Practical SEO That Works - Amazon S3...your website. Without it, you are blind. To optimize for...

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Practical SEO That Works Turning Searches Into Conversions


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• Who are we trying to reach online?

• Local SEO trends that will matter most in 2019

• How to implement SEO for your website and online properties

• What online tools to consider that are low cost or free

• Can your website handle SEO? Will web traffic actually convert to phone calls?

• Voice search, does it matter?

• 5 SEO Myths Debunked

OverviewThe Practical SEO Guide You Can

Actually Use – Aka, SEO for People Who Don’t Like SEO!


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Goals

Demystify SEO and break it down to understandable practicals.

01Identify how a properly built website

moves the needle with SEO.

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Learn more about the future of Search and SEO

03Have you leave today feeling like you

didn't waste your time!

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SEO Explained

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What is SEO?SEO Defined In its simplest form, search engine optimization (SEO) is anything done to improve the organic/natural ranking of a website on search engine results pages (SERPs). It’s the opposite of Pay Per Click Marketing!

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• In 1999, it took google one month to crawl and index 50 million pages. In 2012, it took google less than one minute!

• By 2021, mobile devices will influence over $1.4 trillion in locally based sales.

• The average American spends over 3 hours a day on their mobile device.

• Apple says the average person unlocks their iPhone 80 times a day.

• Over 30% of people check their phone as soon as they wake up in the morning.

• Google SERPS = 3.5 billion daily searches, which equates to 1.2 trillion searches per year worldwide.

57% of all u.S. Online traffic now comes from smartphones and tablets.

46%of all google searches are local. The same article

revealed that 60% of the people who search for local business use smartphones.

The Online Echo-System… Staggering Statistics!

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Who Is Searching For An Orthodontist Online?Sally from Simi-ValleyAge : 38 (Borderline Millenial)

HR Director (50+ hours week)

OccupationYoga, Coffee Lover, Fur Baby OwnerHobbies

Married

Marital StatusBrandon 8, Skyler 11

Children

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Who Is Searching For An Orthodontist Online?

App Developer

OccupationSurfing, Part-time Modeling, Music Festivals

Hobbies

Single Pringle

Marital StatusNo Gracias

Children

Steve “Fortune” HunterAge : 27


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Who Is Searching For An Orthodontist Online?Mackenzie “Busy” DryverAge : 43 (generation X or otherwise known as... the most sensible group)

Full-Time Mom & Part Time Amazon Seller

OccupationVacations with Hubby, Baking, Wine Tours, Class Mom/Team Mom

Hobbies

Married

Marital StatusCandice 14, Jay 12, Toby 11, Lisa 8, Kyler 2

Children

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Who Is Searching For An Orthodontist Online?

Though Very Different Lives, What Do All Three People Have In Common?

They are likely spending upwards of 3 hours (or more) on their mobile phones every day01

They make half of their purchases online02

They research a business and its reviews online before making a commitment 90% of the time

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They are very distracted and have difficulty managing their time (email and IM’s are checked on average 6 times an hour)

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We must meet the patient where they are at. On their phones, in between events in their busy lives – we must make it simple for them to make a decision before they get distracted. Optimizing your website and business online can’t take a backseat. It needs to ride shotgun with you!

Consensus:


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Basic Ingredients to SEOResponsive (mobile-friendly) Websites – The Core Of All SEO in 2019

What is a Responsive Mobile Friendly Site?

• A responsive website is a single website that adapts to any screen size so it's as easy to use on mobile as it is on tablet and desktop. No adjustments needed from the users end!

Why is it important?

• December 2018, Google moved to “Mobile First Indexing”

• This means your mobile website is more important than ever and should be your primary focus as a business owner.

Conclusion:

• Test your websites mobile using Google’s mobile-friendly tool

• Check how responsive your website is by using this tool responsinator.com

• Consider using Wordpress. It’s universal, easily customizable, and adapts easily to Google’s ever-changing ecosystem.

