Learn how a small business can increase their SEO, ranking, and backlink profile through strategies you can implement right now. https://www.mwhomecare.com

1. INCREASING ONLINE
LEADS AND BUSINESS
AN ACTIONABLE GUIDE TO START GETTING LEADS ONLINE

2. WHAT YOU’LL LEARN
• Why IM (internet marketing is important)
• Understanding basic SEO
• 5 Actionable Ways to Increase your online footprint and find the right contacts
• Understand the tools needed to successfully implement a plan

3. TAKING OVER MINUTE WOMEN
1-844-BEST-CARE

4. MARKETING PLAN
• Hired a Home Care Business Coach
• 25 hours a week of on the road marketing
• Networking Events
• Making Contacts
• This plan was implemented for over 2 years

5. THE PROBLEM
• No direct correlation between marketing & new business
• Industry contract turnover high
• Spending big $$$ with little ROI
• Trying To Develop Relationships with Decision Makers is HARD
and Competitive!
Why fight when I can lead?

6. DECIDED TO TRY SOMETHING NEW
• I stopped all outbound calls and street marketing
• I worked on links, website, and blog
• I implemented the strategies I learned from experts and what I read
• And grew my company from $1,000,000 in sales to $1,300,000 dollars
in sales in 2015

7. QUALIFICATIONS – WHO THE HECK AM I?
• In 2011 I knew nothing about
SEO
• How I learned
• Read blogs and blogs and more
blogs
• Moz.com
• Search Engine Journal
• Inbound.org
• And many more!

8. WHO I WORKED WITH
• Eric “Links Moses” Ward – Worked with Amazon at
it’s infancy of a website in 1997
• Has worked in SEO since 1994
• Brian Dean of Backlink.com – SEO That Works Sites

9. BEFORE WE GET INTO IT. . . .
• First, don’t take notes – but write your questions down.
• At the end of the speech I will have an easy to write down link to all this
information.
• Doing this kind of work is a grind! There is nothing easy about it. It will take you
hours. Do not expect this to be easy. This is the same thing as traditional
“relationship building” facility marketing, except it is online.
• It takes time, but be persistent. Tortes vs the Hare situation.

10. INTERNET MARKETING

11. WHY INTERNET MARKETING?
• SEO leads have a 14.6% close rate, while outbound leads (such as
direct mail or print advertising) have a 1.7% close rate.
• 61% of global Internet users research products online.
• 79% of companies that have a blog report a positive ROI for
inbound marketing in 2013
• Marketers who have prioritized blogging are 13x more likely to
enjoy positive ROI.
• 46% of people read blogs more than once a day
SRC: http://www.hubspot.com/marketing-statistics

12. MORE REASONS…
• Content marketing in 2015 generates 3 times as many leads as
traditional outbound marketing, but costs 62% less.
• When asked where marketers would be increasing spending in
2015, the top five responses were: SEO (57%), Social Media (54%),
Email (48%), PPC (43%), and Social Communities (40%)
• Internet advertising will make up 25% of the entire ad market in
2015.
This is happening in every segment of business including senior care services!

14. WHY FOCUS ONLINE AND LINKS?
• Currently Provides “the best ROI”
• Backlinks are still the #1 ranking factor for Google
• How do I know? Because Google Told Us This in March 23, 2016
“It’s content and links pointing to your site”
~Andrey Lipattsev, the Search Quality Senior Strategist at Google (Ireland)

15. WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?
• It is the process of affecting the visibility or ranking of a website or a
web page in a search engine's unpaid results—often referred to as
"natural," "organic," or "earned" results.
• Simple version: The more links you have pointed to your site and
the better (and longer) the content you have, generally you will
have higher rankings on google…ideally being in the first 4-5 search
results.
• That is what we will focus on today!

16. UNDERSTANDING THE BASICS
• SEO stands for Search Engine
Optimization.
• Recently “inbound marketing”
has become the “wheel”, with
SEO as one of the spokes that
makes up this wheel.

