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SEO Basics. The pieces of how to get higher listings on Google.
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Search Engine Optimization
101
Small Steps & Info to get you started
What is SEO?
• Search Engine Optimization (from Wikipedia) is the process of affecting the visibility of a website or a web page in a search engine's "organic” or unpaid search results.
• Letting Google know you exist
PPCOnline Reviews
Email MarketingTools & Analytics
Conversion Rate Optimization Public Relations
What is related to SEO?
PPC
Online Reviews
• Newsletters• Auto responders• Subscriber Lists
Email Marketing
• Google Webmaster Tools• Google Analytics
o Bounce Rateo Time on Siteo Visitorso Conversiono Traffic Sourceso You can use this information to help inform your next
steps, profitability & more
Analytics – You can only improve
what you can measure
Tools
• Articles• Press Releases• Ghost Writing• Contacting Bloggers
Public Relations
• Clear call to action• Colors• Where the eyes go• Less Clicks is Better• Consistency• Messaging• User Interface Design• User Experience Design
Conversion Rate Optimization
Pieces of SEO• SERP• Keyword Research• Website Architecture• Website Design• Website Copy• Backlinks• Offsite Content• Technical Audit• Local SEO• Site Speed
SERP
• What search terms have volume & are easy to compete ono Search Volumeo Competitiono Related Keywords
Keyword Research
Website Architecture
Website Design
Website Design
Website Design
• Appropriate linking• Anchor Text• Good, Human, use of Keywords in context
Website Copy (Content)
• Meta Title & Description & URL
• Directories & Citationso Paido Unpaid
• DMOZ• Outreach
o Find people with common interest & exchange links/information• Infographics• Make it easy for people to share your content• Anchor Text is important• Sales & Promotions
o Groupon (may or may not be sustainable linkbuilding)
Backlinks
• Social Media – Be where your customers are• Make your content shareable• Backlinks & PR
Offsite Content
• Fix 404 & other Errorso Create custom 404 page
• Branding Opportunity• Customers don’t bounce• Give them another place to go
• No Duplicate Content• Meta Title• Meta Description• Display URL/Site Architecture
Technical Audit
Local SEO
Site Speed• Faster is better• 3 Seconds
o 40% of People Abandon• .5 Second
o 20% Less Traffic for Google• .1 Second
o 1% Decrease in Amazon purchases
Bad SEO
• Black Hat• I’LL GET YOU 1,000,000+ LINKS FOR $5
o Disavow bad backlinks
• Costs you time and money in the end
Other Interesting things you may want to know
o Personalized Search• Prior Searches• Geographic
o Google is ~67% of the search market, Bing is ~16% Yahoo ~12% (in the US) Feb 13, 2013• http://searchengineland.com/comscore-january-2013-search-rankings-148478
o Big SEO Events http://moz.com/google-algorithm-change• Panda – “over-optimization”, Keyword Stuffing 2011• Penguin – Poor Quality Backlinks – 2012• Hummingbird – Conversational Search – 2013
o Page Rank• How important this page is• Rank 1 – 10, 10 being very important
o New York Time is PR9o Places to read a little more online
• http://www.clickminded.com/seo-101-handbook/o No-Follow – robots.txt
• Landing Pageso Can I engineer things to go viral
• No, but you can try
Conclusion
o Good SEO takes time and efforto Provide good content for humans, not search engineso Don’t do bad things
• Find these slides online at http://www.slideshare.net/marshallhayes16/seo-101-workshop-small-tips-info-to-get-you-started
• If you have a websiteo Set up and find these things on Google Analytics
• Visitors to your site in the last month• Where (Geographically) your visitors came from• What websites your visitors came from• Set up conversion (or goal) tracking for A) product sales or B) contact form
o Then you can evaluate anything from profitability to if you’re meeting any goals you have.
• If you use Wordpresso Install the Yoast Plugin and use unique Meta Titles & Descriptions on all your
pages• If you don’t use Wordpress & don’t have a website
o Set up Wordpress blog and site (and install Yoast)• There are other people out there who care about what you care about. The
only way for them to find you in a search engine is putting your fingers to a keyboard and start typing about it.
• If you want help give me a call
Action ItemsMarshall [email protected]
