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Theres no quick fix to your seo

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Aptera Inc
Aptera Inc

SEO is an ongoing process focused on improving user experience through high-quality content. It is no longer a project but requires continual effort. While technical on-site factors remain important, SEO today is fundamentally driven by off-site factors like content and social sharing. Measuring SEO success relies on tracking quality metrics like organic traffic, time on site, and lead conversions over quick fixes or guarantees.

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There’s No Quick Fix to Your SEO APTERA DIGITAL MARKETING SERVICES
Speaker Introductions Ron Mattocks – Director of Digital Marketing Services Tim Williamson – Lead Developer at Aptera
Webinar Intent and Takeaways Intent Provide you with a brief overview of what search engine optimization means today, why it has changed, and how to now approach it. Key Takeaways SEO is geared to user experience SEO is no longer a project; it’s now an ongoing process SEO today is fundamentally content-driven SEO done correctly can lead to better quality traffic, leads, & sales
SEO is Like Living Healthy
Changes in SEO IT’S GEARED TO USER EXPERIENCE
Timeline of SEO Algorithms (Google) 2003 – Backlink quality, index infrastructure, keyword stuffing 2004 – Invisible text, meta tag-stuffing 2005 – Link quality, duplicate content, personalized search, map data 2007 – Universal search (News, images, video, local) 2009 – Real time search 2010 – Places and local search, long-tail keywords 2011 – thin content, ads, fresh content 2012 – Google+, local search, link schemes, keyword stuffing, low quality sites 2013 – Long-from content, search context, high-quality content 2014 – Local search, site security, removed authorship 2015 – Mobile-friendliness
Key Google Algorithms Panda – Penalize poor quality content Penguin – Penalization of over-optimization & link spam Hummingbird – Taking contextual search into account Pigeon – Refined focus on local search “Mobilegeddon” – Mobile responsive site
Common Misconceptions It’s some magical thing the developer takes care of SEO and AdWords are the same thing It’s ALL about keywords / I need keywords everywhere “Just tell me the 3 things I can do to fix things now, and maybe I’ll do the rest later.” “I don’t need a blog.” “I don’t want my competitors to find out my keywords.” “These are the keywords we should be using.” “We can guarantee to get you on page 1.”
“In 2004, good SEO made you remarkable on the web. In 2014, good SEO is a result of being remarkable on the web.” - RAND FISHKIN, MOZ CO-FOUNDER
SEO Today IT’S NO LONGER A PROJECT; IT’S AN ON-GOING PROCESS
The Science vs. The Art of SEO “SCIENCE” – DEVELOPMENT Titles and Meta Data Alt Image Tagging Header Tags Internal Links Broken Links / URL Redirects URL Structure Load Time Layout Duplicate Content Schema.org Markup XML Sitemaps Flash/AJAX/Java Script Issues Backlink Authority HTTPS/SSL Mobile responsive optimization “ART” - MARKETING Content Quality and Value Content Length and Form Content Freshness Content consumption and authority Social Sharing activity Quality over quantity of backlinks Correctly Researched Keywords Keyword density Anchor Text (keywords as links) Keyword Tagging Content Optimization Tactics by form Local SEO factors Personalized search Content Distribution Long-tail Keywords
You Control: On-Site Weighted Factors Mega Heavy Heavy Light Development Keywords in HTML title tags Meta description match page Keywords in headers Architecture is easily crawled Avoid duplicate content Page data structured Mobile optimized Short URLs with keywords Site speed Marketing Quality content Reader engagement Researched keywords Content freshness Keyword phrase match intent Source: Search Engine Land Periodic Chart of SEO
Don’t Control: Off-Site Weighted Factors Mega Heavy Heavy Light Link quality from other sites Linking text authority Social shares Is your site trusted Social share reputation Site history Personal – Country & Local Social follows within network Number of backlinks Personal search history Verification of site
Weighted Search Penalties Gut Buster Super Size Regular Purchasing links Thin content Numerous spammy links Page cloaking search engines Keyword stuffing Ad heavy above the fold Hiding text with colors Flagged for pirated content
“Write content for people. Write code for engines.” - ALAN BLEIWEISS, FORENSIC SEO CONSULTANT
Making SEO Work IT’S FUNDAMENTALLY CONTENT-DRIVEN
What Makes SEO Hard SEO strategy is going to be content-driven (Marketing Function) Creating content is hard. Creating good content is harder. Creating good content consistently is even harder. Creating good content consistently that people like seems impossible “Where do I start?”
