Part 1 of 3 What is SEO? On-site SEO.
In order to do that I have an actual presentation that I’m going to show you so we’re going to go to share screen here. I’m using Google Hangout to do this presentation.
Again, we’re going to talk about SEO. This is part one. There’s two keys to search engine optimization. The first key is onsite SEO and the second key is off-site SEO. This presentation we’re going to focus on the onsite SEO.
What we’re going to talk about today is SEO, right? Search Engine Optimization. Then why SEO – because search engine optimization isn’t for everyone, but I would say to some degree every website needs to have some amount of search engine optimization done to it. Again we’re going to talk about onsite SEO and my next presentation I’m going to discuss off-site SEO. We’ll also give you a list of tools and resources, many of the ones that we use when we’re working on SEO campaigns or analyzing someone’s presence.
Let’s talk about it, what is SEO. From Wikipedia they say search engine optimization (SEO) is the process of affecting the visibility of a website or a webpage in a search engines natural or unpaid organic results. Oh boy that will put you to sleep.
Why SEO? In general the earlier or higher ranked on the search results page the higher up a site ranked, the more traffic it’s going to get. That makes sense to most people. SEO may target different kinds of sites. I like the fact that they put this in here because you might be targeting video search, MS search, specific algorithms that are in the in the Amazon [laughing], you’re trying to be ranked on Amazon or even Craig’s List for that matter.
I like to break SEO down to two major situations or two main situations that I see businesses in and how SEO applies to their situation. Situation number one is a business with a high volume of searches for their product or service. An example of that would be plumber in Denver, accident attorney in Denver.
A national search like “Xbox” or “ski jackets” or “help with the back taxes”. People do these kinds of searches hundreds if not thousands of times a month. As a result being ranked at the top of Google for these targeted search terms for these businesses can be very profitable and many of them can drive over a 1/3 and sometimes over 75% of their sales can be driven by a well optimized website.
There are also businesses with a low volume of searches for their products or services like “corporate attorneys”, a “new technology company” where it’s actually a new technology, no one’s searching for it because they’ve never heard it. Right? “Investment bankers”,” financial planners”, any type of business that relies on networking and referrals has a different approach to SEO. While they may not be able to drive a large quantity of new prospects to their site via SEO efforts, they can be certain that their referrals are searching for them by name. You have to ask yourself as a business owner if most of your leads, sales come from referrals: “How important is it to you if someone looks you up by name that what comes up on the first page of Google or any search engine is what you want to come up?”
Often times if we have a poorly optimized web presence and someone searches for us by name they find misinformation, the wrong information. The worst case scenario they find bad information. Would you rather have that or would you rather have someone searches for my business by name and they find my website, my LinkedIn page, my Facebook page, my Twitter, my blog, pictures of me, pictures of my business, videos of my business. That’s a much better experience and is going to help you anchor those referrals that you may have lost with a bad web presence.
What is SEO with regards to the search engine results page? If you ever hear someone say SERP or SERPS they are talking about the search engine results page. All that means is that someone does a search like in this case PPC Denver, which stands for Pay-Per-Click, you get two types of results for this particular search. You get the paid results which typically appear up here at the top with either one, two or three advertisers and then the other advertisers over here on the right. We’re not going to spend any time talking about that. I just wanted to point it out to you.
In the organic results which are below the paid or on the left side of the page, we have the website that Google brings back ordered by who they believe is the most relevant for the search term PPC Denver. Now my company does Pay-Per-Click Marketing. We also do search engine optimization so we come up at the top here when we type in PPC Denver and we’re also ranked pretty well. We’re in the number two spot if you take out that .edu site which I don’t consider a competitor. It looks like one of our competitors is coming above us there. This is a good result for us and it gives us credibility because if someone types in PPC Denver not only are we appearing here, but Google says “wow these guys are here” so the searcher says “These guys are pretty relevant for the search I just performed.”
Why does SERP matter? SERP position drastically affects traffic to your website. This is a graph that we used and we’ve actually run this graph on all of our clients through Google Webmaster Tools. We download data and we see what click through rates are and this matches what the industry indicates is the case. Which is if you’re in position one you’re going to get 34% of the clicks on that page. Position two it drops down to 17%, position three 12%. By the time you get to the bottom of the first page you only get about 3% of the clicks. What this means specifically is every 1000 searches if you’re in position one you’re going to get 340 visits to your website. If you’re in position ten you’re looking at 30.
If you are in position eleven (or at the top of the 2nd page) it drops all the way from 3% down to 1% so just moving from page two to page one in the organic search results gives you three times the traffic to your website. Moving from position ten to position one gives you ten times the traffic to your website. Being in these top three spots means that you’re going to have nearly twice the traffic that you would get from being at the bottom of seven. These top three websites get twice the traffic of the bottom seven websites. We often look at SEO campaigns like “Hey, let’s get ranked. Let’s get ranked on the first page. Let’s get up to the top three.” That’s how we want to drive our traffic to our website.
There are two major SEO factors, onsite SEO which is simply everything that you do on your website. Off-site SEO is all the things you do off your site that connects to your site directly or indirectly. We’re going to cover the off-site SEO portion of this in the next video so make sure you come back for that.
Onsite SEO factors, content on your site that people see, hear and read. So words, pictures, videos, maybe audio. Content on your site that the search engines see, hear and read. So the search engines are going to read the words that you read, but they’re also going to read the meta tags. They’re going to read the title tags. They’re going to read the background names of the pictures. They’re going to read and/or listen to the videos, granted not as well as you do, but they are going to pay attention to those.