CMS Today -- Driving Success with Search Engine Optimization (SEO)

CMS Today — Driving Success with Search Engine Optimization (SEO)

go ahead and turn this over to John who's gonna be talking about driving success with SEO John thanks Tom again my name is John Bayer and I'm from a company called wake fly and I think the reason why SEO is so important nowadays and and the reason why everybody's talking about it is because gone are the days when you can just launch a brochure where a website I think especially with today's economy all of us are you know all marketing people are on the hook to deliver a website that generates a positive ROI and the best way to do that in my opinion is through search engine optimization and so what I'm going to do today is just kind of go through some high-level SEO concepts so think of it as an SEO 101 type of discussion and I'm hoping that at the end of the conversation you'll have an idea of what is SEO and what are the key components of it so again we're gonna the first part of the agenda is just you know what is SEO we'll talk about what consists of SEO then we'll dive a little bit deeper as in part two and talk about what are some of the things you need to keep in mind from a search engine perspective the third thing that we're going to talk about is just a couple of tips on how you can implement some SEO best practices and then finally I'm going to talk about how do you measure your success how do you know you're doing a good job and we'll talk a little bit about some analytics and again I want to thank everybody for dialing in today I know how busy everybody is and I hope that you find this to be a valuable use of your time okay so um SEO you're going to hear a lot of different definitions okay but the one that we use is basically in a nutshell its inbound marketing okay what SEO strives to do is you build your site so they people who are in the process of searching for your types of products and solutions will be able to proactively find you so you're kind of there is so the reason why I call it inbound marketing is is you're presenting your website in such a way that they can find you and then they come to your site proactively so SEO enables you to quote unquote pull qualified traffic into your into your websites and really what what drives it is as I say down here it's relevant keywords is really what drives the search engine optimization SEO or search engine optimization consists of two parts one part is called on-page optimization the other part is called off page optimization and we're to get into a little more detail about these later on but at a high level on-page optimization means things you can do to the pages on your website to enable them to rank higher in the organic search engines so it's things like having content that is keyword rich it's things like having you know usability and information architecture in other words your sitemap structured in such a way that linking makes sense so that people can go from page to page on your website very easily the other part of SEO is what's called off page optimization and what off page optimization is is inbound links from third-party websites into your site and the key here is you want the links from these third-party sites to be anchored by the term for which you want to be optimized so let's just just use a quick example let's say that you are a supply chain software company and the name of your company is ABC company and you are able to obtain an inbound link from the supply chains software Association of America on that page you want the link to be from supply chain as opposed to ABC company the reason for that is when you're talking about search engine optimization and inbound links Google values inbound links coming from that keyword text more so than your than your company name so again a lot of people make the mistake of just having their company name link and that's a good try but it's not quite what you want to do so those are the two pieces of search engine optimization this is the results page on Google and I'm sure you all know but on the left-hand side here is the organic results and the left-hand and the right-hand side here are the paid paid results and the way paid search works is basically you bid on the keyword and every time somebody clicks on that link or that ad as they call it you get charged and so paid search is also called PPC which stands for pay-per-click campaigns and as a matter of fact just one more thing on this slide the better optimized you are for your particular for your keywords the lower your cost per click will be on the paid search side the reason for that is the search engines all want to give their users the best possible experience and the way Google works for example is they say okay this company wants to do a paid search campaign for environmental consulting firm they're very highly optimized for that term their content is relevant to that term we're going to charge them a little bit less than john doe's website because we know that our users are going to have are going to go to that site and going to learn more about environmental consulting so I would argue that both organic and paid go hand-in-hand they both feed off of each other so people say to me ok well why should I optimize and I use this slide too to prove why should optimize and this is called the the Google heat map and basically what Google did was they did not using eye-tracking software Google and Cornell University did a study to find out where two people's eyes go on the search results page and so this is this some like purplish color up here shows that most eyes go up to the top results in a matter of as a matter of fact what Cornell proved was a 56 percent of the people who planned on this results page click on result number 113 percent on number two and way at the bottom on page one on about 3% of the people click so what this slide shows is it unless you're on the first page and preferably within the first five you're really not getting a lot of traffic for your keywords and so let's just do a couple of