Critical Rules for SEO Success in 2014

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Critical Rules for SEO Success in 2014

  1. 1. www.act-on.com | @ActOnSoftware | #ActOnSW Critical Rules for SEOSuccess
  2. 2. www.act-on.com | @ActOnSoftware | #ActOnSW Presenter Martin Laetsch Director of Online Marketing Act-On Software martin.laetsch@act-on.com @MartinLaetsch
  3. 3. www.act-on.com | @ActOnSoftware | #ActOnSW Agenda • SEO Overview • Content is (still) King • Write For Your Audience • Speak the Searchers Language • Optimize Site Content • Get Quality Links 3
  4. 4. www.act-on.com | @ActOnSoftware | #ActOnSW Did you know? 267 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
  5. 5. www.act-on.com | @ActOnSoftware | #ActOnSW 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.
  6. 6. www.act-on.com | @ActOnSoftware | #ActOnSW Google’s Goal SHOW PAGES THAT DELIGHT HUMANS
  7. 7. www.act-on.com | @ActOnSoftware | #ActOnSW Your Goal To be the best possible page on the internet for your target keyword
  8. 8. www.act-on.com | @ActOnSoftware | #ActOnSW Write for Your Audience
  9. 9. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  10. 10. www.act-on.com | @ActOnSoftware | #ActOnSW 10 Panda – Detect low quality and duplicate content Penguin – Devalue link spam Hummingbird – Understand natural language and the context of queries
  11. 11. www.act-on.com | @ActOnSoftware | #ActOnSW Speak the Searchers Language
  12. 12. www.act-on.com | @ActOnSoftware | #ActOnSW 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? 12
  13. 13. www.act-on.com | @ActOnSoftware | #ActOnSW 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 13
  14. 14. www.act-on.com | @ActOnSoftware | #ActOnSW 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 14
  15. 15. www.act-on.com | @ActOnSoftware | #ActOnSW 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. 15 TIP: Use Google to search your site
  16. 16. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  17. 17. www.act-on.com | @ActOnSoftware | #ActOnSW B2B Long Tail SEO 1 WORD PHRASES 2 - 3 WORD PHRASES MORE DESCRIPTIVE “LONG TAIL” PHRASES “marketing” “marketing automation” “marketing automation software” “what is marketing automation” “best marketing automation software for agencies” high high low low SEARCH FREQUENCY COST&COMPETITION
  18. 18. www.act-on.com | @ActOnSoftware | #ActOnSW Optimize Site Content
  19. 19. www.act-on.com | @ActOnSoftware | #ActOnSW 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 • Slice your keyword phrase usage or use synonyms if your text sounds awkward to you • 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 your visitors • 1000+ words is better. Page length should be dictated by the message you want to communicate, but 300 words is a good minimum target
  20. 20. www.act-on.com | @ActOnSoftware | #ActOnSW Put Keywords in… • Title Tag • URL • Headlines and sub-headlines (H1 & H2 tags) • Call to action links (hyperlinks) • Main body text copy, top to bottom 20 SEO copywriting helps your writing be more specific. It’s just changing how we “see” and write copy! 1 1 2 2 3 3 4 45 5
  21. 21. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  22. 22. www.act-on.com | @ActOnSoftware | #ActOnSW SERP Preview
  23. 23. www.act-on.com | @ActOnSoftware | #ActOnSW Link Building
  24. 24. www.act-on.com | @ActOnSoftware | #ActOnSW 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.
  25. 25. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  26. 26. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  27. 27. www.act-on.com | @ActOnSoftware | #ActOnSW 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
  28. 28. www.act-on.com | @ActOnSoftware | #ActOnSW Link strategy that always works Target links that you would want even if Google doesn’t give you any credit for them.
  29. 29. www.act-on.com | @ActOnSoftware | #ActOnSW Learn More About Act-On Software Ready to Learn More? Call +1 (877) 530-1555 Email sales@act-on.com Web www.act-on.com THE FORRESTER WAVE™ LEADERS QUADRANT
  30. 30. www.act-on.com | @ActOnSoftware | #ActOnSW Q&A Martin Laetsch Director of Online Marketing Act-On Software martin.laetsch@act-on.com @MartinLaetsch

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