SEO ALERT: Two new changes Google wants you to make before they put you on Page One!

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1 SEO ALERT: Two new changes Google wants you to make before they put you on Page One! Get insider knowledge to help improve your search engine rank in IBPSA Market Hardware Webinar Series Fall 2014 A Roundtable Presentation with Brian Kraff (CEO), Rebecca Hussey (Chief Social Officer) & Matt Horn (SEO Practice Lead)

2 How can I get my phone to ring more often? The single question we hear on more than 80% of calls from our clients Everyone thought it was complicated 2-3 years ago, when all you had to do was: Research relevant keywords Bid on the right keywords to be successful Have a robust website that turned clicks into leads In 2014, there are so many more new elements to keep in mind! B

3 The Two Factors Google Needs to See! In order to show up on Page One, you need to address both Internal and External SEO Ranking Factors: 1) Internal Factors: Your Website Content PRIORITY #1! 2) External Factors: a) Links to your Website from the right sources b) Social Media Properties c) Review Sites Yelp, Angie s List, etc. The Takeaway: The more 3 rd Party verification you have, the better your rank, the more people see you, the more new clients you ll get! B

4 What do Search Engines like Google do? Search engines have two major functions - crawling & building an index, and ranking Websites by calculating relevancy. So your goal should be to make your Website the most relevant result for popular searches like dog boarding in your town. B

5 Google Is Looking at What Is Under the Hood Your website can LOOK great, but if the code and architecture is messy, Google won t consider you as relevant. You can have a great looking car, but what condition is your engine in? B

6 Search Result Landscape B C A A B Search for dog boarding and Your Town and you ll find different sandboxes to play in: A: Local / Maps Results B: Paid Search Results C: Organic Results Each sandbox requires its own marketing strategy. By optimizing both your Website AND connecting it to offsite content, you can get your business found high on Page One in the organic and maps sections. B

7 Do I NEED an SEO Company? Ask yourself Do I know how to write HTML? Do I know which changes would affect my search results? Do I have time to keep up with SEO trends? B

8 What Does an SEO Company Do? Basics Onsite optimization efforts to your HTML and Website content. If they don t have access to your Website code (HTML) they aren t doing SEO! Setup and optimization of your Google Maps listing Directory submissions Advanced All of the above, for more keywords, PLUS Offsite optimization efforts to build high quality inbound links Top of the Line All of the above, for more keywords, PLUS Social Media Management-focused on building links back to your site Onsite blog posting for strategic keyphrases B-M

9 Onsite Optimization It all starts with an examination of the content currently on your Website Professional Site Analysis Examines: Search Engine friendly coding Website Content Assessment: Is your content unique? Is it relevant in the eyes of Google? Does content contribute to sales conversions? Do you have a strong Call-to-Action? (Hint: you need more than one!) Keyword density analysis M

10 Onsite Optimization Make sure to select the right strategic key phrases... HOW do you pick your key phrases? Top services + Top service areas Spread out strategically (not too much, not too little) WHERE do you put your key phrases? Header Tags Title Tags* Meta Information Going from Page 2 to Page 1 can i n c r e a s e t r a f f i c b y % according to the Chitika network *In Moz's biannual survey of SEO industry leaders, 94% of participants said that title tags are the most important place to achieve high rankings. M25

11 Onsite Optimization Here s what it looks like behind the scenes Site Map Excerpt M

12 Onsite Optimization More tools and strategies you can t afford to ignore Is the version of your Website redirecting to the domain.com version of your Website (or vice versa) Set up a redirect ASAP! Is your text/code ratio above 20%? Google wants to see Website content that is unique to your Website and business, not just lines and lines of messy code M

13 Offsite Optimization Strategies Link Building = Priority #1 In order to figure out which sites are more relevant than others, search engines keep track of how many links there are all across the Internet for any given Website URL. Blogs, news articles, partner companies Yelp, Angie s List, BBB, Associations Local Directory Submissions Some estimates say 60% of all pages on the Web are spam so search engines go to great lengths to weed out irrelevant links. M

