Presented by MojoMediaPros CEO, Steve Lomas, at the Nashville Entrepreneur Center, November 09, 2016, this presentation explores SEO best practices as a way to not only attract customers, but also investor interest in your company.

1. STEVE LOMAS
Founder & CEO, MojoMediaPros
November 09, 2016
Maximizing Web Presence
to Attract Investors…
(and Customers too!)
NASHVILLE ENTREPRENEUR CENTER

2. • Facebook Likes
• Twitter Followers
• Website Traffic
• Referring Links
• News Sentiment
• Mobile Downloads
• Published Customer & Partner Deals
• Published Capital Raises
WEB PRESENCE CHECKLIST
INVESTORS
ARE SCREENING DEALS
BASED ON THESE METRICS
PREMISE

3. • Facebook Likes
• Twitter Followers
•
Website Traffic
• Referring Links
• News Sentiment
• Mobile Downloads
• Published Customer & Partner Deals
INVESTORS
ARE SCREENING DEALS
BASED ON THESE METRICS
PREMISE Let’s focus on

4. • Facebook Likes
• Twitter Followers
•
Website Traffic
• Referring Links
PREMISE
INVESTORS
ARE SCREENING DEALS
BASED ON THESE METRICS
organic
Let’s focus on

5. BASIC
SEO TERMINOLOGY

6. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
SEARCH TERMINOLOGY
▸ Direct
▸ Direct Traffic
▸ Folks entering your URL into a browser
▸ SEO - Search Engine Optimization
▸ Organic Search
▸ Branded Search
▸ SEM - Search Engine Marketing
▸ SERP - Search Engine Result Pages

7. IF YOU ARE A HAMMER,
EVERYTHING LOOKS LIKE A NAIL.
HAMMER AND NAIL THEORY

8. IT’S ALL ABOUT UX
SO FOR US, WHEN IT COMES TO SEO…

9. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
SEO = USER EXPERIENCE IS NOT BAD THEORY
UX starts by asking…
▸ Who are your customers?
▸ What are their Personas?
▸ Demographics: Age, Gender, Profession?
▸ What are they searching for?
▸ What is their goal? What do they want?
▸ User-first mindset, is useful for SEO

10. POTENTIAL INVESTORS
KEY PERSONA TO CONSIDER…WHETHER

11. POTENTIAL INVESTORS…WHETHER OR CUSTOMERS…
SEO IS ALL THE SAME

12. 2016 SEO TACTICS

13. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
ACKNOWLEDGEMENTS
▸ Rand Fishkin
▸ “2016 SEO Trends” — Collision Conference, NOLA
▸ “On-Page SEO 2016” — MOZ Webcast, May 2016
▸ Kristine Birkner
▸ “Six SEO Rules for 2016” — AMA Marketing News
▸ Jayson DeMers
▸ Forbes Fundamental Guide to SEO in 2016

14. SATISFY INTENT
SEO TACTIC

15. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
FULFILL SEARCHER'S GOAL, SATISFY INTENT
▸ Intention is everything
▸ Exact keywords no longer imperative for relevant search
▸ Post click actions are factored
▸ Do users come back to your site
▸ Are they finding relevant answers
▸ Satisfying intent is key

16. ESTABLISH TRUST
SEO TACTIC

17. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
ESTABLISH TRUST
▸ Consistent Branding
▸ Logos Imagery, and Messaging
▸ Pay Attention to Local Search – The New Storefront
▸ Challenges:
▸ Dozens of relevant Search Listings
▸ They all scrape data from one another
▸ Bad data spreads like wildfire
▸ We manage 70 search directories for our clients
▸ Including Google My Business, Facebook, Bing, Yellow Pages, Yelp, Waze, etc.

18. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
ESTABLISH TRUST
▸ If you are curious about your business listings
MyBizListings.MojoMediaPros.com

19. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
ESTABLISH TRUST
▸ UX & UI Matters – Google & Others Agree
▸ “Focus on the user experience.” — Kristine Birkner
▸ “User experience’s greatest impact to SEO is through the increase it creates in organic
sharing and distribution.” — Rand Fishkin, MOZ
▸ “The biggest way UX impacts SEO is simple… we must be equally as interested in
making sure that the assets, content, and sites we rank truly solve problems for the
searcher.” — Will Reynolds, SEER Interactive
▸ “Pages with thin content are routinely ranked poorly in their search results.”
— Eric Enge, Stone Temple Consulting
ARTICLE: 5 Experts Explain Why Sweet UX is Vital For Search Marketing

