This document provides tips for small and medium-sized businesses on search engine optimization (SEO) in 2013. It recommends building a website with minimum viable SEO, getting listed on review and travel sites, targeting long-tail keywords, optimizing the business's Google Places listing with photos and reviews, and using Google+ for business. While pay-per-click (PPC) can help justify SEO investments or make money, the document warns that relying only on Google traffic is risky and businesses should have alternative traffic sources. Overall, the tips emphasize low-cost SEO strategies for local businesses to gain search traffic.

1. SEO for small / medium
business 2013
DAVID SOTTIMANO
RIMINI, ITALIA

2. Marketing for small -
medium businesses is
hard enough.

3. I know.

4. Now, digital marketing.
Oooh, SEO?

5. If I could describe my job..

6. How you probably feel.

7. Let’s do this one step at a
time.

8. You took the first step
and came here today.

9. Just have
patience.

10. So you won’t burn
your money.

11. SEO takes time –
don’t expect quick
results.
If you want quick,
use Adwords.

12. SEO
Adwords

13. The big question for all
small / medium businesses.
Should you invest in SEO?

14. If I were consulting Antonio,
this is what I would tell him
http://www.panoramic.it/

15. Yes. You need to build your
great website with minimum
viable SEO in 2013.

16. <title> Hotel 3 stelle Rimini, hotel lungomare Rimini,
hotel fronte mare Viserba | Panoramic - Ambient Hotels
Rimini </title>
http://www.panoramic.it/ @dsottimano

17. Lesson 1
Understanding types of
search results and how to
get in.

18. Type Informational Transactional Navigational
Miglore
Keyword spaiggia a Hotels a rimini Panoramic
rimini hotels rimini
Ads (maybe), PPC, Google Ads (brand or
Common Wikipedia, News, ads, shopping brand bidding)
traits Videos, Images, results + universal
Knowledge Graph

19. Informational

20. Transactional

21. Navigational

22. Local can
appear
anywhere.
This is
where you
always play

23. Lesson 2 –
Are you strong enough?

25. Easy way
to find out.
http://www.opensiteexplorer.org

26. More links = Higher PA & DA
Get more links.

27. http://www.seomoz.org/seo-toolbar

28. Turn it on!

29. URL Posizionamento DA PA
http://www.booking.com/city/it/rimi 1 95 74
ni.en.html
http://www.expedia.it/Rimini- 2 68 55
Hotel.d6046889.Guida-Viaggi-Hotel
http://www.riminibeach.it/ 3 49 57
http://www.hotel.info/it/rimini/hotel 4 74 58
s-59306/
http://www.abcrimini.com/ 10 47 56
http://www.panoramic.it/ - 28 40
“hotels a rimini” – Google Italia - Rimini

30. Domain Authority - DA
SEOs and
Page Authority - PA business
owners have to
work together
to get links.

31. But not
like
this.

32. Do something cool.

33. Or shake hands to get...

34. real links
from good
sites.

35. If you’re in this
session, I’ll tell
you what the
big companies
are doing 

36. How does a local
business win in 2013

37. Get traffic
from other
sites.

38. But do it fast!

39. Make sure
you’re listed
on all the
aggregators.
Of course.

40. Can you do better
than this?

41. Target long tail
keywords

42. Good job Antonio

43. You don’t need
much money
to do PR

44. is
http://searchengineland.com/google-places-is-over-company-makes-google-the-center-
of-gravity-for-local-search-122770

45. Get more
reviews!
Change Wifi
start page to
Google places.

46. Add more
information
to your
local listing

47. It looks
better and
helps you
rank.

48. More
categories,
description!

49. I promise.

50. Get Google
business photos
http://maps.google.it/help/maps/businessphotos/get-started.html

51. If I were
you, I
would start
using
Google +
http://www.google.com/intl/it_ALL/+/business/in
dex.html

52. Use PPC to justify SEO, or
just make money.

53. To find search volume

54. To see if it that page
converts

55. But please, stop doing this.

56. NO!

57. Have
another
way out.

58. Don’t rely
on Google
traffic only.

59. DAVID SOTTIMANO
Lead Consultant, Distilled
David.sottimano@distilled.net
@dsottimano