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Insivia: Search Engine Optimization 2019 Seminar Slides

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In this seminar we’ll go all in on what makes up a great SEO strategy so that you can start moving up in the ranks for 2019. To make it easy, we will highlight 10 top tactics/tricks to increase rank and break them apart for you.

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Insivia: Search Engine Optimization 2019 Seminar Slides

  1. 1. SEARCH ENGINE OPTIMIZATION
  2. 2. THINK SMART. ACT BOLD. CONSULTANCY Market Research Customer, competitor & market insight. MEETS AGENCY Growth Consulting Culture, brand, sales & marketing strategies. Digital Enablement Web design, eCommerce & interactive. Demand Generation SEO, advertising, social, eMail & automation. Conversion Optimization Measure, test & improve results.
  3. 3. THE REVENUE ROADMAP
  4. 4. Advertising Revenue of Google from 2001 to 2018 (in billion U.S. dollars)
  5. 5. SEO IS A JOURNEY With huge long-term benefits.
  6. 6. NOW WHAT ENGINE COMPLEXITY
  7. 7. ENGINE COMPLEXITY RESULT TYPES K1: Knowledge Graph Carousel No known tactics. K2: Knowledge Graph Panel Wikipedia & schema. A1: Ad Placement 1 Google Ads / Adwords. A2: Google Shopping / Products Submit to Google Shopping. L1: Local 3-Pack Google My Business & Reviews.
  8. 8. ENGINE COMPLEXITY RESULT TYPES F1: Travel Box Transit partner program. A3: Flights ITA program. L2: Local Knowledge Graph Panel Google My Business, Citations & Reviews. F2: Featured Snippet SEO, Schema, & Page Setup. A4: Hotel Integration partnership. O1 - O10: Organic Results Search Engine Optimization!!
  9. 9. ENGINE COMPLEXITY RESULT TYPES O3: Google News Google News Partner or Syndication O4: Image Results Image SEO O5: Video Results YouTube
  10. 10. ENGINE COMPLEXITY USER INFLUENCES 1. Location Where you or your phone are. 2. Search History What you have already searched. 3. Device Mobile versus desktop. 4. Meaning Google tries to understand intent.
  11. 11. ENGINE COMPLEXITY AUTO COMPLETE AND SEMANTICS 1. Popularity What other people are searching. 2. Previous Searches What you searched before. 3. Synonyms Other similar words. 4. Spelling Corrections & alternatives.
  12. 12. ENGINE COMPLEXITY VOICE SEARCH
  13. 13. TARGETING CHOOSING PHRASES
  14. 14. BUYERS BROWSERS HIGH COMPETITION + HARD TO RANK LOW COMPETITION + EASIER TO RANK SHORT TAIL (10% of searches) 1 - 2 Word Phrases “CPA Firm” CHUNKY MIDDLE (20% of searches) 2 - 4 Word Phrases “Cleveland CPA Firm” LONG TAIL (70% of searches) 4+ Word Phrases “Reducing my manufacturing taxes in ohio”
  15. 15. CHUNKY MIDDLE SEMI-COMPETITIVE Hundreds of variations “accounting firms in cleveland” 210 searches per month “accounting firms cleveland ohio” 90 searches per month “cleveland cpa firms” 50 searches per month SHORT TAIL HARDEST TO RANK Few variations “accounting firms” 22,000 searches per month 40 locally “tax accountant” 33,100 searches per month 40 locally LONG TAIL EASIER TO RANK Thousands of variations + Thousands of topics + Wider audience “manufacturing tax tips ohio” “manufacturing tax best practices” “manufacturing tax rules 2018” “how to prepare manufacturer taxes” “2019 manufacturer tax tips” Hundreds of searches per month “non-profit tax tips ohio” “non-profit tax best practices” “non-profit tax rules 2018” “how to prepare non-profit taxes” “2019 non-profit tax tips” Hundreds of searches per month
  16. 16. OPTIMIZING RANKING FACTORS
