2. Let Me Answer Some of Your Questions What the Heck Happened to Your Leg? I broke it playing rugby on Sunday What’s Wrong With You? Why Aren’t You at Home Resting Instead of Here Teaching a Seminar? Not sure. I need to research the answer and get back to you on this one.
3. 7 Things I Learned From Breaking My Leg I have amazing friends and the best wife in the world. It gave me perspective. It gave me more empathy. When you can’t shower for a week, your wife will be less affectionate towards you. Not sure why. When a doctor tells you he has “the good stuff” and winks at you when he brings you the painkillers, he likes drugs and he’s probably high at that moment. If you say something really stupid or inappropriate during a seminar, you can blame it on the drugs. Not breaking your leg is better than breaking your leg.
5. About Today’s Seminar Understanding the SEO process – Part I (30 min) – Q&A Break / Food / Networking (15 min) Understanding the SEO process – Part II (30 min) – Q&A Break / Food / Networking (15 min) My Proven Step-by-Step SEO System (5 min) – Q&A How to Monetize Your SEO Traffic (5 min) – Q&A More Q&A If We Have Time
8. Assumptions Testing Projections Keyword Research Competitive Analysis Site Optimization Content Creation Local SEO Link Building Analytics
9. Step #1: Run Your Projections Use the Google Keyword Tool to calculate search volume. Select “exact match”. You can expect to get 25% of the available traffic for global terms and 40% for local terms. Multiply by your conversion rate (0.5-5%) Multiply by your average order amount/customer lifetime value (CLV). 40% of 2,700 = 1,080 1,080 visitors at a 3% conversion rate = 32 leads (8 new clients) If every new client is worth $3,500, 8 clients are worth $28,000 2,700
10. Step #2: Test Your Assumptions Use Google AdWords Write great ads and set your bids as high as you can Run the campaign for at least two weeks Are you getting… … as much traffic as you expected? … the conversion rate you expected? … the closing ratio you expected?
11. What To Do If Your Traffic Isn’t Converting Ask for feedback (GetSatisfaction.com) Surveys (KissInsights.com) Offer live chat and a toll free number Read this: http://bit.ly/jetQnT CALL your customers a week after their purchase Ask people what they don’t like about you Are you doing this to make a few bucks or to change the world?
23. Some Ideas to Find Keywords What your business is (“Internet marketing agency”) How you help your clients (“Rank first on Google”, “Romantic getaway”) Products you sell (“Search Engine Optimization”) Similar or competing products (“vacuum cleaner”, “XM-100”) Attract the right audience (“how to increase productivity”)
31. Choosing the Right Keywords Primary Keywords (5-15) 50% Broad 50% Long-Tail 1 page per keyword Secondary Keywords (100-500) 100% Long-Tail Up to 10 related keywords per page (e.g. “black electric guitar”, “Taylor acoustic guitar”, “buy a Taylor guitar in Oklahoma City”)
35. Architecture Optimization Content can be accessed by Google Effective linking structure No duplicate content Read this: http://bit.ly/zeke-seo-onsite
49. Content Creation GIVE away the farm (The “HC Test”) Have your website designed by a professional Ask people to share your content Be controversial. Be yourself. Be TRULY unique (content and product) Learn what works and what doesn’t. Ask your audience. Are you REALLY an expert? Become a great writer/speaker Attract the right audience Be MUCH more generous
56. Step #7: Link Building Links = Votes Link Building Rules Rule #1: The More, the Merrier Rule #2: Links from High Authority Sites Are More Valuable Rule #3: Topical Relationship Matters Rule #4: The Page the Link Is Pointing to Matters Rule #5: Link Text is Everything
57. Step #7: Link Building Rule #6: Context Matters Rule #7: Internal Links Count Rule #8: Not All Links Last Forever Rule #9: Make It Look Natural Rule #10: Beware of NoFollow Links
58. Three Ways to Get Links Earn them Ask for them Build them
70. My Proven Step-by-Step SEO System Run your numbers (2 hours) Run an AdWords campaign for 2-4 weeks (setup time: 3 hours) After that, do your keyword research Find 100-1,000 keywords (1 day) Choose 5-15 primary keywords and 100-500 secondary keywords (2 days) Create one page for each of your primary keywords. Apply the page optimization tips you learned in this seminar. Link to these pages from your home page and three other pages on your site (1 week).
71. My Proven Step-by-Step SEO System 5. Find architectural issues and fix them (a developer can normally do this in 1 week) 6. Perform a competitive analysis for your primary keywords (3 days) 7. Build a blog. a. Post twice a week using your secondary keywords (up to 10 per page) b. Promote your content
72. My Proven Step-by-Step SEO System 8. If you own a local business, take care of your local SEO campaign (1 day to set everything up + 1 hour a week to ask for reviews) 9. Spend 40 hours a month on link building. You might need 2x-10x these many hours if your industry is somewhat competitive. 10. Check your Analytics once a month and make any necessary adjustments
78. Have Realistic Expectations It’s VERY time-consuming It requires a lot of dedication to become great at it If you want someone else to do it for you, it’s not going to be cheap (although you’ll likely `make several times your investment back). You’ll get what you pay for. You’ll need to get out of your comfort zone. It takes time to rank on the first page of Google. It takes even more time to build a loyal audience. BUT… the rewards are huge and this is, by far, one of the best ways to get more clients and grow your business.
