seo-blog
TRANSCRIPT
Search Engine Optimization and Digital Marketing
Presented by
Rita D. RobinetteForesite Consulting, LLCForesite-NC.com
Search Engine Optimization and Digital Marketing
Search Engine Optimization (SEO) Search Engine Ranking SEO Best Practices
Digital Marketing Pay-Per-Click (PPC) Ads Business Blogging
Google Search Engine Ranking
Google analyzes web pages 200+ different ways Interprets link (to your website) as
‘votes’ More emphasis on the quality of links
versus the quantity Content - sustainable component to
search ranking success
Search Engine Optimization (SEO)
Process of improving the volume / quality of traffic to a website via natural (organic) search results
Increase Brand awareness Attract Prospects Convert More Leads
Organic SEO
Natural search engine optimization Web pages are optimized using
methodologies to achieve top rankings
Link building to increase link popularity
Long-term value, lasting results
SEO Best Practices
Natural or Organic SEO Delivers Better functioning web site Better bottom line results
Link Building Acquire links to your website Quality vs. Quantity Intuitive and use keywords that you
want your site ranked for
Search Engine Marketing (SEM
Search Engine Marketing (SEM)
Pay-Per-Click Ads Business Blogging In-Bound Linking Affiliate/Banner Ads Electronic Newsletter Internet Press Releases
Pay-Per-Click (PPC) Ads
Pay-Per-Click Ads
Google AdWordsPurchasing clicks from a search engine to
your web pageAdvertisers ‘bid’ or pay for keywords
related to their product or servicePPC (AdWords) not as effective as
organic SEO
Pay-Per-Click Benefits & Downsides
Short-term strategy to provide qualified visitors, leads and sales
Good ROI while you are waiting for your Organic SEO program to ramp up
Easy to Set up - Simple to useGuaranteed search results placement –
on first page –Bids vary according to placement
Pay-Per-Click Disadvantages
Can be expensive Ongoing costs Decreases profit margin Ads need to be very targeted Keywords need to be very targeted Comparatively low click thru Needs to be monitored daily
Business Blogging
Business Blog
Art of linking Communications tool / indirect
marketing method Another channel (like print, video, audio)
Works like an online journal short, frequently updated posts arranged chronologically
Reasons for Business Blogging
Additional avenue (channel) to: Share content Engage consumers Do research, and Get to know people by telling your
story and qualifying yourself
Effective Blogging
Keep posts short (no more than 40 sec. to read
Be engaging / keep it professional, but fun
Show your expertise - provide information about products or services
Don’t direct the reader to act Long term effort, don’t expect
immediate results
Effective Blogging
Similarity in titles, content and title tags
Keyword consistency and density Reiterate keywords used in titles
early in the post Don’t overdue using keywords or
phrases
Effective Blogging
Use common sense, keep content real
Use images, when appropriate, to deliver your message
Effective Blogging
Moderate all posts so you can make sure they will be appropriate
Be reader centric
Topic Targeting
Who is the target audience? What subjects are they likely to be
searching? What are their needs? What kind of education information
will help them?
Topic Targeting
Are there specialized areas I’m experienced in that represent my business interests?
What geographic area(s) do I focus on?
Are there local activities, events or businesses I can write about to demonstrate knowledge or enthusiasm?
Keywords in Blog Posts
Categories Post titles Post content text Title tags Link anchor text
Blog Post Titles
Should contain targeted keywords Capture the reader’s attention
Blog Post Content
Keyword consistency and density, but don’t overdo
Use synonyms for greater search coverage Reiterate keywords used in titles early in the post
Blog Post Content
Break-out larger amounts of information into smaller posts that can be delivered in a ‘series’
Use abbreviations for your market, including state abbreviations
Blog Title Tags
Become the page title in the web browser
Major SEO component
Link Anchor Text
Visible label or clickable text in a web link (hyperlink)
Gives the user relevant descriptive information about the content of the link’s destination
Important factor in search engine optimization (SEO)
Business Blog
Commit to a regular posting schedule
Posts can be written ahead then published at later date
Include a ‘call to action’ (something to provoke readers to contact you)
Blog Don’ts
Don’t write too much in one post Don’t use images from other
websites (buy BigStockPhoto.com or Dreamstime.com)
Don’t include personal information about yourself or anyone else
Business Blog Success
Keep writing market specific content for consumers looking to buy or sell real estate in your local markets
Use keywords in your post categories
Use keywords in the title, content, and title tags of your post
Let’s Get BLOGGING
Have Fun!