Data.com Connect Presents: Chris Raulf - Digital Marketing & SEO Strategies for Your Small Business
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Transcript of Data.com Connect Presents: Chris Raulf - Digital Marketing & SEO Strategies for Your Small Business
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Presented by: Chris RaulfInternational SEO | Digital Marketing ExpertFounder of Boulder SEO Marketingwww.boulderseomarketing.comwww.twitter.com/swisschriswww.linkedin.com/in/chrisraulf
Digital Marketing & SEO Strategies for Your Small Business
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Data.com WebinarMarch 16, 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Chris• Born and raised in Switzerland• Two amazing kids; love soccer, skiing, mountain biking, hiking,
yoga, rock climbing... and crafty Colorado beer• 2 decades in digital marketing, SEO, social media, content
marketing, online lead generation, etc.Boulder SEO Marketing• Affordable SEO Packages for Small Businesses• Site Audits• International and Multilingual SEO• SEO Training• Content Marketing• Social Media Marketing• Pay-per-Click (PPC) and more
[Welcome] Digital Marketing & SEO Strategies for Your Small Business
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
The Best Place to Hide a Dead Body…
[Search Engine Optimization] Does It Work for Small Businesses?
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Search Engine Optimization] Does It Work for Small Businesses?
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Starting to Get Excited?
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• Why small businesses need to invest into digital marketing and SEO
• What has been working in 2016: Case studies
• What’s new and what will be working in 2017
• What’s new
• RankBrain: Google is getting smarter and smarter
• 600+ updates a year: A look inside Google’s algorithm
• It’s a mobile world: AMP and the importance of mobile-friendly websites
• Outrank your competition with these SEO strategies in 2017
• Questions & Answers
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[A Quick Disclaimer] This Stuff Changes all the Time
Google’s Webmaster Guidelines: https://support.google.com/webmasters/answer/35769?hl=en
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Always Adhere to the Rules] Follow Google Webmaster Guidelines
Antoine de Saint-Exupery (French writer; 1900 - 1944)
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Remember] “A Goal Without A Plan Is Just A Wish.”
[Search Engine Optimization] Setting (Realistic) Goals in 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Reporting] What and How to Track Data
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• Why a small business MUST invest into search engine optimization
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
[New Websites] More Competition
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Nearly 140,000 new websites are created every day
[New Websites] More Competition
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Actual Customer Email] Busier Than a One Legged…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Numbers Don’t Lie] Busier Than a One Legged…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
The journey from 314 organic Google search visits per month to 4,204:
1339% increase in Google organic search traffic in 3 ½ years.
[Numbers Don’t Lie] Busier Than a One Legged…
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1339% increase in Google organic search traffic=
800% increase in revenues directly related to Google organic search traffic.
[PPC vs. Organic Search Engine Optimization] Rent vs. Own
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• What has been working in 2016: Case studies
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
[Start at the End] SEO Is a Buyer-Centric Process
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[SEO Project Templates] A Winning Team
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1. Onboarding Template: https://goo.gl/zmBLmy
2. Meeting Agenda: https://goo.gl/w8KXLf
3. Marcom Template: https://goo.gl/lKwcZ1
4. Content Development Template: https://goo.gl/YNCcWY
[SEO Project Templates] Overview
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
www.boulderseomarketing.com/seo-training
[Your 2017 SEO Strategy] The “5 Pillars of SEO” Methodology
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1. Technical Health of Website
2. Website Functionality / User Experience
3. On-Page Search Engine Optimization
4. Off-Page Search Engine Optimization
5. Social Media Marketing
Content Marketing
What is SEO? http://www.boulderseomarketing.com/what-is-search-engine-optimization-seo/
200-250 main ranking signals; potentially 1000s of sub-ranking signals.
[Social Media Marketing] Do You Love It?
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Many Ingredients Needed] SEO is Like Cooking a Great Meal
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Improve Your 2017 Digital Marketing “Credit Score”
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Who: • Machine Shop in Colorado
What:• Redesigned website (again 3 years later to make it mobile friendly)• Keyword research, on-page SEO (meta tags, etc.)• Rewrote website copy• Implemented local SEO best practices
• Business listings (Google My Business, Bing, Yahoo, Yelp, etc.)• Directory listings (Machine shop specific, Yellow Pages, etc.)
• Content marketing: Bi-weekly blog posts, press releases• Created and optimized social media profiles / strategy
• Daily tweets, LinkedIn and Facebook status updates
Results: • The machine shop grew from two part-time employees to 10 full-time employees• Owners now work again part-time… because they can afford it J
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Case Study] Customer I - Monthly SEO Budget $1,250
Who: • Office supplies eCommerce website
What:• Keyword research, optimized meta tags, optimized product descriptions / website
content• Applied Google Markup (Schema) to product pages• Off-page optimization:
• Business listings (Google My Business, Bing, Yahoo, etc.), directory listings, backlink strategy
• Content marketing: Weekly blog posts, monthly press releases via paid distribution service
• Implemented social media marketing strategy• Involved in website redesign to make site more conversion friendly and optimized
for mobile searches
Results: • Increased Google organic search traffic 1339% in 3 ½ years.• 800% increase in revenues directly related to Google organic search traffic.
