seo strategies

Marketing Forum 5/8/13 John Schmitt john.v.schmitt@gmail.com

GoPhoto : A Case Study in SEO

Lunch & Learn May 2013

2Marketing Forum 5/8/13 John Schmitt john@gophoto.com

AgendaGoal:

For you to be able to get more customers

…by learning easy tricks to help boost your discoverability on organic search.

• Quick Background

• What’s GoPhoto

• Why Google?

• The Formula

• 3-part Easy Strategy for Success

3

GoPhoto, Go Digital• For $200 we will scan, color correct and store 400

photos* online*photos, 35mm slides, negatives, postcards, etc…, old VHS, Super 8mm movies

too.

• Return originals with a CD or DVD• Provide an online digital album where clients can

upload, share and comment on these priceless memories

Our Solution

4Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Why GoPhoto?

• We’re consistently in the top 5 organic search results for our keywords

• We’re using a strategy that’s highly transferrable.

• We’ve scanned >4,000,000 images since starting 2 years ago.

And, much credit to Leslie Nuccio (leslienuccio@gmail.com)

5Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Why Google?

• Google dominates the US search market.

10x more orders from Google than Bing

Legitimately high reputation for accuracy*

• Powerful Targeting efficiency:

• Who: ~80% of people are in the market for “X”

• When: But, any given minute of the day, only 1% of them are in the mood to buy “X”.

• Google gets you in touch with people who are actively looking for “X”.

• All other channels (facebook) are passive, & missing the “when”

6Marketing Forum 5/8/13 John Schmitt john@gophoto.com

The Formula• Google ranks search results based on a

secret & changing formula

• The main factors:

• Relevancy

• Keyword matches your site & content

• Old, but Fresh:

• Site is old, but it’s updated frequently.

• Others validate you

• Backlinks: Relevancy & Rank

7Marketing Forum 5/8/13 John Schmitt john@gophoto.com

The 3-Part Strategy

1. Focus Keywords

1. Create Content with those keywords

1. Get Backlinks

…of high quality & relevance to your keywords

8Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Focus Keywords

• Too many keywords = dilution

• Use: Google Keyword Research Tool

• What are the top-searched terms that are relevant to your business?

• <<DEMO>>

• https://adwords.google.com/o/Targeting/Explorer

9Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Keywords in Content

• Create Content with those Focused Keywords

• Put Keywords in:

• URL (domain, path)

• Title

• Metadata (description, keywords)

• H1/H2

• Links within & across (blog, LP’s).

• Put up content early & update it often.

• <<DEMO>> http://www.gophoto.com/photo-scanning

10Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Getting Backlinks• Setup Google Alerts to match your focused

keywords

• Google Alerts say this link is “relevant, high quality for this keyword?

THEN COMMENT ON IT!

• Add the relevant keyword in your comment, in a link back to you.

• Be 100% real, authentic, relevant, or suffer backlash.

• <<Demo>> google alerts & comment

11Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Be Legit• Make sure you spend most of your time & money on

your total customer experience

• Happy customers create backlinks too.

• Unhappy customers will over-ride any SEO trick

• Fake comments & link farms are expensive & backfire.

12Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Summary• If you have a great product/service, & want to get more

customers:

• Focus Keywords

• Create Relevant Content

• Use Google Alerts to find the best backlink opportunities

13Marketing Forum 5/8/13 John Schmitt john@gophoto.com

Q&A