Jennifer Laycock kicks off the first Search Engine Guide's Unleashed Small Business Marketing Conference. She gratefully thanks the sponsors as well as the audience for having a belief in SEG for coming and both attending and sponsoring the event.
Jennifer goes into where the industry has come from and where its going. Have a little faith and do your marketing and let the industry catch up to you. She introduces Matt McGee of Marchex.
Matt has a great presentation - SEO Success Pyramid. It's a big picture overview of an SEO marketing campaign and this is an overview of what will be presented over the next two days. 15 building blocks to this pyramid. However you can't think of this pyramid as a block by block process, level by level approach.
these have nothing to do about your website.
Nuts & Bolts Level
Sides of the Pyramid:
1. Buzz / Word-of-Mouth Marketing: It's how small businesses really rely on this. Allow your customers to be the evangelists.
2. Community: The community is also key to your success, they help you to promote your business.
Top of Pyramid (What's it's about):
Balance of Marketing vs. Actually Doing Business
Three years ago she started a hobby blog to document her startup. But three months later it became hugely partner. You need to decide what to invest in. Marketing and takes time as well.
If you really believe in yourself, take the next step. Make sure you take those next to promote yourself. Don't be afraid to really step out of your comfort zone as this could me a great deal to the success of your business.
This stuff isn't easy but you are doing it because you love
it, let that propels you. The little
things really do make a difference.
Sometimes you don't know which ones which ones will make a difference or
not. Sometimes its just an email, just
something small - so just go for it.
Website Marketing is mostly about three things:
Small businesses find a lot of "crap" out there. You really need to look at when the articles are written. It's so "1990's" and caveman technology. If you are reading stuff from pre-2000 it's dated, this content isn't really going to help you.
A lot of sites out there specialize in advanced SEO site. These sites will drive small business owners insane. Articles in advanced conferences are geared for the "NASCAR experts" of the industry. The information the small business needs is a lot different than the information an expert needs.
Pharma, Porn and Casinos are what a lot of these advanced articles are written for - because they are the most competitive industries in the search marketing industry. Small business owners, don't have to focus as much on these types of details.
Look at the Return on Investment. Are you doing the fundamentals of SEO and understanding how linking works. SEO has a fantastic ROI just by doing the basics. Analytics ROI can give you 900-1200% ROI.
Usability is as easy as getting as your mom to use your website. Just get someone who will be honest with you about how to use your website. Get people to your site, get them to do what you want them to do. You need to make it easy to get them to do what you want to do.
According to Jacob Neilson: "Following a usability redesign, websites, there was an increase in desired metrics by 300%." "Recession proofing your website" - Make sure your website is usable.
That wraps up the opening session of the Unleashed Small Business Marketing conference.
Liana "Li" Evans is the director of internet marketing at KeyRelevance Search Engine Marketing. She oversees all social media, online PR and word-of-mouth marketing efforts for a variety of clients within the company’s portfolio. Li also collaborates with the team on all SEO (Natural Search) optimization for clients. Since 1999 Liana has been active in the search marketing arena, becoming well versed in all avenues of search marketing but with particular focus on natural search, image search, and social media. She also has substantial experience in areas of the retail industry regulated by the FTC. Prior to Li’s tenure at KeyRelevance Search Engine Marketing, she helped to design, plan, and implement an Internet Retailer 500 company’s efforts into natural search optimization, successfully revamping outdated navigation and site architecture. Li is an accomplished programmer and database programmer/designer familiar with the demands of large-scale, dynamic retail sites.
Liana holds a B.A. in Information Systems with a minor in Public Relations from Susquehanna University, and an Associates Degree in Mass Communications/Public Relations from Pennsylvania College of Technology. She currently lives in the Philadelphia suburb of Limerick, PA and runs the search marketing blog Search Marketing Gurus.
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