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SEO Basics & Beyond:
Keys to Search Engine Success
Download this slide deck at: http://pamannmarketing.com/slides
Agenda
 What SEO Means
 How Search Engines Work
 What to Expect
 Setting Up a Successful SEO
Strategy (Basics and Beyond)
 ThingsYou Can Do Right Now to
IncreaseYour Exposure in Search
Engines
 SEOTrends toWatch
Download this slide deck at: http://pamannmarketing.com/slides
Q&A
 We will have Q&A at the end of each section
Download this slide deck at: http://pamannmarketing.com/slides
Download Slides
PamAnnMarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
About Me
 Coding since 6 years old
 Creating websites since 1997
 Working in e-commerce since
2005
 Marketing MBA
 Agency since 2011
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
What “SEO” Means
SEO (Search Engine Optimization) is
the art and science of influencing
search engines to rank your content
high in search results..
Download this slide deck at: http://pamannmarketing.com/slides
What “SEO” Means
…influencing search engines…
1. Apply a set of educated guesses
2. Test and measure results
3. Rinse, repeat.
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 Search engines just want to give users the
information they need.
 Therefore, they just want you to provide
good/useful/helpful content.
How Search Engines Work:
The Basics
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 Google does data entry with your website
 They extract a copy of your site’s text and
code and put it into their own database
 This is called “indexing”
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 Their copy is what gets
searched against when a
user enters a search
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 To determine position in results, sites are ranked according to a
set of algorithms (“if this, then that” conditions)
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 There are over 200 known ranking factors that Google looks at
 They can all be lumped into 3 categories
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 Search engines need to understand your content.
 Things that help them do that:
 A good content management system (CMS) like
WordPress
 A fast–loading site
 A mobile-friendly site
Technical: The Basics
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
Content: The Basics
 Using the same keywords people are
searching with
 Using those keywords naturally and logically
 Well-organized content
 Fresh (new) content added on a regular
basis
 User-friendly navigation, linking similar
pages to each other
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 Getting reputable & relevant websites to link to yours and talk
about your brand.
 Building up social media “signals” that indicate real people are
liking and sharing your content.
 (For local businesses) Creating accurate local listings in sites
like SuperPages,YellowPages, WhitePages,Yelp, etc.
Off Page: The Basics
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
Without getting into further detail, if you simply:
▪ Have a good CMS, fast-loading, and mobile-friendly site
▪ Use keywords logically and naturally
▪ Organize your content well and add to it often
▪ Get other brands and people to talk about your brand
▪ List accurate information in “online phone book” directories
You will get more search engine traffic.
Summary: The Basics
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
What to Expect
SEO Takes Time.
• You may see some
immediate
improvement, but
overall SEO takes a
lot of time and
commitment to
really work.
Download this slide deck at: http://pamannmarketing.com/slides
What to Expect
SEO is an ONGOING Strategy.
• There areTHOUSANDS of algorithm updates each
year. Google will always want you to do at least a few new
things to your site each year.
• Adding new/fresh content can never stop. It’s like
putting gas in your car.Without gas, it doesn’t go.Without
new/fresh content, your SEO efforts won’t fully work.
• It’s partially guesswork. You have to test and measure
constantly, and keep doing more of what’s working and
less of what’s not.
Download this slide deck at: http://pamannmarketing.com/slides
What to Expect
You Will Need Resources.
SEO works best when a company has the following resources in place:
• An SEO expert or agency
• A good web developer/designer
• A great copywriter
• A public relations agency and/or a great social media agency
• Funds for all of the above
That being said, you can make great strides on your own if you
have the time to learn and do the work yourself, and at least some
small funds for coaching/training.
Download this slide deck at: http://pamannmarketing.com/slides
What to Expect
You Will Waste Money
if You “SEO it Later”
• Many people think they can build a new site and just “SEO it”
later.
• Technically this is true, but this approach will cost a lot more in
the long run.
• It’s best to have a new site “architected” for SEO from the very
beginning of the build.
• An SEO agency actually needs to start research and planning
WEEKS prior to the web developer starting to code the site.
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
How Search Engines Work
 Search-engine-friendly & error-free website code
 Website server response time & page load time
 Mobile-friendliness, proper responsive design
 Secure (https) and malware-free
 Additional markup
(Schema.org)
Technical
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 New site in the works? Start with a “blueprint”
 Build it right in the first place!