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12Content That Matters!

• Without quality content, there is no hope of getting good search engine rankings.

• For those that do happen to find you, they will be less likely to convert as your content will be compared to other sites they are reviewing.

• Consumers expect it, plain and simple!

• Focus on your first 300 words of content for each of your most important pages (homepage, service page, FAQ page, contact us page)

• Think about the general FAB’s of the content (Features, Advantages, and Benefits)

• When blogging, ask yourself, “how can I tie this back to my community”. Consider adding a guest blogger from your connections in your local area!

• Has relevant keywords • Is readable and understandable

• Has some form of visual aid • Is “Evergreen” and not easily outdated

What Is Good Website Content?

Why Does It Matter?

Conclusion


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Keyword Research & Intent

What is keyword intent?Keyword intent is undoubtedly the most important concept when it comes to keyword research. It helps you meet the users' needs better by matching your content and landing pages with their intentions and expectations.

ExampleInformational Intent – The user has identified a need and is looking for information on the best solution (for example: Invisalign or braces).

Commercial Intent – The user has zeroed in on a solution and wants to compare options (for example: Invisalign reviews, best braces for kids, orthodontic care for adults).

Transactional Intent – The user has narrowed their hunt down to a few best options and is on the precipice of making a purchase or going somewhere locally (for example: orthodontist near me, Dallas orthodontist for adults, braces shipped to me).

Ensure your keyword strategy incorporates “Search Intent”. Does it speak well to those at the top of the funnel (researching) all the way down to the person who is ready to make a decision? Stuffing keywords into your website will no longer cut it. By understanding and implementing these strategies, your content will speak to those at all levels of the funnel and make you visible for more search queries!

Consensus:


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Analytics & DataTake advantage of the tools Google provides. The basic

versions of these programs will provide important information regarding the people “walking” through your door online. I’ve spoken to countless practices who pay for SEO or web development services and do not have these free tools in place!

Conclusion:

What sort of data & analytics am I looking for?

Install Google Analytics and set up Conversion Tracking metrics throughout your website. Without it, you are blind.

To optimize for better SEO, consider things like: conversions, traffic sources, time spent on a page, and bounce rates.

Analytics will tie into other Google programs like Google Webmaster Tools or Google Search Console, which will track the performance of your site and alert you of any problems such as bugs, malware, or indexing issues.

You should be tracking actions/events through analytics. Consider tracking: click to calls, downloads, contact form submissions, and ‘get directions’ clicks.


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Why is site speed important?

! Google has indicated site speed (and as a result, page speed) is one of the signals used by its algorithm to rank pages.

! Page speed is also important for a sound user experience. Pages with longer load times tend to have higher bounce rates. Longer load times have also been shown to negatively affect conversions.

! According to statistics, half of us won’t wait three seconds for a website to load!

! Amazon calculated that a page load slowdown of just one second could cost it $1.6 billion in sales each year.

The faster your site, the more likely a visitor will stay and browse your website. It’s also an important factor for SEO and rankings. Images, videos, and improper coding techniques bog down your website. You can run a quick test on your site by going to Google Page Speed insights to better understand how your website performs https://developers.google.com/

speed/pagespeed/insights

Conclusion:

Site Speed... The Quicker The Better!


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What are backlinks? Backlinks tell search engines like Google that your website is a reputable and trustworthy source. If they see that you’re recommended by other reputable websites online, then it validates your business, expertise, and area of focus. In short, a backlink is a link back to your website from another online source.

What Are Backlinks? Do They Matter?

Backlink example for a practice• A listing/backlink on the local chamber of commerce, BBB, a local charity,

school, or another healthcare facility’s website. • Alumni, alma-mater, or study groups/club websites • Industry or community-based resource websites • Job & community boards. Have an opening or an event? Post it online!

Backlinks are important, but keep in mind that quality is better than quantity. Content marketing ties into a backlink strategy, and will help you earn a stronger online influence. Backlinks from things like local interviews that are hosted on a blog, links from a school news website, or online podcasts are strong sources that will help with

your organic SEO.

