Contact Info: John Bolyard Website: JohnBolyard.com

Transcription

1 Contact Info: John Bolyard Website: JohnBolyard.com

2 An SEO expert walks into a bar, bars, pub, tavern, Irish pub, taverns, local bar, dive, mini-bar, beer, cocktail, happy hour

3 For Copies of Tonight s Materials Please send an to: JohnBolyardWorkshops@gmail.com You will get an back immediately with a link to tonight s materials.

4 Big SEO For Small Business SCORE Los Angeles

5 Good SEO hasn t changed much.

6 Good SEO hasn t changed much. Bad SEO has changed a lot.

7 Over 100 Billion Searches Per Month

8 Over 3.5 Billion Searches Every Day

9 Keywords Mobile Backlinks User Experience Rankings Content Backlinks Speed Local Social Keywords Rankings Analytics

10 Goals for the Workshop Tuesday Wednesday 1. What is Search How Does it Work How to Track Your Results with Google Analytics 3. How to Optimize Onsite and Offsite 2. Build an SEO Action Plan 3. Keyword Research 4. Competitor Research INTRO

11 Let s Start with These 4 Questions <_ Where are we now. 1. Competitor / Market Research Where do we want to be. 1. Goals How do we get there. 1. Planning! 2. Onsite Optimization 3. Website Architecture 4. Content 5. Search Strategy 6. Offsite Optimization 7. Local 8. Social 9. Video 10. Backlinks 2. Keyword Research Exercise: Competitor Research Basic and Advanced Market Analysis Exercise: Keyword Research How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics

12 Let s Start with These 4 Questions Where are we now. 1. Competitor / Market Research <_ Where do we want to be. 1. Goals How do we get there. 1. Planning! 2. Onsite Optimization 3. Website Architecture 4. Content 5. Search Strategy 6. Offsite Optimization 7. Local 8. Social 9. Video 10. Backlinks 2. Keyword Research Exercise: Competitor Research Basic and Advanced Market Analysis Exercise: Keyword Research How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics

13 Let s Start with These 4 Questions Where are we now. 1. Competitor / Market Research Where do we want to be. 1. Goals <_ How do we get there. 1. Planning! 2. Onsite Optimization 3. Website Architecture 4. Content 5. Search Strategy 6. Offsite Optimization 7. Local 8. Social 9. Video 10. Backlinks 2. Keyword Research Exercise: Competitor Research Basic and Advanced Market Analysis Exercise: Keyword Research How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics

14 Let s Start with These 4 Questions Where are we now. 1. Competitor / Market Research Where do we want to be. 1. Goals How do we get there. 1. Planning! 2. Onsite Optimization 3. Website Architecture 4. Content 5. Search Strategy 6. Offsite Optimization 7. Local 8. Social 9. Video 10. Backlinks 2. Keyword Research Exercise: Competitor Research Basic and Advanced Market Analysis Exercise: Keyword Research <_ How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics

15 Search Engine Optimization Basics Offsite Backlinks Offsite Onsite Content Relevance Social Mentions Directories Citations Site/Page Optimization Pointing Website Architecture Talking about to the content. SEARCH the content

16 How Search Works 1

17 How Search Works Top 5 Elements of SEO 1. Research: Competitors and Keywords. 2. Content: What is SEO optimized content and how to create it. 3. Optimization: Talk to the Search Engines in their own language. 4. Links: Links are the most important part of offsite SEO. 5. Tracking: Adjust, refine and perfect your SEO. SEARCH

18 How Search Works Three Main Kinds of Search 1. Organic Search 2. Paid Search 3. Local Search SEARCH

19 How Search Works We will be talking about organic search. SEARCH

20 How Search Works % 94% of business buyers and 81% of consumers research online before buying. SEARCH

21 How Search Works 57% of the Traffic Goes to the Top 3 Positions 36% <_ 3 positions 57% of The top 12% 9% get the traffic! 7% 6% SEARCH 4%

22 How Search Works 36% of the Traffic Goes to the 36% _ < 12% 1 The # position gets 1 / 3 of all the traffic! 9% 7% 6% SEARCH #1 Position 4%

