Understanding Search - You're Getting It all Wrong
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Understanding search marketing - what to do about it and why (many times) you're getting it wrong.
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Understanding Search - You're Getting It all Wrong
- 1. Understanding Search And what to do about it Search Engine Academy - @BethKahlich
- 2. Beth Kahlich beth@seotrainingdallas.com Search Engine Academy - @BethKahlich
- 3. Who has been to SEO Seminars? Search Engine Academy - @BethKahlich
- 4. Goal – look at SEO in a completely different way • Personal philosophy • Foundational things that are often overlooked and done incorrectly • Must get these right before you can even get to more advanced • Set you up for good long-term digital marketing foundation Search Engine Academy - @BethKahlich
- 5. General knowledge of SEO • 2008 – not as many people knew • Now – much greater percentage • Result = MORE MISCONCEPTIONS Search Engine Academy - @BethKahlich No Clue Some Idea
- 6. 1st – Good Marketers Search Engine Academy - @BethKahlich
- 7. Next – Put in a format that “Makes Google Happy” Search Engine Academy - @BethKahlich
- 8. Goal – Relevant Traffic • Get in front of right people • Not all about volume • Does that traffic convert? Search Engine Academy - @BethKahlich
- 9. “I’m Going to Make You #1 for ____” • No guarantees • Tactics chasing the algo • Put your business or your client’s business at risk Search Engine Academy - @BethKahlich
- 10. SEO Works Together (Not in a Silo) Search Engine Academy - @BethKahlich
- 11. Search Engine Academy - @BethKahlich
- 12. Some companies in this room think they are doing SEO Search Engine Academy - @BethKahlich
- 13. You’ve Got it All Wrong Search Engine Academy - @BethKahlich
- 14. Chasing the Google Algorithm Search Engine Academy - @BethKahlich
- 15. Link signals constantly being updated • # of links • Authoritative – Page Rank • “Right” back link text (anchor text) • Relevant Site • What’s the content on the page that’s referring you? Search Engine Academy - @BethKahlich
- 16. Example: Participating in a link network Search Engine Academy - @BethKahlich
- 17. Content signals constantly being updated • Keyword stuffing • Change to no stuffing • Keyword density • Keywords to topics – Hummingbird • Is your website/page talking about that topic Search Engine Academy - @BethKahlich
- 18. You could be chasing this your whole life Search Engine Academy - @BethKahlich
- 19. “Doing SEO” • Organizations need to not think about it as SEO • Speaking to your target audience with content that is part of a comprehensive marketing plan • Making sure that your website not getting in the way of Google understanding your content Search Engine Academy - @BethKahlich
- 20. Example: Trusting someone to do blogging Search Engine Academy - @BethKahlich
- 21. Example: Trusting someone to do blogging Search Engine Academy - @BethKahlich
- 22. Example: Marketing Automation Company • Not speaking to target audience • Talking “above” the language of their target reader Search Engine Academy - @BethKahlich
- 23. Example – Car dealership adding content but doing it based on old info about Google Search Engine Academy - @BethKahlich
- 24. Google Wants Clarity and Authority Search Engine Academy - @BethKahlich • Quality and Simplicity => Clarity on Topics • Depth of information => Authority on Topics
- 25. Search Engine Academy - @BethKahlich This is where you focus your ongoing efforts
- 26. Covering a Topic In-Depth Gets Results Search Engine Academy - @BethKahlich Backlinko Blog - Apr. 8, 2016
- 27. Example: Dog friendly restaurants Dallas Search Engine Academy - @BethKahlich
- 28. What kind of topics to write about • No one wants to hear about just your business Search Engine Academy - @BethKahlich
- 29. What kind of topics to write about • Think Laterally Dog friendly travel site talks about other dog friendly things • Think Vertically Other dog related topics –choosing the right pet food Search Engine Academy - @BethKahlich
- 30. This is why on-page optimization is so important! Search Engine Academy - @BethKahlich
- 31. Title Tag – Doesn’t have to match • But you better still include the topic! Search Engine Academy - @BethKahlich
- 32. Meta Description – Your Sales Pitch • If it doesn’t include topic – Google may replace Search Engine Academy - @BethKahlich With the heat index regularly topping 100 degrees these days, we’ve been on the lookout for relief from the oppressive sun. We’re always game for...
- 33. Header Tags • H1 Headline and H2 Subheads • Not a deal-breaker – but why not? Search Engine Academy - @BethKahlich
- 34. Images • Name of image --- Alt Tags Search Engine Academy - @BethKahlich
- 35. Content – including the correct words Search Engine Academy - @BethKahlich
- 36. Internal Linking of Content Search Engine Academy - @BethKahlich Courtesy of Portent.com
- 37. Make it as EASY as POSSIBLE for Google to understand what our content is about Search Engine Academy - @BethKahlich
- 38. Download my guide to the Perfect SEO Page – Free link Search Engine Academy - @BethKahlich
- 39. Beth Kahlich beth@seotrainingdallas.com Search Engine Academy - @BethKahlich
- 40. Search Engine Academy - @BethKahlich
- 41. Search Engine Academy - @BethKahlich
- 42. Search Engine Academy - @BethKahlich