Who am I? Mike Anderson Associate Director of SEO, WeddingWire
Main goals: • Increase traffic by ranking for keywords • Increase online visibility • Gain more business by increasing conversions on traffic you already get
SEO
What is SEO? SEO stands for search engine optimization SEO is a combination of strategies, techniques and tactics used to increase traffic to a website by earning high rankings for relevant search queries - or keywords.
Why SEO? • On average Google receives approximately 6 BILLION searches a day. • 93% of online research begins with a search engine • 70% of the links users click on are organic • 75% of users never scroll past the first page
Why SEO Matters Search engines are the primary way people find content online, so ranking highly in search results is a critical part of any marketing strategy.
What is a Search Engine?
SEO: Back Then • • • • • •
Link farms Thin content Content written by bots Keyword stuffing Ignoring design Cloaking
Constant Change 01: Panda - 2011 Targets: Duplicate, plagiarized or thin content; user-generated spam; keyword stuffing
02: Penguin - 2012 Targets: Spammy or irrelevant links; links with over-optimized anchor text
03: Hummingbird - 2013 Targets: Keyword stuffing; low-quality content
04: Pigeon - 2014 Targets: Poor on- and off-page SEO
05: Mobile - 2015 Targets: Lack of a mobile version of the page; poor mobile usability
06: RankBrain - 2015 Targets: Lack of query-specific relevance features; shallow content; poor UX
07: Possum - 2016 Targets: Tense competition in your target location
08: Fred - 2017 Targets: Thin, affiliate-heavy or ad-centered content
SEO: Now • User experience – Websites and content should be created with user experience in mind. o Fast websites o Quality content o Quality backlinks o Optimized images
What I’m covering today 1. 2. 3. 4. 5.
Initial website set-up Keyword targeting Code optimization Image optimization Content
6. Content marketing 7. Domain authority 8. Local SEO 9. Mobile SEO 10. WeddingWire Storefront SEO
1. Initial Website Set-Up
Initial Website Set-Up
Initial Website Set-Up Example Website Structure
Homepage Services
Menus
Wedding Catering
Buffet Menu
Corporate Events
Plated Menu
Photo gallery
Contact us
2. Keyword Targeting
What Are Keywords?
Keyword Research Tools AdWords Keyword Planner
Other Tools
Search Volume & Competition Ideal keywords should have high search volume and medium to low competition!
Keyword Selection Choose keywords that are high in search volume, but more importantly, relevant and with high intent. Think: What action is a user looking to do when searching certain keywords?
Tips q List your services/products q Start with a broad list & narrow down q Analyze your competition q Use historical data q Compile your findings q Target one main keyword per page, and have supporting keywords that are tightly themed
Example: Wedding Buffet Menu Reminder • Choose keywords with a similar theme • Each keyword should align with your business goals and user intent • Each page should focus on one service/topic
3. Code Optimization
The Title Tag – a Top Ranking Factor
The Meta Description – Help boost CTR
Heading Tags – Organize content and improve readability
4. Image Optimization
Alt Text and Image File Names
<img src=”https://www.weddingwire.com/images/san-diegowedding-venue.jpg” alt=”Couple at a San Diego Wedding Venue”>
5. Content
Do’s and Don’t for Writing Quality Content
Content for Voice Assistants & Quick Answers
6. Content Marketing
Leveraging Content Marketing
7. Domain Authority
What is Domain Authority & how can it be improved?
8. Local SEO
Local SEO Factors • Business Name • Address • Phone Number • Website • Reviews • Social profiles
9. Mobile SEO
Mobile-First Indexing: Coming Soon
1
In the past, it was fine to simplify your mobile site
2 3
with less content, images & actions
Today content must be equal on all devices
10. WeddingWire Storefront
Optimize Your WeddingWire Storefront Reviews Photos
FAQ
Ask for Reviews
..and link to your Storefront from your Website
BONUS! Conversion Rate Optimization
Conversion Rate Optimization Clear message
SEO is the first step to get couples to your site. Conversion rate optimization ensures visitors can get in touch.
Button stands out
Extra CRO Tactics Tactics • • • •
Heat map analysis Pop-ups Urgency tactics Identify which pages people are not converting on to analyze why
Summary
To get a page ranked, make sure you do the following: 1. Do research and choose keywords to target on a page. Make sure keywords are relevant to the page. 2. Choose a clean URL structure for the page 3. Include the main keyword in the h1/title. Use the main keyword and supporting keywords on h2 subheadings. 4. Write a title tag and meta description optimized for this main keyword. 5. Add optimized content. Include keywords approximately every 75-100 words. 6. Add an optimized image 7. Make sure your page is mobile friendly. Check for site speed and mobile friendliness 8. Add a CTA to your page. It should stand out and be above the fold.
Keywords for this page are wedding website and free wedding website URL: weddingwire.com/wedding-websites Title Tag: Wedding Website, Free Wedding Website | WeddingWire Description: Wedding Websites - Create a wedding website for free in a few simple steps. Choose from 100â&#x20AC;&#x2122;s of designs and share your personal wedding website with guests."
Optimized content
KW in H1
Optimized image
In main menu
Clear CTA
Thank You!