mastering the seo mindset
TRANSCRIPT
Welcome
The SEO Mindset
Mastering the SEO Mindset
Xaver Matt
MD Netleadz
The SEO Mindset
Who is in the audience today?
The SEO Mindset
Too difficultNo budget
No needNo clue
90% of Start-ups we talk to have No SEO plan / strategy
The SEO Mindset
Too difficultNo budget
No needNo clue
90% of Start-ups we talk to have No SEO plan / strategySEO – the German wine of digital marketing?
Today’s Take-away
The SEO Mindset
• The opportunities in Search• What search engines look for• Key principles and success factors of SEO• Role of content & social in SEO
Understand
☼ The opportunities in Search☼ What search engines look for☼ Key principles & success factors ☼ The role of content & social in SEO
Today’s Takeaway
☼ Re-evaluate your approach / attitude to SEO☼ Start with SEO without technical skills☼ Deliver SEO results on little extra budget
The SEO Mindset
The case for SEO
2.3 million ……
117 billion …..
60 trillion …..
18% …..
0.01% …..
The case for SEO
The SEO Mindset
The case for SEO
2.3 million Searches per second
117 billion Unique searches per month
60 trillion Indexed web pages
18% Search queries have never been asked before
0.01% of World’s Electricity consumed by Google’s data centres …… to carry out all search queries
The numbers & opportunities are astronomic!
The case for SEO
The SEO Mindset
2.3 million ……
117 billion …..
60 trillion …..
18% …..
0.01% …..
Today’s session is less about Technical SEO
We are not talking Algorithm - DON’T try to second guess updates
The SEO Mindset
5 – 20 major updates & 100s minor enhancements paReference: moz.com/google-algorithm-change
The SEO Mindset
moz.com/blog/modern-seo-requires-technical-creative-and-strategic-thinking-whiteboard-Friday
entrepreneur.com/article/248266
The curious case of Jayson DeMers v. Rand Fishkin (Moz)
The SEO Mindset
Subconsciously integrating SEO in your day to day marketing
Mastering the SEO mindset
What do Search Engines look for?
The SEO Mindset
What do Search Engines looking for?
8 Key Factors
☼Relevancy☼Quality☼Popularity☼Authority☼Trust☼Local☼UX☼Brand
Relevancy
The SEO Mindset
SEO won’t yield unless your site is relevant to a specific search
– Brand-, product-, service-, sector-, industry level– Page-, site-, neighbourhood level
Relevancy - The gravitational force in SEO
The SEO Mindset
Think semantic☼ Logical structure / sitemap☼ Thematic approach to content☼ Searcher's intent ☼ Contextual meanings
Your Audience ☼ Desktop / mobile☼ Discovery, research, transaction
Boost Your Relevancy
Your Content☼ Optimise everything☼ Title, meta-, images
Your Neighbourhood ☼ Inbound link relevancy☼ Links from relevant sites
have more SEO weight
The SEO Mindset
High net-worth, luxury, exclusive, premium sector
Isuperdrive.comSupercar rental marketplace
☼ Sharing the same target audiences makes you relevant too☼ Quality referral traffic will help your relevancy & gets you visitors that convert
Jetlogic.comJet & helicopter charter
Relevancy by audience
The SEO Mindset
Quality = adding maximum value!
Relevancy is amplified through the usefulness of your content
Quality = adding maximum value!
Quality in SEO
☼ Thin content☼ Duplicate content☼ Random content ☼ Poor UX☼ High bounce rate☼ High exit rates☼ No engagement / shares
The SEO Mindset
Poor Quality SEO Signals
Popularity
The SEO Mindset
Your Popularity is the sum total of all external endorsements
Is about real people sharing, referring & recommending your site
Popularity in SEO
Popularity
The SEO Mindset
Popularity is …
☼ Relevant sites linking to your content, referring converting visitors☼ Social media / content engagement, shares & interactions☼ External endorsements of your brand, product or services
The SEO Mindset
You need to be a widely recognised leader in your field .. area, sector, industry ….. or in some other way!
In SEO, Authority has many layers – at brand-, domain- & page level
Authority in SEO
Authority
The SEO Mindset
Authority Signals
☼ Referenced by other authority sites ☼ Mentioned in high quality publications☼ Talked about on social, forums, press☼ Endorsed by influencers
Authority sites tend to show:☼ High CTR☼ Low bounce rates☼ High Time on site☼ High Conversions
The SEO Mindset
88% Of Consumers Trust Online Reviews As Much As Personal Recommendations
Google doesn’t penalise sites they trust
Trust in SEO
The SEO Mindset
• Genuine Reviews & Endorsements• Link from Authority Sites• Boring pages Google pays attention to
– Privacy, Policy, T&C– About, Contact
• Kill bounces & blocked pages • User interaction is a ranking factor• Add References and Sources
– Add sources and references to your content– Show that your content is well-researched and legit
Trust Booster
The SEO Mindset
UX in SEO
Great UX starts on the Search Results pages
No point ranking #1 unless searchers click through
SE ‘penalise’ search listings with:
☼ Low CTR ☼ High bounce
The SEO Mindset
Boost Your Search UX
☼ Unique page title incl. keyword, USP & CTA
☼ Unique Meta description incl. keyword, USP & CTA
☼ Descriptive Images Alt tags – think image search
☼ Content that delivers on your promise in Search Results
Great UX example
The SEO Mindset
The SEO Mindset
Forget Link Building - Start Brand Building!
