Search Engine Optimization
101
Presented by:
Brandon Leibowitz
Email: info@seooptimizers.com | SEO & Google AdWords Traini...
SECTION 1
WHAT IS SEO?
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE ...
Why Are You Here?
• To learn about internet marketing
• Help grow your business, knowledge,
experience, etc.
• To drive tr...
SECTION 1.1
SEO
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIMIZ...
What is Search Engine Optimization?
• Ranking webpages highly in the search engines
• Natural organic search results; not ...
What is Search Engine Optimization
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SE...
How Do Search Engines Work?
• Spiders crawl websites
• Pages are indexed and assigned a value
• Determining website releva...
SECTION 1.2
SHIFTS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTI...
SEO Marketplace Shifts
• Google updates the search algorithm daily
• Major updates are released periodically throughout
th...
Panda Algorithm
• Announced February 11, 2011
• Focused on low quality or “thin sites”
• Duplicate content
• Content farms...
Penguin Algorithm
• Announced April 24, 2012
• Penalized sites violation Google’s Webmaster Guidelines
• Focused on link b...
Hummingbird Algorithm
• Announced August 30, 2013
• Google is trying understanding a users intent
• Humming bird is all ab...
SECTION 1.3
FUTURE
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTI...
Future of SEO
• Who knows?
• Google makes the rules
• Search will be socially integrated
• Search will become more semanti...
SEO Current Status
• Search has become social
• Google has incorporated Google+ into SERPs
• Bing has incorporated Faceboo...
SECTION 1.4
ETHICS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTI...
Ethical SEO Practices
• Avoid black hat (unethical techniques)
• Follow Google’s Webmaster Guidelines
• Use search engine ...
SECTION 2
ON SITE SEO
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE O...
SECTION 2.1
KEYWORDS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OP...
Keyword Research
• Ask questions your customers would ask
• Learn as much about your audience
• Use keyword research tools...
Asking Questions
• Ask questions your customers would ask
• Search Google for their keywords
• Find new ideas from competi...
Targeting Audiences
• Learn as much about your audience
• Get their demographics for targeted ads
• Understand their wants...
Keyword Research Tools
• Plug your keywords into Google Planner
• There are hundreds of other free tools
• Sort by traffic...
Keyword Research Tools
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE ...
SECTION 2.2
CODING
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTI...
Website Coding Changes
• Page title, meta description, & meta keywords
• Alt tags
• Header tags
• Clean URL structure
• XM...
Page Title, Meta Description & Keywords
• Page Title
• 60 characters max
• Appears in search results as the blue clickable...
Page Title, Meta Description & Keywords
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-95...
Page Title, Meta Description & Keywords
• Bad
• Page Title: My Awesome Website
• Meta Description: This is a fun site. I h...
Alt and Header Tags
• Alt Tags
• Describes images when they cannot be displayed
• <img src=”learn-seo.gif" alt=”Learn SEO"...
Clean URL Structures
• Clean URLs
• Only contain descriptive keywords
• Remove propositions and other useless information
...
XML & HTML Sitemaps
• XML
• Coded page designed for the search engines
• Shows links to all existing pages on your site
• ...
.htaccess File
• Limits access to specific directories
• Ban a particular IP or User-agent
• Redirect URLs to new pages
• ...
robots.txt
• Text file created to instruct search engines how to crawl and index pages on a website
• What pages to index ...
.htaccess vs. robots.txt
• .htaccess
• An extension
• Controls many features on the server
• Restricts users from accessin...
Schema Markup
• Tells search engines what data means not just what it says
• Structured data rich snippets appear on searc...
Schema Markup
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIMIZAT...
SECTION 2.3
DESIGN
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTI...
Website Design & Layout
• Content creation
• Site layout
• Responsive
websites
Email: info@seooptimizers.com | SEO & Googl...
Content Creation
• Content creation
• Content is KING
• Should be concise and easy to read
• Content should be 400+ words
...
