#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

SEO FOR SMALL BUSINESSES

DIA DUIT DUBLIN

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

SPEAKER

BLOGGER

SHARER

@aleyda +aleydasolis

SEO & SMB OWNER

HI, I’M ALEYDA SOLIS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

SEO FOR SMBS CAN BE A CHALLENGING JOURNEY

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

WHO WORKS OR IS AN SMB OWNER HERE?

DO YOU SEE YOURSELF REFLECTED HERE?

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

INTERNET MARKETING EFFECTIVENESS IS HIGH

DO YOU SEE YOURSELF REFLECTED HERE?

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESPECIALLY SEO

DO YOU SEE YOURSELF REFLECTED HERE?

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

BUT BUDGETS ARE LOW

DO YOU SEE YOURSELF REFLECTED HERE?

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

& TEAMS ARE SMALL

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

DO YOU SEE YOURSELF REFLECTED HERE?

http://moz.com/blog/integrated-marketing-and-seo

I’M NOT ONLY AN SEO… I DO IT ALL

IT’S HARDER FOR SMBs TO COMPETE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

SMALL BUDGET

LITTLE TIME

BIG BRAND COMPETITION

LITTLE TECHNICAL RESOURCES & KNOWLEDGE

SMALL TEAM

ALL DIGITAL ACTIVITIES

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

AND WE NEED RESULTS NOW BUT SEO IS LONG-TERM

YES, I’VE SEEN IT

AND WAIT ENOUGH TIME TO SEE POSITIVE SEO ROI

IS TIME TO TURN CHALLENGES INTO ADVANTAGES

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

HERE YOU HAVE 3 TIPS FOR SUCCESSFUL SMB SEO

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ARE YOU READY TO GO ON AN ADVENTURE?

1. MAKE THE MOST OUT OF YOUR “NEWBIE” STATUS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

DO AN INITIAL AUDIT BUT AVOID COMPLEX RECCOS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

www.aleydasolis.com/en/search-engine-optimization/seo-audit-template/

PEOPLE DON’T LIKE TO READ

YOU NEED TO EVANGELIZE & EDUCATE THOUGH

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

I’M ALWAYS LOOKING TO LEARN

DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

LOOK FOR THESE CHARACTERISTICS TO FACILITATE YOUR SEO ACTIVITIES

http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

CRAWLABILITY & INDEXABILITY

DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

CONTENT OPTIMIZATION

DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

WEB ARCHITECTURE

DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

MANAGEABILITY

DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

IT NEEDS TO BE MULTI-DEVICE READY

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

TAKE ADVANTAGE OF OPEN-SOURCE CMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

yoast.com/wordpress/

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

paulnrogers.com/magento-technical-seo-issues-to-look-out-for/

TAKE ADVANTAGE OF OPEN-SOURCE CMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ALWAYS VALIDATE WITH SEO CRAWLERS

http://www.screamingfrog.co.uk/seo-spider/

http://www.seerinteractive.com/blog/screaming-frog-guide/

IF RELEVANT, USE BIG PLATFORMS TO DIVERSIFY

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

DIFFERENTIATE THE CONTENT FROM YOUR SITE THOUGH

THE DIFFERENCE IS OBVIOUS: NICE VS. MEH

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

VS

BIG COMPANIES? HAVE LEGACY PLATFORMS!

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

IT’S A PAIN TO OPTIMIZE!

2. TAKE ADVANTAGE OF OWNERSHIP & SIZE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOESTABLISH AN SEO STRATEGY & EXECUTE FAST

DEVELOP A KEYWORD & COMPETITION RESEARCH, DEFINE YOUR VIABLE TARGETS FAST, MAP THEM TO YOUR SITE AREAS & START

CREATING CONTENT TO RANK FOR IT … CONSISTENTLY.