Google has been increasingly VERY big on brands - they trust brands.
Forget Link Building Start Brand Building!
Google has been increasingly VERY big on brands - they trust brands.
Brand in SEO
The SEO Mindset
Forget Link Building - Start Brand Building!
Google has been increasingly VERY big on brands - they trust brands.
☼ Quality, relevant content people value, trust & share☼ Content that people are willing to refer to☼ Brand assets with engagement
‘Brand’ searches should increase from the day you launch ………..If NOT you have a problem
Brand in SEO
The SEO Mindset
35% of all mobile searches are local (+ mobile search is growing)
Local SEO Get found by people searching locally for your product / services
If your business is local, the only customers that matter for your business are people searching within your city / area.
35% of all mobile searches are local
If your business is local, only Searchers within your city / area matter
Local in SEO
Local Must Do
The SEO Mindset
Register For Google Business
Build Your Local Presence☼ Build accurate Citations☼ Add Locality on your Website☼ Add local Schema Markup☼ Get Reviews
Local in SEO Boosters
Copyright ©Netleadz 2015. All rights reserved Copyright ©Netleadz 2015. All rights reserved
The SEO Mindset
Local in SEO Boosters
Why have we not touched on mobile?
The SEO Mindset
Over 50% of Searches are Mobile
Mobile is the device of choice for discovery
Your site needs to be mobile friendly – full stop
Mobile in SEO
Be Funnel-Minded
If your Search Traffic does NOT engage / convert you picked the wrong SEO strategy
The SEO Mindset
The SEO Mindset
Keyword Research
Always the first step
Don’t just think optimisation, think– Demand– Validation– Opportunity– Seasonality– Intent – Local– Answer specific questions
Very useful when you are starting-up
• Proposition validation– is there sufficient demand for what you are offering?
• – Content gaps & opportunities– provide answers for common questions
• –Website structure / architecture – check Google Adwords suggested Ad groups
The SEO Mindset
Keyword Research
60 trillion indexed web pages
56 million wp posts published every month
Your Content will have to make a real difference
The SEO Mindset
Content in SEO
It helps
Relevancy Quality Popularity Authority Trust Local UX Brand
The SEO Mindset
Content in SEO & its impact
The SEO Mindset
Social Media in SEO
2.3 billion active social media users
…..176 million more than last year
Quality content should produce meaningful engagement & interactions
Social is not a ranking factor. Not now doesn’t mean not ever!
Quality Social Media signals may be more important than links in 2020
The SEO Mindset
Social Media in SEO
Social signal may or may Not boost your SEO, but Social Media makes an impact:
• Social sharing boosts your content distribution• Social shares help SE to evaluate your credibility• Social Media Profiles / Content do rank in SE• Social Media Channels Are Search Engines Too
– YouTube actually is the 2nd largest Search Engine
The SEO Mindset
Social Media in SEO & its impact
It helps
Relevancy Popularity Authority Trust Brand
The SEO Mindset
Social Media in SEO & its impact
The SEO Mindset
Quality
Relevancy
Authority
Popularity
UX
Brand
Trust
Local
Integrate SEO into everything you do
The SEO Mindset
• You can Do SEO• Be relevant• Add value• Become popular• Gain trust
It’s Not too difficult, you won’t need to start on big budgets
You will need Organic Search traffic to be successful!
Adopt the right mindset
Thanks You
Big ThanksAny questions / copy of deck
Email [email protected]
Stay tunednetleadz.co.uk/blog@xavermatt@netleadz
The SEO Mindset
What can you actually control? (audience interactive)
Copyright ©Netleadz 2015. All rights reserved Copyright ©Netleadz 2015. All rights reserved
On-page Off-page
Control Influence No / Little Control
The SEO Mindset
What can you actually control?
Copyright ©Netleadz 2015. All rights reserved Copyright ©Netleadz 2015. All rights reserved
On-page Off-page
Control Influence No / Little Control
Architecture Popularity Google Algorithm
Structure Social Inbound links
Content PR External reviews
Meta Link bait
Rich Snippets Outreach
Markup Schema Guest Posts
Listings / Citations Endorsements
Sitemaps
Robots.txt
htaccess / 301 redirects
The SEO Mindset
What is holding you back?
The SEO Mindset
I would like to gain more Organic Search Traffic, but ….I have tried SEO, but ……
The SEO Mindset
2.3 million ……
117 billion …..
60 trillion …..
18% …..
0.01% …..
The case for SEO
The SEO Mindset
2.3 million Searches per second
117 billion Unique searches per month
60 trillion Indexed web pages
18% Search queries have never been asked before
0.01% of World’s Electricity consumed by Google’s data centres to carry out all search queries
The numbers & opportunities are astronomic!
The case for SEO