Use These SEO Pointer To Put Yourself Ahead Of The Competitors
Top SEO Tips Your Competitors Don't Want You To Know in 2012
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Transcript of Top SEO Tips Your Competitors Don't Want You To Know in 2012
Top SEO Tips Your Competitors Don’t Want You To Know in 2012 Strategies for staying one step ahead of the rest
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Housekeeping Items
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1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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@bradleywjoe
1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
#wm123
@bradleywjoe
Courtesy: SEOmoz
Search engine use is growing rapidly
1 Why Search Marketing Matters
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Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
Search engine use is growing rapidly
1 Why Search Marketing Matters
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Source : Webmarketing123 2011 Digital Marketing Survey
Over 500 B2B and B2C marketers indicated that SEO makes the biggest impact in achieving their digital marketing goals
1 What Marketers Say
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
1 Search Engine User Behavior
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Turn to Google’s own data for discovering SEO opportunities
1 Keyword Discovery
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Key Action #1
1. Google the most important keyword to your business.
2. Where does your website rank? Where do your top competitors rank?
#wm123
@bradleywjoe
1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
#wm123
@bradleywjoe
• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted keywords
2 Website Content How to write for search engines
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What We See
2 Website Content What Google Sees
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2 Meta Content
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2 Meta Content
Facebook Groups: B2B Lead Gen
Keywords in the First or Second Position of the Page Title Have the Highest Impact!
Include descriptive keywords and phrases in page titles
2 Meta Content
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2 Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
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Develop a “mapping” document that targets 3-5 keywords per page
2 How Many Keywords To Target Per Page?
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2 Inbound Links Links from other highly relevant websites, back to yours
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Key Action #2
1. Visit you top competitor’s home page
2. View the source code and locate what keywords are in the <title> and <description> tags
3. How does this compare with your SEO strategy?
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1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
#wm123
@bradleywjoe
Why SEO matters
3 SEO is a Means to an End
Keyword
Rankings
Increased
Traffic
Lead and
Sales
1
2
3
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Measured on a weekly, bi-weekly, or monthly basis
3 Keyword Rankings
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Filter out “branded” traffic
Measures effectiveness of SEO program
3 Organic Search Traffic
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Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Ties SEO effectiveness to lead and sales flow
3 Goal Tracking
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5 How to Measure ROI Full Funnel Digital Visibility
- Most marketers would
attribute sales to last
touch, i.e. “closers”
- Reality is that there are several
touch points before the “closer”
that influenced the purchase
decision
- Marketing currently gets no
credit for these!
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Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales
3 The Best SEO Reporting
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On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in Rankings, Site
Engagement, and Lead Flow
On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.
3 The SEO Process
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Key Action #3
1. What is the goal of your website (leads, form fill outs, sales)?
2. Can you identify the top 5 keywords that drove the most leads/sales last month?
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• Begin Optimization Now: SEO is constantly evolving.
Capitalize on your core keywords before the competition does.
• SEO Success Takes Time and Resources: Executing SEO
correctly requires full-time resources. Optimizing for a set of
keywords requires relevant content, inbound links, and website
structure.
• Achieve 2012 Marketing Goals: SEO one of the most efficient
way to drive lead and sales flow. Regardless of tactics utilized,
don’t lose site of overall strategy and expected outcomes.
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
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