Search and Email Marketing Startup Guide

SEO and Email Marketing for Startups and Small Businesses

Part 1: Search Engine Optimization (SEO)

Go Get It, Lycos.

Today…

Key Terms

• SEO – Search Engine Optimization• PPC – Pay Per Click Advertising• SERPs – Search Engine Ranking Positions• On-Page SEO – Changes to website content and

framework that affect search-ability and SERPs• Off-Page SEO – LINKS (the valuable kind!) • Local SEO – On and off page factors that affect local

search• Inbound Links – Earned links that pass ‘link juice’ to your

domain• Google Page Rank – An indicator of your site’s profile;

mostly based on number of quality, relevant links

Organic V. Paid Search

Google AdWords v. Bing Ads

2013 Search Share

Data via ComScore

2013 Search Volume

Data via ComScore

Start With Research

• GOAL: Find the best fit primary keyword for each page you’re optimizing for

• Google Keyword Tool is your best friend• Google Trends is also useful• Find balance with the most RELEVANT, LEAST

COMPETITIVE, HIGH SEARCH VOLUME keyword you can

• Consider Google Page Rank, inbound links (and other factors) when making keyword decisions for SEO

Title and Description Tags1. Title Tags –

Include primary keyword, and secondary keywords if possible.

2. Description Tags – DO NOT affect SERPs. However, EXTREMELY place to drive click-troughs with a solid message.

BAD Search Listing Example

Other On-Page Factors

• Keywords in Page Content – including broad and exact match

• Keywords in Image ALT tags• Keywords in Heading tags – Only one H1 tag per page• Keywords in URL slugs (e.g. edetroit.co/michigan-

marketing-company)• Keyword in image file name (e.g.

edetroit.co/images/michigan-marketing-company.jpg)• Links to pages throughout YOUR site• Links to relevant, high-ranking pages OUTSIDE of your site

Technical Stuff

• Generate an XML sitemap and upload in your root directory

• Make sure robots.txt isn’t blocking search engines from blocking your site

• Create profiles on Google Webmaster Tools and Bing Webmaster Center, and submit your sitemap

• Setup Google Analytics profile to monitor SEO and other metrics

Image via SEOMOZ

Link Building

• Start building links right away• Focus QUALITY over QUANTITY• Understand distinction between White hat

and Black hat SEO

White Hat vs. Black Hat

Image via SRISAS

Protect Your Future and Do SEO Right

Don’t BUY links, EARN them

Content Marketing + Link Building = Long-Term, Sustainable Search Marketing Strategy

Other Link Building Tactics

• Directory Submissions – Including local citations, regional directories, and industry directories.

• Develop link-worthy content (blogs, ebooks, infographics, …) – See the Michigan Tech 100

• Guest posting• Press releases = Get a LOT of links• Create Ego-Bait! Give and you shall receive –

Our blog: Top 10 Most Entertaining and Notable #Detroit Blogs

• The list goes on… BE CREATIVE!

Local SEO Quickie

• Employ same research tactics and On-page SEO tactics outlined earlier BUT use local terms (e.g. ‘detroit plumbers)

• More Reviews = Higher Local Listings, so ask for them– Google– Yahoo!– Yelp

• Build Citations like Google listing (now integrated with Google+, Yelp, Yahoo, etc.)

Generate Reviews (hopefully good ones)

Tactics:• Ask your friends• Use print materials• Create a landing page

that shows people how to leave a review

Local SEO: Citations

• A tedious, but important process.

• Universal Business Listing (UBL) is effective for getting a lot of listings published at the same time

• Use keywords in citations, because they are indexed in search engines

Google Local SEO for Search ‘detroit restaurants’

Measuring, Monitoring and Adjusting

• Measure SERPs using tools like SEOmoz and Raven Tools

• Monitor Google Analytics• Some free tools: seomoz.com/tools• Tweak and make adjustments over time

(provided On-page SEO best practices) – SEO is fairly long term, so BE PATIENT

Affordable Marketing Packages

We offer digital marketing packages designed for small businesses and startups looking to get a head start with their digital marketing.

Get Started Now!

Part 2: A Brief Glimpse Into Email Marketing

MailChimp

• Free up to 2000 subscribers and 12000 emails/month

• Offers automated RSS feed emails for blog content

• Strong for Blogs, but weak for more automated emails

aWeber

• 1000’s of web form and email templates to work from

• Launch automated email marketing campaigns

Leveraging Subscribers: Social Media

• Use catchy images accompanied with a post and link

• Leverage reach with established content partners and brand ambassadors

Have an (Free) Offer

• Use offers like eBooks, webinars, coupons, subscriptions, etc. to entice signups

Leveraging Subscribers: Blog Posts

• Create images to add to blog posts for a visual call to action linking to a landing page

• … or frame subscribe form directly into post

Leveraging Leads w/ PPC Ads

Leveraging Leads w/ Social Ads

Affordable Marketing Packages

We offer digital marketing packages designed for small businesses and startups looking to get a head start with their digital marketing.

Get Started Now!