Studio 2055: Bring My Brand to Life, Dr. Frankenstein!
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BRANDit Live! is a series of webinars hosted by Studio 2055 that includes lively discussions with our special guests who bring insight and knowledge to the subject of brand.
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Studio 2055: Bring My Brand to Life, Dr. Frankenstein!
- 2. Hi Everyone! NANETTE NEWBRY Principal, Creative Director STUDIO 2055 ALAN BUSH SEO Consultant Host of the Podcast, Owning Your Own
- 3. Bring My Brand to Life, Dr. Frankenstein! How to Implement SEO to Draw More Customers to Your Brand
- 4. A WHOLE NEW WORLD. GET USED TO IT.
- 5. Your Brand Touchpoints • Know your unique value proposition • Positioning • Push and pull marketing
- 6. Brand Touchpoints and SEO • Websites • Landing pages • Videos • Blogs, white papers • Social media • Press releases
- 7. Brand Wheel – the Customer Experience KEYWORD USE • Know the competition • Vertical and horizontal targets • Differentiate– build content marketing
- 8. B2B and SEO • Professional services can become commoditized • Build trust and credibility • Services are “soft” • SEO pulls customers to you • Viral • Maximizes resources • Analytics prove ROI
- 9. Alan Bush SEO Consultant Professor at UCSD Host of the Podcast Owing Your Own
- 10. Why Do SEO? • There were 2.2 trillion searches on Google globally over the course of 2013. • This equates to 5,922,000,000 (almost six billion) searches a day. 93% of online experiences begin with a search engine. Top listing in Google’s organic search results receives 33% of the traffic. 59% of consumers use Google every month to find a reputable, local business. SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
- 12. THE 101 SEO RECEIPE SEO Boils Down to Four Main Ingredients Site Architecture Code Optimization Content Backlinks
- 13. Site Architecture–Navigation • How many clicks does it take to get to the center of your site? • How accessible are the important pages on your website? • Proper navigation, internal links, fast load times
- 14. Site Architecture–Canonicalization Canonicalization is the process by which URLs are standardized. (ex. www.acme.com and www.acme.com/ ) CANONICAL ERRORS 3 main types of canonical errors found • www vs non-www • /index.html • Capitalization HOW TO FIX • 301 redirects • Rel= “canonical” • Ensure internal links point to right version of URL (consistency)
- 15. Code Optimization Onsite SEO– inserting keywords into the code that is visible to search engines and users alike. TITL E SEO META H1 ALT Canon Robots XML 404 • TITLE tags • META descriptions • H1 (Header) tags • Image and hyperlink attributes (ALT and title respectively)
- 16. Code: Keywords– the Lifeblood of SEO • Build on your brand • A single or group of words • Help users find website content • Help your website content communicate with search engine users • Should not be misleading • “Long Tail”
- 17. Code: Keyword Tools • AdWords keyword planner • SEMRush • SpyFu • Ubersuggest • Soovle • Google “Suggestions”
- 18. Code: Title Tag <title> • Very critical HTML tag and is visible in the browser. • Include the name of the company or website in the title. Words can be separated by a variety of characters; comma, hyphen or “pipe” • Between 60 -70 characters <TITLE>Keyword1 Keyword2 – MatchNRide.com </TITLE> Example : <title>Horses For Sale | Show Horses For Sale at MatchNRide.com </title>
- 19. Code: Meta Description Tag • Displayed by search engines in the search results • Focused description • Should contain the primary and secondary keyword • Brief selling point to the website and URL • No more than 160 characters <meta name=“description” content=“Write descriptive sentence here and include primary keyword (s) preferably towards the front. Learn more visit oursite.com” Example : <meta name=“description” content=“Studio 2055 is a San Diego Based Creative Agency Focused on Branding, Graphic Design, and Digital Marketing for AEC Professionals. Learn More.”/>
- 20. Code: H1–Heading Tags • Tag read by search engines • The H1 tag should be used for the primary or secondary keyword of the page <h1>Keyword1</h1> Example: <h1>Horses For Sale</h1>
- 21. Code: Hyperlinks–Internal and External • Internal linking is an important part of SEO • Anchor text – the words used to link to a page internally or externally within copy of a page or navigation(s). • Link to useful resources and relevant sites Example: Included here is <a href=“http://www. yoursite.com/internal-page1” target=“_blank” >great information on internal page 1</a> that could help you.
