1. SEO Best Practices
HOW CAN SMALL BUSINESS SUCCEED IN DIGITAL MARKETING?
PROVIDED BY: MASTER WEB CREATIONS
JUNE 2019

2. What is SEO?
SEO IS A STRATEGY TO
IMPROVE SEARCH ENGINE
RANKINGS FOR TARGET
KEYWORDS TO MEET
BUSINESS GOALS

3. State of SEO
 The only constant is change.
 Google's search engine algorithm is constantly changing, in response to
 user behavior,
 new technology, and
 social and topical trends.
 Each industry is different - campaign outcomes cannot be predicted.

4. How to implement & follow best practices
 How does SEO work?
 SEO is successful when you consistently
reach new customers over the long term
 Establish KPIs
 Which metrics determine if business goals
are met?
 Which metrics measure the pulse of the
business and marketing campaigns?
 How should SEO be implemented?
 Build SEO in at conception and have
administrators follow best practices
consistently to avoid having to perform a
daunting site-wide audit
 In 3 – 6 months, review results
 What tactics are working?
 Are you losing customers?

5. SEO best practices
 Long-tail keyword subject focus
 Proper page titles targeting the subject
 Organized structure
 Nested, List-driven navigation
 Optimized link structure using keywords for
the page name
 Structured taxonomy of Categories and Tags
 Organized content
 written in small chunks
 short sentences
 lists
 section headings
 optimized length
 Optimized, compressed images with ALT
tags
 Phenomenal user experience that converts

6. Keyword Research FOCUS ON CONTENT SUBJECT
WITH LONG-TAIL KEYWORDS

7. Keyword Research
 Think about what your customer is
searching for
 What words do they use?
 What questions do they ask?
 Where are they located?
 Your product, service, topic, web address
are great ideas for starting your research.

8. Google Trends
 Find a popular phrase that has growing
related queries.
 In this example, a custom concrete
contractor, a search for ‘Concrete Patio’ is
most popular, and on the rise, offering
related queries:
 Broom finish concrete patio
 Stamped concrete patio with fire pit
 Sealing Concrete patio
 Best way to clean concrete patio
 Stamped concrete cost

9. Answer the Public
 Choose popular phrases that branch
 Popularity is indicated by the brightness of
the green dots
 In this example, ‘Decorative concrete
patio’ offers:
 Prepositions: decorative concrete for patio
 Comparisons: decorative concrete patio
ideas
 Comparisons: decorative concrete patio
finishes

10. Check your Competition
 Start typing one of the keyword phrases in
Google, and Google Suggest will offer
more variations as you type
 ‘Stamped concrete patio’ offers ‘Stamped
concrete patio with fire pit’, ‘Stamped
concrete patio designs’, stamped concrete
patio cost and more
 ‘Stamped concrete patio with fire pit’ offers
‘Stamped concrete patio with fire pit cost’,
‘concrete patio with fire pit ideas’, concrete
patio ideas and more

11. Other Competition
 Sometimes, there isn’t much room for
organic results on the first page.
 In this example, you have:
 Google Shopping/Sponsored links
 Google images results
 Videos
 Top 4 organic results
 Top 4 Rich snippet Answers
 2 More organic results
 Paid Ads

12. Search Intent
 Determine search intent. What stage are
they in the buying cycle?
 People trying to find information
 People looking for a certain website
 People researching for purchase
 People looking to buy

13. Other tools
 Other tools for keyword exploration:
 Moz Keyword Explorer
 Google Keyword Planner
 Google Correlate
 Ahrefs
 Semrush

14. Page Content &
Structure
WRITING FOR THE WEB (AND
FEATURED SNIPPETS)

15. Competition Example
 Google’s Answer to “Can you put a fire pit on top of
concrete?”
 “How to Build a Fire Pit on Concrete”
 H1 Title (only one): How to Build a Fire Pit on Concrete
 Page URL: how-to-build-a-fire-pit-on-concrete
 High-Quality, responsive image
 Video of the day
 Each Step is an H2 tag
 Organized structure
 Optimized link structure using keywords for the page
name
 Structured taxonomy of Categories and Tags (Category:
Home Hacks & Answers)
 Organized content
 written in small chunks
 short sentences
 lists
 section headings
 optimized length (429 words)
 Optimized images, compressed for speed with
descriptive filenames and ALT tags (In this piece, they
use a lazy loader and an image description).

16. SEO, then… MONITORING

17. Responding to Metrics
 High bounce rate? check website speed
 Low session duration? check above-the-fold content
 No change in metrics? try usability testing
 Is your content relevant and unique? Does it solve a problem, and is it the best
piece on the topic?
 Follow best practices for writing for the web.
 Do you have visuals to increase engagement?
 Are you publishing content frequently and consistently?
 Have you set up conversion tracking code and is it working?

18. More Q & A
 Have you reviewed UX principles?
 Are you following your established publication standards?
 Adjust accordingly and continue confirm that you and your team are following
SEO best practices.

19. The End, or The Beginning?
 After a year, you can set future goals for content marketing, social media, and
other online and offline marketing tactics.
 Review your KPI's to track your growth month-over-month.
 Remember: The only constant is change.
 SEO is a long-term strategy that provides a lifetime of results.

20. Learn More
 Learn more about developing a content strategy and content marketing plan at
our blog, https://seowebdesignwi.com/
 Learn more about our services, including WordPress website hosting, at our
website: https://www.masterwebcreations.com/
 Follow us on social for more articles, tips and guides
 Facebook
 Instagram
 SlideShare