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. Leverage Google Analytics Data ´ Q&A

Introduction to SEO 3 Paid SEM Ads Organic SEO Results

Components of SEO 4 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 5 Factor SEM SEO Timing (to achieve Long Term (3-6 months visibility on search before top rankings are Instant achieved) engines) Measurability High High Ability to Target High Moderate Resources Required Low High Cost High Depends

SEM/SEO Strategy 6 Organic Rankings / Visibility Pay-Per-Click Ads Organic Messaging / Traffic PPC Ad Development Website Conversion Conversions Optimization / CTA Strategy

Presentation Agenda 7 ´ Easy SEO Wins 1. Homepage Optimization 2. Google My Business Listing 3. Strategic Blog Posts 4. Leverage Google Analytics Data

Easy SEO Wins 8 Homepage Optimization ´ Case Study ´ “The Bubble Room” in Captiva, Florida ´ World-famous Restaurant

Easy SEO Wins 9 Homepage Optimization The Bubble Room does not show in any of the local results or search results on the first page of Google. Based on their presence in the market, they should be showing up #1. Most reviewed restaurant on TripAdvisor and a local favorite.

Easy SEO Wins 10 Homepage Optimization ´ Tell Google who you are! Title tag should be: Fun Family Restaurant in Captiva, FL | The Bubble Room - Where are they located? - What are they? - Google does not use meta descriptions to rank websites.

Easy SEO Wins 11 Homepage Optimization ´ Step 1: Research and choose target keyword

Easy SEO Wins 12 Homepage Optimization ´ Step 2: Assess competition Common areas/themes with lower competition: - seasonal/holiday topics - dated content (e.g. “for 2017”) - niche subjects - regional content (e.g. “in hartford”)

Easy SEO Wins 13 Homepage Optimization ´ Step 2: Assess competition ´ Quantify the competition with “Domain Authority”

Easy SEO Wins 14 Homepage Optimization ´ Step 3: Optimize Meta Tags for target keyword and reinforce target keyword in body content Optimization Checklist: - Title Tags - Meta Descriptions - H1 and H2 Tags - Alt Tags - URLs - Body Content

Presentation Agenda 15 ´ Easy SEO Wins 1. Homepage Optimization 2. Google My Business Listing 3. Strategic Blog Posts 4. Leverage Google Analytics Data

Easy SEO Wins 16 Google My Business Listing ´ Tell Google where you are!

Easy SEO Wins 17 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+

Presentation Agenda 18 ´ Easy SEO Wins 1. Homepage Optimization 2. Google My Business Listing 3. Strategic Blog Posts 4. Leverage Google Analytics Data

Easy SEO Wins 19 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

How Does Blog Content Influence SEO? Organic Search Blog post / Article Results Anchor page Supporting blogs (E.g. an “About” reinforce existing page) SEO keywords & allow us to target new long-tailed terms

How Does Blog Content Influence SEO? Organic Search Results Anchor Page: Romantic Getaways Page Blog Post: Romantic Winter Retreats Targets: “Romantic Getaways in CT” Targets: “Romantic Winter Getaways” Currently Ranks : #1 on Google (formerly 3-4) Currently Ranks : #2 on Google Links back to Anchor Page to reinforce theme

Presentation Agenda 22 ´ Easy SEO Wins 1. Homepage Optimization 2. Google My Business Listing 3. Strategic Blog Posts 4. Leverage Google Analytics Data

Easy SEO Wins 23 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?

Easy SEO Wins 24 Leverage Google Analytics Data ´ Organic Landing Page Report

Conclusion 25 Q&A