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[Local Business] Search Engine Optimization (SEO) Tips and Best Practices December 14, 2015
Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf
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AboutChrisandBoulderSEOMarke.ngChris• BornandraisedinSwitzerland• Twoamazingkids;lovesoccer,mountain
biking,hiking,yoga,rockclimbing...andcra=yColoradobeer
• 20+yearsindigitalmarkeBngBoulderSEOMarke.ng• SEOTrainingandConsulBng• SEOSiteAudits• ContentMarkeBng• SocialMediaMarkeBng• OnlineLeadGeneraBon• LinkedInTraining&More
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My Co-Presenter John Bailey Founder & President Elevation Digital Marketing www.elevationdigitalmarketing.com www.linkedin.com/in/denverdigitalmarketing www.facebook.com/ElevationMarketing E: [email protected] Elevation Digital Marketing specializes in Search Engine Optimization, Social Media Management, and Content Marketing for small to medium sized local businesses. We’re truly passionate about understanding your audience and connecting you with your customers online to help grow your local business.
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Where’sTheBestPlaceToHideADeadBody?
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AGoalWithoutAPlanIsJustAWish.
AntoinedeSaint-Exupery(Frenchwriter;1900-1944)
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Agenda• IntroducBontoSEO• HowtoidenBfytheiniBaltargetSEOkeywordsthat
peopleareactuallysearchingfor• HowtoidenBfyandtakeadvantageofthe“lowhanging
fruit”keywordsthatalreadydrivetraffictoawebsite• PuRngourkeywordstowork• HowtoidenBfyhigh-qualityonlinedirectoriesandhow
toproperlyopBmizeabusinesslisBng• HowtotakeadvantageofLinkedInandSlideSharefor
localbusinessSEO• TrackandMeasure• QuesBons&Answers
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Ifyoudo…,thenthiscouldhappen:
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Ifyoudo…,thenthiscouldhappen:
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Ifyoudo…,thenthiscouldhappen:
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SearchEngineOp.miza.on
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SupplyDatabase(akasearchengines)
Demand
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SEOisDead…LongLiveInboundMarke.ng
InboundMarkeBng
ContentMarkeBng
SocialMedia
MarkeBng
SearchEngine
OpBmizaBon
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~250
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~3
3-5 6-8
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Google’sAlgorithm
Checkouttheen.reinfographicat:hcp://www.entrepreneur.com/ar.cle/226884
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LocalSEO:FourImportantSignals
• On-pageopBmizaBon->HelpGoogleunderstandwhoyouareandwhatyoudo!!
• Backlinks
• CitaBons/RecommendaBons
• AccurateandCompleteBusinessLisBngs
• Content
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The5PillarsofSEO
1. TechnicalHealthofWebsite2. WebsiteFuncBonality3. On-PageSearchEngine
OpBmizaBon4. Off-PageSearchEngine
OpBmizaBon5. SocialMediaMarkeBng
ContentMarke.ng
WhatisSEO?hbp://www.boulderseomarkeBng.com/what-is-search-engine-opBmizaBon-seo/
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BuildYourDigitalMarke.ng“CreditScore”
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SEORequiresaStrongTeamResources:• SEOManager
– Developstrategy– Manageteamanddriveprocess– Analyzedate
• ContentCreator– Webcontent,blogposts,in-deptharBcles,whitepapers,casestudies,etc.
• SocialMediaExpert– Dra=andpublishsocialmediamessages– Communitymanagement,etc.
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SEO:In-Housevs.Outsourcing
Itdepends:• Time• Resources• Knowledge
OutsourcingSEO:• Localvs.NaBonalvs.OverseasSEOagency• Monthlyinvestment:
– Local:$750+– NaBonal:$1,250-$5,000+– InternaBonal:$5,000+
• Hourlyrate:$75-$300
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hbps://support.google.com/webmasters/answer/35291?hl=en
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The5PillarsofSearchEngineOp.miza.on
1. TechnicalHealthofWebsite2. WebsiteFuncBonality3. On-PageSearchEngineOpBmizaBon
– IniBallistoftargetSEOkeywords– “Lowhangingfruit”keywords– MetaTagsCreaBng
4. Off-PageSearchEngineOpBmizaBon5. SocialMediaMarkeBng
ContentMarke.ng
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[QuickPoll]HaveYouDoneKeywordResearch?