23 How Search Works The Bottom 5 Positions Get Only 4% of the traffic. 36% The bottom _ < only get 12% 9% 5 positions 4% of the traffic! 7% 6% SEARCH 4%

24 How Search Works Anatomy of a Search Result SEARCH

25 How Search Works What SEO Is... SEARCH 1. Ongoing process / changes 2. Onsite page, website and content optimization 3. Content creation /authority and relevance 4. Link building / earned links

26 How Search Works What SEO Is Not... SEARCH 1. Not a stand alone process 2. Not a quick fix 3. Not a keyword splash

27 Google Rankings

28 How Google Ranks Websites SEARCH 1. Google s Algorithm has 200+ ranking factors 2. Google ranks each page individually 3. Page Authority, Domain Authority, Keyword and Content 4. Engagement / Traffic 5. Direct correlation between content and search query

29 How Google Ranks Websites SEARCH Important! _ < 1. Google s Algorithm has 200+ ranking factors 2. Google ranks each page individually 3. Page Authority, Domain Authority, Keyword and Content 4. Engagement / Traffic 5. Direct correlation between content and search query

30 How Google Ranks Websites SEARCH <_ 1. Each page should be optimized individually 2. Each page should be on one topic only* 3. Pages should should have a logical keyword flow

31 How Google Ranks Websites SEARCH <_ 1. Each page should be optimized individually 2. Each page should be on one topic only* 3. Pages should should have a logical keyword flow

32 How Google Ranks Websites SEARCH Each page should be optimized individually 2. Each page should be on one topic only* 3. Pages should should have a logical keyword flow <_

33 Competitor Research

34 Search Strategy Without Competitor research

35 Competitor Research Benchmark Your Website: Where are you now. Website Benchmark Website Benchmark 1. Onsite Optimization 6. Robots.txt 2. Website Load Speed 7..htaccess 3. Backlink Profile 8. Sitemap 4. Google Analytics Installed 9. Google Analytics 5. Social Media COMPETITOR RESEARCH 10. Google Search Console

36 Competitor Research Benchmark Your Website: Where are you now. SEO Benchmarks... SEO Benchmarks Organic Traffic 6. Average Time Spent on Site 2. Landing Pages Getting Organic Traffic 7. How Many Indexed Pages 3. Quantity of Keywords in Top Number of Unique Linking Root Domains 4. Pageviews 9. Click Through Rate (CTR) 5. Keyword Rankings for Focus Keywords COMPETITOR RESEARCH 10. Bounce Rate

37 Competitor Research Spying On (and Learning) From Your Competitors Who is Your Competitor The website in Position #1 for your keyword! COMPETITOR RESEARCH

38 Competitor Research Spying On (and Learning) From Your Competitors Can I get that keyword? Example: wordpress wordpress seo wordpress seo los angeles COMPETITOR RESEARCH

39 Competitor Research Spying On (and Learning) From Your Competitors Keyword: wordpress 1,620,000,000 results A Billion+ Results Very competitive Very big competitors COMPETITOR RESEARCH

40 Competitor Research Spying On (and Learning) From Your Competitors Keyword: wordpress seo 23,000,000 results Millions of results Very competitive Big competitors COMPETITOR RESEARCH

41 Competitor Research Spying On (and Learning) From Your Competitors Keyword: wordpress seo los angeles 1,430,000 results A Million+ Results Competitive Equal competitors COMPETITOR RESEARCH

42 5 Metrics

43 Top 5 Metrics in 5 Minutes Competitor Research Top 5 Metrics in 5 Minutes COMPETITOR RESEARCH

44 Top 5 Metrics in 5 Minutes 1. MozRank MozRank represents a link popularity score. It reflects the importance of any given web page on the Internet. Moz.com > Domain Authority COMPETITOR RESEARCH

45 Top 5 Metrics in 5 Minutes 2. Backlinks MozRank represents a link popularity score. It reflects the importance of any given web page on the Internet. Moz.com COMPETITOR RESEARCH

46 Top 5 Metrics in 5 Minutes 3. Indexed Pages WebTrainingWheels.com 381 Indexed Pages (since 2009) JohnBolyard.com 128 Indexed Pages (since 2016) site:competitor.com / time / past hour day week month COMPETITOR RESEARCH