The Process - Personas Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers to better understand them. Role in the organization and decision making process Priority Initiatives and Success Factors Misconceptions and Objections Trusted information sources and tech use Decision factors and process
The Process - Buyer’s Journey Buyer’s Journey is the active research process a potential buyer goes through leading up to making a purchase decision broken into several stages Awareness: Is doing educational research to more clearly understand, frame, and give name to their problem. Consideration: Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Decision: Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy
The Process - Keyword Glossary Buyer’s Journey Root Word Examples The Searcher’s Question The Answer = Topics for content Keyword Glossary Top Funnel Awareness Issue Resolve Risks Improve Optimize Prevent What is [insert problem] and how can I prevent or resolve it? [Problem] is defined as this and to prevent or resolve it this is what you need to do. Top Funnel Keywords Mid Funnel Consideration Solution Provider Service Supplier Tool Software What are the best solutions to [problem] and which service provider should I talk to? There are several solutions to [problem] depending on a few factors. The best service provider will account for these in assisting you. Mid Funnel Keywords Bottom Funnel Decision Benchmarks Pros & Cons Compare Price/Cost of Reviews What are the pros vs. cons of these solution & how does it compare to others? In making your decision consider these pros and cons as they will affect the outcome and overall cost. Bottom Funnel Keywords
Keyword Glossary - Tools COMING UP WITH THE QUESTIONS Quora Ask.com Yahoo Answers Twitter Search Industry forums and message boards RESEARCHING THE KEYWORDS Google AdWords Keyword Tools Google Suggest Uber Suggest Don’t forget mobile and international
Keyword Glossary – On-Site Applications DEVELOPMENT Keywords in HTML title tags (3) Meta description match page (2) Avoid duplicate content (2) Keywords in headers (1) Short URLs with keywords (1) MARKETING Quality content (3) Researched keywords (3) Keyword phrase match intent (3) Reader engagement (2) Content freshness (2) Employ Tactical Best Practices without Sacrificing Quality
“Google only loves you when everyone else loves you first.” - WENDY PIERSALL, AUTHOR & CEO
Defining SEO Success IT CAN LEAD TO BETTER QUALITY TRAFFIC, LEADS, & SALES
Measure, Adjust, Refine TOOLS Google Analytics, AdWords Tools, Webmaster Tools (Google, Bing, Yahoo) Diganostics -MOZ, RavenTools, Google’s Mobile Friendly Test Marketing – HubSpot (campaigns, grader) Chrome extensions – MOZBar, SEOQuake, WooRank TOP-LEVEL KPI’S – QUALITY Organic search traffic as a % of overall site traffic Average page views, time on site, bounce rate Lead conversions from organic search Search traffic by device Quality of backlinks Page rank position (up or down)
Case Study Example 1 Source: Google Analytics – Organic Search Traffic
Case Study Example 2 Source: HubSpot – Organic Search Traffic/Contacts
Case Study Example 2 Source: HubSpot – Organic Search/Paid Search/Contacts
“It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” - JEFF EISENBERG, CMO AT CITIZEN.VC
Questions EMAIL US AT WEBINARS@APTERAINC.COM FOLLOW US ON TWITTER VIA @APTERASOFTWARE OR @APTERAINBOUND FOR AN OVERVIEW OF APTERA’S DIGITAL MARKETING CAPABILITIES: HTTP://BIT.LY/1EZQLAE

More Related Content

Theres no quick fix to your seo

  • 1. There’s No Quick Fix to Your SEO APTERA DIGITAL MARKETING SERVICES
  • 2. Speaker Introductions Ron Mattocks – Director of Digital Marketing Services Tim Williamson – Lead Developer at Aptera
  • 3. Webinar Intent and Takeaways Intent Provide you with a brief overview of what search engine optimization means today, why it has changed, and how to now approach it. Key Takeaways SEO is geared to user experience SEO is no longer a project; it’s now an ongoing process SEO today is fundamentally content-driven SEO done correctly can lead to better quality traffic, leads, & sales
