HOW TO MARKET

FOR GOOGLE

…so your ideal customers find you!

@jkriggins

ALSO KNOWN AS…

YOU THINK YOU KNOW, BUT YOU HAVE NO IDEA!!

WHAT IS SEO?Search engine optimization is two-fold: It’s what you write for Google and it’s how you design your website and backend.

The goal is to improve how frequently you show up in search results for what words, and then driving traffic to your website.

WHAT IS A KEYWORD?Exact word or phrase that allow search engines and thus people to to find you.

Use in a continual strategy in all online content

WHAT IS A KEYWORD TOOL?

A search tool (sometimes free, sometimes not) that generates lists of keywords and phrases that suite a certain topic. It also often compares keywords, ranking them by search volume, competition and relevance.

TOP KEYWORD TOOLS

KEYWORD HEAVYWEIGHTS

VS.

GOOGLE KEYWORD PLANNERhttps://adwords.google.com/KeywordPlan

ner

Search for keywords, keyword groups, get ideas

Find out search volume

Find out “cost” of keywords

First time, you need to create an AdWords account…

AdWords will make you create a campaign & add a credit card. (That you’ll never have to update.)

THEN YOU NEED TO PAUSE YOUR CAMPAIGN!! *

*Unless of course you are running a campaign, then you can skip all these steps and just log into Keyword Planner.

LONG-TAIL KEYWORD

An exact keyword phrase of two or more words

Ranks much higher than just a single word

SEARCH VOLUMEHow many searches for this exact phrase in a given time

Google Keyword Planner’s default is 12 months. This is good for evergreen ideas

For trending blog topics or new ideas, go to three months

KEYWORD COMPETITIONHow much will my keyword cost?

SEO can be a free strategy, but you can never compete for free against a High expensive word

Leg work is done already in case you do want to invest in AdWords later

GET STARTED

keyword idea

where you’re targeting (world, one or some)

language you’re targeting

leave as this unless is a really new or trending topic

GO FOR THE LOW-HANGING FRUIT:

HIGH VOLUME + LOW COMPETITION*How much will my keyword cost?

SEO can be a free strategy, but you can never compete for free against a High expensive word

You never know if you want to use AdWords later

*It’s all relative.

OK, NOW YOU’VE GOT A LIST.WHAT DO YOU DO WITH IT?

USE THEM TO RANK IN GOOGLE&

ATTRACT THE RIGHT VISITORS TO YOUR WEBSITE

PICK 2-3 LONG TAIL KEYWORDS THAT YOU WANT YOUR ENTIRE

PAGE TO RANK FORTry to work these exact phrases into almost every page on the website

Add as meta tags on every landing page

Use in homepage meta description

Consider having as blog categories

Try to fit into as many outside articles linking back

WHAT ABOUT THE REST OF THE KEYWORDS?Create specific landing pages and blog posts:

• website.com/goat-cheese = best• website.com/gourmet-cheese/goat-cheese = second

best• website.com/blog/goat-cheese = next best• blog.website.com/goat-cheese = sub-domains aren’t

ideal for SEO

Make sure this landing page focuses on that keyword and related keywords, has tags, meta description, and H1 and H2 Headlines with logical reference

Bold first mention of exact keyword phrases

GOOGLE IS BUILT FOR MOBILEGoogle, in part, scans your content like a distracted human on the go. Like humans, it likes, being able to scan what page is about, which means:

• bolded keywords

• use of H1, H2 and H3 headlines

• bullets and numbered lists

• pop-out quotes

• photos that resize, other responsive website

PEOPLE SEARCH GOOGLE IMAGES*

When you download your image before uploading to your website, make sure to save as the keyword, separating by hyphen.

For more than one image per page, make it keyword-2.jpg etc

What you save it as updates the Alt-Tags already

*So far, Google doesn’t know what this photo is of (in terms of SEO) but it does know if it is saved as keyword google-images-seo.jpg

BACKLINK STRATEGY

A backlink is a link to your website on another site.

Google recognizes high-quality and related backlinks

Again, it helps Google understand what your page is about

USE TOOLS TO KNOW IF A BACKLINK IS QUALITY

A quality backlink is from a better ranking page than yours

Really focused on your niche,Ranks for a similar topic

DON’T PUT ALL YOUR EGGS IN ONE BASKET

Fact: (Unless you’ve really messed up your SEO) your website will already rank for your company name.

You don’t just want your homepage to rank for your target keywords, but your entire website to rank

Getting a backlink on a specific topic? Link back to that specific landing page

And create anchor text, where you don’t just link to company name (again you’ll always rank for it) but so your website is linked to keyword phrases. Same for internal linking too!

DON’T JUST LINK FROM PAGES

Add full HTTP:// links to your YouTube video descriptions,

SlideShare descriptions, more!

@jkrigginseBranding.Ninja

With a special thanks to Gratisography for the rad photos jazzing up my boring presentation!!

THANK YOU!