Harnessing the Web 2016 - Memberwise
-
Upload
richman-seo-training -
Category
Marketing
-
view
63 -
download
0
Transcript of Harnessing the Web 2016 - Memberwise
![Page 1: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/1.jpg)
SEO STRATEGIES PROVEN TO BOOST
MEMBERSHIP GROWTH
DANNY RICHMAN
![Page 2: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/2.jpg)
A BIT ABOUT ME
![Page 3: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/3.jpg)
A FEW OF MY CLIENTS
![Page 4: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/4.jpg)
WHAT IS SEO?
![Page 5: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/5.jpg)
WHAT IS SEO?
Search Engine Optimisation (SEO) is
the practice of increasing the quantity
and quality of traffic to your website through
organic search engine results.
![Page 6: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/6.jpg)
GOOGLE’S ORGANIC SEARCH RESULTS
Organic Results
Paid Ads
87% only click on the organic results
71% click on the top 3 organic results
![Page 7: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/7.jpg)
HOW COULD SEO HELP YOUR
ORGANISATION?
![Page 8: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/8.jpg)
ATTRACT NEW MEMBERS
![Page 9: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/9.jpg)
… that people don’t already know by name
THOUSANDS OF SEARCHES EVERY MONTH FOR ORGANISATIONS…
• professional associations for nurses
• professional associations for nutrition
• associations for managers
• associations for medical billing and coding
• associations for massage therapists
• associations for marketing professionals
• associations for mechanical engineers
• associations for medical assistants
• associations for mental health
• associations for manufacturing
• associations for marketing
• associations for museums
• associations for lawyers
• associations for landlords
• associations for long term care
• associations for law enforcement
• housing associations for key workers in london
• associations for journalists
• associations for criminal justice
• associations for graphic designers
• associations for gun control
• associations for general contractors
• associations for grant writers
• associations for financial advisors
• associations for financial professionals
• associations for farmers
• associations for finance
• associations for food industry
• associations for fitness
• associations for fashion
• associations for water
• associations for human rights
• associations for healthcare administration
• associations for hospitality industry
• associations for higher education
• associations for interior designers
• associations for it professionals
• associations for insurance professionals
• associations for institutional research
• associations for individual development
• associations for healthcare professionals
• associations for history teachers
• associations for human resource management
• associations for quality assurance
• associations for physical therapists
• associations for paralegals
• associations for public health
• associations for photographers
• associations for project management
• associations for pharmacy technicians
• associations for physical therapy
• associations for public administration
![Page 10: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/10.jpg)
SEO is a great tool for bringing members back to your site
INCREASE MEMBER ENGAGEMENT & RETENTION
![Page 11: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/11.jpg)
SEO is a form of Pull Marketing
GENERATE EXTRA REVENUE
![Page 12: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/12.jpg)
CASE STUDY
ROYAL INSTITUTION OF CHARTERED SURVEYORS
(RICS)
![Page 13: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/13.jpg)
Organic, unbranded traffic from Google
ROYAL INSTITUTION OF CHARTERED SURVEYORS (RICS)
Oct 201532,089 pm Sep 2016
96,151 pm
A 200% increase!
![Page 14: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/14.jpg)
…not including those which contain their name
RICS SITE NOW RANKS ON PAGE ONE FOR 10K+ SEARCH TERMS
• promap• apc• bcis• surveyor• permitted development• homebuyers survey• surveyors• chartered surveyor• red book• homebuyers report• bim• isurv• tmlewin• home buyers report• boundary disputes• spons• right to light• modus• building surveyor• facilities management• chartered surveyors• quantity surveyor• dilapidations• home buyers survey• ipms• valuer• cpd foundation• gazumping• homebuyer survey
• flying freehold• right of light• rights of light• homebuyer report• ransom strip• gross internal area• rural• dilapidation• one survey• structural survey• fixtures and fittings• chartered building surveyor• nrm2• commercial property management• how to become a chartered surveyor• jct contracts• subsidence• defective premises act 1972• bcis index• valuers• code of measuring practice• red book valuation• rent review• consent order• keating chambers• annual return• nrm• gifa• design specification
• macdonald and company• pro map• kim bailey• find a surveyor• building surveying• metric handbook• mortgage valuation• reinstatement cost• cpd solutions• permitted development rules• building information modelling• property surveyor• permitted development rights• surveying apprenticeships• residential property management• home survey reports• gross internal floor area• tree roots• regulation• stellisons• jct• how to become a surveyor• what is a chartered surveyor• home survey• estate agents act 1979• online academy• homebuyers survey cost• construction contracts• rebuild calculator
• bcis login• accreditations• pcsa• geomatics• modus magazine• home buyer report• right to light act• building survey report• dilapidations definition• chartered surveyor
course• surveyors fees• construction technology• building contracts• bcis calculator• rising damp myth• professional ethics• chartered surveyor
salary• home buyers• private road
maintenance• home condition report• chartered surveyors uk• rent reviews• ace agreement• bcis tender price index• principles of
measurement
![Page 15: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/15.jpg)
SEARCH VISITORS ARE ALSO MORE ENGAGED
View more pages
Spend more time
Spend more
money
![Page 16: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/16.jpg)
EVEN THE SMALLEST ORGANISATIONS CAN IMPROVE THEIR SEO
![Page 17: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/17.jpg)
WHAT MAKES A SITERANK HIGHERON GOOGLE?
