Part of The Lead to Loyal™ Inbound Summer School, this 30-minute webinar covers the fundamentals of search engine marketing. With so many factors to consider, how do you manage to stay top-of-mind and top of the search rankings? We dive into search engine optimization (SEO) best practices, optimization, and trends.

1. SEO, Local Listings,
& How to Be Found
Online
© SilverTech, Inc. 2017

2. Webinar Tips
● Presentation will last 30 minutes
● Q&A will follow
● The slides, recording, and tools will be
made available after the broadcast.
● Thank you for joining us today!

3. P R E S E N T I N G
CONTENT STRATEGIST
Ian Hughes
As the main content writer for The SilverTech Blog
and the host of the Lead to Loyal™ podcast, Ian
aspires to create content that resonates with
SilverTech’s diverse audience of marketers and
technologists.
YOUR HOSTS
DIGITAL STRATEGIST
Sean Howe
Sean is a seasoned digital marketer with expertise in
content strategy and development, SEO, social
media, and analytics. He has expertise with inbound
marketing applications including HubSpot, Pardot
marketing automation systems, Google Analytics,
Ektron, and Wordpress CMS.
@Sean__Howe@silvertech

4. Valuable, relevant digital experiences lead to loyal
relationships with your audience.

5. Content
Marketing
Email
Marketing
SEO & SEM
Web &
Mobile
Social Media
Marketing

6. 01. Conducting Keyword Research
02. Optimizing On-Page SEO
03. Developing a Local SEO
Strategy
Agenda

7. The Seven Steps to Successful Persona CreationSearch Engine Optimization (SEO)

8. The Seven Steps to Successful Persona CreationGoogle vs Bing

9. Conducting
Keyword Research
.01
© SilverTech, Inc. 2017

10. KEY INSIGHT
“Keyword research is one of the most
important, valuable, and high return activities
in the search marketing field. Ranking for the
right keywords can make or break your
website.”
Moz, Beginners Guide to SEO

11. The Seven Steps to Successful Persona CreationStep One: Personas

12. CRM
The Seven Steps to Successful Persona Creation
Google Analytics Screenshots
Example University Digital Persona

13. “A Persona-based website saw 210% increase
in website traffic, 97% increase in website
generated leads, 124% increase in website
generated sales.”
MarketingSherpa
KEY INSIGHT

14. The Seven Steps to Successful Persona CreationStep Two: Conduct a Content Audit

15. The 2017 State of Digital Marketing Report
Source: Moz, How to Conduct a Content Audit

16. “A content audit for the purpose of SEO includes a full inventory
of all indexable content on a domain, which is then analyzed
using performance metrics from a variety of sources to
determine which content to keep as-is, which to improve, and
which to remove or consolidate.”
Moz, How to Do a Content Audit
KEY INSIGHT

17. The Seven Steps to Successful Persona CreationStep Three: Determine the Keywords People Are Currently Using to Find You

18. The Seven Steps to Successful Persona CreationStep Four: Expand Your Keyword List by Searching for Variations

19. The 2017 State of Digital Marketing Report

20. Optimizing On-Page
SEO
.02
© SilverTech, Inc. 2017

21. The 2017 State of Digital Marketing Report

22. The Seven Steps to Successful Persona CreationStep One: Add Keywords to Page Title & URL

23. The 2017 State of Digital Marketing Report

24. The Seven Steps to Successful Persona CreationStep Two: Add Keyword to Your Headers & Content

25. The Seven Steps to Successful Persona CreationStep Three: Add Outbound Links to Your Content
HubSpot shares the following example:
● Use entire phrases as your anchor text, e.g. “A Blog
Post on Cat GIFs”
● Instead of “A Blog Post on Cat GIFs”

26. The Seven Steps to Successful Persona CreationStep Four: Meta Descriptions & Image Alt Text

27. The 2017 State of Digital Marketing Report
SEO Trends Mobile First Indexing
Increasingly consumers are turning to their smartphones
to make purchasing decisions.
Young woman makes purchase using
smartphone

28. Developing a Local
SEO Strategy
.03
© SilverTech, Inc. 2017

29. The 2017 State of Digital Marketing Report

30. The Seven Steps to Successful Persona CreationStep One: Optimize Your “About Us” Page

31. The 2017 State of Digital Marketing Report

32. The Seven Steps to Successful Persona CreationStep Two: Google+ & Social Media Listings

33. The Seven Steps to Successful Persona CreationStep Three: Local Content & Local Links

34. In Review
Conducting Keyword Research
● Use your personas and conduct a content
audit to create a list of viable keywords
● Determine the keywords people are
currently using to find you
● Expand your keyword list by searching for
variations of each keyword

35. In Review
Optimizing On-Page SEO
● Add keywords to page title and URL
● Add keywords to your headers and content
● Add outbound links to your content
● Include robust meta descriptions and
alt-text

36. In Review
Developing a Local SEO Strategy
● Optimize your "About Us" or "Contact Us"
page
● Update Google+ and social media listings
● Write local content and earn local links Links

37. The 2017 State of Digital Marketing Report
Search Engine Marketing: PPC Best Practices
Thursday, August 31st at 2 PM
Once you are on the path to optimizing your organic search engine
listings, it's time to amplify your reach. In this session, we will
discuss how to plan, set-up and optimize a pay-per-click campaign.
Register

38. SILVERTECH HEADQUARTERS
The Ash Street Schoolhouse
196 Bridge Street
Manchester, NH 03104
CALL US: 603.669.6600
EMAIL: info@silvertech.com