seo for small business deck (dabble)
DESCRIPTION
The SEO for Small Businesses deck we created for our first Dabble, hosted at 131 W. Seeboth, Milwaukee, WI. 9 Dabblers showed up to learn more about SEO and we presented for 2 hours. It was a marathon–like this deck.TRANSCRIPT
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What is SEO?
• Acronym: Search Engine Optimization (SEO)
• Goal: Rank Organically For Specific Keywords
• Job: Optimize Site To Send Proper Signals to major search engines
• Challenge: Google uses over 200 signals to determine rankings
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SEO vs. SEM
• Organic (earned/free) vs. Paid (pay per click or pay per impressions)
• Both target keywords• SEO = Inbound Marketing/Earned
media
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SEO vs. SEM
• Paid (SEM) is a great supplement to organic– Users more likely to click when brand
shows up in paid and organic• Downside to SEM: Price per click can get
very costly!• SEM price driven by competition
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Why SEO?
• Over 20 billion searches a month (US)
• Web Visible/Nielson Study:– 82% used the Internet to find local
businesses– 80% researched product/service on the
Internet before buying
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How Search Engines Work
• Index (collects, parses)• Crawl (links are the
roadways) that spiders crawl
• Store (lots of datacenters)
• Serve Relevant Results (SERPs)
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How Search Engines Rank• Over 200 factors– Basically by popularity– Content + Links!– Ranking Factors (SEOmoz)
• Relevance + Importance– On Page (content on the site)– Off Page (links + social)
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How Search Engines Rank• On Page– Relevance: What is this page about?– How Spiders See Your Site– HTML Elements
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How Search Engines RankOff Page• Links– Authority of Links– Diversity of Links– Anchor Text– Follow/No Follow
• Social Signals– Shares (by influencers)
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How Users Search
1. Experience Need (often through friends/social media)
2. Enter in query in Google3. Browse for the best match4. Click on result5. Scan for solution6. Narrow query if inadequate answer is found
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What Should You Do?
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Discovery/Strategy Process
1. Define Personas1. Identify Who Needs Your Product/Service2. Research Where They Hang Out Online3. What Do They Share?
2. Perform Keyword Research1. First Broad (2-3 words in query) 2. Narrow (focus on long tail)
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Keyword ResearchTools– Google Adwords – Google Insights– Google Trends– Trellian Search Term Suggestion Tool– Wordtracker– Soolve (instant search suggestion tool) – Ubersuggest
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Keyword Research
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Keyword Research
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On Page (Foundation)• Create accessible site for users and
search engines (HTML)• Optimize on page for targeted keywords– Juxseo
• Setup Analytics with Conversion Tracking• Target Less Competitive Keywords Initially
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Build Relationships (Links)
• Make friends – In Person– Social media
• Find link opportunities– Guest posts– Interesting content– Key Research– Data– Tools
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Local SEO
• Claim and Cleanup Local Citations– Accurate data – Correct category selection– Complete listings– Connect social (use location in Twitter bio)– Use competition to find listings– Forums with address
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Local SEO
Tools for finding and managing citations• GetListed.org• Yext.com• Whitespark.ca
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Build Content Around Needs
• What issues does your audience face?• Back to keyword research• Track trends in your industry by
following blogs and grouping in RSS– I use Feedly + Flipboard
• Analytics will tell you everything
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Build Better Content
• Be aggregators/curators• Repurpose good information• Always link back to source and
mention• Build content that your audience
shares – Use Hipstafeed to check trending
articles
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Build Smarter Content
• Target keywords with low competition • Build a content strategy to reach customers
experiencing a need• Get “buy-in” from thought leaders
before you create the content• Draw out influencers with content
specifically for them
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Monitor, Track and LearnClose attention to analytics
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Monitor, Track and Learn– How are people finding you?–Which ones are converting?– How can you provide content for more
people like that?
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Your Sites
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Permanent Baggage Content
– Time lapse of making an item– Simple Handmade How To’s (think
friendship bracelet)– Handmade blog – featuring guest artist
(friends/links)– Infographic of handmade jewelry in US
history
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More Resources
• Beginner’s Guide to SEO• Advanced Search Operators (for research)• Open Site Explorer (analyzing links)• Hubspot (learn inbound marketing)• Hustle With Data• Google Webmaster• Schema
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Questions?
@jonhainstock • @benbartlingtailwindcreative.com