Quick Fixes to Optimize Your Online Marketing via SEO

Lightning Round: Quick Fixes to Optimize Your

Online Marketing via SEO

Sara ResnickSEO & Digital Marketing

Senior Manager

Note: All opinions on the following slides and in this presentation are those of my own, and not 1800Flowers.com.

Topics Covered

• Keyword Research: More Than Just Search

• All Copy Is SEO Copy: Break Down Content Barriers

• A Healthy Site Is A Happy Site

• Backlinks & Interlinking Awareness

• Stay On Top Of Trends

• There Is No “I” In Team


Keyword Research: More Than Just Search


Example A: When do users search for different terms?

* Source: Google Trends, U.S., Custom Jan 2010-Dec 2015, All Categories, Web Search. “Google Trends analyzes a percentage of Google web searches to figure out how many searches were done over a certain period of time.”

Since it helps identify what users are searching for, keyword research can provide helpful insights to various areas of the business.

https://www.google.com/trends/explore#q=wedding%20gifts%2C%20wedding%20flowers%2C%20wedding%20registry&geo=US&date=1%2F2010%2072m&cmpt=q&tz=Etc%2FGMT%2B4



Example B: Year-over-year user demand comparisons.

* Source: Google Keyword Planner, U.S., All Languages, 5/15-4/16 vs. 5/14-4/15.

https://adwords.google.com/KeywordPlanner



* Source: Google Keyword Planner, U.S., All Languages, 5/15-4/16 vs. 5/14-4/15.

Example C: Popular terms you may want to capture.

Example D: Content ideas.




* Source: Google Keyword Planner, numbers are for exemplary purposes & do not reflect specific competitor comparisons.

Example E: Brand & Competitor Exploration.

Competitor A

Competitor B

Competitor C




* Sources: (1) Instagram, Desktop (2-3) Google.com Desktop & Mobile iPhone 6 (4-5) Bing.com Desktop & Mobile iPhone 6

There Are Numerous Ways to Perform Keyword Research...• Google Trends• Google Keyword Planner • Popular Hashtags in Social Media (i.e. Instagram)• Google & Bing Instant Search Suggestions

Topics Covered








All Copy Is SEO Copy


* Sources: (1) Google.com Desktop (2) 1800flowers.com

Give the Users What They Want

Title Tag

Meta Description

Sitelinks

All Copy Is SEO Copy


• SEO Copy• SEM Testing• On-Page Copy & Images• Display Ads• Radio Ads• Social Content & Engagement

• Text, Images, Memes & Videos• Local Content• Device Copy Differentiations • Direct Marketing Content

Content Opportunities by Breaking Down Content Barriers

* Source: Image from Official 1-800-Flowers.com Facebook Page

http://facebook.com/1800flowers

Topics Covered








A Healthy Site Is A Happy Site


• Google Search Console/Bing Webmaster Tools• Crawl Errors• Duplicate Content

• URL Consistency & Best Practice

• Page Speed

• Proper Tagging & Signals• Redirects• Canonicals• Searchable• Robots.txt• XML Sitemap

“Feng Shui” Your Site: Checking Site Health Helps Conversion

* Sources: (1) Google Search Console (2) Bing Webmaster Tools

https://www.google.com/webmasters/

http://www.bing.com/toolbox/webmaster/

Topics Covered








Backlinks & Interlinking Awareness


“Street Smarts”Pay Attention Who Is Linking to Your Site• Who is linking to your site?• Who should be linking to your site?• Who is mentioning you, but not linking to you?• Bad links can cause more harm than good.

Internal Linking Smarts• How you’re linking internally matters.• Implement cross linking strategies that make

sense.

Topics Covered








Stay On Top Of Trends


• Voice Search & the Evolution of Long Tail Search Queries• Alexa, Siri, Cortana• Artificial Intelligence

• Site Security (i.e. HTTPS)

• Mobile • Algorithm Changes• App Deep Linking

• Quick Answers/Instant Results

Topics Covered








There Is No “I” In Team


Everyone Impacts SEO

• SEO Training for All Departments

• Stay in the Loop with SEO Trends• If it affects search engines, chances are it will

affect more than just SEO

• Work Together:

Be Aware of How SEO Can Help You

Summary


Topic Point Helps Conversion By...Keyword Research: More Than Just Search

Explore When Users Search for Different Terms.

• Timing of marketing strategy execution based on user demand expectations and revelations.

Year-Over-Year Demand Comparisons. • Visibility into trends as well as user demand increases and decreases. • Potential insight into your own growth.

Popular Terms to Capture. • Making smart decisions backed up by data.

Content Ideas. • Creating valuable content adds to the user experience & augments brand authority.

Competitor Comparisons. • Researching the search demand of your company, and your competitors.

All Copy Is SEO Copy Break down content barriers. • Giving users relevant landing pages with on-page & off-page copy.• Content performing well in one area of your business, may work well in another.

A Healthy Site Is A Happy Site

Site health is your lifeline and affects user experience.

• Making sure your site is as healthy and as lean as possible for easy crawling to ensure smoother and improved conversion.

Backlinks & Interlinking Pay attention to who is linking to your site, as well as internal links.

• For better or worse, backlinks & internal links shape brand authority which forms the way brands are viewed by users & search engine bots, which affects conversion.

• Cross linking strategies that make sense can be helpful for user conversion.

Stay On Top Of Trends Trends in the industry trickle into many areas.

• If it affects search engines, chances are it will affect more than just SEO and thereforeaffect conversion.

There Is No “I” In Team Optimize areas of the business using SEO, and by teaching SEO.

• Integrate SEO into processes from start to finish, not as an afterthought, for conversion optimization opportunities.

Quick Fixes to Optimize Your Online Marketing via SEO

Marketing

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