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Website SEO Strategy WordCamp Raleigh

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Website & WordPress SEO Strategy WordCamp Raleigh, NC

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Website SEO Strategy WordCamp Raleigh

  1. 1. SEO Strategy for Websites & Blogs WordCamp Raleigh Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  2. 2. SEO Strategy for Websites & Blogs Find the following presentation & others referenced here on www.slideshare.net/jakeaull Jake Aull has written WordPress SEO Success for Pearson Prentice-Hall – their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first social media marketing text book.
  3. 3. !  T.O.C. !  Digital Marketing & SEO Objectives !  SEO Strategy & Plan !  Architecture & Linking !  Social Media !  SEO Stages of Execution !  SEO Details – Breakdown of Stages !  Review Intro…
  4. 4. Questions & Planning Jake Aull
  5. 5. !  One big happy/dysfunctional family? !  Digital research !  Technical/code integrations !  Content planning/writing !  Off-site implementations (i.e., backlinks) !  Social media integrations !  Location directories and profiles !  “Making Google Happy” What’s SEO & How Does it Apply to You?
  6. 6. !  Goals? !  SEO !  Marketing/digital !  Content/social !  Strategy !  Tactical implementations !  Content channels integrations !  Analytics !  Proving goals results Driving Questions
  7. 7. !  Nature of website !  Brochureware !  eCommerce !  Blog/magazine !  Forum/social site !  Advertising/landing page !  Directory !  Mobile (all websites today need to be mobile responsive) !  **(Note: Plenty more website types in the book WordPress SEO Success) Driving Questions
  8. 8. Digital Marketing & SEO Objectives Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  9. 9. -  Page rank -  Top/first page results goals (specific keywords) -  PPC and first-page real estate -  Total SERP coverage (& brand mentions) -  Competitive -  Suppress bad reviews (reputation management) -  Location-based SEO -  First-time search or new site (& brandname SEO) -  Social Media Optimization SEO (& PPC) Objectives
  10. 10. SEO Stages of Execution Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  11. 11. !  Strategy & Discovery !  Keyword Analysis & discovery !  Marketing strategic alignment !  SEO plan !  Keyword/copywriting plan !  Implementation & Programming !  Coding keywords & tags !  Robots.txt file !  Sitemap.xml !  Canonicalization !  Redirects !  Search engine integrations !  Analytics integrations & auto-reporting !  Geo-local integrations !  Google Images, video, etc. The Stages of SEO
  12. 12. !  Off-site Activities !  Local directories set-up !  Submission to social bookmarking sites & blog search engines !  Articles & PR publishing !  Obtaining one-way inbound links !  Ongoing Maintainance !  Add new/SEO new content !  Reviewing analytics !  Checking for search engine errors The Stages of SEO
  13. 13. SEO Content Strategy Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  14. 14. !  PROBLEMS TO SOLVE: !  BENEFITS: !  Why should customers visit our site or buy our product? !  WHAT IS THE BRAND PERSONALITY WE WANT TO PROJECT? !  Tone of copy: !  MARKETING/DIGITAL STRATEGY: !  Existing: !  Proposed: !  POSITIONING STATEMENT OR USP: Keyword Discovery & Content Strategy
  15. 15. !  TARGET AUDIENCE: !  CURRENT TARGET CUSTOMER BELIEF !  CURRENT TARGET CUSTOMER CLICKING/BUYING BEHAVIOR !  DESIRED FUTURE CUSTOMER BELIEF !  DESIRED FUTURE CUSTOMER CLICKING/BUYING BEHAVIOR !  WHY SHOULD CUSTOMER BEHAVE THIS WAY? !  TARGET CUSTOMER INSIGHT: !  KEYWORDS: !  Previous website & competitor keywords !  Client list !  Post-analysis recommendations Customer Targeting & Journey
  16. 16. SEO & Site Architecture Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  17. 17. SEO  Sitemap  guide  for  20-­‐25pg  website   Home           |                                   |       |   |   |   |   |   |   main  naviga,on   Floor  Services   Success  Stories   Who  We  Serve   About  Acme  Floor   Floorwork  Photos   Contact   News  &  Blog   |   |   |   |   |   |   |   Hardwood   Floor  Case  Studies   Commercial  Floors   Hardwood Experts Hardwood Photos Direc,ons   Press   |   |   |   |   |   |   Home  Carpet   Tes,monials   Home  Flooring   Carpet Experts Carpet Images Decor  Blog   |   |   |   |   Office  Floors   Decor  Partners   Mission/vision Business Floors (footer   menu):   Home   -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ -­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐-­‐ -­‐-­‐   Legal?   LEGEND:                                           Box  item    =  menu/sub  menu  item           Do.ed  box    =  possible,  future  menu  item?           Green  &/or  italic  text    =  Descripter  text  not  going  on  website          
  18. 18. Site architecture planning •  Plan your website upfront for keyword-driven pages •  The power of the Footer navigation •  Linking throughout the site: •  It sounds cumbersome, but plan links through every page and blog post of your site if possible. When you write up your sitemap, plan which pages you want to link to the next, and so on and so on. •  Link planning doesn’t require a long list of links on your website’s pages! •  Target a primary link (maybe 2 or 3) to show, and push web users continually through your site. •  In a perfect world, every page/post gets 1 link.
