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© SilverTech, Inc. 2017
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P R E S E N T I N G
CONTENT STRATEGIST
Ian Hughes
As the main content writer for The SilverTech Blog
and the host of the Lead to Loyal™ podcast, Ian
aspires to create content that resonates with
SilverTech’s diverse audience of marketers and
technologists.
YOUR HOSTS
DIGITAL STRATEGIST
Sean Howe
Sean is a seasoned digital marketer with expertise in
content strategy and development, SEO, social
media, and analytics. He has expertise with inbound
marketing applications including HubSpot, Pardot
marketing automation systems, Google Analytics,
Ektron, and Wordpress CMS.
@Sean__Howe@silvertech
Valuable, relevant digital experiences lead to loyal
relationships with your audience.
Content
Marketing
Email
Marketing
SEO & SEM
Web &
Mobile
Social Media
Marketing
01. Conducting Keyword Research
02. Optimizing On-Page SEO
03. Developing a Local SEO
Strategy
Agenda
The Seven Steps to Successful Persona CreationSearch Engine Optimization (SEO)
The Seven Steps to Successful Persona CreationGoogle vs Bing
Conducting
Keyword Research
.01
© SilverTech, Inc. 2017
KEY INSIGHT
“Keyword research is one of the most
important, valuable, and high return activities
in the search marketing field. Ranking for the
right keywords can make or break your
website.”
Moz, Beginners Guide to SEO
The Seven Steps to Successful Persona CreationStep One: Personas
CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona
“A Persona-based website saw 210% increase
in website traffic, 97% increase in website
generated leads, 124% increase in website
generated sales.”
MarketingSherpa
KEY INSIGHT
The Seven Steps to Successful Persona CreationStep Two: Conduct a Content Audit
The 2017 State of Digital Marketing Report
Source: Moz, How to Conduct a Content Audit
“A content audit for the purpose of SEO includes a full inventory
of all indexable content on a domain, which is then analyzed
using performance metrics from a variety of sources to
determine which content to keep as-is, which to improve, and
which to remove or consolidate.”
Moz, How to Do a Content Audit
KEY INSIGHT
The Seven Steps to Successful Persona CreationStep Three: Determine the Keywords People Are Currently Using to Find You
The Seven Steps to Successful Persona CreationStep Four: Expand Your Keyword List by Searching for Variations
The 2017 State of Digital Marketing Report
Optimizing On-Page
SEO
.02
© SilverTech, Inc. 2017
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationStep One: Add Keywords to Page Title & URL
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationStep Two: Add Keyword to Your Headers & Content
The Seven Steps to Successful Persona CreationStep Three: Add Outbound Links to Your Content
HubSpot shares the following example:
● Use entire phrases as your anchor text, e.g. “A Blog
Post on Cat GIFs”
● Instead of “A Blog Post on Cat GIFs”
The Seven Steps to Successful Persona CreationStep Four: Meta Descriptions & Image Alt Text
The 2017 State of Digital Marketing Report
SEO Trends Mobile First Indexing
Increasingly consumers are turning to their smartphones
to make purchasing decisions.
Young woman makes purchase using
smartphone
Developing a Local
SEO Strategy
.03
© SilverTech, Inc. 2017
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationStep One: Optimize Your “About Us” Page
The 2017 State of Digital Marketing Report
The Seven Steps to Successful Persona CreationStep Two: Google+ & Social Media Listings
The Seven Steps to Successful Persona CreationStep Three: Local Content & Local Links
In Review
Conducting Keyword Research
● Use your personas and conduct a content
audit to create a list of viable keywords
● Determine the keywords people are
currently using to find you
● Expand your keyword list by searching for
variations of each keyword
In Review
Optimizing On-Page SEO
● Add keywords to page title and URL
● Add keywords to your headers and content
● Add outbound links to your content
● Include robust meta descriptions and
alt-text
In Review
Developing a Local SEO Strategy
● Optimize your "About Us" or "Contact Us"
page
● Update Google+ and social media listings
● Write local content and earn local links Links
The 2017 State of Digital Marketing Report
Search Engine Marketing: PPC Best Practices
Thursday, August 31st at 2 PM
Once you are on the path to optimizing your organic search engine
listings, it's time to amplify your reach. In this session, we will
discuss how to plan, set-up and optimize a pay-per-click campaign.
Register
SILVERTECH HEADQUARTERS
The Ash Street Schoolhouse
196 Bridge Street
Manchester, NH 03104
CALL US: 603.669.6600
EMAIL: info@silvertech.com

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Search Engine Marketing: SEO, Local Listings, & How to Be Found Online

  • 1. SEO, Local Listings, & How to Be Found Online © SilverTech, Inc. 2017
  • 2. Webinar Tips ● Presentation will last 30 minutes ● Q&A will follow ● The slides, recording, and tools will be made available after the broadcast. ● Thank you for joining us today!
