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How to Rank Higher In Search EnginesAmanda O’Brien@amanda_pants                                       1
Hall Internet Marketing  •   17 person firm  •   13 years old  •   Google Certified Partner  •   Largest 100% Interactive ...
Amanda O’Brien •   VP of Marketing at Hall •   Organizer Social Media Breakfast Maine •   SARSSM Board Member •   Blogger ...
Me and Snooki •   She really let herself go! •   34 ½ weeks (37 days) •   I feel fine •   It’s a boy •   We don’t have a n...
Can we talk about SEO now?Let’s get technicalLet’s get practicalLet’s get physical                             5
Stuff you know                 Photo credit: http://www.flickr.com/photos/evilpeacock/6365513881/   6
People go here          and to Yahoo                         and to Bing                                       Whoa! Is th...
to get here…               8
and here…        YOU WANT TO BE HERE(ISH)                                   9
10
You have a website                     11
It looks like this to a search engine                                 Ctrl U                                          12
Head hurt? Wrong session?searchengineland.com/guide/what-is-seowww.seomoz.org/beginners-guide-to-seo                      ...
Where were we…How search engines know what your site is about                                                  14
Title TagsHow to find them.    Shoes, Clothing, and More I Zappos.com                                             15
Meta DescriptionsTypically appear in search results pages.                           11                                   ...
No Meta Description?Engines will extract text from the page anduse it on search results page.                             ...
Title tags: 70 charactersMeta descriptions: 150 to 160characters long                                18
Content on the pageText, alt tags                      19
So how do I rank higher?! Optimize your site     ‣ Meta descriptions     ‣ Title Tags     ‣ Content     ‣ Alt tags     ‣ F...
“SEO is like doing situps for a nudist. It’s still you, in your  100% natural state, you’re just making things a little  m...
Let’s talk keywords                      22
Keywords Find the best and use them    ‣ Searchers intent         •       Informational         •       Transactional    ‣...
Best keywords for search intentWhat is the best way to say it?      Cat,     Feline,      Kitty                           ...
Best places to put that keyword‣ Title of your content‣ First sentence of first paragraph‣ The page’s URL‣ Page’s meta des...
Don’t overstuff!                                                      1 – 3%Photo credit: http://www.flickr.com/photos/art...
Page elements                Source: Brent Payne                                      27
Let’s talk about content                           28
Fresh content…Photo credit: http://www.flickr.com/photos/wbeem/3151672501/   29
Freshness and Your WebsiteUpdate your website regularly.    Editorial   Create an editorial calendar and schedule updates ...
Remember Olivia?Let’s get technical – CHECK!Let’s get practicalLet’s get physical                               31
SEO is dead! Or dying! Or badly hurt…                      ‣ Black hat SEO                      ‣ Tricks                  ...
What about Panda?Photo credit: http://www.flickr.com/photos/stickergiant/5529675719/             33
…AND Penguin?            34
Panda: Tracking down low quality content Penguin: Targeting sites trying to scam Google                             SO DON...
Go OrganicPhoto credit: http://www.facebook.com/PortlandMaineFarmersMarket                                                ...
Source: eConsultancy                       37
Top professionals say #1 thing…Real links from real people ‣ Links ‣ Links ‣ and how you are linked to        Ask the SEO ...
Why links?Links are social/search engine proof ‣ People trust you ‣ You are a resource for that term ‣ Perceived value to ...
Create valuable contentContent for people, not search enginesIf people like it, Google will like it! ‣ Website content ‣ B...
How do I get links?Make the content ‣ Engage with people ‣ Social sharing = high quality content ‣ Don’t you dare buy them...
Isolated Sites Aren’t Trusted                Paid4links.tv              Portland-cat.com                 Spammy-          ...
Trusted Sites Are ConnectedBacklinks from several websites.                                   Petfinder.com               ...
So how do I rank higher?!     ‣ Get people to link to you     ‣ More sources the better     ‣ Create valuable content     ...
… timePhoto credit: http://www.flickr.com/photos/indraw/4857101224/   45
Tell me more!                46
Local SearchBe found online and on the streets                                     47
20% of all Google searcheshave local intent.Local searches are expectedto increase.                              48
Video in search results ‣ Own your SERP page ‣ Create information videos ‣ Optimize your videos ‣ Host them online ‣ Magic...
How do you rank higher?Keep your head on straight ‣ SEO doesn’t have to be complicated   •   Prepare your site   •   Know ...
Olivia is hungryLet’s get technicalLet’s get practical - CHECKLet’s get physical – LUNCH!!                               51
Thank You!Amanda O’Brienamanda@hallme.com@amanda_pantsHallme.com/blogAmandapants.com        SMBME 38 – 9/28               ...
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How to Rank Higher In Search Engines

