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• Founder of Illuminous 
@IlluminousGwen 
Marketing 
• 7 years experience in Internet 
Marketing in strategic 
management roles 
• Contributed to 593% growth & 
$36MM in revenue over 5 year 
period with former company
Series Overview 
Week 1 - How to Make Google Like 
Your Website 
Week 2 – Beyond the Website – 
Your Local Profiles 
Week 3 – Using Social Media to 
Your Advantage 
Week 4 – Creating Great Content 
& Using it as a Unifier 
@IlluminousGwen
Week 1 – Making Friends with 
Google 
Understanding the Terminology & Fundamentals 
How to Target the Right Keywords 
Creating an Actionable Plan for Optimizing your Website 
Setting up Analytics to Measure your Efforts 
@IlluminousGwen
3 Things to Know About SEO 
1. SEO is like a credit score. You need to build “good credit” 
with search engines. 
2. Authority + Relevance = Visibility (Formerly Known As 
Rankings) 
3. It’s a Build Versus Buy Decision 
@IlluminousGwen
Google’s Recent (Major) Updates 
Panda 2/23/11 
•Low Quality 
Websites 
Penguin 
4/24/12 
•Unnatural 
Backlinks 
•Spammy anchor 
text 
Hummingbird 
9/26/13 
•New Search 
Engine 
•Looks at User’s 
Search Intent 
Pigeon 
7/24/14 
•Local Search 
Queries – 
Distance & 
Location 
For More Details: http://moz.com/google-algorithm-change 
@IlluminousGwen 
PERSONALIZATION
@IlluminousGwen
Relevance + Authority = Visibility 
Used to Work 
Keyword Stuffing 
Buying Links or Link 
Exchanges 
Repurposing Another 
Website’s Content 
Set it and Forget it 
Better Option Now 
Natural use of keywords 
that are helpful to users 
Earning links by 
providing great 
resources 
Creating original content 
that tells the story of 
your business 
Participation in your 
online community 
@IlluminousGwen
So, where do we start?
Day 1 – Finding Your 
Keywords 
1. Make a list of every possible keyword that you think a 
person might use to find your business online. 
• Tools: Mergewords.com, UberSuggest.org, Google 
Searches 
2. Use Google’s Keyword Planner to find search volume. 
• https://adwords.google.com/KeywordPlanner 
3. Download your search results spread sheet & save. 
4. Select Broad keywords for your “Head Terms” and more 
specific phrases for your “long-tail terms.” 
@IlluminousGwen
Day 2 – Create A Plan 
1. Organize the pages of your website into a document. 
• Spreadsheet Template - http://bit.ly/Illuminous-website-plan 
• For Large sites: Screaming Frog 
http://www.screamingfrog.co.uk/seo-spider/ 
2. Copy & paste your keywords and Search volume into the 
new spreadsheet. 
3. Select a primary & secondary keyword for each page. 
@IlluminousGwen
Day 2 – Create A Plan 
@IlluminousGwen
Day 3 – Optimize Titles & Descriptions 
1. Log into the back end of your website & find where you can modify 
the meta tags for your website. 
2. Modify your Page Title 
• Use primary keyword close to the beginning of the title 
• Use secondary keyword in the title 
• Keep the title to 67-70 characters 
3. Modify your meta description. 
• ~160 Characters with a Call to Action (CTA) 
• Use keywords if they sound natural, but showcase your business! 
4. Rinse & Repeat. 
@IlluminousGwen
Day 3 – Optimize Titles & Descriptions 
@IlluminousGwen 
WordPress Plugins 
Magento (eCommerce) 
Wix 
https://yoast.com/wordpress/plugins/seo/
Day 4 – Headings & 
Content 
Headings are Like Outlines 
• Heading 1 <h1> 
• Heading 2 <h2> 
• Heading 3 <h3> 
• Heading 4 <h4> 
• Heading 2 
• Heading 2 
• Heading 3 
Content Checklist 
Use only one H1 per page. Use H2-6 if it 
makes sense 
Include primary KW in H1 
Include primary keyword in first 50 words 
Link to other related pages on your 
website 
Link to other, authoritative websites 
Write your content for humans! Why are 
you unique? 
Eliminate Duplicate Content. 
Don’t over use keywords. 
