Harnessing the Web 2016 - Memberwise

SEO STRATEGIES PROVEN TO BOOST

MEMBERSHIP GROWTH

DANNY RICHMAN

A BIT ABOUT ME

A FEW OF MY CLIENTS

WHAT IS SEO?

WHAT IS SEO?

Search Engine Optimisation (SEO) is

the practice of increasing the quantity

and quality of traffic to your website through

organic search engine results.

GOOGLE’S ORGANIC SEARCH RESULTS

Organic Results

Paid Ads

87% only click on the organic results

71% click on the top 3 organic results

HOW COULD SEO HELP YOUR

ORGANISATION?

ATTRACT NEW MEMBERS

… that people don’t already know by name

THOUSANDS OF SEARCHES EVERY MONTH FOR ORGANISATIONS…

• professional associations for nurses

• professional associations for nutrition

• associations for managers

• associations for medical billing and coding

• associations for massage therapists

• associations for marketing professionals

• associations for mechanical engineers

• associations for medical assistants

• associations for mental health

• associations for manufacturing

• associations for marketing

• associations for museums

• associations for lawyers

• associations for landlords

• associations for long term care

• associations for law enforcement

• housing associations for key workers in london

• associations for journalists

• associations for criminal justice

• associations for graphic designers

• associations for gun control

• associations for general contractors

• associations for grant writers

• associations for financial advisors

• associations for financial professionals

• associations for farmers

• associations for finance

• associations for food industry

• associations for fitness

• associations for fashion

• associations for water

• associations for human rights

• associations for healthcare administration

• associations for hospitality industry

• associations for higher education

• associations for interior designers

• associations for it professionals

• associations for insurance professionals

• associations for institutional research

• associations for individual development

• associations for healthcare professionals

• associations for history teachers

• associations for human resource management

• associations for quality assurance

• associations for physical therapists

• associations for paralegals

• associations for public health

• associations for photographers

• associations for project management

• associations for pharmacy technicians

• associations for physical therapy

• associations for public administration

SEO is a great tool for bringing members back to your site

INCREASE MEMBER ENGAGEMENT & RETENTION

SEO is a form of Pull Marketing

GENERATE EXTRA REVENUE

CASE STUDY

ROYAL INSTITUTION OF CHARTERED SURVEYORS

(RICS)

Organic, unbranded traffic from Google

ROYAL INSTITUTION OF CHARTERED SURVEYORS (RICS)

Oct 201532,089 pm Sep 2016

96,151 pm

A 200% increase!

…not including those which contain their name

RICS SITE NOW RANKS ON PAGE ONE FOR 10K+ SEARCH TERMS

• promap• apc• bcis• surveyor• permitted development• homebuyers survey• surveyors• chartered surveyor• red book• homebuyers report• bim• isurv• tmlewin• home buyers report• boundary disputes• spons• right to light• modus• building surveyor• facilities management• chartered surveyors• quantity surveyor• dilapidations• home buyers survey• ipms• valuer• cpd foundation• gazumping• homebuyer survey

• flying freehold• right of light• rights of light• homebuyer report• ransom strip• gross internal area• rural• dilapidation• one survey• structural survey• fixtures and fittings• chartered building surveyor• nrm2• commercial property management• how to become a chartered surveyor• jct contracts• subsidence• defective premises act 1972• bcis index• valuers• code of measuring practice• red book valuation• rent review• consent order• keating chambers• annual return• nrm• gifa• design specification

• macdonald and company• pro map• kim bailey• find a surveyor• building surveying• metric handbook• mortgage valuation• reinstatement cost• cpd solutions• permitted development rules• building information modelling• property surveyor• permitted development rights• surveying apprenticeships• residential property management• home survey reports• gross internal floor area• tree roots• regulation• stellisons• jct• how to become a surveyor• what is a chartered surveyor• home survey• estate agents act 1979• online academy• homebuyers survey cost• construction contracts• rebuild calculator

• bcis login• accreditations• pcsa• geomatics• modus magazine• home buyer report• right to light act• building survey report• dilapidations definition• chartered surveyor

course• surveyors fees• construction technology• building contracts• bcis calculator• rising damp myth• professional ethics• chartered surveyor

salary• home buyers• private road

maintenance• home condition report• chartered surveyors uk• rent reviews• ace agreement• bcis tender price index• principles of

measurement

SEARCH VISITORS ARE ALSO MORE ENGAGED

View more pages

Spend more time

Spend more

money

EVEN THE SMALLEST ORGANISATIONS CAN IMPROVE THEIR SEO

WHAT MAKES A SITERANK HIGHERON GOOGLE?

