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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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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