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THE 10-STEP ULTIMATE SEO GUIDE to BOOST YOUR WEB RANKINGS and CONVERSION RATES Table of Contents TRIPLE YOUR PROFITS SEOWITH THE 10-STEP ULTIMATE SEO GUIDE TO BOOST YOUR WEB RANKINGS AND CONVERSION RATES Table of Contents Introduction to SEO What Are Search Engines? ..................................................................................................................................................................................... 4 What is Search Engine Optimisation (SEO)? ...................................................................................................................................................... 6 How Can SEO HelpYour Business? .................................................................................................................................................................... 8 Difference Between SEO & Paid Ads .................................................................................................................................................................. 9 The Ultimate 10-Step Guide Introduction: What is On-Page Optimisation? ...............................................................................................................................................11 Step 1: Title Tag ......................................................................................................................................................................................................12 Step 2: Meta Description .....................................................................................................................................................................................14 Step 3: URL Optimisation.....................................................................................................................................................................................16 Step 4: Image Optimisation .................................................................................................................................................................................18 Step 5: Headers Optimisation .............................................................................................................................................................................20 Step 6: Website Navigation .................................................................................................................................................................................21 Step 7: Sitemap Optimisation .............................................................................................................................................................................23 Step 8: Content Optimisation & Google Algorithms ......................................................................................................................................26 Step 9: Mobile Responsiveness ..........................................................................................................................................................................31 Step 10: Social Signals ..........................................................................................................................................................................................33 Conclusion ...............................................................................................................................................................................................................35 2 Introduction Google has caused a major paradigm shift in the way we do business. In the past, businesses could pay for advertisements in the local papers and expect a bunch of calls. The bigger the business, the more ad spend, the bigger the ad space, the more calls it can expect the next day. That worked fine until the search engines, notably: Google came along. Rapidly, fewer and fewer people turned to print for their daily news and gossip fix. Today, a small one-man outfit can outrank a multi-national corporation for important keywords and can even expect more phone calls on a daily basis. So what does this small business owner know that a behemoth corporation does not? Its called Search Engine Optimisation. Or SEO for short. Its the art and science of making search engines happy. Give us a few minutes and we will show you what its all about. Do this right and your $500,000 a year business could well turn out to be a $1,500,000 a year business. ON A BROAD SCALE, I SEE SEO BECOMING A NORMALIZED MARKETING TACTIC, THE SAME WAY TV, RADIO, AND PRINT ARE TRADITIONALLY THOUGHT OF AS MARKETING TACTICS. – DUANE FORRESTER 3 Introduction to SEO What Are Search Engines? The search results are generally presented in a line of results often referred to as search engine results pages (SERPs). The information may be a mix of web pages, images, and other types of files. The utility of Search Engines in web search lies in its ability to retrieve large amounts of information quickly and easily, using certain keywords. Major search engines such as Google, Bing and Yahoo derive primary search results using their own unique algorithms, which generates results that are ranked and displayed on SERPS based on what the search engine considers most relevant to users. A web search engine is a system that is intended to search for information on the World Wide Web (WWW) 4 Top 3 Most Commonly Used Search Engines Source: www.ebizmba.com (As of April 2016) 1. Google Google is the most popular search engine in the world. Almost 70% of Search Engine market has been acquired by Google. The tech giant has always trying to improve the search engine algorithm to provide the best results to end users. Estimated Unique Monthly Visitors: 1,100,000,000 2. Bing Bing is Microsoft's answer to Google and it was launched in 2009, it is also the default search engine in Microsoft's web browser. Estimated Unique Monthly Visitors: 350,000,000 3. Yahoo! Yahoo operates a portal that provides the latest news, entertainment, and sports information. The portal also gives users access to other Yahoo services like Yahoo! Search, Yahoo Mail, Yahoo Maps, Yahoo Finance, Yahoo Groups and Yahoo Messenger. Estimated Unique Monthly Visitors: 300,000,000 5 0.76% 6% 2.26% 8% 8.02% 8% Google Bing Yahoo! 88.96% 80% Others Source: SearchEngineLand.com Google Wins the Which is Your Primary Search War Search Engine? What is Source: STAT #1 Business 2 STAT #2 Community Search Engine Source: SEO leads have a NewsCred Optimisation 14.6% close rate, while The top Google listing outbound leads (such as gets about 33% of all clicks, (SEO)? direct mail or print advertising) the 2nd, 3rd, and 4th organic have a 1.7% close rate spot receive the other 63% of the clicks, leaving only 4% of clicks for anything lower. 6 SEO stands for Search Engine Optimisation. It is the science of helping websites get found on major search engines such as Google, Yahoo! & Bing. The method is often complex, time-consuming and manually rigorous. SEO or Search Engine Optimisation can be thought of as the medium to communicate with a search engine, for it to decipher exactly what your website is about. The ultimate goal of SEO is to achieve a high level of search engine visibility, through a variety of well-optimised keyword phrases, that are directly related to your business. A successful SEO campaign involves several steps such as careful selection of relevant keywords as part of the on-page optimisation designed to make the website more prominent to search engine algorithms. Search engine optimisation is broken down intotwo main areas: refers predominantly to optimising refers to optimising website backlinks (which are links pointing to 1 elements on your main web page 2 the site from other relevant websites), or site, such as HTML code, textual through the generation of regular On-page content, and images to induce Off-page backend content such as blog posts or Optimisation maximum searchability Optimisation industry articles. Search Engine Optimisation 7 How Can SEO Help Your Business? SEO Attracts Relevant Traffic with High Conversion Potential Businesses that appear in local search results are being noticed by users who are actively searching for related products and services online. This may result in a higher click-through rate to your website which results in a higher conversion rate. Higher Brand Credibility If your website is easy to find, it’s more likely to be shared or used as a resource or reference. When other people cite or share your site, it improves your credibility as a business and as a subject matter expert. More than 35% of all site traffic and lead generation come from earned media. You can help your site gain more earned media by incorporating SEO best practices. Better Return-on-Investment (ROI) than Normal Paid Ads When you buy 1000 visitors from a paid ad, 2% of those visitors might convert into a sale. When you get 1000 clicks from SEO, 4% of those visitors will convert into a sale, leading to a better return-on-investment. This higher conversion rate is just another one of the benefits of SEO that cannot be matched by any other form of marketing. Take Your Business to The Next Level Search Engine Optimisation can bring thousands upon thousands of visitors to your website a day. This may put your company in a position of needing to expand to a larger web server to accommodate the traffic and sales to your website. Your customers may recommend your product or service that they were looking for when they visited your website. SEO is a really great investment for your company and could be what you need to take
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