Marketers: SEO for - Jenny Munn · your website. If you notice a trend, get in early and create optimized content Carry it across to off-site content and social media 15% of daily

Jenny Munn, Search Marketing Consultant

SEO for Marketers: Strategies, Tactics and Trends

Welcome! Housekeeping

• Taking in vs taking action

• Prioritizing a MUST• Goals• No dumb ?’s• My role • Participation

encouraged• Confidentiality

• Bathroom, breaks• Wifi• Excel or Sheets• Updated slides:jennymunn.com/ama2

Twitter: @jennymunnInstagram: jen_munn

#AMA_marketing

| 2SEO for Marketers by Jenny Munn

About Jenny, SEO Consultant est 2009

SEO for Marketers by Jenny Munn | 3

AgendaDay 1• Introductions• SEO Foundations

Break• Keyword Strategy &

ResearchLunch• SERPS Analysis • URL Mapping

Break• Competitive Auditing• Review, Action Plan, Free

Time• Recap and Wrap Up


Day 2• Overview and Recap• SEO Analytics & Reporting• Technical SEO

Break• On-Page SEO & Content

OptimizationLunch• Off-Page (Social &

Backlinks)Break• SEO Trends• Review, Action Plan, Free

Time• Recap and Wrap Up

Introductions - Your Time

Questions:1. Name2. Industry, Niche, or

Organization3. Keywords OR Audience4. What is the most

frustrating OR fun part of SEO for you?

5. What do you want to get out of this training?

Rules

• Brevity, please

• Confidentiality• As detailed as

you feel comfortable


SEO Scorecard & Training Worksheets

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jennymunn.com/ama2


SEO Foundations and Current Trends

● The Modern Searcher in 2020 and Beyond ● SEO Refresher ● Activity: SEO Activities Calendar

SEO = Making Your Content Findable

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Brand reputation vs true organic search

SEO: think marketing 101

Keywords = language of your customers

SEO = Making Your Content Findable

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Pain Point Awareness:

• Are people actively looking for the information/services you have to offer?

• How motivated are they?• Do you have to educate and convince

your market they need what you have to offer?

• How long is the sales cycle? Research cycle?

Cold Traffic: Are your conversion expectations realistic? “

Source: CallRail

Multi-Channel Marketing is Critical

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SEO Ranking Factors

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• Top 3 Ranking Factors: Content, Links, RankBrain • Overall, hundreds of signals go into the overall

algorithm • How search engines work:

• crawl• index• rank

Hummingbirds & Shrinking Attention Spans

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nationalzoo.edu

“We’re in a war of attention and our customers are hummingbirds – fluttering around and consuming bits of content everywhere.” - Allen Gannett

● The average U.S. internet user looks at 2,417 different websites every month

● Only spends 1 minute and 12 seconds average per site

Google and Modern SEO - “The Best Answer”

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Hummingbird, RankBrain and BERT• Hummingbird: Google’s core search algorithm update in 2013;

helped Google move beyond stilted keyword results to understanding context and intent, and then conversational search

• RankBrain: reported in 2016; Google’s machine learning, AI system that is now baked into its algorithm (ex. POTUS)

• BERT: rolled out 2019

BERT Overview

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Credit: Danny Sullivan, Google

BERT Overview

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Credit: Danny Sullivan, Google

Google and Modern SEO - Machine Learning is Here

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● Google has been using neural matching, AI method, to better connect words to concepts (interprets vagueness)

● Designed to help Google better understand intent when using natural language

● Designed for longer conversational queries● No action to do besides write

conversationally and optimize for intent● BERT = interpret, serve, in microseconds

Sidebar: Optimizing for Search Intent

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• Definition: The reason why someone conducts a specific search (transactional, navigational, informational, commercial)

• Google’s algorithms favor the right match between what content best fits the searcher intent • Keywords give a clue:

• buy, discount, gift, best• Searches for information ≠ a product page

• In 2020, optimize for:• keywords + intent, inference and prediction

• Look at the results...example, “backlink checker” keyword

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backlinko.com

Search Behavior In 2020

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“Impatience, immediate action, instant gratification, even some impulsiveness—these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.”

In 2020 searchers want: • more useful information• more personalization• more immediacy

SEO Approach in 2020 And Beyond

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In 2020, we must go further: we must predict & stay 1 step ahead of research-hungry visitors, anticipating what they need and want.

