The New Google: How to Keep Your Pages on Top of Search Results in 2014


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  • Don’t ignore the long tail. It is great to rank for major industry terms, but these are often extremely competitive. Long tail terms (5-7 words) are usually less competitive and are often better quality. For example, you don’t know much about someone that searches for “computer”, but you know exactly what someone that searches for “where do I buy a gaming computer in San Francisco, CA” is looking for.
  • The average searcher spends less than 6 seconds on the SERP before taking an action. They glance through the titles to see what looks most relevant to them and then read the description to make sure they are likely to find relevant content if they click through. Use the SEO audit and pay attention to the SERP preview at the top. This is what a searcher will see in the results. Make sure it is compelling!
  • The New Google: How to Keep Your Pages on Top of Search Results in 2014

    1. 1. | @ActOnSoftware | #ActOnSW Today’s Presenter Martin Laetsch Director of Online Marketing Act-On Software @MartinLaetsch
    2. 2. | @ActOnSoftware | #ActOnSW Keywords are Dead! Image:
    3. 3. | @ActOnSoftware | #ActOnSW 3Source: Highposition Blog
    4. 4. | @ActOnSoftware | #ActOnSW Are Keywords Really Dead? Bring out yer dead! I’m not dead!!! I feel fine!
    5. 5. | @ActOnSoftware | #ActOnSW
    6. 6. | @ActOnSoftware | #ActOnSW Google’s Goal SHOW PAGES THAT DELIGHT HUMANS
    7. 7. | @ActOnSoftware | #ActOnSW Your Goal To be the best possible page on the internet for your target keyword
    8. 8. | @ActOnSoftware | #ActOnSW Content is King Image Source:
    9. 9. | @ActOnSoftware | #ActOnSW Why is content marketing so important? of buyers view 4 or more pieces of content when making a considered purchase70% 71% of buyers trust brands that provide useful info without trying to sell something Because the buyer says so… more leads generated by B2B companies that create content 67%
    10. 10. | @ActOnSoftware | #ActOnSW Write for Your Audience
    11. 11. | @ActOnSoftware | #ActOnSW Write For Your Audience • You are creating content for your customers and prospects. • If you base your marketing decisions on what is best for your customers, you will likely rank well in the search engines. • If you try and game the system to rank, you will eventually fail 11
    12. 12. | @ActOnSoftware | #ActOnSW Speak the Searchers Language
    13. 13. | @ActOnSoftware | #ActOnSW Develop the Searcher Profile/Persona Who is the searcher? Who would be looking for this information? Someone who… • Is looking for a general category of information? • Is looking for a specific solution? • Has one of your products and needs help? • Is a college student writing a research paper? 13
    14. 14. | @ActOnSoftware | #ActOnSW Define the Searcher’s Mindset Why are they searching? They want to … • Purchase a product or solution • Learn about a product or solution • Solve a specific problem • Understand a product category 14
    15. 15. | @ActOnSoftware | #ActOnSW Develop Initial Keyword List Compile a definitive list of keywords or phrases that customers should find your content with: • Analyze existing search engine referrals • Research external keyword databases • Review internal site search logs • Ask customers how they would find a specific product or category 15
    16. 16. | @ActOnSoftware | #ActOnSW Keyword Mapping Map your important keywords to pages on your site: • Look at each page in your site – what words do you think each is relevant for? • Now look again at the pages – are you actually using these words? • Try searching your own site for these words. If you can't find them, search engines won't. 16 TIP: Use Google to search your site
    17. 17. | @ActOnSoftware | #ActOnSW Don’t Ignore the Long Tail • Higher conversion rates and better quality traffic • Long tail keywords are less competitive • Long tail search helps you rank for difficult terms. • 70% of search traffic is from long tail search terms
    18. 18. | @ActOnSoftware | #ActOnSW Optimize Site Content
    19. 19. | @ActOnSoftware | #ActOnSW Writing for SEO • Choose 1 keyword phrase that is targeted for each page. • Include each keyword phrase 3-4 times each within your copy — more if it makes sense. • If your text sounds awkward to you, slice your keyword phrase usage or use synonyms. • Use the exact term – “symptoms of diabetes" is not the same as “diabetes symptoms" • Don’t over optimize. Use natural language to communicate your message (synonyms, varying word order, etc.) • Longer copy provides a better opportunity for keyword placement that sounds good and allows you to provide more information to you visitors. • Page length should be dictated by the message you want to communicate, but 300 words is a good minimum target. 1000+ words is better. 19
    20. 20. | @ActOnSoftware | #ActOnSW Put Keywords in… • Title Tag • URL • Headlines and sub-headlines (H1 & H2 tags) • Call to action links (hyperlinks) • Main body text copy, top to bottom 20 SEO copywriting helps your writing be more specific. It’s just changing how we “see” and write copy! 1 1 2 2 3 3 4 45 5
    21. 21. | @ActOnSoftware | #ActOnSW Make Your Search Listing Compelling • Optimize the search results listing • Crafted from the Title and Description • It doesn’t matter how high you rank if nobody clicks on your listing
    22. 22. | @ActOnSoftware | #ActOnSW SERP Preview
    23. 23. | @ActOnSoftware | #ActOnSW Responsive Design
    24. 24. | @ActOnSoftware | #ActOnSW Mobile
    25. 25. | @ActOnSoftware | #ActOnSW Responsive Web Design • Google’s recommended way to code for mobile • One HTML code for the page regardless of the device accessing it • Presentation changes based on the browser displaying the page. • Desktop and mobile content on a single URL • Easier for users to interact with, share, & link to • Google can discover your content more efficiently.
    26. 26. | @ActOnSoftware | #ActOnSW Responsive Web Design - Zurb
    27. 27. | @ActOnSoftware | #ActOnSW Responsive Web Design - Zurb
    28. 28. | @ActOnSoftware | #ActOnSW Responsive Web Design - Zurb