3b-SEO-Google Search Console PDF

Making Your Funnel Work
SEO + Google Search Console

SEO +
Google Search Console

© https://e-commercemanagers.com 2
SEO + GOOGLE SEARCH CONSOLE
▪ Overview
▪ Search behaviour
▪ Ranking factors
▪ Technical SEO
▪ Microdata
▪ Keyword research
▪ Best practices
▪ Copywriting / creating content
▪ Linkbuilding
▪ Updating content
▪ Tools
▪ GSC

SEO
Overview
Offpage /
Onpage
Linkbuilding
Content Architecture Relevancy Importance Likeability
Topical
Keywords URL structure Keywords Semantics Social signals
authority
Citations
Semantics Internal links Anchor text (unlinked
mentions)
UX metrics Microdata Webpage
Multimedia Loadtime Website
Outbound
SSL
links (i/e)

SEO STATS
These are the most interesting SEO stats we think you should know:
▪ 68% of online experiences begin with a search engine. (BrightEdge)

▪ 0.78% of Google searchers click on results from the 2nd page. (Backlinko)
▪ 53.3% of all website traffic comes from organic search. (BrightEdge)
▪ 92.96% of global traffic comes from Google search, Google Images, and Google Maps. (Sparktoro)
▪ SEO drives 1000%+ more traffic than organic social media. (BrightEdge)
▪ 69.7% of search queries contain four words or more. (Ahrefs)
▪ 60% of marketers say that inbound (SEO, blog content, etc) is their highest quality source of leads.
(HubSpot)
▪ SEO leads have a 14.6% close rate. (HubSpot)
Source (and way more info): https://ahrefs.com/blog/seo-statistics/

SEARCH BEHAVIOUR (III)
▪ very few users (.44%) make their way to Google’s second
page
▪ 19% of people searching for a product click on the Google
Shopping results at least once during their search session
▪ 42% of people searching for a local business click on a
Google Map Pack result
▪ 65% of Google searchers click on an organic result (the
other are no-clicks or adclicks)
▪ 59% of searchers clicked on a single result
▪ 83% of users didn’t bounce from the result they chose to
click on
▪ only 15% of searchers ultimately modify the keyword that
they initially searched with
Source (+ further reading):

https://backlinko.com/google-user-behavior

SEARCH BEHAVIOUR (I)
Source:
https://sparktoro.com/blog/google-
ctr-in-2018-paid-organic-no-click-
searches/

SEARCH BEHAVIOUR (II)
Source:
https://sparktoro.com/blog/google-
ctr-in-2018-paid-organic-no-click-
searches/

SEARCH BEHAVIOUR
For every 100 searches on Google mobile in September, 2018, there were:
▪ 38.5 clicks on an organic result
▪ 3.4 clicks on a paid result
▪ 61.5 no-click searches
For every 100 searches on Google desktop in September, 2018, there were:
▪ 65.6 clicks on an organic result
▪ 3.7 clicks on a paid result
▪ 34.3 no-click searches

KEYWORD RESEARCH
What is it?
Collect all the keywords (+volumes and competition) search engine users actually use and type to
conduct their search and find the information they are looking for
How do you do it?

Through a couple of tools (free and paid) you collect list of keywords and your prioritize and bundle
the related ones
How should you think?

noun, verb, adjective, adverb, synonym, alternative, related keywords, competitor, customer fase,
inspiration, problem solving

KEYWORD RESEARCH: WHAT’S IT FOR?
▪ Creating content / content idea generation
▪ Optimizing content
▪ Semantic analysis
▪ Page element optimization (TITLE, DESCRIPTION, H1)
▪ Competitive analysis / monitoring
▪ Customer journey analysis

KEYWORD RESEARCH EXAMPLE
▪ car insurance
▪ compare car insurance
▪ take out car insurance
▪ take out cheap car insurance
▪ auto insurance liability
▪ car insurance hull
▪ quickly take out car insurance
▪ online car insurance

KEYWORD RESEARCH

Source:
https://www.aira.net/

Source:
https://www.aira.net/

TOOLS FOR KEYWORD RESEARCH
▪ Soovle
▪ Jaaxy
▪ Google Search Console (free)
▪ Ahrefs Keywords Explorer (popular)
▪ SECockpit
▪ Google Keyword Planner (free)
▪ KeywordTool.io
▪ Moz Keyword Explorer (popular)
▪ Google Trends (free)
▪ SEMRush (popular)
▪ Kwfinder
▪ QuestionDB

SPEED = UX FACTOR = RANKING FACTOR + CRO FACTOR
▪ 47% of consumers expect a webpage to load in 2 seconds or less
▪ 1 second delay results in 7% less conversion rate
More examples of impact of slow websites:

https://blog.hubspot.com/marketing/page-load-time-conversion-rates
Test your website speed (+get tips):

▪ Google Pagespeed Insights
▪ GT Metrix
▪ Webpagetest
→ Especially important on mobile!
Two measures Google took in the past:

1. May 2020, LCP, FIT, and CLS (link)
2. AMP (Accelerated Mobile Pages): thin load of your content (strips all unnecesarry code)
(https://amp.dev)

TRUST AND SECURITY
Do everything a stocklisted company would do with their brand-assets:
▪ SSL certificate
▪ DNSSEC on your domain
▪ Check your website at https://internet.nl (English)
▪ Check which websites are on your server (reverse IP check)
▪ Make sure your domainname is on your company it’s name (WHOIS check)
▪ Use all same address data (street, zip, city and landline phone) everywhere
▪ Link all your social media assets to your domainname

