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STANDOUT

STANDOUT

S I M P L E O N L I N E

FOR YOUR SMALL BUSINESS

P L A N

A

A N D

E F F E C T I V E

M A R K E T I N G

Aaron N. Fletcher

TURNER

Stand Out: A Simple and Effective Online Marketing Plan for Your Small Business

Fletcher.

For my wife, Elizabeth: Thanks for who you are, all you do, and how you make me—

and every being you encounter—feel.

ACKNOWLEDGMENTS

Stand Out

viii

Acknowledgments

CONTENTS

ACKNOWLEDGMENTS

VII

INTRODUCT ION

XI

P

ART 1: TH E S TAND O UT M ARKET ING F OUNDAT ION

ART 1: TH E S TAND O UT M ARKET ING F OUNDAT ION

1

Use the “5M’s” of Marketing to Build a Solid Foundation

Understand the Basic Online Marketing Funnel

O UT
O UT

P ART 2: TH E S TAND

W E B D ES IGN S TRATEG Y

29

Choose the Right Domain Name, CMS, and Hosting Provider

Design an Engaging Website That Builds Trust with Your Audience

Generate More Leads Using Website Conversion Triggers

P

P ART 3: TH E S TAND O UT S EO S TRATEG Y

ART 3: TH E S TAND O UT S EO S TRATEG Y

93

Google 101: How Search Engines Work

Optimize Your Website with SEO Basics

Reach Your Audience Across the Web

Measure Your Online Marketing Funnel

P

P ART 4: TH E S TAND O UT C ONTENT S TRATEG Y

ART 4: TH E S TAND O UT C ONTENT S TRATEG Y

199

Outpublish Your Competition with a Content Marketing Plan

Write Your Way to the Top with Blogging Basics

Be Seen Everywhere Using Online Videos

x

Contents

x Contents P ART 5: N E X T S TEPS F OR S TAND O

P ART 5: N E X T S TEPS F OR S TAND O UT M ARKETERS

289

Get More Referrals, Reviews, and Renewals with Nurture Campaigns

Become a Digital Citizen and Join the Discussion

CONCLUS ION

323

NOTES

327

INDE X

337

INTRODUCTION

xii

Aaron N. Fletcher

WHY

IS

THI S

BOOK

FOR

M E ?

STAND OUT

xiii

HOW

HUGE

AN

O PPORTUN I T Y

A RE

W E

T ALK I NG

AB OUT ?

2

WHY

A RE

W E

A LL

U S I NG

T H E

BUS I NESSES ,

INTERNET A N Y WA Y?

TO

FI ND

L OCAL

Relevance:

1

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Aaron N. Fletcher

Interactivity: Convenience:

WH AT

AB OUT

U S

A D V ERT I SERS ?

Relevance: Engagement: Measurement:

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xv

T H E

STAND

OUT

PROCESS

Part One—The STAND OUT Marketing Foundation: mindset, market, message, media, metrics.

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Part Two—The STAND OUT Web Design Strategy: Part Three—The STAND OUT SEO Strategy: Part Four—The STAND OUT Content Strategy: Part Five—Next Steps for STAND OUT

H OW

TO

USE

T HI S

B OOK

not

STAND OUT

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KEY CONCEPTS: RESOURCES: CHAPTER CHECKLISTS:

W H AT’S

T H E

CATC H ?

The 4-Hour Workweek The 4-Hour Body, You have to actually do the work.

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PART ONE

T H E

MARKETING FOUNDATION

S T A N D

O U T

ONE

USE THE “5M’s” OF MARKETING TO BUILD A SOLID FOUNDATION

“The aim of marketing is to know and understand the customer so well the product or

—Peter Drucker

·

O V ER H AUL

Y OUR

CURRENT

MARKET I NG

PLAN

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Aaron N. Fletcher

1. Mindset: how to think more like a marketing-focused business owner and understand the need for and value of getting more involved with your marketing

2. Market: how to ensure that you understand exactly who your target clients are and precisely what their needs are

3. Message: how to determine the single most important from your competitors

4. Media: how to determine where you are most likely to reach

5. Metrics: how to know which of your marketing efforts are

MINDSET

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you

Bad Marketing = Bad Internet Marketing

1. See the need to obtain it.

2. Create the time to obtain it.

BUS I NESS

O WNER

2.0:

YOUR

N EW

M ARKET I NG

MI NDSET

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Aaron N. Fletcher

You are not what you sell! Getting. Your. Next. Client. But I have “Someone Else” who handles that! marketing is the core element of your business.

