SEO: HOW TO DRIVE MORE TRAFFIC TO YOUR WEBSITE

Transcription

1 SEO: HOW TO DRIVE MORE TRAFFIC TO YOUR WEBSITE Brock

2 BEFORE WE START

3 REQUIREMENTS Website (preferably on a CMS ie WordPress)

4 HIGHLY RECOMMENDED!

5 WHAT IS SEO? Search Engine Optimization (SEO) is the process of Improving the visibility of a website or a web page in search engines "Natural", or un-paid ("Organic" or " Algorithmic) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine s users. (Source: Wikipedia)

6 Why Choose SEO 70% (approx.) of online traffic to business It provides credibility and trust for your business. websites comes from search engines. Your competitors are doing it. It s the most cost-effective way of driving targeted traffic to your website. 6

7 ORGANIC SEO

8 8 Organic Search vs. Paid 1. ADS 3. ORGANIC 2. MAPS

9 9 Click-through-rates by Position SEARCH TERM: HOME INSPECTION OTTAWA VOLUME: 320 / MONTH 33% 18% 11% 8% 6% /MONTH #1 #2 #3 #4 #

10 10 The SEO Pyramid Social Traffic, Retweets, Shares, Follows etc. Keyword brainstorming, Anchor text, H1s, Metas, Text... Social Link Building Keyword Research & Targeting Link creation, Scalable, Content-based Link Strategies... Accessible, Quality Content

11 LOCAL SEARCH RANKING FACTORS EXPERT SURVEY

12 Bad SEO Techniques Paid links Stuffing Cloaking Hiding Link Spam 12

13 SEO PROCESS

14 SEO AUDIT

15 WOORANK SEO AUDIT TOOL WOORANK.COM

16 KEYWORD RESEARCH

17 KW FINDER KEYWORD RESEARCH TOOL KWFINDER.COM

18 BROCK S TOP SEO TACTICS IN 2016

19 TOP 3 RANKING FACTORS: 1. LINKS (EXTERNAL WEBSITES LINKING TO YOURS) 2. CONTENT (PROPERLY OPTIMIZED) 3. RANKBRAIN (TOPICS REPLACE KEYWORDS)

20 -1- TECHNICAL SEO YES THE BASICS.

21 ON-PAGE OPTIMIZATION 101 CORRECT HTML MARKUP (H1,H2 TAGS) META TITLE & DESCRIPTION SCHEMA MARKUP CONTENT - REACH PROPER WORD LENGTH (BASED ON SIMILAR SERPS FOR YOUR TOPIC) INCLUDE IMAGES & VIDEO FOR BETTER EXPERIENCE EMBED GOOGLE PRODUCTS WHEREVER POSSIBLE (YOUTUBE, MAPS, GOOGLE MY BUSINESS)

22 -2- SITE SPEED

23 GREAT SERVER/HOSTING

24 HOW TO OPTIMIZE ON-PAGE SPEED

25

26 PAGESPEED

27 YSLOW

28

29 -3- ARE YOU AMP READY?

30 BEFORE AFTER ACCELERATED MOBILE PAGES

31 -4- LINK BUILDING IS STILL CRITICAL!

32 LINK BUILDING TACTICS

33 SIMPLE LINK BUILDING TACTICS DIGITAL PR/OUTREACH CREATE ROUND-UPS GUEST BLOGGING (YES IT S STILL VERY EFFECTIVE) LEVERAGE PARTNERSHIPS / RELATIONSHIPS GIVE TESTIMONIALS (LOTS OF HOMEPAGE LINK OPPS!)

34 LIVE SEO CASE STUDY RANKING A LEAD GENERATION WEBSITE seopl.us/seolivecasestudy

35

36 RANKED ON PAGE 1 OF IN ONLY 3 WEEKS!

37 HOW D WE RANK IT? A FULLY OPTIMIZED LANDING PAGE (LESS THAN 1 SECOND LOAD TIME) GREAT LINKS (USING TARGETED SOCIAL CAMPAIGN) TRAFFIC TO THE LANDING PAGE (USING ADWORDS & SOCIAL MEDIA FOR TRAFFIC)