1) STRONG RELEVANCY TO THE SEARCH QUERY

2) ENGAGED SEARCH VISITORS

3) LINKS FROM OTHER TRUSTWORTHY WEBSITES

3) LINKS FROM OTHER TRUSTWORTHY WEBSITES

DOMAIN AUTHORITY SHOWS THE TRUSTWORTHINESS OF YOUR SITE

bit.ly/2bHAiLq

DOWNLOAD THE FREE MOZBAR FROM THE CHROME WEB STORE

MY TOPSEO TIPS

TIP #1

DISCOVER YOUR LOW-HANGING FRUIT

bit.ly/richkwe (free trial)

FIND NEW KEYWORD SUGGESTIONS IN MOZ KEYWORD EXPLORER

DA=51

CHECK THE DOMAIN AUTHORITY OF YOUR SITE

If you have strong authority or can be more relevant, create a new page

CHECK THE DOMAIN AUTHORITY OF THE TOP RANKING SITES

TIP #2

MAKE YOUR PAGES LOOK MORE RELEVANT

TO GOOGLE

Keywords in the main heading

Keywords in the page title

Keywords in the page body

Keywords in the URL

bit.ly/2bHAiLq

MOZBAR – ON PAGE REPORT

TIP #3

GAIN MORE LINKSTO BOOST YOUR

DOMAIN AUTHORITY

ahrefs.com (free trial)

AHREFS LINK INTERSECT TOOL

ahrefs.com (free trial)

SHOWS ALL SITES LINKING TO THEM BUT NOT TO ME

ASK THEM TO ADD A LINK TO YOUR SITE

1k shares and links

CREATE LINKABLE/SHAREABLE CONTENT

Keyword Researcher Pro | bit.ly/richkrp (£33 )

Keyword Researcher Pro | bit.ly/richkrp (£33 )

TIP #4

BOOST YOUR LINK-LOVEWITH INTERNAL LINKS

INTERNAL PAGES ALSO HAVE LINK-LOVE

LINK INTERNALLY TO THE PAGES YOU MOST WANT TO RANK

TIP #5

MAKE YOUR SITEMORE ENGAGING

TO SEARCH VISITORS

People will click more on the most relevant listings

ENGAGEMENT STARTS HERE

IMPROVE YOUR GOOGLE LISTINGS

Unique benefits Call to action

Relevance AttentionPage Title

Meta Description

Search visitors use intuition not logic

DON’T MAKE ME THINK!

Similarweb.com

COMPARE YOUR STATS TO SIMILAR ORGANISATIONS

TIP #6

MAKE YOUR SITEMOBILE-FRIENDLY

47% of MW member sites are not-responsive

ENSURE YOUR SITE IS FULLY RESPONSIVE

www.google.co.uk/webmasters/tools/mobile-friendly

GOOGLE'S FREE MOBILE-FRIENDLY TESTING TOOL

ENSURE YOUR PAGES LOAD QUICKLY ON ALL DEVICES

developers.google.com/speed/pagespeed/insights

GOOGLE'S FREE PAGE-SPEED INSIGHTS TOOL

TIP #7

GIVE SEO THE TIME & ATTENTION

IT DESERVES

Are your followers even seeing what you post?

ORGANIC REACH ON SOCIAL GETS HARDER AND HARDER

YOU CAN LEARN SEO IN LESS THAN A DAY

Membership and Digital must work together

YOU WILL HOWEVER NEED SOME JOINED-UP THINKING

HAPPY TO HELP

Contact Details

• Email: danny@richmanseo.co.uk

• Web: seotraininglondon.org

• Tel: 020 8341 1223

• Mobile: 07966 229490

• Twitter: @DannyRichman

• Linkedin: Linkedin.com/in/dannyrichman

Tools & websites: www.seotraininglondon.org/seo-tools-websites

Download these slides here: bit.ly/richHTW