Succeeding at SEO: 4 Easy Wins for Any Business Mark Casali - - PowerPoint PPT Presentation
Succeeding at SEO: 4 Easy Wins for Any Business Mark Casali 5/4/2017 Presentation Agenda 2 Introduction to SEO SEO vs. SEM Easy SEO Wins 1. Homepage Optimization 2. Google My Business Listing 3. Strategic Blog Posts 4.
5/4/2017
Succeeding at SEO: 4 Easy Wins for Any Business
Mark Casali
Presentation Agenda
´ Introduction to SEO ´ SEO vs. SEM ´ Easy SEO Wins
1. Homepage Optimization 2. Google My Business Listing 3. Strategic Blog Posts 4. Leverage Google Analytics Data
´ Q&A
2
Introduction to SEO
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Paid SEM Ads Organic SEO Results
Components of SEO
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SEO Importance
On-Page External Linking As external links have become a weaker algorithmic signal, SEO has become a more viable channel for smaller players.
SEO vs. SEM – Channel Dynamics
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Factor SEM SEO
Timing (to achieve visibility on search engines)
Instant Long Term (3-6 months before top rankings are achieved)
Measurability
High High
Ability to Target
High Moderate
Resources Required
Low High
Cost
High Depends
SEM/SEO Strategy
6
Visibility Traffic Conversions
Organic Rankings / Pay-Per-Click Ads Organic Messaging / PPC Ad Development Website Conversion Optimization / CTA Strategy
Presentation Agenda
´ Easy SEO Wins
2. Google My Business Listing 3. Strategic Blog Posts 4. Leverage Google Analytics Data
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Easy SEO Wins Homepage Optimization
´ Case Study
´ “The Bubble Room” in Captiva, Florida ´ World-famous Restaurant
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Easy SEO Wins Homepage Optimization
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The Bubble Room does not show in any of the local results
page of Google. Based on their presence in the market, they should be showing up #1. Most reviewed restaurant
favorite.
Easy SEO Wins Homepage Optimization
´ Tell Google who you are!
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rank websites.
Title tag should be: Fun Family Restaurant in Captiva, FL | The Bubble Room
Easy SEO Wins Homepage Optimization
´ Step 1: Research and choose target keyword
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Easy SEO Wins Homepage Optimization
´ Step 2: Assess competition
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Common areas/themes with lower competition:
Easy SEO Wins Homepage Optimization
´ Step 2: Assess competition
´ Quantify the competition with “Domain Authority” 13
Easy SEO Wins
Homepage Optimization
´ Step 3: Optimize Meta Tags for target keyword and reinforce target keyword in body content
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Optimization Checklist:
Presentation Agenda
´ Easy SEO Wins
3. Strategic Blog Posts 4. Leverage Google Analytics Data
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Easy SEO Wins
Google My Business Listing
´ Tell Google where you are!
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Easy SEO Wins
Google My Business Listing
´ Step 1: Create a Verified Google My Business Listing
´ https://www.google.com/business/
´ Add business information
´ Website address ´ Photos ´ Hours ´ Services/Products/Menu
´Use target keywords in your company descriptions
´ Solicit reviews ´ Share updates on Google+
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Presentation Agenda
´ Easy SEO Wins
4. Leverage Google Analytics Data
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Easy SEO Wins
Strategic Blog Posts
´ Step 1: Identify a target keyword?
´ Is there a new term where you need visibility? ´ Is there another keyword you’re targeting that needs reinforcement?
´ Step 2: Develop and post your article
´ 500-800 words ´ Use images ´ Use keyword-focused meta tags ´ Link back to relevant content in other places on your site ´ Include an emphatic call-to-action
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How Does Blog Content Influence SEO?
Anchor page
(E.g. an “About” page) Blog post / Article
Supporting blogs reinforce existing SEO keywords & allow us to target new long-tailed terms
Organic Search Results
How Does Blog Content Influence SEO?
Organic Search Results
Anchor Page: Romantic Getaways Page Targets: “Romantic Getaways in CT” Currently Ranks: #1 on Google (formerly 3-4) Blog Post: Romantic Winter Retreats Targets: “Romantic Winter Getaways” Currently Ranks: #2 on Google Links back to Anchor Page to reinforce theme
Presentation Agenda
´ Easy SEO Wins
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Easy SEO Wins
Leverage Google Analytics Data
´ Setup Goals and Events to track conversions (sales, form fills, emails, etc.) ´ Understand where your traffic is coming from ´ Within the SEO channel, how are users arriving to your website?
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Easy SEO Wins
Leverage Google Analytics Data
´ Organic Landing Page Report
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Conclusion
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