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SEO Services Los Angeles (FreshSEO) CEO, Justin Lofton, did a presentation on search engine optimization basics for General Assembly. Fresh SEO Company Los Angeles provides search engine strategies and solutions for businesses located in the Los Angeles area. Check out this SEO report to learn more about how you can market your brand and website using search engine optimization services.
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‣ SEO Company Los Angeles – FreshSEOcompany.com
Introduction to SEO
Justin Lofton – CEO SEO Company Los Angeles FreshSEOcompany.com
‣ SEO Company Los Angeles – FreshSEOcompany.com
What We Will Cover… AGENDA
1. How SEO Has Changed 2. Understanding Your Market 3. User Experience Drives SEO & Conversions 4. Creating Killer Content 5. Driving Influence & Relevance 6. Expanding Your Influence 7. Refining What’s Working
2
‣ SEO Company Los Angeles – FreshSEOcompany.com
INTRODUCTION
3
Let’s Review The Facts…
‣ 67.5% = Google’s Search Market Share
‣ 16.7% = Microsoft Search Market Share (Bing)
‣ 11.6% = Yahoo! Search Market Share (Bing)
‣ The rest don’t matter (AOL & Ask)
‣ SEO Company Los Angeles – FreshSEOcompany.com
MORE Facts
4
Organic Search = Traffic
‣ 85% of clicks resulting from a search are on the organic results rather than the paid ads.
‣ 86% of web searchers trust organic SEO listings more than sponsored/paid PPC listings.
‣ The 1st, 2nd & 3rd organic positions deliver 61% of the traffic from organic search
‣ SEO Company Los Angeles – FreshSEOcompany.com
MORE Facts
5
DESKTOP Search hits all time high…(March 2013) ‣ 20+ Billion Searches Per Month
‣ Despite MASSIVE growth in mobile search
‣ Despite Large Adoption of Tablets
‣ The Search Pie is Growing Rapidly
‣ SEO Company Los Angeles – FreshSEOcompany.com
Other Important Facts
6
Buyers love Search… ‣ 61% of global Internet users research products online. (Interconnected World)
‣ 41% of online shoppers begin by using a search engine. (Interconnected World) ‣ 57% of TV viewers use the web simultaneously. (Nielson)
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. How Has SEO Changed?
Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. The Machine Is Smarter 2. New Signals Are Needed To Win 3. Authority Means More Today 4. Relevance Creates Authority 5. Your Visitor Is Priority #1
8 1. How Has SEO Changed?
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Science + Art = Success
• Engaging Content Is A Must
• Social Signals Play A Critical Role
9 1. How Has SEO Changed?
The Machine is Smarter
‣ SEO Company Los Angeles – FreshSEOcompany.com
Old Signals ‣ Links = votes (some more important than others) ‣ Content = relevancy & builds PageRank ‣ PageRank = Google’s algorithm backbone
New Signals ‣ Social Media = FB, +1, Rel Author, Twitter, etc) ‣ Authority (Co-citation, Branded Anchors, Direct Traffic) ‣ Engagement (Page speed, time on site, bounce rate)
10 1. How Has SEO Changed?
New Signals Are Needed To Win
‣ SEO Company Los Angeles – FreshSEOcompany.com
What Determines Authority? 1. Rel=Author (Post Penguin 2.0) 2. Direct Traffic (Chrome, Gmail, Analytics) 3. Co-citations (Is your brand name in content?) 4. Branded Anchors Text 5. Relevancy Creates Authority
11 1. How Has SEO Changed?
Authority Means More Today
‣ SEO Company Los Angeles – FreshSEOcompany.com
Become more relevant to your niche and authority with search engines will improve… • Acquire links from industry/topically related websites (directories, associations, citation websites) • Organize website content (create silos) • Use Rel=Author to create engagement and conversation in your industry or with your customers
12 1. How Has SEO Changed?
Relevancy Creates Authority
‣ SEO Company Los Angeles – FreshSEOcompany.com
13 1. How Has SEO Changed?
Example of Rel=Author
‣ SEO Company Los Angeles – FreshSEOcompany.com
Focus on improving these key performance indicators (KPIs) ‣ Time on site ‣ Bounce rate ‣ Page speed / page size
These elements also lead to higher conversions!
14 1. How Has SEO Changed?
Your Visitor is Priority #1
‣ SEO Company Los Angeles – FreshSEOcompany.com
2. Understanding Your Market
Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. What Keywords Are Driving Traffic & Sales?
