SEO for small businesses

ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO START WITH A KEYWORD & COMPETITION RESEARCH#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI relevance & intent search volume, seasonali

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#SEOforSMBs AT #LearnInbound BY @ALEYDA FROM @ORAINTI

SEO FOR SMALL BUSINESSES

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DIA DUIT DUBLIN

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BLOGGER

SHARER

@aleyda +aleydasolis

SEO & SMB OWNER

HI, I’M ALEYDA SOLIS

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SEO FOR SMBS CAN BE A CHALLENGING JOURNEY

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WHO WORKS OR IS AN SMB OWNER HERE?

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DO YOU SEE YOURSELF REFLECTED HERE?

INTERNET MARKETING

EFFECTIVENESS IS HIGH

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ESPECIALLY SEO

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BUT BUDGETS ARE LOW

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& TEAMS ARE SMALL

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http://moz.com/blog/integrated-marketing-and-seo

I’M NOT ONLY AN

SEO… I DO IT ALL

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IT’S HARDER FOR SMBs TO COMPETE

SMALL

BUDGET

LITTLE TIME

BIG BRAND COMPETITION LITTLE TECHNICAL RESOURCES &

KNOWLEDGE SMALL TEAM

ALL DIGITAL ACTIVITIES

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AND WE NEED RESULTS NOW

BUT SEO IS LONG-TERM

YES, I’VE SEEN IT

AND WAIT ENOUGH TIME TO SEE POSITIVE SEO ROI

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IS TIME TO TURN CHALLENGES INTO ADVANTAGES

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HERE YOU HAVE 3 TIPS FOR SUCCESSFUL SMB SEO

ARE YOU READY TO GO

ON AN ADVENTURE?

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1 MAKE THE MOST OUT OF YOUR “NEWBIE” STATUS

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DO AN INITIAL AUDIT BUT AVOID COMPLEX RECCOS

www.aleydasolis.com/en/search-engine-optimization/seo-audit-template/

PEOPLE DON’T LIKE TO READ

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YOU NEED TO EVANGELIZE & EDUCATE THOUGH

I’M ALWAYS LOOKING TO LEARN

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DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

LOOK FOR THESE CHARACTERISTICS

TO FACILITATE YOUR SEO ACTIVITIES

http://www.aleydasolis.com/en/search-engine-optimization/seo-friendly-cms-checklist/

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CRAWLABILITY & INDEXABILITY DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

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CONTENT OPTIMIZATION DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

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WEB ARCHITECTURE DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

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MANAGEABILITY DIY: USE A SCALABLE & EASY TO OPTIMIZE CMS

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IT NEEDS TO BE MULTI-DEVICE READY

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TAKE ADVANTAGE OF OPEN-SOURCE CMS

yoast.com/wordpress/

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paulnrogers.com/magento-technical-seo-issues-to-look-out-for/

TAKE ADVANTAGE OF OPEN-SOURCE CMS

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ALWAYS VALIDATE WITH SEO CRAWLERS

http://www.screamingfrog.co.uk/seo-spider/

http://www.seerinteractive.com/blog/screaming-frog-guide/

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IF RELEVANT, USE BIG PLATFORMS TO DIVERSIFY

DIFFERENTIATE THE CONTENT FROM YOUR SITE THOUGH

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THE DIFFERENCE IS OBVIOUS: NICE VS MEH

VS

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BIG COMPANIES? HAVE LEGACY PLATFORMS!

IT’S A PAIN TO OPTIMIZE!

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2 TAKE ADVANTAGE OF OWNERSHIP & SIZE

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO ESTABLISH AN SEO STRATEGY & EXECUTE FAST

DEVELOP A KEYWORD & COMPETITION RESEARCH, DEFINE YOUR

VIABLE TARGETS FAST, MAP THEM TO YOUR SITE AREAS & START

CREATING CONTENT TO RANK FOR IT … CONSISTENTLY.