Website layout
• Easy to navigate through
• Incorporate breadcrumbs
• Site structure makes sense
• www.YourSite.com/catego...
Responsive Web Design
• Websites need to look good on all devices
• Websites look different on all devices
• Coding is req...
SECTION 3
OFF SITE SEO
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE ...
Off Site SEO Activities
• Link building
• Analyze competitor websites backlinks
• Set up and update a company blog
• Build...
SECTION 3.1
LINKS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIM...
Link Building
• Creating new inbound links
• Links can be acquired in a variety of ways
• Quality links increase search en...
SECTION 3.2
COMPETITORS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE...
Competitor Analysis
• Review top 3 pages of Google for your target keywords
• List your competitors
• See who consistently...
Competitor Analysis
• Competitor analysis tools
• Check competitor backlinks
• Use MOZ, Ahrefs, Traffic Travis, SEO Spygla...
SECTION 3.3
BLOGGING
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OP...
Company Blog
• Set up a company blog
• Decide to put it on a sub domain or sub page
• Subdomain: http://blog.YourSite.com
...
Company Blog
• Add social integration
• Put social sharing buttons at the top and bottom of
posts
• Auto post new content ...
SECTION 3.4
TRUST
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIM...
Building Trust
• Be transparent with your information
• Make it easy to contact you
• List your phone number and email add...
Building Trust
• Display logos and partner pictures
• Show a portfolio gallery
• Add customer testimonials
• Allow comment...
SECTION 3.5
SOCIAL
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTI...
Social Media Marketing
• Google Plus
• New social media site to compete with Facebook
• Facebook
• Social media site for f...
Social Media Marketing
• Create a personal and business profile
• Follow influencers and engage with
them
• Share, comment...
Facebook Marketing
• Create a business page
• Not a personal page
• Become active in niche related groups
• Use the Facebo...
Twitter Marketing
• Follow your authority / competitors followers
• Interact with users and by @ mentioning
• Retweet usef...
Pinterest Marketing
• Work hard to take clear pictures
• Use three to five #HashTags on
your images
• Reshare and heart ot...
Social Media Marketing Strategies
• Engagement is key; you must build
relationships
• Separate business and personal profi...
SECTION 3.6
REPUTATIONS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE...
Online Reputation Management
• Clean up negative search results in Google
• Strategize ways to get positive reviews
• Resp...
Clean Up Search Results
• Look at first 3+ pages of Google
• Look at Yahoo, Bing, and other search engines
• Negative revi...
Ways To Get Positive Reviews
• Make it easy!
• Ask immediately
• Offer incentives and perks
• Showcase top reviews
• Follo...
Responding To Negative Reviews
• It is best to respond to the customer directly first
• Try to rectify the situation
• If ...
Creating New Content
• Push down negative reviews with newly
created content and mini-sites
• Create articles, press relea...
SECTION 3.7
LOCAL
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIM...
Local SEO
• Local search is important
• Profiles rank in local directories
and Google
• Reviews are shown in Google
• Loca...
Local SEO
• Consistent NAP
• Name, Address, & Phone Number
• Reviews are necessary, even 1 review will help
• Create citat...
SECTION 4
LINK BUILDING
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE...
SECTION 4.1
TECHNIQUES
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE ...
Link Building Techniques
• Article & Press Release writing and submission
• Research, design, and distribute infographics
...
Articles & Press Releases
• Create unique articles
• Post to newly created sites you own
• Post on other peoples blogs (bl...
Infographics
• Research
• Study your topic and have numbers to back you up
• Cite authority sources for accuracy
• Design
...
Blogger Outreach
• Create informative articles to post on blogs
• Huffington Post
• Examiner
• Mashable
• Forbes
• NYTimes...
Blog Commenting
• Use sparingly
• Find high traffic; niche related blogs
• Use your name not keywords
• Offer valuable ins...
