in2itive search - willamette marketing class - all things seo

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR

Willamette University – All Things SEO

In2itive Search LLC - Confidential

11/6/2014

In2itive Search | 503-206-4988 | www.in2itivesearch.com | 11825 SW Greenburg Rd. Suite #212 | Tigard, OR 11/6/2014



About In2itive Search In2itive Search founded in May 2012

Team has been in digital marketing since 2007

5 employees currently (November 14)

Hiring #6 soon – Account Director/Senior Account Manager

Principle based organization – Partners First Honesty, Be the Best, Be Fun

Google AdWords, Google Analytics, and Bing Ads Certified

Involved in local and national organizations American Marketing Association

SEMpdx

Gives back to local non – profits (time and donations) ReFit Portland

Shadow Project

11/6/2014


http://www.in2itivesearch.com/about-in2itive-search/


In2itive Capabilities Pay Per Click Advertising

Team has worked with small to large accounts ($500 – over $1m monthly ad spend)

Text, Display, Remarketing, YouTube, Facebook, LinkedIn

Google Partner – Access to Google Agency Representative

Utilize WordStream for PPC management & reporting

Search Engine Optimization

Audited hundreds of sites to increase organic search traffic and conversions

Proven success in both local and ecommerce SEO

Social Media

Audit and provide new strategy for increased engagement, traffic and conversions

Wordpress Web Design

Build informational, professional, conversion focused websites

Ecommerce with WooCommerce

11/6/2014


http://www.in2itivesearch.com/online-marketing-services/ppc-portland/

http://www.in2itivesearch.com/online-marketing-services/seo-portland/

http://www.in2itivesearch.com/online-marketing-services/social-media-portland/

http://www.in2itivesearch.com/online-marketing-services/web-design-portland/


How We Work

Project Based

PPC, SEO, Social Media Audits & Implementations, Web Design

One month for completion

Ongoing work easily added

50% deposit required to begin work with 50% due upon completion

Ongoing Monthly Services

PPC, SEO, Social Media

Reporting included in costs

Billed at the end of each month

11/6/2014



Increase traffic, leads, sales & profits


Advertising

Results

Organic

Results


Advertising

Results

Organic

Results

Local

Results



~90% of all clicks happen on the first page of Google


Keyword

Research


Keywords help people find what

they’re looking for online


Do you own one of these?


Then people will find your website through keyword

searches on Google (Bing & Yahoo Too)


Our Keyword Research Process – Initial List

Partner Keywords Website Keywords Google Suggested Keywords Localized Keywords

custom picture framing art and framing custom picture frames picture framing Portland or

producing picture framing custom framing art frames picture frames Portland

Portland artists professional art services wholesale picture frames picture framing Portland

commissions art sourcing picture frames picture framing Portland Oregon

project management local art sourcing art framing contemporary art Portland

local artists commercial art supplier picture framing picture frames Portland Oregon

framing commercial art customized picture frames contemporary art Colorado

presentation hospital art wood picture frames contemporary art Vancouver

art installation business art art frame custom framing Vancouver

originals office art glass picture frames picture framing Vancouver WA

photography professional art and framing black picture frames modern art Vancouver

printing hotel art dealing custom made picture frames modern art Portland

restoration hotel art supply large picture frames

art inventorying custom size picture frames

frame repairs bulk picture frames

11/6/2014



Our Keyword Research Process – Final List

11/6/2014


Keyword Avg. monthly searches Competition Keyword Difficulty Bing Search

picture frames 2900 0.99 0.54 31347

abstract art 2400 0.47 0.56 8069

modern art 1000 0.53 0.68 4699

contemporary art 720 0.71 0.73 3803

canvas art 590 0.98 0.6 8485

framed art 320 1 0.6 4593

art for sale 210 0.99 0.65 1946

paintings for sale 210 1 0.6 755

custom picture frames 210 0.98 0.49 611

custom framing 170 0.9 0.37 633

canvas art prints 140 1 0.64 581

picture framing 140 0.81 0.55 21145

art frames 110 0.99 0.52 704

large picture frames 90 0.98 0.49 454

wood picture frames 90 0.93 0.47 527

artwork for sale 70 1 0.65 1224

office art 70 0.91 0.49 317

wholesale picture frames 70 1 0.42 323

framed artwork 50 1 0.66 318

office artwork 50 1 0.49 205


Title & Meta Description Optimization

11/6/2014



Title Tags ~ 55 characters or less

11/6/2014


Home Page: Branding – Main Keyword/Service & LocationEX: Angela Adams | Area Rug Designer Portland ME*This title includes business name, Main Keyword + location into

one simple and effective title tag

Local Page: Branding, Location – Keyword & Geo ModifierEX: Angela Adams, Portland ME | Area Rugs & Furniture*This title includes business name, Location

Main Pages – Page title (Include targeted Keyword) & Geo modifier (if space allows) – Branding (if space allows)

EX: Outdoor Area Rugs & Patio Rugs | Angela Adams *This title includes one to two keywords and branding or sometimes just two keywords


Meta Descriptions – 130 – 155 characters

11/6/2014


The meta description should include our target keyword and a short description of what the page is offering. If you can fit it, add a call to action with a phone number.

