Learn the 5 strategies for SEO for Small business, B2B in 2013. Webinar slides from our live webcast with our friends at logmycalls.com

1. “5 Killer SEO Strategies To Boost Traffic and
Leads For Your Small Business in 2013”
Jon Rognerud
Chaosmap
@jonrognerud
LOGMyCalls

2. Webinar Offer
 LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial
• Coupon Code: DAMGOOD
• Call (866) 811-8880

3. Who This is For
• People who own a business
• Familiar with SEO (a little is ok)
• Excited to learn more – not afraid of trying/testing
Who This is Not For
• Folks who think a ‘magic bullet’ exists
• Folks who are into ‘opportunity’ biz
• Think everyone is against them…(incl. Google)

4. What You’ll Learn (Agenda)
I. The SEO process
I. What works today + myths/trends
II. Keyword strategies
I. How to get the “best” keywords (rankings/traffic)
III. Social implication
I. How to leverage social signals for search engines
IV. Content strategies
I. What you can do now
V. Small business optimization
I. Automation and lead management

5. • Jon Rognerud, Head of Digital Marketing Services,
Chaosmap.com, Personal Blog: JonRognerud.com
• Focus on:
– Social Media and Blogging/Content
– Search Engine Optimization
– Pay Per Click
– Lead Generation, Email Automation
– WordPress Design, Dev. & SMO
– Web Analytics
– And …Changing Lives!

6. • Author of “The Ultimate Guide To Search Engine
Optimization”
• Speaker
• Trainer
Example Case:
New Book
Coming!
Primo
2014

7. 1. SEO Myths, Trends

8. SEO Myths
• Google is after you
• SEO is “dead” (social is king)
• SEO is a technical job, IT can do it
• SEO is a “one-time” task with some cleanup
• Get more links, don’t worry about content/on-page
• If your page ranks #1, you’re set!
• User design and experience doesn’t matter much

9. Trends We See Increasing
• Social (Google+) & Persona Development
• Author Rank
• Mobile
• Local
• More “filtering” and updates (Penguin/Panda…)
• SEOs become “masters of online marketing”:
– Goals, Objectives development, creative thinking
– Strategies, plans (with milestones)
– Results-driven, not just ‘tech’ or ‘links’
– Content-focused, user-experience focused
– Marketing, Promotion, PR
– Learning to leverage PPC more for SEO validation

10. Mobile
All assets should be mobile ready
Tip: Look in your web analytics and report on
the last 30-120 days, and see the curve)

11. Google & Social: Action items
Profile setups
Google+
Learn and implement
Google Authorship (rank)
TIP: http://chaosmap.com/blog/how-does-google-show-my-
profile-picture-in-search-engine-results-pages-serps/

12. Quality UI and Content
Be creative
Catch the reader (headlines)
Be helpful
Keyword research and inclusion on pages
Ask people to “like” and add CTA (call-to-action)
TIP: http://www.copyblogger.com/magnetic-headlines/

13. Think Differently:
Content (Re)use and Asset Optimization
• Images (Google ‘image search’)
• News
• PDF
• Webinars
• Podcasts
• Videos (start with YouTube)
• Live web-casts
• Blog
• Slide-decks (and distribute to slideshare.net)
• White-papers and research guides

14. How To Get More Business - Fast
(THE success formula)
1. Traffic
2. Offer/message
3. Conversion (tracking and CRO)
+ “Backoffice” nurture & management

16. 2. Keywords That ROCK!

17. Opportunity for Search Traffic
• “Keyword Difficulty”
– How do you determine it? (Google doesn’t tell you …
or “do” they?)

18. “Themes” and “Keywords”
• Head terms (“shoes”)
• Middle terms (“running shoes”)
• Long tail terms (“running shoes for men _____”)
• Themes/groups (and pages)
– Site architecture & design to support ‘keywords’
– Grouping (Wordtracker, spyfu groupie, Adwords Editor,etc)
• Links + Co-citation (not always exact match)
• Navigational, transactional, informational queries
coupled with “search psychology”
• GKT + GA are your friends!

