If You're Not #1 on Google, You Don't Exist!


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If You're Not #1 on Google, You Don't Exist!

  1. 1. If Youre Not #1 onGoogle,You Dont Exist!Bhupesh Shah, B.Sc., MBA | ethnicomm inc.March 27th, 2012
  2. 2. 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
  3. 3. 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/
  4. 4. Search Engine Marketing (SEM) Search Engine Pay Per Click (PPC)Optimization (SEO) Advertising
  5. 5. 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
  6. 6. Pay Per Click (PPC) advertising internet advertising model: advertiser only pays if a user clicks on the adSource: http://www.logitech.com
  7. 7. Keyword (Search Phrase)
  8. 8. PPCAdvertising
  9. 9. OrganicResultsdue toSEO
  10. 10. SERPSearchEngineResultsPage
  11. 11. 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.
  12. 12. 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.
  13. 13. Why submit your URL to Bing?Source: http://www.flickr.com/photos/cabron/
  14. 14. 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.
  15. 15. Making it easy for Search Engineslots of relevant, nicely organized contentabundance of keywords/key phrasesappropriate website structurefresh content...a search engineoptimized website
  16. 16. 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/
  17. 17. Domain Names - http://ethicomm.com/blogs
  18. 18. Meta Elements - help searchengines categorize your pages<Head><br><Title>Title Text</title><br><Meta name=”description” content=”descriptive text”><br></Head>
  19. 19. Title Tags: <Title>Title Text</title> Use unique keywords specific to the content on the page make it descriptive make it compelling no longer than 69 characters (including spaces)
  20. 20. Which would you click on?
  21. 21. Meta Description:<Meta name=”description” content=”descriptive text”><br>if it’sblank,thesearchengineswill pickup thecontentitself
  22. 22. Heading Tags (H1, H2, Hn…)Source: http://www.teashop168.ca/
  23. 23. 301 domain name redirect (Permanent redirect) http://www. dog-walker.com vs. http:// dog-walker.comSource: http://www.topnews.in
  24. 24. Hyperlinks –link in, link out,cross-linkinternally dog exercises dog first boarding aid dog walker off leash by-laws parks
  25. 25. A link = an endorsement “trust rank” Reputable 3rd Link from party govHigh Page Rank
  26. 26. Only reputable linksSource: http://www.flickr.com/photos/eschipul/
  27. 27. 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
  28. 28. 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)
  29. 29. 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!
  30. 30. 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
  31. 31. How To’s fast download of domain names meta tags main contentinbound/outbound page content/SEO SEO friendly URLs links, inter-links copywriting keywords
  32. 32. Keyword CompetitionSource: http://www.flickr.com/photos/jk_too/
  33. 33. 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?
  34. 34. 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.
  35. 35. Choosing keywords/key phrases https://adwords.google.com/select/KeywordToolExternal High competition - Large # = lots important of interest keyword
  36. 36. Choosing keywords/key phrasesdog walker in Richmond Hill - is a specific key phraseand uses a local keyword
  37. 37. Do have lots of contentSource: http://www.flickr.com/photos/borghetti/
  38. 38. What are visitors doing?Researching Shopping Problem Ready to Solving Buy
  39. 39. Several unique keywords on each page Home pageSource: http://www.flickr.com/photos/borghetti/
  40. 40. SEO don’tsSource: http://hd-wallpapers.eu
  41. 41. Don’t ignore the experts! I know you love your baby no matter what anyone says!
  42. 42. Don’t design sitesin isolation
  43. 43. Don’t have the same or similar content across pages.Image source: http://www.hiphipgingin.com/
  44. 44. Don’t stuff your site with keywords
  45. 45. Don’t “Set and Forget”
  46. 46. Mirrored sites and duplicate content
  47. 47. Link Farms/Reciprocal Links 1 6 2 your site 5 3 4
  48. 48. Best online resource – Google(PDF file)http://bit.ly/SEO-StarterGuide
  49. 49. 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/
  50. 50. 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)
  51. 51. Optimize your Google+ Profile NOW!
  52. 52. Google+
  53. 53. Google+
  54. 54. Other non-website tacticsLocalDirectoriesForum and Blog posting/commentsWrite articles that others link to (aka link baiting)
  55. 55. Keyword(SearchPhrase)+ LocalLinks
  56. 56. gplus.to/ethnicommtwitter.com/ethnicommfacebook.com/ethnicommlinkedin.com/in/bgshahslideshare.net/Bhupeshinfo@ethnicomm.com416.720.1205