47 Top 5 Metrics in 5 Minutes 4. Social Media WebTrainingWheels.com 1,390 Twitter Followers JohnBolyard.com 1,785 Twitter Followers COMPETITOR RESEARCH

48 Top 5 Metrics in 5 Minutes 5. Citations WebTrainingWheels.com citations "Lucy Beer" "SEO" -site:webtrainingwheels.com JohnBolyard.com citations "John Bolyard" SEO -site:johnbolyard.com COMPETITOR RESEARCH

49 Keyword Research 3

50 Keyword Research What Are Keywords and Why Do They Matter Keywords that drive highly qualified visitors to your site that convert into customers KEYWORD RESEARCH or clients!

51 Keyword Research What Are Good Keywords KEYWORD RESEARCH 1. Think like your visitors 2. What is the problem(s) your business solves 3. Don t make assumptions! Do research! 4. Build topics - not keywords

52 Keyword Research Keyword Funnel: 3 Kinds of Keywords 1. Acquire: Prospects > Need to define / solve a problem How to... What is Engage: Leads > Looking for Solutions Reviews of Buy: Sales > Ready to buy Near me... Best price... KEYWORD RESEARCH

53 Keyword Research What Are Good Keywords 1. Broad Keywords a. 2. Targeted Keywords a. KEYWORD RESEARCH Like the table of contents of a book Like the index of a book 3. Expanding Keywords with Descriptors 4. Long Tail Keywords 5. Geo Targeted Keywords

54 Keyword Research Keyword Research Process 1. Focus Keyword: Start with Your Primary Business Products or Services 2. Create List for One Keyword Topic at a Time 3. Google Those Keywords / Phrases Using Google Options 4. Create Big! 5. Google Keyword Planner KEYWORD RESEARCH Big! List

55 Keyword Research Develop a List of Keywords 1. Find the right Focus Keyword 2. Find the words and phrases your customers use instead of industry jargon. 3. Look for synonyms / Latent Semantic Indexing 4. Add qualifiers and descriptors KEYWORD RESEARCH

56 Keyword Research Targeted Keywords Chiropractor WordPress Themes Los Angeles 3-Column WordPress Themes for Mobile News WordPress Themes Colleges WordPress Themes AdSense Compatible New WordPress Themes One Page KEYWORD RESEARCH

57 Keyword Research Expanding Keywords Best WordPress Themes Quality Reliable WordPress Themes For Blogs Minimal WordPress Themes Responsive Agile WordPress Themes Best WordPress Themes For Business KEYWORD RESEARCH

58 Keyword Research Longtail Keywords Where can I find WordPress Themes free Are all WordPress Themes good What are WordPress Themes Should I pay for WordPress Themes WordPress Themes for ecommerce free KEYWORD RESEARCH

59 Keyword Research Geo-Targeted Keywords Where can I find WordPress Themes Los Angeles San Francisco WordPress Themes Developer Santa Monica WordPress Themes Plugin Developer WordPress Themes Designer Los Angeles WordPress Themes Hosting Long Beach KEYWORD RESEARCH

60 Keyword Research Keyword Planner: Advanced Research 1. Get ideas 2. Get long tail variations 3. Multiple keywords list to get new variations KEYWORD RESEARCH

61 Keyword Research Keyword Planner: Focus Keyword Focus Keyword: WordPress SEO 1. Average Monthly Searches / Traffic Levels 2. Competition / Keyword Difficulty 3. Suggested Bid / Value of Conversion KEYWORD RESEARCH

62 Keyword Research Keyword Planner: Focus Keyword Focus Keyword: WordPress SEO KEYWORD RESEARCH

63 4

64 4

65 4

66 4

67 Keyword Research 7 Way to Find Good Keywords 1. Google Synonyms / Related Searches 2. Google Auto Suggest 3. Google Keyword Planner 4. Competitor s Metadata 5. Headlines in Paid Search 6. Google Advanced Operators 7. Competitors Sitemaps KEYWORD RESEARCH