Directory Listings
• Submit your website to
popular directories
• DMOZ, Yahoo Directory, BOTW,
etc.
• Find both free and p...
Question & Answer Sites / Forums
• Build and gain a presence on popular Q/A sites and
forums
• Yahoo Answers or Quora
• An...
Social Bookmarking
• Social bookmarking websites
• Digg
• Delicious
• StumbleUpon
• Reddit
• Folkd
• Scoop.it
• Fark
• Mis...
Web 2.0 Properties
• Create mini websites / blogs for your company
• Wordpress, Blogger, Tumblr, etc.
• Add keyword rich a...
Video Marketing
• Create high quality videos
• Make videos informative; answering
commonly asked questions by customers
• ...
SECTION 4.2
STANDARDS
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE O...
Link Quality Standards
• Quality over quantity
• Find niche related sites for inbound links
• Seek out authority and trust...
Quality Over Quantity
• quality of links > quantity of links
• It used to be other way around
• Google updated their algor...
Related To Your Niche
• Find websites related to your niche
• Does not have to be directly related
• Look for non-competit...
Authority Websites
• Find authority sites related to your niche
• Wikipedia, Forbes, Huffington Post, etc.
• .edu and .gov...
Outbound Link Count
• Webpages pass link juice onto
other sites
• Link juice is shared equally
amongst all the links on a ...
Link Diversity
• Google Penguin algorithm update
• Anchor Text Diversity
• 30% branded keywords
• Your Site Name
• Naked U...
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIMIZATION
COURSE 101
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Paid seo training presentation

  1. 1. Search Engine Optimization 101 Presented by: Brandon Leibowitz Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  2. 2. SECTION 1 WHAT IS SEO? Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  3. 3. Why Are You Here? • To learn about internet marketing • Help grow your business, knowledge, experience, etc. • To drive traffic to your website • Expand your marketing knowledge • Network with other professionals Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  4. 4. SECTION 1.1 SEO Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  5. 5. What is Search Engine Optimization? • Ranking webpages highly in the search engines • Natural organic search results; not paid • Maximize visitors to a specific webpage • Types of searches • Images, local maps, videos, news, etc. • Does not rely solely on Google, Bing, & Yahoo • Thousands of other search engines exist Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  6. 6. What is Search Engine Optimization Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  7. 7. How Do Search Engines Work? • Spiders crawl websites • Pages are indexed and assigned a value • Determining website relevancy • Rank website accordingly • Provide answers to questions Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  8. 8. SECTION 1.2 SHIFTS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  9. 9. SEO Marketplace Shifts • Google updates the search algorithm daily • Major updates are released periodically throughout the year • Recent algorithm changes • Caffeine penalized slow websites • Panda removed low quality sites from the search index • Penguin attempted to clean up web spam • Hummingbird is trying to better understand the human language Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  10. 10. Panda Algorithm • Announced February 11, 2011 • Focused on low quality or “thin sites” • Duplicate content • Content farms • High ad to content ratio • Affected 12% of searches • Many updates and patches released • Ranking increase for trustworthy and brand websites Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  11. 11. Penguin Algorithm • Announced April 24, 2012 • Penalized sites violation Google’s Webmaster Guidelines • Focused on link building schemes: • Link farms • Low quality links • Anchor text diversity • Affected 3.1% of searches • Many updates and patches released Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  12. 12. Hummingbird Algorithm • Announced August 30, 2013 • Google is trying understanding a users intent • Humming bird is all about synonyms and context • Google now pays attention to each word in a search query • Google wants to determine the context and intent of searches • As we move to voice to search this becomes more important • Moving towards a more sematic web Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  13. 13. SECTION 1.3 FUTURE Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  14. 14. Future of SEO • Who knows? • Google makes the rules • Search will be socially integrated • Search will become more semantic • Answer, Converse, & Anticipate • Less SPAM  Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  15. 15. SEO Current Status • Search has become social • Google has incorporated Google+ into SERPs • Bing has incorporated Facebook into SERPs • Structured data for websites • Content must be engaging • Social media sharing • Google Knowledge Graph Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  16. 16. SECTION 1.4 ETHICS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  17. 