Search Engine Optimization Get Found on the Web

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Dominic Chandler
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1 Search Engine Optimization Get Found on the Web Silicon Valley SCORE Kevin Dean, Internet Marketing Consultant WSI Net Advantage (510)

2 Maximizing Return on Web Investment Map SEARCH Local SEO PPC Video Analytics Website Updates Services Tools Flexibility Competitive Environment Strategies Tools Quality Conversion Style Access NEWS SOCIAL MEDIA REPUTATION LETTERS Traditional Media Sales Team Blogs News Reviews PR Forum Yellow Pgs Magazines Newspaper Community Visibility Calls Demo Trade Shows Mail Monitor Contribute? Yelp Twitter Industry Lists Clients Segment Frequency Track

3 To Be Successful, You must Be Found!!

4 Don t Forget Mobile!

5 Search Engines Play A Huge Role in Marketing Search Engines work for the Searchers Goal: Provide the best search RESULTS Ignoring search engine marketing usually makes a website a waste of time and money Source: Search Engine Journal

6 Anatomy of Local **Local Services Search Top of Page 1. Ads 2. Google My Business

7 Pay Per Click Instant visibility Uses same keyword tools as natural search Selective or broad reach 1 or 1000 s of keywords Ad testing, Video, network / search Localize or national Lots of metrics available Like a faucet (On and Off!)

8 Google My Business

9 Bottom of Local Search Page 1. Yelp, Houzz, Angie s List, Homeadvisor 2. SEO Generally Home pages 3. Service Directories 4. Ads

10 Info Search Request No Ads No Maps Fewer Directories Deeper pages Blogs

11 Many, Many Factors in SEO Great lists of what is important for SEO Most information is culled from studies of what seems to work or change Google Algorithms change but premise does not

12 SEO Rules of Thumb Provide better relevant, quality content than your competitors Content is important Formatting improves results Don t try to trick them

13 Heat Map Understand searchers tendencies to help set your expectations Position Determines Cost of Click Difficulty / competition Visibility Potential Traffic

14 Local Search Results Can Vary Ex: plumbers San Jose

15 NEW!

16 Google +

17 Google + Page

Let s Dissect! Landscaping companies san jose 1 1 2 3 1.

18 Let s Dissect! Landscaping companies san jose Title Tag characters and spaces visible 2. URL 3. Description Tag chars and spaces visible Note Bolding of keywords used in Description

20 View Source Meta Tags <html> <head> <meta http-equiv="content-type" content="text/html; charset=utf-8" /> <meta name="viewport" content="width=device-width, initial-scale=1.0"> <meta name="description" content="west Bay Landscape Co. provides landscape design, construction, and maintenance services to residential and commercial customers throughout Santa Clara and San Mateo Counties. As a full-service company with over thirty five years experience, we are able to control the quality, schedule, and cost of each project from start to finish. Our goal is that all your outdoor living needs are managed seamlessly. We invite you to explore our website to learn about our services and view photos of previous projects. A complimentary consultation is the first step towards creating a unique outdoor living environment that meets your own personal needs and tastes."> <title>west Bay Landscape Co. - San Jose, CA - Landscape Contractors</title>

21 Meta Tag Basics 1. Make your TEXT readable 2. Use words a BUYER uses 3. Use a Title 4. Use a Description 5. Use your keyphrases 6. Keyphrase in URL 7. Know your competition

Sources of Ideas Your Competition s Meta-tags and Content <title>san Jose Plumbing :: San Jose, CA</title> <meta name="description" content="sewer and drain

22 Sources of Ideas Your Competition s Meta-tags and Content <title>san Jose Plumbing :: San Jose, CA</title> <meta name="description" content="sewer and drain cleaning, all plumbing repairs, San Jose, California."> <meta name="keywords" content="san jose, california, plumbing, sewer, drain cleaning, repairs"> 22 Incoming Links

23 Marketing Starts with the Right Keywords Broad popularity Niche opportunities Localization Questions Where in the Buying Cycle Familiar phrases / slang Technical versus common words

24 What to Talk About? Importance on a scale of 1 to 7

25 Keyword Variations

26 Keywords might mean different things on different Search Engines!!

27 Sources of Ideas Google AdWords Keyword Tool Google Webmasters Tool (Search Console) Wordtracker.com Keyword Tool Wordtracker.com/Labs Competitor sites Call a prospect or client

28 On-Site Factors Good Content is key Keyword usage, not repetition A list is not usage What is the page about? What is the theme of the website? Blog vs. Web page Formatting Text For Appearance and amplification Links and Navigation Written by humans, not machines Pages easily indexed Images Use relevant image names Use alternate text and titles Speed of site loading Mobile friendliness

29 Off-site Factors Age of site Quality incoming links Directories NAP quality

30 Page vs Blog Page generally static Blog usually part of an active section of site May be interactive New blogs likely to be posted Categories, tags, images Pages Services and Products Blogs Questions, ideas, lists, reviews, announcements, how-to

31 What Makes for a Good SEO Page? Plan what keyword(s) / phrase is goal? Focus, not repeat Usual best practices Relevant page name Good header using H1 formatting Can use localization in H2 or other format Keyword guidelines 1st sentence first paragraph Last sentence first paragraph 1st sentence second paragraph 1st sentence third paragraph Headers in between paragraph sections Image name, if relevant Image alternate text if relevant Text links pointing to page 350 -? Number of words Localization

32 Blog Best Practices See page best practices Length for results depends largely on competition words.to 1500 words Depends on topic, depth of discussion Images Links Categories Tags less than 10 Link(s) to authoritative sources of information relevant to the topic

33 Where Are They On Your Site? Title Description H1, H2 Tags Content Alternate text Image titles Link tools Link text Site Maps Localization

34 Site Map More Pages Help

35 Some common questions Are more keywords on page beneficial? Can you focus on multiple keywords on one page? Can you use same color text as background? Can I copy content from other sites? What if I copy someone s blog, does it help? Does Social Media help me? Does AdWords help me?

