Tips & Techniques for Search Engine Optimization Webinar … · 2020-05-04 · Tips & Techniques...
Transcript of Tips & Techniques for Search Engine Optimization Webinar … · 2020-05-04 · Tips & Techniques...
Tips & Techniques for Search Engine Optimization
Webinar presented to Philadelphia Area Careers Group
Presented by Cary Baskin The Marketing Department, Malvern PA
www.TMDMalvern.com 484-318-8160
Goal of This Presentation
Explore SEO
Tips, Tricks & Insights to Optimize your Website
SEO is very Technical – Only some is DIY
Search Engine Indexing
Local Search
Organic Search
Benefit of SEO: Higher Lead Conversion
SEO leads are
10x more
effective than
leads from
direct mail &
print advertising
Source: SEJ
Higher Conversion Means More Sales.
SEO Helps target “your” Ideal Customer
What Do Search Engines Do?
Enter a question into a search engine… an algorithm searches its INDEX to find all the website pages that match the question.
Convert questions into a list of website pages that answer the question.
How Do You Get into the Index?
Bots crawl the Internet to:
• Find the trillions of Pages
• Index (capture & store) Pages
• Interpret Pages
Getting to Page 1 Depends on How Google Interprets the Page
(site architecture)
(meta data)
(relevancy of content)
What Do We Mean by Interpret?
Algorithm Interpret the Relevance of the Pages
• Semantic (the meaning of) Analysis
• Artificial intelligence Software
• Meta Data Analysis
• Google E-A-T
• Expertise (many variants of the subject)
• Authority (Inbound Links, Shares/Follows, Citations)
• Trust (Content helps user, https)
SEO Challenge:
• Google’s algorithms use >200 unique signals.
• Google changes its algorithm > 500 times a year.
90% never look beyond page 1 of a Search Engine Results Page (SERP)
Why does
page 1
matter?
So how do you get to Page 1?
0.00%
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30.00%
40.00%
50.00%
60.00%
70.00%
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90.00%
100.00%
Page 1 Page 2 Page 3 Page 4 Page 5
% Google Traffic 91.5%
4.8%
Source: Chitika Insights Report 2013
Search Engine Optimization
Tips, Tricks & Insights Search Engine Indexing
Local Search
Organic Search
To Be Found in Google - Google has to Index & Understand It
SEO Challenge: Indexing depends on Site Architecture.
• Title Tag (Keywords) • H1 Header (Keywords) • Linking Anchor Text to
Content Pages • XML Sitemap • Schema • Keywords Unique to each
Page with Original Content • Photo Alt Tags
Site Architecture
• Efficient Page Structure (SEO Equity) • Optional No Follow Tags / No Index Tags / No 404 Errors • 301 Permanent Redirects (from old to new site)
Optimize Meta Tags - Title Tag
• Use Keywords, not your company name
• Unique for each page • Use same Keyword
in H1 Header • Avoid ALL CAPS (pixels)
Tip #1
• Limit 66 characters
• For “local” SEO use the
city, state & ZIP
www.seomofo.com/snippet-optimizer.html
Title Tag tells Google what “this” page is about.
Optimize Meta Tags - H1, H2 & H3 Header
• H1 Keywords Match Title Tag
• Unique on each page • Think like newspaper
headline • H1 ~ 70 characters
Tip #1
• For “local SEO” can use
geo-attributes • Header Construct H1 Headline (main title) H2 Sub-Title (topic descriptor) H3 Section Titles (sub-sections of copy)
H1 tells Visitor what “this” content is about.
Optimize Meta Tags – Meta Description
Think of the Meta Description as an Ad
Tip #1
Tell ideal customer what “this” page is about.
Motivate customer to click on your ad
Link Anchor Text to Internal Pages Tip #2
Anchor Text Links Improves Page Rank
Add Sitemap
Sitemap is a roadmap to help search engines & users to understand your website content.
Tip #3
HTML Sitemap for Humans XML Sitemap for Search Bots
There are two types of Sitemaps
Helps Google Index the website pages.
• In 2011, four search engines agreed on a new universal language called Schema Markup
• Code to help their crawlers better understand: – What a web page is about
– So it could better match searches with the content of that page
What is Schema Markup?
Add Schema Markup Tip #4
• Helps search engine better understand your contents – Appearing as a snippet
in search results
– Higher search rank
– More website traffic
– Up to 30% more click thru
Google said: “By adding schema markup to your website, you'll also be prepared for voice search & for visibility across all platforms.”
Schema Markup – Why Use It Tip #4
Schema can positively impact your websites performance, from traffic to conversions
Search Engine Optimization
Tips, Tricks & Insights Search Engine Indexing
Local Search
Organic Search
Local Search Ranking Factors
Proximity & Category Match + Citations
1. Proximity to Search 2. Physical Address in City of Search 3. Product/Service Keyword & Location in GMB Title 4. Quantity, Quality (Authority) of Inbound Links to Domain
& GMB Landing Page Title
5. GMB Primary Category Matches a Broad Category (e.g., Primary = Restaurant, Search = Pizza)
6. Consistency of Citations in the Primary Data Sources
7. Domain Authority of Website 8. Completeness of GMB Listing
Tell Google Who, What & Where You Are Tip #5
www.GYBO.com/business
https://www.google.com/business/
Google My Business Listing Accurate NAP data Closest Business Category Match Posts • Updates • Messages • Respond to reviews • Events • Live for 7 days
Can hide address for home based business (Use service area instead)
72% of consumers search locally, 3 to 5 mile radius.
Manage Your Directory Listings
Lots of places to list your Name, Address & Phone Number
Tip #6
•Google My Business
•Directories •Local •Regional •National •Industry
•Social Media Channels •Website
•Header •Footer •Contact Page •Home Page
The Challenge: There are so many directories.