2. Who Are Your Competitors?
3. Who Is Searching For You?
4. What Is The Language of Your Market?
5. What Is The Market Asking About?
16 2. Understanding Your Market
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Google Keyword Planner • SEMrush • Suggestions
‣ Yahoo
‣ Bing
‣ Amazon
‣ eBay
17 2. Understanding Your Market
What Keywords Are Driving Traffic & Sales?
‣ SEO Company Los Angeles – FreshSEOcompany.com
18 2. Understanding Your Market
Google’s Keyword Planner • Brainstorm 5 to 10 broad
keywords in your market
• Go to “Keyword Ideas” tab
• Export all to CSV for easy management
‣ SEO Company Los Angeles – FreshSEOcompany.com
19 2. Understanding Your Market
SEMrush’s Keyword DATA • Use your website first • Grab main keywords • Add those back into
SEMrush • Add all of those related
keywords to your CSV from Google keyword tool
‣ SEO Company Los Angeles – FreshSEOcompany.com
20 2. Understanding Your Market
Google Suggestions • Also use UberSuggest.org
• Grab all keywords
• Add all of those suggestion keywords to your CSV from Google keyword tool
‣ SEO Company Los Angeles – FreshSEOcompany.com
21 2. Understanding Your Market
Other Suggestion Data
‣ SEO Company Los Angeles – FreshSEOcompany.com
22 2. Understanding Your Market Putting it together • Identify 5 to 10 Core
Keywords • Focus on relevancy to your
product or service • Organize keywords so that
you have 20 to 50 keywords in each Core Keyword grouping
‣ SEO Company Los Angeles – FreshSEOcompany.com
Search Competitors ‣ Use keyword research to identify 5 to 10 Core Keywords and 10 main
competitors that rank well for your those Core Keywords
Non-Search Competitors ‣ These could be offline or from Pay Per Click
23 2. Understanding Your Market
Who Are Your Competitors?
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. Use Alexa.com demographic data to understand who is searching and visiting your website and your competitors website
2. Use Google analytics data to understand from what countries, states and cities are driving your web traffic and sales
3. Combine this data with your sales data and build persona(s) for your ideal prospects
24 2. Understanding Your Market
Who Is Searching For You?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Step 1. Review Organic Search Results & Content ‣ What type of content and information is
ranking in the top 10 results of Google? ‣ What messaging are those search
competitors using in their content?
25 2. Understanding Your Market
What Is The Language of Your Market?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Step 2. Review PPC Ad Text & Landing Pages ‣ What words are used to drive the clicks?
‣ What are the calls to action on the landing pages?
26 2. Understanding Your Market
What Is The Language of Your Market?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Step 3. Put The Information Together = Formula for Success ‣ What content type will engage your visitors?
‣ What benefits are the rest of the competitors using in their text?
‣ What calls to action align well with your products and sales funnel?
27 2. Understanding Your Market
What Is The Language of Your Market?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Yahoo Answers ‣ Search for your Core Keywords ‣ What questions are people consistently
asking?
28 2. Understanding Your Market
What Is The Market Asking About?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Amazon ‣ Search your keywords ‣ Find top selling books (they rank at the
top) ‣ Read titles, back of book & table of
contents
29 2. Understanding Your Market
What Is The Market Asking About?
‣ SEO Company Los Angeles – FreshSEOcompany.com
3. User Experience Drives SEO & Conversions
Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. Trust Elements 2. Use of Facial Imagery 3. A Clear Call to Action 4. Clear Messaging 5. Use Testimonials
31 3. User Experience Drives SEO
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Is It Right For Me?
• Am I Making The Right Choice?
• Is This All I Need?
• What If It Doesn't Work?
• Can I Afford It?
• What Will My Friends, Family & Peers Say?
32 3. User Experience Drives SEO
Questions Running Through The Consumer’s Mind During The Purchase Process…
• Do I Know Enough About The Company That's Selling It To Me?
• Is This The Right Version?
• Will It Take A Lot Of Time?
