why don’t i rank high on google? 3 insider secrets from ...what do search engines really do, what...

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What do search engines REALLY do, what do SEO companies do, and

why don’t I rank high on Google?

3 Insider Secrets from Google About Your Website Ranking! What do search engines REALLY do, what do SEO companies do, and why don’t I rank high on Google?

A Roundtable Presentation with Brian Kraff (CEO) Alain Parcan (Director of Marketing) Matt Horn (SEO Team Lead) Doug Schatz (Director of Partnerships) IBPSA April 2015 www.markethardware.com




What do Search Engines like Google do?

Search engines have two major functions - crawling & building an index, and ranking

Websites by calculating relevancy.

So your goal should be to make your Website the most relevant result for popular searches like

‘pet lodging’ in ‘your town’.

A




Why Do They Care Who Shows Up?

According to Google, they average:

– 40,000 search queries per second

– 3,500,000,000 search queries per day

– 1,200,000,000,000 search queries per year

So many people use Google because they trust it to give relevant, trustworthy results

Google wants companies to perform well in search

results because they deserve to rank highly, not because they manipulated the system!

A




Search Result Landscape

Search for ‘pet lodging’ and ‘Your Town’ and you’ll find different sandboxes to play in:

A: Local / Maps Results B: Paid Search Results C: Organic Results Each sandbox requires its own marketing strategy. By optimizing both your Website AND connecting it to offsite content, you can get your business found high on Page One in the organic and maps sections.

B

C

A

A

B

D




• Basic onsite optimization using your HTML and Website, for some keywords

• Optimization of Google Maps listing

D10

How Much Optimization Should I Do?

Advanced

• All the basics, for more keywords, PLUS… • Offsite optimization efforts to build “high

quality inbound” links

Top of the Line

• All the Advanced, for more keywords, PLUS… • Social Media Management-focused on

building links back to your site • Strategic blog posting

If you (or your SEO company) don’t have access to your Website code, you aren’t performing ongoing SEO!

Basics Secret #1: Combination of internal and external factors is the key.




Onsite Optimization It all starts with an examination of the content

currently on your Website

Professional Site Analysis Examines:

• Search Engine friendly coding

• Website Content Assessment:

• Is your content unique?

• Is it relevant in the eyes of Google?

• Does content contribute to sales conversions?

• Do you have a strong Call-to-Action? (Hint: you need more than one!)

• Keyword density analysis

M+A




Onsite Optimization SECRET #2: Selecting the right strategic key phrases makes all the

difference

HOW do you pick your key phrases?

• Top services + Top service areas • Spread out strategically (not too much, not too little)

MA25

WHERE do you put your key phrases? • Header Tags • Title Tags • Meta Information • And other strategic areas of your site!




What does it REALLY look like?




M

Onsite Optimization

Here’s what it looks like behind

the scenes




MA

Onsite Optimization Other tools and strategies you can’t afford to ignore

Is your text/code ratio above 20%?

• Google wants to see Website content that is unique to your Website and business, not just lines and lines of messy code

Is the www.domain.com version of your Website redirecting to the domain.com version of your Website (or vice versa)?

• Set up a redirect ASAP!

http://www.domain.com/




Offsite Optimization Strategies Building Backlinks

But first……

What is a “backlink”?

MA

Google interprets a link from page A to page B as a vote of

confidence for page B




Offsite Optimization Strategies SECRET #3: Link Building = Winning

In order to figure out which sites are more relevant than others, search engines keep track of how many links there are all across the Internet for any given Website URL and calculate every site’s domain authority.

MA

Some estimates say 60% of all pages on the Web are “spam” so search engines go to great lengths to weed out irrelevant links.

• Blogs, news articles, partner companies

• Yelp, Angie’s List, BBB, Trade Associations




Offsite Optimization Strategies White Hat vs Black Hat

Weigh the benefits and consequences of each, and decide which one you want to adhere to…

White hat SEO:

• Low risk

• Unique and insightful

• Medium-term results

Black hat SEO:

• Very High risk

• Duplicate content

• Possible short-term results, with long-term consequences

MA




3 Mistakes You Could Be Making that Keep You From Showing Up

1 – Are your top services and target cities in Titles or Header tags?

2 – Does your Website have any 404 Errors?

(and by the way, what’s a 404 error??)

3 – Do multiple pages on your site have the same content? (Hint: swapping cities in and out of a paragraph does not equal unique content!)

DL




3 Tips (Directly from Google) You Can Use to Improve Your Ranking… TODAY!

1 – Link out to credible sources from your Website

2 – Include some cities on your testimonials page

- “Bob D., Atlanta GA”

BONUS TIP: Is your Website Mobile-ready? Check out the next slide…

DL




A

www.google.com/webmasters/tools/mobile-friendly




Let’s say you’re doing all of the above…

BUT YOU’RE STILL NOT SHOWING UP!

D

In 2007, having a professional Website was enough to have a

presence online.

In 2010, businesses had to start doing some

basic optimization in order to show up.

In 2015, the top businesses are

employing experts to get them on Page One.




Ask yourself…

Do I know how to write HTML?

Do I know which changes would affect my search results?

Do I have time to keep up with SEO trends?

Do I NEED an SEO Company?

D45




Can’t Do It on Your Own? Guide to Picking the RIGHT SEO Company

Lots of companies claim they are SEO providers, but how do you really know?

What are the right questions to ask?

• Is there a contract I need to sign? • What kind of work will you be doing on a monthly basis? • How many keywords will you be focusing on? • When should I expect to see results? • Is this on-site optimization and off-site optimization, and does the off-site optimization include Social Media?

Like everything else… if it sounds too good to be true, it probably is!

DL




SEO Myths and Red Flags Lots of companies claim they are SEO providers, but how do you really know?

SEO Red Flags • Long Contracts • Page One Guarantees • Not having a dedicated SEO Manager • No step-by-step description of the work that will be done • Companies who claim they will be doing SEO without access to your Website • “Hundreds of keywords” – No company can effectively focus on 100+ keywords.

SEO Myths • Keyword stuffing gets you on Page One • Multiple Websites will boost your SEO • Multiple domain names linking to each other gets you ranked higher • The quantity of inbound links you have is the only thing that matters

D+M




888-381-6925 | [email protected]

www.markethardware.com

Just for IBPSA Attendees! Your educational value officially started today with:

1. Today’s presentation (which we will email out)

Take the next step in educational value with: 1. A Free Website-SEO Evaluation ($295 Value) – don’t let the opportunity to

have a no-pressure consultation pass you by… schedule yours now!

All Webinar attendees are ALSO entitled to:

1. One Month Free SEO PLUS ($489 Value) 2. Free Mobile Setup & Optimization with any SEO Campaign ($295 Value)

That’s more than $1000 worth of FREE STUFF – but you have to act today!

why don’t i rank high on google? 3 insider secrets from ...what do search engines really do, what...

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