A Complete Course - insideARM.com€¦ · backlink BAK-lingk, noun A link from an external site which leads back to your site. The higher the reputation of the external site, the

Even external social media links can impact SEO performance. Check out this quick flowchart.

Joe the Consumer posts a negative blog about DebtCorp.

He posts a link to the blog on Twitter, where it’s seen by others consumers.

Other people see the link and reTweet it 200+ times, connect-ing Joe’s negative blog post with the keyword #debtcorp.

Googlebot hears about the post from Twitter. Since 200+ people reposted the link, they have effectively endorsed Joe’s blogas credible and important information about DebtCorp.

Googlebot raises Joe’s post to the front page of Google search results for DebtCorp.

J. Decision Maker searches Google for DebtCorp and finds Joe’s post because it’s been given high rank by Googlebot.

J. Decision Maker decides not to hire DebtCorp due to negative results like Joe’s post.

Social media is a critical factorof SEO success and brandmanagement!

A Complete CourseHow a comprehensive marketing strategy can help your company win more business and protect its brand.

make sure that all of ourwebsite pages have uniquetitles - important !

Being on the first page of Google search results for your company name is critical.

Research shows that the first page of Google search results receive an overwhelming 90%of all click-throughs.

Defining Key Terms

SEO

ESS-ee-oh, noun

A collection of best practices and strategies designed to improve a website’s performance in Google search engine results.

“SEO services from insideARMhelp protect DECA's brandname from negative results.”

John Owen, DirectorDECA Financial Services

Don’t think that SEO matters for your company? What happens when a prospect Googles your company name and findsnegative results?

SEO helps protect your firm’s good name by making sure that you control the message about your company.

What is SEO? | 1

what is Seo?

Chapter Objectives

Define & explore search engine optimization (SEO)Illustrate the process of SEODetermine why ARM firms need SEO

For web visitors, finding information about a company is sort of like driving to to a new place. They get into their car (Google) and head off on the road (the Internet) until they reach the information they want (the destina-tion). But how do you guarantee that they end up at your site and not another?

Search Engine Optimization, or SEO, works like a GPS unit. It tells Google that the best answer to the user's question is your site, not some other. It gives you control over critical search terms - like your company name, empowering you to protect it from negative perception.

So what exactly is SEO? Basically, it's a series of best practices and strategies that help your site rank higher. This is accomplished through tweaking things like text or code on your website, as well as the creation of quality links from other sites back to yours.

In this chapter, we'll dive into the very basics of how SEO works, as well as why ARM firms need to pay attention to it as a viable means of gener-ating new business leads while protecting their brand names.

There are a lot of companies who do SEO, but not all of them do it the right way. If you use an SEO consultant, make sure that they are not using what are termed “black hat SEO” techniques. These nefarious maneuvers may get you higher results more quickly, but they can result in your site being blacklisted by Google!

Self-check Question

What shows up when I Google my company’s name?

Guide yourweb users &protect yourbrand name.










2 | how seo works

how seo works

Ever been to that restaurant?

SEO works the same way that word-of-mouth does. You would never endorse a restaurant that you didn’t like, and you certainly would not recommend it to your friend. SEO works the same way.

When a site (let's use insideARM.com as an example) has goodcontent that answers a question that a Google user has, such as "whatis accounts receivable management," Google is more likely to endorse insideARM.com as an answer to the search query.

If other sites link to insideARM.com, then they have effectively validated insideARM.com as a viable answer to that search query. In the real world, we all do the same thing when a friend asks us if we have eaten at a specific restaurant or our opinion of a particular book.

With that general concept in mind, there are many technical aspects to SEO. Content and code both need to be optimized for the keyword that a specific page is targeting. There are certain best practices to follow when doing "on-page" optimization, such as using the keyword in the page title.

Perhaps the most critical on-page tweak is to have the keyword in your page title. Interestingly, proximity to the beginning of the title can also make a difference, as does the length of the title. Google places the most importance on page title, so make sure you have one!

The other critical factor is getting links back to your site. An endorsement from a high-quality site is worth more than many links from spammy dire- ctories, so be careful of consultants who tell you that they can quickly acquire hundreds of links - they could actually hurt your reputationrather than help you.

Self-check Questions

How often do I review the text and code of my website?

Do I even know if people link to my site?


Co ntent

Li nks

validation ofa website}

insideARM.com gives you a powerful external link opportunity. We can link to your content or post it on our site to combat negative results and help you protect your brand.

Defining Key Terms

backlink

BAK-lingk, noun

A link from an external site which leads back to your site. The higher the reputation of the external site, the more valuable the backlink.

Quality over quantity! The one backlink you get from a site like insideARM.com is worth more than 50 spam directory links.

Carefully consider the quality of the SEO consultant you entrust with your good name.

SEO is just the first step - once you get a visitor to your site, how are you converting them into a lead?

Do you have whitepapers or anything worth reading beyond boilerplate information?

Talk to us about insideARM.com’s custom content offerings.

Why you need seo help | 3

Why you need seo help

Chapter Review

Let’s review what you’ve learned in this chapter. As you answer, remember that insideARM.com is here to help develop and executeon an SEO strategy built specifically for your company.

How does SEO help my business?

How does SEO get me more leads?

How does SEO protect my brand name online?

You competitor is engaging in SEO and you are not. What happens if a mutual prospect searches for both of you and �nds negative results attached to your company’s name?

Write the molecular formula for a winning SEO program.

Achieve more withinsideARM’s SEOservices .

SEO gives my business a better chance to win targetedkeywords and show up higher in Google search results.

By building optimized content and getting it linked from strong sites, I can push negative stuff off the first page of results.

My competitor would probably win the prospect's business. Theprospect would be hesitant to work with a company that hada bad online reputation because it would reflect badly on them.

SEO = Co + Li

(SEO = Content + Links) remember - content is king










INSIDEARM.COM 6010 EXECUTIVE BLVD #802 rOCKVILLE MD 20852

Jennifer MingesClient Marketing [email protected]

Get in touch with insideARM.com

Kaulkin Media brings you 10+ years of ARM marketing and content development success. If anyone knows how to reach your targets, it’s us. Why go to a general-ist who won’t know anything about our industry? ARM is a complicated beast — don’t leave your company’s marketing engine to chance.

www.insidearm.com/creativeservices


Documents

A Complete Course - insideARM.com€¦ · backlink BAK-lingk, noun A link from an external site which leads back to your site. The higher the reputation of the external site, the