small business seo tips and strategies for 2013 - chaosmap.com

“5 Killer SEO Strategies To Boost Traffic and Leads For Your Small Business in 2013”

Jon Rognerud

@jonrognerud

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Chaosmap

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Who This is For

Who This is Not For

• People who own a business• Familiar with SEO (a little is ok)• Excited to learn more – not afraid of trying/testing

• Folks who think a ‘magic bullet’ exists• Folks who are into ‘opportunity’ biz• Think everyone is against them…(incl. Google)

What You’ll Learn (Agenda)

I. The SEO process I. What works today + myths/trends

II. Keyword strategies I. How to get the “best” keywords (rankings/traffic)

III. Social implicationI. How to leverage social signals for search engines

IV. Content strategies I. What you can do now

V. Small business optimizationI. Automation and lead management

• Jon Rognerud, Head of Digital Marketing Services, Chaosmap.com, Personal Blog: JonRognerud.com

• Focus on:– Social Media and Blogging/Content– Search Engine Optimization– Pay Per Click– Lead Generation, Email Automation– WordPress Design, Dev. & SMO– Web Analytics– And …Changing Lives!

• Author of “The Ultimate Guide To Search Engine Optimization”

• Speaker• Trainer

New Book Coming!Primo 2014

Example Case:

1. SEO Myths, Trends

SEO Myths

• Google is after you• SEO is “dead” (social is king)• SEO is a technical job, IT can do it• SEO is a “one-time” task with some cleanup• Get more links, don’t worry about content/on-page• If your page ranks #1, you’re set!• User design and experience doesn’t matter much

Trends We See Increasing• Social (Google+) & Persona Development• Author Rank• Mobile • Local• More “filtering” and updates (Penguin/Panda…)• SEOs become “masters of online marketing”:– Goals, Objectives development, creative thinking– Strategies, plans (with milestones)– Results-driven, not just ‘tech’ or ‘links’– Content-focused, user-experience focused– Marketing, Promotion, PR– Learning to leverage PPC more for SEO validation

Mobile

All assets should be mobile readyTip: Look in your web analytics and report on

the last 30-120 days, and see the curve)

Google & Social: Action items

Profile setupsGoogle+ Learn and implement Google Authorship (rank)

TIP: http://chaosmap.com/blog/how-does-google-show-my-profile-picture-in-search-engine-results-pages-serps/

Quality UI and Content

Be creativeCatch the reader (headlines)Be helpfulKeyword research and inclusion on pagesAsk people to “like” and add CTA (call-to-action)

TIP: http://www.copyblogger.com/magnetic-headlines/

Think Differently:Content (Re)use and Asset Optimization

• Images (Google ‘image search’)• News • PDF• Webinars• Podcasts• Videos (start with YouTube)• Live web-casts• Blog• Slide-decks (and distribute to slideshare.net)• White-papers and research guides

How To Get More Business - Fast (THE success formula)

1. Traffic2. Offer/message3. Conversion (tracking and CRO)

+ “Backoffice” nurture & management

2. Keywords That ROCK!

Opportunity for Search Traffic

• “Keyword Difficulty”– How do you determine it? (Google doesn’t tell you …

or “do” they?)

“Themes” and “Keywords”

• Head terms (“shoes”)• Middle terms (“running shoes”)• Long tail terms (“running shoes for men _____”)• Themes/groups (and pages)

– Site architecture & design to support ‘keywords’– Grouping (Wordtracker, spyfu groupie, Adwords Editor,etc)

• Links + Co-citation (not always exact match)• Navigational, transactional, informational queries coupled

with “search psychology”• GKT + GA are your friends!

Keywords for ROF (return on find):

• ASK: Why “that” or “those” keywords…• PPC (Adwords) Research

Use These Steps: STEP 1Open KPM“keywordprojectmanager”

Enter keyword phrase

Use Google Suggest

(or wildcard variations.A * will allow Google tofill in the blanks)

STEP 2GKT

Enter ListFromKPM

(rememberthesesettings)

(sort column)

Finally,Download the keywords into CSV

STEP 3Back to:KPM

Load ListFromGKT (csv)

STEP 4Determine “real” opportunity for high search engine positions:

Rule: <=3 ok, and 2 and 1’s are better….

Create Content – Step 5 (repeat)Write an article targeting the keyword phrase

KW Tools• GKT – Google Keyword Tool• Keyword Project Manager

http://www.keywordprojectmanager.com• GA – Google Analytics• UberSuggest.org (keyword expansion by alphabet and more)• Bing Ads Intelligence (Excel Plugin) *adcenter acct• Fancier

– Market Samurai– SEMRush– SpyFu (Recon!)– Keywordspy

3. Social Impact and YOU

Almost 58 Million Americans Use Social Media Daily

From: “9 Consumer Social Media Trends That Could Impact Marketers” – SM Examiner

Twitter: New & More Engaged Users

Social Leverage & Signals

• Google +• Google Author-Rank• Brand/persona profile setup• Social Eco-system• Scheduled posts and consisten frequency• Share, connect, engage

Things you must consider:

Tools

• Twitter (advanced search)• SocialMention• Hootsuite• Web Analytics (social stats)

4: Content Process & Return

Content IS King (Value)• Blogging (WP)• Guest writing/blogging• Sourcing:– Quora– Twitter, Google (and +)– Yahoo Answers– Topsy– RSS in Google Reader (and G-Alerts)

• Answer questions and wrap into research/story• Info-graphics

Small business visibilityStep-By-Step (Local) – “A”

• Keyword research/analysis• Web analytics review• Google+ Local optimization• Competitive analysis• Web site audit• Content Development strategy (ed. Calendar)

Small business visibilityStep-By-Step (Local) – “B”

• Create citations and local referrers• Citation audit and cleanup (NAP consistency)• Image and video tagging• Reviews (including ongoing process)• Social media strategies and widgets

Tools

• Look at your existing opportunities• Screaming Frog Spider• Xenu Link Spider (Free)• Google Analytics (content and drill-downs)• Getlisted.org• Yext.com

Technical Link “stuff”• Anchor Text Density• Link URL / Source• Link Type• How Fast Your Generate Links• Live versus Dead Links• Follow vs NoFollow• 404 “dead” pages• 301 redirects

TIP: Be relevant!

Additional ResourcesFor Deeper Drill-down

• Ahrefs.com• MajesticSEO• OpenSiteExplorer

(Fast) Content Ramp-Up1. DIY Research2. Editorial Calendar

1. Interviews2. Content curation3. Action-driven 4. Contests5. Target your “avatar” (persona) *may be several6. Cohesive strategy, including emails7. Social/search integration with blog and widgets

3. PostPlanner4. Weekly engagement in your “key” platforms (based on

research)

5: Lead Management

Develop Your Funnel

Courtesy infusionsoft

Email Life Cycle

Move Emails To Next Level How?

Segmentation via:•Purchase Behavior•Web Behavior•Email Click Behavior•Etc…

From:•Loyal customers•Customers who bought only once•Inactive customers•Recent customers•Folks opened, but didn’t click•Folks clicked, but didn’t convert•Folks who never respond/open

Organizations & Preferences

Study: Top ROI-Based Metrics

STATS Mobile Usage: EMAIL!

Web Optimization??

Cool Tool: Optimizely.com

<script src="//cdn.optimizely.com/js/173896083.js"></script>

“5 Killer SEO Strategies To Boost Traffic and Leads For Your Small Business in 2013”

Jon Rognerud, Chaosmap.com @jonrognerud

“How To Get The RIGHT Clients Now”http://chaosmap.com/free-ebook/

Webinar Offer LogMyCalls Free Trial

• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880