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Succeeding at SEO: 4 Easy Wins for Any Business Mark Casali

Succeeding at SEO: 4 Easy Wins for Any Business Mark Casali. 5/4/2017. Presentation Agenda. Introduction to SEO SEO vs. SEM Easy SEO Wins Homepage Optimization Google My Business Listing Strategic Blog Posts Leverage Google Analytics Data Q&A. Introduction to SEO. Paid SEM Ads.

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Succeeding at SEO: 4 Easy Wins for Any Business Mark Casali

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  1. Succeeding at SEO: 4 Easy Wins for Any BusinessMark Casali 5/4/2017

  2. Presentation Agenda • Introduction to SEO • SEO vs. SEM • Easy SEO Wins • Homepage Optimization • Google My Business Listing • Strategic Blog Posts • Leverage Google Analytics Data • Q&A

  3. Introduction to SEO Paid SEM Ads Organic SEO Results

  4. Components of SEO As external links have become a weaker algorithmic signal, SEO has become a more viable channel for smaller players.

  5. SEO vs. SEM – Channel Dynamics

  6. SEM/SEO Strategy Organic Rankings / Pay-Per-Click Ads Organic Messaging / PPC Ad Development Website Conversion Optimization / CTA Strategy

  7. Presentation Agenda • Easy SEO Wins • Homepage Optimization • Google My Business Listing • Strategic Blog Posts • Leverage Google Analytics Data

  8. Easy SEO WinsHomepage Optimization • Case Study • “The Bubble Room” in Captiva, Florida • World-famous Restaurant

  9. Easy SEO WinsHomepage Optimization The Bubble Room does not show in any of the local results or search results on the first page of Google. Based on their presence in the market, they should be showing up #1. Most reviewed restaurant on TripAdvisor and a local favorite.

  10. Easy SEO WinsHomepage Optimization • Tell Google who you are! Title tag should be: Fun Family Restaurant in Captiva, FL | The Bubble Room • Where are they located? • What are they? • Google does not use meta descriptions to rank websites.

  11. Easy SEO WinsHomepage Optimization • Step 1: Research and choose target keyword

  12. Easy SEO WinsHomepage Optimization • Step 2: Assess competition • Common areas/themes with lower competition: • seasonal/holiday topics • dated content (e.g. “for 2017”) • niche subjects • regional content (e.g. “in hartford”)

  13. Easy SEO WinsHomepage Optimization • Step 2: Assess competition • Quantify the competition with “Domain Authority”

  14. Easy SEO WinsHomepage Optimization • Step 3: Optimize Meta Tags for target keyword and reinforce target keyword in body content • Optimization Checklist: • Title Tags • Meta Descriptions • H1 and H2 Tags • Alt Tags • URLs • Body Content

  15. Presentation Agenda • Easy SEO Wins • Homepage Optimization • Google My Business Listing • Strategic Blog Posts • Leverage Google Analytics Data

  16. Easy SEO WinsGoogle My Business Listing • Tell Google where you are!

  17. Easy SEO WinsGoogle My Business Listing • Step 1: Create a Verified Google My Business Listing • https://www.google.com/business/ • Add business information • Website address • Photos • Hours • Services/Products/Menu • Use target keywords in your company descriptions • Solicit reviews • Share updates on Google+

  18. Presentation Agenda • Easy SEO Wins • Homepage Optimization • Google My Business Listing • Strategic Blog Posts • Leverage Google Analytics Data

  19. Easy SEO WinsStrategic Blog Posts • Step 1: Identify a target keyword? • Is there a new term where you need visibility? • Is there another keyword you’re targeting that needs reinforcement? • Step 2: Develop and post your article • 500-800 words • Use images • Use keyword-focused meta tags • Link back to relevant content in other places on your site • Include an emphatic call-to-action

  20. How Does Blog Content Influence SEO? Blog post / Article Organic Search Results Supporting blogs reinforce existing SEO keywords & allow us to target new long-tailed terms Anchor page(E.g. an “About” page)

  21. How Does Blog Content Influence SEO? Organic Search Results Blog Post: Romantic Winter Retreats Targets: “Romantic Winter Getaways” Currently Ranks: #2 on Google Links back to Anchor Page to reinforce theme Anchor Page: Romantic Getaways Page Targets: “Romantic Getaways in CT” Currently Ranks: #1 on Google (formerly 3-4)

  22. Presentation Agenda • Easy SEO Wins • Homepage Optimization • Google My Business Listing • Strategic Blog Posts • Leverage Google Analytics Data

  23. Easy SEO WinsLeverage Google Analytics Data • Setup Goals and Events to track conversions (sales, form fills, emails, etc.) • Understand where your traffic is coming from • Within the SEO channel, how are users arriving to your website?

  24. Easy SEO WinsLeverage Google Analytics Data • Organic Landing Page Report

  25. Conclusion Q&A

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