marketers: seo for - jenny munn · your website. if you notice a trend, get in early and create...
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Jenny Munn, Search Marketing Consultant
SEO for Marketers: Strategies, Tactics and Trends
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Welcome! Housekeeping
• Taking in vs taking action
• Prioritizing a MUST• Goals• No dumb ?’s• My role • Participation
encouraged• Confidentiality
• Bathroom, breaks• Wifi• Excel or Sheets• Updated slides:jennymunn.com/ama2
Twitter: @jennymunnInstagram: jen_munn
#AMA_marketing
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About Jenny, SEO Consultant est 2009
SEO for Marketers by Jenny Munn | 3
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AgendaDay 1• Introductions• SEO Foundations
Break• Keyword Strategy &
ResearchLunch• SERPS Analysis • URL Mapping
Break• Competitive Auditing• Review, Action Plan, Free
Time• Recap and Wrap Up
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Day 2• Overview and Recap• SEO Analytics & Reporting• Technical SEO
Break• On-Page SEO & Content
OptimizationLunch• Off-Page (Social &
Backlinks)Break• SEO Trends• Review, Action Plan, Free
Time• Recap and Wrap Up
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Introductions - Your Time
Questions:1. Name2. Industry, Niche, or
Organization3. Keywords OR Audience4. What is the most
frustrating OR fun part of SEO for you?
5. What do you want to get out of this training?
Rules
• Brevity, please
• Confidentiality• As detailed as
you feel comfortable
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SEO Scorecard & Training Worksheets
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jennymunn.com/ama2
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SEO Foundations and Current Trends
● The Modern Searcher in 2020 and Beyond ● SEO Refresher ● Activity: SEO Activities Calendar
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SEO = Making Your Content Findable
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Brand reputation vs true organic search
SEO: think marketing 101
Keywords = language of your customers
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SEO = Making Your Content Findable
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Pain Point Awareness:
• Are people actively looking for the information/services you have to offer?
• How motivated are they?• Do you have to educate and convince
your market they need what you have to offer?
• How long is the sales cycle? Research cycle?
Cold Traffic: Are your conversion expectations realistic? “
Source: CallRail
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Multi-Channel Marketing is Critical
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SEO Ranking Factors
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• Top 3 Ranking Factors: Content, Links, RankBrain • Overall, hundreds of signals go into the overall
algorithm • How search engines work:
• crawl• index• rank
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Hummingbirds & Shrinking Attention Spans
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nationalzoo.edu
“We’re in a war of attention and our customers are hummingbirds – fluttering around and consuming bits of content everywhere.” - Allen Gannett
● The average U.S. internet user looks at 2,417 different websites every month
● Only spends 1 minute and 12 seconds average per site
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Google and Modern SEO - “The Best Answer”
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Hummingbird, RankBrain and BERT• Hummingbird: Google’s core search algorithm update in 2013;
helped Google move beyond stilted keyword results to understanding context and intent, and then conversational search
• RankBrain: reported in 2016; Google’s machine learning, AI system that is now baked into its algorithm (ex. POTUS)
• BERT: rolled out 2019
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BERT Overview
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Credit: Danny Sullivan, Google
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BERT Overview
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Credit: Danny Sullivan, Google
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Google and Modern SEO - Machine Learning is Here
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● Google has been using neural matching, AI method, to better connect words to concepts (interprets vagueness)
● Designed to help Google better understand intent when using natural language
● Designed for longer conversational queries● No action to do besides write
conversationally and optimize for intent● BERT = interpret, serve, in microseconds
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Sidebar: Optimizing for Search Intent
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• Definition: The reason why someone conducts a specific search (transactional, navigational, informational, commercial)
• Google’s algorithms favor the right match between what content best fits the searcher intent • Keywords give a clue:
• buy, discount, gift, best• Searches for information ≠ a product page
• In 2020, optimize for:• keywords + intent, inference and prediction
• Look at the results...example, “backlink checker” keyword
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backlinko.com
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Search Behavior In 2020
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“Impatience, immediate action, instant gratification, even some impulsiveness—these are just a handful of descriptors for behavior today. We have all been empowered and emboldened by information. With our phones acting as supercomputers in our pockets, we can find, learn, do, and buy whenever the need arises—or the whim strikes.”
In 2020 searchers want: • more useful information• more personalization• more immediacy
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SEO Approach in 2020 And Beyond
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In 2020, we must go further: we must predict & stay 1 step ahead of research-hungry visitors, anticipating what they need and want.
