How can small business succeed in digital marketing? Improve your search engine rankings with SEO Best Practices. Consistently reach new customers over the lifetime of your efforts.

1. SEO Best Practices
HOW CAN SMALL BUSINESS SUCCEED IN DIGITAL MARKETING?
PROVIDED BY: MASTER WEB CREATIONS
JUNE 2019

2. What is SEO?
SEO IS A STRATEGY TO
IMPROVE SEARCH ENGINE
RANKINGS FOR TARGET
KEYWORDS TO MEET
BUSINESS GOALS

3. State of SEO
 The only constant is change.
 Google's search engine algorithm is constantly changing, in response to
 user behavior,
 new technology, and
 social and topical trends.
 Each industry is different - campaign outcomes cannot be predicted.

4. How to implement & follow best practices
 How does SEO work?
 SEO is successful when you consistently
reach new customers over the long term
 Establish KPIs
 Which metrics determine if business goals
are met?
 Which metrics measure the pulse of the
business and marketing campaigns?
 How should SEO be implemented?
 Build SEO in at conception and have
administrators follow best practices
consistently to avoid having to perform a
daunting site-wide audit
 In 3 – 6 months, review results
 What tactics are working?
 Are you losing customers?

5. SEO best practices
 Long-tail keyword subject focus
 Proper page titles targeting the subject
 Organized structure
 Nested, List-driven navigation
 Optimized link structure using keywords for
the page name
 Structured taxonomy of Categories and Tags
 Organized content
 written in small chunks
 short sentences
 lists
 section headings
 optimized length
 Optimized, compressed images with ALT
tags
 Phenomenal user experience that converts

6. Keyword Research FOCUS ON CONTENT SUBJECT
WITH LONG-TAIL KEYWORDS

7. Keyword Research
 Think about what your customer is
searching for
 What words do they use?
 What questions do they ask?
 Where are they located?
 Your product, service, topic, web address
are great ideas for starting your research.

8. Google Trends
 Find a popular phrase that has growing
related queries.
 In this example, a custom concrete
contractor, a search for ‘Concrete Patio’ is
most popular, and on the rise, offering
related queries:
 Broom finish concrete patio
 Stamped concrete patio with fire pit
 Sealing Concrete patio
 Best way to clean concrete patio
 Stamped concrete cost

9. Answer the Public
 Choose popular phrases that branch
 Popularity is indicated by the brightness of
the green dots
 In this example, ‘Decorative concrete
patio’ offers:
 Prepositions: decorative concrete for patio
 Comparisons: decorative concrete patio
ideas
 Comparisons: decorative concrete patio
finishes

10. Check your Competition
 Start typing one of the keyword phrases in
Google, and Google Suggest will offer
more variations as you type
 ‘Stamped concrete patio’ offers ‘Stamped
concrete patio with fire pit’, ‘Stamped
concrete patio designs’, stamped concrete
patio cost and more
 ‘Stamped concrete patio with fire pit’ offers
‘Stamped concrete patio with fire pit cost’,
‘concrete patio with fire pit ideas’, concrete
patio ideas and more

11. Other Competition
 Sometimes, there isn’t much room for
organic results on the first page.
 In this example, you have:
 Google Shopping/Sponsored links
 Google images results
 Videos
 Top 4 organic results
 Top 4 Rich snippet Answers
 2 More organic results
 Paid Ads

12. Search Intent
 Determine search intent. What stage are
they in the buying cycle?
 People trying to find information
 People looking for a certain website
 People researching for purchase
 People looking to buy

13. Other tools
 Other tools for keyword exploration:
 Moz Keyword Explorer
 Google Keyword Planner
 Google Correlate
 Ahrefs
 Semrush

14. Page Content &
Structure
WRITING FOR THE WEB (AND
FEATURED SNIPPETS)

15. Competition Example
 Google’s Answer to “Can you put a fire pit on top of
concrete?”
 “How to Build a Fire Pit on Concrete”
 H1 Title (only one): How to Build a Fire Pit on Concrete
 Page URL: how-to-build-a-fire-pit-on-concrete
 High-Quality, responsive image
 Video of the day
 Each Step is an H2 tag
 Organized structure
 Optimized link structure using keywords for the page
name
 Structured taxonomy of Categories and Tags (Category:
Home Hacks & Answers)
 Organized content
 written in small chunks
 short sentences
 lists
 section headings
 optimized length (429 words)
 Optimized images, compressed for speed with
descriptive filenames and ALT tags (In this piece, they
use a lazy loader and an image description).

16. SEO, then… MONITORING

17. Responding to Metrics
 High bounce rate? check website speed
 Low session duration? check above-the-fold content
 No change in metrics? try usability testing
 Is your content relevant and unique? Does it solve a problem, and is it the best
piece on the topic?
 Follow best practices for writing for the web.
 Do you have visuals to increase engagement?
 Are you publishing content frequently and consistently?
 Have you set up conversion tracking code and is it working?

18. More Q & A
 Have you reviewed UX principles?
 Are you following your established publication standards?
 Adjust accordingly and continue confirm that you and your team are following
SEO best practices.

19. The End, or The Beginning?
 After a year, you can set future goals for content marketing, social media, and
other online and offline marketing tactics.
 Review your KPI's to track your growth month-over-month.
 Remember: The only constant is change.
 SEO is a long-term strategy that provides a lifetime of results.

20. Learn More
 Learn more about developing a content strategy and content marketing plan at
our blog, https://seowebdesignwi.com/
 Learn more about our services, including WordPress website hosting, at our
website: https://www.masterwebcreations.com/
 Follow us on social for more articles, tips and guides
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