T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

IABC Ottawa | March 26, 2014

SEO FOR NON-TECHIESCanadian Version 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

What is Canadian Search (SEO)?

Let’s get started…

Think with WebFuel: For Marketers & Communicators

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

What is Search Engine Optimization, Really?

Search Engine Optimization Definition:

Getting results from Organic Search

Note: WebFuel’s Definition

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

What is Search Engine Optimization, Really?

Search Engine Optimization Definition:

Getting results from Organic Search

• The listings (or results) that appear on a Search Engine

Results Page (SERP) without paying to be displayed

• It is determined by relevancy based on search terms

• Search Engines always display organic results

Note: There are two sides to SEO - technical & non-technical

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

How Search WorksBehind the Search Box

Note: Search begins with the Search Box

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

How Search WorksBehind the Search Box

Source: How Search Works by Google

1. Crawl

2. Index

3. Display (based on Algorithms – spam removal)

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

What Matters

Note: EVERYTHING that a Search Engine crawls & indexes matters

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

What Matters

Note: EVERYTHING that is displayed on a Search Engine Results Page (SERP) matters

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think CanadianWhy is Canadian Search Different?

Note: Canadians love the Internet. 86% of Canadians are online.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think CanadianWhy is Canadian Search Different?

Note: Canadians are leaders in Internet usage

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think CanadianWhy is Canadian Search Different?

Note: Canadians love to shop online.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think CanadianWhy is Canadian Search Different?

Note: Search Engines are often used even if the web searcher knows your website address.

Where does Search begin?

1. Search Engines

2. Branded Websites

3. Branded Apps

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think CanadianWhy is Canadian Search Different?

Note: Search trends in Canada. Category: Health. Search Type: Web

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Canadian.Why is Canadian Search Different?

Note: Canadian Search is not the same as American Search. Or Search in other English

speaking countries.

• Canadians search via Google.ca (Google Canada)

• Google.ca has its own Canadian oriented index

• Google.com searches within Canada redirect you to

Google.ca

• Canadians search in English & in French

• Canadian spelling is different as well

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Canadian

Note: Not always relevant to Canada

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Search

Note: The devices people use to search are different.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Search

Note: Search by voice is different

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Search Engines

Note: Search Engines matter.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Search Engines

Note: Google ranks number one – and number three.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think SERPs

Note: Brand matters.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think SERPs

Note: SERPs differ depending on search type

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Website

Note: There are two types of visitors to a website. People & Spiders.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Domains

Note: Domains matter.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Domains

Note: New domain name extensions

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

What is THE CanadianDomain Name?

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Geographic Targeting

Note: The World Wide Web is global

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Geographic Targeting

• Canada (Country)

• Canada (National & Major Cities)

• Ottawa (Local) / Ontario (Province)

• North America (Canada & USA)

• USA (but located in Canada)

• English Speaking Countries

• French Speaking Communities (Canada)

• Worldwide

Note: This MUST be defined before you launch your Organic Search Campaign

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Geographic Targeting (Maps)

Source: GeoDigital - Spatial Search

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Content

Note: Ensure that your content can be crawled & indexed (technical side)

• Content rules (always has - and always will)

• Write for target audience (people first - SEs second)

• Quality, unique & relevant content is a MUST!

• Content has many formats (think search / content marketing)

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Keywords

• Branded / Non Branded keywords

• Organic keywords are different from paid keywords

• Keywords differ depending on search device (mobile)

• Typed keywords differ from those via voice search

• English keywords should not be translated into French

• Meta keywords should be ignored (Google ignores them)

• Keyword research is a MUST!

Note: SEO means optimizing for people who use search. And… searchers intent.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think SEO Tactics

Note: There are two sides to SEO implementation - on-page & off-page

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

When Things Go WrongReally Wrong.

• Rebranding (name change) without taking Search Engines

into consideration

• Building a website without taking Search Engines into

consideration / Website redesign without addressing the

Search Engine index

• Using US or UK search / keyword data (instead of Canadian)

• Translating English keywords / content into French

• Violating Search Engine Guidelines (results in penalties)

Note: Can hurt your rankings, clicks & conversions

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

When Things Go WrongReally Wrong.

• Drastic drop in web traffic (change in algorithms)

• Disappearance from the Search Engine Index (penalty)

Note: Clean up is time consuming - and expensive. Graphic: Search Engine Land

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

When Things Go WrongReally Wrong.

Note: An unbiased SEO Site Audit is recommended. Graphic: Search Engine Watch

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Rankings

• Vary from search engine to search engine

• Driven by personalized search

• Affected by competition

• Impacted by language (En/Fr)

• Driven by keywords & search query types

• Impacted by various SERPs layouts

Note: Ranking Factors 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Rankings

Source: Search Engine Journal

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Clicks

• You have to rank in order to get the click (first page)

• Clicks drive web traffic (not rankings)

• More clicks on organic search results (than ads)

• Organic clicks are important in terms of trust

• .ca gets more clicks by Canadians

Note: Click Factors 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Conversions

• Web traffic volume (Publishers)

• Purchases (eCommerce)

• Inquiries / lead generation (Businesses)

• Accessing information / forms (Government)

• Online donations (Charities)

• Membership sign ups (Associations)

Note: Web Conversions 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Think Measurement

• Measure Organic Search as a channel

• Use web analytics (Google Analytics / Website)

Note: Measure what matters

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Get Informed…

1. Learn industry-related terminology

2. Determine if source of information is relevant to Canada

3. Get up-to-date on the domain industry in Canada

4. Understand the basic difference between language based

searches (English & French)

5. Learn about Search Engine options in Canada

6. Measure Search Campaigns (Search Analytics)

7. Play by the rules (Search Engine Guidelines)

What can you do?

Note: SEO takes a lot of time – and hard work! But it’s a great long term strategy.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

SEO is not dead. It’s changing…

• Search Engines still drive qualified web traffic

• Search Engines are getting better at filtering spam (YA!)

• Tactics that are NOT considered best practices are dying

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Got Questions?

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

Join Us

• Engage with WebFuel on Twitter, LinkedIn & Facebook

• Subscribe to the WebFuel Blog “Get Found on the Web”

• Follow our series “SEO Wednesdays Canada”

• Attend the Ottawa Search & Digital Marketing Meetups

Upcoming WebFuel Presentation

SEO for Techies 2014: Canadian Version

Geek Girls

April 24, 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

About WebFuel

• Search Results Agency (SEO, PPC & GA)

• Full Service Search Engine Optimization

• Clients are Canadian Brands

• Work with In-house Marketers & Agencies

• Expertise in Canadian Search (Organic Search)

• Specialize in SEO Audits, Consulting & Support

• Google Credentials (Trusted Google Partner)

• Founded in 2004

• Located in Ottawa, Canada

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s |

G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 ,

2 0 1 4

WebFuel is a

Search Results Agency

Presenter: Les Fabere: info@webfuel.ca | p: 613-692-1030 | w: WebFuel.ca|