the building blocks of seo success

Planon’s 10 Point Plan: The Building Blocks For SEO Success

Paul Raybould - http://planonsoftware.com - 2 April 2014

http://planonsoftware.com/

Agenda

• Why is SEO so important for Planon?• Where are we now?• What have we done?• What changes have we seen?• How will we improve going forward? (AKA

Planon’s 10 Point Plan: The Building Blocks for SEO Success)

• Summary

Planon's 10 Point Plan: The Building Blocks for SEO Success - http://planonsoftware.com

Why is SEO Important for Planon?

• 93% of online experiences begin with a search engine.• There are over 100 billion global searches being

conducted each month.• SEO leads have a 14.6% close rate, while outbound

leads (such as direct mail or print advertising) have a 1.7% close rate.

• 79% of search engine users say they always/frequently click on the natural search results.http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/


http://www.searchenginejournal.com/24-eye-popping-seo-statistics/42665/




Top three is the place to be

For Google, 18% of organic clicks go to the #1 position, 10% of organic clicks go to the #2 position, and 7% of organic clicks go to the #3 position.


Where are we now?


What have we done so far?

1. Added anchor text within sites to pass PageRank throughout the site.


Added anchor text within the site




2. Created external links in websites with high domain authority.


Added anchor text in external sites




2. Created external links in websites with high domain authority.

3. Created links through social media and content that is shared socially.


Social media links and shares


What changes have we seen?


Planon’s 10 Point Plan for SEO Success

1. Choose the right key words/phrases



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.


Search Engine Optimised Landing Pages for our Chosen Key Words/Phrases

Keyword rich (not stuffed) static text related to chosen key words/phrases

BLOGRegularly updated key word/phrase relevant content

WEBINARRegularly updated key word/phrase relevant content

VIDEORegularly updated key word/phrase relevant content

WHITE PAPERRegularly updated key word/phrase relevant content



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.3. Enhance the home page.


Some home page changes to improve search ranking and conversion

Insert static text here to explain to visitors what we

do – include relevant key

words for SEO

Insert rotating ads here with call to actions to promote new content, events etc that require registration to increase

website conversion

Include a left hand column

across all pages

(including home page)

with‘Quick find’ links to our

search engine landing pages

to pass PageRank /

Google Juice to these pages



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.3. Enhance the home page.4. Continue improving our internal linking.



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.3. Enhance the home page.4. Continue improving our internal linking.5. Move external pages to our core domain.


Keep PageRank / Google Juice within our own domain



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.3. Enhance the home page.4. Continue improving our internal linking.5. Move external pages to our core domain.6. Conduct audit of technical issues to fix.


Identify technical fixes that enable search engines to crawl our site more effectively



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.3. Enhance the home page.4. Continue improving our internal linking.5. Move external pages to our core domain.6. Conduct audit of technical issues to fix.7. Enhance meta titles, descriptions and key

words.


Fix meta titles, descriptions and key words




words.8. New/regular/fresh content


Increase content production – webinars, white papers, blog posts etc



1. Choose the right key words/phrases.2. Create landing pages for our chosen key words/phrases.3. Enhance the home page.4. Continue improving our internal linking.5. Move external pages to our core domain.6. Conduct audit of technical issues to fix.7. Enhance meta titles, descriptions and key words.8. New/regular/fresh content.9. Increase key word rich links through social

media (set up Google alerts to help find content).


More key word rich links and anchor text in social media


More key word rich links and anchor text in social media contd...




words.8. New/regular/fresh content.9. Increase key word rich links through social

media.10. Improve external link building.


Tactics to build external links to our domain


Tim asked the Facilities Show blog to link to our UK blog


Summary / Conclusion

• Ranking well in search engines will help Planon reach a much bigger audience.

• Good search engine rankings can help us meet our lead and revenue targets.

• We’ve already had some success but still have a long way to go.

• Everybody can help, from choosing the right key words, to social media and link building.


the building blocks of seo success

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