Marketing 486, II Summer Session         SEO: Learn it. Use it.              Or else...A practical overview of what SEO is...
Who are we?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?                             This is Alex.Alex Vasquez & Chris Tolar             SEO, a Practical Overview - di...
Who are we?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?                 He likes technology.Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisav...
Who are we?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?Tale of the TapeAlex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?Tale of the Tape✦ 10 Years in IT and Web DevelopmentAlex Vasquez & Chris Tolar                SEO, a Practical ...
Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial EntrepreneurAlex Vasquez & Chris Tolar            ...
Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial Entrepreneur✦ WordPress ContributorAlex Vasquez & ...
Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial Entrepreneur✦ WordPress Contributor✦ Tech JunkieAl...
Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial Entrepreneur✦ WordPress Contributor✦ Tech Junkie✦ ...
Who are we?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?                             This is ChrisAlex Vasquez & Chris Tolar             SEO, a Practical Overview - di...
Who are we?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
Who are we?               Eats stats & research                  for breakfast...   Vital StatsAlex Vasquez & Chris Tolar ...
Who are we?               Eats stats & research                  for breakfast...   Vital Stats✦ Computer Science backgrou...
Who are we?                Eats stats & research                   for breakfast...   Vital Stats✦ Computer Science backgr...
Who are we?                Eats stats & research                   for breakfast...   Vital Stats✦ Computer Science backgr...
Who are we?                Eats stats & research                   for breakfast...    Vital Stats✦ Computer Science backg...
Together, we do some cool stuff like...Alex Vasquez & Chris Tolar       SEO, a Practical Overview - digisavvy.com
Together, we do some cool stuff like...              Run a Digital            Marketing AgencyAlex Vasquez & Chris Tolar  ...
Together, we do some cool stuff like...Alex Vasquez & Chris Tolar       SEO, a Practical Overview - digisavvy.com
Together, we do some cool stuff like...                        How We MetAlex Vasquez & Chris Tolar       SEO, a Practical...
Together, we do some cool stuff like...Alex Vasquez & Chris Tolar       SEO, a Practical Overview - digisavvy.com
Together, we do some cool stuff like...We Played a Card GameTip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar      ...
Together, we do some cool stuff like...We Played a Card Game                                     The Game?Tip #147 Let the...
Together, we do some cool stuff like...We Played a Card Game                                     The Game?Tip #147 Let the...
Together, we do some cool stuff like...We Played a Card GameTip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar      ...
Together, we do some cool stuff like...We Played a Card Game                                 How did it help?Tip #147 Let ...
Together, we do some cool stuff like...We Played a Card Game                                      How did it help?        ...
Together, we do some cool stuff like...We Played a Card Game                                      How did it help?        ...
Together, we do some cool stuff like...We Played a Card Game                                      How did it help?        ...
Together, we do some cool stuff like...We Played a Card Game                                      How did it help?        ...
What’s on the Agenda?Alex Vasquez & Chris Tolar             SEO, a Practical Overview - digisavvy.com
What’s on the Agenda? ? What is SEO? Why is it Important?Alex Vasquez & Chris Tolar             SEO, a Practical Overview ...
What’s on the Agenda? ? What is SEO? Why is it Important? e SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar           ...
What’s on the Agenda? ? What is SEO? Why is it Important? e SEO Techniques/Principles K SEO Tools We Use and LoveAlex Vasq...
What is SEO?Alex Vasquez & Chris Tolar      SEO, a Practical Overview - digisavvy.com
What is SEO?                             A Marketer’s Definition:                             ✦ A blend of creative writin...
What is SEO?                             A Marketer’s Definition:                             ✦ A blend of creative writin...
Why is SEO Important?Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Why is SEO Important?       It’s important because...Alex Vasquez & Chris Tolar         SEO, a Practical Overview - digisa...
Why is SEO Important?       It’s important because...✦ The vast majority of website traffic is driven  by Search Engines i...
Why is SEO Important?       It’s important because...✦ The vast majority of website traffic is driven  by Search Engines i...
Why is SEO Important?       It’s important because...✦ The vast majority of website traffic is driven  by Search Engines i...
Why is SEO Important?       It’s important because...                             According to✦ The vast majority of websi...
Why is SEO Important?       It’s important because...                               According to✦ The vast majority of web...
