The aim of this webinar is helping small businesses owners effectively promote their sites online on their own or familiarize themselves with the service of SEO.

1. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 SEO for Small Business Ann a Moseva , SEO analyst Webinar

2. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Why traditional means of advertising are a bad option for small businesses? high cost complexity of tracking the effectiveness lack of interest of potential customers at the moment of contact

3. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Advantages of online marketing: you are only reaching your potential customer when he is looking for something you can offer you can choose to target specific audiences you can track the effectiveness of the campaign easily you can advertise and sell 24/7 you can present much more information about your business and services and in a more organized way online it all comes at a very low price!

4. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 What makes SEO the best online marketing mean for small businesses? high return on investment – you do not have to pay for each new visitor your get excellent analytics software allows effective tracking and timely correction of the campaign successful SEO campaign provides a steady flow of free search engine traffic, which will not stop abruptly after you stop spending money on it

5. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Building SEO Campaign: Stages Setting goals Competitors research & Market Analysis Keywords research On-Site SEO Link building campaign Results analysis

6. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Competitors Research & Market Analysis

7. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Remember that innovation is adorable but it is actually rarely successful. Innovation vs Imitation vs vs vs

8. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Who to spy? Type into Google a couple of the most popular queries in your niche. Sites occupying top 20 positions in the SERPs are worth studying and copying.

9. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 How to spy? Study the SERPs with SEO Quake plug-in turned on

10. After you have figured out the sites that have the smallest Alexa rank number, go to Semrush.com site and add your competitors url into the field. How to spy? © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86

11. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Keyword Research Keyword ideas got from competitors’ analysis + a nice big list you have brainstormed + Google AdWords Keyword Tool ideas = rough sketch of your target queries © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86

12. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Rules essential for a quality keyword research: : Do not focus on too broad and general queries, develop a good list of long tale keyword phrases. Mind the competition. Stay reasonable, choose only relevat keywords. Try to find your golden middle – make up a full and exhaustive keyword list, but do not forget that you will have to optimize for all the words you have chosen. Understand the search volumes Google Keyword Tool hints you right. Do not forget about the keywords your site is already ranking for. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86

13. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Choose correct landing pages, do not focus on the home page only. On-Site SEO Meta tags Title

14. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Rules to observe when creating title tags: Make sure it is grammatically correct, readable, good for SEO and remember that only the first 70 characters of the title will be visible in the Google SERPs. Put the most relevant keywords to the left of the title and end it up with the brand name. <title> Baltic Amber Jewellery, Mammoth Ivory and Gemstone Handmade Jewelry at Amberexpert </title> Make sure every single page of the site has a unique title. Use the maximum of 2-3 keyphrases.

15. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Description tag Snippet is only 150 characters long in the SERPs so try to fit into it the summery of the webpage described + call-to-action + a couple of keywords Create unique description tags on all significant pages Mind that the description tag will appear in the SERPs along with the title tag, make sure they look natural togather. Remember that the use of competitor brands in meta tags is illegal in most countries

16. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Text optimization . h1, h2 tags Put a different keyword in each ‘ h‘ tag you are using Make h1 different from the title as thus you will cover more target keyphrase variants Use CSS to reduce the huge font h1 tag creates by default Hyperlinks with the relevant anchor text <a href=http://www.exemple.com>Anchor text which forms link when viewed in browser</a> Rather than something like «click here» or «see more» put your keywords into the anchor text and point the link to the relevant landing page Try to use the same relevant anchor text both in the navgation menus and in body copy Make the link useful for the user, they should follow it naturally and intuitively

17. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Outbound linking Some outbound links to trusted and highly authoritative resources will make your site look better in the eyes of most search engines Keep the overall number of links per page (both external and internal) not exceeding 100 of most search engines Link to non-competitive relevant third-party sites that might be really helpful for your visitors

18. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Means to ensure proper indexing of your website First of all it is very important and convenient for site owners and webmasters to add their sites to Google Webmaster Tools. Helps you track: site’s loading speed crawl errors duplicate title and description tags pace of site’s indexation

19. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Robots.txt Full set of commands and names of different bots can be found at this link http://www.robotstxt.org/wc/exclusion-admin.html

