Lighthouse Media Solutions Digital Marketing Seminar -Seo 101 presented by Roy Morejon of Command Partners

Roy Morejon, PresidentCommand Partners

www.commandpartners.com

Presented By:

SEO 101 2015 Digital Marketing Summit

Presented To The City of Champions

January 21, 2015

http://www.commandpartners.com/

Roy Morejon

● President @CommandPartners #CLT

● Voted Top Marketing Agency for Startups by

Hubspot

● 2014 Best Place to Work by Charlotte Business

Journal

@RoyMorejon – 2015 Digital Marketing Summit



“Search Engine Optimization (SEO) is the process of improving a website to make it more relevant to searchers and search engines.

At it’s very core, SEO is about improving usability on a website..”

- Duane Forrester, Bing

Why Do SEO?


•Increase relevancy•Increase exposure•Increase visits•Increase page views•Increase revenue•Better UX•Low cost•Investment in future•Users starting here


1. SEO isn’t an overnight success story or a one-time effort. Like wealth-building, investing in SEO takes time and continued effort to earn full benefits.

2. Research targeted keywords, create a targeted list per page, and use them in multiple places (in key meta tags, folder & file names, etc.).

3. The <title> tag is one of the most important tags for SEO – put most valuable keywords at start, write unique titles for each page.

4. Add page-relevant, descriptive alt text to content images with copyrights at the end – search bots can’t “see” image contents like humans.

5. Write one keyword-rich <h1> tag per page to serve as the page’s headline.

6. Write compelling <meta> descriptions for SERP snippets – this is what converts SERP impressions.

7. Every page should offer crawlable text for bots to create more keyword relevance.

8. Submit a validated Sitemap.xml file to search engines via their webmaster tools.

9. Canonicalize your URLs to eliminate duplicate content and diluted page rank in the index.

10. Never put content to be crawled inside images, JavaScript, Silverlight, or Flash – bots can’t read it.

11. Don’t expect to get high rank for a newly-published page. Search engine “trust” takes time to build.

12. Use social media to build a community that supports and amplifies your content/products.

SEO Success SecretsBasics


• Build social followers & fans organically

• Wall posts/tweets with links are perceived as more credible and useful

• Get the basics of SEO covered, then focus on content

• Its worth repeating: unique, compelling content still works

SEO Success SecretsContent


• The engines really respond to unique, useful content

• Your visitors respond to this as well

• It’s a wise investment of your time

• Don’t take shortcuts – limit syndicated content

SEO Success SecretsKeyword Research


• Know exactly what users are searching for

• Data can help you uncover new niches or refine your focus

• Helps keep you focused on creating compelling content

• Got writers block? Check your keyword research for inspiration

SEO Success SecretsKPI Targets


• Start with your Home page, categories, products, etc…

• Then…when you have numbers…

• Every area of your site has a value - $, PageViews, Emails, etc.

• Determine what the value is

• Sort your site by value to see what really matters

• Organize work around high-value areas first


• SEO is not just content• SEO can be affected by technical elements• You need both• Content can win, but technical SEO helps

• Clean domain

• Clean, keyword rich URLs

• Page Load times

• Layout of pages – content v. ads

• Tech hiding elements – javascript nav.

Where to invest in SEO


•Crawlability•Site Structure•On-Page Factors•Content•Back links•Social Media

Build Website Authority


• Know the topic inside out• Engage your community• Share useful content freely• Be consistent and useful• Market your strengths• Be a go-to resource• Learn to spot trends in data• You’re an authority when others say

you are

Where does SEO Fit in?


Website Conversion Optimization


• Different sources must be handled differently

• Organic traffic is building trust

• Paid traffic is ready to open their wallets

• Email traffic is ready to buy…now

• Ensure your conversion path is short and sweet

• Off the shelf carts can usually be tweaked to gain improvements in conversions.

Object Markup With Schema.org


Why Social Media Matters For SEO


• Signal of topical authority

• Real-time – engines want fresh content, fast

• Integrated social signals influence click actions of searchers

• Social signals remain only a few of thousands of signals for organic ranking

SEO in Action: ClarkeLiving.com


Roy Morejon, PresidentCommand Partners

www.commandpartners.com

Presented By:

Digital Marketing Summit

Presented To Lighthouse Media Solutions

January 21, 2015

http://www.commandpartners.com/