role of seo in inbound marketing

1

Agenda

6:30-7:00 Networking7:00-7:20 Intros7:20-7:50 SEO Presentation7:50-7:55 Questions7:55-8:00 Tip8:00-8:30 Networking

7/22/13Joseph Franklyn McElroyjoseph@corporatepa.com 646-334-1885www.corporatepa.com

2

Recognition

Value Creator – James ThompsonI solve problems, whether they're people or programs. I also really like data.

#MathNotFeelings

Active Participant – Susan GluckI'm a digital marketer in NYC.

7/22/13Joseph Franklyn McElroyjoseph@corporatepa.com 646-334-1885www.corporatepa.com

3

Introductions

Event Recognition Host Venue

Sponsors

7/22/13Joseph Franklyn McElroyjoseph@corporatepa.com 646-334-1885www.corporatepa.com

4

Introductions

Introduce Yourselves What you do in 15 Secs Questions or Needs Who you want to meet

7/22/13Joseph Franklyn McElroyjoseph@corporatepa.com 646-334-1885www.corporatepa.com

“SEO’s Role in Inbound Marketing”

& Serr.biz

PROUDLY PRESENT:

Role of SEO in Inbound Marketing

• Keywords & Content

• Crawlability & Technology

• Link Building & Social Media

• Analysis & Pages

& Serr.biz

Our Backgrounds: A Brief LookMike Zittel - Serr.biz • Started in 1999, when SEO basically consisted of having a

website with some keywords

• Laughed at Google paid ads

• Saw Bing/Yahoo advertising when it was GoTo, then Overture, then Yahoo, now Yahoo-Bing

• Worked with industry types from Antiques to Merchant Services, Travel, Hotels, Doctors, Lawyers, Real Estate, Non-Profits, etc.

Nikki Johnson - PluginGroup.com• Worked for 10 years as Vice President of Copywriting

for an agency called TIG Global, specializing in Hotel & Travel Internet Marketing

• Supervised six full-time copywriters and 21 freelancer writers in producing content for 1,000+ clients

• Started freelancing for colleagues and friends five years into working for TIGG, diversifying experience far beyond hospitality • Currently working with Coldwell

Banker – 600+ agents

• EDU online reputation management

• Science equipment (Oil-Environment)

• Home generators / luxury carpets

• Operates SocialProfiles.us

• Currently one of three managing partners for a self-founded company called Plugin Group, which partners with ad agencies to provide white-label marketing / branding services and overflow support

& Serr.biz

SEO: The 40,000-Foot View

ONSITE OFFSITE

LOCAL SOCIAL

ONSITE

SOCIAL

OFFSITE

LOCAL

& Serr.biz

Onsite SEO: Keyword IntegrationKeyword Selection• Select one or two main keywords actively searched by consumers for each

page, using a tool such as Google AdWords Keyword Tool• Use each page as a platform to drive qualified customers to the site

Meta Data Development• Title Tag – The most influential Onsite SEO factor, limited to 70 characters• Meta Description – Teaser copy to increase click-through from the search

results to each page• Meta Keywords – Reference point for terms targeted, separated by commas

Copy Integration• Natural integration of targeted keywords into the text content of

each page• Incorporation into the “alt tag” captions for photos, as appropriate

& Serr.biz

Onsite SEO: Technical Factors• EMD – Still relative

• Use OG tags

• Robots index, follow, no follow

• Author tag – Important

• Publisher tags – Important

• Use of H1, H2, H3 – Control with CSS

• Total body word count – 900 words – prime content above the fold

• Uniqueness

• Avoid Ajax, Flash, images

• Incorporate microdata – Schema.org

• Norel tags – outbound links, except full URLs to same website

• Canonicalization – www. versus non-www.

• 301 redirects

& Serr.biz

Offsite SEO• Need links from other high-quality

websites to compete against other sites optimized for the keywords targeted in the Onsite SEO phase

• The best way to approach this process is to create interesting content, and use it to attract links from other respected sites in your industry

• Two benefits to this approach:• Attract inbound links, beneficial for SEO

rankings• Promote your site in places visited by

your target audience

• Link building channels: • Social bookmarking• Guest blogging• Article directory submission• PR outreach• Blog commenting• Forum sharing• Posting in relevant social media

groups (via Facebook, LinkedIn, etc.)

• Link building outreach

& Serr.biz

Local SEO• List of top six to ten general

directories• Google Maps - Caution with setup of

Google+• Bing Maps• Yahoo Directory & Local• Yelp – Caution• Merchant Circle• Citysearch

• Solutions providers• Yext• Fiverr

• Hyper-local / regional-specific • anewyorklife.com

Source: http://ow.ly/o4jEp

& Serr.biz

Social Factors• Positive social signals reinforce the

“likeability” and relevance of your website to real people

• Social media sites offer additional ways of reaching your audience, allowing potential customers to learn more about your company’s authentic personality

• Social channels: • Facebook• Twitter• Google+• LinkedIn• Pinterest• Foursquare• YouTube• Flickr• Tumblr• Scribd• Etc.

& Serr.biz

Closing: That’s All Folks

Recap of Key SEO Ranking Factors• Onsite • Offsite • Local • Social

Questions?

& Serr.biz

15

TipsBlogging Tips

7/22/13Joseph Franklyn McElroyjoseph@corporatepa.com 646-334-1885www.corporatepa.com

Warjhorses Wordpress.com Tumblr.Com Blogger.com Typepad.com

Good “Second” or “Third” blogs!!!! Quora Blog – http://www.quora.com/blog/add Google Plus – Direct Connect – custom urls make your posts a bloghttps://support.google.com/webmasters/answer/1708844 Facebook Notes - https://www.facebook.com/username?sk=notes

New Up and Coming Svbtle.com Sett.com Postach.io Tryghost.org

16

Thanks!

Network!

7/22/13Joseph Franklyn McElroyjoseph@corporatepa.com 646-334-1885www.corporatepa.com