search engine strategies on a budget kathryn boca chamber

Ten Golden Rules first employee!Director of Marketing DamagedCars.comIn-House Internet marketer, SEO/PPC, 10+

years.Besides being an internet marketer, also a

personal finance counselor. Money saving tips today to help your business.

Tips & Tools to Help Small Business Owners Manage their

Search

Search Engine Strategies on a Budget

By Kathryn Parsons

Money Saving Tips for SEO

Save on Building Your WebsiteBy using an Open Source Platform

Don’t spend all your funds on your website design

CMS Plug-ins Help You Save Time

Most content management systems (CMS) are not SEO-friendly out of the box, use SEO plug-ins

Don’t overload your website with too many widgets or plug-ins.

• All in One SEO Pack - http://wordpress.org/extend/plugins/all-in-one-seo-pack/

• SEO Smart Links - http://wordpress.org/extend/plugins/seo-automatic-links/

• SEO Friendly Images - http://wordpress.org/extend/plugins/seo-image/

Invest in a Good Content Strategy

Content isn’t just about keywords

Don’t outsource your content overseas.

• Create compelling content• Be a part of the Approval Process• Distribute your content to get

viewers• Set up an SEO-friendly Archive

Build Quality, Relevant LinksLink building can be expensive. Don’t waste

your money on “Get Google Rankings Fast” linking schemes.

Don’t focus building your links based on Google’s Toolbar PageRank.

• Do you have the right Audience?• Does this site fit in your Niche?• Will this site send you Traffic?

Set Achievable KPIsMake sure your business goals are realistic.

Don’t focus all your attention on rankings. It’s about conversions!

Wikipedia.org Your Site

vs

Money Saving Tips for PPC

Start Small and Build SlowlyIt’s very easy to spend a lot of money, fast in

PPC.

Don’t try to focus on everything all at once. Pick your most profitable products to push first.

Focus on “Buy” KeywordsKeywords that are bringing in buyers, not

browsers to your website.

Don’t spend on your funds on short tail keywords that have high volume but little conversions.

These keywords won’t have the highest volume, but they will convert faster!

Save Time & Money with PPC Tools

AdWords Editor is a free tool by Google that will help you bulk edit your campaigns.

Don’t invest in PPC bidding software until you’re spending at least $20,000/month.

Write Ads that Inspire ActionUse a compelling Call to Action in your PPC ads.

Don’t just focus on getting the keywords to appear in the ads.

Right Way

Wrong Way

Test, test and testA/B test your ads and landing pages to

improve conversions.

Don’t use only 1 ad or landing page.

Tools of the Trade

SEMRush.com – Free Version

Estimate your budget.Select target keywords.Research competitors in SEO and PPC.

Wordle.net

Discover words that are prominent in your text.Mine customer testimonials for new keywords.Find words that aren’t relevant.

LinkVendor.com – Spider Simulator

• Make sure the search engines can read your website.

• Discover any potential site issues.• Map all your internal and external links in the

site.

Majestic SEO – Free Version

Find out who is linking to you.Discover which links are valuable.Research competitors’ link profiles.

MicroSiteMasters.com – Free Version

Track up to 10 keywords for free. (For $19.95/month track up to 150 keywords.)

Performs ranking checks on a daily basis.Provides trending reports for rankings.

Search Engine Tools

Google AnalyticsGoogle Webmaster

Tools and AcademyGoogle Website

OptimizerGoogle Merchant

Center (eCommerce)Google+ Local

Business ListingsGoogle Webinars for

AdWords Advertisers

Yahoo Web AnalyticsBing Webmaster

ToolsYahoo Local Basic

Listing

Google Yahoo/Bing