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Optimizing Your SEO

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AMA Iowa (American Marketing Association Iowa Chapter)
AMA Iowa (American Marketing Association Iowa Chapter)

Many of us use Google every day, but do you know why it's important to consider the impact that Google can have on your website?

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Google & Your Business: Planning for Today, Tomorrow and 2016 Alex Karei & Lindsey LaMair February 5, 2016
@WebspecDesign Alex Karei Marketing & Communications Lindsey LaMair Digital Marketing & SEO @WebspecDesign
QUIZ: What is Search Engine Optimization (SEO)?
@WebspecDesign Search Engine Optimization (SEO) • Technically: The methods used to boost the ranking or frequency of a website in results returned by a search engine, in an effort to maximize user traffic to the site. • Simply: When someone Googles your industry, service, business, or product where do you land in the search results?
@WebspecDesign
@WebspecDesign Why Should You Care About SEO? • Search is constantly changing. • Google updates its algorithms 500- 600 times per year. • If your competitors are easier to find via search then customers will go to them over you- especially local businesses. • Higher rankings instill trust in your potential customers and mean more traffic to your site. @WebspecDesign
@WebspecDesign An algorithm is a procedure or formula for solving a problem. For Google, this is constantly updated to better serve you in your daily quest for answers. Panda – focusing on high quality, original content Penguin – filtering out spammy sites Hummingbird – making search faster and more accurate “Mobilegeddon” – favoring mobile-friendly sites in search results In Case You Were Afraid to Ask …
@WebspecDesign SEO Doesn’t Have to Be All or Nothing As a marketer, Google’s No. 1 philosophy should be your No. 1 philosophy: “Focus on the user and all else will follow.”
@WebspecDesign Why Google? Sorry, Bing and Yahoo. • Google has been in the game since 1999. Bing started in 2005 and Yahoo shares the Bing search algorithm. • They have 5x the market share and 5x the data to build their algorithm. • Search is their main focus; their products come second. • As of October 2015, 89% of the world used Google for search.
@WebspecDesign https://chitika.com/google-positioning-value What does a #1 ranking mean? You get 32.5% of traffic while your competitors get 17.6%. Google Result Page Rank Average Traffic Share 1 32.5% 2 17.6% 3 11.4% 4 8.1% 5 6.1% 6 4.4% 7 3.5% 8 3.1% 9 2.6% 10 2.4%
@WebspecDesign Why Should You Care About SEO for Marketing? • If you think about SEO while you’re implementing your marketing campaign, you can optimize content so Google indexes it correctly. • The market share you gain from being in the top three Google results is priceless. • Someday your boss will ask why you’re not on the front page…and you should probably have thought about how to fix it.
@WebspecDesign Things You Can Do Today • Install Google Analytics & Search Console. • If you already have it installed, make sure it’s recording correctly. • Claim and verify your “Google My Business” page. Did you know … you can actually call Google?
@WebspecDesign Google+ … More Annoying Than Political Ads • This isn’t just a social media channel… • Make sure your Google My Business page reflects your brand; your presence here is important for people to digitally find you. • Update company descriptions, photos, videos, and tours – even if you aren’t consistently posting to your page.
QUIZ: What is considered “content?”
Optimizing Your SEO
@WebspecDesign Things You Can Do Tomorrow Review all content on your site. • Identify pain points and make a plan. • Think about user’s goals. • Make sure to think about hidden content. • Examine your SEO, usability, and brand voice. • Get rid of any duplicate content. • Resubmit your site map. Did you know … Republishing blogs can lead to duplicate content consequences.
QUIZ: What is “black hat” SEO?
@WebspecDesign No, I Didn’t Say “Black Cat SEO.” Black hat SEO is defined as using aggressive SEO strategies or tactics that only focus on search engines and not users. This can be any technique that violates the search engine’s terms of service.
@WebspecDesign Things You Can Do in 2016 • Update your content. • Optimize your website. • Hire an SEO consultant. • Research new trends. • Adjust your marketing plan.
Questions? alex@webspecdesign.com lindsey@webspecdesign.com www.webspecdesign.com

