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SEO Strategies For Small Businesses and Organizations

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Search Engine Optimization is:

the art of increasing a website’s organic, local and mobile search traffic, as well as overall search engine authority, through a variety of regularly executed, keyword-focused content strategies, and consistently increasing local citations and backlinks.

SEO can include:

keyword architecture ~ online PR ~ bloggingsocial media ~ content development ~ earned link building ~ and more.

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Keyword Research

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***Imagine your are the visitor, customer, or client. What do you think they would search for? How would they look for your products and services. ***Think about individual product and service terms, as well as broader product/service groups and categories.***Be consistent, use keyword terms when they naturally occur and make sense, in all aspects of your online marketing, not just on your website.

Keyword Research

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***Variations and synonyms of specific keyword terms leads to more diverse traffic. There are always multiple ways to talk about a service or product. ***Keyword terms can be used in text naturally, as well as to describe and identify video, audio, graphics, and photos. ***Compare your ideas against the actual keyword research data to find out how often individual terms are searched each month. Choose keywords wisely.

Keyword Research

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Google Keyword Planner

https://www.google.com/adwords/

- Sign up for Google Adwords- Complete all relevant information as if you are signing up to advertise - Set a budget and add in your billing information- Once your account is set up click the Campaigns tab and then in the left hand column pause the campaign - Go to Tools and then to Keyword Planner

Keyword Research Tools Moz.com Keyword

Explorer https://moz.com/explorer

- Sign up for Moz for 30 days and cancel or get a free trial- Use the free version and research one keyword topic per day.

SERPShttps://serps.com/tools/keyword-research/

- Use the free tool to research search terms - Research as many topics as you like

ANSWER THE PUBLIChttp://answerthepublic.com/

- Use the free tool to research search terms - Research as many topics as you like

KEYWORDTOOL.io https://keywordtool.io/

- Use the free tool to research search terms - To view search volume sign up for 30 days and cancel

So let’s brainstorm your keyword phrases!

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How Does SEO Work?

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Search engine spiders follow links

on the web to request pages that

are not yet indexed or have been

updated since they were last indexed.

These pages are crawled and added

to the…

The Anatomy of a Search Engine …search engine

index, or catalog. When you search

you are not actually searching the web,

but a slightly outdated index of

content.

The search interface and

relevancy software accept queries,

check to match it with any advanced syntax, check to for

relevant vertical search databases, and then deliver relevant results.

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Many best practices for structural SEO, which relates to the basic structure of your website and some aspects of the design, are inspired by the rules of web accessibility.

This is because Google’s mission is to make the world’s information available to all people, regardless of their physical capability.

Following these best practices means more people who use screen readers and other tools can clearly experience and use your website.

Web Accessibility and the Origin of SEO

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Semantic search seeks to improve accuracy by understanding the searcher’s intent and the contextual meaning of terms as they

appear in the searchable dataspace, whether on the Web or within a closed system, to generate more relevant results.

According to Moz.com, “search engines now have a good idea of what words statistically occur together and make semantic

correlations, which can be used in the war against spam. Using semantics and entity-based search, engines can gain a better

understanding of what users may want.”

What is Semantic Search?

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“Machine learning is a method of data analysis that automates analytical model building. Using algorithms that iteratively learn from data, machine learning allows computers to find hidden

insights without being explicitly programmed where to look.” ~ sas.com

The world is quietly being reshaped by machine learning. We no longer need to teach computers how to perform complex tasks like image recognition or text translation: instead, we build systems that let them learn

how to do it themselves. ‘It’s not magic,’ says Greg Corrado, a senior research scientist at Google. ‘It’s just a tool. But it’s a really important tool.’ The most powerful form of machine learning being used today, called ‘deep learning’, builds a complex mathematical structure called a neural network based on vast quantities of

data. Designed to be analogous to how a human brain works, neural networks themselves were first described in the 1930s. But it’s only in the last three or four years that computers have become powerful enough to use

them effectively.” ~ The Guardian

What is Machine Learning?

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RankBrain is an artificial intelligence (AI) program used to process Google search queries. It embeds vast amounts of written language into mathematical entities called vectors that the computer understands. If RankBrain sees a word or phrase it isn’t familiar with, the machine can make a guess as to what words or phrases might have similar meaning and filter the results accordingly, making it more effective at handling never-before-seen queries. Overall RankBrain is capable of learning and recognizing new patterns and then revising search engine results based on its new knowledge. (taken from monfort.io)According to Rand Fishkin, founder of Moz.com, “If you’ve been stressing about how to optimize your SEO for RankBrain, here’s good news: you can’t.”

Watch Rand Explain RankBrain and How it Works!

What is RankBrain?

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In November of 2016 Google began testing its new Mobile First Index. “This means Google will create and rank its search listings based on the mobile version of the content, even for listings shown to desktop users.”

