SEO Fundamentals for SMBs

About White Shark Media● Digital marketing agency, focused

on Search Engine Marketing with 180 employees

● Google AdWords Premier SMB Partner.

● Bing Ads Elite SMB Partner

● #724 on Inc. 5000 list

● We work exclusively with small and medium-sized businesses.

Andrew Lolk● Co-Founder, CMO

● Author of The Proven AdWords Strategy, downloaded more than 15,000 times

● Regular on SearchEngineJournal.com and other known online marketing blogs

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Some Insights Before We Start

SEO

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Insights

1) The Difficulty with SEO Depends on Your Industry

2) SEO for a local business requires less effort

3) Google wants to rank good businesses

4) Any One SEO Factor Will Not Make All The Difference

5) Think About Traffic Instead of Ranking

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• Consistently lower traffic after the mobile website algorithm

• The traffic increased after the mobile site was launched

Why are mobile websites relevant in an SEO presentation?

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Rental Home Website- 72% Desktop - 18% Mobile

Dental Clinic- 50.19% Mobile- 41.04% Desktop

Moving Company- 27.54% Mobile- 66.67% Desktop

Orthopedics for Animals- 54.62% Desktop - 32.18% Mobile

Veterinarian- 43.18% Mobile- 41.08% Desktop

Software - 43.45% Desktop- 48.06% Mobile

Chess Tutoring New York- Mobile 25.58%- Desktop 64.54%

Accessories- 82% Desktop- 9.05% Mobile

Apparel - 73.40% Desktop- 9.05% Mobile

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Mobile Searches Exceeds Desktop- for some industries

“Mobile Friendly” for Google is a Pass/Fail

System

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VS

What Does A Mobile Website Look Like

Load Speed is Crucial

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Optimized for the Mobile Experience

The Amount of New Mobile Websites Leading up to Mobilegeddon was big

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Best Ways to Get a Mobile Website

Responsive Website Mobile Version of Website- m.target.com

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- target.com

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Do It YourselfEntire Website Just Mobile

Do It For Me

Essential On-Page SEO

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Google and Bing need words to rank your website

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Focus on User Experience

Important On-Page Elements for SEO

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SEO title~70 characters

Meta Description~150 characters

Built a Website Structure That Enables Keyword Themes

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Give Pages Keyword Themes and Stick to Them

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Why Multiple Pages?

- Write better, more specific content for each page- Narrow your subject to enable use of abbreviations and synonyms- Write a better SEO title and description

Be Specific

Instead of writing a page about Limousines, focus your services on a bigger section and then split it out into more sub-sections:

● Limousine Rental in Miami● Stretch limousine rental in Miami● Hummer limousine rental in Miami

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Give Pages Keyword Themes and Stick to Them

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Examples of an Invisalign keyword theme:

• Invisalign• Transparent braces• Invisalign benefits• Invisalign price• Invisalign insurance coverage

Sorry, you’re doing it wrong…

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NAP Data

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Name

Address

Phone

Consistently Identical

Key Location Identifier

Have a Well-Designed Website

Use Visual Analytics

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Link Building

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Link Building = Recommendations

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Good recommendations

Bad recommendations

Relevant, somebody of authority

“He would know”

How does this fit in?

“If he recommends it, then I don’t know”

Stay Away From Low Quality Links

”I do you, you do me” Link building

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”What if I pay you?” Link building

”I’ll take anything!” Link building

”Everybody else is doing it” Link directories

Don’t wait for links, but not everything counts

Local Business? Get Local Links!

Reach out. Get listed on local websites.

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”Sponsor a local event?” Link building

”Can you supply or help?” Link building

”Related businesses” Link directories

Think about links like you think about sales – go get some!

Questions?

Helping small businesses do what they love