- 22. Content: What Makes Quality Content? • Clear, concise, well-written language. • Include your primary, secondary and when possible, your supporting keywords. • Include all keywords that make sense for the page you are on. KEYWORD DENSITY A metric used by SEO’s to determine how often to mention certain keywords. • Primary keyword should be mentioned 3-5% of the time. Less for the supporting keywords
- 23. Content: Content Types • Copy • Images • Videos • Graphics/Infographics • Slide show (slideshare.net) • White papers • Apps
- 24. Backlinks–Internet Gold Backlinks are a “vote” for your site by other users.
- 25. Links: What Makes a Good Link? • Relevancy • Quality • Authority of website • Number of links pointing to that website • Page rank • Trust • Quantity
- 26. Link Monitoring Tools • Google Webmaster Tools • Ahrefs • MajesticSEO • Link Research Tools – Paid • Moz – Open Site Explorer • Competition – Look at their backlinks and uncover opportunities!
- 27. Questions
- 28. Recap • Customer Experience • B2B and SEO • Four basic ingredients of SEO • Site architecture • Keywords /Code • Quality content • Backlinks
- 29. Resources • www.smps.org • www.ama.org • www.redit.com • www. smashingmagazine.com • ignitevisibility.com/blog • moz.com/blog • searchengineland.com • emarketer.com • B2bmarketing.net
- 30. THANK YOU! NANETTE NEWBRY, STUDIO 2055 760.729.8205 Web: studio2055.com Blog: studio2055.com/designwise Join: Twitter, Facebook, Pinterest, Google+ and LinkedIn ALAN BUSH 562.234.5508 Web: alanharrisonbush.com Join: Twitter, Facebook, Google+ and LinkedIn
Editor's Notes
- Titles Rockwell
- Technology has changed so has the way people communicate, purchase, interact and locate things they want or need. Ignore these stats and you’re missing out on a tremendous amount of potential clientele. A Few Stats: There were 2.2 trillion searches on Google globally over the course of 2013. On average this is equates to 5,922,000,000 (almost six billion) searches a day. 93% of online experiences begin with a Search Engine. [Via Search Engine Journal] The top listing in Google’s organic search results receives 33% of the traffic. [Via Search Engine Watch] 59% of consumers use Google every month to find a reputable, local business. [Via Search Engine Watch] – SEO leads have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate. [Via Search Engine Journal] - See more at: http://zerogravitymarketing.com/seo-statistics/
- Fundamentally, SEO boils down to 4 main components. All major search engines view varying degrees of focus on the following: Site Architecture, Code Optimization, Content & Backlinks.
- How many clicks does it take to get to the center of your site? How accessible are the important pages on your website? Users and search engines alike prefer to find what they are looking for easily rather than dig through the site.
- What Is This? Canonicalization is the process by which URLs are standardized. For example, www.acme.com and www.acme.com/ are treated as the same page, even though the syntax of the URL is different. Technically a fix Similar or identical content being indexed and displayed by search engines with 2 different URLs is a canonical ERROR 3 main types of canonical errors found www vs non-www /index.html Capitalization How To Fix? 301 Redirects Rel=“canonical” Ensure internal links point to right version of URL; consistency.
- This is what is typically thought of when one thinks of onsite SEO; inserting keywords into the code that is visible to Search Engines and users alike. This includes TITLE tags, META descriptions, H1 (Header) tags as well as Image and Hyperlink attributes (ALT and title respectively)..
