Outsmarting Google: An SEO Workshop for SEO Pros with Nicole Munoz

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Wedding MBA
©2011 www.startrankingnow.com

Wedding MBA field, including, but not limited to, any money using the techniques in this
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Title Page

Introduction

1% Factor

Search Engine Optimization

Online Market Research

On Site Optimization

Title Tags

Google Webmaster Tools

Brick and Mortar

Getting Ranked

Claiming Your Google Place

Using Video to Rank

Blogging

Conclusion


Introduction

The
purpose
of
this
book
is
to
teach
you
about
how
to
get
more
traffic
and
sales
to
your

web-‐site!

I
am
going
to
try
to
break
it
down
into
some
ac<onable
steps
that
you
can
start

implemen<ng
today
to
start
moving
your
site
up
higher
in
the
search
engines!

Sound

good?

I
got
started
just
like
many
of
you
by
opening
up
my
own
online
retail
store.

One

of
the
first
things
I
learned
was
that
if
I
was
not
geDng
any
traffic,
I
was
not
geDng
any

sales.

I
spent
a
lot
of
money
on
my
online
marke<ng
educa<on.

Within
about
6
months

my
online
retail
site
was
ranking
number
one
in
Google
for
some
extremely
compe<<ve

keywords
and
started
to
send
me
tens
of
thousands
of
visitors
every
month
to
my
site

which
in
turn
resulted
in
a
lot
of
sales!

AKer
running
my
online
retail
business
for
a
few

years,
I
decided
to
start
my
own
SEO
Company
called
StartRankingNow
so
I
could
help

other
retail
businesses
achieve
their
own
success.


Introduction

In
January
of
this
year,
I
started
to
work
with
Wedlock
Magazine
as
their
SEO
Manager!

It’s
mission
is
to
teach
marke<ng
to
those
in
the
wedding
industry
through
a
monthly
print

magazine,
bi-‐monthly
Webinars
and
a
forum
where
members
can
get
their
marke<ng

ques<ons
answered
usually
within
a
few
hours,
and
I
will
talk
to
you
more
about
that
in
this

book.

So,
I
am
going
to
try
to
make
it
simple
and
eﬀec<ve
so
that
about
this
<me
next
year,

you
are
going
to
be
that
person
who
stands
up
and
says
that
your
business
has
exploded
as

a
direct
result
of
the
things
that
you
will
learn
here
in
this
book!


1% Factor

Before
geDng
started,
I
would
like
you
to
ask
yourself
a
ques<on.

The
ques<on
is
this:
Is

your
site
currently
making
you
money?

If
not,
why
not?
The
other
day,
I
was
reading
a
book

and
it
reminded
me
of
the
1%
factor.

Did
you
know
that
sta<s<cs
show
that
if
you
only

improve
by
1%
every
day,
within
70
days,
you
will
have
doubled
your
produc<vity?

So
what

we
are
going
to
do
is
give
you
some
<ps!

My
number
one
goal
for
you
is
for
you
to
be
able

to
implement
these
<ps
and
strategies
yourself.

A
lot
of
<mes,
when
we
learn
so
much,

we

are
not
sure
where
to
start
and
we
get
so
overwhelmed
with
informa<on
that
we
don’t
put

anything
into
prac<ce.

So,
today,
as
you
are
reading
this,
ask
yourself,
what
is
my
1%
that
I

can
change,
that
I
can
improve,
that
I
can
implement?

Then
focus
on
that
1%...
That
small

incremental
change…
knowing
that
as
you
do,
you
are
moving
forward
to
double
your

produc<vity,
double
your
marke<ng,
and
double
your
sales!
So
let’s
get
started!


Search Engine Optimization

Do
you
know
what
SEO
stands
for?

SEO
stands
for
Search
Engine
Op<miza<on.
So
what

we’re
going
to
talk
about
today
is
how
to
get
your
site
to
the
first
page
of
Google
and

possibly
even
the
first
three
posi<ons
for
a
keyword.
We
have
some
clients
that
are
realtors

and
if
you
talk
to
any
realtor
they
will
tell
you
that
the
#1
factor
in
buying
a
house
is
always

loca<on,
loca<on,
loca<on!

SEO
works
exactly
the
same
way!

If
your
site
is
ranked
in
the

top
1-‐3
spots,
you
are
going
to
get
all
the
traffic
to
your
site.
If
your
site
is
buried
on
page

forty-‐four,
the
only
traffic
you
will
get
is
if
someone
types
in
your
website
address
or
finds
it

by
your
business
name.
The
problem
is
that
people
are
not
searching
the
Internet
for
a

business
name;
they
are
searching
for
what
we
call
"keywords."

That
is
going
to
be
one
of

the
first
things
we
cover
today!

Don’t
worry
if
all
of
this
sounds
unfamiliar.

By
the
<me
you

finish
reading
this,
you
are
going
to
know
what
a
keyword
is,
what
keywords
you
need
to

focus
on
to
get
you
the
most
traffic,
and
exactly
what
you
need
to
do
to
get
to
those
most

trafficked
spots
on
the
internet!


Online Market Research

In
business
school,
one
of
the
things
they
teach
you
is
the
importance
of
doing
market

research
before
star<ng
a
new
business
or
launching
a
new
product!
Before
releasing
any

new
products,
Apple
and
similar
companies
spend
hundreds
of
thousands
of
dollars
on

market
research
to
find
out
what
people
want.
They
have
study
groups,
test
groups,
and

they
also
create
prototypes
of
their
products
to
make
sure
they
will
meet
the
needs
of
their

consumers.

Market
research
is
numbers
driven.

It
is
all
about
finding
out
what
people

want
and
then
mee<ng
their
needs.
On
the
Internet,
we
call
this
market
research
"keyword

research."

Keyword
research
is
finding
out
what
keywords
people
are
typing
into
search

engines
such
as
Google,
Yahoo,
and
Bing
when
they
are
looking
for
a
product
or
service.
Keyword
research
is
also
numbers
driven
and
there
are
a
lot
of
tools
that
will
show
us

approximately
how
many
<mes
a
keyword
is
searched
per
month.

The
more
<mes
a

keyword
is
searched
for,
the
greater
the
demand
is
for
that
product
or
service.

The
key
to
a

successful
online
marke<ng
campaign
is
to
find
keywords
with
a
high
demand
and

preferably
a
low
compe<<on.