  • 4. SEO is Like Living Healthy
  • 5. Changes in SEO IT’S GEARED TO USER EXPERIENCE
  • 6. Timeline of SEO Algorithms (Google) 2003 – Backlink quality, index infrastructure, keyword stuffing 2004 – Invisible text, meta tag-stuffing 2005 – Link quality, duplicate content, personalized search, map data 2007 – Universal search (News, images, video, local) 2009 – Real time search 2010 – Places and local search, long-tail keywords 2011 – thin content, ads, fresh content 2012 – Google+, local search, link schemes, keyword stuffing, low quality sites 2013 – Long-from content, search context, high-quality content 2014 – Local search, site security, removed authorship 2015 – Mobile-friendliness
  • 7. Key Google Algorithms Panda – Penalize poor quality content Penguin – Penalization of over-optimization & link spam Hummingbird – Taking contextual search into account Pigeon – Refined focus on local search “Mobilegeddon” – Mobile responsive site
  • 8. Common Misconceptions It’s some magical thing the developer takes care of SEO and AdWords are the same thing It’s ALL about keywords / I need keywords everywhere “Just tell me the 3 things I can do to fix things now, and maybe I’ll do the rest later.” “I don’t need a blog.” “I don’t want my competitors to find out my keywords.” “These are the keywords we should be using.” “We can guarantee to get you on page 1.”
  • 9. “In 2004, good SEO made you remarkable on the web. In 2014, good SEO is a result of being remarkable on the web.” - RAND FISHKIN, MOZ CO-FOUNDER
  • 10. SEO Today IT’S NO LONGER A PROJECT; IT’S AN ON-GOING PROCESS
  • 11. The Science vs. The Art of SEO “SCIENCE” – DEVELOPMENT Titles and Meta Data Alt Image Tagging Header Tags Internal Links Broken Links / URL Redirects URL Structure Load Time Layout Duplicate Content Schema.org Markup XML Sitemaps Flash/AJAX/Java Script Issues Backlink Authority HTTPS/SSL Mobile responsive optimization “ART” - MARKETING Content Quality and Value Content Length and Form Content Freshness Content consumption and authority Social Sharing activity Quality over quantity of backlinks Correctly Researched Keywords Keyword density Anchor Text (keywords as links) Keyword Tagging Content Optimization Tactics by form Local SEO factors Personalized search Content Distribution Long-tail Keywords
  • 12. You Control: On-Site Weighted Factors Mega Heavy Heavy Light Development Keywords in HTML title tags Meta description match page Keywords in headers Architecture is easily crawled Avoid duplicate content Page data structured Mobile optimized Short URLs with keywords Site speed Marketing Quality content Reader engagement Researched keywords Content freshness Keyword phrase match intent Source: Search Engine Land Periodic Chart of SEO
  • 13. Don’t Control: Off-Site Weighted Factors Mega Heavy Heavy Light Link quality from other sites Linking text authority Social shares Is your site trusted Social share reputation Site history Personal – Country & Local Social follows within network Number of backlinks Personal search history Verification of site
  • 14. Weighted Search Penalties Gut Buster Super Size Regular Purchasing links Thin content Numerous spammy links Page cloaking search engines Keyword stuffing Ad heavy above the fold Hiding text with colors Flagged for pirated content
  • 15. “Write content for people. Write code for engines.” - ALAN BLEIWEISS, FORENSIC SEO CONSULTANT
  • 16. Making SEO Work IT’S FUNDAMENTALLY CONTENT-DRIVEN
  • 17. What Makes SEO Hard SEO strategy is going to be content-driven (Marketing Function) Creating content is hard. Creating good content is harder. Creating good content consistently is even harder. Creating good content consistently that people like seems impossible “Where do I start?”
