SEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp

Making Your Funnel Work
SEO + Google Search Console

Recap
© https://e-commercemanagers.com 2

© https://e-commercemanagers.com
Report
Automate
Optimize
Customer
Journey Map
Measurement
Plan
Analytics
Implementation
Run Business
(ads, content,
leads, etc)
1A: OPTIMIZATION FRAMEWORK
3

1B: KPI’s + CRO + Marketingstack
4

2A: CONTENT MARKETING
5

2B: LEGAL
6
GDPR
 Timestamp, channel and reason for opt-in
 Limit data collection
 Opt-in only
CCPA
 Follow GDPR and in most cases you will be fine
Copyright
 Negotiate when you can
 Protect your brand and designs

3A: GOOGLE ANALYTICS + GOOGLE TAG MANAGER
7
Google Analytics
 Use filters in your Views to exclude IP adresses of internal users
 Use Goals to measure critical steps in your customer journey
 Use UTM tracking parameters to measure your traffic sources
 Use Event tracking to measure onsite behaviour
 Use Segments to slice up the behaviour of groups of users
Google Tag Manager
 Run all (including GA) your external scripts in one place
 Implement pixels and scripts without the help of a developer
 In most cases: speed up the loadtime of your website

SEO +
Google Search Console

SEO + GOOGLE SEARCH CONSOLE
 Overview
 Search behaviour
 Ranking factors
 Technical SEO
 Microdata
 Keyword research
 Best practices
 Copywriting / creating content
 Linkbuilding
 Updating content
 Tools
 GSC

SEO
Overview
Onpage
Content
Keywords
Semantics
UX metrics
Multimedia
Outbound
links (i/e)
Architecture
URL structure
Internal links
Microdata
Loadtime
SSL
Offpage /
Linkbuilding
Relevancy
Keywords Semantics
Anchor text
Webpage
Website
Importance
Topical
authority
Likeability
Social signals
Citations
(unlinked
mentions)

SEO STATS
These are the most interesting SEO stats we think you should know:
 68% of online experiences begin with a search engine. (BrightEdge)
 0.78% of Google searchers click on results from the 2nd page. (Backlinko)
 53.3% of all website traffic comes from organic search. (BrightEdge)
 92.96% of global traffic comes from Google search, Google Images, and Google Maps. (Sparktoro)
 SEO drives 1000%+ more traffic than organic social media. (BrightEdge)
 69.7% of search queries contain four words or more. (Ahrefs)
 60% of marketers say that inbound (SEO, blog content, etc) is their highest quality source of leads.
(HubSpot)
 SEO leads have a 14.6% close rate. (HubSpot)
Source (and way more info): https://ahrefs.com/blog/seo-statistics/

SEARCH BEHAVIOUR (III)
 very few users (.44%) make their way to Google’s second
page
 19% of people searching for a product click on the Google
Shopping results at least once during their search session
 42% of people searching for a local business click on a
Google Map Pack result
 65% of Google searchers click on an organic result (the
other are no-clicks or adclicks)
 59% of searchers clicked on a single result
 83% of users didn’t bounce from the result they chose to
click on
 only 15% of searchers ultimately modify the keyword that
they initially searched with
Source (+ further reading):
https://backlinko.com/google-user-behavior

SEARCH BEHAVIOUR (I)
Source:
https://sparktoro.com/blog/google-
ctr-in-2018-paid-organic-no-click-
searches/

SEARCH BEHAVIOUR (II)
Source:
https://sparktoro.com/blog/google-
ctr-in-2018-paid-organic-no-click-
searches/

SEARCH BEHAVIOUR
For every 100 searches on Google mobile in September, 2018, there were:
 38.5 clicks on an organic result
 3.4 clicks on a paid result
 61.5 no-click searches
For every 100 searches on Google desktop in September, 2018, there were:
 65.6 clicks on an organic result
 3.7 clicks on a paid result
 34.3 no-click searches

KEYWORD RESEARCH
What is it?
Collect all the keywords (+volumes and competition) search engine users actually use and type to
conduct their search and find the information they are looking for
How do you do it?
Through a couple of tools (free and paid) you collect list of keywords and your prioritize and bundle
the related ones
How should you think?
noun, verb, adjective, adverb, synonym, alternative, related keywords, competitor, customer fase,
inspiration, problem solving

KEYWORD RESEARCH: WHAT’S IT FOR?
 Creating content / content idea generation
 Optimizing content
 Semantic analysis
 Page element optimization (TITLE, DESCRIPTION, H1)
 Competitive analysis / monitoring
 Customer journey analysis

KEYWORD RESEARCH EXAMPLE
 car insurance
 compare car insurance
 take out car insurance
 take out cheap car insurance
 auto insurance liability
 car insurance hull
 quickly take out car insurance
 online car insurance

KEYWORD RESEARCH

Source:
https://www.aira.net/

TOOLS FOR KEYWORD RESEARCH
 Soovle
 Jaaxy
 Google Search Console (free)
 Ahrefs Keywords Explorer (popular)
 SECockpit
 Google Keyword Planner (free)
 KeywordTool.io
 Moz Keyword Explorer (popular)
 Google Trends (free)
 SEMRush (popular)
 Kwfinder
 QuestionDB