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO START WITH A KEYWORD & COMPETITION RESEARCH

relevance &

intent

search volume, seasonality &

competition

current rankings

& content existence

content

performance

business goals, volume &

profitability

your prioritized keywords and topics

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO LOOK FOR YOUR AUDIENCE QUERIES

keywordtool.io/

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO MATCH WITH CUSTOMER JOURNEYS & PERSONAS

+

informational

review tips guide news

transactional

buy reserve purchase register

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO VALIDATE THE SEARCH VOLUME & COMPETITION

www.semrush.com/

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO PRIORITIZE & MAP WITH YOUR WEB AREAS

x

community

product category 2 learning center

home

product 1a

product 1b

event n1

event n2

category   a

categoRy  

b

blog

product category 1

events

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO AS WELL AS CONTENT TYPE & FORMAT

www.distilled.net/blog/the-content-matrix/

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO START WITH LONG-TAIL, LESS COMPETITIVE TERMS

MAYBE YOU CAN’T COMPETE FOR MAIN KEYWORDS AGAINST

BIG SITES AT THE BEGINNING BUT YOU CAN FOCUS ON

LONG-TAIL TERMS THAT ARE FEASIBLE TO TARGET

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO ACHIEVE “PERFECTLY OPTIMIZED” PAGES

moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO

BE “AGILE” FOR FAST & ONGOING IMPLEMENTATION

http://agilemarketingmanifesto.org/

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO CREATE CONTENT & RESOURCES FREQUENTLY

http://buzzsumo.com/

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO TO ESTABLISH AS A BRAND & ATTRACT LINKS

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO REACT FAST TO TARGET CONTENT OPPORTUNITIES

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO TOO MUCH WORK?

WE CAN’T DO ALL THAT

BY YOURSELVES

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO AUTOMATE & OUTSOURCE

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BIG COMPANIES? CAN’T EXECUTE FAST

IT’S DIFFICULT TO COORDINATE

SO MANY PEOPLE & CHANGE

ANYTHING ONCE IT HAS STARTED

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3 MAXIMIZE YOUR SOCIAL & LOCAL NATURE

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO CREATE & OPTIMIZE LOCAL EXTERNAL PRESENCE

http://moz.com/blog/2013-local-search-ecosystems

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO CREATE A GOOGLE MY BUSINESS PRESENCE

https://www.google.com/business/

OPTIMIZE IT CONSISTENTLY &

LINK TO YOUR SITE

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO OPTIMIZE YOUR SITE FOR LOCAL QUERIES

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO FOLLOW THESE GUIDES & CRITERIA TO DO IT

http://moz.com/blog/ultimate-local-seo-audit

http://moz.com/local-search-ranking-factors

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO IDENTIFY YOUR COMMUNITIES & INFLUENCERS

CONNECT WITH YOUR SOCIAL COMMUNITY

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO TRACK YOUR COMPETITORS SOCIAL ACTIVITY

twtrland.com

http://simplymeasured.com/free-social-media-tools/

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO MAKE YOUR CONTENT EASILY SHAREABLE

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO LOOK BEYOND SOCIAL NETWORKS FOR FORUMS

THERE ARE NICHE FORUMS

FOR EVERYTHING

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ESTABLISH & ALIGN MARKETING ACTIONS WITH SEO GIVE SUPPORT, GET IDEAS & SHARE YOUR CONTENT

GET SHARES & LINKS

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BIG COMPANIES? HAVE A HARD TIME WITH LOCAL

I DON’T HAVE A LOCAL ADDRESS

& HAVE TO ASK PERMISSION TO

TWEET!

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NOW YOU’RE READY FOR YOUR JOURNEY

IT’S TIME TO RUN!

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REMEMBER, BEING SMALL CAN BE AN ADVANTAGE

WE’RE SMALLER BUT COOLER

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DO YOU HAVE ANY QUESTIONS?

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http://www.flickr.com/photos/mbiddulph/4093891728/ http://www.flickr.com/photos/isriya/9140372163/

http://www.flickr.com/photos/shoot-art/4536509717/ http://www.flickr.com/photos/terry/5833352033/

http://www.flickr.com/photos/pchow98/8543227099/ http://www.flickr.com/photos/dunechaser/8229924185/ IMAGES UNDER CREATIVE COMMONS

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