20. 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Sitemaps Document that lists all the pages of your site and is placed in its root directory. .xml .html Page on your site that lists the links to all its pages. Can be generated with a help of online http://www.xml-sitemaps.com and downloadable tools - Xena and SiteMap Generator Serves an additional mean of navigation for the users. . Do not forget to add the link to it in your Google Webmaster Tools

21. 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Link Building Campaign Directories submission Social bookmarks submission WordPress themes sponsoring “ Do follow” relevant to your niche blogs commenting

22. 21.3.11 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Link building – maximize your effort Also remember that you can get links through onsite optimization. Give out stuff! Offer guides, widgets, downloadable tutorials etc. Use your keywords for the anchor text of your backlinks Chose sites relevant to your niche for backlinking Pay attention to authority rather than page rank Remember about the variety of your backlink profile

23. 21.3.11 21.3.11 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Monitoring and results analysis To fully understand all the causes and effects of the campaign we strongly recommend you to install a complete set of Google Analytics tracking code onto your site Monitor your site in Google Analytics and Webmaster Tools regularly Check your site rankings in the search engines at least once a week with a help of different tools (e.g. Rank Checker)

24. 21.3.11 Alternative ways of small businesses promotion and new trends in SEO © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Alternative ways of search: local search shopping search video search images search and etc.

25. 21.3.11 Local search or Google places 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86

26. 21.3.11 21.3.11 Local search or Google places 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Company address must conform to the address mentioned in its local business profile and the city of search or geographical modificator Register with Google Local Business Some things to pay attention to in order to rank better in local results: Citation of a Company (Infobel.com, Kompass.com, Leonardo.com, Hotfrog.com, Tupalo.com, TripAdvisor.com (for travel agencies) etc.) Categories associated with the registration Fact of registration in Google Local Business Keywords in a Business Listing Title Traditional SEO Amount of reviews in Google Maps Address on a landing page Make use of micro formats

27. 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Microformats Currently Google supports 8 microformats, including: http://www.google.com/support/webmasters/bin/answer.py?hl=en&answer=146897 people (defining name, job, address) products (defining brand, price, reviews, category of the product and etc.) recipes (cooking time, reviews, type of the dish, date published)

28. 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Google Products or Shopping Search Great opportunity for online shops to get one more traffic source of people 100% ready to buy

29. 21.3.11 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Google Products or Shopping Search To make use of this terrific tool you need to go through the process pretty much similar to Google local business registration: sign up for an account with Google Merchant center, fill in the information about your business type and location, verify your account upload a data feed containing the info about your products manually or with a help of Google API Mind that for now you can only target 10 countries through Google Product Search: the USA, the UK, Spain, Germany, France, Italy, Australia, Japan, China and the Netherlands. http://www.google.com/support/merchants/bin/topic.py?topic=30061

30. 21.3.11 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Video and Image Search If you place some interesting and relevant to your site tutorial or snapshot make sure to optimize this kind of content too. alt tags for images . <img id=&quot;image&quot; src=&quot; http://site.com/bracelet_11.jpg &quot; alt=&quot;Baltic amber star shape pieces bracelet. Cognac colour&quot; title=&quot;Baltic amber star shape pieces bracelet. Cognac colour&quot; /> great tool for both images and video optimization is creating special sitemaps

31. 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Video and Image Sitemaps An entry for a page containing a video would usually look like this: Here you need to put the url of the page containing a video, its title (make sure it has one or two target keywords), description of the video, tags of the video and its category. Images sitemap looks simpler: It allows you to add image location data, image title, caption, geographic location and even license.

32. 21.3.11 © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Takeaways SEO is a perfect tool for small businesses promotion Plan your SEO campaign carefully, monitor and spy on your successful competitors Spare no effort on keyword research as it is the foundation of your future success Examine your landing pages and optimize them both for search engines and real visitors Pay attention to the content — the text of the title and body needs optimization first of all Treat link building seriously, be patient and get great results in the long run Follow the latest trends in SEO, optimize for alternative ways of searches Track, monitor and analyze your performance regularly

33. © 2011 Promodo www.promodo.com [email_address] United Kingdom +44 0203 1376 681 United States +1 347 809-34-86 Thank you for your attention! Anna Moseva Promodo [email_address] www.promodo.com