“You can’t take something off the Internet. That’s like trying to take pee out of the

pool.” - Charlene Li

Dallas/Ft. Worth Search Engine Marketing AssociationSEO 101 Overview | Creating Your Digital Footprint…

@Jloomstein#DFWSEM

Wait…About me

• Integrated marketing firm with over 10 years of direct advertising agency experience

• Extensive expertise in core marketing – including:– Local search marketing – Pay Per Click (Google AdWords) – Search Engine Optimization– Insights and Web Analytics (Google Analytics) – Marketing Strategy – Brand Positioning– Targeting/Segmentation

• Plus – I’m a dad, husband, and sports junkie • I sat in your spot and used tools like these to build my business….• And, If I wasn’t doing this - I’d love to be a PGA tour player, or storm chaser

Agenda

• A little background

• What’s this seo thing and why should I care

• What tools, platforms, and services matter

• What is my short and long term strategy

• How do I create a “process” and build my seo authority  

• What are the five things I can do today to impact my digital footprint, engage with my customers, and manage my time

• Make sure you tweet • @jloomstein • #DFWSEM

Why SEO matters

SEO helps because:

• More Reach means more visitors.

• More visitors take more Actions.

• More Actions lead to more Results.

And then...

• Results can be improved with more targeted Reach.

• More targeted Reach leads to more qualified visitors.

• More qualified visitors take more desirable Actions.

• More desirable Actions lead to better Results

More Targete

d Reach

More Qualifie

d Visitors

More Desirab

le Actions

Better Results

What you see vs. what Google sees PA

ID

1

2

Organic SERP Analysis

SERP | why keywords matter

Dallas Bonsai Tree ServiceDallas Tree Service

SEO CONSIDERATIONS

What you need to consider

How searchable is your website?• Crawlability• URLs indexed (site:domain.com)• NAP citations

What is your link value?• Domain-level: the number, diversity and quality of all links to your website• Page-level: the number, diversity and quality of all links to your website page• Quality of referring domains

What is your link velocity? • How quickly your message is spreading to your target audience• SERP Ranking • Traffic from organic keywords• Brand versus non-branded organic keyword traffic

How searchable/engaging is your website?• Visitor loyalty • Page views / visit• Time on-site• Bounce rate• Comments and interactions

SEO 101

How you start the process • Create your site on a scalable platform (StudioPress)• Keep your hosting and domain separate • Do your keyword research• Optimized URL structure • Upload XML sitemap (GSiteCrawler)• Implement Robot.txt • Canonicalization (Rel=Tag) • Allow categories and tags / Hierarchy matters • Create Alt tags (Image optimization – and don’t forget about image

compression) • Help Google help you ( Google Webmaster tools / Google Analytics)• Make it easy to find (Schema.org )• Install cache plugin

How you keep your site optimized (the essentials) • Run page speed tests (webpagetest.org)• Test and measure engagement/path (Crazyegg.com / Clicktale.com)• Delete what you don’t need (plug-ins) • Remove unnecessary code

Can you show me a couple of examples

How to keep SEO top of mind

SEOYellowpipeSeo-browser.comSEOMOZWhitesparkHittail.comCrazyeggMySeoTool.comScreaming FrogBuiltwith.comSEMRush.com

Weekly• SERP

Ranking• Google

Analytics report

Monthly• Referral

traffic• Keyword

optimization

• Google Webmaster Tools

• Bing Webmaster Tools

Quarterly• Landing

page • Editorial

calendar • Mini-site

audit

Two Last Things + My Warning

Checklist

Completed

Tactic Platform

Keyword research Google AdWords / SEOBookContent creation WriterAccess/TextBrokerContent validation ScribeSEO.com

Site accessibility SEOMOZ.com Site health Google/Bing Webmaster Tools /

MySEOTool.com / Raven / SEOMOZUser testing Usertesting.com Ecommerce optimization

Treepodia.com

Authorship Google+Mark-up Schema.org

SEO

Keyword Research

Analytics

IndustryTrends

Stay smart

My warning

• Stop chasing shinny objects • Outsource things that hold you back • Build your team• Invest in the tools that either save you time, make you money, or make

you look smarter • Create platform partnerships that you can leverage • Replicate, scale, iterate, repeat • Perfection is the enemy of good

The #1 problem all businesses face is obscurity --- If they don’t know you…..They can’t buy from you.

James Loomstein, MBA@Jloomstein

Thank You#DFWSEM