Building Web Traffic Through Search Engine Optimization - - PowerPoint PPT Presentation

Building Web Traffic Through Search Engine Optimization

Understanding Google and Enhancing SEO Performance

Why Businesses Are Using SEO

Companies are Acquiring Customers

• MarketingCharts Reports That Over 39% of Customers Come From

Search

• 81% of B2B purchase cycles start with web search and 90% of buyers

say when they are ready to buy, “they’ll find you.” (Earnest Agency, 2014)

• 89% of consumers report using search engines for purchasing

decisions

Why Businesses Are Using SEO

Essential For Business Marketing

What Keywords Should I Rank For?

Keywords are 3-7 word phrases that your potential customers use to find your product

What Keywords Should I Rank For?

How Do I Find My Keywords?

• Autocomplete
• Suggested or related results
• Brainstorming
• Actual product names
• Problems the product solves
• Check your competitors

Use Keyword Planner for Volume

What Keywords Should I Rank For?

Categorize Your Keywords, Then Think of Web Pages You Can Make About Each Phrase

What Keywords Should I Rank For?

Specificity and Long-Tail Search

What Keywords Should I Rank For?

Specificity and Long Tail Search via HubSpot Examples Via HubSpot:

What Keywords Should I Rank For?

Which keywords to target first?

Source: SearchE ngine Land

Keyword Difficulty via Moz

Looking at On-Page SEO

This Page Is Optimized for the Phrase, “Chocolate Donuts”

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

Looking at On-Page SEO

Looking at On-Page SEO

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 custom.cigar.humidors@example.com."

• Sound Natural
• Don't Over Do It
• The Keyword Phrase Should Appear At Least 4 Times in the Article (This

Includes Headers)

Don’t Need Meta Keywords Tag

Why Only Spammers Use the Meta Keywords Tag - Danny Sullivan, Search Engine Land

Looking at On-Page SEO

Real World Example of Optimized Pages

Note how this content links to similar content and other phrases that I want to rank

How Does Google Rank Content?

How Does Google Rank Content?

Combine SEO with content marketing…”While original content is a primary influencer of search visibility, SEO improves the reach of your content with extensively researched keywords...In this way, SEO and content marketing work together to earn inbound links and organic traffic, which boost your rankings and lead to increased sales and brand exposure. “

source: http://www.ironpaper.com/webintel/arti cles/2015-critical-seo-statistics-and-tre nds/#.VjFsvtWrTnA

Looking at On-Page SEO

Content that performs!

• 1. How to’s
• 2. Lists
• 3. Ultimate Guides
• 4. Numbered posts

Looking at On-Page SEO

Review of mail2Cloud Blog - Long form content is king!

Fresh Content a Plus

Former Google Fellow Amit Singhal once explained how “Different searches have different freshness needs.”

• source, Moz

How Does Google Rank Content?

How Does Google Rank Content?

Looking at Off-Page SEO Factors

Off Page SEO generally refers to internal links and backlinks, but can also mean social media shares, UX and TSOP PageRank is calculated by adding up all the pages that link back to your website, and calculating the importance of those link backs

Looking at Off-Page SEO Factors

PageRank In More Detail

This Is How PageRank or “Link Juice” Flows https://www.mattcutts.com /blog/pagerank-sculpting

Looking at Off-Page SEO Factors

All things being equal links higher up on a page matter

• more. - Moz

Looking at Off-Page SEO Factors

External links matter more than internal

• links. - Moz

Looking at Off-Page SEO Factors

Links from new domains matter more than links from a site already linking to you. - Moz

Looking at Off-Page SEO Factors

Looking at Off-Page SEO Factors

How to Get More Backlinks

• Blog:searches
• Some directories
• Sister websites
• Business partners
• Friends / Family

Create great content Social media profiles Forums Guest blogs PR

Looking at Off-Page SEO Factors

PR Can Help SEO a Number of Ways

The news story will rank Contextualizes your brand Builds backlinks Drives traffic to your website

Thoughts on Web Architecture

Architecture Impacts Google’s Understanding of Your Content, and the Flow of PageRank

Thoughts on Web Architecture

Real Life Example of Good SEO Architecture

Thoughts on Web Architecture

Another Good Example of SEO Architecture

Consolidating PageRank

Source: https://moz.com/blog/link-consolidati

• n-the-new-pagerank-sculpting

Thoughts on Web Architecture

Don’t Use Subdomains - Viewed as Separate Website

Thoughts on Web Architecture

Don’t Use Subdomains - Viewed as Separate Website

Subdomain Case Study

Other SEO Factors to Consider

Bounce Rates - Single Page Visit Sessions

38% 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-p ages/

Other SEO Factors to Consider

Users Hate To Wait - Check Page Load Time!

Use Google’s PageSpeed Insights Tool

Other SEO Factors to Consider

Time Spent On Page

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

slate.com

Rankings and Search Console

The click-thru-rates drop

• ff substantially each pos.

you move down. 80% of searchers don’t go to page 2.

Rankings and Search Console

“The evidence suggests that Google does use click-through rate as a ranking signal. Or, more specifically, Google uses click data as an implicit form of feedback to re-rank and improve search results.” - SEO by Yoast

Rankings and Search Console

Rankings and Search Console

Filter and track different keywords

Rankings and Search Console

Google doesn’t like 404 errors and they are bad for

• UX. You also look

referral traffic if people are linking to one of your pages that is now a 404. Run 301 redirects to correct this!

Structured Data for Events and More

The Structured Data Highlighter helps Google better understand your web pages

The SEO Growth Curve

Tools for SEO - Technical and Daily

Technical SEO Screaming Frog Webmaster Tools Google Analytics Google PageSpeed Insights XML Sitemap Generator Schema.org SEO Campaigns, Keyword Targeting Google Analytics Webmaster Tools BuzzSumo Moz SEO Software Keyword Planner by Google

Guides and SEO Resources

• Google’s SEO Starter Guide
• DIY SEO
• How to Prepare Your Website for Inbound Marketing
• Inbound Marketing FAQs
• Measuring SEO with Webmaster Tools
• Off-Page SEO Factors
• Search Optimizing Photos and Video

Corttafoya@gmail.com

Thank You!