Building Web Traffic Through SEO


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Building Web Traffic Through SEO

  1. 1. Online Marketing Building Web Traffic Through Search Engine
  2. 2. Why Businesses Are Using SEO Hands Down, It Works - 70% Of The Links Search Users Click On Are Organic - Inbound Leads Cost 61% Lower Than Outbound Leads. - SEO Leads Have a 14.6% Close Rate, While Outbound Leads (Such as Direct Mail or Print Advertising) Have a 1.7% Close Rate.
  3. 3. Why Businesses Are Using SEO Companies are Acquiring Customers - MarketingCharts Reports That Over 39% of Customers Come From Search - 75% of Users Don’t Go Past Page 1 on Google - Nearly 40% of all U.S. Companies Use a Blog for Marketing Purposes SearchEngineJournal.Com, HubSpot
  4. 4. Why Businesses Are Using SEO Essential For Business Marketing
  5. 5. Why Businesses Are Using SEO - B2B Marketers Who Use Blogs Generate 67% More Leads Per Month Than Those Who Do Not (Source: @FactBrowser) - B2C Companies That Blog Generate 88% More Leads Per Month Than Those That Do Not. (Source: @HubSpot) - Small Businesses That Blog Get 126% More Lead Growth Than Small Businesses That Do Not Blog. (Source: @ThinkCreative)
  6. 6. Why Businesses Are Using SEO Google Is Catering Toward Local SEO -The Number Of Online Searches For Local Businesses Is Up 58% (2008-09) -70% Of Local Consumers Trust Online Business The 7-Pack
  7. 7. Not All Web Traffic Is Created Equal Why Build Search Traffic Over Referral or Social? It Performs Better! -Higher Conversions -Higher Actions Per Visitor - Intent, Specificity, Environment
  8. 8. Not All Web Traffic Is Created Equal Building Social Traffic Takes Constant, Daily Effort From BlogWorld.Com: "...after a time, the promotion of content elsewhere = on social networks, gets cumbersome, tiresome, and loses its effectiveness. However, with search traffic, as long as the
  9. 9. Google’s Algorithm To Understand Google's Algorithm, You Have To Know Google's Purpose To Connect Users With The Most Relevant, Helpful, Up to Date Information
  10. 10. Google’s Algorithm How Does It Do That? By Looking For Key Indicators Like PageRank, Named After Larry Page PageRank Is Calculated by Adding up All the Pages That Link Back To Your Website, and Calculating the Importance of Those Link Backs
  11. 11. Google’s Algorithm Domain Authority: Based on the Number of Backlinks You Have From Diff. Sites
  12. 12. Google’s Algorithm Ranking Signals
  13. 13. Google’s Algorithm - The Ideal Page This Page Is Optimized for the Phrase, “Chocolate Donuts” via
  14. 14. Google's Algorithm - The Ideal Page Keywords In All The Right Places - Beginning Of Title - Beginning Of Headers - In The URL/PermaLink
  15. 15. Google's Algorithm - The Ideal Page In Page Factors - An Ideal Web Page Will Have: - Multiple Internal/External Links To High Authority Sources - No Broken Links (404s) - Keywords Linked Up (<- A Big Factor!) - Keywords in Bold Text - At A Minimum, Web Pages Should Be Over 300 Words - Shoot for 1000 Words
  16. 16. Google's Algorithm - The Ideal Page Meta Descriptions Lure People In - Be Brief And Compelling - Use Your Keywords - Think Of It As An Email Subject Line
  17. 17. Google's Algorithm - The Ideal Page Using Keywords Within The Text "We sell custom cigar humidors. Our custom cigar humidors are handmade. If you’re thinking of buying a custom cigar humidor, please contact our custom cigar humidor specialists at" - Sound Natural - Don't Over Do It - The Keyword Phrase Should Appear 4-5 Times in the Article (This Includes Headers)
  18. 18. Google's Algorithm - The Ideal Page What's Above The Fold Is Important - Limit Ads - Limit Photos - Limit Amount Of Scrolling
  19. 19. Google's Algorithm - The Ideal Page Users Hate To Wait - Check Page Load Time! "With the industry’s ideal load time at three-seconds or less, anything over the ideal load time could affect a
  20. 20. Google's Algorithm - The Ideal Page Make Your Content Important - Rich Content - Details, Details, Details - Show Time And Effort - Explore A Topic Thoroughly - Add Multimedia
  21. 21. UX SEO Factors Time Spent On Page About 50% Of All Web Visitors Will Not Make It Past Half The Article/Web Page
  22. 22. UX SEO Factors Bounce Rate 38% Of All Web Visitors Bounce Before Engaging In Any Way With The Web Page how-long-do-users-stay-on-web- pages/
  23. 23. Total Reads and Page Views Post Your Blogs Where People Care From ShoutMeLoud.Com: "Many SEOs theorize that Google factors in bounce rate and page time into your ranking. If they see a high bounce rate, and see that people only stay on your page for 10 seconds, they make
  24. 24. Total Reads and Page Views How to Gain Reads, Get Google’s Attention - Use Your Email List - Put Links Everywhere - RSS Feeds - Syndicate Your Content
  25. 25. Other SEO Factors Google Authorship and Google Publisher - The Rel=Author Tag Establishes A Verified Connection Between an Author and a Website - The Rel=Publisher Tag Is For All Brands And Businesses, Not Just Publishers.
