8 Keys to Ranking Well in Google
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This document provides an 8-step plan for staffing companies to improve their search engine optimization and online presence. The steps include: 1) adjusting existing website content, 2) consistently adding quality blog content, 3) leveraging social media, 4) optimizing job postings, 5) claiming the Google+ Local listing, 6) paying attention to review sites, 7) using analytics to track results, and 8) continually updating content. The document provides details on each step and emphasizes that search engine optimization is an ongoing process rather than a single event.
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8 Keys to Ranking Well in Google
- 2. 8 Keys to Ranking Well in Google!
- 3. Today’s AGENDA… • Search Engine Optimization Overview • Your Existing Website • Blog & Content • Social Media • Search-Optimized Job Board • Google Local Page • Review Sites • Tracking • Next Steps
- 5. • The process of improving the volume and quality of traffic to your website from search engines like: SEO is a process, NOT an event What is SEO?
- 6. • 1,770,000 – Number of Google Searches for “Staffing Services” or “Staffing Agencies” in April ’12. • 4,070,000 – Number of Google Searches for “Employment Agencies” in April ’12. • 90% - Percentage of Internet searchers that don’t get to page 2 of rankings. Why should I care?
- 7. Your Google Game Plan Step 1: Adjust existing website content.
- 8. Key Elements of SEO Content Meta Data URLKeywords Inbound Links
- 9. Meta Data • Page Title - Use keywords & geography - Roughly 60-75 characters • Page Description - Use keywords - Sell the user on the value your page provides • Meta Keywords - Not as important as they used to be!
- 10. Website Address/URL • Are your keywords in your website address? • Are your URLs search engine friendly? www.staffingcompany.com/staffing-agency-memphis www.example.com/page.php?var1=23&var2=blue&var3=whatever
- 11. Content Better content = higher rankings! • Start with a strong headline • Include keywords throughout • Be conversational (write for humans, tweak for search engines) • Avoid duplication • Create links with anchor text • Make frequent updates • Content includes video and audio as well
- 12. Inbound Links See current inbound links by searching with: http://www.opensiteexplorer.org/ How to increase inbound links: • Run the above search on your competition • Create YouTube and other social media accounts • Submit comments to blogs • Write and distribute articles/press releases • Ask for a link from your trade associations • Exchange links with your clients • Write testimonials
- 13. Keywords • Don’t compete with the big job boards! Instead of trying to rank for “jobs” focus on “employment” • Consider longer tail search strings that mix in position titles and geography (ex. Data Architects in Boston) • Use “their” terminology, not “yours” • Do your research…
- 14. Keyword Research • Google Adwords Tool: adwords.google.com/select/KeywordToolExternal • KeywordSpy.com • Advanced SEO Software • Hint: Don’t forget plurals
- 15. Your Google Game Plan Step 2: Consistently add quality content.
- 16. BLOGS: The Single Most Powerful SEO and Content Management Tool
- 17. What is a BLOG? A type or part of a website usually maintained by an individual that shares regular news, commentary or updates.
- 18. Why should I BLOG? • Direct communication • Brand building • Competitive differentiation • Exploit a niche/Become an expert • Media/Public Relations • Relatively low cost marketing • Search Engine Optimization
- 19. What should I BLOG and how often? • Value/ROI of your services • Case studies • Company news/events • Share interesting articles & insight • Career and hiring advice How often? As often as you can! (shoot for at least 1-2 times per week)
- 20. How to get started: • Begin developing content • Get everyone in your organization involved • Decide on a blogging tool (Blogger, WordPress, etc.) • Set a game plan and expectations • Tie your blog into LinkedIn, Facebook, Twitter, etc. • Analyze traffic (Google Analytics) • Stick to it!
- 21. Blogs work. Want proof?
- 22. Your Google Game Plan Step 3: Don’t ignore social media.