 At most basic level, make sure new site will be fully responsive (mobile-friendly),
and that it loads fast per Google PageSpeed Insights test & GTMetrix
Technical
 WordPress is highly recommended as an SEO-
friendly platform, as it is a widely-supported
open source platform. Click here to read why
open source is best for SEO.
 An SEOAgency can provide full and
customized specifications for the web designer
to work off of
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 Existing site? Start with an audit
 WooRank is free, but only scans one page and doesn’t check
for everything. Good place to start though.
 An SEO agency can do a full audit
▪ Be sure it includes mobile friendliness & site speed, as well as other
common factors such as header tag hierarchy, Schema.org,
robots.txt, XML sitemaps, etc.
Technical
www.WooRank.com
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Technical
www.WooRank.com
Hand audit report to
webmaster.
Tell them to fix it all.
(Cry at cost if
necessary)
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 Google Search Console
 (formerly known as Google WebmasterTools)
 For now, still located at:
https://www.google.com/webmasters/tools/
 Contains info on index status, crawl errors, warning
messages, penalties, mobile usability errors, etc .
 This is THE ONLY place Google will communicate with you
directly about your site!
▪ Ensure that email notifications are turned on in the preferences!
Technical
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Technical - Speed
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 Page Speed Basics
 FAST hosting
▪ NO shared GoDaddy, Bluehost, etc. plans!
▪ VPS or FAST managed WP hosting (NOT WPEngine!)
▪ (Heard good things about WPX Hosting but haven’t tried them yet personally)
Technical - Speed
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 Page Speed Basics
 Caching & Minifying Plugins
▪ W3Total Cache, WP Super Cache, or WPRocket
 CDN (CloudFlare is free)
 Image Optimization
▪ Right-size dimensions and compress before upload with tools like
http://optimizilla.com/
▪ Use image compression plugins like WPSmush or EWWW Image
Optimizer
Technical - Speed
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 OngoingTechnical Strategy
 Full audit updates quarterly
 Check Search Console regularly & subscribe to email notifications
▪ Consistently fix any crawl errors that come up
 Monitor Page Speed closely with PageSpeed Insights, GTMetrix,
and Google Analytics (Behavior -> Site Speed)
 Subscribe to Google WebmasterCentral Blog for real time alerts
of new technical considerations:
https://webmasters.googleblog.com/
Technical - Ongoing
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
 How to organize information
 A lot of different topics on one page is confusing to the search
engines
Content
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
 How to organize information
 Separate pages for each topic, product, or service
 Link similar pages to each other to create topical “hubs”
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
 Ongoing content strategy
 “Fresh” content is important, but that doesn’t
mean CHANGING existing content, that means
ADDING new content
 Important to keep site size growing by adding
new pages or articles all the time
 Blog RELIGIOUSLY!
(Blog must be on your own website, not on WordPress.com or Blogger.com)
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
Source: Hubspot
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
 4 Categories = 4 Posts Per Month
 Use Keyword Research to get ideas
 Plan far ahead
• HINT: An Editorial Calendar is a lifesaver!
Download this slide deck at: http://bit.ly/seofall2017
A Successful SEO Strategy
Quick Overview of Key Points
Use primary kw (in subheading)
Opening Paragraph
Use primary kw
Title
Use primary kw
Keyword /Topic Selection
Choose a "right-sized" primary keyword based on monthly organic search
traffic, and a few secondary/supporting keywords
Call-to-Action
Link to a related article, lead magnet,
services/product page, or contact page.
Conclusion Paragraph
Use primary kw
Conclusion Subheading
Use primary kw
Breakdown of Each Key Point (with
subheadings for each)
Use primary and secondary kws naturally
throughout copy
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Determine what keywords to use (a.k.a. “Keyword Research”)
Content
 Search SuggestTools
▪ AnswerThePublic (free)
▪ Soovle (free)
 DataTools:
▪ Google AdWords Keyword Planner
(for paying advertisers)
▪ KeywordTool.io (my favorite, paid,
$88/mo)
▪ SEMRush (partially free)
▪ SERPStat (partially free)
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
Use a keyword research tool to pick phrases with search
volume at or below your monthly organic traffic number
If search engines were willing to rank your site for keywords
with larger volume than that, they would be doing so already,
and you’d have a higher traffic number.
Therefore, you need to pick “right-sized” keywords that are in a
range that search engines are willing to rank you for.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
Find out your monthly organic search traffic number in Google Analytics.
