Justin Seibert’s search engine marketing experience can be traced back to 2001 when he transformed a Los Angeles-based financial firm’s internet marketing division into a multi-million-dollar revenue generator. Today, Justin serves as President of Direct Online Marketing (DOM), a company he founded in 2006 with the ambition of creating the same kind of growth for businesses all over the world. His transparent approach to client services has helped DOM gain its status as a top 200 Premier Google Partner. Learn more about Justin.
In case you missed the event (or attended, and need a refresher to compare against your own notes!), Justin Seibert held an excellent interactive seminar on SEO and how to strategically bring the right organic traffic to your company’s website. Below is an overview of the key points that Justin addressed during the event.
Justin began by speaking of SEO’s core benefits, which are:
- SEO is free: SEO helps to drive organic traffic so you can decrease your spending on paid marketing.
- SEO is targeted: SEO drives a large amount of desirable traffic to your site.
- SEO creates legitimacy: SEO helps your company to have authority or makes your company appear valid about what you do and your expertise within the industry.
Justin spoke of the main goal for every company when customers or prospects reach their site, which he referred to as a conversion. Although oftentimes conversions are thought of as form submissions or making contact with a company after going through the company’s site, Justin spoke of how conversion can have several different definitions. Justin defined a conversion as, “whatever you want people to do on your site”. This means that if you wanted people to view a certain page, then they viewed it. Or if you wanted a sale to come from the customer’s interaction with your site, and a sale came of it. A conversion, in marketing terms, can be thought of as the goal the company wishes to reach. The key takeaway is that you can get better conversion returns without necessarily driving more visits to your site; it’s all about driving the right traffic to your site.
Justin addressed two key factors to increase your conversion rate, which were:
- Increased Incentive: Provide an incentive for customers to want to do whatever your conversion/goal may be.
- Reduced Friction: Don’t make the conversion process too difficult. An example Justin provided would be asking for too much information within a submission box. Pro tip: “How can we help you” open-ended question on lead forms can actually help increase conversions! Another way to reduce friction is to focus on the user experience (or UX) of your site. Make sure it’s easy for users to navigate and find what they are looking for.
Building Google Authority
There are also several different ways that your company can rank higher on Google other than just through utilizing SEO. Examples Justin provided were through the use of websites, images, videos, news, and maps.
To drive the best traffic for your site, choose to write your site content with keywords that are based upon:
There are two factors that go into how Google will rank your company:
- Authority: on-site, information your company controls.
- Credibility: off-site, not controlled information such as company reviews or third parties talking about your company/linking to your site. Credibility can be boosted by having a solid PR strategy.
Helpful Tips on Blogging
Justin spoke on blogging as well because blogging can drastically increase your SEO and company reach. He touched on the fact that in order for your blog’s content to be successful, you need to have good content, a lot of words, and ensure that the blog is more in-depth than that of the competition. You also need to utilize headings such as H1, H2, etc just like everywhere else on your site. If you’re adding photos to your blog (as well as the rest of your site), always re-name the image files and utilize Alt Text in the source HTML code, to describe what the image is of. This will help Google to categorize the image more efficiently.
He also discussed that when blogging, to always utilize an author box. If you’re creating blog content, it’s has a negative impact on blogs to have an author of “Site Creator”, or no specific author mentioned. Have an about the author’s box that discusses who the author is and their credentials on the topic they’re writing about. You can also hyperlink a byline to an author bio page on your site.
Another important feature that should be utilized when blogging is internal and external linking. By this, Justin meant that if you mention something within the blog that could link to a page on your company’s website, have an internal link that goes to that page for more information. For external linking, Justin mentioned that you can link certain points in the blog to external sites (not produced by your company), for more information. By hyperlinking keywords both internally and externally, it can draw in more traffic to the blog content you’re writing.
Be Mobile Friendly
Today, nearly 75% of all purchases are made on a mobile device. You need to ensure that your company’s webpages and any content posted is mobile-friendly. If your site is not mobile-friendly, it could deter potential customers from returning to your site in the future.
Ask for Reviews
Reviews can have a huge impact on your company’s credibility which also boosts SEO! As stated above, reviews are not controlled, meaning that customers are free to voice their opinion of your company to others. Asking the customers you already know are satisfied is a great place to start. Although you don’t want to tell customers exactly what to say in a review or state you’d like a “positive/5-star review” from them, you do want to ask for reviews in general. If you know that they’re a satisfied customer, then they will, more often than not, leave your company a positive review You need to ensure that you’re not only asking for reviews but that you’re keeping up with them and responding to them in a positive way.
We could have spent hours on this topic with Justin, as he has such a wealth of knowledge on the topic and we were lucky to have a very engaged audience. But this was a great crash course on SEO and wanted to share the key takeaways more broadly, for the benefit of our members and prospective members.
Need more help with driving business goals through digital channels? Visit Justin’s company’s website and see how they may be able to help.
Interested in attending a future AMA Pittsburgh event? Check out our event calendar. We hope to see you soon!