Search Engine Optimization & Web Analytics SHOP LOCAL RALEIGH TECH TUESDAY
Jonathan Kamin Owner, Preferred Digital Solutions What is Digital Marketing? Digital marketing is the marketing of products or services using digital technologies Primarily the Internet Mobile phones Display advertising Other digital medium Build a better and stronger online presence Advertising Business Listings & SEO Reputation Management Social Marketing Website & In Store Buying Experience
Five Pillars of Marketing Advertising Business Listings Reviews Social Media Website Traditional Method of Marketing Digital Method of Marketing 99% of Growth in Marketing Spend is in Digital Traditional Marketing is either flat or decreasing Can they find you? Combination of SEO & Business Listings Web Analytics What does it mean & why does it matter?
Search Engine Optimization Objectives Optimize local and national keywords for the top search engines and Google mobile results. Improvement in the organic search results for any site. Manage and expedite the hard part of building authority online. Empower customers to guide their own marketing campaign.
What is Search Engine Optimization? It s the process of optimizing your online content (website, blog or otherwise) for search engines like Google. Search engine algorithms are what look at all the content on the web, and lay it out on the search engine results pages. This is where your business will get found, or be lost in the world of second page and beyond Your business SEO efforts are what determines your SERP (search engine results page) ranking Determines how findable you are online
What is Search Engine Optimization? Basic SEO terms SERP Stands for Search Engine Results Page Backlink When one webpage hyperlinks to another website Keyword A word or phrase that a consumer enters in search Metadata Data that tells the search engines what your web page/content is about
SEO Program Focus Relevant Content Generate vital missing content pages Integrated into the site Relevant keyword related content Added to an optimized article section The new pages are tagged Coded with the corresponding keywords
SEO Program Focus Inbound linking High Quality Interlinking More effective with great content Google will index the in-bound links Landing page that echoes all of the information Industry related businesses Backlink profile more relevant and authoritative
SEO Program Focus Link Monitoring Audit to ensure correctly optimized architecture and content to ensure quality The link sender The link receiver Monitor the inbound links Replaced if they go down for any reason
What are the benefits to my business? Traffic Each person who clicks on your name from Google is another boost to your website traffic, and more potential business and sales for you! Offering helpful solutions for customers Creating a name for yourself in your industry helpful, an informative brand will improve your reputation, and get more customers flocking your way! SEO makes marketing easier(and cheaper) SEO is what determines where your business appears on Google, so optimizing your content for the search engines just makes sense when it comes to where you spend your marketing bucks. Don t give business to your competitors If you re not employing SEO tactics for your business, then it will be your competitors who show up when your potential customer turns to Google for advice and answers.
SEO Methods On-site SEO Relevant Keywords Short, catchy and original title tags Keywords at beginning of page titles Proper sitemap Properly structured, SEO-friendly URLs Link internally with anchor text Off-site SEO Search engine submission Local directory submission Social media marketing Video marketing Backlink outreach Forums and communities Outbound links Helpful content
SEO Methods White Hat SEO Techniques and strategies that target a human audience, not a search engine Those who use White Hat SEO expect to make a long-term investment Gray Hat SEO Riskier than White Hat SEO May or may not result in your site being banned Terms of service are unclear Black Hat SEO Techniques and strategies used to get higher search rankings Breaking search engine rules Focused only on search engines, not on a human audience Looking for a quick return on their site Can result in your site being banned
Website Analytics There are 4 components to the Overall Website Score 1. Mobile Speed - Scored out of 100 2. Mobile User Experience - Scored out of 100 3. Desktop Speed - Scored out of 100 4. Homepage Performance and Content - Deductions are made from a score of 100 when the following criteria is met: Homepage is larger than optimal: -5 Phone # missing from home page: -8 Address missing from home page: -8 Facebook missing from home page: -5 Twitter missing from home page: -5 Page not Mobile Friendly: -8
Website Analytics There are 4 components to the Overall Website Score Each of these components has a score out of 100. Speed and User Experience is based on Google's Website Analysis Score. Each of the 4 components receive their own grade, and those grades are combined to come up with the overall score. Weighting Scale: Mobile Speed: 1/6 Mobile User Experience: 1/6 Desktop Speed: 1/6 Homepage Performance and Content: 1/2
Website Analytics According to Google, the most sought after information on a business's website is phone number, address and hours of operation. Is that information easily available on your mobile responsive site?
Website + Reputation + Listings + Social Makes for a successful online presence The perfect website for a business has correct location information with a map (listings), recently left positive reviews (reputation) and linked active social media feeds (social). How does your website add up?
Contact Information Jonathan Kamin Owner, Preferred Digital Solutions Email: jonathan@preferreddigitalsolutions.com Web: https://www.preferreddigitalsolutions.com/tech-tuesday Phone: 919.307.5651 Complimentary Snapshot Reports for all Attendees