17. Ethical SEO Practices • Avoid black hat (unethical techniques) • Follow Google’s Webmaster Guidelines • Use search engine friendly techniques • Never use deceitful methods • Always use white hat strategies Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  18. 18. SECTION 2 ON SITE SEO Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  19. 19. SECTION 2.1 KEYWORDS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  20. 20. Keyword Research • Ask questions your customers would ask • Learn as much about your audience • Use keyword research tools • Target 3 – 5 keywords per page max Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  21. 21. Asking Questions • Ask questions your customers would ask • Search Google for their keywords • Find new ideas from competitors • Look at Google’s: • Instant search • Autocomplete • Searches related Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  22. 22. Targeting Audiences • Learn as much about your audience • Get their demographics for targeted ads • Understand their wants and needs • Study their buying habits • Search for industry jargon or slang terms • Find common problems and offer solutions Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  23. 23. Keyword Research Tools • Plug your keywords into Google Planner • There are hundreds of other free tools • Sort by traffic, competition, and CPC • Traffic gives you an idea of the monthly searches for a specific keyword • Competition will show you how many people you have to compete against • CPC shows you how much you will make per click if you have ads or how much you will pay per click if you buy ads • Is the keyword relevant to your content? • Create content to support your keywords Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  24. 24. Keyword Research Tools Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  25. 25. SECTION 2.2 CODING Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  26. 26. Website Coding Changes • Page title, meta description, & meta keywords • Alt tags • Header tags • Clean URL structure • XML and HTML sitemaps • .htaccess file • robots.txt • Schema markup Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  27. 27. Page Title, Meta Description & Keywords • Page Title • 60 characters max • Appears in search results as the blue clickable link • EX) <title>Example Title</title> • Meta Description • 160 characters max • Appears in search results as the text below the blue clickable link • Ex) <meta name="description" content="Here is a description of the page"> • Meta Keywords • Use no more than 10 keywords here • Ex) <meta name="keywords" content=”Keywords, Describing, The, Page"> Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  28. 28. Page Title, Meta Description & Keywords Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  29. 29. Page Title, Meta Description & Keywords • Bad • Page Title: My Awesome Website • Meta Description: This is a fun site. I hope you enjoy it. • Good • Page Title: Learn SEO & Internet Marketing Strategies • Meta Description: Internet marketing gurus will show you what it takes to make your online business succeed. Learn SEO from the pros. Sign up today! Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  30. 30. Alt and Header Tags • Alt Tags • Describes images when they cannot be displayed • <img src=”learn-seo.gif" alt=”Learn SEO"> • Header Tags • Used to structure page hierarchy • <H1>, <H2>, <H3>, <H4>, etc. • Larger numbers are more important Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  31. 31. Clean URL Structures • Clean URLs • Only contain descriptive keywords • Remove propositions and other useless information • Structured Hierarchy • URLs should be structured in a way that makes sense • http://www.YourSite.com/category/sub-category/product.html • Breadcrumbs • Make it easy to know where you are on a page • Ex) Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  32. 32. XML & HTML Sitemaps • XML • Coded page designed for the search engines • Shows links to all existing pages on your site • XML Sitemaps should be submitted to Google Webmaster Tools, Bing & Yahoo • HTML • Static page showing links to all existing pages on your site • Designed for the user to help them find content on the page • Creation • Free tools; most popular is http://www.xml-sitemaps.com • Takes 4 steps and your done Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  33. 33. .htaccess File • Limits access to specific directories • Ban a particular IP or User-agent • Redirect URLs to new pages • Rewrite URLs with SEO friendly names Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  34. 34. robots.txt • Text file created to instruct search engines how to crawl and index pages on a website • What pages to index and what pages not to index • Uses of robots.txt • Block all web crawlers from all content • User-agent: * Disallow: / • Block a specific web crawler from a specific folder • User-agent: Googlebot Disallow: /no-google/ • Block a specific web crawler from a specific web page • User-agent: Googlebot Disallow: /no-google/blocked-page.html • Allow a specific web crawler to visit a specific web page • Disallow: /no-bots/block-all-bots-except-rogerbot-page.html User-agent: rogerbot Allow: /no-bots/block-all- bots-except-rogerbot-page.html • Sitemap Parameter • User-agent: * Disallow: Sitemap: http://www.example.com/none-standard-location/sitemap.xml Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  35. 