why google hates your website - slides 11/13/13

#123webinar | @webmarketing123

November 13th, 2013

Mike TurnerDirector of Business Development

Why Google Hates Your Website


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Each campaign includes:Business Research + StrategyCustom Scorecard TrackingAttribution + Data-driven Optimizations


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Build a Solid SEO Foundation

How Can I Tell if Google Likes Me?

On-Page Optimization

Link Building Strategy

Live Site Analyses

Agenda: How to Win Google’s Heart

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How’s your SEO foundation holding up?

Let’s find out…

Hopefully, better than this.


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Be honest! Ask yourself:

How’s your SEO foundation holding up?

If you said “No” to any of these questions…

Your SEO could use a little help!

Are my keywords mapped?

Do I have a link building strategy?

Does my content align with mapped keywords?

Can I track keywords to revenue?


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Here’s how to get started:

Build a solid SEO foundation.

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Research new keyword opportunities.

Identify “low hanging fruit.”

Set monthly link-building goals.

Evaluate keywords based on revenue.

Create content for top-performing keyword themes.






Live Site Analyses


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How can I tell if Google likes me?

Dear Google,

Do you like me?

Please check one.

YES NO Start with the basics.


How can I tell if Google likes me?

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Install Google Analytics.

Install Webmaster Tools.

Link the two together.

First, get the basics right.

SEO 101

Example.

Say you rank on page 3 of Google for “super awesome keyword” but no one clicked on you – Now you can tell.


WHO WHY Ranking Keywords

Amazon.com Keyword rich content Hand tools

Wikipedia.com Lots of indexed pages Anything

Gotomeeting.com Team who knows how to court Google.

Online meetings

Salesforce.com Lost of Inbound Links CRM

Who does Google love?

Don’t be jealous…

Get in the game!


KeywordsSite

ContentMeta

ContentURL’s

Content Siloing

Inbound Links

Successful SEO Campaign

How to make Google notice you:


Get your keywords right.

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Optimize your keywords:

Go for both generic & “long tail” keywords.

Remember, it’s not all about search volume.

Research what pages currently rank for your proposed keywords.

Reevaluate your content needs.



Help Google help you.

Use the Google provided keyword tool.


A solid foundation needs a blueprint.


Use a keyword mapping document.


Measure true progress.

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Use a scorecard to:

Establish standard KPIs.

Buy senior-level support.

Enforce accountability.






Live Site Analyses


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Tackle on-page optimization.

3 Key elements of meta content:

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URL

Page-title

Description


Tackle on-page optimization.

Keywords in the First or Second Position of the Page Title have the greatest impact!

Include descriptive keywords in page titles.


Consider site thematic structure.

Thematically group pages around keywords.

Create quality content within each section that relate to larger keyword themes.

Link pages within the same groups to further strengthen theme of website.

Mobile

Enterprise

SMB

Other Relevant Internal Pages

MobileSMB Enterprise






Live Site Analyses


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Press Releases &Media Coverage

Relevant Industry Directories

Online Forums(Quora, etc.)

Blogger Outreach

Content Syndication

Video

Social Media

Think of links like votes.


Low hanging fruit.

Three month game plan.


Source: http://www.prnewswire.com/news-releases/reed-exhibitions-deploys-salesforce-chatter-company-wide-to-accelerate-enterprise-collaboration-105335188.html


Low hanging fruit.

Press releases.


Alt-text: “online presentation software”


Low hanging fruit.

Press releases.

Images & alt-text.



Low hanging fruit.

Press releases.

Images & alt-text.

Guest blogging.


Track those new links.


Can you attribute SEO to revenue?

Businesses typically implement 2 types of tracking:

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Tracking form fill outs

stopping there.

Tying source and keyword

theme data to CRM.


Can you attribute SEO to revenue?

Tie landing page conversions to revenue in CRM & attribute to mapped keywords.

You MUST map

keywords!






Live Site Analyses


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Live Site Analyses:

Does Google Your Website?


Keywords Monthly Search Volume

Resource management 673,000

Portfolio management 207,000

Project management software 59,200

It governance 27,600

Software project management 15,700

Project management tools 14,800

It project management 12,100

Project management office 8,700

Project portfolio management 6,600

Total Monthly Searches 1,024,700

Monthly Cost of Not Ranking on these Keywords

Click Through Rate

(7%, page 1 average)71,729 new website visitors

Visitor to Lead Rate

(1-3%, B2B average)1,793 new leads

Raw Lead to Qualified Rate

(15%)269 new qualified leads

Lead to Sale Rate

(10%)27 new deals

Average sale price $100,000

$2,700,000 monthly revenue

Annual Cost of Not Ranking $32,400,000 annual revenue

A simple calculation can inform you how much revenue you are missing by not ranking on search engines for top keyword themes:

Cost of Not Ranking Formula

Ultimately, your business is losing money by NOT ranking.


Win Google’s heart with

3 Key Actions:

Build a keyword blueprint.

Develop on-page optimization.

Execute a link building strategy.


Safeguard your rankings from future updates.

Email [email protected] or call 800.619.1570

THANK YOU

Mike TurnerDirector of Business Development

Reach out for a copy of our keyword mapping template.

Or, sign up for a

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consultation!

mailto:[email protected]

why google hates your website - slides 11/13/13

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