68 Let s Start with an Exercise Find the Keyword! 1. Google your Focus Keyword. 2. How many results in the SERPS (Search Engine Results Page) for that keyword? 3. Are you on Page #1 or anywhere in the first 5 pages? 4. Who is in Position #1, #2 AND #3? 5. Google Keyword Planner: Volume, Keyword Difficulty, Value of Conversion FOCUS KEYWORD RESEARCH

69 Let s Start with an Exercise 1. Pick a Keyword you d like your website to rank for. SEO Workshop Los Angeles 2. Google that Keyword. 3. How many results in the SERPS? 455,000 Results 4. Are you on Page #1 or anywhere in the first 5 pages? Position #4 5. Who is in Position #1? Los Angeles SEO & AdWords Meetup FOCUS KEYWORD RESEARCH

70 Let s Start with an Exercise 1. Pick a Keyword you d like your website to rank for. SEO Workshop Los Angeles 2. Google that Keyword. 3. How many results in the SERPS? 455,000 Results 4. Are you on Page #1 or anywhere in the first 5 pages? Position #4 5. Who is in Position #1? Los Angeles SEO & AdWords Meetup FOCUS KEYWORD RESEARCH

71 Let s Start with an Exercise Position at website launch: Position #21 - April 27, 2016 FOCUS KEYWORD RESEARCH

72 How to Drill into a Keyword Keyword: Social Media 1. Social Media Manager 2. Social Media Consultant 3. Social Media Advisor 4. Social Media Specialist 5. Social Media Expert 6. Social Media Strategist FOCUS KEYWORD RESEARCH

73 How to Drill into a Keyword Keyword: Social Media 1. Social Media Manager 2. Social Media Consultant 3. Social Media Advisor 4. Social Media Specialist 5. Social Media Expert 6. Social Media Strategist FOCUS KEYWORD RESEARCH 835,000, ,000, ,000,000 $0.00 $ ,100,000 $11.13 $ ,000, ,000,000 $20.18 $

74 How to Drill into a Keyword Keyword: Social Media FOCUS KEYWORD RESEARCH

75 How to Drill into a Keyword Specialist vs Strategist FOCUS KEYWORD RESEARCH

76 Onsite Optimization 4

77 Onsite Optimization Two Primary Components of Onsite Optimization 1. Website Architecture / Navigation 2. Onpage Optimization ONSITE OPTIMIZATION

78 Onsite Optimization Website Optimization 1. Create a Sitemap 2. Map Focused Keywords to Existing Content 3. Create Keyword Landing Pages 4. Internal Cross Linking ONSITE OPTIMIZATION

79 Onsite Optimization Website Architecture / Navigation ONSITE OPTIMIZATION

80 Onsite Optimization Website Architecture / Navigation ONSITE OPTIMIZATION

81 Onsite Optimization Onpage Optimization 1. Focus Keyword: What is SEO 2. URL 3. Title Tag "What is SEO and Why Do You Need It" 4. Meta Description SEO drives over 50% of all traffic Headings: <H1> What is SEO and Why Do You Need It 6. Subheads: <H2> How Do Search Engines Work 7. Image Alt Tags "John Bolyard What is SEO and Why Do You Need It" 8. Optimized Images 9. Keyword Density 10. Content: First Paragraph Search Engine Optimization (SEO) is the process... ONSITE OPTIMIZATION

82 Offsite Optimization 5

83 Offsite Optimization Four Primary Components of Offsite Optimization 1. Backlinks 2. Citations / Directories 3. Local 4. Social Mentions: Retweets / Shares / Likes / Pins OFFSITE OPTIMIZATION

84 Offsite Optimization Backlinks Backlinks are votes of confidence for your website. Backlinks are the most important offsite optimization strategy. OFFSITE OPTIMIZATION

85 Offsite Optimization Citations / Directories Citations are mentions of your NAP (Name Address Phone) 1. Name 2. Address 3. Phone JohnBolyard.com 233 citations "John Bolyard" SEO -site:johnbolyard.com OFFSITE OPTIMIZATION

86 Offsite Optimization Local Local Search is Really Offsite Optimization 1. Great Content with "local signals" 1. Optimize Your Google My Business listing 2. Backlinks to Your Website 3. Citations / Your Name, Address, Phone - NAP 4. Reviews 5. Social Media OFFSITE OPTIMIZATION

