5. SEO – Eight Step Strategy
1. Define Your Audience
2. Keyword Research
3. Find Gaps and Opportunities
4. Define Competitors
5. Spy and Learn From Them (Your Competitors)
6. Customize
7. Must Have Recommendations
8. Prioritize and Summarize
6. SEO – Step One
• Define your target, and their interests
• Content strategy
• Targeted keyword discovery
• Research demographics
• Create multiple recommendations
• Backed up data
• Specific!
• http://www.seomoz.org/blog/the-8step-seo-strategy-step-1-define-your-target-audience-and-their-needs
7. SEO – Step Two
• Keyword Research
• Create (or reuse) a template
• Base around key terms. Demographics, products, industry trends
• Expand the base
• Keywords
• Search Volume
• Google Adwords keyword tool
• https://adwords.google.com/select/KeywordToolExternal
• Start high level, narrow it down
• http://www.seomoz.org/blog/categorized-keyword-research-step-2-of-the-8step-seo-research-strategy
8. SEO – Step Three
• Finding gaps and opportunities
• Highlight initial prioritizes
• Relevancy > quantity
• Find gaps and opportunities in existing sites
• Manual, time sucking
• Gaps: site content, low referral volume. Low search traffic
• Opportunities: lots of search volume( relevant), little site content
• http://www.seomoz.org/blog/finding-gaps-and-opportunities-step-3-of-the-8step-seo-strategy
9. SEO – Step Four
• Define your competitors
• Only search engine competitors
• Find them!
• Try common search terms, take note on who keeps coming up
• Target at least a three of them
• http://www.seomoz.org/blog/define-competitors-step-4-of-the-8step-seo-strategy
10. SEO – Step Five
• Spying on and learning from the competition
• What makes you stand out (remarkable & different)
• Create or use your template
• Features
• Sentiment
• Page crawl
• Inlink
• Traffic
• Don’t lose track of your audience
• Specific and consistent numbers comparing everything
• http://www.seomoz.org/blog/spying-on-and-learning-from-your-competitors-step-5-of-the-8step-seo-research-
strategy
11. SEO – Step Six
• Customize SEO strategy and recommendations
• Specific, Specific, Specific!
• Product, URLs, profiles
• What was the competition doing better?
• Highlight positive sentiment, drown negative
• Are there any major issues
• Specific considerations
• Order and rank the considerations
• http://www.seomoz.org/blog/customized-seo-strategy-ampampamp-recommendations-step-6-of-the-8step-seo-
strategy
12. SEO – Step Seven
• Must have SEO Recommendations
• External SEO items
• Press release
• SEO resources
• Long term strategy
• International content
• Content management systems
• Risks, impairments, and avoidances
• Can you keep it internal or should you hire someone
externally?
• http://www.seomoz.org/blog/musthave-seo-recommendations-step-7-of-the-8step-seo-strategy
13. SEO – Step Eight
• Prioritize and summarize
• Prioritize – what are the most important steps, now and
moving forward
• Item prioritization – with so much on the plate, it needs to be
ranked
• Prioritize by team and assignment
• Overview – summarize everything that is planned out as a
quick reference guide
• http://www.seomoz.org/blog/prioritize-and-summarize-final-step-of-the-8step-seo-
strategy
15. Google + and SEO
• All social media is impacting SEO
• Social profiles are now showing up in search results
• Search, like this slide, is very text based. Google Goggles is
changing this but not any time soon.
• Google+ while not the most popular network has a huge
impact on search
• The ability to +1 votes search results up
• What your network has +1’d increases SEO
• The new Google TOS combine what you interact with on
Google+, what you search on YouTube, what you email about,
and what you search to customize results.
http://www.practicalecommerce.com/articles/3339-SEO-Impact-of-Google-s-Search-Plus-Your-World
http://gizmodo.com/5879163/how-will-googles-new-privacy-policy-affect-you
16.
17. Niche Social Networks
• Reasons for success
• Tailored, do one thing very well
• Limited, you need a box to think outside of
• Spontaneous and lasting
• Content grows and snowballs
• Built in community
• Early adaptor
• Enthusiasts and advocates
18. Interest Interest
Specific Generic
User User
Specific Generic
21. Linkedin - Stats
• Launched May 5, 2003
• The largest professional network on the internet with more
than 150 million members in over 200 countries/territories
• CareerBuilder, Monster, Indeed are all losing market share of
career services
• 60% users outside of US
• 36th most visited site in the world – 92 million unique visitors
• Corporate hiring solutions used by 82 out of Fortune 100
companies
• 85% of recruiters go to Linkedin before anywhere else to find
talent.
22. Premium Subscriptions
• For recruiters – See more in your search $20.95-75.95 / month
• Job Seekers – $20.95 - $50.95 / month
• Sales Professionals – $16.95 – $75.95
23. Linkedin 100% Profile Tips
• Start with a profile pic!
• Link to your websites
• Have a good headline – First impression
• Fill out your experience – uploading your resume is a good
start
• Skills & Expertise = SEO
• Volunteer
• Education & Courses
• Recommendations
• Apps – Reading list / Events / Slideshare etc.
24. More Tips
• Linkedin > Business Card
• Connect to people you meet at conferences – empty out the
business card drawer
• Share relevant industry news
• Get a public profile: http://ca.linkedin.com/in/kennylnorton
• Who’s viewed your profile?
• Expansive news section
• CUSTOMIZE the invitation – ESPECIALLY if you don’t know
them
25. Groups and Answers
• Groups
• Join / Create groups for your industry / company to discuss and
share posts on relevant topics (Text, Link, Poll)
• Answers
• To learn and engage with other industry professionals on specific
topics, can then we looked at as a thought leader on certain
topics
26.
27. Follow a company
• Find others that work there
• Get recommendations
• Posts by the brand
• Product videos
• In the news
• Employees
• http://www.linkedin.com/company/hubspot/products
29. Linkedin – How does it make $
• Hiring solutions – post a job for a fee
• Marketing solutions – banners
• Premium subscriptions
30. Hiring Solutions
• $296.95 CAD to post a job for 30 days
• “Who’s viewed this job post” – day, title, industry, region
• Great tool for recruiters to find talent – SEO
• Jobs are targeted in timeline
• Many companies posting jobs exclusively on LinkedIn
• Attach your recommendations and your whole profile
(reference check before the interview)
32. Marketing Solutions - Targeting
Target By: Examples:
Job Title “Patent Attorney” or “Sr.
Laboratory Technician” or
"Registered Nurse"
Job Function “Sales” or “Engineering” or
"Marketing" functions
Industry “Banking” or “Biotechology”
industries
Geography “United States” or
“Netherlands” or “Toronto”
Company Size "1-10" or “500-1000" people
Company Name "GE" or "Hewlett-Packard" or
"FedEx"
Seniority “Vice President” or “Owners”
Age “18-24” or “35-54”
Gender "Female" or "Male"
LinkedIn Group "Business Intelligence Group"
or "Corporate Real Estate"
