How to Use SEO to Improve Google Rankings - PRNews Google Conference 2015

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Learn how public relations professionals can use SEO best practices to improve search rankings for priority keywords. Presented live at PRNews Google Conference 2015 in San Francisco, California.

Marketing

HOW TO USE SEO TO
IMPROVE GOOGLE RANKINGS

@eprokop1
#GoogleConfSEARCH: IT’S KIND OF A BIG DEAL
There are over 5 BILLION Google searches
each day
- http://www.statisticbrain.com/google-searches/
91% of journalists use search to find news
sources and story ideas
- TopRank Online Marketing Survey

@eprokop1
#GoogleConfPR AND SEO: THE PERFECT MATCH
PR:
CONTENT
SEO:
VISIBILITY

@eprokop1
#GoogleConfINFORMATION OVERLOAD!!!
How Can Anyone Keep Up?

@eprokop1
#GoogleConfSEO: THE ESSENTIALS
PR:
CONTENT
SEO:
VISIBILITY

@eprokop1
#GoogleConfSIMPLE SEO WORKFLOW
AUDIT

@eprokop1
#GoogleConf
Organic traffic on steady
downward trend
SEO IN ACTION: CURRENT SITUATION

@eprokop1
#GoogleConfAUDIT: FINDABILITY
FindableFINDABLE

@eprokop1
#GoogleConfSEO TOOL: GOOGLE WEBMASTER TOOLS
https://www.google.com/webmasters/tools/home

@eprokop1
#GoogleConfAUDIT: ACCESSIBILITY
Accessible
Opportunities:
• Page speed
• Dead links / pages
• Server errors
• Duplicate content
404 Errors
Pages
23
Duplicate Content
On Page Titles
400 748
FINDABLE
ACCESSIBLE

@eprokop1
#GoogleConf
http://tools.pingdom.com/fpt/
SEO TOOL: PINGDOM

@eprokop1
#GoogleConfAUDIT: OPTIMIZATION
Opportunities:
• Keyword strategy
• Content
• Messaging
OPTIMIZED

@eprokop1
#GoogleConfSIMPLE SEO WORKFLOW: ACTION PLAN
ACTION
PLAN
ACTION
PLAN

@eprokop1
#GoogleConfACTION PLAN: FINDABILITY
FINDABLE

@eprokop1
#GoogleConfACTION PLAN - ACCESSIBILITY
Key Actions:
• Restore / redirect
• Asset optimization
• Browser caching
• Canonicalization
FINDABLE
ACCESSIBLEACCESSIBLE

@eprokop1
#GoogleConfACTION PLAN - OPTIMIZATION
OPTIMIZED
Key Actions:
• Keyword research
• Content audit
• On page optimization
• Content creation

@eprokop1
#GoogleConfOPTIMIZATION CHECKLIST
On the page:
• Title (H1)
• Image Alt Tags
• Body copy
• Crosslinking anchor text
from other internal pages
(not pictured)
In the Search results:
• Title Tag
• Meta Description

@eprokop1
#GoogleConf
http://keywordtool.io/
SEO TOOL: KEYWORDTOOL.IO

@eprokop1
#GoogleConfSIMPLE SEO WORKFLOW: ASSESS & REFINE
ASSESS
& REFINE

@eprokop1
#GoogleConfRESULTS: GOOGLE RANKINGS
AUDIT ACCESSIBILITY OPTIMIZATION

@eprokop1
#GoogleConfRESULTS: SEARCH TRAFFIC
Audit Accessibility
AUDIT ACCESSIBILITY OPTIMIZATION

@eprokop1
#GoogleConf
• You can’t do everything,
so prioritize your highest
impact actions
• The best keywords aren’t
what you use, it’s what
your customers use
• Don’t forget digital assets
• Optimize for people first,
search engines second
TAKEAWAYS

@eprokop1
#GoogleConfTHANKS!
Let’s Connect!
Twitter
@eprokop1
LinkedIn
www.linkedin.com/pub/evan-prokop/3b/a47/839
TopRank Online Marketing
www.toprankmarketing.com
TopRank Blog
www.toprankblog.com

