seo - the free not-so-free traffic
DESCRIPTION
In this presentation, Todd McPartlin, author of Automation Domination: A Business Owner's Guide To Dominating Your Market Online discusses the key points and action steps for using search engine optimization (SEO). Following the slide presentation is a replay from the live webinar on this topic.TRANSCRIPT
![Page 1: SEO - The Free Not-So-Free Traffic](https://reader035.vdocument.in/reader035/viewer/2022062514/558a2757d8b42a98578b4613/html5/thumbnails/1.jpg)
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The Free, Not-So-Free Traffic
Todd D. McPartlin
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
iMarketing Leader’s R4
Marketing System
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Chapter 8 In My Book.
“The Free, Not-So-Free Traffic”
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How to Stand Out! in the Search Results and Drive Qualified Customers to Your WebsiteSuccessful SEO Strategies For Small Business
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Why care about SEO?
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Popularity
• 93% of online experiences begin with a search engine
• 97% of consumers search for local businesses online
• The majority of web traffic is driven by the ‘Big Three’ search engines—Google, Bing and Yahoo
Source: Search Engine Journal
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Organic vs. Sponsored
77%CHOOSE ORGANIC
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Organic vs. Sponsored
25%HIGHER CONVERSION
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
The “Golden Triangle”
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Is SEO legit?
• Black magic? • Dark art?• Snake oil?
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
“Black Hat”
• Unethical• Spammy• High-risk
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
“White Hat”
• Ethical• Google-approved• User-focused
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
How search engines workFirst things first
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
DISCLAIMER
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Crawling and Indexing
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Relevance and Importance
• Does the page address the query?• Is the page popular? • Popularity = importance (according to
Google)
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
What Google wants
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
How people use search engines
Know thyself
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Empathy
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
The Process
1. Need for answer, solution or piece of information
2. Formulate need in words and phrases
3. Enter keyword/search term into search engine
4. Browse through the results for a match
5. Click on a result
6. Scan for a solution, or a link to that solution
7. If unsatisfied, return to the search results
8. Perform new search with new keyword/search term
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Keywords
• Think like your customer• “massage” vs. “spa” or “salon”• Intention?
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
“Build for people, not search engines.”
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Designing + Developing for SEO
How to be a good host
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
What the spider saw
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
How spiders get around
Illustration from SEOmoz
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Robots!
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Sitemaps
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Auto-pinginghttp://api.moreover.com/RPC2
http://bblog.com/ping.php
http://blogsearch.google.com/ping/RPC2
http://ping.weblogalot.com/rpc.php
http://ping.feedburner.com
http://ping.syndic8.com/xmlrpc.php
http://ping.bloggers.jp/rpc/
http://rpc.pingomatic.com/
http://rpc.weblogs.com/RPC2
http://rpc.technorati.com/rpc/ping
http://topicexchange.com/RPC2
http://www.blogpeople.net/servlet/weblogUpdates
http://xping.pubsub.com/ping
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
URL structure• Short (exception blog article titles)• Static (not dynamic)
• No: www.mywebsite.com/blog?id=123
• Yes: www.mywebsite.org/descriptive-readable
• Descriptive • Hyphenated (not + or _)
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Content creationFeeding the spiders
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Who is your buyer?
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
“Write for users, not search engines.”
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Create compelling content
• Not “link bait”• Always value!• Entertain• Educate
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Keyword research
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Keyword competitiveness
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Frequency
• Keep Google coming back for more• You can’t move up the ranks if your site is
ignored
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Video• Jump ahead• Great for competitive
verticals• No need to be
Scorsese
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
List-mania
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Title and meta tags
<html><head><title>This Is an Example of a Title Tag</title><meta name="Description" content="Here is an example of what a snippet looks like in Google’s SERPs. The content that appears here is usually taken from the meta description tag." />
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Alt text
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Off-page optimization
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Link building
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Social sharing
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Start a blog
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Directories
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
One step at a time
• SEO is a process, not an event
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Action Steps1. Go in alone or hire an SEO company?2. Research SEO companies• Ask for referrals• Cheaper may indicate lower quality
(think black hat)3. Do keyword reach for buyer keywords4. Claim all local directories• AutomationDominationBook.com/
topdirectories5. Implement your plan
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Contact us if you have any more questions or if you’d like help!
[email protected] 979-314-7213
Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
iMarketing Leader | imarketingleader.com
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Todd McPartlin | iMarketing Leader | imarketingleader.com | 979-314-7213
Questions?