Download - SEO Basics
Search Engine Optimization
The Basics
Bill MacConnelSeptember 21, 2016
Objective
Provide specific direction to increase web site traffic and sales through search engine optimization industry best practices
How Search Engines Work
Algorithmic Search “bots” (a.k.a. spiders) crawl the web organizing the world’s information
Next they index and rank all sites based on a secret algorithm
However, it is know they look at:Site ArchitectureContentLinks
How Search Engines Work
Your site’s popularity is based on excelling in all three areas
Also, context will always help you rank higherWho is linking to your siteDoes your content enrich the consumer experience
Topics
Based on us knowing what the search “bots” look for, let’s dig into best practices for the following:
ContentKeyword/Keyphrase selection
Site ArchitectureLinks
Content
Content is the key to success. When optimizing a web page for keywords, it is crucial that the content on that page support those keywords
Strong content also leads to natural linking
Time Tested Content Rules
Most important keywords need to appear near the top of the page
Segments of content should not repeat across web pages
Do not hide text or use very small text on a web page
Time Tested Content Rules
Keep it updated and fresh on a regular basisKeywords should be mentioned twiceThe most important keyword is usually associated with
home pageLinks add relevancy
Keyword Selection
Brainstorm a starting list of termsUse provided tools to expand listCull your list to eliminate keyphrases that don’t fitBalance list
Include competitive and less competitive words Browsing keywords and buying keywords Highly specific and less specific keyphrases Review internal search logs and look for phrases most often
usedAssign 2-3 keyphrases per page
Keyword Selection
Most importantly- walk in your customers’ shoes
It’s not the keyphrases that you use to describe yourbusiness. It is the keyphrases your prospective customers use.
Keyword Selection
Use specific words at each stage of sales processEducate/information searchShopping/evaluation of alternativesSale/purchase decision
Keep this in mind- if keyphrases relate only to information, you will be flooded with browsers, not desired consumers primed to respond.
Important Considerations
Pick based on relevance to contentConsumers get upset when selecting phrase on “rental
cars” and end up on “rental trucks”Match keyphrases to “page intent” to ensure
correct buyer behavior Is the page to educate or sell?
Again, match your keyphrase to your audience and customers, not how you describe yourself or business
Converting to Booked Trips
Call to action and conversion language“Reserve your adventure today”“Book your trip today”, “Call today”
The consumer came looking for your specific trips- convert to a sale
Free Keyword Tools
Google AdWords Keyword Suggestions(https://adwords.google.com/select/main)Keyword discovery
http://www.keyworddiscovery.com- free trial
Wordtracker (http://www.wordtracker.com/)- free trial
Web Site Architecture
Google Suggestions
Make a site with a clear hierarchy and text links. Every page should be reachable from at least one static text link
Offer a site map to your users with links that point out the important parts of your site
Use alt attribute to provide descriptive text. In addition, we recommend using a human-readable caption and descriptive text around the image
Research Shows…
79% of users scan a web page16% read word for word
Site Architecture Should Include…
HeadlinesMeaningful sub-headingsBulleted listsHeaders: one idea per paragraphContent arrangement: inverted pyramid
Don’t wait until the end to tell best part of story
Homepage
Homepages should have clear instructionWhat you are selling should be clearMost important real estate on your site
Use it wisely
Category page
Established hierarchy of categoriesClear, viewable product linksClear images of trip with text description
Walk in consumers shoes- they may not know significance of photo or how it relates to trip
Alt text, captions, and labels
Product Pages
Product specific contentDetailed information
Include outgoing links within the copy to enrich consumer knowledge
Will also add to your Google rankingInsure the buy button has a call to action
“Book your Trip Today”- as an exampleA photo of someone smiling placed next to the button
also proves to be highly effective. Seriously!
Call to Action- a few tips
Increase the size and prominence of the “call to action” button
Make “call to action” button obvious and distinctive
Call to Action- a few more tips
If page is long repeat call to action on the lower page
A web site is a sales tool, so don’t shy away from compelling offersDiscountsFree giftsBook two trips get one freeLook at what competition is offering
Building Trust…its all about transparency
Clearly state privacy policyAddress and phoneTrip reviews and awardsTrust Seal of Approval (either one is fine)
Trust is one of the key factors in establishing positiverelationships with customers on the web- Intel/MIT study
Links
Why Links Are Important
Links help search engines find your siteLinks give your site context
Are you associated with the industry leaders?An incoming link reflects someone respects
your site- they value what you are doingAn outgoing link can provide both consumers
and the search “bots” with value
Link Building Approach
Links need to be looked at like business partnerships
Someone is staking their relationship on you and vice versa
How to acquire linksAsk for themBuy themEarn them
How to Earn Links
ArticlesPress releasesPhoto Galleries Become industry expertEarned links bring best results