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BROUGHT TO YOU BY YOURVisionary Partners ProgramApril 20, 2016Search Engine OptimizationWebinarSearch Engine Optimization (SEO) is the process of Improvingthe visibility of a website or a web page in search engines"Natural", or un‐paid ("Organic" or " Algorithmic) search results. Timber Framers Guild 2016Al Wallace, Timber Framers Guild DirectorPresident, Energy Environmental Corporation
TFG VPP WEBSITES SEO PERFORMANCE CREATES BEST COMPANY VALUE94%262%of online traffic to TFGbusiness websites comesfrom search engines.Average Increase in TFG VPPsite Traffic since October 2016Structured Content Websites1,258 0 to 19,900Number of Timber FrameKeywords analyzed from12 TFG Member WebsitesRange of SEO “free” valuefor VPPs vs. pay‐per‐clickmarketing (SEM) Timber Framers Guild 20162
SEO Pyramid & Seminar ContentEach TFG VPP SEO Webinar willpresent new subject matter andprovide updated informationon prior seminars contentSEO Webinar 4SocialMediaSEO Webinar 3SEO Webinar 2Link BuildingKeyword Research& TargetingSEO Webinar 1SEO Defined, Content Ideas,TFG Research, SEO Checklist TFG VPP Benefits – “SHOW ME”TFG website has 52 rating for link authority “Google Juice”TFG website has 2,300 BacklinksTFG Website has 273 Referring DomainsTFG website highest % Top 10 keywords increase, since launchVPPs have dedicated web page on TFG site increasing SEOVPPs have Photo Gallery on TFG website, lead generationVPPs have access to timber frame specific marketing & tools Quarterly SEO Seminars – Optimize Websites Timber Framing Keyword Database – Tight Content Social Media Links – Free Content and More Traffic Timber Framing Blog – Content, Interest, Links Timber Frame Engineering Documents – Tech Content “Concierge Service” to help you get started – Fast & Easy Website expert under long term contract – Tech Expert TF‐specific Analysis Tools and Reports – Save Time TFG Business Council Initiatives – Business Focus Print Advertising in TF Journal and Scantlings ‐ Marketing Conference Exposure through Sponsorships – Good Will Timber Framers Guild 20163
Search Engines Market Share& Checklist to Improve Your SEO1.68%Google Market ShareAssumption: If it works with Google, it works Join TFG as Company Member and VPP to createbacklinks and capture TFG website’s link authority2. Complete Company VPP Profile on TFG Site withsimilar relevant content as your website3. Link to TFG Site from Your Website and seek linkdiversity from affiliates, customers, and blogs4. Create Compelling Relevant Content focused on yourusers – average text 1700 words and use EXACTMATCH ANCHOR TEXT5. Create “meaningful” headers and photo descriptionsusing specific keywords similar to relevant content6. Enhance content with at least one image which isnamed using content on image related to users7. Use “long‐tail keywords” for location‐specific SEOand content reinforcement8. Speed matters – 1.8 sec vs. 2.4 sec affects rank some,5 sec increases bounce rate which decreases SEO.9. Social Media integrated with timely Blog Postings10. Post Videos of your work with testimonials Timber Framers Guild 20164
Deciphering a SERP(Search Engine Results Page)SEO or SEMUsers Click through as % of ImpressionsClick Through Rate (CTR) vs Rank (Impression)https://moz.com/blogSponsored Links (SEM)Number of SERPs2%32%14%10%7%5%4%3%2%Organic Results (SEO)56% Click Through on Top 3 SEOSearch WindowSponsored Links (SEM)SEO – Search Engine Optimization – NaturalSEM – Search Engine Marketing – PAY TO PLAYImpression – Your website on SERP resultsCTR – Click Through RateHTTPS://MOZ.COM/BLOG Timber Framers Guild 20165
TOP VPPs SEO INCREASE WITH STRUCTURED CONTENTRanked Keywords, Monthly Traffic Impressions, Traffic Cost (if paid results)TFG Site Launch260%386%171%159%171%211% Timber Framers Guild 20166
NON-VPP TF COMPANY WEBSITE TRAFFIC TRENDSNEWEST VPP MEMBER ‐20%8%‐20%‐33% Timber Framers Guild 20167
SEO BACKLINKS, DIVERSITY AND “NO-FOLLOW” LINKSQuality of Backlinks and Backlink Diversity ismore Important than number of backlinksTFEC“No‐Follow”47/54 LinksRiverbendTF.com 222 BacklinksTFGuild.org 2,300 BacklinksEnergyHomes.org 35 BacklinksSearch Engines Consider “No‐Follow” LinksAverage Organic Rank on TF Keywords7CV2421CV39Number of Timber Frame‐related Matching Keywords(SIZE of circle represents relative VOLUME of Searches) Timber Framers Guild 20168