STAND OUT

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The

New

Marketing

Mindset

Checklist:

RESOURCE: on in The E-Myth

MARKET

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Aaron N. Fletcher

The

Four

Steps

of

Short-Lived

Entrepreneurship

Field of Dreams that

1. Develop a passion or skill.

2. Start the business.

3. Develop products and services.

4. Find customers to sell these products and services to.

1.

2. Ask them what they want.

3. Build what they want.

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The

Importance

of

Identifying

a

Single

Target

Market

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Aaron N. Fletcher

Focus

Your

Message:

Create

a

Target

Customer

Profile

Q UEST I ONS

FOR

IDENT I F YI NG

YOUR

T ARGET

M ARKET

1. What are the demographics of my market? What are the measurable statistics that I know about my market such as are in the area that I service?

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2. How often do they purchase services like the ones I purchase?

3. What are the psychographics of my market? What are the

4. If I have to spend a lot of time with this group will I be bored or repelled by its members?

5. What kind of connection do I have to this market so I know

it well? Am I part of the market myself or have I been part

of it in the past? Do I have family and friends that are part of it?

6. market and talk to them directly. Do I know where to go?

7. enjoy? If I want to stay in touch with the market on an ongoing basis then I need to know what this group is reading.

8. Do I understand the problems that my market faces? Will my product or service solve a problem for the members of this market?

9. Do I know the language that this market uses? Knowing the vocabulary of my market gives me more credibility.

10. Do I know what attracts this group? How do I let this group know about my product or service? What will get their attention?

11.

I align my product or service in some way with them and their message?

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MESSAGE

critical

IT ’ S

N OT

AB OUT

YOU

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—Ready, Fire, Aim

Domino’s

Pizza:

FedEx:

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M & M ’ s :

TH E

SI MPLE

W A Y

TO

S ELL I NG

D E V ELOP

YOUR

P ROPOS I T I ON

U N I QUE

1. What is the primary need of your customers that your

2.

3. What is the that sets your business apart?

MEDIA

STAND OUT

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C OMMON

P LACES

TO

R EAC H

YOUR

A UD I ENCE

O NL I NE

Your Website: Search Engines: Social Media Sites:

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Aaron N. Fletcher

Online Directories: Multimedia Sites: Industry Sites and Blogs: Joint Ventures and Partnerships:

METRICS

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K E Y

M ARKET I NG

M ETR I CS

FOR

YOUR

BUS I NESS

Measure your online marketing funnel. REACH: ENGAGEMENT: CONVERSION:

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Measure your advertising spending and ROI. Measure your competition. In The Art of War, if you do not single battle

C H APTER

C H ECKL I ST

Get into the Right Mindset

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Identify Your Target Market

Identify the Best Media to Reach Your Customers Measure Your Marketing

Identify the Best Media to Reach Your Customers Measure Your Marketing

TWO

UNDERSTAND THE BASIC ONLINE MARKETING FUNNEL

“That’s been one of my mantras—focus and simplicity. Simple can be harder than complex: You have to work hard to get your thinking clean to make it simple. But it’s worth it in the end because once you get there, you can move mountains.”