19. Keywords for ROF (return on find):
• ASK: Why “that” or “those” keywords…
• PPC (Adwords) Research

20. Use These Steps: STEP 1
Open KPM
“keywordprojectmanager”
Use Google Suggest
Enter keyword phrase
(or wildcard variations.
A * will allow Google to
fill in the blanks)

21. STEP 2
GKT
(sort column)
Enter
List
From
KPM
(remember
these
settings)
Finally,
Download
the
keywords
into CSV

22. STEP 3
Back to:
KPM
Load
List
From
GKT
(csv)

23. STEP 4
Determine “real” opportunity for high search engine positions:
Rule: <=3 ok, and 2 and 1’s are better….

24. Create Content – Step 5 (repeat)
Write an article targeting the keyword phrase

25. KW Tools
• GKT – Google Keyword Tool
• Keyword Project Manager
http://www.keywordprojectmanager.com
• GA – Google Analytics
• UberSuggest.org (keyword expansion by alphabet and more)
• Bing Ads Intelligence (Excel Plugin) *adcenter acct
• Fancier
– Market Samurai
– SEMRush
– SpyFu (Recon!)
– Keywordspy

26. 3. Social Impact and YOU

27. Almost 58 Million Americans Use
Social Media Daily
From: “9 Consumer Social Media Trends That
Could Impact Marketers” – SM Examiner

28. Twitter: New & More Engaged Users

29. Social Leverage & Signals
Things you must consider:
• Google +
• Google Author-Rank
• Brand/persona profile setup
• Social Eco-system
• Scheduled posts and consisten frequency
• Share, connect, engage

30. Tools
• Twitter (advanced search)
• SocialMention
• Hootsuite
• Web Analytics (social stats)

31. 4: Content Process & Return

32. Content IS King (Value)
• Blogging (WP)
• Guest writing/blogging
• Sourcing:
– Quora
– Twitter, Google (and +)
– Yahoo Answers
– Topsy
– RSS in Google Reader (and G-Alerts)
• Answer questions and wrap into research/story
• Info-graphics

33. Small business visibility
Step-By-Step (Local) – “A”
• Keyword research/analysis
• Web analytics review
• Google+ Local optimization
• Competitive analysis
• Web site audit
• Content Development strategy (ed. Calendar)

34. Small business visibility
Step-By-Step (Local) – “B”
• Create citations and local referrers
• Citation audit and cleanup (NAP consistency)
• Image and video tagging
• Reviews (including ongoing process)
• Social media strategies and widgets

35. Tools
• Look at your existing opportunities
• Screaming Frog Spider
• Xenu Link Spider (Free)
• Google Analytics (content and drill-downs)
• Getlisted.org
• Yext.com

36. Technical Link “stuff”
• Anchor Text Density
• Link URL / Source
• Link Type
• How Fast Your Generate Links
• Live versus Dead Links
• Follow vs NoFollow
• 404 “dead” pages
• 301 redirects
TIP: Be relevant!

37. Additional Resources
For Deeper Drill-down
• Ahrefs.com
• MajesticSEO
• OpenSiteExplorer

38. (Fast) Content Ramp-Up
1. DIY Research
2. Editorial Calendar
1. Interviews
2. Content curation
3. Action-driven
4. Contests
5. Target your “avatar” (persona) *may be several
6. Cohesive strategy, including emails
7. Social/search integration with blog and widgets
3. PostPlanner
4. Weekly engagement in your “key” platforms (based
on research)

39. 5: Lead Management

40. Develop Your Funnel
Courtesy infusionsoft

41. Email Life Cycle

42. Move Emails To Next Level
How?
Segmentation via:
•Purchase Behavior
•Web Behavior
•Email Click Behavior
•Etc…
From:
•Loyal customers
•Customers who bought only once
•Inactive customers
•Recent customers
•Folks opened, but didn’t click
•Folks clicked, but didn’t convert
•Folks who never respond/open

43. Organizations & Preferences

44. Study: Top ROI-Based Metrics

45. STATS Mobile Usage: EMAIL!

46. Web Optimization
??

47. Cool Tool: Optimizely.com
<script
src="//cdn.optimizely.com/js/173896
083.js"></script>

48. “5 Killer SEO Strategies To Boost Traffic and
Leads For Your Small Business in 2013”
Jon Rognerud, Chaosmap.com
@jonrognerud
“How To Get The RIGHT Clients Now”
http://chaosmap.com/free-ebook/

49. Webinar Offer
 LogMyCalls Free Trial
• LogMyCalls.com/30-day-trial
• Coupon Code: DAMGOOD
• Call (866) 811-8880