35. .htaccess vs. robots.txt • .htaccess • An extension • Controls many features on the server • Restricts users from accessing specific pages on your site • Real control lies in .htaccess files • Robots.txt • A text file • Tells search engine spiders what pages to not visit Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  36. 36. Schema Markup • Tells search engines what data means not just what it says • Structured data rich snippets appear on search result pages • Google authorship • Star ratings • Event calendars • Recipes • Products • Movie times • TV episodes and ratings Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  37. 37. Schema Markup Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  38. 38. SECTION 2.3 DESIGN Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  39. 39. Website Design & Layout • Content creation • Site layout • Responsive websites Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  40. 40. Content Creation • Content creation • Content is KING • Should be concise and easy to read • Content should be 400+ words • Create for middle school reading levels • Focus on the reader / target audience • Write to solve people’s problems Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  41. 41. Website layout • Easy to navigate through • Incorporate breadcrumbs • Site structure makes sense • www.YourSite.com/category/sub-category.html • Easy to follow by the search engines • Interlink pages together • Try to interlink 1-3 pages from each page Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  42. 42. Responsive Web Design • Websites need to look good on all devices • Websites look different on all devices • Coding is required for sites to look good on all devices • Desktop computers • Tablets • Smartphones Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  43. 43. SECTION 3 OFF SITE SEO Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  44. 44. Off Site SEO Activities • Link building • Analyze competitor websites backlinks • Set up and update a company blog • Build trust and authority for website • Social media marketing strategies • Online reputation management • Local SEO Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  45. 45. SECTION 3.1 LINKS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  46. 46. Link Building • Creating new inbound links • Links can be acquired in a variety of ways • Quality links increase search engine rankings • Link building is an art and takes time Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  47. 47. SECTION 3.2 COMPETITORS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  48. 48. Competitor Analysis • Review top 3 pages of Google for your target keywords • List your competitors • See who consistently shows up for your search terms • Separate competition into big, medium, & small • Target the small and medium competitors first • Established companies can target the big competitors Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  49. 49. Competitor Analysis • Competitor analysis tools • Check competitor backlinks • Use MOZ, Ahrefs, Traffic Travis, SEO Spyglass, etc. • Learn and understand their strategies • See if they are doing paid ads, emails, etc. • Learn how the top competitors rank so well Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  50. 50. SECTION 3.3 BLOGGING Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  51. 51. Company Blog • Set up a company blog • Decide to put it on a sub domain or sub page • Subdomain: http://blog.YourSite.com • Subpage: http://www.YourSite.com/blog • Update the blog frequently • 2+ times a month • 400+ word posts • Posts should not all be promotional Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  52. 52. Company Blog • Add social integration • Put social sharing buttons at the top and bottom of posts • Auto post new content to your social networks • Use IFTTT, HootSuite, Buffer, etc. • Showcase your personal social network accounts • Allow user comments on posts Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  53. 53. SECTION 3.4 TRUST Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  54. 54. Building Trust • Be transparent with your information • Make it easy to contact you • List your phone number and email address clearly • Respect customer confidentiality and security • Never overpromise what you cannot deliver • Have a https secure site if necessary Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  55. 55. Building Trust • Display logos and partner pictures • Show a portfolio gallery • Add customer testimonials • Allow comments on pages (where appropriate) • Let users to submit reviews and testimonials Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  56. 56. SECTION 3.5 SOCIAL Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  57. 57. Social Media Marketing • Google Plus • New social media site to compete with Facebook • Facebook • Social media site for friends and family • Twitter • Social networking and micro blogging service • LinkedIn • Social networking site for business processionals • Pinterest • Image sharing site Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  58. 