SPEED = UX FACTOR = RANKING FACTOR + CRO FACTOR
 47% of consumers expect a webpage to load in 2 seconds or less
 1 second delay results in 7% less conversion rate
More examples of impact of slow websites:
https://blog.hubspot.com/marketing/page-load-time-conversion-rates
Test your website speed (+get tips):
 Google Pagespeed Insights
 GT Metrix
 Webpagetest
 Especially important on mobile!
Two measures Google took in the past:
1. May 2020, LCP, FIT, and CLS (link)
2. AMP (Accelerated Mobile Pages): thin load of your content (strips all unnecesarry code)
(https://amp.dev)

TRUST AND SECURITY
Do everything a stocklisted company would do with their brand-assets:
 SSL certificate
 DNSSEC on your domain
 Check your website at https://internet.nl (English)
 Check which websites are on your server (reverse IP check)
 Make sure your domainname is on your company it’s name (WHOIS check)
 Use all same address data (street, zip, city and landline phone) everywhere
 Link all your social media assets to your domainname

MICRODATA/SCHEMA/SNIPPETS
This is a way to tell the spiders of the search engines in a
machine-readable way what your page is about and to give it
the main metadata points in a machine-readable way.
Examples
 Recipe (cooking)
 Local business
 Event
 Person
 Organization
 Etc etc
Further resources:
 https://moz.com/learn/seo/schema-structured-data
 Google Structured Data Helper
 Schema.org

OTHER TECHNICAL ELEMENTS
 Robots.txt (this is a file in your root that instructs spiders)
 Sitemap.xml (this is a file that tells spiders the place where they can find ALL the pages on your website)
 Canonical tag (says to spiders: this is the original article, any copy anywhere is a duplicate)
 Use a table of contents on your longer webpages
 Use the header hierarchy (H1 (1x), H2, H3 and H4)
 Use breadcrumbs
 Set up your Google My Business page

CONTENT:
WHERE TO USE
KEYWORDS?
 Beginning of Title Tag
 Somewhere in DESCRIPTION
Tag
 In URL
 In H1
 In body/copy. About 2%
keyword usage. Beginning or
end paragraphs
 Images (name + alt tag)
 Use alternatives, synonyms,
variations and plurals.
SOURCE IMAGE:
https://mangools.com/blog/on-page-seo/

CONTENT CREATION TIPS FOR HIGH RANKINGS
 Use at least 3-5 images in your copy
 Use some video’s in your copy
 Use some outgoing links in your copy to on topic high authority content (could be a competitor)
SEMRUSH findings (February 2020) (https://www.semrush.com/blog/anatomy-of-top-
performing-articles/ )
 Longreads of 3000+ words get 3x more traffic, 4x more shares, and 3.5x more backlinks than
articles of average length (901-1200 words).
 Shorter articles (300-900 words) have zero shares 4.5 times more often than long reads of 3000+
words.
 Articles with long headlines (14+ words) get 2x more traffic, 2x more shares, and 5x more
backlinks than articles with short headlines (7-10 words).
 Articles with list headlines (those that start with a number like “N things…”, “N ways…”, etc.) get 2x
more traffic and 2x more social shares than other types, followed by guides and “how-to” articles.
 36% of articles with H2+H3 tags have higher performance in terms of traffic, shares, and
backlinks.
 Articles with 5 lists per 500 words compared to articles with no lists get 4x more traffic and 2x
more social shares.

LINKBUILDING: ANATOMY OF A LINK
Link building is the process of acquiring hyperlinks from other websites to your own.
It’s a popularity contest: if the best football player in the entire school choses you as his first
teamplayer that says something about your footballing qualities.

Source:
https://indagodigital.com.
au/blog/link-building-
periodic-table/

GOOD LINKS
The ‘perfect’ link:
 Is from a high authority, topical, website
 The webpage concerns the deeplink (so both source as target webpage are on the same topic)
 Is within content (in the middle of a paragraph for example)
 Has the right anchor text

NO-FOLLOW LINKS
No-follow links have a <rel=no follow</> tag in the HTML. This mean that the webmaster instructed
Google not to pass any pagerank/linkjuice to this link.
 Blog comments
 Forum posts
 Guest book comments
 Editable Wiki pages (e.g. Wikipedia)
 Yahoo! Answers
 Guest post signatures

BAD LINKS
 Pills, porns and casino’s
 Too many outgoing links
 Spam
 Over-abundance of ads
 Poorly written content
 Unrelated links that are paid for
 Footer links
 Keywords like “Our sponsors” etc
 Websites which spreads viruses

GETTING STARTED WITH LINKBUILDING
General
 Request link on every page/article where your competitors are
 Get into every normal / relevant directory
 Set up social media accounts and start sharing
 Comment, in your name, on blogs and fora
 Send press releases through news agencies regularly
 Get press coverage
 Become member of business clubs etc
 Join awards and contests
Content related
 Publish excellent, linkworthy, content
 Regularly
 Evergreen content
 Calculators
 DIY tools (give URL for results return)
 Regular stats ( quarterly e.g.)

GOOGLE SEARCH CONSOLE
General
 Free tool
 You need to verify that your are the webmaster
 You need at least one sitemap.xml
https://search.google.com/search-console/welcome
Benefits
 Insights in keyword-rankings, CTR, views and clicks (SEO stats! From Google! Wow!)
 Insights in inbound links and from who and to which page (linkbuilding stats! From Google! Wow!)
 Insights in indexibility and errors found while indexing your website
 Access to several technical tools to support you

THE END
 Next session Monday, about:
 4A: Google Firebase + App Marketing
 Tomorrow content will be uploaded and send to you by e-mail

SEO Tactics for Startups - Making Your Funnel Work program - Startupbootcamp

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