Intent + Usability + Backlinks = SEO in 2018

©2018 JB Media Institute LLC

Sarah BenoitCo-founder and Lead

Instructorof the JB Media Institute

©2018 JB Media Institute LLC

Web Accessibility: the Origin of SEO

©2018 JB Media Institute LLC

Web accessibility means that websites,

tools, and technologies are designed and developed so that people with disabilities can use them. More specifically, people can:

● perceive, understand, navigate, and interact with the Web

● contribute to the Web

Web accessibility encompasses all

disabilities that affect access to the Web, including:

● auditory● cognitive● neurological● physical● speech● visual

w3.org

Web Accessibility: the Origin of SEO

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Web accessibility also benefits people without disabilities, for example:

● people using mobile devices with small screens, different input modes, etc.● older people with changing abilities due to ageing● people with “temporary disabilities” such as a broken arm or lost glasses● people with “situational limitations” such as in bright sunlight or in an

environment where they cannot listen to audio● people using a slow Internet connection, or who have limited or expensive

bandwidth

w3.org

Semantic Search

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…..seeks to improve accuracy by understanding the searcher’s intent and the contextual meaning of terms as they appear in the searchable dataspace.

According to Moz.com... “search engines now have a good idea of what words statistically occur together and make semantic correlations, which can be used in the war against spam. Using semantics and entity-based search, engines can gain a better understanding of what users may want.”

Machine Learning

©2017 JB Media Institute LLCw3.org

We no longer need to teach computers how to perform complex tasks like image recognition or text translation: instead, we build systems that let them learn how to do it themselves.

‘It’s not magic,’ says Greg Corrado, a senior research scientist at Google. ‘It’s just a tool. But it’s a really important tool.’ The most powerful form of machine learning being used today, called ‘deep learning’, builds a complex mathematical structure called a neural network based on vast quantities of data. Designed to be analogous to how a human brain works...it’s only in the last three or four years that computers have become powerful enough to use them effectively.” ~ The Guardian

Rank Brain

©2017 JB Media Institute LLCw3.org

…..is an artificial intelligence (AI) program used to process Google search queries. It embeds vast amounts of written language into mathematical entities called vectors that the computer understands. If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have similar meaning and filter the results accordingly, making it more effective at handling never-before-seen queries. Overall RankBrain is capable of learning and recognizing new patterns and then revising search engine results based on its new knowledge. (taken from monfort.io)According to Rand Fishkin, founder of Moz.com, “If you’ve been stressing about how to optimize your SEO for RankBrain, here’s good news: you can’t.”

Watch Rand Explain RankBrain and How it Works!

Connect with the Intentions and Motivations of People

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What is Search Intent?

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Search intent is the reason why people conduct a specific search.

● Are they searching because they have a question and want an answer?

● Are they searching for a specific website?

● Or, are they searching because they want to buy something?

To rank higher in Google and increase Organic Search Traffic the purpose

of each post or page must match the search intent of your audiences.

https://yoast.com/seo-basics-search-intent/

Types of Search Intent

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Informational/Investigative intentSearches with the intent of looking for information, to answer specific questions, or to know more about a certain topic. This also includes searches with the intent to buy in the future and do research.

Navigational intentSearches with the intent to get to a specific website.

Transactional intentSearches with the intent to buy stuff on the internet and browse the web to find the best purchase.

https://yoast.com/seo-basics-search-intent/

Identifying Keyword Intent

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Keyword intent

The words people use in their search queries will give

information about their user intent. ● If people use words like buy, deal, discount, sale, etc. they intend to buy

something - have transactional intent. ● If people are searching for specific brand names, they have a navigational

intention. ● If people are searching and use words like information, how to, best way to,

what is, etc. they have an informational search intent.

https://yoast.com/seo-basics-search-intent/

Listen to Your Audiences

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● Use a form plugin to create an easy to use, fast survey -

ask people what motivates them and why they are a customer.

● Read reviews to learn more.● Use SurveyMonkey or Google Forms to collect feedback

from your best clients or customers.

https://yoast.com/seo-basics-search-intent/

The Importance of UsabilityHow to Get Engagement and Conversions

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You must understand the needs, values, abilities, limitations, and expectations of your

audiences.

