SEO Basics Webinar Presentation 10-26-17€¦ · SEO Maintenance/Technical Tips This is a bit more technical but if you graduate to this phase: 1.Install Google Search Console and

SEO Basics WebinarJohn Sammon, CEOSixth City Marketing

SEO Case Study: Bruening Glass WorksBefore: •Virtually no work outside of Cleveland (local/traditional marketing utilized)•Website was essentially 6 pages with a gallery page

What We Did: •SEO consulting•Identified most relevant and high volume keyword phrases (crystal repair, Waterford crystal repair)•Addressed content structure - used blog to write about individual repairs

Results: •Monthly traffic improved 2,700% (7,497 vs 283)•Now averages 295 leads per month (including some from Malta)

About Sixth City Marketing

Established in 2011, we are a Cleveland-based ad agency specializing in digital marketing.

Show our value through data and improvement in

leads

Expertise in SEO, PPC, social media

User experience/design

for conversionUse Google

Analytics heavily

What is Search Engine Optimization?• AKA SEO, organic search engine optimization or content marketing

• Process of improving a website or a web page in search engines via the “natural” or “unpaid” way

• Target Google (64%), Bing (23%) and Yahoo (11%) via Search Engine Land

• Usually the channel that you get the most traffic through

• Long-term strategy for getting traffic to a website

• Opportunity to target non-branded keyword phrases

Search Engine Optimization Campaign

Treat it like a regular marketing campaign – start with some research/brainstorming

Who is your target audience?

Where are they located?

What are your goals?

What do you think your audience is searching for?

Measuring Success in SEO

Metrics we review to show our success:

1. Google Analytics – Overall traffic and traffic from search engines

2. Keyword positions

3. Improvement in response (online leads or sales)

SEO ApproachStarting points:

1. On-site: Keywords, content, sitemap/architecture

2. Off-site: Links, social media

3. SEO maintenance

Keyword Research• Write down 15-20 non-branded phrases that you feel your target audience is

searching for

• Start with priority products or services

• Think of broad terms and specific or “long-tail” terms (3+ phrases)

• If you are focused on a specific region, include the city and state in the phrases

Keyword Research Process

• Utilize Google Keyword Planner -https://adwords.google.com/ko/KeywordPlanner

Sample Keyword Data

Establish Where You Currently Rank• Note – you won’t be able to accurately see where you rank by simply searching

for terms due to personalized search

Tools to show where you rank for terms independent of personalized search:

ü Serps.com - https://serps.com/tools/rank-checker/

ü SEM Rush

ü Rank Checker

Individual Page Optimization• Write 350-1,000 words of unique content for each page you would like to rank

well• Create unique page titles and meta descriptions for each page• Use long-tail keyword phrases strategically (perfect for blog posts)• Use keywords in the <h1> or main headline of the page• Use a variety of subheaders in the content• Possibly add infographics and videos (anything that is compelling to target

audience)• Start by optimizing existing pages – homepage and service, degree or product

pages

Off-site Factors in SEOSearch engines look at off-site factors to evaluate your influence

•Create social media presences and be active

ü Strong correlation between an active social media presence and increase in SEO

ü Interactivity is “next level” and can help your exposure on FB and Twitter

ü Video is being showcased – impressions and interactivity

•Generate quality links from external sites

SEO Maintenance/Technical TipsThis is a bit more technical but if you graduate to this phase:

1.Install Google Search Console and Bing Webmaster tools

ü Ensure that the search engines can see all of your pages (more chances for people to find you)

ü Fix any “behind the scenes” issues with your website (errors, malware)

2.Convert your website to responsive or adaptive to mobile devices

3.Make your website more secure by implementing SSL or https domain

Trial and ErrorChanges come after new content is published

• Review Google Analytics regularly to monitor performance and response

• Evaluate performance of pages that you have changed

• Make more changes/additions!

Free Strategy SessionBecause of your participation, we would like to offer you a free1-hour assessment session for your site.

• In that we provide:ü Review of website analyticsü Search engine optimization key termsü Recommendations on improvements for quick win impact

Contact John Sammon at 440-821-1425 or [email protected]

Questions?Please use the chat feature of join.me or email me your question at [email protected] 440-821-1425