little numbers here let's say that this search term up here garnered 2000 searches per month on Google for a total of 24,000 per year by being in the number one position this company is getting an additional 12,000 visitors per year just by being optimized for that keyword phrase so if you multiply multiply that by let's say 10 keyword phrases you can see how much additional traffic you're going to get to your website by being optimized for your keywords and so this this slide tends to persuade the skeptics that SEO is an important endeavor for your website this is a real quick case study one of our clients Flair systems they're a manufacturer of infrared and heat sinking cameras and what we did for those guys was through a combination of paid search that we talked a little bit about earlier and SEO they were able to increase their leads by 400% and cut their costs in half and the reason for that was as I mentioned to you earlier the more organically optimized you are for your term the lower your cost per click and so that's why the costs were cut in half and the more your content on your website speaks to those phrases that were in the paid search the better qualified visitor you're going to get because they're going to know that that content speaks specifically to their needs and because we're able to do that for Fleur more people filled out the forms on the landing pages and more people stayed for longer visits on their website so again again I would just want to make the point that paid search or an organic go hand-in-hand there's just one more thing I want to point out on that thought is that as most of you know SEO or organic can take you know several months for you to start seeing results it just takes time so what a lot of people do is they will launch their website and we'll start doing paid search for the first couple of months and taper that off as organic starts to build up and that way you know as organic is building up the paid search is funneling leads into the company so that's something to consider when you're thinking about doing search engine optimization in other words thinking of combining the two together so people always ask me what what are the search engines look for what do I need to do to my website to make it search engine friendly and we believe there's you know really four things that the search engines look for the first and foremost and that's why I put the exclamation point there is the keywords and we're going to talk about keyword requirements and Zach the other thing is proper coding meaning having the keyword appear in the right places and having the right type of coding that only the search engine spiders can see another really important requirement and this is where the Kentico CMS comes in is constantly updating your site and providing fresh content you know if you're talking to other online marketing firms they're going to tell you content is king and the reason for that is by providing relevant fresh content on a regular basis you're giving the search engines more of a reason to come back and visit your site and then the other thing that's important is the internal linking structure meaning links from page a to page B within the site I'm going to go into a little more detail on each of these so when you're talking about keywords there's three requirements the first is the keyword needs to be highly relevant to your business the second requirement is it needs to be a popular term a lot you know in other words a lot of people need to be searching for it and the third is there needs to be low competition meaning not a lot of people are trying to be optimized for that term so let's just try to use an example here so let's say you're a supply chain software company but your target market is hospitals and and your software enables hospitals to keep track of all of their assets you know like the x-ray machines etc so if this company where do you use the term supply chain software it would it would it would satisfy the relevance because that's relevant it would certainly satisfy the high search volume but it wouldn't satisfy the low competition because the term supply chain software is really broad and so therefore for that type of company I wouldn't recognize using that broad type of term and dead I would recommend that they use the terms such as health care supply chain or hospital supply chain you're going to hear the term longtail keywords occasionally a longtail keyword is exactly what I'm describing it's a keyword phrase with a descriptor added to it so this longtail keyword hospital supply chain definitely fits these three requirements it's relevant to their business probably has pretty high search volume not as much as supply chain but hospitals supply chain would have pretty low competition because there's not a lot of hospital supply and software companies out there so again a very high level but those are the things you need to think about when you're selecting the keywords to optimize for the so people ask you know how do I determine you know what are the right keywords what are some of the tools I can use to help me identify my keyword universe so I just wanted to show there's a couple the one that I use most often is the Google Keyword tool and but if you do a search on Google it'll it'll provide you with the URL and basically what this what this Google tool does is you would type in the keyword phrase that you're interested in and the results page will show you how many searches that term gets in a month how competitive that term is and it will also provide you with related terms and so that's a really really helpful tool to help you build out your keyword universe now moving the topic a little bit so we've identified the keywords and now we want to figure out how do we how and where do we place those keywords on the website and again this is called on-page optimization so there's a couple of really important places where you want to insert the keyword the first is in the page title of each page and as you guys know that the page title is you know you see it up in the