Mobile searches are the majority now. Instead of crawling the web from a desktop browser point of view it now crawls from the mobile browser point of view. This makes responsive design even more important because you want to avoid having a mobile version of your website that is much smaller and has less content than the desktop version in order to maintain or gain Google rankings. Expandable content like tab and accordions will get more weight than it did on desktops when used correctly to improve user experience.

AMP (Accelerated Mobile Pages) will have even more value in the Mobile First Index.

What is Google’s Mobile First Index?

So let’s take a look at different search engine results

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DIY SEO Strategies

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Website Architecture

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Web site architecture (On Page SEO) is the structure of the information on the web site. This structure must be built with keywords and usability in mind, this includes: ● menu items (site navigation)● build pages as entry ways to the site or “alternative homepages”● the site map (text + XML) ● Meta Data (title tags, descriptions, and keywords)● all front end content (body text, keyword anchor text, formatting like bold,

headings, ALT tags, etc) This structure must communicate a cohesive message + the purpose of each page.

Basic Website Architecture

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● Have keyword friendly or SEF URLs● Use keyword terms in Headers/H tags/Headings, as well as subheadings and

bolds. H1, H2, and H3 are most valuable● Use keyword terms in ALT tags for photos● Use keyword terms in blog titles, subheads, and body text● Use keywords phrases to link site posts and pages to other posts and pages on the

site - this is called internal linking ● Use important keywords on social media profiles, in posts and updates, in

e-newsletters, and other places online - be consistent - choose your top 5 or 10

Website Architecture Tips

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Meta Title = 60 characters, relates to the title of the page or post

Meta Description = 160 characters, must summarize what the visitors can expect on the page

Meta Keywords = no longer used by Google, never add more than 3 or 5 terms here if you have a field for this

Meta Data

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The Purpose of Meta Data

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Content Strategy

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Blogging has become one of the Internet’s most valuable tools. It is a powerful, simple way to communicate your message to potential customers and to provide up to date, fresh, valuable information site visitors are looking for. It is the perfect companion for SEO, social media, and e-newsletter strategies. Blogging every month:● establishes expertise and authority on different topics● houses and provides easy to navigate, useful content● helps create content that can be easily linked to from other places, like SM or

newsletters● provides more “up to date” info on products and services that can be linked to

static pages to build internal links

Blogging

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Make your blog part of your website:

Best option (fully integrated)

● http://www.mywebsite.com/blogThis is the best option because then your website gets the credit for all of the content on the blog.

Second best option (subdomain)

● http://www.blog.mywebsite.com

How to Set Up Your Blog

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● Use keyword research to generate video content ideas● Answer questions, solve problems, entertain people, be

valuable, be trustworthy● Repurpose videos in other places online ● Create a Youtube channel ● Write a keyword rich, clear video title and description● Caption videos ● Create clickable calls to action in the mid-roll

Video Optimization

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Local SEO

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1. Local listings can be created on a wide variety of sites. One of the most important is Google My Business https://www.google.com/business/. Others can be found on Moz Local: http://moz.com/learn/local/citations-by-category http://moz.com/learn/local/citations-by-city.

2. Make sure your business or organization name, phone number, and physical address (NAP) are consistent and the same on all sites, including your own.

3. Local citations can generate higher mobile results, especially in mobile apps that geo-locate and geo-target results.

Local SEO Tips

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Make a list of local citation sites where you want to submit your company and website info.

Consider using free or affordable tools to be more efficient like:

Moz Local https://moz.com/local BrightLocal https://www.brightlocal.com/ ExpressUpdate http://www.expressupdate.com/search or https://www.expressupdate.com/place_submissions/new

Local SEO Tips

Clients and Consumers Have a Voice

Reviews are Ubiquitous

People are more capable and empowered than ever to share experiences, both good and bad. They can also

access and read reviews by their friends, family, peers, and others anytime, anywhere.

Don’t be Afraid of the Truth Many business owners and marketing professionals are scared of negative reviews and what happens if an unhappy customer or client talks about their experience.

The truth is no person, company, or organization is PERFECT! We can’t please 100% of the people 100% of the time. This is the truth and it’s okay. The answer to legitimate negative reviews is CUSTOMER SERVICE!

GREAT CUSTOMER SERVICE = GREAT MARKETING

The Value of Having Others Tell Your Story Positive and negative reviews have value.

Reviews are there so others can tell their story and help other people make a decision about whether or not they want to engage with your products or services. If all reviews are 100% positive they are not as believable and they don’t provide information that helps people move through the decision making process.

Reviews can help qualify people and set appropriate expectations before people purchase your product or hire your company. This can benefit you in the long run and help you attract more qualified potential customers or clients that are a really good fit for what you offer.