Challenge: technology is constantly influencing our consumers, and we must act accordingly

Google has committed to 3 big focus areas:1. The shift from answers to journeys2. The shift from text to a more visual way of finding information3. The shift from queries to providing a queryless way to get to

information

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Queryless Way to Get Information

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Queryless Way to Get Information

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Zero-Click Searches Increasing

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The answer is displayed directly

source: sparktoro.com

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SERPS Evolution - Paid Ads

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Evolving Our Approach to SEO is Critical

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● Shorter Attention Spans● More Than Ever is

Competing for Attention● Google sending less

traffic to websites - CTRs are down

● “Zero Click Searches”● At the same time….we

are a research-obsessed culture

Make the Most Out of Every Click

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Get people to come back:● Email capture● Social follow● Pop Up● Cookie and Retarget

Copywriting vs content writing:● No CTA? Rude!● Critical difference between informing &

persuading● No time to imply

The Basics Are Still the Basics

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Execution Phase: ->Foundational SEO ---> Ongoing SEO Building Momentum -----> Competitive SEO

What Hasn't Changed: Quality Signals, Content, Backlinks, Analytics/Data, Engagement, Off-Page, Competitive Analysis

SEO is a Journey

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● Small changes add up over time● Muscle you build● Incremental improvements begin to add up and

build momentum

source: chegg.com

The Spectrum of SEO Sophistication

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How Long Before You See Results?

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● How solid is your most important asset-your website- right this very moment?

● Have you been consciously and consistently building momentum?

● How authoritative is your brand?● How competitive is your industry?● How well do you know your target market?● How adeptly can you measure and adjust?

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Amazon

Activity: SEO Activities Calendar and Timeline Worksheet

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jennymunn.com/ama2

https://www.searchenginejournal.com/seo-maintenance-checklist-crucial-daily-monthly-quarterly-yearly-tasks/293759/


Recap: SEO Foundations ● The Modern Searcher in 2020 and Beyond ● SEO Refresher ● Activity: SEO Timeline/Activities Calendar

Break - 15 Minutes



Keyword Strategy

● Keyword Strategy Refresher● Keyword Research 201: Best Practices &

Tools● Exercise: Hands-On Keyword Research

Keyword Strategy #Fails

• Mistake: pursuing keywords that don’t have proven search count behind them

• Mistake: most people are NOT thinking objectively (they’re too close)

• Mistake: not adopting a “what’s next” mindset: 15% of searches each day on Google are brand new

• Mistake: going broad, not deep

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Bad Keyword Usage

independent school

horsinality

love coach

precise differentiation

Keyword Mistake to Avoid

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Sacrificing SEO for the sake of cleverness

Keyword Mistake to Avoid

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Search Term

Monthly Search Count

Child learning center

320

daycare 33,100

Example 1: “daycare” vs “child learning center”

Example 2: “modular manufactured home” vs “trailer park”

Search Term Monthly Search Count

Mobile homes 201,000

Trailer park 49,500

Modular manufactured home

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Keyword Strategy Best Practices

● Your keyword strategy must evolve alongside your company or your website.○ If you notice a trend, get in early and create optimized

content○ Carry it across to off-site content and social media ○ 15% of daily searches are new

● Targeting Strategy:○ Common/competitive terms -> high-level pages○ Long tail keywords -> blogs, guides, articles, white papers

● You should never repeat the same keyword○ Google’s June 2019 “Diversity” update: aims to limit the

number of times a domain can appear in a single SERP

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Keywords, Simplified:

You have to 2 decisions to make:

1. What important cluster of keywords do you want your site to rank for?

2. Do you already have content around this topic?

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Identify and Prioritize Your SEO (& Keyword) Strategy

-Map Keywords, Intent, Conversions to the User Journey -Prioritize one area then go after them all

● “Perfect” Keywords - awareness of a problem and they are searching on the exact solution you offer

● Informational Queries Higher in the Funnel - competitive industry or being part of the conversation earlier.

● “Sideways” SEO - approaching your keywords and content from an “alternative” standpoint

● Authoritative/Expert: What topics do you want to “own”? (hub and spoke)

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“Perfect Keywords”

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=Awareness of a problem and they are searching on the exact solution you offer (lower search volume)

Examples:

• scar filler makeup• buy pecans online• best private schools

in atlanta • common core math

curriculum in Georgia • seo training class

“Informational” Keywords

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=Queries Higher in the Funnel. Good for commodity/ competitive industry and you must be part of the conversation earlier. You must educate to generate brand awareness.