14 Offsite Optimization Strategies White Hat vs Black Hat Weigh the costs and benefits of each, as well as the potential consequences, and decide which one you want to adhere to White hat SEO: Low risk Unique and insightful Can be long term Black hat SEO: High risk Duplicate content Short term results with long term consequences. Search engines want companies to perform well in search results because they deserve to, not because they manipulated the system! M

15 Offsite Social Conversations with Clients Boost Your SEO Social Media is now directly connected to your SEO Strategy Social Media Benefits: Where your customers are every day, and expect to find you A low cost way to continuously engage with clients basic setups for most are FREE An efficient way to generate Word-of-Mouth aka the Anyone Know phenomenon Are Social Shares the Same as Links? In a word, no. Although there is evidence that social shares affect rankings, at this time links are considered a far superior and more lasting way to promote the popularity of your content. B - R

16 Looking Professional R

17 Sounding Professional Three principle strategies you can use to give your Website and Social Media platforms a professional tone: Be Authentic When engaging your clients, use your own voice whenever possible. Be Consistent Be prepared to frequently update and monitor your Website, local listings, and social networking sites. Be Personable Social Media provides an opportunity to pull back the curtain and show clients that your company is full of real people. Use video, photos, interviews, etc. to let your business personality shine! R40

18 Content Marketing is Essential to SEO: Use the Right Tone in the Right Place Traditional Onsite Marketing Tone Website More formal Use of quotes and testimonials One-way communication Informal Marketing Social Media & Reviews Less formal Conversational Encourages feedback More personal Your business is about real people. Show your clients why! Don t forget: Keep it interesting! Keep it relevant! R-B

19 Where, When & What Should I Post? Facebook Company Culture 1-2 posts/week Website Services & Biz Updates 1-2 updates/month Blog Helpful Articles 1-2 posts/month Twitter Industry Tips/News 3-5 posts/week Google+ Encourage Reviews 1-2 reviews/week YouTube Fun & Educational 1 video/month A Few Relevant Content Ideas: How-To Tips Specials/coupons Industry FAQs Unique client success stories Industry news Events your business is taking part in R

20 Generate Reviews (There s always more you can be doing on your own to help your SEO ranking) Even if someone is doing SEO work for you, reviews can always help your SEO efforts Getting positive reviews, especially in your business s Google account, is a great way to improve your rankings. Positive reviews = best way to combat bad reviews! Tips for generating more reviews: After a job is done, send your happy clients follow up s with a link to your Google reviews page Include a link to your Google Reviews page in your signature Train your staff to encourage happy clients to write positive reviews R

21 SEO Myths and Red Flags Lots of companies claim they are SEO providers, but how do you really know? SEO Myths Keyword stuffing gets you on Page One Multiple Websites will boost your SEO Multiple domain names linking to each other gets you ranked higher Online directory submissions as a one and only strategy The quantity of inbound links you have is the only thing that matters SEO Red Flags Long Contracts Page One Guarantees No primary contact or SEO campaign manager You should have a dedicated SEO Manager No step-by-step description of the work that will be done Companies who claim they will be doing SEO without access to your Website Hundreds of keywords No company can effectively focus on 100+ keywords. B-M

22 Deciding on the RIGHT SEO Company SEO Buyer s Bill of Rights Any provider you choose to work with should have the following: Knowledge and experience working with professionals in your industry A 6 or 12 month plan that can be clearly laid out for you NO contracts or guarantees A dedicated consultant who is your primary point of contact Proper Expectations SEO is not an overnight process and requires some patience. Your company should tell you this up front There are thousands of companies out there who provide SEO services, but every SEO company is not a perfect fit for the businesses they work with. B

23 How Many Factors Go into a Good Formula? Reviews Backlinks Social Media Header Tags Blog Posts Site Content Title Tags Hundreds of other factors! Meta Info Top Ranking!

24 Just for IBPSA Members! All members who us are entitled to: 1. A Free Website-SEO Evaluation ($495 Value) 2. Credit for 50% off your first month of our SEO programs (up to a $1245 value) That s more than $1,500 worth of FREE STUFF but you gotta act today! to claim your free bonuses! IBPSA.markethardware.com B

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