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1	
  
2	
  
Search	
  Engine	
  Op0miza0on	
  
•  The	
  Search	
  Landscape	
  
•  	
  How	
  Search	
  Engines	
  Work	
  
•  ...
3	
  
The	
  Search	
  Landscape	
  
4	
  
5	
  
Value	
  of	
  Search	
  
6	
  
Market	
  Share	
  (US)	
  
ComScore Inc.
7	
  
8	
  
9	
  
Click-­‐Through	
  Rates	
  
10	
  
Local	
  Search	
  
11	
  
How	
  Search	
  Engines	
  Work	
  
12	
  
Key	
  Components	
  of	
  Google’s	
  
Algorithm	
  
—  Freshness	
  of	
  Content	
  
—  Website	
  Op0miza0on	...
13	
  
Freshness	
  of	
  Content	
  
14	
  
Blog	
  
—  Set-­‐up	
  a	
  blog	
  –	
  Wordpress	
  is	
  common	
  blogging	
  pla^orm	
  
—  Plan	
  your	
 ...
15	
  
Blog	
  Content	
  
—  Answer	
  industry	
  ques0ons	
  
—  Comment	
  on	
  industry	
  news	
  
—  Provide	
 ...
16	
  
17	
  
Website	
  Op0miza0on	
  
18	
  
Onpage	
  Optmiza0on	
  
—  Understand	
  your	
  keywords	
  
—  Op0mize	
  your	
  website	
  
—  Claim/set-­‐...
19	
  
Understand	
  Your	
  Keywords	
  
20	
  
21	
  
22	
  
23	
  
24	
  
25	
  
26	
  
27	
  
Op0mize	
  Your	
  Website	
  
—  Title	
  Tag	
  
—  Body	
  Copy	
  
—  Image	
  Name,	
  Image	
  Alt	
  Tag	...
28	
  
Page	
  Title	
  
29	
  
Page	
  Title	
  in	
  Google	
  Results	
  
30	
  
31	
  
32	
  
Use	
  of	
  keywords	
  
33	
  
34	
  
Image	
  Names	
  and	
  Alt	
  Tags	
  
35	
  
Meta	
  Descrip0on	
  
36	
  
Tag	
  Length	
  
37	
  
Duplicate	
  Page	
  Content	
  –	
  Bad!	
  
38	
  
Use	
  301	
  Redirect	
  to	
  fix	
  
39	
  
Duplicate	
  Page	
  Titles	
  –	
  Bad!	
  
40	
  
Search	
  Friendly	
  URLs	
  
41	
  
Not	
  Friendly!	
  
42	
  
XML	
  Site	
  Map	
  
www.sitemaps.org/protocol.php	
  
43	
  
Claim	
  Google	
  Business	
  Lis0ng	
  
www.google.com/local/add/businessCenter‎	
  
44	
  
45	
  
46	
  
47	
  
48	
  
Link	
  Building	
  
49	
  
50	
  
51	
  
Social	
  Media	
  Ac0vity	
  
52	
  
Social	
  Media	
  
— Google	
  has	
  made	
  it	
  known	
  that	
  social	
  media	
  ac0vity	
  
in	
  include...
53	
  
Measure	
  
54	
  
55	
  
56	
  
Thank	
  You!	
  
Bridget	
  Gibbons	
  
bridget@gibbonsdigital.com	
  
Gibbonsdigital.com	
  
@gibbonsdigital	
  
...
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Search Engine Optimization (SEO) for Small Businesses

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Search engine optimization strategy and tactics for small and medium sized businesses.

Published in: Marketing, Technology, Design
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Transcript of "Search Engine Optimization (SEO) for Small Businesses"

  1. 1. 1  
  2. 2. 2   Search  Engine  Op0miza0on   •  The  Search  Landscape   •   How  Search  Engines  Work   •   Building  SEO’d  Sites   •   Conduc0ng  Keyword  Research   •   Link  Building  Strategies   •   Social  Media  &  the  Web’s  Influencers  
  3. 3. 3   The  Search  Landscape  
  4. 4. 4  
  5. 5. 5   Value  of  Search  
  6. 6. 6   Market  Share  (US)   ComScore Inc.
  7. 7. 7  
  8. 8. 8  
  9. 9. 9   Click-­‐Through  Rates  
  10. 10. 10   Local  Search  
  11. 11. 11   How  Search  Engines  Work  
  12. 12. 12   Key  Components  of  Google’s   Algorithm   —  Freshness  of  Content   —  Website  Op0miza0on   —  Links  back  to  your  website   —  Social  Media  Ac0vity   —  Measure  and  adjust   12
  13. 13. 13   Freshness  of  Content  
  14. 14. 14   Blog   —  Set-­‐up  a  blog  –  Wordpress  is  common  blogging  pla^orm   —  Plan  your  content  categories   —  Posts  consistently  –  1  per  week  minimum   —  Posts  should  be  300  –  400  words   —  Include  images  
  15. 15. 15   Blog  Content   —  Answer  industry  ques0ons   —  Comment  on  industry  news   —  Provide  how-­‐to  based  content   —  Encourage  readers  to  comment  
  16. 16. 16  
  17. 17. 17   Website  Op0miza0on  
  18. 18. 18   Onpage  Optmiza0on   —  Understand  your  keywords   —  Op0mize  your  website   —  Claim/set-­‐up  your  Google  business  lis0ng  
  19. 19. 19   Understand  Your  Keywords  
  20. 20. 20  
  21. 21. 21  
  22. 22. 22  
  23. 23. 23  
  24. 24. 24  
  25. 25. 25  
  26. 26. 26  
  27. 27. 27   Op0mize  Your  Website   —  Title  Tag   —  Body  Copy   —  Image  Name,  Image  Alt  Tag   —  Meta  Descrip0on   —  Search  Friendly  URLs   —  XML  Sitemap  
  28. 28. 28   Page  Title  
  29. 29. 29   Page  Title  in  Google  Results  
  30. 30. 30  
  31. 31. 31  
  32. 32. 32   Use  of  keywords  
  33. 33. 33  
  34. 34. 34   Image  Names  and  Alt  Tags  
  35. 35. 35   Meta  Descrip0on  
  36. 36. 36   Tag  Length  
  37. 37. 37   Duplicate  Page  Content  –  Bad!  
  38. 38. 38   Use  301  Redirect  to  fix  
  39. 39. 39   Duplicate  Page  Titles  –  Bad!  
  40. 40. 40   Search  Friendly  URLs  
  41. 41. 41   Not  Friendly!  
  42. 42. 42   XML  Site  Map   www.sitemaps.org/protocol.php  
  43. 43. 43   Claim  Google  Business  Lis0ng   www.google.com/local/add/businessCenter‎  
  44. 44. 44  
  45. 45. 45  
  46. 46. 46  
  47. 47. 47  
  48. 48. 48   Link  Building  
  49. 49. 49  
  50. 50. 50  
  51. 51. 51   Social  Media  Ac0vity  
  52. 52. 52   Social  Media   — Google  has  made  it  known  that  social  media  ac0vity   in  included  in  it’s  algorithm   — SMO  is  the  distribu0on  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   op0mized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     — SEO  +  SMO  =  Amplified  findability  in  the  tradi0onal   and  social  web.    
  53. 53. 53   Measure  
  54. 54. 54  
  55. 55. 55  
  56. 56. 56   Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   o.com/gibbonsdigital  
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