chris raulf - seo tips and best practices for small businesses
TRANSCRIPT
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Chris RaulfInternational SEO | Digital Marketing
ExpertFounder of Boulder SEO Marketingwww.boulderseomarketing.com www.twitter.com/swisschris www.linkedin.com/in/chrisraulf
[Data.com Connect Presents] Search Engine Optimization Tips and Best Practices for Small Businesses: What is Working Today and How
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Thursday, August 25, 2016
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About Chris and Boulder SEO Marketing
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Chris• Born and raised in Switzerland• Moved to Boulder, CO in 1996• Two amazing kids; love soccer, skiing, mountain biking,
hiking, yoga, rock climbing... and crafty Colorado beer• 2 decades in digital marketing, SEO, social media,
content marketing, online lead generation, etc.Services• Affordable SEO Packages • SEO Training and Consulting• International and Multilingual SEO• Content Marketing• Social Media Marketing• And More
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• Why Should You Invest into Search Engine Optimization (SEO)• Getting Started: An Introduction to SEO and the “5 Pillars of SEO”
Methodology • Keyword Research:
• How to identify the initial list of SEO keywords that people are actually searching for
• How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website
• Off-page SEO Best Practices• How to use Online Directories and Business Listings for SEO• The Power of Online Reviews
• Questions & Answers
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Today’s Agenda
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www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[A Quick Disclaimer] This Stuff Changes all the Time
“The Only Thing That Is Constant Is Change”
― HeraclitusGreek philosopher
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https://www.youtube.com/watch?v=J5RZOU6vK4Q
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[Google Algorithm] Important Updates
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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• Why Should You Invest into Search Engine Optimization (SEO)• Getting Started: An Introduction to SEO and the “5 Pillars of SEO”
Methodology • Keyword Research:
• How to identify the initial list of SEO keywords that people are actually searching for
• How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website
• Off-page SEO Best Practices• How to use Online Directories and Business Listings for SEO• The Power of Online Reviews
• Questions & Answers
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Today’s Agenda
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[Internet Users] The World is Shrinking = Opportunities
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Source https://en.wikipedia.org/wiki/Global_Internet_usage
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[New Websites] More Competition
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
~140,000 new websites are created every day
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[New Websites] More Competition
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Marketing Budgets] A Penny Saved Is a Penny Earned
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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$11.86
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[Actual Customer Email] Busier Than a One Legged…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Numbers Don’t Lie] Busier Than a One Legged…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• The journey from 314 organic Google search visits per month to 3,567:
1000% increase in Google organic search traffic in 3 years!
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[Numbers Don’t Lie] Busier Than a One Legged…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Search Engine Optimization] Starting to Get Excited?
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
There’s money to be made here!
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• Why Should You Invest into Search Engine Optimization (SEO)• Getting Started: An Introduction to SEO and the “5 Pillars of SEO”
Methodology • Keyword Research:
• How to identify the initial list of SEO keywords that people are actually searching for
• How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website
• Off-page SEO Best Practices• How to use Online Directories and Business Listings for SEO• The Power of Online Reviews
• Questions & Answers
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Today’s Agenda
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The Best Place to Hide a Dead Body…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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…and monetize…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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Demand
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Search Engines (Databases) Supply
Keywords and phrases
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[A Quick Word About Mobile Usage] We’ve Gone Mobile
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Source http://www.gummicube.com/blog/2015/05/mostly-mobile/
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[A Quick Word About Mobile] Mobile-Friendly Sites, Apps and AMP
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Google] The Algorithm That Rules the Web (World)
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Don’t Try to Game the System] Blackhat vs. Whitehat SEO
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Blackhat SEO Illicit techniques that manipulate search engines to try to rank a site higher are considered blackhat techniques that violate our Webmaster Guidelines. Do not pay for links pointing to your site to be placed on the internet with the intent of passing PageRank and manipulating Google Search. These links may be called sponsored links or paid advertising, hidden in HTML, or inserted as optimized anchors in articles, comments, and footers.
Whitehat SEO These techniques aim to improve a site by focusing on the visitors instead of on ranking higher. Examples of good, whitehat techniques include creating organic, high-quality content and adding good descriptive tags covered in the previous module. They adhere to Webmaster Guidelines, which your site should follow to rank well and organically in Google Search.
Source: https://support.google.com/webmasters/answer/6001181?hl=en
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Source: https://support.google.com/webmasters/answer/35769?hl=en
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[An Introduction] The “5 Pillars of SEO” Methodology
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1. Technical Health of Website2. Website Functionality / User
Experience3. On-Page Search Engine Optimization4. Off-Page Search Engine Optimization5. Social Media Marketing
Content Marketing
What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/
200-250 main ranking signals; potentially 1000s of sub-ranking signals.
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[Many Ingredients Needed] SEO is Like Cooking a Great Meal
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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Search Engine Optimization Requires a Strong Team
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Resources: • SEO Manager
– Develop strategy– Manage team and drive process– Analyze date
• Content Creator– Web content, blog posts, in-depth articles,
white papers, case studies, etc.• Social Media Expert
– Draft and publish social media messages – Community management, etc.