- 23. Social Relevance Changes how people find you
- 24. Social Relevance Drives people’s online behavior. Source: http://mashable.com/2011/12/18/social-consumers-infographic/
- 25. Social Relevance It’s becoming the new SEO. Social Media is a Key Indicator of Relevancy "Does the rest of the world think you have a great product? If they do, they will amplify this. If you're not engaged socially, you're missing the boat because the conversation is happening socially about you and about your content. Those are really important signals for [Bing]. Whether you're involved or not is your choice, but those signals still exist whether you're in the conversation or not." Duane Forrester Sr. Product Manager Bing's Webmaster Program
- 26. Social Relevance It’s becoming the new SEO.
- 27. Social Relevance Drives people’s online behavior.
- 28. Your Google Game Plan Step 4: Make sure your jobs are optimized.
- 29. Job Board Are your jobs even on your website?
- 30. Job Board Are your jobs optimized?
- 31. Job Board Dynamically Created Meta Titles/Descriptions www.haleymarketing.com/services/web-development/job-boards/
- 32. Job Board Make Sure It’s Mobile! • Application needs to be streamlined. • Easily readable. • One-click apply. • Simple. www.haleymarketing.com/services/web-development/job-boards/
- 33. Your Google Game Plan Step 5: Claim your Google+ Local page.
- 34. Google Local Pages Why Do They Matter? And How Do We Get One?
- 35. What is a Google+ Local Page? • Google+ Local Pages were originally called Google Places • “Digital” yellow pages – but with reviews! • Google+ Local Pages provide: • Website and contact information • Map and location information • Reviews/feedback • Google+ company profile/social information • Hours • Photos • Categories (e.g.: “Employment Firm,” “Recruiter”)
- 36. Where do Google+ Local Pages Appear?
- 37. What’s the difference between a Google+ Local Page and Google Places? Google+ Local Page (old “Places” page):
- 38. What’s the difference between a Google+ Local Page and Google Places? Google+ Company Page
- 39. What’s the difference between a Google+ Local Page and Google Places? Google+ Local Page combined with a Google+ Page
- 40. Why do Google+ Local Pages Matter? • Reputation • Ease of access – get found! • SEO value • Google tries to deliver relevant, local, results. • Google is social! Be sure you are too. • Your online reviews matter – both the good and the bad. (What does your score say about you? How prominent is your listing?) • Keywords, description, and categories (relevance).
- 41. How to Claim/Create Your Google+ Local Page 1. Go to: www.google.com/placesforbusiness/ 2. Sign in with your Google account 3. Enter your business’s phone number 4. Edit/input your business’s information
- 42. Key Elements of Your Google+ Local Page To reap the best results: • Fill out all pertinent fields! • Phone • Company name • Website • Category • Additional Details (specialties) Verify your location! • Google will “call you” or send you a postcard • Street address (need a physical address) • Email address • Description • Hours • Photos
- 43. Valuable Insights • How did they find you? • How many times did you show up? • What actions were taken by your audience? • What locations did they request driving directions from?
- 44. Your Google Game Plan Step 6: Pay attention to review sites.
- 46. What is Being Said About You? • People trust their peers and their experiences. • An online review can make – or break – your chances of working with a prospect or new candidate. • Most individuals will not leave a review unless they had a poor or phenomenally positive experience.
- 47. Handling Negative Reviews Dealing with bad reviews: • Respond and apologize! • Pick up the phone • Try to rectify the situation • Flood your profile with positive reviews
- 48. How to Get Your Firm Reviews • Great in-person or email testimonial? Request that they share it on your page. • Make your “social” presence known and encourage reviews. • Include links to your Google+/Google Local Page • Include a “+1” button on your website • On-site “review stations” for candidates to use.
- 49. Your Google Game Plan Step 7: Make sure you track everything.
- 50. Okay, how do I know IF THIS IS ALL WORTH IT?
- 51. Google Analytics If you don’t have it, get it! You’ll discover: • How people find your website • How long people stay • New vs. return visitors • What keywords people used • What sites are referring traffic • Where traffic drops off • Key spikes in traffic
- 52. Google Analytics Use the Data! Now that you know how people use (or don’t use) your website, put that data to good use.
- 53. Your Google Game Plan Step 8: Don’t stand still.