87 Offsite Optimization Social Mentions Likes / Retweets / Shares / Pins Google says that social signals are not part of their algorithm. Websites that track Google s algorithm see indications that social signals do influence Google search rankings. OFFSITE OPTIMIZATION

88 Backlinks

89 Backlinks BACKLINKS

90 Google Backlink Penalty Penguin Targets Spammy Links with a Penalty BACKLINKS 1. Non-authority, not relevant sites 2. Paid Links 3. Link Directories / Blog Networks / 4. Guest Posting for Links

91 Google Backlink Penalty Results BACKLINKS

92 Why are Backlinks Important 1. Backlinks are votes for your website 2. Backlinks are hard to get 3. Backlinks establish you as an authority BACKLINKS

93 Rules for Quality Backlinks BACKLINKS 1. Dofollow / Nofollow Ratio - 60% to 40% 2. Anchor Text - 20% exact match keywords only 3. Build links within your website / cross linking 4. Build links at a natural pace

94 How to Get High Quality Backlinks Do a Backlink Audit on Your Website 1. What backlinks do you have now. a. OpenLinkProfiler.com b. BacklinkWatch.com 2. What is the quality of the backlinks you have. 3. How do you compare with your competitors. 4. Do you have a spam backlink problem. BACKLINKS

95 How to Get High Quality Backlinks Do a Backlink Audit on Your Website 1. What backlinks do you have now. 2. What is the quality of the backlinks you have. a. Highly relevant, high quality websites 3. How do you compare with your competitors. 4. Do you have a spam backlink problem. BACKLINKS

96 How to Get High Quality Backlinks Do a Backlink Audit on Your Website 1. What backlinks do you have now. 2. What is the quality of the backlinks you have. 3. How do you compare with your competitors. a. 4. BACKLINKS OpenLinkProfiler.com Do you have a spam backlink problem.

97 How to Get High Quality Backlinks Do a Backlink Audit on Your Website 1. What backlinks do you have now. 2. What is the quality of the backlinks you have. 3. How do you compare with your competitors. 4. Do you have a spam backlink problem. a. BACKLINKS BacklinkWatch.com

98 How to Get High Quality Backlinks Look at Your Competitor s Backlinks Unique Root Backlinks BACKLINKS

99 How to Get High Quality Backlinks Look at Your Competitor s Backlinks Link Influencer Score BACKLINKS

100 Backlink DON TS!! 1. DO NOT buy backlinks 2. DO NOT reciprocate backlinks 3. DO NOT submit to sites that are only backlink sites 4. DO NOT use automated submission services BACKLINKS

101 Content 5

102 Content It All Starts with Content Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your content is about so you get to the top of the search results. CONTENT

103 Content It All Starts with Content Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your content is about so you get to the top of the search results. Google s Purpose ;^) Google wants to pull the newest, most relevant content to the top of the results page because that s where the most expensive ads are. CONTENT

104 Content It All Starts with Content Be Different! 50% of your efforts should be on content creation. CONTENT

105 Content It All Starts with Content Be Different! 50% of your efforts should be on content <_ creation. CONTENT 50%!

106 Content It All Starts with Content Content Structure CONTENT 1. Website architecture 2. Internal linking structure 3. Meta data / rich snippets / microdata 4. Page / Post content optimization

107 Content It All Starts with Content Google 1. Generates social mentions 2. Draws backlinks 3. Builds site authority / relevance CONTENT

108 Content It All Starts with Content Google You 1. Generates social mentions Draws backlinks 3. Builds site authority / relevance CONTENT Keeps and converts visitors

109 Content What is Good Content CONTENT 1. Single keyword topic per page* 2. Thin Content vs Valuable Content 3. Highly relevant, very high quality content 4. Video content words 6. 5%+ keyword density

110 Content What is Successful Content CONTENT 1. High engagement 2. Low bounce rate 3. High visitor return rate 4. Longer dwell times

111 Content Content Length Ideal Post Length: Between 650 and 2,200 words 80% will read up to 3 minutes - about 200 words/minute 16% will read up to 6 minutes 4% will read more than 6 minutes CONTENT