We
are
going
to
use
the
example
with
the

keywords
“San
Diego
wedding
flowers”
just
because

I
am
from
San
Diego
area.

There
is
a
completely

free
tool
out
there
called
Google
Keyword
Tool
that

is
available
to
you
within
your
Google
Adwords

account.

You
can
sign
up
right
with
your
google

account
and
if
you
have
gmail
you
already
have
a

google
account.

Just
do
a
search
for
Google

Keyword
Tool
and
you
will
be
able
to
use
this
tool

completely
free.

What
this
tool
does
is
show
you

exactly
how
many
<mes
someone
is
searching
for
your
par<cular
product
or
service
on
the

web.

So,
in
this
example,
I
did
a
search
for
the
keyword
"San
Diego
wedding
flowers."

What
I

found
Is
that
the
keyword
“San
Diego
florist”
is
searched
22%
MORE
than
the
plural
version
of

“San
Diego
florists”.

What
this
means
is
that
the
keyword
that
I
want
to
focus
my
marke<ng

efforts
on
is
“San
Diego
florist."

San
diego
wedding
flowers
also
has
1000
searches
per

month,
whereas,
the
keyword
“San
Diego
wedding
flower”
has
so
few
that
it
is
not
even

registering!

The
keyword
“wedding
florist”
has
368,000
searches
per
month
while
the
plural

version
has
only
60,500.

This
is
509%
MORE.

You
can
do
this
research
for
any
market
and
the

best
part
is
that
this
tool
is
completely
free.

As
a
bonus
for
you
advanced
users
out
there,

many
<mes
I
get
asked
by
people
in
smaller
areas
about
how
they
can
figure
out
exactly
what

keywords
to
focus
on
as
they
are
not
sure
people
are
looking
for
their
product
or
service
in

their
town
even!

In
these
cases,
what
I
like
to
do
is
to
run
an
actual
pay
per
click
campaign

with
Google
Adwords
but
do
it
in
such
a
way
to
target
just
a
specific
town
or
city.

So,
when

you
setup
your
campaign
in
Google
Adwords,
and
again,
this
is
for
the
advanced
users,
but

when
you
set
it
up,
you
can
change
the
seDngs
so
your
campaign
only
runs
in
a
specific

geographical
loca<on.

What
you
can
do
then
is
to
put
in
a
lot
of
different
keywords…
in
fact,
it

is
beker
to
put
in
as
many
different
keywords
as
possible,
and
then
set
your
daily
budget
to
be

something
low
like
fiKy
dollars
a
day
and
then
just
let
the
campaign
run
for
two
to
three
days

or
so.

AKer
two
to
three
days,
what
you
are
going
to
have
is
some
data
that
is
going
to
tell
you

the
exact
keywords
that
people
are
searching
for
in
your
specific
local
area!

This
is
going
to
be

gold
because
then
you
can
focus
on
just
the
keywords
that
people
are
searching
for
in
YOUR

area!

On Site Optimization

Now
that
you
have
determined
which
keywords
to
focus
on,
the
next
step
is
to
do
what
we

call
"on
site
op<miza<on."

On
site
op<miza<on
are
the
changes
that
you
make
to
your
own

site
to
make
it
show
up
higher
in
the
search
engines.

Off
site
op<miza<on
is
what
we
are

going
to
be
talking
about
next
and
it
primarily
consists
of
building
links
to
your
site.

Off
site

op<miza<on
is
anything
you
do
to
help
your
site
get
ranked
higher
on
the
search
engines

that
is
not
directly
ON
your
site.

Both
on
site
and
off
site
are
important,
but
most
top
SEO

experts
agree,
on
site
SEO
should
account
for
ten
to
twenty
percent
of
your
<me
spent

marke<ng
your
site
and
off
site
SEO
should
account
for
the
other
eighty
to
ninety
percent.


The
best
part
about
on
site
SEO
is
that
you
can
do
most

everything
you
need
to
do
in
about
one
day
and
in
a
lot
of

cases
just
half
a
day.

If
you
have
a
huge
site
with
thousands

of
pages
it
might
take
longer,
but
even
then
a
programmer

who
knows
their
stuff
can
do
a
lot
of
these
changes.

So
what

we
are
going
to
cover
in
the
next
few
minutes
are
changes

that
you
can
make
on
your
own
site
right
now
yourself,
or

send
an
email
to
your
webmaster
telling
him
what
changes

you
want
done.

Title Tags
Don’t
do
it
right

now,
but
the
next

<me
you
open
up

your
website
take

a
look
at
the
words

that
show
up
at

the
top
of
your

browser.

Those

w o r d s
a r e
t h e

words
that
you
or

your
Webmaster

have
placed
within

the
code
of
your

site
in
a
place

called
the
Title

Tag.

Now
the
<tle

tag
is
the
absolute

most
important

part
of
all
that
we
will
be
discussing
about
on
site
SEO
and
should
be
the
very
first
thing
you

take
a
look
at
fixing
on
your
site.

A
lot
of
websites
get
this
wrong.

If
you
put
into
ac<on
what
I

am
about
to
tell
you
right
now,
your
site
will
be
more
op<mized
for
the
search
engines
than

the
majority
of
other
wedding
sites
out
there!


This
is
an
example
of
a

website
that
has
the
<tle
tags

setup
correctly.

If
you
check

out
the
browser
you
will
see

that
their
keyword
“Wedding

Aisle
Runner”
is
showing
up

right
there
in
the
browser.

This
is
how
you
can
know
for

certain
that
your
<tle
tags
are

setup
correctly
so
you
don’t

have
to
learn
how
to
read

techie
html
code!

One
thing
I

also
want
to
point
out
here
is

that
the
keywords
in
the
<tle

tag
are
also
what
show
up
in

the
search
results.

In
other
words,
any
<me
your
website
shows
up
in
the
search
results
for
one
of

your
keywords
that
you
are
op<mizing
for,
whatever
your
keywords
are
in
your
<tle
tag,
is
what
is

going
to
show
up
in
the
search
results.

This
is
so
important
because
you
can
use
this
to
your

advantage
to
get
a
higher
click
through
rate
to
your
site
even
if
your
site
is
not
yet
ranked
number

one
for
your
keywords.

This
is
a
perfect
example
of
this.

Do
any
of
you
watch
Shark
Tank?

If
you

don’t
you
should
check
it
out!

I
want
to
write
a
blog
post
called
What
Shark
Tank
has
taught
me

about
my
Wedding
Business!

