Post on 30-Oct-2014
description
Online Marketing
Building Web Traffic Through Search Engine Optimization
Why Businesses Are Using SEO
Hands Down, It Works
- 70% Of The Links Search Users Click On Are Organic
- Inbound Leads Cost 61% Lower Than Outbound Leads.
- SEO Leads Have a 14.6% Close Rate, While Outbound Leads
(Such as Direct Mail or Print Advertising) Have a 1.7% Close
Rate.
SearchEngineJournal.Com
Why Businesses Are Using SEO
Companies are Acquiring Customers
- MarketingCharts Reports That Over 39% of Customers Come
From Search
- 75% of Users Don’t Go Past Page 1 on Google
- Nearly 40% of all U.S. Companies Use a Blog for Marketing Purposes
SearchEngineJournal.Com, HubSpot
Why Businesses Are Using SEO
Essential For Business Marketing
Why Businesses Are Using SEO
- B2B Marketers Who Use Blogs Generate 67% More Leads Per Month Than Those Who Do Not (Source: @FactBrowser)
- B2C Companies That Blog Generate 88% More Leads Per Month Than Those That Do Not. (Source: @HubSpot)
- Small Businesses That Blog Get 126% More Lead Growth Than Small Businesses That Do Not Blog. (Source: @ThinkCreative)
Why Businesses Are Using SEO
Google Is Catering Toward Local SEO
-The Number Of Online Searches For Local Businesses Is Up 58% (2008-09)
-70% Of Local Consumers Trust Online Business Reviews
The 7-Pack
Not All Web Traffic Is Created Equal
Why Build Search Traffic Over Referral or Social?
It Performs Better!
-Higher Conversions
-Higher Actions Per Visitor
- Intent, Specificity, Environment
Not All Web Traffic Is Created Equal
Building Social Traffic Takes Constant, Daily Effort
From BlogWorld.Com:"...after a time, the promotion of content elsewhere = on social
networks, gets cumbersome, tiresome, and loses its effectiveness. However, with search traffic, as long as the content is meaningful, follows the rules of good SEO, it will continue to grow."
Google’s Algorithm
To Understand Google's Algorithm, You Have To Know Google's Purpose
To Connect Users WithThe Most Relevant, Helpful,Up to Date Information
Google’s Algorithm
How Does It Do That? By Looking For Key Indicators
Like PageRank,Named After Larry Page
PageRank Is Calculated by Adding up All the Pages That Link Back To Your Website, and Calculating the Importance of Those Link Backs
Google’s Algorithm
Domain Authority: OpenSiteExplorer.org
Based on the Number of Backlinks You Have From Diff. Sites
Google’s Algorithm
Ranking Signals
Google’s Algorithm - The Ideal Page
This Page IsOptimized for thePhrase, “ChocolateDonuts”
via http://seoforpeople.files.wordpress.com
Google's Algorithm - The Ideal PageKeywords In All The Right Places
- Beginning Of Title
- Beginning Of Headers
- In The URL/PermaLink
Google's Algorithm - The Ideal Page
In Page Factors - An Ideal Web Page Will Have:
- Multiple Internal/External Links To High Authority Sources- No Broken Links (404s)- Keywords Linked Up (<- A Big Factor!)- Keywords in Bold Text- At A Minimum, Web Pages Should Be Over 300 Words - Shoot for
1000 Words
Google's Algorithm - The Ideal Page
Meta Descriptions Lure People In
- Be Brief And Compelling- Use Your Keywords- Think Of It As An Email Subject Line
Google's Algorithm - The Ideal Page
Using Keywords Within The Text
"We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at custom.cigar.humidors@example.com."
- Sound Natural- Don't Over Do It- The Keyword Phrase Should Appear 4-5 Times in the
Article (This Includes Headers)
Google's Algorithm - The Ideal Page
What's Above The Fold Is Important
- Limit Ads - Limit Photos - Limit Amount Of Scrolling
Google's Algorithm - The Ideal Page
Users Hate To Wait - Check Page Load Time!
"With the industry’s ideal load time at three-seconds or less, anything over the ideal load time could affect a number of online metrics, including bounce rates and return visits." - Marketing Land
Google's Algorithm - The Ideal Page
Make Your Content Important
- Rich Content- Details, Details, Details- Show Time And Effort- Explore A Topic Thoroughly- Add Multimedia
UX SEO Factors
Time Spent On Page
About 50% Of All Web Visitors Will Not Make It Past Half The Article/Web Pageslate.com
UX SEO Factors
Bounce Rate38% Of All Web Visitors Bounce Before Engaging In Any Way With The Web Page
http://www.nngroup.com/articles/how-long-do-users-stay-on-web-pages/
Total Reads and Page Views
Post Your Blogs Where People Care
From ShoutMeLoud.Com:"Many SEOs theorize that Google factors in bounce rate and page
time into your ranking. If they see a high bounce rate, and see that people only stay on your page for 10 seconds, they make an assumption that your site is bad, irrelevant or dangerous."
