seo company los angeles - introduction to seo

‣  SEO Company Los Angeles – FreshSEOcompany.com

Introduction to SEO

Justin Lofton – CEO SEO Company Los Angeles FreshSEOcompany.com

What We Will Cover… AGENDA

1.  How SEO Has Changed 2.  Understanding Your Market 3.  User Experience Drives SEO & Conversions 4.  Creating Killer Content 5.  Driving Influence & Relevance 6.  Expanding Your Influence 7.  Refining What’s Working

INTRODUCTION

Let’s Review The Facts…

‣  67.5% = Google’s Search Market Share

‣  16.7% = Microsoft Search Market Share (Bing)

‣  11.6% = Yahoo! Search Market Share (Bing)

‣  The rest don’t matter (AOL & Ask)

MORE Facts

Organic Search = Traffic

‣  85% of clicks resulting from a search are on the organic results rather than the paid ads.

‣  86% of web searchers trust organic SEO listings more than sponsored/paid PPC listings.

‣  The 1st, 2nd & 3rd organic positions deliver 61% of the traffic from organic search

MORE Facts

DESKTOP Search hits all time high…(March 2013) ‣  20+ Billion Searches Per Month

‣  Despite MASSIVE growth in mobile search

‣  Despite Large Adoption of Tablets

‣  The Search Pie is Growing Rapidly

Other Important Facts

Buyers love Search… ‣  61% of global Internet users research products online. (Interconnected World)

‣  41% of online shoppers begin by using a search engine. (Interconnected World) ‣  57% of TV viewers use the web simultaneously. (Nielson)

1. How Has SEO Changed?

Introduction to SEO

1.  The Machine Is Smarter 2.  New Signals Are Needed To Win 3.  Authority Means More Today 4.  Relevance Creates Authority 5.  Your Visitor Is Priority #1

8 1. How Has SEO Changed?

What We Will Cover…

•  Science + Art = Success

•  Engaging Content Is A Must

•  Social Signals Play A Critical Role

The Machine is Smarter

Old Signals ‣ Links = votes (some more important than others) ‣ Content = relevancy & builds PageRank ‣ PageRank = Google’s algorithm backbone

New Signals ‣ Social Media = FB, +1, Rel Author, Twitter, etc) ‣ Authority (Co-citation, Branded Anchors, Direct Traffic) ‣ Engagement (Page speed, time on site, bounce rate)

New Signals Are Needed To Win

What Determines Authority? 1. Rel=Author (Post Penguin 2.0) 2. Direct Traffic (Chrome, Gmail, Analytics) 3. Co-citations (Is your brand name in content?) 4. Branded Anchors Text 5. Relevancy Creates Authority

Authority Means More Today

Become more relevant to your niche and authority with search engines will improve… • Acquire links from industry/topically related websites (directories, associations, citation websites) • Organize website content (create silos) • Use Rel=Author to create engagement and conversation in your industry or with your customers

Relevancy Creates Authority

Example of Rel=Author

Focus on improving these key performance indicators (KPIs) ‣ Time on site ‣ Bounce rate ‣ Page speed / page size

These elements also lead to higher conversions!

Your Visitor is Priority #1

2. Understanding Your Market

Introduction to SEO

1.  What Keywords Are Driving Traffic & Sales?

2.  Who Are Your Competitors?

3.  Who Is Searching For You?

4.  What Is The Language of Your Market?

5.  What Is The Market Asking About?

16 2. Understanding Your Market

•  Google Keyword Planner •  SEMrush •  Suggestions

‣  Google

‣  Yahoo

‣  Bing

‣  Amazon

‣  eBay

What Keywords Are Driving Traffic & Sales?

Google’s Keyword Planner •  Brainstorm 5 to 10 broad

keywords in your market

•  Go to “Keyword Ideas” tab

•  Export all to CSV for easy management

SEMrush’s Keyword DATA •  Use your website first •  Grab main keywords •  Add those back into

SEMrush •  Add all of those related

keywords to your CSV from Google keyword tool

Google Suggestions •  Also use UberSuggest.org

•  Grab all keywords

•  Add all of those suggestion keywords to your CSV from Google keyword tool

Other Suggestion Data

22 2. Understanding Your Market Putting it together •  Identify 5 to 10 Core

Keywords •  Focus on relevancy to your

product or service •  Organize keywords so that

you have 20 to 50 keywords in each Core Keyword grouping

Search Competitors ‣ Use keyword research to identify 5 to 10 Core Keywords and 10 main

competitors that rank well for your those Core Keywords

Non-Search Competitors ‣ These could be offline or from Pay Per Click

Who Are Your Competitors?