—Steve Jobs

your entire online marketing program and goals can be broken down into three primary phases:

Reach: Engagement: Conversion:

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Aaron N. Fletcher

BENEF I TS O NL I NE

OF

M ARKET I NG

U S I NG

T H E

SI MPLE

F UNNEL

Simplicity: Time Savings:

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Cost Savings: Continuous Improvement:

T H E

S I MPLE

ONL I NE

MARKET I NG

FUNNEL

E X PLA I NED

T H E S I MPLE ONL I NE MARKET I NG FUNNEL E X PLA

Figure 1: The Basic Three-Step Online Marketing Funnel

REACH

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Search engine rankings: PPC impressions: Email open rates:

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ENGAGEMENT

Bounce rate: Time on site:

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Page views:

CONVERSION

NOTE:

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1. How many leads were generated in a given time frame?

2.

3. How many of these leads became clients?

4.

5.

C H APTER

SUMMAR Y

C H APTER

C H ECKL I ST

Understand the Basic Online Marketing Funnel

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Measure Each Phase of the Online Marketing Funnel

PART ONE:

PART TWO

T H E

WEB DESIGN STRATEGY

S T A N D

O U T

THREE

CHOOSE THE RIGHT DOMAIN NAME, CMS, AND HOSTING PROVIDER

“In today’s information age of Marketing and Web 2.0, a company’s website is the key to their entire business.”

—Marcus Sheridan Nationally acclaimed marketing speaker

will Inbound Marketing,

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The history of the company website began with the paper brochure that was handed out at trade shows and stuffed into envelopes for mailing to unsuspecting prospects. When the Internet came into play, this same brochure was handed to a Web Designer who turned it into a beautiful website. This made sense at the time; brochures were static, the Web was new and mostly static, and companies had spent lots of money to have these brochures designed. However, having a “brochureware” website is where the trouble starts for many businesses today.

S IX

S I MPLE

STEPS

TO

LAUNC HI NG

A

GREAT

WE B S I TE

Step

1:

S ELECT

A

G REAT

D OMAIN

N AME

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Tips for choosing a greaT domain name

Use relevant keywords. Keep your domain short.

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Aaron N. Fletcher

Make your Web address easy to type. Avoid using hyphens or weird characters. Save the abstract branding for the big companies. Make sure your domain describes what you do. Length of time matters! Avoid tricks and shortcuts.

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Do not pay “cyber

KEY CONCEPT: What to Do If All the Good Domain Names Are Taken

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Aaron N. Fletcher

RESOURCE: Domain Name:

Step

2:

R EGISTER

Y OUR

D OMAIN

N AME

WhaT abouT my currenT domain name?

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Step

3:

Use

a

Content

Management

System

(CMS)

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a dvanTages of using Wordpress To build your WebsiTe

). The Wall Street Journal,

Ease of use: Low cost:

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Support: Large number of professional themes: Performance: Portability: Thousands of free plugins:

KEY CONCEPT:

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Aaron N. Fletcher

Step

4:

C HOOSE

A

H OSTING

P ROVIDER

Types of WebsiTe hosTing:

Free hosting Shared hosting

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Dedicated hosting

KEY CONCEPT: Get the Best of Both Hosting Worlds

WARNING:

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Aaron N. Fletcher

r ecommended hosTing providers

) ) ) )

Step

5:

L AUNCH

A

B ASIC

T HEME

1.

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1. Choose a domain name.

2. Pick a hosting provider/domain registrar.

3. Decide which credit or debit card to use and sign up for hosting.

4. hosting control panel.

5. Install WordPress on your new domain name.

RESOURCE ).

S TEP

6:

D ECIDE

T O

H IRE

A

D ESIGNER

O R

D O

I T

Y OURSELF

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Aaron N. Fletcher

1. Outsource the process entirely.

2. Do the whole website yourself.

3. Use a hybrid approach: pick a theme that you can customize with some help from a hired programmer.

Where To find a greaT Wordpress Theme

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Tips on choosing a Theme:

Use a big-picture perspective when looking at themes. Go with a reputable theme company. Look for theme portfolios.

Popular WordPress Theme Companies

Studiopress.com: Elegant Themes Woo Themes Themeforest Free Themes on WordPress.org

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Aaron N. Fletcher

hoW To a dd a Wordpress Theme To your siTe

Upload the theme from your WordPress Admin Dashboard. Use an FTP connection.

