Critical Rules for SEO Success in 2014


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Critical Rules for SEO Success in 2014

  1. 1. Critical Rules for SEO Success in 2014 Martin Laetsch | @ActOnSoftware | #ActOnSW
  2. 2. Today’s Presenter Martin Laetsch Director of Online Marketing Act-On Software | @ActOnSoftware | #ActOnSW
  3. 3. Agenda • • • • • • SEO Overview Content is (still) King Write For Your Audience Speak the Searchers Language Optimize Site Content Get Quality Links | @ActOnSoftware | #ActOnSW 3
  4. 4. Did you know? 100 Billion searches each month Over 82% of all product research begins with a web search 1 Inbound leads have an 8x greater likelihood of closing compared to other leads 2 Sources: McKinsey & Company, Pew Research | @ActOnSoftware | #ActOnSW
  5. 5. What is Search Engine Marketing? Putting content in front of people who OVERTLY AND EXPLICITLY express a desire, via keywords, for a particular PRODUCT, SERVICE OR PIECE OF INFORMATION. | @ActOnSoftware | #ActOnSW
  6. 6. What is Search Engine Optimization? • The process of making a site and its content highly relevant for both search engines and searchers. • Successful search marketing helps a site gain top positioning for relevant words and phrases. | @ActOnSoftware | #ActOnSW
  7. 7. Why is content marketing so important? Because the buyer says so… 70% of buyers view 4 or more pieces of content when making a considered purchase 71% of buyers trust brands that provide useful info without trying to sell something 67% more leads generated by B2B companies that create content | @ActOnSoftware | #ActOnSW
  8. 8. Google’s Goal SHOW PAGES THAT DELIGHT HUMANS | @ActOnSoftware | #ActOnSW
  9. 9. Your Goal To be the best possible page on the internet for your target keyword | @ActOnSoftware | #ActOnSW
  10. 10. Write for Your Audience | @ActOnSoftware | #ActOnSW
  11. 11. Write For Your Audience • You are creating content for your customers and prospects. • If you base your marketing decisions on what is best for your customers, you will likely rank well in the search engines. • If you try and game the system to rank, you will eventually fail | @ActOnSoftware | #ActOnSW 11
  12. 12. Panda – Detect low quality and duplicate content Penguin – Devalue link spam Hummingbird – Understand natural language and the context of queries | @ActOnSoftware | #ActOnSW 12
  13. 13. Speak the Searchers Language | @ActOnSoftware | #ActOnSW
  14. 14. Develop the Searcher Profile/Persona Who is the searcher? Who would be looking for this information? Someone who… • Is looking for a general category of information? • Is looking for a specific solution? • Has one of your products and needs help? • Is a college student writing a research paper? | @ActOnSoftware | #ActOnSW 14
  15. 15. Define the Searcher’s Mindset Why are they searching? They want to … • Purchase a product or solution • Learn about a product or solution • Solve a specific problem • Understand a product category | @ActOnSoftware | #ActOnSW 15
  16. 16. Develop Initial Keyword List Compile a definitive list of keywords or phrases that customers should find your content with: • Analyze existing search engine referrals • Research external keyword databases • Review internal site search logs • Ask customers how they would find a specific product or category | @ActOnSoftware | #ActOnSW 16
  17. 17. Keyword Mapping Map your important keywords to pages on your site: • Look at each page in your site – what words do you think each is relevant for? • Now look again at the pages – are you actually using these words? • Try searching your own site for these words. If you can't find them, search engines won't. TIP: Use Google to search your site | @ActOnSoftware | #ActOnSW 17
  18. 18. Don’t Ignore the Long Tail • Higher conversion rates and better quality traffic • Long tail keywords are less competitive • Long tail search helps you rank for difficult terms. • 70% of search traffic is from long tail search terms | @ActOnSoftware | #ActOnSW
  19. 19. Optimize Site Content | @ActOnSoftware | #ActOnSW
  20. 20. Writing for SEO • Choose 1 keyword phrase that is targeted for each page. • Include each keyword phrase 3-4 times each within your copy — more if it makes sense. • If your text sounds awkward to you, slice your keyword phrase usage or use synonyms. • Use the exact term – “symptoms of diabetes" is not the same as “diabetes symptoms" • Don’t over optimize. Use natural language to communicate your message (synonyms, varying word order, etc.) • Longer copy provides a better opportunity for keyword placement that sounds good and allows you to provide more information to you visitors. • Page length should be dictated by the message you want to communicate, but 300 words is a good minimum target. 1000+ words is better. | @ActOnSoftware | #ActOnSW 20
  21. 21. Put Keywords in… 1 2 1• Title Tag 2• URL 3• Headlines and sub-headlines (H1 & H2 tags) 3 4• Call to action links (hyperlinks) 5• Main body text copy, top to 4 bottom 5 SEO copywriting helps your writing be more specific. It’s just changing how we “see” and write copy! | @ActOnSoftware | #ActOnSW 21
  22. 22. Make Your Search Listing Compelling • Optimize the search results listing • Crafted from the Title and Description • It doesn’t matter how high you rank if nobody clicks on your listing | @ActOnSoftware | #ActOnSW
  23. 23. SERP Preview | @ActOnSoftware | #ActOnSW
  24. 24. Link Building | @ActOnSoftware | #ActOnSW
  25. 25. Links Links are usually editorial votes given by choice, and the more useful content you have, the greater the chances someone else will find that content valuable to their readers and link to it. | @ActOnSoftware | #ActOnSW
  26. 26. Why people link • Compelling content they want to share • Had a great experience with the brand • Had a terrible experience with the brand • They are a friend of the brand and want to promote it | @ActOnSoftware | #ActOnSW
  27. 27. How to get links • Great content • Curated directories • Competitor backlinks • Mentions in press & articles • Broken links • Social media • Network – people are more likely to link to people they know | @ActOnSoftware | #ActOnSW
  28. 28. Link strategies that no longer work • Buying links • Article marketing • Blog/forum spam • Speakerships, sponsorships, events. • Exact match anchor text • High volume, low quality content • Sidebar & footer links • Links in widgets • Anchor text links in press releases | @ActOnSoftware | #ActOnSW
  29. 29. Link strategy that always works Target links that you would want even if Google doesn’t give you any credit for them. | @ActOnSoftware | #ActOnSW
  30. 30. Q&A Martin Laetsch Director of Online Marketing Act-On Software | @ActOnSoftware | #ActOnSW
  31. 31. Ready to Learn More? Interested in a demo Call +1 (877) 530-1555 Email Web | @ActOnSoftware | #ActOnSW