1. SEO and Email Marketing for
Startups and Small Businesses

2. Part 1: Search Engine
Optimization (SEO)

3. Go Get It, Lycos.

4. Today…

5. Key Terms
• SEO – Search Engine Optimization
• PPC – Pay Per Click Advertising
• SERPs – Search Engine Ranking Positions
• On-Page SEO – Changes to website content and
framework that affect search-ability and SERPs
• Off-Page SEO – LINKS (the valuable kind!)
• Local SEO – On and off page factors that affect local
search
• Inbound Links – Earned links that pass ‘link juice’ to
your domain
• Google Page Rank – An indicator of your site’s profile;
mostly based on number of quality, relevant links

6. Organic V. Paid Search

7. Google AdWords v. Bing Ads

8. 2013 Search Share
Data via ComScore

9. 2013 Search Volume
Data via ComScore

10. Start With Research
• GOAL: Find the best fit primary keyword for
each page you’re optimizing for
• Google Keyword Tool is your best friend
• Google Trends is also useful
• Find balance with the most RELEVANT, LEAST
COMPETITIVE, HIGH SEARCH VOLUME
keyword you can
• Consider Google Page Rank, inbound links
(and other factors) when making keyword
decisions for SEO

11. Title and Description Tags
1. Title Tags –
Include primary
keyword, and
secondary
keywords if
possible.
2. Description
Tags – DO NOT
affect SERPs.
However,
EXTREMELY
place to drive
click-troughs
with a solid
message.

12. BAD Search Listing Example

13. Other On-Page Factors
• Keywords in Page Content – including broad and exact
match
• Keywords in Image ALT tags
• Keywords in Heading tags – Only one H1 tag per page
• Keywords in URL slugs (e.g. edetroit.co/michigan-
marketing-company)
• Keyword in image file name (e.g.
edetroit.co/images/michigan-marketing-company.jpg)
• Links to pages throughout YOUR site
• Links to relevant, high-ranking pages OUTSIDE of your
site

14. Technical Stuff
• Generate an XML sitemap and upload in your
root directory
• Make sure robots.txt isn’t blocking search
engines from blocking your site
• Create profiles on Google Webmaster Tools and
Bing Webmaster Center, and submit your
sitemap
• Setup Google Analytics profile to monitor SEO
and other metrics

15. Image via SEOMOZ

16. Link Building
• Start building links right away
• Focus QUALITY over QUANTITY
• Understand distinction between White hat
and Black hat SEO

17. White Hat vs. Black Hat
Image via SRISAS

18. Protect Your Future and Do SEO Right
Don’t BUY links, EARN
them
Content Marketing +
Link Building = Long-
Term, Sustainable
Search Marketing
Strategy

19. Other Link Building Tactics
• Directory Submissions – Including local citations,
regional directories, and industry directories.
• Develop link-worthy content (blogs, ebooks,
infographics, …) – See the Michigan Tech 100
• Guest posting
• Press releases = Get a LOT of links
• Create Ego-Bait! Give and you shall receive – Our
blog: Top 10 Most Entertaining and Notable
#Detroit Blogs
• The list goes on… BE CREATIVE!

20. Local SEO Quickie
• Employ same research tactics and On-page SEO
tactics outlined earlier BUT use local terms (e.g.
‘detroit plumbers)
• More Reviews = Higher Local Listings, so ask for
them
– Google
– Yahoo!
– Yelp
• Build Citations like Google listing (now integrated
with Google+, Yelp, Yahoo, etc.)

21. Generate Reviews (hopefully good ones)
Tactics:
• Ask your friends
• Use print materials
• Create a landing page
that shows people how
to leave a review

22. Local SEO: Citations
• A tedious, but
important process.
• Universal Business
Listing (UBL) is effective
for getting a lot of
listings published at the
same time
• Use keywords in
citations, because they
are indexed in search
engines

23. Google Local SEO for Search ‘detroit
restaurants’

24. Measuring, Monitoring and Adjusting
• Measure SERPs using tools like SEOmoz and
Raven Tools
• Monitor Google Analytics
• Some free tools: seomoz.com/tools
• Tweak and make adjustments over time
(provided On-page SEO best practices) – SEO
is fairly long term, so BE PATIENT

25. Affordable Marketing Packages
We offer digital marketing packages designed for
small businesses and startups looking to get a
head start with their digital marketing.
Get Started Now!

26. Part 2: A Brief Glimpse Into Email
Marketing

27. MailChimp
• Free up to 2000
subscribers and 12000
emails/month
• Offers automated RSS
feed emails for blog
content
• Strong for Blogs, but
weak for more
automated emails

28. aWeber
• 1000’s of web form and email templates to
work from
• Launch automated email marketing
campaigns

29. Leveraging Subscribers: Social Media
• Use catchy images
accompanied with a
post and link
• Leverage reach with
established content
partners and brand
ambassadors

30. Have an (Free) Offer
• Use offers like eBooks, webinars, coupons,
subscriptions, etc. to entice signups

31. Leveraging Subscribers: Blog Posts
• Create images to add to blog posts for a visual
call to action linking to a landing page
• … or frame subscribe form directly into post

32. Leveraging Leads w/ PPC Ads

33. Leveraging Leads w/ Social Ads

34. Affordable Marketing Packages
We offer digital marketing packages designed for
small businesses and startups looking to get a
head start with their digital marketing.
Get Started Now!