WebFuel SEO for Non-Techies 2014: Canadian Version.

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Published on March 28, 2014

Author: lesfaber

Source: slideshare.net

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Presentation at IABC Ottawa PD Event on March 26, 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , IABC Ottawa | March 26, 2014 SEO FOR NON-TECHIES Canadian Version 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , What is Canadian Search (SEO)? Let’s get started… Think with WebFuel: For Marketers & Communicators

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , What is Search Engine Optimization, Really? Search Engine Optimization Definition: Getting results from Organic Search Note: WebFuel’s Definition

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , What is Search Engine Optimization, Really? Search Engine Optimization Definition: Getting results from Organic Search • The listings (or results) that appear on a Search Engine Results Page (SERP) without paying to be displayed • It is determined by relevancy based on search terms • Search Engines always display organic results Note: There are two sides to SEO - technical & non-technical

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , How Search Works Behind the Search Box Note: Search begins with the Search Box

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , How Search Works Behind the Search Box Source: How Search Works by Google 1. Crawl 2. Index 3. Display (based on Algorithms – spam removal)

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , What Matters Note: EVERYTHING that a Search Engine crawls & indexes matters

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , What Matters Note: EVERYTHING that is displayed on a Search Engine Results Page (SERP) matters

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian Why is Canadian Search Different? Note: Canadians love the Internet. 86% of Canadians are online.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian Why is Canadian Search Different? Note: Canadians are leaders in Internet usage

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian Why is Canadian Search Different? Note: Canadians love to shop online.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian Why is Canadian Search Different? Note: Search Engines are often used even if the web searcher knows your website address. Where does Search begin? 1. Search Engines 2. Branded Websites 3. Branded Apps

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian Why is Canadian Search Different? Note: Search trends in Canada. Category: Health. Search Type: Web

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian. Why is Canadian Search Different? Note: Canadian Search is not the same as American Search. Or Search in other English speaking countries. • Canadians search via Google.ca (Google Canada) • Google.ca has its own Canadian oriented index • Google.com searches within Canada redirect you to Google.ca • Canadians search in English & in French • Canadian spelling is different as well

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Canadian Note: Not always relevant to Canada

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Search Note: The devices people use to search are different.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Search Note: Search by voice is different

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Search Engines Note: Search Engines matter.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Search Engines Note: Google ranks number one – and number three.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think SERPs Note: Brand matters.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think SERPs Note: SERPs differ depending on search type

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Website Note: There are two types of visitors to a website. People & Spiders.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Domains Note: Domains matter.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Domains Note: New domain name extensions

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , What is THE Canadian Domain Name?

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Geographic Targeting Note: The World Wide Web is global

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Geographic Targeting • Canada (Country) • Canada (National & Major Cities) • Ottawa (Local) / Ontario (Province) • North America (Canada & USA) • USA (but located in Canada) • English Speaking Countries • French Speaking Communities (Canada) • Worldwide Note: This MUST be defined before you launch your Organic Search Campaign

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Geographic Targeting (Maps) Source: GeoDigital - Spatial Search

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Content Note: Ensure that your content can be crawled & indexed (technical side) • Content rules (always has - and always will) • Write for target audience (people first - SEs second) • Quality, unique & relevant content is a MUST! • Content has many formats (think search / content marketing)

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Keywords • Branded / Non Branded keywords • Organic keywords are different from paid keywords • Keywords differ depending on search device (mobile) • Typed keywords differ from those via voice search • English keywords should not be translated into French • Meta keywords should be ignored (Google ignores them) • Keyword research is a MUST! Note: SEO means optimizing for people who use search. And… searchers intent.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think SEO Tactics Note: There are two sides to SEO implementation - on-page & off-page

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , When Things Go Wrong Really Wrong. • Rebranding (name change) without taking Search Engines into consideration • Building a website without taking Search Engines into consideration / Website redesign without addressing the Search Engine index • Using US or UK search / keyword data (instead of Canadian) • Translating English keywords / content into French • Violating Search Engine Guidelines (results in penalties) Note: Can hurt your rankings, clicks & conversions

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , When Things Go Wrong Really Wrong. • Drastic drop in web traffic (change in algorithms) • Disappearance from the Search Engine Index (penalty) Note: Clean up is time consuming - and expensive. Graphic: Search Engine Land

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , When Things Go Wrong Really Wrong. Note: An unbiased SEO Site Audit is recommended. Graphic: Search Engine Watch

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Rankings • Vary from search engine to search engine • Driven by personalized search • Affected by competition • Impacted by language (En/Fr) • Driven by keywords & search query types • Impacted by various SERPs layouts Note: Ranking Factors 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Rankings Source: Search Engine Journal

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Clicks • You have to rank in order to get the click (first page) • Clicks drive web traffic (not rankings) • More clicks on organic search results (than ads) • Organic clicks are important in terms of trust • .ca gets more clicks by Canadians Note: Click Factors 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Conversions • Web traffic volume (Publishers) • Purchases (eCommerce) • Inquiries / lead generation (Businesses) • Accessing information / forms (Government) • Online donations (Charities) • Membership sign ups (Associations) Note: Web Conversions 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Think Measurement • Measure Organic Search as a channel • Use web analytics (Google Analytics / Website) Note: Measure what matters

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Get Informed… 1. Learn industry-related terminology 2. Determine if source of information is relevant to Canada 3. Get up-to-date on the domain industry in Canada 4. Understand the basic difference between language based searches (English & French) 5. Learn about Search Engine options in Canada 6. Measure Search Campaigns (Search Analytics) 7. Play by the rules (Search Engine Guidelines) What can you do? Note: SEO takes a lot of time – and hard work! But it’s a great long term strategy.

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , SEO is not dead. It’s changing… • Search Engines still drive qualified web traffic • Search Engines are getting better at filtering spam (YA!) • Tactics that are NOT considered best practices are dying

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Got Questions?

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , Join Us • Engage with WebFuel on Twitter, LinkedIn & Facebook • Subscribe to the WebFuel Blog “Get Found on the Web” • Follow our series “SEO Wednesdays Canada” • Attend the Ottawa Search & Digital Marketing Meetups Upcoming WebFuel Presentation SEO for Techies 2014: Canadian Version Geek Girls April 24, 2014

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , About WebFuel • Search Results Agency (SEO, PPC & GA) • Full Service Search Engine Optimization • Clients are Canadian Brands • Work with In-house Marketers & Agencies • Expertise in Canadian Search (Organic Search) • Specialize in SEO Audits, Consulting & Support • Google Credentials (Trusted Google Partner) • Founded in 2004 • Located in Ottawa, Canada

T h e S e a r c h R e s u l t s A g e n c y . G e t R a n k i n g s | G e t C l i c k s | G e t C o n v e r s i o n s M a r c h 2 6 , WebFuel is a Search Results Agency Presenter: Les Faber e: info@webfuel.ca | p: 613-692-1030 | w: WebFuel.ca|

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