The Power of a Strong Online Presence
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Mobile-first, topic-focused, reviews and proximity. All of these are playing a key role in the way your website ranks on Search Engines.
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The Power of a Strong Online Presence
- 1. The Power of a Strong Online Presence Search Engine Optimization
- 2. of daily searches are brand new! -Google
- 3. The Landscape is Shifting What Really Matters Today?
- 4. 2015 Local Search Ranking Factors Source: Moz 2015 Ranking Factors 20.30% 9.50% 8.50% 20% 5% 14.70% 13.60% 8.40% On-Page Signal Behavioral/Mobile Signals Personalization Link Signals Social Signals My Business Signals External Location Signals Review Signals Core Optimization Content Marketing Local Listings Reputation Management
- 5. Reputation 92% of users will use a local business if it has at least a 4 star rating Site optimization 79% of search engine users say they always/frequently click on the natural search results. Content 82% of consumers feel more positive about a company after reading custom content Business listings 73% of consumers lose trust or confidence in a brand when online listings are incorrect
- 6. Keywords are much less important than they once were. RankBrain & Content
- 7. • Review generations Prominence & Reviews The quantity of reviews received on a regular basis, coupled with their average star ranking impact the SERP a great deal.
- 8. Proximity With the increase in Mobile, proximity plays an increasing role in the results from a search.
- 9. Links & Social Media Quality links are playing a stronger role in your website rankings along with Social Media engagement.
- 10. Relevance & Listings Business Information should always be detailed an accurate. Your listing also needs to match what someone is searching.
- 16. Get Them Thinking…. • Do you post content like videos, slide decks, and infographics on a regular basis? • Do you know your average star rating? Do you get reviews on a regular basis? Do you respond to the reviews? • Do you know which of your listings are accurate and which are not? • Do you know how much traffic is being sent to your content on the web?
- 18. 93% of online experiences begin with Search Engines. • Search engines algorithms change. • Bright Oak concluded their test results yielded a 25% increase in clicks and a 27% increase in profits when they integrated PPC with organic Beyond SEO
- 19. • Social media sites, like FB and Instagram constantly implement change. • Having a solid plan that combines multiple digital tactics, helps you stay relevant and competitive • Mobile and Video are the top categories for opportunities and growth. Diversify
- 20. Questions???
Notes de l'éditeur
- The shifting digital landscape has made move this especially timely. Digital marketing becomes more competitive every single day, it is more critical than ever that a brand optimizes it’s presence. But that is so much more than just performing SEO . As search engine algorithms shift their focus around what they place importance on, individual site rankings are now becoming irrelevant because rankings may actually differ by individual due to a variety of factors. This change means that we need to shift our focus around what really matters most –(click) but WHAT is it that really does matter?
- Here, we see which factors impact local search rankings most – and while some factors have a heavier influence than others –you can see that focusing in any one area will not make the impact that a holistic approach will, including many factors and signals. Our solution has been built with these key ranking factors in mind – and we will address these signals within specific pillars that we’ve built the solution around: Core Optimization Content Optimization Local Listings and Reputation Management
- Now, search engines place prominence on these ranking factors because of the way Internet users are consuming a brand’s content today. We search across a variety of online properties, not just the client's website. You might look at business listings, video engines like YouTube, social networks and review sites, and all of these resources combined help consumers gain confidence about a business.
- A final element is that the once all-important keyword has become far less important Think about it - With 500 Million new searches performed daily, the effects of semantic search, and personalized search, it makes it pretty tough to optimize a clients website simply by focusing on a finite set of keywords. Now, this doesn’t exactly mean that keywords are dead – but it definitely influences our approach
- We as consumers have become very dependent on reviews– and the search engines are following suit, recognizing that a business with great reviews is prominent businesses – so they in turn get better positioning from the search engines. Next time you run a search, take note of the fact that businesses that have highest reviews are also ranking highest. (click) The quantity of reviews that are received on a regular basis, coupled with the average star ratings impacts the SERP results a great deal.
- Let’s go ahead and take a look at the ways that the changes in the digital landscape have directly impacted the ”new SEO” To start – the overall goal has changed. The focus used to be creating the #1 ranking site for specific keywords- now we want our clients to be found across more local platforms that support the customer’s buying journey To do this, the tactics have shifted away from specific keywords to topics, which means that rather than consumers seeing the exact results they were searching for – they may see related topics, content, and even reviews – as the search engines are providing results aligned with search intent. This is important because 15% of daily searches are brand new
- Some very dated negative SEO tactics like keyword stuffing has been completely replaced in value with content marketing- which will lead a consumer through the buying journey throughout the web. Where consumers used to have to go multiple places to find the information they were looking for, and reach out to contact in a variety of different ways – consumers are now more likely to go straight to social media to find and share information.
- We also know now that the new SEO is making it easier for consumers to find you – we can help find them with content that is widely distributed and creating and maximizing a reputation strategy that increases reach from peer reviews
- Because we believe in the power of a local strategy – we are making it easier for businesses to show up locally through distributing their NAP where it matters most, so consumers can find them when they really need them
- Finally, we’re providing ongoing optimization – constantly reviewing and optimizing their website content and listings and monitoring their online reputation to stay on top of what really matters to the search engines and within their unique industry. What this means in the end is that this multidimensional strategy will lead to finding education, higher converting buyers who are ready to patronize our clients businesses.
- You can see on the screen some questions we suggest asking– these are just a few ideas, and the goal is to get them thinking about their content (or lack thereof), taking control over their reputation online, and ensuring that clients are able to find them online. What other questions might you ask to get a client thinking?
- The tactics we were used to under our old SEO solution have fundamentally changed so that we stay relevant and in-line with what the search engine algorithms think are important. We have a much stronger focus on content marketing, things like on-site blog posts, visual content, social sharing and outreach than we used to. Another major and important shift is that our core optimization focuses on TOPICS rather than on specific keywords. This is because our goal is to drive relevant traffic to the brand and their content, so we expand their keyword list to improve our success.
- The topics are essentially their core products and services. We’ll research the best keywords to use around these topics – but this does mean that clients will no longer provide or approve specific keywords. And our ongoing optimization will help ensure that we stay on top of the most relevant keywords, even if they are changing or evolving over time.