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hoW To hire a greaT WebsiTe developer for a fracTion of The cosT

1. A free or low-cost website that came along with a recent

2.

an arm and a leg but has yet to generate more than the occasional lukewarm lead

Top Outsourcing Sites

Odesk

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Elance Guru.com 99 designs Fiverr

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How to Pick the Best Contractor to Work on Your Website

Check reviews and portfolios. Start with a small test. Communicate clearly.

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Aaron N. Fletcher

WARNING: Be Aware of Potential Security Risks Associated with Outsourcing

RESOURCE: Virtual Staff Finder

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C H APTER

SUMMAR Y

RESOURCES: WordPress Beginners

C H APTER

C H ECKL I ST

Select the Right Domain Name

Register Your Domain

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Launch Your Basic Site

FOUR

DESIGN AN ENGAGING WEBSITE THAT BUILDS TRUST WITH YOUR AUDIENCE

“Bad design is smoke, while good design is a mirror.”

—Juan-Carlos Fernandez

visit go to

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Aaron N. Fletcher

F IV E

STEPS

TO

A

MORE

ENGAG I NG

WE B S I TE

Step

1:

F OCUS

Y OUR

D ESIGN

AND

C ONTENT

O N

Y OUR

C USTOMERS

and them only.

define your siTes ideal user experience

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Elements to Consider in Your Overall Website User Experience:

Overall structure and design layout: Colors: Messaging:

define a clear goal of your WebsiTe Through a mission sTaTemenT

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Aaron N. Fletcher

Step

2:

U S E

S IMPLE

N AVIGATION

law of usability. And the more web pages I look at, the more convinced I

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become. It’s the overriding principle—the ultimate tie breaker when deciding whether something works or doesn’t in web design.” —Steve Krug, author of

Keep it consistent.

Practice Zen-like simplicity.

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Aaron N. Fletcher

deep.

Always go wide instead of

Use action verbs.

Use breadcrumbs.

Home > Blog > 10 Ways to Get Larger Biceps

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Step

3:

I NCORPORATE

S OCIAL

P ROOF

AND

T RUST

social proof.

Testimonials:

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Aaron N. Fletcher

RESOURCE: Website Trends: Testimonials Design

RESOURCE: to Your Site . .

Design RESOURCE: to Your Site . . Trust Icons: Figure 2: Example of a “Facebook Fan

Trust Icons:

Figure 2: Example of a “Facebook Fan Box” used on my blog

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1. Trust by Association.

Best Types of Trust Icons to Use on Your Site

Associations and Memberships:

Media Icons:

Oprah,” Social Media and Reviews: Security:

Oprah,” Social Media and Reviews: Security:

General Trust Icons:

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Aaron N. Fletcher

62 Aaron N. Fletcher Figure 3: Sakkas, Cahn & Weiss, LLP makes good use of trust

Figure 3: Sakkas, Cahn & Weiss, LLP makes good use of trust logos on their site (http://www.sakkascahn.com/).

WARNING: Avoid Copyright and Trademark Infringement

KEY CONCEPT:

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STAND OUT 63 a Yelp reviews widget on his WordPress site. RESOURCE: The Yelp Bar WordPress

a Yelp reviews widget on his WordPress site.

RESOURCE: The Yelp Bar WordPress Plugin

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3. Expert Endorsements:

4. Client Lists:

LEARN MORE:

Step

4:

M AKE

Y OUR

C ONTENT

H IGHLY

S HAREABLE

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social sharing expands online r each

RESOURCE Use the Digg Digg Plugin on Your WordPress Site ) that

Step

5:

L EVERAGE

M ULTIMEDIA

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66 Aaron N. Fletcher KEY CONCEPT: Never Publish Text Alone F ORMS OF M ULT I

KEY CONCEPT: Never Publish Text Alone

F ORMS

OF

M ULT I MED I A

1. Photos and Graphics:

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RESOURCE: Free Stock Photo Sites ) ) )

WARNING: Avoid Being Sued for Image Copyright Violation

2. Online Video:

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Aaron N. Fletcher

Top video hosTing and sharing siTes

) ) ) ) )

TAKE ACTION: Embed a Slideshare Presentation on Your Site!

