prsa - why isnt our website on the first page of...
TRANSCRIPT
11/6/17
1
Why Isn’t Our Site on the First Page of Google?
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 2
• Setting expectations • Understanding search engine optimization • High level overview of ranking factors
WHAT WE’RE GOING TO COVER
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 3
• Search is a tactic • You’re at the mercy of the search engines and their
“solution of the day” • There is no big red easy button
SETTING EXPECTATIONS
X
11/6/17
2
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 4
WHY GOOGLE?
80%
10% 8% 2%
other
bing
yahoo!
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 5
WHY GOOGLE?
80%
10% 8% 2%
other
bing
yahoo! 1. Google
2. YouTube
3. Bing
4. Pinterest
5. Yahoo!
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 6
11/6/17
3
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 7
200 ranking factors
SEARCH RANKING FACTORS
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 8
200 ranking factors
SEARCH RANKING FACTORS
1,000 ranking factors
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 9
200 ranking factors
SEARCH RANKING FACTORS
1,000 ranking factors
10,000 ranking factors
11/6/17
4
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 10
Elements influenced by readers, visitors & other publishers
Off-The-Page Factors
The Periodic Table ofSEO Success FactorsSearch engine optimization (SEO) seems like alchemy to the uninitiated. But there's a science to it. Below are some important "ranking factors" and best practices that can lead to success with both search engines and searchers.
Off-The-Page SEOOn-The-Page SEO
Paid
Vp-3
Spam
Vl-3
Quality
Lq+3
Text
Lt+2
Numbers
Ln+1
Links
Authority
Ta+3
Engage
Te+2
Trust
Piracy
Vd-1
Ads
Va-1
History
Th+1
Reputation
Sr+2
Shares
Ss+1
Social
Answers
Ca +2
Thin
Vt -2
Quality
Cq+3
Research
Cr+3
Words
Cw+2
Vertical
Cv+2
Content
Fresh
Cf+2
Personal
Country
Pc+3
Locality
Pl+3
History
Ph+2
Stuffing
Vs-2
Hidden
Vh-1
Titles
Ht+3
Description
Hd+2
Headers
Hh+1
HTML
HTTPS
Ah+1
Cloaking
Vc-3
Crawl
Ac+3
Mobile
Am+3
Speed
As+2
URLs
Au+1
Architecture
Duplicate
Ad+2
Structure
Hs+2
LEARN MORE: http://selnd.com/seotable
WRITTEN BY:
© 2017 Third Door Media
CREATED BY:
These elements are in the direct control of the publisher
On-The-Page Factors
Are pages well written & have substantial quality content?
QUALITYCq
Have you researched the keywords people may use to find your content?RESEARCHCr
Do pages use words & phrases you hope they'll be found for?
WORDSCw
Do you have image, local, news, video or other vertical content?
VERTICALCv
Content
Is your content turned into direct answers within search results?ANSWERSCa
Is content "thin" or "shallow" & lacking substance?THINVt
Are pages fresh & about "hot" topics?FRESHCf
Do HTML title tags contain keywords relevant to page topics?TITLESHt
Do meta description tags describe what pages are about?DESCRIPTIONHd
Do headlines & subheads use header tags with relevant keywords?HEADERSHh
HTML
Do you excessively use words you want pages to be found for?
STUFFINGVs
HIDDENVh Do colors or design "hide" words you want pages to be found for?
Do pages use structured data to enhance listings?
STRUCTUREHs
Can search engines easily "crawl" pages on site?CRAWLAc
Does your site work well for mobile devices?MOBILEAm
Does site load quickly?SPEEDAs
Do URLs contain meaningful keywords to page topics?URLSAu
Do you show search engines different pages than humans?CLOAKINGVc
Architecture
Does site use HTTPS to provide secure connection for visitors?HTTPSAh
Does site manage duplicate content issues well?DUPLICATEAd
Do those respected on social networks share your content?
REPUTATIONSr
Do many share your content on social networks?
SHARESSs
Social
Are links from trusted, quality or respected web sites?
QUALITYLq
Do links pointing at pages use words you hope they'll be found for?TEXTLt
Do many links point at your web pages?
NUMBERLn
Have you purchased links in hopes of better rankings?
PAIDVp
Have you created links by spamming blogs, forums or other places?SPAMVl
Links
What country is someone located in?COUNTRYPc
What city or local area is someone located in?LOCALITYPl
Has someone regularly visited your site?
HISTORYPh
Personal
Do links, shares & other factors make pages trusted authorities?
AUTHORITYTa
Trust
Has site or its domain been around a long time, operating in same way?
HISTORYTh
Is content ad-heavy? Do you make use of intrusive interstitials?
