Peter Troast, Founder & CEO

Energy Circle Webinar Series

November 28, 2018

Optimizing Your Website for SEO in 2019

11/28/18

Demystifying Search Engine Optimization

Two Key Pillars of Strong Onsite SEO Fresh Content Aligned with Keywords On Site (On Page) Structure

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What We’ll Discuss

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DEMYSTIFYING SEARCH ENGINE OPTIMIZATION

(confusing yes. Rocket science no.)

Google Paid @ 4

Google Local 3 Pack

Organic

Today’s Most Common SERP

Google Paid

Google Local 3 Pack

Organic

Local Services Ads

With Local Services Ads

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Search Engine Optimization

The “art” of getting your website and it’s pages to rank highly in search

engines (mostly Google.)

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Context Authority+

Simplifying Search

Engage-ment+

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Context Authority+

Understanding Search

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Site Content

Incoming Links

User Interaction

Engage-ment

Geography Keywords

Links Data Consistency Reviews

Fresh Content Metadata

Site Structure

Local Pack Organic

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On Page Website Content Keywords Meta Data Structure Internal Links Schema

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On Page vs Off Page SEO

Off Page Links from Other Websites Reviews Social Signals Google My Business Data Citations

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On Page Website Content Keywords Meta Data Structure Internal Links Schema

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On Page vs Off Page SEO

Off Page Links from Other Websites Reviews Social Signals Google My Business Data Citations

THE ROI QUESTION(How much upside?)

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The Power of Organic Traffic

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782

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Source of Leads

1%

15%

4%

3%

10%

3%

8%

8% 8%

3%

7%

3%

16%

12%Organic SearchPaid SearchDirect MailPaid SocialPrint AdsReferring TrafficOnline DirectoriesEmailHome ShowsCommunityOrganic SocialPast CustomersReferral ProgramPurchased Leads

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Organic

Paid

Direct

Email

Social

0% 3.2% 6.4% 9.6% 12.8% 16%

2.61%

7.8%

6.58%

15.8%

10.44%

Data from 45 Energy Circle Clients, 12 months of 2016

Average Conversion Rates by Medium

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Return on Investment in SEO

Effort Return

(Leads)

FRESH CONTENT ALIGNED WITH KEYWORDS THAT MATTER

(everybody’s Achilles Heel)

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Choosing Keywords

Core Services & Terms

Search Volume

Lower Competition What Converts?

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Volume in the Real World

SEM Rush Keyword Tool

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The Hardest Part

Don’t Be a Mile Wide and An Inch Deep

5-10 Core Keywords

ON SITE (ON PAGE) STRUCTURE (metadata)

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Meta Data

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Titles: ~55-60 Characters Max (try to use every darn one)

Keyword 1, Keyword 2 | Brand Name | Geography

such as: Energy Audits | Horizon Residential Energy | Portland, ME

Descriptions: 155 Characters

Complete sentence ending in a period. Write for humans first. Smart use of

keywords. Unique and relevant to the content on the particular page.

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Meta Titles & DescriptionsTitle

Description

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Screaming Frog

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Length

Keywords

Geography

Missing

Duplicates

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What to Look for in Meta Data

• Assess Your Content and Meta Data (On Page) One Time Cleanup Pays Dividends Immediately Keyword Assessment

• Get New Content Flowing

• Future SEO Workshops Building Website Domain Authority Link Building

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Start Here

peter@energycircle.com

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