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Looking Beyond the SEO Plugin

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Ranking in search and converting traffic is more than installing an SEO plugin into WordPress. It's about creating a positive experience for the visitor and solving everyday problems for your target demographic. In this presentation we chat about what really matters in today's world of search and how you can stand out.

Published in: Marketing
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Looking Beyond the SEO Plugin

  1. 1. LOOKING beyond the SEO plugin
  2. 2. SEOwassoeasyintheolddays! Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  3. 3. You'llbeonpageone You'llbeseeinggreatsights! You'lljointhewebmasters whosoartohighheights. You’lleasilyrank, becauseyou'llhavegreatspeed. You'llpassyourcompetitorsand you'llsoontakethelead. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  4. 4. DOYOUREMEMBER: Whenakeywordwasjustakeyword?One wordandnomoreandnoless? Whenwebmaster’shidkeywordsinwhite textonwhitebackgrounds? Whendesktopwastheonlysearch? When300wordswasaworthyblogpost anditearnedgreendotapprovalandpage oneranking? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  5. 5. OREVEN… When“notprovided”was actuallyprovidedinreports? Whena#1rankmeantyou’d actuallybeatthetopofpage onesearchresults? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  6. 6. Ah…thosewerethegooddaysofSEO! Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  7. 7. TODAYWECANQUICKLYLOSE CONTROLOFSEODUETO: Lackofdata Focusonpluginsandgreendots Strongercompetition Informationoverload Rulesandrestrictions Pandasandpenguins Knowledgegraphsandrichcards Personalizedsearch Mobileandvoicesearch Malwareandperformanceissues Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  8. 8. YearsagoIlost myloveforSEO. Ifeltabandoned inaseaofclients, theirloveofgreendots, andtheirpenaltiesfrom tricksandshortcuts. WhenIlostmy loveforSEO, Ilostcontrolof mydestiny. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  9. 9. Ineededtoremember thatSEOreallyisn’t aboutgreendots. Copyright © 2017 Web Savvy Marketing | All Rights Reserved Ineededto rememberwhat mademespecial andunique. Ineededto rememberthat SEOwasreally abouthelping otherssucceed.
  10. 10. IneededtorememberthatIcouldmovemountains. IneededtorememberthatIdidmovemountains. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  11. 11. SEOshowedmethatIcouldmovedmountains. IfoughtagainstthebigguysandIwon. Ididitbyfocusingentirelyonthe userandby helpingtheuserateachstageofhisjourney. Ieducated,Igainedtrust,andIbuiltauthority. Allbeforeweknewsuchtacticshelpedranking. Andthebestpart–itwasallbychance! Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  12. 12. SEOhaschangedalotinthelastdecade. Andyet,SEOisstilltheexactsame. Thegoalofsearchhasalwaysbeenontheuser andcreatingapositiveuserexperience. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  13. 13. Howcanyou standoutintoday’s overcrowded, constantlychanging worldofsearch? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  14. 14. A.Getbacktobasics B.Focusontheuser C.Useasolidprocess Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  15. 15. •  Start with questions about you and your target market •  Review your data •  Research competitors Research •  Build a seed list •  Pull search volumes •  Score for Relevance •  Create a sitemap for keywords Plan •  Write quality content •  Optimize for both SEO and usability •  Promote and link build •  Reverse engineer success and repeat Execute GoodSEOstillstarts andendswithstructure. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  16. 16. YOURFIRSTSTEPISTOASK QUESTIONSABOUTYOU&YOURVISITOR: Whoareyou? Whatdoyoudo? Whatmakesyoudifferent? Whodoyoucompetewith? Whodoyouhelp? Howcanyouhelpthem? Whatproblemsdoyourvisitorshave? Whatquestionsdotheywanttoask? Canyouansweranyofthesequestions? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  17. 17. Keywordsarestillimportant. They’rejustmorediverse! Wejustneedtoreviewthem differentlythaninthepast. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  18. 18. Newusersarecomingonlineeveryday soqueriesaremuchmore diversethaneverbefore. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  19. 19. What’sthetemperatureinPortugal? IsMacandCheesehealthy? HowdoIbuildawebsite? Howmanycentimetersareinameter? What’stheaverageageforbuyingacellphone? Where’stheclosestStarbucks? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  20. 20. Youdon’thavetofightthe knowledgegraph,voicesearch,or anyotherGoogleshift. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  21. 21. Youneedtoembrace Google’sshiftsand educateyourselfonthe sourceofthesechanges. YouneedtouseSEOto helptheusersucceed. Youneedtoaskquestions andoffersolutions. HowdoImakegreen eggsandham? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  22. 22. Embracewhat makesyouunique. It’stheeasiestway tostandoutina crowdandthe easiestwaytomake animpactwith organicsearch. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  23. 23. Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  24. 24. CanIanswerany questions? Copyright © 2017 Web Savvy Marketing | All Rights Reserved
  25. 25. RebeccaGillWordPressAgencyOwner&SEOInstructor @rebeccagill RebeccaGill.com Digitalagencyservingsmallbusinessthroughenterpriselevelclients.Servicesandproducts includecustomwebsitedesignanddevelopment,SEOconsulting,andstockWordPressthemes. EighthouronlinecourseforDIYSEOeducation.Courseincludesvideos,how-totutorials,template downloads,andquizzes. ThreedayintensiveSEOtrainingworkshoptakingplaceinMayof2017.LearnmySEOprocess fromstarttofinishinaninteractiveandactivitydrivenclassroomsetting.Ticketsarelimited. Copyright © 2017 Web Savvy Marketing | All Rights Reserved

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