7 Steps to SEO Marketing

Goals Audience Competitors Success Measures

I. Strategy (foundation)

What are your SEO goals?

Sell online Generate leads Build marketing database

Goals

Who is your audience?

What industry or business are they in?

What business are the people visiting your site in within their companies?

Are they searching for a product, brand name, or service they wish achieve?

Audience

Who are your competitors?

Traditional- Sell same products / services

Non-Traditional- All other search results that pop up using your keywords

Competitors

The Business Building Impact

Increased Website Ranking Increased Website Traffic Online Leads and/or sales

Success Measures

Speak Customer Language

Words used by customers Words used on website and search ads

Part Art and Part Science Art- Brainstorm list of keywords (10-15

recommended) Science- See what works via statistical

info and keyword programs

II. Best Keywords (cornerstone)

How Search Engines See

Site How People See Site Create Keyword Plan Code for Success

III. Optimize Website

Back end Front end

How Search Engines See Site

Aesthetics Readability Content

How People See Site

Assign each phrase to most

appropriate web page Start with one phrase for each page Use keyword phrase throughout entire

page Leverage different forms of keyword

phrases (plural, present, and past tenses) Link between pages

Create Keyword Plan

Make website crawlable Create killer “Title” tags Create meaty “Meta” tags

Code for Success

Make sure all pages are in search

engines Perform advanced search Search within a site or domain

Submit site to major search engines

Setup a search engine sitemap

IV. Get Site Indexed

On Page and Off Page Build inbound links to site

Assess current inbound links Create link-worthy content

Educational info on site (*great traffic generator)

Consider producing blog

V. Attract Links to Site

Get listed in industry and topical

directories Review competitors links

Siteexplorer.search.yahoo.com Build links with online public relations

Publish press releases online Use keyword phrases in title PRWeb, Articlesbase are good sources

V. Attract Links to Site cont.

Publish in online industry publications Sydicate articles on article distribution

services Ehow, Ezine Articles

Build carefully with social media Setup a Linkedin profile Publish educational videos and presentations

online YouTube, SlideShare

V. Attract Links to Site cont.

Participate in blogs and

forums Blogspot, Tumblr

Also Facebook, Twitter

V. Attract Links to Site cont.

Pay Per Click (PPC)

Ads in paid search results Bids are managed via 24/7 online auction Each ad network managed separately

With PPC you can manage Keywords phrases Keywords bids Daily budget Ad copy Geographic location Time of day (ex. during business hours)

VI. Run a Results-Focused PPC Campaign

Results-Focused PPC Campaign

Think of it as paying for leads or sales Bid on relevant keywords- popular terms cost

more Tie bidding strategies to results Write relevant and compelling ad copy (think

what is searchers motive?) Include ‘call to action’ in the ad Send people to relevant and unique landing page

(not just home) Test, test, test- make sure you are optimizing

results

VI. Run a Results-Focused PPC Campaign cont.

Focus On Results with ROI Measurement Measure Organic SEO Campaign

Track organic search ranking Track your position and competitors

Track Traffic Generated from Search Engines Top Search Engines (Google, Yahoo, Bing) Top Keywords Paths through website

VII. Measure Success

Measure link building and online

Press Release Success Track traffic generated from referring

sites Track traffic generated from Press

Releases, articles, and forum posts Top referring sites Paths through site- what did they do on

site? Goal completion by website

VII. Measure Success cont.

Setup Google Alerts Account

Google.com/alerts- measure how many times sites have picked up your site

Measure PPC Success ‘conversion tracking’ in Google Adwords Track paid search results in Google Analytics

Top Search engines, keywords Cost per visit/click Paths through site

VII. Measuring Success cont.