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SEO Introduction

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Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing
IMPROVE YOUR
GOOGLE RANK
BY FOCUSING ON
PROBLEMS AND
SOLU...

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Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing
REBECCA GILL
I provide clients with hands-on SEO consulti...

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Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing
FIRST THINGS FIRST
THE BASICS OF SEO

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SEO Introduction

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Improving your rank in search can start with the simple task of asking questions. This presentation explores the process of establishing keyword based personas.

Improving your rank in search can start with the simple task of asking questions. This presentation explores the process of establishing keyword based personas.

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SEO Introduction

  1. 1. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing IMPROVE YOUR GOOGLE RANK BY FOCUSING ON PROBLEMS AND SOLUTIONS
  2. 2. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing REBECCA GILL I provide clients with hands-on SEO consulting and one-on-one SEO coaching. I’ve published online SEO courses, hosted an SEO podcast, taught onsite SEO Bootcamps, and I’ve spoken at various conferences across the US and Canada. I’ve worked with all types of clients from small business owners to enterprise-level organizations. In total, I’ve served as a technology partner to over 6,000 clients in 185 countries. I’m also a wife, mom of two, and an alpaca farmer. MY EXPERIENCE 20+ years of sales and marketing experience 15+ years of SEO strategy and execution 10+ years of running a digital marketing agency 5+ years of teaching SEO to others RebeccaGill.com
  3. 3. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing FIRST THINGS FIRST THE BASICS OF SEO
  4. 4. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing ESTABLISH GOALS GOALS Keyword Universe Keyword Ranking Content Quality Website Visits Visitor Retention Website Conversions Revenue Keywords and ranking do not provide enough return and should not be used as the goal of SEO efforts. This is especially true given today’s varied SERPs and constantly changing keyword ranking. Think beyond the basics. Consider brand awareness, conversions, lead quality, and revenue as your ultimate goals.
  5. 5. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing 12 SAMPLE GOALS 1. Increase your keyword universe 2. Finetune your focused keyword phrases 3. Improve the health of your website 4. Improve your keyword ranking in Google or Bing 5. Increase your Google My Business visibility 6. Increase the amount of Knowledge Graph elements you rank for in Google SERPs 7. Increase your website traffic from organic search activity 8. Improve your visitor retention and time on site 9. Increase the quantity of leads 10. Improve the quality of leads 11. Increase your ecommerce sales 12. Increase your ultimate revenue
  6. 6. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing WHAT DOES SEARCH ENGINE OPTIMIZATION REALLY MEAN?
  7. 7. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Search engine optimization is often about making small modifications to parts of your website. When viewed individually, these changes might seem like incremental improvements, but when combined with other optimizations, they could have a noticeable impact on your site’s user experience and performance in organic search results. - Google’s Search Engine Optimization Starter Guide “
  8. 8. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing SEO IS HOLISTIC REAL RESULTS Investigation & Research Strategy & Planning Keyword Research & Refinement Keyword Mapping Content Creation On-Page Optimization Off-Page Optimization Technical SEO & Website Health Reporting SEO is not just one task or action and it is not a one-time event. SEO is a structured process that pushes you to work smarter and not harder. Successful SEO requires you to work on multiple elements over the course of time. And always remember, SEO is a journey and not a destination.
  9. 9. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing MY SEO FORMULA • Ask questions about you and your target market • Review your existing data and history • Research competitors for keywords and tactics Research • Build a seed list of preferred keywords • Pull search volumes • Score for relevance • Create a sitemap and plan for keywords Plan • Write quality content • Optimize content for SEO and usability • Promote and link build • Reverse engineer your success and repeat Execute Most people jump to content and forget everything before or after content creation.
  10. 10. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing WINNING AT SEO Think like Google. It really is that simple.
  11. 11. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing REVENUE GENERATION High Quality Content & Websites - Content, Design, Performance, Security, Accessibility Happy Users – Via Organic Search and Paid Ads Controlled Ranking - Control of Data to Protect the Experience 1 2 3 Never forget Google’s ultimate goal and use this to your advantage. Google’s primary goal is to dominate internet search so it can make money through pay per click advertising and display ads. PPC activity depends on organic search to drive users to Google. This requires… Help Google creative a positive experience and you help yourself succeed in search engine optimization.
  12. 12. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing PROBLEMS & SOLUTIONS Quality Search Results Your first opportunity to sell website visitors is before they EVER reach your website or blog. Identify the problem and connect with visitors. Clear Path to Relevant Content Google needs webmasters and bloggers to create a very clear path to the most relevant content for a given keyword or phrase. High Quality Website Content Write for real users. Think less about you, think more about your visitor, and write about what matters to them and what helps them solve their problems. Positive User Experience If your visitors are happy with their experience in visiting your website via search, Google will be happy too. Happy Google means higher ranking. No matter what industry or niche you are in, focus on what Google really wants and needs. Help solves problems and you’ll win at SEO. Every single time.
