Rise to the Top
How to Boost Your Search Rankings and Avoid
the Pitfalls of SEO Marketing

Chris Heiler
Rise to the Top
How to Boost Your Search Rankings and Avoid
the Pitfalls of SEO Marketing
1. On-Page vs. Off-Page Ranking ...
Rise to the Top
On-Page vs. Off-Page Ranking Factors
SEO is about ensuring the content on
your website generates the right
type of signals for search engines.
On-Page vs. Off-Page Ranking Factors
1. On-page ranking factors
Content
HTML
Architecture

2. Off-page ranking factors
Lin...
http://searchengineland.com/seotable
On-Page Ranking Factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
On-Page: Your Website’s Content
On-Page: Your Website’s Content
On-Page: Your Website’s Content
On-Page Ranking Factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
On-Page: Your Website’s HTML
1. URLs
2. Title tags
3. Meta descriptions
4. Headlines and subheadings
5. Keywords on page
6...
On-Page Ranking Factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
On-Page: Your Website’s Architecture
1. Can search engines easily “crawl” the pages on
your website? Do they find errors?
...
On-Page Ranking Factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
Off-Page Ranking Factors
1.
2.
3.
4.

Inbound links
Social media
Trust
Personal
Off-Page: Inbound Links
Off-Page: Inbound Links
1. Blogging
2. Guest blogging and writing
3. Local search directories
4. Business directories and ...
Off-Page Ranking Factors
1.
2.
3.
4.

Inbound links
Social media
Trust
Personal
Off-Page: Social Media
1. Share website/blog content on social
networks
2. Include keywords in your updates
3. Pay attenti...
Off-Page: Social Media
Off-Page: Social Media
Off-Page Ranking Factors
1.
2.
3.
4.

Inbound links
Social media
Trust
Personal
Off-Page: Trust
1. Websites with a long history are seen as more trustworthy.
2. Search engines also consider how long you...
Off-Page Ranking Factors
1.
2.
3.
4.

Inbound links
Social media
Trust
Personal
Off-Page: Personal
1. Search results are influenced by who is searching
2. Location plays a role in search results
3. Your...
On-Page vs. Off-Page Ranking Factors
1. On-page ranking factors
Content
HTML
Architecture

2. Off-page ranking factors
Lin...
Rise to the Top
Local Search Ranking Factors
40+ SEO Experts
Participants were asked to rank the top 20 factors of a possible 104
overall ranking factors that they bel...
“Local” vs. “Universal” Search
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
#1: Proper category associations on your Google+ Local page (#2)
#2: Physical address in city...
Local Search Ranking Factors
Bonus:
#11: Quality/authority of inbound links to domain (#14)
#12: Quantity of native Google...
Rise to the Top
Avoiding the Pitfalls of Black-Hat SEO
White-Hat vs. Black-Hat SEO
•
•
•
•
•

Original content
customer-centric content
Link “earning”
Relevant guest posting
Soc...
What to look out for:
1. Cost
2. Guaranteed rankings for keywords
3. Minimum number of inbound links each month
4. Meaning...
Questions to ask:
1. Do you have experience with green industry
companies?
2. Do you have case studies? Recommendations?
3...
Rise to the Top
How to Boost Your Search Rankings and Avoid
the Pitfalls of SEO Marketing
1. On-Page vs. Off-Page Ranking ...
Next Steps
Claim/update your Google+ Local Page
• http://www.google.com/places/
Get a free listings scan
• http://www.land...
Rise to the Top
How to Boost Your Search Rankings and Avoid
the Pitfalls of SEO Marketing
www.LandscapeLeadership.com
chri...
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How to Boost Your Search Rankings and Avoid the Pitfalls of SEO Marketing