  17. 17. Domain Age Keyword in Domain Domain Registration Length Keyword in Subdomain Domain History Penalized WhoIs Owner Keyword In Title Position In Title Keyword in H1 Tag Key Phrase Density Content Length Table of Contents Semantic Indexing Supplementary / Interactive Content HTML Validation Site Architecture Site Uptime Server Location SSL Certificate Excessive 301s THERE ARE HUNDREDS Semantic Keywords In Title Topic Coverage Depth Page Speed Mobile Optimization Duplicate Content Image Optimization Alt Tags Content Recency Content Freshness Content Updates Content Originality Spelling & Grammar Reading Level H2 - H6 Placement Multimedia Use Bullet & Numbered Lists User Reviews Bounce Rate Click-Through Rate Repeat Traffic Domain Authority Keyword Prominence Outbound Link Quality Outbound Link Relevancy Number of Outbound Links Number of Cross Links Quality of Cross Links Broken Links URL Length Keyword in URL Number of Backlinks Backlink Quality Backlink Relevance Backlink Text Backlinks from Edu or Gov Toxic Backlinks Backlink Placement Contact Info Matches Black-Hat Tactics Spamming Techniques Comments On Site Reviews Google & Other Reviews Search Intention Dwell / Pageview Time Geotargeting User Search History Sitemaps Subject Matter Social Media Indicators Known Authorship Brand Mentions Privacy Policy Page Pop-Ups or Interruptions Ads & Affiliate Linking Hacking History Number of 404s Redirect Loops File Optimization HTML to Text Ratio
  18. 18. Relevancy Signals that tell Google this matches what someone wants. Key Phrase Focus. Key Phrase Hierarchy. Outbound Link Topic. Site Focus. URL Structure. Title & Meta Data. Inbound Link Topic. Quality Signals that tell Google this is valuable to searchers. Depth. Media. Outbound Links. Bounce Rate. Speed. Social signals. Inbound Links. PRIMARY SEARCH FOCUS +
  19. 19. QUALITY DEPTH + MEDIA
  20. 20. Article 7 Key Marketing Strategies for Technology Companies 6770 Words 12 incoming Cross Links 19 Outgoing Cross Links 28 Outbound Links 122 Back Links Table of Contents 5 Videos 10 Quotes 4 Charts 1 Infographic Now produces 400 - 500 Visits Per Day, 43 Conversions, and Hundreds of Newsletter Subscribers.
  21. 21. RELEVANCY LANDING PAGES
  22. 22. QUALITY OUTBOUND LINKS
  23. 23. QUALITY SITE OPTIMIZATION
  24. 24. RELEVANCY KEY PHRASE SIGNALS
  25. 25. ... TITLE TAGS, URLS, & META
  26. 26. ... HIERARCHY & DENSITY
  27. 27. QUALITY + RELEVANCY BACKLINKS
  28. 28. CREATE REAL UNIQUE VALUE THAT RESONATES WITH VISITORS Quality Unique Relevant
  29. 29. LOW RISK easy to create short + shallow quick cheap LOW REWARD weak quality signals low relevance weak brand equity low conversions HIGH RISK hard to create longer + more in depth time consuming higher cost HIGH REWARD positive quality signals high relevance positive brand equity higher conversions
  30. 30. BUILD AN ECOSYSTEM + DISTRIBUTE Build audiences across channels to have mass distribution for quality, relevant content.
  31. 31. LINK BUILDING Ask for guest post opportunities. Suggest links for existing articles. Submit press releases online. Partner with organizations. Create exchanges for links with your vendors. Comment on discussions online. Offer free content writing services.
  32. 32. OPTIMIZING TOOLS
  33. 33. SEARCH CONSOLE
  34. 34. ANALYTICS
  35. 35. LET’S DISCUSS. ASK QUESTIONS. Andy Halko @insivia Talk to us about our SEO services.
  36. 36. RADICAL CANDOR BONUS TALK
  37. 37. RADICAL CANDOR CARE PERSONALLY OBNOXIOUS AGGRESSION (asshole) MANIPULATIVE INSINCERITY (lying asshole) RUINOUS EMPATHY CHALLENGE DIRECTLY

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