Conclusion:


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Do not rely on this process to be a one-and-done job. Think of this as the foundation for your website to promote proper organic SEO. It needs to be tended to on a continual basis – as you add new pages, you need to account for this work.

On-page SEO is the practice of optimizing individual web page content and HTML source code to rank higher and earn more relevant traffic in search engines.! On-page SEO is technical in the sense that it is tied into the coding of your website. Things

like meta-tags, sitemaps, and descriptions are all things Google bots look for to learn more about the most important features on your website.

! Tools like woorank.com are free and will give you a good idea of any red flags that pop up.

! As a general rule of thumb, your site should have a sitemap, and each page of the site should have title tags (50-60 characters), and meta descriptions (up to 155 characters). Keywords should be placed in the titles and descriptions!

Consensus:

On-page & Technical SEO


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What are local SEO citations (NAP’s)?A local SEO citation is any online mention of the name, address, and phone number for a local business. Citations can occur on local business directories, on websites and apps, and on social platforms. Citations help Internet users to discover local businesses and can also impact local search engine rankings. Yelp, YP, Healthgrades, and Google My Business are all examples of NAP’s!

Advice:Check to see how consistent you are. Tools like Yext or Moz are extremely helpful and affordable. They take all of the laborious workout, and keep your business information organized and consistent online. You can also suppress duplicate listings, and update Doctor profiles. This is a HUGE secret that many online marketing agencies keep to themselves!

Free Tool/Scan: https://moz.com/local/search

Name, Address, and Phone Numbers... be consistent!

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https://moz.com/local/search

19Structured Data

Structured data is the “extra” information that you see next to a

website and its meta description in search results. For example, if you are searching for a restaurant, you will see

not only the restaurant’s name, but also, additional information such as hours,

pricing and reviews.

Structured data is on-page markup that enables the search engines to better understand the information on your website, and then use this

information to improve your business’s search results listings.

Rich snippets from structured data markup play an important role in

Voice Search!

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The bottom line:

What is Structured Data?

Structured data allows you to talk directly to the search engine and help them understand what you’re saying. Schema.org is a free resource to use and provides an HTML code to mark up parts of your website. It’s a must use for mobile!


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Voice search… ”Hey Google”

Conclusion:

Voice Search and SEO… Why is it important?• Google predicts 50% of all searches will be searched by voice in 2020.

• Amazon Echo Dot was the top selling product on Amazon.com for the last three years in a row.

• Answers that come from voice search typically are pulled from Google Answer Box which is referred to as a “Featured Snippet” or position ZERO.

• Google “Near Me” searches are tied into Google voice search.

• “Near Me” searches are more likely to visit in person within 24 hours compared to other search queries. 74% of these searches lead to a local business visit

You must incorporate Schema and rich snippets into your SEO strategy. From there, content that is more closely aligned to “Conversation Search Queries” needs to be added/or optimized on your website. Here is a list of content pages to consider that work well for voice search and Google Answer Box:

Your content is more likely to display in the Answer Box if:• It ranks well organically. Without having solid SEO and rankings,

appearing at the top of the SERP’s is not going to happen. • It is, in short, easily digested paragraphs. • Includes how to or answers questions • It is optimized for long-tail, questioning keywords. • It contains lists that Google is easily able to understand.

Examples of voice search: • How-to guides • Calculations and conversions • Health (particular symptoms of

illnesses)

• Requirements • Processes • FAQ • Question-based queries

Apple-Siri Google Home

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21SEO Myths Debunked

You cannot buy your way to the top of a search results page on Google. With that said, paid ads lend more credibility and provide more real estate online.

Buying Google Ads Helps with Organic Ranking

SEO is something that needs to be managed on an ongoing basis. In order to keep your organic ranking strong, your website needs to be constantly updated with proper title tags, meta descriptions, and new content.

