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SEO Seminar - Miami 9/10

AJ Punjabi
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AJ Punjabi

on 28 January 2016

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Transcript of SEO Seminar - Miami 9/10

AJ Punjabi
General Sales Manager
Presented by:
To educate and empower you so you're able to make a
better informed decision
with your SEO strategy
OUR GOAL
If you're not actively optimizing your site, where do you start?
If you are handling this in-house, can we help you improve it?
If you're paying someone, are you getting your money's worth?!
Why Is It So Important?


HOW MUCH BUSINESS DOES EACH CUSTOMER MEAN TO YOUR BUSINESS? WHAT IS YOUR AVERAGE TICKET?
Because YOUR consumers don't typically click on results after the first few results.
The process of improving the visibility of a website in search engines via the "natural“ or un-paid "organic“ search results.
What Does SEO Really Mean?
Meta Keywords & Excessive Link Building Are All In The
Past
!

Instead of judging your website based on factors that were invisible to the consumer
Google decided to rank sites based on the various factors of
What Sites They Like vs. What They Don't Like.
DO consumers enjoy their experience?
Google asked testers to rate sites against a long list of criteria.

They asked questions like, “Would you trust this site with your credit card”.
Do you trust the information presented in this website?
Would you use this site?
Do you like the design of the website?
Was the content created by an expert or enthusiast who knows the topic well? or is it more shallow in nature?
Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
Would you be comfortable giving your credit card information to this site?
Does this site have spelling, stylistic, or factual errors?
Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
Does the website provide original content or information, original reporting, original research, or original analysis?
Does the page provide substantial value when compared to other pages in search results?
Is quality control is done on content?
Is the content mass-produced by or outsourced?
Was the site edited well, or does it appear sloppy or hastily produced?
Would you expect to see this article in a printed magazine, encyclopedia or book?
Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
Are the pages produced with great care and attention to detail vs. less attention to detail?
Would users complain when they see pages from this site?
They then looked at the characteristics of sites that the test group
and now they classify all the websites out there against these results using artificial intelligence!
"liked"
vs.
the sites they "
didn’t like
"
So What Can You Do To Make Your Site Better?
Some Things You Can Do Right Away About The Structure Of Your Site
Visit The w3c Validator
Navigation Bar
contact info
are their coding errors on your site? http:/validator.w3c.org

Make Sure Your In House Team Corrects As Many Possible ASAP
Have A Lot Of
Errors?
If You Are Using A Vendor - Make Sure To Hold Them Accountable
(Sometimes its not easy to eliminate every error, but no excuse to have excesses errors if done professionally)
Does it really work to help a customer navigate through your business?
Is your phone number an image or text?
More than just having this information available "somewhere" Google is actually smart to enough to figure out whether consumers consider it easy to find.
Links from Relevant Business Partners

Find reputable directories

Google may actually penalize your site for being listed on junk directories.
Include social sharing buttons!

Set up automation of content distribution when new blog posts are published.


Link blog to Twitter & Facebook, and LinkedIn to Twitter profile
Google:
Yes, we do use it as a signal. It is used as a signal in our organic and news rankings. We also use it to enhance our news universal by marking how many people shared an article 
GOOGLE was asked:
If an article is retweeted or referenced much in Twitter, does that help rankings?
I'm Not A Big Fan Of Bringing People Off Your Site

but Google does consider this a factor. Sometimes it doesnt hurt to link to other
good relative sites
How long are visitors staying on the page?
Does the content move the visitor through to other pages? The images and copy should be part of a process that keeps visitors within the site.

The time-on-site metric is used by most search engines!
There should be enough specific information to keep the viewer reading. This means that the copy both supports the headline and images.
MORAL OF THE STORY:
GET YOUR VISITORS TO STAY LONGER
Some websites don’t achieve top rankings, as they are not up to Google’s expectations.

To the meet the expectations of search engine, you need to
gain

trust
of your search engine.
Trust is not easily defined by Google but we can make some educated guesses
Is your brand strong? Do people click your link despite ranking?
Is your website domain registered for 10 years?
Security Certificates to ensure the search engines
that your information is secure as you browse
Is your Google Places and Business Page Setup?
Content : Becoming The Holy Grail Of SEO
Wired.com:
How do you recognize a shallow-content site?