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How to Use SEO to Improve Google Rankings - PRNews Google Conference 2015

1. HOW TO USE SEO TO IMPROVE GOOGLE RANKINGS

2. @eprokop1 #GoogleConfABOUT THE SPEAKER TopRank® Online Marketing Full service digital marketing agency • Content Marketing • SEO • Social Media Marketing • Influencer Marketing Evan Prokop Digital Marketing Manager

3. @eprokop1 #GoogleConfSEARCH: IT’S KIND OF A BIG DEAL There are over 5 BILLION Google searches each day - http://www.statisticbrain.com/google-searches/ 91% of journalists use search to find news sources and story ideas - TopRank Online Marketing Survey

4. @eprokop1 #GoogleConfPR AND SEO: THE PERFECT MATCH PR: CONTENT SEO: VISIBILITY

5. @eprokop1 #GoogleConfINFORMATION OVERLOAD!!! How Can Anyone Keep Up?

6. @eprokop1 #GoogleConfSEO: THE ESSENTIALS PR: CONTENT SEO: VISIBILITY

7. @eprokop1 #GoogleConfSIMPLE SEO WORKFLOW AUDIT

8. @eprokop1 #GoogleConf Organic traffic on steady downward trend SEO IN ACTION: CURRENT SITUATION

9. @eprokop1 #GoogleConfAUDIT: FINDABILITY FindableFINDABLE

10. @eprokop1 #GoogleConfSEO TOOL: GOOGLE WEBMASTER TOOLS https://www.google.com/webmasters/tools/home

11. @eprokop1 #GoogleConfAUDIT: ACCESSIBILITY Accessible Opportunities: • Page speed • Dead links / pages • Server errors • Duplicate content 404 Errors Pages 23 Duplicate Content On Page Titles 400 748 FINDABLE ACCESSIBLE

12. @eprokop1 #GoogleConf http://tools.pingdom.com/fpt/ SEO TOOL: PINGDOM

13. @eprokop1 #GoogleConfAUDIT: OPTIMIZATION Opportunities: • Keyword strategy • Content • Messaging OPTIMIZED

14. @eprokop1 #GoogleConfSIMPLE SEO WORKFLOW: ACTION PLAN ACTION PLAN ACTION PLAN

15. @eprokop1 #GoogleConfACTION PLAN: FINDABILITY FINDABLE

16. @eprokop1 #GoogleConfACTION PLAN - ACCESSIBILITY Key Actions: • Restore / redirect • Asset optimization • Browser caching • Canonicalization FINDABLE ACCESSIBLEACCESSIBLE

17. @eprokop1 #GoogleConfACTION PLAN - OPTIMIZATION OPTIMIZED Key Actions: • Keyword research • Content audit • On page optimization • Content creation

18. @eprokop1 #GoogleConfOPTIMIZATION CHECKLIST On the page: • Title (H1) • Image Alt Tags • Body copy • Crosslinking anchor text from other internal pages (not pictured) In the Search results: • Title Tag • Meta Description

19. @eprokop1 #GoogleConf http://keywordtool.io/ SEO TOOL: KEYWORDTOOL.IO

20. @eprokop1 #GoogleConfSIMPLE SEO WORKFLOW: ASSESS & REFINE ASSESS & REFINE

21. @eprokop1 #GoogleConfRESULTS: GOOGLE RANKINGS AUDIT ACCESSIBILITY OPTIMIZATION

22. @eprokop1 #GoogleConfRESULTS: SEARCH TRAFFIC Audit Accessibility AUDIT ACCESSIBILITY OPTIMIZATION

23. @eprokop1 #GoogleConf • You can’t do everything, so prioritize your highest impact actions • The best keywords aren’t what you use, it’s what your customers use • Don’t forget digital assets • Optimize for people first, search engines second TAKEAWAYS

24. @eprokop1 #GoogleConfTHANKS! Let’s Connect! Twitter @eprokop1 LinkedIn www.linkedin.com/pub/evan-prokop/3b/a47/839 TopRank Online Marketing www.toprankmarketing.com TopRank Blog www.toprankblog.com

How to Use SEO to Improve Google Rankings - PRNews Google Conference 2015

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