How many of Google’s billion daily queries are relevant to your company, and how many of these potential leads did you capture?
With an effective SEO (Search Engine Optimization) strategy, you can answer this question and meaningfully impact revenue at your company. It’s no mystery that ⅔ of B2B marketers are increasing their investment in SEO- it’s long been considered the most cost-effective tool for lead generation.
• Target keywords that will drive conversions, not just traffic
• Follow the best practices for creating well-written, SEO-friendly website content (‘Panda’ and ‘Penguin’ Updates have changed the rules)
• Boost rank and qualified traffic through Google-safe link building and promotional strategies
Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
5 Steps to Higher Google Rankings
1. SEO Fundamentals:
5 Steps to Higher Google Rankings
Today’s Hosts:
Mike Turner
Senior SEO Strategist
Travis Low
General Manager
facebook.com/webmarketing123
webmarketing123 @TravisLowSEO @Webmarketing123 #wm123
2. SEARCH ENGINE PAY PER CLICK SOCIAL MEDIA
OPTIMIZATION MANAGEMENT MARKETING
• Founded in 2004 • Proprietary Attribution Tool
• Custom KPI-based Scorecards • 120+ Clients
@TravisLowSEO @Webmarketing123 #wm123
3. Some Practical Matters
Are the slides available? Yes! Just email
seo@webmarketing123.com
Connect with us!
@webmarketing123
We’re live tweeting
webinar highlights. facebook.com/webmarketing123
Want to learn more?
Request a Complimentary SEO Assessment Today.
@TravisLowSEO @Webmarketing123 #wm123
4. Webinar Agenda
Understand How Google Ranks Websites
1 Search results are generated algorithmically for each query, in real time
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Benchmark Your Current Rankings
3 You can’t track what you’re not measuring
Integrate Keywords into Your Website
4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
Remove Obstacles to Appearing in Search Results
5 Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
5. There are 4 billion searches on Google every day.
@TravisLowSEO @Webmarketing123 #wm123
6. Can Your Customers Find You?
If you aren’t on the 1st page, you are invisible to most searchers
Source : Jupiter Research, 2010
@TravisLowSEO @Webmarketing123 #wm123
7. Can Your Customers Find You?
2/3 of the clicks go to the top 3 results
Official Google Blog
@TravisLowSEO @Webmarketing123 #wm123
9. 1
Allow Google To Recognize Your Keywords
What We See
@TravisLowSEO @Webmarketing123 #wm123
10. 1
Allow Google To Recognize Your Keywords
What We See
What
Google Sees
@TravisLowSEO @Webmarketing123 #wm123
11. 1
Search Spiders Determine Your Visibility
Search bots identify your sites theme and relevance to queries
Data Center
Home Page
Category Level Page
Product Level Page1
Product Level Page2
@TravisLowSEO @Webmarketing123 #wm123
12. 1
How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page
Crawling:
• Discovering new and
updated pages on the
web
@TravisLowSEO @Webmarketing123 #wm123
13. 1
How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page
Crawling:
• Discovering new and
updated pages on the
web
Indexing:
• Compiling data from
crawls into data centers
@TravisLowSEO @Webmarketing123 #wm123
14. 1
How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page
Crawling:
• Discovering new and
updated pages on the
web
Indexing:
• Compiling data from
crawls into data centers
Serving Results:
• Based on relevancy
• Over 200 factors
considered
• Content, keywords, links
@TravisLowSEO @Webmarketing123 #wm123
15. 1
How Does Google Determine Rankings?
Is Company.com’s
website relevant to the
searcher’s query?
Does the site have Authority?
Does it have Quality Content?
How many other
sites link back to
Company.com?
Are there HTML
errors or violations
of Webmaster
Guidelines?
@TravisLowSEO @Webmarketing123 #wm123
16. 1
How Does Google Determine Rankings?
