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Google & Getting Found: An SEO Challenge

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In this age of information overload, the biggest challenge for any business in the digital world is getting found. This session will take a look at what your business needs to do to optimize its online presence for discoverability. It will touch on search engine optimization (SEO) best practices, why you need to be strategic about the language you use, and the critical importance of content, social media and mobile when it comes to strong organic performance on Google. It will also take a high level look at the unique opportunities available for those targeting a local search market.

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Google & Getting Found: An SEO Challenge

  1. 1. Google & Getting Found: An SEO Challenge February 5, 2015 Workshop: All About Google Saskatchewan Marketing Professionals Association
  2. 2. Google & Getting Found 1. Why is Google important? 2. How does Google work? 3. How has Google evolved? 4. How do people use Google? 5. How can you be Google friendly?
  3. 3. 1. Why is Google important?
  4. 4. Why is Google important? Google 63% Global Desktop Search Share Google Baidu Bing Yahoo Other Google 92% Global Mobile Search Share Google Yahoo Bing Baidu Other https://www.netmarketshare.com/search-engine-market-share.aspx Google is…market share
  5. 5. Why is Google important? Google is…search
  6. 6. Why is Google important? Search is…specific
  7. 7. Why is Google important? Search is…universal
  8. 8. Why is Google important? Search is…growing (especially on mobile) http://cwta.ca/wordpress/wp-content/uploads/2011/08/2014- Canada-Digital-Future-in-Focus_FINAL.pdf
  9. 9. Why is Google important? Search is…about discoverability
  10. 10. Why is Google important? Search is… very Canadian http://cwta.ca/wordpress/wp-content/uploads/2011/08/2014- Canada-Digital-Future-in-Focus_FINAL.pdf
  11. 11. 2. How does Google work?
  12. 12. How does Google work? http://www.google.com/insidesearch/howsearchworks/thestory/
  13. 13. 3. How has Google evolved?
  14. 14. How has Google evolved? https://www.youtube.com/watch?v=mTBShTwCnD4#t=255
  15. 15. How has Google evolved? (2011 – 2014) • More enriched universal search results • More penalties for spam • More rewards for quality • More personalized, semantic & contextual search • More emphasis on user intent
  16. 16. How has Google evolved? http://moz.com/google-algorithm-change Google Algorithm Changes in 2014 Page Layout #3 Feb 6 Unnamed Mar 24 Payday Loan 2.0 May 16 Panda 4.0 May 19 Payday Loan 3.0 Jun 12 Authorship Photo Drop Jun 28 Pigeon Jul 24 HTTPS/ SSL Aug 6 Authorship removed Aug 28 Panda 4.1 Sep 23 In the News Box Oct Penguin 3.0 Oct 17 Pirate 2.0 Oct 23 Penguin Everflux Dec 10 Pigeon Expands (UK,CA, AU) Dec 22
  17. 17. 4. How do people use Google?
  18. 18. How do people use Google? The 3 types of search queries • Informational • Transactional • Navigational
  19. 19. How do people use Google? Informational searches User intent: I want to know or learn something
  20. 20. How do people use Google? Informational searches Example search: how to fix a toilet that keeps running
  21. 21. How do people use Google? Transactional searches User intent: I need something (maybe to buy but not necessarily)
  22. 22. How do people use Google? Transactional searches Example search: Saskatoon plumbers
  23. 23. How do people use Google? Navigational searches User intent: I want to get somewhere (online or off)
  24. 24. How do people use Google? Navigational searches Example search: business name (i.e. Mr Fixit Plumbing)
  25. 25. 5. How can you be Google friendly (aka SEO)?
  26. 26. How can you be Google friendly? • Keep technology out of the way • Have a great content strategy • Optimize titles & tagging • Look beyond the website to your entire online footprint • Be mobile friendly • Tap into the local market
  27. 27. How can you be Google friendly? Technology: • Search spiders catalogue text and crawl links • Splash pages, flash, JavaScript and other programming can get in the way • Penalties for slow page load times, bounce rate & time spent on page
  28. 28. How can you be Google friendly? Technology: Optimize for crawlability
  29. 29. How can you be Google friendly? Technology: Optimize for user experience (UX)
  30. 30. How can you be Google friendly? Content: • Content is more than text, but text is critical • Understand your language ecosystem • Pick the right keywords & put them in the right places • Provide the proper context • Regularly make content that is unique & provides value
  31. 31. How can you be Google friendly? Content: Optimize your language https://adwords.google.com/ko/KeywordPlanner & http://www.google.com/trends
  32. 32. How can you be Google friendly? Content: Optimize your strategy What are we trying to achieve? What is the competition doing? What content do we already have? What content is our market looking for? Content Creator What content do our customers like?
  33. 33. How can you be Google friendly? Titles & tagging: • Title & description meta tags • Blog & social media tags • Video & image titles & names • Rich snippets & sitemaps
  34. 34. How can you be Google friendly? Titles & tagging: Optimize your brand on search
  35. 35. How can you be Google friendly? Titles & tagging: Optimize all your online assets
  36. 36. How can you be Google friendly? Titles & tagging: Optimize your snippets & sitemap http://www.google.com/webmasters/tools/richsnippets & https://www.google.com/webmasters/tools/sitemap-list
  37. 37. How can you be Google friendly? Online footprint: • Look beyond your website • Social cues, local directories, reviews & more used to determine Google results • Importance of online reputation management • Think relationship building rather than link building (quality over quantity)
  38. 38. How can you be Google friendly? Online footprint: Optimize (& monitor) your entire online brand
  39. 39. How can you be Google friendly? Online footprint: Optimize content for sharing beyond your website
  40. 40. How can you be Google friendly? Online footprint: Optimize relationships with key influencers (give before you ask)
  41. 41. How can you be Google friendly? Mobile: • Responsive website design critically important • Think about mobile context & create relevant content • Mobile = location cues & very tied to user intent
  42. 42. How can you be Google friendly? Mobile: Optimize for every screen
  43. 43. How can you be Google friendly? Mobile: Optimize for location
  44. 44. How can you be Google friendly? Local opportunities: • Google Places for Business • Google Local • Google+ Pages, Communities & Hangouts • Synced to YouTube
  45. 45. How can you be Google friendly? Local: Optimize for maximum Google local presence
  46. 46. How can you be Google friendly? Local: Optimize for maximum Google local presence
  47. 47. How can you be Google friendly? Local: https://www.google.ca/business/
  48. 48. Top 10 do’s & don'ts
  49. 49. Top 10 do’s & don’ts 1. Don’t use a splash page or a one-page site 2. Do comprehensive keyword research (know your search market) 3. Do focus on the right pages/places 4. Do create content reflective of all three kinds of search queries & user intentions 5. Do create fresh, relevant content regularly
  50. 50. Top 10 do’s & don’ts 6. Do be aware of your page load times & other user experience metrics 7. Do leverage & optimize social media 8. Do take mobile friendliness beyond responsive design 9. Do take advantage of local opportunities 10. Do use Google Webmaster Tools & Google Analytics
  51. 51. You can find me at: Annelise Larson annelise@veria.ca @veriatweet www.veria.ca

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