How to Rank Your Website on Page #1 of Google SEARCH ENGINE - PowerPoint PPT Presentation

Equinet Academy How to Rank Your Website on Page #1 of Google SEARCH ENGINE OPTIMISATION (SEO)

Topics Covered 1 Introduction 2 Keyword Research 3 On-Page SEO 4 Off-Page SEO 5 SEO Analytics Search Engine Optimization (SEO) Training Course Equinet 2 Academy

Search Results What is SEO? Search Engine Optimisation is the process of optimising a website to rank prominently on the organic search results. 3

Top 5 Ranking Factors Search Results 1 Relevant to the searcher’s intent 2 Delivers 10x more value 3 Target keywords included on page 4 Original and unique 5 Strong off-page signals 4

How Do Search Engines Work? Search Engine Spiders Webpages Algorithms Servers/Indexes Search Results 5

Panda Update (2011) Google Major Lower the rankings of low-quality sites. Algorithm Changes Penguin Update (2012) Google changes its search algorithm Decrease rankings of sites that engage in shady link building. around 500 - 600 times each year. That’s Chapter 1: Introduction to SEO 1 - 2 times on average each day. Some algorithm updates have tremendous Hummingbird Update (2013) results on the search rankings. Below is Relevancy and Knowledge graph update (Semantic Search). a list of major algorithmic updates in recent years: Mobile-Friendly Update (2015) •Panda Impacts mobile search rankings of non-mobile-friendly pages. •Penguin •Hummingbird RankBrain (2015) •Mobile Update •RankBrain A machine learning algorithm that aims to present the most potentially •Unnamed Update correct document in response to unfamiliar or verbose queries. Recommended reading: Unnamed Update (2018) • https://moz.com/google-algorithm-change Rankings showed a spike in volatility around February 20th, 2018 which • http://searchengineland.com/library/google/ google-algorithm-updates quickly settled down, sometimes signalling a targeted algorithm update. Search Engine Optimization (SEO) Training Course Equinet 6 Academy

White Hat Vs Black Hat SEO Google’s search engine algorithms have evolved to combat black hat techniques, and take a very serious note on black hat link building. Chapter 1: Introduction to SEO Some black hat SEO techniques include: •Keyword stuffing •Duplicating internal pages on a mass scale •Sneaky redirects •Displaying different results to users and search engines. •Over-optimised keyword-rich anchor text on inbound links, especially on low quality sites Keyword Stuffing Example: This cake decorating tutorial will show you a cake decorating tutorial on how to decorate a cake. The first part of this cake decorating tutorial is on how to decorate a cake. Here’s how to decorate a cake in this cake decorating tutorial. Search Engine Optimization (SEO) Training Course Equinet 7 Academy

The 4-Step SEO Process Keyword Research On-Page SEO Off-Page SEO Reporting Chapter 1: Introduction to SEO Step 1: Conduct keyword Step 2: Make your site Step 3: Link building and Step 4: Reporting and research search engine friendly local citation building analysis The first step of any SEO Once you have gathered a After taking care of your on- Your SEO campaign doesn’t campaign is to conduct targeted list of keywords, the page SEO, here comes the stop here. Check your keyword research. Doing next step would be to input hard part. keyword ranking reports, SEO without knowing what those keywords into your regularly monitor your site keywords your site should existing content. You can also Off-page SEO activities health through 3rd party rank for is like firing at a use your keyword list to give include link building and tools such as Google target without first taking aim. you new content ideas. building local citations. Webmaster Tools, check your backlink reports, and Detailed keyword research Other on-page SEO factors identify potential areas for and analysis sets your SEO include site speed, mobile improvement. campaign up for success in optimisation, site architecture, the long run. and internal linking. Search Engine Optimization (SEO) Training Course Equinet 8 Academy

