Demystifying Search Engine Optimization
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Transcript of Demystifying Search Engine Optimization
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
DEMYSTIFYING SEARCH ENGINE OPTIMIZATIONHow Google is Changing and What You Need to KnowCorey SmithMarketing Strategist
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
AGENDA• What do you want to achieve?• What does Google want?• How do you get found?• Three step action plan
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
SEARCH ENGINE OPTIMIZATION (SEO)The process of affecting the visibility of a website or web page in a search engine’s unpaid (organic) results.
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHAT DO YOU WANT TO ACHIEVE?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHAT ARE YOUR SEO GOALS• Get found for _____? keywords…• So you can drive traffic to your website,• So you can get leads
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
KEYWORDSThe words and phrases in your content that make it possible for people to find your content
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
KEYWORD RESEARCH• Monthly Searches + Difficulty
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
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KEYWORDRESEARCH
• What are people searching for in your market?– Lowest Difficulty– Highest Monthly
Searches
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
LONG TAIL KEYWORDS• Longer and more specific keyword phrases that visitors
are more likely to use when they are closer to a point of purchase
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
GOOGLE’S EVOLUTION
Panda Which sites offer good
content?
Penguin Get rid of deceptivesearch
tricks.- Rolled
out over 10 days
Hummingbird Moves from keywords to
phrases or questions
- “Long-tail search”
- More emphasis on social
- More emphasis on mobile
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
WHAT DOES THIS MEAN TO YOU?
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
OR
GA
NIC
VS.
PA
IDGoogle AdWords
Pay-Per-Click
Organic Search
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
RETARGETING• Google AdWords product
that serves up ads on pages around the internet after someone visits your website
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214.224.0050
dealer-marketing-systems
@DlrMktgSys
COMPONENTS OF SEO SUCCESS1. Page Content
2. Descriptions
3. Cross Links
4. Back Links
5. Human Content
6. Social Signals
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
PAGE CONTENT• (Original) Content is king!
– Do not copy and paste from other sites
– Use keywords– Use headers, sub-headers
• H1, H2, H3
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dealer-marketing-systems
@DlrMktgSys
DESCRIPTIONS• Page Description
– HTML attributes that provide concise explanations of the contents of web pages.
– Meta descriptions are commonly used on search engine result pages (SERPs) to display preview snippets for a given page.
SEO Moz
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dealer-marketing-systems
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META TAGS?• No longer relevant
“Search engine optimization techniques that were tolerated a few years ago are now considered major no-no’s and those who rely on them to manipulate SERPs are penalized by Google, Yahoo, and Bing.”Coho Lab
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214.224.0050
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CROSS LINKS• Links to other pages
inside your website
Link to the Document Management page inside a blog post.
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dealer-marketing-systems
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BACK LINKS• Links from other
websites– Inbound Links
• Sources– Social Media– Local Directories– Other Websites
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dealer-marketing-systems
@DlrMktgSys
HUMAN CONTENT• If people don’t like it,
neither will the search engines
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214.224.0050
dealer-marketing-systems
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TIPS FOR GREAT CONTENT1. Make it easy to skim
2. Use headlines and sub-headers
3. Keep it short
4. Know your audience
5. Use correct spelling/grammar
6. Use images
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
SOCIAL SIGNALS• Amplify your content across
dealership social media– Google indexes social posts– Creates inbound links– Creates traffic
• Share content across social networks (LinkedIn)– Creates more links– Creates traffic
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214.224.0050
dealer-marketing-systems
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PROPER STRUCTURE1. Page Titles
2. URL Structure
3. 301 Redirects
4. Responsive Design
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dealer-marketing-systems
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SEO STRATEGY3.
Share on Social
2. Add Content Regularly
1. Optimize Your Website
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
1. OPTIMIZE YOUR WEBSITE
• Keyword Research• Continually Modify Site
– Page Content– Page Descriptions– Page Headers– Image Tags
• Local Directory Submissions
3. Share
on Social
2. Add Content Regularly
1. Optimize Your Website
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
2. ADD CONTENT REGULARLY• Weekly blog articles• Best Practices
– Keywords in text– Page description– Subheadings– Image(s) with alt tags
3. Share
on Social
2. Add Content Regularly
1. Optimize Your Website
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
3. SHARE ON SOCIAL
3. Share
on Social
2. Add Content Regularly
1. Optimize Your Website
www.dealermarketing.net
214.224.0050
dealer-marketing-systems
@DlrMktgSys
SEO CONSULTATIONNorthern USA/Canada/UK
Mike [email protected]
+1 214.224.0050 x. 303
Southern USA/Australia
John Pulley
US: 214.224.0050 x. 303AU: (02) 8310 4841 x. 303