@StoneyDStoney G deGeyter

@polepositionmkg

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

• @StoneyD• linkedin.com/in/stoneygd

Web PresenceOptimization

PolePositionMarketing.com

Stoney deGeyter

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4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Website Architecture

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Site architecture is your foundation

When the foundation

suffers, the whole

site suffers.

Website Architecture

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Common problems with site architecture

CRITICALMissing title tags

Missing meta descriptions

Duplicate content

Missing H1 tags

Slow loading pages

Poor mobile experience

Robot.txt issues

Crawl errors

IMPORTANTBroken links

Missing alt tags

Sitemap issues

Pagination

Canonical tags

Cross-device page rendering

Structured data

Internal links

OTHERToo long/short title tags

Too long/short meta descriptions

Missing Hx tags

Pages not redirecting

Website Architecture

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Tools to access architecture issues

Xenu Link SleuthGoogle Search Console

Microsoft IIS Screaming Frog

Web Developer Toolbar

Moz Analytics

Bing Webmaster Tools

Wayback Machine

Google Analytics

Website Architecture

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Keyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

To find phrases to insert into content.

To better understand searcher interest in a topic.

To better understand searcher intent for any given phrase.

Old vs. new keyword researchKeyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

13 other uses for keyword research

1. Topical niche domination

2. Answering burning questions

3. Making existing content more

robust

4. Learning your customers’ “language”

5. Improving your website’s

navigation

6. New product or service research

7. Finding high-volume

opportunities

8. Finding non-competitive, long-tail opportunities

9. Increasing click-throughs from

SERPs

10. Understanding the searchers’

needs

11. Delivering searchers to the

most relevant pages

12. Assessing your competition

13. Establishing expectations of

success

Keyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Old vs. new keyword optimization

To make sure targeted phrases are represented in your content.

To write content that represents searcher interest in a topic.

Write content that outlines solutions searchers need.

Keyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Used Car

Hammer

Toilet

Transporter

Porcelain Waste Disposal

Receptacle

Sub-Molecular Teleportation

Device

Multi-directional Impact Insertion

Device

Pre-Owned Car

Write for your audience, not search engines

You Sell Customer Wants

Keyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

<Title>Beauty Tips, Cosmetics, and Skin Care

Tutorials</Title>

Influences Rankings

Browser/Bookmark

Label

Drives Initial Click

Title tagsKeyword Research & Optimization

50-60 characters

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Not needed on every page

Compelling

Substantially unique

Under 160 characters

Meta description tagKeyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Meta keyword tag

Commas?

Spaces?

Length?

Phrases?

Keyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Heading tag structure

<h1>One H1 per page.</h1>

<h2>Use outline format.</h2>

<h3>Keep content organized</h3>

Keyword Research & Optimization

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Usability

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Getting visitors is pointless if they don’t stayUsability

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Make your site easy for your visitors

Key Point: Don’t make them think!

Easy to navigate

Clear calls to action

Simplified contact options

Minimum shopping hindrances

Usability

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Test to perfection

Image placementsButton colorsLink locations LayoutsFormsNavigation paths

Usability

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Content

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Every business is now in the publishing business

Consumers want more than a list of products to buy.

They want information that helps them buy the rightproducts for their needs.

Content

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Build content that connects

Customers Want…

Tips

Tutorials

Advice

Help

Instructions

Demonstrations

ComparisonsProduce the content your customers want on a regular basis.

…and they are more likely to buy from the

brands that provide it.

Content

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Great content creates exposure opportunitiesContent

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Great content creates exposure opportunitiesContent

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Great content creates exposure opportunities

Every piece of content is a

potential entrance to your

website.

Content

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

Content + exposure = winning

Content helps establish you as an authority and builds up your brand recognition.

Google just wants to rank sites that searchers want.

Content

4-POINT DIGITAL MARKETING GROWTH REGIMEN FOR SMBS

WebMarketingChecklist.com

Thank You!

PolePositionMarketing.com