Download - How to Dominate Search Engines
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The Secret to SEOHow to Dominate Search Engine Results
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Why?
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What are your Action Items?
Action Item Who is Responsible? Deadline
Action Items Plan
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The percentage of consumers who
are using some sort of online
media to research local products
and services.
97
*User View Wave VII, BIA/Kelsey, 2010
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The percentage of people who
use search engines to find
information about products and
services on a monthly basis.
92
*Search and email still top the list of most popular online activities, Pew Research Center, 2011
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The Secret to Search Engines
What Do Search Engines Want? Money!
How Do They Get It?
• Give search users GREAT search and ad results
(relevant, valuable, fast, usable)
• Attract return search users
• Give return search users GREAT search and ad results
• Search users click ads & search engine gets paid
$29.8 Billion/Year Globally
• Repeat, repeat, repeat
• When was the last time you used Google?
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The Secret to Search Engines
A Great Search Result Dissected
• Relevant to the Search Query
• Contains Lots of Mixed Content
• Text Content Is Easy to Read
• Loads Quickly
• Is Up-To-Date
• Is Mobile Friendly
• Has Clean Code
• Is Popular on the Web
• Is Popular in Social Media
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The Secret to Search Engines
A Poor Search Result Dissected
• Lacks Relevance to Search Query
• Very Little Text, No Images or Video
• Text is Too Complicated to Read and Understand
• Is Slow to Load
• Hasn’t Been Updated in Five Years
• Is Built on Old Technology (Flash, Nonresponsive)
• Code has Problems
• Has No Links Pointing to It
• Has Very Little Presence on Social Media
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The Secret to Search Engines
Good vs. Bad Search Results
• Good Search Results Provide Positive Experience for Searcher
• Reflects Positively on Search Engine and Website Serving
Result
• Searcher is Likely to Use Search Engine Again
• Searcher is Likely to Engage With Website Content
• Bad Search Results Make Searchers Frustrated
• Reflects Poorly on Both Search Engine and Website
• Searcher Likely to Use Search Engine Again Unless Results
Consistently Poor
• Searcher Likely to Leave Website In Under 30 Seconds and Not
Return
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The percentage clicks that go
to the top five results on a
SERP (Search Engine Results
Page).
65
*Google Organic CTR Study 2014, Advanced Web Rankings
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The percentage of Internet users
who click on the first unpaid result
on a SERP.
53*Seeing Between the Lines...of the Search and the Click, Compete.com
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Elements of Successful SEO
• Content
• Links
• Social Relevance
• Mobile Compatibility
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Elements of Successful SEO
Optimize Pages, Not Sites
• Each Page Ranked Independently
• Independent Pages Can Be Linked for Better SEO
• Site Optimization Techniques Apply to Individual Pages
• i.e. Authorship in Footer, Clean Code, Quick Site Loading
• Create Cornerstone Content
• Link Related Pages & Articles to One Another
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Elements of Successful SEO
Content
• Relevance To Search Query (Keyword Optimization)
• Text Content
• Keyword Density
• Minimum 300 Words
• H Tags
• Meta Data (Titles, Descriptions, Photo Tags)
• Permalink
• Multimedia Content (Pictures, Video)
• Uniqueness
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Content Example
Source: http://blog.kissmetrics.com
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Elements of Successful SEO
Links
• Inbound Links
• Directory Links
• Blog Posts
• News Articles
• Discussion Forums
• Reciprocal Links
• Outbound Links
• Internal Links
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Elements of Successful SEO
Social Relevance
• Content Value
• Virality
• Easy Sharing Options
• Total Number of Shares
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• Visible on All Devices
• No Pinch & Zoom
• No Flash
• Easy-To-Click Menus, Links & Buttons
Elements of Successful SEO
Mobile Compatibility
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SEO Resources
• Information Resources
• Planning Tools
• Evaluation Tools
• Metrics Tools
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SEO Information ResourcesSearch Engine Land (http://searchengineland.com)
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SEO Planning ToolsKeyword Tool
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SEO Planning ToolsGoogle Adwords Keyword Planner
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SEO Evaluation ToolsHubSpot Marketing Grader (http://marketing.grader.com)
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SEO Evaluation ToolsWooRank (http://www.woorank.com)
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SEO Evaluation ToolsMoz Open Site Explorer (http://www.opensiteexplorer.org)
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SEO Metrics ToolsGoogle Webmaster Tools (http://www.google.com/webmasters)
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SEO Metrics ToolsGoogle Analytics (http://google.com/analytics)
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The percentage of conversions
a typical website receives.
1-3
SteelHouse
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Conversion Optimization (CRO)
Why would you
invest so much time
and so many resources
into driving traffic to a
website that is not
optimized to turn more
visitors into customers?
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Companies typically
spend $92 to bring
customers to their site,
but only $1 to convert
them.
Eisenberg Holdings
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Elements of Successful CRO
• Clear Value Proposition
• Clean Design (Not Too Much Clutter)
• Representative Images (Ideally of People)
• Video
• Features & Benefits Marketing Language
• Trust Factors (Reviews, Guarantees, Trustmarks)
• Strong Call to Action
• Measuring Tools
Conversion Optimization
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Conversion OptimizationMeasure With
A/B Split Tests
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Questions?
Courtney [email protected]
757.741.8069
Will [email protected]
757.741.8098
Ask Us for a FREE SEO Evaluation! www.ProximoMarketing.com