• Is It Easy To Use?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Small Things Build Big Trust… ‣ Better Business Bureau ‣ Secure Checkout Images ‣ Guarantees ‣ Associations ‣ Credit Card Images ‣ Mentions / Featured On ‣ Client Logos
33 3. User Experience Drives SEO
Trust Elements That Work
‣ SEO Company Los Angeles – FreshSEOcompany.com
People Connect With People, Not Websites ‣ Align With Ideal Prospects ‣ Let Imagery Tell The Story ‣ Make Sure Visitors See Eyes ‣ Show The Emotions of Pain & Pleasure ‣ Use “In The Fold” All The Time
34 3. User Experience Drives SEO
Use of Facial Imagery
‣ SEO Company Los Angeles – FreshSEOcompany.com
Keep it simple and tell them what to do… ‣ Minimize Number of Calls to Action
‣ Make Sure Buttons Look Like Buttons
‣ Use Full Phone Number
‣ Use Contrasting Colors
‣ Motivate With Benefits
35 3. User Experience Drives SEO
A Clear Call to Action
‣ SEO Company Los Angeles – FreshSEOcompany.com
Simple ‣ One Idea Per Page
‣ Focus On Outcomes
‣ So What Test
‣ Use Big Headlines
‣ Motivate With Benefits
36 3. User Experience Drives SEO
Clear Messaging
‣ SEO Company Los Angeles – FreshSEOcompany.com
Build Credibility & Trust ‣ Align With Ideal Prospects
‣ Keep Them Short
‣ Use Facial Imagery
‣ Videos Are Great Too
‣ Use Throughout Sales Funnel
37 3. User Experience Drives SEO
Use Testimonials
‣ SEO Company Los Angeles – FreshSEOcompany.com
4. Creating Killer Content Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. Why Does Killer Content Always Win?
2. Killer Content Ideas
3. Where Is The Low Hanging Fruit?
4. Epic Headlines
5. Optimizing Your Killer Content
39 4. Creating Killer Content
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
Who Ever Holds The Attention Wins ‣ It Builds MASSIVE Trust ‣ It Naturally Gets Shared ‣ Google Gets The Signals It Wants ‣ It Creates Conversation ‣ It Sets You Apart From Your Competition
40 4. Creating Killer Content
Why Does Killer Content Always Win?
‣ SEO Company Los Angeles – FreshSEOcompany.com
‣ Videos (instructional, entertaining, demonstration)
‣ Slide Shows (imagery, instruction, “Top X” Lists)
‣ Mind Mapping (unique diagrams, charts)
‣ Flow Charts ‣ Interviews (audio, video or text)
41 4. Creating Killer Content
Killer Content Ideas
‣ Articles That Educate ‣ Infographics (graphics that
educate) ‣ Reports That Educate ‣ Free Tools ‣ Calculators ‣ Webinars
‣ SEO Company Los Angeles – FreshSEOcompany.com
It’s Easier Than You Think… ‣ Leverage Assets You Already Have
‣ Video Is The King & Costs Are Reasonable
‣ Answer The Questions In The Market
‣ Push Through All Channels
‣ Consistently Create Content
42 4. Creating Killer Content
Where is The Low Hanging Fruit?
‣ SEO Company Los Angeles – FreshSEOcompany.com
Use These Resources For Success… • 101 Headline Formulas (Google it) • PopURLs.com • Digg.com
43 4. Creating Killer Content
Epic Headlines
‣ SEO Company Los Angeles – FreshSEOcompany.com
Google Still Loves Text… • Core of Google’s Algorithm • Books = Evergreen Content • Newspapers = Blogging • Clear Headlines & Sub-Headlines • Engaging Images and/or Video • LOTS of Text!!!
44 4. Creating Killer Content
Optimize Your Killer Content
‣ SEO Company Los Angeles – FreshSEOcompany.com
Let’s Cover The Technical Stuff… • META Title – Lead With Keyword(s), End With Benefits, Get Attention – 57 to 67 Characters max
• META Description – Use Core & Secondary Keywords, Reinforce Benefits – 140 Characters max
• META Keywords – Not Needed
• URL – Include Your Keyword
45 4. Creating Killer Content
Optimize Your Killer Content
‣ SEO Company Los Angeles – FreshSEOcompany.com
What You Need To Do… • Big Attention-Getting Headline With Main Keyword (H1 a must, H2 & H3 optional) • Engaging Image or Video (name your image or video with secondary keyword) • 600 to 1200 words of text (break it up with bulleted and numbered lists & imagery)
46 4. Creating Killer Content
Optimize Your Killer Content
‣ SEO Company Los Angeles – FreshSEOcompany.com
5. Driving Influence & Relevancy
Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. Competitive Link Analysis 2. Directories That Matter 3. Press Release Syndication 4. Social Media Marketing 5. Blogging Strategy 6. Are You A Local Business?
