SEO + Content = The Perfect Recipe for Inbound Success

Transcript

1. © W-Systems Corp. | www.w-systems.com © W-Systems Corp. | www.w-systems.com

   SEO + Content = The Perfect Recipe for Inbound Success Marketing Reboot

2. © W-Systems Corp. | www.w-systems.com Agenda • Choosing the Right

   Keywords • Refining Your Choices • Relevance or Volume • Optimizing Your Selections

3. © W-Systems Corp. | www.w-systems.com Did You Know? 93% of

   online experiences begin with a search 39% of a brand’s customers come from search, on average 70% of the links that users click are organic 75% of users do not look past page one of search results

4. © W-Systems Corp. | www.w-systems.com Did You Know? of business

   owners with an SEO strategy reported that it improved their bottom line 72%

5. © W-Systems Corp. | www.w-systems.com What is Search Engine Marketing?

   Putting content in front of people who Overtly and Explicitly express a desire, via keywords, for a particular Product, Service or Piece of Information

6. © W-Systems Corp. | www.w-systems.com The Golden Rule Write for

   people – not for search engines.

7. © W-Systems Corp. | www.w-systems.com Choosing the Right Keywords 1

8. © W-Systems Corp. | www.w-systems.com Definition of a Keyword A

   word or phrase that a person might (realistically) input as a query into a search engine

9. © W-Systems Corp. | www.w-systems.com Ask yourself – What would

   I type into a search engine to answer these questions? Develop a thesis statement Think of questions your thesis statement could answer Brainstorming Keywords 1 2 3

10. © W-Systems Corp. | www.w-systems.com Thesis Statement: This recipe makes

    a gluten-free vegan oatmeal cookie that tastes as good as a regular one! Questions: • Is there such a thing as a gluten-free vegan oatmeal cookie? • Could a gluten free vegan oatmeal cookie possibly taste as good as a regular one? • Is there a recipe for a gluten-free vegan oatmeal cookie? Brainstorming Keywords

11. © W-Systems Corp. | www.w-systems.com What Would You Search to

    Get Answers to those Questions? • Gluten-free vegan oatmeal cookies • Vegan gluten-free oatmeal cookies • Tasty gluten-free vegan oatmeal cookies • Gluten-free vegan oatmeal cookie recipe • Recipe for gluten-free vegan oatmeal cookie Brainstorming Keywords

12. © W-Systems Corp. | www.w-systems.com Validate & Research Your Keywords!

    Keywords Research

13. © W-Systems Corp. | www.w-systems.com Google’s Keyword Planner Tool For

    every keyword you enter, you will get: • An estimate of the total number of searches performed each month • A list of up to 800 keywords the algorithm thinks are similar

14. © W-Systems Corp. | www.w-systems.com Additional Keyword Resources MergeWords a

    jQuery tool Wikipedia great for relevant term research Ubersuggest utilizes an “autosuggest” feature

15. © W-Systems Corp. | www.w-systems.com Refining Your Choices 2

16. © W-Systems Corp. | www.w-systems.com Getting the Good Stuff Primary

    Keyword: Single most relevant keyword Secondary Keywords: Remaining keywords which support the topic Primary Keyword 1 Secondary Keywords 1 to 7

17. © W-Systems Corp. | www.w-systems.com Avoiding the “No-Go” Zone You

    should never choose SEO Keywords that: Mention a competing brand by name Don’t sound like a naturally occurring English phrase Sound like adspeak 1 2 3

18. © W-Systems Corp. | www.w-systems.com Selecting Your Primary Keyword Keyword

    Possible Searcher Intents Possible Relevant Destinations Oatmeal Cookies Global monthly searches: 100,000 Oatmeal Cookie Knowledge (historical, nutritional, cultural) Reference Site (e.g.: Wikipedia) Oatmeal Cookie Recipes Global monthly searches: 27,100 Oatmeal Cookie Recipes (any kind) Recipe Site Gluten-Free Vegan Oatmeal Cookie Recipe Global monthly searches: 20 Specialized Oatmeal Cookie Recipes Specialized Recipe Site

