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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

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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

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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

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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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