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SEO Uncovered:
The 7 Secrets Every
Business Must Know to
LEGALLY STEAL Floods of
FREE Google Traffic From
Your Competition
What is SEO?
Search en gine opt i mi za tion (noun)
Search engine optimization (SEO) is the process
of improving the visibility of a website or a web
page in search engines via the unpaid (“natural”
or “organic”) search results.
SEO is inbound marketing
• Getting your products and services in front of prospective
customers at the moment they are actively looking
• SEO doesn‟t interrupt
• With SEO you are earning and building trust
Misconceptions
• SEO is free marketing!
• SEO doesn‟t work
• SEO is black magic
• SEO is rocket science
• SEO is illegal
REALITY:SEO is a legitimate marketing strategy
practiced by almost all of the world‟s most
successful companies
Who cares?
• There are over two billion people online
• 93% of online experiences begin with a search engine
• The majority of web traffic is driven by the „Big Three‟ search
engines-Google, Bing and Yahoo
(Search Engine Journal)
Who cares?
• 77% of search engine users choose organic over paid listings1
• 67% choose organic search engine results when purchasing2
• Organic click-through generates 25% higher conversion rates
than PPC3
(1,2,3 Search Metrics)
High rankings in the search engines
are VERY valuable!
How valuable?
Keyword phrase: “Auto Insurance”
Cost-per-click
Keyword phrase: “Auto Insurance”
Search volume = 110,000
CPC = $66.31
Total value = $6,964,100
Traffic by Google Ranking
Keyword phrase: “Auto Insurance”
Search volume = 110,000
CPC = $66.31
Total value = $6,964,100
x 42%
= $2,924,922 in organic traffic monthly!
Benefits of SEO
• Boost website traffic
• Increase visibility among target audience
• Build relationships and influence
• Increase conversions (subscribers, members, etc.)
• Increase sales (gain new customers0
• Measurable results
• The big guys can‟t out bid you!
Downsides of SEO
• Can be slow to get results
• Somewhat our of your control
• Requires consistent effort over time
• No guarantees
How can SEO work for your business?
The 7 Secrets Every Business
Must Know…
1. It all starts with keywords
• Knowing your target keywords is your first step
• Choose your battles
• Don‟t spread yourself too thin
2. Content is King
• Search engines “feed” on content
• Train Google to keep crawling and indexing your site
• Don‟t worry about keywords; just keep things relevant (most of
the time)
• “Naturally” include your keywords in your content
3. Have an active social media presence
• Social is becoming more important to search engines
• Add sharing buttons to your website to promote sharing!
“[The] lines of SEO and Social Media continue to be blurred”
(Jen Lopez, Community Manager at SEOMoz)
4. Get links from other high value
sites
• A link is like a vote for your site
• Some votes matter more than others
• More links = GOOD
5. VIDEO!
• Google LOVES video!
• Roll the camera regularly!
• Use your keywords in the video and the video title
6. Channels refer to major “authority” sites
• Examples include:
- YouTube
- Amazon
- Craig‟s List
- Et. Al
• Get your content on them
• They will rank!
7. If you are local, optimize for local
• Include local keywords throughout content and site
• Add your local address to your site
• Add your local phone number
• Get listed in all local directories
• Create local videos
• Get links from local organizations and businesses
*BONUS SECRET*
8. Create content for people
• Not for search engines
• If people like your content, Google will take note…
• Make it personal-share your story
*BONUS SECRET*
9. Be consistent over time
• SEO is a marathon, not a sprint
Example
Example
Frequently Asked
Questions
Is SEO a good marketing strategy for
my particular business?
How much time will I need to spend
each week on SEO?
How can I avoid common mistakes that
businesses make with SEO?
How important is keyword research?
How important is link building?
Should I hire an SEO consultant to do
all of this stuff for me?
If I‟m redesigning my website, when
should I start thinking about SEO?
What things will get me in trouble with
the search engines?
If I hire someone, how can I be sure
they won‟t use black hat techniques?
How else can I improve my rank?
• Ask Google for advice!*
• Keep things “white hat” in nature
• Install Google Analytics on your site (if you haven‟t already)
*Google’s Webmaster Guidelines tell you virtually everything you need to know.
SEO: Not a Slam Dunk
1. Time commitment ($)
2. Complexity
3. Content creation
4. Established competition (breaking in)
5. Link building (can be laborious, slow)
6. Time required to achieve results
7. Finding consultants you can trust
SEO: It‟s worth it!
• The ROI of SEO is well documented
• A highly ranked website works 24/7, when your sales team is
asleep
• A well-ranked website is a very sellable asset
Small biz survey
“If you had to put all your marketing time and
budget into only one channel, what would it be?”
Survey says…
Answer: SEO!SEO is considered the single most important
marketing channel for SMBs.
(MerchantCircle/Reply.com survey of 2,500 US
small businesses)
Questions?