Acquisition -> All Traffic -> Channels
Set date range to last 30 days
Take note of organic
traffic number
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
Pick a primary keyword for each piece of content with search volume
at or below your monthly organic traffic number.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
Also pick a few
secondary/supporting
phrases for context.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Content
Use search suggest for additional secondary keyword ideas.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Title & Opening
Use the primary keyword it in the title, and repeat it in the opening
paragraph.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Quick Overview
Include the primary keyword in a quick overview of the key points you’re
about to make (in a subheading).
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Key Point Breakdown
• Break down each key point.
• Include the primary keyword naturally.
• “Pepper in” the secondary/supporting keywords at least once each
throughout.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Conclusion
Include the primary keyword in your conclusion, both in a
subheading and in the conclusion paragraph.
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Frequency
Count up your total uses of the primary phrase.
1,000 words =
min 10 times,
max 20 times
Aim for at least 1 time per 100 words.
DO NOT exceed 2 times per 100 words.
Download this slide deck at: http://bit.ly/seofall2017
A Successful SEO Strategy
Quick Overview of Key Points
Use primary kw (in subheading)
Opening Paragraph
Use primary kw
Title
Use primary kw
Keyword /Topic Selection
Choose a "right-sized" primary keyword based on monthly organic search
traffic, and a few secondary/supporting keywords
Call-to-Action
Link to a related article, lead magnet,
services/product page, or contact page.
Conclusion Paragraph
Use primary kw
Conclusion Subheading
Use primary kw
Breakdown of Each Key Point (with
subheadings for each)
Use primary and secondary kws naturally
throughout copy
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Image Keywords
Use Primary Phrase in Image Filename & Alt Tag:
• All content should have at least one image.
• Name the image filename with the phrase, using dashes (NOT underscores) as
spaces, e.g. ac-compressor-failure.jpg.
• There is also a tag called an “image alt tag” that exists to tell search engines
more about the image. Use your phrase in this description as well.
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Off Page
 Links
 Other websites linking to your website
 QUALITY OVER QUANTITY
 Reputable and Relevant
 CANNOT be manipulated – DO NOT buy links!
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Off Page
 Best Ways to Get Natural Links
 Write great content & pay to promote it
▪ Paying for eyeballs is okay, paying for links is not!
▪ Pay to boost great blog posts on social (FB/LI)
 HARO (Help A Reporter Out)
 Offer (and promote) scholarships & internships
 Offer government & university staff/student discounts
 Look at competitor links for ideas (Ahrefs, OpenSiteExplorer, Majestic)
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Off Page
 Social Signals
 Content that lives on your website getting
“liked”, shared, commented on, etc.
 Boost to get more signals
 Again, write great content & pay to promote it
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Off Page (for Local Biz)
 Citations (a.k.a. “Online Phone Book Listings”)
 For local businesses
 NAP = Name, Address, Phone
 Consistency is key
 Google My Business (a.k.a. Google Maps)
 Claim & fully fill out all info, including and especially categories
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Measurement & Analysis
 Remember…
 This is educated guesswork
 You HAVE to measure what
worked and what didn’t!
 Why? So you can do more of
what works and less of what
doesn’t
Download this slide deck at: http://pamannmarketing.com/slides
A Successful SEO Strategy
Measurement & Analysis
 What to measure
 Organic traffic
▪ Make sure it’s always increasing
 Top landing pages
▪ See what content works best
 Top referring sources
▪ See what sites are linking to you
 Top organic keywords
▪ What keywords is Google associating your site with (in Search Console)
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Things to do NOW
 Set up Search Console
 Subscribe to email notifications
 Start blogging (on your own site)
 Share (and boost) your great content on social
 Sign up for HARO
 For local businesses…
 Claim/optimize Google My Business listing
 Build/correct other “online phone book” listings
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Things to NEVER do
 “Stuff” keywords into your content
 Hyperlink tons of keywords
 Create lots of similar pages with boilerplate copy
 Create orphaned/doorway pages
 Use hidden text
 Buy links (NEVEREVEREVEREVER do this!)
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Trends to Watch
 Mobile, Mobile, Mobile!
 Google is getting pickier and pickier about how well sites perform on mobile.
 Google has started moving mobile-friendly sites to a “mobile-first index.”
 Test your site frequently with Google’s mobile-friendly tools.
