how to use seo to improve google rankings - prnews google conference 2015
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HOW TO USE SEO TO IMPROVE GOOGLE RANKINGS
@eprokop1
#GoogleConf
ABOUT THE SPEAKER
TopRank® Online Marketing Full service digital marketing agency• Content Marketing• SEO• Social Media Marketing• Influencer Marketing
Evan ProkopDigital Marketing Manager
@eprokop1
#GoogleConf
SEARCH: IT’S KIND OF A BIG DEAL
There are over 5 BILLION Google searches each day
- http://www.statisticbrain.com/google-searches/
91% of journalists use search to find news sources and story ideas
- TopRank Online Marketing Survey
@eprokop1
#GoogleConf
PR AND SEO: THE PERFECT MATCH
PR: CONTENT
SEO: VISIBILITY
BE H
ERE
@eprokop1
#GoogleConf
INFORMATION OVERLOAD!!!
How Can Anyone Keep Up?
@eprokop1
#GoogleConf
SEO: THE ESSENTIALS
PR: CONTENT
SEO: VISIBILITY
BE H
ERE
@eprokop1
#GoogleConf
SIMPLE SEO WORKFLOW
AUDIT ACTION PLAN
ASSESS & REFINE
@eprokop1
#GoogleConf
Organic traffic on steady downward trend
SEO IN ACTION: CURRENT SITUATION
@eprokop1
#GoogleConf
AUDIT: FINDABILITY
Findable
Accessible
Optimized
FINDABLE
ACCESSIBLE
OPTIMIZED
@eprokop1
#GoogleConf
SEO TOOL: GOOGLE WEBMASTER TOOLS
https://www.google.com/webmasters/tools/home
@eprokop1
#GoogleConf
AUDIT: ACCESSIBILITY
Accessible
Optimized
Opportunities:• Page speed• Dead links / pages• Server errors• Duplicate content
404 ErrorsPages
23
Duplicate ContentOn Page Titles
400 748
FINDABLEFINDABLE
ACCESSIBLE
OPTIMIZED
@eprokop1
#GoogleConf
http://tools.pingdom.com/fpt/
SEO TOOL: PINGDOM
@eprokop1
#GoogleConf
AUDIT: OPTIMIZATION
Opportunities:• Keyword strategy• Content• Messaging
FINDABLE
ACCESSIBLE
OPTIMIZED
@eprokop1
#GoogleConf
SIMPLE SEO WORKFLOW: ACTION PLAN
ACTION PLANAUDIT ACTION
PLANASSESS
& REFINE
@eprokop1
#GoogleConf
ACTION PLAN: FINDABILITY
FINDABLE
ACCESSIBLE
OPTIMIZED
@eprokop1
#GoogleConf
ACTION PLAN - ACCESSIBILITY
Key Actions:• Restore / redirect • Asset optimization• Browser caching• Canonicalization
FINDABLE
ACCESSIBLE
FINDABLE
ACCESSIBLE
OPTIMIZED
@eprokop1
#GoogleConf
ACTION PLAN - OPTIMIZATION
Homeowners
ContractorsBuilding Owners
FINDABLE
ACCESSIBLE
OPTIMIZED
Key Actions:• Keyword research• Content audit• On page optimization• Content creation
@eprokop1
#GoogleConf
OPTIMIZATION CHECKLIST
On the page:• Title (H1)• Image Alt Tags• Body copy• Crosslinking anchor text
from other internal pages (not pictured)
In the Search results:• Title Tag• Meta Description
@eprokop1
#GoogleConf
http://keywordtool.io/
SEO TOOL: KEYWORDTOOL.IO
@eprokop1
#GoogleConf
SIMPLE SEO WORKFLOW: ASSESS & REFINE
AUDIT ACTION PLAN
ASSESS & REFINE
@eprokop1
#GoogleConf
RESULTS: GOOGLE RANKINGS
AUDIT ACCESSIBILITY OPTIMIZATION
@eprokop1
#GoogleConf
RESULTS: SEARCH TRAFFIC
Audit AccessibilityAUDIT ACCESSIBILITY OPTIMIZATION
@eprokop1
#GoogleConf
• You can’t do everything, so prioritize your highest impact actions
• The best keywords aren’t what you use, it’s what your customers use
• Don’t forget digital assets
• Optimize for people first, search engines second
TAKEAWAYS
@eprokop1
#GoogleConf
THANKS!Let’s Connect!
Twitter @eprokop1
LinkedIn www.linkedin.com/pub/evan-prokop/3b/a47/839
TopRank Online Marketing www.toprankmarketing.com
TopRank Blog www.toprankblog.com
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