- 54. SEO is a process, NOT an event! In order to rank highly, you need to continually update your website with fresh and relevant content.
- 56. And if you need some help…
- 57. SEO & Social Media Services • Search Engine Optimization (SEO) • WordPress blog creation • Social media Company Profile development - LinkedIn, Facebook, Twitter • Outsourced blog writing • Online PR development & distribution • Monitoring and data analysis
- 58. Coming Next Month: How Staffing Companies Go Mobile Reserve your seat: www.lunchwithhaley.com
Notes de l'éditeur
- BRAD The goal of SEO is to drive people looking for the types of services you offer to your website—instead of a competitor’s. The key to remember is that SEO isn’t a one time event, it’s a process.
- BRAD Put simply, people are looking online for the services you offer. If your firm isn’t visible, that traffic is going somewhere else.
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- BRAD - I will go through these and then show an example of each. Page Title – Appears at the top of your internet browser and also in search results Page Description – This is displayed in search results and tells the search engine and user what this particular webpage is about. David, can you show an example? DAVID – Search Google for Essential Personnel Inc. In results I’ll show the page title and description. Each of these should be unique to every page in your website. If your page title just has your company name, you’re missing out on a great SEO opportunity.
- BRAD: In many cases, companies have their name in their URL, but it stops there. Your URL is a great place to use keywords and can help improve rankings. A search engine friendly URL is logical and contains keywords. Also, some content management systems create long URL’s with strange characters that don’t add SEO value.
- BRAD: If you remember one thing from today’s webinar, it’s that fresh and relevant content is king! Use keywords in your headlines and throughout content. Write first for humans, then look at where you can go back in optimize for search engines. Duplicate content can hurt content. Use keywords in anchor text. If you are linking to job postings don’t just use “Click Here” consider using: Search Jobs in Buffalo. Update and add content frequently. Not only will Search Engines index your site more often, it creates much more potential to rank in a variety of keywords. Google and other SE’s are moving towards “rich media” blended search results which includes Video and Audio. The key with this is to use text around video. The SE won’t index the video but will see the text that describes the video. YouTube is now the #2 Search Engine so video can be a very interesting option!
- BRAD The more quality inbound links you have, the more “relevant” your site will be to search engines. Yahoo offers a very comprehensive tool to see who links to your website (other search engines offer the same functionality but I feel Yahoo provides the best breakdown). After the webinar run this search and see how you do. Run search on local competitors and see where else you can have a link added. Blog comments Write articles/PR - Distribute online (there are many free places to do this, our blog has links to several) Links with clients and associations Write testimonials – Getting a link from a .edu site holds a lot of value, write a testimonial about interns or recent grads from the college. Write testimonials for your vendors and ask for link back to your website.
- BRAD: The job boards own “jobs” don’t waste your time on broad, general categories. Instead use keywords that still get a lot of traffic, but don’t have as much competition. Get specific and look at longer-tail search strings. There is less competition, and they can provide more targeted traffic. You may hate the term “temp staffing” or “temps” but the fact is that your clients still use those phrases. Do your research…which leads us to the next slide
- BRAD: Google offers some nice free tools. Start with the Adwords tool here. It shows estimated traffic and also competition for those keywords. Again, look for keywords that get decent traffic but may not be as competitive. Google Wonder Wheel – Newer tool found under “Show Options” when you do a search. It shows other words related to your search term. Advanced Software – At Haley we use a software that helps us conduct research on search trends and competition and single out specific search strings to focus on. WordTracker – fairly easy to use pay/month service Finally, when researching keywords don’t forget plurals. Employment Agencies gets more traffic than Employment Agency.
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- BRAD We’ve talked about adding content to your website and that being one of the most important elements of SEO. The good news is that you don’t have to be a website programmer to add content!
- BRAD: A blog is what you make of it. Some people get scared off because they are not writers, but it can be as simple as providing an executive summary of something interested you read.
