This document provides an overview of search engine optimization (SEO) strategies and best practices. It discusses focusing SEO efforts on targeting keywords that match your ideal customers, creating high-quality and compelling content, and optimizing websites for both on-site and off-site SEO factors like internal links, social sharing, and backlinks. Regular testing, tracking of analytics, and ongoing refinement of the SEO approach are also recommended for success.

1. Listen
–
Target
–
Help–
Mobile
(Search Engine Optimization)
WHY AND HOW

2. ?

3. Unless
you
like
pu7ng
lips8ck
on
pigs

6. SEO dovetails with usability
Targeted
Compelling copy
Easily accessed
Call to action.
“Don’t Make Me Think”

7. MARKETING MIX
Inbound
SEO
Permission
“Build
it
and
they
will
come”?

9. lead
genera,on?
brand
recogni,on?
customer
loyalty?
informa,on?
sales?
fun?

10. TARGET IS KEY
As
in
keyword…
Your
best
clients
are
your
target
market

11. ONSITE
SEO
-­‐
content
code,
layout,
internal
links
OFFSITE
SEO
-­‐
inbound
links,
social
signals
TRACKING AND KEYWORD RESEARCH
Plenty
of
distrac8on,
if
8me
is
limited
focus
on
Do
you
ever
hear
it?
or
it?

15. ANALYTICS - stats

16. ANALYTICS - flow

20. !

21.
“…make
sure
that
you’ve
got
high-­‐quality
content,
the
sort
of
content
that
people
really
enjoy,
that’s
compelling,
the
sort
of
thing
that
they’ll
love
to
read
that
you
might
see
in
a
magazine
or
in
a
book,
and
that
people
would
refer
back
to,
or
send
friends
to,
those
sorts
of
things…”
–
MaR
CuRs
(Head
of
Google
Webspam)
~Wired
ar8cle

22. WEBSITE
Hub
SOCIAL
MEDIA
Amplifier
EMAIL
MARKETING
Top
of
mind
Permission
Maintaining
/
building
rela8onships

23. TOO GOOD TO BE TRUE?
SNAKE OIL!

24. CHECKLIST
• Targeted
Keywords
– Title,
URL,
Headline,
First
paragraph,
(users’
words,
not
yours)
• Images
-­‐
Title
and
Alt
Tags
– Important
text
in
html
– Text
locked
in
images
is
useless
– Images
–
Titles
and
alt
tags
• Duplica,on
bad
/
Redundancy
good
• Meta
tags
• Site
op,miza,on
–
separate
page
for
each
unique
topic
• Mobile
ready
-­‐
responsive
• Video
– YouTube
-­‐
#2
search
engine.
– Add
transcript
=
add
SEO
edge
boostbusiness.ca

26. WORDPRESS SEO - Yoast

27. CHECKLIST cont’d
• COMPELLING
Does
copy
make
users
click,
try
or
buy?
• READABLE
Non
‘salesy’
-­‐
Users
Deeper
indexable
-­‐
Search
Engines
• NICHE
Niche
and
nichey.
Did
I
men8on
niche?
• PR
Useful
to
get
the
word
out
but
no
longer
SEO
nirvana
• KeywordsTricks?
No
big
green
buRon)
Stuffing?
Duplicate
content?
– A
puppy
dies
every
8me
you
do
it!
• Redirects
Bad
except
to
move
changing
site
structure
or
URL
unifica8on
–
use
301s

29. LEARNING CURVE?
Crea,ng
copy
is
the
largest
commitment
-­‐
develop
a
habit
of
SEO
mindset
while
crea8ng
&
publishing
hRp://www.ted.com/talks/maR_cuRs_try_something_new_for_30_days.html
Consistency
pays
off:
• Tweak,
Add
content,
Build
inbound,
Refine,
Update,
Tes8monials
…
Make
it
easy
to
share!
• Install
social
sharing
widgets.
-­‐
follow
and
share
• Add
"Tweet
This"
links
…..
get
your
content
out
there!