SEO simply is a one and done process

Online agencies may be an affiliate partner of Google to sell ads (pay per

click), but Google does not endorse any agency for SEO

Google partners and/or endorses different online marketing agencies online

Content Marketing will not work if no one links to it. The idea of having to grab as many links possible though is no longer relevant

as long as the link is authoritative.

Backlinks are no longer important for SEO

You can’t re-define certain procedures, medical definitions, and product descriptions. You can, however, layer in local content, FAQ’s, testimonials, and added thought or insights from other sources to make your content stronger.

Google will penalize my practice for duplicate content

Your website may be one of the most important factors when it comes to SEO. Driving traffic to a poorly built website will result in one thing: a high bounce rate. Investing in your website is one of the easiest ways to attract your user once they reach your business online.

My website doesn’t really make a difference when it comes to SEO


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SEO Tools That Work!

Valuable SEO Tools

Optimization tools to test your site01

• What does the call to action look like throughout my site.

• How does the imagery look across different devices?

• Does the site remain user friendly on smaller devices?

http://www.responsinator.com

• How does your site perform? • Can your web developer improve the

results? At what cost?

https://developers.google.com/speed/pagespeed/insights

• What is your woorank score? • Are you missing important SEO basics

like meta-data, sitemaps, and keywords?

• Do you have access to fix these issues?

https://www.woorank.com• What errors pop up? • Is my NAP consistent across all local

profiles? • Do I have access to fix red flags on

my own?

https://moz.com/local/search

• How many backlinks does my business have? • Do I recognize these links? • Which ones are good? Which are bad? • Can bad ones hurt me? • How can I fix this?

https://ahrefs.com/backlink-checker


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Summary.By adding one – or several – of these tips to your digital strategy this year, you will create a better experience for prospective patients and online referrals. It is worth it!

SEO doesn’t have to be complicated. You shouldn't be afraid to test new ideas or give up because you don’t see an immediate return on your SEO efforts.

SEO doesn’t have to be expensive. Many of these tips and recommendations should be standard deliverables if you are paying for SEO. For those that take the DIY approach, simply make sure your webmaster can follow instructions. Some of these deliverables should be standard best practices within your website management plan.

One step at a time can help you improve your site’s optimization. The best way to get started is to pay attention to your readers’ online habits. Google Analytics and Google Search console is FREE!

Don’t downplay the importance of your website. If you are investing money in SEO to drive traffic to your business, having a modern website will help convert your online visitors.


24Articles & Resources Used For This Presentation.

• www.thinkwithgoogle.com

• www.seoexpertbrad.com

• www.neilpatel.com

• www.yoast.com

• www.wordstream.com

• www.blog.monitorbacklinks.com

• www.moz.com

• www.searchenginejournal.com

• www.searchenginejournal.com

• www.developers.google.com/speed

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• www.developers.google.com/search/mobile-sites

• www.webmasters.googleblog.com

• www.forbes.com

• www.pewresearch.org

• www.singlegrain.com

• www.seoexpertbrad.com

• www.searchenginewatch.com

• www.blog.hubspot.com

• www.bitcatcha.com

• www.voicebot.ai


Meet Gabriel Peralta Gabriel Peralta is an expert in the Digital Marketing field, and has worked with companies and businesses of all sizes over his 15 years in the digital arena. In addition to educating businesses on Digital Marketing strategies, he also sits on the executive team at // TECHYSCOUTS, an Anti-Agency group of designers, developers, and free-thinker strategists that specialize in web design and development.

Director Of Sales at // TECHYSCOUTS

Contact Info:Email: [email protected]

Phone: 858-254-4248

LinkedIn: www.linkedin.com/in/gabeperalta

Gabriel leverages his extensive marketing experience to provide tips and insights to businesses looking to learn more about things like SEO, web design/development, blogging, branding, and content marketing.

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Practical SEO That Works - Amazon S3...your website. Without it, you are blind. To optimize for...

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