48 5. Driving Influence & Relevancy
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
Hangout In Their Neighborhood… • Use MajesticSEO or OpenSiteExplorer
• Find Websites Linking to 2 or More of Your Competitors (industry hubs)
• These Links Drive Relevance & Are Easier To Acquire
49 5. Driving Influence & Relevancy
Competitive Link Analysis
‣ SEO Company Los Angeles – FreshSEOcompany.com
They Still Mean A Lot… • DMOZ – Submit & Wait
• Yahoo Directory – $299 Per Year
• Starting Point - $99 Per Year
• Best of The Web - $299 Lifetime
50 5. Driving Influence & Relevancy
Directories That Matter
‣ SEO Company Los Angeles – FreshSEOcompany.com
Yes They Work…Still • PRWeb, PRLeap, PRNewsWire
• Links from Authority Websites
• Anchor Text Relevancy
• Branded Mentions
• Media Exposure
51 5. Driving Influence & Relevancy
Press Release Syndication
‣ SEO Company Los Angeles – FreshSEOcompany.com
Where Does Your Crowd Hang Out? • 3 Must-Haves – Facebook, Twitter, Google+ • YouTube now Social • Pinterest • Instagram • Tumblr
52 5. Driving Influence & Relevancy
Social Media Marketing
‣ SEO Company Los Angeles – FreshSEOcompany.com
“I Thought This Was About SEO…?” • Linking To Authority Websites • Links From Authority Websites • Virality Creates More Links • Branded Mentions Create Authority • Consistency Creates Both Influence & Relevance
53 5. Driving Influence & Relevancy
Social Media Marketing
‣ SEO Company Los Angeles – FreshSEOcompany.com
Quality & Consistency is Key… • Start Out At Least Once Per Week • Work Up To Once Per Business Day • Show Social Buttons • Allow Others To Guest Blog • 500+ Words (no thin pages)
54 5. Driving Influence & Relevancy
Blogging Strategy
‣ SEO Company Los Angeles – FreshSEOcompany.com
Google+ Is Your Friend… • Claim Your Google+ Local Listing • Create Local & National Citations • Proactively Gather Positive Reviews
55 5. Driving Influence & Relevancy
Are You A Local Business?
‣ SEO Company Los Angeles – FreshSEOcompany.com
6. Expanding Your Influence
Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. Building Social Proof 2. Leverage Channels That Rank 3. Web Property Link Acquisition
57 6. Expanding Your Influence
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
Google Top 10 Positions Are Beach Front Property… • Post Penguin 2.1 – Now Displaying More URL Diversity • Push Competitors Off The First Page • When All Roads Lead To You…You Win!!!
58 6. Expanding Your Influence
Building Social Proof
‣ SEO Company Los Angeles – FreshSEOcompany.com
Some Properties Are Always There… • Approx 70+ post Penguin 2.1 • Short List
• Facebook • YouTube • LinkedIn • Blogger
59 6. Expanding Your Influence
Leverage Channels That Rank
• Tumblr • Flickr • Reddit • Yahoo Answers
‣ SEO Company Los Angeles – FreshSEOcompany.com
Create A Web of Authority… • Interlink Your Newly Created Properties • Make It Easy For Visitors • Lead Them Home • Use Branded & Keyword Anchors • People Searching Won’t Have A Choice
60 6. Expanding Your Influence
Web Property Link Acquisition
‣ SEO Company Los Angeles – FreshSEOcompany.com
7. Refine What’s Working
Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. KPIs That Matter 2. Follow The Momentum 3. Wrap Up The Entire Market
62 7. Refine What’s Working
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
What Ultimately Affects The Bottom Line… • Leads & Sales (set up goals) • Rankings? • Traffic (overall) • Referral Traffic (beach front property) • Engagement – Time on site, bounce rate, social signals
63 7. Refine What’s Working
KPIs That Matter
‣ SEO Company Los Angeles – FreshSEOcompany.com
Make The Strong, Stronger… • Focus on Core Keyword Campaigns That Are Increasing Leads & Sales • Add More Content On Those Topics • Make More Videos Related To Those Campaigns • Test Content Types on Keywords That Are Converting
64 7. Refine What’s Working
Follow The Momentum
‣ SEO Company Los Angeles – FreshSEOcompany.com
All Ships Rise With The Tide… • Remarketing – Search & Social • Pay Per Click – Search, Social & YouTube • Affiliate Marketing – Open New Channels
65 7. Refine What’s Working
Wrap Up The Market
‣ SEO Company Los Angeles – FreshSEOcompany.com
Q&A
FreshSEOcompany.com
66 Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
Bonus… Introduction to SEO
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Frequently Asked Questions • Questions You Should Be Asking • Unbiased Answers - I’ll do my best J
68 Bonus…
What We Will Cover…
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. How Long Does It Take To See Results From Search Engine Optimization Efforts?