@IlluminousGwen
Day 5 – Optimize Alt Tags 
@IlluminousGwen 
Alt Tags are intended to assist 
visually impaired users who 
use “screen readers.” 
They also display when an 
image cannot be loaded. 
They are also a signal to 
search engines for use in 
image searches.
Day 5 – Optimize Alt Tags 
1. Log into your website & navigate to the page your image 
is on. 
2. Click on the image you wish to edit. 
3. Click on the “edit image” icon. Most platforms use a tree 
4. Create & Alt tag that explains the image & use keywords 
if it makes sense! 
• Pro-tip: Name your images with keywords when you save 
them. Ex: ultra-clear-emu-oil.jpg 
@IlluminousGwen
Day 6 – NAP & CTAs 
Name, Address, Phone 
Have your Business 
Name, Address, & 
Phone Number on 
EVERY page 
Make sure your NAP is 
correct & consistent 
down to punctuation 
Calls to Action 
Tell users what you want 
them to do. 
Buy Now 
Call Today 
Get Started 
Use contrasting or bright 
colors to draw attention. 
@IlluminousGwen 
Get Started!
Day 7 – Google Analytics 
1. Go to http://www.google.com/analytics & create an 
@IlluminousGwen 
account. 
2. Enter your Website Name, URL, & Time Zone 
3. Copy the code or tracking ID 
4. Install the code into the Head Tag of your website or the 
section designated for your tracking ID. 
• For Wordpress, use a plugin like 
https://wordpress.org/plugins/insert-headers-and-footers/
Questions? 
Contact Info: Gwen Robinson 
Email: gwen@illuminousmarketing.com 
LinkedIn: www.linkedin.com/in/gwenrobinson/ 
Twitter: @IlluminousGwen 
@IlluminousGwen 
Access this presentation: bit.ly/IM-30Days-Week1

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Illuminous Marketing's 30 Day Online Marketing Plan - Week 1

  • 1.
  • 2. • Founder of Illuminous @IlluminousGwen Marketing • 7 years experience in Internet Marketing in strategic management roles • Contributed to 593% growth & $36MM in revenue over 5 year period with former company
  • 3. Series Overview Week 1 - How to Make Google Like Your Website Week 2 – Beyond the Website – Your Local Profiles Week 3 – Using Social Media to Your Advantage Week 4 – Creating Great Content & Using it as a Unifier @IlluminousGwen
  • 4. Week 1 – Making Friends with Google Understanding the Terminology & Fundamentals How to Target the Right Keywords Creating an Actionable Plan for Optimizing your Website Setting up Analytics to Measure your Efforts @IlluminousGwen
  • 5. 3 Things to Know About SEO 1. SEO is like a credit score. You need to build “good credit” with search engines. 2. Authority + Relevance = Visibility (Formerly Known As Rankings) 3. It’s a Build Versus Buy Decision @IlluminousGwen
  • 6. Google’s Recent (Major) Updates Panda 2/23/11 •Low Quality Websites Penguin 4/24/12 •Unnatural Backlinks •Spammy anchor text Hummingbird 9/26/13 •New Search Engine •Looks at User’s Search Intent Pigeon 7/24/14 •Local Search Queries – Distance & Location For More Details: http://moz.com/google-algorithm-change @IlluminousGwen PERSONALIZATION
  • 8. Relevance + Authority = Visibility Used to Work Keyword Stuffing Buying Links or Link Exchanges Repurposing Another Website’s Content Set it and Forget it Better Option Now Natural use of keywords that are helpful to users Earning links by providing great resources Creating original content that tells the story of your business Participation in your online community @IlluminousGwen
  • 9. So, where do we start?
