5 Steps to Higher Google Rankings
 

5 Steps to Higher Google Rankings

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How many of Google’s billion daily queries are relevant to your company, and how many of these potential leads did you capture? ...

How many of Google’s billion daily queries are relevant to your company, and how many of these potential leads did you capture?
With an effective SEO (Search Engine Optimization) strategy, you can answer this question and meaningfully impact revenue at your company. It’s no mystery that ⅔ of B2B marketers are increasing their investment in SEO- it’s long been considered the most cost-effective tool for lead generation.
• Target keywords that will drive conversions, not just traffic
• Follow the best practices for creating well-written, SEO-friendly website content (‘Panda’ and ‘Penguin’ Updates have changed the rules)
• Boost rank and qualified traffic through Google-safe link building and promotional strategies

Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

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5 Steps to Higher Google Rankings 5 Steps to Higher Google Rankings Presentation Transcript

  • SEO Fundamentals:5 Steps to Higher Google Rankings Today’s Hosts: Mike Turner Senior SEO Strategist Travis Low General Manager facebook.com/webmarketing123 webmarketing123 @TravisLowSEO @Webmarketing123 #wm123
  • SEARCH ENGINE PAY PER CLICK SOCIAL MEDIA OPTIMIZATION MANAGEMENT MARKETING•  Founded in 2004 •  Proprietary Attribution Tool•  Custom KPI-based Scorecards •  120+ Clients @TravisLowSEO @Webmarketing123 #wm123
  • Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123  Want to learn more? Request a Complimentary SEO Assessment Today. @TravisLowSEO @Webmarketing123 #wm123
  • Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  • There are 4 billion searches on Google every day. @TravisLowSEO @Webmarketing123 #wm123
  • Can Your Customers Find You?If you aren’t on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 @TravisLowSEO @Webmarketing123 #wm123
  • Can Your Customers Find You?2/3 of the clicks go to the top 3 results Official Google Blog @TravisLowSEO @Webmarketing123 #wm123
  • Step 1:Understand how Google ranks websites @TravisLowSEO @Webmarketing123 #wm123
  • 1    Allow Google To Recognize Your Keywords What We See @TravisLowSEO @Webmarketing123 #wm123
  • 1    Allow Google To Recognize Your Keywords What We See What Google Sees @TravisLowSEO @Webmarketing123 #wm123
  • 1Search Spiders Determine Your VisibilitySearch bots identify your sites theme and relevance to queries Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 @TravisLowSEO @Webmarketing123 #wm123
  • 1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page Crawling: •  Discovering new and updated pages on the web @TravisLowSEO @Webmarketing123 #wm123
  • 1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page Crawling: •  Discovering new and updated pages on the web Indexing: •  Compiling data from crawls into data centers @TravisLowSEO @Webmarketing123 #wm123
  • 1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page Crawling: •  Discovering new and updated pages on the web Indexing: •  Compiling data from crawls into data centers Serving Results: •  Based on relevancy •  Over 200 factors considered •  Content, keywords, links @TravisLowSEO @Webmarketing123 #wm123
  • 1How Does Google Determine Rankings? Is Company.com’s website relevant to the searcher’s query? Does the site have Authority? Does it have Quality Content? How many other sites link back to Company.com? Are there HTML errors or violations of Webmaster Guidelines? @TravisLowSEO @Webmarketing123 #wm123
  • 1How Does Google Determine Rankings? @TravisLowSEO @Webmarketing123 #wm123
  • Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  • Step 2:Keyword Research @TravisLowSEO @Webmarketing123 #wm123
  • 2Optimize Your Keyword Selection @TravisLowSEO @Webmarketing123 #wm123
  • 2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords @TravisLowSEO @Webmarketing123 #wm123
  • 2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords @TravisLowSEO @Webmarketing123 #wm123
  • 2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords @TravisLowSEO @Webmarketing123 #wm123
  • 2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.google.com/insights/search @TravisLowSEO @Webmarketing123 #wm123
  • 2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.google.com/insights/search @TravisLowSEO @Webmarketing123 #wm123
  • 2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.thinkwithgoogle.com @TravisLowSEO @Webmarketing123 #wm123
  • 2Review: Choose the Right KeywordsKeyword selection determines the course of your campaign•  Start with what’s working•  Expand on your keywords: brainstorm and test variations for search volume & relevance•  Have a mix of both head and “long- tail” terms•  Hint: Don’t focus just on search volume•  Google your proposed search terms to see if the sites ranking on page 1 are relevant to what your business offers•  Look at search trends for your proposed keywords @TravisLowSEO @Webmarketing123 #wm123
  • Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  • Step 3:Benchmark yourcurrent rankings @TravisLowSEO @Webmarketing123 #wm123
  • 3“100” means not showing up on thefirst 10 pages of search results, eachof which displays 10 websites @TravisLowSEO @Webmarketing123 #wm123
  • 3@TravisLowSEO @Webmarketing123 #wm123
  • 3@TravisLowSEO @Webmarketing123 #wm123
  • 3@TravisLowSEO @Webmarketing123 #wm123
  • And in relation to your competitors @TravisLowSEO @Webmarketing123 #wm123
  • 3@TravisLowSEO @Webmarketing123 #wm123
  • Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  • Step 4:Integrate Keywords into your website @TravisLowSEO @Webmarketing123 #wm123
  • 4Map Targeted Keywords Page By PageDevelop a “mapping” document that targets 3-5 keywords per page @TravisLowSEO @Webmarketing123 #wm123
  • 4 Develop Content Silos Consider your site’s thematic structure•  Thematically Group Pages Mobile Around Keywords SMB Enterprise•  Link Pages Within The Same Groups To Further Strengthen Theme of Website SMB Enterprise Mobile•  Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages @TravisLowSEO @Webmarketing123 #wm123
  • 4       Weave Your Keywords Into Your Website •  Search engines learn what your site is about by reading your content @TravisLowSEO @Webmarketing123 #wm123
  • 4       Weave Your Keywords Into Your Website •  Search engines learn what your site is about by reading your content •  Optimal site content will sound natural to readers but also include mentions of targeted keywords @TravisLowSEO @Webmarketing123 #wm123
  • 4Write For Your ClientsDevelop naturally written, “non-spammy” content Do: •  Since the most recent algorithm updates, this is no longer optional! •  Write for your reader, not the writer! •  Establish a natural, engaging tone of voice •  Pay attention to grammar & errors (Google sees these as a sign of web-spam) @TravisLowSEO @Webmarketing123 #wm123
  • 4Write For Humans, not Search RobotsDevelop naturally sounding, “non-spammy” content Do: •  Since the most recent algorithm updates, this is no longer optional! •  Write for your reader, not the writer! •  Establish a natural, engaging tone of voice •  Pay attention to grammar & errors (Google sees these as a sign of web-spam) Don’t •  Try to trick search engines with manipulative tactics •  Use Flash much (it frustrates folks on mobile devices!) •  Don’t overuse your keywords: Read it out loud for a reality check @TravisLowSEO @Webmarketing123 #wm123
  • Integrate Keywordsinto the part of yourwebsite only Google sees @TravisLowSEO @Webmarketing123 #wm123
  • 4Meta ContentThe Key Elements: 1. URL 2. Page Title 3. Description @TravisLowSEO @Webmarketing123 #wm123
  • 4Meta Content Facebook Groups: B2B Lead GenInclude descriptive keywords and phrases in page titlesKeywords in the First or Second Position of the Page TitleHave the Greatest Impact! @TravisLowSEO @Webmarketing123 #wm123
  • Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  • Step 5:Remove Obstacles to Showing Up in Search Results @TravisLowSEO @Webmarketing123 #wm123
  • 5Step 1: Configure your Webmaster Tools @TravisLowSEO @Webmarketing123 #wm123
  • 5Step 1: Configure your Webmaster Tools Check your Messages for “Unnatural Link Notices” @TravisLowSEO @Webmarketing123 #wm123
  • 5Step 1: Configure your Webmaster Tools Check the status of your metadata @TravisLowSEO @Webmarketing123 #wm123
  • 5Step 1: Configure your Webmaster Tools Create and Submit a Site Map @TravisLowSEO @Webmarketing123 #wm123
  • Have Storefronts?Use Google Places @TravisLowSEO @Webmarketing123 #wm123
  • 5 Set up Google+Use the Button Add a G+ BadgeCustomize your +1 button and +snippet•  http://www.google.com/webmasters/+1/ button/ @TravisLowSEO @Webmarketing123 #wm123
  • Watch Your Organic Search Traffic Measure the effectiveness of your SEO effortsFilter out “branded”traffic @TravisLowSEO @Webmarketing123 #wm123
  • Keep UpOn a monthly basis, on and off-page optimizations need towork in tandem to drive continued success. Rely on analytics toguide decision making. On-Page Changes Measuring Link Building Improvement in Rankings, Site Engagement, and Lead Flow Tracking Spider Crawls Monitoring Visitor Analytic Data @TravisLowSEO @Webmarketing123 #wm123
  • Key Takeaways •  Improving Your Google Ranking is Attainable: It takes painstaking, detailed work to optimize a website. Fortunately, your competitors may not have done it, either. Get ahead of them. •  It’s all about the Keywords: Executing SEO correctly requires not just a brainstorming session but an ongoing commitment. Optimizing for a set of keywords requires relevant content, website structure and inbound links (we’ll talk about that in another webinar). •  Write for Humans: The same factors that make a website compelling to the user now earn ranking power with Google. @TravisLowSEO @Webmarketing123 #wm123
  • What can you gain from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors ‘Cost of the Problem’ Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Mike.T@webmarketing123.com facebook.com/webmarketing123 webmarketing123 @TravisLowSEO @Webmarketing123 #wm123