Build a Simple SEO Strategy That Google Will Love

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Today’s Presenter: Casey Hansen, Online Marketing Strategist

Casey has two passions – online marketing and flying.

Helps Geonetric clients create social media and search engine marketing strategies.

He is also reviews analytics to help clients understand the impact social media, SEO, and SEM have on their overall online marketing efforts.

Casey is also flight instructor.

Geonetric Clients

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Geonetric develops the VitalSite healthcare CMS, and provides online marketing services to hospitals, physician practices and health systems.

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Video of This Webinar

Watch the VideoUsing healthcare examples, we’ll explain how to build a successful SEO strategy and ensure the basics of SEO are always in place for the content you create. You’ll learn why being active and producing content across the Web that points back to your website is one of the best ways to help your SEO efforts.

Watch the webinar!

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SEO eBook Available

After reading this eBook you’ll understand: The latest changes in Google and other

search engines’ algorithms

Why creating user–friendly content is the best driver of organic search

How to implement some of Google’s lesser–known recommendations, such as ‘nofollow’

The inside scoop on Google+, Google Authorship and Google Publisher and why they are important to healthcare SEO

Tips to make your content more sharable and improve SEO

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Build a Simple SEO Strategy That Google Will Love

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What We’ll Cover A look at the changing SEO landscape and where we’re headed Building your SEO strategy for long-term success using the latest

trends Generating buzz for your content through link-building and social

media Common SEO mistakes to avoid The latest news from Google

The Changing SEO Landscape

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Algorithm Changes Galore

The Importance of Keywords

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An SEO expert walks into a

bar, bars, pub, public house, Irish

pub, drinks, beer, wine, liquor…“”

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The (Not Provided) Struggle

Credit: http://www.notprovidedcount.com/

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Keyword Rankings?

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The Bottom Line on Keywords

They still matter…

but we’re using them a little differently.

Metadata and Local

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Metadata

• Page titles, meta descriptions, keywords – yikes!

• Still relevant and important to your page structure– But, it’s not enough anymore.

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Local Listings

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Google My Businesswww.google.com/business

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SEO changes frequently, so what type of strategy can keep

your website visible in search results?

Creating Your SEO Strategy

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Your 2014 SEO Strategy

1. Understand user intent using keyword research and then answer those search queries.

2. Create high-quality, valuable content based on what your users need/want.

3. Share your content and encourage others to share as well.

4. Avoid common mistakes.

If you do this, everything else falls into place.

If you put your focus on SEO “tricks,” your content won’t be good enough!

Keyword Research

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Keyword Research

What are users searching for? How do they frame their search queries? What’s popular for a particular topic? This data will help shape your content strategy and which audience

you want you want to go after.

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Keyword Research

Tools We Recommend Google Keyword Planner

(Google AdWords) Google Trends Moz Keyword Difficulty and

SERP Analysis Tool

Google Trends – www.google.com/trends

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Keyword Research

What to Look For Trends for a particular topic/subject Actual search queries

How do users search for “heart care”? You may be surprised!

Keyword search volume and competition Focus on your geographic area

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Keyword Research

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Keyword Research

Your research should lead you to the next step…

write content as an answer to those search queries!

High-Quality Content

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What is high-quality content?

1. Create content that is written for users. Solve their problems and answer their questions.

2. Write naturally and give knowledge freely. This creates value, which creates quality.

3. Content that is high-quality and creates value will shared naturally by your audience, increasing the SEO benefit that content gives you.

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Creating High-Quality Content

Make the Content Your Focus! Keep your main content towards

the top of the page. Write naturally and keep the

focus on the user. Utilize your user intent research

to write page titles and headlines.

Don’t break up content – be sure pages have plenty of content to support the topic of the page.

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Creating High-Quality Content

Don’t Break Up Your Content Based on your user research, be

sure you can provided enough content for a given topic.

Small, “light” pages won’t rank well and don’t provide great value.

Use accordions to make content digestible.

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Creating High-Quality Content

Blogs Are a Great Way to Create Frequent, Quality Content Categorized, niche-specific

content Updated frequently Easily shared across social

media

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Share Your Content

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Share Your Content

Create “buzz” for your content/website.

Share your content on social media.

Develop link networks with other websites that make sense.

Encourage your site visitors to share content.

Great content will naturally be shared – we all do it every day via email, Facebook, Twitter, etc.!

Strategy Recap

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Your 2014 SEO Strategy

1. Understand user intent using keyword research and then answer those search queries.– You’ll understand your audience and be able to create content that

resonates.

2. Create high-quality, valuable content based on what your users need/want.– High-quality content leads to sharing and linking, two primary ways

search engines rank content.

3. Share your content and encourage others to share as well.– Be active socially and get your content in front of your audience. It’s

a manual process, but it matters!

4. Avoid common mistakes…

Common SEO Mistakes

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Common SEO Mistakes

Focusing Content on Keyword Density Google’s Hummingbird update focused more on understanding the

content of search query and, ultimately, how your page matches that query.

The density of your keywords within your content is not as important as it used to be.– Search algorithms are smarter.

– It could actually de-value your content!

– It’s a dangerous strategy to “stuff” keywords today.

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Common SEO Mistakes

Having “Thin” Content Be sure you have enough content to create a page or pages on a

particular topic. Don’t “chase” popular keywords … can you provide value?

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Common SEO Mistakes

Chasing Google’s Announcements Avoid reacting to every single announcement from Google and other

search engines. Focus on serving your users and creating value and you will have

success.

Fact: The basics of SEO have not changed in a long, long

time.

Latest SEO News

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Google Places Emphasis on HTTPS Google focusing on the

security of websites as a ranking signal.

Not a primary ranking signal right now, but may become more of a factor.

No knee-jerk reactions necessary, but perhaps a strategy adjustment to plan for.

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Google “Pigeon” Update Focused on local search

results. Seems to boost

Yelp/directory listings for local results.

Better understanding of user’s location to provide location-specific results.

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Google “Pigeon” Update

Things to note… This is brand new (early August 2014). Let things adjust before creating a full

strategy. Be sure your local listings are claimed/updated/of google quality. Considering checking your Yelp listing and other local directories.

Tools such as Moz can help with this.

Questions?www.geonetric.com/contact

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SEO eBook Available

After reading this eBook you’ll understand: The latest changes in Google and other

search engines’ algorithms

Why creating user–friendly content is the best driver of organic search

How to implement some of Google’s lesser–known recommendations, such as ‘nofollow’

The inside scoop on Google+, Google Authorship and Google Publisher and why they are important to healthcare SEO

Tips to make your content more sharable and improve SEO

Get Your Copy Now