BIENVENUE / WELCOME Seminar Deconstructing Google L ESPACE BEACONSFIELD Thursday, November 23 rd, 2017 7:30 am to 9:00 am
Deconstructing Google to Build a Winning SEO Strategy November 2017 BY: Chris Murray, WSI 2016 WSI. All rights reserved.
WSI Overview Google & Hummingbird AGENDA 3 things Google wants Building An SEO strategy SEO Moving Forward Resources Questions
WHO IS WSI World s largest network of digital marketers Offices in over 80 countries Over 20 years experience in helping businesses succeed online Holistic Digital Marketing for SMBs
OUR PARTNERS
OUR WSI AGENCY Chris Murray & Laurie McCullagh Launched WSI in 2000-18 Years Entrepreneurial background Senior positions in small business Local office with in-house staff WI Chamber Accolades Winner Multiple awards
DIGITAL LANDSCAPE
GOOGLE S PRIMARY GOAL Why do people use Google? Google s primary goal is to serve users with high-quality relevant information.
WHY GOOGLE How many searches are performed in Google per day? 3.5 Billion 80% of All Searches Of those searches how many are new searches Google has never seen before? 15% or 525 Million
GOOGLE S ALGORITHM Google s Algorithm named Hummingbird is based on over 200 Factors Semantic Search improves accuracy by understanding the searchers Intent and Contextual meaning Rank Brain was added in 2016 which is a machine learning AI system
SEO BREAKDOWN On-page factors Off-page factors
GOOGLE WANTS 3 THINGS 1. To find your pages 2. To understand your pages 3. You to help visitors use your pages
1. FIND YOUR PAGES Findable Internal text linking Sitemap Robots.txt Google Search Console
2. UNDERSTAND YOUR PAGES Do extensive keyword research Select the best keywords and associated a primary to home and then keyword themes to pages Write copy using keyword and synonyms Create a title element with keyword Add keyword to URL (file name) Add keyword to links and image alt attributes Sites assets should be findable Use structured data Use an SEO friendly platform Make content visible and not hidden
3. HELP VISITORS USE YOUR PAGES Provide a great experience Optimized mobile friendly version (see testing tool) Don t use text in images Fast page loading speed (Page Speed insights) Ensure you don t have any 404s or errors Test your site for all popular browsers Does your site work for visually impaired Secure browsing environment with HTTPS
GOOGLE DOESN T WANT Automatically generated content Artificial linking schemes Pages with little or no original content (thin content) Duplicate content (text used on other sites) Hidden text or links Sneaky redirects Keyword stuffing (over use of keywords) Overuse of structured data Hacked Websites Spammy sites
BUILDING AN SEO STRATEGY
PERSONA EXERCISE Who are your customers What are their problems and challenges What information are they looking for What keywords do they use
KEYWORD & COMPETITIVE RESEARCH Competitive Research Who are your competitors online What keywords do they rank for What tactics are they using Review their Website and blog content Review their social media Review Backlinks
KEYWORD & COMPETITIVE RESEARCH Keyword Research Use a keyword research tool Consider Keyword values
TECHNICAL SEO FUNDAMENTALS & FOUNDATION Responsive design to render well on all devices & provide good user experience Site speed Information architecture Rich in Content with keyword theme Internal linking Title, Meta tags, URLs
OPTIMIZED CONTENT MARKETING PLAN Review keyword research and consider your target personas Answer the questions people are asking with great content Attract search traffic through keyword themes Create comprehensive high value relevant content Plan content calendar around themes, topics & event
PUBLISH, SOCIALIZE SHARE Create social profiles Publish your content across all social platforms Google+ Google My Business YouTube Press Releases Slideshare, Scribd, Reddit, Quora Backlinks from partners, suppliers
MEASURE AND IMPROVE Traffic Performance Web page performance Quality of backlinks Helps with visitor conversion
SEO MOVING FORWARD Mobile First Index Voice Search growing Rank Brain - having an increasing effect on results (Artificial Intelligence)
Presentation and hand outs available at: wsisme.com/presentation? Questions?
Chris Murray 514.693.9339 ext 111 Thank You! 189 Hymus Blvd., Suite 507 Pointe-Claire, Qc. www.wsisme.com Stay Connected