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Ini.alKeywordResearch
hbps://adwords.google.com/ko/KeywordPlanner/Home
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DoYouKnowYour“LowHangingFruit”Keywords?
hbp://www.boulderseomarkeBng.com/webinar-seo-keyword-research-find-keywords-that-will-improve-search-traffic-to-your-website/
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GoogleSearchConsole
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GoogleSearchConsole
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GoogleSearchConsole
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BoostClick-Through-Rates(CTR)toYourWebsitebyCrea.ngOp.mizedMetaTags
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ComponentsofaSnippet
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Op.mizeYourLocalBusinessinGoogleSearchConsole
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WhatExactlyIsContentMarke.ng?• ContentmarkeBng(alsoknownas"contentrecommendaBon")is
anymarkeBngformatthatinvolvesthecreaBonandsharingofmediaandpublishingcontentinordertoacquirecustomers.ThisinformaBoncanbepresentedinavarietyofformats,includingnews,video,whitepapers,e-books,infographics,casestudies,how-toguides,quesBonandanswerarBcles,photos,etc.
• ContentmarkeBngisfocusednotonselling,butonsimplycommunicaBngwithcustomersandprospects.Theideaistoinspirebusinessandloyaltyfrombuyersbydelivering"consistent,ongoingvaluableinformaBon.“Source:hbp://en.wikipedia.org/wiki/Content_markeBng
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ContentContentdevelopmentchallenges:• Highqualitycontent/resources• Enoughcontent/Bme• CostTips:• RepurposeexisBngcontent(contentinventory
spreadsheet)• Findotherin-housecontentdevelopmentresources• Outsourcecontentdevelopment
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[QuickPoll]DoYouHaveaBlog?
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ContentCrea.on
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ContentCrea.on
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ContentCrea.on:Outsourcing
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ContentCrea.on:OutsourcingPhase1:Ini.alOn-BoardingandProjectSetup
Ini.alInterviewandResearch–Theywanttolearnaboutyou,yourtargetmarketandwhatyouwanttoaccomplishwithyourcontentTheWriterAudi.onProcess–Basedonyourspecificindustryandneeds,theyusetheircrowd-sourcingtoolstosearchthousandsofwriterstoidenBfyahandfulofmatchingwritersBuildingaTrusted,ReliableWri.ngTeam–Youarepresentedwithacustom-wribensamplefromeachmatchingwritersoyoucanchoosewhichwritersyou’dliketoaddtoyourteam
Phase2:On-GoingProjectManagement
Keyword/TopicResearch–Comeupwithatargetlistofkeywordsandtopicstowriteabout.UsingKeywordResearchToolandotherresources.TitleDevelopment–Everymonthorquarter,developalistofinteresBng,compellingpageBtlesEditorialCalendarPlanning–AssigntargetpublishdatesforeachBtlesoyoucanviewadetailedpublishingscheduleAssignment,Produc.on,Edi.ng,andPublishing–ManagetheenBreproducBonandeditorialprocess.Deliverorpublishfinishedcontenttoyoursite.
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ContentCrea.on:OutsourcingBenefits:ImmediateaccesstoSEOandresearchtools–withoutthelearningcurve.
• IntegratedKeywordResearchTool:Theywillfindthebestkeywordsandtopicstohelpyouaccomplishyourgoals
• TitleResearchandDevelopmentTool:TheyanalyzetrendingdatatodeterminethehobestBtlesinyoursegment
• EditorialCalendar:Theywillplanoutyourcontentforyou–monthsinadvance
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ContentCrea.on:OutsourcingWhat’sthecatch?
