SEO for microbusinesses

Search Engine Optimisation (SEO) for micro businesses Netregistry Business Bites Webinar

Presented by Sam shetty 20th June 2012

Agenda

■ Online marketing, Which one is right for me ?

■ Planning your SEO implementation

■ SEO process

■ Latest Google updates

■ Should I outsource my SEO ?

■ Q & A

The Traditional Shopping Process is…

Source: The OPEN Brand: Digital Trends for 2011 by Resource Interactive

Linear, predictable, analog, brand-controlled

EC

The New Purchase Journey is…

Source : The OPEN Brand: Digital Trends for 2011 by Resource Interactive

Non-Linear, multi-channel, digital, consumer-controlled

EC

Clicks are People !

For you to achieve your goals, your visitor must achieve their goal first. “Visitors are only concerned with how they want to buy and what is relevant to them”

Conversions

• Most websites do

not have a

TRAFFIC problem

…

• However, every

website has a

CONVERSION

problem !!!

Watch your data not just results!!

“Successful marketers know

their goals, and they watch

data everyday and constantly

analyse not only the results,

but what data matters.”

The conversion Trinity

• Are you relevant to MY query ?

• Do I know WHY you are the right solution for me?

• Is it obvious WHAT I need to do next ?

Which one is right for me ?

What will drive my traffic?

*Via Forrester’s Interactive

Marketing 2012 Report

Planning your SEO strategy

• Do you have a USP for your business ?

• Do you understand your customers needs ?

• Do your potential customers search online ?

• Where do you stand on search engines right now ?

• Will your will website convert ?

• Level of competition online ?

SEO setup

• Setup up Google analytics

• Setup Google webmaster tools

• Setup Google +

• Setup Google places

• Claim your social space

Keyword research tools

• Google adwords

• Wordtracker

• Keyword discovery

• Semrush

• Google insights

A Simple Process for Choosing Good Keywords

More on this here: http://www.seomoz.org/beginners-guide-to-seo/keyword-research

High Volume (many searches/month)

Low Competition (weak sites/pages in the top 10)

High Value (large % of visitors convert)

Ideal Keywords!

A Simple Process for Choosing Good Keywords

High Volume (many searches/month)

Low Competition (weak sites/pages in the top 10)

High Value (large % of visitors convert)

Google AdWords

Gut Feel (or KW Difficulty Tool)

Gut Feel (or Analytics Data)

Picking keywords doesn’t have to be a chore, and the process can often help you find topics for

content you haven’t yet tried/thought of!

AdWords: The Best Choice (Most of the Time)

The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal

Tools to Help with Accessibility

http://www.google.com/webmasters/

What About Those Awesome Video Results?!

http://wistia.com/doc/video-seo

These are

great for

driving clicks

You Have to Get These Right

Before You Get These Right

GOOGLE+ WILL BECOME THE

CORE OF GOOGLE’S SERVICES “The assumption is that everything will move over to using

the Plus infrastructure over time”

– Eric Schmidt, Google’s chairman

. USERS’ TIME SPENT

ON GOOGLE+ WILL PROVIDE

GOOGLE WITH MORE DATA “For Google, everything that happens on the Internet is a complement to its

main business. As people spend more time and do more things online, they

see more ads and they disclose more information about themselves - and

Google rakes in more money.”

– Nicholas Carr, The Shallows, P. 160

25 PERCENT OF ALL GOOGLE

EMPLOYEE BONUSES ARE

BASED ON SOCIAL SUCCESS “According to a leaked memo from Google CEO Larry Page, the company

is making its social efforts a top priority and will reward all employees if

those products are a success — or dock everyone’s bonus if those efforts

fail.”

– Jolie O’Dell, Mashable.com, Apr. 2011

Great Content + SEO + Social Really Works.

Great

Content +

SEO

Friendly +

Social

Sharing +

Link

Building

=

Higher

Rankings

More

Readers

More

Followers

More

Influence

=

Virtuous Cycle of

Inbound Marketing!

Link building tips

• Product giveaways

• Press releases & arranging coverage

• Providing images for review posts

• Offering content to affiliate sites & blogs

• Link bait style blog posts

• Product tools & tips

• Post about latest trends in your industry

Google loves speed

Website Usability

• Simple & Easy to use

• Design pages for scanning and not for reading

• Good, visible, site navigation

• Talk the same language like your users

• Prioritize the key information( users look for) above the fold

• Trust & Creditability need to be reinforced

Google Penguin vs Panda

Update

Should I outsource SEO ?

• Do you have multiple sites ?

• Do you have web design skills ?

• Are you able to track results ?

• Do you time to write articles ?

• Are you able to acquire links for your website ?

• Can you afford to spend 30 hours a month?

Is 30 hours of your time worth .. $ 600 ???

Conclusion

• Q&A

• Request a free Consultation for your website

• Thank you !!!

• Sam Shetty [email protected]