In2itive Search - Willamette Marketing Class - All Things SEO

Willamette University – All Things SEO
In2itive Search LLC - Confidential
In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR
11/6/2014

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 11/6/2014

About In2itive Search
 In2itive Search founded in May 2012
 Team has been in digital marketing since 2007
 5 employees currently (November 14)
 Hiring #6 soon – Account Director/Senior Account
Manager
 Principle based organization – Partners First
 Honesty, Be the Best, Be Fun
 Google AdWords, Google Analytics, and Bing Ads Certified
 Involved in local and national organizations
 American Marketing Association
 SEMpdx
 Gives back to local non – profits (time and donations)
 ReFit Portland
 Shadow Project
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In2itive Capabilities
 Pay Per Click Advertising
 Team has worked with small to large accounts ($500 – over $1m monthly ad spend)
 Text, Display, Remarketing, YouTube, Facebook, LinkedIn
 Google Partner – Access to Google Agency Representative
 Utilize WordStream for PPC management & reporting
 Search Engine Optimization
 Audited hundreds of sites to increase organic search traffic and conversions
 Proven success in both local and ecommerce SEO
 Social Media
 Audit and provide new strategy for increased engagement, traffic and conversions
 Wordpress Web Design
 Build informational, professional, conversion focused websites
 Ecommerce with WooCommerce
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How We Work
 Project Based
 PPC, SEO, Social Media Audits & Implementations, Web Design
 One month for completion
 Ongoing work easily added
 50% deposit required to begin work with 50% due upon
completion
 Ongoing Monthly Services
 PPC, SEO, Social Media
 Reporting included in costs
 Billed at the end of each month
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Increase traffic, leads, sales & profits

Advertising
Results
Organic
Results

Advertising
Results
Organic
Results
Local
Results

~90% of all clicks happen on the first page of Google

Keyword
Research

Keywords help people find what
they’re looking for online

Do you own one of
these?

Then people will find your website through keyword
searches on Google (Bing & Yahoo Too)

Our Keyword Research Process – Initial List
Partner Keywords Website Keywords Google Suggested Keywords Localized Keywords
custom picture framing art and framing custom picture frames picture framing Portland or
producing picture framing custom framing art frames picture frames Portland
Portland artists professional art services wholesale picture frames picture framing Portland
commissions art sourcing picture frames picture framing Portland Oregon
project management local art sourcing art framing contemporary art Portland
local artists commercial art supplier picture framing picture frames Portland Oregon
framing commercial art customized picture frames contemporary art Colorado
presentation hospital art wood picture frames contemporary art Vancouver
art installation business art art frame custom framing Vancouver
originals office art glass picture frames picture framing Vancouver WA
photography professional art and framing black picture frames modern art Vancouver
printing hotel art dealing custom made picture frames modern art Portland
restoration hotel art supply large picture frames
art inventorying custom size picture frames
frame repairs bulk picture frames
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Our Keyword Research Process – Final List
Keyword Avg. monthly searchesCompetition Keyword Difficulty Bing Search
picture frames 2900 0.99 0.54 31347
abstract art 2400 0.47 0.56 8069
modern art 1000 0.53 0.68 4699
contemporary art 720 0.71 0.73 3803
canvas art 590 0.98 0.6 8485
framed art 320 1 0.6 4593
art for sale 210 0.99 0.65 1946
paintings for sale 210 1 0.6 755
custom picture frames 210 0.98 0.49 611
custom framing 170 0.9 0.37 633
canvas art prints 140 1 0.64 581
picture framing 140 0.81 0.55 21145
art frames 110 0.99 0.52 704
large picture frames 90 0.98 0.49 454
wood picture frames 90 0.93 0.47 527
artwork for sale 70 1 0.65 1224
office art 70 0.91 0.49 317
wholesale picture frames 70 1 0.42 323
framed artwork 50 1 0.66 318
office artwork 50 1 0.49 205
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Title & Meta Description Optimization
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Title Tags ~ 55 characters or less
Home Page: Branding – Main Keyword/Service & Location
EX: Angela Adams | Area Rug Designer Portland ME
*This title includes business name, Main Keyword + location into
one simple and effective title tag
Local Page: Branding, Location – Keyword & Geo Modifier
EX: Angela Adams, Portland ME | Area Rugs & Furniture
*This title includes business name, Location
Main Pages – Page title (Include targeted Keyword) & Geo modifier (if space
allows) – Branding (if space allows)
EX: Outdoor Area Rugs & Patio Rugs | Angela Adams
*This title includes one to two keywords and branding or
sometimes just two keywords
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Meta Descriptions – 130 – 155 characters
The meta description should include our target keyword and a short
description of what the page is offering. If you can fit it, add a call to action
with a phone number.
Example: Specializing as a business attorney in Salem we understand
business from the big picture to day-to-day details. Call 503.512.0501 for a
free consultation.
Cheats: Start with any meta they provided for the page and tweak to make
work
Geek Cheat: Use site scraper to pull
down all data from the site
11/6/2014