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ContentisKingOp.mizedContentisKing
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ContentOp.miza.onTipsü OpBmizedmetatags:
• Title[50-60characters]• DescripBon[150-160characters]• Keywords[2-4targetSEOkeywords]• Alt/Images
ü Blogposts:Atleast350-500wordsü In-deptharBcles:1,000+wordsü Includelinkstootherrelatedpagesonyoursiteandotherhighquality
websitesü Ifpossible,addanimageandincludeanalttagwithatargetkeywordü Placekeyword(s)inapplicableH1,H2&H3headingü Trytoincludeanimportanttargetkeywordinthefirstparagraphaswellas
thelastandhyperlinkittoanapplicablepageü Don’tforgettoincludeacalltoacBon!
• Shareonsocialmedia• Click/calltorequestaquote• Downloadawhitepaper/viewwebinar,etc.
ü SetupGoaltrackinginGoogleAnalyBcs
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Off-PageOp.miza.on:Lis.ngsinSearchEngines
hbps://support.google.com/business/answer/3038177?hl=en
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OpBmizedBusinessLisBngsinMajorSearchEngines
– Google:• hbps://www.google.com/business/• hbps://www.google.com/+/business/
• Yahoo!– hbp://lisBngs.local.yahoo.com/basic.php
• Bing– hbps://www.bingplaces.com/
Off-PageOp.miza.on:Lis.ngsinSearchEngines
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hbps://plus.google.com/+BoulderseomarkeBng/about
Google+BusinessLis.ng
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hbps://www.gybo.com/faqwww.boulderseomarke.ng.com|720.263.1736|[email protected] |@swisschris
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HighQualityDirectoryLis.ngs
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HighQualityDirectoryLis.ngs
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HighQualityDirectoryLis.ngs
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HighQualityDirectoriesandBusinessLis.ngs
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hbp://businessdirectory.bizjournals.com/denver/new-lisBng
Off-PageOp.miza.on:HighQualityDirectoriesandBusinessLis.ngsandReviews
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Cita.ons/Recommenda.on
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LinkedIn,SlideShareandSEO
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LinkedInandSlideShareArePartofThreeoftheMostImportantGoogleRankingSignals:
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QualityReferralTraffic
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Op.mizingLinkedInCompanyPagesforSEO
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✔Addanimageifpossible
✔3-4targetSEOkeywords✔90-100characters✔2-4targetSEOkeywords✔150-160characters
✔5-7targetSEOkeywords✔IncludevariaBonsifpossible
✔10-12targetSEOkeywords✔256characters
✔MakesuretofillintheappropriateinformaBon
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SlideShare
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hbp://www.socialmediaexaminer.com/improve-your-seo-with-linkedin-and-slideshare/
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MeasureandManage
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GotData?
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ToolstoMeasureYourData
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HowtoTrackYourData
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KeywordRankTrackingTools• GoogleSearchConsole:
hbps://www.google.com/webmasters/tools
• SwissMadeMarkeBng:hbp://swissmademarkeBng.com/ranktracker/
• MozRankTracker:hbp://moz.com/tools/rank-tracker
• SEOBook:hbp://tools.seobook.com/rank-checkers/
• SEOCentro:hbp://www.seocentro.com/tools/search-engines/keyword-posiBon.html
• WhatsMySerp:hbp://www.whatsmyserp.com/serpcheck.php• Plugins,etc.
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UpcomingIn-PersonTrainingshbp://www.boulderseomarkeBng.com/seo-and-social-media-classes/upcoming-events/
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AddiBonalResources
• hbps://moz.com/blog/everybody-needs-local-seo
• hbp://localseochecklist.org/resources.html
• hbp://www.standardmarkeBng.com/2014/10/10-item-local-seo-checklist-2015/
• hbp://thenextweb.com/insider/2015/07/30/the-ulBmate-guide-to-local-seo-ranking/
• hbp://searchengineland.com/13-semanBc-markup-Bps-for-2013-a-local-seo-checklist-143708
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Thank You! Questions?
December 14, 2015 Chris Raulf Digital Marketing Expert Founder & President Boulder SEO Marketing @swisschris www.linkedin.com/in/chrisraulf John Bailey Founder & President Elevation Digital Marketing www.elevationdigitalmarketing.com www.linkedin.com/in/denverdigitalmarketing www.facebook.com/ElevationMarketing E: [email protected]
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