Top SEO Tips Your Competitors Don’t Want You To Know in 2012 Strategies for staying one step ahead of the rest
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Contact us for a complimentary SEO Analysis. Details at
end of webinar.
Housekeeping Items
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1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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Courtesy: SEOmoz
Search engine use is growing rapidly
1 Why Search Marketing Matters
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Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
Search engine use is growing rapidly
1 Why Search Marketing Matters
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Source : Webmarketing123 2011 Digital Marketing Survey
Over 500 B2B and B2C marketers indicated that SEO makes the biggest impact in achieving their digital marketing goals
1 What Marketers Say
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
1 Search Engine User Behavior
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Turn to Google’s own data for discovering SEO opportunities
1 Keyword Discovery
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Key Action #1
1. Google the most important keyword to your business.
2. Where does your website rank? Where do your top competitors rank?
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1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted keywords
2 Website Content How to write for search engines
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What We See
2 Website Content What Google Sees
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2 Meta Content
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2 Meta Content
Facebook Groups: B2B Lead Gen
Keywords in the First or Second Position of the Page Title Have the Highest Impact!
Include descriptive keywords and phrases in page titles
2 Meta Content
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2 Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
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Develop a “mapping” document that targets 3-5 keywords per page
2 How Many Keywords To Target Per Page?
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2 Inbound Links Links from other highly relevant websites, back to yours
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Key Action #2
1. Visit you top competitor’s home page
2. View the source code and locate what keywords are in the <title> and <description> tags
3. How does this compare with your SEO strategy?
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1 The Power of SEO Why SEO is a competitive advantage for companies in
2012
2 Competitive Analysis Uncovering what your competitors are doing with their SEO
programs
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
#wm123
@bradleywjoe
Why SEO matters
3 SEO is a Means to an End
Keyword
Rankings
Increased
Traffic
Lead and
Sales
1
2
3
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Measured on a weekly, bi-weekly, or monthly basis
3 Keyword Rankings
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Filter out “branded” traffic
Measures effectiveness of SEO program
3 Organic Search Traffic
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Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Ties SEO effectiveness to lead and sales flow
3 Goal Tracking
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5 How to Measure ROI Full Funnel Digital Visibility
- Most marketers would
attribute sales to last
touch, i.e. “closers”
- Reality is that there are several
touch points before the “closer”
that influenced the purchase
decision
- Marketing currently gets no
credit for these!
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Measuring SEO effectiveness by identifying keywords that drove the best conversions and sales
3 The Best SEO Reporting
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On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in Rankings, Site
Engagement, and Lead Flow
On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.
3 The SEO Process
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Key Action #3
1. What is the goal of your website (leads, form fill outs, sales)?
2. Can you identify the top 5 keywords that drove the most leads/sales last month?
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• Begin Optimization Now: SEO is constantly evolving.
Capitalize on your core keywords before the competition does.
• SEO Success Takes Time and Resources: Executing SEO
correctly requires full-time resources. Optimizing for a set of
keywords requires relevant content, inbound links, and website
structure.
• Achieve 2012 Marketing Goals: SEO one of the most efficient
way to drive lead and sales flow. Regardless of tactics utilized,
don’t lose site of overall strategy and expected outcomes.
Key Takeaways
Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
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