beginning and advanced seo for beginners workshop
TRANSCRIPT
[email protected] 206 335-6162 Marketing Automation / Websites / Search
Basic and Advanced
for Beginners
SEO
[email protected] 206 335-6162 Marketing Automation / Websites / Search
An SEO expert walks into a bar
bars, pub, tavern, Irish pub,
taverns, local bar, dive,
mini-bar, beer, cocktail…
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Good SEO hasn’t changed much.
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Over 150 Billion Searches Per Month
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Over 500 Million Searches Every Day
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2010 Keywords Backlinks Rankings
2016 Mobile User Experience Content Backlinks Speed Local Social Keywords Rankings Analytics
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SEO What is SEO and Why is it Important
[email protected] 206-335-6162 Marketing Automation / Websites / Search
1. How Search Works
2. How to Optimize Onsite and Offsite for Search
3. How to Track Your Results
Goals for the Workshop
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SEO Workshop Outline
SEO Workshop Onpage Optimization
Competitor / Website / Market Analysis
Worksheets
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Three Kinds of Search
1. Organic Search
2. Paid Search
3. Local Search
What is SEO and Why is it Important
How Search Works
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94% of business buyers and
81% of consumers research online
before buying.
How Search Works
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36%
12% 9%
7% 6% 4%
56% of Search Traffic Goes to the Top 3 Positions
< The top 3 positions get 57% of
the search traffic!
_
How Search Works
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36%
12% 9%
7% 6% 4%
36% of all Search Traffic Goes to the #1 Position
< The #1 position
gets 1 / 3 of all
the search traffic!
How Search Works
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36%
12% 9%
7% 6% 4%
The Bottom 5 Positions Get Only 4% of the Traffic
< _
The bottom 5 positions only get 4% of the traffic!
How Search Works
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Onsite
Content Relevance
Site/Page Optimization
Website Architecture
Offsite Social Mentions Directories Citations
Offsite Backlinks / Earned Links
Pointing to the content.
Talking about the content.
How Search Works
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Anatomy of a Search Result
How Search Works
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Search Engine Basics
1. Spying On (and Learning From) Your Competitors
2. Keyword Research
3. Onsite Optimization
4. Offsite Optimization
5. How to Measure Your Success
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Competitor Research Spying On (and Learning) From Your Competitors
Who is Your Competitor
The website in Position #1 for your keyword!
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Spying On (and Learning) From Your Competitors
Can I get that keyword?
Example:
wordpress
wordpress seo
wordpress seo los angeles
Competitor Research
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Spying On (and Learning) From Your Competitors
Example:
Keyword:
wordpress
1,160,000,000 results
1
2
3
Competitor Research
[email protected] 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Example:
Keyword:
wordpress seo
25,000,000 results
1
2
3
Competitor Research
[email protected] 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Example:
Keyword:
wordpress seo los angeles
763,000 results
1
2
3
Competitor Research
[email protected] 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Focus Keyword:
wordpress seo los angeles
763,000 results
Competitor:
WebTrainingWheels.com
1
2
3
Competitor Research
[email protected] 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Competitor Research
Top 5 Metrics in 5 Minutes
Competitor Research: Top 5 Metrics in 5 Minutes
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Spying On (and Learning) From Your Competitors
http://www.checkmoz.com/
1. MozRank “MozRank represents a link
popularity score. It reflects
the importance of any given
web page on the Internet.”
Moz.com
Competitor Research: Top 5 Metrics in 5 Minutes
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Spying On (and Learning) From Your Competitors
http://google.com
2. Indexed Pages WebTrainingWheels.com*
337 Indexed Pages
WordPress.org
25,600,000 Indexed Pages *WebTrainingWheels.com”- Lucy Beer is an expert WordPress developer and trainer
Competitor Research: Top 5 Metrics in 5 Minutes
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Spying On (and Learning) From Your Competitors
http://openlinkprofiler.org
3. Backlinks WebTrainingWheels.com
151 Unique Backlinks
WordPress.org
200,000+ Unique Backlinks
Competitor Research: Top 5 Metrics in 5 Minutes
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Spying On (and Learning) From Your Competitors
4. Social Media WebTrainingWheels.com
366 Facebook Likes
WordPress.org
962,799 Facebook Likes
Competitor Research: Top 5 Metrics in 5 Minutes
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Spying On (and Learning) From Your Competitors
5. Citations WebTrainingWheels.com - 58 citations
"Lucy Beers"
-site:webtrainingwheels.com "WordPress"
WordPress.org - 956,000,000 citations
"WordPress" -site:wordpress.org
-site:wordpress.com
Competitor Research: Top 5 Metrics in 5 Minutes
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Keywords Research What Are Good Keywords
1. Broad Keywords
a. Like the “table of contents” of a book
2. Targeted Keywords
a. Like the “index” of a book
3. Expanding Keywords with Descriptors
4. Long Tail Keywords
5. Geo Targeted Keywords
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1. 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! Big! List
5. Google Keyword Planner
Keywords Research Keyword Research Process
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1. Find the right Focus Keyword
2. Find the words and phrases your
customers use instead of industry jargon.