58. Social Media Marketing • Create a personal and business profile • Follow influencers and engage with them • Share, comment, and plus one other peoples posts • Join and start communities that interest you • Post frequently with keyword and #HashTags • Find relevant circles to join Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  59. 59. Facebook Marketing • Create a business page • Not a personal page • Become active in niche related groups • Use the Facebook Graph Search to connect • Use #HashTags in your posts • Link, comment, and share others posts • Update your status a few times a week Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  60. 60. Twitter Marketing • Follow your authority / competitors followers • Interact with users and by @ mentioning • Retweet useful and interesting tweets • Send out multiple Tweets throughout the day • Use two to three #HashTags per tweet • Use the search to find people to interact with Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  61. 61. Pinterest Marketing • Work hard to take clear pictures • Use three to five #HashTags on your images • Reshare and heart other peoples images • Include your website URL • Always include your URL in the description Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  62. 62. Social Media Marketing Strategies • Engagement is key; you must build relationships • Separate business and personal profiles • Use #HashTags appropriately • Post your own original content • Share other peoples content! • Use keywords in your posts Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  63. 63. SECTION 3.6 REPUTATIONS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  64. 64. Online Reputation Management • Clean up negative search results in Google • Strategize ways to get positive reviews • Responding to negative reviews • Create new positive and neutral content Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  65. 65. Clean Up Search Results • Look at first 3+ pages of Google • Look at Yahoo, Bing, and other search engines • Negative reviews must handled carefully • Search brand, product, & service keywords • Read social network customer reviews • Look at 3rd party review sites Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  66. 66. Ways To Get Positive Reviews • Make it easy! • Ask immediately • Offer incentives and perks • Showcase top reviews • Follow up with clients Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  67. 67. Responding To Negative Reviews • It is best to respond to the customer directly first • Try to rectify the situation • If this is not possible then leave a response explaining what happened • False reviews • Contact the site and have it removed • Let them know who did it • Tell them they are acting maliciously Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  68. 68. Creating New Content • Push down negative reviews with newly created content and mini-sites • Create articles, press releases, videos, infographics, social media accounts, etc. • Use the target keyword in the user name, titles, URL, and anywhere else possible • Create unbiased and neutral content Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  69. 69. SECTION 3.7 LOCAL Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  70. 70. Local SEO • Local search is important • Profiles rank in local directories and Google • Reviews are shown in Google • Local search directories • Google Maps • Yahoo local • Bing Local • Yelp • Yellow Pages Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  71. 71. Local SEO • Consistent NAP • Name, Address, & Phone Number • Reviews are necessary, even 1 review will help • Create citations on the web (NAPs) • Look at competitor citations • Go to top directories • Find local and niche directories • Write and submit Press Releases Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  72. 72. SECTION 4 LINK BUILDING Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  73. 73. SECTION 4.1 TECHNIQUES Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  74. 74. Link Building Techniques • Article & Press Release writing and submission • Research, design, and distribute infographics • Blogger Outreach • Commenting on relevant, high quality blogs • Directory listings; both local and general • Question and Answer sites / Forums • Social bookmarking • Web 2.0 properties • Video marketing Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  75. 75. Articles & Press Releases • Create unique articles • Post to newly created sites you own • Post on other peoples blogs (blogger outreach) • Add to free and paid article directories • Create and distribute newsworthy Press Releases • Wall Street Journal • NY Times • CBS • KTLA • Fox News • NBC • Yahoo News • Submission services • PR Web, SB Wire, i-Newswire, 1888 Press Release, Media Syndicate, etc. Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  76. 