Challenge: technology is constantly influencing our consumers, and we must act accordingly
Google has committed to 3 big focus areas:1. The shift from answers to journeys2. The shift from text to a more visual way of finding information3. The shift from queries to providing a queryless way to get to
information
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Queryless Way to Get Information
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Queryless Way to Get Information
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Zero-Click Searches Increasing
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The answer is displayed directly
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source: sparktoro.com
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SERPS Evolution - Paid Ads
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Evolving Our Approach to SEO is Critical
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● Shorter Attention Spans● More Than Ever is
Competing for Attention● Google sending less
traffic to websites - CTRs are down
● “Zero Click Searches”● At the same time….we
are a research-obsessed culture
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Make the Most Out of Every Click
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Get people to come back:● Email capture● Social follow● Pop Up● Cookie and Retarget
Copywriting vs content writing:● No CTA? Rude!● Critical difference between informing &
persuading● No time to imply
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The Basics Are Still the Basics
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Execution Phase: ->Foundational SEO ---> Ongoing SEO Building Momentum -----> Competitive SEO
What Hasn't Changed: Quality Signals, Content, Backlinks, Analytics/Data, Engagement, Off-Page, Competitive Analysis
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SEO is a Journey
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● Small changes add up over time● Muscle you build● Incremental improvements begin to add up and
build momentum
source: chegg.com
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The Spectrum of SEO Sophistication
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How Long Before You See Results?
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● How solid is your most important asset-your website- right this very moment?
● Have you been consciously and consistently building momentum?
● How authoritative is your brand?● How competitive is your industry?● How well do you know your target market?● How adeptly can you measure and adjust?
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Amazon
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Activity: SEO Activities Calendar and Timeline Worksheet
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jennymunn.com/ama2
https://www.searchenginejournal.com/seo-maintenance-checklist-crucial-daily-monthly-quarterly-yearly-tasks/293759/
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| 35SEO for Marketers by Jenny Munn
Recap: SEO Foundations ● The Modern Searcher in 2020 and Beyond ● SEO Refresher ● Activity: SEO Timeline/Activities Calendar
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Break - 15 Minutes
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Keyword Strategy
● Keyword Strategy Refresher● Keyword Research 201: Best Practices &
Tools● Exercise: Hands-On Keyword Research
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Keyword Strategy #Fails
• Mistake: pursuing keywords that don’t have proven search count behind them
• Mistake: most people are NOT thinking objectively (they’re too close)
• Mistake: not adopting a “what’s next” mindset: 15% of searches each day on Google are brand new
• Mistake: going broad, not deep
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Bad Keyword Usage
independent school
horsinality
love coach
precise differentiation
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Keyword Mistake to Avoid
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Sacrificing SEO for the sake of cleverness
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Keyword Mistake to Avoid
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Search Term
Monthly Search Count
Child learning center
320
daycare 33,100
Example 1: “daycare” vs “child learning center”
Example 2: “modular manufactured home” vs “trailer park”
Search Term Monthly Search Count
Mobile homes 201,000
Trailer park 49,500
Modular manufactured home
10
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Keyword Strategy Best Practices
● Your keyword strategy must evolve alongside your company or your website.○ If you notice a trend, get in early and create optimized
content○ Carry it across to off-site content and social media ○ 15% of daily searches are new
● Targeting Strategy:○ Common/competitive terms -> high-level pages○ Long tail keywords -> blogs, guides, articles, white papers
● You should never repeat the same keyword○ Google’s June 2019 “Diversity” update: aims to limit the
number of times a domain can appear in a single SERP
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Keywords, Simplified:
You have to 2 decisions to make:
1. What important cluster of keywords do you want your site to rank for?
2. Do you already have content around this topic?
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Identify and Prioritize Your SEO (& Keyword) Strategy
-Map Keywords, Intent, Conversions to the User Journey -Prioritize one area then go after them all
● “Perfect” Keywords - awareness of a problem and they are searching on the exact solution you offer
● Informational Queries Higher in the Funnel - competitive industry or being part of the conversation earlier.
● “Sideways” SEO - approaching your keywords and content from an “alternative” standpoint
● Authoritative/Expert: What topics do you want to “own”? (hub and spoke)
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“Perfect Keywords”
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=Awareness of a problem and they are searching on the exact solution you offer (lower search volume)
Examples:
• scar filler makeup• buy pecans online• best private schools
in atlanta • common core math
curriculum in Georgia • seo training class
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“Informational” Keywords
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=Queries Higher in the Funnel. Good for commodity/ competitive industry and you must be part of the conversation earlier. You must educate to generate brand awareness.
