SEO Strategies You Can Bank On: Driving Traffic That Builds Real Revenue - Full Presentation
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Transcript of SEO Strategies You Can Bank On: Driving Traffic That Builds Real Revenue - Full Presentation
You Can Bank On: Driving Traffic That Builds Real Revenue
ZACK STACKEdgeMM.com/Connect15 [email protected]
SEO STRATEGIES
TODAY'S GOALS
Get a firm grasp on what SEO is and isn't
Leave with ac:onable insights for advancing your SEO strategy
That you won't get hungry
WHAT SEO ISN'T
• It isn't dead
• It is NOT a fast-‐acJng, digital snake oil
• It is NOT a one-‐and-‐done deal
• SEO is NOT Search Engine Manipula(on
• Good SEO is NOT solely focused on ranking
WHAT IS REAL SEO?
SEO leads have a 14.6% close rate, while outbound leads
(such as direct mail or print adverJsing) have a 1.7% close rate.
-‐ Search Engine Journal
79% of companies that have a blog report a posiJve ROI for
inbound markeJng in 2013. -‐ HubSpot State of Inbound 2014
WHAT IS REAL SEO?
$20K is the average companies save per year by invesJng more in
inbound markeJng versus outbound.
54% more leads generated by inbound tacJcs than by
tradiJonal paid markeJng. -‐ HubSpot State of Inbound 2014
2x as many marketers say inbound delivers below average cost per lead
than outbound methods.
SETTING & MEASURING GOALS
Measurement | Analysis | ReporJng
Laying a proper foundaJon…
MEASUREMENT Start with your website analyJcs soYware
First off…make sure that it is set up and tracking properly
• Use ISP to exclude internal traffic
• Create Relevant Events
• Bing in Webmaster tools are set up and synced
• In-‐Page Analy(cs set up
• Your website privacy policy is current and includes a cookie disclosure if you're running ads
• Demographics and Interests Reports are enabled
• Confirm that campaigns and tagged properly for tracking
• Set up any relevant GA alerts
Most importantly though…Take the (me to iden9fy goals of economic priority on your
website and assign a monetary value to them.
MEASUREMENT IdenJfying Your Goals
Look for conversion ac(ons of economic value:
• Increase Memberships and/or Account Sign Ups
• Personal & Business Loan Products
• Credit Card ApplicaJons
• Lead GeneraJon/Clicks-‐to-‐Call
• Newsle_er SubscripJons
ANALYSIS Review Data & Document Your ObjecJves
Get familiar with your data so you can:
• QuanJfy your ROI
• Maintain your strongest channels
• Strengthen your weak channels
• Set your business objecJves
• Make data-‐driven decisions
REPORTING Report Regularly
Train, Assign or Hire someone who will regularly take the pulse of your online efforts.
• Make sure opportuniJes are not missed
• That issues don't become problems
• Each of your traffic sources are healthy
• Monitor the performance of individual campaigns
• Ensure that the goals you set are being met
OUTLINING YOUR SEO STRATEGY
EdgeMM.com/Connect15
ON-‐PAGE OFF-‐PAGE• Keyword & Audience Research
• SEO Site Structure
• Publishing Compelling Content
• Mobile OpJmizaJons
• Local SEO & CitaJons
• Healthy Link Outreach
• Social Media ParJcipaJon
& Paid PromoJon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY SEO Strategy
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Keywords & Audience Research
• Reveals the searcher's intent
• Tells you what topics to opJmize your website for
• Helps to put yourself in the mind if the searcher
Doing Your Homework: Keyword Research
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
StarJng Your Keyword Research
• PrioriJze your list of services
• Match each service with a short list of relevant search queries
• Look for signals of intent
Doing Your Homework: Keyword Research
RELEVANCE: You should never target a term solely because you think it will drive a load of traffic to your site. Target keywords that are highly relevant to both the services or soluJons your organizaJon provides and how the user is looking for them.
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Relevance, Volume & CompeJJon
VOLUME: Take into account the size of your audience. It's possible to get too specific and target keywords that are highly relevant, yet no one is searching for.
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Relevance, Volume & CompeJJon
COMPETITION: How hard will it be to rank for these terms? Can you trade raw search volume for increased relevance?
Op:mize for conversions rather than clicks.