 Google AMP (Accelerated Mobile Pages)
 At first, this was important only for news sites & large blogs, butAMP pages
are now found throughout all types of search results.
2018 SEO Trends to Watch
Download this slide deck at: http://pamannmarketing.com/slides
Trends to Watch
 Speed
 Google cares about this more than ever.We have seen direct correlations
between site load time and rankings.
 The “Speed Update” is coming in July 2018. Speed will then be an official
ranking factor on mobile.
 Test page speed frequently with Google’s PageSpeed Insights tool and
GTMetrix.
 Also monitor speed performance in Google Analytics (Behavior -> Site Speed)
2018 SEO Trends to Watch
Download this slide deck at: http://pamannmarketing.com/slides
Trends to Watch
 Better Ads Standards
 NO pop-ups!There is now a specific SEO penalty for this on mobile. Keep an
eye on https://www.betterads.org/standards/ for new developments.
 Security (https)
 HTTPS is a ranking factor that continues to grow in importance.
 As of July 2018, Google will show warnings on forms that appear on non-https
sites.
2018 SEO Trends to Watch
Download this slide deck at: http://pamannmarketing.com/slides
Download this slide deck at: http://pamannmarketing.com/slides
Recap
 What SEO Means
 Art & science of *influencing* position
in search engines
 How Search Engines Work
 Sites ranked based upon 200+ factors
in 3 categories: Technical, Content, Off
Page
 Successful SEO Strategy
 Good CMS, fast-loading, mobile-
friendly site
 Use keywords logically and naturally
 Organize your content well and add to
it often
 Get other brands and people to talk
about your brand
 List accurate information in “online
phone book” directories
 Things to do NOW
 Set up Search Console
 Start blogging & promote on social!
 Things to NEVER do
 Buy links!
 Try too hard (stuff keywords, etc.)
 SEOTrends to Watch
 Mobile, AMP, Speed, Ads Standards,
HTTPS
 Go Beyond the Basics
 Work with an SEO expert or agency
 Hire good web developer, copywriter,
PR, and social experts
 Get coaching if going at it on your own
Download this slide deck at: http://pamannmarketing.com/slides
List of Resources
 Technical
 WooRank.com:
https://www.woorank.com/
 Google PageSpeed Insights:
https://developers.google.com/speed/pagespeed/insights
 GTMetrix (another speed tool):
https://gtmetrix.com/
 Google’s Mobile FriendlyTool*:
https://search.google.com/test/mobile-friendly
▪ Doesn’t test mobile usability. See Search Console for that.
 Google Search Console:
https://www.google.com/webmasters/tools/
 Content
 Google AdWords Keyword Planner:
https://adwords.google.com/
 SEMRush:
https://www.semrush.com
 SERPStat:
https://serpstat.com/
 AnswerThe Public:
https://answerthepublic.com/
 Soovle:
http://soovle.com/
 Off-Page
 HARO (Help a Reporter Out):
https://www.helpareporter.com/
 OpenSiteExplorer:
https://moz.com/researchtools/ose/
 Local
 Google My Business:
https://www.google.com/business/
 Listing Checker:
https://www.optimizelocation.com/partner/pamannmark
eting/diagnostic.html
 Measurement
 Google Analytics:
https://analytics.google.com/
 Google Search Console:
https://www.google.com/webmasters/tools/
 Trends
 BetterAds Standards:
https://www.betterads.org/standards/
 GoogleWebmaster Blog:
https://webmasters.googleblog.com/
Services
Coaching: http://pamannmarketing.com/internet-marketing-services/internet-marketing-coaching/
SEO: http://pamannmarketing.com/internet-marketing-services/new-jersey-seo-services/
Download this slide deck at
http://bit.ly/seofall2017

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SEO Basics & Beyond: Q1 2018 Edition

  • 1. SEO Basics & Beyond: Keys to Search Engine Success
  • 2. Download this slide deck at: http://pamannmarketing.com/slides Agenda  What SEO Means  How Search Engines Work  What to Expect  Setting Up a Successful SEO Strategy (Basics and Beyond)  ThingsYou Can Do Right Now to IncreaseYour Exposure in Search Engines  SEOTrends toWatch
  • 3. Download this slide deck at: http://pamannmarketing.com/slides Q&A  We will have Q&A at the end of each section
  • 4. Download this slide deck at: http://pamannmarketing.com/slides Download Slides PamAnnMarketing.com/slides
  • 5. Download this slide deck at: http://pamannmarketing.com/slides About Me  Coding since 6 years old  Creating websites since 1997  Working in e-commerce since 2005  Marketing MBA  Agency since 2011
  • 6. Download this slide deck at: http://pamannmarketing.com/slides
  • 7. Download this slide deck at: http://pamannmarketing.com/slides What “SEO” Means SEO (Search Engine Optimization) is the art and science of influencing search engines to rank your content high in search results..
