introduction to seo, content marketing and social media
DESCRIPTION
Presented in the SF Bay Area to introduce business owners to the concepts of Content Marketing, Search Engine Optimization and Social MediaTRANSCRIPT
SEO & Content Marketing
Tips for Small Business
Tom TreanorPresident, Right Mix Marketingwww.RightMixMarketing.com
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Author
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About Right Mix Marketing
Lecturer
Content Marketer
Social Media Consultant
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Hub and spoke model
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Website & Blog
Facebook Twitter
YouTube
Conferences/
Networking
Speaking /
Webinars
Email newsletter
Email List
Actions
SEO
ContentVisitors
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This means that what’s on your site and blog is important! You own it, not leasing (like on Social Media)
You can put your branding, style and voice on your site
You can design it to meet your business goals You can sell from it You can get people to subscribe to your mailing list You can ask people to sign up for a consultation
You can also drive people to follow you on social media
You get better SEO for your blog/website with content
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Search Engine Optimization
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Google is the king of search
Search Market Share
Google: 67%
Yahoo*: 15%
Bing: 13.5%
Source: Experian Hitwise* Bing provides the search results for searches run through Yahoo, except for local information
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Paid results (pay-per-click ads)
Organic (natural) Search Results
The target for SEO efforts
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~70% of Clicks
~30% of Clicks
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SEO for visibility & longevity in search engines
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Search: “SEO Tools List”
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Google is a Machine
With special glasses
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My Business BlogSolving your short term information needs, entertaining you or teaching you so you can get to know, like and trust me!
Your website is full of signals for Google. The more content, the more signals
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Google reads these partially hidden signals on your site…
My Business Blog
Solving your short term information needs, entertaining you or teaching you so you can get to know, like and trust me!
My Business Blog
Solving your short term information needs, entertaining you or teaching you so you can get to know, like and trust me!
My Business Blog
Solving your short term information needs, entertaining you or teaching you so you can get to know, like and trust me!
…and the signals of other sites connecting
to you
…and signals in social media about your
content
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1)
2)
3)
Wood flooring company page
Different wood flooring company page
Next flooring company page
Based on the signals, Google picks the rankings (real time) for any search query
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What does this mean?
If you don’t have enough content on your site,
Google has nothing to work with
If you don’t have the right keywords on your
site, Google can’t “guess” what you do
If you don’t tell Google your geographies
served, Google can’t infer that
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SEO Quick check #1: Content and Social Media Sharing
Do you have content on your website and blog?
Is it interesting to your target customer type?
Are you producing it consistently?
Do you share it on social media?
Tool:
Your blog (e.g. Wordpress.org)
Social Media (e.g. Facebook, Twitter, Pinterest)
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SEO Quick Check #2: The Right Keywords
Do you know the main keyword phrases that people use to find you? Are these on your site in multiple places?
Wedding Venue + Wedding Hall + ?
“Beach Weddings Bay Area”
“Rehearsal Dinner Venues”
Tool:
Google Keyword Tool
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SEO Quick check 3: Geographical keywordsDo you know your geographical range? Do you list the target cities, towns and areas on your website?
Bay Area
San Francisco
San Mateo
Burlingame
Millbrae
Tool:
Map, Prioritization of target areas17
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SEO Quick check 4:Website Analytics
Do you have Web analytics on your site?Do you check it?When you do a campaign, do you measure the
results?When you get press, do you see what happened?
Tool:Google Analytics (or other)
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Content Marketing
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What is Content Marketing?
Building awareness and trust via the creation and sharing of content
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Marketing Online…
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Old Model
Our products
Our company
Our press release
MeMe Me
New Model
Industry resources
How to
Why…Customer stories
Regional topics
PicturesVideo
Checklists
Company Website Company Website & Blog
Guest posts
Our events
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Know the importance of your Blog for business
Website (fairly static)
Blog(more dynamic)
Your Web “Home Base”
Like a MagazineLike a Catalog
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Blogging Businesses Get More Visitors & Leads
Blogging Attracts Visitors
Blogging Attracts Leads
Don’t Blog Blog
Business to Consumer
Business to Business
+88% +67%
55% More Website Visitors
More Monthly Leads
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Examples of Content Types
How-to articles
Answering frequently asked questions
Videos
Pictures
Customer case studies
Industry trends
Resources
Useful tools
Entertainment or humor
Seasonal topics
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Examples of Headlines
The 5 most romantic bay area wedding venues
How to Pick a Landscape Architect
25 Ways College Students can make money and learn a new skill
Go to www.AllTop.com and look at titles of posts for inspiration
How to Edit Video Online Using Free Tools
30 Sites Where You Can List Your Online Art Store
Why Do I Need An Architect For a Kitchen Remodel?
How to double your coaching income
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Content Marketing Lifecycle
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Write your blog post1 Share your post2
People Re-share3
People Visit Your Site4People Sign Up To Your “List5
New product, sale, special
offer
$
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Email List
People are now on your mailing list6
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Your Blog Content - what it does for youBuilds authority and credibility
Showcases expertise
Increases comfort level of potential customers
Grows trust
Improves your SEO
Increases sharing of your content (and your
brand)
Attracts people back to your site
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Content, Social Media and SEO complement each other
Content
Social MediaSEO
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Opportunities to Learn More
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Detailed SEO Webinar access (free)
To get Fast, Easy Blogging pre-launch pricing:
FastEasyBlogging.com
RightMixMarketing.com/SanMateo