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Why Google Hates
Your Website

Mike Turner
Director of Business Development
November 13th, 2013

#123webinar | @webmarketi...
Frequently Asked Questions (FAQs)
Are the slides available?

Yes! Just email
results@webmarketing123.com

@webmarketing123...
About Us
#123webinar | @webmarketing123

3
We are a Full Service

Digital Marketing Agency:
Search Engine Optimization
Paid Search / Display Advertising
Social Media...
What sets
us apart?
#123webinar | @webmarketing123

5
We deliver on

revenue.

Not just leads & traffic.

Each campaign includes:

Business Research + Strategy
Custom Scorecard...
Bonus
Prize
#123webinar | @webmarketing123

7
Tweet the link to our third annual

State of Digital Marketing
(available on Webmarketing123.com)

with the #wm123report h...
Agenda: How to Win Google’s Heart
1

Build a Solid SEO Foundation

2

How Can I Tell if Google Likes Me?

3

On-Page Optim...
Agenda: How to Win Google’s Heart
1

Build a Solid SEO Foundation

2

How Can I Tell if Google Likes Me?

3

On-Page Optim...
How’s your SEO foundation holding up?
Hopefully, better than this.

Let’s find out…

#123webinar | @webmarketing123
How’s your SEO foundation holding up?
Be honest! Ask yourself:
1

Are my keywords mapped?

2

Do I have a link building st...
Build a solid SEO foundation.
Here’s how to get started:
1

Research new keyword opportunities.

2

Identify “low hanging ...
Agenda: How to Win Google’s Heart
1

Build a Solid SEO Foundation

2

How Can I Tell if Google Likes Me?

3

On-Page Optim...
How can I tell if Google likes me?

Dear Google,
Do you like me?
Please check one.

YES

NO

Start with the basics.

#123w...
How can I tell if Google likes me?
First, get the basics right.
1

Install Google Analytics.

2

Install Webmaster Tools.
...
Who does Google love?

WHO

WHY

Ranking Keywords

Amazon.com

Keyword rich content

Hand tools

Wikipedia.com

Lots of in...
How to make Google notice you:

Keywords

Site
Content

Meta
Content

URL’s

Content
Siloing

Successful SEO Campaign

#12...
Get your keywords right.
Optimize your keywords:
1

Go for both generic & “long tail” keywords.

2

Remember, it’s not all...
Get your keywords right.

#123webinar | @webmarketing123
Get your keywords right.
Help Google help you.

Use the Google provided keyword tool.

#123webinar | @webmarketing123
Get your keywords right.
A solid foundation needs a blueprint.

Use a keyword mapping document.

#123webinar | @webmarketi...
Measure true progress.
Use a scorecard to:
1

Establish standard KPIs.

2

Buy senior-level support.

3

Enforce accountab...
Agenda: How to Win Google’s Heart
1

Build a Solid SEO Foundation

2

How Can I Tell if Google Likes Me?

3

On-Page Optim...
Tackle on-page optimization.
3 Key elements of meta content:
1

URL

2

Page-title

3

Description

#123webinar | @webmark...
Tackle on-page optimization.
Include descriptive keywords in page titles.
Keywords in the First or Second Position of the ...
Consider site thematic
structure.
Mobile

Thematically group pages
around keywords.

SMB

Create quality content within
ea...
Agenda: How to Win Google’s Heart
1

Build a Solid SEO Foundation

2

How Can I Tell if Google Likes Me?

3

On-Page Optim...
Think of links like votes.
Relevant Industry
Directories

Video

Blogger Outreach
Press Releases &
Media Coverage

Online ...
Three month game plan.
Low hanging fruit.

#123webinar | @webmarketing123
Three month game plan.
Low hanging fruit.
Press releases.

Source: http://www.prnewswire.com/news-releases/reed-exhibition...
Three month game plan.
Low hanging fruit.
Press releases.
Images & alt-text.

Alt-text: “online presentation software”

#1...
Three month game plan.
Low hanging fruit.
Press releases.
Images & alt-text.
Guest blogging.

#123webinar | @webmarketing1...
Track those new links.

#123webinar | @webmarketing123
Can you attribute SEO to revenue?
Businesses typically implement 2 types of tracking:

1

Tracking form fill outs
stopping...
Can you attribute SEO to revenue?
Tie landing page conversions to revenue in CRM & attribute to mapped
keywords.

You MUST...
Agenda: How to Win Google’s Heart
1

Build a Solid SEO Foundation

2

How Can I Tell if Google Likes Me?

3

On-Page Optim...
Live Site Analyses:
Does Google

Your Website?