112 Content Check Your Niche Search Example: Managed IT Services # Words #2 682 Words #3 985 Words CONTENT

113 Content Create an Editorial Calendar CONTENT 1. Visualize your Posting Schedule 2. Include marketing / amplification 3. Planning 4. Execution

114 Content Keyword and Content Don ts! CONTENT 1. DO NOT stuff keywords 2. DO NOT buy backlinks 3. DO NOT have duplicate content 4. DO NOT submit to sites that are only backlink sites 5. DO NOT reciprocate backlinks 6. DO NOT use automated submission services 7. DO NOT try to trick Google

115 Content Amplification 1. Each piece of content you create needs to be amplified across social media x5. 2. Create content with the intention of multiplying Example: Create blog post Twitter, Facebook, Comments, Linkedin, Slideshare, Instagram, Press Release, Pinterest, Snapchat, Vimeo, YouTube 10

116 Content Amplification 1. Each piece of content you create needs to be amplified across social media x5. 2. Create content with the intention of multiplying Example: Create blog post Twitter, Facebook, Comments, Linkedin, Slideshare, Instagram, Press Release, Pinterest, Snapchat, Vimeo, YouTube CONTENT

117 Content Amplification 1. Each piece of content you create needs to be amplified across social media x5. 2. Create content with the intention of multiplying Example: Create blog post Twitter, Facebook, Comments, Linkedin, Slideshare, Instagram, Press Release, Pinterest, Snapchat, Vimeo, YouTube CONTENT

118 Content Keyword and Content DON TS! CONTENT 1. DO NOT stuff keywords 2. DO NOT buy backlinks 3. DO NOT have duplicate content 4. DO NOT submit to sites that are only backlink sites 5. DO NOT reciprocate backlinks 6. DO NOT use automated submission services 7. DO NOT try to trick Google

119 Mobile First 7

120 Mobile Google Mobilegeddon Algorithm Update 1. Mobile Friendly (responsive)compliance is now a major search ranking factor. 2. This will only affect mobile rankings (for now) 3. Google s Mobile Friendly Tester MOBILE

121 Mobile Non-responsive websites just become smaller versions of themselves. Responsive websites respond to the width of the device. MOBILE

122 Mobile Example of Mobile Year over Year Growth SCORE 2016 MOBILE Consumer Client 2016

123 Local Search

124 Local Search Optimize for Local Search 1. Google favors local businesses with local addresses 2. Local search is about creating backlinks and listings in local directories LOCAL SEARCH

125 Local Search Optimize for Local Search Local Search is Really Offsite Optimization 1. Great Content with "local signals" 2. Optimize Your Google My Business listing 3. Backlinks to Your Website 4. Citations / Your Name, Address, Phone (NAP) 5. Reviews 6. Social Media LOCAL SEARCH

126 Local Search Optimize for Local Search A Word on Building Citations 1. NAP: Name Address Phone - Exactly the Same! 2. Use ONLY websites indexed by Google 3. DMOZ listing 4. Use keywords in title, description, content 5. Submit manually 6. Change the descriptions a bit... no duplicate content 7. Keep track and update periodically LOCAL SEARCH

127 Social Media Social Media 5

128 Social Media Shares / Likes / Tweets / Pins Google is looking for ways to gauge how your visitors engage with you. Optimize your social media with the same keywords. SOCIAL MEDIA

129 Social Media Shares / Likes / Tweets / Pins Rules for Social Media 1. Be fully engaged or don t use social media 2. Only do social media if your customers do 3. There is to more social media than Facebook SOCIAL MEDIA

130 Conversion

131 Conversion Optimization How your visitors use your website. You must create 1. High engagement site architecture and 2. Low bounce rate great content that 3. High visitor return rate achieves these goals. 4. Longer dwell times CONVERSION

132 Search Strategy

133 Creating a Search Strategy Goals and Objectives 1. What is it that you want to accomplish? 2. How are you performing now? 3. What specific benchmarks would you like to achieve? SEARCH STRATEGY

134 Creating a Search Strategy Audience Segments 1. Who are you trying to reach? 2. What are their pain points? 3. What is the Path to Purchase for your customer? SEARCH STRATEGY