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOSTART WITH A KEYWORD & COMPETITION RESEARCH

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

relevance & intent

search volume, seasonality & competition

current rankings & content existence

industry keyword

suggestions

competitors keywords

performance

current keywords &

content performance

business goals, volume &

profitability

your prioritized

keywords and topics

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOLOOK FOR YOUR AUDIENCE QUERIES

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

keywordtool.io/

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOMATCH WITH CUSTOMER JOURNEYS & PERSONAS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

+

informational review tips

guide news

transactional buy

reserve purchase register

or

products

brands

topics

or

or

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOVALIDATE THE SEARCH VOLUME & COMPETITION

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

www.semrush.com/

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOPRIORITIZE & MAP WITH YOUR WEB AREAS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

x

communityproduct

category 2learning center

home

product 1a

product 1b

event n1

event n2

category a

categoRy b

blogproduct category

1

events

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOAS WELL AS CONTENT TYPE & FORMAT

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

www.distilled.net/blog/the-content-matrix/

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOSTART WITH LONG-TAIL, LESS COMPETITIVE TERMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

MAYBE YOU CAN’T COMPETE FOR MAIN KEYWORDS AGAINST BIG SITES AT THE BEGINNING BUT YOU CAN FOCUS ON

LONG-TAIL TERMS THAT ARE FEASIBLE TO TARGET

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOACHIEVE “PERFECTLY OPTIMIZED” PAGES

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOBE “AGILE” FOR FAST & ONGOING IMPLEMENTATION

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

http://agilemarketingmanifesto.org/

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOCREATE CONTENT & RESOURCES FREQUENTLY

http://buzzsumo.com/

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOTO ESTABLISH AS A BRAND & ATTRACT LINKS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOREACT FAST TO TARGET CONTENT OPPORTUNITIES

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOTOO MUCH WORK?

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

WE CAN’T DO ALL THAT BY YOURSELVES

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOAUTOMATE & OUTSOURCE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

BIG COMPANIES? CAN’T EXECUTE FAST

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

IT’S DIFFICULT TO COORDINATE SO MANY PEOPLE & CHANGE

ANYTHING ONCE IT HAS STARTED

3. MAXIMIZE YOUR SOCIAL & LOCAL NATURE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOCREATE & OPTIMIZE LOCAL EXTERNAL PRESENCE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

http://moz.com/blog/2013-local-search-ecosystems

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOCREATE A GOOGLE MY BUSINESS PRESENCE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

https://www.google.com/business/

OPTIMIZE IT CONSISTENTLY & LINK TO YOUR SITE

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOOPTIMIZE YOUR SITE FOR LOCAL QUERIES

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOFOLLOW THESE GUIDES & CRITERIA TO DO IT

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

http://moz.com/blog/ultimate-local-seo-audit

http://moz.com/local-search-ranking-factors

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOIDENTIFY YOUR COMMUNITIES & INFLUENCERS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

CONNECT WITH YOUR SOCIAL COMMUNITY

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOTRACK YOUR COMPETITORS SOCIAL ACTIVITY

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

twtrland.com

http://simplymeasured.com/free-social-media-tools/

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOMAKE YOUR CONTENT EASILY SHAREABLE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOLOOK BEYOND SOCIAL NETWORKS FOR FORUMS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

THERE ARE NICHE FORUMS FOR EVERYTHING

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEOGIVE SUPPORT, GET IDEAS & SHARE YOUR CONTENT

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

GET SHARES & LINKS

BIG COMPANIES? HAVE A HARD TIME WITH LOCAL

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

I DON’T HAVE A LOCAL ADDRESS & HAVE TO ASK PERMISSION TO

TWEET!

NOW YOU’RE READY FOR YOUR JOURNEY

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

IT’S TIME TO RUN!

REMEMBER, BEING SMALL CAN BE AN ADVANTAGE

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

WE’RE SMALLER BUT COOLER

THANKS!

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

DO YOU HAVE ANY QUESTIONS?

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IMAGES UNDER CREATIVE COMMONS

#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI