Contact Info: John Bolyard Twitter: @JohnBolyard Website: JohnBolyard.com
An SEO expert walks into a bar, bars, pub, tavern, Irish pub, taverns, local bar, dive, mini-bar, beer, cocktail, happy hour... 206 335-6162
For Copies of Tonight s Materials Please send an email to: JohnBolyardWorkshops@gmail.com You will get an email back immediately with a link to tonight s materials.
Big SEO For Small Business SCORE Los Angeles
Good SEO hasn t changed much.
Good SEO hasn t changed much. Bad SEO has changed a lot.
Over 100 Billion Searches Per Month
Over 3.5 Billion Searches Every Day
2010 2016 Keywords Mobile Backlinks User Experience Rankings Content Backlinks Speed Local Social Keywords Rankings Analytics
Goals for the Workshop Tuesday Wednesday 1. What is Search 1. 2. 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
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 206 335-6162 How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics
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 206 335-6162 How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics
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 206 335-6162 How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics
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 206 335-6162 <_ How do we know. 1. Google Analytics 2. Google Search Console 3. Twitter Analytics 4. Facebook Analytics
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. 206 335-6162
How Search Works 1
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
How Search Works Three Main Kinds of Search 1. Organic Search 2. Paid Search 3. Local Search SEARCH
How Search Works We will be talking about organic search. SEARCH 206 335-6162
How Search Works % 94% of business buyers and 81% of consumers research online before buying. SEARCH
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%
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%
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%
How Search Works Anatomy of a Search Result SEARCH
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 206 335-6162
How Search Works What SEO Is Not... SEARCH 1. Not a stand alone process 2. Not a quick fix 3. Not a keyword splash 206 335-6162
Google Rankings
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 206 335-6162
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 206 335-6162
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 206 335-6162
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 206 335-6162
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 <_ 1. 206 335-6162
Competitor Research
Search Strategy Without Competitor research
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
Competitor Research Benchmark Your Website: Where are you now. SEO Benchmarks... SEO Benchmarks... 1. 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 20 8. Number of Unique Linking Root Domains 4. Pageviews 9. Click Through Rate (CTR) 5. Keyword Rankings for Focus Keywords COMPETITOR RESEARCH 10. Bounce Rate
Competitor Research Spying On (and Learning) From Your Competitors Who is Your Competitor The website in Position #1 for your keyword! COMPETITOR RESEARCH
Competitor Research Spying On (and Learning) From Your Competitors Can I get that keyword? Example: wordpress wordpress seo wordpress seo los angeles COMPETITOR RESEARCH
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
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
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
5 Metrics
Top 5 Metrics in 5 Minutes Competitor Research Top 5 Metrics in 5 Minutes COMPETITOR RESEARCH
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 https://moz.com/researchtools/ose/ COMPETITOR RESEARCH
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 https://moz.com/researchtools/ose/ http://openlinkprofiler.org COMPETITOR RESEARCH
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
Top 5 Metrics in 5 Minutes 4. Social Media WebTrainingWheels.com 1,390 Twitter Followers JohnBolyard.com 1,785 Twitter Followers COMPETITOR RESEARCH
Top 5 Metrics in 5 Minutes 5. Citations WebTrainingWheels.com - 351 citations "Lucy Beer" "SEO" -site:webtrainingwheels.com JohnBolyard.com - 233 citations "John Bolyard" SEO -site:johnbolyard.com COMPETITOR RESEARCH
Keyword Research 3
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!
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
Keyword Research Keyword Funnel: 3 Kinds of Keywords 1. Acquire: Prospects > Need to define / solve a problem How to... What is... 2. Engage: Leads > Looking for Solutions Reviews of... 3. Buy: Sales > Ready to buy Near me... Best price... KEYWORD RESEARCH
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
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
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
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
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
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
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
Keyword Research Keyword Planner: Advanced Research 1. Get ideas 2. Get long tail variations 3. Multiple keywords list to get new variations KEYWORD RESEARCH
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 https://www.google.com/adwords/get-started/ KEYWORD RESEARCH
Keyword Research Keyword Planner: Focus Keyword Focus Keyword: WordPress SEO https://www.google.com/adwords/get-started/ KEYWORD RESEARCH
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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
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
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
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
Let s Start with an Exercise Position at website launch: Position #21 - April 27, 2016 FOCUS KEYWORD RESEARCH
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 206 335-6162
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 835,000,000 158,000,000 162,000,000 $0.00 $13.84 38,100,000 $11.13 $0.00 146,000,000 534,000,000 $20.18 $4.99 206 335-6162
How to Drill into a Keyword Keyword: Social Media FOCUS KEYWORD RESEARCH 206 335-6162
How to Drill into a Keyword Specialist vs Strategist FOCUS KEYWORD RESEARCH 206 335-6162
Onsite Optimization 4
Onsite Optimization Two Primary Components of Onsite Optimization 1. Website Architecture / Navigation 2. Onpage Optimization ONSITE OPTIMIZATION
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
Onsite Optimization Website Architecture / Navigation ONSITE OPTIMIZATION
Onsite Optimization Website Architecture / Navigation ONSITE OPTIMIZATION
Onsite Optimization Onpage Optimization 1. Focus Keyword: What is SEO 2. URL https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/ 3. Title Tag "What is SEO and Why Do You Need It" 4. Meta Description SEO drives over 50% of all traffic... 5. 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
Offsite Optimization 5
Offsite Optimization Four Primary Components of Offsite Optimization 1. Backlinks 2. Citations / Directories 3. Local 4. Social Mentions: Retweets / Shares / Likes / Pins OFFSITE OPTIMIZATION
Offsite Optimization Backlinks Backlinks are votes of confidence for your website. Backlinks are the most important offsite optimization strategy. OFFSITE OPTIMIZATION
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
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
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. http://backlinko.com/google-ranking-factors OFFSITE OPTIMIZATION
Backlinks
Backlinks BACKLINKS
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
Google Backlink Penalty Results BACKLINKS
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
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
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
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
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.
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
How to Get High Quality Backlinks Look at Your Competitor s Backlinks Unique Root Backlinks BACKLINKS
How to Get High Quality Backlinks Look at Your Competitor s Backlinks Link Influencer Score BACKLINKS
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
Content 5
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 206 335-6162
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 206 335-6162
Content It All Starts with Content Be Different! 50% of your efforts should be on content creation. CONTENT
Content It All Starts with Content Be Different! 50% of your efforts should be on content <_ creation. CONTENT 50%!
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
Content It All Starts with Content Google 1. Generates social mentions 2. Draws backlinks 3. Builds site authority / relevance CONTENT 206 335-6162
Content It All Starts with Content Google You 1. Generates social mentions 1. 2. Draws backlinks 3. Builds site authority / relevance CONTENT Keeps and converts visitors 206 335-6162
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 5. 650+ words 6. 5%+ keyword density
Content What is Successful Content CONTENT 1. High engagement 2. Low bounce rate 3. High visitor return rate 4. Longer dwell times
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
Content Check Your Niche Search Example: Managed IT Services #1 2254 Words #2 682 Words #3 985 Words CONTENT
Content Create an Editorial Calendar CONTENT 1. Visualize your Posting Schedule 2. Include marketing / amplification 3. Planning 4. Execution
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
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
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
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
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
Mobile First 7
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 https://www.google.com/webmasters/tools/mobile-friendly/ MOBILE 206 335-6162
Mobile Non-responsive websites just become smaller versions of themselves. Responsive websites respond to the width of the device. MOBILE 206 335-6162
Mobile Example of Mobile Year over Year Growth SCORE 2016 MOBILE Consumer Client 2016
Local Search
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
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
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
Social Media Social Media 5
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
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
Conversion
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
Search Strategy
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
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
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
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
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
Creating a Search Strategy Tactics SEO Audit: Look for... 1. Your website structure 2. Crawling or site speed 3. Responsive site (Mobilegeddon) 4. Penalties 5. Current positions in search SEARCH STRATEGY
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
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
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
Measure Success 7
How to Measure Your Success Google Analytics Google Search Console TRACKING
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
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
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
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
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
How to Measure Your Success Google Search Console Other Resources: 1. Google My Business 2. PageSpeed Insight TRACKING
When SEO Works When SEO Works March 2015 March 2016 Increase in 4 metrics: 1. Sessions 2. Users 3. Pageviews, 4. % New Sessions TRACKING
Takeaways!
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.
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Class Exercise 5 Metrics Handout: Page 1 and 2 206 335-6162
Class Exercise Find Your Focus Keyword Handout: Page 3 206 335-6162
Class Exercise Find Your Competitor s Backlinks Handout: Page 1 206 335-6162
Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance
Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance 1. Check your site for crawl errors - https://www.google.com/webmaster 2. Test your site for load time - http://tools.pingdom.com/fpt/ 3. Scan your site for malware - https://sitecheck.sucuri.net/ 4. Installed Google Analytics https://www.google.com/analytics/sign_up.html 5. Check for broken links - https://validator.w3.org/checklink
Search Tools Keyword Scrapers 1. http://www.ubersuggest.org 2. http://soovle.com/ 3. http://tools.seobook.com/general/keyword-information/ 4. http://www.zuula.com/ 5. http://www.keywordbuzz.net/
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
Contact Info: John Bolyard Twitter: @JohnBolyard Website: JohnBolyard.com