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Relevance, Volume & CompeJJon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Keyword CategorizaJon & DistribuJon
Your customers are NOT searching for keywords. They're searching for helpful informa(on.
• Op:mize your website for topics, not keywords
• Group them into the services or topics you'll be covering on your website
Keyword Categoriza:on
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
Assign a specific keyword to each page of your website.
• Aligns your content with the searcher's query
• Makes it clear what each page is about
• IdenJfy new pages or content you may need to create
Keyword Distribu:on
The First Pillar
Keyword CategorizaJon & DistribuJon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Keyword CategorizaJon & DistribuJon
"Stop by our mortgage loans center to find the perfect mortgage loans that are sure to fit all your mortgage loans needs. Our mortgage loans are the essen(al mortgage loans for when you're ready to mortgage loans your mortgage loans."
Keyword Distribu:on -‐ Don't go nuts!
You are now free to make… great content for humans!
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
Ask yourself these 4 ques(ons
1. Does it sound natural when I read it aloud?
2. Would I be proud to put MY name on this content?
3. Would I read read this?
4. Would I recommend this to a friend or colleague?
Keyword Distribu:on -‐ Don't force it!
The First Pillar
Keyword CategorizaJon & DistribuJon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Ongoing Keyword Research
Keyword Research is a con:nuous and evolving process
Should be revisited at least twice a year
Some keywords just don't bring home the bacon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Keyword Research Tools
Google Trends • Are the keywords you're trying to get found for trending down or up?
• Are they seasonal keywords?
• How do certain terms compare in different geographical regions?
Keyword Research Tools
Google Sheets • Document your keyword research and create living, collaboraJve
documents that your team can use to implement your strategy.
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Keyword Research Tools
Adwords Keyword Planner • You will have to sign up for an Adwords account to access this tool. This doesn't mean
that you have to run paid Adwords campaigns, but it's well worth it.
• If you run Adwords campaigns then you have access to a bevy of keyword data already.
• Paid Search can be a quick and effecJve way to test keywords.
• The keywords that are performing well in Adwords can be used to inform your
organic strategy as well.
Keyword Research Tools
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The First Pillar
Keyword Research Tools
Keyword Research Tools
More Keyword Tools • Moz Keyword Difficulty Tool: h_p://moz.com/tools
• SEMRush: h_p://www.semrush.com/
• SpyFu: h_p://www.spyfu.com
• Yoast Suggests: h_ps://yoast.com/suggest/
The Second Pillar
CORE CONTENTThe Third Pillar
CONTENT MARKETING• Core Content SEO
• Variety
• Clarity
• Site Speed
• Security
• Strategy
• Content of value
• Genng buy-‐in
• DocumenJng your plan
• Assessing your content
• CreaJng a content team
Content Op:miza:onTHE PILLARS OF A
SUCCESSFUL SEO STRATEGY
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Does it makes sense to a human?All the elements of your page should be descripJve and easily idenJfiable.
• URLs
• Page Titles
• Meta DescripJons
• H1 & H2 Headers
• Body Text
• Image Filenames & Alt Text
URLs only a robot could love…
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Does it makes sense to a human?Which URL would you remember and be able to return to on your own?
DomainName.com/?Cabinet=Main&Drawer=loans&Folder=transporta:on&SubFolder=auto
OR
DomainName.com/auto-‐loans
Content VarietyPeople consume content in different ways.• Blogs
• Infographics & Charts
• Videos
• eBooks
• Podcasts
• Guides & Reviews
• Images & Memes
• InteracJve
• Case Studies
• Interviews
• Research Findings
• Apps
THE PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Core Content OpJmizaJon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Content Clarity: The 5-‐Second TestA visitor should be able to tell within 5 seconds what the page is about.
Calls-‐to-‐Ac:onAre you telling the visitor plainly what the next step is? CTAs expedite the conversion process and provide clarity.
Site SpeedHow long does it take your page to load? Do you need a Content Delivery Network (CDN) to speed up delivery of your pages?
Security82% of the FI sites we surveyed were secured with HTTPS.
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Core Content & Site Structure Tools• Google AnalyJcs Webmaster Tools
• Screaming Frog SEO Spider
• Moz's On-‐Page Grader
• sitemaps.org
• schema.org
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Content Marke:ng & Strategy
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
"There's no prize in content for hi]ng 'publish'. […] The only prize comes when you produce something that […] achieves the reach and marke(ng goals that you seek."
