Published on February 20, 2014
The 4 Qs Search Engine Optimization By Rikke Blix Hagemann Jan 2014
How to get Organic Visibility in Google The 4 Quadrants SEO Expertise Technical Platform Expert SEO Knowledge Online References Content Strategy Business Knowledge 1
Q1 – Technical Platform Importance: Showstopper • CMS - Implement SEO friendly Content Management System • Load speed - Optimize the load speed of the web pages • Domain settings - Needs to be in place • URL structure - Short path from domain to product ID • Redirects - All traffic must be redirected correctly 2
Q2 – Content Writing Importance: High Content Strategy - What content in what media Content Mix - Decide on the right content mix: text, video, images, maps Content Quality - Speak to the user and target your writing to engage with the audience Content Writing - Incorporate the right keywords in your content and be productive because the size of your website matters 3
Q3 – Online References Importance: High Links are considered as references and recommendations from other people When your website is linking to other high quality websites you become more trustworthy When other websites are linking to yours, this is considered as recommendations and your web site has higher value in the eyes of Google. PROUD LINKING! Websites Links to/from other websites Social Media Links to/from social media 4
Q4 – SEO Expertise Importance: High On-page optimization performed by the SEO team Meta data: Write descriptions for video & images and add as meta data, so Google can index all content Organize themes (silo structure or tree structure) Manage redirects Set up internal linking SEO copywriting Other elements to consider: • Age - How long has the domain been active with high quality content • Size of the website – volume is important, esp. number of pages & how much text on each page 5
How to Connect with Your Clients Identifying the Right Keywords 6
Connecting the Clients to You = Leads/Sales Category: Running Shoes Keywords: Potential clients are looking for running shoes barefoot running shoes best running shoes for men best running shoes for women cross training shoes track shoes trail running shoes other COMPANY You want to sell
Track the Important KPIs for Your Business 8
The KPIs of Online Marketing in Google Conversion Rate Click Through Rate Visibility Potential visitors Visits People who visit your website Sales or Leads Visitors buying your products or becoming a lead Cost Per Acquisition Traffic x *CPC x CR = CPA InsideIndustry We measure your visibility as well as the top 100 competitors in your market space KPI Share of Search *Cost Per Click
Discover Your Visibility InsideIndustry – Competitive intelligence for your industry 10
InsideIndustry Provides You With… A visibility trend over time for the Top 5 domains in a given category, industry and market A holistic market analysis for search market performance Competitive analysis of your competitors’ search marketing strategy Insights about who of your competitors is growing in visibility and who is losing it Overview of the newcomers in your territory 11
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