• Plan your NAP & Category before you start to claim your listings
• Be consistent across the Internet
• Use the company name you market
• Choose closest category match
• Use subscription service to manage your listings (popular providers)
• Yext • SEO Moz • Bright Local • White Spark
• Get Online Reviews – Industry Specific: Angie’s List, Thomas Register, etc.
– Local Directories: Yelp, Citysearch, etc.
– Google My Business Listing
Reviews show Google Engagement & Trust
Get Online Reviews Tip #7
Ask Customers to give you a review.
Google eliminating in Search Results
Search Engine Optimization
Tips, Tricks & Insights Search Engine Indexing
Local Search
Organic Search
To Rank an Indexed Page - Google has to Like it
SEO Challenge: Ranking depends on
Page Ranking & Domain Authority.
• Fast Load Times • Original Content • Authoritative Content • Mobile Responsive
(Mobile First Index) • Quality Inbound Links • Accurate NAP &
Category Management • http vs. https
Site Performance
• Meta Description: Not a ranking factor, but influences Click-thru-Rate which is a ranking factor
How PageRank Works
Google assigns a score to “every”
web page based on Links to the content & its Content Score.
Think of a link as a vote.
Ranking Score = Content Score x Link Score
It’s how Google assigns
relevance to every page.
Domain Authority
A search engine ranking score developed by Moz: • Predictor of how well a website will rank on SERPs • Calculated by evaluating multiple factors into a single score:
• Linking domains • Number of total links
• Measured on a logarithmic scale, which means: • Much easier to improve your score if your DA is 20 or 30 • Than if it was at 70 or 80
• < 10 is invisible • 10 to 40 is below average • 40 to 50 is average • 50 to 60 is good • > 60 is excellent
Organic Search Ranking Factors
Content & Quality Links are the Driver
1.Quality / Authority & Diversity of Inbound Links 2.Domain Authority (SEO Moz, predictor) 3.Topical (Product/Service) Keyword Relevance of
Domain Content 5.Mobile Friendly / Responsive Site 6.Geographic (City) Keyword Relevance of Content 7.Product/Service Keyword in Anchor Text of Links 8.Click Thru Rate (CTR) from Search Results 9.Volume of Quality Content on Entire Site 10.Location & GMB Attributes
Awareness
Interest
Desire
Action
• Design online version of the sales process
– Keyword strategy
– Map the buyers keyword search at each step
• Early in the sales cycle
– Simple keywords Used Car
• Later in the sales cycle
– Long-tail searches Used Volvo XC90 Malvern PA
Sales Funnel
Know & Understand
your Ideal customer’s FAQs
Optimize Content for Search Intent Tip #8
Website Pages B2C
B2B
<50 51 to 100 101 to 200 201 to 300 301 to 500 501 to 1,000 >1,000
500
1,500
3,500
Tra
ffic
Data Courtesy of HubSpot
Articles & eBooks
White Papers - Case Studies
Blogs - Vlogs
Videos - Podcasts
Optimize Content for Search Intent Tip #8
Quality (ORIGINAL) Content = More Traffic = More Leads
More Pages = More Traffic = Higher Domain Authority
Optimize Content for Search Intent
Keywords are the glue that connect the
search term with the content on a
web page in a search result!
keywords
Tip #8
15% of daily Google searches – are 1st time searches!
Search engines find (indexed pages) to deliver
information relevant to search query’s intent.
Example of Keyword & Long Tail Search
The more specific the search the more relevant the search result!
Long tail searches (more than 2 word) create more leads.
What’s your ideal customer’s long tail search?
BERT = Bidirectional Encoder Representations from Transformers
Transformers refer to
models that process words
in relation to all other words
in a sentence.
Google’s BERT Update (Oct 2019)
The goals is to display more relevant search results
It's the biggest & most significant change to Google's algorithm in five years
• Deep learning algorithm related to natural language processing (a.k.a. Artificial Intelligence software)
– Improve interpretation of complex long-tail searches
– Helps Google understand natural language text from web
– Understand what words in a sentence mean, but with all the nuances of context
Google’s BERT Update (Oct 2019)
Searches are now analyzed with natural language
• Relevance in language driven by context
• Search: “how to catch a cow fishing”
Pre-BERT:
– Search results related to cows and livestock
– But…Cow is fisherman slang for Striped Bass
Post-BERT
– Search results now relate to striped bass & fishing
Google’s BERT Update – Case Study
Context of the word “fishing” made the difference
• BERT update not designed to affect your – Google Ranking
– Domain Authority
WHAT YOU SHOULD DO
• Update your content to be: – Conversational (natural language)
– Rich and relevant answer to your customers queries
Update Content for Natural Language Tip #9
Get Links from 3rd Party Sites Tip #10
• From directory citations
• From association websites
• From your Press Releases
www.PRWeb.com
• From a 3rd Party Blog or Article
• Get quoted in a News Story
Google Treats the Link as a vote.
www.HelpAReporter.com
SEO Takes Time – You Need a Game Plan 1. Register with Google My Business & build Directory citations 2. Get Your site architecture right
(Title Tags, Meta Descriptions, H1 Header, Sitemaps, Speed, Schema)
3. Develop a Keyword Plan based on ideal customers search 4. Study the competition to set a baseline 5. Develop content based on what the information needs of your
Ideal Customer is searching for are at each stage of the buying process
6. Develop a Keyword Linking strategy to improve Page Rank & DA 7. Develop a strategy & plan to build inbound Links 8. Get Mobile Responsive so your website works on mobile devices 9. Be Active on Social Media with content to promote & share 10.Get online Reviews
All this all takes time & commitment in money & resources.
Tips & Techniques for Search Engine Optimization
Webinar