1.  Use Alexa.com demographic data to understand who is searching and visiting your website and your competitors website

2.  Use Google analytics data to understand from what countries, states and cities are driving your web traffic and sales

3.  Combine this data with your sales data and build persona(s) for your ideal prospects

Who Is Searching For You?

Step 1. Review Organic Search Results & Content ‣ What type of content and information is

ranking in the top 10 results of Google? ‣ What messaging are those search

competitors using in their content?

What Is The Language of Your Market?

Step 2. Review PPC Ad Text & Landing Pages ‣ What words are used to drive the clicks?

‣ What are the calls to action on the landing pages?

Step 3. Put The Information Together = Formula for Success ‣ What content type will engage your visitors?

‣ What benefits are the rest of the competitors using in their text?

‣ What calls to action align well with your products and sales funnel?

Yahoo Answers ‣ Search for your Core Keywords ‣ What questions are people consistently

asking?

What Is The Market Asking About?

Amazon ‣ Search your keywords ‣ Find top selling books (they rank at the

top) ‣ Read titles, back of book & table of

contents

What Is The Market Asking About?

3. User Experience Drives SEO & Conversions

Introduction to SEO

1.  Trust Elements 2.  Use of Facial Imagery 3.  A Clear Call to Action 4.  Clear Messaging 5.  Use Testimonials

31 3. User Experience Drives SEO

•  Is It Right For Me?

•  Am I Making The Right Choice?

•  Is This All I Need?

•  What If It Doesn't Work?

•  Can I Afford It?

•  What Will My Friends, Family & Peers Say?

Questions Running Through The Consumer’s Mind During The Purchase Process…

•  Do I Know Enough About The Company That's Selling It To Me?

•  Is This The Right Version?

•  Will It Take A Lot Of Time?

•  Is It Easy To Use?

Small Things Build Big Trust… ‣ Better Business Bureau ‣ Secure Checkout Images ‣ Guarantees ‣ Associations ‣ Credit Card Images ‣ Mentions / Featured On ‣ Client Logos

Trust Elements That Work

People Connect With People, Not Websites ‣ Align With Ideal Prospects ‣ Let Imagery Tell The Story ‣ Make Sure Visitors See Eyes ‣ Show The Emotions of Pain & Pleasure ‣ Use “In The Fold” All The Time

Use of Facial Imagery

Keep it simple and tell them what to do… ‣ Minimize Number of Calls to Action

‣ Make Sure Buttons Look Like Buttons

‣ Use Full Phone Number

‣ Use Contrasting Colors

‣ Motivate With Benefits

A Clear Call to Action

Simple ‣ One Idea Per Page

‣ Focus On Outcomes

‣ So What Test

‣ Use Big Headlines

‣ Motivate With Benefits

Clear Messaging

Build Credibility & Trust ‣ Align With Ideal Prospects

‣ Keep Them Short

‣ Use Facial Imagery

‣ Videos Are Great Too

‣ Use Throughout Sales Funnel

Use Testimonials

4. Creating Killer Content Introduction to SEO

1.  Why Does Killer Content Always Win?

2.  Killer Content Ideas

3.  Where Is The Low Hanging Fruit?

4.  Epic Headlines

5.  Optimizing Your Killer Content

39 4. Creating Killer Content

Who Ever Holds The Attention Wins ‣  It Builds MASSIVE Trust ‣  It Naturally Gets Shared ‣ Google Gets The Signals It Wants ‣  It Creates Conversation ‣  It Sets You Apart From Your Competition

Why Does Killer Content Always Win?

‣ Videos (instructional, entertaining, demonstration)

‣ Slide Shows (imagery, instruction, “Top X” Lists)

‣ Mind Mapping (unique diagrams, charts)

‣ Flow Charts ‣  Interviews (audio, video or text)

Killer Content Ideas

‣ Articles That Educate ‣  Infographics (graphics that

educate) ‣ Reports That Educate ‣ Free Tools ‣ Calculators ‣ Webinars

It’s Easier Than You Think… ‣ Leverage Assets You Already Have

‣ Video Is The King & Costs Are Reasonable

‣ Answer The Questions In The Market

‣ Push Through All Channels

‣ Consistently Create Content

Where is The Low Hanging Fruit?

