The New Google: How to Keep Your Pages on Top of Search Results in 2014

www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s Presenter
Martin Laetsch
Director of Online Marketing
Act-On Software
Martin@Act-On.com
@MartinLaetsch

Keywords are Dead!
Image: Getbrandwise.com

www.act-on.com | @ActOnSoftware | #ActOnSW 3Source: Highposition Blog

Are Keywords Really Dead?
Bring out yer dead!
I’m not dead!!!
I feel fine!

Google’s Goal
SHOW PAGES
THAT DELIGHT HUMANS

Your Goal
To be the best possible page
on the internet
for your target keyword

Content is King
Image Source: Synergizeonline.net

Why is content marketing so important?
of buyers view 4 or more pieces of content when
making a considered purchase70%
71% of buyers trust brands that provide useful info
without trying to sell something
Because the buyer says so…
more leads generated by B2B companies that
create content
67%

Write for Your Audience

Write For Your Audience
• You are creating content for your customers
and prospects.
• If you base your marketing decisions on what
is best for your customers, you will likely rank
well in the search engines.
• If you try and game the system to rank, you
will eventually fail
11

Speak the Searchers Language

Develop the Searcher Profile/Persona
Who is the searcher? Who would be
looking for this information? Someone
who…
• Is looking for a general category of
information?
• Is looking for a specific solution?
• Has one of your products and needs
help?
• Is a college student writing a
research paper?
13

Define the Searcher’s Mindset
Why are they searching?
They want to …
• Purchase a product or
solution
• Learn about a product or
solution
• Solve a specific problem
• Understand a product
category
14

Develop Initial Keyword List
Compile a definitive list of keywords or phrases
that customers should find your content with:
• Analyze existing search engine referrals
• Research external keyword databases
• Review internal site search logs
• Ask customers how they would find a
specific product or category
15

Keyword Mapping
Map your important keywords to pages on your
site:
• Look at each page in your site – what
words do you think each is relevant for?
• Now look again at the pages – are you
actually using these words?
• Try searching your own site for these
words. If you can't find them, search
engines won't.
16
TIP: Use Google to search your site

Don’t Ignore the Long Tail
• Higher conversion rates and better quality
traffic
• Long tail keywords are less competitive
• Long tail search helps you rank for difficult
terms.
• 70% of search traffic is from long tail search
terms

Optimize Site Content

Writing for SEO
• Choose 1 keyword phrase that is targeted for each page.
• Include each keyword phrase 3-4 times each within your copy — more if it
makes sense.
• If your text sounds awkward to you, slice your keyword phrase usage or
use synonyms.
• Use the exact term – “symptoms of diabetes" is not the same as
“diabetes symptoms"
• Don’t over optimize. Use natural language to communicate your
message (synonyms, varying word order, etc.)
• Longer copy provides a better opportunity for keyword placement that
sounds good and allows you to provide more information to you visitors.
• Page length should be dictated by the message you want to communicate,
but 300 words is a good minimum target. 1000+ words is better.
19

Put Keywords in…
• Title Tag
• URL
• Headlines and sub-headlines (H1
& H2 tags)
• Call to action links (hyperlinks)
• Main body text copy, top to
bottom
20
SEO copywriting helps your writing be more specific.
It’s just changing how we “see” and write copy!
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1
2
2
3
3
4
45
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Make Your Search Listing Compelling
• Optimize the search results listing
• Crafted from the Title and Description
• It doesn’t matter how high you rank if
nobody clicks on your listing

SERP Preview

Responsive Design

Mobile

Responsive Web Design
• Google’s recommended way to code for mobile
• One HTML code for the page regardless of the device
accessing it
• Presentation changes based on the browser displaying the
page.
• Desktop and mobile content on a single URL
• Easier for users to interact with, share, & link to
• Google can discover your content more efficiently.
http://googlewebmastercentral.blogspot.com/2012/06/recommendations-for-building-smartphone.html

Responsive Web Design - Zurb
http://www.zurb.com/

Responsive Web Design - Zurb

The New Google: How to Keep Your Pages on Top of Search Results in 2014

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The New Google: How to Keep Your Pages on Top of Search Results in 2014

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