Harnessing the Web 2016 - Memberwise
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Transcript of Harnessing the Web 2016 - Memberwise
SEO STRATEGIES PROVEN TO BOOST
MEMBERSHIP GROWTH
DANNY RICHMAN
A BIT ABOUT ME
A FEW OF MY CLIENTS
WHAT IS SEO?
WHAT IS SEO?
Search Engine Optimisation (SEO) is
the practice of increasing the quantity
and quality of traffic to your website through
organic search engine results.
GOOGLE’S ORGANIC SEARCH RESULTS
Organic Results
Paid Ads
87% only click on the organic results
71% click on the top 3 organic results
HOW COULD SEO HELP YOUR
ORGANISATION?
ATTRACT NEW MEMBERS
… that people don’t already know by name
THOUSANDS OF SEARCHES EVERY MONTH FOR ORGANISATIONS…
• professional associations for nurses
• professional associations for nutrition
• associations for managers
• associations for medical billing and coding
• associations for massage therapists
• associations for marketing professionals
• associations for mechanical engineers
• associations for medical assistants
• associations for mental health
• associations for manufacturing
• associations for marketing
• associations for museums
• associations for lawyers
• associations for landlords
• associations for long term care
• associations for law enforcement
• housing associations for key workers in london
• associations for journalists
• associations for criminal justice
• associations for graphic designers
• associations for gun control
• associations for general contractors
• associations for grant writers
• associations for financial advisors
• associations for financial professionals
• associations for farmers
• associations for finance
• associations for food industry
• associations for fitness
• associations for fashion
• associations for water
• associations for human rights
• associations for healthcare administration
• associations for hospitality industry
• associations for higher education
• associations for interior designers
• associations for it professionals
• associations for insurance professionals
• associations for institutional research
• associations for individual development
• associations for healthcare professionals
• associations for history teachers
• associations for human resource management
• associations for quality assurance
• associations for physical therapists
• associations for paralegals
• associations for public health
• associations for photographers
• associations for project management
• associations for pharmacy technicians
• associations for physical therapy
• associations for public administration
SEO is a great tool for bringing members back to your site
INCREASE MEMBER ENGAGEMENT & RETENTION
SEO is a form of Pull Marketing
GENERATE EXTRA REVENUE
CASE STUDY
ROYAL INSTITUTION OF CHARTERED SURVEYORS
(RICS)
Organic, unbranded traffic from Google
ROYAL INSTITUTION OF CHARTERED SURVEYORS (RICS)
Oct 201532,089 pm Sep 2016
96,151 pm
A 200% increase!
…not including those which contain their name
RICS SITE NOW RANKS ON PAGE ONE FOR 10K+ SEARCH TERMS
• promap• apc• bcis• surveyor• permitted development• homebuyers survey• surveyors• chartered surveyor• red book• homebuyers report• bim• isurv• tmlewin• home buyers report• boundary disputes• spons• right to light• modus• building surveyor• facilities management• chartered surveyors• quantity surveyor• dilapidations• home buyers survey• ipms• valuer• cpd foundation• gazumping• homebuyer survey
• flying freehold• right of light• rights of light• homebuyer report• ransom strip• gross internal area• rural• dilapidation• one survey• structural survey• fixtures and fittings• chartered building surveyor• nrm2• commercial property management• how to become a chartered surveyor• jct contracts• subsidence• defective premises act 1972• bcis index• valuers• code of measuring practice• red book valuation• rent review• consent order• keating chambers• annual return• nrm• gifa• design specification
• macdonald and company• pro map• kim bailey• find a surveyor• building surveying• metric handbook• mortgage valuation• reinstatement cost• cpd solutions• permitted development rules• building information modelling• property surveyor• permitted development rights• surveying apprenticeships• residential property management• home survey reports• gross internal floor area• tree roots• regulation• stellisons• jct• how to become a surveyor• what is a chartered surveyor• home survey• estate agents act 1979• online academy• homebuyers survey cost• construction contracts• rebuild calculator
• bcis login• accreditations• pcsa• geomatics• modus magazine• home buyer report• right to light act• building survey report• dilapidations definition• chartered surveyor
course• surveyors fees• construction technology• building contracts• bcis calculator• rising damp myth• professional ethics• chartered surveyor
salary• home buyers• private road
maintenance• home condition report• chartered surveyors uk• rent reviews• ace agreement• bcis tender price index• principles of
measurement
SEARCH VISITORS ARE ALSO MORE ENGAGED
View more pages
Spend more time
Spend more
money
EVEN THE SMALLEST ORGANISATIONS CAN IMPROVE THEIR SEO
WHAT MAKES A SITERANK HIGHERON GOOGLE?