Even
though
I
don’t
always
agree
with
their
decisions
on
who
to
fund
or

not,
their
show
gives
you
a
perspec<ve
on
the
type
of
ques<ons
investors
might
ask
to
determine
if

your
business
is
worth
inves<ng
in
or
not.

In
this
case,
the
Original
Runner
Company
was
actually
ON

the
show
The
Shark
Tank

I
happened
to
see
that
episode
and
I
could
NOT
believe
they
did
not
see
the

poten<al
for
this
business!

So,
the
owner
of
this
website
has
placed
"As
Seen
on
Shark
Tank"
right

there
in
the
<tle
tag
of
their
home
page.

This
is
awesome
because
they
are
using
their
publicity
from

The
Shark
Tank
and
also
The
View
to
increase
their
click
through
rate
on
the
search
results.

What
that

means
is
when
someone
types
in
one
of
their
keywords,
let’s
just
say
“wedding
aisle
runners”
for
an

example,
and
saying
that
their
site
was
ranked
number
two
in
Google
and
their
compe<tor,
who
did

NOT
appear
on
The
Shark
Tank
or
the
View,
was
ranked
number
one.

If
someone
viewed
the
search

results,
they
would
be
more
likely
to
click
on
this
lis<ng
as
it
has
the
credibility
and
authority
from
The

Shark
Tank
right
there
in
their
Title
tag
and
the
credibility
and
authority
from
The
View
also
right

there
in
another
tag
called
the
Meta
Descrip<on
Tag!


H e r e
i s
a n o t h e r

example
of
a
site

doing
this
correctly!

T h i s
s i t e
i s

op<mizing
for
the

keywords
“ordained

non-‐denomina<onal

wedding
officiant”

and
they
have
those

keywords
in
the
<tle

tag
which
we
have

discussed
and
also
in

the
meta
tag
and

also
within
the
text

of
their
website!

We
touched
on
the

Meta
descrip<on
tag
a
second
ago,
but
let’s
discuss
this
a
likle
more.

The
Meta
descrip<on
tag
is

another
tag
within
the
html
code
of
your
website
that
also
allows
you
to
tell
the
search
engines

exactly
what
your
site
is
about.

Think
of
this
as
food
for
the
search
engine
spiders.

All
search
engines

have
what
we
call
spiders
that
go
out
and
crawl
the
different
sites
on
the
Internet.

The
spiders
find

other
sites
by
links
and
that
is
something
that
we
are
going
to
cover
in
a
few
moments,
but
for
now

just
know
that
the
spiders
find
the
sites
by
links
to
other
sites
and
then
the
keywords
on
the
sites
are

like
food
to
the
spiders
that
tell
the
spiders
what
each
site
is
about.

The
spiders
then
go
back
to

Google
and
Google
in
turn
ranks
each
site
by
what
informa<on
the
spider
found
out!

The
more

keywords
you
have
on
your
site,
the
more
likely
it
is
that
your
site
will
get
ranked
for
your
keywords.

So
the
Meta
descrip<on
tag
is
another
piece
of
code
on
your
site
where
you
can
write
a
unique

descrip<on
for
each
of
your
pages
and
tell
Google
exactly
what
your
site
is
about.

The
meta

descrip<on
tag
usually
shows
up
in
the
search
results
right
under
the
<tle
tag
so
this
is
also
a
good

place
to
put
not
only
some
keywords,
but
other
key
informa<on
about
your
business
to
increase
click

through
rate.

Also,
some<mes
Google
will
pull
the
first
paragraph
of
text
that
shows
up
on
your
site,

so
this
is
why
it
is
also
extremely
important
that
your
keywords
show
up
in
the
first
sentence
or
two

on
your
site!

Such
is
the
case
in
this
example.

You
can
see
that
the
content
under
A
Brief

Introduc<on
on
the
site
is
exactly
the
same
as
the
content
showing
up
in
the
descrip<on
area
on
the

Google
search
result.


Google Webmaster Tools

So
now
that
we
have
discussed
how
important
it
is
for
each
page
on
your
site
to
have
a

unique
<tle
tag
and
a
unique
descrip<on
tag,
let’s
go
back
to
the
tool
that
I
was
discussing
a

likle
bit
earlier:
Google
Webmaster
Tools!

With
Google
webmaster
tools,
which
again
is
a

completely
free
tool
available
to
anyone
with
a
gmail
account,
you
can
install
a
likle
piece

of
code
onto
your
site
and
Google
will
spider
your
site
and
tell
you
how
many
duplicate

meta
tag
descrip<ons
and
exactly
how
many
missing
or
duplicate
<tle
tags
you
have
on

your
site.

Once
you
open
up
the
results
you
can
also
click
on
the
blue
underlined
links
and

it
will
show
you
the
exact
urls
of
the
pages
on
your
site
that
need
work
on.

This
is

something
that
will
take
a
few
minutes
to
run
and
once
you
run
it,
you
can
go
in
and
write

some
unique
<tle
tags
and
unique
Meta
descrip<on
tags
for
all
of
the
pages
on
your
site.

AKer
you
make
the
changes
on
your
site
and
once
the
spider
from
Google
re-‐visits
your
site,

usually
within
a
few
days,
this
report
will
be
updated
and
you
should
see
0
in
all
of
the

rows.

If
you
don’t,
just
go
in
and
make
some
more
changes
and
then
check
back
again
in
a

few
days.

This
is
something
that
you
will
want
to
set
on
your
calendar
to
do
every
ninety

days
or
so
or
even
more
oKen
if
you
are
adding
a
lot
of
content
and
new
pages
to
your
site

on
a
regular
basis.


Brick and Mortar

Let’s
review!

So
far
we
have
covered
how
to
do
market
research
with
the
Google
Keyword

tool,
how
to
use
Google
webmaster
tools
to
determine
if
your
site
is
suffering
from

duplicate
<tle
tags
or
duplicate
meta
descrip<on
tags,
how
to
feed
the
search
engine

spiders
by
having
keywords
in
your
content,
and
how
to
increase
your
click
through
rate
on

the
search
results
by
having
“borrowed
credibility”
statements
in
the
<tle
and
descrip<on

tags!

And
we
are
just
geDng
started!

Everything
that
we
have
covered
so
far
is
applicable

to
all
sites
on
the
Internet.