20. SPEED STILL MATTERS
SEO TACTIC

21. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
SPEED STILL MATTERS
▸ Forget about ubiquitous bandwidth
▸ Page Load times matter
▸ Don’t get lazy
▸ Google PageSpeed Insights
▸ Pay attention to:
▸ File Sizes
▸ The number of page elements

22. KEYWORDS STILL MATTER
SEO TACTIC

23. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
KEYWORDS STILL MATTER
IN ORDER OF IMPORTANCE
▸ 1) Title Elements
▸ 2) Headline H1 & H2 Tags
▸ 3) In Content (intro & conclusion paragraphs)
▸ 4) External Anchor Tags
▸ 5) ALT Tags
▸ 6) URLs
▸ 7) Image Names
▸ 8) Internal Content
▸ 9) Site-Wide SEO

24. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
KEYWORDS STILL MATTER
▸ Use keyword research tools to find popular keywords and
phrases that aren’t hyper-competitive.
▸ Google’s Keyword Planner
▸ Ubersuggest
▸ SEMrush
▸ Searchmetrics’ Keyword Analysis Tool
▸ Long-tail keywords
▸ More attractive and effective as natural language search becomes better

25. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
KEYWORDS STILL MATTER, BUT…
▸ Keywords are not the end-all be-all they once were.
▸ Google BrainRank technology, derives meaning from abstract search queries
▸ Even oblique references likely to result in successful search
▸ “Building from Sleepless in Seattle” returns Empire State Building
▸ “Comedian with arrow through head” returns Steve Martin
▸ Related words matter
▸ Be sure to include them in your headlines and copy

26. BEWARE OF GOOGLE MYOPIA
SEO TACTIC

27. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
BEWARE OF GOOGLE MYOPIA
▸ Google is the largest Search Engine, no doubt!
▸ 65% share world-wide; more like 85% in North America
▸ However, Other Search Engines are Growing, Too…
▸ YouTube is the #2 search engine; 1Billion searches a month
▸ Amazon does 3x the product searches of Google
▸ Niche Search Directories Can Also Be Relevant
▸ Are their SERPS a good fit for your product or service?
▸ Google factors the smaller directory listings into your trust factor

28. AVOID DISSUASION
SEO TACTIC

29. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
AVOID ELEMENTS THAT DISSUADE
▸ Anything that Interrupts the User
▸ Roadblocks
▸ Popups
▸ Even Live Chat
▸ Good UX always respects user directed navigation

30. INVEST IN KILLER CONTENT
SEO TACTIC

31. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
KILLER CONTENT
▸ Rand Fishkin of MOZ talks about 10x Content
▸ Content that is 10x better than your competition
▸ Unique and relevant content, with some barrier to entry
▸ For examples Google “10x Content”
▸ Adobe 2016 Digital Trends Report — Highlights
▸ CX — Customer Engagement
▸ Automated Marketing & Personalization
▸ Video Content
▸ Mobile

32. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
SPEAKING OF CONTENT
▸ 75% of all searches are 3-5 words long
▸ Write headlines accordingly
▸ Google favors longer, more in-depth content
▸ The average word count for top-ranking content is in the range of
1,140-1,285 words

33. MOBILE OPTIMIZATION
SEO TACTIC

34. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
MOBILE OPTIMIZATION
▸ In 2014 Mobile users exceeded desktop users — Smart Insights
▸ In 2015 Forrester reported that most companies underinvest in Mobile
▸ Mobilegeddon - April 21, 2015 — Search Engine Land
▸ Google released a significant new mobile-friendly ranking algorithm;
essentially giving priority to mobile-friendly sites for mobile search
▸ Google’s Mobile-Friendly Test tool
▸ Early in 2016, mobile media surpassed desktop 51% vs. 42% — Smart Insights
▸ As of August 2016, 60% of all search traffic is mobile — Search Engine Land

35. IN CONCLUSION…
WRAP UP

36. I’m trying to run a business…
When am I supposed to do all this?
Johnnie Haggard, CEO
MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
I KNOW WHAT YOU ARE THINKING…

37. “Right there with you.”
Steve Lomas
MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
MY RESPONSE

38. MAXIMIZING WEB PRESENCE TO ATTRACT INVESTORS
WHAT TO DO
▸ Develop A Digital Strategy
▸ Don’t Ignore Mobile or Local Identity Management
▸ Consider DIY a Last Resort
▸ Establish a Budget
▸ Leverage Professionals
▸ Plan for Success
▸ Focus on your core business

39. STEVE LOMAS
Founder & CEO, MojoMediaPros
November 09, 2016
Maximizing Web Presence
to Attract Investors…
(and Customers too!)
NASHVILLE ENTREPRENEUR CENTER