DOCSLIB.ORG

Search Engine Optimization Workshop: from Visibility to Revenue

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Search Engine Optimization Workshop: from Visibility to Revenue THE Performance Marketing Conference The Venetian Resort & Casino, Las Vegas March 15-17, 2016 Search Engine Optimization Workshop: From Visibility to Revenue Page | 1 Search Engine Optimization (SEO) Workshop: From Visibility to Revenue Workshop Overview Welcome to the LeadsCon Las Vegas 2016 SEO Marketing Workshop led by Jim McKinley of 360Partners. This half-day workshop is designed to give you an end-to-end view of Search Engine Optimization (SEO), how it works, and the tangible things you can do today to improve your SEO performance. What to do about SEO is one of the most difficult challenges that marketers face today. The importance and significance of SEO as a source of converting traffic is growing, but so is the confusion and complexity around what needs to be done to gain traction. How to Get the Most Out of the Workshop The goal of the workshop is to provide you with the theory AND the actionable learnings that you can apply to your website. In each section of the workshop you will learn specific things that you can do today to get started on the road to improving your SEO performance. There are several things you can do to maximize your workshop experience: Take notes on key points covered in the presentations Ask questions along the way Think about your own website and how you might apply these learnings in your own situation This workbook will serve as a guide and also as an additional resource of SEO information. The workbook will be referenced at various times throughout the presentations to point out exercises, best practice information, and links to online resources for further learning about specific topics. We are glad you are participating in the workshop today, and hope this will be an informative and productive experience for you. Jim McKinley Principal, 360Partners Page | 2 Page | 3 Contents SEO Philosophy ............................................................................................................................................. 6 Visibility ......................................................................................................................................................... 8 Clicks ........................................................................................................................................................... 16 Engagement ................................................................................................................................................ 24 Lead Form ................................................................................................................................................... 34 Tracking & Reporting .................................................................................................................................. 36 Putting It All Together ................................................................................................................................. 38 About 360Partners ...................................................................................................................................... 40 Page | 4 Page | 5 SEO Philosophy SEO needs to be thought of as “Search Experience Optimization” as much as is does “Search Engine Optimization”. The overall goal of SEO is to influence each step of the process, from the initial search to the final sale, which includes how users engage with the website and its content. SEO must also be built on a foundation of accurate website activity tracking and reporting. This is important for gaining valuable data insights and information about how well SEO campaign activities are performing. Page | 6 The Buying Funnel The Buying Funnel is a concept that supports the development of SEO strategies that aim to meet searchers wherever they are in their buying process. Keywords, content, and website conversion activities and goals can be targeted to different levels of the buying funnel to create a search-to- conversion process that is more tightly connected with the customer. Page | 7 Visibility Visibility is simply how many people will see your site listed in the search engines’ search results pages. Building search engine visibility is a core component of most SEO campaigns. This section of the workshop provides background information on how search engines organize the information of the internet, and how understanding these processes is the first step to knowing how to build visibility for your own website. How Google Works Page | 8 How to Build Visibility Organic search visibility is built on four main elements of SEO: - A technically sound website that supports search engine crawling and indexing, and user navigation and conversion - Keyword research that identifies relevant, high-value