SEO Uncovered:
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SEO Uncovered: The 7 Secrets Every Business Must Know to LEGALLY STEAL Floods of FREE Google Traffic From Your Competition. What is SEO? Search en gine opt i mi za tion (noun)

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SEO Uncovered:

The 7 Secrets Every Business Must Know to LEGALLY STEAL Floods of FREE Google Traffic From Your Competition


What is SEO?

Search en gine opt i mi zation (noun)

Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in search engines via the unpaid (“natural” or “organic”) search results.


SEO is inbound marketing

  • Getting your products and services in front of prospective customers at the moment they are actively looking

  • SEO doesn’t interrupt

  • With SEO you are earning and building trust


Misconceptions

  • SEO is free marketing!

  • SEO doesn’t work

  • SEO is black magic

  • SEO is rocket science

  • SEO is illegal


REALITY:

SEO is a legitimate marketing strategy practiced by almost all of the world’s most successful companies


Who cares?

  • There are over two billion people online

  • 93% of online experiences begin with a search engine

  • The majority of web traffic is driven by the ‘Big Three’ search engines-Google, Bing and Yahoo

    (Search Engine Journal)


Who cares?

  • 77% of search engine users choose organic over paid listings1

  • 67% choose organic search engine results when purchasing2

  • Organic click-through generates 25% higher conversion rates than PPC3

    (1,2,3 Search Metrics)


High rankings in the search engines are VERY valuable!


How valuable?


Keyword phrase: “Auto Insurance”


Cost-per-click


Keyword phrase: “Auto Insurance”

Search volume = 110,000

CPC = $66.31

Total value = $6,964,100


Traffic by Google Ranking


Keyword phrase: “Auto Insurance”

Search volume = 110,000

CPC = $66.31

Total value = $6,964,100

x 42%

= $2,924,922 in organic traffic monthly!


Benefits of SEO

  • Boost website traffic

  • Increase visibility among target audience

  • Build relationships and influence

  • Increase conversions (subscribers, members, etc.)

  • Increase sales (gain new customers0

  • Measurable results

  • The big guys can’t out bid you!


Downsides of SEO

  • Can be slow to get results

  • Somewhat our of your control

  • Requires consistent effort over time

  • No guarantees


How can SEO work for your business?


The 7 Secrets Every Business Must Know…


1. It all starts with keywords

  • Knowing your target keywords is your first step

  • Choose your battles

  • Don’t spread yourself too thin


2. Content is King

  • Search engines “feed” on content

  • Train Google to keep crawling and indexing your site

  • Don’t worry about keywords; just keep things relevant (most of the time)

  • “Naturally” include your keywords in your content


3. Have an active social media presence

  • Social is becoming more important to search engines

  • Add sharing buttons to your website to promote sharing!

    “[The] lines of SEO and Social Media continue to be blurred”

    (Jen Lopez, Community Manager at SEOMoz)


4. Get links from other high value sites

  • A link is like a vote for your site

  • Some votes matter more than others

  • More links = GOOD


5. VIDEO!

  • Google LOVES video!

  • Roll the camera regularly!

  • Use your keywords in the video and the video title


6. Channels refer to major “authority” sites

  • Examples include:

    - YouTube

    - Amazon

    - Craig’s List

    - Pinterest

    - Et. Al

  • Get your content on them

  • They will rank!


7. If you are local, optimize for local

  • Include local keywords throughout content and site

  • Add your local address to your site

  • Add your local phone number

  • Get listed in all local directories

  • Create local videos

  • Get links from local organizations and businesses


*BONUS SECRET*

8. Create content for people

  • Not for search engines

  • If people like your content, Google will take note…

  • Make it personal-share your story


*BONUS SECRET*

9. Be consistent over time

  • SEO is a marathon, not a sprint


Example


Example


Frequently Asked Questions


Is SEO a good marketing strategy for my particular business?


How much time will I need to spend each week on SEO?


How can I avoid common mistakes that businesses make with SEO?


How important is keyword research?


How important is link building?


Should I hire an SEO consultant to do all of this stuff for me?


If I’m redesigning my website, when should I start thinking about SEO?


What things will get me in trouble with the search engines?


If I hire someone, how can I be sure they won’t use black hat techniques?


How else can I improve my rank?

  • Ask Google for advice!*

  • Keep things “white hat” in nature

  • Install Google Analytics on your site (if you haven’t already)

    *Google’s Webmaster Guidelines tell you virtually everything you need to know.


SEO: Not a Slam Dunk

  • Time commitment ($)

  • Complexity

  • Content creation

  • Established competition (breaking in)

  • Link building (can be laborious, slow)

  • Time required to achieve results

  • Finding consultants you can trust


SEO: It’s worth it!

  • The ROI of SEO is well documented

  • A highly ranked website works 24/7, when your sales team is asleep

  • A well-ranked website is a very sellable asset


Small biz survey

“If you had to put all your marketing time and budget into only one channel, what would it be?”


Survey says…

Answer: SEO!

SEO is considered the single most important marketing channel for SMBs. (MerchantCircle/Reply.com survey of 2,500 US small businesses)


Questions?


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