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 Create great content - Some directories Social media profiles - Sister websites Forums - Business partners Guest blogs - Friends / Family 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 on-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 off 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 SEO Campaigns, Keyword Technical SEO Targeting Screaming Frog Google Analytics Webmaster Tools Webmaster Tools Google Analytics BuzzSumo Google PageSpeed Insights Moz SEO Software XML Sitemap Generator Keyword Planner by Google Schema.org

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

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