Search Engine Optimization and Content Marketing overview presented in San Mateo, CA on 9/12/12

1. SEO & Content Marketing
Tips for Small Business
Tom Treanor
President, Right Mix Marketing
www.RightMixMarketing.com

2. About Right Mix Marketing
Social Content
Media Marketer
Consultant
Author Lecturer
Find me at:
www.RightMixMarketing.com 1 © Copyright Right Mix Marketing Inc.

3. Hub and spoke model
Facebook Twitter
Visitors
Content
Actions
LinkedIn
Website Speaking /
Webinars
& Blog
SEO
YouTube
Conferences/
Networking
Email
newsletter
Email List
Find me at:
www.RightMixMarketing.com 2 © Copyright Right Mix Marketing Inc.

4. This means that what’s on your site and
blog is important!
 You own it, not leasing (like on Social Media)
 You can put your branding, style and voice on your site
 You can design it to meet your business goals
 You can sell from it
 You can get people to subscribe to your mailing list
 You can ask people to sign up for a consultation
 You can also drive people to follow you on social media
 You get better SEO for your blog/website with content
Find me at:
www.RightMixMarketing.com 3 © Copyright Right Mix Marketing Inc.

5. Search Engine Optimization
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www.RightMixMarketing.com 4 © Copyright Right Mix Marketing Inc.

6. Google is the king of search
Search Market Share
Bing: 13.5%
Yahoo*: 15%
Google: 67%
Source: Experian Hitwise
* Bing provides the search results for searches run
through Yahoo, except for local information
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www.RightMixMarketing.com © Copyright Right Mix Marketing Inc.

7. Paid results (pay-
per-click ads)
Organic (natural)
Search Results
The target
for SEO
efforts
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www.RightMixMarketing.com 6 © Copyright Right Mix Marketing Inc.

8. ~30% of Clicks
~70% of Clicks
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www.RightMixMarketing.com 7 © Copyright Right Mix Marketing Inc.

9. SEO for visibility & longevity in search engines
Search: “SEO Tools List”
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www.RightMixMarketing.com 8 © Copyright Right Mix Marketing Inc.

10. With special glasses
Google is a Machine
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11. Your website is full of signals
for Google. The more
content, the more signals
My Business Blog
Solving your short term information needs, entertaining you
or teaching you so you can get to know, like and trust me!
Find me at:
www.RightMixMarketing.com 10 © Copyright Right Mix Marketing Inc.

12. …and the signals of other
sites connecting to you
Google reads these partially My Business Blog
Solving your short term information
needs, entertaining you or teaching you so
hidden signals on your site…
you can get to know, like and trust me!
My Business Blog
Solving your short term information My Business Blog
needs, entertaining you or teaching you so Solving your short term information
you can get to know, like and trust me! needs, entertaining you or teaching you so
you can get to know, like and trust me!
…and signals in social
media about your content
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www.RightMixMarketing.com 11 © Copyright Right Mix Marketing Inc.

13. Based on the signals, Google picks the rankings
(real time) for any search query
Wood flooring company page
1)
Different wood flooring company page
2)
Next flooring company page
3)
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www.RightMixMarketing.com 12 © Copyright Right Mix Marketing Inc.

14. What does this mean?
 If you don’t have enough content on your site, Google
has nothing to work with
 If you don’t have the right keywords on your site,
Google can’t “guess” what you do
 If you don’t tell Google your geographies served,
Google can’t infer that
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www.RightMixMarketing.com 13 © Copyright Right Mix Marketing Inc.

15. SEO Quick check #1:
Content and Social Media Sharing
Do you have content on your website and blog?
 Is it interesting to your target customer type?
 Are you producing it consistently?
 Do you share it on social media?
Tool:
 Your blog (e.g. Wordpress.org)
 Social Media (e.g. Facebook, Twitter, Pinterest)
Find me at:
www.RightMixMarketing.com 14 © Copyright Right Mix Marketing Inc.