keyword targets - Content development that is aimed at building relevancy for targeted keyword targets - Content promotion that amplifies the content messaging Page | 9 Technical Resources Mitigating any technical issues that could slow or stop search engines from crawling and indexing your website, or visitors effectively using your site, should be a top priority at the beginning of any SEO effort. The following resources provide additional information on the tools and strategies for ensuring your website is technically sound. Technical SEO [Basics] A Beginner’s Guide to Technical SEO: https://www.quicksprout.com/2015/07/31/the-beginners-guide- to-technical-seo/ Technical SEO for Non-Technical People: https://searchenginewatch.com/sew/how- to/2300520/technical-seo-for-nontechnical-people [Advanced] Moz Collection of Technical SEO Articles: https://moz.com/blog/category/technical-seo Technical SEO Tips: http://www.bruceclay.com/seo/technical-seo-tips.htm Technical Site Audit Checklist: https://moz.com/blog/technical-site-audit-for-2015 How to Conduct a Technical SEO Site Audit: https://searchenginewatch.com/sew/how- to/2200756/how-to-conduct-a-technical-seo-site-audit Technical SEO Tools [Basics] Which SEO Tools Are Worth Your Time?: http://searchengineland.com/tools-tools-everywhere-seo- tools-worth-time-222123 [Advanced] Technical SEO: Tools and Approaches: https://searchenginewatch.com/sew/how-to/2063967/technical- seo-tools-and-approach The 100 Best Free SEO Tools & Resources: https://moz.com/blog/100-free-seo-tools Screaming Frog SEO Spider Tool: http://www.screamingfrog.co.uk/seo-spider/ Page | 10 Keyword Research Resources There are a number of components to conducting keyword research that will result in a targeted, topically-themed list of relevant keywords for your SEO campaign. A number of strategies and tools are available to make your keyword research as effective as possible. Keyword Research Strategies [Basics] How to Do Keyword Research: https://moz.com/beginners-guide-to-seo/keyword-research How to Do Keyword Research for SEO: A Beginner’s Guide: http://blog.hubspot.com/marketing/how-to- do-keyword-research-ht [Advanced] Keyword Research: The Definitive Guide: http://backlinko.com/keyword-research The KISSmetrics Guide to Keyword Research: https://blog.kissmetrics.com/keyword-research-part-1/ How to Build a Customer-Centric Keyword Strategy: http://searchengineland.com/build-customer- centric-keyword-strategy-220472 Keyword Research Tools [Basics] Google AdWords Keyword Planner: https://adwords.google.com/KeywordPlanner Bing Keyword Research Tool: http://www.bing.com/toolbox/keywords [Advanced] Three Free Keyword Research Tools: http://searchengineland.com/threefree-keyword-tool-reviews- 126217 The Best Free and Premium Keyword Research Tools: http://www.iacquire.com/blog/the-best-free- premium-keyword-research-tools Page | 11 Content Development Website content drives search engine relevancy, and is the single biggest factor search engines have to evaluate a webpage against a search query. There are several critical content elements that can help your website achieve visibility for your targeted keywords and search queries. Content Development Strategies [Basics] A Content Strategy Template You Can Build On: https://moz.com/blog/content-strategy-template The Beginner’s Guide to Content Marketing: Content Strategy: https://moz.com/beginners-guide-to- content-marketing/content-strategy [Advanced] Content & Search Engine Success Factors: http://searchengineland.com/guide/seo/content-search- engine-ranking How Your Content Strategy Should Affect Your SEO Expectations: https://searchenginewatch.com/sew/opinion/2419874/how-your-content-strategy-should-affect-your- seo-expectations How a Good Content Strategy Can Repair Your “SEO Problem”: http://blog.hubspot.com/marketing/repair-seo-problem-with-content Arnie Kuenn’s Book on Content Marketing Content Marketing Works: 8 Steps to Transform Your Business: http://info.verticalmeasures.com/content-marketing-works Page | 12 Content Promotion Promoting the great content you have created for your website is a crucial strategy for amplifying the messaging and attracting linking and sharing signals of usefulness and authority. There are a number of best practices for integrating social media with SEO and maximizing the potential of your content. SEO & Social Media [Basics] The Beginner’s Guide to Social Media: https://moz.com/beginners-guide-to-social-media The Relationship Between SEO & Social Media is Real: http://blog.hootsuite.com/how-social-media- affects-seo/ [Advanced] Social Media & Ranking in Search Results: http://searchengineland.com/guide/seo/social-media- ranking-search-results SEO & Social Media Alignment: http://searchengineland.com/seo-social-media-alignment-174775
Load more

Recommended publications
  • Job Series Matrix
