Are you looking to start an SEO program but are unsure where to begin? Check out the 5 things every small business needs to do in order to set themselves up for success.

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SEO: What It
Means For Your
Business & 6 Tips
to Get You Started
Gruen Agency
May 14th, 2014
YOUR LOCAL SEARCH AGENCY

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SE…What?
Search Engine Optimization (SEO) is the
process of affecting the visibility of a
website or a web page in a search engine’s
“natural” or un-paid (“organic”) search
results.

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Searching for Answers - Paid vs. Organic
Benefits of Paid Search
- First Page Exposure
in the Top 3 Search
Engines
- Immediate Traffic
- Consistent Traffic
- Targeted Ads
- Geo-Targeting
- Tracking
Benefits of Organic
Search
- Cost
- Credibility
- Competition
- Longevity

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Law of Attraction - Then & Now
Then…Radio Ads, Yellow Pages, Print
Now…Business owners think Internet
Massive, global, interconnected audience, unparalleled opportunity: Facebook,
Twitter, Pinterest, organic search, AdWords, video sharing.
The problem? Its getting congested out there.

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Did You Know?
- Google Processes 5,922,000,000
searches per day.
- An average consumer visits three
websites before making a purchase
- 83% of US consumers research
online even if they plan to purchase
at a retail outlet.
- 90% of Yelp users say positive
reviews affect their purchases
- 72% of consumers trust online
reviews as much as personal
recommendations
- 54% of new leads for small
businesses come online marketing,
compared to just 2% coming from
local radio ads(Bright Local Survey)
- 67 percent of B2C companies and
41% of B2B companies have acquired
costumers through Facebook.
Wait, Wait, Don’t Tell Me!

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Step 1 - Know Your Goals
What
Conversions
Do We Need
To Increase?
Which Web
Pages Do we
need to have
prominent
rankings for?
What Products
or Services do
we Need to
Promote?
Are our SEO
Goals Aligned
with Our
Business
Goals? Paying for
AdWords =
Higher
Rankings
SEO Tools Will
Solve all Our
Problems
We want to
be top of
Google!
We have to
rank first
place to be
successful!
GOALS EXPECTATIONS

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STEP 2: Get Found
Q: Why Should I Claim My Local
Listing ?
- Google Places are official
business listings that include vital
information including: Phone
number, address and hours of
operation
- Improved exposure for search
engine traffic
- Allows customers to leave
reviews
- Gives you a competitive
advantage over non-claimed
listings
- It’s FREE!

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STEP 3:Keywords - They're not Dead Yet.
Search is about user INTENT
Pizza Place Manhattan Best Pizza Place in
Manhattan

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STEP 3: Map it Out
Q: How Do I Create a Keyword
Glossary?
1. Brainstorm all phrases relevant to
your business
2. Research those phrases using
keyword research tools like Google
Adwords Keyword Planner, Keyword
Discovery & Wordtracker
3. Prioritize
4. Optimize, check page
performance, review and repeat!

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Step 4: Get Social
72% of all Internet Users are Now
Active on Social Media
18-29 year olds have an 89% usage
The 30-49 bracket sits at 72%
60 percent of 50 to 60 year olds are
active on social media
In the 65 plus bracket, 43% are using
social media

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Get Social – Tactical Approach
Q. How Do I Create My Social Media Strategy?
1. Assemble the Troops: Social media impacts all
areas of your company. Gather a team to help
conceive and execute the strategy
2. Reconnaissance: What do your customers want?
What are your competitors doing? Where are they
engaging?
3. Intelligence: What do you want to use social for?
Awareness, Sales, Customer Retention?
1. De-Brief: What key measure will you use to
evaluate social media strategy?

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Step 5: Draft, Distribute, Repeat
YOUR
WEBSITE Industry
Publications
Blogs

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Content Marketing – What to Consider?
What are your goals?
Sales, awareness, branding??
Do you have access to website
templates & code edits?
Do you have a content management system?
Can you make SEO changes at the template
level?
Do you have access to
editing current content?
What degree if any can current content
be edited for SEO?
Do you have the
ability to measure
KPIs & outcomes?
Social references,
conversions, pre-sales
activity?
Do you have access for new
content creation and
publishing? What are your
customers needs? What are the gaps in
your sales funnel?
Can you provide SEO
training for content
creators? What are you current
resources? What is your budget?
What ongoing
feedback can you
provide? How are you
going to measure success?

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Step 6: Measure Twice, Cut Once
Is This Thing On? How to Measure Success.
- Check for Direct Traffic, Referral Traffic, Search Traffic to help identify weaknesses and
serve as over time trend data
- Page Conversions
- Page views/Unique Visits
0
100
200
300
400
500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Organic Search Traffic
2014 2013

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Q&A