How To Dominate Search Engines

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How To Dominate Search Engines

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Transcript:

  • 1. The Secret to SEOHow to Dominate Search Engine Results
  • 2. Why?
  • 3. What are your Action Items? Action Item Who is Responsible? Deadline Action Items Plan
  • 4. The percentage of consumers who are using some sort of online media to research local products and services. 97 *User View Wave VII, BIA/Kelsey, 2010
  • 5. The percentage of people who use search engines to find information about products and services on a monthly basis. 92 *Search and email still top the list of most popular online activities, Pew Research Center, 2011
  • 6. The Secret to Search Engines What Do Search Engines Want? Money! How Do They Get It? • Give search users GREAT search and ad results (relevant, valuable, fast, usable) • Attract return search users • Give return search users GREAT search and ad results • Search users click ads & search engine gets paid $29.8 Billion/Year Globally • Repeat, repeat, repeat • When was the last time you used Google?
  • 7. The Secret to Search Engines A Great Search Result Dissected • Relevant to the Search Query • Contains Lots of Mixed Content • Text Content Is Easy to Read • Loads Quickly • Is Up-To-Date • Is Mobile Friendly • Has Clean Code • Is Popular on the Web • Is Popular in Social Media
  • 8. The Secret to Search Engines A Poor Search Result Dissected • Lacks Relevance to Search Query • Very Little Text, No Images or Video • Text is Too Complicated to Read and Understand • Is Slow to Load • Hasn’t Been Updated in Five Years • Is Built on Old Technology (Flash, Nonresponsive) • Code has Problems • Has No Links Pointing to It • Has Very Little Presence on Social Media
  • 9. The Secret to Search Engines Good vs. Bad Search Results • Good Search Results Provide Positive Experience for Searcher • Reflects Positively on Search Engine and Website Serving Result • Searcher is Likely to Use Search Engine Again • Searcher is Likely to Engage With Website Content • Bad Search Results Make Searchers Frustrated • Reflects Poorly on Both Search Engine and Website • Searcher Likely to Use Search Engine Again Unless Results Consistently Poor • Searcher Likely to Leave Website In Under 30 Seconds and Not Return
  • 10. The percentage clicks that go to the top five results on a SERP (Search Engine Results Page). 65 *Google Organic CTR Study 2014, Advanced Web Rankings
  • 11. The percentage of Internet users who click on the first unpaid result on a SERP. 53 *Seeing Between the Lines…of the Search and the Click, Compete.com
  • 12. Elements of Successful SEO • Content • Links • Social Relevance • Mobile Compatibility
  • 13. Elements of Successful SEO Optimize Pages, Not Sites • Each Page Ranked Independently • Independent Pages Can Be Linked for Better SEO • Site Optimization Techniques Apply to Individual Pages • i.e. Authorship in Footer, Clean Code, Quick Site Loading • Create Cornerstone Content • Link Related Pages & Articles to One Another
  • 14. Elements of Successful SEO Content • Relevance To Search Query (Keyword Optimization) • Text Content • Keyword Density • Minimum 300 Words • H Tags • Meta Data (Titles, Descriptions, Photo Tags) • Permalink • Multimedia Content (Pictures, Video) • Uniqueness
  • 15. Content Example Source: http://blog.kissmetrics.com
  • 16. Elements of Successful SEO Links • Inbound Links • Directory Links • Blog Posts • News Articles • Discussion Forums • Reciprocal Links • Outbound Links • Internal Links
  • 17. Elements of Successful SEO Social Relevance • Content Value • Virality • Easy Sharing Options • Total Number of Shares
  • 18. • Visible on All Devices • No Pinch & Zoom • No Flash • Easy-To-Click Menus, Links & Buttons Elements of Successful SEO Mobile Compatibility
  • 19. SEO Resources • Information Resources • Planning Tools • Evaluation Tools • Metrics Tools
  • 20. SEO Information Resources Search Engine Land (http://searchengineland.com)
  • 21. SEO Planning Tools Keyword Tool
  • 22. SEO Planning Tools Google Adwords Keyword Planner
  • 23. SEO Evaluation Tools HubSpot Marketing Grader (http://marketing.grader.com)
  • 24. SEO Evaluation Tools WooRank (http://www.woorank.com)
  • 25. SEO Evaluation Tools Moz Open Site Explorer (http://www.opensiteexplorer.org)
  • 26. SEO Metrics Tools Google Webmaster Tools (http://www.google.com/webmasters)
  • 27. SEO Metrics Tools Google Analytics (http://google.com/analytics)
  • 28. The percentage of conversions a typical website receives. 1-3 SteelHouse
  • 29. Conversion Optimization (CRO) Whywould you invest so much time and so many resources into driving traffic to a website that is not optimized to turn more visitors into customers?
  • 30. Companies typically spend $92 to bring customers to their site, but only $1 to convert them. Eisenberg Holdings
  • 31. Elements of Successful CRO • Clear Value Proposition • Clean Design (Not Too Much Clutter) • Representative Images (Ideally of People) • Video • Features & Benefits Marketing Language • Trust Factors (Reviews, Guarantees, Trustmarks) • Strong Call to Action • Measuring Tools Conversion Optimization
  • 32. Conversion Optimization Measure With A/B Split Tests

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