SEO: HOW TO DRIVE MORE TRAFFIC TO YOUR WEBSITE Brock Murray @SEOBrock
BEFORE WE START
REQUIREMENTS Website (preferably on a CMS ie WordPress)
HIGHLY RECOMMENDED!
WHAT IS SEO? Search Engine Optimization (SEO) is the process of Improving the visibility of a website or a web page in search engines "Natural", or un-paid ("Organic" or " Algorithmic) search results. In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine s users. (Source: Wikipedia)
Why Choose SEO 70% (approx.) of online traffic to business It provides credibility and trust for your business. websites comes from search engines. Your competitors are doing it. It s the most cost-effective way of driving targeted traffic to your website. 6
ORGANIC SEO
8 Organic Search vs. Paid 1. ADS 3. ORGANIC 2. MAPS
9 Click-through-rates by Position SEARCH TERM: HOME INSPECTION OTTAWA VOLUME: 320 / MONTH 33% 18% 11% 8% 6% 1. 105/MONTH 2. 58 3. 35 #1 #2 #3 #4 #5 4. 26 5. 19
10 The SEO Pyramid Social Traffic, Retweets, Shares, Follows etc. Keyword brainstorming, Anchor text, H1s, Metas, Text... Social Link Building Keyword Research & Targeting Link creation, Scalable, Content-based Link Strategies... Accessible, Quality Content
LOCAL SEARCH RANKING FACTORS EXPERT SURVEY
Bad SEO Techniques Paid links Stuffing Cloaking Hiding Link Spam 12
SEO PROCESS
SEO AUDIT
WOORANK SEO AUDIT TOOL WOORANK.COM
KEYWORD RESEARCH
KW FINDER KEYWORD RESEARCH TOOL KWFINDER.COM
BROCK S TOP SEO TACTICS IN 2016
TOP 3 RANKING FACTORS: 1. LINKS (EXTERNAL WEBSITES LINKING TO YOURS) 2. CONTENT (PROPERLY OPTIMIZED) 3. RANKBRAIN (TOPICS REPLACE KEYWORDS)
-1- TECHNICAL SEO YES THE BASICS.
ON-PAGE OPTIMIZATION 101 CORRECT HTML MARKUP (H1,H2 TAGS) META TITLE & DESCRIPTION SCHEMA MARKUP CONTENT - REACH PROPER WORD LENGTH (BASED ON SIMILAR SERPS FOR YOUR TOPIC) INCLUDE IMAGES & VIDEO FOR BETTER EXPERIENCE EMBED GOOGLE PRODUCTS WHEREVER POSSIBLE (YOUTUBE, MAPS, GOOGLE MY BUSINESS)
-2- SITE SPEED
GREAT SERVER/HOSTING
HOW TO OPTIMIZE ON-PAGE SPEED
PAGESPEED
YSLOW
-3- ARE YOU AMP READY?
BEFORE AFTER ACCELERATED MOBILE PAGES
-4- LINK BUILDING IS STILL CRITICAL!
LINK BUILDING TACTICS
SIMPLE LINK BUILDING TACTICS DIGITAL PR/OUTREACH CREATE ROUND-UPS GUEST BLOGGING (YES IT S STILL VERY EFFECTIVE) LEVERAGE PARTNERSHIPS / RELATIONSHIPS GIVE TESTIMONIALS (LOTS OF HOMEPAGE LINK OPPS!)
LIVE SEO CASE STUDY RANKING A LEAD GENERATION WEBSITE seopl.us/seolivecasestudy
RANKED ON PAGE 1 OF IN ONLY 3 WEEKS!
