Search	
  Engine	
  
Optimization	
  101	
  
How	
  to	
  begin	
  the	
  SEO	
  process	
  and	
  what’s	
  needed	
  to	...
Becky	
  Livingston	
  
ü Speaker	
  
ü Author	
  
ü Educator	
  
ü Social	
  Media	
  &	
  
Digital	
  MarkeCng	
  
C...
What	
  is	
  SEO?	
  
Search	
  Engine	
  
Op.miza.on	
  (SEO)	
  is	
  the	
  
organic	
  way	
  your	
  web	
  
site	
 ...
How	
  do	
  search	
  engines	
  work?	
  
Every	
  search	
  engine	
  has	
  what	
  are	
  referred	
  to	
  as	
  bot...
What	
  do	
  crawlers	
  @ind	
  important?	
  
ü 	
  Content	
  
ü 	
  Who’s	
  linking	
  TO	
  you	
  
It	
  takes	
...
Search	
  Engine	
  Market	
  Share	
  
Search	
  Engine	
  Market	
  Share,	
  cont.	
  

Image	
  credit:	
  weidert.com	
  
What’s	
  your	
  rank?	
  
1.  Rank	
  –	
  the	
  
locaCon	
  your	
  
site	
  falls	
  in	
  
the	
  search	
  
results...
On-­‐Page	
  Optimization	
  
•  Pick	
  a	
  primary	
  
keyword	
  	
  
•  for	
  each	
  page	
  
•  in	
  the	
  body	...
Example	
  
<.tle>HubSpot	
  Home	
  Page</Ctle>	
  	
  
<meta	
  id="MetaDescripCon"	
  name="descrip.on"	
  
content="Hu...
On-­‐Page	
  Optimization	
  
•  Title	
  &	
  Meta	
  Tags	
  
•  On	
  the	
  web	
  page	
  code,	
  leverage	
  the	
 ...
Keywords	
  –	
  Long-­‐	
  &	
  Short-­‐tail	
  
Example	
  
“swimming	
  pools”	
  vs.	
  “fiberglass	
  in-­‐ground	
  p...
Putting	
  It	
  Together	
  

Image	
  Source:	
  e-­‐seo	
  SoluCons	
  
Get	
  ‘Er	
  Done!	
  
1. 
2. 
3. 
4. 

Make	
  a	
  list	
  of	
  keywords	
  
Build	
  keyword-­‐focused	
  pages	
  
S...
Conclusion	
  
•  Take	
  .me	
  to	
  think	
  about	
  the	
  content	
  on	
  each	
  page	
  
•  Create	
  a	
  keywor...
Resources	
  
•  Keyword	
  Tools	
  
• 
• 
• 
• 

Google	
  Preview	
  
Google	
  AdWord	
  Keyword	
  Tool	
  
Google	
 ...
Who	
  is	
  Penheel	
  Marketing?	
  
Social	
  media	
  and	
  digital	
  markeCng	
  consulCng	
  firm	
  for	
  CPA	
  ...
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Search Engine Ranking 101

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How to begin the search engine optimization (SEO) process and what’s needed to be successful.

This slide deck was presented to graduate-level students at Pace University to help them expand their knowledge about marketing and online search rankings for mock businesses they were building.

Published in: Marketing
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Search Engine Ranking 101