- “An informative word used in an information retrieval system to indicate the content of a document.” - Google Answer A single or group of words Help users find website content Help your website content communicate with search engine users Include your brand! Should not be misleading! “Long Tail”
- AdWords Keyword Planner- This tools allows pay-per-click users to determine the search volume and competition according to Google. It is used by SEOs for the same reason as well, although SEO may have different intention for the website. Other Tools SEMRush SpyFu Ubersuggest Soovle Google “Suggestions”
- Very critical HTML tag and is visible in the browser. Ideally we should have the primary and secondary keyword listed in the TITLE tag, and (for aesthetics) every word in the title should be capitalized. One should also include the name of the company or website in the title as well. Words can be separated by a variety of characters; a comma, hyphen or “pipe” are the most commonly used and preferred methods. Between 60 -70 Characters <TITLE>Keyword1 | Keyword2 – MatchNRide.com</TITLE> Example : <title>Horses For Sale | Show Horses For Sale at MatchNRide.com</title> NOTE: The structure of the Tag is open in regards to separators (pipes, commas or dashes) but it should definitely contain the primary keyword and secondary keywords the majority of the time, and that primary keyword should be towards the front of the tag.
- This tag is what the search engines display in the search results. This description should be focused and contain the primary and possibly secondary keyword of the page. Ideally it should be written as a brief selling point to the website and URL. Should be no more than 160 Characters <meta name=“description” content=“Write descriptive sentence here and include primary keyword (s) preferably towards the front. Learn more visit oursite.com” Example : <meta name=“description” content=“Ignite Visibility is a San Diego Based Internet Marketing Agency Focused on Social Media, SEO, PPC, Analytics and Conversion Rate Optimization. Learn More.”/> NoODP!
- Headers of the site are an important tag read by search engines. The H1 tag should be used for the primary or secondary keyword of the page. <h1>Keyword1</h1> Example: <h1>Horses For Sale</h1> NOTE: Depending on the structure of the page, H2, H3 and other headers can be used. More emphasis for SEO is placed on H1, so that is recommended that this be the primary or secondary keyword.
- Internal linking is an important part of SEO and as mentioned in previous section, helps with the fundamental site architecture Anchor text – the words used to link to a page internally or externally within copy of a page or navigation(s). It is also a good practice to link to useful resources. This ties together your website, with the respected resource site. Link to RELEVANT sites. When on pages that are selling or promoting a service, it’s recommended stay in the site. On a blog, or article site, it would be recommended to site your resources with good external links. Pro tip: Use the target=“_blank” attribute to have a user open a new window or tab. This keeps the user on your site. Should contain keyword but does not have to be exactly the keyword. Example: Included here is <a href=“http://www.yoursite.com/internal-page1” target=“_blank” >great information on internal page 1</a> that could help you. Images and other media can be used to link to other pages as well but text links are more “powerful”.
- Clear and concise language Well-written – Search Engines can detect poorly written content and users will not think highly of you! Write how you want to communicate to people and search engines will respect that. Include your primary, secondary and when possible, your supporting keywords. It does not have to have ALL of them, but include what makes sense for the page you are on. KEYWORD DENSITY Used to be a metric used by SEO’s to determine how often to mention certain keywords. Primary keyword should be mentioned 3-5% of the time. Less for the supporting keywords. In reality, write how you want to best communicate your ideas. Do not over-analyze the keyword density!
- Clear and concise language Well-written – Search Engines can detect poorly written content and users will not think highly of you! Write how you want to communicate to people and search engines will respect that. Include your primary, secondary and when possible, your supporting keywords. It does not have to have ALL of them, but include what makes sense for the page you are on. KEYWORD DENSITY Used to be a metric used by SEO’s to determine how often to mention certain keywords. Primary keyword should be mentioned 3-5% of the time. Less for the supporting keywords. In reality, write how you want to best communicate your ideas. Do not over-analyze the keyword density!
- Backlinks are basically a “vote” for your site by other users. Search engines use these “votes” to determine how important your site is across the web. The integrity, quality and quantity of these votes will push your website to the top of the ranking results.
- http://moz.com/beginners-guide-to-seo/growing-popularity-and-links