how to master seo and grow your business

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HOW TO MASTER SEO AND GROW YOUR BUSINESS

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Jon Rognerud | SEO Consultant & Author Jason Parks | OwnerAuthor of Ultimate Guide

To Optimizing Your Website@jonrognerud

The Media Captain, A Digital Marketing Agency

@TheMediaCaptain

PANEL SPEAKERS

The Dynamic CommunicatorTM

@dynamicjill

Jill Schiefelbein | Owner

MODERATOR PRESENTER PRESENTER

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TODAY’S AGENDA

Know Your Audience, Know Your SEO

Understanding Keyword Strategy

Elevating Your Local Search Profile

Mobile Search and the “New Normal”

Social Media and Your SEO Plan

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KNOW YOUR AUDIENCE, KNOW YOUR SEO

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IT ALL COMES DOWN TO THISKnow Your Audience!

Who Are They? What Do They Search For?

What Are They Talking About NOW?

Where Do They Hang Out?

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SEO BUILDINGSocial

Online PR & Diversity

Leve

l of C

ompl

exity

Keyword Themes & Content

User Experience & Technical Foundation

Engagement & Conversions

Relationship Building

Keyword Themes Engaging Content

Keyword Research

Bot Accessibility

Internal Link Structure

URL Structure

DNS Server OptimizationSitemaps

Overall Experience

On-Page Targeting

Ethical Link Building Content Promotion

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THERE’S NO QUICK FIX

A strategy with an e�cient campaign can take 6-12

months before delivering any results.

SEO doesn’t happen overnight.

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WHAT TO FOCUS ON9 SEO Components Help Search Engine Ranking Positions

Domain-Level, Link Authority FeaturesQuantity of links to the domain, trust/quality of links to the domain, domain-level PageRank

Social MetricsQuantity/quality of tweeted links, Facebook shares, Google +1s

Page-Level Link FeaturesPageRank, TrustRank, quantity of links, anchor text distribution, quality of link sources

User, Usage & Tra�c Query DataTra�c/usage signals from browsers/toolbars/clickstream, quantity/diversity/CTR of queries

Page-Level KW & Content FeaturesTF*IDF, topic-modeling scores on content, content quantity/relevance

Page-Level, Keyword-Agnostic FeaturesContent length, readability, uniqueness, load speed

Domain-Level Brand FeaturesO�ine usage of brand/domain name, mentions of brand/domain name in news, media, press, entity association

Domain Level Keyword UsageExact-match keyword domains, partial-keyboard matches

Domain-Level, Keyword-Agnostic FeaturesDomain name length, TLD extension, domain HTTP response time

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HOW DOES YOUR SITE RATE?

Domain Authority is an Important SEO Metric

Moz is a Great SEO Platform for Beginners

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UNDERSTANDINGKEYWORD STRATEGY

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HOW TO USE KEYWORDS ON YOUR PAGESHOW TO USE KEYWORDS ON YOUR PAGES

LocationKeywords placed in important areas like titles, headlines and primary content secions

FrequencyImportant phrases and their variants may appear more frequently than average

DistanceRelated phrases arranged close together or connected by HTML elements

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KEYWORD TYPES

Head keywords “shoes” - one word keyword

that has a lot of tra�c associated with it

Chunky middle“black shoes for women”

Longtail3-5+ phrases - “red leather

shoes for women in Arizona”

Modifiers demographic/location/etc.

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BENEFITS OF TARGETING LONG TAIL KEYWORDS

Vauge search terms using only one word are the most expensive, most competitive and convert the least.

CO

ST

TO

CO

MP

LE

TESlightly descriptive search terms using two words are only slightly less competitive and still very expense.

Hightly descriptive search terms using three or more words collectively make up the majority of all search queries. They are also FAR less competiive and convert the highest.

Example: Bicycle

Example: Beach Cruiser

Example: Black 10 -Speed Beach Cruiser

PROBABILITY OF CONVERSION

Volume of Search Term Variations

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KNOW USER INTENT

Voice search changes keyword research

Marketers must optimize for voice

People use di�erent search terms when speaking and typing

Voice searches lean toward long-tail keywords

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KEYWORD TESTING

It’s a Guessing GameUntil You Test

Google AdwordsKeyword Research Tool

PPC CampaignsBefore Launching SEO

To Test Conversion

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ELEVATING YOUR LOCAL SEARCH PROFILE

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LIVING LA VIDA LOCAL

Google My Business Page With Location

Get Client Reviews

Way To Di�erentiateFrom “Big Brands”

Cross-ListingsOn Local Directories

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LOCAL SEARCH KEYWORDS AND REVIEWS

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LOCAL SEO TIPS

Use keywords to target local areas, include location and phone numbers

Get listed in directories (Yelp, Yellow Pages, Super Pages, etc.)

Stay consistent with NAP (name, address, phone #) across all assets:

Do an audit to make sure you are compliant

Leverage reviews on your website as well as Google+, Facebook

1. Web pages2. Directories3. Citations/references across the web

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ONLINE + OFFLINE STRATEGIES FOR LOCAL

+

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MOBILE SEARCH AND THE “NEW NORMAL”

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“MOBILEGEDDON” AND SEO

In 2015, mobile generated more tra�c than desktop and laptop search

Mobile responsiveness is a must

Focus on user experience

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MOBILE FRIENDLY TESTMake sure you are mobile friendly. Use this FREE test tool to check: www.google.com/webmasters/tools/mobile-friendly

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SOCIAL MEDIA AND YOUR SEO PLAN

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SOCIAL MEDIA AND SEO

Importance of Interior Page

Integrative Planning

Use Social to Promote

Interior Pages

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DRIVE TRAFFIC WITH SOCIAL ADVERTISING

Facebook “Sponsored” Posts

Facebook vs LinkedIn vs Twitter

B2B vs B2C Considerations Use

“Retargeting” Strategy

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MAKE IT EASY TO SHAREMake it easy for visitors to share your web pages. Use Social Widgets that “hover” as users scrolls down the page.

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TAKEAWAYS TO APPLY TO YOUR BUSINESS

Know Your Audience, Know Your SEO

Understanding Keyword Strategy

Elevating Your Local Search Profile

Mobile Search and the “New Normal”

Social Media and Your SEO Plan

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Q&A

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CLOSING THOUGHTS

Jon Rognerud

www.chaosmap.com

jon@chaosmap.com

@jonrognerud

Jason Parks

TheMediaCaptain.com

@TheMediaCaptain

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