What
I
want
to
touch
on
for
the
next
few
moments
is

specifically
for
businesses
that
have
a
brick
and
mortar
loca<on
that
customers
can
walk
in

and
make
purchases.

This
would
be
anyone
with
a
physical
loca<on
such
as
a
florist,
or
an

event
venue,
or
a
wedding
dress
store
and
so
on.

For
those
of
you
without
a
brick
and

mortar,
can
I
assume
that
you
are
offering
services
to
your
clients
such
as
a
wedding

consultant
or
maybe
an
online
wedding
directory?

For
those
of
you
without
a
physical

loca<on,
what
we
are
going
to
cover
right
now
can
also
work
for
you
but
you
will
need
to

get
a
virtual
office
address
such
as
an
address
at
a
Regas.

A
post
office
box
won’t
work!

You
need
an
actual
address
where,
poten<ally,
customers
could
meet
you
in
person.

You

could
use
your
home
address
for
this
of
course,
just
know
that
your
home
address
may

appear
in
the
search
results
and
in
some
cases
even
a
picture
of
your
home
from
the

Google
maps
might
even
show
up!


Brick and Mortar

When
someone
does
a
search
for
certain
keywords,
Google
has
determined
that
at
least
for
some

keywords,
the
intent
is
to
find
a
local
business.

So
what
they
have
done
is
they
have
integrated

within
their
search
results
a
way
to
show
sites
that
they
know
are
local
brick
and
mortar.

Remember,
Google
is
a
business,
and
their
business
is
to
get
as
many
people
to
use
their
search

engine
as
possible
so
that
they
can
sell
adver<sing.

In
order
to
do
that,
they
have
to
have
the
best

results
as
possible
for
the
users.

If,
for
example,
someone
searched
for
“wedding
flowers”
that

may
or
may
not
mean
that
someone
is
looking
for
a
local
store
but
on
the
other
hand,
someone

that
searched
for
“wedding
flowers
San
Diego”,
you
can
preky
much
assume
they
are
looking
for
a

local
business.

When
someone
searches
with
a
keyword
plus
a
local
search
query
such
as
a
city

name,
Google
shows
what
we
call
local
search
results.

The
local
search
results
usually
result
in
a

map
lis<ng
on
the
same
page
or
at
a
minimum
they
have
the
red
balloons
showing
up
in
the
search

results
next
to
the
local
search
results
lis<ngs.

The
local
search
results
are
usually
stacked
within

the
organic
results.

In
this
example
we
have
google
pay
per
click
ads
showing
up
on
the
top
and
on

the
right
side,
the
local
search
results
trigged
a
map
lis<ng
on
the
top
right.

The
first
result
in
the

middle
right
below
the
pay
per
click
lis<ng
is
an
organic
lis<ng.

In
other
words,
the
site
Google

says
is
most
about
those
keywords.

We
know
that
that
is
not
a
local
lis<ng
as
there
is
not
a
red

balloon
next
to
it.

Under
that
lis<ng
we
do
have
two
local
search
results
and
another
interes<ng

thing
is
that
the
pay
per
click
ads
are
also
showing
as
blue
balloons
on
top
of
the
map.


Getting Ranked

Local
SEO
is
extremely
powerful
for
local
businesses
as
it
is
easier
and
faster
to
rank
for

local
search
terms
that
it
is
for
na<onal
or
global
search
terms.

In
fact,
I
am
going
to
reveal
to

you
right
now
the
three
main
things
you
need
to
do
to
get
ranked
in
the
local
search
results.

And
unless
all
of
your
compe<tors
from
your
city
are
here
also
listening,
if
you
put
into
ac<on

the
three
things
I
am
going
to
share,
you
will
be
outranking
your
compe<tors
in
the
local

search
results
in
a
very
short
<me.

Also,
as
you
are
implemen<ng
these
strategies
for
geDng

ranked
in
the
local
search,
you
are
also
helping
your
site
to
get
ranked
in
the
organic
search

results.

Remember
the
1%?
This
could
be
your
1%
today
that
will
put
you
on
the
path
to

double
your
marke<ng
results
and
doubling
your
sales
in
the
next
seventy
days!


The
first
thing
you
need
to
do
to

get
ranked
in
Google
Local
is
to
put

your
address
on
all
of
the
pages
on

your
site!

If
you
only
service
a
local

geographic
area,
then
also
consider

puDng
the
local
search
term
right
in

your
<tle
tag
and
Meta
descrip<on

tag
as
well.

If
you
service
clients
in

mul<ple
geographic
areas
then
put

the
main
area
on
the
footer
of
every

single
page.

This
is
also
where
a

likle
bit
of
market
research
will
be

very
helpful.

If
you
go
back
to
what

we
talked
about
in
the
beginning
about
puDng
your
keywords
into
the
Google
keyword
tool,

what
you
can
do
is
put
your
main
keyword
plus
local
search
queries
and
see
which
ci<es
have

the
most
search
results.

This
is
a
very
powerful
technique
to
help
you
to
determine
which

local
areas
to
target
first
with
your
marke<ng
budget.

AKer
doing
the
research
with
the

Google
keyword
tool,
make
a
list
of
the
top
ten
areas
that
people
search
for
a
DJ
in
in
this

example,
and
then
in
the
footer
you
can
put
in
city
1
DJs,
city
2
DJs,
city
3
DJs
and
make
those

all
clickable
links
that
go
to
another
page
on
your
site
just
about
each
of
those
ci<es
or
areas.

Each
of
those
ten
or
so
pages
have
a
500-‐1000
word
or
more
ar<cle
that
uses
the
city
1
DJs

keyword
throughout
the
ar<cle
and
has
pictures
and
<ps
all
about
venues
or
vendors
in
each

of
those
areas.

Be
sure
to
put
in
vendors
or
venues
you
have
a
working
rela<onship
with
and

not
your
compe<tors!

You
could
also
put
in
pictures
of
your
company
working
in
those

specific
local
areas!

If
you
actually
have
different
physical
loca<ons
that
service
customers,
I

recommend
you
build
out
a
separate
website
for
each
brick
and
mortar
store
and
also
have

one
corporate
site
that
links
to
all
of
the
individual
sites.

This
will
help
you
to
have
more
links

to
your
main
corporate
site
and
also
help
you
to
get
more
targeted
search
results
for
each
of

your
local
businesses.

