Build a Simple SEO Strategy That Google Will Love [WEBINAR]

Build a Simple SEO Strategy
That Google Will Love

Tweet it: #GEONETRIC
Today’s Presenter:
Casey Hansen, Online Marketing Strategist
 Casey has two passions – online marketing and flying.
 Helps Geonetric clients create social media and search
engine marketing strategies.
 He is also reviews analytics to help clients understand
the impact social media, SEO, and SEM have on their
overall online marketing efforts.
 Casey is also flight instructor.

Geonetric develops the VitalSite healthcare CMS, and provides online
marketing services to hospitals, physician practices and health systems.

Video of This Webinar
Watch the Video
Using healthcare examples, we’ll explain
how to build a successful SEO strategy and
ensure the basics of SEO are always in
place for the content you create. You’ll
learn why being active and producing
content across the Web that points back to
your website is one of the best ways to
help your SEO efforts.
Watch the webinar!

SEO eBook Available
After reading this eBook you’ll
understand:
 The latest changes in Google and other search
engines’ algorithms
 Why creating user–friendly content is the best
driver of organic search
 How to implement some of Google’s lesser–
known recommendations, such as ‘nofollow’
 The inside scoop on Google+, Google Authorship
and Google Publisher and why they are
important to healthcare SEO
 Tips to make your content more sharable and
improve SEO
Get Your Copy Now

What We’ll Cover
 A look at the changing SEO landscape and where we’re headed
 Building your SEO strategy for long-term success using the latest trends
 Generating buzz for your content through link-building and social media
 Common SEO mistakes to avoid
 The latest news from Google

Algorithm Changes Galore

An SEO expert walks into a
bar, bars, pub, public house, Irish
pub, drinks, beer, wine, liquor…

The (Not Provided) Struggle
Credit: http://www.notprovidedcount.com/

Keyword Rankings?

The Bottom Line on Keywords
They still matter…
but we’re using them a little differently.

Metadata
• Page titles, meta descriptions, keywords – yikes!
• Still relevant and important to your page structure
– But, it’s not enough anymore.

Local Listings

Google My Business
www.google.com/business

SEO changes frequently,
so what type of strategy can keep
your website visible in search results?

Your 2014 SEO Strategy
1. Understand user intent using keyword research and then answer those search
queries.
2. Create high-quality, valuable content based on what your users need/want.
3. Share your content and encourage others to share as well.
4. Avoid common mistakes.
If you do this, everything else falls into place.
If you put your focus on SEO “tricks,” your content won’t be good enough!

Keyword Research
What are users searching for?
 How do they frame their search queries?
 What’s popular for a particular topic?
 This data will help shape your content strategy and which audience you want
you want to go after.

Keyword Research
Tools We Recommend
 Google Keyword Planner
(Google AdWords)
 Google Trends
 Moz Keyword Difficulty and
SERP Analysis Tool
Google Trends – www.google.com/trends

Keyword Research
What to Look For
 Trends for a particular topic/subject
 Actual search queries
 How do users search for “heart care”? You may be surprised!
 Keyword search volume and competition
 Focus on your geographic area

Keyword Research

Keyword Research
Your research should lead you to the next step…
write content as an answer to those search queries!

What is high-quality content?
1. Create content that is written for users. Solve their problems and answer their
questions.
2. Write naturally and give knowledge freely. This creates value, which creates
quality.
3. Content that is high-quality and creates value will shared naturally by your
audience, increasing the SEO benefit that content gives you.

Creating High-Quality Content
Make the Content Your Focus!
 Keep your main content towards the
top of the page.
 Write naturally and keep the focus
on the user.
 Utilize your user intent research to
write page titles and headlines.
 Don’t break up content – be sure
pages have plenty of content to
support the topic of the page.

Don’t Break Up Your Content
 Based on your user research, be sure
you can provided enough content
for a given topic.
 Small, “light” pages won’t rank well
and don’t provide great value.
 Use accordions to make content
digestible.

Blogs Are a Great Way to Create
Frequent, Quality Content
 Categorized, niche-specific content
 Updated frequently
 Easily shared across social media

Share Your Content
 Create “buzz” for your content/website.
 Share your content on social media.
 Develop link networks with other
websites that make sense.
 Encourage your site visitors to share
content.
Great content will naturally be shared –
we all do it every day via email, Facebook, Twitter, etc.!

Your 2014 SEO Strategy
1. Understand user intent using keyword research and then answer those search
queries.
– You’ll understand your audience and be able to create content that resonates.
2. Create high-quality, valuable content based on what your users need/want.
– High-quality content leads to sharing and linking, two primary ways search engines
rank content.
3. Share your content and encourage others to share as well.
– Be active socially and get your content in front of your audience. It’s a manual
process, but it matters!
4. Avoid common mistakes…

Common SEO Mistakes
Focusing Content on Keyword Density
 Google’s Hummingbird update focused more on understanding the content of
search query and, ultimately, how your page matches that query.
 The density of your keywords within your content is not as important as it used
to be.
– Search algorithms are smarter.
– It could actually de-value your content!
– It’s a dangerous strategy to “stuff” keywords today.

Common SEO Mistakes
Having “Thin” Content
 Be sure you have enough content to create a page or pages on a particular topic.
 Don’t “chase” popular keywords … can you provide value?

Common SEO Mistakes
Chasing Google’s Announcements
 Avoid reacting to every single announcement from Google and other search
engines.
 Focus on serving your users and creating value and you will have success.
Fact: The basics of SEO have not
changed in a long, long time.

Google Places Emphasis on HTTPS
 Google focusing on the security of
websites as a ranking signal.
 Not a primary ranking signal right
now, but may become more of a
factor.
 No knee-jerk reactions necessary,
but perhaps a strategy adjustment
to plan for.

Google “Pigeon” Update
 Focused on local search results.
 Seems to boost Yelp/directory
listings for local results.
 Better understanding of user’s
location to provide location-
specific results.

Google “Pigeon” Update
Things to note…
 This is brand new (early August 2014). Let things adjust before creating a full strategy.
 Be sure your local listings are claimed/updated/of google quality.
 Considering checking your Yelp listing and other local directories.
 Tools such as Moz can help with this.

Questions?
www.geonetric.com/contact

Build a Simple SEO Strategy That Google Will Love [WEBINAR]

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Build a Simple SEO Strategy That Google Will Love [WEBINAR]