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Seo 101-for-ignite-v4
 

Seo 101-for-ignite-v4

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  • http://www.statisticbrain.com/google-searches/
  • Localized search results page for competitive keywords typically return a SERP that prioritizes local map listings. Long tail keywords are more likely to return a “typical” SERP with 8-10 websites (varied between websites/brands, blogs, articles, wikis, and forums) and 0-2 video results.
  • Google (and other search engines) sends out web crawling spiders that download web pages and store pieces of information about these documents which are recalled when a user performs a search. When a user performs a query, the results that are relevant are returned to the user, with the most important and popular results returned first. SEO is ensuring that a website is returned at the top of the index, seeing how the top results receive more clicks (and thus visitors).
  • Each segment shares the underlying principle of generating an impression on a target audience. SEO is only one segment of traffic. However for many sites, SEO is the result of 65%+ of their overall website’s traffic.
  • 1. Indexation – Can take as little as 30 seconds to as long as several months. There are several mechanisms that can help rapidly index one’s content such as xml sitemaps, RSS feeds, and rpc-ping notify.
  • 2013 is all about building great content, armed with data and insights about consumers and what content they want to see.
  • Discovery – Gain an insight into how business objectives are manifested into market and audience research, including keyword research, competition research, and inventorying one’s assets. Also includes a site audit for SEO metrics.Content development – How the content on your site implements the information assimilated from the discovery phase, and how the content can best be presented to improve calls to action and click through ratios.Technical development – Integration and benchmarking of the on-site SEO metrics.Social implementation – How are you planning on promoting and integrating your content? Simply adhering to the “if I build it, they will come” model will not suffice; you need to use your insights gained in the discovery phase to determine where the content will be placed, how it will be supported via traditional link-building as well as social sharing, while also being aware that there are likely key influencers who would make excellent like-like partners in helping promote your content (and also giving you some talking points for your own stratagem!)Measurement – This is a two phase approach; you want to track your on-site metrics, such as page views, unique visitors, time spent on site, bounce rates, conversion funnels, etc. You also want to monitor and track how successful your social implementation is so that you can correlate website goals to social implementation (i.e. backlinks and social network sharing that results in visitors and higher ranking in the search engine)Optimization – In SEO, your work is never finished, ever. You can always improve the quality of your results; imagine that after 6 months of SEO work, you are now getting 100 SEO visitors to your site per day, resulting in 3 new leads. Out of these 3 leads, 1 becomes a client. In the optimization phase, while you could simply say we need to get 200 SEO visitors so that we get 2 new clients, or conversely you could decide to optimize (and test) different layouts of your website (colors, fonts, textual content, video, auto-responder emails, click 2 call, etc) so that you get MORE conversion from the same amount of traffic. The latter often makes much more sense, especially with an understanding that the search universe is finite for a given niche, and that if you are ranking #1 for “uber keywords”, it may be increasingly difficult to get more targeted website traffic.
  • Bullet #1: All the marketing tactics and strategies need to be within the context of the business objectives, in the short, medium, and long terms. Some examples include: long-term: grow client base by 50% in the next fiscal year, double revenue in next two years; medium: introduce a dedicated client support portal on website; short: drive awareness to service offering through SEO, PPC, and Social media marketingBullet #2: 1) Review their website. How professional does it look? What feelings or emotions is the content conveying? Is the content actionable? Do they have a blog? Social media presence? How often are they updating their content? What are they talking about? What are their fans/followers talking about? 2) Take the same questions from above and apply them to a larger universe; New York, Los Angeles, Orlando… and even state-wide, California, Texas, Florida.Bullet #3: 1) Use your existing website analytics to understand who is visiting. Base demographics and core keywords can be determined from here. 2) Use social media monitoring tools to track the conversations that are happening on your core keywords. 3) Use existing industry reports such as ComScore, Quantcast and Forrester Research to build customer personas. These personas will give you a better understanding of your customers and improve the quality of your product.