MICRODATA/SCHEMA/SNIPPETS
This is a way to tell the spiders of the search engines in a
machine-readable way what your page is about and to give it
the main metadata points in a machine-readable way.
Examples
▪ Recipe (cooking)
▪ Local business
▪ Event
▪ Person
▪ Organization
▪ Etc etc
Further resources:
▪ https://moz.com/learn/seo/schema-structured-data
▪ Google Structured Data Helper
▪ Schema.org

OTHER TECHNICAL ELEMENTS
▪ Robots.txt (this is a file in your root that instructs spiders)
▪ Sitemap.xml (this is a file that tells spiders the place where they can find ALL the pages on your website)
▪ Canonical tag (says to spiders: this is the original article, any copy anywhere is a duplicate)
▪ Use a table of contents on your longer webpages
▪ Use the header hierarchy (H1 (1x), H2, H3 and H4)
▪ Use breadcrumbs
▪ Set up your Google My Business page

CONTENT:
WHERE TO USE
KEYWORDS?
SOURCE IMAGE:
https://mangools.com/blog/on-page-seo/
▪ Beginning of Title Tag
▪ Somewhere in DESCRIPTION
Tag
▪ In URL
▪ In H1
▪ In body/copy. About 2%
keyword usage. Beginning or
end paragraphs
▪ Images (name + alt tag)
▪ Use alternatives, synonyms,
variations and plurals.

CONTENT CREATION TIPS FOR HIGH RANKINGS
▪ Use at least 3-5 images in your copy
▪ Use some video’s in your copy
▪ Use some outgoing links in your copy to on topic high authority content (could be a competitor)
SEMRUSH findings (February 2020) (https://www.semrush.com/blog/anatomy-of-top-

performing-articles/ )
▪ Longreads of 3000+ words get 3x more traffic, 4x more shares, and 3.5x more backlinks than
articles of average length (901-1200 words).
▪ Shorter articles (300-900 words) have zero shares 4.5 times more often than long reads of 3000+
words.
▪ Articles with long headlines (14+ words) get 2x more traffic, 2x more shares, and 5x more
backlinks than articles with short headlines (7-10 words).
▪ Articles with list headlines (those that start with a number like “N things…”, “N ways…”, etc.) get 2x
more traffic and 2x more social shares than other types, followed by guides and “how-to” articles.
▪ 36% of articles with H2+H3 tags have higher performance in terms of traffic, shares, and
backlinks.
▪ Articles with 5 lists per 500 words compared to articles with no lists get 4x more traffic and 2x
more social shares.
LINKBUILDING: ANATOMY OF A LINK
Link building is the process of acquiring hyperlinks from other websites to your own.
It’s a popularity contest: if the best football player in the entire school choses you as his first
teamplayer that says something about your footballing qualities.

Source:
https://indagodigital.com.
au/blog/link-building-
periodic-table/

GOOD LINKS
The ‘perfect’ link:
▪ Is from a high authority, topical, website
▪ The webpage concerns the deeplink (so both source as target webpage are on the same topic)
▪ Is within content (in the middle of a paragraph for example)
▪ Has the right anchor text

NO-FOLLOW LINKS
No-follow links have a <rel=no follow</> tag in the HTML. This mean that the webmaster instructed
Google not to pass any pagerank/linkjuice to this link.
▪ Blog comments
▪ Forum posts
▪ Guest book comments
▪ Editable Wiki pages (e.g. Wikipedia)
▪ Yahoo! Answers
▪ Guest post signatures

BAD LINKS
▪ Pills, porns and casino’s
▪ Too many outgoing links
▪ Spam
▪ Over-abundance of ads
▪ Poorly written content
▪ Unrelated links that are paid for
▪ Footer links
▪ Keywords like “Our sponsors” etc
▪ Websites which spreads viruses

GETTING STARTED WITH LINKBUILDING
General
▪ Request link on every page/article where your competitors are
▪ Get into every normal / relevant directory
▪ Set up social media accounts and start sharing
▪ Comment, in your name, on blogs and fora
▪ Send press releases through news agencies regularly
▪ Get press coverage
▪ Become member of business clubs etc
▪ Join awards and contests
Content related
▪ Publish excellent, linkworthy, content
▪ Regularly
▪ Evergreen content
▪ Calculators
▪ DIY tools (give URL for results return)
▪ Regular stats ( quarterly e.g.)

GOOGLE SEARCH CONSOLE
General
▪ Free tool
▪ You need to verify that your are the webmaster
▪ You need at least one sitemap.xml
https://search.google.com/search-console/welcome
Benefits
▪ Insights in keyword-rankings, CTR, views and clicks (SEO stats! From Google! Wow!)
▪ Insights in inbound links and from who and to which page (linkbuilding stats! From Google! Wow!)
▪ Insights in indexibility and errors found while indexing your website
▪ Access to several technical tools to support you

THE END
▪ Next session about:
▪ 4A: Google Firebase + App Marketing


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Making Your Funnel Work

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

Content Architecture Relevancy Importance Likeability

UX metrics Microdata Webpage

Multimedia Loadtime Website

SEO + Google Search Console

▪ 68% of online experiences begin with a search engine. (BrightEdge)

Source (and way more info): https://ahrefs.com/blog/seo-statistics/

SEO + Google Search Console

Source (+ further reading):

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

How do you do it?

How should you think?

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

More examples of impact of slow websites:

Test your website speed (+get tips):

→ Especially important on mobile!

Two measures Google took in the past:

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEMRUSH findings (February 2020) (https://www.semrush.com/blog/anatomy-of-top-

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

SEO + Google Search Console

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