-‐ Rand Fishkin from his JAN 9th, 2015 Whiteboard Friday
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
"Marke(ng is telling the world you're a rock star. Content Marke(ng is showing the world you are one."
-‐ Robert Rose @ Content MarkeJng InsJtute
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Content Builds ValueHelpful, unique, compelling content builds value for you, your brand AND your customer.
• The planning and implementaJon of it builds and strengthens your strategic ability.
• The research and creaJon process literally helps you become an expert, if you weren't one already.
• The consumpJon of it builds your authority, strengthens trust signals and provides value to your customers, both new and returning.
• In short, content gives you a reason to connect and it gives your customers and members a reason to return and even bring others with them.
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
Content Strategy ChecklistIn order for your insJtuJon to succeed with content you'll need the following…
A Champion(s)
C-‐suite buy in
Measurable Goals
A Documented Plan & Editorial Schedule
Persistence + Time
The Second Pillar
Content OpJmizaJon
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Have a Documented Plan That…• Fits on one page
• Includes specific, measurable goals
• Includes strategic objecJves
• Includes a descripJon of who you are
• …and who your audience is
• Lists your primary topics
• Lists your CTAs
• Outlines Content ResponsibiliJes
• Links to helpful resources
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Document Your Content Strategy"…a documented content marke(ng strategy helps increase effec(veness in all areas of content marke(ng."
77% B2C organizaJons
surveyed that said they use Content MarkeJng
27% B2C marketers that have documented Content
Strategies
Source: CMI's B2C Content MarkeJng 2015 Benchmarks, Budgets and Trends
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Create an Editorial CalendarRemember that quality trumps quan(ty.
• They can take many forms, but it's best to keep 'em simple
• Main Content Schedule
• Social Media Schedule
• Ideas Journal
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Second Pillar
Content OpJmizaJon
Assemble Your Content Team!The Edge Content Team looks like this:
• Content Manager: Assigns projects and provides accountability
• Content Editor: Brings the raw content to a publishable state
• Graphic Designer: Creates infographics and other visual assets
• Social Media Promoter: Distributes and Promotes published content via our Social Media channels
• Email Marketer: Creates and sends email campaigns around our content
• Contributors: All internal experts and any guest contributors we might bring in from Jme to Jme
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY Content MarkeJng & Strategy
The Second Pillar
Content OpJmizaJon
Content Marke:ng Tools• Google Docs: Calendars, Accountability & CollaboraJon
• Content Marke:ng Ins:tute: Tons of resources & ideas…
• CMI's Essen:al Templates: h_p://d.pr/16msq
• Hemingway Wri:ng App
• Canva.com: Create graphics to accompany your content
• Edge's 1-‐Page Plan Template: h_p://d.pr/17HTp
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
Source: h_p://moz.com/blog/weighJng-‐the-‐clusters-‐of-‐ranking-‐factors-‐in-‐google-‐analyJcs-‐whiteboard-‐friday
Combined SEO weight of Domain-‐ and Page-‐level links as
a Ranking Factor
40%
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
What is a 'quality' link?• It's Relevant to the content on your page
• It has Descrip:ve Anchor Text
• It originates from a Trusted source
Link Freshness & Trends• Fall offs or steady declines point to a stale website and content
• Unnatural spikes can be an indicator of someone trying to game the system
• Don't try to game the system
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
Healthy Link-‐Building Strategies
• Make sure your Naviga:onal Links make sense
• Contextual Links
• Submit your website to RELEVANT web directories • Yahoo Directory | FDIC Directory | Acuity's Bankers Almanac |
Opportunity Finance Network | Other State and Local FI Directories
• Produce Great, Linkable, Sharable Content
• Leverage Social Media Channels
• Natural Link Outreach
1. Start internally
2. Then go external
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
Healthy Link-‐Building Strategies
• Google your primary keywords and analyze top ranking results for backlinks
• Free Tool: Moz's Open Site Explorer
• Focus on backlinks with a high page and/or domain authority.
• What compeJtors might you be able to displace?
