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
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
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
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
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!
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)
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
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/
Triggered email messages can generate 3x the revenue and 7x the profit of broadcast campaigns (Jupiter Research, 2005)… ALSO: Mobile readership is growing rapidly!