You need a deep understanding of the website goals, and therefore the company or organizational

goals and objectives.

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http://www.usability.gov/what-and-why/user-experience.html

Website usability is a rich topic.

There are many different studies and ways you can make your website easier to use. Website usability goes hand in hand with accessibility. Google prioritizes responsive web designs.

You can test your mobile-friendliness here:https://search.google.com/search-console/mobile-friendly You can also test your site speed here: https://developers.google.com/speed/pagespeed/insights/

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Benefits & Offers● Clearly state what makes

your product, service, or brand great

● Explain how you make clients and customers happyShare common pain points and provide solutions

● Make a deeper connection and tell the story of why what you do matters

Incentives = anything you give your visitors in exchange for getting them to do what you want. This can mean: coupons, discounts, free trials, downloadable content, etc.

What is the purpose of each page? Testimonials & Accolades

● List current and past customers

● Add links to press mentions ● Display testimonials and

reviews● Share data that supports how

you have helped people achieve success or solve their problems

Calls to Action● Test color, size, placement, and

text● Keep the CTA above the fold in

an obvious place on the page● Use visual cues to draw the eye

Graphics, Images, and Videos● Use images that reflect

audiences● Avoid sliders and carousels or

slow them down● According to Unbounce, videos

can increase conversions by 80%

Headlines and Copy ● Use plain language● Know your story and brand

voice● Make sure text is readable● Keep niche audiences in mind● Test copy

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Above the fold matters.

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The most essential parts of your message (logo, headline, call to action, supporting visuals, plus the menu) must be located in the center top of the screen “above the fold.” Create plenty of space so people focus on your CTA. Confirm what is above the fold on ALL devices and screen sizes.

Content length depends on your CTA and goals. According to Conversions Verve when landing pages are tested:● Short copy yields results when the visitor commitment is low

investment.● Long copy yields results when the offer or incentive requires a higher

level of investment.

Testing WordPress Usability

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● HotJar● CrazyEgg● LuckyOrange● Ptengine● ClickTale

Earned Natural LinksBacklinks Prove Your Site is Valuable

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Links from other websites, blogs, online publications, media, etc. that point at your website all help build authority and credibility, and therefore affect rankings

If the links drive traffic and people 1. visit your site, 2. stay on your site, and 3. convert then the links are even more powerful

and increase your authority and rankings even more.

©2018 JB Media Institute LLC

Link Building

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Local SEO

1. Local listings can be created on a wide variety of local citation sites. Google My Business is one of the most important. Check out this list: http://moz.com/learn/local/citations-by-category and this one http://moz.com/learn/local/citations-by-city.

2. Make sure your business or organization name, phone number, and physical address are consistent and the same on all sites, including your own.

3. Local citations can generate higher mobile results, especially in mobile apps that geo-locate and geo-target results.

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Local SEO ToolsMake a list of local citation sites where you want to submit your company and website info.

Local listings often include review sites like Yelp, TripAdvisor, etc.

Consider using free or affordable tools to be more efficient like: ● Moz Local https://moz.com/local ● BrightLocal https://www.brightlocal.com/ ● ExpressUpdate http://www.expressupdate.com/search or

https://www.expressupdate.com/place_submissions/new

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Online PR

Public Relations can be an extremely powerful way to build links. ● Every newspaper, magazine, journal, blog, and any other

online publication with a large, engaged following can help build your site’s authority when they link to you.

● Guest blogging, influencer reviews, media pitches, link exchanges, etc can potentially increase authority.

ALWAYS ASK FOR THE LINK!

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Partnership and Influencer MarketingPartners and Influencers must:

1. Share your target audiences 2. Have common values 3. Be active online and have an engaged following 4. Have and be building an email list5. Have a usable, active website and/or blog focused on

conversion

CHOOSE YOUR PARTNERS CAREFULLY!

