This document provides an overview of leveraging the web through search engine optimization (SEO) and online marketing. It discusses why online marketing is important given people's increasing internet usage. It then covers SEO strategies like keyword research, creating quality content, optimizing website structure and links, and measuring results. Specific on-page SEO tips are presented like optimizing titles, text, and links. Finally, 10 low-budget marketing ideas are listed like claiming maps listings, blogging, and leveraging social media.

1. LEVERAGING THE WEB
With
SEARCH AND ONLINE
MARKETING

2. AGENDA
1. Introductions
2. Online Marketing - Why Should You Care
3. Strategy #1 – Get Found (SEO)
4. 10 Low Budget Marketing Ideas

3. We love being connected…in fact
we are addicted to it!

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. SEO

7. What the heck is SEO?
Search Engine Optimization
[surch] [en-juhn] [op-tuh-muh-zey-shuhn]:
The process of improving the visibility of a
website or a web page in a search engine's
"natural," or un-paid search results.
IN PLAIN ENGLISH: GETTING YOUR
WEBSITE FOUND ON GOOGLE

8. Why Should I Care?
• Every Day – One Billion Google
Searches
• 85% of Searchers Click Organic Results
• Organic search is the #1 lead conversion
tactic outranking email marketing and paid
search.

9. HOW MUCH IS IT WORTH TO RANK ON
GOOGLE?
Something to Think About

10. STEP I
Setting Your Site Up for Success
1. Keywords
2. Content
3. Navigation & Usability

11. Research

12. Keyword Research
1. Identifying niches without
significant competition
2. Look for the low-hanging fruit of
micro niches
3. Look for long-tail keywords
4. Reverse engineer your competition’s
websites

13. Research Tools
• Google Suggest
• Google Adwords Tool
• SEO Quake
• SEMRush

14. Google Suggest

15. Google Adwords Tool

16. What Can You Win
Go After the Longtail

17. Watch Out for Keywords with
Well-Established, High Ranking Sites

18. Create Quality,
Engaging Content

19. Content
• Interesting
• Easily consumable
• Easily shareable
• Optimized to be found
• Focused on evergreen - long shelf Life
• Write on search terms you can win

20. Content:
Titles & Meta
Descriptions

21. Keyword Breakdown
• Use the keyword in the page title at least once.
Keep the keyword as close to the beginning of
the page title as possible.
• Once in a H1 header tag.
• At least 3 times in the body copy.
• At least once in the URL.

22. STEP II
Website Optimization
The Basics

23. SEO Friendly Website
• Easy to use navigation and simple site
structure.
• Professional website design
• Accessibility to modern browsers (Firefox,
Internet Explorer, Safari, Chrome etc.).
• High quality and credible content.
• Site Map

24. SEO IS NOT A SIT IT AND
FORGET IT PROCESS

25. Use Images, Videos, and Infographics
People love to share these.

26. Image Optimization
Remember -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

27. Image Resources
• Flickr –Make sure to use the “creative
commons search” and credit the author by
linking their name back to the photo.
• Stock.xchng – This site provides royalty-free
stock images for use on your site.
• iStockPhoto – This company sells high quality
stock images, and can be a good choice when
you need to find something specific.

28. Measure#4 Measure
THIS IS THE HARD PART!!

29. What You Can Learn
• How someone found your site
• What keywords result in the highest sales
conversions
• Which pieces of your content are the least and most
popular
• The demographics of users
• How many people you influence
• Compare your Facebook/Twitter presence virus your
competitors
• Which of your “tweets” are the most popular

30. Google Analytics

31. PHONE TRACKING

32. 10 Marketing Ideas
FOR SMALL MARKETING BUDGETS

33. Focus on the Data
Start with the Low Hanging Fruit

34. Claim & Optimize Your Google
Maps & + Places Page

35. Local SEO

36. Geographic Targeting

37. Think Conversions
WHAT DO YOU WANT VISITORS TO DO

38. Be Sure to Capture Leads

39. Leverage

40. Start A Blog

41. Leverage Social Media

42. 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 year
before your social profiles really become
popular.)

43. HOW DO YOU ENGAGE PEOPLE ONLINE?
Created by Michael Port, author of
“The Think Big Manifesto”

44. Answer Questions
• Find Potential Customers on Forums Like
Yahoo Answers
• Answer questions related to the products and
services your company provides
• Dedicate time by offering free advice

45. Guest Blog

46. Offer Discounts
• Utilize Google, Yahoo, FourSquare, Yelp and
others 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 online
to get the discount)
• Think about Groupon or Living Social

47. LEVERAGE THE WEB

48. Questions?
Stacie@proofseo.com
Slides Available at www.Proofseo.com/apsp

49. TECHNICAL SEO TIPS

50. ON PAGE SEO

51. Content on Your Site
• HTML text format – images, Flash files, Java applets, and
other non-text content items are invisible to search engine
spiders and won’t help your site get ranked for your chosen
keywords
• The first sentence in the body text and the first few words of
each sentence are the most important for advanced SEO
necessities. Consider using your target keywords here for
maximum benefit
• Heading 1 (H1) and Heading 2 (H2) texts show the search
engines the main subjects for content to be indexed. Make
H1 and H2 texts keyword friendly and reflective of your page
title.
• Meta descriptions are also important. The meta description is
the short description of a page’s content that appears
directly under the page title in a search engine query.

52. Page Titles
• Search results only display 70 characters – any page
titles exceeding this will be cut off
• It’s better to place your keywords at the beginning of
the page title and try to leverage branding by ending
every page title with your company name.
• Don’t forget to consider the user experience when
coming up with you page titles. This means, don’t force
the keyword usage since the page title is the first
impression of your site to new users.

53. Linking
• In-Text Links
• Shallow Navigation - where information on any
page can be accessed within a few clicks
• Breadcrumb Links - navigation that tells users
where they are.
• Consulting > Services > Implementation > Service A
• Consulting > Services > Optimization > Service A
• Consulting > Services > Upgrade > Service A

54. Examples: Off Page Linking
• Guest Blogging
• Online Press Releases
• Business Listings/Directories
• Social Bookmarketing
• Video’s
• Sharable Content
WATCH YOUR LINK QUALITY

55. Link Structure
ensure the search engines interpret your links correctly.
• Choose the Right Anchor Text- the text used to
form a hyperlink. (Avoid “click here”)
• Watch Your Link Quality -appear to be written
by experts, have good design, load quickly, and
seem trustworthy

56. 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

57. Technical Website Issues
Ensure the search engines can crawl your site correctly.
• Site Speed
• Canonicalization of Links
• Duplicate Content
• Redirects
• Code Errors
• Site Maps