How SEO & Good Content Strategy Impact Online Performance

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A look at SEO elements and how content development and strategy plays a role in overall marketing performance online

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How SEO & Good Content Strategy Impact Online Performance

  1. 1. How SEO and Good Content Impact Online Performance
  2. 2. SEO Seminar Event
  3. 3. Outline • Basics of SEO & the Search Market • What SEO Means to the Bottom Line • SEO is Really About Content • Focus & Measure: Choosing the Right Targets
  4. 4. BASICS OF SEO & THE SEARCH MARKET
  5. 5. What is Search Engine Marketing? SEM is the promoting a websites through increased visibility in search engine results pages (SERPs) Two Methods: Organic Search Paid Search
  6. 6. The image to the left is a Search Engine Results page or SERP. This page has several components. In green are the Organic Search results. These are pages that Google has determined match the user’s query. In pink are the Paid Search results. These are listing companies pay to have shown. These ads are set up to match selected Keywords. Search Engine Results Page Paid Results Organic Results
  7. 7. Organic Search (SEO) v. Paid Search (PPC) 90% of Clicks 10% of Clicks More than 50% of search queries have no ads at all
  8. 8. The SEM Continuum Users will refine or be more specific in searches as they get close to transactions
  9. 9. Goal of Search Engines To find web pages that provide the best information on the internet for its users. Determine intent, context and proximity
  10. 10. Search Engine Optimization The techniques that help your website rank higher in the organic/natural search results. It helps the people find your product or service online!
  11. 11. Search Engine Spiders Crawl through your website content and rank you on quality and connections
  12. 12. Search Engine Indexing
  13. 13. CMS Fields for SEO Title Tag Meta Description URL Hierarchy
  14. 14. Title Tag: is the title of the web page shown for the results. This information is stored in the web code in <title> tags. Page URL: is exact URL for the page – generally matches structure in CMS. Meta Description: is the phrase or words that describe the page. This information is stored in the web code in <meta description> tags. Search Engine Results Elements Title Tag Page URL Meta Description
  15. 15. Experts Take on Google Ranking
  16. 16. Connections & Link Authority Your Website About Cats Cat Blog Cats.com
  17. 17. It’s Like High School Popularity
  18. 18. The Faces of Google’s Algorithm Panda Penguin
  19. 19. How Many Monthly Searches? Almost 20 Billion
  20. 20. Who Owns the Search Market? Google +66%
  21. 21. WHAT SEO MEANS TO THE BOTTOM LINE
  22. 22. 88% of People only click on Page 1 results Page 1 Results
  23. 23. SEO + Paid Search Impact
  24. 24. What That Means To You For the term “ink cartridges” there are an average of 1.2 million monthly searches
  25. 25. What That Means To You If you are listed #1: 1.2 mill x 42.1 % = 505,200 clicks
  26. 26. What That Means To You If you are listed #10: 2.2 mill x 3.0 % = 36,000 clicks
  27. 27. What That Means To You 469,200 missed opportunities
  28. 28. Business Impact Even if only .1% of those clicks turned to leads/sales, it would generate over 469 leads per month
  29. 29. Business Impact If you make $5 on every cartridge that you sell, that would equate to $2345/month $28,140/year
  30. 30. YOU CAN USE SEO METRICS TO CREATE BUSINESS CASES TO SUPPORT OTHER WORK.
  31. 31. SEO IS REALLY ABOUT CONTENT
  32. 32. Content First
  33. 33. Content Always
  34. 34. Don’t Squeeze It In!
  35. 35. Plan for Content Integration in Marketing
  36. 36. Content Consumption
  37. 37. Popular Types of Content
  38. 38. Avoid Duplicate Content & Domains The Search Engines Don’t Like It!
  39. 39. Rule For Avoiding Duplication • Do not have multiple domain names that end up show all the same pages www.Company.com www.CompanyName.com • Do not have multiple URLs with the same exact content • Try to keep each page to One (1) topic • Write original <title>, <meta description> and <h1> tags for each page
  40. 40. Meta Information Counts Keep to the designated counts for each search engine. The counts include spaces. Google: • Title - 69 characters • Description - 156 characters Yahoo!/Bing • Title - 72 characters • Description - 161 characters
  41. 41. 3 Times + 1 is the Charm Be consistent when writing <meta description>, <title> and <h1> tag. By putting a keyword in all three areas, it will help the search engines know this is an important term. REMEMBER: You need to use these keywords in the <body> copy of the page as well.
  42. 42. Focus & Measure: CHOOSING THE RIGHT TARGETS
  43. 43. Challenges
  44. 44. Should you write about Printer Cartridges or Ink Cartidges?
  45. 45. Google Keyword Volume
  46. 46. Don’t Forget the Humans
  47. 47. Which search will not only net more online activity but more relationships, leads and sales?
  48. 48. Who Consumes Your Content?
  49. 49. WRITE AND MARKET FROM YOUR AUDIENCE NEEDS OUT, NOT FROM THE KEYWORDS IN
  50. 50. YOU CANNOT IMPROVE THAT WHICH YOU DO NOT MEASURE
  51. 51. Analytics Tracking Establish Goal Reports
  52. 52. Keyword for Goals
  53. 53. Measuring The Metrics
  54. 54. Segmenting Search
  55. 55. Tracking Keyword Groups
  56. 56. LINDA NAWROCKI ONLINE MARKETING STRATEGY

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