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SEO Marketing from the Ground Up
- 1. SEO: MARKETING FROM THE GROUND UP Prepared by: Zach Doty, SEO Specialist
- 2. TABLE OF CONTENTS • The concept behind SEO • SEO is not… • SEO is: • The process behind SEO • Research & competition • Strategy & execution • What does SEO mean for bloggers? • Reaching out to others • 3 things you can do tomorrow • Wrap up
- 3. What do you think SEO is?
- 4. SEO is not… Spam Buying links
- 5. SEO is: Providing a relevant answer to a searcher’s question.
- 6. SEO is: Attracting previously unreached customers, readers and relationships.
- 7. SEO is: Being first in the mind of the audience. Paid Search Ads Paid Search Ads Unpaid “Organic” Search Results
- 8. Now We Know What Basic SEO Is… …How do we go about it?
- 9. First: Research & Competition • What do you want to achieve? • Extreme couponing readers? • Facebook fans for meals on a budget?
- 10. First: Research & Competition • Phrases that say what you do, not who you are • E.g., “Extreme Couponing Houston”
- 11. First: Research & Competition • Who is standing in your way, how can you beat them? • Who else is optimizing for your target terms? • Enter a fight you can win
- 12. Strategy & Execution • Pick one or two unique, but related keywords to use on each page • Meta Tags Meta Title Meta Description
- 13. Strategy & Execution • Use the same keywords from the Meta tags on site • Content, Links between your site’s pages
- 14. Strategy & Execution • Branch Out From Your Site • Build relationships with other sites • Build relationships on social media
- 15. What does SEO mean for bloggers?
- 16. There’s A Lot To Gain • Readers • Advertising Dollars • Bloggers • Grow Your Personal Brand • Commercial Brands • Product reviews, Advocacy
- 17. 3 Things You Can Do Tomorrow 1. Use Wordpress? Install an SEO plugin and find some keywords to pursue. • Yoast SEO • All in One SEO Pack 2. Pick off link opportunities from a competitor. • Link Diagnosis 3. Consult the experts…Google! How • Free: relate to your customer in their inbox? do we Google Analytics • Free: Google Webmaster Tools
- 18. Zach Doty SEO Specialist zdoty@forthea.com @Forthea @ZLDoty Have questions, want to learn more SEO? Email me!
Notas del editor
- Brief agendaTime for questions at the end
- Gather impressions & reactions first Mashable articles, seen as a skill on a friend of a friend’s LinkedIn profile?- The Google algorithm that helps people find what they want & need
- Not cramming as many words as possible into a pageNot blanketing irrelevant sites with questionable links
- Timely information that helps solve a problemEngagingcontent on site that tells about what you do AND who you are
- Gain new customers, loyal readersBuild relationships off site with links, on site with engagement, social proof
- Finding balance to meet a specific need for a customer/reader AND the businessFinding balance between marketing on site and off siteWhen done right, it’s a win-win
- Just covered two basic parts of solid SEO, but there is MUCH more to tellThe “Resume”: Getting an interview with Google, being hired by the searcher.
- It’s common sense to outline any plan for your blog or businessWhat you want to achieve determines how you proceed
- See what is ranking highly for your term (Are there common threads in the top 10?)Related searches to find new ideas
- Sure, you can optimize for Houston Blogger (but why would you?)Not all search terms are equal.Shoot for higher volume, lower competition if possibleThe allintitle operator
- Meta tags: Do you know what they are?Seen only in the source code right? Wrong.Not a heavy portion of ranking, but important to draw in a reader.
- On Page: This is often the first step. Very few people get to it, much less get it right.Position of keywords do matter. You’re writing from two audiences.Google ranks you, but doesn’t count toward Facebook likes or Advertising dollars.
- Site relationships: Links, relevant traffic, mutual benefitFind new sites, readers through social. Be personal, not automated!Why? It’s good business for you and your site.
- Start by gauging impressionsMashable articles?
- Wordpress SEO plugins: There are lots of good ones. Pick (only) one and use it.Search for a non-brand term, see who ranks in the top 3. Search their URL in Link Diagnosis.See what people do on your site, how they get there. See what Google sees.