If
you
have
more
than
ten
or
so
businesses
you
can
do
the
same
thing

but
with
a
database
driven
site
that
builds
out
a
subdomain
lis<ng
for
each
of
your
stores.
That

is
something
preky
advanced
but
also
easy
to
implement
for
an
experienced
programmer.

For

the
majority
however,
the
only
thing
you
need
to
do
is
to
get
your
address
on
all
of
the
pages

of
your
site!


Claiming Your Google Place

The
next
thing
that
I
am
going
to
show
you
is
something
that
even
today
a
lot
of
business

owners
are
s<ll
not
doing
and
those
who
are,
are
not
doing
correctly!

As
stated
earlier,

Google
wants
to
show
the
best
results
to
its
users
so
it
has
set
up
a
way
for
local
business

owners
to
announce
to
Google
that
they
have
a
local
business.

They
have
even
set
it
up
so

that
you
can
publish
photos,
videos,
your
store
hours,
and
even
a
link
to
your
main
website!

This
is
extremely
valuable
because
what
you
put
in
here
will
show
up
on
Google
maps
when

someone
is
doing
a
search
on
their
smartphone
as
they
are
driving
around.

This
is
very

valuable
as
someone
driving
around
looking
for
a
business
is
even
MORE
likely
to
buy!

Even

more,
if
you
can
get
your
customers
to
leave
reviews
and
checkins
on
your
business
lis<ng

they
will
be
even
MORE
inclined
to
purchase
from
you
even
if
your
prices
are
higher!
We
are

going
to
cover
reviews
and
checkins
in
a
second,
but
ﬁrst
let’s
look
at
how
to
claim
your

Google
places
page!


Google
places
is
where
you
can
claim

your
lis<ng
of
your
brick
and
mortar

store
from
Google.

If
you
have
a
gmail

account,
you
can
go
to
Google
Places

and
just
hit
Get
Started
and
it
will
walk

you
through
the
process
to
claim
your

lis<ng.

When
you
do
this,
Google
will

send
a
postcard
out
to
your
place
of

business
with
a
likle
code
on
it.

You

will
have
to
place
that
code
onto
your

account
before
your
lis<ng
shows
as

ac<ve
and
before
any
changes
that
you

make
are
live
on
the
Internet.

This
is
very
powerful
as
a
lot
of
<mes
in
the
local
search
results;

there
will
even
be
unclaimed
businesses
that
show
up
in
the
search
results.

When
this

happens,
you
are
GOLD!

Just
go
in
and
setup
your
lis<ng,
add
in
as
much
informa<on
as

possible,
and
very
quickly
your
site
will
improve
in
the
local
search
results.

I
am
going
to
show

you
in
a
second
what
an
op<mized
lis<ng
looks
like,
but
also
in
the
same
place
on
Google

places,
your
customers
can
login
and
leave
reviews.

Most
of
the
<me
they
can
also
do
this

directly
from
Google
Maps
on
their
smartphone.

A
good
idea
for
ANY
local
business
is
to
have

some
signage
up
where
you
show
customers
exactly
how,
step
by
step,
they
can
leave
a

review
for
your
business
right
from
their

smartphone!

I
have
even
seen
where

some
businesses
have
oﬀers
for
free

stuﬀ
for
leaving
reviews
or
liking
their

Facebook
page!

Very
smart!


Your
Google
lis<ng
is
probably
the

second
most
valuable
piece
of
real

estate
on
the
Internet
for
your

business,
second
only
to
your
own

website.

You
definitely
want
to
spend

some
<me
making
sure
this
page
is

op<mized
for
Google
and
the
search

spiders
in
the
same
way
that
we

discussed
making
changes
on
your

own
site.

Some
of
the
most
powerful

changes
that
you
can
make
on
your

Google
lis<ng
is
to
make
sure
that
your

keywords
show
up
in
the
<tle
of
your

lis<ng
and
in
the
descrip<on
of
your

lis<ng.

This
is
the
same
as
making
sure

your
keywords
show
up
in
your
Title

Tags
and
Meta
Tag
Descrip<on.

And
just
like
you
can

op<mize
a
page
on
your
site
for
up
to
three
keywords,
a

great
idea
that
will
help
you
to
stay
a h e a d
o f
y o u r

compe<tors
is
to
work
in
mul<ple
keywords
into
the
descrip<on
of
your
business!

You
can

also
upload
up
to
ten
pictures.

One
thing
that
most
SEO
experts
even
forget
is
that
it
is
always

beker
to
upload
original
pictures
and
not
just
stock
photos
purchased
from
a
stock

photography
site
or
photos
provided
by
a
manufacturer.

Any<me
you
can
take
new
pictures

either
yourself
or
even
just
modify
the
pictures
with
photoshop
to
make
them
beker
will
help

give
you
the
edge
over
your
compe<tors.

Pictures
of
your
actual
physical
loca<on,
your

signage
and
even
customers
at
your
place
of
business
are
great
pictures
to
upload
not
just
for

Google,
but
also
because
when
someone
searches
for
your
place
of
business
on
their

smartphone,
they
are
going
to
be
able
to
see
those
pictures
and
if
they
are
awesome,
like
they

should
be,
it
will
increase
your
foot
traffic
also.

Also
be
sure
to
<tle
your
pictures
with

keywords
and
here
is
where
you
can
get
crea<ve
and
try
to
add
in
as
many
keywords
as

possible.

So,
for
example,
name
of
the
pictures
Wedding
Flowers
San
Diego,
and
another
one

Wedding
florist
San
Diego,
and
for
another
Wedding
bouquet.


You
can
also
upload
videos.

If
you
have
not
app
downloaded
on
their
phone
and
check
it

had
a
professional
video
done
of
your
place
first
before
going
to
a
place
of
business.

of
business,
this
is
something
you
can
get
When
you
open
up
Yelp
on
your
smartphone

done
for
a
few
hundred
dollars
and
use
over
you
can
type
in
a
keyword
and
then
choose

and
over
again.

But
don’t
let
that
stop
you.
the
loca<on
to
be
where
your
business
is

You
can
always
take
pictures
of
your
place
of
located.

This
is
a
really
good
idea
so
that

business,
upload
them
to
inexpensive
y o u
c a n
g a t h e r
s o m e
c o m p e < < v e

soKware
called
Animoto
where
you
can
also
intelligence.

Don’t
just
look
at
the
lis<ngs

edit
them,
add
some
background
music,
and
for
your
keyword,
you
can
also
check
out

save
as
a
video.