The Power of Responding

● When someone is unhappy don’t delete the comment/review - listen and simply respond professionally.

● Avoid emotional reactions or defensiveness. ● Offer to fix the problem if possible or provide some incentive

for them to change their review. ● Explain policies or rules and why they are in place if

appropriate.● Show how you have attempted to communicate and rectify the

situation if applicable.

Review Sites Google/Google My Business YelpFacebook TripAdvisor Foursquare/Swarm YellowPages.com BBBAngie’s List

Yahoo Local LinkedIn TrustRadiusGlassDoorMerchantCircle CitySearch InsiderPagesLocal.com

Industry Niche Sites: Auto Reviews, Restaurant Reviews , Healthcare and Doctor Reviews, Software Reviews, Building and Contractor Reviews, Product Reviews

Review Tips 1. Never have staff or others write fake reviews. 2. Don’t break the site terms of service (read them).3. Don’t ask a large number of people to review your site on

one day and sometimes don’t even solicit the review. 4. Don’t pay people or give them free stuff to give them

incentive to write reviews. 5. Respond to positive and negative reviews - say thank you

when people take the time to say nice things.

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Link Building Strategies

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Links that point at your website from other websites, blogs, online publications, media, etc all help build authority and credibility and therefore affect rankings

If the links drive traffic and people visit your site, stay on your site, and convert then the links are even more powerful and increase your authority, rankings, and site traffic even more.

Link Building

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Public Relations can be an extremely powerful way to build links. ● Every newspaper, magazine, journal, blog, and any other

online publication with a large, engaged following can help build your site’s authority when they link to you.

● Guest blogging, influencer reviews, media pitches, link exchanges, etc can potentially increase authority.

ALWAYS ASK FOR THE LINK!

Online PR

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If you want to get to know someone in the media then take the time to get to know them online: ● Follow them on social media ● Set Google Alerts for their name and read, watch, or listen to their

content on a regular basis● Comment on their work and provide thoughtful feedback. ● Share their work with your network and community. Mention and

tag them whenever it is appropriate, relevant, and conversational.

Follow, Listen, Comment, and Share

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Create Documentation around each Reporter, Journalist, or Writer You Want to Connect with:

WHO: What is the name of the person and where do they work?WHAT: What publications or stations do they work for? What topics are they covering and what recent content have they created? WHEN: What are some of their top articles, blogs, videos, etc? When were they published? What date did you review their social media and what size following did they have? When did you most recently reach out?

Keep Track of Your Communications Efforts

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Find unlinked mentions and request a link:

Digital Klood Moz.com Advanced search commands:LifeWire.com Reclaim broken links:SearchEngineLand.com

Find Broken Links andUnlinked Mentions

● If you use tools like Google Alerts to track your brand name you may find mentions online that do not currently have a link to your website. Reach out to the site, publication, reporter, and ask them to add the link to the page where you are mentioned.

● Do research on Google, Yahoo, and Bing using advanced search commands to do more specific searches.

● If you are seeing 404 errors on your site make sure any pages you have removed did not create broken links. If so, then make sure they are 301 redirected to new pages.

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● Researching blogs in order to create a list of potential PR partners can be time consuming, but is a worthwhile exercise.

● Not only can bloggers and influencers help you reach qualified target audiences and drive website traffic, they can provide valuable link building opportunities.

Blogger Research Tools

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Google NewsBlogSearchEngine.orgBloggeriesTomosonBuzzSumoTWChat.com

Building Relationships withBloggers and Influencers

Set aside an hour or two each week to review the top blogs you want to pitch and make note of the topics they cover and what kind of conversations are happening in the comments section. Monitor the social media channels to see what bloggers are sharing and what the conversations are like on those channels as well.

Make a list of the top 3 publications, blogs, or channels you want to be

featured on!

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● Newsletters are a great way to engage and connect with your existing network.

● It is also a great way to create links back to your site surrounded by keyword content that clearly expresses the message and themes of your content.

● Getting links from partner newsletters can create exposure, website traffic, and even conversions.

E-newsletters

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Social media links do not directly affect search engine rankings, but when they drive engagement like click-throughs they can help the search engines understand that you have a following.

Also when your Facebook, Twitter, Pinterest, Instagram, or other social media account is very active and people are commenting, liking, hearting, sharing,crying, getting mad, saving, retweeting, etc. search engines see this activity.

Social Media

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How to get Conversions

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Web usability is the ease of use of a website.

In web design this generally relates to the presentation of information and the layout of the calls to action that generate site conversions.

https://www.nngroup.com/articles/usability-101-introduction-to-usability/

What is Usability?

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Website usability is a rich topic. There are many different studies and ways you can make your website easier to use. Website usability goes hand in hand with accessibility. Google prioritizes responsive web designs.