  • 8. Download this slide deck at: http://pamannmarketing.com/slides What “SEO” Means …influencing search engines… 1. Apply a set of educated guesses 2. Test and measure results 3. Rinse, repeat.
  • 9. Download this slide deck at: http://pamannmarketing.com/slides
  • 10. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  Search engines just want to give users the information they need.  Therefore, they just want you to provide good/useful/helpful content. How Search Engines Work: The Basics
  • 11. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  Google does data entry with your website  They extract a copy of your site’s text and code and put it into their own database  This is called “indexing”
  • 12. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work
  • 13. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  Their copy is what gets searched against when a user enters a search
  • 14. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  To determine position in results, sites are ranked according to a set of algorithms (“if this, then that” conditions)
  • 15. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  There are over 200 known ranking factors that Google looks at  They can all be lumped into 3 categories
  • 16. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  Search engines need to understand your content.  Things that help them do that:  A good content management system (CMS) like WordPress  A fast–loading site  A mobile-friendly site Technical: The Basics
  • 17. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work Content: The Basics  Using the same keywords people are searching with  Using those keywords naturally and logically  Well-organized content  Fresh (new) content added on a regular basis  User-friendly navigation, linking similar pages to each other
  • 18. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  Getting reputable & relevant websites to link to yours and talk about your brand.  Building up social media “signals” that indicate real people are liking and sharing your content.  (For local businesses) Creating accurate local listings in sites like SuperPages,YellowPages, WhitePages,Yelp, etc. Off Page: The Basics
  • 19. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work Without getting into further detail, if you simply: ▪ Have a good CMS, fast-loading, and mobile-friendly site ▪ Use keywords logically and naturally ▪ Organize your content well and add to it often ▪ Get other brands and people to talk about your brand ▪ List accurate information in “online phone book” directories You will get more search engine traffic. Summary: The Basics
  • 20. Download this slide deck at: http://pamannmarketing.com/slides
  • 21. Download this slide deck at: http://pamannmarketing.com/slides What to Expect SEO Takes Time. • You may see some immediate improvement, but overall SEO takes a lot of time and commitment to really work.
  • 22. Download this slide deck at: http://pamannmarketing.com/slides What to Expect SEO is an ONGOING Strategy. • There areTHOUSANDS of algorithm updates each year. Google will always want you to do at least a few new things to your site each year. • Adding new/fresh content can never stop. It’s like putting gas in your car.Without gas, it doesn’t go.Without new/fresh content, your SEO efforts won’t fully work. • It’s partially guesswork. You have to test and measure constantly, and keep doing more of what’s working and less of what’s not.
  • 23. Download this slide deck at: http://pamannmarketing.com/slides What to Expect You Will Need Resources. SEO works best when a company has the following resources in place: • An SEO expert or agency • A good web developer/designer • A great copywriter • A public relations agency and/or a great social media agency • Funds for all of the above That being said, you can make great strides on your own if you have the time to learn and do the work yourself, and at least some small funds for coaching/training.
  • 24. Download this slide deck at: http://pamannmarketing.com/slides What to Expect You Will Waste Money if You “SEO it Later” • Many people think they can build a new site and just “SEO it” later. • Technically this is true, but this approach will cost a lot more in the long run. • It’s best to have a new site “architected” for SEO from the very beginning of the build. • An SEO agency actually needs to start research and planning WEEKS prior to the web developer starting to code the site.
