SEO for Small Business: 5 Steps To Get You Started

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SEO: What It Means For Your Business & 6 Tips to Get You Started

Gruen AgencyMay 14th, 2014

YOUR LOCAL SEARCH AGENCY


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.


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


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.


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!

http://www.brightlocal.com/2013/11/18/smb-internet-marketing-survey-2013/


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


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!


STEP 3:Keywords - They're not Dead Yet.

Search is about user INTENT Pizza Place Manhattan Best Pizza Place in Manhattan


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!


Step 4: Get Social

72% of all Internet Users are Now Active on Social Media

18-29 year olds have an 89% usageThe 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


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?

4. De-Brief: What key measure will you use to evaluate social media strategy?


Step 5: Draft, Distribute, Repeat

YOUR WEBSITE Industry

Publications

Blogs


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?


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

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec0

100

200

300

400

500Organic Search Traffic

2014 2013


Q&A