Myths about SEO
Franco Falconi
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Search Engine Optimization Marketing
For Google to crawl our site there's a couple of things that Google looks at.
So the domain authority, which is how our site compares against the other sites in our industry.
Is how well our site is set up for success, for crawling, a content schedule, so how frequently do we post and frequently do we update and add pages to our website and then the popularity of our website, you know it's a combination of site traffic, click through rate, time on site, looking at bounce rate and all of these contribute to a higher frequency of crawling for our site.
There's a fetch it function that we can do within Google webmaster tools. We can also create Google sitemaps within our website, and within Google Analytics we can also give them an edge as well.
When the truth is actually that keyword, that one keyword that we're finding has a high search volume, may not necessarily be the keyword that's going to get our users to convert in our funnel.
The objective of SEO is to capture our users who are asking the questions.They could be higher funnel, middle, bottom funnel, but they're putting in those keyword terms and they're asking the questions for Google, and it's our job as an SEO manager to go and find what keywords would fall under top of funnel, middle and bottom funnel and capture them in their search.
Both, the technical and creative elements required to improve our rankings, drive traffic and increase awareness in search engine.
It could be getting more traffic to the site, for others it could be reducing bounce rate, we can take a look at to prioritize, such as awareness.
Another area to prioritize is for engagement, so how to drive engagement with our product and service, with SEO. And then a final one would be conversion, so driving sales and leads from SEO.
KPIs and goals that are available for SEO are how many unique visits, how many return visits, we want to know where the traffic is coming from and how much traffic is coming from SEO.
Another goal or KPI is goal completions: Is it watching a demo, filling out a form, downloading an asset, purchasing on our e-commerce site? What is the total number of conversions?
Another KPI is revenue, so if you run an e-commerce site you would definitely want to know where the traffic is coming from.
And the goal conversion rate is the percentage of visits which results in goal conversions.
For blog posts we think that's a good recommendation, to track backlinks on the post, to see where exactly they're coming from and it's good to see what the audience is looking for.
Taking a look at bounce rate. If there's a high bounce rate, Google will assume that this is a site with poor user experience and therefore then lower your page rank.
We optimize the content that's on the page, design, placement, keywords,and that this is the page that is the correct page for the keywords that our users are searching on.
Keyword Research & Content Gap Analysis
We can use this to create a roadmap for the design and execution of building our website and developing content. The keyword research is essentially being able to see what our keywords are for our product and service on our website and the way that we can do this is taking a look at our competitors, looking at our content, and seeing what the search volume, looking at the higher search volumes to prioritize the keywords for our product.
Take what our competitors are doing and taking a look at where we are right now and creating a roadmap on how to get to fill that gap in between where we are today and where we want to be.
Tools: Google AdWords Keyword Tool. Ahrefs and BrightEdge
So once we have this clear vision of where we want to be, we have the content gap analysis, the next step is to start executing creating the content, creating the blog posts, taking a look at those keywords if it's a blog post, social media post,those are the areas where we want to start building out content to fill in the gap.
We definitely don't want to go after a keyword term that just has higher search volumes. Sounds great but is not an area that we′re productor business serves.
It may be more advantageous for us to go to a lower search volume if the search intent is where it gets aligned.
Link building
It is an off-page SEO strategy
Link building is the process of acquiring hyperlinks from other websites to your own.
There are two fundamental ways that the search engine uses links:
- To discover new web pages.
- To help determine how well a page should rank in their results.
Quality links are better than quantity links.
Basic technical knowledge for optimizing your On-page and local SEO for the following:
- Page Title
- Meta Description
- URL
- Header Tags (h1, h2, etc.)
- Image alt-text
On-page SEO
Refers to both the content and the HTML source code of a page that can be optimized.
For the Page Title, we want to make sure that we have our targeted keyword on that page.
Meta description, though there isn't much SEO value for ranking, what the meta description does is take the users' descriptions for them, to improve our click-through rate, which then improves our SEO rating.
Another structure for on-page is the URL. This includes how we put our keywords in the URL string and to make sure that we have that targeted keyword in that URL string
We want to optimize our header tags.There can only be one H1 tag on a page.Other H2s and H3s, we can have multiple.
Optimizing for the keywords on that page and in our header. We can place our keywords inside the alt-text for a search engine.
Google has invested and is constantly evolving the algorithm for local SEO on the cert page.
Business directories like Yelp!
Another resource if we want to automate our distribution of our local SEO would be Yext or Moz Local,which we would then just input our information once and it would distribute automatically to the different channels
And it's a highly effective form of local online marketing
SEO plays really nicely with CRO in making sure that the conversion rate optimization is on par with the keywords in the user experience.
Pay for the extra ad to keep and maintain our position. Lower the bounce rate and increase the engagement on the page.
Pay per click or SEM, also known as search engine marketing.
A tactic is to make sure that our page converts better than our competitors and that would help lower the cost.
We're speaking directly to our customers with their pain point and drives them directly to our site
Goals for PPC
Have a High Click Through Rate and a lower Cost Per Click, CPC, and Cost Per Lead, CPL, and a higher conversion.
We should ensure that our keywords and our language and messaging in our ad words, are tied to the keywords and language on our landing page.
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