Hi Everyone!

NANETTE NEWBRY

Principal, Creative DirectorSTUDIO 2055

ALAN BUSHSEO Consultant

Host of the Podcast, Owning Your Own

Bring My Brand to Life, Dr. Frankenstein!

How to Implement SEO

to Draw More Customers to Your

Brand

A WHOLE NEW WORLD. GET USED TO IT.

Your Brand Touchpoints

• Know your unique value proposition• Positioning • Push and pull marketing

Brand Touchpoints and SEO

• Websites• Landing pages• Videos• Blogs, white

papers• Social media • Press releases

Brand Wheel – the Customer Experience

KEYWORD USE

• Know the competition

• Vertical and horizontal targets

• Differentiate– build content marketing

B2B and SEO • Professional services can become

commoditized• Build trust and credibility • Services are “soft”• SEO pulls customers to you• Viral • Maximizes resources • Analytics prove ROI

Alan Bush

SEO Consultant Professor at UCSD

Host of the Podcast Owing Your Own

Why Do SEO?• There were 2.2 trillion searches on Google globally over

the course of 2013.

• This equates to 5,922,000,000 (almost six billion) searches a day.

93% of online experiences begin with a search engine.

Top listing in Google’s organic search results receives 33% of the traffic.  

59% of consumers use Google every month to find a reputable, local business.

SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.  

THE 101 SEO RECEIPE

SEO Boils Down to Four Main Ingredients

Site Architecture

Code Optimization

Content

Backlinks

Site Architecture–Navigation

• How many clicks does it take to get to the center of your site?

• How accessible are the important pages on your website?

• Proper navigation, internal links, fast load times

Site Architecture–Canonicalization

CANONICAL ERRORS3 main types of canonical errors found• www vs non-www• /index.html• Capitalization

HOW TO FIX • 301 redirects• Rel= “canonical”• Ensure internal links point to right version of URL (consistency)

Canonicalization is the process by which URLs are standardized. (ex. www.acme.com and www.acme.com/ )

Code OptimizationOnsite SEO– inserting keywords into the code that is visible to search engines and users alike.

SEO

TITLE

META

H1

ALT

Canon

Robots

XML

404

• TITLE tags• META descriptions• H1 (Header) tags • Image and hyperlink

attributes (ALT and title

respectively)

Code: Keywords– the Lifeblood of SEO

• Build on your brand

• A single or group of words

• Help users find website content

• Help your website content communicate

with search engine users

• Should not be misleading

• “Long Tail”

Code: Keyword Tools

• AdWords keyword planner

• SEMRush

• SpyFu

• Ubersuggest

• Soovle

• Google “Suggestions”

Code: Title Tag <title>

<TITLE>Keyword1Keyword2 – MatchNRide.com

</TITLE>

Example :  <title>Horses For Sale | Show Horses For Sale at MatchNRide.com

</title>

• Very critical HTML tag and is visible in the browser. • Include the name of the company or website in the

title. Words can be separated by a variety of characters; comma, hyphen or “pipe”

• Between 60 -70 characters

Code: Meta Description Tag• Displayed by search engines in the search results• Focused description• Should contain the primary and secondary keyword• Brief selling point to the website and URL • No more than 160 characters

<meta name=“description” content=“Write descriptive sentence here and include primary

keyword (s) preferably towards the front. Learn more visit oursite.com”

Example :  <meta name=“description” content=“Studio 2055 is a San Diego Based Creative Agency Focused on Branding, Graphic Design, and Digital Marketing for AEC Professionals. Learn More.”/>

Code: H1–Heading Tags

• Tag read by search engines• The H1 tag should be used for the primary

or secondary keyword of the page 

<h1>Keyword1</h1>

Example:  <h1>Horses For Sale</h1>

Code: Hyperlinks–Internaland External

• Internal linking is an important part of SEO • Anchor text – the words used to link to a page

internally or externally within copy of a page or navigation(s).

• Link to useful resources and relevant sites

Example:  Included here is <a href=“http://www. yoursite.com/internal-

page1” target=“_blank” >great information on internal page 1</a> that could help you.

Content:What Makes Quality Content?

• Clear, concise, well-written language.• Include your primary, secondary and when possible,

your supporting keywords.• Include all keywords that make sense for the page

you are on.

KEYWORD DENSITYA metric used by SEO’s to determine how often to mention certain keywords.

• Primary keyword should be mentioned 3-5% of the time. Less for the supporting keywords

Content:Content Types

• Copy• Images• Videos• Graphics/Infographics• Slide show (slideshare.net)• White papers• Apps

Backlinks–Internet Gold

Backlinks are a “vote” for your site by other

users.

Links: What Makes a Good Link?

• Relevancy• Quality• Authority of website• Number of links

pointing to that website

• Page rank • Trust• Quantity

Link Monitoring Tools

• Google Webmaster Tools• Ahrefs• MajesticSEO• Link Research Tools –

Paid• Moz – Open Site

Explorer• Competition – Look at

their backlinks and uncover opportunities!

Questions

Recap

• Customer Experience • B2B and SEO• Four basic ingredients of SEO• Site architecture• Keywords /Code• Quality content • Backlinks

Resources • www.smps.org• www.ama.org• www.redit.com• www.

smashingmagazine.com• ignitevisibility.com/blog• moz.com/blog• searchengineland.com• emarketer.com• B2bmarketing.net

THANK YOU!

NANETTE NEWBRY, STUDIO 2055760.729.8205Web: studio2055.comBlog: studio2055.com/designwiseJoin: Twitter, Facebook, Pinterest, Google+ and LinkedIn

ALAN BUSH562.234.5508Web: alanharrisonbush.comJoin: Twitter, Facebook, Google+ and LinkedIn