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kyle@wojodesign.com
UNDERSTANDING THE
BENEFITS OF SEARCH
ENGINE OPTIMIZATION
(SEO)
kyle@wojodesign.com
Who Am I?PartnerandLeadOnlineMarketer
kyle@wojodesign.com
website
twitter
email
kyle@wojodesign.com
An Introduction to SEO1
kyle@wojodesign.com
Search Engine Optimization |SEO|
The use of various techniques to improve a web
site's ranking in sear...
1998 2000 2007 2008 2009 2010 2011 2012
The Importance of SEO
AverageGoogleSearchesPerDay
5,134,000,000
kyle@wojodesign.com
SEO Fundamentals2
kyle@wojodesign.com
The Goal of Search Engines
kyle@wojodesign.com
The Goal of Search Engines
Locatethemostrelevantcontent.
kyle@wojodesign.com
social
link building
keyword research & targeting
accessible, quality content
The SEO Pyramid
For opti...
kyle@wojodesign.com
social
link building
keyword research & targeting
accessible, quality content
The SEO Pyramid
For opti...
kyle@wojodesign.com
Major Pillars of SEO
kyle@wojodesign.com
Major Pillars of SEO
On-Page SEO
Everythingyoudoonyouractualwebpagestoimproveyourrank.
kyle@wojodesign.com
Major Pillars of SEO
On-Page SEO
Everythingyoudoonyouractualwebpagestoimproveyourrank.
Off-Page SEO
Ev...
kyle@wojodesign.com
On Page SEO
kyle@wojodesign.com
Site Structure
An ideal site architecture makes
content access simple
kyle@wojodesign.com
HOME
I can reach all
the pages quickly
and easily
TOPICS
SUB-TOPICS
DETAIL
kyle@wojodesign.com
What Keywords Do Your Customers Use
Low Fares Cheap Flights
507xmore popular
kyle@wojodesign.com
What Keywords Do Your Customers Use
Low Fares Cheap Flights
507xmore popular
kyle@wojodesign.com
What Keywords Do Your Customers Use
Low Fares Cheap Flights
507xmore popular
Google Keyword Tool
kyle@wojodesign.com
Keyword Strategy
kyle@wojodesign.com
Keyword Strategy
RELEVANCE
kyle@wojodesign.com
Keyword Strategy
RELEVANCE
SEARCH VOLUME
kyle@wojodesign.com
Keyword Strategy
RELEVANCE
LOW COMPETITIONSEARCH VOLUME
kyle@wojodesign.com
Long Tail Keyword Demand
Top 100
Top 500
Top 1k
Top 10k
Chunky Middle
Long Tail
kyle@wojodesign.com
Long Tail Keyword Demand
Top 100 Top 500 Top 1k Top 10k
Chunky Middle
Long Tail
kyle@wojodesign.com
Conversion Rates by Phrase Length
kyle@wojodesign.com
Conversion Rates by Phrase Length
6+ words
5 words
4 words
3 words
2 words
1 word
9%
11%
36%
26%
15%
6%
Google Trends
kyle@wojodesign.com
Off Page SEO
kyle@wojodesign.com
Link Building
kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product.
kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product....
kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product....
kyle@wojodesign.com
Link Building
• Write a step-by-step tutorial blog post.
• Issue press release announcing new product....
kyle@wojodesign.com
2.75b
FACEBOOK LIKES PER DAY
173m
TWEETS PER DAY
575INSTAGRAM LIKES
/sec
5,000,000,00
g+ BUTTON CLICKS...
kyle@wojodesign.com
Google’s Ranking Algorithm
kyle@wojodesign.com
Trust of Domain
Link Popularity
Anchor Text of
Links to Page
On-Page
Keyword Usage
Registration & Host...
kyle@wojodesign.com
Important SEO Trends3
kyle@wojodesign.com
1/ Danger of Thin Content
PandaUpdates(Feb2011)
kyle@wojodesign.com
2/ Danger of Bad Links
PenguinUpdates(Apr2012)
kyle@wojodesign.com
3/ Rise of Social
kyle@wojodesign.com
kyle@wojodesign.com
Google +1
Facebook Likes
Pinterest
Tweets
Keywords in Body Copy
position of keyword in title
Word Coun...