It
takes
less
than
an
hour
to
what
others
are
doing
just
in
the
wedding

do
and
can
allow
you
to
have
a
video
to
industry
to
get
some
ideas!

One
of
the
first

upload
to
your
Google
lis<ng
quite
quickly.

things
you
will
no<ce
is
that
there
are
a
lot

If
not,
just
ask
your
neighbor’s
teenage
son
of
reviews
and
also
check
in
offers!

Check-‐in

that
probably
has
tons
of
experience
offers
are
offers
to
your
customers
for

uploading
youtube
videos.

You
can
probably
checking
in
with
their
smartphones
on
the

find
a
kid
willing
to
do
an
awesome
video
for
Yelp
app.

A
lot
of
<mes,
people
will
leave

your
business
for
less
than
a
hundred
reviews
when
they
check-‐in
making
this
is
a

dollars!

The
last
thing
you
want
to
make
great
way
to
get
reviews
for
your
business
as

sure
is
that
your
lis<ng
is
owner
verified.

well.

A
check-‐in
offer
could
be
something

You
can
check
that
when
you
are
looking
at
like
a
percentage
off
of
their
order
or
a
free

your
lis<ng
and
on
the
top
right
it
should
say
giK!

Bing
and
Yahoo
are
more
similar
to

owner
verified.

If
it
doesn’t
then
you
need
Google
places.

Bing
also
requires
you
to

to
put
in
the
code
from
the
postcard
aKer
confirm
your
lis<ng
by
sending
out
a
leker
to

you
receive
it
or
some<mes
Google
creates
your
place
of
business
with
a
code
that
you

duplicate
lis<ngs.

If
that
is
the
case,
there
is
then
have
to
place
onto
your
lis<ng.

What
I

a
place
right
there
to
report
to
get
the
really
like
about
Bing
however
is
you
can

duplicate
lis<ng
removed.

post
up
to
ten
of
your
products
or
services

within
your
lis<ng.

Best
of
the
Web
and

AKer
you
claim
your
Google
places,
there
are
Horrog
are
two
of
the
more
important

some
other
sites
you
want
to
also
make
sure
directories
to
get
your
business
listed
at.

you
claim
your
lis<ngs
on.

Some
of
the
more

important
one’s
are
Yelp,
Bing,
Yahoo,
Best

of
the
Web
and
Horrog.

Yelp
is
really

important
as
a
lot
of
people
have
the
Yelp


There
are
two
important
things
to
remember
when
filling
out
your
lis<ngs
on
these
sites.

One
is
to
fill

out
as
much
informa<on
as
possible.

Use
every
single
opportunity
you
have
to
put
more
informa<on

about
your
business.

When
possible,
also
include
reviews,
tes<monials,
and
pictures
of
happy

customers!

Also,
even
though
you
are
trying
to
put
in
keywords
into
your
lis<ngs,
always
be
sure
to

write
for
your
customer
first.

Don’t
keyword
stuff
your
lis<ngs
by
puDng
a
bunch
of
city
names
of

areas
you
service
all
in
a
list
in
the
descrip<on
area
of
your
business
lis<ng,
but
rather,
work
the

keywords
into
your
lis<ng
in
a
natural
way
that
will
compel
people
to
want
to
visit
your
place
of

business.

A
good
idea
also,
is
to
work
in
the
URL
of
your
website
into
the
descrip<on.

That
way,
if

someone
wants
to
get
more
informa<on
about
your
business,
they
can
find
it
easily.

The
second
thing

you
always
want
to
make
sure
you
do
is
have
a
link
back
to
your
main
website
within
the
lis<ng.

Usually
they
have
a
specific
place
that
they
allow
you
to
put
the
URL.

AKer
claiming
your
lis<ng
at
Google
and
the
other
five
main
sites,
a
way
to
stay
ahead
of
your

compe<tors
is
to
work
on
submiDng
your
site
to
more
directories
on
a
monthly
or
even
a
weekly

basis.

There
are
new
one’s
coming
up
all
the
<me
and
a
good
idea
is
to
also
look
for
some
specific

wedding
directories
to
submit
your
site
to.

Many
of
the
specific
wedding
directories
will
not
only
help

you
with
your
search
rankings,
but
will
send
traffic
to
you
as
well.

The
third
thing
you
need
to
do
to
get
great
local
search
results
is
get
some
reviews
directly
on
your

Google
lis<ng.

The
best
way
to
do
this
is
to

simply
ask
your
customers
to
give
you
those

reviews!

We
covered
a
likle
bit
about
this

already.

We
discussed
puDng
up
signage
at

your
place
of
business
showing
them
how
to

leave
reviews.

This
is
going
to
work
more

and
more
as
a
lot
of
people
today
have

smartphones.

If
you
have
a
lot
of
clients

without
smartphones,
be
sure
to
have
a

system
setup
to
collect
their
email
addresses

so
you
can
email
them
the
informa<on

about
how
to
leave
reviews
from
their
home

computers!

In
fact,
no
maker
what,
you

should
have
a
system
setup
to
collect
email

addresses
from
your
clients
and
prospects,
but
that
is
another
presenta<on
on
email
marke<ng,

something
that
we
also
cover
within
Wedlock
Magazine,
forums,
and
Webinars!

I
think
we
actually

have
one
scheduled
that
covers
a
lot
of
this
especially
about
how
to
follow
up
with
your
customers
in

an
automated
way
so
that
you
only
have
to
set
it
up
one
<me
and
then
they
get
emails
with
your

marke<ng
messages
and
special
offers
automa<cally
delivered
to
them
on
a
weekly
basis.


So,
once
again,
let’s
review!

Make
sure
your
address
is
on
each
page
of
your
website,
think
of

your
Google
places
as
a
mini
website
and
op<mize
it
for
your
keywords
just
like
you
would
for

your
main
site
by
keeping
the
keywords
in
the
<tle
tags
and
descrip<on
tags.
Add
as
many

pictures
and
videos
as
possible
always
being
sure
to
add
unique
photos
and
not
use
stock

photography.

Don’t
forget
to
claim
your
business
lis<ngs
and
make
sure
they
are
owner

veriﬁed
and
then
set
up
a
system
for
collec<ng
reviews
from
your
customers!


Using Video to Rank

One
of
the
things
that
we
have
touched
on
but
have
not
gone
into
great
detail
yet
is
about

video.
Using
video
to
get
ranked
for
local
search
terms
is
another
strategy
successfully
used
by

many
websites.

