3 Steps to Online Marketing Success

Search Engine Optimization

Three Steps to Getting More Exposure,

More Customers &Online Marketing Success

[email protected] ©GoBeyond SEO Marketing and Consulting

GoBeyondSEO.com

It is not enough to just have a website anymore!

Your site doesn’t do much for you sitting at the bottom of your business card.

Your Site Needs To:

Gain Exposure Engage Customers and Prospects Generate Leads Market Your Business!

Your site can’t do any of those things if web searchers don’t find it!


Did you know?

Only a small minority of Charlotte's local businesses effectively use the Internet to attract new customers!

• 44% of Charlotte small businesses have websites• 7% advertise online • 13% take advantage of free listings on search engines

The Result: Many local businesses aren't appearing as high as they can for local searches, negatively impacting the ability to attract new customers

"Nine out of 10 consumers today turn to the Internet when looking for a local business, there is a direct correlation between 'online visibility' and profits"

*source: carolinanewswire.com

*source: AmIVisible.org


Has indexed over 25 billion web pages and receives over 400 million search queries a day.

89% of clicks on web pages listed in Google happen on the first page of results

56% of those clicks go to the first page listed

How do you move your website from the obscurityof the 5th or 500th page of listings and grab atop listing on the first page of results?

And that is just Google! Yahoo, Bing and others have indexed billions more and receive billions of searches a day.

So, how do you get those clicks?


The Answer is Relevance! Each Search Engine has their own algorithm for indexing sites No one knows the exact algorithm but… Through a process of best practices you can climb the rankings.

The best practices change but their purpose always remains the same:

Establish Relevance!

If you show the search engines that your site is relevantto the keyword term being searched it will climb the rankings to #1.

Essentially, you need to let the SE’s know which keywords are relevant to your site.

Let’s look at an example…


Example: Charlotte CPA

Three Step Process To Success:

1. Keyword Research - Find the Correct Keyword Phrases

2. On-Page Optimization - Get Your Site to Tell Google What it is About

3. Off-Page Optimization - Get Other Sites to Tell Google What is About


Step 1 : Find the Right Keywords

You Need Keywords That Will Show the Greatest ROI

These Keywords will exhibit 2 traits:

1. Traffic – They are being searched for on Google2. Commercial Intent – They infer that the searcher

is looking to purchase a product or service

In Our Example: Charlotte CPA, Charlotte Accountant, Charlotte Tax Services, Charlotte CPA Firm


People are using Google the way they used to use the Yellow Pages

They don’t go to the book anymore; they type“Charlotte CPA” into their computers, laptops, iPads and even cell phones.

Having a top listing in Google is like being on the front cover of the Yellow Pages.

But Google listings aren’t alphabetical. They are listed by relevance.

Are you letting Google know how relevant you are?

You let them know through the process of SEONow…Step 2


Step 2: On-Site Optimization

Simple changes to your website will optimize the way it establishes your relevance for your chosen keywords.

There are 5 Main Components to Change:

1. Title Tags2. Header Tags3. Meta-Descriptions4. URLs5. Content

Let’s look at them 1 by 1…

You need to put your keywords into each of these 5 components.

These easy changes will increase your site’s rank in Google and other Search Engines.


Title Tags

Site Ranks #32 in Google

Title Tag:

Powderly CPA - Charlotte, North Carolina

Recommended Title Tag: Charlotte CPA | Charlotte Accountant | Powderly PLLC


Header Tags

Current Header Tag:

Firm Philosophy

Recommended Header Tags: Charlotte CPA Accounting Services, Charlotte CPA Firm Philosophy


Meta-Description

Recommended Meta-Description:

Charlotte CPA Firm specializing in tax preparation. If you need accounting services in Charlotte, NC DO NOT settle for less. Powderly CPA is Charlotte’s premier Tax ServicesCPA Firm. Click through for more information.

Should be “spider friendly” and Sell the Click!


URL - Google ranks web pages not sites. This site could have a page like this:http://www.powderlycpa.com/charlottecpa

The above URL would have an advantage ranking for the term “Charlotte CPA.”


Content The on-page content should accomplish 2 objectives:

1. Be Keyword rich for the SE spiders2. Market the business for the real, human visitors

Remember, it’s about your customer – not you! What problems do they have that you can solve?

What drove them to search for your services?


Step 3 – Off-Page Search Engine Optimization

Now that you have picked the right keywordsand adjusted your site to show Google yourrelevance, you need to get down to the realbusiness of SEO:

Off-Page Optimization or Link Building

While Google likes it when your site lets them know whatyou are about. Google REALLY LIKES IT when other sites letthem know what you are about.

This makes sense! An independent recommendation for your site should carry more weight than your own recommendation.

Links are like votes for your site! The more votes…the higher you go!


How do you get links?

1. Linkbait2. Social Bookmarking3. Article Marketing4. Directories5. Blogs / Forums6. Social Media

Building Backlinks is the most labor intensive part of SEO and the most crucial. Without proper links your site will not rank.

Proper links will increase your rankingfor keywords because they will contain the properAnchor Text.

What is anchor text?...


The key to link building is having the correctAnchor Text. That is the blue text in the link.

The Anchor Text in your links should be the keywords you wish to rank forNot the words, “click here” – unless you wish to rank for the term, “click here”.

Adobe Reader ranks #1 for The KW

“Click Here”

Even though thosewords NEVER appear

on its website. The Power ofAnchor Text


Registering for a directory like this and using LinkedInis good because you will get links, but…

You are not maximizing the potential of thatLink because there is NO Anchor Text

How NOT to build links….

As soon as you can, change the anchor textin your LinkedIn profile. This simple step will

help your SEO efforts.


How to CORRECTLY Build Links…

These Links Have Proper Keyword Rich Anchor TextThey Will Provide Maximum SEO Benefits!

This Site isn’t on Page 3 of Google…..It is Ranked #2 for Charlotte CPA and Accountant Charlotte!!


Summary Most Local Businesses DO NOT Effectively use the internet

This Causes Loss of Revenue

Search Engines Look for Relevance

You Can Establish Your Relevance by:

1. Finding the Right Keywords2. On-Page Optimization3. Link Building with Proper Anchor Text

Questions You Need to Answer Before Moving Forward

• Will a top Google Ranking benefit my business?

• What would my potential customers look for online?

• How much is a new customer worth to me? – Establish your ROI

• Are my competitors ranking yet? – Big First Mover Advantage

• Do I want to do SEO myself or outsource it?


TAKE AWAY ACTION PLAN

1. Find Relevant Keywords

2. On-Page Optimization

3. Off-Page Optimizationi.e. – Link Building

4. Rank in Search Engines


3 Steps to Online Marketing Success

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