  1. 1. Rise to the Top How to Boost Your Search Rankings and Avoid the Pitfalls of SEO Marketing Chris Heiler
  2. 2. Rise to the Top How to Boost Your Search Rankings and Avoid the Pitfalls of SEO Marketing 1. On-Page vs. Off-Page Ranking Factors 2. Local Search Ranking Factors 3. Avoiding the Pitfalls of Black-Hat SEO
  3. 3. Rise to the Top On-Page vs. Off-Page Ranking Factors
  4. 4. SEO is about ensuring the content on your website generates the right type of signals for search engines.
  5. 5. On-Page vs. Off-Page Ranking Factors 1. On-page ranking factors Content HTML Architecture 2. Off-page ranking factors Links Social Trust Personal
  6. 6. http://searchengineland.com/seotable
  7. 7. On-Page Ranking Factors 1. Your website’s content 2. Your website’s HTML 3. Your website’s architecture
  8. 8. On-Page: Your Website’s Content
  9. 9. On-Page: Your Website’s Content
  10. 10. On-Page: Your Website’s Content
  11. 11. On-Page Ranking Factors 1. Your website’s content 2. Your website’s HTML 3. Your website’s architecture
  12. 12. On-Page: Your Website’s HTML 1. URLs 2. Title tags 3. Meta descriptions 4. Headlines and subheadings 5. Keywords on page 6. Images
  13. 13. On-Page Ranking Factors 1. Your website’s content 2. Your website’s HTML 3. Your website’s architecture
  14. 14. On-Page: Your Website’s Architecture 1. Can search engines easily “crawl” the pages on your website? Do they find errors? 2. Does your website load quickly?
  15. 15. On-Page Ranking Factors 1. Your website’s content 2. Your website’s HTML 3. Your website’s architecture
  16. 16. Off-Page Ranking Factors 1. 2. 3. 4. Inbound links Social media Trust Personal
  17. 17. Off-Page: Inbound Links
  18. 18. Off-Page: Inbound Links 1. Blogging 2. Guest blogging and writing 3. Local search directories 4. Business directories and other organizations
  19. 19. Off-Page Ranking Factors 1. 2. 3. 4. Inbound links Social media Trust Personal
  20. 20. Off-Page: Social Media 1. Share website/blog content on social networks 2. Include keywords in your updates 3. Pay attention to on-page elements like title, description, images, etc. 4. Optimize images for networks
  21. 21. Off-Page: Social Media
  22. 22. Off-Page: Social Media
  23. 23. Off-Page Ranking Factors 1. 2. 3. 4. Inbound links Social media Trust Personal
  24. 24. Off-Page: Trust 1. Websites with a long history are seen as more trustworthy. 2. Search engines also consider how long your domain name is registered for (use www.Whois.com). 3. The web pages your site links to are also a strong signal that factors into your rankings.
  25. 25. Off-Page Ranking Factors 1. 2. 3. 4. Inbound links Social media Trust Personal
  26. 26. Off-Page: Personal 1. Search results are influenced by who is searching 2. Location plays a role in search results 3. Your social graph is beginning to play a larger role in how search results are displayed
  27. 27. On-Page vs. Off-Page Ranking Factors 1. On-page ranking factors Content HTML Architecture 2. Off-page ranking factors Links Social Trust Personal
  28. 28. Rise to the Top Local Search Ranking Factors
  29. 29. 40+ SEO Experts Participants were asked to rank the top 20 factors of a possible 104 overall ranking factors that they believe drive Google's Local Search algorithms. Participants were asked to rank the positive factors based on the following question: “When Google ranks a business in its Local Search results, I believe this is the ____ overall most important factor in those rankings.” David Mihm
  30. 30. “Local” vs. “Universal” Search
  31. 31. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2)
  32. 32. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1)
  33. 33. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations (#11)
  34. 34. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations #4: Quality/authority of structured citations (#8)
  35. 35. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations #4: Quality/authority of structured citations (#8) #5: Website NAP (name, address, phone) matching Google+ Local page NAP (#10)
  36. 36. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations #4: Quality/authority of structured citations (#8) #5: Website NAP (name, address, phone) matching Google+ Local page NAP (#10) #6: Quantity of structured citations (#5)
  37. 37. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations #4: Quality/authority of structured citations (#8) #5: Website NAP (name, address, phone) matching Google+ Local page NAP (#10) #6: Quantity of structured citations (#5) #7: Domain authority of website (#4)
  38. 38. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations #4: Quality/authority of structured citations (#8) #5: Website NAP (name, address, phone) matching Google+ Local page NAP (#10) #6: Quantity of structured citations (#5) #7: Domain authority of website (#4) #8: Owner-verified Google+ Local page (#12)
  39. 39. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations #4: Quality/authority of structured citations (#8) #5: Website NAP (name, address, phone) matching Google+ Local page NAP (#10) #6: Quantity of structured citations (#5) #7: Domain authority of website (#4) #8: Owner-verified Google+ Local page (#12) #9: City, State in Google+ Local landing page title (#6)
  40. 40. Local Search Ranking Factors #1: Proper category associations on your Google+ Local page (#2) #2: Physical address in city of search (#1) #3: Consistency of structured citations (#11) #4: Quality/authority of structured citations (#8) #5: Website NAP (name, address, phone) matching Google+ Local page NAP (#10) #6: Quantity of structured citations (#5) #7: Domain authority of website (#4) #8: Owner-verified Google+ Local page (#12) #9: City, State in Google+ Local landing page title (#6) #10: Proximity of address to city centroid (#3)
  41. 41. Local Search Ranking Factors Bonus: #11: Quality/authority of inbound links to domain (#14) #12: Quantity of native Google+ Local reviews (#7) #14: Quantity of citations from locally-relevant domains #15: Physical location (searcher-to-business distance) #16: Quantity of citations from industry-relevant domains #25: Quality/authority of unstructured citations (newspaper articles, blog posts, etc) Quantity of these citations is #39 The impact of social signals is still pretty low. Factors like Facebook shares, +1s, etc begin appearing in the #50s.
  42. 42. Rise to the Top Avoiding the Pitfalls of Black-Hat SEO
  43. 43. White-Hat vs. Black-Hat SEO • • • • • Original content customer-centric content Link “earning” Relevant guest posting Social media • • • • • • • • • Article marketing Sponsored posts Link building Purchasing links Link exchanges Comment spam Keyword stuffing Doorway pages Spamming social media
  44. 44. What to look out for: 1. Cost 2. Guaranteed rankings for keywords 3. Minimum number of inbound links each month 4. Meaningless reporting 5. Is paid search included? 6. Content?
  45. 45. Questions to ask: 1. Do you have experience with green industry companies? 2. Do you have case studies? Recommendations? 3. How will you measure progress and success? 4. What will your reports look like? 5. Will you create original content?
  46. 46. Rise to the Top How to Boost Your Search Rankings and Avoid the Pitfalls of SEO Marketing 1. On-Page vs. Off-Page Ranking Factors 2. Local Search Ranking Factors 3. Avoiding the Pitfalls of Black-Hat SEO
  47. 47. Next Steps Claim/update your Google+ Local Page • http://www.google.com/places/ Get a free listings scan • http://www.landscapeleadership.com/listings-scan Download the Local Business Directory Worksheet • http://www.landscapeleadership.com/worksheet--local-business-directories Review how to use keywords the right way • http://www.landscapeleadership.com/your-keyword-phrase Download this slide deck • http://www.landscapeleadership.com/rise-to-the-top
  48. 48. Rise to the Top How to Boost Your Search Rankings and Avoid the Pitfalls of SEO Marketing www.LandscapeLeadership.com chris.heiler@landscapeleadership.com (800) 681-9169 Chris Heiler

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