kyle@wojodesign.com
5 Quick SEO Wins4
kyle@wojodesign.com
1/ Write Informative Title Tags for Your Pages
kyle@wojodesign.com
Full Service Web Agency - Chicago Web Design Agency | Wojo Design
PRIMARY KEYWORDS SECONDARY KEYWORDS ...
kyle@wojodesign.com
RECOMMENDS
TITLE TAG META DESCRIPTION URL
66-69
CHARACTERS
156-158
CHARACTERS
75-92
CHARACTERS
91-94
C...
kyle@wojodesign.com
2/ Submit Your Website to Free Local Directories
includingGooglePlaces&Yelp
kyle@wojodesign.com
3/ Secure Relevant Social Media Profiles
kyle@wojodesign.com
kyle@wojodesign.com
HIGHLY RECOMMENDED
kyle@wojodesign.com
HIGHLY RECOMMENDED BUSINESS DEPENDENT
kyle@wojodesign.com
4/ Revisit Any Website Pages with Less
Than Two Paragraphs of Content
Write3+paragraphsofsolidmaterial.
kyle@wojodesign.com
5/ Sign Up for Google Webmaster Tools
Google Webmasters Tools
kyle@wojodesign.com
Understanding the Benefits of Search Engine Optimization
Understanding the Benefits of Search Engine Optimization
Understanding the Benefits of Search Engine Optimization
Understanding the Benefits of Search Engine Optimization
Understanding the Benefits of Search Engine Optimization
Understanding the Benefits of Search Engine Optimization
Understanding the Benefits of Search Engine Optimization
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Understanding the Benefits of Search Engine Optimization

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This talk summarizes the foundational principles of Search Engine Optimization, analyzes the most important trends in SEO, and ends with 5 quick SEO wins that any business can implement right away.

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Transcript of "Understanding the Benefits of Search Engine Optimization"

  1. 1. kyle@wojodesign.com UNDERSTANDING THE BENEFITS OF SEARCH ENGINE OPTIMIZATION (SEO)
  2. 2. kyle@wojodesign.com Who Am I?PartnerandLeadOnlineMarketer kyle@wojodesign.com website twitter email
  3. 3. kyle@wojodesign.com An Introduction to SEO1
  4. 4. kyle@wojodesign.com Search Engine Optimization |SEO| The use of various techniques to improve a web site's ranking in search engines in order to gain more visitors.
  5. 5. 1998 2000 2007 2008 2009 2010 2011 2012 The Importance of SEO AverageGoogleSearchesPerDay 5,134,000,000
  6. 6. kyle@wojodesign.com SEO Fundamentals2
  7. 7. kyle@wojodesign.com The Goal of Search Engines
  8. 8. kyle@wojodesign.com The Goal of Search Engines Locatethemostrelevantcontent.
  9. 9. kyle@wojodesign.com social link building keyword research & targeting accessible, quality content The SEO Pyramid For optimal results, start with a strong base, and build your way up. Off Page On Page
  10. 10. kyle@wojodesign.com social link building keyword research & targeting accessible, quality content The SEO Pyramid For optimal results, start with a strong base, and build your way up. Off Page On Page
  11. 11. kyle@wojodesign.com Major Pillars of SEO
  12. 12. kyle@wojodesign.com Major Pillars of SEO On-Page SEO Everythingyoudoonyouractualwebpagestoimproveyourrank.
  13. 13. kyle@wojodesign.com Major Pillars of SEO On-Page SEO Everythingyoudoonyouractualwebpagestoimproveyourrank. Off-Page SEO Everythingyoudooffthepagetoimproveyourrank.