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RESOURCES: Web Design and Usability Resources

WebsiTes

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books

Don’t Make Me Think!: A Common Sense Approach to Web Usability Neuro Web Design: What Makes Them Click?

C H APTER

SUMMAR Y

C H APTER

C H ECKL I ST

Ensure that the design and content of your website is focused

solely on your target customers. Be sure that your site produces an ideal user experience that

messaging all support this ideal visitor experience.

only the site content that is the most important for your visitors to see. Be sure that your navigation elements contain action verbs rather than canned phrases.

Incorporate social proof and trust icons into your site:

Make it easy for users to share your content by including social media sharing widgets and icons on every page.

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Leverage the power of multimedia by incorporating at least piece of content.

FIVE

GENERATE MORE LEADS USING WEBSITE CONVERSION TRIGGERS

—Steven Wright

WH AT

IS

A

C ON V ERS I ON

R ATE ?

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Aaron N. Fletcher

KEY CONCEPT: conversion Ecommerce sites: Online marketers: Social media advertisers: Small business websites:

KEY CONCEPT: Measuring Conversion Rates Goes Beyond Your Website

F IV E

WA Y S

TO

GENERATE

MORE

LEADS

ON

Y OUR

WE B S I TE

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1.

Use

Landing

Page

Best

Practices

STAND OUT 75 1. Use Landing Page Best Practices Figure 6: An example of a landing

Figure 6: An example of a landing page used by Match.com (image source http:// match.com)

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Aaron N. Fletcher

TreaT every page as a l anding page

How to Make Your Web Pages Like Your Landing Page

Focus each page on a single topic.

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Include conversion elements on every page.

2.

Provide

a

Compelling

Offer

and

Call

to

Action

“Words that urge the reader, listener, or viewer of a sales promotion message to take

an immediate action, such as ‘Write Now,’ ‘Call Now,’ or (on Internet) ‘Click Here.’

A retail advertisement or commercial without a call-to-action is considered incomplete

and ineffective,”

elemenTs of an effecTive call To acTion

Who the reader is:

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Aaron N. Fletcher

How to take action:

Where to take action:

When to take action: th

Why to take action:

TAKE ACTION: Write Your First Call to Action

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RESOURCE: 5 Real-Life Examples of Fantastic Calls to Action

use your calls To acTion every Where you can

Blog posts:

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Aaron N. Fletcher

Online listings:

3.

Use

Simple

Web

Forms

to

Capture

Leads

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Measurability: Familiarity: Highly customizable: Portability:

Types of online lead forms

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Aaron N. Fletcher

1. Simple email posted forms:

2. Database-driven forms:

hoW To use lead forms for maximum conversions

Make your forms as short as possible.

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Place at least one lead form on every page. Place your lead forms in prominent places. Make your form STAND OUT. Remember to include your call to action.

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4.

Make

the

Phone

Ring

with

Prominent

Phone

Numbers

hoW To double your phone bill in Ten minuTes (in a good Way)

Use a local number.

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Place the number in the header on every page of your site. Make your phone number larger. Pair your phone number with a call to action. Track your phone calls.

5.

Say

“Hello”

with

Popups

and

Toolbars

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Aaron N. Fletcher

Popups and lightboxes: ) ) )

WARNING: Now Google Hates Popups Too! .

Web Toolbars:

Hello Bar

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Viper Bar

6.

Start

Up

a

Conversation

with

Online

Chat

Self-managed live chat:

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Aaron N. Fletcher

) ) ) )

All-in-one live chat solutions: ) )

7.

