Being proficient at SEO fundamentals is essential to ranking high on Search Engine Results Pages, however, most businesses don't follow best practices for technical, content, off-page, and keyword optimization for SEO performance
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CHPRMS Fall 2018 Conference - SEO Fundamentals
1. SEO Fundamentals: Crawl, Walk, Run
Mark Samber, PhD
MDS Strategic Digital Marketing, LLC
mark@mds-strategic.com
CHPRMS Fall 2018
Conference
Francis Marion Hotel
Charleston, SC
2. About Me
• 20 year veteran of web marketing
• AMC health system digital marketing leadership
• Extensive agency experience
• Advised over 3 dozen organizations on SEO
strategy
• Performed more than 50 SEO site audits
• Built SEO practice from the ground-up at a leading
healthcare marketing agency
3. SEO stands for “search engine
optimization.” It is the process
of optimizing page rankings for
your content on Google (and
Bing’s) organic search results
pages.
What is SEO?
4. SERP stands for Search Engine Results
Page and is what you want to optimize the
rank of your pages.
What is SERP?
5. Anatomy of a Google Search
Results Page (SERP)
• Google Local Pack
• Google Ads
• Organic Results
• Knowledge graph
• AdWords ads
• Shopping ads
• Featured snippets (also known as 'answer boxes')
• Image results
• Video results
• Site Links
• News stories
• There are 24 distinct types of information Google can
put on a SERP page—it’s not just 10 blue links!
6. What is SEM?
SEM (Search Engine Marketing)
is the process of gaining website
traffic by purchasing ads on
search engines. It is sometimes
also referred to as PPC (Pay Per
Click)
Source: Search Engine Land
7. The SEO “Sweet Spot”
What People
Search For
Your Web
Content
Maximize This
Align these
Branded v. Non-Branded
Long Tail v. Fat Tail
4 Billion Google Searches Per Day!
46,296 searches per second
8. There are well over 200
variables in the
Googlebot algorithm,
however we can
prioritize what really
matters
How Does Google Rank Sites?
9. What SEO is Not
Keyword Density Query Freshness
Social Media Likes Great Content
A Magic Potion
12. Hierarchy of
SEO Needs Run
Walk
Crawl
Social
Local/Mobile
Off-page Strategy
Keyword Mapping
UX/Technology
Content
13. Why Aren’t You Being Found?
• 55% of pages don’t have a single
backlink
• 91% of pages don’t get ANY
Organic Traffic
14. But Search is Indispensable
Source: 2014 Google study on Internet Search
• 77% of patients use search
prior to scheduling an
appointment
• 75% of search paths are for
symptoms or conditions
• Only 19% of searches are for a
branded term
15. First Conduct An Audit
• Audit your technical
implementation
• Audit your content
• Audit your backlinks
• Audit your site traffic
• Audit your keyword performance
16. Next, Generate Good Original Content
• Long form is better
• Keep the writing to an audience appropriate level
• Break up topics
• Focus on Site Structure
• Focus on Simplified Navigation
• Don’t create pages of links
17. Finally, Fix Your Technical Issues
• Metadata
• Sitemaps & Robots.txt
• Redirects
• Canonicals
• Images & Page loads
• Code issues
• Anything that’s a red flag
22. Keys to Success
1. Begin cultivating and nurturing Off-page Authority
2. Build a targeted Keyword Plan & Content Strategy
3. Focus on mobile & desktop content improvements
23. Focus on Off-Site Authority Building
Backlink analysis & opportunity
• Toxic link identification for de-indexing
• Brand mentions that are and are not linking
25. Create a Keyword Strategy &
Content Plan
• Identify Pages you want to rank high
• Identify keywords and phrases you want to rank
for
• Focus on Branded vs. Non-Branded Terms
• Easy to rank for Branded
• Consider SEM companion campaign either
defensively/offensively
• Consider long-tail terms for non-branded
queries
26. Content Plan
Plans start with topics and pages to rank and conclude with recommendations for meta data
31. To Be Exceptional at SEO You Need to Focus
On 7 Things
1. Schema – expanded search results, voice results, directory listings
2. Reputation
3. Listings Management
4. Social & Link Building
5. Mobile Performance
6. Continuous Content Improvements
7. Rank for long tail queries
32. Schema.org is the result of collaboration between Google,
Bing,Yandex, andYahoo! to help you provide the
information their search engines need to understand your
content and provide the best search results possible at this
time.