  14. 14. kyle@wojodesign.com On Page SEO
  15. 15. kyle@wojodesign.com Site Structure An ideal site architecture makes content access simple
  16. 16. kyle@wojodesign.com HOME I can reach all the pages quickly and easily TOPICS SUB-TOPICS DETAIL
  17. 17. kyle@wojodesign.com What Keywords Do Your Customers Use Low Fares Cheap Flights 507xmore popular
  18. 18. kyle@wojodesign.com What Keywords Do Your Customers Use Low Fares Cheap Flights 507xmore popular
  19. 19. kyle@wojodesign.com What Keywords Do Your Customers Use Low Fares Cheap Flights 507xmore popular
  20. 20. Google Keyword Tool
  21. 21. kyle@wojodesign.com Keyword Strategy
  22. 22. kyle@wojodesign.com Keyword Strategy RELEVANCE
  23. 23. kyle@wojodesign.com Keyword Strategy RELEVANCE SEARCH VOLUME
  24. 24. kyle@wojodesign.com Keyword Strategy RELEVANCE LOW COMPETITIONSEARCH VOLUME
  25. 25. kyle@wojodesign.com Long Tail Keyword Demand Top 100 Top 500 Top 1k Top 10k Chunky Middle Long Tail
  26. 26. kyle@wojodesign.com Long Tail Keyword Demand Top 100 Top 500 Top 1k Top 10k Chunky Middle Long Tail
  27. 27. kyle@wojodesign.com Conversion Rates by Phrase Length
  28. 28. kyle@wojodesign.com Conversion Rates by Phrase Length 6+ words 5 words 4 words 3 words 2 words 1 word 9% 11% 36% 26% 15% 6%
  29. 29. Google Trends
  30. 30. kyle@wojodesign.com Off Page SEO
  31. 31. kyle@wojodesign.com Link Building
  32. 32. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post.
  33. 33. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post. • Issue press release announcing new product.
  34. 34. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post. • Issue press release announcing new product. • Create a free online tool (mortgagecalculator,etc.)
  35. 35. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post. • Issue press release announcing new product. • Create a free online tool (mortgagecalculator,etc.) • Write guest posts for other blogs/websites
  36. 36. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post. • Issue press release announcing new product. • Create a free online tool (mortgagecalculator,etc.) • Write guest posts for other blogs/websites • Interview someone in your field
  37. 37. kyle@wojodesign.com 2.75b FACEBOOK LIKES PER DAY 173m TWEETS PER DAY 575INSTAGRAM LIKES /sec 5,000,000,00 g+ BUTTON CLICKS PER MONTH
  38. 38. kyle@wojodesign.com Google’s Ranking Algorithm
  39. 39. kyle@wojodesign.com Trust of Domain Link Popularity Anchor Text of Links to Page On-Page Keyword Usage Registration & Hosting Data Traffic & CTR Data Social Graph Metrics
  40. 40. kyle@wojodesign.com Important SEO Trends3
  41. 41. kyle@wojodesign.com 1/ Danger of Thin Content PandaUpdates(Feb2011)
  42. 42. kyle@wojodesign.com 2/ Danger of Bad Links PenguinUpdates(Apr2012)
  43. 43. kyle@wojodesign.com 3/ Rise of Social
  44. 44. kyle@wojodesign.com
  45. 45. kyle@wojodesign.com Google +1 Facebook Likes Pinterest Tweets Keywords in Body Copy position of keyword in title Word Count keyword of external links 40% 31% 29% 28% 11% 12% 11% 11%
  46. 46. kyle@wojodesign.com 5 Quick SEO Wins4
  47. 47. kyle@wojodesign.com 1/ Write Informative Title Tags for Your Pages
  48. 48. kyle@wojodesign.com Full Service Web Agency - Chicago Web Design Agency | Wojo Design PRIMARY KEYWORDS SECONDARY KEYWORDS COMPANY
  49. 49. kyle@wojodesign.com RECOMMENDS TITLE TAG META DESCRIPTION URL 66-69 CHARACTERS 156-158 CHARACTERS 75-92 CHARACTERS 91-94 CHARACTERS 176-184 CHARACTERS 67-72 CHARACTERS 65-80 CHARACTERS 164-190 CHARACTERS 64-65 CHARACTERS < 65 CHARACTERS < 156 CHARACTERS < 65 CHARACTERS
  50. 50. kyle@wojodesign.com 2/ Submit Your Website to Free Local Directories includingGooglePlaces&Yelp
  51. 51. kyle@wojodesign.com 3/ Secure Relevant Social Media Profiles
  52. 52. kyle@wojodesign.com
  53. 53. kyle@wojodesign.com HIGHLY RECOMMENDED
  54. 54. kyle@wojodesign.com HIGHLY RECOMMENDED BUSINESS DEPENDENT
  55. 55. kyle@wojodesign.com 4/ Revisit Any Website Pages with Less Than Two Paragraphs of Content Write3+paragraphsofsolidmaterial.
  56. 56. kyle@wojodesign.com 5/ Sign Up for Google Webmaster Tools
  57. 57. Google Webmasters Tools
  58. 58. kyle@wojodesign.com
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