135 Creating a Search Strategy Evaluating Competitors 1. Who are your competitors? 2. What are they doing with SEO? 3. Can you compete directly against them? 4. Are they too big? SEARCH STRATEGY

136 Creating a Search Strategy Tactics 1. Keyword Research 2. SEO Review / Audit 3. Backlink Review / Audit 4. Content and Conversion Review / Audit 5. Business Goals and Performance Review SEARCH STRATEGY

137 Creating a Search Strategy Tactics Select Keywords Based On: 1. Traffic levels 2. Competition level 3. Stage of the marketing funnel 4. Value of conversion SEARCH STRATEGY

138 Creating a Search Strategy Tactics SEO Audit: Look for Your website structure 2. Crawling or site speed 3. Responsive site (Mobilegeddon) 4. Penalties 5. Current positions in search SEARCH STRATEGY

139 Creating a Search Strategy Tactics Backlink Audit 1. What backlinks do you have now. 2. What is the quality of the backlinks you have. 3. How do you compare with your competitors. 4. Do you have a spam backlink problem. SEARCH STRATEGY

140 Creating a Search Strategy Tactics Content and Conversion Audit 1. What content do you have now. 2. How does your content compare to competitors. 3. What do your analytics say about the quality of your content. SEARCH STRATEGY

141 Creating a Search Strategy Tactics Business Goals and Performance Assessment 1. What specific goals do you want to accomplish. 2. How are you going to evaluate how successful you are. SEARCH STRATEGY

142 Measure Success 7

143 How to Measure Your Success Google Analytics Google Search Console TRACKING

144 How to Measure Your Success Google Analytics Three Basic Google Analytics Metrics: 1. Audience: Who are your visitors 2. Acquisition: How did they find you 3. Behavior: What did they do when they got there TRACKING

145 How to Measure Your Success Google Analytics Important Audience Analytics: 1. Geo-location 2. New vs Returning 3. Frequency & Recency 4. Engagement 5. Mobile 6. User Flow TRACKING

146 How to Measure Your Success Google Analytics Important Acquisition Analytics: 1. Organic Search 2. Direct 3. Referral 4. Social 5. Queries 6. Landing Pages 7. Social TRACKING

147 How to Measure Your Success Google Analytics Important Behavior Analytics: 1. Behavior Flow 2. All Pages 3. Landing Pages 4. Exit Pages 5. Site Speed 6. Speed Suggestions TRACKING

148 How to Measure Your Success Google Search Console Search Search Analytics: 1. Queries 6. Clicks 2. Pages 7. Impressions 3. Countries 8. CTR 4. Devices 9. Position 5. Search Type TRACKING

149 How to Measure Your Success Google Search Console Other Resources: 1. Google My Business 2. PageSpeed Insight TRACKING

150 When SEO Works When SEO Works March 2015 March 2016 Increase in 4 metrics: 1. Sessions 2. Users 3. Pageviews, 4. % New Sessions TRACKING

151 Takeaways!

152 Takeaways Create a Plan - Set Goals 1. Research: Competitors and Keywords. 2. Content: What is SEO friendly content? 3. Optimization: Talk to the Search Engines in their own language. 4. Links: Links are the most important part of SEO. 5. Tracking: Adjust, refine and perfect your SEO. Track Your Plan - Adjust. Refine. Improve.

153 8

154 Class Exercise 5 Metrics Handout: Page 1 and

155 Class Exercise Find Your Focus Keyword Handout: Page

156 Class Exercise Find Your Competitor s Backlinks Handout: Page

157 Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance

158 Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance 1. Check your site for crawl errors Test your site for load time Scan your site for malware Installed Google Analytics 5. Check for broken links -

159 Search Tools Keyword Scrapers

160 Top 10 SEO Mistakes Top SEO Mistakes 1. Choosing the Wrong Keywords 6. Missing Quality Links 2. Not Designing Website Architecture 7. Going Crazy with Internal Cross Links 3. Creating Content That s Not About 8. Website is not Fast or Mobile-Friendly Your Keywords 9. No Engagement in Your Influencer 4. Publishing Non-Original Content 5. Skipping Title Tags & Meta Community 10. Not Utilizing Analytics Descriptions

161 Contact Info: John Bolyard Website: JohnBolyard.com