how to master seo and grow your business
TRANSCRIPT
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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
@jonrognerud
Jason Parks
TheMediaCaptain.com
@TheMediaCaptain
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MORE GREAT THINGS TO COME
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inbox coming soon
Today: Part 1 of 4 in the Entrepreneur Biz Tech Webinar Series
made possible by Comcast Business
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