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The Basics of

Do you know how to ask the RIGHT questions for your website?

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SEO

Search Engine Optimization [surch-en-juhn op-tuh-muh-zey-shuh] Noun

The process of improving a website’s content and structure so that in the eyes of the Search Engines your website is the most relevant to the products and services you offer.

You need to tell the Search Engines: What it is you offer Who you offer it to Where they can find it

© 2013 1st on the List Promotion | 888-262-6687201-33119 South Fraser Way, Abbotsford BC V2S 2B1

The Importance of SEO 95% of online experiences begin with a Search Engine.

70% of links Searchers click on are Organic Results.

75% of users will never scroll past the first page (Top 10 Organic results).

Search is the #1 driver of traffic to content sites, beating Social Media by more than 300%

Source: SearchEngineJournal


Key Takeaway: Top listings on the first page of search results will bring highly qualified Traffic.

People actively search on the Internet every day for the products and services you offer.

They have already indicated a need for your insurance products and services.

They will be easier to convince and require less effort to convert into customers.

How do people find businesses online?

How are customers searching for your products and services?

Key Takeaway: You can use your website to get more people buying your products and services.

http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/

What does SEO do?


SEO makes your website more appealing to the Search Engines by: → Addressing any issues that may be preventing the search engines from finding what they need

→ Improving your web pages’ chances for being found, indexed and ranked well (in the Top 10 search results)

SEO makes your website more appealing to your Audience by: → Providing your visitors with the answers they seek

→ And addressing how they are coming to your website (what terms they use, what questions they ask, etc.)

SEO provides below-average cost per lead and above-average sales conversions.

More Top SE Rankings + More Highly Qualified Traffic = More Sales/ Revenues

Expected Outcomes of SEO

Get top rankings

Attract motivated, qualified search traffic.

Get more leads and sales

Improve ROI and bottom line


Top 4 Reasons to Choose SEO1. Google only wants to deliver reliable, high quality,

relevant results. The more relevant your site is the higher you will rank.

2. People research companies online first. 93% of online experiences begin with a search.

3. People trust companies that are ranked near the top. 70 – 80% of searchers ignore the paid ads in Search Results 75% of searchers never click past the first page of Search Results

4. SEO delivers a great ROI SEO leads have a 14.6% close rate compared to direct mail & print,

which have only 1.7% close rate. Search is the #1 driver of traffic to content sites,

beating social media by 300+%


How Rankings are DeterminedGoogle’s ranking algorithm uses 200+ criteria (which Google keeps closely guarded) in order to determine:

1. What your web pages are about2. For what search queries the pages should be

shown 3. And where your pages should be ranked and

listed


Parts of the “Guarded” Ranking Algorithm

We have found that the following items are commonly well-defined across websites that rank well:

Relevant, quality text content Important HTML clues that help search engines (and users)

determine relevancy Clean, crawlable source code Page load speed (how fast your web pages load) Proper server configuration Proper on-page internal linking Proper site architecture


Additional Off Site Ranking Factors

Establishing trust “Authority” Social reputation (Google+, Facebook,

Twitter, etc…) Local organic results High quality, relevant links pointing to

your site


Remember … The more your website meets and satisfies Google’s algorithm criteria, the better your site pages will rank and perform in the listing results.


Top Ranked Sites Get the TrafficIn general, a top ranked website can expect the following volume of search traffic:

# 1 ranking = 30% of all search traffic# 3 ranking = 8% of all search traffic#10 ranking = 3 % of all search traffic

A website listed on page 2 (or higher) can expect less than 1% of total search traffic volume.


Five Basic Stages of SEO

1. Website

Audit

2. Keyword Research

3. Optimize Website

4. Analytics Measure-

ment

5. Ongoing Updates


Stage 1- Website AuditWebsite

Audit

Keyword Research

Optimize Website

Analytics Measure-

ment

Ongoing Updates

Is your website and server properly configured so that the search engines can easily access and understand all your web pages?

DETAILS:To rate and rank a website Search Engines must be able to:

• Access all the web pages• Crawl through and understand what your web pages are about

An audit uncovers common (and sometimes uncommon) issues that may be adversely affecting how the search engines access, crawl and rate your website.

If not addressed, a poor site and server configurations can often make any form of SEO in-effective.


Stage 2 – Keyword Research

What phrases or keyword terms are customers (and potential customers) using to find your products and services?

Website Audit

Keyword Research

Optimize Website

Analytics Measure-

ment

Ongoing Updates

DETAILS:Keyword research can reveal niche markets plus products and services that searchers are actively looking for. Keyword research helps you to:

1. Understand what motivates your customers’ searches2. Discover the “best” keyword terms that:


• Have significant search volumes with lower competition• Are attainable within allocated resources• Are relevant to what you offer• Will attract the “right” qualified (and motivated) traffic• Will bring the highest return on investment

Stage 3 – Optimize Content

Does your website content properly support your target keyword terms, and the products and services that you offer?

Website Audit

Keyword Research

Optimize Website

Analytics Measure-

ment

Ongoing Updates

DETAILS:Content optimization ensures that your chosen “target keyword phrases” are properly supported throughout your website including your:

Optimization can also include developing and optimizing NEW website content pages to better support your key products and services plus support your branding across all your web pages.


• Site content• Meta Data• Alt tags• Page titles and descriptions

• Navigation• Internal linking structure

Stage 4 – Website Analytics

What goals and conversions criteria do you need to set to measure website success, measure visitor activity, and to ensure continued growth and ROI improvement?

DETAILS:A well-defined web analytics program can:

1. Help you understand what motivates your website traffic2. Inform you about what users do once they land on your website3. Set and measure goals for your website, for example:

• Increase search traffic by 50% in one year• Increase the number of online contact form completions by 25%• Increase Brochure downloads by 30%.

Google analytics is the industry standard for understanding how your site is doing and what needs to be done next to further improve results.


Website Audit

Keyword Research

Optimize Website

Analytics Measure-

ment

Ongoing Updates

Stage 5 – Ongoing Optimization

Website Audit

Keyword Research

Optimize Website

Analytics Measure-

ment

Ongoing Updates

DETAILS:Website optimization is an ongoing process for several reasons:

• Search Engines are always updating their algorithms (changing the rules)• Search Engines are always looking for new or fresh content• Competitors are constantly changing and improving their websites• New opportunities and markets are presented• Keeps your site content current with the changes in your industry

What adjustments need to be made to keep your website current and maintain or improve your Google rankings, plus improve visitor traffic and ROI?


Additional Resources

Watch our SEO Videos: http://www.1stonthelist.ca/searchengineoptimization/seo-videos/

Read our Blog: http://www.1stonthelist.ca/articles/

Take our Instant Site Audit:http://insites.1stonthelist.ca/


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About 1st on the List1st on the List is a full-service SEO committed to utilizing only ethical, industry accepted search engine marketing best practices.

Founded 1997 (we’re older than Google!) we are now recognized as a leading North American SEO firm by TopSEOs Canada which identifies and ranks the best SEO companies in North America. Currently 1st on the List is ranked #2 in Canada and #14 in the United States.

Serving clients locally, across Canada and throughout the United States, from small, independent businesses to Fortune 500 companies we have the “right fit” SEO for your business, whatever its size, industry or market.

Learn more about us at http://www.1stonthelist.ca/company/

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