SEO 101 in 2015: Ranking Higher on Google
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Transcript of SEO 101 in 2015: Ranking Higher on Google
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SEO 101 in 2015: Ranking Higher in GoogleAdam Dince @adamdinceDirector of Earned Media, Deluxe SB
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Agenda
• Introduction
• Earned Media
• SEO
• Results
• Questions
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Introduction
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About me
• Prior to Deluxe: VP, Director of Search MRM-McCann, iCrossing
• MBA, Integrated Marketing Communications (2017), St. Catherine University
• More than 14 years of experience in online marketing and Web development, both B2B and B2C
• Have helped dozens of Fortune 100 companies as well as small business owners create winning online
strategies
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Overview of online mediaPaid vs owned vs earned
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The three primary types of media
Paid MediaPaid (advertising)
Earned Media
Non-Paid (Not advertising)
Online WOM Marketing
Owned Media
Web Properties
Drives Traffic
Pays off media with quality content/experience
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Definition of earned media
Earning (not buying) marketing results on search engines, social networks and the Web at large
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Three components of earned media
• SEO: Convincing search engines that we are the best possible result to return for a user’s query• High quality content + keyword optimization + Website experience + clean code + inbound
links
• Social Media: Building a relationship with our audience that nets in long-term sales and friendships
• Empowering happy customers to advocate on our behalf• Content Marketing: Helpful content that solves problems and convinces them we are the right
solution
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SEO continues to be the biggest driver of earned media performance
SEO Social Media
Content Marketing
Earned Media
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SEO will continue to be the biggest driver of earned media results
• Searchers are actively looking for something
• People on social media are in a passive mode, don’t want to be bothered by brands
• People already have content fatigue which makes content marketing challenging
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What is SEO?
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People are searching
91% of Internet Users Search (via search
engines) Every MonthHubSpot, 2014
Over 80% of Deluxe customers use search
engines to find products
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Across a multitude of devices
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Across a variety of search engines
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The search results landscape
PPC
PPC
Traditional SEO
Maps Local
SEO Local
News SEO
Earned MediaNon-PaidLong-Term
Earned MediaNon-PaidLong-Term
Earned MediaNon-PaidLong-Term
Paid MediaAuction BasedImmediate
Paid MediaAuction BasedImmediate
Earned MediaNon-PaidLong-Term
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Organic / earned results, most trusted
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How SEO works
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SEO starts by a search engine robot visiting your Website
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Remember Pac-Man? Search robots work the same
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Once search engines store Website pages, they become eligible for return in search results pages
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There’s a science behind ranking well in search results
200 + factors
Updated 2-3 times a day
Machine learning
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The algorithm boils down to the following top-level themes
WINNING!
Earning Trust
Premium Content
Technical Stuff
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The technical stuff
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Have you heard the rumor that all you need is good content to rank well in search results?
Source: www.rimmkaufman.com
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Premium contentFollowing Google’s lead
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What does Google know about quality anyway?
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Google knows a lot!
Source: http://www.mylocalbusinessonline.co.uk/google-quality-rater-guidelines-leaked/
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Human feedback informs algorithmic factors
Source: Searchmetrics.com
Source: WiredSEO.com
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Like the Phantom update launched on April 29th 2015
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Google does provide free advice for quality content
• Would you trust the information presented in this article/page?
• Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
• Does the article/page provide original content or information, original reporting, original research, or original analysis?
• Does the page provide substantial value when compared to other pages in search results?
• Would you be comfortable giving your credit card information to this site?
• Does this article contain insightful analysis or interesting information that is beyond obvious?
Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
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You’ll get what you give
Source: thisisindexed.com
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On-page optimization
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The perfectly optimized Web page
1
2
3
4
56
7
# Element Description1 URL Including keywords in the URL will help search engines
better understand what the page’s content is about
2 PAGE TITLE The most important SEO element. Include keywords as close to the beginning of the title as possible. Limit 55 characters.
Appears in the browser tab and is the blue clickable text in a search result.
3 META-DESCRIPTION Does not appear on page. Returns as the regular text underneath the blue clickable text in a search result
4 PRIMARY HEADLINE The second most important SEO element. Include keywords within the H1 tag.
5 BODY CONTENT Make sure to include keywords where appropriate. Do not stuff. Ensure content reads well.
6 IMAGE NAMES When placing important images on your Web pages, include keywords in the filenames as appropriate
7 IMAGE ALT TAGS Most Website platforms allows you to append ALT text to images. Include keywords as appropriate.
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Some on-page elements return in search results pages
Page Title
URLMeta-
Description
Page TitlePage Title
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Ensure keywords are included in content
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Give your location the spotlight
In the header of every page
In the footer of every page
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Earning Trust
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What is off-site optimization?
• Just because you write content doesn’t make you an authority
• Google sees quality Websites linking to your Site as votes of trust in your favor
• The more quality inbound links your Website receives, the better you will rank in Google search results
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How search engines view links
Your Site
Competitor Site
Competitor Site
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Link relationships are stored in search engine databases
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Tips on building authority and trust• Links to your site from 3rd party sites
• Website citations
• Local directory listings
• Business partners
• Local news interviews
• Share links to important content on your site through your social networks
• Build relationships online and offline
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Get listed in important local directories, keep consistent NAP
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Register with Google My Business and Bing Places for Business
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Publish helpful editorial content and share through social, email and print marketing
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There are rules to the linking road
https://support.google.com/webmasters/answer/2604774?hl=en
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Results can be meaningful
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An example of organic search growth
Traffic Revenue -
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2013 2014
+44%
+75%
Traffic Revenue -
100,000
200,000
300,000
400,000
500,000
600,000
700,000
Jan-Feb 2014 Jan-Feb 2015
+52%
+25%
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Is organic search more effective than social media?
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Improved brand recognition
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Own the first page of SERPs for your brand name
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Conclusion
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In summary
• SEO is a powerful part of online earned media
• SEO is an investment that takes time to mature
• SEO is comprised of technical & content optimization + inbound linking
• SEO and PPC make a great team
• SEO can be influenced by social activity, but no direct causation
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Questions & Answers
@adamdince
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