john biancamano - helping companies build a strong digital ...€¦ · outbound links •google...

John BiancamanoInbound Digital LLC

609.865.7994

InboundDigital.net

InboundDigital.net Inbound Digital LLC 609.865.7994

About Me

• Owner of Inbound Digital, LLC – digital marketing services and training; website/social media strategy; website design.

• Senior management positions in marketing, sales, and product development with technology companies for 25+ years.

• Worked in digital marketing, web development, search optimization, and content creation for 15+ years.

• Small business mentor and Chapter Chairman with Princeton SCORE.

Inbound Digital LLC

Search Engine Optimization


What is Search Engine Optimization (SEO)?

The process of gaining visibility in organic search results in order to drive traffic to your website and/or retail location.

Optimizing your online presence to confirm your relevance to the search engines.

There are two primary components to SEO:

On-Page SEO and Off-Page SEO


Over 90% of purchases start with an online search.

70% of the buyer’s journey is complete before they contact sales.

72% of buyers start their research with Google.

Why Should You Care About SEO?


How can I get my website

to rank higher on Google?


Something’s Missing!

Websites Don’t Rank … Pages Rank

What Keywords?


What Does Google Say About SEO?

The most important factors affecting Search Rankings:

• The Quality of Your Content.

• Links That You Get as a result of the quality of your content.

• RankBrain


How does Google determine which pages to return in response to a query?

• Google wants to show pages that contain high-quality, relevant

information in response to the searcher’s query.

• They determine Relevance by crawling your website’s content

and evaluating whether your content is relevant to the query.

• They determine Quality mostly by the number and quality of

other websites that link to your page or your site as a whole

(backlinks).

Page Content

Page Title (Title Tag)

URL (with keywords)

Meta Description

Internal links (using keywords as anchor text)

Image (Alt) tags

Mobile friendliness

Keyword density

Loading speed, Navigation, …

On-Page SEO

Inbound Digital


Website Design


Page Content – Keywords

Your Web Content Must Tell A Consistent Story.• Keywords are important, but are no longer enough.

Do you homework – Keyword Research.• Learn what phrases your customers use.

• Long-tail Keywords

• Semantic Keywords


Keyword Planner - Monthly Search Volume

bike seats

bike seat

bicycle seats

bicycle seat

cycling gear

bike gear

bike saddle

bike saddles

bicycle saddle

bicycle saddles

road bike seats


Long Tail Keywords

70% of web searches

Three and four keyword phrases which are very specific to your product or service.


Semantic Keywords

~ related to the main keyword, but not a synonym.

LSIGraph.com


Page Title (Title Tag):

Google puts more weight on words found in the beginning of your title tag.

Digital Marketing - Inbound Digital

URL (with keywords):

http://inbounddigital.net/digital-marketing-services/

Create short URLs that include your target keyword.


Meta Description

• 160 characters max.

• Does not affect rankings, but influences click throughs.

• It’s sole purpose is to get the visitor to click on your link.


Meta Description + Search Ranking

Search Engine Results Page


Page Content – Keyword Density

• 1-3%

• Don’t cram your main keyword and every possible variation of it into your content.

• Don’t overdo it. If it doesn’t fit naturally, don’t include your targeted keyword.

• Writing naturally - don’t try to trick Google into ranking your page for your targeted keyword.


Page Content – Keyword Stuffing

“Looking for tires in Anytown, NJ then XYZ Auto Center has the right tires for your car. Our Anytown, New Jersey location offers many Anytown, NJ tires that are affordable and other Anytown, NJ tire services for your car. They offer auto repair Anytown, NJ services to the Anytown, New Jersey community including brakes, tune ups, and any other Anytown, NJ auto repair services your car might need. Give our Anytown, NJ location a call…”

Keyword Density > 10%


Page Content – Keyword Prominence

• Google pays close attention to WHERE a keyword appears on your page.

• The earlier it appears, Google’s thinking goes, the more important it must be.

Ex: You want to rank a page for “Weight Loss Tips”:

Headline #1: Weight Loss Tips:10 Strategies for Shedding Pounds

Headline #2: How to Drop 10 Pounds With These Weight Loss Tips


Internal Links

using Keywords as Anchor Text

Content marketing is one part of the overall inbound marketing strategy.

vs.

To learn how content marketing can help your inbound marketing, click here.


Outbound Links

• Google wants to see you as an active member of the web. If you rarely link out to other resources it looks like you’re hoarding PageRank for yourself.

• Include at least 2 outbound links to related authority sites (popular blogs, news sites and .edu and .govresources) in your content.


Heading 1 Tag

• Your H1 tag is for your page’s headline.

• Include your target keyword in your headline and wrap it in an H1 tag.

• The first instance of an H1 tag is important:

All others are considered formatting.

• H2 and H3 tags are not as important for SEO, but they can make your content easier to read.