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Case Study] Customer II - Monthly SEO Budget $2,000
• What’s new in 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
• Google Algorithm updates
• Brand Name Patent, etc.
• Feed Google with data
• Google My Business: NAP, Reviews, etc.
• Take advantage of the data that Google shares with you
• Google Search Console and Google Analytics
• Position 0
• Q&A section on your site
• Thought-leadership
• Be an expert in your industry and make sure Google knows
• SEO is becoming more technical
• Schema, Google Markup, tags, etc.
• Mobile
• Mobile-friendly and AMPwww.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Search Engine Optimization] What to Look Out for in 2017
• [Google’s Algorithm] Let’s take a look under the hood:
• Backlinks
• Brand Name Patent
• RankBrain: Google is getting smarter and smarter (it’s actually scary)
• 600+ updates a year: A look inside Google’s algorithm
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
[Google] The Algorithm That Rules the Web (World)
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[The Best Kept Secret] Google’s Algorithm
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
And at the beginning there was… PageRank:
• PageRank is an algorithm used by Google Search to rank websites in their search engine results.
• According to Google: PageRank works by counting the number and quality of links to a page to determine a rough estimate of how important the website is. The underlying assumption is that more important websites are likely to receive more links from other websites.
Source: https://en.wikipedia.org/wiki/PageRank
[PageRank] In a Nutshell
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Backlinks] (Still) The Backbone of SEO
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Source: http://searchengineland.com/search-illustrated-google-pagerank-explained-11167
[Don’t Try to Game the System] Black Hat vs. White Hat SEO
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Black Hat SEO
Illicit techniques that manipulate search engines to try to rank a site higher are considered black hat techniques that violate our Webmaster Guidelines. Do not pay for links pointing to your site to be placed on the internet with the intent of passing PageRank and manipulating Google Search. These links may be called sponsored links or paid advertising, hidden in HTML, or inserted as optimized anchors in articles, comments, and footers.
White Hat SEO
These techniques aim to improve a site by focusing on the visitors instead of on ranking higher. Examples of good, white hat techniques include creating organic, high-quality content and adding good descriptive tags covered in the previous module. They adhere to Webmaster Guidelines, which your site should follow to rank well and organically in Google Search.
Source:https://support.google.com/webmasters/answer/6001181?hl=en
[Google Algorithm] Important Updates
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Google Algorithm] On the Move Toward One Software Script in 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• It’s a mobile world: AMP and the importance of mobile-friendly websites
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
[A Quick Word About Mobile Usage] We’ve Gone Mobile
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Sourcehttp://www.gummicube.com/blog/2015/05/mostly-mobile/
[A Quick Word About Mobile] Mobile-Friendly Sites, Apps and AMP
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[A Quick Word About Mobile] Accelerated Mobile Pages (AMP) Project
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Sourcehttps://www.ampproject.org
• Outrank your competition with these SEO strategies
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Agenda
[Keyword Research for SEO] Pick Your Destination for 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• Review and update your target SEO keywords for 2017
[Keyword Research for SEO] Pick Your Destination for 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Meta Content Optimization in 2017] Tips and Best Practices
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
ü Title tag: 50 - 60 charactersü Description tag: 150 - 160 charactersü Keywords tag: 2-4 target SEO keywordsü Include a keyword in the URL
ß Snippet
[Business Listings] Google My Business è An Absolute Must
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
https://business.google.com/create
[Local Business] Google Markup Tool / Data Highlighter
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
https://www.google.com/webmasters/
[Rich Snippets] Google Markup Tool / Data Highlighter
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Rich Snippets] Google Markup Tool / Data Highlighter
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Directory and Business Listings] Only High-Quality
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[So Awesome But…] Never Again
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Think Outside of the Box] It’s Free and Can Work Wonders
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Think Outside of the Box] It’s Free and Can Work Wonders
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Online Review] Free Endorsements
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[Business Listings] Claiming and Updating Your Listings
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
https://moz.com/local
[Business Listings] Strategies
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
1. Consistency matters: Name, address, phone number (NAP)
– Do a Google search for your company name
