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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!


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  • 1. If Youre Not #1 onGoogle,You Dont Exist!Bhupesh Shah, B.Sc., MBA | ethnicomm inc.March 27th, 2012
  • 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. 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 easier
  • 4. Search Engine Marketing (SEM) Search Engine Pay Per Click (PPC)Optimization (SEO) Advertising
  • 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:
  • 6. Pay Per Click (PPC) advertising internet advertising model: advertiser only pays if a user clicks on the adSource:
  • 7. Keyword (Search Phrase)
  • 8. PPCAdvertising
  • 9. OrganicResultsdue toSEO
  • 10. SERPSearchEngineResultsPage
  • 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. Highest Volume of Search 68% 16% 5% Volume of searches for the 12 weeks 5% ending 03/03/2012 3%“Hitwise Canada » - the Power of Competitive Intelligence.” Web. 7 Mar. 2012.
  • 13. Why submit your URL to Bing?Source:
  • 14. Optimize for local and mobile searchSource: “Introducing a New Local Search Experience Across Your Devices - Inside Search.” Web. 7 Mar. 2012.
  • 15. Making it easy for Search Engineslots of relevant, nicely organized contentabundance of keywords/key phrasesappropriate website structurefresh content...a search engineoptimized website
  • 16. Robots.txt file Googlebot will only read the first 500kB;
  • 17. Domain Names -
  • 18. Meta Elements - help searchengines categorize your pages<Head><br><Title>Title Text</title><br><Meta name=”description” content=”descriptive text”><br></Head>
  • 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. Which would you click on?
  • 21. Meta Description:<Meta name=”description” content=”descriptive text”><br>if it’sblank,thesearchengineswill pickup thecontentitself
  • 22. Heading Tags (H1, H2, Hn…)Source:
  • 23. 301 domain name redirect (Permanent redirect) http://www. vs. http:// dog-walker.comSource:
  • 24. Hyperlinks –link in, link out,cross-linkinternally dog exercises dog first boarding aid dog walker off leash by-laws parks
  • 25. A link = an endorsement “trust rank” Reputable 3rd Link from party govHigh Page Rank
  • 26. Only reputable linksSource:
  • 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. In your websitedomain name: http://Richmond-Hill-dog-walkers.comfile name: need-a-dog-walker-in-Richmond-Hill.pdffolder name: 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. 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. How To’s use’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. 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. Keyword CompetitionSource:
  • 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. 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. Choosing keywords/key phrases High competition - Large # = lots important of interest keyword
  • 36. Choosing keywords/key phrasesdog walker in Richmond Hill - is a specific key phraseand uses a local keyword
  • 37. Do have lots of contentSource:
  • 38. What are visitors doing?Researching Shopping Problem Ready to Solving Buy
  • 39. Several unique keywords on each page Home pageSource:
  • 40. SEO don’tsSource:
  • 41. Don’t ignore the experts! I know you love your baby no matter what anyone says!
  • 42. Don’t design sitesin isolation
  • 43. Don’t have the same or similar content across pages.Image source:
  • 44. Don’t stuff your site with keywords
  • 45. Don’t “Set and Forget”
  • 46. Mirrored sites and duplicate content
  • 47. Link Farms/Reciprocal Links 1 6 2 your site 5 3 4
  • 48. Best online resource – Google(PDF file)
  • 49. Other resources Microsoft Advertising Intelligence Google Keyword Tool Google Insights for Search Google Global Market Finder Google Trends Wordtracker - 7 day free trial thesaurus.comSource:
  • 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. Optimize your Google+ Profile NOW!
  • 52. Google+
  • 53. Google+
  • 54. Other non-website tacticsLocalDirectoriesForum and Blog posting/commentsWrite articles that others link to (aka link baiting)
  • 55. Keyword(SearchPhrase)+ LocalLinks
  • 56.