  13. 13. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing HELP GOOGLE FIND THE BEST CONTENT TO SOLVE A USER’S PROBLEM AND YOU’LL WIN AT SEO. EVERY SINGLE TIME.
  14. 14. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing YOU DON’T NEED AN ARMY Winning at SEO does not require an army of resources. You simply need to: § Work smarter § Focus on the human visitor § Help Google create a positive user experience This week we learn how to do just that! I’m going to teach you how to be strategic about SEO.
  15. 15. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing REAL SEO SUCCESS Requires strategy, planning, execution, and follow up.
  16. 16. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing MASTERING WEBSITE PERSONA CREATION
  17. 17. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing 1. Ask the Right Questions 2. Gather Your Data 3. Create a Strategy & Plan BUILD A FOUNDATION
  18. 18. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing § Who are you? § What do you do? § Who do you serve? § How do you help them? § What problems do they have? § What questions do they ask? § What words would they use in search? § When they come to your website, what do you want them to do? ASK QUESTIONS
  19. 19. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Description Likes his pals in the Hundred Acre Wood and is always helping. Pooh loves honey. Goals Maximizing honey collection, Sleeping, spending time with friends. Frustrations & Challenges Controlling his impulsiveness, weight gain, and binge eating. Needs Stay on task Replenish honey WINNIE THE POOH
  20. 20. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Description Tigger is energetic and a creator of mishaps, while also being loving and highly social. Goals Bouncing, eating ice cream sundaes, teasing Rabbit, tracking Backson Frustrations & Challenges Phobia of heights Doesn’t like baths and honey Needs Impulse control, Backson tips and tricks, cure height phobia TIGGER
  21. 21. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Description Shy and a bit cowardly, yet helpful and heroic. Struggles with anxiety. Goals To become brave, spend time with his friends, be helpful. Frustrations & Challenges Doesn’t like danger, the dark, being small, or Woozles. Needs Confidence Woozle defense PIGLET
  22. 22. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Description A bit compulsive and bossy. Also gets irritable quickly. Goals Staying organized, growing his garden, keeping his house clean. Frustrations & Challenges Tigger bouncing through his garden, messy friends, bugs. Needs Garden tips, keeping Tigger out of his garden, avoiding bugs. RABBIT
  23. 23. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Pooh Tigger Piglet Rabbit Goals Honey Sleeping Friends Bouncing Sundaes Teasing Rabbit Tracking Backson Become brave Friends Be helpful Organization Growing his garden Cleaning his house Challenges Limited honey Impulse control Binge eating Weight gain Phobia of heights Baths Locating Backson Anxiety Fear of the dark, Being small Tigger in garden Messy friends Bugs Needs Honey source Weight loss ADHD therapist Impulse control Backson tips Acrophobia therapist Confidence builder Woozle defense Anxiety therapist Garden tips Bug control OCD therapist PERSONA OVERVIEW
  24. 24. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Pooh Tigger Piglet Rabbit Local honey Buy honey online Where to buy raw honey Honey products Bouncing Bounce games Bounce trampolines Where to get bouncy balls Become brave Low self esteem Home to build self confidence Boost confidence Home organization ideas Home organization products Home organization tips Eating disorders Binge eating help Compulsive eating Bulimia Nervosa Backson tips and tricks Catching Backson Where to find Backson How to catch a Backson Woozle defense How to hide from Woozles Woozle weapons Gardening tips Garden design plans Vegetable garden planner Garden defense owl ADD vs. ADHD ADHD therapist Does honey cause ADHD? Fear of heights symptoms Fear of heights cure Overcoming phobias Acrophobia therapist Anxiety symptoms Panic attacks Anxiety treatments Anxiety therapist Obsessive compulsive disorder OCD causes OCD symptoms OCD treatment OCD therapist POSSIBLE KEYWORDS
  25. 25. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Awareness Pooh realizes he has an issue with excessive eating but doesn’t yet know what it is or what it means to him. Consideration Pooh starts to search for causes, symptoms, and possible treatment options for compulsive eating. Purchase/Decision Pooh searches for possible therapists and schedules first appointment. POOH’S BUYER JOURNEY
  26. 26. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Awareness Consideration Decision Pooh realizes he has an issue with excessive eating but doesn’t yet know what it is or what it means. Pooh starts to search for causes, symptoms, and possible treatment options for compulsive eating. Pooh searches for possible support groups, therapists, or treatments to schedule his first appointment and seek help. Weight gain Bear weight gain Overweight bears Eating problems Uncontrollable eating Obsessive eating Food addiction Honey addiction Food addiction in Pooh bears Overeating symptoms Do I have an eating disorder? Eating disorder facts Eating disorder statistics Eating disorder resources Reasons for binge eating What causes binge eating? Stop compulsive eating Control obsessive eating How can I stop binge eating? Treating eating disorders Choosing a treatment center Binge eating support group Binge eating therapy Registered dietitians Eating disorder counseling Physicians who specialize in eating disorders Eating disorder therapist Psychologist for food addiction Eating disorder psychiatrists Food addiction specialists Therapy for overeating Eating disorder treatment centers BRING IT TOGETHER
