SlideShare a Scribd company logo
Search Engine
Optimization
@FrankCJones
Frank C Jones
Raleigh SEO Meetup
I am the organizer for the most
successful SEO Meetup in the
USA.
@FrankCJones
5 Minutes
What you’ll learn:
How the marketing and SEO puzzle pieces fit
together.
A high-level overview of a complex strategy
to dominate a search results page.
What you will not learn:
On-page SEO
Black-hat and grey-hat strategies
The intricate details of all these processes
@FrankCJones
To show you the bigger picture, we’re going to begin with the end in mind and work backwards.
Dominating the Results
Page
@FrankCJones
Everything costs ...
Time
Could you get volunteers to create scheduled
posts and updates for your blog, website,
social media channels?
Can someone in your organization go live on
Facebook, Blab, Periscope, or another
social channel once a day?
Find a volunteer and have them transcribe
the live broadcast into blog posts and
social media updates.
Money
If you have a massive budget, you can just
throw money at this problem to make it go
away.
I thought you were running a non-profit
organization?
Seriously - Have you reached out to local
marketing firms that need a tax deduction
to see if they will offer an in-kind donation?
@FrankCJones
Article in Wikipedia
@FrankCJones
Is your organization noteworthy?
Define “noteworthy”:
Getting enough news coverage makes your
organization noteworthy.
Define “enough”:
There is no hard rule for what “enough”
actually is.
@FrankCJones
Visit TheWikiWizards.com for additional assistance with Wikipedia
Getting Press Coverage
@FrankCJones
Tell the world about the cool things you’re doing
Your organization does cool things:
Tell people about the amazing work you’re
doing.
New organizations have a reputation for only
reporting negative stories - and they love
to highlight the positive things non-profits
are doing in the world.
Take full advantage of this preferential
treatment.
Your organization doesn’t do cool things:
Why are you still doing this work?
@FrankCJones
Influencer Outreach & PR
@FrankCJones
It’s not what you know,
Influencer Outreach
Bloggers, podcasters, and YouTubers (I
just like saying that)
Reaching one influencer can introduce your
organization to millions of new supporters
Public Relations
One of the biggest influencers in the world is
the news
@FrankCJones
it’s who you know that knows you know what you know
Getting Some Backlinks
@FrankCJones
Referrals
When someone finds your content, likes it,
and shares it - that’s a referral.
SEO backlinks are the online equivalent to
referrals from friends and colleagues.
@FrankCJones
Connecting on Social Media
@FrankCJones
What do you know
Great content
The content you create and the mission you
advance is not enough to get noticed.
Now that everyone can create blogs, videos,
radio programs (podcasts), and books -
good content is everywhere.
You need to get through all the noise.
@FrankCJones
Creating Content
@FrankCJones
Content Marketing Strategy
What do you want your audience to know?
After they’re done reading your blog post,
watching your video, or looking at your
picture - what should they know about
your organization and your mission?
What do you want your audience to do?
Now that they have this new information,
what do you want them to do?
How can they stay informed?
How can they support your mission?
@FrankCJones
Identifying Keywords
@FrankCJones
Keywords
Common topics in your organization:
FAQ
Activities
Projects
Events
Popular topics in the world:
News
Social media
BuzzSumo
Market Samurai
@FrankCJones
FrankCJones.com
RaleighSEOmeetup.org
@FrankCJones

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Search Engine Optimization

  • 2. Frank C Jones Raleigh SEO Meetup I am the organizer for the most successful SEO Meetup in the USA. @FrankCJones
  • 3. 5 Minutes What you’ll learn: How the marketing and SEO puzzle pieces fit together. A high-level overview of a complex strategy to dominate a search results page. What you will not learn: On-page SEO Black-hat and grey-hat strategies The intricate details of all these processes @FrankCJones To show you the bigger picture, we’re going to begin with the end in mind and work backwards.
  • 5. Everything costs ... Time Could you get volunteers to create scheduled posts and updates for your blog, website, social media channels? Can someone in your organization go live on Facebook, Blab, Periscope, or another social channel once a day? Find a volunteer and have them transcribe the live broadcast into blog posts and social media updates. Money If you have a massive budget, you can just throw money at this problem to make it go away. I thought you were running a non-profit organization? Seriously - Have you reached out to local marketing firms that need a tax deduction to see if they will offer an in-kind donation? @FrankCJones
  • 7. Is your organization noteworthy? Define “noteworthy”: Getting enough news coverage makes your organization noteworthy. Define “enough”: There is no hard rule for what “enough” actually is. @FrankCJones Visit TheWikiWizards.com for additional assistance with Wikipedia
  • 9. Tell the world about the cool things you’re doing Your organization does cool things: Tell people about the amazing work you’re doing. New organizations have a reputation for only reporting negative stories - and they love to highlight the positive things non-profits are doing in the world. Take full advantage of this preferential treatment. Your organization doesn’t do cool things: Why are you still doing this work? @FrankCJones
  • 10. Influencer Outreach & PR @FrankCJones
  • 11. It’s not what you know, Influencer Outreach Bloggers, podcasters, and YouTubers (I just like saying that) Reaching one influencer can introduce your organization to millions of new supporters Public Relations One of the biggest influencers in the world is the news @FrankCJones it’s who you know that knows you know what you know
  • 13. Referrals When someone finds your content, likes it, and shares it - that’s a referral. SEO backlinks are the online equivalent to referrals from friends and colleagues. @FrankCJones
  • 14. Connecting on Social Media @FrankCJones
  • 15. What do you know Great content The content you create and the mission you advance is not enough to get noticed. Now that everyone can create blogs, videos, radio programs (podcasts), and books - good content is everywhere. You need to get through all the noise. @FrankCJones
  • 17. Content Marketing Strategy What do you want your audience to know? After they’re done reading your blog post, watching your video, or looking at your picture - what should they know about your organization and your mission? What do you want your audience to do? Now that they have this new information, what do you want them to do? How can they stay informed? How can they support your mission? @FrankCJones
  • 19. Keywords Common topics in your organization: FAQ Activities Projects Events Popular topics in the world: News Social media BuzzSumo Market Samurai @FrankCJones