blue bar where in the top left a lot of companies make the mistake of putting you know products or their company name or their tagline the reason why that's or things like down here just right here with no keywords you know what what you want to do the proper way to do it is to put the keyword in the page title and put it at the beginning of the page title as opposed to having you know EBI consulting real estate due diligence services so this is an example here of really of best practices as we continue to talk about on-page optimization the other place that you want to put it is in header copy in headers in the body copy so let's just pretend that this is the copy of the real estate due diligence page on EB eyes website the bad way is is down here where they just have products overview okay that's bad because there's no mention of the keywords in this header what you want to do is you want to create what's called a header one tag and place those keywords within that header one tag in a nutshell header tags basically tell Google ok this content is more important than just plain text we want we want you to come and find it and it's you know it's it's it's really easy to do if you have a an HTML programmer on your on your staff it's really easy to do again with Kentico Kensico makes it really easy within within their their CMS system so this is place number two in the headers and the body copy of the page you also want to naturally leave it into the copy of the web page what I like to see is I'd like to see the keyword phrase appear in the first sentence of the first paragraph and so you know we so you see the you know real estate environmental here in the first sentence of the first paragraph and again it's sprinkled strategically throughout the page itself you don't want to stuff it with keywords because that would just make the content read kind of poorly again you want to make it appear naturally but you want to repeat it several times in the body copy and then finally you also want to place the keyword in the URL of the page so that would be the fourth place you want to put it and again Kentico makes it really easy what this is called is it's basically called URL aliasing where you can take a URL that is generated by your CMS which which is in this case and then place the keywords into the URL and and again it's really simple to do it's called URL aliasing and so that that's really the trembler it you have it in the page title the URL and in the body copy of the page and that gives that is what's called best practices for on-page optimization there's one other place that I would recommend putting the keywords it's in the Meta Description tag now I'm sure all of you have heard of meta tags they're not really as important as they used to be and that's why I listed it as kind of the last thing the one that I pay attention to is the Meta Description tag and the reason for that is because when you do a search and you go to the results page and you know there's like a brief description that brief description is pulled from the Meta Description tag and so that's why I like to on all my sub pages have the keyword also exists within the Meta Description tag you also want to make sure that you put the keywords in any kind of images as an alt tag the search engines cannot read images they can only read text and this thing called an alt tag is the text description of the image and if you are able to place your keywords in that alt tag it just gives you another opportunity to have your keywords evident Paige and I haven't looked at this in a couple weeks but by doing those things this particular company was able to get onto the first page of Google for it's selected keyword and we talked earlier with the Google heat map how much how valuable that ranking is now we're going to be talking a little bit about the content on your website and I think the biggest takeaway from this is that part is this bullet right here I think you should attempt to continually update the content and and again the reason for that is is it just gives the search engines more reason to come to your site and index the site I find content really hard to write I'm sure a lot of you do too the nice thing about using a CMS is it when you go live with your site you don't have to be winning a Pulitzer Prize it needs to be you know good enough and the nice thing about the CMS is you can come back and continuously refine it and update it and edit it there's this is a site the w3c validator w3c is for lack of a better word like the industry association it comes out with rules and regulations for web developers so it's a highly respected organization and you can take a look and see how your pages have been coded by going to this validator here the now we're talking about the fourth thing which is internal navigation when when you're talking about internal linking what by remaining shallow basically by that I mean you want to reduce the amount of clicks that somebody needs to go through to get to the content that he or she finds most relevant you have to remember the internet browsers and visitors to your website are impatient okay they want to get the content that they want as quickly as possible and so by keeping the navigation shallow ie not too many clicks you're gonna notice that you're gonna have people stay longer on your site and not leave as quickly as if they had to go through a lot of Hoops to get to their content so I think that that the websites that I see nowadays tend to do a pretty good job at internal navigation the ones that I see pretty much allow you to quote-unquote cut to the chase and get right to your content and so what I'm talking about here you know again is that you want to give the browser the visitor access to the content as quickly as possible and so keep it shallow is what I'm trying to say from a navigation standpoint and here's just a quick fact Cambridge health tech Institute which is an online publication service totally revamped its navigation cut down the number of steps that people had to go through to get to the actual publications