1) STRONG RELEVANCY TO THE SEARCH QUERY
2) ENGAGED SEARCH VISITORS
3) LINKS FROM OTHER TRUSTWORTHY WEBSITES
3) LINKS FROM OTHER TRUSTWORTHY WEBSITES
DOMAIN AUTHORITY SHOWS THE TRUSTWORTHINESS OF YOUR SITE
bit.ly/2bHAiLq
DOWNLOAD THE FREE MOZBAR FROM THE CHROME WEB STORE
MY TOPSEO TIPS
TIP #1
DISCOVER YOUR LOW-HANGING FRUIT
bit.ly/richkwe (free trial)
FIND NEW KEYWORD SUGGESTIONS IN MOZ KEYWORD EXPLORER
DA=51
CHECK THE DOMAIN AUTHORITY OF YOUR SITE
If you have strong authority or can be more relevant, create a new page
CHECK THE DOMAIN AUTHORITY OF THE TOP RANKING SITES
TIP #2
MAKE YOUR PAGES LOOK MORE RELEVANT
TO GOOGLE
Keywords in the main heading
Keywords in the page title
Keywords in the page body
Keywords in the URL
bit.ly/2bHAiLq
MOZBAR – ON PAGE REPORT
TIP #3
GAIN MORE LINKSTO BOOST YOUR
DOMAIN AUTHORITY
ahrefs.com (free trial)
AHREFS LINK INTERSECT TOOL
ahrefs.com (free trial)
SHOWS ALL SITES LINKING TO THEM BUT NOT TO ME
ASK THEM TO ADD A LINK TO YOUR SITE
1k shares and links
CREATE LINKABLE/SHAREABLE CONTENT
Keyword Researcher Pro | bit.ly/richkrp (£33 )
Keyword Researcher Pro | bit.ly/richkrp (£33 )
TIP #4
BOOST YOUR LINK-LOVEWITH INTERNAL LINKS
INTERNAL PAGES ALSO HAVE LINK-LOVE
LINK INTERNALLY TO THE PAGES YOU MOST WANT TO RANK
TIP #5
MAKE YOUR SITEMORE ENGAGING
TO SEARCH VISITORS
People will click more on the most relevant listings
ENGAGEMENT STARTS HERE
IMPROVE YOUR GOOGLE LISTINGS
Unique benefits Call to action
Relevance AttentionPage Title
Meta Description
Search visitors use intuition not logic
DON’T MAKE ME THINK!
Similarweb.com
COMPARE YOUR STATS TO SIMILAR ORGANISATIONS
TIP #6
MAKE YOUR SITEMOBILE-FRIENDLY
47% of MW member sites are not-responsive
ENSURE YOUR SITE IS FULLY RESPONSIVE
www.google.co.uk/webmasters/tools/mobile-friendly
GOOGLE'S FREE MOBILE-FRIENDLY TESTING TOOL
ENSURE YOUR PAGES LOAD QUICKLY ON ALL DEVICES
developers.google.com/speed/pagespeed/insights
GOOGLE'S FREE PAGE-SPEED INSIGHTS TOOL
TIP #7
GIVE SEO THE TIME & ATTENTION
IT DESERVES
Are your followers even seeing what you post?
ORGANIC REACH ON SOCIAL GETS HARDER AND HARDER
YOU CAN LEARN SEO IN LESS THAN A DAY
Membership and Digital must work together
YOU WILL HOWEVER NEED SOME JOINED-UP THINKING
HAPPY TO HELP
Contact Details
• Email: [email protected]
• Web: seotraininglondon.org
• Tel: 020 8341 1223
• Mobile: 07966 229490
• Twitter: @DannyRichman
• Linkedin: Linkedin.com/in/dannyrichman
Tools & websites: www.seotraininglondon.org/seo-tools-websites
Download these slides here: bit.ly/richHTW