Slides from our small business internet marketing / search marketing / local marketing seminar. (c) all rights reserved Visit http://sidewalkbranding.co and book Chris to speak to your business or group. #rhodeisland #internetmarketing #searchmarketing #seo #searchengineoptimization #sem #searchenginemarketing #localmarketing #riscore

1. People Are Looking For Your Business – Right Now…
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2. You Will Learn…
HOW TO increase your search
engine discoverability…and
“be DISCOVERED”
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3. THANKS!
PROFESSIONAL AERIAL PHOTOGRAPHY ASSOCIATION
&
FOLGERS COFFEE
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4. Chris Sheehy
Est. 1997
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5. Published
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6. And while you sit and listen to me – people are still looking for what you have to sell…
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7. Will they find you?
Before your competition?
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8. Can they find you?
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9. Or is your competition easier to discover?
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10. Don’t let them pass you by…
Be DISCOVERED
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11. 30

12. SEO = search engine visibility
SEM = people discovery (x)
THE
MULTIPLYING
FACTOR!
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13. Digital
Convergence
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14. What are the odds someone is looking for YOU?
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15. 93% of all internet traffic is
derived from search engines
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16. 70% of the links people click on
are for organic results
(i.e. – not the paid ones)
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17. 75% of users never scroll past
the first page of search results
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18. 80% of unsuccessful search
queries are followed by an
immediate revised search
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19. 91% of email users
unsubscribed from a company
they had previously opted-in
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20. 40% of SEO marketing
campaigns achieve a ROI
greater than 500%
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21. VS.
22% for paid campaigns (PPC)
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22. 62% of American households
are connected to the internet
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23. Search is the #1 driver
of traffic to websites
Beating social by more than 300%
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24. 44

25. Before you begin to market your business online,
you should first know how Search works…
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26. Ever used a card catalog to find a book? Search engines works a lot like that…
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27. Search Engines Only See Text
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28. Words are like magnets…
If you use the right ones, they’ll pull in what you are looking for…
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29. 50

30. Three Types Of Search
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31. After analyzing 1.5 million searches - A
major university research study showed:
•80% of searches are informational in nature
•10% are navigational
•10% are transactional
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32. Informational
General search query
Navigational
Searching for a particular website (or business)
Transactional
Seeking purchase-price information
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34. A story about:
Apizza Restaurants in New Haven CT 64

35. Know Your Phrase That Pays
apizza restaurants in new haven ct
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36. New Tricks…
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37. Simple Change #1
• KEYWORDS
– Poor keyword research results in attracting the
wrong type of customer to your business
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38. Simple Change #2
• META TITLE
– Website pages should contain
• Major keyword for the page
• Be within 65 characters in length
• Have complementary navigation, text, and images
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39. Simple Change #3
• META DESCRIPTION
– While not a ranking factor, this is what people
read of your business on the search engine result
page, it should be unique (every
page), concise, and contain the page keyword
– Be within 165 characters in length
– Contain your page keyword
– Be unique
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40. Simple Change #4
• IMAGE FORMATTING
File Name = META TITLE
{alt attrib} = META DESCRIPTION
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41. Spread The Word Image
Use image sharing sites like Pinterest to share
your work…
• Formatted Image
• Description
• Link
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42. Simple Change #5
NAPU
• Name
• Address
• Phone
• URL
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43. [the rundown]
1. Keywords
2. META TITLE
3. META DESCRIPTION
4. IMAGE FORMATTING
5. NAPU
6. (one more…)
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44. Hidden Elements Of Search
Backlinks
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45. Linkbuilding & Backlinks?
Links from other websites that point to yours
 Websites
 Social Media
 Directories
 Search Engines
 Blogs
 News Sites
 Business Listings
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46. Important?
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47. 86

48. 87

49. Link Where Your Searchers Are
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50. Realistic Expectations
Focus on Primary keywords
Consistent wordtrack & phraseology
9-12 months before appreciable results
Focus on long-term growth (like stock investing)
Linkbuilding is like a hot air balloon – it
takes a lot of effort to launch
Be LOCAL to be DISCOVERED locally
Not a one-time thing
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51. Consistency (+) Intent (=) Success
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52. Types Of Search
T RANSACTIONAL
• Purchases
Thank You
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53. http://SidewalkBranding.Co @SidewalkBrand
401-481-4939
Presentation and its contents © Sidewalk Branding Company - All rights reserved 102