• Keep your eyes out for addiJonal directories to submit your site to
3. Research CompeJtor Backlinks
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
Healthy Link-‐Building Strategies
• Make a list of relevant, authoritaJve, quality sites with which you'd like to
build a rela:onship
• If they are open to guest bloggers, approach them with content ideas that are
mutually beneficial
• Guest blogging is a great way to expose your organizaJon to new, yet relevant
audiences. It builds industry rela:onships and brand trust
4. Guest Blogging
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
Healthy Link-‐Building Strategies
• Evaluate the values of your organizaJon. Are there any non-‐profits or NGO's
out there that share your values and you could partner with?
• Search engines generally a_ribute strong trust signals to NPs and NGOs
5. Non-‐Profit/NGO Partnerships
• Keep regular tabs on your backlinks using free tools such as Moz's Open Site Explorer
or paid tools like Raven or Majes:c SEO. If a link appears low quality or unnatural
try to have it remove or disavow it.
• Once again…Quality trumps quan9ty!
6. AcJvely Manage NegaJve Links
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
What NOT to do when building links…• If it feels like you're trying to cheat the system, then don't do it
• If it's too easy, it's almost certainly a scam
• Forbidden Link Juice…Don't trade links with strangers
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Third Pillar Link Outreach Strategies
Link-‐Building Tools • ahrefs: h_ps://ahrefs.com
• Moz Tools: h_p://moz.com/tools
• Majes:c SEO: h_ps://majesJc.com
• Raven SEO Tools: h_p://raventools.com
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Mobile Readiness & Op:miza:on
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Why Is This Big News?
Mobile search is expected to surpass desktop by
2016
FI websites surveyed were NOT mobile friendly
57%FI websites poorly opJmized
for mobile devices
21.5%
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Only
3.5 billion Toothbrush Users
4 billion Global Mobile Users
Source: h_p://60secondmarketer.com/blog/2011/10/18/more-‐mobile-‐phones-‐than-‐toothbrushes/
The Fourth Pillar Mobile OpJmizaJonTHE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
• Google's Mobile-‐Friendly Test: h_ps://www.google.com/webmasters/tools/mobile-‐friendly/
• Google Webmaster Tools Mobile Usability Report
Look at your website from Google's perspecJve:Step 1: Assess Your Mobile Traffic Situa:on
The Fourth Pillar Mobile OpJmizaJonTHE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
What percentage of your traffic and goals come from mobile and tablet users?
Source: h_p://www.slideshare.net/SearchMarkeJngExpo/the-‐data-‐behind-‐mobile-‐experiences
• Across all ver:cals the average is around 30%
• What would it mean to your bank or credit union if just 5-‐10% of your sessions,
new users or online loan applicaJons dried up?
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Step 2: Convince the Higher Ups
FI websites that are NOT mobile friendly
57%FI websites that are poorly opJmized
21.5%
FI websites that offer a poor mobile experience or none at all
78.5%
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Step 3: Make a Plan To Go 'All the Way' Mobile• Consider temporarily realloca:ng funds from tradiJonal adverJsing or direct placement efforts
• Consider a mobile website sinking fund
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Step 4: Create a Truly Mobile-‐Friendly Website1. Takes into account your mobile audience's unique needs
• Is it easy to find the branches and ATMs nearest to them?
• Is your phone number or a click-‐to-‐call buron easy to find?
• If they call, will someone pick up?
• Phone Leads > Form Leads
• Is the Name, Address and Phone number (NAP) on each page?
2. Responsive Design vs
Dynamic Serving or
Mobile URLs
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Step 4: Create a Truly Mobile-‐Friendly Website3. It should provide a seamless brand experience
4. Fonts large enough to be easily read on a smartphone
5. Easily navigable with one finger. No pinching or zooming required.
6. Links & tap targets are easy to select with your index finger
7. It should not use incompaJble plugins or Flash
8. It can be crawled and understood by Google
9. Finally, it should just look good on a phone and be helpful
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Fourth Pillar Mobile OpJmizaJon
Mobile Assessment Tools• Feed The Bot is a great resource to get started: h_p://www.feedthebot.com/mobile/
• Google Analy:cs & Webmaster Tools
• Mobile-‐Friendly Tool: h_ps://www.google.com/webmasters/tools/mobile-‐friendly/
• Mobile Usability Report: h_p://googlewebmastercentral.blogspot.com.es/2014/10/tracking-‐
mobile-‐usability-‐in-‐webmaster.html
• Screaming Frog's Smartphone Googlebot Crawl: h_p://www.screamingfrog.co.uk/seo-‐spider/
• PageSpeed Insights: h_ps://developers.google.com/speed/pagespeed/insights/
What is Local SEO?