– Use tools such as Moz Local or Yext.com
2. No mass production; try to manually claim and update your listings
3. Claim, update and optimize your listings (target keyword based)
[Technical and Functional SEO Audit] Audit Your Site At Least Twice in 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
[SEO Website Audit] Your Checklist for 2017
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
The Big Picture:• Screaming Frog: http://www.screamingfrog.co.uk/seo-spider/• Moz: https://moz.com/home• Woorank: www.woorank.com/en/www/[your-website.com] • Iwebchk: http://iwebchk.com/reports/view/[your-website.com]• Google PageSpeed Insights: https://developers.google.com/speed/pagespeed/insights/• Barracuda: http://barracuda.digital/panguin-tool/
[Google Search Console] Check on a monthly basis: • Messages: https://www.google.com/webmasters/tools/site-message-list• Html Improvements: https://www.google.com/webmasters/tools/html-suggestions• Links to Your Site: https://www.google.com/webmasters/tools/external-links• Manual Actions: https://www.google.com/webmasters/tools/manual-action• Mobile Usability: https://www.google.com/webmasters/tools/mobile-usability• Index Status: https://www.google.com/webmasters/tools/index-status• Blocked Resources: https://www.google.com/webmasters/tools/roboted• Crawl Errors: https://www.google.com/webmasters/tools/crawl-errors• Crawl Stats: https://www.google.com/webmasters/tools/crawl-stats• URL Parameters: https://www.google.com/webmasters/tools/crawl-url-parameters• Security Issues: https://www.google.com/webmasters/tools/security-issues• robots.txt Tester: https://www.google.com/webmasters/tools/robots-testing-tool• Sitemaps: https://www.google.com/webmasters/tools/sitemap-list
Keyword Rankings:• Google Search Console Search Analytics:
https://www.google.com/webmasters/tools/search-analytics• Moz Rank Tracker: https://moz.com/home• SwissMadeMarketing Rank Tracker: https://www.swissmademarketing.com/apps/
[What’s Your SEO Score?] Use Our Complimentary Site Audit Tool
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
www.boulderseomarketing.com/free-seo-audit
[2017 SEO Audit Checklist] Functionality and User Experience
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• How would you rate the overall look and feel of the website?• Index page is easy to digest and the company’s purpose is identifiable in 5 seconds or less.• Company logo / branding is prominently placed.• Company logo is linked to index page.• The About Us and Contact Us pages are easy to find and get to.• Main navigation is easily identifiable and navigation labels are clear and concise.• Site search is available and easy to find• Consistent use of fonts.• Font size/spacing is easy to read.• Important text has not been hardcoded into images. Search engines are currently not able to read
hardcoded text. • Have a clear hierarchy and make use of text links.• Hyperlinks are consistent and easy to identify.• Check for broken links.• Keep links on each page to a reasonable amount (one link per ~80-100 words)• Every page should be reachable from at least one other page on your site.• Make sure your website has a sitemap (.xml and webpage) or multiple sitemaps for large websites if
appropriate.• Overall reasonable amount of buttons, images and other visuals.• Most important content is above the fold.• H1, H2, H3, etc. are consistent and descriptive.• Colors and styles are consistent throughout the website.• Bold, underlined, and cursive is used sparingly and only when appropriate.• If applicable, ads, pop-ups, etc. are unobtrusive and only used when appropriate.
[2017 Content Creation and Optimization Checklist]
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
• Target audience• AIDA Stage or main purpose• Which higher level page(s) will it support• Optimized meta tags:
• Title [50 - 60 characters: Include main target SEO keyword]• Description [150 - 160 characters: Include one or two target SEO keywords]• Keywords [2-4 target SEO keywords]• Alt / Images
• Use keywords in the URL• Blog post: At least 350 - 500 words | In-depth article: 1,000+ words | Press release: 350-450 words• Try to include an important target keyword in the first paragraph as well as a variation of that keyword in the
last paragraph and hyperlink to an applicable internal page• One internal hyperlink per 100 words; try to include at least one high-quality external link to a relevant
website• If possible, add an image and include an alt tag with a target keyword • Place keyword(s) in applicable H1, H2 & H3 heading• Don’t forget to include a call to action!
• Share on social media• Click / call to request a quote• Download a white paper / view webinar, etc.
• Share via Google+, Twitter, LinkedIn, Facebook, etc.• Submit to Google’s database:
• https://www.google.com/webmasters/tools/googlebot-fetch• https://www.google.com/webmasters/tools/submit-url
• Apply Schema or Google Markup: • https://www.google.com/webmasters/tools/data-highlighter
[What’s Next?] Self-paced, Non-technical, Online SEO Training Course
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Learnmoreandregisterat:www.boulderseomarketing.com/seo-training
UsecodeDA316 for50%offtheregistrationfeebyApril15,2017.
[Thank You] The Future of Search Engine Optimization (SEO)
www.boulderseomarketing.com | 720.263.1736 | www.chrisraulf.com | @swisschris
Data.com WebinarMarch 16, 2017
Thank You!
Questions?
Chris RaulfInternational SEO | Digital Marketing ExpertFounder of Boulder SEO Marketingwww.boulderseomarketing.comwww.twitter.com/swisschriswww.linkedin.com/in/chrisraulf