SEO 101 in 2015: Ranking Higher on Google
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This document discusses search engine optimization (SEO) strategies for ranking higher in Google search results. It begins with an introduction to the presenter and an overview of paid, owned, and earned media. The bulk of the document focuses on SEO as the biggest driver of earned media, explaining how SEO works to help websites rank for relevant search terms. It provides tips for on-page optimization including keywords, headlines, and links, as well as off-page techniques like building high-quality backlinks. The presentation concludes that SEO requires ongoing work but can provide long-term benefits like increased traffic, brand recognition, and owning top search positions.
SEO 101 in 2015: Ranking Higher on Google
- 1. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO 101 in 2015: Ranking Higher in Google Adam Dince @adamdince Director of Earned Media, Deluxe SB
- 2. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Agenda • Introduction • Earned Media • SEO • Results • Questions
- 3. Introduction
- 4. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. About me • Prior to Deluxe: VP, Director of Search MRM-McCann, iCrossing • MBA, Integrated Marketing Communications (2017), St. Catherine University • More than 14 years of experience in online marketing and Web development, both B2B and B2C • Have helped dozens of Fortune 100 companies as well as small business owners create winning online strategies
- 5. Overview of online media Paid vs owned vs earned
- 6. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The three primary types of media Paid Media Paid (advertising) Earned Media Non-Paid (Not advertising) Online WOM Marketing Owned Media Web Properties Drives Traffic Pays off media with quality content/experience
- 7. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Definition of earned media Earning (not buying) marketing results on search engines, social networks and the Web at large
- 8. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Three components of earned media • SEO: Convincing search engines that we are the best possible result to return for a user’s query • High quality content + keyword optimization + Website experience + clean code + inbound links • Social Media: Building a relationship with our audience that nets in long-term sales and friendships • Empowering happy customers to advocate on our behalf • Content Marketing: Helpful content that solves problems and convinces them we are the right solution
- 9. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO continues to be the biggest driver of earned media performance SEO Social Media Content Marketing Earned Media
- 10. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO will continue to be the biggest driver of earned media results • Searchers are actively looking for something • People on social media are in a passive mode, don’t want to be bothered by brands • People already have content fatigue which makes content marketing challenging
- 11. What is SEO?
- 12. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. People are searching 91% of Internet Users Search (via search engines) Every Month HubSpot, 2014 Over 80% of Deluxe customers use search engines to find products
- 13. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Across a multitude of devices
- 14. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Across a variety of search engines
- 15. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The search results landscape PPC PPC Traditional SEO Maps Local SEO Local News SEO Earned Media Non-Paid Long-Term Earned Media Non-Paid Long-Term Earned Media Non-Paid Long-Term Paid Media Auction Based Immediate Paid Media Auction Based Immediate Earned Media Non-Paid Long-Term
- 16. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Organic / earned results, most trusted
- 17. How SEO works
- 18. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. SEO starts by a search engine robot visiting your Website
- 19. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Remember Pac-Man? Search robots work the same
- 20. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Once search engines store Website pages, they become eligible for return in search results pages
- 21. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. There’s a science behind ranking well in search results
- 22. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The algorithm boils down to the following top-level themes WINNING! Earning Trust Premium Content Technical Stuff
- 24. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Have you heard the rumor that all you need is good content to rank well in search results? Source: www.rimmkaufman.com
- 25. Premium content Following Google’s lead
- 26. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What does Google know about quality anyway?
- 27. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Google knows a lot! Source: http://www.mylocalbusinessonline.co.uk/google-quality-rater-guidelines-leaked/
- 28. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Human feedback informs algorithmic factors Source: Searchmetrics.com Source: WiredSEO.com
- 29. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Like the Phantom update launched on April 29th 2015
- 30. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Google does provide free advice for quality content • Would you trust the information presented in this article/page? • Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature? • Does the article/page provide original content or information, original reporting, original research, or original analysis? • Does the page provide substantial value when compared to other pages in search results? • Would you be comfortable giving your credit card information to this site? • Does this article contain insightful analysis or interesting information that is beyond obvious? Source: http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
- 31. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. You’ll get what you give Source: thisisindexed.com
- 33. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. The perfectly optimized Web page 1 2 3 4 5 6 7 # Element Description 1 URL Including keywords in the URL will help search engines better understand what the page’s content is about 2 PAGE TITLE The most important SEO element. Include keywords as close to the beginning of the title as possible. Limit 55 characters. Appears in the browser tab and is the blue clickable text in a search result. 3 META-DESCRIPTION Does not appear on page. Returns as the regular text underneath the blue clickable text in a search result 4 PRIMARY HEADLINE The second most important SEO element. Include keywords within the H1 tag. 5 BODY CONTENT Make sure to include keywords where appropriate. Do not stuff. Ensure content reads well. 6 IMAGE NAMES When placing important images on your Web pages, include keywords in the filenames as appropriate 7 IMAGE ALT TAGS Most Website platforms allows you to append ALT text to images. Include keywords as appropriate.
- 34. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Some on-page elements return in search results pages Page Title URL Meta- Description Page TitlePage Title
- 35. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Ensure keywords are included in content
- 36. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Give your location the spotlight In the header of every page In the footer of every page
- 37. Earning Trust
- 38. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. What is off-site optimization? • Just because you write content doesn’t make you an authority • Google sees quality Websites linking to your Site as votes of trust in your favor • The more quality inbound links your Website receives, the better you will rank in Google search results
- 39. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. How search engines view links Your Site Competitor Site Competitor Site
- 40. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Link relationships are stored in search engine databases
- 41. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Tips on building authority and trust • Links to your site from 3rd party sites • Website citations • Local directory listings • Business partners • Local news interviews • Share links to important content on your site through your social networks • Build relationships online and offline
- 42. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Get listed in important local directories, keep consistent NAP
- 43. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Register with Google My Business and Bing Places for Business
- 44. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Publish helpful editorial content and share through social, email and print marketing
- 45. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. There are rules to the linking road https://support.google.com/webmasters/answer/2604774?hl=en
- 46. Results can be meaningful
- 47. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. An example of organic search growth - 500,000 1,000,000 1,500,000 2,000,000 2,500,000 3,000,000 3,500,000 Traffic Revenue 2013 2014 - 100,000 200,000 300,000 400,000 500,000 600,000 700,000 Traffic Revenue Jan-Feb 2014 Jan-Feb 2015
- 48. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Is organic search more effective than social media?
- 49. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Improved brand recognition
- 50. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. Own the first page of SERPs for your brand name
- 51. Conclusion
- 52. © Deluxe Enterprise Operations, LLC. Proprietary and Confidential. In summary • SEO is a powerful part of online earned media • SEO is an investment that takes time to mature • SEO is comprised of technical & content optimization + inbound linking • SEO and PPC make a great team • SEO can be influenced by social activity, but no direct causation