What is SEO?

• Search Engine Optimization • Rank Organically For Specific

Keywords• Beginners Guide to SEO (SEOmoz)

Why SEO?

It’s How We Buy Things.

Why SEO?

1. Experience Need (often through social media)

2. Enter in query in Google3. Browse for the best match4. Click on result5. Scan for solution6. Narrow query if inadequate answer is found

Do You Have A Product Anyone Wants?

Do You Have A Product Anyone Wants?

Keyword research– Google Adwords – Google Insights– Google Trends– Trellian Search Term Suggestion Tool– Wordtracker– Soolve (instant search suggestion tool)

How Search Engines Work

• Index (collects, parses)• Crawl (links are the

roadways) that spiders crawl

• Store (lots of datacenters)

• Serve Relevant Results (SERPs)

How Search Engines Rank• Over 200 factors– Basically by popularity– Content + Links!– Ranking Factors (SEOmoz)

• Relevance + Importance– On Page– Off Page

What Should You Do?

Foundation• Create accessible site for users and search

engines• Do keyword research• Do competitive research• Optimize on page for targeted keywords– Juxseo

• Setup Analytics with Conversion Tracking

Build Relationships (Links)

• Make friends – In Person– Social media

• Find link opportunities– Guest posts– Interesting content– Key Research– Data– Tools

Inbound Marketing

Build Content Around Needs

• Customer development model

• Back to keyword research

• Analytics tell you everything

Build Better Content

• Be aggregators/curators• Repurpose good information• Always link back to source and

mention

Build Smarter Content

• Target keywords with low competition • Build a content strategy to reach customers

experiencing a need• Get “buy-in” before you create from thought

leaders

Monitor, Track and LearnClose attention to analytics

Monitor, Track and Learn– How are people finding you?–Which ones are converting?– How can you provide content for more

people like that?

More Resources

• 1 SEO Article You Should Read– Strategic SEO for Startups

• Open Site Explorer (analyzing links)• Hubspot (learn inbound marketing)

Questions?

@jonhainstock • @benbartlingtailwindcreative.com