Post on 21-Mar-2017
@TravisLowSEO @Webmarketing123 #wm123
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Today’s Hosts:
SEO Fundamentals: 5 Steps to Higher Google Rankings
Mike Turner Senior SEO Strategist
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Travis Low General Manager
@TravisLowSEO @Webmarketing123 #wm123
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SEARCH ENGINE OPTIMIZATION
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Webinar Agenda
1 Understand How Google Ranks Websites Search results are generated algorithmically for each query, in real time
2 Keyword Selection Best Practices SEO tips for keyword mapping and page optimization
3 Benchmark Your Current Rankings You can’t track what you’re not measuring
4 Integrate Keywords into Your Website Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
5 Remove Obstacles to Appearing in Search Results Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123 Source : Jupiter Research, 2010
If you aren’t on the 1st page, you are invisible to most searchers
Can Your Customers Find You?
@TravisLowSEO @Webmarketing123 #wm123 Official Google Blog
2/3 of the clicks go to the top 3 results
Can Your Customers Find You?
@TravisLowSEO @Webmarketing123 #wm123
What We See
What Google Sees
Allow Google To Recognize Your Keywords 1
@TravisLowSEO @Webmarketing123 #wm123
Search bots identify your sites theme and relevance to queries Search Spiders Determine Your Visibility
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
1
@TravisLowSEO @Webmarketing123 #wm123
Crawling:
• Discovering new and updated pages on the web
Search bots follow links to get from page to page How Do Search Spiders Crawl the Web?
1
@TravisLowSEO @Webmarketing123 #wm123
Crawling:
• Discovering new and updated pages on the web
Indexing:
• Compiling data from crawls into data centers
1
Search bots follow links to get from page to page How Do Search Spiders Crawl the Web?
@TravisLowSEO @Webmarketing123 #wm123
Crawling:
• Discovering new and updated pages on the web
Indexing:
• Compiling data from crawls into data centers
Serving Results:
• Based on relevancy • Over 200 factors considered • Content, keywords, links
Search bots follow links to get from page to page How Do Search Spiders Crawl the Web?
1
@TravisLowSEO @Webmarketing123 #wm123
Is Company.com’s website relevant to the searcher’s query?
Does the site have Authority? Does it have Quality Content?
How many other sites link back to Company.com?
Are there HTML errors or violations of Webmaster Guidelines?
1 How Does Google Determine Rankings?
@TravisLowSEO @Webmarketing123 #wm123
Webinar Agenda
1 Understand How Google Ranks Websites Search results are generated algorithmically for each query, in real time
2 Keyword Selection Best Practices SEO tips for keyword mapping and page optimization
3 Benchmark Your Current Rankings You can’t track what you’re not measuring
4 Integrate Keywords into Your Website Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
5 Remove Obstacles to Appearing in Search Results Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
Select a mix of both “head match” and “long tail” keywords Optimize Your Keyword Selection
2
@TravisLowSEO @Webmarketing123 #wm123
Select a mix of both “head match” and “long tail” keywords Optimize Your Keyword Selection
2
@TravisLowSEO @Webmarketing123 #wm123
Select a mix of both “head match” and “long tail” keywords Optimize Your Keyword Selection
2
@TravisLowSEO @Webmarketing123 #wm123
Investigate Google Insights to compare long-term trends: www.google.com/insights/search
Match Your Business to Current Trends
2
@TravisLowSEO @Webmarketing123 #wm123
Investigate Google Insights to compare long-term trends: www.google.com/insights/search
Match Your Business to Current Trends
2
@TravisLowSEO @Webmarketing123 #wm123
Investigate Google Insights to compare long-term trends: www.thinkwithgoogle.com
Match Your Business to Current Trends
2
@TravisLowSEO @Webmarketing123 #wm123
• Start with what’s working
• Expand on your keywords: brainstorm and test variations for search volume & relevance
• Have a mix of both head and “long-tail” terms
• Hint: Don’t focus just on search volume
• Google your proposed search terms to see if the sites ranking on page 1 are relevant to what your business offers
• Look at search trends for your proposed keywords
Review: Choose the Right Keywords Keyword selection determines the course of your campaign
2
@TravisLowSEO @Webmarketing123 #wm123
Webinar Agenda
1 Understand How Google Ranks Websites Search results are generated algorithmically for each query, in real time
2 Keyword Selection Best Practices SEO tips for keyword mapping and page optimization
3 Benchmark Your Current Rankings You can’t track what you’re not measuring
4 Integrate Keywords into Your Website Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
5 Remove Obstacles to Appearing in Search Results Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
“100” means not showing up on the first 10 pages of search results, each of which displays 10 websites
3
@TravisLowSEO @Webmarketing123 #wm123
Webinar Agenda
1 Understand How Google Ranks Websites Search results are generated algorithmically for each query, in real time
2 Keyword Selection Best Practices SEO tips for keyword mapping and page optimization
3 Benchmark Your Current Rankings You can’t track what you’re not measuring
4 Integrate Keywords into Your Website Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
5 Remove Obstacles to Appearing in Search Results Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
Develop a “mapping” document that targets 3-5 keywords per page Map Targeted Keywords Page By Page
4
@TravisLowSEO @Webmarketing123 #wm123
Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages Around Keywords
• Link Pages Within The Same Groups To Further Strengthen Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
4
@TravisLowSEO @Webmarketing123 #wm123
• Search engines learn what your site is about by reading your content
Weave Your Keywords Into Your Website 4
@TravisLowSEO @Webmarketing123 #wm123
• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted keywords
Weave Your Keywords Into Your Website 4
@TravisLowSEO @Webmarketing123 #wm123
Do: • Since the most recent algorithm updates, this is no longer optional!
