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SEO Strategies

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John Schmitt
John Schmitt

The best tips for DIY SEO strategies. Find the right keywords. Add them to your website properly. Get alerted to the best backlinks. Comment on them with sincerity, relevance, & authenticity Presented at several Silicon Valley conferences.

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GoPhoto : A Case Study in SEO Lunch & Learn May 2013 Marketing Forum 5/8/13 John Schmitt john.v.schmitt@gmail.com
Agenda Goal: For you to be able to get more customers ¡­by learning easy tricks to help boost your discoverability on organic search. ? Quick Background ? What¡¯s GoPhoto ? Why Google? ? The Formula ? 3-part Easy Strategy for Success Marketing Forum 5/8/13 John Schmitt john@gophoto.com 2
Our Solution GoPhoto, Go Digital ? For $200 we will scan, color correct and store 400 photos* online *photos, 35mm slides, negatives, postcards, etc¡­, old VHS, Super 8mm movies too. ? Return originals with a CD or DVD ? Provide an online digital album where clients can upload, share and comment on these priceless memories 3
Why GoPhoto? ? We¡¯re consistently in the top 5 organic search results for our keywords ? We¡¯re using a strategy that¡¯s highly transferrable. ? We¡¯ve scanned >4,000,000 images since starting 2 years ago. And, much credit to Leslie Nuccio (leslienuccio@gmail.com) Marketing Forum 5/8/13 John Schmitt john@gophoto.com 4
Why Google? ? Google dominates the US search market. 10x more orders from Google than Bing Legitimately high reputation for accuracy* ? Powerful Targeting efficiency: ? Who: ~80% of people are in the market for ¡°X¡± ? When: But, any given minute of the day, only 1% of them are in the mood to buy ¡°X¡±. ? Google gets you in touch with people who are actively looking for ¡°X¡±. ? All other channels (facebook) are passive, & missing the ¡°when¡± Marketing Forum 5/8/13 John Schmitt john@gophoto.com 5
The Formula ? Google ranks search results based on a secret & changing formula ? The main factors: ? Relevancy ? Keyword matches your site & content ? Old, but Fresh: ? Site is old, but it¡¯s updated frequently. ? Others validate you ? Backlinks: Relevancy & Rank Marketing Forum 5/8/13 John Schmitt john@gophoto.com 6
The 3-Part Strategy 1. Focus Keywords 1. Create Content with those keywords 1. Get Backlinks ¡­of high quality & relevance to your keywords Marketing Forum 5/8/13 John Schmitt john@gophoto.com 7
Focus Keywords ? Too many keywords = dilution ? Use: Google Keyword Research Tool ? What are the top-searched terms that are relevant to your business? ? <<DEMO>> ? https://adwords.google.com/o/Targeting/Explorer Marketing Forum 5/8/13 John Schmitt john@gophoto.com 8
Keywords in Content ? Create Content with those Focused Keywords ? Put Keywords in: ? URL (domain, path) ? Title ? Metadata (description, keywords) ? H1/H2 ? Links within & across (blog, LP¡¯s). ? Put up content early & update it often. ? <<DEMO>> http://www.gophoto.com/photo-scanning Marketing Forum 5/8/13 John Schmitt john@gophoto.com 9
Getting Backlinks ? Setup Google Alerts to match your focused keywords ? Google Alerts say this link is ¡°relevant, high quality for this keyword? THEN COMMENT ON IT! ? Add the relevant keyword in your comment, in a link back to you. ? Be 100% real, authentic, relevant, or suffer backlash. ? <<Demo>> google alerts & comment Marketing Forum 5/8/13 John Schmitt john@gophoto.com 10
Be Legit ? Make sure you spend most of your time & money on your total customer experience ? Happy customers create backlinks too. ? Unhappy customers will over-ride any SEO trick ? Fake comments & link farms are expensive & backfire. Marketing Forum 5/8/13 John Schmitt john@gophoto.com 11
Summary ? If you have a great product/service, & want to get more customers: ? Focus Keywords ? Create Relevant Content ? Use Google Alerts to find the best backlink opportunities Marketing Forum 5/8/13 John Schmitt john@gophoto.com 12
Q&A Marketing Forum 5/8/13 John Schmitt john@gophoto.com 13

