Complete overview of SEO strategies for 2020. Includes on-page SEO steps, Off-page SEO strategies and important tools for marketers.

1. SEO
Overview

2. SEO – Search
Engine
Optimization
Maximizing your website traffic by
helping potential customers find your
business on popular search engines.
i.e. Google, Yahoo, Bing.

3. 2020 Statistics
• The United States has the third highest
number of Internet users by country, with 293
million.
• Users of all ages use the Internet in the U.S.
However, a greater percentage of younger
users are online: (Statista)
• 100% of 18- to 29-year-olds
• 97% of 30- to 49-year-olds
• 88% of 50- to 64-year-olds
• 73% of 65-year-olds and older
• More users access the Internet with a Chrome
browser (64.45%) than any other browser.
(statcounter)

4. 2020 Statistics
• Over half of all Google search visits
(61%) take place on a mobile device.
(Statista)
• 90% of mobile time is spent within
mobile apps. (eMarketer)
• Google holds the majority market
share of all search engine activity, with
92.07%. (statcounter)

5. Where do we
start?
Domain Authority – Measurement of root
domains and existing links to your website
compared to your competitors. Google states
they do not rank on “Domain Authority
Scores”; however, relevant, trustworthy links to
your site do carry a significant impact on your
search engine rankings.
Relevance – A website is relevant if the content
matches the user intent. If the keywords
consistently result in users spending time on
your website, Google records this as a relevant
link and your rankings continually improve.
This is why user experience is crucial to a
successful SEO program.

6. Two types of SEO
On-page SEO– keywords, title tags, header
tags, fresh optimized content, user experience,
site speed, security, mobile friendly, URL
structure, internal linking, photo tags and alt
tags, no broken links.
Off-page SEO – links to your website, social
media traffic, directory listings, number of
referring domains, quality of referring domains,
anchor text from links, social media
engagement, shareable content, PR

7. Step one: On Page SEO
Keywords Page Titles
Header tags
(H1)(H2)(H3)
User
experience
Site speed Security
Mobile
friendly
URL
structure
Internal
linking
Photo tags
and alt tags
No broken
links

8. Keywords
Relevance? Choose the best keywords.
One main keyword per page
If possible, use a blog for future long-tail keyword development
Don’t blindly choose your keywords use Google Keyword Tool

10. Keyword Stats 2020-04-08 at 22_00_41
April 1, 2019 - March 31, 2020
Keyword Min search volume Max search volume Competition
food grand junction 100 1,000 Low
restaurants grand junction 1,000 10,000 Low
local pubs 10 100 Unknown
best restaurants in grand junction 100 1,000 Low
places to eat in grand junction 100 1,000 Low
restaurants in grand junction colorado 100 1,000 Low
best places to eat in grand junction 10 100 Low
places to eat in grand junction colorado 10 100 Low
best food in grand junction 10 100 Low
best food grand junction 10 100 Low
new restaurants in grand junction 10 100 Low
lunch grand junction 100 1,000 Low
grand junction restaurant guide 10 100 Low
grand junction places to eat 10 100 Low
best lunch in grand junction 10 100 Low
dinner grand junction 10 100 Low
restaurants near me grand junction 10 100 Low
best place to eat in grand junction 10 100 Low
best lunch grand junction 10 100 Low
food near me grand junction 10 100 Low
dinner in grand junction 10 100 Low
top restaurants in grand junction 10 100 Low
good places to eat in grand junction 10 100 Low
nice restaurants in grand junction 10 100 Low
american restaurants in grand junction 10 100 Low
best restaurants in grand junction colorado 10 100 Low
food grand junction colorado 100 1,000 Low
restaurants that deliver in grand junction 10 100 Medium
grand junction dining 10 100 Low
food in grand junction colorado 10 100 Low
restaurants near grand junction 10 100 Low
best places to eat grand junction 10 100 Low
grand junction restaurant menus 10 100 Low
take out grand junction 10 100 Low
food places in grand junction 10 100 Low
american grand junction restaurants 10 100 Low
restaurants that deliver in grand junction colorado 10 100 Medium
good restaurants in grand junction 10 100 Low
american restaurants in grand junction co 10 100 Low
best places to eat in grand junction colorado 10 100 Low
grand junction restaurants near me 10 100 Low
steak restaurants in grand junction 10 100 Low
steak grand junction 10 100 Low
https://www.handlebargj.com
We can use this keyword tool
historical data to see which
keywords have the most
searches in Mesa County and
choose these keywords as
priorities in our URL Structure,
header tags, title tags and
onsite links.
• Food Grand Junction (Colorado)
• Restaurants Grand Junction
(Colorado)
• Best Restaurants in Grand
Junction
• Places to eat in Grand Junction
• Lunch Grand Junction
• Restaurants that deliver in
Grand Junction

11. Look at the competitor websites.
Are they intentionally using keywords
in their titles, URLs, headers?
Are they using social media?
Are they a national franchise?
Is there room for you in this box?
Top three local box for “restaurants in
grand junction”

12. Top three local box for “Lunch Grand Junction”
Look at the competitor websites.
Are they intentionally using keywords in their titles,
URLs, headers?
Are they using social media?
Are they a national franchise?
Is there room for you in this box?

14. • Site needs updated
• Very little copy.
• Menu is a PDF not
readable from search
engine crawlers.
• No obvious SEO
efforts.
Competition Review

15. Now What?
Based on our review, we decided YES…There is
room for us in the Top Three Local Box for
Restaurants in Grand Junction AND Lunch
Grand Junction.