You can test your mobile-friendliness here:https://search.google.com/search-console/mobile-friendly You can also test your site speed here: https://developers.google.com/speed/pagespeed/insights/

Usability

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Needs, Values, Abilities, Limitations,and Expectations

You will also need a deep understanding of the website goals, and therefore the company or organizational goals and

objectives.http://www.usability.gov/what-and-why/user-experience.html

Usability requires a deeper understanding of the people using the Internet including their:

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✮ Headline and sub-headline✮ Graphic, image, or video that’s eye-catching and

holds people’s attention✮ Testimonials/Reviews/Accolades✮ Benefit list/Offers/Incentives✮ Call to action

Anatomy of a Landing Page

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Benefits & Incentives- Clearly state and show what makes your product, service, or brand great- Explain how you make clients and customers happy- Share common pain points and provide solutions to problems - Make a deeper connection and tell the story of why what you do matters

Offers/Incentives = anything you give your visitors in exchange for getting them to do what you want. This can mean: coupons, discounts, free trials, downloadable content, etc. Enhance your CTA.

Anatomy of a Landing Page Testimonials &

Accolades People trust what other people say is great, awesome, or worthwhile.

- List your well known customers- Add links to press mentions - Display testimonials and reviews- Share data that supports how you have helped people achieve success or solve their problems

Calls to Action- Test color, size, placement, and text- Keep the CTA above the fold in an obvious place on the page- Use visual cues to draw the eye

Graphics, Images, and Videos

- Use images that reflect audiences- Avoid sliders and carousels or slow them down- According to Unbounce, videos can increase conversions by 80%

Headlines and Copy - Use plain language- Know your story and brand voice- Make sure text is readable- Keep niche audiences in mind- Test copy

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Keep the most essential parts of your message (logo, headline, call to action, a supporting visual) in the center top of the screen above the fold. Create plenty of space so people focus on your CTA. Doublecheck what is above the fold on ALL devices and screen sizes.

Content Length Depends on CTA and Goals. Conversion Verve conducted A/B tests on short and long copy landing pages. They found:

● short copy yields results when the customer/visitor commitment is low investment ● long landing page copy succeeds when the offer and/or CTA requires a higher level

of commitment

Pro Tips for Building Effective Landing Pages

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Tracking & Reporting

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Tracking is essential for any marketing campaign. Google Analytics - what are people doing when they are on your site. GA is free and easy to use. The code they provide must be copied and pasted from Google and added to every page of the site. Google Search Console - shows you what Google sees about your site and helps you communicate with Google. Search Console is free and it consists of one code that must be placed on your server and verified. It can be verified with your analytics code.

Website statistics should be reviewed every 3 months. If something is not working make adjustments accordingly.

Tracking & Reporting

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AUDIENCE OVERVIEWIn the Audience Overview review the number of Users, Sessions, and Page Views.

ACQUISITIONUnder Acquisition review Channels > Organic Search Traffic, Referrals, and SEO (the SEO section must be connected to Search Console).

Google Analytics Tracking Tips

BEHAVIOR Review your Content Drilldown, Landing Pages, and Exit Pages under Behavior to learn more about the popularity of different pages and how different pages act as doorways in and out of the site. Does this behavior match your goals and the intent of the pages?

GOALS Set up Goals in Google Analytics so you can track conversions. Simple Goals include Time Spent on Site, Pages per Sessions, and Destinations (thank you pages, downloads, etc)

Google Analytics Tracking Tips

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● Submit a XML sitemap.● Review your keyword Queries, average rankings, number of clicks, and

click-through rates.● Look for any major errors and problems with indexing. ● If you build a new site or add new content use the Fetch tool. Submit all relevant

URLs to the index. ● Don’t change your .com/domain name unless you HAVE to. ● Review Meta Data issues.● Diagnose major site issues like hacking, malware, Google penalties, etc and

communicate with them when issues have been fixed.

Google Search Console Tips

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● Moz.com Free Tools ● Moz.com Pro Tools ● Ahrefs SEO Tools ● SEMRush ● BuzzSumo ● Backlinko SEO Tool List for 2017 ● Mention.com Backlink Tools● Mention.com Competitor Research Tools

Other Recommended Tools

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Educational Resources

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http://moz.com/ http://searchengineland.com/ http://www.searchenginejournal.com/ https://www.seroundtable.com http://contentmarketinginstitute.com

SEO Resources

Design & Usability Resources

ScienceofPeople.comNNGroup.com Usability.govSmashingMagazine.comUXMag.comThinkwithGoogle.comGoogle Trends

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Don’t Give Up - Tell Your Compelling Story

Co-founder and Lead Instructor of JB Media Institute

www.JBMediaInstitute.com sarah@jbmediagroupllc.com

©2017 JB Media Institute LLC