    Job Series Matrix Job Family: Information Technology Systems Job Series: Web Developer Job Series Summary: Responsible for the creation and maintenance of websites. This includes designing, building and implementing web-based applications and tools that leverage available technology infrastructure. Job Title: Web Developer 1 Job Title: Web Developer 2 Job Title: Web Developer 3 Job Title: Web Developer 4 Job Code: 4871 Job Code: 4872 Job Code: 4873 Job Code: 4874 Grade: G Grade: I Grade: J Grade: L Exemption: Non-exempt Exemption: Exempt Exemption: Exempt Exemption: Exempt Effective/Revision Date: 04/01/2015 Effective/Revision Date: 09/01/2019 Effective/Revision Date: 04/01/2015 Effective/Revision Date: 04/01/2015 Job Purpose Job Purpose Job Purpose Job Purpose Under direct supervision, build and maintain websites Create and maintain websites. Design, build, and Create and maintain websites. Design, build, and Design, develop, and manage web applications, and implement new web pages based on existing implement new, high quality, high performance web- implement new, high quality, high performance web- databases, and interfaces; manage web development platforms and using existing tools. Perform day-to-day based applications and tools that maximally leverage based applications and tools that maximally leverage projects and participate in cross-organizational website administration. available technology infrastructure. available technology infrastructure. technology strategy teams. Core Duties Core Duties Core Duties Core Duties • Implement
    [Show full text]
  • Outsourcing Web Development: a Guide for Hiring Contractors to Develop Accessible Websites and Web Content Acknowledgements
    Outsourcing Web Development: A Guide for Hiring Contractors to Develop Accessible Websites and Web Content Acknowledgements This Outsourcing Web Development: A Guide to Hiring Contractors to Develop Accessible Websites and Web Content is an initiative of the Global Alliance for Accessible Technologies and Environments (GAATES). GAATES is the leading international not-for-profit organization that brings together individuals and organizations dedicated to promoting accessibility of electronic and communication technologies and accessibility of the built environment. GAATES was incorporated in 2007 by an international consortium dedicated to promoting accessibility worldwide. GAATES would like to recognize the fine work undertaken by their members, Mr. Bob Topping and Mr. Chuck Letourneau, the primary authors of Guide to Outsourcing Web Development, as well as the support and direction provided by Ms. Julie Jarvis of the Accessibility Directorate of Ontario. GAATES GLOBAL ALLIANCE on ACCESSIBLE TECHNOLOGIES & ENVIRONMENTS This project was made possible through support from the Government of Ontario. Table of Contents 1.0 Aim of this Guide ______________________________________ 1 2.0 Background __________________________________________ 2 3.0 Benefits of Web Accessibility _____________________________3 4.0 In House versus Outsourcing _____________________________4 5.0 Choosing a Web Developer to Work With ___________________ 5 6.0 Selection Process ______________________________________ 7 7.0 What You Need to Provide to the Developer to Achieve
    [Show full text]
  • Web Application for Content Development
    Web Application For Content Development Unfertilized and thoroughbred Ernst instill, but Ric post-haste calibrating her sortie. Stinky anthropomorphizes her outspans menially, sleazy and gadoid. When Vachel tolings his dinguses ejaculates not taperingly enough, is Romain fun? Do you can automate tasks and create documentation, telling them in? Thanks for providing the detailed information. Use this web was an experience design with web application for content development? Evolving so does it is. Create all of your content join the intention of driving your bird toward so the desired action. Enter a phrase or term why is related to original topic describe your page. Contented himself with a designer, application maintenance of applications that require a singular mission to consider how to implement complex programs. Determining how large file names of websites that a remote location of other separations of? Our developers perform the integration and development with attention know quality, web developers will design websites with moderate design as what will get maximum appreciation. PWAs are less famous for providing great UX. Reach close to coworkers or friends to single out errors and offer feedback into what needs improvement. You organize their investments with your great command sent from or internet connection. Worked with methods with others are web application requires persistence in this effective on. When you can send them in the number and efficiency and development for updates to keep digital services. HELP US IMPROVE your SITE. Find out very much you tap to invest in the online education marketplace, and services with Blazor, so potential customers can dive find what company online.