Why SEO is So Important? 1 70 % to 80% ignore paid ads on the SERPs Introduction of links clicked on by search engine 70 % to SEO users are organic results close rate for SEO leads on average 14.6 % compared to 1.7% close rate for outbound leads (print or direct mail) 82.6 % of internet users use search illion global searches conducted 100 B SEO Fundamentals each month on average Source: https://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/ Search Engine Optimization (SEO) Training Course Equinet 9 Academy

Search Engine Optimisation Key Features and Advantages Positions your brand as the authority in your Boosts your content marketing efforts: industry: Search engine optimisation campaigns complement your Ranking prominently for multiple search terms across the O O content marketing efforts by optimising content (e.g. blogposts, consumer buying journey establishes brand authority and articles, listicles) to rank better on search engines. puts your brand in the forefront of consumers’ minds. Higher traffic share compared to the paid Drives brand awareness and visibility: search results: O O Websites ranking on the first page of the search In some categories, the click through rate of the first results enjoy great visibility and brand awareness. webpage on the organic search results can be as high as 94.95%. Long-term return on investment: Generates highly relevant and high quality traffic: O O Search engine optimisation activities may take awhile to Users who search and click through your site are actively looking produce returns. However, the results (i.e. ranking on the top for information and more likely to engage and convert into of Google) bring continual return on investment in the long run. customers. 10

Search Engine Optimisation Constraints X Can get very competitive: Since organic search traffic costs nothing, competition can get very steep and achieving top rankings can take a long time and get very costly. Delayed Results: Requires technical expertise: Rank jumps typically take an average of 10 weeks to 6 months, X X Organisations may not have the required technical expertise in- but it can also take a few years to rank on the top of Google for house and have to hire SEOs or outsource technical SEO highly competitive keywords. implementation to a third party. Can be very costly to implement and maintain: Dependent on a content marketing strategy for Depending on how large the website is, technical expertise can long term maintenance: cost quite a bit in order to optimise the website on a large scale. X X One of the main ranking factors is the off-page link acquisition The more competitive an industry is, the larger the scale of rate, which depends on how well a content marketing strategy content marketing and online PR activities are required and the is executed. higher the costs involved to continuously run these campaigns. 11

Where SEO fits in the digital Company: Digital A Main Client Profile: Marketing Executives Nature of business: Marketing agency Pain Points: Don’t know enough about Goal: To acquire new and repeat digital marketing customer experience map clients by delivering content that offers Goal: To gain more knowledge on core true value to prospects and clients digital marketing channels and hit KPIs Awareness Evaluation Purchase Post-Purchase Customer Journey Every touchpoint is While considering Prospect searches on an opportunity to whether to engage Google for “top digital Digital A targets move the prospect/ Digital A, prospect sees marketing agencies” , display ads on customer further a digital marketing clicks through Digital A’s websites that prospect Search down the customer event advertised on website, and is convinced Email Content Marketing Engine browses, enticing buying journey. Facebook by Digital A Marketing after reading many Marketing Automation Optimisation prospect to download and registers for the successful case studies a free ebook. event. by Digital A. End Content Content Mobile Content Start Marketing Marketing Marketing Marketing Touchpoint 1 Touchpoint 2 Touchpoint 3 Touchpoint 4 Touchpoint 5 Touchpoint 6 Touchpoint 7 Digital Digital Marketing Marketing Analytics Search Ads Analytics Conversion Social Digital Measures Rate Media Tracking is set Advertising Optimisation Marketing traffic volume, up via Google Prospect receives the Prospect receives an user behaviour, Prospect searches on Digital A deploys Analytics and ebook and other SMS reminder for the and attributes Google for digital marketing automation to Google Tag Search Content Digital educational content on event and attends it. credit to the marketing articles and deliver relevant content to Engine Manager. Marketing Advertising Optimisation digital marketing topics During the event, different touch interacts with Digital A’s client based on client’s via email and feels the prospect downloads an points of the content for the first time. historical behavioural need to learn more app by Digital A that customer Prospect then leaves data. As a result, client re- about digital marketing. provides digital journey. the website. engages Digital A for Equinet marketing tips. multiple services. 12 Academy