7 Steps to SEO Marketing
Goals Audience Competitors Success Measures
I. Strategy (foundation)
What are your SEO goals?
Sell online Generate leads Build marketing database
Goals
Who is your audience?
What industry or business are they in?
What business are the people visiting your site in within their companies?
Are they searching for a product, brand name, or service they wish achieve?
Audience
Who are your competitors?
Traditional- Sell same products / services
Non-Traditional- All other search results that pop up using your keywords
Competitors
The Business Building Impact
Increased Website Ranking Increased Website Traffic Online Leads and/or sales
Success Measures
Speak Customer Language
Words used by customers Words used on website and search ads
Part Art and Part Science Art- Brainstorm list of keywords (10-15
recommended) Science- See what works via statistical
info and keyword programs
II. Best Keywords (cornerstone)
How Search Engines See
Site How People See Site Create Keyword Plan Code for Success
III. Optimize Website
Back end Front end
How Search Engines See Site
Aesthetics Readability Content
How People See Site
Assign each phrase to most
appropriate web page Start with one phrase for each page Use keyword phrase throughout entire
page Leverage different forms of keyword
phrases (plural, present, and past tenses) Link between pages
Create Keyword Plan
Make website crawlable Create killer “Title” tags Create meaty “Meta” tags
Code for Success
Make sure all pages are in search
engines Perform advanced search Search within a site or domain
Submit site to major search engines
Setup a search engine sitemap
IV. Get Site Indexed
On Page and Off Page Build inbound links to site
Assess current inbound links Create link-worthy content
Educational info on site (*great traffic generator)
Consider producing blog
V. Attract Links to Site
Get listed in industry and topical
directories Review competitors links
Siteexplorer.search.yahoo.com Build links with online public relations
Publish press releases online Use keyword phrases in title PRWeb, Articlesbase are good sources
V. Attract Links to Site cont.
Publish in online industry publications Sydicate articles on article distribution
services Ehow, Ezine Articles
Build carefully with social media Setup a Linkedin profile Publish educational videos and presentations
online YouTube, SlideShare
V. Attract Links to Site cont.
Participate in blogs and
forums Blogspot, Tumblr
Also Facebook, Twitter
V. Attract Links to Site cont.
Pay Per Click (PPC)
Ads in paid search results Bids are managed via 24/7 online auction Each ad network managed separately
With PPC you can manage Keywords phrases Keywords bids Daily budget Ad copy Geographic location Time of day (ex. during business hours)
VI. Run a Results-Focused PPC Campaign
Results-Focused PPC Campaign
Think of it as paying for leads or sales Bid on relevant keywords- popular terms cost
more Tie bidding strategies to results Write relevant and compelling ad copy (think
what is searchers motive?) Include ‘call to action’ in the ad Send people to relevant and unique landing page
(not just home) Test, test, test- make sure you are optimizing
results
VI. Run a Results-Focused PPC Campaign cont.
Focus On Results with ROI Measurement Measure Organic SEO Campaign
Track organic search ranking Track your position and competitors
Track Traffic Generated from Search Engines Top Search Engines (Google, Yahoo, Bing) Top Keywords Paths through website
VII. Measure Success
Measure link building and online
Press Release Success Track traffic generated from referring
sites Track traffic generated from Press
Releases, articles, and forum posts Top referring sites Paths through site- what did they do on
site? Goal completion by website
VII. Measure Success cont.
Setup Google Alerts Account
Google.com/alerts- measure how many times sites have picked up your site
Measure PPC Success ‘conversion tracking’ in Google Adwords Track paid search results in Google Analytics
Top Search engines, keywords Cost per visit/click Paths through site
VII. Measuring Success cont.
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