This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

1. SEO Fundamentals for
Business Owners
Roy Morejon
President, Command Partners
Charlotte, NC
Local Search Association
Digital Marketing Bootcamp
#LSABOOTCAMP

2. Why am I speaking?
• President and Founder of Command Partners
• Full Service Digital Marketing Agency in #CLT
• Voted Top Marketing Agency by Hubspot
• 2014 Best Place to Work in Charlotte by CBJ
• Co-Founder of SEMCLT in 2007
• Featured in Entrepreneur, Forbes, AdWeek,
SEJ, Fast Company, Pando Daily, Yahoo! Tech

3. What is SEO?
• “Search Engine Optimization (SEO) is the
process of improving a website to make it
more relevant to searchers and search
engines.
• At it’s very core, SEO is about improving
usability on a website..”
- Duane Forrester, Bing

4. It’s More Than Just SEO
• Original, engaging content that provides an
answer, teaches, informs, is useful, inspires
• Quality site design
• Optimized path to purchase/convert

6. Why Do You Need SEO?
• Increase relevancy
• Increase exposure
• Increase visits
• Increase page views
• Increase revenue
• Better UX
• Investment in future
• Users starting here

7. 12 Tips To SEO Success
1. SEO isn’t an overnight success story or a one-time effort.
2. Research targeted keywords
3. The <title> tag is one of the most important tags for SEO
4. Add page-relevant, descriptive alt text to content images
5. Write one keyword-rich <h1> tag per page to serve as the page’s headline.
6. Write compelling <meta> descriptions for SERP snippets
7. Every page should offer crawlable text for bots to create more keyword relevance.
8. Submit a validated Sitemap.xml file to search engines via their webmaster tools.
9. Canonicalize your URLs to eliminate duplicate content
10. Never put content to be crawled inside images
11. Don’t expect to get high rank for a newly-published page. “trust” takes time to build.
12. Use social media to build a community that supports and amplifies your
content/products/services.

8. SEO Checklist
• On-Page Technology
• On-Page Content
• Backlinks
• Social Signals
• Brand Factor
• Traffic Signals

9. On-Page Technology Factors

10. On-Page Content Factors

11. Backlink Ranking Factors

12. Number of Backlinks

13. Social Signals

14. Why Do You Need Social for SEO?
• Signal of topical authority
• Real-time – engines want fresh content, fast
• Integrated social signals influence click actions
of searchers
• Social signals remain only a few of hundreds
of signals for organic ranking

16. How to Build SEO Authority & Trust
• Know the topic inside out
• Engage your community
• Share useful content
• Be consistent
• Market your strengths
• Be a go-to resource
• Learn to spot trends in data
• You’re an authority when others say you are

17. On-Site and Off-Site SEO Audit
Off-site SEO
• Backlink Profile
• Domain Authority
• Google/Bing WMT
• Social Media
• Local Reviews
• Content
On-site SEO
• Title/Meta
• Site Speed
• Headings
• Unique Content
• Site Architecture
• Internal Linking

18. SEO Case Study

19. SEO Questions?
Local Search Association
#LSABOOTCAMP
@RoyMorejon
Roy@CommandPartners.com
http://commandpartners.com/