View
1.090
Download
1
Category
Preview:
Citation preview
“You can’t take something off the Internet. That’s like trying to take pee out of the
pool.” - Charlene Li
Dallas/Ft. Worth Search Engine Marketing AssociationSEO 101 Overview | Creating Your Digital Footprint…
@Jloomstein#DFWSEM
Wait…About me
• Integrated marketing firm with over 10 years of direct advertising agency experience
• Extensive expertise in core marketing – including:– Local search marketing – Pay Per Click (Google AdWords) – Search Engine Optimization– Insights and Web Analytics (Google Analytics) – Marketing Strategy – Brand Positioning– Targeting/Segmentation
• Plus – I’m a dad, husband, and sports junkie • I sat in your spot and used tools like these to build my business….• And, If I wasn’t doing this - I’d love to be a PGA tour player, or storm chaser
Agenda
• A little background
• What’s this seo thing and why should I care
• What tools, platforms, and services matter
• What is my short and long term strategy
• How do I create a “process” and build my seo authority
• What are the five things I can do today to impact my digital footprint, engage with my customers, and manage my time
• Make sure you tweet • @jloomstein • #DFWSEM
Why SEO matters
SEO helps because:
• More Reach means more visitors.
• More visitors take more Actions.
• More Actions lead to more Results.
And then...
• Results can be improved with more targeted Reach.
• More targeted Reach leads to more qualified visitors.
• More qualified visitors take more desirable Actions.
• More desirable Actions lead to better Results
More Targete
d Reach
More Qualifie
d Visitors
More Desirab
le Actions
Better Results
What you see vs. what Google sees PA
ID
1
2
Organic SERP Analysis
SERP | why keywords matter
Dallas Bonsai Tree ServiceDallas Tree Service
SEO CONSIDERATIONS
What you need to consider
How searchable is your website?• Crawlability• URLs indexed (site:domain.com)• NAP citations
What is your link value?• Domain-level: the number, diversity and quality of all links to your website• Page-level: the number, diversity and quality of all links to your website page• Quality of referring domains
What is your link velocity? • How quickly your message is spreading to your target audience• SERP Ranking • Traffic from organic keywords• Brand versus non-branded organic keyword traffic
How searchable/engaging is your website?• Visitor loyalty • Page views / visit• Time on-site• Bounce rate• Comments and interactions
SEO 101
How you start the process • Create your site on a scalable platform (StudioPress)• Keep your hosting and domain separate • Do your keyword research• Optimized URL structure • Upload XML sitemap (GSiteCrawler)• Implement Robot.txt • Canonicalization (Rel=Tag) • Allow categories and tags / Hierarchy matters • Create Alt tags (Image optimization – and don’t forget about image
compression) • Help Google help you ( Google Webmaster tools / Google Analytics)• Make it easy to find (Schema.org )• Install cache plugin
How you keep your site optimized (the essentials) • Run page speed tests (webpagetest.org)• Test and measure engagement/path (Crazyegg.com / Clicktale.com)• Delete what you don’t need (plug-ins) • Remove unnecessary code
Can you show me a couple of examples
How to keep SEO top of mind
SEOYellowpipeSeo-browser.comSEOMOZWhitesparkHittail.comCrazyeggMySeoTool.comScreaming FrogBuiltwith.comSEMRush.com
Weekly• SERP
Ranking• Google
Analytics report
Monthly• Referral
traffic• Keyword
optimization
• Google Webmaster Tools
• Bing Webmaster Tools
Quarterly• Landing
page • Editorial
calendar • Mini-site
audit
Two Last Things + My Warning
Checklist
Completed
Tactic Platform
Keyword research Google AdWords / SEOBookContent creation WriterAccess/TextBrokerContent validation ScribeSEO.com
Site accessibility SEOMOZ.com Site health Google/Bing Webmaster Tools /
MySEOTool.com / Raven / SEOMOZUser testing Usertesting.com Ecommerce optimization
Treepodia.com
Authorship Google+Mark-up Schema.org
SEO
Keyword Research
Analytics
IndustryTrends
Stay smart
My warning
• Stop chasing shinny objects • Outsource things that hold you back • Build your team• Invest in the tools that either save you time, make you money, or make
you look smarter • Create platform partnerships that you can leverage • Replicate, scale, iterate, repeat • Perfection is the enemy of good
The #1 problem all businesses face is obscurity --- If they don’t know you…..They can’t buy from you.
James Loomstein, MBA@Jloomstein
Thank You#DFWSEM
Recommended