Total Reads and Page Views
How to Gain Reads, Get Google’s Attention
- Use Your Email List
- Put Links Everywhere
- RSS Feeds
- Syndicate Your Content
Other SEO Factors
Google Authorship and Google Publisher
- The Rel=Author Tag Establishes
A Verified Connection Between an
Author and a Website
- The Rel=Publisher Tag Is For All Brands And Businesses, Not Just Publishers.
Other SEO Factors
Google Authorship and Google Publisher
Social + Seo
Why Is Google Using Social Signals?
- Not Every Great Article Is Search Optimized
- Shares, RTs, +1’s Are All Votes Of Confidence
- Popularity Indicates Quality
Social + Seo
Social Signals To Expand
• Number of People That Like Your Brand on FB
• Number of Facebook Shares
• Number of Twitter Followers
• Number of Tweets Mentioning Your Brand Name or
Including a Link to Your Website
• Number of People That “Have You In Their Circles”
(Google+)moz.com
Mobile SEOMobile SEO Factors
Responsive web design. Considered industry best practice and is recommended by Google. This includes using CSS media queries for device rendering, and using uniformed HTML across all devices.
Dynamic Serving. Google notes that different HTML can dynamically live on the same URL if responsive design is not optimal. Separate mobile URLs. Fair game, and do not actually affect organic search traffic, nor weaken your “link juice” as mobile users may have different needs to desktop users and thus need different copy messaging.
Maximise Site Speed. A faster site will provide a better mobile user experience.
Optimise your mobile content. Mobile users are often on the go and do not have the same goals as those sitting behind a computer. Create custom mobile content to give researchers exactly what are looking for.
via smartinsights.com
Mobile SEO
Technical Decisions via Search Engine Land
All Three Ways are Approved by Google as Best Practices
Mobile SEOVia Resolution Media’s director of SEO strategy Bryson
Meunier at SMX West, 2014
Local SEO
What Is Local SEO?Local SEO Combines Listings, Reviews, Citations (Or NAP)To Show Users On SERPs
Local SEOMust Haves For Local SEO
- Google Maps Listing- Google Local Profile- User Reviews- Yelp Profile- Name Address and Phone Number In The Footer- Consider Using Name Of City In Page Titles
Local SEO
Fast Ways To Improve Local SEO
- Use Paid Services Like YEXT or WhiteSpark Citation Finder- Claim Your Listing On Google Places, Email Customers For
Reviews-Do Not Use Keywords When Filling Out Company Profile
Keyword Research
What Are Keywords?
“Keywords are the words and phrases used by people who search for your product. If your rank high on Google for a search term you will as a result achieve a high page ranking. Getting your keywords right takes research and a good understanding of customer online behaviour. More importantly it requires a laser focus on matching your products or services to the customers.” - TribalCo
Keyword Research
Using Google's Keyword Tool
- Filter By Location
- Type In Products/Services
- Exclude Similar But Irrelevant Terms
Keyword Research
Using Google's Keyword Tool- Get Ideas From Google- Save Results- Check Current Rankings
Keyword Research
Competition Levels:
High - .67 to 1.0
Medium - .33 - .66
Low - .01 to .32
Don't Let The Numbers Dictate Your Strategy - There's Much More To To Analyze!
Keyword Research
Specificity and Long Tail Search
Keyword Research
Specificity and Long Tail Search
- The Rise Of “Google Now” And Voice Search Apps Mean More Longtail Phrases- We Talk Differently Than The WayType- Less Trust From User Means More Specificity
Where Am I Ranked?
The Value DifferenceBetween Page OneLocation AndPage Two LocationIs Huge
You Suck
Where Am I Ranked?- Via HubSpot
Where Am I Ranked?
SERP Ranking
- Where Are You Starting From?
- Check Your Progress After Each Week
- Look For The SEO Indicator Google Is Picking Up On
Where Am I Ranked?
Webmaster Tools: Via blog.serp.com
See Exact Search Rankings, Measure Progress,Gauge Impressions
Where Am I Ranked?
Webmaster Tools: Comedy Magazine Stats
Filter By Date Range, See Top Pages, Submit Site Maps
Where Am I Ranked?
Easily Filter Through Phrases
Tip: Filter out Searches with Your Company Name
Where Am I Ranked?
Browser History Is Connected To Search
- Have You Clicked On That Article Before?
- Do You Visit That Website Often?
- Did You Tweet, FB Share, Or Plus 1 That Story
Where Am I Ranked?
Use Incognito Search And Turn Off Personal Results
Thank You!
corttafoya@gmail.com www.seoshrugged.com
Resources
• Blogging as a Tool for Growth (Slideshow/Deck)
• DIY SEO
• How to Prepare Your Website for Inbound Marketing
• Inbound Marketing FAQs
• Measuring SEO with Webmaster Tools
• Off-Page SEO Factors
• Search Optimizing Photos and Video