16. Page titles and header
tags should use your
chosen keywords
Example ProSpace Interiors –
https://www.prospace.biz/sectors/corporate-business-
furniture/
https://www.prospace.biz/sectors/healthcare-
furniture/
https://www.prospace.biz/sectors/education-
furniture/
https://www.prospace.biz/sectors/government-
furniture/
URL structure
H1 Tags

17. <div class="carousel-feature"> <a href="https://powderhorn.com/explore/about/bike-park.html"
target="_self"><img class="carousel-image" src="/images/summer/bike/bike-air.jpg" alt="Powderhorn Bike
Park"/></a> <div class="carousel-information hiddenmw"> <h3 class="hiddenmw">Powderhorn Bike Park</h3>
<p class="hiddenmw">Bike Park season is coming!</p> <p><a
href="https://powderhorn.com/explore/about/bike-park.html" target="_self" class="btn btn-custom-
carousel"><i class="fa fa-arrow-circle-right fa-fw"></i> Learn More</a></p> </div>
Don’t be afraid to look at code.
Firefox – Tools – Page Source reveals the code on the web page you are viewing.
From this code, I can tell the following information:
• Powderhorn is trying to rank for Bike Park
• Powderhorn has appropriately utilized alt text on their images
• This site has H3 tags on this particular keyword
• Images and links include the keyword

18. Security and Mobile Friendliness
Do not begin an SEO Program without addressing these two issues first.
Does your website have an SSL Certificate installed on your website?
If so the address will read https instead of http. Google penalizes sites without updated SSL Certificates installed
through the hosting account.
Is your page mobile friendly? Check here: https://search.google.com/test/mobile-friendly

19. Test Your Website Speed – Use Online Tools
https://developers.google.com/speed/pagespeed/insights/

20. https://gtmetrix.com

21. Image
Optimization
and Title Tags
• Size of images.
• Image compression tools.
• Image titles – preferably images are titled prior to upload. In some platforms that are not
WordPress, you will not have the option to change the title after upload.
• Image Alt. Text – Important and read by search engines. Make the image Alt Text and Title
match the Keyword on the page titles for optimum results.

22. Internal Linking
Internal linking provides clear paths for spiders to crawl and analyze your website content and structure.
Use the intended keyword for the page you are linking to in the anchor text of the link.
Use as many as possible without losing user experience.

23. Google Analytics Metrics to Watch for Your On-Page SEO
Bounce Rate – How many people left your site after only viewing one page? Check by page. High bounce rate
score is bad. The lower the number the better.
41-55% is average, lower is excellent, If bounce rate is over 70 look for reasons people are dropping off
Pages Per Session – How many pages do people visit on your website? Can you increase it with better link
building and user experience?
Organic Search Engine Traffic – What keywords are people using to find your website? What opportunities are
you missing.
Social Traffic – How many users come from social platforms.
If you find yourself responsible for SEO. Familiarize yourself with as many Google tools as possible. This must
include the following platforms:
Google Analytics
Google Developers (formerly Search Console)
Google Adwords
Google Places for Business

24. Step Two: Off Page SEO
Links to your
website
Directory
Listings
Referring
Domains
Social Media
Engagement
Anchor Text PR
Shareable
Content

25. Factors that influence
the Google Local 3 pack
• Directory listings, especially Google my
Business and links account for 51% of the
Local Box rankings.
• Increasing Google and Yelp reviews
helps improve your Google ranking.
• On-page optimization still matters
Ranking in local search is the easiest way to grow your
online business listing. Google’s research on local
search behavior found that 50% of consumers who
conducted a local search on their smartphone visited
a store within a day, and 34% who searched on
computer/tablet did the same.

26. Link Building
Strategies
• Directory Links – Bing for Business, Yelp, YP, Industry
Specific, Yahoo, etc.
• Partner Organizations – Associations, Chambers,
Affiliates, Community Links .org .gov
• Blogs – Rich anchor text from trustworthy bloggers
• Press Releases and News – Online pickup increases
backlinks
• Advertising – Paid articles, Adwords, Ads on trusted
websites
• Social Shares – Traffic from social sites to your website
via. shared links and FRESH CONTENT

27. Directory Listing
Management
NAP (name, address phone number)
consistency 100%
Tools Available to ensure your NAP is
consistent and your links are distributed
throughout all possible listings.
• YEXT
• MOZ Local
• SYNUP
• Advice Local
Industry specific links will need to be
manually managed. i.e. Lawyers.com,
tripadvisor.com, etc.

28. 53% of your websites
ranking factors are from
off-page SEO efforts

29. Content
Marketing
Statistics
https://www.siegemedia.com
51% of content consumption derives from organic search.
78% of content marketers incorporate press release
services into their content strategy.
56% of businesses reported they want to increase their
content creation spending.
62% of companies that have 5,000 employees or more
produce daily content.
Email campaigns (87%) and educational content (77%)
are the top content marketing methods B2B marketers
use to support and develop their audience.
49% of B2C marketers choose to outsource their content
creation.

30. FRESH,
FREQUENT
CONTENT
Benefits –
1. Increase in social traffic
2. Increase in overall traffic
3. Force Google to crawl more often
4. Increase customer engagement with
your brand and your website.

31. FRESH,
FREQUENT
CONTENT
News and information.
New products.
New employees.
Project portfolios/case studies.
New pages about specific services.
New on-site links.
New links to other websites.
Job Openings.
Blog topics about your keywords.
Video.
Podcast.
Long form articles.
Infographic.

32. SEO TOOLS
FOR
MARKETERS
• MOZ Local
• Yoast
• Quick Sprout
• DMOZ Registration
• WooRank
• SEM RUSH
• Ahrefs
• Google Search Console/Developers
• Spyfu
• Screaming Frog

33. Questions?

34. Thank You!
Bridgett Gutierrez
Ryan/Sawyer Marketing