  • 25. Download this slide deck at: http://pamannmarketing.com/slides
  • 26. Download this slide deck at: http://pamannmarketing.com/slides
  • 27. Download this slide deck at: http://pamannmarketing.com/slides
  • 28. Download this slide deck at: http://pamannmarketing.com/slides How Search Engines Work  Search-engine-friendly & error-free website code  Website server response time & page load time  Mobile-friendliness, proper responsive design  Secure (https) and malware-free  Additional markup (Schema.org) Technical
  • 29. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  New site in the works? Start with a “blueprint”  Build it right in the first place!  At most basic level, make sure new site will be fully responsive (mobile-friendly), and that it loads fast per Google PageSpeed Insights test & GTMetrix Technical  WordPress is highly recommended as an SEO- friendly platform, as it is a widely-supported open source platform. Click here to read why open source is best for SEO.  An SEOAgency can provide full and customized specifications for the web designer to work off of
  • 30. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  Existing site? Start with an audit  WooRank is free, but only scans one page and doesn’t check for everything. Good place to start though.  An SEO agency can do a full audit ▪ Be sure it includes mobile friendliness & site speed, as well as other common factors such as header tag hierarchy, Schema.org, robots.txt, XML sitemaps, etc. Technical www.WooRank.com
  • 31. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Technical www.WooRank.com Hand audit report to webmaster. Tell them to fix it all. (Cry at cost if necessary)
  • 32. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  Google Search Console  (formerly known as Google WebmasterTools)  For now, still located at: https://www.google.com/webmasters/tools/  Contains info on index status, crawl errors, warning messages, penalties, mobile usability errors, etc .  This is THE ONLY place Google will communicate with you directly about your site! ▪ Ensure that email notifications are turned on in the preferences! Technical
  • 33. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Technical - Speed
  • 34. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  Page Speed Basics  FAST hosting ▪ NO shared GoDaddy, Bluehost, etc. plans! ▪ VPS or FAST managed WP hosting (NOT WPEngine!) ▪ (Heard good things about WPX Hosting but haven’t tried them yet personally) Technical - Speed
  • 35. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  Page Speed Basics  Caching & Minifying Plugins ▪ W3Total Cache, WP Super Cache, or WPRocket  CDN (CloudFlare is free)  Image Optimization ▪ Right-size dimensions and compress before upload with tools like http://optimizilla.com/ ▪ Use image compression plugins like WPSmush or EWWW Image Optimizer Technical - Speed
  • 36. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  OngoingTechnical Strategy  Full audit updates quarterly  Check Search Console regularly & subscribe to email notifications ▪ Consistently fix any crawl errors that come up  Monitor Page Speed closely with PageSpeed Insights, GTMetrix, and Google Analytics (Behavior -> Site Speed)  Subscribe to Google WebmasterCentral Blog for real time alerts of new technical considerations: https://webmasters.googleblog.com/ Technical - Ongoing
  • 37. Download this slide deck at: http://pamannmarketing.com/slides
  • 38. Download this slide deck at: http://pamannmarketing.com/slides
  • 39. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy  How to organize information  A lot of different topics on one page is confusing to the search engines Content
  • 40. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content  How to organize information  Separate pages for each topic, product, or service  Link similar pages to each other to create topical “hubs”
  • 41. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content  Ongoing content strategy  “Fresh” content is important, but that doesn’t mean CHANGING existing content, that means ADDING new content  Important to keep site size growing by adding new pages or articles all the time  Blog RELIGIOUSLY! (Blog must be on your own website, not on WordPress.com or Blogger.com)
  • 42. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content Source: Hubspot
  • 43. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content  4 Categories = 4 Posts Per Month  Use Keyword Research to get ideas  Plan far ahead • HINT: An Editorial Calendar is a lifesaver!
  • 44. Download this slide deck at: http://bit.ly/seofall2017 A Successful SEO Strategy Quick Overview of Key Points Use primary kw (in subheading) Opening Paragraph Use primary kw Title Use primary kw Keyword /Topic Selection Choose a "right-sized" primary keyword based on monthly organic search traffic, and a few secondary/supporting keywords Call-to-Action Link to a related article, lead magnet, services/product page, or contact page. Conclusion Paragraph Use primary kw Conclusion Subheading Use primary kw Breakdown of Each Key Point (with subheadings for each) Use primary and secondary kws naturally throughout copy
  • 45. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Determine what keywords to use (a.k.a. “Keyword Research”) Content  Search SuggestTools ▪ AnswerThePublic (free) ▪ Soovle (free)  DataTools: ▪ Google AdWords Keyword Planner (for paying advertisers) ▪ KeywordTool.io (my favorite, paid, $88/mo) ▪ SEMRush (partially free) ▪ SERPStat (partially free)
  • 46. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content Use a keyword research tool to pick phrases with search volume at or below your monthly organic traffic number If search engines were willing to rank your site for keywords with larger volume than that, they would be doing so already, and you’d have a higher traffic number. Therefore, you need to pick “right-sized” keywords that are in a range that search engines are willing to rank you for.
