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HOW TO MARKET
FOR GOOGLE
…so your ideal customers find you!
@jkriggins
ALSO KNOWN AS…
YOU THINK YOU KNOW, BUT YOU HAVE NO IDEA!!
WHAT IS SEO?Search engine optimization is two-fold: It’s what you write for Google and it’s how you design your website and backend.
The goal is to improve how frequently you show up in search results for what words, and then driving traffic to your website.
WHAT IS A KEYWORD?Exact word or phrase that allow search engines and thus people to to find you.
Use in a continual strategy in all online content
WHAT IS A KEYWORD TOOL?
A search tool (sometimes free, sometimes not) that generates lists of keywords and phrases that suite a certain topic. It also often compares keywords, ranking them by search volume, competition and relevance.
TOP KEYWORD TOOLS
KEYWORD HEAVYWEIGHTS
VS.
GOOGLE KEYWORD PLANNERhttps://adwords.google.com/KeywordPlan
ner
Search for keywords, keyword groups, get ideas
Find out search volume
Find out “cost” of keywords
First time, you need to create an AdWords account…
AdWords will make you create a campaign & add a credit card. (That you’ll never have to update.)
THEN YOU NEED TO PAUSE YOUR CAMPAIGN!! *
*Unless of course you are running a campaign, then you can skip all these steps and just log into Keyword Planner.
LONG-TAIL KEYWORD
An exact keyword phrase of two or more words
Ranks much higher than just a single word
SEARCH VOLUMEHow many searches for this exact phrase in a given time
Google Keyword Planner’s default is 12 months. This is good for evergreen ideas
For trending blog topics or new ideas, go to three months
KEYWORD COMPETITIONHow much will my keyword cost?
SEO can be a free strategy, but you can never compete for free against a High expensive word
Leg work is done already in case you do want to invest in AdWords later
GET STARTED
keyword idea
where you’re targeting (world, one or some)
language you’re targeting
leave as this unless is a really new or trending topic
GO FOR THE LOW-HANGING FRUIT:
HIGH VOLUME + LOW COMPETITION*How much will my keyword cost?
SEO can be a free strategy, but you can never compete for free against a High expensive word
You never know if you want to use AdWords later
*It’s all relative.
OK, NOW YOU’VE GOT A LIST.WHAT DO YOU DO WITH IT?
USE THEM TO RANK IN GOOGLE&
ATTRACT THE RIGHT VISITORS TO YOUR WEBSITE
PICK 2-3 LONG TAIL KEYWORDS THAT YOU WANT YOUR ENTIRE
PAGE TO RANK FORTry to work these exact phrases into almost every page on the website
Add as meta tags on every landing page
Use in homepage meta description
Consider having as blog categories
Try to fit into as many outside articles linking back
WHAT ABOUT THE REST OF THE KEYWORDS?Create specific landing pages and blog posts:
• website.com/goat-cheese = best• website.com/gourmet-cheese/goat-cheese = second
best• website.com/blog/goat-cheese = next best• blog.website.com/goat-cheese = sub-domains aren’t
ideal for SEO
Make sure this landing page focuses on that keyword and related keywords, has tags, meta description, and H1 and H2 Headlines with logical reference
Bold first mention of exact keyword phrases
GOOGLE IS BUILT FOR MOBILEGoogle, in part, scans your content like a distracted human on the go. Like humans, it likes, being able to scan what page is about, which means:
• bolded keywords
• use of H1, H2 and H3 headlines
• bullets and numbered lists
• pop-out quotes
• photos that resize, other responsive website
PEOPLE SEARCH GOOGLE IMAGES*
When you download your image before uploading to your website, make sure to save as the keyword, separating by hyphen.
For more than one image per page, make it keyword-2.jpg etc
What you save it as updates the Alt-Tags already
*So far, Google doesn’t know what this photo is of (in terms of SEO) but it does know if it is saved as keyword google-images-seo.jpg
BACKLINK STRATEGY
A backlink is a link to your website on another site.
Google recognizes high-quality and related backlinks
Again, it helps Google understand what your page is about
USE TOOLS TO KNOW IF A BACKLINK IS QUALITY
A quality backlink is from a better ranking page than yours
Really focused on your niche,Ranks for a similar topic
DON’T PUT ALL YOUR EGGS IN ONE BASKET
Fact: (Unless you’ve really messed up your SEO) your website will already rank for your company name.
You don’t just want your homepage to rank for your target keywords, but your entire website to rank
Getting a backlink on a specific topic? Link back to that specific landing page
And create anchor text, where you don’t just link to company name (again you’ll always rank for it) but so your website is linked to keyword phrases. Same for internal linking too!
DON’T JUST LINK FROM PAGES
Add full HTTP:// links to your YouTube video descriptions,
SlideShare descriptions, more!
@jkrigginseBranding.Ninja
With a special thanks to Gratisography for the rad photos jazzing up my boring presentation!!
THANK YOU!