Entice

Your

Audience

with

Conversion

Magnets

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STAND OUT 89 Figure 7: Example of online chat window used on a website F

Figure 7: Example of online chat window used on a website

F

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Aaron N. Fletcher

Types of conversion magneTs

Tip sheets: Video: E-books:

C H APTER

SUMMAR Y

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CON V ERS I ON

TOOLS

AND

RESOURCES

Which Test Won

C H APTER

C H ECKL I ST

Use Landing Page Best Practices for Every Page of Your Site:

Include a Strong Call to Action on Every Page of Your Site

Use Simple Web Forms to Capture Leads

Incorporate Best Practices in Telephone Conversion

Use a Conversion Bar or Popup Lightbox

Experiment with Live Chat Services

PART ONE:

PARTTHREE

T H E

STRATEGY

S T A N D

O U T

S E O

six

GOOGLE 101: HOW SEARCH ENGINES WORK

“If it isn’t on Google, it doesn’t exist.”

—Jimmy Wales

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Aaron N. Fletcher

W H EN

I

SA Y

GOOGLE,

I

MEAN

GOOGLE

).

2.

Figure 8: U.S. Search Engine Market Share
Figure 8: U.S. Search Engine Market Share

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SEARC H

ENG I N E

F A C T S

A

B R I EF

HI STOR Y

OF

SEARC H

ENG I NES

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Aaron N. Fletcher

ANATOM Y

OF

A

GOOGLE

SEARC H

ENG I N E

RESULTS

PAGE

(SERP)

1.

The

Search

Bar

NOTE:

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STAND OUT 99 Figure 9: Anatomy of a Google SERP 2. Paid Search Results b enefiTs

Figure 9: Anatomy of a Google SERP

2.

Paid

Search

Results

benefiTs of using google a dWords

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Aaron N. Fletcher

Immediate results: Measurability: Ultra-targetability:

3.

Organic

Search

Results

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STAND OUT 101 local business, 4. Google + Local and Maps Results

local business,

4.

Google +

Local

and

Maps

Results

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KEY CONCEPT: Mobile Use Is on the Rise

5.

Blended

Search

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4

Categories

of

Blended

Search

Health

4

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H OW

GOOGLE

DEC I DES

W H O’S

ON

TOP

Google Bit Off More Than It Could Chew—The Entire Internet!

).

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Crawling: Indexing: Ranking:

Crawling

KEY CONCEPT:

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Indexing

NOTE:

Ranking

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Relevance: Trust: SPAM Filters:

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KEY CONCEPT:

C H APTER

C H ECKL I ST

Understand the Anatomy of Google Search Results

Understand the Three-Step Process Google Uses to Rank Web Pages

SEVEN

OPTIMIZE YOUR WEBSITE WITH SEO BASICS

art is in getting noticed naturally, without screaming or without tricks.” —Leo Burnett

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Aaron N. Fletcher

to your actual website

1.

2. Domain Name and URL Structure:

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).

3. Use of Keywords in the Right Places:

4. Quality of Your Content:

5. Quality Score:

6. Local Search Factors:

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Aaron N. Fletcher

7. Quality Backlinks from Trusted Sources:

8. Social Factors:

9. Reviews and Citations:

RESOURCE: The Periodic Table of SEO Ranking Factors ).

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SEO

I S

ALL

A B OUT

KE Y WORDS

T H E

ONL I NE

B U YI NG

FUNNEL

Informational Searches Transactional Searches

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Aaron N. Fletcher

Navigational Searches

KEY CONCEPT: Education-Based Marketing Gives You a Jump on the Competition

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KEY CONCEPT: Understanding the Long Tail of Search Wired The Long Tail,

The principle of the Long Tail is the opposite of focusing on the top 10-20 keywords for marketing your website. The “top keyword” concept is reinforced by agencies that contract to gain rankings for 10-20 terms, maybe 30. However, when studying the referrals from the search engines and the traffic they generate, their market. People tend to focus on the thousands of visitors that come to the site for the most popular terms. Most site managers are very happy to see the numbers increase for those specific terms, and even happier to see those terms consistently ranking well. Conventional thinking applies the 80-20 rule that the top terms provide 80 percent of the business, but in evaluating multiple sites, this has proved to be the opposite. An important marketing concept known as “The Long Tail” is used to describe the hundreds to thousands of keywords and key phrases that a website is found for, yet rarely noticed or exploited by owners of the website.