More Related Content

Optimizing Your SEO

  • 1. Google & Your Business: Planning for Today, Tomorrow and 2016 Alex Karei & Lindsey LaMair February 5, 2016
  • 2. @WebspecDesign Alex Karei Marketing & Communications Lindsey LaMair Digital Marketing & SEO @WebspecDesign
  • 4. @WebspecDesign Search Engine Optimization (SEO) • Technically: The methods used to boost the ranking or frequency of a website in results returned by a search engine, in an effort to maximize user traffic to the site. • Simply: When someone Googles your industry, service, business, or product where do you land in the search results?
  • 6. @WebspecDesign Why Should You Care About SEO? • Search is constantly changing. • Google updates its algorithms 500- 600 times per year. • If your competitors are easier to find via search then customers will go to them over you- especially local businesses. • Higher rankings instill trust in your potential customers and mean more traffic to your site. @WebspecDesign
  • 7. @WebspecDesign An algorithm is a procedure or formula for solving a problem. For Google, this is constantly updated to better serve you in your daily quest for answers. Panda – focusing on high quality, original content Penguin – filtering out spammy sites Hummingbird – making search faster and more accurate “Mobilegeddon” – favoring mobile-friendly sites in search results In Case You Were Afraid to Ask …
  • 8. @WebspecDesign SEO Doesn’t Have to Be All or Nothing As a marketer, Google’s No. 1 philosophy should be your No. 1 philosophy: “Focus on the user and all else will follow.”
  • 9. @WebspecDesign Why Google? Sorry, Bing and Yahoo. • Google has been in the game since 1999. Bing started in 2005 and Yahoo shares the Bing search algorithm. • They have 5x the market share and 5x the data to build their algorithm. • Search is their main focus; their products come second. • As of October 2015, 89% of the world used Google for search.
  • 10. @WebspecDesign https://chitika.com/google-positioning-value What does a #1 ranking mean? You get 32.5% of traffic while your competitors get 17.6%. Google Result Page Rank Average Traffic Share 1 32.5% 2 17.6% 3 11.4% 4 8.1% 5 6.1% 6 4.4% 7 3.5% 8 3.1% 9 2.6% 10 2.4%
  • 11. @WebspecDesign Why Should You Care About SEO for Marketing? • If you think about SEO while you’re implementing your marketing campaign, you can optimize content so Google indexes it correctly. • The market share you gain from being in the top three Google results is priceless. • Someday your boss will ask why you’re not on the front page…and you should probably have thought about how to fix it.
  • 12. @WebspecDesign Things You Can Do Today • Install Google Analytics & Search Console. • If you already have it installed, make sure it’s recording correctly. • Claim and verify your “Google My Business” page. Did you know … you can actually call Google?
  • 13. @WebspecDesign Google+ … More Annoying Than Political Ads • This isn’t just a social media channel… • Make sure your Google My Business page reflects your brand; your presence here is important for people to digitally find you. • Update company descriptions, photos, videos, and tours – even if you aren’t consistently posting to your page.
  • 16. @WebspecDesign Things You Can Do Tomorrow Review all content on your site. • Identify pain points and make a plan. • Think about user’s goals. • Make sure to think about hidden content. • Examine your SEO, usability, and brand voice. • Get rid of any duplicate content. • Resubmit your site map. Did you know … Republishing blogs can lead to duplicate content consequences.
  • 18. @WebspecDesign No, I Didn’t Say “Black Cat SEO.” Black hat SEO is defined as using aggressive SEO strategies or tactics that only focus on search engines and not users. This can be any technique that violates the search engine’s terms of service.
  • 19. @WebspecDesign Things You Can Do in 2016 • Update your content. • Optimize your website. • Hire an SEO consultant. • Research new trends. • Adjust your marketing plan.