From the New York Inbound Marketing Professionals August 2013 Meetup (http://www.meetup.com/inbound).

1. 1
Agenda
6:30-7:00 Networking
7:00-7:20 Intros
7:20-7:50 SEO Presentation
7:50-7:55 Questions
7:55-8:00 Tip
8:00-8:30 Networking
7/22/13
Joseph Franklyn McElroy
joseph@corporatepa.com
646-334-1885
www.corporatepa.com

2. 2
Recognition
Value Creator – James Thompson
I solve problems, whether they're people or programs. I also really like data.
#MathNotFeelings
Active Participant – Susan Gluck
I'm a digital marketer in NYC.
7/22/13
Joseph Franklyn McElroy
joseph@corporatepa.com
646-334-1885
www.corporatepa.com

3. 3
Introductions
Event Recognition

Host Venue

Sponsors
7/22/13
Joseph Franklyn McElroy
joseph@corporatepa.com
646-334-1885
www.corporatepa.com

4. 4
Introductions
Introduce Yourselves

What you do in 15 Secs

Questions or Needs

Who you want to meet
7/22/13
Joseph Franklyn McElroy
joseph@corporatepa.com
646-334-1885
www.corporatepa.com

5. “SEO’s Role in Inbound Marketing”
& Serr.biz
PROUDLY PRESENT:

6. Role of SEO in Inbound Marketing
• Keywords & Content
• Crawlability & Technology
• Link Building & Social Media
• Analysis & Pages
& Serr.biz

7. Our Backgrounds: A Brief Look
Mike Zittel - Serr.biz
• Started in 1999, when SEO basically consisted of having a
website with some keywords
• Laughed at Google paid ads
• Saw Bing/Yahoo advertising when it was GoTo, then
Overture, then Yahoo, now Yahoo-Bing
• Worked with industry types from Antiques to Merchant
Services, Travel, Hotels, Doctors, Lawyers, Real Estate,
Non-Profits, etc.
Nikki Johnson - PluginGroup.com
• Worked for 10 years as Vice President of Copywriting
for an agency called TIG Global, specializing in Hotel &
Travel Internet Marketing
• Supervised six full-time copywriters and 21 freelancer
writers in producing content for 1,000+ clients
• Started freelancing for colleagues and friends five
years into working for TIGG, diversifying experience far
beyond hospitality • Currently working with Coldwell
Banker – 600+ agents
• EDU online reputation management
• Science equipment (Oil-
Environment)
• Home generators / luxury carpets
• Operates SocialProfiles.us
• Currently one of three managing
partners for a self-founded
company called Plugin Group,
which partners with ad agencies
to provide white-label
marketing / branding services
and overflow support
& Serr.biz

8. SEO: The 40,000-Foot View
ONSITE OFFSITE
LOCAL SOCIAL
ONSITE
SOCIAL
OFFSITE
LOCAL
& Serr.biz

9. Onsite SEO: Keyword Integration
Keyword Selection
• Select one or two main keywords actively searched by consumers for each
page, using a tool such as Google AdWords Keyword Tool
• Use each page as a platform to drive qualified customers to the site
Meta Data Development
• Title Tag – The most influential Onsite SEO factor, limited to 70 characters
• Meta Description – Teaser copy to increase click-through from the search
results to each page
• Meta Keywords – Reference point for terms targeted, separated by commas
Copy Integration
• Natural integration of targeted keywords into the text content of
each page
• Incorporation into the “alt tag” captions for photos, as appropriate
& Serr.biz

10. Onsite SEO: Technical Factors
• EMD – Still relative
• Use OG tags
• Robots index, follow, no follow
• Author tag – Important
• Publisher tags – Important
• Use of H1, H2, H3 – Control with CSS
• Total body word count – 900 words –
prime content above the fold
• Uniqueness
• Avoid Ajax, Flash, images
• Incorporate microdata – Schema.org
• Norel tags – outbound links, except full
URLs to same website
• Canonicalization – www. versus non-
www.
• 301 redirects
& Serr.biz

11. Offsite SEO
• Need links from other high-quality
websites to compete against other
sites optimized for the keywords
targeted in the Onsite SEO phase
• The best way to approach this
process is to create interesting
content, and use it to attract links from
other respected sites in your industry
• Two benefits to this approach:
• Attract inbound links, beneficial for SEO
rankings
• Promote your site in places visited by
your target audience
• Link building channels:
• Social bookmarking
• Guest blogging
• Article directory submission
• PR outreach
• Blog commenting
• Forum sharing
• Posting in relevant social media
groups (via Facebook, LinkedIn,
etc.)
• Link building outreach
& Serr.biz

12. Local SEO
• List of top six to ten general
directories
• Google Maps - Caution with setup of
Google+
• Bing Maps
• Yahoo Directory & Local
• Yelp – Caution
• Merchant Circle
• Citysearch
• Solutions providers
• Yext
• Fiverr
• Hyper-local / regional-specific
• anewyorklife.com
Source: http://ow.ly/o4jEp
& Serr.biz

13. Social Factors
• Positive social signals reinforce the
“likeability” and relevance of your
website to real people
• Social media sites offer additional
ways of reaching your audience,
allowing potential customers to learn
more about your company’s authentic
personality
• Social channels:
• Facebook
• Twitter
• Google+
• LinkedIn
• Pinterest
• Foursquare
• YouTube
• Flickr
• Tumblr
• Scribd
• Etc.
& Serr.biz

14. Closing: That’s All Folks
Recap of Key SEO Ranking Factors
• Onsite
• Offsite
• Local
• Social
Questions?
& Serr.biz

15. 15
Tips
Blogging Tips
7/22/13
Joseph Franklyn McElroy
joseph@corporatepa.com
646-334-1885
www.corporatepa.com
Warjhorses

Wordpress.com

Tumblr.Com

Blogger.com

Typepad.com
Good “Second” or “Third” blogs!!!!

Quora Blog – http://www.quora.com/blog/add

Google Plus – Direct Connect – custom urls make your posts a blog
https://support.google.com/webmasters/answer/1708844

Facebook Notes - https://www.facebook.com/username?sk=notes
New Up and Coming

Svbtle.com

Sett.com

Postach.io

Tryghost.org

16. 16
Thanks!
Network!
7/22/13
Joseph Franklyn McElroy
joseph@corporatepa.com
646-334-1885
www.corporatepa.com