ALT (Alternative) Tag for Images

For images to help with the rankings, they need:

• URL

• Caption (visible on mouse over)

• ALT Tag w/ keyword(s)

Off-page SEO gives an indication on how the world perceives your website.

Refers to activities outside of your website that give your website credibility. The most important are:

Link Building

Social Media (Social Sharing)

Social Bookmarking

Off-Page SEO

Inbound Digital


Off-page SEO is not apassive activity.


How to Improve Off-Page SEO

On-Page first, then Off-Page.

Most of your “SEO time” will be spent with off-page SEO.

Build Relationships - become part of the community in the major social networking sites.

Engage and share with others;

Encourage social sharing of your content.

Write a blog with original and unique content.

Promote blog content in social media and blog directories.


How to Improve Off-Page SEO

LinkedIn Publishing.

Write a good guest blog post.

Issue and promote press releases on PR websites.

List your site in trustworthy directories, especially for local businesses.

Inbound Digital LLC

Local Search


Optimize for Local Search

• According to Google, over 70% of all online activity is related to local searches.

• An estimated 1 in 3 customers will do a local search on a smartphone before visiting a store.

• Customers use local search to learn about businesses in their area and evaluate which ones to patronize.



• Google My Business:

• Get your business hours, phone number, and directions on Google Search and Maps.

• Gets your listing in front of your customers for local searches.

• Google reviews.

• Clicking to get directions.



• Add you business address, contact information, hours of operations, & map to the header/footer of your website.

• Set up Your Business Listing on the Secondary Search Sites:

• Bing Places

• Yelp and other local directories and review sites

• Social Media – Facebook

• Make sure you listings are accurate and consistent

Inbound Digital LLC

SEO for eCommerce


SEO + eCommerce

•eCommerce have sites all the same on-page and off-page SEO requirements.

•Listing hundreds of products on an eCommerce website doesn’t automatically bring in new traffic.

•Optimizing eCommerce websites for SEO is much harder than it is for blogs or leadgen sites.


SEO Errors on E-commerce Websites

• Lack of Product Description


SEO Errors on E-commerce Websites

• Use of product descriptions from the manufacturer.

You can be penalized for duplicate content

• Lack of product reviews70% of buyers look for reviews before making a purchase.

• Not optimizing product pages based on search demandUse keywords with good search volume when you write headlines, title

pages, and product descriptions.

• Not using unique page titles.

• Not using keyword-friendly URLs

Inbound Digital LLC

Paid Search / Google AdWords


Paid Advertising (PPC)

• Buying visits to your website, rather than attempting to “earn” those visits organically.

• Search engine advertising is one of the most popular forms of PPC.

• Social media platforms offer paid advertising in the form of ads and sponsored posts.


Keyword bidding strategies

• Cost Per Click (CPC) costs nothing until your ad is clicked, then you’re charged your winning bid amount. Use if website traffic is key to your objective.

• Cost Per Impression (CPM) costs your winning bid for every 1,000 displays of your ad, even if nobody clicks it. Use if brand reach is key to your objective.


AdWords Auction


How Quality Score Affects Ad RankFor every search that triggers an auction, Google calculates an Ad

Rank:

• Your ad's expected CTR: This is based in part on your ad's

historical clicks and impressions.

• The quality of your landing page: How relevant, transparent, and

easy-to-navigate your page is

• Your ad/search relevance: How relevant your ad text is to the

search query.

By improving these factors you can help improve the quality

components of your Ad Rank.


SEO vs. PPC


Recent Changes to Google AdWords


Expanded Text Ads


Responsive Display Ads


Pins and Ads in Google Maps


Ads With Extensions


AdWords Remarketing

• Remarketing lets you show ads to people who've visited your

website or used your mobile app.

• When people leave your website without buying anything,

remarketing helps you reconnect with them:

shows relevant ads across their different devices, or

Show ads across the Google Display Network.

• Access to people when they're most likely to buy.


AdWords Best Practices

• Take advantage of expanded text ads (50% more area).

• Create multiple ads (at least 3-4) within an ad group. Google will rotate the

ads based on your settings.

• Focus on good quality headlines to improve click through. Take advantage

of the full character limit – headlines are the clickable space in your ads.

• Write compelling, genuine ad copy that addresses user needs and benefits.

Ad copy represents your brand to consumers who search on Google.

• Test and optimize your headlines and ad copy.


Summary

• No website is perfect in every component of SEO.

• No company can always develop a winning ad.

• Prioritize according to resources.

• Focus on the things you do well, and improve on your weaknesses.

• If you are a local business, optimize for local searches.

• SEO and PPC are more of an art than a science, especially for

businesses with no online history.

• Test/Experiment…Measure…Adjust.


Thank You!

Any Questions?

john biancamano - helping companies build a strong digital ...€¦ · outbound links •google...

Documents