SEO basics for entrepreneurs Andre Weyher 16/06/2015

Agenda1. About me2. Choosing your niche 3. 3 fundamentals of SMB SEO4. On page elements and the importance of keyword focus5. Content - SEO vs AdWords landing page6. Linkbuilding7. Warnings and red flags 8. Action points9. Q&A time

Choosing your nice…

• SEO is simple for a niche player.

• Extremely hard for a player in a very competitive industry.

• The internet initially created equal opportunity – but this has now faded out and we need to fight harder to break through!

Niche

• Choose a very distinct product or audience <ACTION POINT!>

• Ranking within days/weeks• Can be “DIY”• Low budget or “only” time to invest

High competition vertical

• Hundreds of competitors, some huge companies

• Million dollar SEO budgets and resources

• Need of enterprise level SEO

3 important fundamentals for SMB SEO.

1. Technical Structure

2. Content Quality

3. Quality Backlinks

Technical structure fundamentals

• Sounds MUCH more difficult that it is!!

1. Starts with creating a list of keywords your audience is likely to look for (non brand) <ACTION POINT!>

2. Map out your website and assign a page for each keyword <ACTION POINT!>3. Distinguish between secondary landing pages and primary landing pages!4. Install WP plugin called “Wordpress SEO by Yoast” <ACTION POINT!>5. Every important page on your site needs to have the following; Optimized title Optimized description Optimized URL Optimized H1 header Optimized content around your keyword

Differences between primary and secondary page

First, we need to understand where Google is heading!

Organic = Answer engine!Paid = Commercial conversions dominated by

AdWords!

Secondary page;

• Serves 2 purposes;

- 1. landing page for long tail keyword conversions.

- 2. linkjuicing of short, commercial keyword pages.

- Perfect for blogposts - answering questions(!!)

Primary page;

- Perfect as AdWords landing page.

- Short, commercial SEO landing page.

Linkbuilding (or Link earning?)

Every link that goes to your page, Google sees as a vote of confidence in your site.

• Linkbuilding consists of;

Manual submission to good quality directories <ACTION POINT!>

A public relation process to get links from blogs, news articles and industry pages.

• What is a “good quality link”? Authentic NO SEO INTENT(!!) On a page which is topically related to your site

Warnings and red flags!

• Google punishes overoptimization!!

• Possible penalties include; Bad, spammy linkbuilding Too many keywords in content Duplicate content Bad quality content

Action points!

Choose a segmented audience or product niche. Create a list of (non brand) keyword that your audience is likely to search for. Map your site and assign one keyword per page. Install your “Wordpress SEO by Yoast” plugin to manage your on page SEO. Submit your site to the list of trusted directories. Create a list of 100 blogpost titles in the form of questions. Absolutely kill it with content! Set a target for a minimum amount of posts per week! Be patient – SEO is a marathon, not a sprint.

Email weyher@gmail.com for any question!

Suite 2C, 2-12 Foveaux StSurry Hills NSW 2010

Thank you!