IT S NOT JUST ABOUT BRINGING TRAFFIC... IT S ABOUT BRINGING CUSTOMERS. Georgia SBDC Digital Marketing Boot Camp

Size: px

Start display at page:

Download "IT S NOT JUST ABOUT BRINGING TRAFFIC... IT S ABOUT BRINGING CUSTOMERS. Georgia SBDC Digital Marketing Boot Camp"

Garry Peters
6 years ago
Views:

1 IT S NOT JUST ABOUT BRINGING TRAFFIC... IT S ABOUT BRINGING CUSTOMERS Georgia SBDC

2 GET FOUND LOCAL SEO FOR RESTAURANTS Georgia SBDC

com/local-listings bing places for business

6 Other Map Registrations Yahoo! Small Business bing places for business Apple Maps

7 Yelp Listing

9 Other Directories Open Table: CitySearch: Local.com: Trip Advisor: Zomato.com: Moz:

10 Pay Attention to Your NAP 1251 Cobb Pkwy, Marietta GA N. Cobb Parkway Marietta Georgia 1251 Hwy 41 N., Marietta, GA 1251 Highway Forty-one North, Suite 103, Marietta, GA 1251 Cobb Parkway, NW, #103, Marietta, Georgia 30066

11 FaceBook for Business

12 Who Sees your FaceBook Posts? Most of your Followers Some that have liked a post None who don t know you The goal is to get a click, comment, or share Is it an advertisement or something useful for the reader?

13 FaceBook Advertising: Boosted Post or Ad You may have to pay to play Allows for very specific targeting

14 Do I really need a website? Website FaceBook You Own Content You Decide what people can see Website is basis for SEO scoring Only you know how many visitors Not everyone is on FaceBook Largest Social Network FaceBook owns content FaceBook decides what people will see Everyone knows how many followers FaceBook only a small factor in SEO ranking

15 What is SEO? Advantages Search Engine Optimization Only affects organic listings in search engines (like Google, Yahoo, Bing). Changes as Search Engine Algorithm changes

16 Top U.S. Sites according to Alexa

17 Websites Compared to Newspapers

18 Site Structure Domain Name Page Titles Title Tags Page Structure Headings Keyword positioning Content Readable Text Keyword Usage Content length Uniqueness Newness Image Readability Video Content Time Page Load Speed Visitor Interaction Responsive Design Links Quality of Inbound links Quantity internal links Over 200 Factors affecting Search Rank

19 Site Structure Domain Pages URL Address Content Title Name Headings (<h1, <h2, h3) Text Images Video Meta Description Keywords Alt Tag Links Captions Transcript

20 Domain Authority Age How long has the domain existed Popularity How many inbound links connected to domain Size The larger the size, the more links that should be connected Trust Possessing SSL Certificate (

21 Page Structure Page URL Page Title <title>digital marketing system - Wikipedia, the free encyclopedia</title> Meta Description Digital marketing is an umbrella term for the targeted, measurable, and interactive marketing of products or services using digital technologies to reach consumers. The key objective is to promote brands through various forms of digital media. It is embodied by an extensive selection of service, product and brand marketing tactics, which mainly use the Internet as a core promotional medium, in addition to mobile and traditional TV and radio

22 Page Structure Page URL Which is better? f41daa6f849f730f1

23 Page Structure Page Title <html> <head> <title>brandon's Baseball Cards - Buy Cards, Baseball News, Card Prices</title> <meta name="description=" content="brandon's Baseball Cards provides a large selection of vintage and modern baseball cards for sale. We also offer daily baseball news and events in"> </head> <body>

Page Structure Meta Description Describes contents on that particular page Each page should have a unique meta description Description should not be longer than than 160

24 Page Structure Meta Description Describes contents on that particular page Each page should have a unique meta description Description should not be longer than than 160 characters Search engines may choose a description if is not specified in the structure Meta Keywords have become much less important as algorithm elements for search engines

25 A user performs the query [baseball cards]. The homepage shows up as a result, with the title listed on the Slide first line (notice Show that the query Tips terms the user searched for appear in bold). A title tag tells both users and search engines what the topic of a particular page is. The <title> tag should be placed within the <head> tag of the HTML document (1).

26 A user performs the query [rarest baseball cards]. A relevant, deeper page (its title is unique Slide Show Tips to the content of the page) on a site appears as a result.

