First, thanks so much to all those who came to attend this SEO Masterclass by Filip Silobod from Aro Digital Strategy on Tuesday 21st November 2017. Much appreciated! For those who want to keep in touch with him on LinkedIn, he has since then created his own company under the name of Honest Marketing.
I’m sharing with you a few pictures of the speaker and the audience taken at the venue.
If you would like to know more about Filip Silobod and the company he is working for, check this Eventbrite page.
SEO STRATEGY TOPICS
Secondly, Filip gave us a comprehensive masterclass on Search Engine Optimisation Strategy (SEO) to ensure that:
- Your website is getting a high amount of traffic
- It is ranking well on Google
- Your website is user-friendly and user experience-optimised
- The business is getting a good visibility online
- Your website is getting good Click-Through-Rate (CTR) conversions, whether through organic or paid search and advertising.
Let me share with you his presentation before delving into a bit more details on some topics. You will find Filip’s contact details in it. Please note that the slideshow of his presentation can be downloaded, saved or shared through Social Media.
When you build your website, you need to ensure that it is SEO-friendly and follows a long-term strategy.
DIGITAL SEO STRATEGY STEPS
Indeed, you may get more visits to your website and build a loyal customer base by considering these digital marketing and SEO methods:
- Understand and optimise the use of machine learning
- Optimise the User Experience on your site: easy access, page loading time, navigation ease, mobile-friendly website… Make sure you regularly check your Google Page Speed Insight as well as see how your website looks on mobile phones
- Use paid advertising and search: Pay-Per-Click (PPC) with good visuals perform best. Paid Advertising will allow you to rank high in the Google Searches with Google Adwords. You can use Paid Social Media when you launch your website, new products or services
- Analyse and Compare your site with your competitors
- Take into account search trends for branded and non-branded keywords by using Google Keyword Planner and having a varied content with plenty of synonyms
- Have clear Call-To-Actions (CTA) in your website’s main and secondary pages to allow higher conversions
- Have a good landing page
- Use long-tail keywords (min 4 words): This advice is especially valid if you are a small business with a recent website. It will improve the discovery of your keywords in searches
- Create unique content that Google likes
- Have few good backlinks (off-page optimisation) throughout your blog posts, linking to high authority websites. You may consider as well getting Public Relations (PR) releases
- Review your website’s authority score with Moz. Your authority score indicates trust in your business
- Increase your business local visibility by registering with Google My Business. Ensure you add quality images and request your customers to leave you reviews.
- Optimise, track and analyse your traffic with Google Webmaster Tool. You will need to review the queries (keywords) made by consumers to find your website or blog. These include meta title, URL and meta description. This analysis will give you insights as to understand when and why people left your website.
Remember that, although Social Media doesn’t have much value in terms of SEO (‘no-follow links’), it still allows people to interact with your brand. Social Media helps consumers discover your brand online. It also adds extra traffic to your website thanks to re-tweets, sharing of your posts’ links.
Although Google is the biggest and most used search engine used worldwide, there are other valid search engines that you may use, such as:
- Baidoo for the Indian market
- Bing for North American market (USA)
- Ecosia.org that is based on Bing
- Yandex for the Russian market.
Finally, keep in mind what matters the most isn’t so much how much your website/blog is searched for, but how many conversions you get. Conversions can be downloads, newsletter sign-ups, purchases, shares… This can be measured with the CTR by using Google Analytics.