Small Business SEO Tips and Strategies For 2013 - Chaosmap.com
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Transcript of 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
LOGMyCalls
Chaosmap
Webinar Offer LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial• Coupon Code: DAMGOOD• Call (866) 811-8880
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