- BRAD: A blog allows a way to add personality to your company and differentiate your firm. You could become a thought leader on HR policy, or Screening & Interviewing, or even an advanced topic like Logistics. It can go a long way in helping you become a trusted advisor. Great forum to make announcements about your organization and highlight the value you add to the community. Relatively low cost—real cost is the time involved in writing. SEO – Every new post is seen as a unique page on your website, with unique keywords, page titles, page descriptions, etc. It allows you to build a huge library of content, and own your target search strings.
- Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- BRAD: Most important, begin building content Get more than just yourself involved. Blogs fail typically because one person doesn’t have the time. We use WordPress as our platform because of the flexibility. Set expectations on the number of posts you plan to make Use your blog as your “Hub” of information. We use a plugin called “Share It” on our blog that makes posting to Social Networks nearly automatic. Analyze traffic – look at how people are and aren’t finding your site and create posts to help drive even more traffic. Stick to it – it is such a valuable tool and really is worth the investment. I am going to provide a sales pitch here. At Haley we provide a service to setup and integrate a blog with your site, train you on how to write and optimize blog posts and we can even ghost write and distribute content for you. If interested in learning more please let us know after the webinar.
- BRAD: Just last week we formally launched a blog for one of our clients. This graphic shows daily website traffic for the entire month and it’s really clear to see when the blog was launched! Now in order to turn visitors into solid leads, you need good content and strong calls to action.
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
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- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- Job search is the most frequently visited page on any staffing firm website. In order
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- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- JENNY 2013
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- JENNY 2013
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- JENNY 2013 Brad: People are scared off because they don’t know what to write about. You don’t have to write a novel. - Speak about the value of your services. - Educate people on how staffing solves strategic business problems. Add personality and profile your team members (announce CSP certifications, or other news) Write articles or summarize and provide a link to something interesting you have come across. - Case study on Petroleum Recruiter – a blog post about a conference they were attending, got them ranked right under the conference website—great exposure before and after the show.
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- Brad: At the core of SEO are your keywords or search strings. We will get into selected those shortly. Additionally there are four other elements we focus on when optimizing a website: Meta data – the code behind the scenes Inbound links – the number of other sites that point to your site. Your URL –or website address Content – the information found on your site
- BRAD We covered the five core elements of SEO, but it’s not a one time event. As the Search Engine algorythems change and your competitors make updates to their websites, your rankings can fall. Remember fresh and relevant content is key!
- From our entire team at Haley Marketing, we pledge to do our best to share ideas and our experience to help you survive and thrive in the coming months. We apologize in advance if you sometimes find us a little short staffed. Like you, we’re being conservative with our cash. But we promise to continue to share ideas on our monthly Idea Club newsletter, our Ask Haley emails, on our blog and with these Lunch with Haley webinars. Most importantly, we are always here for you. We are the only marketing firm I know of who provides Marketing Advisors to act as your personal trainers. Please take advantage of the support we can offer, and while I can promise we won’t be perfect, I can also promise we will always do our best. Thanks for your time today!
- From our entire team at Haley Marketing, we pledge to do our best to share ideas and our experience to help you survive and thrive in the coming months. We apologize in advance if you sometimes find us a little short staffed. Like you, we’re being conservative with our cash. But we promise to continue to share ideas on our monthly Idea Club newsletter, our Ask Haley emails, on our blog and with these Lunch with Haley webinars. Most importantly, we are always here for you. We are the only marketing firm I know of who provides Marketing Advisors to act as your personal trainers. Please take advantage of the support we can offer, and while I can promise we won’t be perfect, I can also promise we will always do our best. Thanks for your time today!
- From our entire team at Haley Marketing, we pledge to do our best to share ideas and our experience to help you survive and thrive in the coming months. We apologize in advance if you sometimes find us a little short staffed. Like you, we’re being conservative with our cash. But we promise to continue to share ideas on our monthly Idea Club newsletter, our Ask Haley emails, on our blog and with these Lunch with Haley webinars. Most importantly, we are always here for you. We are the only marketing firm I know of who provides Marketing Advisors to act as your personal trainers. Please take advantage of the support we can offer, and while I can promise we won’t be perfect, I can also promise we will always do our best. Thanks for your time today!