  19. 19. Site architecture planning •  Blog/news: •  This can especially work for the blog section of your site – you can continually link to/from those posts to distribute link juice. •  Mobile sites •  Nav/architecture •  Most important content (keyword-focused) •  Local apps integrated (Apple maps, Google maps)
  20. 20. !  Link Building: !  Quality and relevance over quantity !  Press release/white paper placement !  Local SEO !  Social media !  Ideal to obtain inbound links without exchanging equal two-way links !  (Never buy links!!! And note that too much, or bad, link building will hurt you! Be careful) !  Brand-side SEO simplified !  Copywriters who know your industry best !  Keyword evaluation !  Monitoring !  Sharing/link building !  Industry directories, trade shows, etc. Off-Site Links & Brand-Owned
  21. 21. !  Inbound web links (a.k.a. backlinks and referrals) are helpful. Here's why: !  They increase paths to the target – more ways and places for visitors to find the site. !  They create alternative entry paths for crawlers to specific web pages (even when the target site is not optimized for search engines). !  Good ones do help search rankings (if they’re one way/inbound). Inbound & Social Links for SEO
  22. 22. !  Inbound links represent a solid, alternative (to in-site) web metric. They gauge the content value and referral traffic of a site in the online marketplace (especially valuable if there are issues with existing in-site SEO or analytics). !  They also can be alternate drivers to lead-gen pages. !  They get shared among web users and multiplicity of network effects occurs. Inbound & Social Links for SEO
  23. 23. Relational Relevant Links •  What Google looks for: •  Do the sites and links relate to each other? •  Are the directories relevant? •  Vertical (industry nice) vs. locational relevance •  Local channels are very beneficial. •  Even if you are an eCommerce, if you have a location I would still consider optimizing location-based profiles. Because Google loves Google+Local. And Bing loves Bing Local and Yahoo!Local. •  And have you ever searched for any businesses or products, only to see Yelp and YP listings on first page of results? They’re there – use them if you can.
  24. 24. *Link Addendum !  *Want to know more about Link Strategies? Did you know what Anchor Text is? Did you know to no longer make anchor text keyword rich? If you want more, see my webinar hosted by SEMrush on SEO Link Strategies & Anchor Text, or see my sources: ow.ly/DK7oq
  25. 25. SEO Plan Inputs Jake Aull | ZenFires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  26. 26. !  Resources !  Personnel !  Roles !  Content sources !  Sites/Technology in-place !  Keyword Research Plan Inputs
  27. 27. !  Depth for Execution !  Amount of pages/content !  Non-Text Opportunities !  Image !  Video !  Audio !  Social integrations !  Plugins !  Mobile Plan Inputs
  28. 28. !  How much do you actually know? !  How much time do you have? !  How many people are helping? !  Will you break the site &/or Google? Know Your Limits
  29. 29. !  Technology: !  Google AdWords Keyword Research Tool (best data) !  Bing Webmaster Tools !  Other keyword/SEO research tools such as SEMrush (good spy data) and KeywordSpy (easy, but less accurate data) !  Social media keyword research such as SocialMention.com !  Competitive analysis/keywords !  Competitors !  Industry thought-leaders/bloggers !  Comparable industry digital marketing leaders !  Organic, PPC and social Keyword Research Inputs
  30. 30. !  Your website historical analytics !  Past organic keywords !  Favorite pages of your site !  Blog categories/tags !  Your past PPC performance !  (even if flawed) !  Your social media top clicks/likes/shares Keyword Research Inputs
  31. 31. Content Strategy & SEO Process Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  32. 32. The importance of good Keyword drivers •  Good copywriting is vital – and can be used in conjunction with good keywords! •  Copywriting can be built on primary keywords for a page/post. •  Find the junction of readability, SEO, copy hooks and website usability •  Link bait: •  Good writing intrigues readers to read on and share your link •  CTAs: •  You need good calls-to-action – ensure your reader takes the next step and links to where you drive them!* *(for more see my aforementioned SEMrush webinar at ow.ly/DK7oq)