17. BACKLINKS
• A backlink: an incoming
hyperlink from one
webpage to another
website
• In the example to the right,
both The Atlantic and
iTunes have backlinks on
this webpage

18. EXPLAINING BACKLINKS
Each Backlink is a
Thumbs-up to Google.
The more thumbs-up
you have, the better!

19. BACKLINKS EXPLAINED
•Not all backlinks are weighted the same
•Bigger websites hold more “authority”
when Google looks at the millions of links
online

20. BACKLINKS EXPLAINED
•Sites like CNN, HuffPost, NBCnews,
Yahoo, etc. have higher authority
•Government & Education sites have
huge authority

21. BACKLINKS EXPLAINED
• Relevancy matters – the site or the site’s content
• Autotrader, or CNET.com though authoritative sites, aren’t
as big of a deal as being on Yahoo Health, because Yahoo
Health is relevant to your niche.
• If a car mechanic’s website said, go to Minute Women for
home care would that make sense to you?

22. IN THE END YOU WANT. . .
•Relevant Websites
•Local Websites
•Not Every Link is a Perfect Link, but we prefer
quality sites over spam and quantity.

23. LOCAL AND AUTHORITATIVE LINKS
• Local Links
• City/Town – County- State – or Region
• Relevant Links
• Home Care, Hospice, DME, Caregiving, health care, dementia and senior
related sites
• Authorities Links
• Yahoo Health, Huff Over 50, AARP, & Hundreds of Others

24. HOW TO CHECK BACKLINKS
• AHREFS.COM

25. BACKLINK EXAMPLES
Huffingtonpost.com
Domain Rating: 80
URL Rating: 20
Is it local? No
Is it relevant? Absolutely!
Amazing link!

26. BACKLINK EXAMPLES
Site: AARP
Domain Rating: 73
URL Rating: 13
Is it local? Yes
Is it relevant? Absolutely!
Amazing link!

27. BACKLINK EXAMPLES
• Friends of the Arlington COA
• Domain Rating: 33
• URL Rating: 16
• Is it local? Yes
• Is it relevant? Yes
• Good Link!

28. HOW YOUR EFFORTS
CAN SNOWBALL

29. ADDITIONAL EXAMPLE
• Thesimpledollar.com
• Domain Rating: 63
• URL Rating: 20
Is it relevant? No
Is it local? No
Is it a reputable site? Yes!

30. ANOTHER LINK
Site: Reviews.com
Domain Rating: 60
URL Rating: 15
Local: No
Relevant: No
Good Link? Sure!

31. IT GETS ME TWO PHONE CALLS…
Small Business Owner Who Read The Reviews and
Wanted To Know If It Was Real
He Lets Payment Depot Know About Me!

32. PAYMENT DEPOT’S WANTS ME!

33. PAYMENT DEPOT DOES AN EXPOSE ON ME!
Site: Paymentdepot.com
Domain Rating: 40
URL Rating: 7
Relevant Site: Yes, not the site but
the content is!
Local: No
Good Link: Yes!

34. CONTENT CREATION & OUTREACH

35. HOW TO CREATE CONTENT
• Ultimate Guides
• Ebooks
• How-To Manuals
• Take all the questions you have ever been asked
and organize and compile them into something
amazing!

36. HOW TO GET BACKLINKS FROM CONTENT
• Google tells us content is king
• Content that ranks in the top 5 results is often over 2,000 words
long
• Writing content that your readers find of value is important
• Outreach. Email people letting them know about your content

37. OUTREACH
• Lots of emailing is needed. Do not expect more than a 5-10% ROI.
• Find possible sites through google searches “keyword” + “links” or “resources”
• Education and Government site provide the most authority – hardest links to get

38. LOCAL SEO, NAP &
CITATIONS

39. CITATIONS/NAP
Citations are
defined as
mentions of your
business name
and address on
other webpages—
even if there is no
link to your
website.

40. CITATION EXAMPLE
YP.com

41. CITATIONS
• Has a free Top 50 Local Business Directors
• Go through each directory and enter your contact information
• http://blog.hubspot.com/blog/tabid/6307/bid/10322/The-Ultimate-List-50-Local-Business-Directories.aspx

42. FIND YOUR CITATIONS
• Whitespark will give you a list of where your citations are or
should be for $20/month (many times all you need is one
month).
• Additionally, you can PAY whitespark (depending on the
amount of citations) between $200-600 to find and enter
citations for you.