![Page 18: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/18.jpg)
1) STRONG RELEVANCY TO THE SEARCH QUERY
![Page 19: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/19.jpg)
2) ENGAGED SEARCH VISITORS
![Page 20: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/20.jpg)
3) LINKS FROM OTHER TRUSTWORTHY WEBSITES
![Page 21: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/21.jpg)
3) LINKS FROM OTHER TRUSTWORTHY WEBSITES
![Page 22: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/22.jpg)
DOMAIN AUTHORITY SHOWS THE TRUSTWORTHINESS OF YOUR SITE
![Page 23: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/23.jpg)
bit.ly/2bHAiLq
DOWNLOAD THE FREE MOZBAR FROM THE CHROME WEB STORE
![Page 24: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/24.jpg)
MY TOPSEO TIPS
![Page 25: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/25.jpg)
TIP #1
DISCOVER YOUR LOW-HANGING FRUIT
![Page 26: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/26.jpg)
bit.ly/richkwe (free trial)
FIND NEW KEYWORD SUGGESTIONS IN MOZ KEYWORD EXPLORER
![Page 27: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/27.jpg)
DA=51
CHECK THE DOMAIN AUTHORITY OF YOUR SITE
![Page 28: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/28.jpg)
If you have strong authority or can be more relevant, create a new page
CHECK THE DOMAIN AUTHORITY OF THE TOP RANKING SITES
![Page 29: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/29.jpg)
TIP #2
MAKE YOUR PAGES LOOK MORE RELEVANT
TO GOOGLE
![Page 30: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/30.jpg)
Keywords in the main heading
Keywords in the page title
Keywords in the page body
Keywords in the URL
![Page 31: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/31.jpg)
bit.ly/2bHAiLq
MOZBAR – ON PAGE REPORT
![Page 32: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/32.jpg)
TIP #3
GAIN MORE LINKSTO BOOST YOUR
DOMAIN AUTHORITY
![Page 33: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/33.jpg)
ahrefs.com (free trial)
AHREFS LINK INTERSECT TOOL
![Page 34: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/34.jpg)
ahrefs.com (free trial)
SHOWS ALL SITES LINKING TO THEM BUT NOT TO ME
![Page 35: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/35.jpg)
ASK THEM TO ADD A LINK TO YOUR SITE
![Page 36: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/36.jpg)
1k shares and links
CREATE LINKABLE/SHAREABLE CONTENT
![Page 37: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/37.jpg)
Keyword Researcher Pro | bit.ly/richkrp (£33 )
![Page 38: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/38.jpg)
Keyword Researcher Pro | bit.ly/richkrp (£33 )
![Page 39: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/39.jpg)
TIP #4
BOOST YOUR LINK-LOVEWITH INTERNAL LINKS
![Page 40: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/40.jpg)
INTERNAL PAGES ALSO HAVE LINK-LOVE
![Page 41: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/41.jpg)
LINK INTERNALLY TO THE PAGES YOU MOST WANT TO RANK
![Page 42: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/42.jpg)
TIP #5
MAKE YOUR SITEMORE ENGAGING
TO SEARCH VISITORS
![Page 43: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/43.jpg)
People will click more on the most relevant listings
ENGAGEMENT STARTS HERE
![Page 44: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/44.jpg)
IMPROVE YOUR GOOGLE LISTINGS
Unique benefits Call to action
Relevance AttentionPage Title
Meta Description
![Page 45: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/45.jpg)
Search visitors use intuition not logic
DON’T MAKE ME THINK!
![Page 46: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/46.jpg)
Similarweb.com
COMPARE YOUR STATS TO SIMILAR ORGANISATIONS
![Page 47: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/47.jpg)
TIP #6
MAKE YOUR SITEMOBILE-FRIENDLY
![Page 48: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/48.jpg)
47% of MW member sites are not-responsive
ENSURE YOUR SITE IS FULLY RESPONSIVE
![Page 49: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/49.jpg)
www.google.co.uk/webmasters/tools/mobile-friendly
GOOGLE'S FREE MOBILE-FRIENDLY TESTING TOOL
![Page 50: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/50.jpg)
ENSURE YOUR PAGES LOAD QUICKLY ON ALL DEVICES
![Page 51: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/51.jpg)
developers.google.com/speed/pagespeed/insights
GOOGLE'S FREE PAGE-SPEED INSIGHTS TOOL
![Page 52: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/52.jpg)
TIP #7
GIVE SEO THE TIME & ATTENTION
IT DESERVES
![Page 53: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/53.jpg)
Are your followers even seeing what you post?
ORGANIC REACH ON SOCIAL GETS HARDER AND HARDER
![Page 54: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/54.jpg)
YOU CAN LEARN SEO IN LESS THAN A DAY
![Page 55: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/55.jpg)
Membership and Digital must work together
YOU WILL HOWEVER NEED SOME JOINED-UP THINKING
![Page 56: Harnessing the Web 2016 - Memberwise](https://reader031.fdocuments.us/reader031/viewer/2022030116/589df65c1a28ab1e718b4f83/html5/thumbnails/56.jpg)
HAPPY TO HELP
Contact Details
• Email: [email protected]
• Web: seotraininglondon.org
• Tel: 020 8341 1223
• Mobile: 07966 229490
• Twitter: @DannyRichman
• Linkedin: Linkedin.com/in/dannyrichman
Tools & websites: www.seotraininglondon.org/seo-tools-websites
Download these slides here: bit.ly/richHTW