SEO For Startups

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Jon Hainstock

Deck for a Tailwind Creative presentation at Gener8tor incubator in Milwaukee, WI.

Tecnologia Design

What is SEO?
• Search Engine Optimization
• Rank Organically For Specific Keywords
• Beginners Guide to SEO (SEOmoz)

Why SEO?
1. Experience Need (often through social media)
2. Enter in query in Google
3. Browse for the best match
4. Click on result
5. Scan for solution
6. Narrow query if inadequate answer is found

Do You Have A Product Anyone Wants?

Keyword research
– Google Adwords
– Google Insights
– Google Trends
– Trellian Search Term Suggestion Tool
– Wordtracker
– Soolve (instant search suggestion tool)

How Search Engines Work
• Index (collects, parses)
• Crawl (links are the
roadways) that spiders
crawl
• Store (lots of datacenters)
• Serve Relevant Results
(SERPs)

How Search Engines Rank
• Over 200 factors
– Basically by popularity
– Content + Links!
– Ranking Factors (SEOmoz)
• Relevance + Importance
– On Page
– Off Page

Foundation
• Create accessible site for users and search
engines
• Do keyword research
• Do competitive research
• Optimize on page for targeted keywords
– Juxseo
• Setup Analytics with Conversion Tracking

Build Relationships (Links)
• Make friends
– In Person
– Social media
• Find link opportunities
– Guest posts
– Interesting content
– Key Research
– Data
– Tools

Build Content Around Needs
• Customer development
model
• Back to keyword
research
• Analytics tell you
everything

Build Better Content
• Be aggregators/curators
• Repurpose good information
• Always link back to source and mention

Build Smarter Content
• Target keywords with low competition
• Build a content strategy to reach customers
experiencing a need
• Get “buy-in” before you create from thought
leaders

Monitor, Track and Learn
Close attention to analytics

Monitor, Track and Learn
– How are people finding you?
– Which ones are converting?
– How can you provide content for more people
like that?

More Resources
• 1 SEO Article You Should Read
– Strategic SEO for Startups
• Open Site Explorer (analyzing links)
• Hubspot (learn inbound marketing)

Questions?
@jonhainstock • @benbartling
tailwindcreative.com

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SEO For Startups

2. What is SEO? • Search Engine Optimization • Rank Organically For Specific Keywords • Beginners Guide to SEO (SEOmoz)

3. Why SEO? It’s How We Buy Things.

4. Why SEO? 1. Experience Need (often through social media) 2. Enter in query in Google 3. Browse for the best match 4. Click on result 5. Scan for solution 6. Narrow query if inadequate answer is found

5. Do You Have A Product Anyone Wants?

6. Do You Have A Product Anyone Wants? Keyword research – Google Adwords – Google Insights – Google Trends – Trellian Search Term Suggestion Tool – Wordtracker – Soolve (instant search suggestion tool)

7. How Search Engines Work • Index (collects, parses) • Crawl (links are the roadways) that spiders crawl • Store (lots of datacenters) • Serve Relevant Results (SERPs)

8. How Search Engines Rank • Over 200 factors – Basically by popularity – Content + Links! – Ranking Factors (SEOmoz) • Relevance + Importance – On Page – Off Page

9. What Should You Do?

10. Foundation • Create accessible site for users and search engines • Do keyword research • Do competitive research • Optimize on page for targeted keywords – Juxseo • Setup Analytics with Conversion Tracking

11. Build Relationships (Links) • Make friends – In Person – Social media • Find link opportunities – Guest posts – Interesting content – Key Research – Data – Tools

12. Inbound Marketing

13. Build Content Around Needs • Customer development model • Back to keyword research • Analytics tell you everything

14. Build Better Content • Be aggregators/curators • Repurpose good information • Always link back to source and mention

15. Build Smarter Content • Target keywords with low competition • Build a content strategy to reach customers experiencing a need • Get “buy-in” before you create from thought leaders

16. Monitor, Track and Learn Close attention to analytics

17. Monitor, Track and Learn – How are people finding you? – Which ones are converting? – How can you provide content for more people like that?

18. More Resources • 1 SEO Article You Should Read – Strategic SEO for Startups • Open Site Explorer (analyzing links) • Hubspot (learn inbound marketing)

19. Questions? @jonhainstock • @benbartling tailwindcreative.com

SEO For Startups

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