Use These Resources For Success… • 101 Headline Formulas (Google it) • PopURLs.com • Digg.com

Epic Headlines

Google Still Loves Text… • Core of Google’s Algorithm • Books = Evergreen Content • Newspapers = Blogging • Clear Headlines & Sub-Headlines • Engaging Images and/or Video • LOTS of Text!!!

Optimize Your Killer Content

Let’s Cover The Technical Stuff… • META Title – Lead With Keyword(s), End With Benefits, Get Attention – 57 to 67 Characters max

• META Description – Use Core & Secondary Keywords, Reinforce Benefits – 140 Characters max

• META Keywords – Not Needed

• URL – Include Your Keyword

What You Need To Do… • Big Attention-Getting Headline With Main Keyword (H1 a must, H2 & H3 optional) • Engaging Image or Video (name your image or video with secondary keyword) • 600 to 1200 words of text (break it up with bulleted and numbered lists & imagery)

5. Driving Influence & Relevancy

Introduction to SEO

1.  Competitive Link Analysis 2.  Directories That Matter 3.  Press Release Syndication 4.  Social Media Marketing 5.  Blogging Strategy 6.  Are You A Local Business?

48 5. Driving Influence & Relevancy

Hangout In Their Neighborhood… • Use MajesticSEO or OpenSiteExplorer

• Find Websites Linking to 2 or More of Your Competitors (industry hubs)

• These Links Drive Relevance & Are Easier To Acquire

Competitive Link Analysis

They Still Mean A Lot… • DMOZ – Submit & Wait

• Yahoo Directory – $299 Per Year

• Starting Point - $99 Per Year

• Best of The Web - $299 Lifetime

Directories That Matter

Yes They Work…Still • PRWeb, PRLeap, PRNewsWire

• Links from Authority Websites

• Anchor Text Relevancy

• Branded Mentions

• Media Exposure

Press Release Syndication

Where Does Your Crowd Hang Out? • 3 Must-Haves – Facebook, Twitter, Google+ • YouTube now Social • Pinterest • Instagram • Tumblr

Social Media Marketing

“I Thought This Was About SEO…?” • Linking To Authority Websites • Links From Authority Websites • Virality Creates More Links • Branded Mentions Create Authority • Consistency Creates Both Influence & Relevance

Social Media Marketing

Quality & Consistency is Key… • Start Out At Least Once Per Week • Work Up To Once Per Business Day • Show Social Buttons • Allow Others To Guest Blog • 500+ Words (no thin pages)

Blogging Strategy

Google+ Is Your Friend… • Claim Your Google+ Local Listing • Create Local & National Citations • Proactively Gather Positive Reviews

Are You A Local Business?

6. Expanding Your Influence

Introduction to SEO

1.  Building Social Proof 2.  Leverage Channels That Rank 3.  Web Property Link Acquisition

57 6. Expanding Your Influence

Google Top 10 Positions Are Beach Front Property… • Post Penguin 2.1 – Now Displaying More URL Diversity • Push Competitors Off The First Page • When All Roads Lead To You…You Win!!!

Building Social Proof

Some Properties Are Always There… • Approx 70+ post Penguin 2.1 • Short List

•  Facebook •  YouTube •  LinkedIn •  Blogger

Leverage Channels That Rank

•  Tumblr •  Flickr •  Reddit •  Yahoo Answers

Create A Web of Authority… •  Interlink Your Newly Created Properties •  Make It Easy For Visitors •  Lead Them Home •  Use Branded & Keyword Anchors •  People Searching Won’t Have A Choice

Web Property Link Acquisition

7. Refine What’s Working

Introduction to SEO

1.  KPIs That Matter 2.  Follow The Momentum 3.  Wrap Up The Entire Market

62 7. Refine What’s Working

What Ultimately Affects The Bottom Line… • Leads & Sales (set up goals) • Rankings? • Traffic (overall) • Referral Traffic (beach front property) • Engagement – Time on site, bounce rate, social signals

KPIs That Matter

Make The Strong, Stronger… • Focus on Core Keyword Campaigns That Are Increasing Leads & Sales • Add More Content On Those Topics • Make More Videos Related To Those Campaigns • Test Content Types on Keywords That Are Converting

