SEO & Inbound Marketing for Beginners
Daniel Lofaso, SEO & Inbound Marketing Consultantthedigitalelevator.com
Here’s what we’re going to cover.
On-Page SEO• Keyword Research• Long vs Short Tail • Meta Data• URLs• Expectations from
on-page
User Experience• Definition• Good Examples• U/X Checklist
Content Strategy• Importance• Planning• Example• CTAs
On-Page SEO
At the end of the day SEO is all about people typing words into a box.
IT ALL STARTS WITH KEYWORD RESEARCH
SEO is the practice of improving and promoting a web site in order to increase the number of visitors the site receives from search engines.
FREE KEYWORD RESEARCH TOOLS•Google AdWords Keyword Planner (www.google.com/sktool/ ) •Google Trends (www.google.com/trends/)•SEOBook Keyword Tool (tools.seobook.com/keyword-tools/seobook/)
On-Page SEO:Keyword Research
On-Page SEO:Keyword Research
In all of Your Keyword Research Focus on User Intent
On-Page SEO:Long Tail vs Short Tail
Keyword Popularity &
Cost
Conversion Rate High
High
Low
Low
On-Page SEO:Meta Data
Title Tag length used to be around 70 characters. Now you want to shoot for about 55.
Free Title Tag Counter Tool: http://moz.com/blog/new-title-tag-guidelines-preview-tool
The title element (blue below) of a page is meant to be an accurate, concise description of a page's content.
Title Tag
On-Page SEO:Meta Data
The description on the search results will appear as ~155 characters, so the substance of your content should be in the first 155 characters.•Doesn’t effect rankings•DOES effect click-through
The meta description tag (in black) exists as a short description of a page's content.
Meta Description
On-Page SEO:URLs
Ugly URL Example: http://www.example.com/product.aspx?ID=11526&IT=5f7d3d
Pretty URL Example: http://www.example.com/dvds/anchorman-the-legend-of-ron-burgundy/
Tips:•Use keywords in URLs where possible (don’t force)•Try to keep around 5 words if possible
On-Page SEO:Expectations
• SEO doesn’t happen overnight• On-page is only part of the battle, it’s really more
of a SEO foundation than a full-on strategy• In really competitive industries on-page won’t put
you close to the 1st page of the search engines
User Experience
What is User Experience (U/X):UX design means taking your users needs into account at every stage of your product lifecycle.
User Experience
User Experience
U/X Checkist:
User Experience
U/X Checkist (cont’d):
User Experience
Tips:•Focus on the end user•Clean navigation helps•Check out who is ranking and one-up them•Don’t be a copycat, create original content
Content Strategy
What is it?Planning for the creation, delivery, and governance of useful, usable content.
Inbound marketers refer to content marketing as a “pull” approach rather than a “push” or interruptive approach such as traditional advertising.
Content Strategy:
Content Strategy:
Coming up with a Plan:•Address what your consumer wants•Blog consistently (become an authority in your industry)•Learn the channels where your consumers hang out and setup shop there
Blogging by itself is not a complete content strategy!
Example of a spa/salon content strategy utilizing repurposed content.
Goal: Endorsing skin care services/products:
• Starts with a how-to guide on getting healthy, vibrant skin
• Repurposed as a blog series- healthy eating, sun care products, exercise, gadgets, skin care products, spa services- all relating to the main how-to guide
• Images created and shared on Pinterest
• Daily tips related to the guide shared on Facebook and Twitter
• Video of how to get healthy skin created for YouTube
• Email chains go out weekly with tips and links to the original guide
Content Strategy:
Your CTAs are what help guide your visitors along your sales funnel.
Common CTAs:•Call now•Order •Sign-up•Email us•Book•Join
Content Strategy: CALL TO ACTION
3 Good Spa CTAs
Implement the aforementioned strategies to help your website drive more traffic and generate more leads.
Then, sit back, relax, and watch the traffic and leads pour in!
… AND THATS IT!
Hands-on Inbound Marketing & SEO
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