  33. 33. !  Web page titles and relevant copy (semantic content) !  You can search for your blog phrase in search engine… !  Web writing with keywords !  Writing for audience or writing for search engines? !  Tone and positiveness !  No stealth blogging !  Clickstream and customer journey !  Why Blog? !  “Blogging” for both search engines and purchase decisions !  Social media content and relevance† †(for more on this, see my WordCamp Atlanta presentation on Social Media Uses for WordPress Sites http://bit.ly/1IFiyKb) Writing & Keywords
  34. 34. SEO Web Page Plan
  35. 35. Strategic content managers •  The emphasis on content, and link, quality has helped drive the new generation of “content managers.” •  Whether using social media, copywriting, video or SEO technology, content to meet digital marketing goals is the strategy. •  And today, it’s a strategy more of quality than quantity – for Google and for social media engagement. •  So today we want “link engagement;” backlinks from social engagement strategies, relevant content and referral sites – everything we’ve discussed here.† †(for more on this, see my WordCamp Atlanta presentation on Social Media Uses for WordPress Sites http://bit.ly/1IFiyKb)
  36. 36. SEO Details – Breakdown of Stages Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  37. 37. !  Content/Inputs: !  Client measurement assessment !  SEO goals discovery !  Client-provided keywords assessed !  Content/keyword analysis of past client site !  Keyword research, analysis and comparison !  Tools: !  Pro SEO tools utilized: Google AdWords keyword planner tool, SEO Book Tools, iSpionage, Open Site Explorer !  .xls report downloads, aggregated spreadsheets !  Reports/Outputs: !  Competitor ranking report !  Backlinks !  Keyword effectiveness index/ranking reports !  Head and long-tail keyword weighting for optimal keywords/phrases !  KPIs and measurement plan !  SEO/keyword plans Keyword Discovery & Optimization
  38. 38. !  Site Integrations & Submissions: !  Search engine submissions and verifications (Google, Bing, Yahoo!) !  Additional search engine tools implementations (e.g., Google Webmaster tools, Google Analytics) !  Analytics: !  KPI plan integration !  Keyword monitoring set-up (e.g., Google Alerts, SocialMention) !  Google analytics set-up !  Website auto reports set-up Website Submissions & Analytics Implementations
  39. 39. !  Robots.txt file creation/upload !  Sitemap.xml file created for search engines !  Maps/geo-local website tools integrations !  Website SEO implementation: !  title !  meta description !  meta keywords !  H1s/H2s (headlines) !  text editing !  Anchor links !  Image alt tags SEO Website Development/Programming Aspects
  40. 40. Example: Does Meta Description matter? Company 3 has a confusing meta description – your first intro to the website. Zen Fires Digital Marketing | jake@zenfires.com
  41. 41. SEO Lead-Gen Funnel Analytics
  42. 42. Review & Questions? Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull
  43. 43. !  Why is it important to identify and align marketing and SEO objectives? !  Importance of Architecture & Linking !  How to form SEO Strategy & Plan !  What are the major stages of SEO execution? !  Find this presentation & others referenced here on www.slideshare.net/jakeaull Review of Topics
  44. 44. Questions? Find this presentation & others referenced here on www.slideshare.net/jakeaull Jake Aull, Principal of Zen Fires Digital Marketing since 2010, has 20 years marketing, branding and digital experience in Atlanta. He takes a strategic digital marketing and usability approach to web analysis and search marketing. He has a Masters of Science degree in Marketing from Georgia State University where he did a thesis research project on social media marketing. Jake has written WordPress SEO Success for Pearson Prentice-Hall - their first book of its kind (http://bit.ly/1fxIQzu). He has also been GSU’s first Social Media Marketing and SEO course writer and instructor since 2010, directing students to create new social channels driving measurable traffic to major brands. He was a reviewer of, and wrote the instructor’s manual for, Pearson-Prentice Hall’s first social media marketing text book.
  45. 45. Thank You! Jake Aull | Zen Fires Digital Marketing | SEO & Websites | Social Media & Branding 404.259.5550 | ZenFires.com | jake@zenfires.com | @jakeaull

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