Examples:

• private PreK vs public PreK

• how to teach fractions 3rd grade

• student privacy laws• differentiated

instruction examples in the classroom

Identify “Hidden Gems”(High Traffic, Low Competition)

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What They Said: “We want to be known as THE experts in reading comprehension.”

What They ALSO Said: “We don’t sell games or activities so why would we create content around that??”

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Embrace Off-Topic Content:

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“In addition to going after the people who are looking for the exact commercial keywords you’re going after, you also want to go after higher-funnel queries (i.e., informational queries) that don’t have as much commercial intent, but could bias a future commercial search toward your brand.

Larry Kim, WordStream Founder and CTO

“Sideways” Keywords

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=approaching your keywords and content from an “alternative” standpoint (the “known” in people’s minds)

Examples:• organic pecans• mederma for scars• sales prospecting

training

Identify High-Traffic, Related Keywords

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Case Study #2: Small, niche ecommerce company

Approach: What are the popular, well-known solutions out there now? Are people actively searching for them?

Measurement and UX Signals

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-Well-written, “meaty” copy-over time the UX signals will help strengthen the content

Measurement Against Goals

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“Authoritative/Expert” Keywords

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=What topics do you want to “own”? (hub and spoke, pillar pages, etc). Generally requires a lot of content

Examples:• Teaching

Multiplication • Student Data Privacy• Reading Intervention• Sales Prospecting• Caribbean

Honeymoon Travel

2 Types of Keyword Research

1. Are you trying to to optimize an existing page? Reactive SEO• most common• more challenging

2. Are you finding keywords first and then will create content? Proactive SEO

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Brainstorm a Few Keywords● Perfect● Informational

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● Sideways● Authoritative/Expert

2 Types of Keyword Research:1. Are you trying to to optimize an existing page? Reactive

SEO● most common● more challenging

2. Are you finding keywords first and then will create content? Proactive SEO

Keyword Research Steps

1. Generate a list of potential keyword candidates (“seed” keywords) - give direction

2. Research - expand the list, evaluate the data (monthly search count, competition level, relevancy) and iterate

3. Prioritize, categorize, assess • Tip #1: export to Excel• Tip #2: audit and assess

4. Keyword/URL Mapping - identify the landing page, note for tracking and measurement

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Keyword Research Tools

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Free:● Google Search Console● Keywordtool.io● WordStream’s Free Keyword Tool● Answer the Public● Google Keyword Planner

Premium: ● SEMrush, Ahrefs, Spyfu, LongTail Pro, Serpstat,

Keywords Everywhere (affordable)

Google Search Console

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Keywords Everywhere Chrome Extension

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Keywordtool.io

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Wordstream’s Free KW Tool

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wordstream.com/keywords

https://www.wordstream.com/keywords



Answer the Public

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Google Keyword Planner

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SEMRush

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Hands-On Testing Premium Tools

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semrush.com/product/promo/accept.html

Hands-On Testing Premium Tools

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Factors for Evaluating Keywords

• Search Volume (take this with a grain of salt)• Level of Competition (^ same)• Searcher Intent• Landing Page Relevance• Content Type • Word count, on-page & substance

requirements• Google the keyword/SERPS check

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Keyword Research Tools

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Free:● Google Search Console● Keywordtool.io● WordStream’s Free Keyword Tool● Answer the Public● Google Keyword Planner

Premium: ● SEMrush, Ahrefs, Spyfu, LongTail Pro, Serpstat,

Keywords Everywhere (affordable)


Takeaways: Keyword Strategy

● Keyword Strategy Refresher● Keyword Research 201: Best Practices &

Tools● Exercise: Hands-On Keyword Research


SERPS Analysis

● Overview● Tools● Exercise: Strategy and Tactical Documentation

SERPS Analysis - Overview

1. Understand features present for target keywords (learn, document insights, update plan)

2. Evaluate competitors - document into plan, capture insights

3. Analyze content types and document into plan, capture insights

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Experian

THEN

NowTrend: SERPS Evolution

Search Ads & Google Shopping Ads

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Map and Local Listings

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Organic Listing #1 & PAA

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Organic Listings #2-10

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Mobile SERPS

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https://docs.google.com/file/d/0B8RjnwHqESPxT05rOTJBaXBjMVFmcFVNUDV6N3pTSFJ2ZG80/preview

