{"id":9336,"date":"2020-01-02T08:00:58","date_gmt":"2020-01-02T08:00:58","guid":{"rendered":"https:\/\/www.naylor.com\/associationadviser\/?p=9336"},"modified":"2020-01-15T13:06:37","modified_gmt":"2020-01-15T13:06:37","slug":"building-your-seo-toolbox","status":"publish","type":"post","link":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/","title":{"rendered":"Building Your SEO Toolbox"},"content":{"rendered":"

If Google is the gate to the web, then search engine optimization, or SEO, is its key. Following guidelines for SEO can help boost a website\u2019s standing in Google\u2019s algorithm. Thankfully, SEO consulting agency Alphametic\u2019s<\/strong><\/a> founder and managing director Matthew Capala presented some of the best practices at the Digital Summit in Phoenix.<\/p>\n

In his 14 years working with SEO, Capala found that \u201cintensity will always beat extensity.\u201d To put it simply, 20 percent of keywords drives 80 percent of activity, so the quality and frequency of keywords you use will always be more valuable than variety of them.<\/p>\n

Prominently feature relevant keywords<\/h2>\n

The most effective way to get people to visit your site is to include pages that prominently feature the key words you\u2019re trying to target. Adding category pages relevant to your company will help drive up traffic to your website. When Capala\u2019s company worked with the cosmetics company L\u2019Oreal<\/strong><\/a>, he told them to update their website with categories and subcategories packed full of content. This content isn\u2019t just a few key words either \u2014 it\u2019s chock-full of content like photo sliders, videos and featured products. He recommends that small businesses have a minimum of 20 pages and around 50 blog posts to start getting any value from SEO. You want the search engines to pick up on what your website is serving, and thorough categories and pages will help you do that.<\/p>\n

\"Screenshot<\/a>
L’Oreal Cosmetics updated their website to include more category and subcategory pages, including this one that describes the safety of their products. Adding content like this can dramatically improve the search engine ranking of your website.<\/em><\/figcaption><\/figure>\n

Deploy long-form content and descriptive page titles<\/h2>\n

After setting up the website\u2019s framework to be more SEO-friendly, it\u2019s time to take a look at producing content. When you\u2019re planning out the pages for your content, Capala said there is only one mindset you should have: making the best page on the web about that keyword topic. To get an idea of the kind of content you should produce, look at the top results on Google and commit yourself to building a slightly better page.<\/p>\n

One example of this in action comes from the company Fundera<\/strong><\/a> \u2014 a website used to find options for small business loans. For years, Fundera was in its startup stages and had 62 points of domain authority. Despite that, it had managed to overtake the federal government\u2019s Small Business Administration, which had 82 points of domain authority, around the time Capala gave his presentation thanks to the quality and extent of its content.<\/p>\n

\"Screnshot<\/a>
Fundera’s long-form content can help an organization build its SEO. They took advantage of what SEO marketers call \u201cEAT\u201d \u2014 expertise, authority and trust – to overtake the Small business Administration in search engine rankings, making Fundera appear to be the leading authority on small business funding.<\/em><\/figcaption><\/figure>\n

What the Fundera example shows is the extent to which long-form content can help an organization build its SEO. They took advantage of what SEO marketers call \u201cEAT\u201d \u2014 expertise, authority and trust. By adding long-form content about small business loans, they built up their expertise, which in turn increases trust thanks to a higher number of conversions. When an organization shows it\u2019s an expert in its field and the public responds with more trust, Google naturally assigns its website more points of authority and it moves up in the search results.<\/p>\n

All of this work, however, will only help you get into the top 20-40 search results on Google, which is still only has 2 percent click through rate. So how do you make it to the top one to 10 search results?<\/p>\n

Post and page titles containing keywords are the first gateway to the highest SEO. It\u2019s not just about catchiness anymore. Though it may feel tacky to you, Google\u2019s algorithm \u2014 and by extension, consumers \u2014 beg to differ. You want to make sure that every one of your titles mentions the keyword you\u2019re trying to target with that content.<\/p>\n

