The Search Results Agency. Get Rankings | Get Clicks | Get Conversions March 26, 2014 IABC Ottawa | March 26, 2014 SEO FOR NON-TECHIES Canadian Version 2014
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
IABC Ottawa | March 26, 2014
SEO FOR NON-TECHIESCanadian Version 2014
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
What is Canadian Search (SEO)?
Let’s get started…
Think with WebFuel: For Marketers & Communicators
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
What is Search Engine Optimization, Really?
Search Engine Optimization Definition:
Getting results from Organic Search
Note: WebFuel’s Definition
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
What is Search Engine Optimization, Really?
Search Engine Optimization Definition:
Getting results from Organic Search
• The listings (or results) that appear on a Search Engine
Results Page (SERP) without paying to be displayed
• It is determined by relevancy based on search terms
• Search Engines always display organic results
Note: There are two sides to SEO - technical & non-technical
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
How Search WorksBehind the Search Box
Note: Search begins with the Search Box
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
How Search WorksBehind the Search Box
Source: How Search Works by Google
1. Crawl
2. Index
3. Display (based on Algorithms – spam removal)
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
What Matters
Note: EVERYTHING that a Search Engine crawls & indexes matters
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
What Matters
Note: EVERYTHING that is displayed on a Search Engine Results Page (SERP) matters
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think CanadianWhy is Canadian Search Different?
Note: Canadians love the Internet. 86% of Canadians are online.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think CanadianWhy is Canadian Search Different?
Note: Canadians are leaders in Internet usage
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think CanadianWhy is Canadian Search Different?
Note: Canadians love to shop online.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think CanadianWhy is Canadian Search Different?
Note: Search Engines are often used even if the web searcher knows your website address.
Where does Search begin?
1. Search Engines
2. Branded Websites
3. Branded Apps
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think CanadianWhy is Canadian Search Different?
Note: Search trends in Canada. Category: Health. Search Type: Web
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Canadian.Why is Canadian Search Different?
Note: Canadian Search is not the same as American Search. Or Search in other English
speaking countries.
• Canadians search via Google.ca (Google Canada)
• Google.ca has its own Canadian oriented index
• Google.com searches within Canada redirect you to
Google.ca
• Canadians search in English & in French
• Canadian spelling is different as well
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Canadian
Note: Not always relevant to Canada
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Search
Note: The devices people use to search are different.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Search
Note: Search by voice is different
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Search Engines
Note: Search Engines matter.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Search Engines
Note: Google ranks number one – and number three.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think SERPs
Note: Brand matters.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think SERPs
Note: SERPs differ depending on search type
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Website
Note: There are two types of visitors to a website. People & Spiders.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Domains
Note: Domains matter.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Domains
Note: New domain name extensions
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
What is THE CanadianDomain Name?
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Geographic Targeting
Note: The World Wide Web is global
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Geographic Targeting
• Canada (Country)
• Canada (National & Major Cities)
• Ottawa (Local) / Ontario (Province)
• North America (Canada & USA)
• USA (but located in Canada)
• English Speaking Countries
• French Speaking Communities (Canada)
• Worldwide
Note: This MUST be defined before you launch your Organic Search Campaign
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Geographic Targeting (Maps)
Source: GeoDigital - Spatial Search
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Content
Note: Ensure that your content can be crawled & indexed (technical side)
• Content rules (always has - and always will)
• Write for target audience (people first - SEs second)
• Quality, unique & relevant content is a MUST!
• Content has many formats (think search / content marketing)
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Keywords
• Branded / Non Branded keywords
• Organic keywords are different from paid keywords
• Keywords differ depending on search device (mobile)
• Typed keywords differ from those via voice search
• English keywords should not be translated into French
• Meta keywords should be ignored (Google ignores them)
• Keyword research is a MUST!
Note: SEO means optimizing for people who use search. And… searchers intent.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think SEO Tactics
Note: There are two sides to SEO implementation - on-page & off-page
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
When Things Go WrongReally Wrong.
• Rebranding (name change) without taking Search Engines
into consideration
• Building a website without taking Search Engines into
consideration / Website redesign without addressing the
Search Engine index
• Using US or UK search / keyword data (instead of Canadian)
• Translating English keywords / content into French
• Violating Search Engine Guidelines (results in penalties)
Note: Can hurt your rankings, clicks & conversions
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
When Things Go WrongReally Wrong.
• Drastic drop in web traffic (change in algorithms)
• Disappearance from the Search Engine Index (penalty)
Note: Clean up is time consuming - and expensive. Graphic: Search Engine Land
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
When Things Go WrongReally Wrong.
Note: An unbiased SEO Site Audit is recommended. Graphic: Search Engine Watch
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Rankings
• Vary from search engine to search engine
• Driven by personalized search
• Affected by competition
• Impacted by language (En/Fr)
• Driven by keywords & search query types
• Impacted by various SERPs layouts
Note: Ranking Factors 2014
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Rankings
Source: Search Engine Journal
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Clicks
• You have to rank in order to get the click (first page)
• Clicks drive web traffic (not rankings)
• More clicks on organic search results (than ads)
• Organic clicks are important in terms of trust
• .ca gets more clicks by Canadians
Note: Click Factors 2014
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Conversions
• Web traffic volume (Publishers)
• Purchases (eCommerce)
• Inquiries / lead generation (Businesses)
• Accessing information / forms (Government)
• Online donations (Charities)
• Membership sign ups (Associations)
Note: Web Conversions 2014
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Think Measurement
• Measure Organic Search as a channel
• Use web analytics (Google Analytics / Website)
Note: Measure what matters
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Get Informed…
1. Learn industry-related terminology
2. Determine if source of information is relevant to Canada
3. Get up-to-date on the domain industry in Canada
4. Understand the basic difference between language based
searches (English & French)
5. Learn about Search Engine options in Canada
6. Measure Search Campaigns (Search Analytics)
7. Play by the rules (Search Engine Guidelines)
What can you do?
Note: SEO takes a lot of time – and hard work! But it’s a great long term strategy.
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
SEO is not dead. It’s changing…
• Search Engines still drive qualified web traffic
• Search Engines are getting better at filtering spam (YA!)
• Tactics that are NOT considered best practices are dying
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Got Questions?
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
Join Us
• Engage with WebFuel on Twitter, LinkedIn & Facebook
• Subscribe to the WebFuel Blog “Get Found on the Web”
• Follow our series “SEO Wednesdays Canada”
• Attend the Ottawa Search & Digital Marketing Meetups
Upcoming WebFuel Presentation
SEO for Techies 2014: Canadian Version
Geek Girls
April 24, 2014
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
About WebFuel
• Search Results Agency (SEO, PPC & GA)
• Full Service Search Engine Optimization
• Clients are Canadian Brands
• Work with In-house Marketers & Agencies
• Expertise in Canadian Search (Organic Search)
• Specialize in SEO Audits, Consulting & Support
• Google Credentials (Trusted Google Partner)
• Founded in 2004
• Located in Ottawa, Canada
T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |
G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,
2 0 1 4
WebFuel is a
Search Results Agency
Presenter: Les Fabere: [email protected] | p: 613-692-1030 | w: WebFuel.ca|
Related Documents