  1. 1. Search  Engine   Optimization  101   How  to  begin  the  SEO  process  and  what’s  needed  to  be   successful.   Becky  Livingston   President  &  CEO   Penheel  MarkeCng     February  2014  
  2. 2. Becky  Livingston   ü Speaker   ü Author   ü Educator   ü Social  Media  &   Digital  MarkeCng   Consultant   ü 15  yrs.  in  the   financial  services   field   ü 20  yrs.  markeCng   and  technology  exp.   ©2014  Penheel  MarkeCng  
  3. 3. What  is  SEO?   Search  Engine   Op.miza.on  (SEO)  is  the   organic  way  your  web   site  appears  on  search   engine  results  pages.   It  is  based  on  several   factors,  including  the  #  of   searches  for  your  site,  the   content  on  your  site,  web   site  code,  keywords,  and   so  much  more!     PAID ORGANIC
  4. 4. How  do  search  engines  work?   Every  search  engine  has  what  are  referred  to  as  bots,  or  crawlers,  that   constantly  scan  the  web,  indexing  websites  for  content  and  following  links   on  each  webpage  to  other  webpages.   Image  source:  Hubspot  
  5. 5. What  do  crawlers  @ind  important?   ü   Content   ü   Who’s  linking  TO  you   It  takes  into  consideraCon:   •  Geographic  locaCon  of  the  searcher     •  Historical  performance  of  a  lisCng  (clicks,  bounce  rates,  etc.)     •  Link  quality  (reciprocal  vs.  one-­‐way)     •  Webpage  content  (keywords,  tags,  pictures)     •  Back-­‐end  code  or  HTML  of  webpage     •  Link  type  (social  media  sharing,  link  from  media  outlet,  blog,   etc.)    
  6. 6. Search  Engine  Market  Share  
  7. 7. Search  Engine  Market  Share,  cont.   Image  credit:  weidert.com  
  8. 8. What’s  your  rank?   1.  Rank  –  the   locaCon  your   site  falls  in   the  search   results  for  a   specific   search  query   2.  Authority  –   authoritaCve   and  credible   is  the  site?   3.  Relevance  –   how   relevant  is   your   content?  
  9. 9. On-­‐Page  Optimization   •  Pick  a  primary   keyword     •  for  each  page   •  in  the  body  content   •  in  the  file  name  of   images   •  page  URL   •  write  for  humans  first,   search  engines  second   e.g., “internet marketing”
  10. 10. Example   <.tle>HubSpot  Home  Page</Ctle>     <meta  id="MetaDescripCon"  name="descrip.on"   content="HubSpot's  inbound  markeCng  sofware  offers  businesses   an  all-­‐in-­‐one  markeCng  soluCon;  blogging,  analyCcs,  social  media,   email,  automaCon  &amp;  more.”>   <meta  id="MetaKeywords"  name="keywords"  content="markeCng   sofware,  inbound  markeCng,  email,  automaCon,  social  media,   CMS,  seo”>   <meta  id="MetaAuthor"  name="author">        
  11. 11. On-­‐Page  Optimization   •  Title  &  Meta  Tags   •  On  the  web  page  code,  leverage  the  power  of  the  meta  tags!   <title>Jim Stenerson’s SEO Course</title> <meta name="Description" content=”Jim Stenerson’s course is about how to create effective web pages and increase SEO through…"> <meta name=“keywords” content=“SEO, Pace University, Jim Stenerson, Dr. James Stenerson, Pace SEO course content” Jim Stenerson’s SEO Course www.JimStenerson.com Jim Stenerson’s course is about how to create effective web pages and increase SEO through…
  12. 12. Keywords  –  Long-­‐  &  Short-­‐tail   Example   “swimming  pools”  vs.  “fiberglass  in-­‐ground  pool  installaCon”                    Short-­‐tail      Long-­‐tail     “fiberglass  in-­‐ground  pool  installaCon”  becomes  “fiberglass  in-­‐ ground  pool  installaCon  in  Boston,  MA.”   Long-­‐tail  becomes  locaCon  specific  
  13. 13. Putting  It  Together   Image  Source:  e-­‐seo  SoluCons  
  14. 14. Get  ‘Er  Done!   1.  2.  3.  4.  Make  a  list  of  keywords   Build  keyword-­‐focused  pages   Set  up  a  blog     Create  a  link-­‐building  plan  –  connecCng  with  reputable   sources   5.  Stay  current  with  SEO  news  and  pracCces  
  15. 15. Conclusion   •  Take  .me  to  think  about  the  content  on  each  page   •  Create  a  keywords  worksheet  to  help  keep  it  all  straight   •  Check  the  lisCng  once  it’s  live  to  see  how  it  looks  on   engines     •  Review  and  update  keywords  throughout  the  year   •  Leverage  keywords  and  more  on  social  media  plamorms  
  16. 16. Resources   •  Keyword  Tools   •  •  •  •  Google  Preview   Google  AdWord  Keyword  Tool   Google  Trends  /  Twiner  Trends   Top  25  free  keyword  grader  tools  [hnp://upcity.com/blog/ 2013/04/top-­‐25-­‐free-­‐website-­‐grader-­‐tools/]     •  Site  Ranking  Tools   •  Google’s  Page  Rank   •  Rank  Checker  by  SEOCentro   •  Check  Page  Rank  
  17. 17. Who  is  Penheel  Marketing?   Social  media  and  digital  markeCng  consulCng  firm  for  CPA  firms,  small   businesses,  and  non-­‐profits.     hnp://Penheel.com   Blogging   Create  blog  content  quickly     while  gerng  SEO  Cps  and     best  pracCces  pointers.   Marke.ng  Analy.cs   Website  analyCcs,  online     adverCsing  analyCcs.  See     which  sources  are  generaCng     the  most  leads.     Email   Send  personalized,  segmented     Emails  based  on  any  informaCon     in  your  contact  database.   Social  Media   Publish  content  to  your  social   accounts,  then  nurture  leads     based  on  their  social  engagement.   Search  Engine  Op.miza.ons   Improve  your  rank  in  search     engines  by  finding  and  tracking     your  most  effecCve  keywords.   Lead  Management   Track  leads  with  a  complete   Cmeline-­‐view  of  their  interacCons     with  your  firm.  
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