The document provides tips for improving a website and search engine optimization (SEO). It recommends developing a digital strategy that aligns all channels, auditing the website to identify key tasks and questions for customers, creating helpful content for different stages of the customer journey, using keywords strategically on pages, and getting links from other sites to build trust with search engines. Regularly monitoring and optimizing elements like meta tags, URLs, and internal links is also suggested to improve search engine rankings over time.

1. Improving Your Website and SEO
Ramsey Mohsen | @rm
DEGdigital.com

2. about me: ramsey mohsen
Director of Social Media at DEG
National speaker regarding Digital Marketing/Social Media
Over 6.5+ million views on YouTube
Co-founder of the Travel Channel featured „Ugly Christmas
Sweater Party‟ (fundraiser)
Named one of Ingrams Magazine‟s “Twenty In Their Twenties”

3. Founded in 1999 in Overland Park, KS
110+ associates, strategists, designers
& developers
Trusted partner and significant work
for global brands

4. `

6. http://www.emarketer.com/Article/Content-Vaults-No-1-Marketing-Priority-2013/1009648

7. You need to have a digital strategy.
All the digital channels should support each other.
Website
Google Search
Email
Facebook
YouTube
Twitter
#IWCA | @rm | DEGdigital.com

8. The burden of Facebook
and Twitter vs. your
website.

9. “
One-fifth of respondents
claimed their website was
only „basic‟ and not it‟s
core of marketing activity.
- Web Analytics Association
”

10. All roads lead back to
your website.

11. Your audience comes to the
website to “do”.

12. TIP: Audit and rank the top
tasks for your audience.

13. TIP: Audit your „Contact Us‟
inbox and group the topics
and questions.

16. The problem with most companies is
that you‟re focused on you, not your
customer.

17. define your targets, personas

20. http://www.pardot.com/resources/whitepapers

21. content mapping

22. “
Content is my best B2B social
media lesson. I've seen many
companies learn that providing
interesting content (video
testimonials or how-to information)
is a great way to encourage
”
prospects, warm up leads, and
convert to sales opportunities.
- Chris Brogan

23. Develop content maps opportunities for
content or information you can provide
throughout the buyer and existing customer
cycle.

24. identify opportunities for a digital experience:
“the movie theater example”

25. Sales Process Workflow Example
1. Potential client calls the office.
2. Salesman takes the call, qualifies, sets appt.
3. Salesman goes to job, establishes relationship.
4. 2nd or 3rd project visit may follow.
5. Follow-up phone calls.
6. Proposal emailed to client with follow-up call.
What other aspects of the business could benefit from a digital touch
point or interaction? Or content that can be searched for and found
online?

26. http://www.pardot.com/resources/whitepapers

27. Don‟t under invest + underestimate in content.
And the resources it takes to develop it.

28. TIP: ratings and reviews

29. 58% check email first
…people start their day by checking their
email.

30. ideas for emails to drive website traffic, new biz
Establish milestones for service, send
automated reminder emails:
- thank you, 6 month, 12 month
- could be customized by type of service
- complimentary services/products
- “business birthdays”
#IWCA | @rm | DEGdigital.com

31. SEO

32. “
Your brand is not what you say it is
it's what Google says it is.
- Chris Anderson, Wired Magazine
”

33. What is SEO?
101: Search Engine Optimization (SEO)
Why is it important?
– how do search engines work?
– pay for click vs. pray for click
– over 80 attributes go into Google‟s „secret algorithm‟ to determine
website page relevancy and ranking
#IWCA | @rm | DEGdigital.com

34. What does Google say about you?

35. What does Google say about you?

37. URL naming convention
The page URL should use keywords related to the topic of
the page:
BAD:
 http://www.YourCompanyHere.com/12345-ABC
GOOD:
 http://www.YourCompanyHere.com/services-or-product-name-here
#IWCA | @rm | DEGdigital.com

38. metatags should be coded
Ensure with your web developer that Metatags are defined
and populated for your pages:
– Title
– Description
– Keywords
#IWCA | @rm | DEGdigital.com

39. keywords on pages
Ensure that you identify the keyword or phrase you‟re
targeting for search engines on key pages of your website.
Copy and text should use that keyword as many times as
relevant (don‟t over use the keyword or phrase).
#IWCA | @rm | DEGdigital.com

40. links, links, links
Links build trust (by search engines). It certifies the
legitimacy to your content.
Inbound vs. outbound links?
Ask other trusted websites and partners for “link backs”
(those you have relationships with).
#IWCA | @rm | DEGdigital.com

41. SEO Resources
Get an agency to manage and advise
– ensure they „prove their worth‟ before you lock in budget, contract
Helpful websites:
– seomoz.org
– searchengineland.com
#IWCA | @rm | DEGdigital.com

42. You need a plan…
that considers your objectives
and your targets…
before you select your strategies
and technologies.

43. You need to have a digital strategy.
All the digital channels should support each other.
Website
Google Search
Email
Facebook
YouTube
Twitter
#IWCA | @rm | DEGdigital.com

44. Thank you.
Questions?
www.degdigital.com
www.ramseymohsen.com
@rm on Twitter