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There’s No Quick Fix to Your SEOAPTERA DIGITAL MARKETING SERVICES
Speaker Introductions
Ron Mattocks – Director of Digital Marketing Services
Tim Williamson – Lead Developer at Aptera
Webinar Intent and TakeawaysIntent
Provide you with a brief overview of what search engine optimization means today, why it has changed, and how to now approach it.
Key Takeaways
SEO is geared to user experience
SEO is no longer a project; it’s now an ongoing process
SEO today is fundamentally content-driven
SEO done correctly can lead to better quality traffic, leads, & sales
SEO is Like Living Healthy
Changes in SEOIT ’S GEARED TO USER EXPERIENCE
Timeline of SEO Algorithms (Google)2003 – Backlink quality, index infrastructure, keyword stuffing
2004 – Invisible text, meta tag-stuffing
2005 – Link quality, duplicate content, personalized search, map data
2007 – Universal search (News, images, video, local)
2009 – Real time search
2010 – Places and local search, long-tail keywords
2011 – thin content, ads, fresh content
2012 – Google+, local search, link schemes, keyword stuffing, low quality sites
2013 – Long-from content, search context, high-quality content
2014 – Local search, site security, removed authorship
2015 – Mobile-friendliness
Key Google AlgorithmsPanda – Penalize poor quality content
Penguin – Penalization of over-optimization & link spam
Hummingbird – Taking contextual search into account
Pigeon – Refined focus on local search
“Mobilegeddon” – Mobile responsive site
Common Misconceptions It’s some magical thing the developer takes care of
SEO and AdWords are the same thing
It’s ALL about keywords / I need keywords everywhere
“Just tell me the 3 things I can do to fix things now, and maybe I’ll do the rest later.”
“I don’t need a blog.”
“I don’t want my competitors to find out my keywords.”
“These are the keywords we should be using.”
“We can guarantee to get you on page 1.”
“In 2004, good SEO made you remarkable on the web. In 2014, good SEO is a result of being remarkable on the web.”
- RAND FISHKIN, MOZ CO-FOUNDER
SEO TodayIT ’S NO LONGER A PROJECT; IT ’S AN ON -GOING PROCESS
The Science vs. The Art of SEO“SCIENCE” – DEVELOPMENT
Titles and Meta Data
Alt Image Tagging
Header Tags
Internal Links
Broken Links / URL Redirects
URL Structure
Load Time
Layout
Duplicate Content
Schema.org Markup
XML Sitemaps
Flash/AJAX/Java Script Issues
Backlink Authority
HTTPS/SSL
Mobile responsive optimization
“ART” - MARKETING
Content Quality and Value
Content Length and Form
Content Freshness
Content consumption and authority
Social Sharing activity
Quality over quantity of backlinks
Correctly Researched Keywords
Keyword density
Anchor Text (keywords as links)
Keyword Tagging
Content Optimization Tactics by form
Local SEO factors
Personalized search
Content Distribution
Long-tail Keywords
You Control: On-Site Weighted FactorsMega Heavy Heavy Light
Development
Keywords in HTML title tags Meta description match page Keywords in headers
Architecture is easily crawled Avoid duplicate content Page data structured
Mobile optimized Short URLs with keywords
Site speed
Marketing
Quality content Reader engagement
Researched keywords Content freshness
Keyword phrase match intent Source: Search Engine Land Periodic Chart of SEO
Don’t Control: Off-Site Weighted Factors
Mega Heavy Heavy Light
Link quality from other sites Linking text authority Social shares
Is your site trusted Social share reputation Site history
Personal – Country & Local Social follows within network Number of backlinks
Personal search history Verification of site
Weighted Search Penalties
Gut Buster Super Size Regular
Purchasing links Thin content Numerous spammy links
Page cloaking search engines Keyword stuffing Ad heavy above the fold
Hiding text with colors
Flagged for pirated content
“Write content for people.Write code for engines.”
