3 seo tactics google's begging you to use
TRANSCRIPT
3 SEO TacticsThat Search Engines Are
Begging You To Use
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
NICOLETTE BEARD, DIGITAL MARKETING MANAGER
How did we get here?
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
A BRIEF HISTORY OF SEARCH
In the beginning was AOL.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
AOL 1.2%
Ask 2%
Yahoo 11.8%
Microsoft 19.7%
Google 65.3%
Now there is Google.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Search engines have evolved beyond simple formulas.
They want your money.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Stop chasing the algorithm.
Search results are all different depending on…
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
• What keyword topic you’re searching for
• Which data center you’re getting
• What location you’re searching from
• Whether you’re signed into your Google, Bingor Yahoo! accounts
• What type of device you’re searching from
• If the term is a hot topic, triggering freshness algorithms
• Whether the search engine is testing a new feature that day
Search results are all different depending on…
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3 long-haul SEO tactics
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
THEY’RE BEGGING YOU
Build a machine-friendly
website.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
1
That means easy to crawl.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
That means easy to understand.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
That means ‘juuuust right.’
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
That means mobile ready & fast.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
We’re past the tipping point.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
2Get relevant links
pointing atgood content.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Effective link building is about balance.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Effective link building is about smart choices.
Target keywordsbased on what people
actually search.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3
Understand the reasons people search.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
• Navigational: direct searches for a specific thing
• Informational: question-based, looking for info
• Commercial: may lead to a future purchase
• Transactional: intend to convert (buy or subscribe)
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Don’t leave people confused.
Create content that answers questions
implied by your keyword choices.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Use visual cues in your content.
Use keywords in natural ways to reinforce that your website
is the right destination.
Visual cue 1: Title tags
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
• Prominence. Place most important keywords first.
• Proximity. Group keywords in a way that a person would search naturally.
• Density. One or two variations of your target keyword helps. Don’t make it read like spam.
• Appeal. Give visitors a reason to click.
Visual cue 2: Meta descriptions
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
• Compelling. A well-written description can make the difference between someone clicking your listing or not. Motivate people to click your listing.
• Unique. Every major page on your site should have a unique meta description tag. It’s better to have no meta description than duplicate meta descriptions.
Visual cue 3: File names
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
• Influence. While not a ranking factor, keywords placed here can influence click throughs.
• Exponential influence. Increases the chance that other sites linking to you will use those names in their anchor text.
Visual cue 4: Header Tags
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
• H1, H2, H3, etc. Be sure they make sense to both the search engines and your human site visitors.
• Logical. Don’t repeat keywords in abnormal ways just to increase keyword density.
• Not design elements. Use Cascading Style Sheets (CSS) to modify the size of text found within the header tags to personalize them for your site.
What can we expect?
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
PERSPECTIVE FOR THE LONG HAUL
These are long-haul tactics.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
1Build a
machine-friendly website.
2Get relevant links pointing at good
content.
3Target keywords based on whatpeople search.
Google changes only because people change.
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
Visit raventools.com
3 SEO Tactics Search Engines Beg You To Use | @RavenNickiB | #MarketingUnited
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