seo: how to drive more traffic to your website

Brock Murray, Director of Web Marketingwww.seoplus.ca | @SEOBrock | brock@seoplus.ca

SEO: HOW TO DRIVE MORE TRAFFICTO YOUR WEBSITE

SEO: HOW TO DRIVE MORE TRAFFICTO YOUR WEBSITE

BEFORE WE START…

REQUIREMENTS

Website (preferably on a CMS – ie WordPress)

HIGHLY RECOMMENDED!

Search Engine Optimization (SEO) is the process of Improving the visibility of a website or a web page in search engines "Natural", or un-paid ("Organic" or " Algorithmic) search results.

In general, the earlier (or higher ranked on the search results page), and more frequently a site appears in the search results list, the more visitors it will receive from the search engine’s users.(Source: Wikipedia)

WHAT IS SEO?

Why Choose SEO

of online traffic to businesswebsites comes from searchengines.

It’s the most cost-effective way of driving targeted traffic to your website.

It provides credibility and trust for your business.

93%

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Your competitors are doing it.

ORGANIC SEO

Organic Search vs. Paid

8

Organic Search vs. Paid

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Click-through-rates by Position

10

#1 #2 #3 #4 #5

33% 18% 11% 8% 6%

SEARCH TERM:HOME INSPECTION

OTTAWAVOLUME: 320 /

MONTH1. 105/MONTH

2. 583. 354. 265. 19

1. 105/MONTH

2. 583. 354. 265. 19

Main Factors of SEO

Page speed, Mobile-friendly,Fresh, unique content

URL structuredomain age

Backlinks,Local Citations

+1s, shares, likes

On-pageFactors

Off-pageFactors

SocialNetwor

ks

URL Factors

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The SEO Pyramid

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Social

Link Building

Keyword Research& Targeting

Accessible, Quality Content

On-site User,Engagement,Social Media,Viral Marketing...

Keywordbrainstorming,Anchor text, H1s,Metas, Text...

Link creation,Scalable,Content-basedLink Strategies...

URL structure, Sitemaps, Bot Accessibility... (THINK BLOGGING!)

Bad SEO Techniques

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Paid links Stuffing Cloaking Hiding Link Spam

SOCIAL SIGNALS MATTER

Social Signals are thought to factor about 5% of Google’s Ranking Algorithm

Allow your customers/prospects to find you easily

Social Shares are becoming integral to any SEO campaign

SEO AUDIT

WOORANK.COM

WOORANK – SEO AUDIT TOOL

KEYWORD RESEARCH

KWFINDER.COM

KW FINDER – KEYWORD RESEARCH TOOL

BACKLINKSSTILL THE #1

RANKING FACTOR!

BACKLINKS ARE VITAL TO SEO

Backlinks continue to be the primary factor in ranking websites

Quality backlinks = authority

BACKLINKS ARE VITAL TO SEO

HOW TO TRACK BACKLINKS – PAID TOOLS

Semrush http://www.semrush.com

Majestic https://majestic.com

OpenSiteExplorer by Moz https://www.opensiteexplorer.com

Ahrefs https://ahrefs.com

MAJESTIC

MAJESTIC

MAJESTIC

MAJESTIC

SEMRUSH

SEMRUSH

AHREFS

AHREFS

AHREFS

AHREFS

OPEN SITE EXPLORER

OPEN SITE EXPLORER

OPEN SITE EXPLORER

OPEN SITE EXPLORER

SEMRUSH

LOCAL SEO

Google My Business

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Google My Business

40

TOP 5 RANKING FACTORS

FOR LOCAL SEO

Category Associations

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1. CATEGORY ASSOCIATIONS

Physical Address

43

2. PHYSICAL ADDRESS

Structured Citations

44

3. CONSISTENCY OF STRUCTURED CITATIONS

Reviews

45

4. REVIEWS

Domain Authority

46

5. DOMAIN AUTHORITY OF WEBSITE

MY #1 TIP: BLOG!

COMPELLING CONTENT IS KEY

!

© Run your content through a Copyscape filter

New, Unique & Consistent Content = Strong & Popular Online Presence

Do not to copy content directly from other sites (duplicate content penalty)

ESTABLISHING CONSISTENT RANKINGS

Frequent crawls = quick indexing

1

2

3

4

5

Your site gains authority.

Your site becomes a trusted resource.

Your content is more likely to be shared socially.

Increase return frequency of visitors

BLOG POSTING BEST PRACTICES

Use creative headlines1

2

3

4

5

Link to old posts, other blogs

Proper canonical URL structure

Use an SEO plugin!Yoast SEO

Encourage conversation (comments)Disqus Comments

/homemade-Halloween-treats/

YOAST SEO PLUGIN (WORDPRESS)

WORDPRESS POSTING BEST PRACTICES

Category1

2

3

4

5

Tags

Featured Image (rights-purchased!)

SEO keyword, Page Title, Meta Description

Featured Image

YOAST SEO – BLOG POST - PAGE ANALYSIS

YOAST SEO – BLOG POST - ADVANCED

YOAST SEO – PAGE ANALYSIS

YOAST SEO – SITE - TITLES & METAS - GENERAL

YOAST SEO – SITE - TITLES & METAS – POST TYPES

YOAST SEO – SITE - TITLES & METAS - TAXONOMIES

YOAST SEO – SITE - TITLES & METAS – XML SITEMAPS

YOAST SEO – SITE - TITLES & METAS – XML SITEMAPS

YOAST SEO – SITE - TITLES & METAS – XML SITEMAPS

YOAST SEO – SITE – SOCIAL TAGS - FACEBOOK

YOAST SEO – SITE – SOCIAL TAGS - TWITTER

YOAST SEO – SITE – SOCIAL TAGS - TWITTER

YOAST SEO – SITE – SOCIAL TAGS - TWITTER

YOAST SEO – SITE – SOCIAL TAGS - TWITTER

YOAST SEO – SITE – SOCIAL TAGS – GOOGLE+

HOW DOES BLOGGING INCREASE BACKLINKS?

Great Content

Shares

Links

Mentions = NaturalBacklinks

INCREASE IN LONG-TAIL KEYWORDS

Long-tail keywords are less popular keywords due to lower competition and lower search volume

Allow for higher relevancy in SERPs

Attracts targeted visitors, leading to higher conversion rates

Get in Touch

Address (Head Office) 1114-2720 Queensview DriveOttawa, ON K2B 1A5

Phone & FaxPhone : (613) 866-9327Toll-free: (866) 980-PLUS (7587)

Additional LocationsToronto: (647) 557-3523Calgary: (587) 316-2141

WebWebsite: www.seoplus.caEmail: info@seoplus.ca

Social MediaTwitter: twitter.com/seopluscanadaFacebook: facebook.com/seopluscanadaGoogle+: google.com/+seoplusca

SkypeYou can set up an Online chatwith us via SkypeUsername: seopluscanada

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