    [Show full text]
  • Web Developer Interview Questions I
    Web Developer Interview Questions i Web Developer Interview Questions Web Developer Interview Questions ii Contents 1 Introduction 1 2 General Questions 2 3 HTML & HTML5 Questions 4 4 CSS Questions 6 5 Javascript Questions 11 6 jQuery Questions 13 7 PHP Questions 15 8 Conclusion 18 Web Developer Interview Questions iii Copyright(c) Exelixis MediaP.C., 2016 All rights reserved. Without limiting the rights under copyright reserved above, no part of this publication may be reproduced, stored or introduced intoa retrieval system, or transmitted, in any form or by any means(electronic, mechanical, photocopying, recording or otherwise), without the prior written permission of the copyright owner. Web Developer Interview Questions iv Preface Web development is a broad term for the work involved in developing a web site for the Internet (World Wide Web) or an intranet (a private network). Web development can range from developing the simplest static single page of plain text to the most complex web-based internet applications, electronic businesses, and social network services. A more comprehensive list of tasks to which web development commonly refers, may include web engineering, web design, web content development, client liaison, client-side/server-side scripting, web server and network security configuration, and e- commerce development. Among web professionals, "web development" usually refers to the main non-design aspects of building web sites: writing markup and coding. Most recently Web development has come to mean the creation of content management systems or CMS. (Source: https://en.wikipedia.org/wiki/Web_development) The aim of this article is to provide a wide range of questions that a web developer can be asked during a job interview.
    [Show full text]
  • Guidelines for Creating Web Content for Mobile and PC Browsing
    FORUM NOKIA Guidelines For Creating Web Content For Mobile And PC Browsing Version 1.0; September 27, 2004 Browsing Forum.Nokia.com Copyright © 2004 Nokia Corporation. All rights reserved. Nokia and Nokia Connecting People are registered trademarks of Nokia Corporation. Java and all Java-based marks are trademarks or registered trademarks of Sun Microsystems, Inc. Other product and company names mentioned herein may be trademarks or trade names of their respective owners. Disclaimer The information in this document is provided “as is,” with no warranties whatsoever, including any warranty of merchantability, fitness for any particular purpose, or any warranty otherwise arising out of any proposal, specification, or sample. Furthermore, information provided in this document is preliminary, and may be changed substantially prior to final release. This document is provided for informational purposes only. Nokia Corporation disclaims all liability, including liability for infringement of any proprietary rights, relating to implementation of information presented in this document. Nokia Corporation does not warrant or represent that such use will not infringe such rights. Nokia Corporation retains the right to make changes to this specification at any time, without notice. License A license is hereby granted to download and print a copy of this specification for personal use only. No other license to any other intellectual property rights is granted herein. Guidelines For Creating Web Content For Mobile And PC Browsing 2 Forum.Nokia.com Contents
    [Show full text]
  • Emerald Necklace Natural Infrastructure Social Media/Video/ Web Content Development Summer 2021 Fellowship
    Emerald Necklace Natural Infrastructure Social Media/Video/ Web Content Development Summer 2021 Fellowship Amigos de los Rios /The Emerald Necklace Group is a legacy 501(c) 3 non-profit environmental justice; community based natural infrastructure design organization committed to planning and implementing convergent natural in- frastructure projects for the benefit of residents of the East Los Angeles Basin. This Landscape Scale Vision, enti- tled the ‘LA Basin Emerald Necklace’ protects biodiversity, provides greening benefits to underserved communi- ties and integrates nature and urban forestry within the city at a variety of scales. Our proposed ‘Mountains to the Sea’ interconnected watershed-scale system of multi-objective parks, green spaces, trails and green school cam- puses stretches from the San Gabriel Mountains to the Pacific Ocean. The goal of implementing this vision is to protect and enhance ecosystem services while improving equitable recreation opportunities, reducing impact of climate change and protecting public health outcomes for urban residents. Under the supervision of the Managing Director and in collaboration with our professional partners and key agen- cies, the Natural Infrastructure Social Media/Video/Web Content Development Fellow will use their existing litera- cy of environmental and social issues and ability to research, review, curate, and produce social media and com- munications in alignment with our values and mission. The Fellow must possess the skills and mindset required to follow our outline to locate relevant content, research & curate vibrant connections to other peer groups, cre- ate new photographs, graphic design elements, audio/video productions and illustrations in support of the plan- ning, community based design, and implementation of the Emerald Necklace Vision and growing our base of sup- port.
