I did this talk to business owners in September 2015. It explains what SEO and why it is important. I have add some annotations in green boxes, these explain in more depth some of the points I spoke about.

1. What is SEO and how can it be
used to benefit my business?

2. ◉What is SEO?
◉Why is it important?
◉What is the SEO process?
◉What can I do to improve my SEO?
What we will talk about today
Any questions just let
me know as we are
going through it. I want
the session to be
interactive so you get
the maximum from it

3. What is SEO?
Organic Results Paid Results
SEO is the process of
increasing your visibility in this
part of search engines

4. Why is SEO important?
◉86% of people skip TV ads
◉44% of direct mail isn't even opened
◉61% of people research products and services online
◉57% of the sales cycle is complete before a prospect reaches out to a company
◉SEO leads have a close rate of 14.6%, while outbound leads have a close rate of
just 1.7%
What do these stats say to you?
They should say that the
behaviour of buyers has
changed and therefore so
must the marketing playbook

5. The marketing playbook has changed
PRE-INTERNET. (Even 5 years ago)
Buyer: Relatively uninformed.
Buyer Journey: Linear.
Marketing Playbook: Interrupt (cold calls and advertising).
TODAY.
Buyer: Well-informed.
Buyer Journey: Fluid and random. Starts with Google.
Marketing Playbook: Be found by the right people at the right
time.

6. Why should I care?
◉Put your business in front of your audience
◉Search engines market share is growing
◉Cost effective marketing
◉It works (and isn’t going to stop anytime soon)!

7. What is the SEO process?
On-page
optimisation
Off-page
optimisation
Keyword
research
Find the keywords
you should be
targeting based on
volume, relevancy
and competition.
Optimising the
website itself so that
search engines know
what keywords you
are targeting.
Build up the authority
of your domain. This
is what will get those
keywords ranking
higher.

8. 1. Make a list of keywords / phrases
2. Get ideas from the Keyword Planner
3. Get volumes and competitiveness from
the Keyword Planner
4. Chose the keywords you want to target
Keyword research
Key tool:

9. 1. Title tag
<Keyword> from <Company> | <Keyword> <USP>
2. Meta description
3. Page content
On page optimisation
Key tool:

10. 1. Check your domain authority
2. Benchmark your competitors
3. Look for new links
Off page optimisation
Key tool:

11. Quick wins:
C - customers
A - associates
V - vendors
E - employees
S – suppliers
Give out:
Infographics
Guest blogs
Resources:
Guides
Videos
How do you build links?

12. ◉SEO is important because buyers have
changed
◉Right people at the right time = higher
conversion rate
◉Research your market
◉Make basic changes to your site
◉Always be thinking about link
opportunities
Key takeaways

13. Any questions
hello@digital22.com
0844 809 2022