11/6/17. Why Isn t Our Site on the First Page of Google? WHAT WE RE GOING TO COVER SETTING EXPECTATIONS

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1 Why Isn t Our Site on the First Page of Google? WHAT WE RE GOING TO COVER Setting expectations Understanding search engine optimization High level overview of ranking factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 2 SETTING EXPECTATIONS Search is a tactic You re at the mercy of the search engines and their solution of the day There is no big red easy button X Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 3 1

2 WHY GOOGLE? 10% 8% 2% yahoo! other bing google 80% Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 4 WHY GOOGLE? 10% 8% 2% yahoo! bing google other 80% 1. Google 2. YouTube 3. Bing 4. Pinterest 5. Yahoo! Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 5 Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 6 2

3 SEARCH RANKING FACTORS 200 ranking factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 7 SEARCH RANKING FACTORS 200 ranking factors 1,000 ranking factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 8 SEARCH RANKING FACTORS 200 ranking factors 1,000 ranking factors 10,000 ranking factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 9 3

4 11/6/17 On-The-Page Factors These elements are in the direct control of the publisher Content Cq QUALITY Are pages well written & have substantial quality content? Cr RESEARCH Have you researched the keywords people may use to find your content? Cw WORDS Do pages use words & phrases you hope they'll be found for? Cf FRESH Are pages fresh & about "hot" topics? Cv VERTICAL Do you have image, local, news, video or other vertical content? Ca ANSWERS Is your content turned into direct answers within search results? Vt THIN Is content "thin" or "shallow" & lacking substance? Architecture Ac CRAWL Can search engines easily "crawl" pages on site? Am MOBILE Does your site work well for mobile devices? Ad DUPLICATE Does site manage duplicate content issues well? As SPEED Does site load quickly? Au URLS Do URLs contain meaningful keywords to page topics? Ah HTTPS Does site use HTTPS to provide secure connection for visitors? Vc CLOAKING Do you show search engines different pages than humans? Search engine optimization (SEO) seems like alchemy to the uninitiated. But there's a science to it. Below are some important "ranking factors" and best practices that can lead to success with both search engines and searchers. On-The-Page SEO Content Architecture Ht TITLES Do HTML title tags contain keywords relevant to page topics? Hd DESCRIPTION Do meta description tags describe what pages are about? Hs STRUCTURE Do pages use structured data to enhance listings? Hh HEADERS Do headlines & subheads use header tags with relevant keywords? Vs STUFFING Do you excessively use words you want pages to be found for? HIDDEN Do colors or design "hide" words you want pages to be found for? Off-The-Page SEO HTML Cq Ac Ht Quality Cr Crawl Research Trust Titles Ta Mobile Description Links Authority Am Hd Te HTML Vh The Periodic Table of SEO Success Factors Lt Cf Vertical History Headers Au Vs URLs -2 Thin HTTPS -2-1 Vc Va Ads Stuffing Vt Pl Ss Shares Ph History -3 Vl HISTORY Has site or its domain been around a long time, operating in same way? Vd PIRACY Has site been flagged for hosting pirated content? Va ADS Is content ad-heavy? Do you make use of intrusive interstitials? Lq QUALITY Are links from trusted, quality or respected web sites? Lt TEXT Do links pointing at pages use words you hope they'll be found for? Ln NUMBER Do many links point at your web pages? Vp PAID Have you purchased links in hopes of better rankings? Vl SPAM Have you created links by spamming blogs, forums or other places? Do visitors spend time reading or "bounce" away quickly? Personal Paid -1 ENGAGE Th Reputation Locality Numbers Piracy Pc COUNTRY Pl LOCALITY Ph HISTORY Has someone regularly visited your site? Sr REPUTATION Do those respected on social networks share your content? Ss SHARES Do many share your content on social networks? What country is someone located in? What city or local area is someone located in? Social -3 Spam -1 Ca Ah Vh Answers Country As Hh Vd Vp Speed Fresh Cv Structure Duplicate Pc Sr Do links, shares & other factors make pages trusted authorities? AUTHORITY Te Links Social Text Cw Ad Hs Th Ln Words Quality Engage Lq Personal Off-The-Page Factors Elements influenced by readers, visitors & other publishers Trust Ta Hidden -3 Cloaking Factors Work Together All factors on the table are important, but those marked 3 carry more weight than 1 or 2. No single factor guarantees top rankings or success, but having several favorable ones increases the odds. Negative violation factors shown in red harm your chances. -1 WRITTEN BY: CREATED BY: -2-3 LEARN MORE: Third Door Media Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 10 Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 11 SEARCH RANKING FACTORS* 20% technical factors 20% onsite factors 60% offsite & local factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 12 4