  • Using the prior research, create text, images, and videos that are about your keywords, in specific regards to your personas. The key fact to remember here is that without high-quality content on your website, you have nothing to market.Ref: http://sunnibrown.com/doodlerevolution/wp-content/uploads/2011/07/17ContentCreationIdeasbyVMJ-581x800.jpg
  • No one will share it. No one will link to it. If you want shares and backlinks, you will be building them yourself or paying your SEO firm to do it for you. And unless you are actively maintaining a high authority website or have thousands of active followers on social networks, your self promotion is not going to drive anything meaningful back to your business.It’s much easier to have a community of people promote for you naturally…. And you don’t even have to pay them! Plus, you can build a relationship with the people who are sharing your content for future outreach and promotion, and potentially even create a like-like partnership. Remember, epic content prevails – don’t accept anything less!
  • It is unrealistic to think that you are going to be able to manage your own SEO campaign while concurrently being an attorney. The barrier to entry in SEO is only getting more competitive as the algorithms become more complex, competition increases, and websites continue to build their authority. There is NO MAGIC BULLET. I repeat, there is NO MAGIC BULLET. You will not be ranking on the first page for top keywords such as “Los Angeles DUI attorney” over-night, next month, or potentially even next year. It takes a LOT of time, patience, and strategy.
  • Uses Google Keyword Tool Data / AdWords Data but adds in extra data points and filters that allows you to quickly hone in on keywords that have low competition and high search volumes. Main features include being able to generate suggested keywords based off of a keyword seed list, search volumes, seasonal search trends, pay per click data and competition data.Fair warning: this product is aggressively marketed, so you can expect some very hard selling tactics on the website and emails. Rest assured though, the product works great for keyword research even after the full (free) demo expires.
  • Before we go any further, it is important that we can track and measure our performance. It’s really important to be able to quantify efforts. Tracking data might seem intimidating, but the tools make the information easy to interpret. There are many free and paid website analytics systems, Google Analytics the most popular (and free).
  • Quickly get how many pages a website has indexed on Google / Bing+Yahoo, how many keywords they are competing for, the PageRank, Alexa Rank, the number of backlinks using multiple indexes (SEOmoz, MajesticSEO, Ahrefs), SEOmoz’s Domain Authority and Page Authority, Domain Age, Social Shares.
  • Claim your business for free at: http://bit.ly/nPubrA
  • You can do this for your website, and also for your Avvo profile. Any guides that you author will now include your photo in the search results.How to setup rel=authorship | http://lawyernomics.avvo.com/social-media/how-to-setup-google-rel-authorship-for-your-avvo-profile/More details about authorship: http://support.google.com/webmasters/bin/answer.py?hl=en&answer=1408986
  • “If you have recently been convicted of a DUI, there are a few basic things you need to know”.YouTube embeds are a ranking factor on YouTube; the more pages you put your embeded video on, the more likely the video is to rank in the YouTube search results.
  • Ignorance or lack of knowledge is not an excuse! Investing into the wrong tactics and strategies can destroy your online marketing process and reputation.

Seo 101-for-ignite-v4 Seo 101-for-ignite-v4 Presentation Transcript

  • SEO Best Practices for LawyersJune 6, 2013
  • Started SEO back in 1999Freelance web design firm from 2001-2007In 2008, small business SEO and WordPress designIn the recent past, SEO consultant for:IntroJake MartinSEO NerdExtraordinaire@jmwebdev
  • 4.7+ billion searches are done everyday on Google bymore than 500 million unique users in over130 countries.
  • Paid (PPC)Organic (SEO)G+ Local Map(Local SEO)Searching for “Seattle DUI” will give results similar to this:
  • But how does the ranking work?
  • SEO Fundamentals
  • SEO is…SEO is ensuring that your website shows up in the organic search results ofsearch engines (such as Google and Bing) and drives visitors back to yourwebsite.
  • SEO is…SEO is ensuring that your website shows up in the organic search results ofsearch engines (such as Google and Bing) and drives visitors back to yourwebsite.HOWEVER….
