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Under The Hood:Breaking Apart A #1 Search Ranking
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Under The Hood:Breaking Apart A #1 Search Ranking

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Presentation that provides practical strategies for accounting firms and others on what steps they can take to obtain and properly leverage a #1 ranking on Google - Flashpoint Marketing - CPA Firm SEO

Presentation that provides practical strategies for accounting firms and others on what steps they can take to obtain and properly leverage a #1 ranking on Google - Flashpoint Marketing - CPA Firm SEO

Published in: Business, Technology

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  • Excellent way to get a number 1 ranking on a topic
  • Excellent way to get a number 1 ranking on a topic
  • Transcript

    • 1. #PSTech #aamkt Brian D. Swanson Flashpoint Marketing UNDER THE HOOD: BREAKING APART A #1 SEARCH RANKING
    • 2. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Speaker Introduction Brian D. Swanson • 15 Years Accounting Marketing & Business Development Experience • Former Big 4 & Regional Firm Marketing Director • SEMPO Certified in Internet Marketing • SEMPO Certified in Advanced Search Engine Optimization • MBA in Finance & Accounting
    • 3. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing How Does SEO Work? Most Know Just Enough to Be Dangerous
    • 4. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Quality Rankings Almost anyone can get a #1 Ranking Keyword Term: Accounting Firm SEO
    • 5. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Group Audience Poll What Must a Webpage Have to Obtain a Quality #1 Ranking?
    • 6. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Effective Website Marketing Engaging Content Search Engine Optimization Conversions What are you offering? How are prospects finding it? What actions are they taking?
    • 7. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing How Do People React? How Alluring is Your Website’s Content?
    • 8. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Reflect on Your Website’s Content: • Dynamic versus Static • Us versus You • Overly Technical versus Common Vernacular • Current Events versus Months Old News • Audience Relevant versus Irrelevant • Unclear versus Clear Call to Action (Assuming there is a call to action) Assess Your Content Content is Your Website’s Product & Attraction
    • 9. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Develop a Strategy Getting Started: • Who does this site target? • Is there a niche area we want to highlight? • What information are clients searching for? • What type of content do customers want from us? • How do we attract prospects? • How is our content reinforcing our brand promise? • What is/are the objectives of our strategy?
    • 10. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Align Content & Sales Cycle Awareness ActionPreferenceInterest Position Content to Speak to Each Phase of the Buying Cycle Identify the Problem Explain the Cause Introduce Your Solution Develop Trust – Build Value Overcome Obstacles
    • 11. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Examples Issue Based Content • Establishes Awareness • Explains the Cause • Discusses Options • Reveals How Companies may be Impacted • Offers Solutions
    • 12. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Examples Service Based Content • Identifies an Issue • Explains the Cause • Builds Trust with Reader • Discusses A Solution
    • 13. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Content Development Ideas Build onto Existing Content • Create Sub-Pages Detailing Key Aspects of Service Offered • Develop Thought Leadership – Blog Posts, Whitepapers, etc. • Get Interactive – Surveys, Questionnaires, Checklists • Demonstrate Value Through Testimonials • Demonstrate Knowledge Through a “Resource Center” • Use Videos to Help Visitors “Experience the Content” – Recorded Webinars, Presentations, etc. What Can You Offer Others Aren’t?
    • 14. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Examples
    • 15. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Content Management Creating a Process • Create a Content Calendar • Engage Partners, Managers & Supervisors • Create Criteria for Eligible Content • What if I Can’t Write - What Do I Write About? • Provide Examples of Past Published Content • Remember to Offer Flexibility in the Process • Offer Support From Marketing Answers Questions & Concerns Before They Arise
    • 16. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Which Path Do You Offer Visitors To Find Your Content? Search Engine Optimization
    • 17. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Evolution of SEO The Process of Optimization Has Changed • Rankings Based on User Experience • Social Search – Social Media Influences Search Results • Geographical Based Search Results • Google Autocomplete – Suggests Search Terms • Google Freshness Update • Google Author Link • Google Plus – Completely Changes Search Results Based on Network
    • 18. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Foundation for a #1 Ranking Essential Elements for Effective SEO • Engaging Content • Keyword Strategy – Longtail vs. Specific Terms • Meta Tags – Title, Description, Keywords • Heading Tags – H1, H2, H3 • Customized URLs – CMS Required • Social Media – LinkedIn, Facebook, Twitter • Link Building – Online Press Releases, Interviews, Blog Posts This is the 10,000 Foot View
    • 19. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy Awareness ActionPreferenceInterest Identify the Problem Explain the Cause Introduce Your Solution Develop Trust – Build Value Overcome Obstacles Identify Keywords for Stages of the Sales Cycle Different Stages = Different Terms
    • 20. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy This Website is Focusing Ohio Rich Keyword Terms
    • 21. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy This Webpage Has A More Focused Keyword Strategy
    • 22. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Keyword Strategy • Individual Terms vs. Phrases – What does this tell us? • Home Page vs. Interior Page • Less Descriptive vs. More Descriptive • Vegas CPA vs. Las Vegas Tax Accountant New Business • Impact on Ranking Position – Less Companies Competing • More Modifiers Mean Closer to Purchase
    • 23. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing On Page Optimization Meta Title Tags Customized URL H1 Title Tag
    • 24. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing On Page Optimization Meta Description Meta Keyword Meta Title Tags
    • 25. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media Common Objections to Social Media • Who will Maintain It? • What will we Talk About? • How will we Get Followers? • Our Clients aren’t Interested • We won’t Get Any Leads • We don’t Have Many Followers • I Don’t Have Time MY FORMER BOSS
    • 26. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media Why is Social Media Important for SEO? Social Media Indicates What Fresh & Relevant
    • 27. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media How Social Media Impact Rankings • Gets Your Content Found & Indexed Faster • Likes, Shares, Re-tweets Send Positive Signals to Search Engines • Content Ranked Higher For Those Connected to You • Natural Source of Inbound Links • Increases Your Domain Authority • Increases Author Rank (Google & Bing) Don’t Ignore Google Plus!!!!!!
    • 28. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media Annotations in Search Results Author Highlights
    • 29. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media
    • 30. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing SEO + Social Media
    • 31. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions Does Your Site Offer Samples? Do They Attract Prospects?
    • 32. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions The Percentage of Total Visitors Who Come to the Website, Follow Through After Clicking on the Company's Desired Call to Action - Submit Information, Download a Whitepaper, etc
    • 33. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions Why Are Conversions Important • True Test of a #1 Ranking • Identifies What Visitors Should Do • Creates Initial Exchange Between Prospect & Firm • Provides Something of Value to Prospect • Allows You to Collect Useful Marketing Information • Transforms the Website Experience for the Prospect
    • 34. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    • 35. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    • 36. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    • 37. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversion Example
    • 38. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Conversions Most Important Aspect of a #1 Ranking
    • 39. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Putting It Together Brian D. Swanson • #1 Ranking Alone Has Little Value • Engaging and Fresh Content is Essential to Success • Effective SEO Allows Your Site to be Found by Qualified Prospects • Social Media is Important to Influencing Search Engines & Improving Rankings • Make Sure You Have A Conversion Strategy for Each Page of the Website
    • 40. The Association for Accounting Marketing #PSTech #aamkt The Association for Accounting Marketing Questions Brian Swanson Flashpoint Marketing bswanson@flashpointmarketing.biz 612-886-3561