In this episode of The Professional Content Creation Podcast, I interviewed Tom Treanor of Right Mix Marketing, a company that is focused on helping businesses of all sizes succeed through the effective use of Content Marketing, Search Engine Optimization (SEO), Business Blogging and Social Media. Tom teaches a course on social media tools at San Francisco State University. He speaks at live and virtual events on blogging and all things social media.
This interview is packed with tons of great information that will help any business owner using content to market their business and is focused on three primary areas: SEO, webinars, and blogging.
In this episode we talked about:
- What SEO is and how small business owners can benefit from it.
- What business owners will often find when they do an SEO audit of their sites.
- The biggest mistakes that people make when it comes to SEO.
- What businesses should track in order to know whether or not their SEO efforts are working.
- The main things to pay attention to in Google Analytics.
- The best way to use webinars for list building and content creation.
- The basic elements that should be included in a webinar.
- Reasons why blogging may not go well for a business.
- What can be the missing link with social media.
- How two complementary businesses can work together in a way that benefits everyone involved.
Items mentioned in this episode include:
- Right Mix Marketing
- Fast, Easy Blogging
- Google Analytics
- Instant Teleseminar
Rebecca Livermore: Tom, thanks so much for joining us today.
Tom Treanor: Glad to be here, Rebecca. Thanks for having me.
Rebecca Livermore: I really appreciate you taking your time and I’ve been looking forward to this for quite a while. One thing that I’m really looking forward to with this particular podcast episode is the fact that you have a lot of experience in a few different areas and I’m going to touch on three areas in this interview; the first one SEO, the second one webinars and the third one blogging. So that’s kind of the direction that I’m taking.
Tom Treanor: OK, sounds good.
Rebecca Livermore: All right. So first of all, with SEO, that might be something that some people have heard of but don’t really understand what it is. Can you explain what SEO is and how small business owners can benefit from it?
Tom Treanor: Sure. In the simplest form, SEO is merely making the content that you’ve already produced for your website and/or blog more search-friendly and that can include the types of terms that you use as well as where you specifically put that on the website and then it also blends a little bit with social media because Google and Bing and the other search engines are also looking at how often your content is shared in social media as one of the ranking factors.
But at the end of the day for a small business, the most basic level is to have the right keywords that tell Google what your company is about, where it’s located, what kind of customers you serve and what kind of products you have. If people do an audit of their site, I think a lot of times they will find that they’re not being explicit enough. They need to explain it to Google like Google is a five-year-old child which means that they actually say the words versus imply things.
Rebecca Livermore: OK. So how would somebody explain it to Google? When you say that, what does that mean? What’s a practical application of that?
Tom Treanor: So if let’s say a lawyer had a website and they said we’re a legal professional and we serve clients in – some sort of business advisory and we serve clients from Santa Cruz all the way to San Francisco. That may not be enough for Google. They may need to know that you’re an attorney, that you’re a lawyer, your exact specialty, exactly which cities and towns you will practice in. What are some of your main services that you offer?
So really having enough meat in there and enough content to explain the details of your business so that when people search for one specific type of service, Google can pick that up and find your company because it will not understand that between Santa Cruz and San Francisco includes Palo Alto or San Mateo or all these other big towns that you might have some clients in.
Rebecca Livermore: OK, that makes a lot of sense. What are some of the biggest mistakes that people make when it comes to SEO?
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