2. How Much Time Will My Staff Have To Work On This? 3. Our Competitors Are Way Ahead of Us Should We Invest In Another
Channel?
69 Bonus…
Frequently Asked Questions
‣ SEO Company Los Angeles – FreshSEOcompany.com
• I always tell clients that 3 months is a reasonable expectation • It depends on the market and competition • It depends on the starting point • We often do see results within weeks • A long term outlook is critical – Think mutual fund investing vs day
trading (PPC)
70 Bonus…
1. How Long Does It Take To See Results From Search Engine Optimization Efforts?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• The first 4 to 8 weeks are critical to getting SEO campaigns launched • After the setup period you will only need to approve ongoing content
creation and other changes that might be necessary to the website
71 Bonus…
2. How Much Time Will My Staff Need To Work On This?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• At the end of the day, organic search will deliver the highest ROI compared to other marketing channels
• Most of your competitors will have large holes in their strategy so you can take advantage of that and close in on them quickly
• All channels are working together in today’s marketplace so you need to be there
72 Bonus…
3. Our Competitors Are Way Ahead of Us. Should We Invest In Another Channel?
‣ SEO Company Los Angeles – FreshSEOcompany.com
1. Why Are Your SEO Services So Cheap? 2. Why Do I Need To Sign A Contract? 3. Do You Have Recent Case Studies & References? 4. What Content Do We Have Available That Isn’t On Our Website? 5. How Can We Start Making Videos To Use In Our Marketing Efforts? 6. Can I Handle SEO With In-House Staff Alone? 7. What Are The Biggest SEO Traps?
73 Bonus…
Questions You Should Be Asking When Choosing A SEO Agency
‣ SEO Company Los Angeles – FreshSEOcompany.com
• If you are being offered “SEO” services for $300 or less then you will likely see no results
• These price points are common for “link builders” or “website optimizers”
• SEO should incorporate detailed market and keyword research, website optimization, content creation, link acquisition and social engagement strategies
74 Bonus…
1. Why Are Your SEO Services So Cheap?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Look for providers that will deliver services month-to-month or give you a 3 month trial period before signing a longer term contract.
• You need the ability to switch to another SEO partner if they are not producing results
• In today’s market the nimble win. Waiting for a contract to end can cost you far more than the cost of the contract itself
75 Bonus…
2. Why Do I Need to Sign A Contract?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Make sure you see proof of the SEO providers work
• Make sure the proof is recent – due to ongoing Google updates (Panda, Penguin, Penguin 2.0, etc) you need to know they are still producing results
• You should be able to contact current clients to get some comfort that you are committing to a SEO partner that has what it takes to win
76 Bonus…
3. Do You Have Recent Case Studies & References?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Have you created content for offline use that could be put online? – pamphlets, books, articles for magazines, instruction manuals, reports, testimonials, videos
• You can catch to competitors much quicker if you try and leverage assets you already have available to you
77 Bonus…
4. What Content Do We Have Available That Isn’t On Our Website?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Video should be a cornerstone of your content creation • Low production videos perform better on the Internet • How do we turn text based content into video content?
78 Bonus…
5. How Can We Start Making Videos To Use In Our Marketing Efforts?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• In today’s market it is very difficult to find talented people that understand every element of search engine optimization
• The talented folks that are available demand big salaries and need additional personnel to fully deploy and manage campaigns
• You basically need a team to address on-page optimization, content creation, link acquisition and social media
• The ROI is typically much bigger when using a SEO partner that delivers results, compared to hiring in-house staff
79 Bonus…
6. Can I Handle SEO With In-House Staff Alone?
‣ SEO Company Los Angeles – FreshSEOcompany.com
• Paying too much attention to the SEO industry chatter
• Worrying about Google penalizing your website
• Being overly concerned with optimizing website content
• Thinking you will see overnight results from SEO efforts
• Staring at SEO rankings on a daily basis
80 Bonus…
7. What are the biggest seo traps?
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