#123webinar | @webmarketing123
Ultimately, your business is
losing money by NOT ranking.
Cost of Not Ranking Formula
A simple calculation can inform you ...
Win Google’s heart with

3 Key Actions:
Build a keyword blueprint.

Develop on-page optimization.

Execute a link building...
THANK YOU
Mike Turner
Director of Business Development

Safeguard your rankings from future updates.

Reach out for a copy...
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Why Google Hates Your Website - slides 11/13/13

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Transcript of "Why Google Hates Your Website - slides 11/13/13"

  1. 1. Why Google Hates Your Website Mike Turner Director of Business Development November 13th, 2013 #123webinar | @webmarketing123
  2. 2. Frequently Asked Questions (FAQs) Are the slides available? Yes! Just email results@webmarketing123.com @webmarketing123 Engage with us on Social: facebook.com/webmarketing123 webmarketing123 Get a consultation: Email us at “results@webmarketing123.com” #123webinar | @webmarketing123
  3. 3. About Us #123webinar | @webmarketing123 3
  4. 4. We are a Full Service Digital Marketing Agency: Search Engine Optimization Paid Search / Display Advertising Social Media Marketing Top 500 Fastest Growing Private US Companies #123webinar | @webmarketing123 4
  5. 5. What sets us apart? #123webinar | @webmarketing123 5
  6. 6. We deliver on revenue. Not just leads & traffic. Each campaign includes: Business Research + Strategy Custom Scorecard Tracking Attribution + Data-driven Optimizations #123webinar | @webmarketing123 6
  7. 7. Bonus Prize #123webinar | @webmarketing123 7
  8. 8. Tweet the link to our third annual State of Digital Marketing (available on Webmarketing123.com) with the #wm123report hashtag for a chance to win an iPad mini! Copyright © 2013 Apple Inc. #123webinar | @webmarketing123 8
  9. 9. Agenda: How to Win Google’s Heart 1 Build a Solid SEO Foundation 2 How Can I Tell if Google Likes Me? 3 On-Page Optimization 4 Link Building Strategy 5 Live Site Analyses #123webinar | @webmarketing123
  10. 10. Agenda: How to Win Google’s Heart 1 Build a Solid SEO Foundation 2 How Can I Tell if Google Likes Me? 3 On-Page Optimization 4 Link Building Strategy 5 Live Site Analyses #123webinar | @webmarketing123
  11. 11. How’s your SEO foundation holding up? Hopefully, better than this. Let’s find out… #123webinar | @webmarketing123
  12. 12. How’s your SEO foundation holding up? Be honest! Ask yourself: 1 Are my keywords mapped? 2 Do I have a link building strategy? 3 Does my content align with mapped keywords? 4 Can I track keywords to revenue? If you said “No” to any of these questions… Your SEO could use a little help! #123webinar | @webmarketing123
  13. 13. Build a solid SEO foundation. Here’s how to get started: 1 Research new keyword opportunities. 2 Identify “low hanging fruit.” 3 Set monthly link-building goals. 4 Evaluate keywords based on revenue. 5 Create content for top-performing keyword themes. #123webinar | @webmarketing123
  14. 14. Agenda: How to Win Google’s Heart 1 Build a Solid SEO Foundation 2 How Can I Tell if Google Likes Me? 3 On-Page Optimization 4 Link Building Strategy 5 Live Site Analyses #123webinar | @webmarketing123
  15. 15. How can I tell if Google likes me? Dear Google, Do you like me? Please check one. YES NO Start with the basics. #123webinar | @webmarketing123
  16. 16. How can I tell if Google likes me? First, get the basics right. 1 Install Google Analytics. 2 Install Webmaster Tools. 3 Link the two together. SEO 101 Example. Say you rank on page 3 of Google for “super awesome keyword” but no one clicked on you – Now you can tell. #123webinar | @webmarketing123
  17. 17. Who does Google love? WHO WHY Ranking Keywords Amazon.com Keyword rich content Hand tools Wikipedia.com Lots of indexed pages Anything Gotomeeting.com Team who knows how to court Google. Online meetings Salesforce.com Lost of Inbound Links CRM Don’t be jealous… Get in the game! #123webinar | @webmarketing123
  18. 18. How to make Google notice you: Keywords Site Content Meta Content URL’s Content Siloing Successful SEO Campaign #123webinar | @webmarketing123 Inbound Links
  19. 19. Get your keywords right. Optimize your keywords: 1 Go for both generic & “long tail” keywords. 2 Remember, it’s not all about search volume. 3 Research what pages currently rank for your proposed keywords. 4 Reevaluate your content needs. #123webinar | @webmarketing123
  20. 20. Get your keywords right. #123webinar | @webmarketing123
