As a marketing professional for a small organization, you wear many hats. When you’re busy with organizing events, writing blog posts, developing marketing materials, how can you ensure that you’re still staying competitive with search engine optimization (SEO)? In this webinar, which is offered at no cost to AAM members, Diane Kulseth from Siteimprove will outline a process cycle that will keep your SEO moving even when you can’t devote regular time to optimization efforts.

1. Building SEO Success
with Few Resources
April 24, 2018

2. Diane Kulseth
SEO Consultant
Siteimprove
• Specializing in SEO and digital
strategy for nearly 10 years
• 2 months working at Siteimprove
• Has worked with Fortune 500
companies, B2B, Healthcare,
Higher Ed, Non-profit, Start-ups,
Agencies, and more

3. The core components of
SEO

4. Core Components
Technical SEO - building
a strong foundation for
search engines to crawl
and index your site.
Ensuring your website
loads and provides a
strong experience for
your visitors.
Linkbuilding –
establishing trust and
authority through
external backlinks to
your site, and through
brand, social, PR
mentions.
Content – keyword
targeted content geared
toward the user and
optimized for search
engines.
Measurement –
measure rankings,
search appearance, and
traffic coming from
organic search engine
queries.

5. Where do I begin?

6. A Simple SEO Process
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority

7. A Simple SEO Process
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

8. Audit Site
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

9. Audit Site
Use a tool that can crawl (access) your web pages and
identify common issues
Some common issues include
Poor page speed
Too many internal links
Missing titles or meta descriptions
Action: Document your audit findings

10. Identify
Solutions
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

11. Identify Solutions
With your audit findings, document the fix needed
Most audit tools should have a guide on what the issue is and if it
can be fixed within your web content management system (CMS)
or by a developer
Prioritize your list based on estimated impact on
performance and resource need
Action: Roadmap for optimizations to your website

12. Clean Up
Experience
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

13. Clean Up Experience
Based on your roadmap, make optimizations to your
website experience.
These fixes can include:
Optimizing for page speed
Making updates to the navigation
Adjusting links to and from pages
Reduce amount of redirects on site
Adding a XML and/or a HTML sitemap
Compress files

14. Target
Keywords
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

15. Target Keywords
Using a keyword tool and your internal web analytics or
webmaster portal, document your top performing keywords
and areas of opportunity for new keywords
Using your audit, identify areas in which certain keyword
could be applied
For example, questions around preparing taxes could go towards
your “Tax Accounting” set of pages

16. Refresh
Content
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

17. Refresh Content
With your new keyword map, identify content which could
use an update and prioritize changes
Refresh your content with the keyword in mind, don’t try
to cram your keyword into existing content
Also remember to update alternative text on images, and
meta content tags (title, description) when refreshing
content

18. Build
Authority
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build
authority
Measurement & Awareness

19. Build Authority
Make a list of sites that your accounting firm partners with
or contributes to. Some examples include:
Alumni organizations
Industry groups
Community/Charity involvement
Publications
LinkedIn articles
Action: Where applicable, reach out to the
group/publication and see if it’s possible to include a link
to your company’s website, if one is not included already

20. Measurement
& Awareness
Audit site
Identify
solutions
Clean up
experience
Target
keywords
Refresh
content
Build authority
Measurement & Awareness

21. Measurement & Awareness
Measurement
Using your web analytics tool, set up a small report to check in
weekly on your organic traffic performance
Tie this performance to key performance indicators (KPIs) on
your website
Inquiries
New deals
Newsletter registrations
Communicate key changes to leadership
Tip: Use an incognito browser to review search engine
performance

22. Measurement & Awareness
Competitor Awareness
List out your known competitors
Also use an incognito browser to find top accounting firms
ranking for your keyword and location
Create a document including top keywords, competitor, and rank
Take note of how top competitor’s content is organized
Tip: Use competitor insights to inform, but not dictate,
changes to your website

23. What do I do now?

24. Next Steps
Find a tool that can start the work of a crawl and audit
Meet with internal teams to assess effort needed for
changes
Build your reports to measure performance as your SEO
activities go into effect on the website

25. Would you like an analysis
of your SEO opportunities?

26. Thank you!