More
and
more,
people
want
to
see,
feel,
and
experience
before
they
make
a

decision
to
purchase
something.

By
having
video
on
your
site,
you
will
not
only
help
to

increase
sales,
but
if
done
correctly,
you
can
publish
your
videos
on
video
sharing
sites
such
as

Youtube
and
get
more
traffic
to
your
site
as
well.

Now
videos
don’t
have
to
be
a
complicated

thing
with
a
script
and
video
crew!

A
video
can
be
as
simple
as
puDng
together
some
photos

with
some
audio
and
conver<ng
it
to
a
video.

There
are
a
lot
of
tools
out
there
that
will
allow

you
to
do
this
quickly
and
inexpensively,
but
if
you
have
never
made
a
video
it
is
probably
not

the
best
use
of
your
<me
to
be
making
the
videos
yourself.

What
I
would
recommend
is
that

you
checkout
some
of
the
job
board
sites
such
as
elance.com
or
odesk.com
and
put
up
a

project
to
create
some
videos
and
tell
them
that
you
will
provide
the
photos
and
the
royalty

free
music
to
use
and
let
them
do
the
rest!

If
you
do
have
a
staff
member
that
can
be
crea<ng

videos,
the
easiest
soKware
that
is
commonly
used
is
called
Animoto.

Once
you
create
your

video,
the
next
step
is
to
upload
it
to
some
of
the
video
sharing
sites.

You
can
use
tools
such

as
Traffic
Geyser
to
distribute
to
a
lot
of
sites
all
at
once.

Since
we
normally
only
upload
to
the

top
three
to
five
sites,
you
can
also
just
upload
them
manually.

If
you
upload
to
Youtube,
you

can
then
also
embed
the
youtube
url
into
your
website.

When
you
are
uploading
videos,
you

also
need
to
be
sure
to
op<mize
your
videos
just
like
we
learned
about
op<mizing
our
website

and
our
mini
lis<ngs
on
Google
places
and
other
directories!


Using Video to Rank

One
of
the
best
advantages
of
crea<ng
videos
with
local
search
terms
is
that
there
is
usually

very
likle
compe<<on
and
you
will
be
able
to
get
ranked
quite
quickly!

The
end
goal
of
each

video
is
for
the
viewers
to
click
through
to
your
website
so
you
want
to
make
sure
that
your

website
URL
is
one
of
the
ﬁrst
things
that
appear
in
the
descrip<on
of
your
video.

When
trying

to
decide
what
sites
to
upload
to
the
top
one’s
are
youtube,
DailyMo<on,
Vimeo,
and

Metacafe.

You
should
also
do
a
search
to
see
what
sites
show
up
as
hos<ng
videos
in
your

market
and
make
sure
you
also
have
a
presence
on
those
sites.

You
can
upload
the
same

videos
to
mul<ple
sites.

But
if
you
do
that,
change
the
<tle
of
the
videos
or
the
descrip<on

just
enough
so
it
does
not
exactly
duplicate
what
you
published
on
another
site.


Youtube
videos
rank
high
on
Google
based
on
how
many

people
view
your
videos
and
if
they
are
leaving
comments

or
not.

So,
be
sure
to
have
all
your
staff
members
watch

your
videos
and
also
to
leave
comments
not
only
on
your

company
youtube
channel
but
also
have
someone
login

to
your
youtube
account
and
leave
comments
on
other

people’s
videos,
preferably
in
the
wedding
industry.

This

w o r k s
o u t
k i n d
o f
l i k e
r e c i p r o c a l
c o m m e n < n g

because
once
someone
sees
you
leK
a
comment
on
their
videos,
the
most
natural
thing
is
to

go
check
out
your
videos
and
return
the
favor
by
leaving
comments
on
your
videos
as
well!

One
of
the
factors
of
the
google
algorithm
that
determines

whether
or
not
your
site
ranks
high
is
the
<me
people
spend

on
your
site.

Now
don’t
quote
me
on
this,
but
in
my
opinion

it
is
well
worth
the
investment
to
have
a
really
high
quality

video
made
that
calls
aken<on
to
the
visitor
and
gets
them

to
click
on
that
video.

Just
those
extra
few
seconds
they
are

on
the
site
can
help
your
site
exponen<ally!

Here
are
some

examples
of
websites
doing
this
the
right
way!

Some
have
videos
showing
up
on
the
top
right,

some
on
the
leK,
some
in
the
middle
of
the
content
area.

So,
how
does
crea<ng
a
video
and

submiDng
it
to
other
sites
like
youtube
help
your
SEO?

It
helps

in
two
ways!

First,
your
videos
can
get
ranked
in
the
video

search
results!

This
is
helpful
to
send
more
traffic
to
your
site!

Second,
on
all
of
the
sites
where
you
can
publish
a
video,
both

in
the
profile
area
and
also
in
the
descrip<on
area
of
each
video,

you
can
add
in
a
link
to
your
site!

It
is
best
to
get
as
many

different
links
from
as
many
different
sources
as
possible!


Blogging

So,
now
that
we
have
done
some
keyword
research,
ﬁxed
our
<tle
tags
and
meta
descrip<on

tags,
claimed
our
Google
places
lis<ng
and
setup
accounts
on
Yahoo,
Bing,
Botw,
Yelp,
and

Horrog
as
well
as
other
directories,
created
a
video,
submiked
it
to
the
video
sharing
sites
and

placed
a
high
quality
video
on
our
own
site,
the
next
thing
I
am
going
to
teach
you
is
how
to

build
links
to
your
site
by
blogging!

For
those
of
you
are
not
sure
what
a
blog
is,
a
blog
is
a

content
management
system
that
allows
business
owners
to
easily
publish
content
to
the
web

with
“a
what
you
see
is
what
you
get”
editor
very
similar
to
a
Word
document.

In
other

words,
if
you
can
use
Word,
then
you
can
write
and
publish
a
blog
post!

It
is
that
simple!

The

blogging
plarorm
of
choice
by
SEO
experts
is
Wordpress.
Your
blog
should
deﬁnitely
be
on

your
own
domain
and
not
setup
as
a
subdomain
of
Wordpress.

So
for
example,
your
blog

should
be
on
www.yoursite.com/blog,
and
not
on
yoursite.wordpress.com.