76. Infographics • Research • Study your topic and have numbers to back you up • Cite authority sources for accuracy • Design • Take your time and make sure it looks nice and pops out • Use more images than text if possible • Distribute infographic • Embed on your own website / blog • Add “click to embed” box and social sharing buttons • Free infographic directories such as http://visual.ly • Image sharing sites suck as Flickr, Imgur, Pinterest • Blogger outreach on topic with the infographic • Write a Press Release about the infographic for extra exposure and backlinks Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  77. 77. Blogger Outreach • Create informative articles to post on blogs • Huffington Post • Examiner • Mashable • Forbes • NYTimes • WashingtonPost • Look for quality blogs • Related to your niche with good Page Rank and traffic statistics • Share content on your social media channels Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  78. 78. Blog Commenting • Use sparingly • Find high traffic; niche related blogs • Use your name not keywords • Offer valuable insight to the authors post • Keep it friendly, on topic, and easy to read • Traffic may come or the admin may ask for you to guest post Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  79. 79. Directory Listings • Submit your website to popular directories • DMOZ, Yahoo Directory, BOTW, etc. • Find both free and paid directories • Make sure they are niche related directories • Submit your site to only quality directories Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  80. 80. Question & Answer Sites / Forums • Build and gain a presence on popular Q/A sites and forums • Yahoo Answers or Quora • Answer questions related to your niche • Become an authority (knowledgeable user) • Be helpful and thorough when answering questions • Ask questions related to your niche • Become trusted and someone that people rely on for answers Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  81. 81. Social Bookmarking • Social bookmarking websites • Digg • Delicious • StumbleUpon • Reddit • Folkd • Scoop.it • Fark • Mister Wong • Mixx • Newsvine • Submit your individual webpages to these and other social bookmarking websites Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  82. 82. Web 2.0 Properties • Create mini websites / blogs for your company • Wordpress, Blogger, Tumblr, etc. • Add keyword rich articles, videos, infographics, etc. • Use proper tags and hashtags for increased exposure • Follow other users and interact on other posts Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  83. 83. Video Marketing • Create high quality videos • Make videos informative; answering commonly asked questions by customers • Add your websites URL to the first line of the video description • Submit the video to video sharing sites • Vimeo, YouTube, DailyMotion, etc. Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  84. 84. SECTION 4.2 STANDARDS Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  85. 85. Link Quality Standards • Quality over quantity • Find niche related sites for inbound links • Seek out authority and trusted by Google sites • Low number of outbound links • Anchor text and other link diversity Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  86. 86. Quality Over Quantity • quality of links > quantity of links • It used to be other way around • Google updated their algorithm (Penguin Update) to prevent link fraud • A few high quality links can make up for thousands of low quality links • You need high quality standards when it comes to link placement Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  87. 87. Related To Your Niche • Find websites related to your niche • Does not have to be directly related • Look for non-competitive sites • Newspapers, blogs, journals, forums, etc. • Look at the domains URL to see if it is relevant • More relevant sites are better than high quality irrelevant sites Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  88. 88. Authority Websites • Find authority sites related to your niche • Wikipedia, Forbes, Huffington Post, etc. • .edu and .gov extension domains • Look at Google PageRank • Moz Domain Authority and Page Authority • Alexa ranking • Majestic Trust Flow, etc. Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  89. 89. Outbound Link Count • Webpages pass link juice onto other sites • Link juice is shared equally amongst all the links on a page • Pages looks SPAMMY with tons of links on them • A page with 5 or less outbound links is ideal • 1 link per 125 words • More value is assigned to links Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  90. 90. Link Diversity • Google Penguin algorithm update • Anchor Text Diversity • 30% branded keywords • Your Site Name • Naked URL http://www.YourSite.com • 30% primary keywords • Learn SEO, SEO training courses in Los Angeles, etc. • 30% generic keywords • Click here, learn more, read more, save today, etc. • Do/No follow, 301 redirects, image, and sitewide links • Need a mix all types of links • This looks natural • No website only has one type of backlink Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101
  91. 91. Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597 SEARCH ENGINE OPTIMIZATION COURSE 101

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