HOW D WE RANK IT? A FULLY OPTIMIZED LANDING PAGE (LESS THAN 1 SECOND LOAD TIME) GREAT LINKS (USING TARGETED SOCIAL CAMPAIGN) TRAFFIC TO THE LANDING PAGE (USING ADWORDS & SOCIAL MEDIA FOR TRAFFIC)
STARTED ON JUL 3, 2015 AVG CPC: $1.67 TOTAL BUDGET: $10/DAY CLICKS CLICK-THROUGH-RATE (CTR)
TARGETED 3 INDUSTRY-SPECIFIC FB GROUPS CLICKS 1,536 VISITS IN JULY
RANKINGS - AUGUST 2015
RANKINGS - MAY 2016
CURRENTLY RANKING ON 1 ST PAGE IN:
OVERVIEW OPTIMIZED LANDING PAGE. CHECK RANKINGS. CHECK TRAFFIC. CHECK SO HOW DID IT CONVERT?
Total # of Unique Conversion Total Cost Visits Leads Rate Cost /Conv SEO (Organic) 1,779 991 55.7% -$8,641.52 - AdWords (Paid) 1,020 228 22.3% $1,654.39 $7.26 Total 2,799 1,219 39% -$6,987.13
SEO + = BETTER RANKINGS IMPROVED USER METRICS MORE LEADS STAYING POWER (RANK FOR 1 YR)
KEY TAKEAWAYS: 1. LINKS ARE STILL VITAL TO RANK. 2. CONTENT NEEDS TO BE PROPERLY OPTIMIZED. 3. RANKBRAIN - USE A TOPIC BASED APPROACH. 4. USE PAID & SOCIAL TO BOOST SEO RESULTS.
LOCAL SEO
Google My Business 49
Google My Business 50
TOP 5 RANKING FACTORS FOR LOCAL SEO
52 Category Associations 1. CATEGORY ASSOCIATIONS
53 Physical Address 2. PHYSICAL ADDRESS
54 Structured Citations 3. CONSISTENCY OF STRUCTURED CITATIONS
55 Reviews 4. REVIEWS
56 Domain Authority 5. DOMAIN AUTHORITY OF WEBSITE
MY #1 TIP: BLOG!
COMPELLING CONTENT IS KEY! Do not to copy content directly from other sites (duplicate content penalty) Run your content through a Copyscape filter New, Unique & Consistent Content = Strong & Popular Online Presence
ESTABLISHING CONSISTENT RANKINGS 1 Frequent crawls = quick indexing 2 Your site gains authority. 3 Your site becomes a trusted resource. 4 Your content is more likely to be shared socially. 5 Increase return frequency of visitors
BLOG POSTING BEST PRACTICES 1 Use creative headlines 2 Link to old posts, other blogs 3 4 Proper canonical URL structure /homemade-halloween-treats/ Use an SEO plugin! Yoast SEO 5 Encourage conversation (comments) Disqus Comments
YOAST SEO PLUGIN (WORDPRESS)
WORDPRESS POSTING BEST PRACTICES 1 Category 2 Tags 3 Featured Image (rights-purchased!) 4 SEO keyword, Page Title, Meta Description 5 Featured Image
YOAST SEO BLOG POST - PAGE ANALYSIS
YOAST SEO BLOG POST - ADVANCED
YOAST SEO PAGE ANALYSIS
YOAST SEO SITE - TITLES & METAS - GENERAL
YOAST SEO SITE - TITLES & METAS POST TYPES
YOAST SEO SITE - TITLES & METAS - TAXONOMIES
YOAST SEO SITE - TITLES & METAS XML SITEMAPS
YOAST SEO SITE - TITLES & METAS XML SITEMAPS
YOAST SEO SITE - TITLES & METAS XML SITEMAPS
YOAST SEO SITE SOCIAL TAGS - FACEBOOK
YOAST SEO SITE SOCIAL TAGS - TWITTER
YOAST SEO SITE SOCIAL TAGS - TWITTER
YOAST SEO SITE SOCIAL TAGS - TWITTER
YOAST SEO SITE SOCIAL TAGS - TWITTER
YOAST SEO SITE SOCIAL TAGS GOOGLE+
HOW DOES BLOGGING INCREASE BACKLINKS? Shares Great Content Mentions = Natural Backlinks Links
INCREASE IN LONG-TAIL KEYWORDS Long-tail keywords are less popular keywords due to lower competition and lower search volume Allow for higher relevancy in SERPs Attracts targeted visitors, leading to higher conversion rates