This document provides tips and strategies for small businesses to dominate online through search engine optimization (SEO) and inbound marketing. It recommends optimizing a WordPress site for SEO by changing permalinks, installing the Yoast SEO plugin, and adding proper title tags and meta descriptions. Additional tips include creating shareable content using videos and interviews, getting involved in forums and communities, and hosting both online and offline events to engage customers and build an audience. The overall message is that businesses should focus on creating valuable content to attract organic traffic rather than relying solely on outbound advertising.

1. DIY - ONLINE DOMINATION
Lachlan
MacPherson
http://www.sennza.com.au/ | Twitter: @sennza

2. YOU HAVE THE TOOLS, NOW WHAT?
Ø Get found on Google
Ø SEO – Top 5 things to do now!
Ø Life beyond Google
Ø Don’t chase your customers, let them find you!
Ø Inbound Marketing. What is it?
First stop, SEO Quick Guide

3. SEO & WORDPRESS
“If you do everything on WordPress
you’re pretty much automatically
covered as far as SEO”
- Matt Cutts, Head of the Webspam Team @ Google

4. ADVANTAGES OF A WORDPRESS SITE
Ø Search Engine Friendly URLS
Ø RSS Feeds
Ø Content Rich, Search Engine Friendly HTML
Ø Visitor Participation
Ø Scheduling of posts
Ø Ease of maintenance
Ø Extensibility (“there’s a plugin for that”)
One click plugin, theme and core updates!

5. 1. CHANGE YOUR PERMALINKS
Under Settings->Permalinks

6. 2. WORDPRESS SEO BY YOAST
Ø Title and Meta Descriptions
Ø Take control of robots!
Ø Canonical URLs
Ø Breadcrumbs
Ø XML Sitemaps
Ø Twitter & Facebook Open Graph Data
The Best SEO plugin for WordPress!
http://wordpress.org/extend/plugins/wordpress-seo/

7. 3. TITLE AND META DESCRIPTIONS
Dead simple checklist for each page!

8. 4. BREADCRUMBS
Home > Blog > SEO

9. 5. XML SITEMAPS
Webmaster Tools

10. 6. SOCIAL - TWITTER & FACEBOOK
Additional data for people linking to you on social networks!

11. DIVERSIFY
Ø Search – People find you
Ø Referral – Found you though (online) word of mouth
Ø Direct – Repeat business, or know who you are.
Don’t rely on Google to be there for you
http://www.google.com/analytics/

12. WHAT IS INBOUND MARKETING?
Ø The opposite of Outbound Marketing (Push Marketing)
Ø Advertising, TV, Radio, Newspaper, Online PPC
Ø Outbound relies on shoving your messages in other peoples faces.
Ø …Again, and again, and again.
Ø With Inbound, customers *stumble* across you.
Ø Customers see you as an authority in your market
Ø They look to you for advice and thought leadership.
This all sounds great… BUT HOW???
http://inbound.org/ - Keep up to date with the latest inbound marketing news

13. WHAT DO CELEBRITY
CHEFS KNOW ABOUT
BUSINESS THAT
YOU DON’T?
Hint, it’s not about the food…

14. GIVE YOUR RECIPES AWAY
Ø They don’t closely guard there secret recipes
Ø They give them away
Ø Give people as much information to help them as you can
Ø Don’t be afraid of your competition
Ø If you don’t they eventually will
Additional data for people linking to you on social networks!

15. CONTENT IS THE FUTURE
http://www.youtube.com/watch?v=LerdMmWjU_E
If Coca Cola is doing this, how long until you competitors are?

16. THAT’S FINE FOR COCA COLA...
Ø Do you have a smart phone?
Ø It has a camera and a microphone
Ø Interview smart people – smallbusinessbigmarketing.com
Ø Record your thoughts on the way to work – tontodigital.com
Ø Interview your customers! – 30 second clip how they use/love your product
Ø Don’t have happy customers?
Ø 5 things our customers hated about our product and what we did to fix it!
Ø Scared of your face and voice? You phone also takes pictures
Ø Do you have a laptop with the webcam?
Ø http://plus.google.com/hangouts/ <- This is small business GOLD!
If Coca Cola is doing this, how long until you competitors are?

17. BUT MY INDUSTRY IS BORING…
Ø Boring Content:
Ø http://www.seomoz.org/blog/companies-in-boring-niches-creating-great-content
Ø Dollar Shave Club
Ø Blendtec
Ø Open Business Forum – American Express
Ø Think about related industries
Ø Forums
Ø Is it shareable? – It you received it in an email, would you forward it to a friend?
Additional data for people linking to you on social networks!

18. GET OFFLINE
Ø It doesn’t have to be online
Ø Meetup.com – small get together
Ø Eventbrite.com – bigger events
Ø Stop thinking about $’s start thinking how you can help others
Additional data for people linking to you on social networks!

19. RECAP!
Ø Niche – Go for the quick wins!
Ø Leverage free and cheap software
Ø Automate the pain points in your business
Ø Action the 6 SEO quick wins. Do it now!
Ø Create sharable content
Ø Your business is not boring
http://www.sennza.com.au/

20. THANKS!
ANY QUESTIONS?
http://www.sennza.com.au/