seo strategies
DESCRIPTION
The best tips for DIY SEO strategies. Find the right keywords. Add them to your website properly. Get alerted to the best backlinks. Comment on them with sincerity, relevance, & authenticity Presented at several Silicon Valley conferences.TRANSCRIPT
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Marketing Forum 5/8/13 John Schmitt [email protected]
GoPhoto : A Case Study in SEO
Lunch & Learn May 2013
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2Marketing Forum 5/8/13 John Schmitt [email protected]
AgendaGoal:
For you to be able to get more customers
…by learning easy tricks to help boost your discoverability on organic search.
• Quick Background
• What’s GoPhoto
• Why Google?
• The Formula
• 3-part Easy Strategy for Success
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3
GoPhoto, Go Digital• For $200 we will scan, color correct and store 400
photos* online*photos, 35mm slides, negatives, postcards, etc…, old VHS, Super 8mm movies
too.
• Return originals with a CD or DVD• Provide an online digital album where clients can
upload, share and comment on these priceless memories
Our Solution
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4Marketing Forum 5/8/13 John Schmitt [email protected]
Why GoPhoto?
• We’re consistently in the top 5 organic search results for our keywords
• We’re using a strategy that’s highly transferrable.
• We’ve scanned >4,000,000 images since starting 2 years ago.
And, much credit to Leslie Nuccio ([email protected])
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5Marketing Forum 5/8/13 John Schmitt [email protected]
Why Google?
• Google dominates the US search market.
10x more orders from Google than Bing
Legitimately high reputation for accuracy*
• Powerful Targeting efficiency:
• Who: ~80% of people are in the market for “X”
• When: But, any given minute of the day, only 1% of them are in the mood to buy “X”.
• Google gets you in touch with people who are actively looking for “X”.
• All other channels (facebook) are passive, & missing the “when”
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6Marketing Forum 5/8/13 John Schmitt [email protected]
The Formula• Google ranks search results based on a
secret & changing formula
• The main factors:
• Relevancy
• Keyword matches your site & content
• Old, but Fresh:
• Site is old, but it’s updated frequently.
• Others validate you
• Backlinks: Relevancy & Rank
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7Marketing Forum 5/8/13 John Schmitt [email protected]
The 3-Part Strategy
1. Focus Keywords
1. Create Content with those keywords
1. Get Backlinks
…of high quality & relevance to your keywords
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8Marketing Forum 5/8/13 John Schmitt [email protected]
Focus Keywords
• Too many keywords = dilution
• Use: Google Keyword Research Tool
• What are the top-searched terms that are relevant to your business?
• <<DEMO>>
• https://adwords.google.com/o/Targeting/Explorer
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9Marketing Forum 5/8/13 John Schmitt [email protected]
Keywords in Content
• Create Content with those Focused Keywords
• Put Keywords in:
• URL (domain, path)
• Title
• Metadata (description, keywords)
• H1/H2
• Links within & across (blog, LP’s).
• Put up content early & update it often.
• <<DEMO>> http://www.gophoto.com/photo-scanning
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10Marketing Forum 5/8/13 John Schmitt [email protected]
Getting Backlinks• Setup Google Alerts to match your focused
keywords
• Google Alerts say this link is “relevant, high quality for this keyword?
THEN COMMENT ON IT!
• Add the relevant keyword in your comment, in a link back to you.
• Be 100% real, authentic, relevant, or suffer backlash.
• <<Demo>> google alerts & comment
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11Marketing Forum 5/8/13 John Schmitt [email protected]
Be Legit• Make sure you spend most of your time & money on
your total customer experience
• Happy customers create backlinks too.
• Unhappy customers will over-ride any SEO trick
• Fake comments & link farms are expensive & backfire.
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12Marketing Forum 5/8/13 John Schmitt [email protected]
Summary• If you have a great product/service, & want to get more
customers:
• Focus Keywords
• Create Relevant Content
• Use Google Alerts to find the best backlink opportunities