Your
Webmaster

can
visit
wordpress.org
and
download
Wordpress
that
your
Webmaster
can
install
on
your

hos<ng
account
as
a
subdomain
of
your
own
site.

Some
hosts
will
even
setup
Wordpress
on

your
own
domain
with
a
click
of
a
bukon.
One
really
great
thing
about
Wordpress
is
that
there

are
a
lot
of
free
plug-‐ins
out
there
that
once
installed
will
automa<cally
make
your
site
SEO

friendly.


Blogging
is
extremely
important
and
there
are
a
couple
of

reasons
why
you
should
have
a
blog.

The
first
one
is

because
it
gives
your
company
a
voice
and
a
face!

A

famous
marketer
said:
“People
don’t
buy
from
websites,

they
buy
from
people!”

A
blog
is
much
more
than
just
a

place
to
add
advertorial
content
to
your
site,
but
rather
a

place
to
showcase
your
company
image
and
personality!

Zappos
is
a
great
example
of
this.

If
you
check
out
their

blog,
what
you
will
find
is
that
they
not
only
have
ar<cles

about
their
products,
but
they
also
have
interviews
of
industry
experts
from
trade
shows
and

spotlights
on
their
employees!

One
of
the
reasons
that
their
blog
is
so
effec<ve
is
that
they
are
pos<ng
two
to
four
blog
posts

per
day
on
their
blog!

This
is
huge.

Zappos
is
so
successful
because
they
“get”
Internet

marke<ng
and
they
realize
the
power
of
a
blog.

They
understand
and
we
are
going
to
talk

about
this
in
a
second
but
Zappos
understands
that
if
they
blog
on
a
consistent
basis,
that
the

Google
spider
is
going
to
visit
their
site
more
oKen.

If
you
check
out
their
blog
posts,
you
will

also
see
that
they
“get”
the
power
of
internal
linking.

We
are
going
to
cover
internal
linking

more
in
just
a
second!

The
second
reason
blogging
is
so
extremely
important,

especially
in
the
day
and
age
we
live
in,
is
because
of

reputa<on
management!

With
twiker,
Facebook
and
online

review
sites
like
Yelp,
a
blog
enables
you
to
publish
knowledge

and
informa<on
and
control
your
message
to
your
audience.

It
also
allows
you
to
respond
quickly
to
customers
and
answer

ques<ons.

And
we
are
going
to
talk
about
this
in
a
second,

but
it
is
extremely
important
for
you
to
establish
a
presence

for
your
business
on
twiker
and
Facebook
not
just
to
promote

your
products,
but
to
be
where
your
audience
is.

Some<mes
your
clients
will
have
a
problem

with
an
order
and
instead
of
calling
or
emailing,
they
will
search
on
twiker
or
Facebook
for

your
business
and
contact
you
there!

This
is
geDng
a
likle
into
social
media,
but
some<mes

people
ask,
what
is
the
return
on
investment
of
social
media,
well,
the
answer
is
what
is
the

ROI
of
the
phone?
You
can’t
measure
it
but
it
is
a
tool
that
every
business
owner
has.

Your

customers
are
already
using
these
tools
and
as
a
business
owner,
you
need
to
be
also!

So,
all

that
was
extra!


The
third
purpose
of
a
blog
is
not
only
the
SEO

benefit
that
you
can
get
by
building
links
to
the

pages
on
your
site,
but
also,
if
done
correctly,
you

can
drive
traffic
to
your
site!

Let
me
tell
you
a

story
about
a
guy
named
Marcus
Sheridan,
CEO
of

River
Pools
and
Spas.

In
2005
his
company
was

failing,
and
he
just
found
out
that
someone

embezzled
$200,000
from
his
company
and
that

the
IRS
was
aKer
him
and
his
partners
with
liens

on
their
homes.

By
November
of
2008
aKer

figh<ng
for
3
years
to
keep
his
business
alive
and
to
get
out
of
the
hole
they
were
in,
the

economy
tanked.

In
March
2009
he
started
to
learn
about
blogging.

By
November
of
2009

most
of
his
compe<tors
were
out
of
business
but
his
company
was
thriving,
finishing
the
year

off
successfully!

By
September
2010,
his
site
was
the
number
one
site
in
the
industry
and
he

accredits
this
to
the
blogging
he
has
been
doing
over
the
last
18
months.

To
date
his

adver<sing
budget
has
dropped
from
$250,000
to
$18,000
per
year
and
the
business

con<nues
to
grow!

Wouldn’t
you
like
that
to
be
your

story?
It
can!

So
how
does
Marcus
blog?

His
simple

strategy
is
this:
He
an<cipates
his
customer’s

ques<ons,
and
answers
them
on
his
blog!

Amazing.

If

you
don’t
do
anything
else,
if
I
had
to
say,
what
ONE

thing
could
change
your
business,
it
would
be
this:

An<cipate
your
customer’s
ques<ons
and
then

answer
them
on
your
blog!


We
have
now
discussed
right
under
Elegant
Wedding
kind
of
difficult
to
understand

the
three
main
reasons
to
Accessories
for
Your
Special
as
the
blog
is
on
your
site
and

blog
are
to
give
your
company
Day,
we
see
that
they
are
you
are
also
building
links
to

a
voice
and
face,
reputa<on
working
in
their
keywords
your
site,
but
this
is
actually

management,
and
the
traffic
right
into
the
text
of
their
one
of
the
most
overlooked

benefit
by
an<cipa<ng
your
blog
post,
but
not
only
that
and
easiest
way
to
build
links.

c l i e n t s
q u e s < o n s
a n d
they
are
linking
them
to
the
It
is
so
overlooked
that
even
a

answering
them
on
your
blog.

pages
on
their
site
that
they
lot
of
SEO
consultants
skip

What
we
have
not
yet
really
are
trying
to
rank
for
those
this
step!

covered
is
the
SEO
benefit
of
specific
keywords!

This
is

a
blog!

Here
are
some
exactly
what
you
want
to
do

examples
of
some
bridal
sites
and
the
best
part,
is
that
it
is

that
are
doing
this
correctly!

the
fastest
and
easiest
way
to

In
the
example
on
the
top
build
links
to
your
site.

This
is


Outsmarting Google: An SEO Workshop for SEO Pros with Nicole Munoz

Outsmarting Google: An SEO Workshop for SEO Pros with Nicole Munoz

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Outsmarting Google: An SEO Workshop for SEO Pros with Nicole Munoz