Example: Specializing as a business attorney in Salem we understand business from the big picture to day-to-day details. Call 503.512.0501 for a free consultation.

Cheats: Start with any meta they provided for the page and tweak to make work

Geek Cheat: Use site scraper to pull down all data from the site


URLs – Include Targeted Keywords

11/6/2014


URLS need to be concise and descriptive of the content on the page –use targeted page keyword if possible

Bad URL: http://www.essentlaw.com/for-business-clients/

Good URL: http://www.essentlaw.com/business-attorney-salem/

URLs should be descriptive, and include targeted keywords and location if possible (for local clients)

http://www.essentlaw.com/for-business-clients/

http://www.essentlaw.com/business-attorney-salem/


Body Content – Another Place for Keywords

11/6/2014


Content is King

Make sure the main targeted keyword is in the content of the page body.

Use LSI keywords

Anchor Text Link keywords to their corresponding pages if it makes sense.

Never link “click here” or “here” “download”, always link what it is.

Good example: In todays digital age well-designed websites are extremely important.

Bad Example: “To create your own profile on Google+ login to your Gmail Account here”

Images

Save with the keyword in the file name

Always add an Alt Tag to an image. In the Alt Tag description include the keyword that is relevant to the image and a geo modifier if possible.

http://www.in2itivesearch.com/online-marketing-services/web-design-portland/

http://www.gmail.com


Good Example

11/6/2014


H1

URL

Title


Bad Example

11/6/2014


H1

URL

Title


Schema & Rich Snippets

11/6/2014



Webmaster Tools – Sitemaps

Many tools that will create this for you for upload to Google & Bing Webmaster Tools

https://www.xml-sitemaps.com/

11/6/2014



Site Speed – Normally Quick Fix

https://developers.google.com/speed/pagespeed/insights/

11/6/2014


https://developers.google.com/speed/pagespeed/insights/



Searchmetrics Ranking – Factors

http://www.searchmetrics.com/media/documents/knowledge-base/searchmetrics-ranking-factor-study__2014.pdf


Off-Site SEO Factors

Social mentions

Google+

Shares/Likes (Twitter, LinkedIn, Facebook, etc.)

Site history

Click through rate – Control titles and metas

Engagement metrics (Bounce rate, dwell time, etc.)

Stuck in the Google sandbox?

Relevant links

Keyword focused anchor text – NOT OPTIMIZED

Many link sources (think votes)

11/6/2014



In2itive Analytics – Adding Social Results

11/6/2014



Social Impacts SEO

11/6/2014



Social Impacts SEO

11/6/2014


855% increase in Google+ impressions 330% increase in Google+ followers 74% increase in website traffic 300% increase in online conversions


Major Changes Last 3.5 Years

11/6/2014



What Changed?

Panda – User Experience

Starts with humans

Targeted content farms

Scrapper sites

Ads above the fold

Multiple updates and refreshes

Penguin – Black Hat SEO

Link schemes

Keyword stuffing

Over optimization

Cloaking & sneaky redirects

Recent update – October

11/6/2014



Use more social media

Focus on quality not quantity

Write link-worthy content and share it

11/6/2014


Be A Better Marketer


Last Year – Joy of Being an SEO

Hummingbird – Impacted 90% of all searches

Fast and precise – Swapped the engine out after using it for 10 years

Still works with Panda and Penguin

Way we search has changed over past 10 years

Makes long tail and conversational search better

Google “Not Provided”

Encrypted search – Protecting Users

Organic keywords are no longer available in Analytics

Work arounds

11/6/2014



Google Pigeon Update - LSEO

Launched around July 24th

Includes more search ranking factors

Improves distance & location parameters

Removal of the 7 pack for some queries

Increase in local directories – Think Yelp, Yellowpages, etc.

11/6/2014



Carousel & Pack Results

11/6/2014


Must have Google My Business page

Many other factors


Name, Address, Phone Number

Categories

Reviews

Site Optimized for

Local SEO

Website Authority

11/6/2014


Local SEO – Nick’s Top 5 Ranking Factors


Moz Local Search Ranking Factors - 2014

11/6/2014


http://moz.com/local-search-ranking-factors

http://moz.com/local-search-ranking-factors


Local Presence & SEO – Must Have

11/6/2014



BrightLocal Competitor Reporting

11/6/2014



Rank Tracking – One Metric

11/6/2014



Google Analytics – Traffic and Goals

11/6/2014


Estimated revenue per conversion: $400

Increased revenue in Sept/Oct by $38,800

Invested $6,300 over 18 months

ROI = 616%


1. Keyword research

2. On page updates

3. Off site work

4. Local

optimizations

5. Monitor, measure,

monetize

11/6/2014


SEO Strategy – Must for all companies


Hiring SEO or Digital Marketing Agency

Look at their online reviews Forget asking for references

Ask for a sample of their reporting and have them walk you through it

Look for certifications and check up on them

Ask about their project management and time tracking systems

Look out for contracts that you can’t cancel early

Case studies are a plus, but you can make data tell any story you want

Ask to meet with your account person to ensure fit

11/6/2014



Questions

11/6/2014


in2itive search - willamette marketing class - all things seo

Marketing

sw greenburg

organic search traffic

page of google in2itive

sales profitsin2itive

free traffic

increase traffic

google analytics

completionongoing work