Joe, a digital marketing strategist with over 20 years of experience, focuses on helping businesses enhance their online visibility through SEO (search engine optimization). The document outlines key SEO practices, including on-page and off-page strategies, the importance of search queries, and addresses common objections to SEO. It emphasizes the goal of delivering relevant content and provides a starting point for businesses looking to improve their digital marketing strategies.

2. Intro to SEO

3. Digital Marketing Strategist, Joe has
been helping businesses “Be Seen”
and “Be Heard” for more than 20
years.
Industries Served:
Service
Hospitality
Manufacturing
Not-for-Profit
Publishing
Memberships:
Arlington Heights Chamber
The GOA Regional Business
Association
Crossroads Chamber
Valparaiso Chamber
Crown Point Chamber
My Why:
•#BeSeen & #BeHeard

4. What is SEO
• SEO stands for “search engine optimization.” It is the process
of getting traffic from the “free,” “organic,” “editorial” or
“natural” search results on search engines.
• https://searchengineland.com/guide/what-is-seo
• Search engine optimization (SEO) is the practice of increasing
the quantity and quality of traffic to your website through
organic search engine results.
• https://moz.com/learn/seo/what-is-seo
www.jrsmarcom.com

5. What is SEO ‘JRS Mar/Com’s Definition’
• Online Community Building
• Media Distribution/Public Relations
• Social Media Management
• Paid Advertising
• Web Architecture
• Search Engine/Social Media Profile Mangement
www.jrsmarcom.com

6. Search’s Goal
Deliver appropriate
content:
at the right time,
in the right place,
to the right person.
Micro Moments Video
https://www.thinkwithgoogle.com/collections/micr
omoments.html

7. Is Search Right
For You?
https://backlinko.com/google-ctr-stats

8. #TuesdayTrivia
•Where do you go for
product info?

9. How do you find IT?
Where do you go for information when you are
searching for a product or service?
• Search (Google, Bing, Yahoo)
• Social (FB, IG, LinkedIn, Tik Tok, Pinterest, Twitter)
• Referral Source (friend, family, neighbor)
• Print (newspaper, yellow pages, etc…)
• Address Book (Database, Flyers, junk drawer, etc…)
www.jrsmarcom.com

11. Objections to SEO
•Too Expensive
•My Website Doesn’t Work for me
•No Time
•Not Sure Where to Start
•Competition is Too Fierce

12. SERP (Search Engine Results Page)
www.jrsmarcom.com
• A search engine results page (SERP) is the page displayed by
a search engine in response to a query by a searcher.

13. Where Do I Start?
http://jrsmarcom.com/digital-marketing-strategy/
• Strategy
• Web Platform
• Tactics
• Assignment
• Self
• Vendors
• Employees
www.jrsmarcom.com

15. Search Queries
(Keywords)
• the words that users
type into the search
box—carry
extraordinary value.
• Targeted traffic to a
website can provide
publicity, revenue, and
exposure like no other
channel of marketing.

16. What Next?
On – Page
• Title tag using keywords (Adwords)
• Meta Descriptions
• SEO friendly URL’s
• H1, H2 Tags
• Images, videos labeled correctly
• Responsive Design
• Outbound/Inbound Links
• Mix short/long form content
Off - Page
• Social Engagement
• Forum Postings
• Search Engine Submission
• Directory Submission
• Reviews
• Speaking engagements
• Cross promotion
www.jrsmarcom.com

17. https://www.slideshare.net/randfish/introd
uction-to-seo-5003433/56-
Webmaster_Tools_Googlebr
https://www.slideshare.net/randfish/intro
duction-to-seo-5003433/56-
Webmaster_Tools_Googlebr

18. https://cateringwithelegance.com/2020/02/01/event-catering-at-your-place/
(Single Domain) (shallow folder structure) keyword is page name
FRIENDLY URL’s
https://www.duizend.com/en/winkelmandje?add=1&id_product=188&token=a4009ae7144dbef5f8ff2c0770f98da5
(Foreign domain) (dynamic URL) No keywords in URL string
UN-FRIENDLY URL’s

19. Image Alt Text

21. Good vs. Bad
White Hat
• Build a community around your
product/service
• Leverage local geography
• Engage in social media to build
client advocates
• Correct titling of pages
• Build Authority in your industry
Black Hat
• Poor site architecture
• Buying links to your site
• Commenting in forums with links
back to your site
• Hacking sites and linking to them
• Poor quality info or content
• Link spamming
www.jrsmarcom.com

22. The Science of SEO: The Ugly
• SEO Report – With over 200 indicators, how do you know what’s broken?
• FREE SEO Audit – (semrush.com, thehoth.com, moz.com)

23. Q&A
www.jrsmarcom.com 312-339-9359 jskibbie@jrsmarcom.com
Download your Bingo Card here:
http://jrsmarcom.com/whatever-you-do-dont-stop/

24. Questions?
Joseph R. Skibbie
www.jrsmarcom.com
312-339-9359
Jskibbie@jrsmarcom.com