  • 10. Day 1 – Finding Your Keywords 1. Make a list of every possible keyword that you think a person might use to find your business online. • Tools: Mergewords.com, UberSuggest.org, Google Searches 2. Use Google’s Keyword Planner to find search volume. • https://adwords.google.com/KeywordPlanner 3. Download your search results spread sheet & save. 4. Select Broad keywords for your “Head Terms” and more specific phrases for your “long-tail terms.” @IlluminousGwen
  • 11. Day 2 – Create A Plan 1. Organize the pages of your website into a document. • Spreadsheet Template - http://bit.ly/Illuminous-website-plan • For Large sites: Screaming Frog http://www.screamingfrog.co.uk/seo-spider/ 2. Copy & paste your keywords and Search volume into the new spreadsheet. 3. Select a primary & secondary keyword for each page. @IlluminousGwen
  • 12. Day 2 – Create A Plan @IlluminousGwen
  • 13. Day 3 – Optimize Titles & Descriptions 1. Log into the back end of your website & find where you can modify the meta tags for your website. 2. Modify your Page Title • Use primary keyword close to the beginning of the title • Use secondary keyword in the title • Keep the title to 67-70 characters 3. Modify your meta description. • ~160 Characters with a Call to Action (CTA) • Use keywords if they sound natural, but showcase your business! 4. Rinse & Repeat. @IlluminousGwen
  • 14. Day 3 – Optimize Titles & Descriptions @IlluminousGwen WordPress Plugins Magento (eCommerce) Wix https://yoast.com/wordpress/plugins/seo/
  • 15. Day 4 – Headings & Content Headings are Like Outlines • Heading 1 <h1> • Heading 2 <h2> • Heading 3 <h3> • Heading 4 <h4> • Heading 2 • Heading 2 • Heading 3 Content Checklist Use only one H1 per page. Use H2-6 if it makes sense Include primary KW in H1 Include primary keyword in first 50 words Link to other related pages on your website Link to other, authoritative websites Write your content for humans! Why are you unique? Eliminate Duplicate Content. Don’t over use keywords. @IlluminousGwen
  • 16. Day 5 – Optimize Alt Tags @IlluminousGwen Alt Tags are intended to assist visually impaired users who use “screen readers.” They also display when an image cannot be loaded. They are also a signal to search engines for use in image searches.
  • 17. Day 5 – Optimize Alt Tags 1. Log into your website & navigate to the page your image is on. 2. Click on the image you wish to edit. 3. Click on the “edit image” icon. Most platforms use a tree 4. Create & Alt tag that explains the image & use keywords if it makes sense! • Pro-tip: Name your images with keywords when you save them. Ex: ultra-clear-emu-oil.jpg @IlluminousGwen
  • 18. Day 6 – NAP & CTAs Name, Address, Phone Have your Business Name, Address, & Phone Number on EVERY page Make sure your NAP is correct & consistent down to punctuation Calls to Action Tell users what you want them to do. Buy Now Call Today Get Started Use contrasting or bright colors to draw attention. @IlluminousGwen Get Started!
  • 19. Day 7 – Google Analytics 1. Go to http://www.google.com/analytics & create an @IlluminousGwen account. 2. Enter your Website Name, URL, & Time Zone 3. Copy the code or tracking ID 4. Install the code into the Head Tag of your website or the section designated for your tracking ID. • For Wordpress, use a plugin like https://wordpress.org/plugins/insert-headers-and-footers/
  • 20. Questions? Contact Info: Gwen Robinson Email: gwen@illuminousmarketing.com LinkedIn: www.linkedin.com/in/gwenrobinson/ Twitter: @IlluminousGwen @IlluminousGwen Access this presentation: bit.ly/IM-30Days-Week1

Editor's Notes

  1. -Show that these tactics that I will go over can result in tangible business growth and customer acquisition if done properly -Every please introduce themselves – Name, Business, & goal of attending this series
  2. Define Web browser & Search engine for everyone’s benefit. Ask if any one knows how often Google updates their algorithm.
  3. 1. Panda – targeted
  4. Leaves some business owners feeling like…
  5. Ask if any one knows how often Google updates their algorithm.
  6. http://mergewords.com/ http://ubersuggest.org/
  7. Ask if any one knows how often Google updates their algorithm.
  8. Ask if any one knows how often Google updates their algorithm.
  9. Ask if any one knows how often Google updates their algorithm.
  10. Ask if any one knows how often Google updates their algorithm.
  11. Ask if any one knows how often Google updates their algorithm.
  12. Ask if any one knows how often Google updates their algorithm.
  13. Ask if any one knows how often Google updates their algorithm.
  14. Ask if any one knows how often Google updates their algorithm.
  15. Ask if any one knows how often Google updates their algorithm.
  16. Ask if any one knows how often Google updates their algorithm.