  • 18. The Process - Personas Personas are fictional, generalized characters that encompass the various needs, goals, and observed behavior patterns among your real and potential customers to better understand them. Role in the organization and decision making process Priority Initiatives and Success Factors Misconceptions and Objections Trusted information sources and tech use Decision factors and process
  • 19. The Process - Buyer’s Journey Buyer’s Journey is the active research process a potential buyer goes through leading up to making a purchase decision broken into several stages Awareness: Is doing educational research to more clearly understand, frame, and give name to their problem. Consideration: Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Decision: Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy
  • 20. The Process - Keyword Glossary Buyer’s Journey Root Word Examples The Searcher’s Question The Answer = Topics for content Keyword Glossary Top Funnel Awareness Issue Resolve Risks Improve Optimize Prevent What is [insert problem] and how can I prevent or resolve it? [Problem] is defined as this and to prevent or resolve it this is what you need to do. Top Funnel Keywords Mid Funnel Consideration Solution Provider Service Supplier Tool Software What are the best solutions to [problem] and which service provider should I talk to? There are several solutions to [problem] depending on a few factors. The best service provider will account for these in assisting you. Mid Funnel Keywords Bottom Funnel Decision Benchmarks Pros & Cons Compare Price/Cost of Reviews What are the pros vs. cons of these solution & how does it compare to others? In making your decision consider these pros and cons as they will affect the outcome and overall cost. Bottom Funnel Keywords
  • 21. Keyword Glossary - Tools COMING UP WITH THE QUESTIONS Quora Ask.com Yahoo Answers Twitter Search Industry forums and message boards RESEARCHING THE KEYWORDS Google AdWords Keyword Tools Google Suggest Uber Suggest Don’t forget mobile and international
  • 22. Keyword Glossary – On-Site Applications DEVELOPMENT Keywords in HTML title tags (3) Meta description match page (2) Avoid duplicate content (2) Keywords in headers (1) Short URLs with keywords (1) MARKETING Quality content (3) Researched keywords (3) Keyword phrase match intent (3) Reader engagement (2) Content freshness (2) Employ Tactical Best Practices without Sacrificing Quality
  • 23. “Google only loves you when everyone else loves you first.” - WENDY PIERSALL, AUTHOR & CEO
  • 24. Defining SEO Success IT CAN LEAD TO BETTER QUALITY TRAFFIC, LEADS, & SALES
  • 25. Measure, Adjust, Refine TOOLS Google Analytics, AdWords Tools, Webmaster Tools (Google, Bing, Yahoo) Diganostics -MOZ, RavenTools, Google’s Mobile Friendly Test Marketing – HubSpot (campaigns, grader) Chrome extensions – MOZBar, SEOQuake, WooRank TOP-LEVEL KPI’S – QUALITY Organic search traffic as a % of overall site traffic Average page views, time on site, bounce rate Lead conversions from organic search Search traffic by device Quality of backlinks Page rank position (up or down)
  • 26. Case Study Example 1 Source: Google Analytics – Organic Search Traffic
  • 27. Case Study Example 2 Source: HubSpot – Organic Search Traffic/Contacts
  • 28. Case Study Example 2 Source: HubSpot – Organic Search/Paid Search/Contacts
  • 29. “It’s much easier to double your business by doubling your conversion rate than by doubling your traffic.” - JEFF EISENBERG, CMO AT CITIZEN.VC
  • 30. Questions EMAIL US AT WEBINARS@APTERAINC.COM FOLLOW US ON TWITTER VIA @APTERASOFTWARE OR @APTERAINBOUND FOR AN OVERVIEW OF APTERA’S DIGITAL MARKETING CAPABILITIES: HTTP://BIT.LY/1EZQLAE