How Does One “Do” SEO?Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
How Does One “Do” SEO? Proper SEO Takes TimeAlex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywordsAlex Vasquez & Chris Tolar       SEO, a Practica...
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive researchAlex Vasquez & Chris Tol...
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with...
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with...
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with...
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with...
How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with...
SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
SEO Techniques/Principles  Content Should be CompellingAlex Vasquez & Chris Tolar       SEO, a Practical Overview - digisa...
SEO Techniques/Principles  Content Should be Compelling ✦ Your content should provide a benefit and/or solve a   problemAl...
SEO Techniques/Principles  Content Should be Compelling ✦ Your content should provide a benefit and/or solve a   problem ✦...
SEO Techniques/Principles  Content Should be Compelling ✦ Your content should provide a benefit and/or solve a   problem ✦...
SEO Techniques/Principles  Content Should be Compelling ✦ Your content should provide a benefit and/or solve a   problem ✦...
SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
SEO Techniques/Principles  Importance of Local SearchAlex Vasquez & Chris Tolar     SEO, a Practical Overview - digisavvy....
SEO Techniques/Principles  Importance of Local Search✦ Over 85% of consumers begin their search onlineAlex Vasquez & Chris...
SEO Techniques/Principles  Importance of Local Search✦ Over 85% of consumers begin their search online✦ Often, consumers i...
SEO Techniques/Principles  Importance of Local Search✦ Over 85% of consumers begin their search online✦ Often, consumers i...
SEO Techniques/Principles  Importance of Local Search✦ Over 85% of consumers begin their search online✦ Often, consumers i...
Understanding Target MarketAlex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Understanding Target Market✦ Are they mobile users?Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or,   I.E. (ew)?A...
Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or,   I.E. (ew)?Y...
Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or,   I.E. (ew)?Y...
Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or,   I.E. (ew)?A...
Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or,   I.E. (ew)? ...
Backend / Front EndAlex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Backend / Front EndConsumers Need Context. Not Jargon.Alex Vasquez & Chris Tolar     SEO, a Practical Overview - digisavvy...
Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing...
Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing...
Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing...
Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing...
Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing...
Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more        pointsAlex Vasquez & Chris Tolar     SEO,...
Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more            points  ✦ URLs should be search engin...
Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more            points  ✦ URLs should be search engin...
Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more            points  ✦ URLs should be search engin...
Tools We Use... A Lot!Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Tools We Use... A Lot! Productivity and Process MatterAlex Vasquez & Chris Tolar         SEO, a Practical Overview - digis...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great   content)Alex Vasquez & ...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great   content)✦ Woorank (paid...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great   content)✦ Woorank (paid...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great   content)✦ Woorank (paid...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great   content)✦ Woorank (paid...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great                          ...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great                          ...
Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great                          ...
Case StudyAlex Vasquez & Chris Tolar           SEO, a Practical Overview - digisavvy.com
Case Study                               the Urban Dater                             Jan 2009 — Dec 2009Alex Vasquez & Chr...
Case StudyAlex Vasquez & Chris Tolar           SEO, a Practical Overview - digisavvy.com
Case Study                               the Urban Dater                             Jan 2010 — Dec 2010Alex Vasquez & Chr...
Case StudyAlex Vasquez & Chris Tolar           SEO, a Practical Overview - digisavvy.com
Case Study                              the Urban Dater                             Jan 2009 — TodayAlex Vasquez & Chris T...
Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Any Questions?Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
SEO Techniques/Principles  META Keywords & DescriptionAlex Vasquez & Chris Tolar      SEO, a Practical Overview - digisavv...
SEO Techniques/Principles  META Keywords & Description                                              ✦ This is Matt Cutts  ...
SEO Techniques/Principles  META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search   engines may. ...
SEO Techniques/Principles  META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search   engines may. ...
SEO Techniques/Principles  META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search   engines may. ...
SEO Techniques/Principles  META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search   engines may. ...
SEO Techniques/Principles  META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search   engines may. ...
Mobile. It Really Matters...Alex Vasquez & Chris Tolar   SEO, a Practical Overview - digisavvy.com
Mobile. It Really Matters...  Mobile Usage Continues to Rapidly IncreaseAlex Vasquez & Chris Tolar       SEO, a Practical ...
Mobile. It Really Matters...  Mobile Usage Continues to Rapidly Increase✦ More users view sites on mobile devicesAlex Vasq...
