Your 12-Step Program to SEO

Transcription

1 Your 12-Step Program to SEO

2 % of consumers search for local businesses online

3 How Do Customers Find Your Biz? Search Engines Maps Local Search Local Business Review Websites Social Media YouTube Online Video Paid Advertising

4 Search Engines

5 What is Search Engine Optimization? Search engine optimization (SEO) is a marketing tactic that focuses on growing your website s visibility in organic search results. SEO combines both technical and creative components needed to improve webpage rankings, attract clicks, and increase the overall visibility of your website in search engines. Search Engines

6 Search Engines Your Face to the World Your website is often the customer s first impression of your business. What story does your website currently tell?

7 Search Engines First Impressions Your truck looks good so should your website!

8 Search Engines What Makes a Good Website? *Discuss*

9 Search Engines What Makes a Good Website? Solves a problem Identifies who you are Resonates with the audience Communicates compelling value prop Functions across devices responsive Each page has a call to action (CTA) Refreshes content on regular basis

10 Good Website - Montage Search Engines

11 Good Websites - Dropbox Search Engines

12 Good Website Blu Homes Search Engines

13 Search Engines Good Website Resume Baking

14 What Not to Do! Search Engines Give users too many options Exhaust use of pop-ups and ads Stuff keywords into pages Use black-hat techniques for SEO

15 Search Engines 12 Steps to Optimize Your Site 1. Determine keywords customers will use 2. Use a keyword search tool like Google Keyword Planner 3. Create a page that solves a problem 4. Choose an appropriate keyword for each page 5. Use the keyword strategically on your page 6. Use the keyword in the url of the page

16 Search Engines 12 Steps to Optimize Your Site 7. Make your website easy to navigate 8. Focus on quality content 9. Use optimized images 10. Use free tools to understand how search engines crawl your site 11. Promote your website with social media, newsletters, etc. 12. Always follow Google s Quality Guidelines

17 Search Engines 12 Steps to Optimize 1. Determine keywords customers will use

18 12 Steps to Optimize Search Engines 2. Use a keyword search tool like Google Keyword Planner koi pond # of searches & competition koi pond kits koi pond supplies koi pond design how to make a koi pond

19 12 Steps to Optimize Search Engines 3. Create a page that solves a problem

20 Search Engines 12 Steps to Optimize 4. Choose an appropriate keyword for each page small ponds pond plants

21 12 Steps to Optimize Search Engines 5. Use the keyword strategically on your page KEYWORD: outdoor living URL:

22 12 Steps to Optimize Search Engines 6. Use the keyword in the url of the page KEYWORD: koi myths

23 Search Engines 12 Steps to Optimize 7. Make your website easy to navigate

24 Search Engines 12 Steps to Optimize 8. Focus on quality content Plenty of relevant and informational water gardening articles!

25 12 Steps to Optimize Search Engines 9. Use optimized images

26 Search Engines 12 Steps to Optimize 10. Use free tools to understand how search engines crawl

27 12 Steps to Optimize Search Engines 11. Promote your site with newsletters, social media, etc. Facebook Post: An eye catching photo is paired with an enticing description that motivates people to click the link to our website.

28 Search Engines 12 Steps to Optimize 12. Always follow Google s Webmaster Guidelines

29 Search Engines Avoid at All Costs Don t target broad keywords Don t stuff keywords or use hidden text Don t copy content from someone else s site Don t duplicate same content and images from one page to another Don t hire SEO help without first seeing their work and checking references Don t buy links Don t sell links Don t bait and switch

30 Maps/Local Search

31 Maps/Local Mobile Search 93% of consumers who use a mobile device for research go on to make a purchase 50% of search queries are performed with local intent.

32 Maps/Local Local SEO Combining what you want with where you want it

33 Maps/Local Google Maps aka Google Business Connects your biz with consumers on Google Search, Google Plus, and Google Maps IE show up across Google properties for localized searches in your area Appear on both desktop and mobile device searches Use Google+ to start a conversation with your customers

34 Local Search Premier Pond Maps/Local

35 Maps/Local Similar Products Bing Places for Business Yahoo Localworks

36 Best Options for Local SEO Maps/Local Google Business Bing Places Yelp Yahoo Local

37 Claim Your Business Listings Have a consistent presence! Business Name Local phone number that matches your city/location Physical street address Logo Tagline (if you have one) Maps/Local

38 Business Reviews

39 Review Sites to Consider Business Reviews Google Plus Local Yelp Foursquare Yahoo! Citysearch Online Yellow Pages Facebook

40 Business Reviews How to Get Reviews Request reviews upon completion of project Use marketing to follow up with customers and always ask for a review Link to online reviews from your website Include links in print materials