3. Look for synonyms / LSI keywords
(Latent Semantic Indexing)
4. Add qualifiers and descriptors
Keywords Research Develop a List of Keywords
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Keyword Research Keyword Planner
1. Traffic levels
2. Competition levels
3. Stage of the marketing funnel
4. Value of conversion
https://www.google.com/adwords/get-started/
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Keyword Research Keyword Planner
wordpress seo plugin
best wordpress seo
wordpress seo guide
wordpress seo theme
wordpress seo tips
wordpress seo plugins
best wordpress seo plugin
wordpress tags seo
wordpress seo by yoast
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1. Onpage Optimization
2. Website Architecture / Navigation
Onsite Optimization Two Primary Components of Onsite Optimization
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1. URL: https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/
2. Title Tag: "What is SEO and Why Do You Need It"
3. Meta Description: “SEO drives over 50% of all traffic...”
4. Headings: <H1> ”What is SEO and Why Do You Need It”
5. Subheads: <H2> “How Do Search Engines Work”
6. Image Alt Tags: "John Bolyard SEO Keyword Research Moz OSE"
7. Content: First Paragraph “Search Engine Optimization (SEO) is the process...”
Onpage Optimization: Page “What is SEO and Why Do You Need It”
Onsite Optimization
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Website Architecture / Navigation
Onsite Optimization
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Website Architecture / Navigation
Onsite Optimization
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Offsite Optimization Three Primary Components of Offsite Optimization
1. Backlinks
2. Social Mentions:Retweets / Shares / Likes / Pins
3. Directories / Citations
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Offsite Optimization Backlinks
Backlinks are votes of
confidence for your website.
Backlinks are the most
important offsite optimization
strategy.
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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
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Offsite Optimization Directories / Citations
Citations are mentions of your Name, Address, Phone: NAP
1. Name
2. Address
3. Phone
WebTrainingWheels.com - 56 citations
"Lucy Beers" -site:webtrainingwheels.com "WordPress"
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Social Media Shares / Likes / Tweets / Pins
Google is looking at how your visitors
engage with you.
Optimize your social media
with the same keywords.
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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 you customers do
3. There is to more social media than Facebook
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Content It All Starts with Content
Be Different!
50% of your efforts
should be on content
creation.
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Content It All Starts with Content
Be Different!
50% of your efforts
should be on content
creation.
50% !
<
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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 It All Starts with Content
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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 It All Starts with Content
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1. Website architecture
2. Internal linking structure
3. Meta data / rich snippets / microdata
4. Page / Post content optimization
Content It All Starts with Content
Content Structure
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Google 1. Generates social mentions
2. Draws backlinks
3. Builds site authority / relevance
Content It All Starts with Content
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Google 1. Generates social mentions
2. Draws backlinks
3. Builds site authority / relevance
Content It All Starts with Content
You 1. Keeps and converts visitors
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1. Single keyword topic per page
2. Highly relevant, very high quality content
3. Video content
4. 650+ words
5. 5%+ keyword density
Content What is Good Content
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1. High engagement
2. Low bounce rate
3. High visitor return rate
4. Longer dwell times
Content What is Successful Content
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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 Keyword and Content Don’ts!
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1. Google favors local businesses
with local addresses
2. Local search is about creating
backlinks and listings in local
directories
Local Search Optimize for Local Search
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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 Optimize for Local Search
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A Word on Building Citations
1. NAP: Name Address Phone - Exactly the Same!
2. ONLY list with websites indexed by Google
3. DMOZ listing is great!
4. Use keywords in title, description, content
5. Submit manually
6. Change the descriptions a bit ...avoid duplicate content
7. Keep track and update periodically
Local Search Optimize for Local Search
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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 Google Mobilegeddon Algorithm Update
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Non-responsive websites just
become smaller versions of
themselves.
Responsive websites “respond”
to the width of the device.
Mobile
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How to Measure Your Success
Google Analytics
Google Search Console
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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
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Google Analytics
Important Audience Analytics:
1. Geo-location
2. New vs Returning
3. Frequency & Recency
4. Engagement
5. Mobile
6. User Flow
How to Measure Your Success
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Google Analytics
Important Acquisition Analytics:
1. Organic Search
2. Direct
3. Referral
4. Social
5. Queries
6. Landing Pages
7. Social
How to Measure Your Success
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Google Analytics
Important Behavior Analytics:
1. Behavior Flow
2. All Pages
3. Landing Pages
4. Exit Pages
5. Site Speed
6. Speed Suggestions
How to Measure Your Success
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Google Search Console
Search
1. Clicks
2. Impressions
3. CTR
4. Position
Search Analytics:
1. Queries
2. Pages
3. Countries
4. Devices
5. Search Type
How to Measure Your Success
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Google Search Console
Other Resources:
1. Google My Business
2. PageSpeed Insight
How to Measure Your Success
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Takeaways
Google and SEO 1. Start with optimized content
2. Optimize your website
3. Engage your visitors
4. Backlinks
5. Extend your reach into social media
6. Convert your visitors
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Exercises
1. SEO Workshop Onpage Optimization
2. Competitor / Website / Market Analysis
3. Keyword Planner (if time permits)
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5 Easy Ways to Improve Site Performance
Our 10 Minute Website Checkup
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1. Check your site for crawl errors - https://www.google.com/webmasters/
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
Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance
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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/
Search Tools
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Contact: John Bolyard