SEO Company Los Angeles - Introduction to SEO

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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.

Text of SEO Company Los Angeles - Introduction to SEO

  • Introduction to SEO Justin Lofton CEO SEO Company Los Angeles FreshSEOcompany.com SEO Company Los Angeles FreshSEOcompany.com
  • AGENDA What We Will Cover 1. 2. Understanding Your Market 3. User Experience Drives SEO & Conversions 4. Creating Killer Content 5. Driving Influence & Relevance 6. Expanding Your Influence 7. How SEO Has Changed Refining What s Working SEO Company Los Angeles FreshSEOcompany.com 2
  • INTRODUCTION Let s Review The Facts 16.7% = Microsoft Search Market Share (Bing) 11.6% = Yahoo! Search Market Share (Bing) 67.5% = Google s Search Market Share The rest don t matter (AOL & Ask) SEO Company Los Angeles FreshSEOcompany.com 3
  • MORE Facts Organic Search = Traffic 86% of web searchers trust organic SEO listings more than sponsored/paid PPC listings. 85% of clicks resulting from a search are on the organic results rather than the paid ads. The 1st, 2nd & 3rd organic positions deliver 61% of the traffic from organic search SEO Company Los Angeles FreshSEOcompany.com 4
  • MORE Facts DESKTOP Search hits all time high(March 2013) Despite MASSIVE growth in mobile search Despite Large Adoption of Tablets 20+ Billion Searches Per Month The Search Pie is Growing Rapidly SEO Company Los Angeles FreshSEOcompany.com 5
  • Other Important Facts 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 6
  • Introduction to SEO 1. How Has SEO Changed? SEO Company Los Angeles FreshSEOcompany.com
  • 1. How Has SEO Changed? What We Will Cover 1. 2. New Signals Are Needed To Win 3. Authority Means More Today 4. Relevance Creates Authority 5. The Machine Is Smarter Your Visitor Is Priority #1 SEO Company Los Angeles FreshSEOcompany.com 8
  • 1. How Has SEO Changed? The Machine is Smarter Engaging Content Is A Must Science + Art = Success Social Signals Play A Critical Role SEO Company Los Angeles FreshSEOcompany.com 9
  • 1. How Has SEO Changed? New Signals Are Needed To Win 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) SEO Company Los Angeles FreshSEOcompany.com 10
  • 1. How Has SEO Changed? Authority Means More Today What Determines Authority? 1.Rel=Author 2.Direct Traffic (Chrome, Gmail, Analytics) 3.Co-citations 4.Branded (Is your brand name in content?) Anchors Text 5.Relevancy (Post Penguin 2.0) Creates Authority SEO Company Los Angeles FreshSEOcompany.com 11
  • 1. How Has SEO Changed? Relevancy Creates Authority 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 Use website content (create silos) Rel=Author to create engagement and conversation in your industry or with your customers SEO Company Los Angeles FreshSEOcompany.com 12
  • 1. How Has SEO Changed? Example of Rel=Author SEO Company Los Angeles FreshSEOcompany.com 13
  • 1. How Has SEO Changed? Your Visitor is Priority #1 Focus on improving these key performance indicators (KPIs) Time on site Bounce Page rate speed / page size These elements also lead to higher conversions! SEO Company Los Angeles FreshSEOcompany.com 14
  • Introduction to SEO 2. Understanding Your Market SEO Company Los Angeles FreshSEOcompany.com
  • 2. Understanding Your Market What We Will Cover 1. 2. Who Are Your Competitors? 3. Who Is Searching For You? 4. What Is The Language of Your Market? 5. What Keywords Are Driving Traffic & Sales? What Is The Market Asking About? SEO Company Los Angeles FreshSEOcompany.com 16
  • 2. Understanding Your Market What Keywords Are Driving Traffic & Sales? Google Keyword Planner SEMrush Suggestions Yahoo Bing Google Amazon eBay SEO Company Los Angeles FreshSEOcompany.com 17
  • 2. Understanding Your Market Google s Keyword Planner Go to Keyword Ideas tab Brainstorm 5 to 10 broad keywords in your market Export all to CSV for easy management SEO Company Los Angeles FreshSEOcompany.com 18
  • 2. Understanding Your Market SEMrush s Keyword DATA Grab main keywords Add those back into SEMrush Use your website first Add all of those related keywords to your CSV from Google keyword tool SEO Company Los Angeles FreshSEOcompany.com 19
  • 2. Understanding Your Market Google Suggestions Grab all keywords Also use UberSuggest.org Add all of those suggestion keywords to your CSV from Google keyword tool SEO Company Los Angeles FreshSEOcompany.com 20
  • 2. Understanding Your Market Other Suggestion Data SEO Company Los Angeles FreshSEOcompany.com 21
  • 2. Understanding Your Market Putting it together Focus on relevancy to your product or service Identify 5 to 10 Core Keywords Organize keywords so that you have 20 to 50 keywords in each Core Keyword grouping SEO Company Los Angeles FreshSEOcompany.com 22
  • 2. Understanding Your Market Who Are Your Competitors? 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 SEO Company Los Angeles FreshSEOcompany.com 23
  • 2. Understanding Your Market Who Is Searching For You? 1. 2. Use Google analytics data to understand from what countries, states and cities are driving your web traffic and sales 3. Use Alexa.com demographic data to understand who is searching and visiting your website and your competitors website Combine this data with your sales data and build persona(s) for your ideal prospects SEO Company Los Angeles FreshSEOcompany.com 24
  • 2. Understanding Your Market What Is The Language of Your Market? 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? SEO Company Los Angeles FreshSEOcompany.com 25
  • 2. Understanding Your Market What Is The Language of Your Market? 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? SEO Company Los Angeles FreshSEOcompany.com 26
  • 2. Understanding Your Market What Is The Language of Your Market? 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? SEO Company Los Angeles FreshSEOcompany.com 27
  • 2. Understanding Your Market What Is The Market Asking About? Yahoo Answers Search for your Core Keywords What questions are people consistently asking? SEO Company Los Angeles FreshSEOcompany.com 28
  • 2. Understanding Your Market What Is The Market Asking About? Amazon Search Find your keywords top selling books (they rank at the top) Read titles, back of book & table of contents SEO Company Los Angeles FreshSEOcompany.com 29
  • Introduction to SEO 3. User Experience Drives SEO & Conversions SEO Company Los Angeles FreshSEOcompany.com
  • 3. User Experience Drives SEO What We Will Cover 1. 2. Use of Facial Imagery 3. A Clear Call to Action 4. Clear Messaging 5. Trust Elements Use Testimonials SEO Company Los