SEO or as we like to call it; Online Community Building

Title: SEO or Online Community Building: Strategies for Digital Success
Presentation Outline:

1. Introduction
1.1. Overview of SEO and Online Community Building
1.2. Importance of Both Strategies in Digital Marketing
1.3. Purpose of the Presentation

2. Understanding SEO (Search Engine Optimization)
2.1. What is SEO?
2.2. Key Components of SEO: On-Page and Off-Page
2.3. The Role of Keywords and Search Intent
2.4. Benefits of SEO for Long-Term Growth

3. Exploring Online Community Building
3.1. What is Online Community Building?
3.2. Benefits of Building a Community Around Your Brand
3.3. Types of Online Communities: Social Media, Forums, and Membership Sites
3.4. How Communities Drive Engagement and Loyalty

4. Comparing SEO and Online Community Building
4.1. Core Differences in Strategy
4.2. Pros and Cons of Focusing on SEO
4.3. Pros and Cons of Focusing on Online Community Building
4.4. Why Both Can Be Complementary

5. When to Prioritize SEO
5.1. Businesses that Benefit Most from SEO
5.2. Examples of SEO Success in Different Industries
5.3. Tools and Best Practices for Effective SEO

6. When to Prioritize Online Community Building
6.1. Businesses that Thrive with Community Building
6.2. Case Studies of Successful Online Communities
6.3. Strategies for Growing and Maintaining Active Communities

7. Combining SEO and Online Community Building
7.1. How SEO Can Support Community Growth
7.2. Leveraging Community Engagement for SEO Benefits
7.3. Integrated Strategies for Long-Term Digital Success

8. Conclusion
8.1. Recap of Key Points
8.2. Final Thoughts on Choosing Between or Integrating SEO and Online Community Building
8.3. Q&A or Discussion

1. Introduction

- Overview of SEO and Online Community Building**: Start the presentation by introducing the two main concepts: Search Engine Optimization (SEO) and Online Community Building. Both are fundamental to digital marketing success, but they serve different purposes and have distinct approaches. SEO focuses on driving organic search traffic to a website, while online community building is about fostering engagement, loyalty, and brand advocacy through a community-driven approach.

- Importance of Both Strategies in Digital Marketing**: Explain how both strategies have their place in a well-rounded digital marketing plan. SEO focuses on optimizing visibility through search engines, driving traffic, and improving rankings. In contrast, community building focuses on creating strong, loyal audiences who actively engage with the brand, creating trust and advocacy.

- The goal of the presentation is to provide a comprehensive comparison between SEO and online community building.

1. SEO  for SMB’s or as we like to call it: ONLINE COMMUNITY BUILDING

2. Digital Marketing Strategist, helping businesses “Be Seen” and “Be Heard” for more than 20 years.   INDUSTRIES SERVED: Hospitality Healthcare Manufacturing Not-for-Profit Publishing Retail Service MEMBERSHIPS: Crossroads Chamber Valparaiso Chamber Rotary International Arlington Heights Chamber BOARDS: South Shore Arts NWI Food Council

3. What is SEO? T he process of improving your site to increase its visibility for relevant searches. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business. https://searchengineland.com/guide/what-is-seo

4. Why is SEO important? https://www.searchenginejournal.com/seo-101/seo-statistics/ Trillions of Searches (Google has approx. 92% of search). 50 Billion Connected Devices Projected. ( https://ieeexplore.ieee.org/document/8326056 ) 53% of web traffic comes from organic search (top 4 results get over 95% of traffic). 90% of web pages get no organic search traffic from Google. 76% of people who search ‘nearby’ on their smartphones visit a business within a day. 90% of consumers have used the internet to find a local business in the last year. 91% of consumers say that positive reviews make them more likely to use a business. Your Customers are Online…

5. Increase web traffic Grow Social Media Audience Increase Online Lead Generation Stay in front of prospects Communicate new offerings Exit business in 3-5 years Going out of business soon Large existing database (no acquisition strategy) Large Social Audience Existing paid ad budget Other Marketing efforts besides web Do I SEO? Reasons To SEO Reasons Not To SEO

6. HOW DO I SEO?

7. Components of SEO Content Architecture Trust Links Users On-Page Off-Page

8. Google E. E. A. T. E.xperience E.xpertise A.uthoritativeness T.rustworthiness Experience: Does content also demonstrate that it was produced with some degree of experience, such as with actual use of a product, having actually visited a place or communicating what a person experienced? There are some situations where really what you value most is content produced by someone who has first-hand, life experience on the topic at hand. Expertise : This refers to the creator of the main content (MC) on the page. Are they an expert on the topic? Do they have the credentials, if necessary, to back that up, and is this information available to read on the website? Authoritativeness : This refers to the MC creator, the content itself, and the website on which it appears. Trustworthiness : The “Trustworthiness” part of E-A-T also refers to the MC creator, the content, and the website. Being a trustworthy expert and source means people can trust you to provide honest, true information that is accurate . https://static.googleusercontent.com/media/guidelines.raterhub.com/en//searchqualityevaluatorguidelines.pdf

9. ON - PAGE Content Determine appropriate length of copy Links to sources Relevant keywords Images titled appropriately Video/audio on page Call to action

10. Architecture On-Page (cont’d)

11. Off-Page Trust Can I find other articles by you on the topic? Are the factors on high domain authority pages? Are there external factors supporting your expertise?

12. Off-Page (cont’d) Links Internal Links Memberships Profile Pages Directory Listings GMB, Bing, Partner Organizations Guest Blogging Press Releases Citations Slideshare Your Site Domain Authority Popularity Test Topical Authority Other Links Relevance Link Position

13. Off-Page (cont’d) Users: Country Locality User Experience History (how many times have they visited?) Intent (why are they visiting?)

14. HOW DO I SEO?

15. Start With A Strategy What Do You Want To Rank For? Who Do You Want To Find You? How/Where Will You Engage Them?

16. What Do You Want To Rank For? Review Your Products/Services Determine Upcoming Events Research Relevant Keywords

17. Who Do You Want To Find You? Write a Paragraph: What do they wear Kids/no kids Type of Car Radio Station Voter Sports Fan Consumer/Commercial Online/Offline Client Persona Apple or Android Conservative or Liberal Big Box or Small Storefront Drama or Documentary Theater or Movieplex Etc …

18. How Will You Engage Them? Where Will You Engage Them? Articles Videos Podcast Social Media Direct Mail eNotice Paid Ads Livestream’ Inforgraphics Animated .gifs

19. QUESTIONS?

20. CONTACT: Joseph R. Skibbie [email protected] 312-339-9359 #BeSeen & #BeHeard @jrsmarcom