  27. 27. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing SEARCH INTENT In today’s world of SEO, search engines are smart, and they care about what the user wants and expects to see in search results. There is a big difference between a hot dog you eat and a hot dog that is panting from warm weather. Watch search intent carefully.
  28. 28. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing KNOW YOUR TARGET MARKET § Soda vs. Pop vs. Coke § Football vs. Soccer § Frying Pan vs. Skillet § Corn Hole vs. Baggo § Super vs. Dinner § Bodega vs. Convenience Store § Gutter vs. Rainspout § Davenport vs. Couch vs. Sofa § Attorney vs. Lawyer § Doctor vs. Physician § Hoagie vs. Sub vs. Hero This is Aaron. He is from the southern part of the US. He says “corn hole” and would search for that in Google. This is Mike. He is from the northern part of the US. He says “baggo” and would search for that in Google.
  29. 29. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing Home Page About Disorders Treated ADHD Acrophobia Anxiety Causes Symptoms Treatments Compulsive Eating Depression OCD Treatment Options Art Therapy Cognitive Behavioral Therapy Equine Therapy Exposure Therapy Interpersonal Psychotherapy Patient FAQs Contact BACK TO POOH
  30. 30. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing ON-PAGE SEARCH ENGINE OPTIMIZATION
  31. 31. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing 1 BEFORE YOU WRITE NEW CONTENT OR OPTIMIZE IT
  32. 32. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing FIND SOME FOCUS § Brainstorm the topic you plan on writing about and write down the key points you’ll cover in the piece of content. § Write down a 5-10 search phrases you think would pertain to this topic. § Search for each phrase in Google and review who and what shows up on page one of the search engine results page. § Document any phrases that show a weakness and/or where you create better content. § Think about how easy it would be to craft a title or opening sentence with the exact phrase you’re considering. Before you write your first word, ask yourself what keyword phrase you would like this content to rank for in search. Not sure? Let’s walk through picking the right one.
  33. 33. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing WRITE CONTENT THAT USERS & SEARCH ENGINES WILL LOVE 2
  34. 34. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing LONGER CONTENT WINS Better for Keyword Ranking A serpIQ survey showed: • The average content length of each of the top 10 results was more than 2,000 words. • The average number of words for the content in the #1 spot was 2,416. • For the #10 spot, the average number of words was 2,032. Better for Obtaining Social Media Shares & Inbound Links People tend to share longer content on social media more then shorter content. People also tend to link into longer content than they would a shorter article or post. Better for Conversions Website conversions can also be altered by content. The longer the content, the more authority you gain, the more likely the conversion. 1 2 3 Long-form content has a variety of numbers assigned to in on the web. Long- form content is at least 1,000 or 1,200 words and really approaches towards 2,000 words.
  35. 35. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing OPTIMIZE CONTENT FOR SEO BEST PRACTICES 3
  36. 36. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing ON-PAGE SEO § Page name § URL § Headers (H1, H2, H3, etc.) § Paragraph text § Keyword variations and related phrases § Internal links § Link anchor text § Images § Readability § Meta titles and descriptions When we talk about optimizing content, we are typically focused on a list of elements that include the following items.
  37. 37. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing BUT DON’T STRESS! If you are new to SEO, you don’t need to get overwhelmed by all those details.
  38. 38. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing § Focus on your target market § Focus on their problems § Focus on words and phrases they would search for when asking questions in Google § Create great content to answer those questions STAY FOCUSED
  39. 39. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing CREATE GREAT CONTENT § Great title § Solid content outline § Strong intro paragraph § Easy to read content § Shorter paragraphs § Semantically rich text § Closing paragraph § Call to actions and next steps you’d like your visitors to take Then go back and double check to see if you solved a problem or answered a question! Here is what I really want you to focus on:
  40. 40. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing A WORD ABOUT SEMANTIC SEARCH Generic Search for “Apple” Apple You Eat Apple the Company Apple Laptop Color Taste Texture Freshness Calories Nutrients Orchard Recipes Headquarters Founders Board Members Stock Price Profitability Subsidiaries Locations Products Size Weight Processor Memory Storage Retina Display Keyboard Battery
  41. 41. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing STAY FOCUED AND ON TASK
  42. 42. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing • Keyword Universe • Top keywords in search • Top content in search • Website Traffic • Conversions TRACK YOUR PROGRESS
  43. 43. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing REMEMBER YOUR GOALS 1. Increase your keyword universe 2. Finetune your focused keyword phrases 3. Improve the health of your website 4. Improve your keyword ranking in Google or Bing 5. Increase your Google My Business visibility 6. Increase the amount of Knowledge Graph elements you rank for in Google SERPs 7. Increase your website traffic from organic search activity 8. Improve your visitor retention and time on site 9. Increase the quantity of leads 10. Improve the quality of leads 11. Increase your ecommerce sales 12. Increase your ultimate revenue
  44. 44. Presented By Rebecca Gill ~ Copyright © 2021 Web Savvy Marketing THAT’S A WRAP! Time for questions.

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