Ten things to give consideration to for building organic search rank in Google from proper page structure and tagging, to measurement and analytics using Google Analytics and Google Webmaster Tools - and everything in between.

1. S
10 Things about Google Search
Every Business Show Know
(in no particular order)
Wendy K Emerson
Director of Digital Marketing
equaTEK Interactive

2. A little about me:
Wendy K Emerson
@socialpmchick

3. 1: Mobile-Friendly is a Must
To be blunt… If your website isn’t mobile, don’t bother with SEO.
April 21, 2015 – Google Algorithm Update

4. 1: Mobile-Friendly is a Must
To be blunt… If your website isn’t mobile, don’t bother with SEO.
TWO PRIMARY TYPES OF CONFIGURATION:
• Mobile Responsive Websites (Adaptive)
• Separate Mobile Websites

5. 1: Mobile-Friendly is a Must
To be blunt… If your website isn’t mobile, don’t bother with SEO.
What would you be
willing to give up for
a week?

6. 2: Page Titles
You get one chance at a first impression.
Your Meta Title
is more than just
language in the
top bar of your
browser…
It is your prospective
visitors VERY first
interaction with you
in Google search
results.

7. 2: Page Titles
You get one chance at a first impression.

8. 3: Meta Description
Remove any doubt about the relevance of your content.
Meta Description
Is a snippet of code
Inside your website’s
Html in the header
That tells Google
(and it’s users)
What the page content
Is about.
Strong, unique meta
descriptions will help
Google (and your
prospective customers)
better understand your
content.

9. 4: Content is King
Achieving good organic search rank is more difficult on a small/static website.
Develop an ONGOING Content Strategy.
S More content is good – really good.
S Fresh content is even better!
S More fresh content is the best!

10. 4: Content is King
Achieving good organic search rank is more difficult on a small/static website.
S Content Types:
S Blog Posts
S Glossary of Terms
S Frequently Asked Questions
S Press Releases
S Images/Photo Gallery
S Customer Testimonials
S Pod Casts and Audio Clips
S Video Clips
S PDFs & PowerPoint
S Recent News
S Product & Services Info
S Repurpose Other Content

11. 4: Content is King
Achieving good organic search rank is more difficult on a small/static website.
S Companies who blog 15 or more times a month generate 5 times
more web traffic than companies who don’t. (NewsCred)
S Web users are 94% likely to click on content with images than plain
text posts. (NewsCred)
S The use of video in content marketing increased 73% in the last 12
months. (Digital Marketing Philippines)
S Not all content has to be original. 48% of marketers curate
noteworthy content form third-party sources regularly. (Design & Promote)

12. 5: Page Structure is Queen
Proper tagging of content will help Google better index your website.
H or Heading Tags help
Google better understand
how you rank the priority
of content on your page.
<h1> through <h6>
H1 will be the biggest, boldest
and most important content –
which Google will detect as
its search bots crawl your
website.
You can customize the
appearance through your CSS.

13. 5: Page Structure is Queen
Proper tagging of content will help Google better index your website.
Image Alt Tags
By it’s very name – it gives the
search engine’s information
about the image contents, and
displays this tag content if for
some reason the image
does not load.
It’s more about compliance
with the American’s with
Disabilities Act, but it also
helps Google understand the
relevance of your site imagery.

14. 6: Back Links Matter
Having other sites link back to yours shows Google that you are relevant.
Google wants to see that other websites all think your content
is relevant.
S Quantity and quality BOTH matter.
S Google Webmaster Tools can identify harmful links.
S Websites with explicit content such as pornography, gambling
and weapons - be on the lookout.

15. 6: Back Links Matter
Having other sites link back to yours shows Google that you are relevant.
Review your backlinks regularly.

16. 7: Paid Search is NOT SEO.
Google should not replace SEO efforts..
Paid Ads always
show first and will
always be noted
as an advertisement.
Paid search engine
Marketing is a good
Tactic to use when
You are working on
Building rank.
Or to drive traffic to a
Specific area on your
website.

17. 8: Google Webmaster Tools
You get one chance at a first impression.
Google Webmaster Tools is your Friend: Titles & Meta Description Errors

18. 8: Google Webmaster Tools
You get one chance at a first impression.
Google Webmaster Tools is your Friend: Demoted Site Links
Tell Google what NOT to index.

19. 8: Google Webmaster Tools
You get one chance at a first impression.
Google Webmaster Tools is your Friend: Fetch & Render
Testing how Google renders individual pages, and then resubmit.

20. 8: Google Webmaster Tools
You get one chance at a first impression.
Google Webmaster Tools is your Friend: Fetch & Render (PREVIEW)

21. 8: Google Webmaster Tools
You get one chance at a first impression.
More of Google Webmaster Tools:
• Site map management
• Robot.txt settings
• Crawl stats and errors
• Search analytics
• Backlinks stats
• Primary keywords (Google defined)

22. 9: Always Analyze & Adjust
You can’t improve if you don’t measure.
You can’t fix what you don’t know isn’t working.
Trust your analytics. There is power in the data.
S Know where your traffic is coming from (referral sources)
S Know what pages are being viewed most.
S Know what pages have high bounce or exit rates.
S Know what keywords people are entering your website on.
S Know how social media is impacting web traffic.
S Measure goal conversions (sales, quotes, leads)
S Know where your traffic is coming from geographically.
S Look at “on-page” analytics to see what people are clicking on.

23. 9: Always Analyze & Adjust
You can’t improve if you don’t measure.
On Page Analytics

24. 9: Always Analyze & Adjust
You can’t improve if you don’t measure.
Referral Traffic

25. 9: Always Analyze & Adjust
You can’t improve if you don’t measure.
Top Content

26. 9: Always Analyze & Adjust
You can’t improve if you don’t measure.
Exit Pages

27. 9: Always Analyze & Adjust
You can’t improve if you don’t measure.
Conversions

28. 10: SEO is Ongoing
You don’t just “do SEO” and then move on to the next project.
Your website SEO strategy should evolve just as the Google Algorithm continues
to evolve. SEO is not a once and done project.
Your competitor’s websites are being re-indexed all the time along with yours. If
they are producing new and relevant content, they may out rank you.
You should continue to:
• Add new and interesting content.
• Update and improve existing content.
• Measure the effectiveness of your content through Analytics.
• Keyword Entry, High Bounce Rates, High Exit Rates, Top Content
• Network the right way to grow your back links.
• Monitor Google Webmaster Tools.
• Cleanup and adjust site code/tagging.
• Always keep an eye out for algorithm updates that could impact you.

29. Questions?
Wendy K Emerson
Director of Digital Marketing
wemerson@equatekinteractive.com
@socialpmchick