  • SEO is…SEO is ensuring that your website shows up in the organic search results ofsearch engines (such as Google and Bing) and drives visitors back to yourwebsite.HOWEVER….1. The tactics and strategy in SEO has evolved as the way that people interactwith social media channels has matured.2. The roles and responsibilities of an SEO consultant/practitioner havedramatically changed, and will continue to evolve.SEO = a form of inbound marketing
  • 1. IndexationSearch robots crawl and build indexes based on collectedand provided data. The faster your content is indexed,the quicker it can begin to rank and generate traffic.2. RankIndex is served to users who search the search engine.3. VisitorsVisitors view website but are not guaranteed to take action.4. ConversionsTrust, quality, convenience and emotional websiteelements convert visitors into clients.Four Main Benefits of SEO
  • The 2013 SEO Process
  • DiscoveryContentDevelopmentTechnicalDevelopmentSocialImplementationMeasurementOptimization
  • It all starts with planning your success!• Business objectives• What does it mean to be successful to you?• Market research• What are your local competitors doing?• What are parallel firms doing in larger markets?• Audience research• Segment your audience into personas. Who is interested in your site?
  • Keyword research• Who is searching for what on the search enginesinternet?• Who are they? Demographics andpsychographics• What terms are they searching for in yourindustry?• Is this a transactional search or an informationalsearch?• How often are they searching?• What search engines are they using?
  • A few content ideas:1. Tell your story2. Answer questions3. Tell your client‟s story *4. Share photos5. Recent news6. Events7. Create a blog seriesContent generation (and promotion)
  • If your content is bad…NO SHARESFOR YOU!
  • OK, SEO is really confusing…I prefer elaborate, but yes, it is confusing.
  • Disclosure for full transparencySEO is an intensive process that involves many different disciplines.If you know what you are doing, it can take months to years to rank for highlycompetitive terms. It doesn‟t happen over night, even for „gurus‟!
  • Don’t be afraid to ask for help. At a minimum, you will need:1. A domain name2. A website design3. Content (text, images, video) to go on the websiteYou will need help!Preferably, you will also get the help of:1. A web design firm or consultant2. An SEO consultant or SEO firm3. A copywriter with legal experience4. A dedicated resource for social media
  • freeTOOLTIME
  • Measuring Keyword Efficacy
  • Free demo has all the keyword research tools you need:marketsamurai.comThe best free keyword research tool
  • Measuring Website Usage
  • The web’s de facto analytics solutiongoogle.com/analytics/Useful stats include:• Unique and total visitors• Most visited pages• Where the person came from (referrer)• How long they spent on-site• How likely would they leave the page?(bounce rate)
  • Measuring The Competition
  • The fastest deep dive toolnetpeak.net/software/netpeak-checker/
  • Actionable TipsFive things you can do today to improve your SEO game
  • In three easy steps you can have a lot of great ideas to write about:1) Go to http://www.avvo.com/free-legal-advice/all-topics2) Click a topic in your practice area, then click on “Questions & Answers”3) Profit! Look for trends of recurring questions, then write a deep-dive articleon the question!Easy keyword research via crowd sourcing
  • • Easy way to generate traffic- Map Results- Google+ Results- Mobile Results• Free to use and setup• Important for reviewsClaim Your Google+ Local BusinessPro-tip: The new changes to Google+ Business pageshave been great for SEOs. Be sure to build quality linksto your G+ business page to gain more exposure throughGoogle Maps results!http://bit.ly/nPubrA
  • • Provides visual enhancement of search results• Results in higher click-thru regardless of SERP rank• Takes 5 minutes to setup• Watch the step-by-step videoSetup Rel AuthorshipWhich result do you think gets more clicks?
  • Submit Yourself to Review SitesHere‟s 15 top sites you absolutely must be on if you want torank highly in Google+ Local / Maps!Download the list here.Yelp, Yellow Pages, Superpages,Citysearch, Angies List, JudysBook, Manta, Merchant Circle,Service Magic, YouTube and more!
  • • No one wants to read yet another DUI article that states the obvious• Pictures and videos will help with SEO ranks and diversifying traffic channels• Use authority site‟s such as Avvo to reference / promote your epic contentCreate epic content frequentlyLearn how to be a greatlegal blogger here
  • Things to AVOID(unless you want to ruin your website)
  • Copy other people‟s content verbatimKeyword stuffCloak or mask contentBuy links from other websitesFree-for-all linksLink exchangesComment spamArticle spam / spun articlesForum or QA spam… or hire SEO firms who do the above!Don’t Do These Things, Ever:
  • www.Avvo.comQuestions? Comments?@jmwebdev