• Write for your reader, not the writer!
• Establish a natural, engaging tone of voice
• Pay attention to grammar & errors (Google sees these as a sign of web-spam)
Develop naturally written, “non-spammy” content Write For Your Clients
4
@TravisLowSEO @Webmarketing123 #wm123
Do: • Since the most recent algorithm updates, this is no longer optional!
• Write for your reader, not the writer!
• Establish a natural, engaging tone of voice
• Pay attention to grammar & errors (Google sees these as a sign of web-spam)
Don’t • Try to trick search engines with manipulative tactics
• Use Flash much (it frustrates folks on mobile devices!)
• Don’t overuse your keywords: Read it out loud for a reality check
Develop naturally sounding, “non-spammy” content Write For Humans, not Search Robots
4
@TravisLowSEO @Webmarketing123 #wm123
Integrate Keywords into the part of your website only Google
sees
@TravisLowSEO @Webmarketing123 #wm123
The Key Elements:
Meta Content 4
1. URL
2. Page Title
3. Description
@TravisLowSEO @Webmarketing123 #wm123
Facebook Groups: B2B Lead Gen
Keywords in the First or Second Position of the Page Title Have the Greatest Impact!
Include descriptive keywords and phrases in page titles Meta Content
4
@TravisLowSEO @Webmarketing123 #wm123
Webinar Agenda
1 Understand How Google Ranks Websites Search results are generated algorithmically for each query, in real time
2 Keyword Selection Best Practices SEO tips for keyword mapping and page optimization
3 Benchmark Your Current Rankings You can’t track what you’re not measuring
4 Integrate Keywords into Your Website Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
5 Remove Obstacles to Appearing in Search Results Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
Step 1: Configure your Webmaster Tools
Check your Messages for “Unnatural Link Notices”
5
@TravisLowSEO @Webmarketing123 #wm123
Step 1: Configure your Webmaster Tools
Check the status of your metadata
5
@TravisLowSEO @Webmarketing123 #wm123
Step 1: Configure your Webmaster Tools
Create and Submit a Site Map
5
@TravisLowSEO @Webmarketing123 #wm123
Set up Google+ Use the Button Add a G+ Badge
Customize your +1 button and +snippet • http://www.google.com/webmasters/+1/
button/
5
@TravisLowSEO @Webmarketing123 #wm123
Filter out “branded” traffic
Measure the effectiveness of your SEO efforts Watch Your Organic Search Traffic
@TravisLowSEO @Webmarketing123 #wm123
On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in Rankings, Site
Engagement, and Lead Flow
On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.
Keep Up
@TravisLowSEO @Webmarketing123 #wm123
• Improving Your Google Ranking is Attainable: It takes painstaking, detailed work to optimize a website. Fortunately, your competitors may not have done it, either. Get ahead of them.
• It’s all about the Keywords: Executing SEO correctly requires not just a brainstorming session but an ongoing commitment. Optimizing for a set of keywords requires relevant content, website structure and inbound links (we’ll talk about that in another webinar).
• Write for Humans: The same factors that make a website compelling to the user now earn ranking power with Google.
Key Takeaways
@TravisLowSEO @Webmarketing123 #wm123
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