38 STARTED ON JUL 3, 2015 AVG CPC: $1.67 TOTAL BUDGET: $10/DAY CLICKS CLICK-THROUGH-RATE (CTR)

39 TARGETED 3 INDUSTRY-SPECIFIC FB GROUPS CLICKS 1,536 VISITS IN JULY

40

41 RANKINGS - AUGUST 2015

42 RANKINGS - MAY 2016

43 CURRENTLY RANKING ON 1 ST PAGE IN:

44 OVERVIEW OPTIMIZED LANDING PAGE. CHECK RANKINGS. CHECK TRAFFIC. CHECK SO HOW DID IT CONVERT?

45 Total # of Unique Conversion Total Cost Visits Leads Rate Cost /Conv SEO (Organic) 1, % -$8, AdWords (Paid) 1, % $1, $7.26 Total 2,799 1,219 39% -$6,987.13

46 SEO + = BETTER RANKINGS IMPROVED USER METRICS MORE LEADS STAYING POWER (RANK FOR 1 YR)

47 KEY TAKEAWAYS: 1. LINKS ARE STILL VITAL TO RANK. 2. CONTENT NEEDS TO BE PROPERLY OPTIMIZED. 3. RANKBRAIN - USE A TOPIC BASED APPROACH. 4. USE PAID & SOCIAL TO BOOST SEO RESULTS.

48 LOCAL SEO

49 Google My Business 49

50 Google My Business 50

51 TOP 5 RANKING FACTORS FOR LOCAL SEO

52 52 Category Associations 1. CATEGORY ASSOCIATIONS

53 53 Physical Address 2. PHYSICAL ADDRESS

54 54 Structured Citations 3. CONSISTENCY OF STRUCTURED CITATIONS

55 55 Reviews 4. REVIEWS

56 56 Domain Authority 5. DOMAIN AUTHORITY OF WEBSITE

57 MY #1 TIP: BLOG!

58 COMPELLING CONTENT IS KEY! Do not to copy content directly from other sites (duplicate content penalty) Run your content through a Copyscape filter New, Unique & Consistent Content = Strong & Popular Online Presence

59 ESTABLISHING CONSISTENT RANKINGS 1 Frequent crawls = quick indexing 2 Your site gains authority. 3 Your site becomes a trusted resource. 4 Your content is more likely to be shared socially. 5 Increase return frequency of visitors

60 BLOG POSTING BEST PRACTICES 1 Use creative headlines 2 Link to old posts, other blogs 3 4 Proper canonical URL structure /homemade-halloween-treats/ Use an SEO plugin! Yoast SEO 5 Encourage conversation (comments) Disqus Comments

61 YOAST SEO PLUGIN (WORDPRESS)

62 WORDPRESS POSTING BEST PRACTICES 1 Category 2 Tags 3 Featured Image (rights-purchased!) 4 SEO keyword, Page Title, Meta Description 5 Featured Image

63 YOAST SEO BLOG POST - PAGE ANALYSIS

64 YOAST SEO BLOG POST - ADVANCED

65 YOAST SEO PAGE ANALYSIS

66 YOAST SEO SITE - TITLES & METAS - GENERAL

67 YOAST SEO SITE - TITLES & METAS POST TYPES

68 YOAST SEO SITE - TITLES & METAS - TAXONOMIES

69 YOAST SEO SITE - TITLES & METAS XML SITEMAPS

70 YOAST SEO SITE - TITLES & METAS XML SITEMAPS

71 YOAST SEO SITE - TITLES & METAS XML SITEMAPS

72 YOAST SEO SITE SOCIAL TAGS - FACEBOOK

73 YOAST SEO SITE SOCIAL TAGS - TWITTER

74 YOAST SEO SITE SOCIAL TAGS - TWITTER

75 YOAST SEO SITE SOCIAL TAGS - TWITTER

76 YOAST SEO SITE SOCIAL TAGS - TWITTER

77 YOAST SEO SITE SOCIAL TAGS GOOGLE+

78 HOW DOES BLOGGING INCREASE BACKLINKS? Shares Great Content Mentions = Natural Backlinks Links

79 INCREASE IN LONG-TAIL KEYWORDS Long-tail keywords are less popular keywords due to lower competition and lower search volume Allow for higher relevancy in SERPs Attracts targeted visitors, leading to higher conversion rates