Singhal:
(
W)e asked the raters questions like: “Would you be comfortable giving this site your credit card? Would you be comfortable giving medicine prescribed by this site to your kids?”

Cutts:
(Using) a rigorous set of questions, everything from. “Do you consider this site to be authoritative? Would it be okay if this was in a magazine? Does this site have excessive ads?”

Singhal:
And based on that, we basically formed some definition of what could be considered low quality.
STRAIGHT FROM GOOGLE
Like it or not, we are all Content Marketers
57%
of marketers acquired new customers via their content
If you are doing this on your own, or having a vendor handle your SEO, you must make sure you are putting out quality content and not just generic content for your target audience that they actually want to read and SHARE!


Your Website's Future Depends On IT
So we want to create content...but we don’t know how to start...
92%
of surveyed marketers say that content creation is “very” or “somewhat” effective as an SEO tactic...

But it’s the most difficult to implement...
The solution?

Create a Editorial Calendar!
Stop asking “what does Google want?”
Instead, focus on what your customers/readers want to know.
Keyphrase research: What are your customers interested in reading?

Customer questions: What are some frequently asked questions that you can answer?

Sales funnel: What content do you need to inform prospects about your products or services throughout the sales cycle?

What stories can you tell about your product or service?
7 More Amplifiers For Helping You Create Relevant Content
1. Answer a question
2. Relieve a doubt
3. Confirm a suspicion
4. Simplify complexity
5. Provide a path (to a result they want)
6. Correct a misconception
7. Mitigate a risk
Vendors
There are a host of experts and consultants who purport to sell SEO, or 'search engine optimization. The pitch usually goes something like this: hire us for a fat monthly fee and we'll help you get to the first page of Google, Bing, and Yahoo. 
low-quality content or unvisited pages are hurting you!
1. How many pages of unique content are they going to provide?

2. Who is going to write the content?

3. How many back links are they going to build to your site from unique linking domains and how do they plan on finding these sites?

4. Are any of the links going to be reciprocal? (these are pretty much worthless)

5. Are they going to pay for any of the links? (if so -- run... paid links can, and eventually will, get your site penalized or even de-indexed by Google)

6. What keywords are they using? Generic or more researched and upto date? What good is it to rank number 1 for something that no one is searching for.

7. How is your site doing BEFORE you being your campaign, in terms of traffic, keyword rank, and conversions? (this is also easy and free)
QUESTIONS TO ASK THEM
So How Do You Evaluate Your Website/Vendor For How Well Optimized Your Site Is?
Monitor your rankings - cross reference keywords people are using to find your site via Google Trends
Make Sure Google Analytics is attached to your site! If it is not than demand this free service be added. Then request the following reports be sent to you on a consistent basis!
Request a "All Traffic Sources" report and monitor each month how much organic traffic you are getting.
Do You See Growth?
Request a
Traffic sources/Search/Organic report

This will give you all the actual keywords that
consumers have typed in Google and have
then found their way on to your site.

Make sure to have the person pulling the report REMOVE any keywords that have your company name or slogan in them
With Your Company name excluded from the report you will
have a true measure of how optimized your site is!

By monitoring the more generic keywords used to find your site in a search engine, you can have a better pulse on how well your most important sales person (website) is performing.

If your search is all branded (includes your company name or slogan) the site needs help!
This is the metric that you want to monitor and raise!
Questions?

Directories:
"BAD" SITE ATTRIBUTES
SEO IS NO LONGER TACTICS!
ITS ALL STRATEGY!
Search Engine Optimization (SEO):
OLD: THE BIGGEST
NEW: THE MOST READ
https://developers.google.com/speed/pagespeed/insights
New Google Update: Hummingbird

Hummingbird will more greatly consider question words like “how” “why”, “where” and “when” in search phrases, in addition to content keywords.

Hummingbird moves the emphasis of search from “results” to “answers”
Consumers base purchase decisions on trust
Everyone has their own set of criteria that must be met before their confident in the product, service & business from which they make that purchase
Google is developing algorithms that detect online behavior that mimics those confidence builders
Google's new algorithm improves their distance and location ranking parameters.

"Miami Roofer"
Full transcript