5 Steps to Higher Google Rankings

SEO Fundamentals:
5 Steps to Higher Google Rankings

Today’s Hosts:
Mike Turner
Senior SEO Strategist

Travis Low
General Manager

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webmarketing123 @TravisLowSEO @Webmarketing123 #wm123

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Some Practical Matters

  Are the slides available? Yes! Just email
seo@webmarketing123.com

  Connect with us!
@webmarketing123
We’re live tweeting
webinar highlights. facebook.com/webmarketing123

  Want to learn more?

Request a Complimentary SEO Assessment Today.


Webinar Agenda

Understand How Google Ranks Websites
1 Search results are generated algorithmically for each query, in real time

Keyword Selection Best Practices
2 SEO tips for keyword mapping and page optimization

Benchmark Your Current Rankings
3 You can’t track what you’re not measuring

Integrate Keywords into Your Website
4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text

Remove Obstacles to Appearing in Search Results
5 Implement Webmaster Tools and Google+ to take advantage of these free tools


There are 4 billion searches on Google every day.


Can Your Customers Find You?
If you aren’t on the 1st page, you are invisible to most searchers

Source : Jupiter Research, 2010


Can Your Customers Find You?
2/3 of the clicks go to the top 3 results

Official Google Blog

Step 1:
Understand how
Google ranks
websites


1

Allow Google To Recognize Your Keywords

What We See


1

Allow Google To Recognize Your Keywords

What We See

What
Google Sees


1
Search Spiders Determine Your Visibility
Search bots identify your sites theme and relevance to queries

Data Center

Home Page

Category Level Page

Product Level Page1

Product Level Page2


1
How Do Search Spiders Crawl the Web?
Search bots follow links to get from page to page

Crawling:

•  Discovering new and
updated pages on the
web


1

Crawling:

web

Indexing:

•  Compiling data from
crawls into data centers


1

Crawling:

web

Indexing:

•  Compiling data from
crawls into data centers

Serving Results:

•  Based on relevancy
•  Over 200 factors
considered
•  Content, keywords, links


1
How Does Google Determine Rankings?

Is Company.com’s
website relevant to the
searcher’s query?
Does the site have Authority?
Does it have Quality Content?

How many other
sites link back to
Company.com?

Are there HTML
errors or violations
of Webmaster
Guidelines?


1
How Does Google Determine Rankings?


Step 2:
Keyword Research


2
Optimize Your Keyword Selection


2
Optimize Your Keyword Selection
Select a mix of both “head match” and “long tail” keywords


2
Match Your Business to Current Trends
Investigate Google Insights to compare long-term trends:
www.google.com/insights/search


2
Match Your Business to Current Trends
Investigate Google Insights to compare long-term trends:
www.thinkwithgoogle.com


2
Review: Choose the Right Keywords
Keyword selection determines the course of your campaign

•  Start with what’s working
•  Expand on your keywords: brainstorm
and test variations for search volume &
relevance
•  Have a mix of both head and “long-
tail” terms
•  Hint: Don’t focus just on search volume
•  Google your proposed search terms to
see if the sites ranking on page 1 are
relevant to what your business offers
•  Look at search trends for your
proposed keywords


Step 3:
Benchmark your
current rankings


3

“100” means not showing up on the
first 10 pages of search results, each
of which displays 10 websites


3


And in relation to your competitors


Step 4:
Integrate Keywords
into your website


4
Map Targeted Keywords Page By Page
Develop a “mapping” document that targets 3-5 keywords per page


4
Develop Content Silos
Consider your site’s thematic structure

•  Thematically Group Pages Mobile
Around Keywords
SMB

Enterprise
•  Link Pages Within The Same
Groups To Further
Strengthen Theme of
Website
SMB Enterprise Mobile

•  Search Engine Spiders Can
See a Theme Across Your
Site That Makes Sense

Other Relevant Internal Pages


4

Weave Your Keywords Into Your Website
•  Search engines learn what your site is about by reading your content


4

Weave Your Keywords Into Your Website
•  Search engines learn what your site is about by reading your content
•  Optimal site content will sound natural to readers but also include mentions of targeted
keywords


4
Write For Your Clients
Develop naturally written, “non-spammy” content

Do:
•  Since the most recent algorithm updates, this is no longer optional!
•  Write for your reader, not the writer!
•  Establish a natural, engaging tone of voice

•  Pay attention to grammar & errors (Google sees these as a sign of web-spam)


4
Write For Humans, not Search Robots
Develop naturally sounding, “non-spammy” content

Do:
•  Since the most recent algorithm updates, this is no longer optional!
•  Write for your reader, not the writer!
•  Establish a natural, engaging tone of voice

•  Pay attention to grammar & errors (Google sees these as a sign of web-spam)

Don’t
•  Try to trick search engines with manipulative tactics
•  Use Flash much (it frustrates folks on mobile devices!)
•  Don’t overuse your keywords: Read it out loud for a reality check


Integrate Keywords
into the part of your
website only Google
sees


4
Meta Content

The Key Elements: 1. URL
2. Page Title
3. Description


4
Meta Content
Facebook Groups: B2B Lead Gen
Include descriptive keywords and phrases in page titles

Keywords in the First or Second Position of the Page Title
Have the Greatest Impact!


Step 5:
Remove Obstacles
to Showing Up in
Search Results

5
Step 1: Configure your Webmaster Tools


5

Check your Messages for “Unnatural Link Notices”


5

Check the status of your metadata


5

Create and Submit a Site Map


Have Storefronts?
Use Google Places


5

Set up Google+
Use the Button Add a G+ Badge

Customize your +1 button and +snippet

•  http://www.google.com/webmasters/+1/
button/


Watch Your Organic Search Traffic
Measure the effectiveness of your SEO efforts

Filter out “branded”
traffic


Keep Up
On a monthly basis, on and off-page optimizations need to
work in tandem to drive continued success. Rely on analytics to
guide decision making.

On-Page Changes

Measuring Link Building
Improvement in
Rankings, Site
Engagement, and
Lead Flow

Tracking Spider
Crawls
Monitoring Visitor
Analytic Data


Key Takeaways

•  Improving Your Google Ranking is Attainable: It takes
painstaking, detailed work to optimize a website.
Fortunately, your competitors may not have done it, either.
Get ahead of them.

•  It’s all about the Keywords: Executing SEO correctly
requires not just a brainstorming session but an ongoing
commitment. Optimizing for a set of keywords requires
relevant content, website structure and inbound links (we’ll
talk about that in another webinar).

•  Write for Humans: The same factors that make a website
compelling to the user now earn ranking power with
Google.


What can you gain from speaking with one of our analysts?

Social Media Audit Take a hard look at your competitors

‘Cost of the Problem’ Analysis Compare digital strategies

Request a Consultation: seo@webmarketing123.com
bit.ly/wm123seo

Connect with the Host: Mike.T@webmarketing123.com

facebook.com/webmarketing123
webmarketing123 @TravisLowSEO @Webmarketing123 #wm123

5 Steps to Higher Google Rankings

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