©2018 JB Media Institute LLC

Video OptimizationWhen you post videos on Youtube or Vimeo channels make sure you:

1. Include any relevant natural keyword terms in the title and/or description.

2. Embed the video on your website or blog and link to it from the video description on your channel.

3. If you can add links to other relevant pages of your website, but only if they are truly relevant.

©2018 JB Media Institute LLC

Social Media and SEOSocial media does not have a direct effect on rankings, however it is complimentary, especially when you have an active and engaged audience:

1. When social media drives lots of traffic that stays on your site and converts it reflects your authority.

2. When your social following are really engaged it proves your brand’s value.

3. Social media can be used for media relations and PR and can lead to coverage and stories that build links.

Simple SEO Best Practicesfor WordPress

Optimize during the Design Process

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Step 1: Assemble your list of keyword terms for the page

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Each page should have a keyword theme or topic and multiple keyword terms and phrases that support that theme. The terms and phrases targeted should be synonyms or closely related variations that all share the same intent.

You can prioritize which terms are the most important based on popularity and competition.

Step 2: Outline the purpose of the page

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Answer the following questions before optimizing the page:

● What is the purpose of the page you are optimizing? ● What do you think people want when they land there? ● What are the main calls to action them you want them to

take?

Step 3: Design and test the page for usability and conversion

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The visual layout and design of a page can improve or hurt usability, which directly affects your conversion rate and whether or not your

website generates more sales, leads, or donors.

● Make sure calls to action are clear and functional

● Ask for feedback from visitors/customers/clients/donors

● Use tracking platforms like Google Analytics or heat mapping

Step 4: Write page content and layout other content like videos or images

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Before adding in keyword phrases and terms to the body text and headers sit down and write great content for the page.

Quality should be your first priority, page usability your second, and keyword formatting the third.

Choose or create images, graphics, and any other media you want on the page.

Step 5: Edit the page by adding keyword phrases and terms

©2018 JB Media Institute LLC

Keyword architecture can strengthen your page’s authority. Never stuff keywords where they don’t belong or repeat too many similar phrases or terms.

Keyword terms should naturally be used in different areas of the page. Some pages will have more opportunities for keyword architecture than others. Take whatever opportunities you can.

Website Architecture

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● Headings matter - H1s, H2s, H3s are the best. Only have a single H1 and

H2 on a page. Make the page content easy to scan.

● The top three places to define the purpose of the page are H1/Page Title, Meta Title, and Page URL. Keyword terms listed in these areas should have the same intent. This makes it clear why someone should visit the page.

● ALT tags must describe the actual image clearly and accurately for people using screen readers. Proper use of Alternate Text for images is recommended by the Americans with Disabilities Act Best Practices Toolkit.

Meta Data

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Meta Data

©2018 JB Media Institute LLC

Meta Data MUST: ● Summarize the keyword theme of the page for the search

bots or spiders.● Reflect the intentions of the searcher. ● Be concise - 60 characters Meta Title/160 Meta Description.● NOT include repetition of keyword phrases.● Convince the person searching to click on your result.

Recommended Plugins

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Tips for Choosing Plugins

● Do they have support and documentation?

● What do reviews from other people say?

● Have you tested them with your theme and plugins?

● AMP Plugins

● Rich Snippets and Schema Plugins

● Star Rating/Review Plugins

● Social Media Plugins

● Yoast SEO

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Resources

JB Media Institute

Free Learning● Free Monthly Webinar: Our next Digital Drop-in is Wed. June 6, 2018● Free Digital Marketing Toolkit

Online Learning ● Introduction to Content Marketing Course● JB Media Institute Online: Next cohort begins June 12, 2018

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Questions?

“You do amazing things. More people should know.”

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Thank you!

Sarah Benoit Lead Instructor & Co-founder of JB Media Institute-President of Creative Original, Inc. (828) 242-0277sarah@jbmediagroupllc.comwww.JBMediaInstitute.com www.AshevilleWebDesign.net

Connect with me on social media!

http://www.facebook.com/SarahDBenoithttp://www.twitter.com/SarahDBenoithttp://www.linkedin.com/in/SarahDBenoit http://www.google.com/+SarahBenoitavlhttp://www.instagram.com/sarahdbenoit