *.45) *.03] *200.00 = $120,895.00/mo.<br />Next, subtract overhead and figure out what you’re willing to invest. It could take up to 6 months to see significant improvements.<br />
  36. 36. A Few Basic SEO Tips<br />Optimize homepage titles and meta tags<br />Optimize subpage titles and meta tags<br />Be conscience of file names<br />Write awesome content<br />Get links where competitors have them<br />Eliminate duplicate content<br />
  37. 37. Click-Through Rate is EVERYTHING<br />Every search produces an impression.<br />The ratio of clicks to impressions is referred to as Click-Through Rate or CTR.<br />
  38. 38. Optimize Titles and Meta Tags<br />
  39. 39. Be Conscious of File Names<br />
  40. 40. Peek at Competitor LinksRelevancy + Popularity + CTR = Higher Ranking<br />Bing cares more about on-page SEO<br />Google cares more about off-page SEO<br />What to Look At:<br /><ul><li>What in the link text on links pointing to competitors?
  41. 41. 50,928 Links to Adobe Reader have “click here”
  42. 42. Sort websites linking to competitors by Trust & Authority</li></ul>Tools to Use:<br /><ul><li>
  43. 43. Yahoo! Site Explorer</li></li></ul><li>Connect with Steve Wiideman<br />Wiideman has been working with Search Engine Optimization Since 2003 and authored several eBooks on the topic while working with Fortune 100 & 500 organizations.<br />He has been featured in Entrepreneur Magazine, Response Magazine, National Journal, Visibility Magazine and many industry blogs, including the Marketing Sherpa Blog.<br />He is currently a consultant to several corporate brands. In 2011, Wiideman is working with his team on Creative Search Strategies, an Internet Marketing webinar series and promoting his eBook SEO in a Day, which can be found by searching “free SEO eBook” in Google.<br />Steve Wiideman<br /><br /><br />P. (562) 732-4417<br />E.<br />@seosteve<br />