  21. 21. Get your keywords right. Help Google help you. Use the Google provided keyword tool. #123webinar | @webmarketing123
  22. 22. Get your keywords right. A solid foundation needs a blueprint. Use a keyword mapping document. #123webinar | @webmarketing123 22
  23. 23. Measure true progress. Use a scorecard to: 1 Establish standard KPIs. 2 Buy senior-level support. 3 Enforce accountability. #123webinar | @webmarketing123 23
  24. 24. Agenda: How to Win Google’s Heart 1 Build a Solid SEO Foundation 2 How Can I Tell if Google Likes Me? 3 On-Page Optimization 4 Link Building Strategy 5 Live Site Analyses #123webinar | @webmarketing123
  25. 25. Tackle on-page optimization. 3 Key elements of meta content: 1 URL 2 Page-title 3 Description #123webinar | @webmarketing123
  26. 26. Tackle on-page optimization. Include descriptive keywords in page titles. Keywords in the First or Second Position of the Page Title have the greatest impact! #123webinar | @webmarketing123
  27. 27. Consider site thematic structure. Mobile Thematically group pages around keywords. SMB Create quality content within each section that relate to larger keyword themes. Link pages within the same groups to further strengthen theme of website. Enterprise SMB Enterprise Mobile Other Relevant Internal Pages #123webinar | @webmarketing123
  28. 28. Agenda: How to Win Google’s Heart 1 Build a Solid SEO Foundation 2 How Can I Tell if Google Likes Me? 3 On-Page Optimization 4 Link Building Strategy 5 Live Site Analyses #123webinar | @webmarketing123
  29. 29. Think of links like votes. Relevant Industry Directories Video Blogger Outreach Press Releases & Media Coverage Online Forums (Quora, etc.) Social Media #123webinar | @webmarketing123 Content Syndication
  30. 30. Three month game plan. Low hanging fruit. #123webinar | @webmarketing123
  31. 31. Three month game plan. Low hanging fruit. Press releases. Source: http://www.prnewswire.com/news-releases/reed-exhibitionsdeploys-salesforce-chatter-company-wide-to-accelerate-enterprisecollaboration-105335188.html #123webinar | @webmarketing123
  32. 32. Three month game plan. Low hanging fruit. Press releases. Images & alt-text. Alt-text: “online presentation software” #123webinar | @webmarketing123
  33. 33. Three month game plan. Low hanging fruit. Press releases. Images & alt-text. Guest blogging. #123webinar | @webmarketing123
  34. 34. Track those new links. #123webinar | @webmarketing123
  35. 35. Can you attribute SEO to revenue? Businesses typically implement 2 types of tracking: 1 Tracking form fill outs stopping there. 2 Tying source and keyword theme data to CRM. #123webinar | @webmarketing123 35
  36. 36. Can you attribute SEO to revenue? Tie landing page conversions to revenue in CRM & attribute to mapped keywords. You MUST map keywords! #123webinar | @webmarketing123 36
  37. 37. Agenda: How to Win Google’s Heart 1 Build a Solid SEO Foundation 2 How Can I Tell if Google Likes Me? 3 On-Page Optimization 4 Link Building Strategy 5 Live Site Analyses #123webinar | @webmarketing123
  38. 38. Live Site Analyses: Does Google Your Website? #123webinar | @webmarketing123
  39. 39. Ultimately, your business is losing money by NOT ranking. Cost of Not Ranking Formula A simple calculation can inform you how much revenue you are missing by not ranking on search engines for top keyword themes: Keywords Monthly Search Volume Resource management 673,000 Portfolio management 207,000 Project management software 59,200 It governance 27,600 Software project management 15,700 Project management tools 14,800 It project management Monthly Cost of Not Ranking on these Keywords Click Through Rate (7%, page 1 average) 71,729 new website visitors Visitor to Lead Rate (1-3%, B2B average) 1,793 new leads Raw Lead to Qualified Rate (15%) 269 new qualified leads 12,100 Lead to Sale Rate (10%) 27 new deals Project management office 8,700 Average sale price $100,000 Project portfolio management 6,600 Total Monthly Searches 1,024,700 $2,700,000 monthly revenue Annual Cost of Not Ranking $32,400,000 annual revenue #123webinar | @webmarketing123 39
  40. 40. Win Google’s heart with 3 Key Actions: Build a keyword blueprint. Develop on-page optimization. Execute a link building strategy. #123webinar | @webmarketing123 40
  41. 41. THANK YOU Mike Turner Director of Business Development Safeguard your rankings from future updates. Reach out for a copy of our keyword mapping template. Or, sign up for a complimentary consultation! Email results@webmarketing123.com or call 800.619.1570 #123webinar | @webmarketing123 41
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