Building the Ideal Organic Search Optimization Strategy

Transcription

1 Building the Ideal Organic Search Optimization Strategy Including the Impact of Social Media on Organic Search Results Chet Brock June 27, 2013 LearningHouse.com (502)

2 Today we will cover A few high level considerations before starting any organic search optimization campaign. 10 steps to the ideal organic search optimization strategy. Social media s impact on your organic search results. Audience questions.

3 For Your Consideration Things to think about when optimizing for organic search

4 Considerations #1 This presentation assumes your website has been relatively optimized for organic search (see On Page SEO Cheat Sheet). #2 Branding through mass media advertising influences organic search verticals. Consider using these channels: Billboards Radio ads Kiosk advertisements Word of Mouth/B2B ground marketing Television (when possible) #3 - Search engines continue to update their algorithms, which makes optimization increasingly difficult, but also MORE important. #4 The increased prominence of paid search ads (pay per click or PPC) have decreased organic clicks.

5 Considerations #5 Your goal should NOT be a #1 Ranking! Rankings DON T equal leads. VISITORS equal LEADS. Ranking well for any given keyword does not mean you will CONVERT well for the keyword.

6 The 10 Steps of the Ideal Organic Search Strategy

7 The 10 Steps of Optimization 1. Choose a keyword or search theme. 2. Generate a keyword list. 3. Map out your campaign strategy. 4. Write and create your content. 5. Implement and launch your content. 6. Link the content according to your strategy map. 7. Promote your content via social media. 8. Promote your content via outreach and PR. 9. Analyze results. 10. Rinse and repeat!

8 Step 1 - Choose a keyword or theme. Branded keywords are always important search themes to focus. For program-specific campaigns consider: Does the program have a HIGH lead to application ratio? Does the program have a HIGH visitor to lead ratio? Does the program already produce leads with minimal organic search traffic?

9 Step 2 Generate a keyword list. Find keywords... lots of them. Use research tools like Google Adwords keyword tool, Keyword Spy and UberSuggest. Consider lower competition long-tail keywords along with premium keywords. Consider organizing your list into tiers, based on relevant search volumes (High to Low).

10 Step 2 Generate a keyword list. Sample Keyword Master List:

11 Step 3 - Map out your strategy. Start with a central or Hub page. Link to your hub page with logical, related pages. MS Excel will work, but consider using mind mapping software (Xmind or Omnigraffle). Use varying anchor text from your keyword list to link between content and your hub page.

12 Step 4 Create your content. CONTENT SHOULD BE: TIMELY THOUGHTFUL ENGAGING ACTIONABLE

13 Step 4 Create your content.

14 Step 5 Implement your content. Remember your on-page SEO checklist! Thumbnail and content images increase click through rates and engagement. Make sure all new pages and content are in your sitemap!

15 Step 6 Link your content per map.

16 Step 7 - Socialize your content! Promote content on Social Networks: Promote content on Facebook Promote content on Twitter Promote content on Google+ circles +1 content on Google Promote content via Social Bookmarking: Promote content on Reddit Promote content on Stumble Promote content on Tumblr Promote content on digg Promote content on Buzzfeed

17 Step 8 Promote your content. Build relationships to build search value: Research related blogs where guest posts are accepted and offer to be an author. Reach out to reputable businesses and organizations in relevant industries to identify link and press opportunities. Consider establishing new domains to house specific silos of content.

18 Step 9 Analyze your results.

19 Step 10 Rinse and repeat! Higher competition keywords will require more campaigning. Lower competition keywords may only require maintenance content after campaign. Consider expanding the keyword sets for high performing campaigns.

20 The Impact of Social Capitalize on the Human Factor in Search Results

21 5 Reasons to Share 1. Social shares bring legitimacy to your content and domain. 2. Shares within Google+ directly influence search results of promoted content. 3. Shares create potential for the content to go viral, in particular your media rich content. 4. Social shares account for almost 20 percent of search algorithm weight in determining SERPs. 5. Established, quality organizations use social media to promote their brand so should you!

22 Questions?