and by doing that they were able to essentially double the amount of organic traffic to their site so this this quick fact I wanted to include this here to prove to you how important navigation is to one's website okay so we've done all the organic on-page and off-page optimization how do we know we're doing a good job well in my opinion a really good tool is Google Analytics it's not the only tool out there there's you know there's web trends there's lead Lander and several others but the thing about Google Analytics is that it's free and I think it gives a lot of great great data and this data enables you to make sound business decisions about your website so let's just pick one of these and and I can flesh it out a little bit let's just take this one for let's just take let's just take let's just take this one for a second the second bullet one of the things that Google Analytics will tell you is from which site are people coming to your site and what I like to do with this is I like to look at the list of referring sites and I also like to look at how much time the people who come from those referring sites spend on my site so again let's just use the supply-chain company as an example let's say by looking into google analytics I find that people who come from the supply chain Association of America who come who come to my site from that site spend the most time on my website well if that's the case what I'm gonna do is I'm gonna then identify other sites just like the supply chain Association of America and I'm gonna go out and I'm going to seek inbound links from that site as well and if they won't give me the inbound links maybe I'll do some advertising on their site or maybe I'll contribute to their blog or to their enewsletter the point is is that you're looking for trends here and if you can find the sites that are like that example when I gave you you're going to be able to increase dramatically the amount of qualified traffic to your website again let's just look use this this one as an example let's say you're finding that a particular keyword is delivering good traffic to your site and again good traffic means they're spending a lot of time on this on your site they're looking at a lot of pages well let's further learn that you're not ranked highly for that particular keyword what you're going to want to do then is this what that data will tell you is it okay we're getting a lot of good traffic from this keyword but we're not ranked highly for it what do we need to do to update our site so that so that we're more highly ranked for that keyword and all that data within Google Analytics will help you make those decisions so I I would say it's basically a must-have when you're going to be launching your website and if your site is live already and you don't have it it's pretty easy to just basically paste that Google Analytics code into the pages that you want to track again I think and this is something obvious that I just want to point out is it the nice thing about Google Analytics is it can help you to not waste time on things that aren't working so you know if after a couple of months you're seeing trends that show that what you thought was going to work doesn't again Google Analytics empowers you to change course pretty quickly so basically that's pretty much what I had to talk about today I just wanted to again give you a high-level overview of search engine optimization how is it defined what are the components of SEO how do you optimize your site from an SEO standpoint and then how do you track it to make sure that you're doing it the right way and also to improve as you move forward so again I want to thank everybody for their time and Tom I guess we can open it up to questions if you'd like absolutely let's give folks a minute or two if they have any questions they'd like to ask I think you may have answered everyone's question they're all very quiet so we'll give everyone another minute or two but on behalf of John and myself I want to thank everyone for attending this is part of a series of CMS today webinars looking at the industry as a whole trying to understand what topics are interesting to people and as always if you're interested in specific topics please feel free to email myself or email John and we would love to set these up with information that you hope we'll find valuable we had one question and someone told us thank you I see one more coming in is it a good idea John this is for you is it a good idea to include metadata on the page well we talked about the fact that meta meta tags are not as important as they used to be and we also talked about that in my opinion the most important one and the really the only one you really need to pay attention to is the one called the Meta Description tag and I would think that if you are going to include you know the keywords strategically within the body copy necessarily they would also be contained within the Meta Description tag so I guess my answer to your question is yes okay and less also says that he uses a as a macro from the meta description of the properties tab which sounds like a good idea then yes okay good excellent well any other questions we have a few people thanking us which we always appreciate and if we don't have any other questions I guess we'll go ahead and and end a little bit early as always thanks for attending these and we will make both the slides and the video and audio available later today and as we close out I want to thank wake fly John for for running the session if you have additional questions John do you want to give your contact information yeah sure my email is Jay Baer at wake flight comm and so that's spelt Jay B is employ a er at wake fly W a ke f is and frank ly comm Jay Baer at wake fly calm all right well thanks everyone and I hope you have a great rest of the day or early evening depending on where you are and look for additional content and if you have any questions please feel free to send us an email Thanks thanks Johnny thank you bye bye

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