Best Practices Keep length of title tag to 50-60 characters Place important

27 Best Practices Keep length of title tag to characters Place important keywords at beginning of title tag Optimize for the human reader not the Google machine

28 Headings Tips Six hierarchical size <h1> thru <h6> Typical text size changes with header size Use in hierarchical order for content </head> <body> <h1>brandon's Baseball Cards</h1> <h2>news - Treasure Trove of Baseball Cards Found in Old Barn</h2> <p>a man who recently purchased a farm house was pleasantly surprised... dollars worth of vintage baseball cards in the barn. The cards were... in news papers and were thought to be in near-mint condition. After... the cards to his grandson instead of selling them.</p>

29 Best Practices Use headings sparingly across the page Use heading tags where it makes sense. Too many heading tags on a page can make it hard for users to scan the content and determine where one topic ends and another begins Do not include all of the page's text into a heading tag Avoid using heading tags only for styling text and not presenting structure

30 Content Affects Search Rank Readable Text Keyword usage Content length Uniqueness Newness Image Readability Video Content

31 Text Content Optimization More content tends to rank higher (+1500 words) Use provoking Headlines Use sub headlines to communicate value and draw reader through content Bold and italicize keywords Use short sentences Keep paragraphs short (4-6 lines) Use bullets Include charts & graphs Keywords in headlines

32 How to find key words Keyword = Search Query Google Trends Google Keyword Tool Requires creating/signing in to AdWords account Wikipedia (look in contents sections) Single Words Apparel Blouse Tops Shirts Tshirt Phrase Words Black top Stripe shirt Cotton tee shirt Long Tail Keywords Ladies black top size 8 UGA Game Day Dress Black 100% cotton ladies tee Keywords are not just meta names, but used in Headers, Anchor text, Alt Tags, or within body content.

33 Google Trends Wikipedia (look in contents sections)

34 Google Keyword Tool Search for words and phrases if someone will pay to advertise for these words, they may be important Truck Insurance

35 = Keyword: bicycle Keyword: Mens Bike 233 million results 18 million results

=Keyword: Best Hybrid Bikes for Men Under $500 143,000 results Long Tail

36 =Keyword: Best Hybrid Bikes for Men Under $ ,000 results Long Tail Keyword No major retailers on first page More likely to result in through click through

37 Uniqueness of Content Content Should be unique to each page Minor changes to duplicated material does not bring that much uniqueness Think in terms of unique value will the reader gain something new as compared to the original content on another site.

38 Newness of Content Newness of Content Amount of Change on a single page Frequency of Changes Addition of new pages Rate of link growth (internal and external and links to old versus new content) User behavior affects freshness

39 Website Content Ideas

40 Images Tell the Story

41 Image SEO Techniques File Name rename name files with descriptive words 1011_20139.jpg My-Store-Main-Entrance.jpg Include Alt Tag

42 Image SEO Techniques Use text above, below, beside image to describe Compress images

above, below or beside video Keywords toward front

43 Video Optimization Video Optimization Include a transcript 1-2 videos per page Include captions above, below or beside video Keywords toward front Length directly proportional to user purpose (shorter the better)

Types of Videos Demonstrate your product or service: Don't just tell, show your customers how your business works. Bring your how-to guides to life.

44 Types of Videos Demonstrate your product or service: Don't just tell, show your customers how your business works. Bring your how-to guides to life. Informed prospects are more likely to make purchases. How To : Guide instruction on installation, uses, features. Think about when to buy, make repairs, new product reviews. Use customer testimonials: Your best fans can explain on video how using your products or services solved a problem or improved their lives. Help prospects see themselves in the stories of real people. Put donor dollars to work: Videos of how your charitable donations benefit a cause tell a compelling story, which makes a problem -- and how donations help remedy it -- more real. Introduce your staff: This simple method can help show your dedication, passion and commitment to customer satisfaction. It can also create a greater connection with customers by showing them the faces and personalities of your employees. Offer a video tour of your office or business location: Another option is to add some spice to your website's "About Us" page by providing an insider's look at your operation.

45 Time is a Major SEO Factor Google PageSpeed Insights: Page Load Speed Dwell Time Visitor Interaction Responsive Design

46 =

edu Quantity of Internal links/pages Google My

47 Link Relevancy Quality of inbound link Topical Relationship of site Authoritative sources.gov.edu Quantity of Internal links/pages Google My Business page Social Media links

48 Mobile SEO Responsive design better than separate mobile site Load time more critical that desktop version For mobile sites: Use compressed images

49 Use the Google Webmaster Tool to test Mobile- Friendly Design

50 Google SEO Tools (Search Console)

51 Free Tools for Testing SEO Bartlett Interactive Woo Grade (One Free Per Week) Web Accessibility Evaluation Tool (WAVE) Hubspot Grader

52 Other Tools You can Use Review competitors website Past versions of websites Backlink Analysis Google Page Rank Keyword idea generator

53 SEO for Restaurants, Simple as ABC Authority Gaining respect as a useful site with quality links to pages inside and outside your website Be Human Making your site easy, informative and reliable to people (not search engines) Content Adding new, unique content in text, images and videos

AN SEO GUIDE FOR SALONS

AN SEO GUIDE FOR SALONS AN SEO GUIDE FOR SALONS Set Up Time 2/5 The basics of SEO are quick and easy to implement. Management Time 3/5 You ll need a continued commitment to make SEO work for you. WHAT