HOW TO USE SEO TO IMPROVE GOOGLE RANKINGS

@eprokop1

#GoogleConf

ABOUT THE SPEAKER

TopRank® Online Marketing Full service digital marketing agency• Content Marketing• SEO• Social Media Marketing• Influencer Marketing

Evan ProkopDigital Marketing Manager

@eprokop1

#GoogleConf

SEARCH: IT’S KIND OF A BIG DEAL

There are over 5 BILLION Google searches each day

- http://www.statisticbrain.com/google-searches/

91% of journalists use search to find news sources and story ideas

- TopRank Online Marketing Survey

@eprokop1

#GoogleConf

PR AND SEO: THE PERFECT MATCH

PR: CONTENT

SEO: VISIBILITY

BE H

ERE

@eprokop1

#GoogleConf

INFORMATION OVERLOAD!!!

How Can Anyone Keep Up?

@eprokop1

#GoogleConf

SEO: THE ESSENTIALS

PR: CONTENT

SEO: VISIBILITY

BE H

ERE

@eprokop1

#GoogleConf

SIMPLE SEO WORKFLOW

AUDIT ACTION PLAN

ASSESS & REFINE

@eprokop1

#GoogleConf

Organic traffic on steady downward trend

SEO IN ACTION: CURRENT SITUATION

@eprokop1

#GoogleConf

AUDIT: FINDABILITY

Findable

Accessible

Optimized

FINDABLE

ACCESSIBLE

OPTIMIZED

@eprokop1

#GoogleConf

SEO TOOL: GOOGLE WEBMASTER TOOLS

https://www.google.com/webmasters/tools/home

@eprokop1

#GoogleConf

AUDIT: ACCESSIBILITY

Accessible

Optimized

Opportunities:• Page speed• Dead links / pages• Server errors• Duplicate content

404 ErrorsPages

23

Duplicate ContentOn Page Titles

400 748

FINDABLEFINDABLE

ACCESSIBLE

OPTIMIZED

@eprokop1

#GoogleConf

http://tools.pingdom.com/fpt/

SEO TOOL: PINGDOM

@eprokop1

#GoogleConf

AUDIT: OPTIMIZATION

Opportunities:• Keyword strategy• Content• Messaging

FINDABLE

ACCESSIBLE

OPTIMIZED

@eprokop1

#GoogleConf

SIMPLE SEO WORKFLOW: ACTION PLAN

ACTION PLANAUDIT ACTION

PLANASSESS

& REFINE

@eprokop1

#GoogleConf

ACTION PLAN: FINDABILITY

FINDABLE

ACCESSIBLE

OPTIMIZED

@eprokop1

#GoogleConf

ACTION PLAN - ACCESSIBILITY

Key Actions:• Restore / redirect • Asset optimization• Browser caching• Canonicalization

FINDABLE

ACCESSIBLE

FINDABLE

ACCESSIBLE

OPTIMIZED

@eprokop1

#GoogleConf

ACTION PLAN - OPTIMIZATION

Homeowners

ContractorsBuilding Owners

FINDABLE

ACCESSIBLE

OPTIMIZED

Key Actions:• Keyword research• Content audit• On page optimization• Content creation

@eprokop1

#GoogleConf

OPTIMIZATION CHECKLIST

On the page:• Title (H1)• Image Alt Tags• Body copy• Crosslinking anchor text

from other internal pages (not pictured)

In the Search results:• Title Tag• Meta Description

@eprokop1

#GoogleConf

http://keywordtool.io/

SEO TOOL: KEYWORDTOOL.IO

@eprokop1

#GoogleConf

SIMPLE SEO WORKFLOW: ASSESS & REFINE

AUDIT ACTION PLAN

ASSESS & REFINE

@eprokop1

#GoogleConf

RESULTS: GOOGLE RANKINGS

AUDIT ACCESSIBILITY OPTIMIZATION

@eprokop1

#GoogleConf

RESULTS: SEARCH TRAFFIC

Audit AccessibilityAUDIT ACCESSIBILITY OPTIMIZATION

@eprokop1

#GoogleConf

• You can’t do everything, so prioritize your highest impact actions

• The best keywords aren’t what you use, it’s what your customers use

• Don’t forget digital assets

• Optimize for people first, search engines second

TAKEAWAYS

@eprokop1

#GoogleConf

THANKS!Let’s Connect!

Twitter @eprokop1

LinkedIn www.linkedin.com/pub/evan-prokop/3b/a47/839

TopRank Online Marketing www.toprankmarketing.com

TopRank Blog www.toprankblog.com