Search Sessions - The #1 Factor to Rank on Google
- 1. Search Sessions The #1 Factor to Rank on Google How to Make Your Website Invaluable for Search Engines Mike Marsh SEO Manager | @themarshspeaks Kristine Pratt Head of Content | @kprattitude Colton Miller Director of SEO | @BigCSEO
- 2. Today’s Agenda 1. Introductions 2. Boostability Case Study 3. Why Organic Traffic Matters 4. Ranking Factors 5. Countdown to the #1 Factor to Rank High on Google 6. Q&A 7. Tune In Next Time: a. The Top 2 Sales Techniques Every Business Needs to Know (9.16.20) b. Google Ads, with Clayton Hunter (9.30.20) Actionable Changes You Can Implement on Your Site to Make it Irresistible for Search Engines
- 3. “We offer affordable SEO specifically for small to medium-sized businesses. By supporting these businesses, we (and you) are supporting the backbone of economies all around the world.” 69,000+ Keywords On Page 1 Of Google In 2019 30,000+ Full-service Customers 16 Countries 2.3 Million Keyword Rankings Tracked Per Month 9 Languages 86% Of Our Customers Get On The 1st Page Of Google Within 6 Months Boostability - The Global Leader in SMB & White Label SEO Gavan Thorpe, Boostability CEO
- 4. Colton Miller Director of SEO @BigCSEO About Colton Mike Marsh SEO Manager @themarshspeaks Colton Miller, or Big C as he’s known to friends, has worked in search marketing for over a decade. Colton currently is the director of our strategy team creating tests, validating theories, and executing SEO strategies for the thousands of clients at Boostability. About Mike Mike Marsh is the SEO manager on the marketing team. He has 8 years of digital marketing experience and has dealt with a wide variety of clients. Mike is in charge of Boostability's organic lead channel and SEO strategy implementation. Technology Powered, People Enabled.
- 5. The #1 Factor to Rank on Google How to Make Your Website Invaluable for Search Engines Mike Marsh SEO Manager | @themarshspeaks Colton Miller Director of SEO | @BigCSEO
- 6. In 2019, Boostability Made Some Changes. ● We completely overhauled and re-did our SEO and content strategy with GROWTH in mind. ● The goal was to improve our branding, our content, and website in general. ● Wanted to increase: ○ Time on Page ○ Page Views ○ High-Intent Keywords ○ Article Quality ○ Organic Traffic, Which Equals Organic Leads
- 7. The Power of SEO. users sessions pageviews Blog User Metrics Q1-Q2 2020 14% 13% +67% Organic leads in 2020 9%
- 8. 17% Increase in Pageviews 141% Increase in Time on Page 82% Increase in Organic Traffic 9% Increase in High-Intent Keywords Consistency Content focused on high-intent keywords and interesting topics Time on Page 2020 vs 2019 141% increase! Boostability continues to see amazing time on page increases! The Power of SEO. What’s the Why? ● Internal linking structure (cluster implementation finished in Q4 2019) ● Syndication via Email and Social
- 10. It's All About the Leads! ● Conferences / Trade Shows ● Social ● Paid ● Organic / SEO ● Email ● Direct Mail ● Outbound Calling ● Word of Mouth / Referral But what channel to focus on? There are so many to choose from! Where to start?
- 11. Understanding the Difference. Paid = renting lead gen (1x) faster Organic = owning lead gen (Grows) longer
- 12. Organic Leads = Highest Conversion
- 13. So what is the #1 Factor to Rank on Ranking Signals: ● Relevant Keywords ● Good Content ● Mobile Friendliness ● Optimized Code ● Pagespeed ● Backlinks ● Click Through Rate ● Freshness ● Brand Awareness ● Social Signals ● UX/UI ● Domain Age ??
- 14. What About #2-5?
