SEO and Google for Aviation Professionals

In this workshop, I wanted to create a space where we could dive into the practical aspects of using Google tools for SEO and analytics, tailoring the session to your unique questions and priorities.

John Williams, Kellie Rittenhouse, Robert Mark, Stella Bouldin, Angela Duguilez, Nadia Ostrovsky and I discuss a lot of things about Google and SEO!

We covered a lot of ground, including the latest updates to Google Analytics (GA4), the importance of identifying your top keywords, and the role of ongoing SEO efforts in driving meaningful results. My goal was to help you break through some common myths about SEO, understand its role as part of a larger marketing strategy, and give you actionable steps to improve your online visibility. Whether you’re new to SEO or refining an existing strategy, this session was designed to provide clarity, tools, and inspiration to take your efforts to the next level.

Introduction and Poll Results

0:00:00 – 0:00:38: Introduction to the workshop. Poll to assess how attendees use Google tools for SEO and analytics to customize the session.

0:00:38 – 0:02:19: Welcome and explanation of the workshop’s informal nature. Overview of the focus on attendees’ SEO questions and Google tool usage.

Google and SEO Fundamentals

0:02:19 – 0:04:22: Changes in Google’s tools, including GA4, and their implications for data tracking and privacy compliance.

0:04:22 – 0:05:48: Decline in Google’s dominance in search engine traffic but its continued relevance as the largest source of web traffic.

0:05:48 – 0:07:25: Debunking myths about SEO, emphasizing the need for ongoing effort, human input, and integration into broader marketing strategies.

Keywords and Their Role in SEO

0:07:25 – 0:11:33: Importance of identifying key terms you want to rank for. Examples provided for different industries.

0:11:33 – 0:14:30: Methodology for identifying keywords: a mix of human insight and AI tools like ChatGPT.

0:14:30 – 0:18:37: Criteria for evaluating keywords: relevance, popularity, and competition. Discussion on targeting long-tail keywords to reduce competition.

0:18:38 – 0:20:18: Steps for creating a manageable keyword list (10 primary keywords) to focus efforts.

Using Google Analytics

0:20:18 – 0:26:38: Live demo of Google Analytics: tracking website performance, identifying top traffic sources, and leveraging email marketing.

0:26:38 – 0:29:34: Limitations of Google Analytics due to privacy laws and ad blockers. Alternatives like on-server analytics tools discussed.

0:29:34 – 0:32:57: Importance of integrating SEO with Google Ads and following Google’s quality score guidelines for effective ad campaigns. SEMRush for Competitive Insights

0:32:57 – 0:39:19: Overview of SEMRush: tracking keyword rankings and competitor analysis. Identifying opportunities to improve rankings for high-relevance and high-volume keywords.

0:39:19 – 0:42:47: Strategies for climbing search engine rankings, focusing on relevance, volume, and competition.

Content Strategies for SEO

0:42:47 – 0:46:52: Importance of long-form articles (1,500+ words) and short-form videos for SEO. These formats align with current algorithm preferences. 0:46:52 – 0:49:41: Adapting content strategies over time to meet evolving search engine algorithms and audience needs. Case Studies

0:49:41 – 0:54:27: Examples of successful SEO campaigns for clients in different industries, showcasing strategies for competitive and niche markets.

Next Steps

0:54:27 – 0:56:15: Actionable steps: defining 10 primary keywords and brainstorming content ideas using AI tools.

0:56:15 – 0:59:12: Addressing questions about tools like Google Search Console and emphasizing the importance of writing for both humans and algorithms.

Q&A and Closing

0:59:12 – 1:00:37: Guidance on contacting the speaker for further support. Encouragement to prioritize SEO efforts.

1:00:37 – 1:02:37: Reflection on past marketing strategies and lessons learned. Final call to action for attendees to implement what they’ve learned.