  26. 26. Other SEO Factors Google Authorship and Google Publisher
  27. 27. Social + Seo Why Is Google Using Social Signals? - Not Every Great Article Is Search Optimized - Shares, RTs, +1’s Are All Votes Of Confidence - Popularity Indicates Quality
  28. 28. Social + Seo Matt Cutts From 2010
  29. 29. Social + Seo Social Signals To Expand • Number of People That Like Your Brand on FB • Number of Facebook Shares • Number of Twitter Followers • Number of Tweets Mentioning Your Brand Name or Including a Link to Your Website • Number of People That “Have You In Their Circles” (Google+)
  30. 30. Mobile SEO Mobile Search Data via TribalCafe
  31. 31. Mobile SEO Mobile SEO Factors Responsive web design. Considered industry best practice and is recommended by Google. This includes using CSS media queries for device rendering, and using uniformed HTML across all devices. Dynamic Serving. Google notes that different HTML can dynamically live on the same URL if responsive design is not optimal. Separate mobile URLs. Fair game, and do not actually affect organic search traffic, nor weaken your “link juice” as mobile users may have different needs to desktop users and thus need different copy messaging. Maximise Site Speed. A faster site will provide a better mobile user experience. Optimise your mobile content. Mobile users are often on the go and do not have the same goals as those sitting behind a computer. Create custom mobile content to give researchers exactly what are looking for.
  32. 32. Mobile SEO Technical Decisions via Search Engine Land All Three Ways are Approved by Google as Best Practices
  33. 33. Mobile SEO Via Resolution Media’s director of SEO strategy Bryson Meunier at SMX West, 2014
  34. 34. Local SEO What Is Local SEO? Local SEO Combines Listings, Reviews, Citations (Or NAP) To Show Users On SERPs
  35. 35. Local SEO Must Haves For Local SEO - Google Maps Listing - Google Local Profile - User Reviews - Yelp Profile - Name Address and Phone Number In The Footer - Consider Using Name Of City In Page Titles
  36. 36. Local SEO Fast Ways To Improve Local SEO - Use Paid Services Like YEXT or WhiteSpark Citation Finder - Claim Your Listing On Google Places, Email Customers For Reviews -Do Not Use Keywords When Filling Out Company Profile
  37. 37. Keyword Research What Are Keywords? “Keywords are the words and phrases used by people who search for your product. If your rank high on Google for a search term you will as a result achieve a high page ranking. Getting your keywords right takes research and a good understanding of customer online behaviour. More importantly it requires a laser focus on matching your products or services to the customers.” - TribalCo
  38. 38. Keyword Research Using Google's Keyword Tool - Filter By Location - Type In Products/Services - Exclude Similar But Irrelevant Terms
  39. 39. Keyword Research Using Google's Keyword Tool - Get Ideas From Google - Save Results - Check Current Rankings
  40. 40. Keyword Research Competition Levels: High - .67 to 1.0 Medium - .33 - .66 Low - .01 to .32 Don't Let The Numbers Dictate Your Strategy - There's Much More To To Analyze!
  41. 41. Keyword Research Specificity and Long Tail Search
  42. 42. Keyword Research Specificity and Long Tail Search - The Rise Of “Google Now” And Voice Search Apps Mean More Longtail Phrases - We Talk Differently Than The Way Type - Less Trust From User Means More Specificity
  43. 43. Where Am I Ranked? The Value Difference Between Page One Location And Page Two Location Is Huge You Suck
  44. 44. Where Am I Ranked? - Via HubSpot
  45. 45. Where Am I Ranked? SERP Ranking - Where Are You Starting From? - Check Your Progress After Each Week - Look For The SEO Indicator Google Is Picking Up On
  46. 46. Where Am I Ranked? Webmaster Tools: Via See Exact Search Rankings, Measure Progress, Gauge Impressions
  47. 47. Where Am I Ranked? Webmaster Tools: Comedy Magazine Stats Filter By Date Range, See Top Pages, Submit Site Maps
  48. 48. Where Am I Ranked? Easily Filter Through Phrases Tip: Filter out Searches with Your Company Name
  49. 49. Where Am I Ranked? Browser History Is Connected To Search - Have You Clicked On That Article Before? - Do You Visit That Website Often? - Did You Tweet, FB Share, Or Plus 1 That Story
  50. 50. Where Am I Ranked? Use Incognito Search And Turn Off Personal Results
  51. 51. Thank You!
  52. 52. Resources • Blogging as a Tool for Growth (Slideshow/Deck) • DIY SEO • How to Prepare Your Website for Inbound Marketing • Inbound Marketing FAQs • Measuring SEO with Webmaster Tools • Off-Page SEO Factors • Search Optimizing Photos and Video