  • 47. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content Find out your monthly organic search traffic number in Google Analytics. Acquisition -> All Traffic -> Channels Set date range to last 30 days Take note of organic traffic number
  • 48. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content Pick a primary keyword for each piece of content with search volume at or below your monthly organic traffic number.
  • 49. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content Also pick a few secondary/supporting phrases for context.
  • 50. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Content Use search suggest for additional secondary keyword ideas.
  • 51. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Title & Opening Use the primary keyword it in the title, and repeat it in the opening paragraph.
  • 52. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Quick Overview Include the primary keyword in a quick overview of the key points you’re about to make (in a subheading).
  • 53. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Key Point Breakdown • Break down each key point. • Include the primary keyword naturally. • “Pepper in” the secondary/supporting keywords at least once each throughout.
  • 54. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Conclusion Include the primary keyword in your conclusion, both in a subheading and in the conclusion paragraph.
  • 55. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Frequency Count up your total uses of the primary phrase. 1,000 words = min 10 times, max 20 times Aim for at least 1 time per 100 words. DO NOT exceed 2 times per 100 words.
  • 56. Download this slide deck at: http://bit.ly/seofall2017 A Successful SEO Strategy Quick Overview of Key Points Use primary kw (in subheading) Opening Paragraph Use primary kw Title Use primary kw Keyword /Topic Selection Choose a "right-sized" primary keyword based on monthly organic search traffic, and a few secondary/supporting keywords Call-to-Action Link to a related article, lead magnet, services/product page, or contact page. Conclusion Paragraph Use primary kw Conclusion Subheading Use primary kw Breakdown of Each Key Point (with subheadings for each) Use primary and secondary kws naturally throughout copy
  • 57. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Image Keywords Use Primary Phrase in Image Filename & Alt Tag: • All content should have at least one image. • Name the image filename with the phrase, using dashes (NOT underscores) as spaces, e.g. ac-compressor-failure.jpg. • There is also a tag called an “image alt tag” that exists to tell search engines more about the image. Use your phrase in this description as well.
  • 58. Download this slide deck at: http://pamannmarketing.com/slides
  • 59. Download this slide deck at: http://pamannmarketing.com/slides
  • 60. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Off Page  Links  Other websites linking to your website  QUALITY OVER QUANTITY  Reputable and Relevant  CANNOT be manipulated – DO NOT buy links!
  • 61. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Off Page  Best Ways to Get Natural Links  Write great content & pay to promote it ▪ Paying for eyeballs is okay, paying for links is not! ▪ Pay to boost great blog posts on social (FB/LI)  HARO (Help A Reporter Out)  Offer (and promote) scholarships & internships  Offer government & university staff/student discounts  Look at competitor links for ideas (Ahrefs, OpenSiteExplorer, Majestic)
  • 62. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Off Page  Social Signals  Content that lives on your website getting “liked”, shared, commented on, etc.  Boost to get more signals  Again, write great content & pay to promote it
  • 63. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Off Page (for Local Biz)  Citations (a.k.a. “Online Phone Book Listings”)  For local businesses  NAP = Name, Address, Phone  Consistency is key  Google My Business (a.k.a. Google Maps)  Claim & fully fill out all info, including and especially categories
  • 64. Download this slide deck at: http://pamannmarketing.com/slides
  • 65. Download this slide deck at: http://pamannmarketing.com/slides
  • 66. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Measurement & Analysis  Remember…  This is educated guesswork  You HAVE to measure what worked and what didn’t!  Why? So you can do more of what works and less of what doesn’t
  • 67. Download this slide deck at: http://pamannmarketing.com/slides A Successful SEO Strategy Measurement & Analysis  What to measure  Organic traffic ▪ Make sure it’s always increasing  Top landing pages ▪ See what content works best  Top referring sources ▪ See what sites are linking to you  Top organic keywords ▪ What keywords is Google associating your site with (in Search Console)
  • 68. Download this slide deck at: http://pamannmarketing.com/slides
  • 69. Download this slide deck at: http://pamannmarketing.com/slides
  • 70. Download this slide deck at: http://pamannmarketing.com/slides Things to do NOW  Set up Search Console  Subscribe to email notifications  Start blogging (on your own site)  Share (and boost) your great content on social  Sign up for HARO  For local businesses…  Claim/optimize Google My Business listing  Build/correct other “online phone book” listings
  • 71. Download this slide deck at: http://pamannmarketing.com/slides
  • 72. Download this slide deck at: http://pamannmarketing.com/slides Things to NEVER do  “Stuff” keywords into your content  Hyperlink tons of keywords  Create lots of similar pages with boilerplate copy  Create orphaned/doorway pages  Use hidden text  Buy links (NEVEREVEREVEREVER do this!)