Mobile. It Really Matters...  Mobile Usage Continues to Rapidly Increase✦ More users view sites on mobile devices✦ Website...
Mobile. It Really Matters...  Mobile Usage Continues to Rapidly Increase✦ More users view sites on mobile devices✦ Website...
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SEO Overview

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  • SEO Overview

    1. 1. Marketing 486, II Summer Session SEO: Learn it. Use it. Or else...A practical overview of what SEO is, why it’s important, how to use and report on it.Chris Tolar | Director of Marketing | @thatschristolarAlex Vasquez | Creative Director | @alexjvasquezdigisavvy.com
    2. 2. Who are we?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    3. 3. Who are we?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    4. 4. Who are we? This is Alex.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    5. 5. Who are we?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    6. 6. Who are we? He likes technology.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    7. 7. Who are we?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    8. 8. Who are we?Tale of the TapeAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    9. 9. Who are we?Tale of the Tape✦ 10 Years in IT and Web DevelopmentAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    10. 10. Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial EntrepreneurAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    11. 11. Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial Entrepreneur✦ WordPress ContributorAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    12. 12. Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial Entrepreneur✦ WordPress Contributor✦ Tech JunkieAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    13. 13. Who are we?Tale of the Tape✦ 10 Years in IT and Web Development✦ Serial Entrepreneur✦ WordPress Contributor✦ Tech Junkie✦ Android LoverAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    14. 14. Who are we?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    15. 15. Who are we? This is ChrisAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    16. 16. Who are we?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    17. 17. Who are we? Eats stats & research for breakfast... Vital StatsAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    18. 18. Who are we? Eats stats & research for breakfast... Vital Stats✦ Computer Science background + Sales + Interest in psychology = Interest & exploration of Digital MarketingAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    19. 19. Who are we? Eats stats & research for breakfast... Vital Stats✦ Computer Science background + Sales + Interest in psychology = Interest & exploration of Digital Marketing✦ BS Marketing * I/O Psych @ CSUFAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    20. 20. Who are we? Eats stats & research for breakfast... Vital Stats✦ Computer Science background + Sales + Interest in psychology = Interest & exploration of Digital Marketing✦ BS Marketing * I/O Psych @ CSUF✦ Loves Solving ProblemsAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    21. 21. Who are we? Eats stats & research for breakfast... Vital Stats✦ Computer Science background + Sales + Interest in psychology = Interest & exploration of Digital Marketing✦ BS Marketing * I/O Psych @ CSUF✦ Loves Solving Problems✦ Probably hates these cutesie transitionsAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    22. 22. Together, we do some cool stuff like...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    23. 23. Together, we do some cool stuff like... Run a Digital Marketing AgencyAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    24. 24. Together, we do some cool stuff like...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    25. 25. Together, we do some cool stuff like... How We MetAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    26. 26. Together, we do some cool stuff like...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    27. 27. Together, we do some cool stuff like...We Played a Card GameTip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    28. 28. Together, we do some cool stuff like...We Played a Card Game The Game?Tip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    29. 29. Together, we do some cool stuff like...We Played a Card Game The Game?Tip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    30. 30. Together, we do some cool stuff like...We Played a Card GameTip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    31. 31. Together, we do some cool stuff like...We Played a Card Game How did it help?Tip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    32. 32. Together, we do some cool stuff like...We Played a Card Game How did it help? ✦ Nerdy as Hell! We had no dates. Lots of time to focus on other... stuff...Tip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    33. 33. Together, we do some cool stuff like...We Played a Card Game How did it help? ✦ Nerdy as Hell! We had no dates. Lots of time to focus on other... stuff... ✦ Problem Solving, StrategyTip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    34. 34. Together, we do some cool stuff like...We Played a Card Game How did it help? ✦ Nerdy as Hell! We had no dates. Lots of time to focus on other... stuff... ✦ Problem Solving, Strategy ✦ Worked together on our first project in 2010Tip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    35. 35. Together, we do some cool stuff like...We Played a Card Game How did it help? ✦ Nerdy as Hell! We had no dates. Lots of time to focus on other... stuff... ✦ Problem Solving, Strategy ✦ Worked together on our first project in 2010 ✦ That project never took flight...Tip #147 Let the Wookie Win...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    36. 36. What’s on the Agenda?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    37. 