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
Local SEO
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
Mobile + Local Means Now!• Mobile and Local search are about Speed and Convenience
• 73% of Mobile searches are followed by addi:onal ac:on
• 28% Result in Conversions: Store Visit, Call, Purchase
• 1.44 = Avg # of Follow Up AcJons for Finance Related Mobile Searches
• 63% of mobile search-‐triggered acJons happen within 1 hour of the iniJal search
Source: h_ps://ssl.gstaJc.com/think/docs/creaJng-‐moments-‐that-‐ma_er_research-‐studies.pdf
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
Maps, NAPs & Reviews
• Where you are
• If you're open
• If you have what they're looking for
• How they can contact you
• …and what other people think about you
What are the primary moJvaJons behind your customer's local, mobile search?
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
NAPs
• Make sure that your NAP is both available and accurate for all of your business locaJons…wherever it appears on the Web
• On all pages of your mobile website
Name, Address & Phone #
Onsite Local Directories• Think like a local directory
• Create a page with all of your locaJons
• Give each locaJon its own locaJon page also
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
Claim Your Google My Business & Yelp Pagesh_ps://www.google.com/business/ & h_ps://biz.yelp.com/support/claiming
84% Financial InsJtute GMB Pages
not acJvely managed or updated
140,847 Avg Page Views for claimed FI GMB Pages
63% Unclaimed
Financial InsJtute GMB Pages
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
• Check on your GMB & Yelp pages at least once a month in order to…
• Make sure your NAP is accurate
• Upload some photos
• Post addiJonal content
• Removing duplicate GMB pages
• Read and respond to reviews & comments…
Claim Your Google My Business & Yelp PagesAppoint a page manager for each locaJon who will…
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
Read and Respond to Reviews
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
• Engage authen:cally, or not at all
• Acknowledge that some people be crazy
• Acknowledge legiJmate complaints
• "Should I ask for reviews?"
• "Reviews are earned, not asked for." -‐ Mike Blumenthal @ GetFiveStars.com
• Create a business that is worthy of being reviewed
• Look at businesses with lots of reviews. What do they have in common?
Reviews Are the Currency of Local SEO
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
• No.
• You SHOULD claim your business on Yelp and apply the same tacJcs we just
described for your GMB page to your FREE Yelp lisJng
YELP Me!Is adverJsing on YELP worth our budget?
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The FiYh Pillar Local SEO
Local SEO Tools• Google My Business: h_ps://www.google.com/business/
• YELP: h_ps://biz.yelp.com/support/claiming
• Moz Local: h_ps://moz.com/local
• LocalSEOChecklist.org
• GetFiveStars.com
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
Social Signals
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
• Boost brand trust amongst your followers
• Provide opportuniJes for exemplary customer service
• Promote events (put bu_s in the seats)
• Amplify your content reach: Promoted Posts
What Can Social Media Do For Your Brand?Social engagement done right can…
• Always drive traffic back to your website
• Don't rent your audience from Facebook, build your own!
• Website, Email MarkeJng, Podcasts, Webinars, Etc…
Remember to…
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
• YouTube (owned by Google) is the 2nd largest search engine. Bigger than
Bing, Yahoo, Ask & AOL combined.
• Facebook -‐ 1 Billion Searches Per Day as of 2012
• Twirer -‐ 19 Billion Search Queries Per Month as of 2010
• An acJve social media presence keeps you on the social search radar
Social Media Channels Are Search Engines Too!
