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Peter Troast, Founder & CEO
Energy Circle Webinar Series
November 28, 2018
Optimizing Your Website for SEO in 2019
11/28/18
Demystifying Search Engine Optimization
Two Key Pillars of Strong Onsite SEO Fresh Content Aligned with Keywords On Site (On Page) Structure
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What We’ll Discuss
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DEMYSTIFYING SEARCH ENGINE OPTIMIZATION
(confusing yes. Rocket science no.)
Google Paid @ 4
Google Local 3 Pack
Organic
Today’s Most Common SERP
Google Paid
Google Local 3 Pack
Organic
Local Services Ads
With Local Services Ads
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Search Engine Optimization
The “art” of getting your website and it’s pages to rank highly in search
engines (mostly Google.)
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Context Authority+
Simplifying Search
Engage-ment+
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Context Authority+
Understanding Search
+
Site Content
Incoming Links
User Interaction
Engage-ment
Geography Keywords
Links Data Consistency Reviews
Fresh Content Metadata
Site Structure
Local Pack Organic
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On Page Website Content Keywords Meta Data Structure Internal Links Schema
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On Page vs Off Page SEO
Off Page Links from Other Websites Reviews Social Signals Google My Business Data Citations
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On Page Website Content Keywords Meta Data Structure Internal Links Schema
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On Page vs Off Page SEO
Off Page Links from Other Websites Reviews Social Signals Google My Business Data Citations
THE ROI QUESTION(How much upside?)
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The Power of Organic Traffic
54
782
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Source of Leads
1%
15%
4%
3%
10%
3%
8%
8% 8%
3%
7%
3%
16%
12%Organic SearchPaid SearchDirect MailPaid SocialPrint AdsReferring TrafficOnline DirectoriesEmailHome ShowsCommunityOrganic SocialPast CustomersReferral ProgramPurchased Leads
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Organic
Paid
Direct
Social
0% 3.2% 6.4% 9.6% 12.8% 16%
2.61%
7.8%
6.58%
15.8%
10.44%
Data from 45 Energy Circle Clients, 12 months of 2016
Average Conversion Rates by Medium
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Return on Investment in SEO
Effort Return
(Leads)
FRESH CONTENT ALIGNED WITH KEYWORDS THAT MATTER
(everybody’s Achilles Heel)
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Choosing Keywords
Core Services & Terms
Search Volume
Lower Competition What Converts?
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Volume in the Real World
SEM Rush Keyword Tool
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The Hardest Part
Don’t Be a Mile Wide and An Inch Deep
5-10 Core Keywords
ON SITE (ON PAGE) STRUCTURE (metadata)
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Meta Data
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Titles: ~55-60 Characters Max (try to use every darn one)
Keyword 1, Keyword 2 | Brand Name | Geography
such as: Energy Audits | Horizon Residential Energy | Portland, ME
Descriptions: 155 Characters
Complete sentence ending in a period. Write for humans first. Smart use of
keywords. Unique and relevant to the content on the particular page.
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Meta Titles & DescriptionsTitle
Description
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Screaming Frog
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Length
Keywords
Geography
Missing
Duplicates
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What to Look for in Meta Data
• Assess Your Content and Meta Data (On Page) One Time Cleanup Pays Dividends Immediately Keyword Assessment
• Get New Content Flowing
• Future SEO Workshops Building Website Domain Authority Link Building
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Start Here
END