30. "You
don't
have
to
be
great
to
start,
but
you
have
to
start
to
be
great."
~Zig
Ziglar

31. boostbusiness.ca

32. FAVOURITE GO-TO RESOURCES
GENERAL
hRp://www.marke8ngprofs.com/
hRp://www.marke8ngsherpa.com/
hRp://blog.kissmetrics.com/
hRp://moz.com/learn/seo
hRp://searchengineland.com/
hRp://blog.hubspot.com
hRp://yoast.com/
hRp://searchenginewatch.com/
hRp://www.searchenginejournal.com/
hRp://www.ducRapemarke8ng.com/
hRp://www.upassoc.org/
hRp://www.usabilityprofessionals.org/
hRp://www.humanfactors.com/
hRp://www.constantcontact.com/
learning-­‐center/webinars/live/index.jsp
HOSTING
hRp://www.bluehost.com
-­‐
Bluehost
hRp://rackspace.com
-­‐
Rackspace
LEARNING
hRp://teamtreehouse.com/
-­‐
Treehouse
hRp://ladieslearningcode.com/
-­‐
Ladies
Learning
Code
hRp://girlgeekstoronto.com/
-­‐
Girl
Geeks
Toronto
hRp://2013.toronto.wordcamp.org/
-­‐
WordCamp
hRp://www.wpuniversity.com/
-­‐
WP
University
EMAILMARKETING
hRp://www.constantcontact.com
-­‐
Constant
Contact
ANALYTICS
hRp://www.kaushik.net/
-­‐
Occam’s
Razor
hRp://www.lunametrics.com/blog/
-­‐
Lunmetrics
hRp://www.clickinsight.ca/
-­‐
ClickInsight
ACCESSIBILITY
hRp://inclusivemedia.ca/
hRp://www.w3.org/standards/webdesign/accessibility
hRp://www.nngroup.com
boostbusiness.ca

33. FUN
WITH
SEARCH
hRp://www.google.com/trends/zeitgeist/2013/globe
hRp://ubersuggest.org/
HOW
DOES
GOOGLE
SEARCH
WORK?
hRp://www.youtube.com/watch?v=KyCYyoGusqs
301
REDIRECT
(moving
or
restructuring)
hRp://www.webconfs.com/how-­‐to-­‐redirect-­‐a-­‐webpage.php
TOOLS
to
TRACK
inbound
links
and
keywords
• hRp://www.majes8cseo.com/
• hRp://www.opensiteexplorer.org/
• hRp://siteexplorer.search.yahoo.com/
• hRps://adwords.google.com/ko/KeywordPlanner/
• hRp://www.wordtracker.com/
PERSONAS
hRp://www.marke8ngprofs.com/marke8ng/online-­‐seminars/474#!
VIDEO
From
Wordcamp
video
presenta8on
• hRp://richardgmar8n.me/online-­‐video/online-­‐video-­‐marke8ng-­‐best-­‐prac8ces/
SITE
PERFORMANCE
hRp://econsultancy.com/blog/63962-­‐2014-­‐the-­‐mobile-­‐seo-­‐8mebomb?
utm_campaign=bloglikes&utm_medium=socialnetwork&utm_source=facebook&goback=
%2Egde_4582891_member_5826358590075592706#%21
MORE HELPFUL RESOURCES
boostbusiness.ca

34. HELPFUL RESOURCES cont’d
• hRp://www.kaushik.net/avinash/secure-­‐search-­‐not-­‐provided-­‐keyword-­‐analysis-­‐data-­‐sources/
#keyworddataalterna8ves
• hRp://www.seobook.com
• hRp://webdesign.about.com
• hRp://www.w3.org
• hRp://www.email-­‐marke8ng-­‐reports.com/basics/why.htm
• hRp://www.constantcontact.com/learning-­‐center/webinars/live/index.jsp
• hRps://www.rebelmouse.com/
• hRp://blog.hubspot.com
• hRp://searchenginewatch.com/ar8cle/2169476/The-­‐Hierarchy-­‐of-­‐Web-­‐Presence-­‐Op8miza8on
• hRp://www.searchenginejournal.com/google-­‐hummingbird-­‐means-­‐online-­‐marketers-­‐seo/
• hRps://support.google.com/analy8cs/answer/1033867?hl=en&rd=1
• hRps://support.twiRer.com/ar8cles/76460-­‐using-­‐twiRer-­‐lists
• social_networking_consumer/the-­‐art-­‐of-­‐twee8ng-­‐dos-­‐and-­‐donts/240157863
• hRp://www.forbes.com/sites/chris8necomaford/2013/09/29/become-­‐a-­‐social-­‐media-­‐rock-­‐star-­‐
in-­‐4-­‐easy-­‐steps-­‐infographic/
• hRp://www.ducRapemarke8ng.com/blog/2012/10/09/on-­‐page-­‐seo-­‐factors/
boostbusiness.ca