41 Business Reviews How to Respond to Reviews Don t overreact to negative reviews Show the public you care about their review Respond publicly to glowing reviews Respond professionally to negative reviews with a solution in mind Use reviews to improve customer service Investigate suspected fake reviews Always use courtesy and professionalism

42 Social Media

43 Social Media It Starts with Shareable Content

44 Social Media It s All About the Shares More Shares =

45 Social Media Country Living Example 2.3 million followers 84,770 likes 18,358 shares

46 Social Media Country Living Website Link to AquascapeInc.com 17.9 more shares

47 Social Media How Social Influences SEO Google Plus posts get indexed! Search for winter pump care

48 Social Media Social Grows Exposure Nat Geo Wild - 445K followers on Twitter

49 Social Media Social Grows Exposure Cesar Milan 814K followers on Twitter

50 Social Media Dr. Pol Facebook Post - 483K fans shares

51 Social Media Facebook Social is Searchable Search for people, posts, photos, places, pages, groups, events Based on who you re connected to Based on privacy settings Twitter Search for tweets, photos, videos, accounts Use hashtags to be found for keywords

52 Integrate Search into Social Social Media Pinterest Plain Old Pin Description is searchable!

53 Integrate Search into Social Social Media Pinterest Example of Rich Pin Who it s from Title is bolded Description is searchable! Patio, pond, stream, waterfalls, stepping stone, perfect backyard

54 Paid Advertising

55 Paid Advertising Types of Paid Advertising Paid Search Ads Pay Per Click or PPC Display Advertising Banner ads

56 Paid Advertising Why Paid Advertising Quick and scalable method for connecting with ready-buy consumers at various points of the consumer purchase journey. Before you start throwing dollars at advertising, it s important to understand the path to purchase and how each of the steps in the purchase journey influence the consumer.

57 Paid Advertising 4 Steps in Path to Purchase AWARENESS Customer watches a video, sees a banner on a favorite website, performs a generic search online, or learns about your business via social media or even word of mouth

58 Paid Advertising 4 Steps in Path to Purchase CONSIDERATION Customer has moved from a learning phase to a decision-making period of action. They ve interacted with one or more brands via multiple channels including search, display, social, local, and/or direct website visits. They may have signed up for an newsletter or requested information about a specific product.

59 Paid Advertising 4 Steps in Path to Purchase INTENT The consumer is ready to buy. They ve submitted a request for pricing, placed an item in a shopping cart, or searched for pond builders San Diego before landing at your website after clicking an ad.

60 Paid Advertising 4 Steps in Path to Purchase DECISION The moment of truth. It s the critical moment when the shopper has your product in hand (or top of mind) and they re ready to pay. It s when you ve established your business or brand as the best option given their needs, price point, and personal preference. Most advertising campaigns are designed to ultimately lead to a purchase.

61 Paid Advertising Where to Start Paid Search Also known as pay-per-click, businesses can place ads tailored to specific keywords that consumers enter into search engines when searching for your products and services. Your ads appear above or alongside the organic search results at the time and day of your choosing.

62 Pay Per Click Paid Advertising

63 Paid Advertising Paid Search Why it Works Reach Reach of the internet More economical than print Relevancy The right ads to the right people at the right time Scalability Cost can be scaled to any budget Trackability Quickly and easily see how ads perform

64 Paid Advertising Cost of Paid Search Set a daily budget Set max cost per click for each keyword or groups of keywords (aka ad group) You pay when users click on ad

65 Paid Advertising How to Succeed Start with a strategy! Choose keywords that reflect what your customers will search for online Use tools like Google Keyword Planner Helps you understand potential costs based on max cost-per-click bid and daily budget spread across core list of highly relevant keywords

66 Paid Advertising Measure Your Results Google Analytics Google AdWords conversion tracking How to Set Up Conversion Tracking:

67 Paid Advertising Other Paid Advertising Banner ads on relevant websites Sponsored e-newsletters Facebook ads Twitter ads YouTube ads

68 Paid Advertising Words of Wisdom Paid ads on search engines will not improve SEO Don t put all your eggs into the SEO basket Don t bid on keywords based on search volume alone Be ready to measure before the first click Do buy your brand keywords in search

69 Need Help? Additional Help

70 Additional Help Hire an Expert Find someone with a proven background Check references Ask for reports and data

71 Additional Help Helpful Resources Google Webmaster Academy Aquascape Online Academy SEO and Digital Marketing sections Think with Google Tools and information Google AdWords Keyword Planner Moz: The Beginner s Guide to SEO

72 Additional Help Next Steps Decide whether to hire out or handle in-house If in-house Assign role Access sites on Helpful Resources slide Download additional materials from Pondemonium website s Downloads section