Sources: h_ps://blog.kissmetrics.com/social-‐media-‐and-‐seo/ h_p://www.theverge.com/2012/9/11/3317720/facebook-‐billion-‐search-‐queries-‐a-‐day
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
Paid Promo:on
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
Adwords & Bing/Yahoo Ads
68% US Search
Market Share
29% US Search
Market Share
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
• Count the Cost: Adequate Budget & Resources
• Iden:fy primary sales and lead genera:on goals
• Assign economic values
• PaJence and Consistency
Paid Search & Display Checklist
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
• More (prime) real estate in the SERPs
• More Data: keywords, behavioral & demographic
• Greater brand awareness
• More conversions
The Benefits of Paid Search and DisplayLess than 25% of FI's surveyed run Adwords or Bing Ads Campaigns
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
• Direct Media Placements with Niche Blogs and Websites
• Target websites with direct access to the audiences you most want to reach
• Build a relaJonship with these blogs and websites…
• PosiJve relaJonships over Jme can equal great natural backlinks
• Conferences and Event Sponsorships
• Outdoor/TV/Radio/Print Ads
Addi:onal Paid Promo:on Opportuni:es
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Sixth Pillar Social Signals & Paid PromoJon
Don't Be Afraid To Seek Professional Help
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Seventh Pillar Vendors & Partnerships
Vendors PartnersvsFractured Brand Experience
Poor UX
ProhibiJve Access Data
Seamless Brand IntegraJon
Best PracJce Forms
Convenient Data Access
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
The Seventh Pillar Vendors & Partnerships
• Extend your markeJng capabiliJes
• Free you up to focus on your strengths
• Align with your organizaJon's core values
• Play well with your other vendors and partners
• Help you to form a more cohesive brand experience
• Focus on measurable results
• Are transparent about their efforts
Develop partnerships that…
THE 7 PILLARS OF A
SUCCESSFUL SEO STRATEGY
Relevance Resonance Best Prac:ces
Data Content
Developing Partnerships
SEO Challenges & Opportuni:es Reviewing The Data
FI websites with NO detectable structural SEO opts
SEO SITE STRUCTURE
FI websites with severe status code issues
80% 24%
SEO Challenges & Opportuni:es Reviewing The Data
OrganizaJons with NO content marke:ng strategy
CONTENT MARKETING
Of the 30% who did, MORE THAN HALF had NO content of unique value or
it was hidden away in PDFs.
70%
SEO Challenges & Opportuni:es Reviewing The Data
FI websites with actual content variety
CONTENT MARKETING
16%FI websites with
unclear or missing CTAs
72.5%
SEO Challenges & Opportuni:es Reviewing The Data
AdverJsed Mobile Banking SoluJons
MOBILE OPTIMIZATION
More than 3/4 have sites that are likely already experiencing penal:es in Mobile Search from
Google's April 21st algorithm update.
78%Truly Mobile-‐Friendly
Websites
21.5%
SEO Challenges & Opportuni:es Reviewing The Data
FI's that do NOT acJvely manage their GMB pages
LOCAL SEO SIGNS OF LIFE
84%Average page views on claimed GMB pages
140,847
SEO Challenges & Opportuni:es Reviewing The Data
FI's websites with NO visible social media connecJons
SOCIAL MEDIA & PAID PROMOTION
47%FI's NOT running Paid Search
& Display Campaigns
68%
SEO Challenges & Opportuni:es Reviewing The Data
PASS/FAIL SEO GRADES
FAILING SEO GRADES
84%
SEO Challenges & Opportuni:es Reviewing The Data
FAILING SEO GRADES84%
FI websites without a SEO site structure
80%FI websites that are NOT mobile-‐friendly
57.5%FI websites that
lack content variety
84%OrganizaJons with NO
content markeJng strategy
70%
FI's websites that have unclear or missing CTAs
72.5%FI's websites with NO visible social media
connecJons
47%FI's NOT running Paid Search & Display
Campaigns
68%Average page views on claimed GMB pages
140,847
SEO Challenges & Opportuni:es Reviewing The Data
FAILING SEO GRADES84%
SEO Challenges & Opportuni:es Reviewing The Data
SEO Challenges & Opportuni:es Reviewing The Data
• Set measurable goals and assign an economic value to them
• Document your goals and strategy
• And, if you do only one set of 3 things aYer that…
1. Create a truly mobile-‐friendly website
2. Give it a SEO-‐friendly site structure
3. Create content that engages your audience
The secret to a successful SEO strategy for a financial insJtuJon is…to be one of the few who have a SEO strategy.
SEO Challenges & Opportuni:es Reviewing The Data
You Can Bank On: Driving Traffic That Builds Real Revenue
ZACK STACKEdgeMM.com/Connect15
SEO STRATEGIES
Thank You