Creating a SEO strategy, Google Inc View on Youtube: https://www.youtube.com/watch?v=J_FgXr7mrkg#t=553 www.Hitvietnam.com http://googlewebmastercentral.blogspot.com/2013/11/video-creating-seo-strategy-with.html

1. Creating a SEO strategy
(with Google Webmaster Tools!)
Maile Ohye
Developer Programs Tech Lead
Google

2. Target audience level
● Beginner SEOs or online strategists
● Familiarity with Search and industry tools
○ Google Webmaster Tools
○ Web anaytics, like Google Analytics

3. Agenda
● Using Webmaster Central as mock company
● Building an SEO and online strategy
1. Understand searcher persona workflow
2. Determine company and website goals
3. Audit your site to best reach your audience
4. Execute and make improvements
● Overcoming obstacles

4. Pretend company: Google Webmaster
Central

5. Pretend SEO for Webmaster Central
Blog

6. Google Webmaster Central Blog

7. Webmaster Tools

8. Webmaster Forum
Monitored in 12 languages

9. Webmaster Help Center
20 languages

10. Google Webmasters YouTube
Channel

11. Pretend SEO for Webmaster Central
Blog

12. Your situation may look different

13. Creating a SEO strategy
1. Understand searcher persona workflow
2. Determine company and website goals
3. Audit your site to best reach your
audience
4. Execute and make improvements

14. Searcher persona workflow*
Vanessa Fox. "Marketing in the Age of Google"
(Wiley, 2010).

15. Capture workflow for various searcher
personas

16. How Webmaster Tools helps

17. Business department responsibilties
Roles whether a big company or a one-person
shop

18. Seamless searcher experience
Departments work together :)

20. Care about the big picture
Think beyond individual roles or responsibilities

21. Create seamless searcher workflow

22. Verify components are seamlessly
integrated

23. Creating a SEO strategy
1. Understand searcher persona workflow,
users’ needs, and creating a seamless
experience
2. Determine company and website goals
3. Audit your site to best reach your
audience
4. Execute and make improvements

24. Cohesive company goals
● What's our business goal?
● What can our product/service do that no one
else can?
● What does success look like?
Similar checklist from Vanessa Fox. "Marketing in the
Age of Google" (Wiley, 2010).

25. Cohesive company goals (cont.)
● What components are involved?
● How does our website play a part in this
success?
Similar checklist from Vanessa Fox. "Marketing in the
Age of Google" (Wiley, 2010).

26. Company goals
● What's our business goal?
○ Help all site owners.
● What can our product/service do that no one
else can?
○ Act as the official Google source of information.
● What does success look like?
○ Increased webmaster community and higher
participation in products/services.

27. Company goals (cont.)
● What components are involved?
● How does your website play a part in this
success?
○ WMC Blog: Provide webmasters the latest
information and announcements

28. Competitors
● What do our online competitors do well?
● What are they missing?
● Is there a market need for the things we
could do better than our competitors?

29. Webmaster Central company goal #1: Increase
webmaster community
Metrics for WMC Blog
● Unique users with pageviews
○ From Search
○ From referrals (links/shares)
■ External sites and YouTube channel
or Help Center
○ From direct traffic
● Subscribers
With goals, define metrics
Below is a pretend situation.

30. Creating a SEO strategy
1. Understand searcher persona workflow
2. Determine company and website goals
3. Audit your site to best reach your
audience
4. Execute and make improvements

31. Audit site for audience-focused
content
● What groups are you targeting?
○ Where are they located?
○ What devices are they using?
Webmaster Tools’ Search Queries > Filters feature shows a large audience
for the blog from Canada and New Zealand.

32. Audit site for audience-focused
content (cont.)
● What are their objectives?
● Do any/some of their objectives match why
your company is special?
● Do their query terms match your content?

33. Audit: Check that content matches
your audience’s queries
Our blog often uses the term "search friendly."
Unfortunately, it’s not a query we’ve ranked for in the last
three months.

34. Audit: Check if content matches
queries
We write "search-friendly."
Unfortunately people search
for [seo].

35. Creating a SEO strategy
1. Understand searcher persona workflow
2. Determine company and website goals
3. Audit your site to best reach your
audience
4. Execute and make improvements

36. Monitor and optimize with
Webmaster Tools
Track every stage of the search-engine
pipeline
1. Crawling
2. Indexing
3. Search results

37. Increasing conversions/business
Better
marketing
can lead
to more
searchers
Good
content
can upsell
Great
experience and
remarketing
can bring
repeat
customers
Not just about improving ranking -- improve all
steps in the searcher persona workflow.

38. Obstacles in creating an SEO or
online strategy
● But I'm not the person responsible for all of
this. I just run department X.

39. Obstacles in creating an SEO or
online strategy
● But I'm not the person responsible for all of
this. I just run department X.
● I need to know the keywords my competitor
is targeting.

40. Obstacles in creating an SEO or
online strategy
● But I'm not the person responsible for all of
this. I just run department X.
● I need to know the keywords my competitor
is targeting.
● I need to know what sites are linking to my
competitor before I know who to target.

41. Obstacles in creating an SEO or
online strategy
● But I'm not the person responsible for all of
this. I just run department X.
● I need to know the keywords my competitor
is targeting.
● I need to know what sites are linking to my
competitor before I know who to target.
● Is my competition planning to have a social
media presence?

42. Obstacles in creating an SEO or
online strategy
● But I'm not the person responsible for all of
this. I just run department X.
● I need to know the keywords my competitor
is targeting.
● I need to know what sites are linking to my
competitor before I know who to target.
● Is my competition planning to have a social
media presence?
● Search engine algorithms change so much I
can’t keep up.

43. Go for it!
● Understand the searcher persona workflow
and create an integrated strategy inclusive of
all components

44. Go for it!
● Understand the searcher persona workflow
and create an integrated strategy inclusive of
all components
● Determine goals, define metrics

45. Go for it!
● Understand the searcher persona workflow
and create an integrated strategy inclusive of
all components
● Determine goals, define metrics
● Audit your site to best reach your audience.
Maximize existing search traffic by
optimizing the crawl, index, and search
results pipeline.

46. Go for it!
● Understand the searcher persona workflow
and create an integrated strategy inclusive of
all components
● Determine goals, define metrics
● Audit your site to best reach your audience.
Maximize existing search traffic by
optimizing the crawl, index, and search
results pipeline.
● Work with the entire team when improving
your online business. Success is much more
than ranking.

47. Thanks for your time!
As you’re well aware, more information can
be found at www.google.com/webmasters