  • 73. Download this slide deck at: http://pamannmarketing.com/slides
  • 74. Download this slide deck at: http://pamannmarketing.com/slides Trends to Watch  Mobile, Mobile, Mobile!  Google is getting pickier and pickier about how well sites perform on mobile.  Google has started moving mobile-friendly sites to a “mobile-first index.”  Test your site frequently with Google’s mobile-friendly tools.  Google AMP (Accelerated Mobile Pages)  At first, this was important only for news sites & large blogs, butAMP pages are now found throughout all types of search results. 2018 SEO Trends to Watch
  • 75. Download this slide deck at: http://pamannmarketing.com/slides Trends to Watch  Speed  Google cares about this more than ever.We have seen direct correlations between site load time and rankings.  The “Speed Update” is coming in July 2018. Speed will then be an official ranking factor on mobile.  Test page speed frequently with Google’s PageSpeed Insights tool and GTMetrix.  Also monitor speed performance in Google Analytics (Behavior -> Site Speed) 2018 SEO Trends to Watch
  • 76. Download this slide deck at: http://pamannmarketing.com/slides Trends to Watch  Better Ads Standards  NO pop-ups!There is now a specific SEO penalty for this on mobile. Keep an eye on https://www.betterads.org/standards/ for new developments.  Security (https)  HTTPS is a ranking factor that continues to grow in importance.  As of July 2018, Google will show warnings on forms that appear on non-https sites. 2018 SEO Trends to Watch
  • 77. Download this slide deck at: http://pamannmarketing.com/slides
  • 78. Download this slide deck at: http://pamannmarketing.com/slides Recap  What SEO Means  Art & science of *influencing* position in search engines  How Search Engines Work  Sites ranked based upon 200+ factors in 3 categories: Technical, Content, Off Page  Successful SEO Strategy  Good CMS, fast-loading, mobile- friendly site  Use keywords logically and naturally  Organize your content well and add to it often  Get other brands and people to talk about your brand  List accurate information in “online phone book” directories  Things to do NOW  Set up Search Console  Start blogging & promote on social!  Things to NEVER do  Buy links!  Try too hard (stuff keywords, etc.)  SEOTrends to Watch  Mobile, AMP, Speed, Ads Standards, HTTPS  Go Beyond the Basics  Work with an SEO expert or agency  Hire good web developer, copywriter, PR, and social experts  Get coaching if going at it on your own
  • 79. Download this slide deck at: http://pamannmarketing.com/slides List of Resources  Technical  WooRank.com: https://www.woorank.com/  Google PageSpeed Insights: https://developers.google.com/speed/pagespeed/insights  GTMetrix (another speed tool): https://gtmetrix.com/  Google’s Mobile FriendlyTool*: https://search.google.com/test/mobile-friendly ▪ Doesn’t test mobile usability. See Search Console for that.  Google Search Console: https://www.google.com/webmasters/tools/  Content  Google AdWords Keyword Planner: https://adwords.google.com/  SEMRush: https://www.semrush.com  SERPStat: https://serpstat.com/  AnswerThe Public: https://answerthepublic.com/  Soovle: http://soovle.com/  Off-Page  HARO (Help a Reporter Out): https://www.helpareporter.com/  OpenSiteExplorer: https://moz.com/researchtools/ose/  Local  Google My Business: https://www.google.com/business/  Listing Checker: https://www.optimizelocation.com/partner/pamannmark eting/diagnostic.html  Measurement  Google Analytics: https://analytics.google.com/  Google Search Console: https://www.google.com/webmasters/tools/  Trends  BetterAds Standards: https://www.betterads.org/standards/  GoogleWebmaster Blog: https://webmasters.googleblog.com/ Services Coaching: http://pamannmarketing.com/internet-marketing-services/internet-marketing-coaching/ SEO: http://pamannmarketing.com/internet-marketing-services/new-jersey-seo-services/
  • 80. Download this slide deck at http://bit.ly/seofall2017