Search engine optimization experts outline how to increase business visibility and consistently capture search volume.

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HOW TO MASTER SEO
AND GROW YOUR BUSINESS

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Jon Rognerud | SEO Consultant & Author Jason Parks | Owner
Author of Ultimate Guide
To Optimizing Your Website
@jonrognerud
The Media Captain,
A Digital Marketing Agency
@TheMediaCaptain
PANEL SPEAKERS
The Dynamic CommunicatorTM
@dynamicjill
Jill Schiefelbein | Owner
MODERATOR PRESENTER PRESENTER

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TODAY’S AGENDA
Know Your Audience, Know Your SEO
Understanding Keyword Strategy
Elevating Your Local Search Profile
Mobile Search and the “New Normal”
Social Media and Your SEO Plan

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KNOW YOUR AUDIENCE,
KNOW YOUR SEO

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IT ALL COMES DOWN TO THIS
Know Your Audience!
Who Are They? What Do They
Search For?
What Are They
Talking About
NOW?
Where Do They
Hang Out?

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SEO BUILDING
Social
Online PR
& Diversity
LevelofComplexity
Keyword Themes & Content
User Experience & Technical Foundation
Engagement
& Conversions
Relationship Building
Keyword Themes Engaging Content
Keyword Research
Bot Accessibility
Internal Link Structure
URL Structure
DNS Server OptimizationSitemaps
Overall Experience
On-Page Targeting
Ethical Link BuildingContent Promotion

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THERE’S NO QUICK FIX
A strategy with an efficient
campaign can take 6-12
months before delivering
any results.
SEO doesn’t
happen overnight.

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WHAT TO FOCUS ON
9 SEO Components Help Search Engine Ranking Positions
Domain-Level,
Link Authority Features
Quantity of links to the domain,
trust/quality of links to the domain,
domain-level PageRank
Social Metrics
Quantity/quality of tweeted links,
Facebook shares, Google +1s
Page-Level Link Features
PageRank, TrustRank, quantity of
links, anchor text distribution,
quality of link sources
User, Usage & Traffic Query Data
Traffic/usage signals from browsers/
toolbars/clickstream, quantity/diversity/
CTR of queries
Page-Level KW &
Content Features
TF*IDF, topic-modeling scores on
content, content quantity/relevance
Page-Level, Keyword-
Agnostic Features
Content length, readability,
uniqueness, load speed
Domain-Level Brand Features
Offline usage of brand/domain name,
mentions of brand/domain name in
news, media, press, entity association
Domain Level Keyword Usage
Exact-match keyword domains, partial-
keyboard matches
Domain-Level,
Keyword-Agnostic Features
Domain name length, TLD extension,
domain HTTP response time

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HOW DOES YOUR SITE RATE?
Domain Authority is an Important SEO Metric
Moz is a Great SEO Platform for Beginners

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UNDERSTANDING
KEYWORD STRATEGY

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HOW TO USE KEYWORDS ON YOUR PAGESHOW TO USE KEYWORDS ON YOUR PAGES
Location
Keywords placed in important areas like titles,
headlines and primary content secions
Frequency
Important phrases and their variants may
appear more frequently than average
Distance
Related phrases arranged close together or
connected by HTML elements

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KEYWORD TYPES
Head keywords
“shoes” - one word keyword
that has a lot of traffic
associated with it
Chunky middle
“black shoes for women”
Longtail
3-5+ phrases - “red leather
shoes for women in Arizona”
Modifiers
demographic/location/etc.

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BENEFITS OF TARGETING LONG TAIL KEYWORDS
Vauge search terms using only one word are the most expensive, most
competitive and convert the least.
COSTTOCOMPLETE Slightly descriptive search terms using two words are only
slightly less competitive and still very expense.
Hightly descriptive search terms using three or more words collectively make up the
majority of all search queries. They are also FAR less competiive and convert the highest.
Example: Bicycle
Example: Beach Cruiser
Example: Black 10 -Speed Beach Cruiser
PROBABILITY OF CONVERSION
Volume of Search Term Variations

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KNOW USER INTENT
Voice search changes
keyword research
Marketers must optimize for voice
People use different search
terms when speaking and typing
Voice searches lean
toward long-tail keywords

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KEYWORD TESTING
It’s a Guessing Game
Until You Test
Google Adwords
Keyword Research Tool
PPC Campaigns
Before Launching SEO
To Test Conversion

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ELEVATING YOUR LOCAL
SEARCH PROFILE

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LIVING LA VIDA LOCAL
Google My Business
Page With Location
Get Client
Reviews
Way To Differentiate
From “Big Brands”
Cross-Listings
On Local Directories

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LOCAL SEARCH KEYWORDS AND REVIEWS

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LOCAL SEO TIPS
Use keywords to target local areas, include location and
phone numbers
Get listed in directories (Yelp, Yellow Pages, Super Pages, etc.)
Stay consistent with NAP (name, address, phone #)
across all assets:
Do an audit to make sure you are compliant
Leverage reviews on your website as well as
Google+, Facebook
1. Web pages
2. Directories
3. Citations/references across the web

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ONLINE + OFFLINE STRATEGIES FOR LOCAL
+

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MOBILE SEARCH
AND THE “NEW NORMAL”

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“MOBILEGEDDON”
AND SEO
In 2015, mobile generated more traffic
than desktop and laptop search
Mobile responsiveness is a must
Focus on user experience

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MOBILE FRIENDLY TEST
Make sure you are mobile friendly. Use this FREE test tool to check:
www.google.com/webmasters/tools/mobile-friendly

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SOCIAL MEDIA AND
YOUR SEO PLAN

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SOCIAL MEDIA AND SEO
Importance of
Interior Page
Integrative
Planning
Use Social
to Promote
Interior Pages

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DRIVE TRAFFIC WITH SOCIAL ADVERTISING
Facebook
“Sponsored” Posts
Facebook vs
LinkedIn vs Twitter
B2B vs B2C
Considerations Use
“Retargeting”
Strategy

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MAKE IT EASY TO SHARE
Make it easy for visitors to share your
web pages. Use Social Widgets that
“hover” as users scrolls down the page.

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TAKEAWAYS TO APPLY
TO YOUR BUSINESS
Know Your Audience, Know Your SEO
Understanding Keyword Strategy
Elevating Your Local Search Profile
Mobile Search and the “New Normal”
Social Media and Your SEO Plan

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Q&A

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CLOSING THOUGHTS
Jon Rognerud
www.chaosmap.com
jon@chaosmap.com
@jonrognerud
Jason Parks
TheMediaCaptain.com
@TheMediaCaptain

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