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DESCRIPTION
Most people now turn to Google instead of the yellow pages when looking for a company to do business with. Getting your website to appear in search results is not as straightforward as signing up for the yellow pages was, but it can be done. This presentation will explain: – How search engines like Google work – What an effective search engine optimization (SEO) strategy should include – Simple things you can do to increase your exposure in search engines – What SEO trends to watch
Citation preview
A Framework for a Successful SEO Strategy: Late 2014 Edition
Agenda
SEO101
A Threefold Approach to SEO
Measurement & Improvement
What’s New in SEO
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Q&A
Please hold questions until the end!
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About Me
Coding since 1986Creating websites
since 1997Working in e-
commerce since 2005
Marketing MBA
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SEO101
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SEO 101
SEO101
Google does data entry with your website
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INDEXING
SEO101
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SEO101
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SEO101
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TECHNICAL
SEO101
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Don’t Confuse Google
?
Technical Checkup
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www.WooRank.comWrite this down!
STEP 1
Technical Checkup
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STEP 2Hand WooRank Report to Webmaster.
Tell them to fix it all.
(Cry if necessary)
WooRank
SEO101
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ON-PAGE
SEO101
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Keywords
On-Page: Keywords
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Google doesn’t use the meta keywords tag.
=
On-Page: Keywords
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http://adwords.google.com
KEYWORD RESEARCH
Write this down!
“Keyword Planner” Tool
(No ad purchase required to use the “Keyword Planner” tool)
On-Page: Keywords
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KEYWORD RESEARCH
SEO101
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Site Structure
On-Page: Site Structure
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On-Page: Site Structure
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Each product or service needs its own page.
SEO101
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Content Strategy
On-Page: Content
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Content Goals
1. Expand site size2. Keep site fresh3. Use different keyword
variations4. Obtain links & social shares
On-Page: Content
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BLOG RELIGIOUSLY.
(Blog must be on your own website, not on WordPress.com or Blogger.com)
Content Goals 1 & 2: Size & Freshness
On-Page: Content
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More articles = More traffic
Source: Hubspot
Content Goals 1 & 2: Size & Freshness
On-Page: Content
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EDITORIAL CALENDAR
4 Categories = 4 Posts Per Month
ONE Key Phrase per post!
Content Goal #3: Varied Keywords
On-Page: Content
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If your blog impresses
humans, the search rankings
will follow
WRITE AWESOME CONTENT
Content Goal #4: Links & Shares
On-Page: Content
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This is what will happen.
Actual Case Study
SEO101
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OFF-PAGE
SEO101
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Links
Off-Page: Links
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Off-Page: Links
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RELEVANT&
REPUTABLE
NOT JUST ABOUT QUANTITY
Off-Page: Links
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If your blog impresses humans, the LINKS will
follow
WRITE AWESOME CONTENT
Off-Page: Links
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Reputable directories = OK
Link farms = NOT OK
NOT OKAY TO PAY FOR LINKS
Off-Page: Links
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PAYING FOR EYEBALLS = OK!
https://www.stumbleupon.com/pd
Write this down!
Paid Discovery on Great Content = FAST Link Building
Off-Page: Links
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10/14: 183 links from 37 different sites
1 paid stumble on 10/15: $50 for 500 visitors
11/19: 303 links from 56 different sites
An increase of 120 links and 19 root domains in 1 month
CASE STUDY
SEO101
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Social Media
Off-Page: Social
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Social, Social, Social!7 of the top 11!
2014 SEO Ranking Factors
SEO101
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Citations
SEO101
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SEO101
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MEASURE
Measures & Metrics
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Metrics that Matter1. Organic Keywords (Webmaster Tools)
Search Traffic -> Search Queries
2. Landing Pages (Analytics)Behavior -> Site Content -> Landing Pages❶Visits ❷Bounce Rate ❸Avg. Visit Duration
3. Referral Traffic (Analytics)Acquisition -> All Referrals
Ongoing Improvement
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“I should blog more about that”
“I should add that
to my Services page”
“That would make a great
article”
Data-Driven Ideas
SEO101
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LATESTTRENDS
SEO in 2014
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1) Author Influence
2) Pigeon
3) SSL
Author Influence
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Jump ahead of hundreds of millions of pages using Authorship!
8/28/14 Authorship “Removed”
Author Influence
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Jump ahead of hundreds of millions of pages using Authorship!“Search users will still see
Google+ posts from friends and pages when they’re relevant to
the query .... Today’s authorship change doesn’t impact these
social features.”
8/28/14 Authorship “Removed”
Author Influence
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Jump ahead of hundreds of millions of pages using Authorship!
9/2/14 “Author Influence” Patent Granted
Pigeon
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Pigeon 7/24/14
=
SSL
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SSL 8/6/14
=
SEO101
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RECAP
Recap: The Framework
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Technical Fix Issues
On-Page Keyword Research Drilldown Pages Editorial Calendar
Off-Page Links (Stumble!) Social Media Citations
Measure &
Improve Watch the
“Metrics that Matter”
Get ideas from keyword data
Stay on Top of Trends Author Influence Local SSL
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