Diversity of the SERPS

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An element in the SERP - a box containing text that directly answers a query

What is a Featured Snippet (Position 0)

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Why Spend Time Targeting Featured Snippets

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1. Evolving SERPS Require an Evolving SEO Strategy (“no click searches”)○ Younger audiences are more

likely to “skip the click” (report by Path Interactive)

2. Voice Search 3. Higher than average CTRs

34% of all desktop searches result in no click. On mobile, 63% percent of users never click on search results.https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/

https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/




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Voice Search

“According to Brainscape, the board exams to become a certified medical doctor….”

Higher Than Average CTRs - Example 1

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How to Rank for Position 0?

Find Out Tomorrow!

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Activity: SERPS Audit (aka Google Your Keywords)

● Understand the landscape and new 2020 elements○ opportunities, gaps, competitors

● Note observations and document:○ any changes in strategy○ action items to do○ things to look into○ research to be done○ people to follow up with

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Takeaways: SERPS Analysis

● Landscape Competitive Audit Crash Course ○ Insights for Your Site

● Exercise: Strategy and Tactical Documentation to Modernize

SEO vs PPC

• When your industry is very competitive with big players - there is no way you’ll outseat the current competitors for your best keywords organically

• When you won’t be able to crank out high quality content regularly

• If your audience knows what they’re looking for and educational (top of funnel) keywords are limiting

• When you need results FAST• Steal your competitor’s traffic• Defensive move

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Remember:

Paid Search Ads are about capturing demand; success is contingent upon:

1. ACTIVE search 2. Transactional and

Commercial keywords


Keyword MappingThe deliverable behind foundational SEO

● Overview● Tools● Exercise: Strategy and Tactical Documentation


Sites in 2020: Keyword Cannibalization

As your site grows, your content grows. Sites inevitably create content about similar issues. Many well-meaning authors even try to target the same keywords

• Keyword Cannibalization=• Your pages are competing

against each other. Google won’t know which page is the most relevant for a specific query moz.com

Activity: Site:Search

Limit results to those from a specific website.Example: site:apple.com “refurbished ipad”TIP: no spacing between “site:yoursite.com”

Your turn: site:yoursite.com “keyword”

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Introducing URL Keyword Mapping Spreadsheet

jennymunn.com/ama2

What Does This Mean?

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Keyword Mapping Spreadsheet

jennymunn.com/ama2

Activity: URL Mapping Part 1 (free time)

Go back to the “WHY” behind this - improve rankings around keywords

● Note observations● Document any change in strategy● Make adjustments to your URL mapping plan

○ Create new content?○ Refresh the SEO for a page

1. Double down on the keyword2. Change the keyword targeting for the page

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Activity: URL Mapping Part 2 (tool)

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SEO Competitor Analysis

● Overview● Tools● Hands-On Time

Activity: Add MozBar (Chrome Extension)

1. Requires a free or paid Moz account

2. Download the Chrome Extension

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SEO Competitor Analysis Checklist

• Rivals/big industry players not always your SEO competitors

• “Out-seat” analysis:• domain authority?• backlink strength?• recognized

authority?• resources?

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SEO Competitor Analysis Checklist

• Assess their title tag, headline• questions• power words• resources

mentioned• brand placement• length

(truncated?)

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Hands-On: SEO Competitor Analysis Checklist

• Assess their on-page efforts• UX• Keyword gap analysis

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source: conductor.com


Day 1 Wrap-Up

● Content Review

Day 1 Introductions SEO Foundations

Break Keyword Strategy &

ResearchLunch

SERPS Analysis URL Mapping

Break Competitive Auditing Review, Action Plan, Free

Time Recap and Wrap Up


Day 1 Wrap-Up

● Q&A/Takeaways ● Free time

• Did you get new insight today?

• Do you understand how to start moving yourself to the next level?

• What is your biggest opportunity/gap?

• Do you have a list of keywords to take back with you?

• Insights to Share?

See You Tomorrow!


Email: [email protected]: jennymunn.com LinkedIn: linkedin.com/in/jennymunn

Twitter: @jennymunn

Instagram: jen_munn

#AMA_marketing

Documents

Marketers: SEO for - Jenny Munn · your website. If you notice a trend, get in early and create optimized content Carry it across to off-site content and social media 15% of daily