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For many companies, search engine optimization seems like an impenetrable black box of unknown mystery. However, there are a number of proven steps that your business can take to increase your rankings and generate more online leads.

Amanda will help demystify what Google, Bing and other search engines are looking for so that you can increase your online visibility and build your business. Learn how to create content that your audience is searching for, and how to optimize your site for the search engines in this fast-paced, informative session.

Presentation done for Agents of Change conference - 9/14/2012

Published in: Technology, Design
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Transcript of "How to Rank Higher In Search Engines"

  1. 1. How to Rank Higher In Search EnginesAmanda O’Brien@amanda_pants 1
  2. 2. Hall Internet Marketing • 17 person firm • 13 years old • Google Certified Partner • Largest 100% Interactive Agency in Maine (MaineBiz) • 2011 & 2012 Best Places To Work in Maine • @hall_web
  3. 3. Amanda O’Brien • VP of Marketing at Hall • Organizer Social Media Breakfast Maine • SARSSM Board Member • Blogger – amandapants, PROXI, Guiding Stars, smb2b • WMTW’s Tech Expert • @amanda_pants SMBME 38 – 9/28 Video & Podcasting
  4. 4. Me and Snooki • She really let herself go! • 34 ½ weeks (37 days) • I feel fine • It’s a boy • We don’t have a name • No you can’t touch me • If something happens • Hot water • Clean towels
  5. 5. Can we talk about SEO now?Let’s get technicalLet’s get practicalLet’s get physical 5
  6. 6. Stuff you know Photo credit: http://www.flickr.com/photos/evilpeacock/6365513881/ 6
  7. 7. People go here and to Yahoo and to Bing Whoa! Is that Jeeves? 7
  8. 8. to get here… 8
  9. 9. and here… YOU WANT TO BE HERE(ISH) 9
  10. 10. 10
  11. 11. You have a website 11
  12. 12. It looks like this to a search engine Ctrl U 12
  13. 13. Head hurt? Wrong session?searchengineland.com/guide/what-is-seowww.seomoz.org/beginners-guide-to-seo 13
  14. 14. Where were we…How search engines know what your site is about 14
  15. 15. Title TagsHow to find them. Shoes, Clothing, and More I Zappos.com 15
  16. 16. Meta DescriptionsTypically appear in search results pages. 11 16
  17. 17. No Meta Description?Engines will extract text from the page anduse it on search results page. 17
  18. 18. Title tags: 70 charactersMeta descriptions: 150 to 160characters long 18
  19. 19. Content on the pageText, alt tags 19
  20. 20. So how do I rank higher?! Optimize your site ‣ Meta descriptions ‣ Title Tags ‣ Content ‣ Alt tags ‣ Find the right keywordsPhoto credit: http://www.flickr.com/photos/alohateam/4541884749/ 20
  21. 21. “SEO is like doing situps for a nudist. It’s still you, in your 100% natural state, you’re just making things a little more attractive” - CopyBloggerPhoto credit: http://www.flickr.com/photos/cryptozoologist/3569478816/ 21
  22. 22. Let’s talk keywords 22
  23. 23. Keywords Find the best and use them ‣ Searchers intent • Informational • Transactional ‣ Demand for keywords • bit.ly/betterkeywords - How many people - How much competition Nice bit.ly link PantsPhoto credit: http://www.flickr.com/photos/laureenp/6141822934/ 23
  24. 24. Best keywords for search intentWhat is the best way to say it? Cat, Feline, Kitty “Meow” Quincy - ARL Maine Coon Cat Adopt Maine Coon Cat Adopt Maine Coon Cat Portland Maine 24
  25. 25. Best places to put that keyword‣ Title of your content‣ First sentence of first paragraph‣ The page’s URL‣ Page’s meta description‣ Alt text in images 25