Examples:
• private PreK vs public PreK
• how to teach fractions 3rd grade
• student privacy laws• differentiated
instruction examples in the classroom
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Identify “Hidden Gems”(High Traffic, Low Competition)
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What They Said: “We want to be known as THE experts in reading comprehension.”
What They ALSO Said: “We don’t sell games or activities so why would we create content around that??”
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Embrace Off-Topic Content:
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“In addition to going after the people who are looking for the exact commercial keywords you’re going after, you also want to go after higher-funnel queries (i.e., informational queries) that don’t have as much commercial intent, but could bias a future commercial search toward your brand.
Larry Kim, WordStream Founder and CTO
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“Sideways” Keywords
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=approaching your keywords and content from an “alternative” standpoint (the “known” in people’s minds)
Examples:• organic pecans• mederma for scars• sales prospecting
training
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Identify High-Traffic, Related Keywords
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Case Study #2: Small, niche ecommerce company
Approach: What are the popular, well-known solutions out there now? Are people actively searching for them?
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Measurement and UX Signals
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-Well-written, “meaty” copy-over time the UX signals will help strengthen the content
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Measurement Against Goals
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“Authoritative/Expert” Keywords
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=What topics do you want to “own”? (hub and spoke, pillar pages, etc). Generally requires a lot of content
Examples:• Teaching
Multiplication • Student Data Privacy• Reading Intervention• Sales Prospecting• Caribbean
Honeymoon Travel
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2 Types of Keyword Research
1. Are you trying to to optimize an existing page? Reactive SEO• most common• more challenging
2. Are you finding keywords first and then will create content? Proactive SEO
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Brainstorm a Few Keywords● Perfect● Informational
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● Sideways● Authoritative/Expert
2 Types of Keyword Research:1. Are you trying to to optimize an existing page? Reactive
SEO● most common● more challenging
2. Are you finding keywords first and then will create content? Proactive SEO
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Keyword Research Steps
1. Generate a list of potential keyword candidates (“seed” keywords) - give direction
2. Research - expand the list, evaluate the data (monthly search count, competition level, relevancy) and iterate
3. Prioritize, categorize, assess • Tip #1: export to Excel• Tip #2: audit and assess
4. Keyword/URL Mapping - identify the landing page, note for tracking and measurement
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Keyword Research Tools
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Free:● Google Search Console● Keywordtool.io● WordStream’s Free Keyword Tool● Answer the Public● Google Keyword Planner
Premium: ● SEMrush, Ahrefs, Spyfu, LongTail Pro, Serpstat,
Keywords Everywhere (affordable)
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Google Search Console
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Keywords Everywhere Chrome Extension
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Keywordtool.io
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Wordstream’s Free KW Tool
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wordstream.com/keywords
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Answer the Public
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Google Keyword Planner
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SEMRush
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Hands-On Testing Premium Tools
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semrush.com/product/promo/accept.html
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Hands-On Testing Premium Tools
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Factors for Evaluating Keywords
• Search Volume (take this with a grain of salt)• Level of Competition (^ same)• Searcher Intent• Landing Page Relevance• Content Type • Word count, on-page & substance
requirements• Google the keyword/SERPS check
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Keyword Research Tools
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Free:● Google Search Console● Keywordtool.io● WordStream’s Free Keyword Tool● Answer the Public● Google Keyword Planner
Premium: ● SEMrush, Ahrefs, Spyfu, LongTail Pro, Serpstat,
Keywords Everywhere (affordable)
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| 69SEO for Marketers by Jenny Munn
Takeaways: Keyword Strategy
● Keyword Strategy Refresher● Keyword Research 201: Best Practices &
Tools● Exercise: Hands-On Keyword Research
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| 70SEO for Marketers by Jenny Munn
SERPS Analysis
● Overview● Tools● Exercise: Strategy and Tactical Documentation
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SERPS Analysis - Overview
1. Understand features present for target keywords (learn, document insights, update plan)
2. Evaluate competitors - document into plan, capture insights
3. Analyze content types and document into plan, capture insights
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Experian
THEN
NowTrend: SERPS Evolution
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Search Ads & Google Shopping Ads
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Map and Local Listings
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Organic Listing #1 & PAA
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Organic Listings #2-10
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Mobile SERPS
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Diversity of the SERPS
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An element in the SERP - a box containing text that directly answers a query
What is a Featured Snippet (Position 0)
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Why Spend Time Targeting Featured Snippets
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1. Evolving SERPS Require an Evolving SEO Strategy (“no click searches”)○ Younger audiences are more
likely to “skip the click” (report by Path Interactive)
2. Voice Search 3. Higher than average CTRs
34% of all desktop searches result in no click. On mobile, 63% percent of users never click on search results.https://sparktoro.com/blog/google-ctr-in-2018-paid-organic-no-click-searches/
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Voice Search
“According to Brainscape, the board exams to become a certified medical doctor….”
