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!