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Search Engine Optimization
Presented by:
Hugh Garrett
SEO Definition
• Search engine optimization (SEO) – the process of affecting the visibility
of a website or a web page in a search engine's "natural” or un-paid
(organic) search results.
Why is SEO Important?
• 75% of users never scroll past the first page of
search results
• SEO leads have a 14.6% close rate; outbound leads
(direct mail or print) have a 1.7% close rate
• Search beats social media by 300% when it comes to
driving traffic to websites
How Google Ranks Websites
• Google’s goal = answering a searcher’s question
• Googlebot “crawls” website searching for 200+
ranking factors
• More ranking factors = higher keyword rankings
Measuring Website Traffic
• Install Google Analytics
– http://www.google.com/analytics/learn
Measuring Traffic From SEO
• Select “Traffic Sources” from dropdown menu
• Select “Organic”
Three Prominent Types of SEO
On-Site
Off-Site
Local
On-Site SEO
On-Site Ranking Factors
Keyword Research
• 2- 3 keywords per page
– Choose based on page relevance
– Use Excel to “map” keywords to pages
• Mix short and long-tail keywords
– Short: “Digital cameras”
– Long: “Canon power shot digital camera”
Keyword Research Tools
• Google AdWords Tool
• SEM Rush
Meta Information
• Page Title
How Meta Information Appears in Google
Page Title
Meta
Description
Best Practices for Meta Information
• Page Titles
– Keyword #1 | Keyword #2 | Your Brand Name
– 70 characters max (shoot for 65)
– DO NOT use same titles on multiple pages
– Make each page title unique to the page content
• Meta Description
– Include keywords
– Describe what the page is about (increases CTR)
– 145 – 155 characters
– Unique description for every page
On-Page Content
Page Content
• 400 – 500 words per page
– Strategically use keywords throughout copy
– Unique copy for each page of the site
– Write for users, not search engines
– DO NOT STUFF KEYWORDS
Internal Linking
• Internal linking – links that lead from one page
of a site to another using “anchor text”
SEO for Images
• Google can’t see pictures, but it uses image titles and
“alt-text” to determine photo content
– Alt-Text: alternative source of information for web crawlers
Benefits of Blogging
• Google LOVES fresh content
• Blogs = more pages indexed
• More pages indexed = more traffic
• More traffic = more leads
• More leads = more business!
Blogging Ideas
• Company news
– Announce a new client/division
– Interview a new hire
• Industry news
• How-to guides
• Top 10 lists
• Photos around the office
Off-Site SEO
External Links
• Google views links to your site from other
sites as votes of confidence and authority
• More quality links to your site = more traffic
• Examples of low-quality links:
– Directory websites
– Sites with no social interaction
– PAID LINKS
– Sites with exact match/commercial anchor text
Building Quality Backlinks
• Share blogs/pages via social media
• Press releases
– Only write press releases when you have news
– Distribute to journalists/reporters in your niche
The Slide Your Competitors Don’t Want You to See
Competitor ranking higher than you for a specific search term?
Here’s how to find out where they’re getting their links:
Google Authorship
Get Started
http://goo.gl/FjssC
LOCAL SEO
Ever Wonder How This Happens?
Getting Started with Local SEO
• “Claim” local citations (especially Google+
Local)
• Use same NAP for every listing (name,
address, phone number)
Improving Local SEO
• Add photos and videos
• Encourage your customers to leave reviews on
your Google+ Local page
– Don’t post fake reviews
– Don’t remove negative reviews (respond to them)
– Don’t post negative reviews about competitors
Tools for Getting Started with Local SEO
• GetListed.org
• Yext.com
Resources
SEO Resources
• Keyword Research
– www.SEMRush.com
– https://Adwords.Google.com
• SEO Knowledge
– http://www.seomoz.org/beginners-guide-to-seo
• SEO News
– www.SearchEngineLand.com
– www.SearchEngineJournal.com
SEO Resources
• Competitor Research
– www.OpenSiteExplorer.org
• SEO Tools
– http://www.screamingfrog.co.uk/seo-spider/
– http://home.snafu.de/tilman/xenulink.html
• Local SEO
– www.GetListed.org
– www.Yext.com

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Florence Chamber SEO Presentation

  • 2. SEO Definition • Search engine optimization (SEO) – the process of affecting the visibility of a website or a web page in a search engine's "natural” or un-paid (organic) search results.