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Higher Than Average CTRs - Example 1
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Higher Than Average CTRs - Example 1
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Higher Than Average CTRs - Example 2
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How to Rank for Position 0?
Find Out Tomorrow!
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Activity: SERPS Audit (aka Google Your Keywords)
● Understand the landscape and new 2020 elements○ opportunities, gaps, competitors
● Note observations and document:○ any changes in strategy○ action items to do○ things to look into○ research to be done○ people to follow up with
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| 87SEO for Marketers by Jenny Munn
Takeaways: SERPS Analysis
● Landscape Competitive Audit Crash Course ○ Insights for Your Site
● Exercise: Strategy and Tactical Documentation to Modernize
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SEO vs PPC
• When your industry is very competitive with big players - there is no way you’ll outseat the current competitors for your best keywords organically
• When you won’t be able to crank out high quality content regularly
• If your audience knows what they’re looking for and educational (top of funnel) keywords are limiting
• When you need results FAST• Steal your competitor’s traffic• Defensive move
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Remember:
Paid Search Ads are about capturing demand; success is contingent upon:
1. ACTIVE search 2. Transactional and
Commercial keywords
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| 89SEO for Marketers by Jenny Munn
Keyword MappingThe deliverable behind foundational SEO
● Overview● Tools● Exercise: Strategy and Tactical Documentation
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| 90SEO for Marketers by Jenny Munn
Sites in 2020: Keyword Cannibalization
As your site grows, your content grows. Sites inevitably create content about similar issues. Many well-meaning authors even try to target the same keywords
• Keyword Cannibalization=• Your pages are competing
against each other. Google won’t know which page is the most relevant for a specific query moz.com
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Activity: Site:Search
Limit results to those from a specific website.Example: site:apple.com “refurbished ipad”TIP: no spacing between “site:yoursite.com”
Your turn: site:yoursite.com “keyword”
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| 92SEO for Marketers by Jenny Munn
Introducing URL Keyword Mapping Spreadsheet
jennymunn.com/ama2
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What Does This Mean?
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| 94SEO for Marketers by Jenny Munn
Keyword Mapping Spreadsheet
jennymunn.com/ama2
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Activity: URL Mapping Part 1 (free time)
Go back to the “WHY” behind this - improve rankings around keywords
● Note observations● Document any change in strategy● Make adjustments to your URL mapping plan
○ Create new content?○ Refresh the SEO for a page
1. Double down on the keyword2. Change the keyword targeting for the page
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Activity: URL Mapping Part 2 (tool)
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| 97SEO for Marketers by Jenny Munn
SEO Competitor Analysis
● Overview● Tools● Hands-On Time
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Activity: Add MozBar (Chrome Extension)
1. Requires a free or paid Moz account
2. Download the Chrome Extension
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SEO Competitor Analysis Checklist
• Rivals/big industry players not always your SEO competitors
• “Out-seat” analysis:• domain authority?• backlink strength?• recognized
authority?• resources?
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SEO Competitor Analysis Checklist
• Assess their title tag, headline• questions• power words• resources
mentioned• brand placement• length
(truncated?)
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Hands-On: SEO Competitor Analysis Checklist
• Assess their on-page efforts• UX• Keyword gap analysis
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source: conductor.com
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| 102SEO for Marketers by Jenny Munn
Day 1 Wrap-Up
● Content Review
Day 1 Introductions SEO Foundations
Break Keyword Strategy &
ResearchLunch
SERPS Analysis URL Mapping
Break Competitive Auditing Review, Action Plan, Free
Time Recap and Wrap Up
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| 103SEO for Marketers by Jenny Munn
Day 1 Wrap-Up
● Q&A/Takeaways ● Free time
• Did you get new insight today?
• Do you understand how to start moving yourself to the next level?
• What is your biggest opportunity/gap?
• Do you have a list of keywords to take back with you?
• Insights to Share?
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See You Tomorrow!
| 104SEO for Marketers by Jenny Munn
Email: [email protected]: jennymunn.com LinkedIn: linkedin.com/in/jennymunn
Twitter: @jennymunn
Instagram: jen_munn
#AMA_marketing