The New Google: How to Keep Your Pages on Top of Search Results in 2014

www.act-on.com | @ActOnSoftware | #ActOnSW

Today’s Presenter

Martin LaetschDirector of Online Marketing

Act-On [email protected]

@MartinLaetsch

mailto:[email protected]


Keywords are Dead!

Image: Getbrandwise.com

http://www.getbrandwise.com/Portals/62140/images/google-keywords-are-dead.jpg

http://www.getbrandwise.com/Portals/62140/images/google-keywords-are-dead.jpg


3Source: Highposition Blog

http://www.highposition.com/blog/wp-content/uploads/2013/12/algo_timeline.png




Are Keywords Really Dead?

Bring out yer dead!

I’m not dead!!!I feel fine!



Google’s Goal

SHOW PAGES

THAT DELIGHT HUMANS


Your Goal

To be the best possible pageon the internet

for your target keyword


Content is King

Image Source: Synergizeonline.net

http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/

http://synergizeonline.net/bookmark-awards/content-king-bookmarks-awards-2013/


Why is content marketing so important?

of buyers view 4 or more pieces of content when making a considered purchase70%

71% of buyers trust brands that provide useful info without trying to sell something

Because the buyer says so…

more leads generated by B2B companies that create content67%


Write for Your Audience1


Write For Your Audience

• You are creating content for your customers and prospects.

• If you base your marketing decisions on what is best for your customers, you will likely rank well in the search engines.

• If you try and game the system to rank, you will eventually fail

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Speak the Searchers Language2


Develop the Searcher Profile/Persona

Who is the searcher? Who would be looking for this information? Someone who…

• Is looking for a general category of information?

• Is looking for a specific solution?

• Has one of your products and needs help?

• Is a college student writing a research paper?

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Define the Searcher’s Mindset

Why are they searching? They want to …

• Purchase a product or solution

• Learn about a product or solution

• Solve a specific problem

• Understand a product category

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Develop Initial Keyword List

Compile a definitive list of keywords or phrases that customers should find your content with:

• Analyze existing search engine referrals

• Research external keyword databases

• Review internal site search logs

• Ask customers how they would find a specific product or category

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Keyword Mapping

Map your important keywords to pages on your site:

• Look at each page in your site – what words do you think each is relevant for?

• Now look again at the pages – are you actually using these words?

• Try searching your own site for these words. If you can't find them, search engines won't.

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TIP: Use Google to search your site


Don’t Ignore the Long Tail

• Higher conversion rates and better quality traffic

• Long tail keywords are less competitive

• Long tail search helps you rank for difficult terms.

• 70% of search traffic is from long tail search terms


Optimize Site Content3


Writing for SEO

• Choose 1 keyword phrase that is targeted for each page.

• Include each keyword phrase 3-4 times each within your copy — more if it makes sense.

• If your text sounds awkward to you, slice your keyword phrase usage or use synonyms.

• Use the exact term – “symptoms of diabetes" is not the same as “diabetes symptoms"

• Don’t over optimize. Use natural language to communicate your message (synonyms, varying word order, etc.)

• Longer copy provides a better opportunity for keyword placement that sounds good and allows you to provide more information to you visitors.

• Page length should be dictated by the message you want to communicate, but 300 words is a good minimum target. 1000+ words is better.

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Put Keywords in…

• Title Tag

• URL

• Headlines and sub-headlines (H1 & H2 tags)

• Call to action links (hyperlinks)

• Main body text copy, top to bottom

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SEO copywriting helps your writing be more specific. It’s just changing how we “see” and write copy!

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1

2

2

33

4

45

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Make Your Search Listing Compelling

• Optimize the search results listing

• Crafted from the Title and Description

• It doesn’t matter how high you rank if nobody clicks on your listing


SERP Preview


Responsive Design4


Mobile


Responsive Web Design

• Google’s recommended way to code for mobile

• One HTML code for the page regardless of the device accessing it

• Presentation changes based on the browser displaying the page.

• Desktop and mobile content on a single URL

• Easier for users to interact with, share, & link to

• Google can discover your content more efficiently.

http://googlewebmastercentral.blogspot.com/2012/06/recommendations-for-building-smartphone.html

http://googlewebmastercentral.blogspot.com/2012/06/recommendations-for-building-smartphone.html


Responsive Web Design - Zurb

http://www.zurb.com/

http://www.gosphero.com/