ADSVa
Do visitors spend time reading or "bounce" away quickly?ENGAGETe
Has site been flagged for hosting pirated content?PIRACYVd
All factors on the table are important, but those marked 3 carry more weight than 1 or 2. No single factor guarantees top rankings or success, but having several favorable ones increases the odds. Negative “violation” factors shown in red harm your chances.
Factors Work Together +3
+2
+1
-1
-2
-3
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 11
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 12
SEARCH RANKING FACTORS*
60% offsite & local
factors
20% onsite factors
20% technical factors
11/6/17
5
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 13
Information Gathering: Information for the sake of information. No intent to act on the information, although they may still have a valid reason to interact with your site. Awareness: The searcher is conscious of both a need and a desire to address that need with a product or service. Research: The searcher seeks information to address a need and identifies potential solutions based on context factors. Keyword searches reflect a need to solve a problem. Decision: The searcher defines a consideration set and gathers additional information to further refine their choice. Keyword searches are more specific and may now include more technical terms or formal names. Conversion: The searcher has made a decision to act (or not) based on gathered data.
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 14
• On-site factors – What you say and how you say it
– Content developers – Blog contributors – Marketing and communications team
SEARCH OPTIMIZATION
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 15
ON-SITE FACTORS
11/6/17
6
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 16
WHAT ELSE IS IMPORTANT?
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 17
WHAT ELSE IS IMPORTANT?
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 18
11/6/17
7
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 19
• On-site factors – What you say and how you say it – Content developers – Blog contributors – Marketing and communications team
• Off-site factors – What other sites say about your site
– Reviews & directory listings come into consideration
– Content from media relations/ community relations team
SEARCH OPTIMIZATION
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 20
• What other sites say about your site • Links to your site • Linking domains
OFF-SITE FACTORS
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 21
SEARCH RANKING FACTORS*
60% offsite & local
factors
20% onsite factors
20% technical factors
11/6/17
8
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 22
• Contribute to relevant blogs, sites or publications • Share content on social media • Ask for links from relevant sites • Ask for links in speaker bios
The best way to encourage links to your content is to create content visitors want to share.
LINK BUILDING IDEAS
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 23
• What other sites say about your site • Links to your site • Linking domains • Social signals (maybe)
OFF-SITE FACTORS
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 24
THE IMPORTANCE OF PINTEREST
11/6/17
9
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 25
SEMANTIC SEARCH – IT’S ALL ABOUT INTENT
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 26
SEMANTIC SEARCH – IT’S ALL ABOUT INTENT
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 27
SEMANTIC SEARCH – IT’S ALL ABOUT INTENT
11/6/17
10
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 28
SEARCH RANKING FACTORS*
60% offsite & local
factors
20% onsite factors
20% technical factors
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 29
• On-site factors – What you say and how you say it – Content developers – Blog contributors – Marketing and communications team
• Off-site factors – What sites say about your sites – Reviews & directory listings come
into consideration – Content from media relations/
community relations team
• Technical factors – How user- and device- friendly your site is
– Webmaster/web developers – Content manager
SEARCH OPTIMIZATION
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 30
11/6/17
11
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 31
RECAP
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 32
SEARCH VISIBILITY REQUIRES ONGOING EFFORT
1. Search ranking is a complex, complicated, ever-evolving beast.
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 33
SEARCH VISIBILITY REQUIRES ONGOING EFFORT
1. Search ranking is a complex, complicated, ever-evolving beast.
2. If you’re a team of one, you’re going to have to prioritize your efforts
11/6/17
12
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 34
SEARCH VISIBILITY REQUIRES ONGOING EFFORT
1. Search ranking is a complex, complicated, ever-evolving beast.
2. If you’re a team of one, you’re going to have to prioritize your efforts
3. Regularly producing new, high value content is crucial to rankings
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 35
SEARCH VISIBILITY REQUIRES ONGOING EFFORT
1. Search ranking is a complex, complicated, ever-evolving beast.
2. If you’re a team of one, you’re going to have to prioritize your efforts
3. Regularly producing new, high value content is crucial to rankings
4. Link building = long-term relationship building
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 36
SEARCH VISIBILITY REQUIRES ONGOING EFFORT
1. Search ranking is a complex, complicated, ever-evolving beast.
2. If you’re a team of one, you’re going to have to prioritize your efforts
3. Regularly producing new, high value content is crucial to rankings
4. Link building = long-term relationship building 5. Google can be slow to reflect SEO changes
11/6/17
13
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 37
QUESTIONS?
THANKS!
[email protected] 440.724.4619
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 38
hHps://truedigitalcom.com
Why Isn’t My Site on the First Page of Google? | © 2017 True Digital Communications | 39
Brainstorming, Researching & Benchmarking Keywords
Free on-demand webinar:
https://truedigitalcom.com/keywords