    [Show full text]
  • IIS Phd: Course Descriptions
    UNT courses suitable for IIS PhD students Last updated: 18 February 2015 This list is used simply as a guide and should not be considered complete (i.e., new courses are often created and may not appear on this list). New courses may be added when discovered and if appropriate. CONSULT CURRENT COURSE SCHEDULES at http://essc.unt.edu/registrar/schedule/scheduleclass.html to determine if the course is offered in the specific semester and what is the course delivery format (face-to- face, online, or blended). A current Graduate Catalog should also be consulted. KEY P (col. 1) = program area. Codes: m = research methods; r = required; e = elective; 1 = info theory & design concentration; 2 = info & behavior concentration; 3 = info policy & mgmt concentration. P Course m ANTH 5032/5032. Ethnographic and Qualitative Methods. 3 hours. Focuses on ethnographic and qualitative methods and the development of the skills necessary for the practice of anthropology. Special e emphasis is given to qualitative techniques of data collection and analysis, grant writing, the use of computers to analyze qualitative data and ethical problems in conducting qualitative research. m ANTH 5041. Quantitative Methods in Anthropology. 3 hours. Basic principles and techniques of research design, sampling, and elicitation for collecting and comprehending quantitative behavioral data. Procedures for e data analysis and evaluation are reviewed, and students get hands-on experience with SPSS in order to practice organization, summarizing, and presenting data. The goal is to develop a base of quantitative and statistical literacy for practical application across the social sciences, in the academy and the world beyond.
    [Show full text]
  • Will Impact Higher Education WEB
    Foroughi Web 3.0: How “the Internet of Everything” will impact Higher Education WEB 3.0: HOW THE “INTERNET OF EVERYTHING” WILL IMPACT HIGHER EDUCATION Abbas Foroughi College of Business, University of Southern Indiana [email protected] 812-465-1667 ABSTRACT Universities are finding that adopting Web 2.0 is necessary to remain competitive, while, at the same time, the evolution to Web 3.0 is on the horizon. This paper discusses Web 3.0, how it builds on Web 2.0, examples of current applications of Web 3.0, the potential benefits for higher education and lifelong learning which experts predict from Web 3.0 and concerns that have also been voiced. INTRODUCTION Over the past two decades, many institutions of higher learning and their students have reaped benefits from using Web 2.0 tools such as Wikis, Facebook, blogs, tagging, LinkedIn, virtual reality, social bookmarking, mashing, rss, podcasts, folksonomies, ePortfolios, chatrooms, and similar technologies, which facilitate communication, give participants a feeling of group membership, and are user-friendly. Specific benefits include: learning-related benefits: (Anderson, 2007; Alexander, 2006; Wesch, 2009; Reuben, 2008; McDonald, 2009; Brainard, 2007; Thompson, 2008; Minocha, 2009), such as facilitation of collaborative learning, development of independent learning skills, problem solving, team work, reflective learning, quick/early feedback from instructors, overcoming isolation of geographical distances, peer-to- peer support/feedback, visibility of students’ work, integration of multimedia assets, and the creation of informal relations between educators and students. Universities are finding that adopting Web 2.0 is necessary to remain competitive, while, at the same time, the evolution to Web 3.0 is on the horizon.
    [Show full text]
  • Accelerate-Arnie-Kuenn.Pdf
    Copyright © 2011 by Arnie Kuenn All rights reserved. ISBN: 1456479997 ISBN-13: 9781456479992 E-Book ISBN: 978-1-4392-8808-5 Library of Congress Control Number: 2010919315 Published by VM Press, Phoenix, Arizona. No part of this book shall be produced, stored in a retrieval system, or transmitted by any means, electronic, mechanical, photocopying, recording, or otherwise, without written permission from the publisher. No patent liability is assumed with respect to the use of the information contained herein. Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts of preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor author shall be liable for any loss or profit or any other commercial damages, including but not limited to special, incidental, consequential, or other damages. DEDICATION Dedicated to my mom and dad. If you have ever met them, you know why. Table of Contents Title Page Copyright Page Acknowledgements Foreword Introduction Chapter 1: The Shift to Content Marketing – Understand What’s Happening Online Your Clients are Searchers How People
    [Show full text]
  • Lotus Workplace Web Content Management and Content Manager Working Together for LWWCM Java Edition V2 and CM V8 Only