43. HOW TO GET BACKLINKS

44. HOW TO GET BACKLINKS
•Backlink Profile Replication
•Great Google Searches
•Guest Posting
•Sponsorships

45. TOOLS YOU’RE GOING TO NEED
• Backlink checker (I use Ahrefs) $99/month
• Link Prospector by Citation Labs (PAYG $5/per
credit)
• Excel Work Sheet/Google Sheets (Free)
• Email Tool (Gmail, Yahoo, Outlook etc.)

46. WHAT IS A BACKLINK CHECKER?

49. BACKLINK PROFILES REPLICATION
• Find A Competitor or Related Company’s Website
• Enter Into Backlink Checker
• Manually check each link to try and reproduce it
• Takes time but you will find opportunities!

50. BACKLINK EXAMPLES
Site: AARP
Domain Rating: 73
URL Rating: 13
Is it local? Yes
Is it relevant? Absolutely!
Amazing link!

52. GUEST POSTING

53. DISCLAMER
• DO NOT copy and past articles you find on the internet, or
try and have the same article posted on multiple sites.
They will check to ensure it’s authentic.
• It’s not worth your reputation!

54. GUEST POSTING
• Millions of blogs are written each day. Not
everyone wants to do it themselves.
• Find blog owners who update regularly and
contact them.
• How Do I Find These Blog Owners?

55. GUEST POSTING TOOL
• Use LinkProspector by Citation Labs

59. LINK PROSPECTOR
• Receive an Excel sheet of names, url’s, and information
regarding guest posts
• Click through each link and see who fits your criteria
• Then go back to the original option and pick a new
keywords!

60. DONATION AND SPONSORSHIPS

61. DONATIONS & SPONSORSHIPS
• Find local non-profits that have “supporter pages” with links to a
supporters site
• Sports Leagues
• Performing Arts
• Farmer’s Markets
• Find reginal or national companies that are RELATED to your niche
that need donations
• Find local drives, walks, 5ks, fundraisers that you can sponsor
• Are You Paying For Links? (Big Google No-No)

62. HOW TO FIND DONATION/SUPPORTER PAGES?
• Start with obvious places in you niche (health care field). Google
them, find PR reps, or a webpage dedicated to events.
• Backlink replicating
• Citation Labs
• Google search
• “donation list” + “contributors” + “location”
• “contributors page”
• “supporter page”

64. OUTREACH

65. OUTREACH
• You are going to be emailing a lot of people!
• Expect to be ignored or outright rejected.
• Write short, to the point emails, but make it about them.
• How do you find their emails?

66. THINGS MIGHT GET A TAD BIT CREEPY

67. FINDING CONTACTS EMAILS
• 90% of emails are one of two variations
Example: John Smith works for healthcare.com
More than likely it is:
Jsmith@healthcare.com
John@healthcare.com
(sometimes it is) smith@healthcare.com – rare.

68. FINDING A CONTRACT’S EMAIL
• Mailtester.co
m
• Wrong email
will show red

69. MAIL TESTER

70. LINKEDIN – WEALTH OF CONTACT INFORMATION
Type in the company name
Use the search criteria on the left side to filter down to
the contact you are looking for
Use that information and go to mail tester to check
emails

71. LINKEDIN CONT.

72. GETTING INVOLVED IN INTERVIEWS

73. HARO
• Help A Reporter Out
• Great For Interviews
• Great For Links

74. HARO
• Is a publicity site that connects journalists and experts
• You will get an email that lists all the topics journalists are
looking for information on
• Often, if your content is used, you will get a link as well!

75. HARO
• This is separated into categories
for easy searching
• Each topic (most of the time) has
the website that the article is for
• You can check to see if these sites
match your niche and have high
DA
• Very passive link building

76. WRAPPING IT UP

77. WHERE TO START?

78. IF I WERE YOU . . .
• Start out with HARO - Easy and simple to use
• Whitespark - Spend the money/time on citations. It’s relatively cheap, or
pay someone else to do it!
• Work On Getting Guest Posts Through Citation Labs – Cheap, but labor
intensive
• Backlink Replication – Most expensive option and labor intensive

79. WHAT I WANT TO STRESS
• You are not Partners HealthCare with billions of dollars
• You are not a team of full-time inbound marketers
• Take small steps and be persistence and consistent. You will get there!!

80. LINK TO SEE THIS PRESENTATION