VPP Profile Page Content Affects SEO and Reciprocal Links Timber Framers Guild 20169
BACKLINKS to TFG SITE with LINK DIVERSITYTFG Website 2,300 Referring DomainsRiverbend – Addressed Later – Are these Backlinks Legitimate?49484340Energyhomes.org Page Authority 1035132,300273517 ‐ Backlinks80 ‐ Referring Domains10 Timber Framers Guild 201610
Compelling Relevant Content – Consistent Anchor Text with URLAnswer a User Question: “How Do I , What is a , Best Type of , Ratings for ”Consistent URL holderbros.com/category/BARNS“We are sometimes asked if ”Anchor Text with H1 TagLength: longer pages tend to rank higher for a good reason.They are more likely to be authoritative.Ideal Webpage exceeds 1800 WordsTalk to your Webmaster about SCHEMA.ORG Timber Framers Guild 201611
Meaningful Headers and Photo Descriptions – Whiteman LumberConsistent URL matches Content, Photo Namereinforces anchor text (focus of page), and #1 and#3 rows on searches each with multiple IMAGES Timber Framers Guild 201612
Meaningful Headers and Photo Descriptions – Foard PanelVPP Page – BlankTech Data in PDFsPhoto Name does not match contentURL – “Think Green” too broadExample photo – at ‐descriptive keyword, yet can beFound with exact search as #1 result Timber Framers Guild 201613
Meaningful Headers and Photo Descriptions – Glenville TimberwrightsTFG Website – EventsPhoto is named,“Glenville Timberwrights”Images search returnsphoto as #1 with host siteas TFGuild.org Timber Framers Guild 201614
Content – Use at least One Image with Consistent MessageHeritage Natural FinishesImages hosted onpicasaweb.google.comwhich are unreadableby Google SEO “bots”Lacks anchor text andheader explaining onesignificant image.Google cannot figure outwhat content is, andImage name is notdescriptive, number“1107‐1.jpg” does notreinforce content.Challenging Market for SEO ‐ High number of keywords, but lowtraffic cost indicates that the organic keywords have minimalsearches or site ranking is 2nd or higher page. Focus content onstrong keywords with high cost‐per‐click and high volume.Page load speed is acceptable Timber Framers Guild 201615
Long-Tail Keywords Enhance Location – MoreSun Woodworking Timber Framers Guild 201616
Long-Tail Keywords Enhance Location – MoreSun – South CarolinaGoogleCalls this“LocalPack” tomakesearchesmorerelevantLINKED IN PROFILE Timber Framers Guild 201617
Speed Matters Somewhat, Check Web Pages at GTMETRIX.comRecent Study by SEMRUSH on 1 million queries: Top sites haveresponse time of 1.8 seconds for position 1 and 2.3 seconds for #10.Speed must be “fast‐enough” or you encounter high bounce rate, e.g.users leave your site tired of waiting after 5 seconds which drops SEO. Timber Framers Guild 201618
Social Media Integrated with Timely Blog PostingsFocus: Business to Consumer Marketing Focus on User Intent and search user needs. Use long‐tail keywords Relevant and Current ContentGoogle’s Matt Cutts stated that social signals––metrics such asFacebook likes and Twitter followers, which indicate a profile’sauthority and influence––do not affect search rankingsHowever, Facebook and Twitter pages are treated like any other pages inour web index, and so if something occurs on Twitter or occurs on Facebookand we’re able to crawl it then we can return that in our search results. Social Media Profiles Rank in Search Engines Social Media Channels Are Search Engines Too Not Now Doesn’t Mean Not Ever – Google may rank Sharing Can Lead to Links and Higher SEO Results Timber Framers Guild 201619
Post Videos with TestimonialsDon’t Hide Video Text: Provide a Transcript that SEO Bots can ReadSearch Results on Long-tail Keyword “Timber Frame South Carolina”370,674 arolinaDavis Frame #5PennaNEW #1 #2, Davis Frame #3Search onKeyword“TIMBER” Timber Framers Guild 201620
The Crimes of SEOPaid linksStuffingCloakingHidingLink SpamOver the long term, these will not substantially improve SEO, and may violatesearch engine providers “terms of service.” Timber Framers Guild 201621
Paid Referral Marketing – Search Engine Marketing SEM Timber Framers Guild 201622
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)searchresults. Search Engine Optimization Webinar April 20, 2016 BROUGHT TO YOU BY YOUR Visionary Partners Program Al Wallace, Timber Framers Guild Director