16. SEO Quick Check #2:
The Right Keywords
Do you know the main keyword phrases that people use
to find you? Are these on your site in multiple places?
 Wedding Venue + Wedding Hall + ?
 “Beach Weddings Bay Area”
 “Rehearsal Dinner Venues”
Tool:
 Google Keyword Tool
Find me at:
www.RightMixMarketing.com 15 © Copyright Right Mix Marketing Inc.

17. SEO Quick check 3:
Geographical keywords
Do you know your geographical range? Do you list the
target cities, towns and areas on your website?
 Bay Area
 San Francisco
 San Mateo
 Burlingame
 Millbrae
Tool:
 Map, Prioritization of target areas
Find me at:
www.RightMixMarketing.com 16 © Copyright Right Mix Marketing Inc.

18. SEO Quick check 4:
Website Analytics
Do you have Web analytics on your site?
 Do you check it?
 When you do a campaign, do you measure the results?
 When you get press, do you see what happened?
Tool:
 Google Analytics (or other)
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www.RightMixMarketing.com 17 © Copyright Right Mix Marketing Inc.

19. Content Marketing
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20. What is Content Marketing?
Building awareness and trust via the
creation and sharing of content
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www.RightMixMarketing.com 19 © Copyright Right Mix Marketing Inc.

21. Marketing Online…
Old Model New Model
Company Website Company Website & Blog
Our products Industry resources
Our company How to Checklists
Customer stories
Our events Why…
Regional topics
Our press release Video
Pictures
Me Me Guest posts
Me
Find me at:
www.RightMixMarketing.com 20 © Copyright Right Mix Marketing Inc.

22. Know the importance of your Blog for business
Your Web “Home Base”
Website Blog
(fairly static) (more dynamic)
Like a Catalog Like a Magazine
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www.RightMixMarketing.com 21 © Copyright Right Mix Marketing Inc.

23. Blogging Businesses Get More Visitors &
Leads
55% More Blogging
Website Visitors
Attracts Visitors
More Monthly Leads
Don’t Blog Blog
+88% +67%
Blogging
Attracts Leads
Business to Business to
Consumer Business
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www.RightMixMarketing.com © Copyright Right Mix Marketing Inc.

24. Examples of Content Types
 How-to articles
 Answering frequently asked questions
 Videos
 Pictures
 Customer case studies
 Industry trends
 Resources
 Useful tools
 Entertainment or humor
 Seasonal topics
Find me at:
www.RightMixMarketing.com 23 © Copyright Right Mix Marketing Inc.

25. Examples of Headlines
How to double your coaching income
The 5 most romantic bay area wedding venues
25 Ways College Students can make money and learn a new skill
How to Edit Video Online Using Free Tools
30 Sites Where You Can List Your Online Art Store
Why Do I Need An Architect For a Kitchen Remodel?
How to Pick a Landscape Architect
Go to www.AllTop.com and look at titles of
posts for inspiration
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www.RightMixMarketing.com 24 © Copyright Right Mix Marketing Inc.

26. Content Marketing Lifecycle 3 People Re-share
1 Write your blog post 2 Share your post
People Sign Up To 4 People Visit Your Site
5
Your “List New
product, sale, s
7 pecial offer
Email List $
People are now on
6
your mailing list
Find me at:
www.RightMixMarketing.com 25 © Copyright Right Mix Marketing Inc.

27. Your Blog Content - what it does for you
 Builds authority and credibility
 Showcases expertise
 Increases comfort level of potential customers
 Grows trust
 Improves your SEO
 Increases sharing of your content (and your brand)
 Attracts people back to your site
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www.RightMixMarketing.com 26 © Copyright Right Mix Marketing Inc.

28. Content, Social Media and SEO
complement each other
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www.RightMixMarketing.com 27 © Copyright Right Mix Marketing Inc.

29. Find me at:
www.RightMixMarketing.com 28 © Copyright Right Mix Marketing Inc.

30. Opportunities to Learn More
To get Fast, Easy Blogging pre-launch pricing:
FastEasyBlogging.com
Detailed SEO Webinar access (free)
RightMixMarketing.com/SanMateo
Find me at:
www.RightMixMarketing.com 29 © Copyright Right Mix Marketing Inc.