- 15. #5 SEO Friendly Strategy Do Keyword Research ● Look for keywords that are relevant to your company ● Long Tail (Sink repair Lehi, Utah) - The benefits ● Short Tail (Plumber, Lehi) - The challenges ● Apply keywords into your content ● Consider “high-intent” keywords Start with a plan to create content for your brand: ● Topics ● Cadence ● Channels ● Tone ● Voice ● Branding
- 16. #5 SEO Friendly Strategy Why is the searcher performing this query? What is their INTENT? ● Navigational ● Informational ● Research ● Transactional Learn Find Buy
- 17. #4 Implementation Technical SEO Optimizations ● Focus on long-tail keywords that match search intent ● Include your keywords in content once or twice ● Optimize your meta description ● Optimize your images with alt text ● Have a comprehensive tagging plan ● Use URL structures that help your visitors ● Link internally (Consider topic clusters) ● Create evergreen content ● Repurpose and update your current content ● Make sure your blog is mobile-friendly and responsive
- 18. #3 Have Something to Share Now...keep on going.... ● Remember that helpful things are rarely boring (Even if they are, objectively, not as exciting) ● Tell your story visually, or via different mediums ● Interview inherently interesting people ● Data Write Ups regarding specialized topics - Data Twists ● Shock people's pants off with information and, if you can handle controversy How to Come Up With Content Ideas for Your Vertical
- 19. #3 Making Your Content Interesting Quality content is decided by your audience ● Clean Layout ● Engaging, Featured Images ● Easy to Navigate, Easy to Discover
- 20. Lightning Round: Locksmith Instacare Personal Injury Lawyer Asphalt Paving Company Sedation Dentist Home Service Repair in Kansas City Personal Real Estate Agent Site/Blog Roofing & Restoration Lawn Care and Landscaping
- 21. #2 Local Optimization ● Local Pack ● Citations ● GMB Profile ● Review Management ● Proximity ● Relevance ● Prominence Main tool for optimization is CONTENT
- 22. Website Copy that Reflects: 1. Who 2. What 3. Where 4. Why https://www.beehiveplumbing.com/plumbing-repairs-utah/ #2 Local Optimization Application
- 23. #2 Services Pages Rule of thumb for local SEO is start with services pages for less than 4 target locations. If you are targeting 5 locations or more switch to location pages with each service detailed.
- 24. #2 Create Location Pages - Example Create pages specific to different locations 14 Locations! Create customer content for each location page DO NOT Duplicate Content
- 26. Blog Success Story ● Query-Based Content Strategy ○ How To’s ○ What, Who and How ○ FAQ Focussed ● Personal Interviews ● Top Nav Leads to Tagged Subpage Article Success Story ● Interesting Interview ● Interactive Content ○ Embedded Tweets ○ Videos ○ Carousel of Images ● Nicely Formatted Text ● “You May Also Like” Tag/Nav ● Sticky Slider for Social and Lead Gen Entertaining + Educational Information Case Study!
- 27. Boost Case Study Local SEO Success ● Content/copy with location keywords ● Service pages targeting business location ● About Us page with local SEO strategy implemented https://everblak.com/
- 29. GOOD CONTENT!
- 30. #1 GOOD CONTENT Content is King. Nothing is more powerful than quality content that includes the following SEO Optimizations: 1. Keywords 2. Intent 3. Target Audience 4. Evergreen 5. Length 6. E-A-T ● Expertise ● Authority ● Trustworthiness
- 31. Resources What are Content Clusters? Understanding Query Types and Search Intent The #1 Factor to Rank on Google How Often Should I Post New Content on My Website How to Make Your Content SEO Ready How to Improve Local SEO Through Local Content Technology Powered, People Enabled.
- 32. Questions? We’re here to help! Kristine Pratt Head of Content | @kprattitude
- 33. Tune In Next Time! Search Sessions, Sept 16th The Top 2 Sales Techniques Every Business Needs to Know Taking your Prospects from Seeds to Sales FEATURING Upcoming With Clayton Hunter (Wed, Sept 30th) Matt Tennison VP of Business Development Matt Salzl Director of Sales
- 34. Need help with your SEO? Reach out to us! Visit boostability.com or call 800-261-1537 RSVP / Watch: boostability.com/search-sessions/