The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter...
Transcript of The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter...
![Page 1: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/1.jpg)
The Global Impact of
Search Engine Optimization
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Trevin Shirey
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I do online
marketing
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I do what?
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Nerd
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Foreign
Language
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Snake Oil
Salesman
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What is
SEO
all about?
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Search is how
the world finds
information.
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The old way
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The new way
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82% of
searchers click on the organic
(unpaid) listings
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Unoptimized website
=
no visibility
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SEO
=
Visibility
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Marketing’s job is to create
leads & money
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How we approach
product
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How we approach
marketing
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Marketing’s job is to create
leads & money
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The Internet is a
global platform
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Better way
to share videos
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Better way
to share cat pictures
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Better way for strange people
from your high school to contact
you
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Better way
to reach customers
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Better way to consume
information
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The Internet gives
all of us global reach.
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Problem: I want to reach customers
interested in trampolines in
Des Moines.
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1950 Solution: Buy a newspaper ad.
Cross your fingers.
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2016 Solution: Search marketing. Email marketing.
Social media. Display advertising.
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The Internet is a
level playing field.
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Cost of a Website
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The Internet is
measurable.
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Hard to measure
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Easy to measure
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Dollars in.
Dollars out.
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The catchThe Catch
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The catchThe Catch
Internet marketing
isn’t easy.
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Most people quit here
And miss out on this
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The Internet is a
global platform
Not a money tree
*
*
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Putting the platform to work
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Help search engines
understand your site
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Use Descriptive
Page Titles
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Page Title
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Page Title
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Bad Page Title
Our Products
Good Page Title
Industrial Strength Widgets by
AcmeCo
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Bad Page Title
Homepage
Good Page Title
Custom T-Shirt Printing In
Harrisburg
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Bad Page Title
Amazon
Good Page Title
Amazon.com: Online Shopping
for Electronics, Apparel,
Computers, Books, DVDs &
more
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Write At Least 500
Words On Key Pages
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Geo Target
Audience
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Specify Country & Language
<link rel="alternate" hreflang="en-gb" href="http://www.musicradar.com/" />
<link rel="alternate" hreflang="en-us" href="http://www.musicradar.com/us/" />
<link rel="alternate" hreflang="fr-fr" href="http://www.musicradar.com/fr/" />
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Specify Country & Language
<link rel="alternate" hreflang="en-us" href="http://www.musicradar.com/us/" />
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Specify Country & Language
<link rel="alternate" hreflang="fr-fr" href="http://www.musicradar.com/fr/" />
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Cross Reference Data in GA
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Free tool: Google Analytics
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Free tool: GradeMyWebsite.com
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Free tool: Search Engine
Optimization Starter Guide
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SEO’s Business
Impact
Driving high-value traffic
Increasing website leads
Growing new revenue
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Local SEO
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Create profiles on Google+ Local and
Yelp
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Local SEO’s Business Impact
Growing foot trafficGiving accurate directions
Improving local search
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Paid Search
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Paid Search
1. Somebody searches metal fabrication harrisburg
2. They click on your ad.
3. You pay $2.57 for that click.
4. You crunch the numbers.
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Paid Search’s Business Impact
Moving product quickly
Maximizing seasonality
Testing new products
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Converting Traffic
You Earn
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Most people
forget this step
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Retail
funnels conversions
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Most websites sayBuy now or leave
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Extract value from
as many users as
possible.
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Start
collecting
emails
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Write
informational
content about your
industry
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You are an
expert.
![Page 83: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/83.jpg)
“I am good at basketball.”
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Content = proof
![Page 85: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/85.jpg)
Customer
Testimonials
![Page 86: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/86.jpg)
Do people like me use this?
![Page 87: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/87.jpg)
Keep it simple
![Page 88: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/88.jpg)
![Page 89: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/89.jpg)
What is the one thing
visitors are supposed
to do on this page?
![Page 90: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/90.jpg)
CONVERT
1. Collect value
2. Be the expert
3. Testimonials rule
4. Optimize for Homer Simpson
![Page 91: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/91.jpg)
What is Search Engine Optimization
all about?
![Page 92: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/92.jpg)
The Internet is still brand new.
![Page 93: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/93.jpg)
We are still figuring out how to use it
![Page 94: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/94.jpg)
But it has already revolutionized
communication & commerce
![Page 95: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/95.jpg)
Marketing’s job is to create
leads & money
![Page 96: The Global Impact of Search Engine Optimization · Free tool: Search Engine Optimization Starter Guide. SEO’s Business Impact Driving high-value traffic Increasing website leads](https://reader033.fdocuments.in/reader033/viewer/2022052719/5f0752937e708231d41c69af/html5/thumbnails/96.jpg)
The Internet + Smart Marketing
leads & money