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 Search  Engine  Optimization  for  Startups  

Delivered  to  Project  Skyway  August  29,  2011  

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Who  is  Three  Deep?  

  Founded  in  2003,  Boostrapped  

  35+  person  online  marketing  team  

  10  person  appointment  setting  contact  center  

  2  time  Inc.  5000  Award  Winner  (2010  and  2011)  

  Twin  Cities  Fast  50  Honoree  (2011)  

  Manage  $5+  million  in  paid  search  spending  

  Manage  30+  million  in  consumer  database  records  

  120  million  opt-­‐in  emails  sent    

  Fortune  100  and  midsize  clients  

  Certified  in  Google  Adwords  and  Google  Analytics    

  Best  Place  to  Work  Award  in  MN  in  2010  and  2011  

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Some  Three  Deep  Clients  

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Search  Engines  Circa  1999  

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Search  Engines  in  2011  

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Google’s  Mission  

“Google’s  mission  is  to  organize  the  world‘s  information  and  make  it  universally  accessible  and  useful.”  

Source: http://www.google.com/about/corporate/company/

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There  Can  Only  Be  One  

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May  He  Who  is  Most  Credible  Rank  Well  

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Make  Your  Content  Findable  

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Establish  Credibility  Through  Great  Content  

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Establish  Credibility  Through  Links  

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Wear  The  Right  Hat  

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What  Startups  Must  Do  

 Don’t  be  shoemakers  children    Create  a  website  search  engines  can  find    Become  an  authority  in  your  niche   Generate  and  capture  buzz  to  build  credibility    Think  of  search  as  a  long  term  investment    Learn  from  your  website  analytics  

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Don’t  be  Shoemakers  Children  (Or  Why  Our  First  Website  Sucked)  

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Developers:  Stop  Being  Lazy  

  Be  Dynamic,  Appear  Static    Search  Engines  hate  query  

strings,  JavaScript,  AJAX,  single  page  dynamic  websites    

  Make  your  pages  dynamic,  but  rewrite  URL’s  in  a  friendly  way  

  Use  301  redirects  when  moving  content  

  Create  an  XML  sitemap    www  or  not  www  –  make  a  

choice  

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Become  an  Authority    

  Start  a  Blog  and  write  weekly  posts    On  pages  for  services,  bridge  the  

gap  between  internal  jargon  and  words  your  audience  are  using  

  Research  Keywords  Using  Free  Tools    

  Find  conversation  and  contribute  to  the  community  

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Customer Intent

(Keyword Research and Mapping)

Company Story (Unique Selling Proposition)

Search  Engine  Optimization  Process  

Reporting and Analysis

SEO Link Building

Website Build and Deployment

Content Assembly or Creation

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Generate  and  Capture  Buzz  to  Build  Credibility  

  Project  Skyway    Tech.MN    CoCo    Newspapers    Advisory  Board    National  Incubators    VC’s    Friends  

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Startups  Who  Invested  in  Search  

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Learn  From  Your  Analytics  

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Useful  Tools  &  Websites  

  Open  Site  Explorer:  www.opensiteexplorer.org      AdWords  Keyword  Tool:  jeffsauer.me/akwtool        Google  Analytics:  www.google.com/analytics    SEOMoz:  www.seomoz.org      Wordpress:  www.wordpress.org      Scribe  SEO:  www.scribeseo.com      SEO  Beginners  Guide:  

http://www.seomoz.org/beginners-­‐guide-­‐to-­‐seo    

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Thank  You!    

Three Deep Marketing 180 E. 5th Street, Suite 910 | Saint Paul, MN 55101 651-789-7701

Jeff Sauer Vice President Three Deep Marketing (651) 789-7706 jsauer@threedeepmarketing.com www.threedeepmarketing.com

Download  presenta.on  at:  jeffsauer.me/skywayseo