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Search Strategy Fundamentals and Application - Aaron Eaves

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Presentation originally given at the American Marketing Association's Marketing Edge Conference 2017.

Whether you are a large brand or a local business, everyone is looking to get ahead of the competition, and a well-executed SEO strategy enables your brand to grow organically. This presentation explains what SEO is and the fundamentals of how to execute an SEO strategy.

Key Takeaways include:
Tracking your website and what metrics to pay attention to. How to conduct keyword research. Onsite SEO best practices. Why the speed of your website matters. Reviews and reputation management. Useful tools to help you succeed

Published in: Marketing
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Search Strategy Fundamentals and Application - Aaron Eaves

  1. 1. Search Strategy Fundamentals & Application Aaron Eaves Director of Search Marketing, Marketing Refresh
  2. 2. Today’s Topics • Tracking your website • Keyword research • Onsite SEO best practices • Website speed and why it matters • Citation and Reputation management
  3. 3. Search Engine Result Page (SERP)
  4. 4. Organic Results (non-paid)
  5. 5. Paid Results (PPC)
  6. 6. Organic vs. Paid
  7. 7. Tracking Your Website
  8. 8. What’s Important to Track? Some of my favorite metrics: • Acquisition Review – Search, Direct, Referral, Paid • Social Overview – which platform brings the most ROI • Device – mobile vs desktop • Top Landing Pages • are they optimized for leads? • is there a clear CTA?
  9. 9. Keyword Research
  10. 10. The Key to Keywords • Get inside the head of your audience… • …then make a list of search terms • Sometimes what you are offering is not what people are searching for. Connect those two things
  11. 11. Places to Find Keywords • Google Analytics & Google Search Console • Google Adwords & Bing Ads • Drop-down search suggestions • Google Keyword Planner (free) • SEMrush (paid) • Products and Brand terms
  12. 12. Drop-down Suggestions
  13. 13. Competitive Research
  14. 14. Onsite SEO • SSL Certificate – http vs https • Use Speaking URLs – include target keyword • Optimize your page layout • Outbound Links – 2 to 4 per page (when appropriate) • Internal Links – use 2 to 3 per page • Boost Site Speed • Image Optimizations • Clear CTAs
  15. 15. Speaking URLs Make the URL read the way someone would search. Include your keyword in the URL. • https://www.marketingrefresh.com/blog/7-ways-to- increase-your-website-traffic/ • https://www.marketingrefresh.com/blog/3-steps-to- mastering-your-video-marketing/ • https://www.marketingrefresh.com/blog/keys-effective- automotive-video-marketing/
  16. 16. Take A Peak Under The Hood
  17. 17. SEO That Page w/ Keyword(s) • Page Title • Content - • Alt-Tags • Meta-Description
  18. 18. Anatomy of a Blue Link Page Title Page URL Meta Description
  19. 19. On-page Search Signals Headings help search engines and the user grasp the main topic of a page. • H1 – usually the page title. Should only be one per page • H2 – secondary in importance. Can have multiple per page • ALT Tags – used in naming images • Meta-Description – make it dynamic. Should not be longer than 160 characters
  20. 20. Speed Kills
  21. 21. Site Speed Impacts Everything • Visibility in search engines • Cost per lead • User engagement
  22. 22. Speed Literally Kills Your Site • Slow websites kill conversion • Amazon tested that they would lose $1.6 Billion every year if their site slowed by just 1 second • Website speed affects your ranking • 40% of people abandon a website that takes longer than 3 seconds to load
  23. 23. Slower Than Slow
  24. 24. Faster & Better
  25. 25. So What Did The Speed Increase Do? • Fully loaded time went from 28 seconds to 4 seconds • The website is now useable on mobile • Old site speed caused CPL of over $600 • New site speed lowered CLP to around $90 • Each lead represents $1k to upwards of $50k+
  26. 26. Citation & Reputation Management If you do not manage your business listings…someone else will 
  27. 27. The Yellow Pages of the Internet
  28. 28. NAP Consistency • Name • Address • Phone • Website • Hours • Etc…
  29. 29. But Why Though? Inconsistent business listings will make it difficult for search engines to know what info is correct. • It gives you a leg up on the competition • It puts you in the driver seat • In todays digital landscape everything can either be an advantage or a disadvantage
  30. 30. Useful Tools • SEMrush • Gtmetrix • Yext • Mozbar
  31. 31. Questions aaron@marketingrefresh.com @aaroneaves www.marketingrefresh.com/free-website-audit

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