New rules of seo in 2013

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With users' behaviors and Google's algorithms rapidly and constantly changing, the task of doing SEO and ranking a website is very challenging, specially if you are a small business with a limited …

With users' behaviors and Google's algorithms rapidly and constantly changing, the task of doing SEO and ranking a website is very challenging, specially if you are a small business with a limited budget.

On this meetup, Aron Baczoni talked about the new rules of SEO, and gave some pointers and advice on when and how to invest in SEO if you are a small business.

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  • 1. NEW rules of SEO in 2013 by Aron Baczoni small business marketing and SEO consultant
  • 2. nothing new in SEO** if you earned your rankings naturally! Keep doingwhat you did.
  • 3. SEO history – past few yearsHave a website with some content and then obtain links:• Directory submissions• Blog commenting spamming with softwares like Scrapebox, SEONuke, etc.• Order 300 to 400 word articles or scrape content, spin it and submit it on blog networks & article directories• Buy links Google algorithm changes: • Panda - Looks for duplicate content and content farms • Penguin - Looks for low quality links, over optimized text and keyword stuffing
  • 4. Nothing new in SEO• Create unique and valuable content• Focus on keywords and not rankings – focus on long tail keywords• Focus on On-Page SEO• Design matters• Promote content• Authorship with Google+ - the only thing that’s actually new in SEO
  • 5. So....how do you rank your small business website?what follows is a step by step guide...
  • 6. 1. Is your website rank worthy?Unique and valuable content:Unique = written by you or your staffValuable = solves my problem, answers myquestions, helps me make a good decision,guides me through a purchase, etc...
  • 7. 1. Unique and valuable content - examplesFrequently asked questions (10 at least)What are the questions that every customer asksyou before the first purchase? – How does it work? – Which one is better? – What accessories do I need with it? – Which one should I choose? – How and with what should I start with?These are the questions your customers come upwith by themselves.
  • 8. 1. Unique and valuable content - examplesQuestions they should have asked (10 at least)questions that „open their eyes”, and makesthem understand why to choose you, why a highquality but bit pricier product or service is betterthen a cheap one.⁻ 10 things you should insist on if you choose service/company X.⁻ Why is feature/attribute/capability X important in a product like this?⁻ How much money should I spend on flowers/birthdays/anniversaries?⁻ Why is 24h customer service important when choosing hosting services?⁻ 5 signs by which you can judge the quality in a suit
  • 9. 1. Unique and valuable content - examplesQuestions they should have asked (10 at least)• focus the reader’s attention to your higher priced goods and on things your company or product is better then the competition• help your reader make a better purchase decision!• make sure to highlight all the things that a typical customer doesn’t know, but if it would know, it would buy the higher priced products
  • 10. 2. Focus on keywords not rankingsDon’t chase after rankings with „fat head”keywords!Focus your attention on increasing the numberof keywords sending you good search traffic!
  • 11. 3. Focus on On-Page SEO – HTML Head tags – URL – Body Tags – Internal Links – Page architecture – Page load time – Microformats – specially for address Full article: http://bit.ly/seo-onpage Latest (2011) SEO ranking factors by SEOmoz: http://bit.ly/seo-ranking-factors
  • 12. 4. Design mattersWe’re not in 1995 any more, but you don’t need thefancy new stuff like responsive design or mobilewebsite, sliders, etc. either!Focus on these:• Readable content – font size, type and color• Design around the goal and purpose of the website – call to actions!• If you invest in design then create one that elicits and conveys emotions!• Make sure you don’t have a faceless website!
  • 13. 5. Promote contentYou still need link building and citations:⁻ Ask your customers and suppliers⁻ Associations and organizations you’re member of⁻ Directories – still work*⁻ Testimonials⁻ Give products for reviews⁻ Contests and giveaways⁻ Press releases*⁻ Build relationships and link out (meetups!)⁻ Share content on social networks⁻ Blog commenting & forum posting – add value⁻ Guest post or trade articlesDo use keyword rich anchor text if you can but don’t worry too much about it.
  • 14. 6. Google’s AuthorRankWhat is AuthorRank?A reputation score for the author based on public reaction to the content (comments,social shares, links, etc.)How to implement AuthorShip?1. Create a Google+ Profile2. Add authorship markup to your content – http://bit.ly/authorship-setup3. Use Google+ frequently – (and add me to your circles  - Aron Baczoni)Your Google+ Company page1. Create a local Google+ page and merge with Google+ Local listing*2. Add publisher markup to your website3. Update Google+ page frequentlyBest post so far that I read about Google+ and SEO:http://www.blindfiveyearold.com/google-plus-seo
  • 15. That’s it folks! Thanks for listening.now let me hear your questions...