19. © W-Systems Corp. | www.w-systems.com Relevance or Volume? 3

20. © W-Systems Corp. | www.w-systems.com Why Relevance? 70% of daily

    queries are long tail keywords Long Tail Keywords = Better Conversions High volume keywords do not mean high page ranking 1 2 3

21. © W-Systems Corp. | www.w-systems.com Supporting keywords should expand the

    range of queries to which the page could be considered relevant, without sacrificing its focus. Supporting Keywords

22. © W-Systems Corp. | www.w-systems.com Place photo Here The Gluten-Free

    Vegan Oatmeal Cookie Recipe of Your Dreams! I know it’s hard to imagine a gluten-free vegan oatmeal cookie recipe being truly delicious but trust me; this one is good enough to trigger memories of the oatmeal cookies your grandma made when you were are kid. I know, I know; I too have long been skeptical of both vegan cookie recipes and gluten-free cookie recipes, and the idea of one cookie satisfying both dietary restrictions without compromising on taste seemed too good to be true to me at first. But that first bite changed everything. Take my word for it: this is the gluten-free vegan oatmeal cookies recipe of your dreams!

23. © W-Systems Corp. | www.w-systems.com Optimizing Your Selections 4

24. © W-Systems Corp. | www.w-systems.com Where Should You Place Your

    Keywords? Page Title Body Copy Heading 1 2 3 URL Meta Description 4 5

25. © W-Systems Corp. | www.w-systems.com The Gluten-Free Vegan Oatmeal Cookie

    Recipe of Your Dreams! I know it’s hard to imagine a gluten-free vegan oatmeal cookie recipe being truly delicious but trust me; this one is good enough to trigger memories of the oatmeal cookies your grandma made when you were are kid. I know, I know; I too have long been skeptical of both vegan cookie recipes and gluten-free cookie recipes, and the idea of one cookie satisfying both dietary restrictions without compromising on taste seemed too good to be true to me at first. But that first bite changed everything. Take my word for it: this is the gluten-free vegan oatmeal cookies recipe of your dreams! Anatomy of a Perfect Page Primary Keyword in the Page Title 3 Primary Keyword in the Page Title <H1> 2 Primary Keyword in the URL 5 Primary Keyword in the Body Copy 1 Primary Keyword in the Meta Description 4

26. © W-Systems Corp. | www.w-systems.com Guidelines: • 300 words of

    copy per page • Use primary keyword 2-3 times in opening paragraph Body Copy Primary Keyword in the Body Copy 1

27. © W-Systems Corp. | www.w-systems.com Guidelines: • Rendered with HTML

    tags in a hierarchy – use them to indicate the start of a new page section • Use your primary keyword in your <h1> heading Headings and Subheadings Primary Keyword in the Page Title <H1> 2

28. © W-Systems Corp. | www.w-systems.com Guidelines: • Meant to contain

    a single statement that sums up the core idea – serves as a CTA • Heading displays at the top of a page – Page Title shows up on search results page • Do not exceed 55 characters • Include primary keyword Page Title Primary Keyword in the Page Title 3

29. © W-Systems Corp. | www.w-systems.com Guidelines: • Appears only on

    search results page • Words that appear in Meta Description that match the query will be bolded – making it the most valuable CTA • Should be written as statements Meta Description Primary Keyword in the Meta Description 4

30. © W-Systems Corp. | www.w-systems.com Guidelines: • Very useful location

    for primary keyword • Separate words with hyphens – not underscores! URL 3 2 Primary Keyword in the URL 5 1

31. © W-Systems Corp. | www.w-systems.com The more you use a

    keyword on a page does not mean search engines will consider the page more relevant Caution! Bolding and italicizing words will not increase their relevance “Meta Tags” or “Meta Keywords” are not the most relevant to a page

32. © W-Systems Corp. | www.w-systems.com © W-Systems Corp. | www.w-systems.com

    Q&A

33. © W-Systems Corp. | www.w-systems.com © W-Systems Corp. | www.w-systems.com

    Thanks!