If Youre Not #1 onGoogle,You Dont Exist!Bhupesh Shah, B.Sc., MBA | ethnicomm inc.March 27th, 2012
About.Me Consultant – ethnicomm inc. 2005+ marketing, sales, web strategy Professor – Seneca College marketing, digital media, general business Kärcher - Director of Marketing1990-2005 Clorox - Group Product Manager Canadian Tire - Buyer and Marketing Manager
What is SEO, SEM, and PPC Advertising? How To’s, Do’s and Don’ts of Website SEO Selecting the best keywords for your site Non-website tactics to help people find your site easierhttp://www.flickr.com/photos/swanky-hsiao/
Search Engine Optimization (SEO) Helps more people who are looking for your product or service find you! SEO is NOT a magic bullet – it takes time for the search engines to go through your site and the criteria is always changing so your site has to be continually updated.Source: http://www.amazon.com
Pay Per Click (PPC) advertising internet advertising model: advertiser only pays if a user clicks on the adSource: http://www.logitech.com
Why SEO matters Page 1 98.70% Other Page 2 0.19% Page 4 Page 3 0.76% 0.11% 0.24%“SERP Traffic Analysis.” Web. 7 Mar. 2012.
Google.ca: Highest Volume of Search google.ca 68% bing.com 16% ask.com 5% Volume of searches for the 12 weeks ca.search.yahoo.com 5% ending 03/03/2012 google.com 3%“Hitwise Canada » - the Power of Competitive Intelligence.” Web. 7 Mar. 2012.
Why submit your URL to Bing?Source: http://www.flickr.com/photos/cabron/
Optimize for local and mobile searchSource: http://www.flickr.com/photos/goincase/ “Introducing a New Local Search Experience Across Your Devices - Inside Search.” Web. 7 Mar. 2012.
Making it easy for Search Engineslots of relevant, nicely organized contentabundance of keywords/key phrasesappropriate website structurefresh content...a search engineoptimized website
Robots.txt file Googlebot will only read the first 500kB http://code.google.com/web/controlcrawlindex/docs/robots_txt.htmlSources: http://www.flickr.com/photos/donsolo/; http://wowfunniestposts.tumblr.com/
301 domain name redirect (Permanent redirect) http://www. dog-walker.com vs. http:// dog-walker.comSource: http://www.topnews.in
Hyperlinks –link in, link out,cross-linkinternally dog exercises dog first boarding aid dog walker off leash by-laws parks
A link = an endorsement “trust rank” Reputable 3rd Link from party govHigh Page Rank
Only reputable linksSource: http://www.flickr.com/photos/eschipul/
Page content and SEO copywriting 3 secrets every dog How to owner should train your know new puppy Why does Dog saves your dog senior citizen fart? from killer cat
In your websitedomain name: http://Richmond-Hill-dog-walkers.comfile name: need-a-dog-walker-in-Richmond-Hill.pdffolder name: http://yourdomain.com/dog-walker/video title:If you need a dog walker in Richmond Hillyou’re barking up the right tree.mp4(not Video1.mp4)image name: dog-walker.gif(not image1.gif or DSC00003.jpg)
In your websiteIf you need a dog walker in Richmond Hill, contact us.(not If you need a dog walker in Richmond Hill, contact us)Page Title: Do You Need a Dog Walker?Within the page…If you need a dog walker, Richmond Hill DogWalkers are right in your neighbourhood!
How To’s use w3.org’s each page add a quality accessible from robots.txt fileassurance tools only one URL fresh content optimizeuse a sitemap and lots of images pages flat site no “dead” links 1 level below directory
How To’s fast download of domain names meta tags main contentinbound/outbound page content/SEO SEO friendly URLs links, inter-links copywriting keywords
Selecting keywords... What is the What questions What plurals, compound- typical customer are they asking? words or misspelled words looking for? are used? Are theWhich customers local?manufacturersdo I carry? What problems do I solve?Whatmodel#’s, Are therepart#’s, synonyms,colours, relatedsizes do I words oroffer? categories?
Most use 3-4 word key phrases 4 words 27.44% 3 words 5 words 24.81% 18.06% 2 words 6 words 7.47% 8.94% 1 word 7 words 3.83% 10 words 9 words 8 words 3.80% 2.46% 1.21% 1.97%“Keyword Count / Usage.” Web. 7 Mar. 2012.
Choosing keywords/key phrases https://adwords.google.com/select/KeywordToolExternal High competition - Large # = lots important of interest keyword
Choosing keywords/key phrasesdog walker in Richmond Hill - is a specific key phraseand uses a local keyword
Do have lots of contentSource: http://www.flickr.com/photos/borghetti/
What are visitors doing?Researching Shopping Problem Ready to Solving Buy
Several unique keywords on each page Home pageSource: http://www.flickr.com/photos/borghetti/
Link Farms/Reciprocal Links 1 6 2 your site 5 3 4
Best online resource – Google(PDF file)http://bit.ly/SEO-StarterGuide
Other resources Microsoft Advertising Intelligence http://advertising.microsoft.com/small-business/adcenter-downloads/microsoft-advertising-intelligence Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal Google Insights for Search http://www.google.com/insights/search/ Google Global Market Finder http://translate.google.com/globalmarketfinder/index.html?locale=en Google Trends http://www.google.com/trends/ Wordtracker - 7 day free trial http://strategizer.wordtracker.com/ thesaurus.comSource: http://www.flickr.com/photos/22297595@N02/
Social Mediadriven by relationshipsongoing engagement - usually not a one-shot dealusers value recommendations “Trust is the newblack,” and it never goes out of style.(Craig Newmark, founder Craigslist)