Host a blog \u2013 and enjoy 55 percent more website traffic<\/h2>\n

Finally, though it may seem very \u201990s, it\u2019s absolutely vital for your organization\u2019s website to have a blog. This isn\u2019t just Capala\u2019s opinion either, the data backs it up. Websites that regularly blog get 55 percent more traffic than those that don\u2019t and 80 percent more conversions too, and the blog needs to be a part of the website and not hosted on a website like Medium or Tumblr. Content on the blog can be wide-ranging \u2014 from tutorials to industry best practices \u2014 and only makes sense on this part of your platform. After all, you wouldn\u2019t go to a landing page for a tutorial.<\/p>\n

Bringing your organization\u2019s website to the highest SEO standards is a complicated process that requires a good amount of patience, but with Capala\u2019s advice as a guide, you are well on your way to start building it up.<\/p>\n

<\/i>\n\t\t\tDigital Summit has teamed up with Association Adviser to bring you access to videos and content that offers insight to association marketers. Access this content at https:\/\/dsum.io\/association-marketing-videos<\/strong><\/a>.\n\t\t\t<\/div><\/div>\n
<\/div>
\"\"<\/div>

About The Author<\/h3>\n\t\t\tAdam Turner is a content strategy intern with Naylor Association Solutions.\n\t\t\t<\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"

Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.<\/p>\n","protected":false},"author":213,"featured_media":9293,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[31,12,6],"tags":[1569,1465,1606,1607],"class_list":["post-9336","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-features","category-marketing-communications","category-technology","tag-digital-summit","tag-programmatic-advertising","tag-seo","tag-website-analytics"],"acf":[],"yoast_head":"\nBuilding Your SEO Toolbox - Association Adviser<\/title>\n<meta name=\"description\" content=\"Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Building Your SEO Toolbox - Association Adviser\" \/>\n<meta property=\"og:description\" content=\"Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/\" \/>\n<meta property=\"og:site_name\" content=\"Association Adviser\" \/>\n<meta property=\"article:published_time\" content=\"2020-01-02T08:00:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-01-15T13:06:37+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Google-Ads-Analytics-Screen-Grab-1024px.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"625\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Adam Turner\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adam Turner\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/\"},\"author\":{\"name\":\"Adam Turner\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/2d50ebe3d15f426a5c089b740f2d58b2\"},\"headline\":\"Building Your SEO Toolbox\",\"datePublished\":\"2020-01-02T08:00:58+00:00\",\"dateModified\":\"2020-01-15T13:06:37+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/\"},\"wordCount\":907,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2019\\\/11\\\/Google-Ads-Analytics-Screen-Grab-1024px.jpg\",\"keywords\":[\"Digital Summit\",\"programmatic advertising\",\"SEO\",\"website analytics\"],\"articleSection\":[\"Features\",\"Marketing & Communications\",\"Technology\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/\",\"name\":\"Building Your SEO Toolbox - Association Adviser\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2019\\\/11\\\/Google-Ads-Analytics-Screen-Grab-1024px.jpg\",\"datePublished\":\"2020-01-02T08:00:58+00:00\",\"dateModified\":\"2020-01-15T13:06:37+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/2d50ebe3d15f426a5c089b740f2d58b2\"},\"description\":\"Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/building-your-seo-toolbox\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2019\\\/11\\\/Google-Ads-Analytics-Screen-Grab-1024px.jpg\",\"contentUrl\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/wp-content\\\/uploads\\\/sites\\\/2\\\/2019\\\/11\\\/Google-Ads-Analytics-Screen-Grab-1024px.jpg\",\"width\":1024,\"height\":625,\"caption\":\"Photo by Webaroo.com.au on Unsplash\"},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#website\",\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/\",\"name\":\"Association Adviser\",\"description\":\"Leadership Strategies & Best Practices for Association Professionals\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/#\\\/schema\\\/person\\\/2d50ebe3d15f426a5c089b740f2d58b2\",\"name\":\"Adam Turner\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/44843c85f7783d8db96cf4f3ad12fa8d563760e386f58a4392afa0f8bf676cde?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/44843c85f7783d8db96cf4f3ad12fa8d563760e386f58a4392afa0f8bf676cde?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/44843c85f7783d8db96cf4f3ad12fa8d563760e386f58a4392afa0f8bf676cde?s=96&d=mm&r=g\",\"caption\":\"Adam Turner\"},\"url\":\"https:\\\/\\\/www.naylor.com\\\/associationadviser\\\/author\\\/adamturner\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Building Your SEO Toolbox - Association Adviser","description":"Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/","og_locale":"en_US","og_type":"article","og_title":"Building Your SEO Toolbox - Association Adviser","og_description":"Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.","og_url":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/","og_site_name":"Association Adviser","article_published_time":"2020-01-02T08:00:58+00:00","article_modified_time":"2020-01-15T13:06:37+00:00","og_image":[{"width":1024,"height":625,"url":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Google-Ads-Analytics-Screen-Grab-1024px.jpg","type":"image\/jpeg"}],"author":"Adam Turner","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Adam Turner","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/#article","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/"},"author":{"name":"Adam Turner","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/2d50ebe3d15f426a5c089b740f2d58b2"},"headline":"Building Your SEO Toolbox","datePublished":"2020-01-02T08:00:58+00:00","dateModified":"2020-01-15T13:06:37+00:00","mainEntityOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/"},"wordCount":907,"commentCount":0,"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/#primaryimage"},"thumbnailUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Google-Ads-Analytics-Screen-Grab-1024px.jpg","keywords":["Digital Summit","programmatic advertising","SEO","website analytics"],"articleSection":["Features","Marketing & Communications","Technology"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/","url":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/","name":"Building Your SEO Toolbox - Association Adviser","isPartOf":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/#primaryimage"},"image":{"@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/#primaryimage"},"thumbnailUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Google-Ads-Analytics-Screen-Grab-1024px.jpg","datePublished":"2020-01-02T08:00:58+00:00","dateModified":"2020-01-15T13:06:37+00:00","author":{"@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/2d50ebe3d15f426a5c089b740f2d58b2"},"description":"Improving your organization\u2019s SEO ranking is a complicated process that requires work and patience. Matthew Capala, Digital Summit speaker, shows us how.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.naylor.com\/associationadviser\/building-your-seo-toolbox\/#primaryimage","url":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Google-Ads-Analytics-Screen-Grab-1024px.jpg","contentUrl":"https:\/\/www.naylor.com\/associationadviser\/wp-content\/uploads\/sites\/2\/2019\/11\/Google-Ads-Analytics-Screen-Grab-1024px.jpg","width":1024,"height":625,"caption":"Photo by Webaroo.com.au on Unsplash"},{"@type":"WebSite","@id":"https:\/\/www.naylor.com\/associationadviser\/#website","url":"https:\/\/www.naylor.com\/associationadviser\/","name":"Association Adviser","description":"Leadership Strategies & Best Practices for Association Professionals","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.naylor.com\/associationadviser\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.naylor.com\/associationadviser\/#\/schema\/person\/2d50ebe3d15f426a5c089b740f2d58b2","name":"Adam Turner","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/44843c85f7783d8db96cf4f3ad12fa8d563760e386f58a4392afa0f8bf676cde?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/44843c85f7783d8db96cf4f3ad12fa8d563760e386f58a4392afa0f8bf676cde?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/44843c85f7783d8db96cf4f3ad12fa8d563760e386f58a4392afa0f8bf676cde?s=96&d=mm&r=g","caption":"Adam Turner"},"url":"https:\/\/www.naylor.com\/associationadviser\/author\/adamturner\/"}]}},"_links":{"self":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/9336","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/users\/213"}],"replies":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/comments?post=9336"}],"version-history":[{"count":0,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/posts\/9336\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media\/9293"}],"wp:attachment":[{"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/media?parent=9336"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/categories?post=9336"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.naylor.com\/associationadviser\/wp-json\/wp\/v2\/tags?post=9336"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}