DELIGHT YOUR CUSTOMERS WITH MODERN SEO
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D E L I G H T Y O U R C U S T O M E R S W I T H M O D E R N S E O
C H A R L O T T E H A N @ S U N S I R E N
D I G I TA L A N A LY S T @ S A P 1 0 + Y E A R S I N M A R K E T I N G
7 + Y E A R S I N S I L I C O N VA L L E Y
W E B A N A LY T I C S S O C I A L M E D I A I N T E L L I G E N C E
D I G I TA L C H A N N E L O P T I M I Z AT I O N S E O / S E M
C O N T E N T S T R AT E G Y C O N T E N T M A R K E T I N G
W H AT I S S E O ? W H AT A B O U T S E M ?
Best place to hide a dead body? Page 2 of Google search results.
S E O B A S I C S
O N - PA G E O P T I M I Z AT I O N W I T H K E Y W O R D P H R A S E S
1. In the title at least
once, as close to the
beginning of the title
tag the better. (Between
<title></title>)
2. Once prominently
near the top of the
page. (Between <h1></h1>)
O N - PA G E O P T I M I Z AT I O N W I T H K E Y W O R D P H R A S E S ( C O N T I N U E D )
3. At least 2-3 times in
the body copy,
including variations. (Between <body></body>)
4. At least once in the
image alt attribute.
<img src=“lipbalm.gif" alt="The best lip balm with SPF for summer”>
O N - PA G E O P T I M I Z AT I O N W I T H K E Y W O R D P H R A S E S ( C O N T I N U E D )
5. Once in URL.
6. At least once in meta description. Not for
search engine ranking but rather to attract
searchers. (e.g. <meta name="description" content=“Find out which lip
balm with SPF is the best for summer. This will often show up in search results.”>)
Does this make me want to click?
PAGE TARGETING THE PHRASE “RUNNING SHOES”
TITLE: Running Shoes for Runners Who Love Quality, Comfortable Shoes
H1 HEADER TAG: Find the Best Running Shoes to Fit Your Needs
BODY COPY: Some compelling text about the benefits of choosing the right running shoes, finding the brands and sizes that fit your feet and how to compare running shoes in a logical, easy to follow way. This is also a good place to describe how different running shoes apply to different activities like trail running, long-distance running, sprinting…, etc.
ALT ATTRIBUTE TO PHOTO: The famous running shoes of an Olympian
URL: http://www.yourdomain.com/RunningShoes
W H AT D O E S G O O G L E ’ S PA N D A U P D AT E M E A N T O Y O U ?
Q U A L I T Y C O N T E N T = C U S T O M E R - F O C U S E D A N D E N G A G I N G .
W H AT W I L L D I E
• Content stuffed with empty, irrelevant keywords
• Unauthoritative content that offers no knowledge
• Scraped content • Affiliate pages that don’t say anything
substantial • Automatically generated content • Duplicate content* • Pages for phishing or installing malware
I T ’ S N O T A B O U T Y O U . I T ’ S A B O U T T H E M .
S T O P T H I N K I N G A B O U T O P T I M I Z I N G Y O U R PA G E
T H I N K A B O U T O P T I M I Z I N G T H E S E A R C H E X P E R I E N C E F O R Y O U R P R O S P E C T S A N D C U S T O M E R S I N S T E A D .
H O W C A N Y O U H E L P Y O U R A U D I E N C E ?
PA I N G O A L H E L P
What keeps them awake at night?
What’s their biggest problem?
What’s their goal?
What do they really want?
What is their dream?
How can you help solve their problem?
How can you make their job easier?
How can you help?
What’s their pain point?
S AT I S F Y I N G A N D Q U A L I T Y C O N T E N T: S U C C E S S FA C T O R S
Uniquely Valuable: the content offers everything a searcher might want in a unique high-quality combination.
Phenomenal UX: clear layout, solid visuals, beautiful and simple design make the page easy to use and enjoy.
S AT I S F Y I N G A N D Q U A L I T Y C O N T E N T: S U C C E S S FA C T O R S ( C O N T I N U E D )
Built to share: social buttons make it easy for visitors to share on their favorite social networks and provide social proof.
Responsive design: the page should load looking great on any device, screen size, and browsers.
S AT I S F Y I N G A N D Q U A L I T Y C O N T E N T: S U C C E S S FA C T O R S ( C O N T I N U E D )
Barriers Removed: make your site accessible for both search robots and humans.
In other words, don’t do this
S AT I S F Y I N G A N D Q U A L I T Y C O N T E N T: S U C C E S S FA C T O R S ( C O N T I N U E D )
Speed it up: scientists at Microsoft have shown that users will visit a site less often if it’s only 250 milliseconds slower than the competition.
Source: NYTimes
S AT I S F Y I N G A N D Q U A L I T Y C O N T E N T: S U C C E S S FA C T O R S ( C O N T I N U E D )
Linking out: link to other valuable sources of information when appropriate to satisfy user query, so they don’t return to Google to try again. In this case, you are the authority hub.
S H A R E Y O U R T I P S A N D T R I C K S !
SET GOAL. MAKE PLAN. GET TO WORK. STICK TO IT. REACH GOAL. C H A R L O T T E H A N | @ S U N S I R E N
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