More Related Content

SEO Strategies

  • 1. GoPhoto : A Case Study in SEO Lunch & Learn May 2013 Marketing Forum 5/8/13 John Schmitt john.v.schmitt@gmail.com
  • 2. Agenda Goal: For you to be able to get more customers ¡­by learning easy tricks to help boost your discoverability on organic search. ? Quick Background ? What¡¯s GoPhoto ? Why Google? ? The Formula ? 3-part Easy Strategy for Success Marketing Forum 5/8/13 John Schmitt john@gophoto.com 2
  • 3. Our Solution GoPhoto, Go Digital ? For $200 we will scan, color correct and store 400 photos* online *photos, 35mm slides, negatives, postcards, etc¡­, old VHS, Super 8mm movies too. ? Return originals with a CD or DVD ? Provide an online digital album where clients can upload, share and comment on these priceless memories 3
  • 4. Why GoPhoto? ? We¡¯re consistently in the top 5 organic search results for our keywords ? We¡¯re using a strategy that¡¯s highly transferrable. ? We¡¯ve scanned >4,000,000 images since starting 2 years ago. And, much credit to Leslie Nuccio (leslienuccio@gmail.com) Marketing Forum 5/8/13 John Schmitt john@gophoto.com 4
  • 5. Why Google? ? Google dominates the US search market. 10x more orders from Google than Bing Legitimately high reputation for accuracy* ? Powerful Targeting efficiency: ? Who: ~80% of people are in the market for ¡°X¡± ? When: But, any given minute of the day, only 1% of them are in the mood to buy ¡°X¡±. ? Google gets you in touch with people who are actively looking for ¡°X¡±. ? All other channels (facebook) are passive, & missing the ¡°when¡± Marketing Forum 5/8/13 John Schmitt john@gophoto.com 5
  • 6. The Formula ? Google ranks search results based on a secret & changing formula ? The main factors: ? Relevancy ? Keyword matches your site & content ? Old, but Fresh: ? Site is old, but it¡¯s updated frequently. ? Others validate you ? Backlinks: Relevancy & Rank Marketing Forum 5/8/13 John Schmitt john@gophoto.com 6
  • 7. The 3-Part Strategy 1. Focus Keywords 1. Create Content with those keywords 1. Get Backlinks ¡­of high quality & relevance to your keywords Marketing Forum 5/8/13 John Schmitt john@gophoto.com 7
  • 8. Focus Keywords ? Too many keywords = dilution ? Use: Google Keyword Research Tool ? What are the top-searched terms that are relevant to your business? ? <<DEMO>> ? https://adwords.google.com/o/Targeting/Explorer Marketing Forum 5/8/13 John Schmitt john@gophoto.com 8
  • 9. Keywords in Content ? Create Content with those Focused Keywords ? Put Keywords in: ? URL (domain, path) ? Title ? Metadata (description, keywords) ? H1/H2 ? Links within & across (blog, LP¡¯s). ? Put up content early & update it often. ? <<DEMO>> http://www.gophoto.com/photo-scanning Marketing Forum 5/8/13 John Schmitt john@gophoto.com 9
  • 10. Getting Backlinks ? Setup Google Alerts to match your focused keywords ? Google Alerts say this link is ¡°relevant, high quality for this keyword? THEN COMMENT ON IT! ? Add the relevant keyword in your comment, in a link back to you. ? Be 100% real, authentic, relevant, or suffer backlash. ? <<Demo>> google alerts & comment Marketing Forum 5/8/13 John Schmitt john@gophoto.com 10
  • 11. Be Legit ? Make sure you spend most of your time & money on your total customer experience ? Happy customers create backlinks too. ? Unhappy customers will over-ride any SEO trick ? Fake comments & link farms are expensive & backfire. Marketing Forum 5/8/13 John Schmitt john@gophoto.com 11
  • 12. Summary ? If you have a great product/service, & want to get more customers: ? Focus Keywords ? Create Relevant Content ? Use Google Alerts to find the best backlink opportunities Marketing Forum 5/8/13 John Schmitt john@gophoto.com 12