37. What’s on the Agenda? ? What is SEO? Why is it Important?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    38. 38. What’s on the Agenda? ? What is SEO? Why is it Important? e SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    39. 39. What’s on the Agenda? ? What is SEO? Why is it Important? e SEO Techniques/Principles K SEO Tools We Use and LoveAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    40. 40. What is SEO?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    41. 41. What is SEO? A Marketer’s Definition: ✦ A blend of creative writing and keyword strategy; it’s an art... and sometimes even a scienceAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    42. 42. What is SEO? A Marketer’s Definition: ✦ A blend of creative writing and keyword strategy; it’s an art... and sometimes even a science A Techie’s Definition: ✦ The practice of promoting and improving a website’s rank and visits from search engines.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    43. 43. Why is SEO Important?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    44. 44. Why is SEO Important? It’s important because...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    45. 45. Why is SEO Important? It’s important because...✦ The vast majority of website traffic is driven by Search Engines i.e. Google, BingAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    46. 46. Why is SEO Important? It’s important because...✦ The vast majority of website traffic is driven by Search Engines i.e. Google, Bing✦ If your content is not easily found by search engines, you will not get indexedAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    47. 47. Why is SEO Important? It’s important because...✦ The vast majority of website traffic is driven by Search Engines i.e. Google, Bing✦ If your content is not easily found by search engines, you will not get indexed✦ If Search Engines don’t know about you, be assured no one else will either...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    48. 48. Why is SEO Important? It’s important because... According to✦ The vast majority of website traffic is driven by Search Engines i.e. Google, Bing✦ If your content is not easily found by search engines, you will not get indexed✦ If Search Engines don’t know about you, be assured no one else will either...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    49. 49. Why is SEO Important? It’s important because... According to✦ The vast majority of website traffic is driven by Search Engines i.e. Google, Bing✦ If your content is not easily found by search engines, you will not get indexed✦ If Search Engines don’t know about you, be assured ✦ A #1 position in Google’s search no one else will either... results receives 18.2% of clickthrough traffic ✦ The 2nd position receives 10.1%, the 3rd 7.2%, the 4th 4.8%; all others under 2%Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    50. 50. How Does One “Do” SEO?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    51. 51. How Does One “Do” SEO? Proper SEO Takes TimeAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    52. 52. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywordsAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    53. 53. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive researchAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    54. 54. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with potential content on the site (such as copy or blog entries)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    55. 55. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with potential content on the site (such as copy or blog entries) 4. Evaluate website structure for SEO opportunitiesAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    56. 56. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with potential content on the site (such as copy or blog entries) 4. Evaluate website structure for SEO opportunities 5. Implement keyword strategyAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    57. 57. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with potential content on the site (such as copy or blog entries) 4. Evaluate website structure for SEO opportunities 5. Implement keyword strategy 6. A/B TestAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    58. 58. How Does One “Do” SEO? Proper SEO Takes Time 1. Research relevant keywords 2. Competitive research 3. Cross reference with potential content on the site (such as copy or blog entries) 4. Evaluate website structure for SEO opportunities 5. Implement keyword strategy 6. A/B Test 7. Refine, repeatAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    59. 59. SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    60. 60. SEO Techniques/Principles Content Should be CompellingAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    61. 61. SEO Techniques/Principles Content Should be Compelling ✦ Your content should provide a benefit and/or solve a problemAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    62. 62. SEO Techniques/Principles Content Should be Compelling ✦ Your content should provide a benefit and/or solve a problem ✦ Content should be consistent.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    63. 63. SEO Techniques/Principles Content Should be Compelling ✦ Your content should provide a benefit and/or solve a problem ✦ Content should be consistent. ✦ Content should be user-focused.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    64. 64. SEO Techniques/Principles Content Should be Compelling ✦ Your content should provide a benefit and/or solve a problem ✦ Content should be consistent. ✦ Content should be user-focused. ✦ Every piece of content should have a purpose. courtesy of copyblogger.comAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    65. 65. SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    66. 