5 Information Gathering: Information for the sake of information. No intent to act on the information, although they may still have a valid reason to interact with your site. Awareness: The searcher is conscious of both a need and a desire to address that need with a product or service. Research: The searcher seeks information to address a need and identifies potential solutions based on context factors. Keyword searches reflect a need to solve a problem. Decision: The searcher defines a consideration set and gathers additional information to further refine their choice. Keyword searches are more specific and may now include more technical terms or formal names. Conversion: The searcher has made a decision to act (or not) based on gathered data. Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 13 SEARCH OPTIMIZATION On-site factors What you say and how you say it Content developers Blog contributors Marketing and communications team Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 14 ON-SITE FACTORS Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 15 5

6 WHAT ELSE IS IMPORTANT? Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 16 WHAT ELSE IS IMPORTANT? Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 17 Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 18 6

7 SEARCH OPTIMIZATION On-site factors What you say and how you say it Content developers Blog contributors Marketing and communications team Off-site factors What other sites say about your site Reviews & directory listings come into consideration Content from media relations/ community relations team Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 19 OFF-SITE FACTORS What other sites say about your site Links to your site Linking domains Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 20 SEARCH RANKING FACTORS* 20% technical factors 20% onsite factors 60% offsite & local factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 21 7

8 11/6/17 LINK BUILDING IDEAS Contribute to relevant blogs, sites or publications Share content on social media Ask for links from relevant sites Ask for links in speaker bios The best way to encourage links to your content is to create content visitors want to share. Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 22 OFF-SITE FACTORS What other sites say about your site Links to your site Linking domains Social signals (maybe) Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 23 THE IMPORTANCE OF PINTEREST Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 24 8

9 11/6/17 SEMANTIC SEARCH IT S ALL ABOUT INTENT Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 25 SEMANTIC SEARCH IT S ALL ABOUT INTENT Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 26 SEMANTIC SEARCH IT S ALL ABOUT INTENT Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 27 9

10 SEARCH RANKING FACTORS* 20% technical factors 20% onsite factors 60% offsite & local factors Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 28 SEARCH OPTIMIZATION On-site factors What you say and how you say it Content developers Blog contributors Marketing and communications team Off-site factors What sites say about your sites Reviews & directory listings come into consideration Content from media relations/ community relations team Technical factors How user- and devicefriendly your site is Webmaster/web developers Content manager Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 29 Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 30 10

11 RECAP Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 31 SEARCH VISIBILITY REQUIRES ONGOING EFFORT 1. Search ranking is a complex, complicated, ever-evolving beast. Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 32 SEARCH VISIBILITY REQUIRES ONGOING EFFORT 1. Search ranking is a complex, complicated, ever-evolving beast. 2. If you re a team of one, you re going to have to prioritize your efforts Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 33 11

12 SEARCH VISIBILITY REQUIRES ONGOING EFFORT 1. Search ranking is a complex, complicated, ever-evolving beast. 2. If you re a team of one, you re going to have to prioritize your efforts 3. Regularly producing new, high value content is crucial to rankings Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 34 SEARCH VISIBILITY REQUIRES ONGOING EFFORT 1. Search ranking is a complex, complicated, ever-evolving beast. 2. If you re a team of one, you re going to have to prioritize your efforts 3. Regularly producing new, high value content is crucial to rankings 4. Link building = long-term relationship building Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 35 SEARCH VISIBILITY REQUIRES ONGOING EFFORT 1. Search ranking is a complex, complicated, ever-evolving beast. 2. If you re a team of one, you re going to have to prioritize your efforts 3. Regularly producing new, high value content is crucial to rankings 4. Link building = long-term relationship building 5. Google can be slow to reflect SEO changes Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 36 12

13 QUESTIONS? Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 37 THANKS! hhps://truedigitalcom.com plong@truedigitalcom.com Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 38 Brainstorming, Researching & Benchmarking Keywords Free on-demand webinar: Why Isn t My Site on the First Page of Google? 2017 True Digital Communications 39 13