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TRANSCRIPT
5/4/2017
Succeeding at SEO: 4 Easy Wins for Any Business
Mark Casali
Presentation Agenda
´ Introduction to SEO
´ SEO vs. SEM
´ Easy SEO Wins1. Homepage Optimization2. Google My Business Listing3. Strategic Blog Posts4. Leverage Google Analytics Data
´ Q&A
2
Introduction to SEO3
Paid SEM Ads
Organic SEO Results
Components of SEO4
SEO Importance
On-Page External Linking
As external links have become a weaker algorithmic signal, SEO has become a more viable channel for smaller players.
SEO vs. SEM – Channel Dynamics5
Factor SEM SEO
Timing (to achieve visibility on search engines)
InstantLong Term (3-6 months before top rankings are
achieved)
Measurability High High
Ability to Target High Moderate
Resources Required Low High
Cost High Depends
SEM/SEO Strategy6
Visibility
Traffic
Conversions
Organic Rankings / Pay-Per-Click Ads
Organic Messaging / PPC Ad Development
Website Conversion Optimization / CTA Strategy
Presentation Agenda
´ Easy SEO Wins
1. Homepage Optimization2. Google My Business Listing3. Strategic Blog Posts4. Leverage Google Analytics Data
7
Easy SEO WinsHomepage Optimization´ Case Study
´ “The Bubble Room” in Captiva, Florida´World-famous Restaurant
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Easy SEO WinsHomepage Optimization
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The Bubble Room does not show in any of the local results or search results on the first page of Google. Based on their presence in the market, they should be showing up #1.
Most reviewed restaurant on TripAdvisor and a local favorite.
Easy SEO WinsHomepage Optimization´ Tell Google who you are!
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- Where are they located?- What are they?- Google does not use meta descriptions to
rank websites.
Title tag should be:Fun Family Restaurant in Captiva, FL | The Bubble Room
Easy SEO WinsHomepage Optimization´ Step 1: Research and choose target keyword
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Easy SEO WinsHomepage Optimization´ Step 2: Assess competition
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Common areas/themes with lower competition:- seasonal/holiday topics- dated content (e.g. “for 2017”)- niche subjects- regional content (e.g. “in hartford”)
Easy SEO WinsHomepage Optimization´ Step 2: Assess competition
´ Quantify the competition with “Domain Authority”
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Easy SEO WinsHomepage Optimization´ Step 3: Optimize Meta Tags for target keyword and
reinforce target keyword in body content
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Optimization Checklist:- Title Tags- Meta Descriptions- H1 and H2 Tags- Alt Tags- URLs- Body Content
Presentation Agenda
´ Easy SEO Wins1. Homepage Optimization
2. Google My Business Listing3. Strategic Blog Posts4. Leverage Google Analytics Data
15
Easy SEO WinsGoogle My Business Listing´ Tell Google where you are!
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Easy SEO WinsGoogle My Business Listing´ Step 1: Create a Verified Google My Business Listing
´https://www.google.com/business/
´ Add business information´Website address´Photos´Hours´ Services/Products/Menu
´Use target keywords in your companydescriptions
´ Solicit reviews´ Share updates on Google+
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Presentation Agenda
´ Easy SEO Wins1. Homepage Optimization2. Google My Business Listing
3. Strategic Blog Posts4. Leverage Google Analytics Data
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Easy SEO WinsStrategic Blog Posts´ Step 1: Identify a target keyword?
´ Is there a new term where you need visibility?´ Is there another keyword you’re targeting
that needs reinforcement?
´ Step 2: Develop and post your article´500-800 words´Use images´Use keyword-focused meta tags´ Link back to relevant content in other
places on your site´ Include an emphatic call-to-action
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How Does Blog Content Influence SEO?
Anchor page(E.g. an “About”
page)
Blog post / Article
Supporting blogs reinforce existing SEO keywords & allow us to target new long-tailed
terms
Organic SearchResults
How Does Blog Content Influence SEO?
Organic SearchResults
Anchor Page: Romantic Getaways Page
Targets: “Romantic Getaways in CT”
Currently Ranks: #1 on Google (formerly 3-4)
Blog Post: Romantic Winter Retreats
Targets: “Romantic Winter Getaways”
Currently Ranks: #2 on Google
Links back to Anchor Page to reinforce theme
Presentation Agenda
´ Easy SEO Wins1. Homepage Optimization2. Google My Business Listing3. Strategic Blog Posts4. Leverage Google Analytics Data
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Easy SEO WinsLeverage Google Analytics Data
´ Setup Goals and Events to track conversions (sales, form fills, emails, etc.)
´ Understand where your traffic is coming from
´ Within the SEO channel, how are users arriving to your website?
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Easy SEO WinsLeverage Google Analytics Data
´ Organic Landing Page Report
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Conclusion
Q&A
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