  • 3. Why is SEO Important? • 75% of users never scroll past the first page of search results • SEO leads have a 14.6% close rate; outbound leads (direct mail or print) have a 1.7% close rate • Search beats social media by 300% when it comes to driving traffic to websites
  • 4. How Google Ranks Websites • Google’s goal = answering a searcher’s question • Googlebot “crawls” website searching for 200+ ranking factors • More ranking factors = higher keyword rankings
  • 5. Measuring Website Traffic • Install Google Analytics – http://www.google.com/analytics/learn
  • 6. Measuring Traffic From SEO • Select “Traffic Sources” from dropdown menu • Select “Organic”
  • 7. Three Prominent Types of SEO On-Site Off-Site Local
  • 10. Keyword Research • 2- 3 keywords per page – Choose based on page relevance – Use Excel to “map” keywords to pages • Mix short and long-tail keywords – Short: “Digital cameras” – Long: “Canon power shot digital camera”
  • 11. Keyword Research Tools • Google AdWords Tool • SEM Rush
  • 13. How Meta Information Appears in Google Page Title Meta Description
  • 14. Best Practices for Meta Information • Page Titles – Keyword #1 | Keyword #2 | Your Brand Name – 70 characters max (shoot for 65) – DO NOT use same titles on multiple pages – Make each page title unique to the page content • Meta Description – Include keywords – Describe what the page is about (increases CTR) – 145 – 155 characters – Unique description for every page
  • 16. Page Content • 400 – 500 words per page – Strategically use keywords throughout copy – Unique copy for each page of the site – Write for users, not search engines – DO NOT STUFF KEYWORDS
  • 17. Internal Linking • Internal linking – links that lead from one page of a site to another using “anchor text”
  • 18. SEO for Images • Google can’t see pictures, but it uses image titles and “alt-text” to determine photo content – Alt-Text: alternative source of information for web crawlers
  • 19. Benefits of Blogging • Google LOVES fresh content • Blogs = more pages indexed • More pages indexed = more traffic • More traffic = more leads • More leads = more business!
  • 20. Blogging Ideas • Company news – Announce a new client/division – Interview a new hire • Industry news • How-to guides • Top 10 lists • Photos around the office
  • 22. External Links • Google views links to your site from other sites as votes of confidence and authority • More quality links to your site = more traffic • Examples of low-quality links: – Directory websites – Sites with no social interaction – PAID LINKS – Sites with exact match/commercial anchor text
  • 23. Building Quality Backlinks • Share blogs/pages via social media • Press releases – Only write press releases when you have news – Distribute to journalists/reporters in your niche
  • 24. The Slide Your Competitors Don’t Want You to See Competitor ranking higher than you for a specific search term? Here’s how to find out where they’re getting their links:
  • 27. Ever Wonder How This Happens?
  • 28. Getting Started with Local SEO • “Claim” local citations (especially Google+ Local) • Use same NAP for every listing (name, address, phone number)
  • 29. Improving Local SEO • Add photos and videos • Encourage your customers to leave reviews on your Google+ Local page – Don’t post fake reviews – Don’t remove negative reviews (respond to them) – Don’t post negative reviews about competitors
  • 30. Tools for Getting Started with Local SEO • GetListed.org • Yext.com
  • 32. SEO Resources • Keyword Research – www.SEMRush.com – https://Adwords.Google.com • SEO Knowledge – http://www.seomoz.org/beginners-guide-to-seo • SEO News – www.SearchEngineLand.com – www.SearchEngineJournal.com
  • 33. SEO Resources • Competitor Research – www.OpenSiteExplorer.org • SEO Tools – http://www.screamingfrog.co.uk/seo-spider/ – http://home.snafu.de/tilman/xenulink.html • Local SEO – www.GetListed.org – www.Yext.com