Advanced SEO Tactics that get Google Results

Advanced SEO Tactics That Get Google Results

Contact: [email protected] | Digital Reach

We are a B2B Digital Marketing Agency focusing on demand generation.

Companies work with us to:• Increase qualified leads• Track SEO and SEM to ROI• Marketing Automation Support

About Us

• Search Engine Optimization• Paid Search & Display• Website Redesign• Marketing Automation


1 Advanced SEO Tactics That Get Google Results

2 Live SEO Site Analyses

On the Agenda


Before you get started, identify your problem

• Remember, Google looks at over 200 variables to decide ranking.

• Jumping to SEO solutions to problems that are not the root cause is common

• There are 3 core SEO areas that should be categorized for problems and ordered in highest impact low effort components

1ST ACCESSIBILITY• Can search engines get to all

of the pages on the website?

• Are there technical issues hindering performance e.g. broken links, improper redirects etc.…

• Can you update all the key components on the CMS for SEO?

3 Components of SEO

2ND RELEVANCY• Have you identified keywords

that are exactly what your prospects using on web searches?

• Are there dedicated pages for these keywords?

• Are these keywords present in the key SEO areas on your website? Page titles, headers and meta descriptions?

3RD AUTHORITY• Are there enough links from

other websites referencing your site?

• How does this compare to those that are outranking you for your target keywords?

• Is there a plan to increase this number over time?

ARE WE TRACKING SEO & SEM LEADS & OPPORTUNITIES TO REVENUE?


For example purposes, we will use the following scenario

• Remember, Google looks at over 200 variables to decide ranking. Focusing on the wrong areas is a common problem

• Identifying which pages to target for which keywords is key to developing a plan

• Here we see the competitor outranking our site due to better internal linking, NOT external links to the site!


2. You Need an SEO Plan

Recommendation: Build your SEO Keyword Mapping Document

Decide home page or deeper page targeting – Map the keyword!

Content Gap analysis: How big of a theme am I going up against?o site:www.yoursite.com keywordo Can I achieve this with marketing pages or do I need to start

creating blog pages and use internal linking? Devise plan to increase keyword theme

Internal linking, blog posts are key here!

Who is linking to my competitors? Pending relevancy, are they accepting new link partners?

Track results monthly and revisit strategy


Keyword Mapping Blue Print

Takes the guess work out of optimizing At least now you have something to optimize against Can be very useful if doing ROI tracking in CRM

9

If content is the problem, here are some great ways to increase relevance


Site:www.yoursite.com keyword

• Identifies the theme Google recognizes for keywords you care about

• Compare this vs. competitors who outrank you

• Tip: As a way to build relevance, try internal linking pages Google already finds relevant to preferred ranking page


Smart ways to improve keyword themes

• Provide a glossary or how it works and an FAQ section on your website under “resources”. Answering the “What is “keyword” search terms

• This helps several areas: Increases the theme for target

keywords Brings in top of the funnel web

prospects Provides fresh unique content Additional areas to internal link to

core marketing pages

• Tip: Make sure these definitions, FAQs are individual pages, not one large page!

https://aws.amazon.com/what-is-cloud-computing/

12

If links are the problem (which they normally are)

You would be surprised how many links are available. Linking needs to be prioritized. Here are some easy wins:


Fixing broken links

Here is an example of a webinar registrant and broken links

= 15 Links_______Report built using Moz Pro


Using Press Releases

• Press Releases are still effective

• Notice the use of the keywords hyperlinked

• Originally posted to PR Web, but picked up by local news websites.


Relevant industry directories STILL WORK!

• Make sure they are industry relevant• Don’t go overboard – A few go a long way!


Guest blogs STILL WORK!

• Make sure they are industry relevant• Don’t go overboard – A few go a long way!


If technical issues are holding you back, here is a good way to diagnose and solve

• Use Moz Open Site Explorer to find broken links and bad redirects

• Use Google PageSpeed Insights to pinpoint website underperformance


Targeting keywords that are profitable

• First step is identifying the pages on your website that target keywords. This is why having a keyword mapping document is critical

• Set up closed loop reporting by pulling in web pages to leads in CRM. There are a few tools out there that can do this, we built one!

• Going after keywords that are profitable and dumping ones that are not is key to phenomenal return on investment

19

SEO Site Analysis Example

Get a second opinion on your SEO & Demand Generation Approach

In a 30 minute consultation, learn: Where you rank in relation to competitors Measure revenue opportunity from Search What you can do to accelerate results from SEO now

Mike TurnerHead of New Business

Thanks for watching!

Email [email protected] or call (925) 750-8550 for more information