Source: Moz
What is Schema?
33. Everything Important is Built On Schema
• Ratings
• Location Listings
• Directory Information
• Voice Search
• Expanded SERP Features
• Events
35. Schema Can Help
You Write Content
KneeBody Part
Joint painSymptom
OrthopedistDoctor
torn meniscusCondition
arthroscopic surgeryTreatment
Outpatient surgery centerLocation
Orthopedic Associates, IncOrganization
9A - 5PHours
MedicaidInsurance
Use schema
tags to provide
an outline for
your prose.
39. Strive for a broad cross-section of SERP features
Site Links
Local Pack
Knowledge Graph
News
Featured Snippets
Video
Reviews
Maximize SERP Visibility
40. • Bid on Brand keywords for amplification of organic traffic
• Defensive posturing against competitors for strategic keywords
• Competitive brand bidding (but not on mobile)
Coordinate SEM Campaigns
41. Great On-Page Content that’s Relevant and Authoritative
Well-managed Off–Page/Back Links
Flawlessly Executed Technical Factors
Strong User Experience and Site Performance
SEO is About Consistently and Continuously …
42. 7 Things You Should Take Away From This Talk
1. SEO is not a ”set it and forget it” exercise
2. It takes a team approach
3. It’s part art and part science
4. There are no guarantees you’ll rank for meaningful non-branded
terms
5. SEO and SEM go hand-in-glove
6. It’s probably the most important marketing activity you can do
7. Odds are you’re not investing enough in it
43. Final Thought
• Being Exceptionally Good At SEO Means You’re Good At Everything Else
• UX
• Accessibility
• CMS Implementation (technology)
• Content
• Social
When we talk about Search Engine Optimization – SERP Rank ( or Page Rank) is what we want to optimize.
Typically the top 3 spots are the most coveted SERP rankings, and anything past the second SERP (20 spots) is “buried” on the internet.
However, Google has announced they are testing “pageless” results
SEO and SEM should work in concert, or you’re missing an important part of how you can maximize the kind of traffic you want to drive to your site
That’s over a million searches in the time it took to walk through this one slide
Content – Relevance trumps keyword seeding
Back Links – Diverse, authoritative and trustworthy sources are more important than sheer number
Mobile & Site Performance – Since 2016, having a mobile friendly presentation has greatly affected page rank on both mobile and desktop pages
Technical Factors – Meta Information, H Tags, Anchor Text, Encryption and other factors play into page ranking
All of these are factored into Query Intent, Context, and Known Entities
How much of YOUR website's traffic is attributable to organic search?
https://www.polleverywhere.com/multiple_choice_polls/S8MVoyFL8WBmhkk
There are lots of audit tools. Some are free, but most have a fee and a subscription.
Make sure you do a mobile and a desktop audit
Who is responsible for ensuring good SEO performance
https://www.polleverywhere.com/multiple_choice_polls/Xukuq8n1QcJLiWv
If my webpage ranks #1 for a given keyword on desktop will it rank #1 for that same keyword on a mobile device?
https://www.polleverywhere.com/multiple_choice_polls/cx8eLpX6zEJKqs4
The biggest effort during the “walk” mode is building out your content and improving the reputation of your site
On-page SEO is table stakes
Probably the most neglected aspect of SEO is off-page authority building
PR and social media are considerable allies in the SEO process and should be brought into the tent
Site Architecture is make or break for web UX and a big determinant of SEO success.
If human users can’t easily navigate your site, Googlebot can’t either
A good content plan is gold
There is no magic number of words, but typically longer form content will perform better than shorter form content, all other things being equal.
Keyword phrases have a huge impact on what results are shown. But so does location and device type.
What percent of your marketing budget do you spend on SEO?
https://www.polleverywhere.com/multiple_choice_polls/N9hiAjOdi1FXyHv
Voice search utilizes a combination of traditional SEO and structured data (schema.org) to present the richest version of your site to voice AI engines. Using a combinations of both SEO and structured data will increase your changes of returning as an organic voice search result.
Results differ based on location of the search, device type, branded or not (known entity), and useful synonym
– Mobile performance, IA, HTML architecture, page speed index, meta information, H tags, encryption and other factors play into page ranking