36 Tools Screaming frog great for page by page review

37 WEBSITE SPEED

38 Need for Speed

39 Use Google Analytics Google Analytics

40 INCOMING LINKS

41 Visible Data is Just The Start Data shown to us Historical data pulled from all sources Used for information about us

42 Types of links / citations Directories YP, Google, Yahoo, Yelp, Bing Industry specific Social Media Foursquare, Facebook, Waze Local Chamber of commerce, town services Many are no-follow or text Still relevant Referral partners Blogs Partner resources Articles, white papers.edu,.gov are top Submissions to technical sites Press releases Now frequently no follow

43 Consistency Matters Abbreviations St, St., Street, none Suite / no suite Phone number Old address(es) No Address

44 Redirects Pages change or are no longer relevant Be sure to use 301 redirects for permanent changes to new addresses Have a 404 page or standard redirect setup Domain Names Change Http vs. https

45 How many + how good now? Yext.com Evaluate quality of current listings Majestic.com Evaluate quality of links, review competitors SEMRush.com Will review your toxic incoming links Google Webmasters Another source, does not tell everything

46 Tools for links Yext submission and management Subscription based Manual submission Time consuming if you do it Paid Services Whitespark, others for a fee

47 REVIEWS

48 Stars attract attention!

49 Where do they come from? Google Reviews Stella Service Bizrate The Feedback Company Feefo Reseller Ratings Reevoo Trusted Company Trust Pilot Verified Reviews Power Reviews

50 How to get them? Ask! May need to ask multiple times How depends on your business Reception desk Field reps Postcard Give a couple of options

51 Ask for Reviews

52 Tools for Reviews Reputation.com CustomerLobby.com Whitespark.com See above list

53 VIDEO

54 Video SEO Usually a response to a question, could be local services information Might be location specific (amusement park) Google owns YouTube Similar concept to search Good title tag Good description link back to site? Bit.ly if long Good content spoken on video Use keywords, first information within 9 seconds Post on YouTube and other site (e.g. Vimeo) Ads are short, SEO videos <1-4 minutes May be longer depending on topic Get some views! Embed on site with content from video, link to video page

55 Example keep my car clean

58 OTHER IDEAS

59 How to get more spots Local news items about you Press releases Social media Articles written by you and published Add info to your listings on industry sites (form of optimization)

60 YouTube and SlideShare

61 MEASURING RESULTS

62 What to measure 80% of searches stop on Page 1 Consider if more information tells you about progress Google owns 80+% of US search market Consumer vs. B2B may matter Short keywords may be difficult If someone types in insurance is that a good result for you? insurance agent home insurance agent Milpitas Long tail keywords may not drive traffic If it is highly related, might be a great click website visibility ranking fremont Localized keywords depends on services Know your service area san Francisco digital marketing agency

63 Basic Metrics - Analytics Total Traffic Search traffic Traffic Sources Social, referrals, other Mobile Traffic Geographic Bounce rate Top Pages / Pages per visit Blog page views Number of keywords on Page 1, 2 Google Links recognized Video info

64 How to Measure Know what is broken / OK Competitive Links What is Search Engine Placement Google Webmasters Tool / Search Console Local Placement Results, Mobile

65 Customer Contact Model Your Digital Plan Themes

Steps to SEO Success 1 2 3 4 5 6 7 Understand that SEO is important SEO landscape going forward Content Marketing - the perfect blue print The Perfect

66 Steps to SEO Success Understand that SEO is important SEO landscape going forward Content Marketing - the perfect blue print The Perfect Page - get your content found Content that creates conversation Reputation Management Be in lots of places Digital Marketing Plan putting it all together

67 Metrics Is it Paying Off? Method Paid Search Clicks / Visitors Number of Sales Value of Sales Leads Page Impressions Profit Margin Branding Position Telephone Lifetime Value SEO Social Media

68 Maximizing Return on Web Investment Map SEARCH Local SEO PPC Video Analytics Website Updates Services Tools Flexibility Competitive Environment Strategies Tools Quality Conversion Style Access NEWS SOCIAL MEDIA REPUTATION LETTERS Traditional Media Sales Team Blogs News Reviews PR Forum Yellow Pgs Magazines Newspaper Community Visibility Calls Demo Trade Shows Mail Monitor Contribute? Yelp Twitter Industry Lists Clients Segment Frequency Track

69 IN CONCLUSION There are many new and exciting Internet Marketing opportunities All provide challenges, none are truly free Break up the content into various social media bits Optimize the content Drive to Landing page Measure results Try Different Methods Get Help

70 Summary & Questions

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO

Campaign Goals, Objectives and Timeline SEO & Pay Per Click Process SEO Case Studies SEO, SEM, Social Media Strategy On Page SEO Off Page SEO Reporting Pricing Plans Why Us & Contact Generate organic search