URLs – Include Targeted Keywords
URLS need to be concise and descriptive of the content on the page –
use targeted page keyword if possible
 Bad URL: http://www.essentlaw.com/for-business-clients/
 Good URL: http://www.essentlaw.com/business-attorney-salem/
 URLs should be descriptive, and include targeted keywords and
location if possible (for local clients)
11/6/2014

Body Content – Another Place for Keywords
 Content is King
 Make sure the main targeted keyword is in the content of the page body.
 Use LSI keywords
 Anchor Text
 Link keywords to their corresponding pages if it makes sense.
 Never link “click here” or “here” “download”, always link what it is.
 Good example: In todays digital age well-designed websites are extremely
11/6/2014
important.
 Bad Example: “To create your own profile on Google+ login to your Gmail Account
here”
 Images
 Save with the keyword in the file name
 Always add an Alt Tag to an image. In the Alt Tag description include the
keyword that is relevant to the image and a geo modifier if possible.

Good Example
Title
URL
H1
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Bad Example
Title
URL
H1
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Schema & Rich Snippets
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Webmaster Tools – Sitemaps
 Many tools that will create this for you for upload to Google & Bing
Webmaster Tools
 https://www.xml-sitemaps.com/
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Site Speed – Normally Quick Fix
 https://developers.google.com/speed/pagespeed/insights/
11/6/2014

Searchmetrics Ranking – Factors

Off-Site SEO Factors
 Social mentions
 Google+
 Shares/Likes (Twitter, LinkedIn, Facebook, etc.)
 Site history
 Click through rate – Control titles and metas
 Engagement metrics (Bounce rate, dwell time, etc.)
 Stuck in the Google sandbox?
 Relevant links
 Keyword focused anchor text – NOT OPTIMIZED
 Many link sources (think votes)
11/6/2014

In2itive Analytics – Adding Social Results
11/6/2014

Social Impacts SEO
11/6/2014

Social Impacts SEO
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 855% increase in Google+ impressions
 330% increase in Google+ followers
 74% increase in website traffic
 300% increase in online conversions

Major Changes Last 3.5 Years
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What Changed?
Panda – User Experience
 Starts with humans
 Targeted content farms
 Scrapper sites
 Ads above the fold
 Multiple updates and refreshes
Penguin – Black Hat SEO
 Link schemes
 Keyword stuffing
 Over optimization
 Cloaking & sneaky redirects
 Recent update – October
11/6/2014

Be A Better Marketer
 Use more social media
 Focus on quality not quantity
 Write link-worthy content and
share it
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Last Year – Joy of Being an SEO
 Hummingbird – Impacted 90% of all searches
 Fast and precise – Swapped the engine out after using it for 10 years
 Still works with Panda and Penguin
 Way we search has changed over past 10 years
 Makes long tail and conversational search better
 Google “Not Provided”
 Encrypted search – Protecting Users
 Organic keywords are no longer available in Analytics
 Work arounds
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Google Pigeon Update - LSEO
 Launched around July 24th
 Includes more search ranking factors
 Improves distance & location
parameters
 Removal of the 7 pack for some
queries
 Increase in local directories – Think
Yelp, Yellowpages, etc.
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Carousel & Pack Results
 Must have Google My Business
page
 Many other factors
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Local SEO – Nick’s Top 5 Ranking Factors
 Name, Address,
Phone Number
 Categories
 Reviews
 Site Optimized for
Local SEO
 Website Authority
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Moz Local Search Ranking Factors - 2014
http://moz.com/local-search-ranking-factors
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Local Presence & SEO – Must Have
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BrightLocal Competitor Reporting
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Rank Tracking – One Metric
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Google Analytics – Traffic and Goals
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 Estimated revenue per conversion: $400
 Increased revenue in Sept/Oct by $38,800
 Invested $6,300 over 18 months
 ROI = 616%

SEO Strategy – Must for all companies
1. Keyword research
2. On page updates
3. Off site work
4. Local
optimizations
5. Monitor, measure,
monetize
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Hiring SEO or Digital Marketing Agency
 Look at their online reviews
 Forget asking for references
 Ask for a sample of their reporting and have them walk you through it
 Look for certifications and check up on them
 Ask about their project management and time tracking systems
 Look out for contracts that you can’t cancel early
 Case studies are a plus, but you can make data tell any story you want
 Ask to meet with your account person to ensure fit
11/6/2014

Questions
11/6/2014

In2itive Search - Willamette Marketing Class - All Things SEO

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