• Webmaster / Webdesigner
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[Start at the End] SEO Is a Buyer-Centric Process
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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• Why Should You Invest into Search Engine Optimization (SEO)• Getting Started: An Introduction to SEO and the “5 Pillars of SEO”
Methodology • Keyword Research:
• How to identify the initial list of SEO keywords that people are actually searching for
• How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website
• Off-page SEO Best Practices• How to use Online Directories and Business Listings for SEO• The Power of Online Reviews
• Questions & Answers
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Today’s Agenda
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[Keyword Research for SEO] Pick Your Destination
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Keyword Research for SEO] Getting it Right
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Keyword Research for SEO] Initial Keyword Research
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1000s of potential keywords
Digestible list of target keywords
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[Keyword Research for SEO] Initial Keyword Research
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
https://adwords.google.com/ko/KeywordPlanner/Home
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[Keyword Research for SEO] Initial Keyword Research
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Keyword Research for SEO] Initial Keyword Research
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Keyword Research for SEO] Initial Keyword Research
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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Let’s Identify Our “Low Hanging Fruit” Keywords
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Google Search Console] Let’s Identify Our “Low Hanging Fruit” Keywords
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Google Search Console] Let’s Identify Our “Low Hanging Fruit” Keywords
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Google Search Console] Let’s Identify Our “Low Hanging Fruit” Keywords
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Meta Content Optimization] Tips and Best Practices
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Title tag [50 - 60 characters] Description tag [150 - 160 characters] Keywords tag [2-4 target SEO keywords] Alt / Images tags [applicable keyword / don’t “over”
optimize
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[There’s No SEO Without Content] Content is King… Optimized Content is King
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Content Development] It’s Challenging
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Content development challenges:• High quality content • Resources• Time• Cost
Tips:• Repurpose existing content• Find other in-house content
development resources• Outsource content
development
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[Content Creation] Google Docs Template
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Content Marketing] Content Calendar Development
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Sadly, a lot of companies don’t do it!
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• Why Should You Invest into Search Engine Optimization (SEO)• Getting Started: An Introduction to SEO and the “5 Pillars of SEO”
Methodology • Keyword Research:
• How to identify the initial list of SEO keywords that people are actually searching for
• How to identify and take advantage of the “low hanging fruit” keywords that already drive traffic to a website
• Off-page SEO Best Practices• How to use Online Directories and Business Listings for SEO• The Power of Online Reviews
• Questions & Answers
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Today’s Agenda
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[Backlinks] (Still) The Backbone of SEO
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Source: http://searchengineland.com/search-illustrated-google-pagerank-explained-11167
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[PageRank] In a Nutshell
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Backlinks] Tons of Benefits
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Backlinks] Strategy and Development
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1. Earned1. Active: Write a guest blog post and include a link back to
your site 2. Passive: Someone out there adds a link on their site back to
your site2. Free
1. Free directories2. Press releases (free distribution services)3. SlideShare, LinkedIn, About.me, etc.
3. Paid1. Paid directories2. Press releases (paid distribution services), etc.
Three ways to acquire and earn backlinks:
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[Backlinks] Earned (Unsolicited) = Best
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Backlinks] Free = Good to Potentially Very Good
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Backlinks] Paid = From Ok, to Good, to Potentially Very Good
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Directory and Business Listings] Only High-Quality
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Google My Business
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[So Awesome But…] Never Again
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[Think Outside of the Box] It’s Free and Can Work Wonders
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[Online Review] Free Endorsements
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Business Directories] Strategies
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1. Consistency matters: Name, address, phone number (NAP)– Do a Google search for your company name– Use tools such as Moz Local or Yext.com
2. No mass production; try to manually claim and update your listings
3. Claim, update and optimize your listings (target keyword based)
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[Search Engine-Optimized Press Releases] Got News?
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[Press Releases] Tons of Benefits
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[Search Engine-Optimized Press Releases] What to Announce
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• Events• Awards• Promotions• New employees• New services or products • New clients• Partnership• Financials• Success stories and accomplishments• White papers, case studies, etc.• …the list never ends. Think outside of the box!
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[Search Engine-Optimized Press Releases] Distribution Channels
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Paid PR distribution services:
• Cision / PRWeb: http://www.prweb.com • PR Newswire: http://www.prnewswire.com • Marketwired: http://www.marketwired.com • Business Wire: http://www.businesswire.com• PR Underground: http://www.prunderground.com
Free PR distribution services:
• PRLog: http://www.prlog.org • Kontax: http://kontax.com • PR Urgent: www.prurgent.com/submit_press_release.htm
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[LinkedIn and SlideShare] Two Powerful SEO Tools
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[LinkedIn and SlideShare] Two Powerful SEO Tools
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
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[LinkedIn] Optimizing Company Pages for SEO
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
✔ Add an image if possible
✔ 3-4 target SEO keywords✔ 90-100 characters✔ 2-4 target SEO keywords✔ 150-160 characters
✔ 5-7 target SEO keywords✔ Include variations if possible
✔ 10-12 target SEO keywords✔ 256 characters
✔ Make sure to fill in the appropriate information
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[What’s Next] Upcoming Online and In-Person SEO Training
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Visit: http://www.boulderseomarketing.com/seo-and-social-media-classes/upcoming-events
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Thank You!
Chris RaulfInternational SEO | Digital Marketing
ExpertFounder of Boulder SEO Marketingwww.boulderseomarketing.com www.twitter.com/swisschris www.linkedin.com/in/chrisraulf
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Data.com Connect Presents] Search Engine Optimization Tips and Best Practices for Small Businesses: What is Working Today and How Thursday, August 25,
2016