Building Web Traffic Through SEO

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Online Marketing Building Web Traffic Through Search Engine Optimization

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Transcript of Building Web Traffic Through SEO

Page 1: Building Web Traffic Through SEO

Online Marketing

Building Web Traffic Through Search Engine Optimization

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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

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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

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Why Businesses Are Using SEO

Essential For Business Marketing

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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)

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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

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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

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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."

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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

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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

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Google’s Algorithm

Domain Authority: OpenSiteExplorer.org

Based on the Number of Backlinks You Have From Diff. Sites

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Google’s Algorithm

Ranking Signals

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Google’s Algorithm - The Ideal Page

This Page IsOptimized for thePhrase, “ChocolateDonuts”

via http://seoforpeople.files.wordpress.com

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Google's Algorithm - The Ideal PageKeywords In All The Right Places

- Beginning Of Title

- Beginning Of Headers

- In The URL/PermaLink

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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

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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

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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 [email protected]."

- Sound Natural- Don't Over Do It- The Keyword Phrase Should Appear 4-5 Times in the

Article (This Includes Headers)

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Google's Algorithm - The Ideal Page

What's Above The Fold Is Important

- Limit Ads - Limit Photos - Limit Amount Of Scrolling

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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

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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

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UX SEO Factors

Time Spent On Page

About 50% Of All Web Visitors Will Not Make It Past Half The Article/Web Pageslate.com

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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/

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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."

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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

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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.

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Other SEO Factors

Google Authorship and Google Publisher

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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

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Social + Seo

Matt Cutts From 2010

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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

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Mobile SEO

Mobile Search Data via TribalCafe

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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

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Mobile SEO

Technical Decisions via Search Engine Land

All Three Ways are Approved by Google as Best Practices

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Local SEO

What Is Local SEO?Local SEO Combines Listings, Reviews, Citations (Or NAP)To Show Users On SERPs

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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

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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

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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

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Keyword Research

Using Google's Keyword Tool

- Filter By Location

- Type In Products/Services

- Exclude Similar But Irrelevant Terms

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Keyword Research

Using Google's Keyword Tool- Get Ideas From Google- Save Results- Check Current Rankings

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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!

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Keyword Research

Specificity and Long Tail Search

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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

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Where Am I Ranked?

The Value DifferenceBetween Page OneLocation AndPage Two LocationIs Huge

You Suck

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Where Am I Ranked?- Via HubSpot

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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

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Where Am I Ranked?

Webmaster Tools: Via blog.serp.com

See Exact Search Rankings, Measure Progress,Gauge Impressions

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Where Am I Ranked?

Webmaster Tools: Comedy Magazine Stats

Filter By Date Range, See Top Pages, Submit Site Maps

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Where Am I Ranked?

Easily Filter Through Phrases

Tip: Filter out Searches with Your Company Name

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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

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Where Am I Ranked?

Use Incognito Search And Turn Off Personal Results