@TravisLowSEO @Webmarketing123 #wm123
17. Webinar Agenda
Understand How Google Ranks Websites
1 Search results are generated algorithmically for each query, in real time
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Benchmark Your Current Rankings
3 You can’t track what you’re not measuring
Integrate Keywords into Your Website
4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
Remove Obstacles to Appearing in Search Results
5 Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
20. 2
Optimize Your Keyword Selection
Select a mix of both “head match” and “long tail” keywords
@TravisLowSEO @Webmarketing123 #wm123
21. 2
Optimize Your Keyword Selection
Select a mix of both “head match” and “long tail” keywords
@TravisLowSEO @Webmarketing123 #wm123
22. 2
Optimize Your Keyword Selection
Select a mix of both “head match” and “long tail” keywords
@TravisLowSEO @Webmarketing123 #wm123
23. 2
Match Your Business to Current Trends
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
@TravisLowSEO @Webmarketing123 #wm123
24. 2
Match Your Business to Current Trends
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search
@TravisLowSEO @Webmarketing123 #wm123
25. 2
Match Your Business to Current Trends
Investigate Google Insights to compare long-term trends:
www.thinkwithgoogle.com
@TravisLowSEO @Webmarketing123 #wm123
26. 2
Review: Choose the Right Keywords
Keyword selection determines the course of your campaign
• Start with what’s working
• Expand on your keywords: brainstorm
and test variations for search volume &
relevance
• Have a mix of both head and “long-
tail” terms
• Hint: Don’t focus just on search volume
• Google your proposed search terms to
see if the sites ranking on page 1 are
relevant to what your business offers
• Look at search trends for your
proposed keywords
@TravisLowSEO @Webmarketing123 #wm123
27. Webinar Agenda
Understand How Google Ranks Websites
1 Search results are generated algorithmically for each query, in real time
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Benchmark Your Current Rankings
3 You can’t track what you’re not measuring
Integrate Keywords into Your Website
4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
Remove Obstacles to Appearing in Search Results
5 Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
35. Webinar Agenda
Understand How Google Ranks Websites
1 Search results are generated algorithmically for each query, in real time
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Benchmark Your Current Rankings
3 You can’t track what you’re not measuring
Integrate Keywords into Your Website
4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
Remove Obstacles to Appearing in Search Results
5 Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
37. 4
Map Targeted Keywords Page By Page
Develop a “mapping” document that targets 3-5 keywords per page
@TravisLowSEO @Webmarketing123 #wm123
38. 4
Develop Content Silos
Consider your site’s thematic structure
• Thematically Group Pages Mobile
Around Keywords
SMB
Enterprise
• Link Pages Within The Same
Groups To Further
Strengthen Theme of
Website
SMB Enterprise Mobile
• Search Engine Spiders Can
See a Theme Across Your
Site That Makes Sense
Other Relevant Internal Pages
@TravisLowSEO @Webmarketing123 #wm123
39. 4
Weave Your Keywords Into Your Website
• Search engines learn what your site is about by reading your content
@TravisLowSEO @Webmarketing123 #wm123
40. 4
Weave Your Keywords Into Your Website
• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted
keywords
@TravisLowSEO @Webmarketing123 #wm123
41. 4
Write For Your Clients
Develop naturally written, “non-spammy” content
Do:
• Since the most recent algorithm updates, this is no longer optional!
• Write for your reader, not the writer!
• Establish a natural, engaging tone of voice
• Pay attention to grammar & errors (Google sees these as a sign of web-spam)
@TravisLowSEO @Webmarketing123 #wm123
42. 4
Write For Humans, not Search Robots
Develop naturally sounding, “non-spammy” content
Do:
• Since the most recent algorithm updates, this is no longer optional!
• Write for your reader, not the writer!
• Establish a natural, engaging tone of voice
• Pay attention to grammar & errors (Google sees these as a sign of web-spam)
Don’t
• Try to trick search engines with manipulative tactics
• Use Flash much (it frustrates folks on mobile devices!)
• Don’t overuse your keywords: Read it out loud for a reality check
@TravisLowSEO @Webmarketing123 #wm123
44. 4
Meta Content
The Key Elements: 1. URL
2. Page Title
3. Description
@TravisLowSEO @Webmarketing123 #wm123
45. 4
Meta Content
Facebook Groups: B2B Lead Gen
Include descriptive keywords and phrases in page titles
Keywords in the First or Second Position of the Page Title
Have the Greatest Impact!
@TravisLowSEO @Webmarketing123 #wm123
46. Webinar Agenda
Understand How Google Ranks Websites
1 Search results are generated algorithmically for each query, in real time
Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization
Benchmark Your Current Rankings
3 You can’t track what you’re not measuring
Integrate Keywords into Your Website
4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text
Remove Obstacles to Appearing in Search Results
5 Implement Webmaster Tools and Google+ to take advantage of these free tools
@TravisLowSEO @Webmarketing123 #wm123
53. 5
Set up Google+
Use the Button Add a G+ Badge
Customize your +1 button and +snippet
• http://www.google.com/webmasters/+1/
button/
@TravisLowSEO @Webmarketing123 #wm123
54. Watch Your Organic Search Traffic
Measure the effectiveness of your SEO efforts
Filter out “branded”
traffic
@TravisLowSEO @Webmarketing123 #wm123
55. Keep Up
On a monthly basis, on and off-page optimizations need to
work in tandem to drive continued success. Rely on analytics to
guide decision making.
On-Page Changes
Measuring Link Building
Improvement in
Rankings, Site
Engagement, and
Lead Flow
Tracking Spider
Crawls
Monitoring Visitor
Analytic Data
@TravisLowSEO @Webmarketing123 #wm123
56. Key Takeaways
• Improving Your Google Ranking is Attainable: It takes
painstaking, detailed work to optimize a website.
Fortunately, your competitors may not have done it, either.
Get ahead of them.
• It’s all about the Keywords: Executing SEO correctly
requires not just a brainstorming session but an ongoing
commitment. Optimizing for a set of keywords requires
relevant content, website structure and inbound links (we’ll
talk about that in another webinar).
• Write for Humans: The same factors that make a website
compelling to the user now earn ranking power with
Google.
@TravisLowSEO @Webmarketing123 #wm123
57. What can you gain from speaking with one of our analysts?
Social Media Audit Take a hard look at your competitors
‘Cost of the Problem’ Analysis Compare digital strategies
Request a Consultation: seo@webmarketing123.com
bit.ly/wm123seo
Connect with the Host: Mike.T@webmarketing123.com
facebook.com/webmarketing123
webmarketing123 @TravisLowSEO @Webmarketing123 #wm123