  26. 26. Don’t overstuff! 1 – 3%Photo credit: http://www.flickr.com/photos/arthur_chapman/4720359475/ 26
  27. 27. Page elements Source: Brent Payne 27
  28. 28. Let’s talk about content 28
  29. 29. Fresh content…Photo credit: http://www.flickr.com/photos/wbeem/3151672501/ 29
  30. 30. Freshness and Your WebsiteUpdate your website regularly. Editorial Create an editorial calendar and schedule updates Calendar for your blog and other areas of your site. Industry Comment on industry news and trends. Make sure Trends that your content is unique and timely! News and Publish press releases to your site. Potential topics: Events internal promotions, new hires, charitable initiatives. 30
  31. 31. Remember Olivia?Let’s get technical – CHECK!Let’s get practicalLet’s get physical 31
  32. 32. SEO is dead! Or dying! Or badly hurt… ‣ Black hat SEO ‣ Tricks 32
  33. 33. What about Panda?Photo credit: http://www.flickr.com/photos/stickergiant/5529675719/ 33
  34. 34. …AND Penguin? 34
  35. 35. Panda: Tracking down low quality content Penguin: Targeting sites trying to scam Google SO DON’T DO THAT! Ask the SEO expert 2:30Photo credit: http://www.flickr.com/photos/mal-b/6597423979/ 35
  36. 36. Go OrganicPhoto credit: http://www.facebook.com/PortlandMaineFarmersMarket 36
  37. 37. Source: eConsultancy 37
  38. 38. Top professionals say #1 thing…Real links from real people ‣ Links ‣ Links ‣ and how you are linked to Ask the SEO expert 2:30 38
  39. 39. Why links?Links are social/search engine proof ‣ People trust you ‣ You are a resource for that term ‣ Perceived value to users 39
  40. 40. Create valuable contentContent for people, not search enginesIf people like it, Google will like it! ‣ Website content ‣ Blog posts ‣ Whitepapers ‣ Videos ‣ Infographics ‣ News articles ‣ eBooks ‣ Etc. Photo credit: http://www.flickr.com/photos/peyri/34685785/ 40
  41. 41. How do I get links?Make the content ‣ Engage with people ‣ Social sharing = high quality content ‣ Don’t you dare buy them! Build an audience Social Media and PR 2:30 41
  42. 42. Isolated Sites Aren’t Trusted Paid4links.tv Portland-cat.com Spammy- blog.com 42
  43. 43. Trusted Sites Are ConnectedBacklinks from several websites. Petfinder.com Portland.go Tufts.edu v Mainecat .com Visitmaine. Mespca.org org “Trust me” Mr. Whiskers - ARL Boston.co Cats.com m 43
  44. 44. So how do I rank higher?! ‣ Get people to link to you ‣ More sources the better ‣ Create valuable content ‣ Engage with peoplePhoto credit: http://www.flickr.com/photos/shawnzlea/24460835/ 44
  45. 45. … timePhoto credit: http://www.flickr.com/photos/indraw/4857101224/ 45
  46. 46. Tell me more! 46
  47. 47. Local SearchBe found online and on the streets 47
  48. 48. 20% of all Google searcheshave local intent.Local searches are expectedto increase. 48
  49. 49. Video in search results ‣ Own your SERP page ‣ Create information videos ‣ Optimize your videos ‣ Host them online ‣ Magic! 49
  50. 50. How do you rank higher?Keep your head on straight ‣ SEO doesn’t have to be complicated • Prepare your site • Know your keywords • Regularly create content ‣ What do search engines want? • Valuable content • If people like it, Google will too 50
  51. 51. Olivia is hungryLet’s get technicalLet’s get practical - CHECKLet’s get physical – LUNCH!! 51
  52. 52. Thank You!Amanda O’Brienamanda@hallme.com@amanda_pantsHallme.com/blogAmandapants.com SMBME 38 – 9/28 Video and Podcasting 52
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