  • 3. P R E S E N T I N G CONTENT STRATEGIST Ian Hughes As the main content writer for The SilverTech Blog and the host of the Lead to Loyal™ podcast, Ian aspires to create content that resonates with SilverTech’s diverse audience of marketers and technologists. YOUR HOSTS DIGITAL STRATEGIST Sean Howe Sean is a seasoned digital marketer with expertise in content strategy and development, SEO, social media, and analytics. He has expertise with inbound marketing applications including HubSpot, Pardot marketing automation systems, Google Analytics, Ektron, and Wordpress CMS. @Sean__Howe@silvertech
  • 4. Valuable, relevant digital experiences lead to loyal relationships with your audience.
  • 5. Content Marketing Email Marketing SEO & SEM Web & Mobile Social Media Marketing
  • 6. 01. Conducting Keyword Research 02. Optimizing On-Page SEO 03. Developing a Local SEO Strategy Agenda
  • 7. The Seven Steps to Successful Persona CreationSearch Engine Optimization (SEO)
  • 8. The Seven Steps to Successful Persona CreationGoogle vs Bing
  • 10. KEY INSIGHT “Keyword research is one of the most important, valuable, and high return activities in the search marketing field. Ranking for the right keywords can make or break your website.” Moz, Beginners Guide to SEO
  • 11. The Seven Steps to Successful Persona CreationStep One: Personas
  • 12. CRM The Seven Steps to Successful Persona Creation Google Analytics Screenshots Example University Digital Persona
  • 13. “A Persona-based website saw 210% increase in website traffic, 97% increase in website generated leads, 124% increase in website generated sales.” MarketingSherpa KEY INSIGHT
  • 14. The Seven Steps to Successful Persona CreationStep Two: Conduct a Content Audit
  • 15. The 2017 State of Digital Marketing Report Source: Moz, How to Conduct a Content Audit
  • 16. “A content audit for the purpose of SEO includes a full inventory of all indexable content on a domain, which is then analyzed using performance metrics from a variety of sources to determine which content to keep as-is, which to improve, and which to remove or consolidate.” Moz, How to Do a Content Audit KEY INSIGHT
  • 17. The Seven Steps to Successful Persona CreationStep Three: Determine the Keywords People Are Currently Using to Find You
  • 18. The Seven Steps to Successful Persona CreationStep Four: Expand Your Keyword List by Searching for Variations
  • 19. The 2017 State of Digital Marketing Report
  • 21. The 2017 State of Digital Marketing Report
  • 22. The Seven Steps to Successful Persona CreationStep One: Add Keywords to Page Title & URL
  • 23. The 2017 State of Digital Marketing Report
  • 24. The Seven Steps to Successful Persona CreationStep Two: Add Keyword to Your Headers & Content
  • 25. The Seven Steps to Successful Persona CreationStep Three: Add Outbound Links to Your Content HubSpot shares the following example: ● Use entire phrases as your anchor text, e.g. “A Blog Post on Cat GIFs” ● Instead of “A Blog Post on Cat GIFs”
  • 26. The Seven Steps to Successful Persona CreationStep Four: Meta Descriptions & Image Alt Text
  • 27. The 2017 State of Digital Marketing Report SEO Trends Mobile First Indexing Increasingly consumers are turning to their smartphones to make purchasing decisions. Young woman makes purchase using smartphone
  • 28. Developing a Local SEO Strategy .03 © SilverTech, Inc. 2017
  • 29. The 2017 State of Digital Marketing Report
  • 30. The Seven Steps to Successful Persona CreationStep One: Optimize Your “About Us” Page
  • 31. The 2017 State of Digital Marketing Report
  • 32. The Seven Steps to Successful Persona CreationStep Two: Google+ & Social Media Listings
  • 33. The Seven Steps to Successful Persona CreationStep Three: Local Content & Local Links
  • 34. In Review Conducting Keyword Research ● Use your personas and conduct a content audit to create a list of viable keywords ● Determine the keywords people are currently using to find you ● Expand your keyword list by searching for variations of each keyword
  • 35. In Review Optimizing On-Page SEO ● Add keywords to page title and URL ● Add keywords to your headers and content ● Add outbound links to your content ● Include robust meta descriptions and alt-text
  • 36. In Review Developing a Local SEO Strategy ● Optimize your "About Us" or "Contact Us" page ● Update Google+ and social media listings ● Write local content and earn local links Links
  • 37. The 2017 State of Digital Marketing Report Search Engine Marketing: PPC Best Practices Thursday, August 31st at 2 PM Once you are on the path to optimizing your organic search engine listings, it's time to amplify your reach. In this session, we will discuss how to plan, set-up and optimize a pay-per-click campaign. Register
  • 38. SILVERTECH HEADQUARTERS The Ash Street Schoolhouse 196 Bridge Street Manchester, NH 03104 CALL US: 603.669.6600 EMAIL: info@silvertech.com