BUSINESS SEO & INTERNET MARKETING

Instructed by: Lacey Faught

DAY 1

• Introductions

• SEO Terminology

• Method

• Research (if time permits)

MY QUESTIONS FOR YOU

INTRODUCTIONSWho you are, Why you’re here

SEO TERMINOLOGYMost important terms

SEOShort for search engine optimization, the process of increasing the number of visitors to a Web site by achieving high rank in the search results of a search engine. The higher a Web site ranks in the results of a search, the greater the chance that users will visit the site.

It is common practice for Internet users to not click past the first few pages of search results, therefore high rank in SERPs is essential for obtaining traffic for a site.

SEO helps to ensure that a site is accessible to a search engine and improves the chances that the site will be indexed and favorably ranked by the search engine.

SEARCH ENGINEA program which searches a document or group of documents for relevant matches of a users keyword phrase and returns a list of the most relevant matches. Internet search engines such as Google, Bing and Yahoo search the entire Internet for relevant matches.

ALGORITHMA program used by search engines to determine what pages to suggest for a given search query.

Primarily this will come into play when talking about Google. Google has a complex algorithm used to analyze the legitimacy of a website. The more legitimate the algorithm deems the site on specific topics, the better it will rank online.

The factors we discuss most in regards to Google’s algorithm and search for legitimacy is well-optimized niche-specific content, backlinks, and social media activity.

META TAGSStatements within the HEAD section of an HTML page which furnish information about the page. META information may be in the SERPs but is not visible on the page.

It is very important to have unique and accurate META title and description tags, because they may be the information that the search engines rely upon the most to determine what the page is about. Also, they are the first impression that users get about your page within the SERPs.

EXAMPLE PAGESOURCE CODESERP

CONTENTThe part of a web page that is intended to have value for and be of interest to the user.

Today in SEO they say “content is King”. Google has updated their algorithms to reward businesses for creating great content that users will find interesting, useful, and shareable.

BLOGA website (or part of a website) which presents content in a more or less chronological series. Content may or may not be time sensitive. Blogging is the primary means for building content.

BACKLINKAny link into a page or site from any other page or site.

Backlinks are one of the most important parts of SEO. Today backlinks must be obtained through extremely legitimate means. Otherwise, websites can be punished for building links improperly.

The reason backlinks are important, is because they help build website legitimacy. In the real world, businesses gain legitimacy when people you trust refer them to you. If I ask Kyle for a good place to get my hair cut, and he says, “The Super Cuts downtown,” I will try it out because he refers it to me. Search engines use links in the same way. A link into a website is considered a “referral” from that website to yours. If the referral is coming from a high quality site, the search engines will consider the website more legitimate, and will be more likely to refer it to people who are searching online.

You can build links through social media activity, directory listings, and online Press Releases.

PRESS RELEASENewsworthy content about a company optimized and distributed through a premier press release distribution company to many 3rd

party websites. When using the right distribution service, this can serve as a legitimate way to build links and reach a larger audience.

SOCIAL MEDIAVarious online technologies used by people to share information and perspectives. Blogs, Facebook, Twitter, Pinterest, LinkedIn, wikis, forums, social bookmarking, user reviews and rating sites are all examples of Social Media.

DIRECTORYA site devoted to directory pages. It is important that websites have consistent directory listings on the major directory sites such as Google, Yahoo, Bing, Yelp, Manta, YellowBook etc.

ANALYTICSA program which assists in gathering and analyzing data about website usage. Google analytics is a feature rich, popular, free analytics program.

METHODOverview of SEO Practices

SEO IN A NUTSHELL

1. Research

2. On-site optimization

3. Content building

4. Social Media

5. Press Releases

6. Directory Listings

7. Analytics

AGENDATopics for next classes

CLASS AGENDAS

Day 2

• Research

• On-site optimization

• Content building

Day 3

• Backlinking

• Press Releases

• Social Media

Day 4

• Analytics

• Personalized Case Study

• Troubleshooting