How to Dominate Search Engines

The Secret to SEOHow to Dominate Search Engine Results

What are your Action Items?

Action Item Who is Responsible? Deadline

Action Items Plan

The percentage of consumers who

are using some sort of online

media to research local products

and services.

97

*User View Wave VII, BIA/Kelsey, 2010

The percentage of people who

use search engines to find

information about products and

services on a monthly basis.

92

*Search and email still top the list of most popular online activities, Pew Research Center, 2011

The Secret to Search Engines

What Do Search Engines Want? Money!

How Do They Get It?

• Give search users GREAT search and ad results

(relevant, valuable, fast, usable)

• Attract return search users

• Give return search users GREAT search and ad results

• Search users click ads & search engine gets paid

$29.8 Billion/Year Globally

• Repeat, repeat, repeat

• When was the last time you used Google?


A Great Search Result Dissected

• Relevant to the Search Query

• Contains Lots of Mixed Content

• Text Content Is Easy to Read

• Loads Quickly

• Is Up-To-Date

• Is Mobile Friendly

• Has Clean Code

• Is Popular on the Web

• Is Popular in Social Media


A Poor Search Result Dissected

• Lacks Relevance to Search Query

• Very Little Text, No Images or Video

• Text is Too Complicated to Read and Understand

• Is Slow to Load

• Hasn’t Been Updated in Five Years

• Is Built on Old Technology (Flash, Nonresponsive)

• Code has Problems

• Has No Links Pointing to It

• Has Very Little Presence on Social Media


Good vs. Bad Search Results

• Good Search Results Provide Positive Experience for Searcher

• Reflects Positively on Search Engine and Website Serving

Result

• Searcher is Likely to Use Search Engine Again

• Searcher is Likely to Engage With Website Content

• Bad Search Results Make Searchers Frustrated

• Reflects Poorly on Both Search Engine and Website

• Searcher Likely to Use Search Engine Again Unless Results

Consistently Poor

• Searcher Likely to Leave Website In Under 30 Seconds and Not

Return

The percentage clicks that go

to the top five results on a

SERP (Search Engine Results

Page).

65

*Google Organic CTR Study 2014, Advanced Web Rankings

The percentage of Internet users

who click on the first unpaid result

on a SERP.

53*Seeing Between the Lines...of the Search and the Click, Compete.com

Elements of Successful SEO

• Content

• Links

• Social Relevance

• Mobile Compatibility


Optimize Pages, Not Sites

• Each Page Ranked Independently

• Independent Pages Can Be Linked for Better SEO

• Site Optimization Techniques Apply to Individual Pages

• i.e. Authorship in Footer, Clean Code, Quick Site Loading

• Create Cornerstone Content

• Link Related Pages & Articles to One Another


Content

• Relevance To Search Query (Keyword Optimization)

• Text Content

• Keyword Density

• Minimum 300 Words

• H Tags

• Meta Data (Titles, Descriptions, Photo Tags)

• Permalink

• Multimedia Content (Pictures, Video)

• Uniqueness

Content Example

Source: http://blog.kissmetrics.com


Links

• Inbound Links

• Directory Links

• Blog Posts

• News Articles

• Discussion Forums

• Reciprocal Links

• Outbound Links

• Internal Links


Social Relevance

• Content Value

• Virality

• Easy Sharing Options

• Total Number of Shares

• Visible on All Devices

• No Pinch & Zoom

• No Flash

• Easy-To-Click Menus, Links & Buttons


Mobile Compatibility

SEO Resources

• Information Resources

• Planning Tools

• Evaluation Tools

• Metrics Tools

SEO Information ResourcesSearch Engine Land (http://searchengineland.com)

SEO Planning ToolsKeyword Tool

SEO Planning ToolsGoogle Adwords Keyword Planner

SEO Evaluation ToolsHubSpot Marketing Grader (http://marketing.grader.com)

SEO Evaluation ToolsWooRank (http://www.woorank.com)

SEO Evaluation ToolsMoz Open Site Explorer (http://www.opensiteexplorer.org)

SEO Metrics ToolsGoogle Webmaster Tools (http://www.google.com/webmasters)

SEO Metrics ToolsGoogle Analytics (http://google.com/analytics)

The percentage of conversions

a typical website receives.

1-3

SteelHouse

Conversion Optimization (CRO)

Why would you

invest so much time

and so many resources

into driving traffic to a

website that is not

optimized to turn more

visitors into customers?

Companies typically

spend $92 to bring

customers to their site,

but only $1 to convert

them.

Eisenberg Holdings

Elements of Successful CRO

• Clear Value Proposition

• Clean Design (Not Too Much Clutter)

• Representative Images (Ideally of People)

• Video

• Features & Benefits Marketing Language

• Trust Factors (Reviews, Guarantees, Trustmarks)

• Strong Call to Action

• Measuring Tools

Conversion Optimization

Conversion OptimizationMeasure With

A/B Split Tests

Questions?

Courtney [email protected]

757.741.8069

Will [email protected]

757.741.8098

Ask Us for a FREE SEO Evaluation! www.ProximoMarketing.com

How to Dominate Search Engines

Marketing

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