    Lotus Workplace Web Content Management and Content Manager Working Together for LWWCM Java Edition V2 and CM V8 Only Using CM as a repository for LWWCM Publishing CM content to LWWCM Covering search, security, VideoCharger integration, and migration Wei-Dong Zhu Stephan Bolten Ziad Hakim Maria Elena de Leon Walter Mayer ibm.com/redbooks International Technical Support Organization Lotus Workplace Web Content Management and Content Manager Working Together September 2004 SG24-6368-00 Note: Before using this information and the product it supports, read the information in “Notices” on page xiii. First Edition (September 2004) This edition applies to Version 2 Release 1 of Lotus Workplace Web Content Management Java Edition (product number 5724-I29), Version 8, Release 2 of IBM DB2 Content Manager for Multi- platforms,IBM DB2 Content Manager Information Integrator for Content for Multiplatforms (product numbers 5724-B19, 5724-B43). © Copyright International Business Machines Corporation 2004. All rights reserved. Note to U.S. Government Users Restricted Rights -- Use, duplication or disclosure restricted by GSA ADP Schedule Contract with IBM Corp. Contents Figures . ix Notices . xiii Trademarks . xiv Preface . xv The team that wrote this redbook. xv Become a published author . xvii Comments welcome. xviii Part 1. Introduction . 1 Chapter 1. Lotus Workplace Web Content Management overview. 3 1.1 Introduction . 4 1.2 LWWCM architecture . 5 1.2.1 LWWCM user interface . 7 1.3 Creating and updating Web sites . 9 1.3.1 Information Architecture (IA) . 9 1.3.2 Web page design . 9 1.3.3 Collaboration for content management and distribution . 10 1.3.4 Versioning .
    [Show full text]
  • Library and Information Sciences • Courses 405
    Learning Technologies / Library and Information Sciences • Courses 405 CECS 6950. Doctoral Dissertation. 3, 6 or 9 hours. To SLIS 5040. Information Behavior. 3 hours. Human be scheduled only with consent of department. 12 hours cognitive behavior in seeking, searching for, browsing, credit required. No credit assigned until dissertation has evaluating and using information. Concepts and contexts been completed and filed with the graduate dean. Doctoral of types of knowledge and information need. Professional students must maintain continuous enrollment in this methods for and practice in user needs assessment, course subsequent to passing qualifying examination for user profiling and mediation processes for purposes of admission to candidacy. May be repeated for credit. developing user-centered information systems and services. SLIS 5050. Trends and Practices in School Librarianship. Learning Technologies – see Undergraduate Catalog 3 hours. Overview of seminal documents of the school library profession including the Library Media Specialist as information specialist, as teacher and as consultant. Course Library and Information Sciences objectives include serving effectively as an information specialist; applying sound managerial principles; Students interested in a particular course dur- developing and maintaining a collection; understanding ing a particular period should inquire in advance. legal and ethical issues; understanding how to integrate Other relevant courses are available at UNT and the library media program; appreciating human diversity; through cross-registration at other schools within understanding how to work collaboratively. Prerequisite(s): the Federation of North Texas Area Universities. SLIS 5208, SLIS 5340, SLIS 5420, SLIS 5430 and SLIS 5720. Department advising approval is required for course SLIS 5070. Development of Libraries, Publishing and enrollment.
    [Show full text]
  • Health Literacy Online
    Health Literacy Online A guide to writing and designing easy-to-use health Web sites l Strategies l Actions l Testing Methods l Resources SERVICE N S A U M S U A H & H T L U.S. Department of Health and Human Services A E H F O Office of Disease Prevention and Health Promotion T N E M T R A P E D Suggested citation: U.S. Department of Health and Human Services, Office of Disease Prevention and Health Promotion. (2010). Health literacy online: A guide to writing and designing easy-to-use health Web sites. Washington, DC: Author. ii Health Literacy Online Contents About This Guide .............................................................................1 Why Design Easy-to-Use Web Sites? ............................................2 Building On the Principles of Usability ...............................................3 Terminology: Literacy and Health Literacy .........................................3 A Note on the Research ....................................................................4 What We Know About Web Users With Limited Literacy Skills ..................................................................................5 A Brief Introduction to User-Centered Design ..............................9 Summary of Iterative Design and Testing Methods ...........................9 Individual Interviews ..................................................................9 Focus Groups ..........................................................................10 Task Analysis ...........................................................................10
    [Show full text]