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LSA Bootcamp Charlotte: SEO Fundamentals for Business Owners (Command Partners)

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This presentation was given to an audience of local businesses at the LSA Bootcamp, a one day digital marketing intensive, in Charlotte 7/26/15. For more about the event and for a look at future events visit www.LSABootcamp.com.

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LSA Bootcamp Charlotte: SEO Fundamentals for Business Owners (Command Partners)

  1. 1. SEO Fundamentals for Business Owners Roy Morejon President, Command Partners Charlotte, NC Local Search Association Digital Marketing Bootcamp #LSABOOTCAMP
  2. 2. Why am I speaking? • President and Founder of Command Partners • Full Service Digital Marketing Agency in #CLT • Voted Top Marketing Agency by Hubspot • 2014 Best Place to Work in Charlotte by CBJ • Co-Founder of SEMCLT in 2007 • Featured in Entrepreneur, Forbes, AdWeek, SEJ, Fast Company, Pando Daily, Yahoo! Tech
  3. 3. What is SEO? • “Search Engine Optimization (SEO) is the process of improving a website to make it more relevant to searchers and search engines. • At it’s very core, SEO is about improving usability on a website..” - Duane Forrester, Bing
  4. 4. It’s More Than Just SEO • Original, engaging content that provides an answer, teaches, informs, is useful, inspires • Quality site design • Optimized path to purchase/convert
  5. 5. Why Do You Need SEO? • Increase relevancy • Increase exposure • Increase visits • Increase page views • Increase revenue • Better UX • Investment in future • Users starting here
  6. 6. 12 Tips To SEO Success 1. SEO isn’t an overnight success story or a one-time effort. 2. Research targeted keywords 3. The <title> tag is one of the most important tags for SEO 4. Add page-relevant, descriptive alt text to content images 5. Write one keyword-rich <h1> tag per page to serve as the page’s headline. 6. Write compelling <meta> descriptions for SERP snippets 7. Every page should offer crawlable text for bots to create more keyword relevance. 8. Submit a validated Sitemap.xml file to search engines via their webmaster tools. 9. Canonicalize your URLs to eliminate duplicate content 10. Never put content to be crawled inside images 11. Don’t expect to get high rank for a newly-published page. “trust” takes time to build. 12. Use social media to build a community that supports and amplifies your content/products/services.
  7. 7. SEO Checklist • On-Page Technology • On-Page Content • Backlinks • Social Signals • Brand Factor • Traffic Signals
  8. 8. On-Page Technology Factors
  9. 9. On-Page Content Factors
  10. 10. Backlink Ranking Factors
  11. 11. Number of Backlinks
  12. 12. Social Signals
  13. 13. Why Do You Need Social for SEO? • Signal of topical authority • Real-time – engines want fresh content, fast • Integrated social signals influence click actions of searchers • Social signals remain only a few of hundreds of signals for organic ranking
  14. 14. How to Build SEO Authority & Trust • Know the topic inside out • Engage your community • Share useful content • Be consistent • Market your strengths • Be a go-to resource • Learn to spot trends in data • You’re an authority when others say you are
  15. 15. On-Site and Off-Site SEO Audit Off-site SEO • Backlink Profile • Domain Authority • Google/Bing WMT • Social Media • Local Reviews • Content On-site SEO • Title/Meta • Site Speed • Headings • Unique Content • Site Architecture • Internal Linking
  16. 16. SEO Case Study
  17. 17. SEO Questions? Local Search Association #LSABOOTCAMP @RoyMorejon Roy@CommandPartners.com http://commandpartners.com/