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Aaron N. Fletcher

116 Aaron N. Fletcher Figure 11: The Long Tail

Figure 11: The Long Tail

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SE V EN

S I MPLE

STEPS

TO

SMALL

B US I NESS

SEO

SUCCESS

S TEP

1:

FIND

THE

BEST

KEYWORDS

TO

TARGET

1. Create Your Huge Laundry List

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Aaron N. Fletcher

Category

Printing Shops

Business Cards

 

keyword

keyword

Keywords

printing services

business cards

 

printing shop

best business cards

 

printer services

free business cards

 

screen printing services

templates for business cards

 

digital printing services

business cards templates

 

copy and printing services

how to design business cards

 

copy printing services

business cards design

 

cheap printing services

design business cards

Figure 12: A sample “Keyword Laundry List”

1. A Simple Brain Dump:

2. Your Customers:

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120 Aaron N. Fletcher Figure 13: SEM Rush KEY CONCEPT: Keywords. 2. Remove Undesirable and Irrelevant

Figure 13: SEM Rush

KEY CONCEPT: Keywords.

2. Remove Undesirable and Irrelevant Search Terms

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KEY CONCEPT:

Category

Printing Shops

Business Cards

 

keyword

keyword

Keywords

printing services

business cards

 

printing shop

best business cards

 

printer services

business credit cards

 

screen printing services

templates for business cards

 

Canon printers

playing card shops

 

copy and printing services

how to design business cards

 

copy printing services

business cards design

 

Ink jet cartridges

design business cards

Figure 14: Step 2 is about removing irrelevant keywords.

Keyword Tool

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122 Aaron N. Fletcher Figure 15: Using Google’s Keyword Tool to measure keyword popularity

Figure 15: Using Google’s Keyword Tool to measure keyword popularity

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STAND OUT 123 Figure 16: Using Google’s Keyword Tool to download keyword reports Category Printing Shops

Figure 16: Using Google’s Keyword Tool to download keyword reports

Category

Printing Shops

Business Cards

 

keyword

 

keyword

 
 

Keywords

printing services

165,000

business cards

1,500,000

 

printing shop

60,500

best business cards

33,100

 

printer services

40,500

free business cards

165,000

 

screen printing services

2,400

templates for business cards

110,000

 

digital printing services

2,400

business cards templates

110,000

 

copy and printing services

2,400

how to design business cards

74,000

 

copy printing services

2,400

business cards design

74,000

 

cheap printing services

1,900

design business cards

74,000

Figure 17: Step 3 allows you to rank your keywords by popularity.

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Aaron N. Fletcher

KEY CONCEPT: Word

KEY CONCEPT: Doing Keyword Research

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later).

4. Finalize Your Keyword Map

KE Y WORD

RESEARC H

TOOLS

AND

RESOURCES:

SEOmoz Beginners Guide to Keyword Research SEM RUSH Market Samurai Long Tail Pro

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Aaron N. Fletcher

Step

2:

USE

YOUR

KEYWORDS

IN

THE

RIGHT

PLACES

Where To use your TargeTed k ey Words: every Where!

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On-Page Keyword Deployment

Off-Page Keyword Deployment

pages blogs, etc.) videos on your site

is key!) forums

Figure 18: Keywords should be used both on your site and wherever else your business is listed on the Web.

Quick

Steps

to

Keyword

Deployment

1. Use Keyword-Rich URLs

).

2. Add your keywords to your page titles

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Aaron N. Fletcher

128 Aaron N. Fletcher Figure 19: Viewing the title of a Web page

Figure 19: Viewing the title of a Web page

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RESOURCE: Use the Yoast WordPress SEO Plugin to Make On-Page SEO Simple

3. Add your keywords to the headings and content of your Web pages

Page

Headings

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Aaron N. Fletcher

Photos

and

Videos

Are

Content,

Too!

Content

SEO

Checklist

Step

3:

USE

AN

SEO-FRIENDLY

WEBSITE

STRUCTURE

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