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The Importance of SEO (Search Engine Optimization)

The Importance of SEO (Search Engine Optimization). What is SEO?.

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The Importance of SEO (Search Engine Optimization)

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  1. The Importance of SEO(Search Engine Optimization) ImpactOnlineMarketing.com

  2. What is SEO? • “A methodology of strategies, techniques and tactics used to increase the amount of visitors to a web page by obtaining a high-ranking placement in the search results page of a search engine (SERP) – including Google, Bing, Yahoo and other search engines.” • Used as both a noun (as above) • And a verb – to “SEO” a page, post, media ImpactOnlineMarketing.com

  3. The 3 Components of SEO • On-site (on-page) – what you do on the web page itself • Linking – quantity and importance of links coming into a site (inbound linking) • Social signals – how important is the site to those who visit ImpactOnlineMarketing.com

  4. Focus Today Primarily on Google 2013 Search Volume Stats • Google 67% • Bing 17% • Yahoo 12% • 4% AOL, Ask, others ImpactOnlineMarketing.com

  5. Google SEO Algorithm Weight Changes • Originally primarily on-site SEO • Move to emphasize linking too (50/50) • Addition of social signals (40/40/20) • Movement more toward social (weight unknown) ImpactOnlineMarketing.com

  6. Keywords: The Foundation of SEO • What is a keyword • What makes a “excellent” keyword – one worth optimizing? • Enough search activity to drive sufficient traffic to site • Not too much competition (is there a chance to move onto the first page of Google?) ImpactOnlineMarketing.com

  7. Determine Keyword Search Volume • Use Google Keyword Planner • Must open an Adwords account to use the Keyword Planner (no spending necessary) • Only use EXACT match to explore • Look at search volume column only (ignore competition and Adwords columns) • Which words have most search volume? ImpactOnlineMarketing.com

  8. Keyword Match Type • Only use EXACT match to explore keywords • Exact match = tennis shoes • Phrase match = tennis shoes for women –or- blue tennis shoes size 9 • Broad match = shoes for tennis –or- tennisrackets and shoes • Keywords must be compared “apples to apples” • Google Keyword Planner delivers Exact Match results • Other tools may offer a Match Type option ImpactOnlineMarketing.com

  9. Keyword Example: “visit montana” ImpactOnlineMarketing.com

  10. Determine Strength of Competition • Install MozBar on Firefox or Chrome • Monitor bars under each site listed on thefirst page of Google • DA = Domain Authority • PA = Page Authority • Look for results that have both DA and PA = or < than 40 • If two or more results meet this criteria, good chance of getting ranked on page one of Google(assuming you use best practices of SEO) ImpactOnlineMarketing.com

  11. Using MozBar (Firefox & Chrome) • Search Google for “install Mozbar” • Will deliver PA and DA results for each result on the first page of Google (BOTH must be = or < 40) • Need 2 or more qualifiers from 10 results on 1st page ImpactOnlineMarketing.com

  12. On-Page Elements of SEO • Meta tags (fields in code specifically added for search engines) • Title tag MOST important – by far • Description field important as verbiage in Google / search engine results • Meta keywords NOT important at all ImpactOnlineMarketing.com

  13. On-Page Elements of SEO (cont.) • Page title (headline on website page) – different than the Meta Title TAG • H1, H2, H3 headers • Page URL (www.sitename.com/keyword) • Use of keyword in page content (1-2% density) • Photo titles and alt tags ImpactOnlineMarketing.com

  14. Inbound Links • Quality of inbound links more important than quantity • Links from important sites provide credibility to yours • Large, well-respected sites (high PA/DA numbers) • Government sites (.gov) • Education sites (.edu) • Links from link exchanges / low quality / brand new sites offer little value • Links from plethora of article sites, directory sites, etc. not helpful ImpactOnlineMarketing.com

  15. Social Signals • Content shared socially from your website / blog • Traffic from social sites into your website / blog • Time on site / time on pages (Google Analytics) • Page views (Google Analytics) • Bounce rate (Google Analytics) ImpactOnlineMarketing.com

  16. “Sleuthing” to Check Competitor SEO • What are your main competitive sites? • Which sites own the first page of Google for your KWs? • Which keywords are they trying to optimize? • What are they not doing well? • You can capitalize on things they are missing • After doing keyword research: • Visit sites that are ranking well for your best keywords • Visit those sites’ source code to “sleuth” ImpactOnlineMarketing.com

  17. Sleuthing Source Code • On any website: • In white space on page, do a right click > drop-down • Select “View Source” or “View Page Source” option • If on Google, see clickable link (this is page’s Title Tag) ImpactOnlineMarketing.com

  18. Using Analytics to Monitor SEO • From a keyword perspective, it’s not as easy as it once was to monitor keyword SEO in Analytics • “Unspecified” is now the most common keyword result • Google WebMasterTools now better for monitoring keyword driven SEO • Referring sites (under Traffic) is helpful in monitoring effectiveness of off-site SEO • Key metrics to watch that can affect SEO • Time on site/pages, page views, bounce rate, load time ImpactOnlineMarketing.com

  19. Google Analytics Example ImpactOnlineMarketing.com

  20. Google Analytics Example 2 ImpactOnlineMarketing.com

  21. When to Use PPC (Pay Per Click) • While waiting for first page Google organic rankings • When ranking toward bottom of Google’s first page • Even when holding top organic spots IF there is positive ROI • In Google, use Analytics to set “goals,” monitor conversions, and study metrics ImpactOnlineMarketing.com

  22. Retail Website Keyword Example • One keyword example: organically ranked #1 • CPC (cost per click) averaging $.22 each • Cost per conversion was roughly $9 (CPC x # clicks to net a conversion) • Average website sale was $47 – ($26 net after all expenses, including cost of AW) • Positive ROI for this keyword • Continue bidding on keyword with positive ROI • Eliminate those not returning required results ImpactOnlineMarketing.com

  23. Keywords – Not Just for Web Sites Examples of Keywords/SEO on Social Sites(Quick tips for getting found and ranked for keywords) • Facebook – keywords vital in short and long page descriptions • Linkedin – keyword use in summary and profile is how others will find you for your skills and expertise • YouTube – keyword use in channel name, video name, video description is critical to coming up in YouTube search (and in Google search) ImpactOnlineMarketing.com

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