- ALAN BLEIWEISS, FORENSIC SEO CONSULTANT
Making SEO WorkIT ’S FUNDAMENTALLY CONTENT -DRIVEN
What Makes SEO HardSEO strategy is going to be content-driven (Marketing Function)
Creating content is hard.
Creating good content is harder.
Creating good content consistently is even harder.
Creating good content consistently that people like seems impossible
“Where do I start?”
The Process - PersonasPersonas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers to better understand them.
Role in the organization and decision making process
Priority Initiatives and Success Factors
Misconceptions and Objections
Trusted information sources and tech use
Decision factors and process
The Process - Buyer’s JourneyBuyer’s Journey is the active research process a potential buyer goes through leading up to making a purchase decision broken into several stages
Awareness: Is doing educational research to more clearly understand, frame, and give name to their problem.
Consideration: Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.
Decision: Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy
The Process - Keyword GlossaryBuyer’s Journey
Root Word Examples
The Searcher’s Question The Answer = Topics for content Keyword Glossary
Top FunnelAwareness
IssueResolve RisksImproveOptimize Prevent
What is [insert problem] and how can I prevent or resolve it?
[Problem] is defined as this and toprevent or resolve it this is what you need to do.
Top Funnel Keywords
Mid FunnelConsideration
Solution ProviderService SupplierTool Software
What are the best solutions to [problem] and which service provider should I talk to?
There are several solutions to [problem] depending on a few factors. The best service providerwill account for these in assisting you.
Mid Funnel Keywords
Bottom Funnel Decision
Benchmarks Pros & Cons Compare Price/Cost of Reviews
What are the pros vs. cons of these solution & how does it compare to others?
In making your decision consider these pros and cons as they will affect the outcome and overall cost.
Bottom Funnel Keywords
Keyword Glossary - ToolsCOMING UP WITH THE QUESTIONS
Quora
Ask.com
Yahoo Answers
Twitter Search
Industry forums and message boards
RESEARCHING THE KEYWORDS
Google AdWords Keyword Tools
Google Suggest
Uber Suggest
Don’t forget mobile and international
Keyword Glossary – On-Site ApplicationsDEVELOPMENT
Keywords in HTML title tags (3)
Meta description match page (2)
Avoid duplicate content (2)
Keywords in headers (1)
Short URLs with keywords (1)
MARKETING
Quality content (3)
Researched keywords (3)
Keyword phrase match intent (3)
Reader engagement (2)
Content freshness (2)
Employ Tactical Best Practices without Sacrificing Quality
“Google only loves you when everyone else loves you first.”
- WENDY PIERSALL, AUTHOR & CEO
Defining SEO SuccessIT CAN LEAD TO BETTER QUALITY TRAFFIC, LEADS, & SALES
Measure, Adjust, RefineTOOLS
Google Analytics, AdWords Tools, Webmaster Tools (Google, Bing, Yahoo)
Diganostics -MOZ, RavenTools, Google’s Mobile Friendly Test
Marketing – HubSpot (campaigns, grader)
Chrome extensions – MOZBar, SEOQuake, WooRank
TOP-LEVEL KPI’S – QUALITY
Organic search traffic as a % of overall site traffic
Average page views, time on site, bounce rate
Lead conversions from organic search
Search traffic by device
Quality of backlinks
Page rank position (up or down)
Case Study Example 1
Source: Google Analytics – Organic Search Traffic
Case Study Example 2
Source: HubSpot – Organic Search Traffic/Contacts
Case Study Example 2
Source: HubSpot – Organic Search/Paid Search/Contacts
“It’s much easier to double your business by doubling your
conversion rate than by doubling your traffic.”
- JEFF EISENBERG, CMO AT CITIZEN.VC
QuestionsE M A I L U S AT W E B I N A R S @ A P T E R A I N C . C O M
F O L LO W U S O N T W I T T E R V I A @ A P T E R A S O F T WA R E O R @ A P T E R A I N B O U N D
F O R A N O V E R V I E W O F A P T E R A’ S D I G I TA L M A R K E T I N G C A PA B I L I T I E S : H T T P : / / B I T. LY/ 1 E Z Q L A E