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SEO Best Practices
HOW CAN SMALL BUSINESS SUCCEED IN DIGITAL MARKETING?
PROVIDED BY: MASTER WEB CREATIONS
JUNE 2019
What is SEO?
SEO IS A STRATEGY TO
IMPROVE SEARCH ENGINE
RANKINGS FOR TARGET
KEYWORDS TO MEET
BUSINESS GOALS
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.
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?
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
Keyword Research FOCUS ON CONTENT SUBJECT
WITH LONG-TAIL KEYWORDS
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.
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
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
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
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
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
Other tools
 Other tools for keyword exploration:
 Moz Keyword Explorer
 Google Keyword Planner
 Google Correlate
 Ahrefs
 Semrush
Page Content &
Structure
WRITING FOR THE WEB (AND
FEATURED SNIPPETS)
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).
SEO, then… MONITORING
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?
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.
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.
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

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Seo best practices

  • 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).
  • 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