WHAT IS SEO? UGA Inbound Week 3

Transcription

1 WHAT IS SEO? UGA Inbound Week 3

2 UGA Inbound Week 3 1. WEEK TWO HOMEWORK

3 BUYER S JOURNEY Give an example of what indinero.com has for each stage of the buyer s journey: Awareness Consideration Decision

4 QUIZ TIME

5 INBOUND METHODOLOGY

6 BUYER PERSONAS A fabricated, ideal customer that you use to represent your audience. They re based on real data and feedback from your existing customers, and some very select educated speculation about your customer demographics, behavior patterns, motivations, and goals.

7 LIFECYCLE STAGES Awareness: In the awareness stage, a person has realized and expressed symptoms of a potential problem or opportunity. Consideration: In the consideration stage, a person has clearly defined and given a name to their problem or opportunity. Decision: In the decision stage, a person has defined their solution strategy, method, or approach.

8

9 CREATING SMART CONTENT

10 PERSONA LIFECYCLE STAGE Jimmy Gym Owner AWARENESS CONSIDERATION DECISION Problem or opportunity that the above persona needs help with: Realized and expressed symptoms of a potential problem or opportunity. Clearly defined and given a name to their problem or opportunity. Defined their solution strategy, method, or approach. Jimmy is new to gym ownership. He needs to buy some gym equipment, but is unsure where to begin, how much he should spend, etc. Beginner s Guide to Buying Gym Equipment [Ebook] New or Used: When to Stretch Your Gym Equipment Budget & When to Splurge [Infographic] Gym Equipment Budget Template [Excel spreadsheet] Purchasing Timeline for Gym Equipment: What Should You Buy First? [PowerPoint worksheet] Request a quote Phone assessment of equipment needs

11 FUNDAMENTALS OF INBOUND Build buyer personas. Know who it is you re trying to reach. Everything you create and share should be done with your audience in mind. Use the buyer s journey. Buyers are at different points in their relationship with your company. It s important you tailor your content to appeal to buyers based on their current level of interest. Create remarkable content. Content that speaks to your buyer personas and nurtures them based on where they fall in the buyer s journey -- the inbound Holy Grail. Leverage your content. Make your content available for your audience to find. Content distribution is what provides the context to your content.

12 2. WHAT IS SEO?

13 WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)?

14 WHAT IS SEARCH ENGINE OPTIMIZATION (SEO)? SEO is the process of optimizing a website for search engine result rankings. In short, it is used to help make it easier for people to find you in the search results.

15 PAID vs ORGANIC

16 PAID vs ORGANIC

17 WHAT IS A KEYWORD?

18 WHAT IS A KEYWORD? A topic of importance to your buyer personas.

19 HOW ARE THEY USED? Users use them for something that they want more information on in order to learn more about.

20 HOW ARE THEY USED? Businesses use them for more information on a topic, problem, solution, product or service that they want to learn more about.

21 FOR BUSINESSES UGA Inbound Week 3 Homepage: What your company does, Company name Product/Service Pages: Name of product/services. What the solutions are. Blog Posts: Help provide information on common problems or questions. Also, discuss benefits of one solution over another.

22 INBOUND METHODOLOGY

23 Attract strangers from search engines and turn them into visitors.

24 3. KEYWORD RESEARCH

25 HOW TO DO KEYWORD RESEARCH UGA Inbound Week 3 1. Make a list of keywords your buyer personas would search for. 2. Expand that list by searching the web for alternatives. 3. Determine which keywords people are using to find your site. 4. Decide which keywords you have the best opportunity to rank for.

26 CATEGORIZE UGA Inbound Week 3 KEYWORDS Awareness Stage Problem-Based Consideration Stage Solution-Based Decision Stage Branded

27 SPEAK THEIR LANGUAGE UGA Inbound Week 3 Mimic the language that your buyer personas would actually use in their searches. pop vs. cola

28 SPEAK THEIR LANGUAGE UGA Inbound Week 3 Create & optimize content for searchers first, then search engines.

29 4. OPTIMIZING A WEBSITE

30 KEYWORD STRATEGIES TO AVOID UGA Inbound Week 3 1. Adding in keywords just to add them. This is also called keyword stuffing. 2. Worrying about a perfect keyword density. 3. Bolding keywords, underlining keywords or adding different colors to help them stand out. 4. Keyword linking to non-relevant keywords.

31 WHERE TO ADD KEYWORDS (FOR WEBSITE PAGES) UGA Inbound Week 3 1. Page title 2. Page URL 3. Content headers 4. Content 5. Images/Alt Attribute 6. Meta description

32 PAGE TITLE Should be an accurate, concise description of your page s content. Search engines only display the first characters of a title tag.

33 PAGE TITLE Titles should be descriptive and readable. The most important keywords should be near the front and keywords should be separated with a pipe ( ) if needed.

34 PAGE URL Page URLs should be easily readable and relatively short in order to share your content across different media. Try not to include a lot of numbers or special characters if possible.

35 CONTENT HEADERS Include headings on your pages, whenever possible to help divide up content. These headers should include keywords that help describe the content on the page.

36 CONTENT Content is the key to bringing visitors so your site. Keywords should be added into the site s content naturally.

37 IMAGES & ALT TEXT Images should be used throughout your site and given a descriptive name. Include alt text so that the search engines can identify the image when your site is being crawled.

38 META DESCRIPTION This is a short description of your page s content. It appears below the page s title in the search engine results.

39 META DESCRIPTION Meta descriptions can be any length, but most search engines will cut off descriptions longer than 160 characters. An ideal meta description is between 150 and 160 characters.

40 DID THEY PICK THE RIGHT KEYWORD?

41 DID THEY PICK THE RIGHT KEYWORD? Addressing a topic their buyer persona wants to learn about Using natural language and variations of the keyword Mimicking the language of their buyer persona

42 HAVE THEY OPTIMIZED AROUND THE KEYWORD? blog.indinero.com/self-employed-tax-budgeting

43 ARE THEY LINKING TO OTHER SOURCES? blog.indinero.com/self-employed-tax-budgeting

44 ARE THEY OFFERING A GOOD UX? blog.indinero.com/self-employed-tax-budgeting

45 ARE THEY PROMOTING THEIR CONTENT? blog.indinero.com/self-employed-tax-budgeting

46 ASSIGNMENTS UGA Inbound Week 3 VIDEO Creating Content with a Purpose READ Inbound Ch. 3 & 4