66. SEO Techniques/Principles Importance of Local SearchAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    67. 67. SEO Techniques/Principles Importance of Local Search✦ Over 85% of consumers begin their search onlineAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    68. 68. SEO Techniques/Principles Importance of Local Search✦ Over 85% of consumers begin their search online✦ Often, consumers include their city name, surrounding city, or zip codes to find what they are looking for nearby...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    69. 69. SEO Techniques/Principles Importance of Local Search✦ Over 85% of consumers begin their search online✦ Often, consumers include their city name, surrounding city, or zip codes to find what they are looking for nearby...✦ Most default search results default to detected location (‘Google wants to know your location. Allow?’)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    70. 70. SEO Techniques/Principles Importance of Local Search✦ Over 85% of consumers begin their search online✦ Often, consumers include their city name, surrounding city, or zip codes to find what they are looking for nearby...✦ Most default search results default to detected location (‘Google wants to know your location. Allow?’)✦ Who cares if Facebook has over 500 million users? Business owners care mostly about the 2,000 or so potential customers within a three mile radius of their location!Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    71. 71. Understanding Target MarketAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    72. 72. Understanding Target Market✦ Are they mobile users?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    73. 73. Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or, I.E. (ew)?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    74. 74. Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or, I.E. (ew)?Younger crowd = slang?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    75. 75. Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or, I.E. (ew)?Younger crowd = slang?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    76. 76. Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or, I.E. (ew)?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    77. 77. Understanding Target Market✦ Are they mobile users?✦ What browsers do they use? Chrome? Firefox? Safari? or, I.E. (ew)? Older = sophisticated speak?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    78. 78. Backend / Front EndAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    79. 79. Backend / Front EndConsumers Need Context. Not Jargon.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    80. 80. Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing SEO? Title URL Meta Desc. H1 H2-4 Body Strong/Italic Img AltAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    81. 81. Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing SEO? Title URL Meta Desc. H1 H2-4 Body Strong/Italic Img Alt✦ Are relevant keywords in URL?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    82. 82. Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing SEO? Title URL Meta Desc. H1 H2-4 Body Strong/Italic Img Alt✦ Are relevant keywords in URL?✦ Bad Example: http://foothillunitycenter.org/index.php?option=com_content&view=article&id=66&Itemid=91Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    83. 83. Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing SEO? Title URL Meta Desc. H1 H2-4 Body Strong/Italic Img Alt✦ Are relevant keywords in URL?✦ Bad Example: http://foothillunitycenter.org/index.php?option=com_content&view=article&id=66&Itemid=91✦ Less Bad Example: http://www.mobilemarketer.com/cms/opinion/columns/13143.htmlAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    84. 84. Backend / Front EndConsumers Need Context. Not Jargon.✦ Keyword Usage - Are you considering these page elements when doing SEO? Title URL Meta Desc. H1 H2-4 Body Strong/Italic Img Alt✦ Are relevant keywords in URL?✦ Bad Example: http://foothillunitycenter.org/index.php?option=com_content&view=article&id=66&Itemid=91✦ Less Bad Example: http://www.mobilemarketer.com/cms/opinion/columns/13143.html✦ Winner: http://www.seomoz.org/ugc/10-ideas-for-link-bait-and-5-ways-of-getting-the-word-outAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    85. 85. Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more pointsAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    86. 86. Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more points ✦ URLs should be search engine friendlyAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    87. 87. Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more points ✦ URLs should be search engine friendly ✦ URLs should be human readableAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    88. 88. Backend / Front EndConsumers Need Context. Not Jargon. Just a couple more points ✦ URLs should be search engine friendly ✦ URLs should be human readable ✦ URLs should be relevant to the on- page content. If the URL is “oc-dog- collars” make sure the content is about that, tooAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    89. 89. Tools We Use... A Lot!Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    90. 90. Tools We Use... A Lot! Productivity and Process MatterAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    91. 91. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great content)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    92. 92. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great content)✦ Woorank (paid, allows 1 free report per week)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    93. 93. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great content)✦ Woorank (paid, allows 1 free report per week)✦ Google keyword tool (free)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    94. 94. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great content)✦ Woorank (paid, allows 1 free report per week)✦ Google keyword tool (free)✦ Google Insights for Search. (free)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    95. 95. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great content)✦ Woorank (paid, allows 1 free report per week)✦ Google keyword tool (free)✦ Google Insights for Search. (free)✦ WordPress (free, great for informational sites/ blogs; anything that’s not an application)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    96. 96. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great ✦ Google Apps for Business (free for up to 10 content) users) - Provides, email, docs, calendar for your team on YOUR domain which looks✦ Woorank (paid, allows 1 free report per week) more professional✦ Google keyword tool (free)✦ Google Insights for Search. (free)✦ WordPress (free, great for informational sites/ blogs; anything that’s not an application)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    97. 97. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great ✦ Google Apps for Business (free for up to 10 content) users) - Provides, email, docs, calendar for your team on YOUR domain which looks✦ Woorank (paid, allows 1 free report per week) more professional✦ Google keyword tool (free) ✦ Asana - Project Management (free for up to 30 users on a project)✦ Google Insights for Search. (free)✦ WordPress (free, great for informational sites/ blogs; anything that’s not an application)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    98. 98. Tools We Use... A Lot! Productivity and Process Matter✦ SEOmoz - (paid, 30 day free trial, great ✦ Google Apps for Business (free for up to 10 content) users) - Provides, email, docs, calendar for your team on YOUR domain which looks✦ Woorank (paid, allows 1 free report per week) more professional✦ Google keyword tool (free) ✦ Asana - Project Management (free for up to 30 users on a project)✦ Google Insights for Search. (free) ✦ Freckle - Time Tracking (paid, free trial for✦ WordPress (free, great for informational sites/ 30 days) blogs; anything that’s not an application)Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    99. 99. Case StudyAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    100. 100. Case Study the Urban Dater Jan 2009 — Dec 2009Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    101. 101. Case StudyAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    102. 102. Case Study the Urban Dater Jan 2010 — Dec 2010Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    103. 103. Case StudyAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    104. 104. Case Study the Urban Dater Jan 2009 — TodayAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    105. 105. Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    106. 106. Any Questions?Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    107. 107. SEO Techniques/PrinciplesAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    108. 108. SEO Techniques/Principles META Keywords & DescriptionAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    109. 109. SEO Techniques/Principles META Keywords & Description ✦ This is Matt Cutts ✦ SEO Spam Cop ✦ SEO AuthorityAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    110. 110. SEO Techniques/Principles META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search engines may. - bit.ly/KLqhGR ✦ This is Matt Cutts ✦ SEO Spam Cop ✦ SEO AuthorityAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    111. 111. SEO Techniques/Principles META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search engines may. - bit.ly/KLqhGR✦ Google DOES analyze META Descriptions. ✦ This is Matt Cutts ✦ SEO Spam Cop ✦ SEO AuthorityAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    112. 112. SEO Techniques/Principles META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search engines may. - bit.ly/KLqhGR✦ Google DOES analyze META Descriptions.✦ META Description should be relevant to on-page content ✦ This is Matt Cutts ✦ SEO Spam Cop ✦ SEO AuthorityAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    113. 113. SEO Techniques/Principles META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search engines may. - bit.ly/KLqhGR✦ Google DOES analyze META Descriptions.✦ META Description should be relevant to on-page content✦ META Description should be unique to each page of content ✦ This is Matt Cutts ✦ SEO Spam Cop ✦ SEO AuthorityAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    114. 114. SEO Techniques/Principles META Keywords & Description✦ Google doesn’t analyze META Keywords. Other search engines may. - bit.ly/KLqhGR✦ Google DOES analyze META Descriptions.✦ META Description should be relevant to on-page content✦ META Description should be unique to each page of content ✦ This is Matt Cutts ✦ SEO Spam Cop✦ Meta Descriptions should be 165 characters or less. ✦ SEO AuthorityAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    115. 115. Mobile. It Really Matters...Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    116. 116. Mobile. It Really Matters... Mobile Usage Continues to Rapidly IncreaseAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    117. 117. Mobile. It Really Matters... Mobile Usage Continues to Rapidly Increase✦ More users view sites on mobile devicesAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    118. 118. Mobile. It Really Matters... Mobile Usage Continues to Rapidly Increase✦ More users view sites on mobile devices✦ Websites should be optimized for smaller devices, ANdroid, iPad etc.Alex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
    119. 119. Mobile. It Really Matters... Mobile Usage Continues to Rapidly Increase✦ More users view sites on mobile devices✦ Websites should be optimized for smaller devices, ANdroid, iPad etc.✦ Brands are building mobile apps to make their content easier to consumeAlex Vasquez & Chris Tolar SEO, a Practical Overview - digisavvy.com
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