Follow The Momentum

All Ships Rise With The Tide… • Remarketing – Search & Social • Pay Per Click – Search, Social & YouTube • Affiliate Marketing – Open New Channels

Wrap Up The Market

FreshSEOcompany.com

66 Introduction to SEO

Bonus… Introduction to SEO

•  Frequently Asked Questions •  Questions You Should Be Asking •  Unbiased Answers - I’ll do my best J

68 Bonus…

1.  How Long Does It Take To See Results From Search Engine Optimization Efforts?

2.  How Much Time Will My Staff Have To Work On This? 3.  Our Competitors Are Way Ahead of Us Should We Invest In Another

Channel?

69 Bonus…

Frequently Asked Questions

•  I always tell clients that 3 months is a reasonable expectation •  It depends on the market and competition •  It depends on the starting point •  We often do see results within weeks •  A long term outlook is critical – Think mutual fund investing vs day

trading (PPC)

70 Bonus…

1. How Long Does It Take To See Results From Search Engine Optimization Efforts?

•  The first 4 to 8 weeks are critical to getting SEO campaigns launched •  After the setup period you will only need to approve ongoing content

creation and other changes that might be necessary to the website

71 Bonus…

2. How Much Time Will My Staff Need To Work On This?

•  At the end of the day, organic search will deliver the highest ROI compared to other marketing channels

•  Most of your competitors will have large holes in their strategy so you can take advantage of that and close in on them quickly

•  All channels are working together in today’s marketplace so you need to be there

72 Bonus…

3. Our Competitors Are Way Ahead of Us. Should We Invest In Another Channel?

1.  Why Are Your SEO Services So Cheap? 2.  Why Do I Need To Sign A Contract? 3.  Do You Have Recent Case Studies & References? 4.  What Content Do We Have Available That Isn’t On Our Website? 5.  How Can We Start Making Videos To Use In Our Marketing Efforts? 6.  Can I Handle SEO With In-House Staff Alone? 7.  What Are The Biggest SEO Traps?

73 Bonus…

Questions You Should Be Asking When Choosing A SEO Agency

•  If you are being offered “SEO” services for $300 or less then you will likely see no results

•  These price points are common for “link builders” or “website optimizers”

•  SEO should incorporate detailed market and keyword research, website optimization, content creation, link acquisition and social engagement strategies

74 Bonus…

1. Why Are Your SEO Services So Cheap?

•  Look for providers that will deliver services month-to-month or give you a 3 month trial period before signing a longer term contract.

•  You need the ability to switch to another SEO partner if they are not producing results

•  In today’s market the nimble win. Waiting for a contract to end can cost you far more than the cost of the contract itself

75 Bonus…

2. Why Do I Need to Sign A Contract?

•  Make sure you see proof of the SEO providers work

•  Make sure the proof is recent – due to ongoing Google updates (Panda, Penguin, Penguin 2.0, etc) you need to know they are still producing results

•  You should be able to contact current clients to get some comfort that you are committing to a SEO partner that has what it takes to win

76 Bonus…

3. Do You Have Recent Case Studies & References?

•  Have you created content for offline use that could be put online? – pamphlets, books, articles for magazines, instruction manuals, reports, testimonials, videos

•  You can catch to competitors much quicker if you try and leverage assets you already have available to you

77 Bonus…

4. What Content Do We Have Available That Isn’t On Our Website?

•  Video should be a cornerstone of your content creation •  Low production videos perform better on the Internet •  How do we turn text based content into video content?

78 Bonus…

5. How Can We Start Making Videos To Use In Our Marketing Efforts?

•  In today’s market it is very difficult to find talented people that understand every element of search engine optimization

•  The talented folks that are available demand big salaries and need additional personnel to fully deploy and manage campaigns

•  You basically need a team to address on-page optimization, content creation, link acquisition and social media

•  The ROI is typically much bigger when using a SEO partner that delivers results, compared to hiring in-house staff

79 Bonus…

6. Can I Handle SEO With In-House Staff Alone?

•  Paying too much attention to the SEO industry chatter

•  Worrying about Google penalizing your website

•  Being overly concerned with optimizing website content

•  Thinking you will see overnight results from SEO efforts

•  Staring at SEO rankings on a daily basis

80 Bonus…

7. What are the biggest seo traps?

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