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.

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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  • 1. kyle@wojodesign.com UNDERSTANDING THE BENEFITS OF SEARCH ENGINE OPTIMIZATION (SEO)
  • 2. kyle@wojodesign.com Who Am I?PartnerandLeadOnlineMarketer kyle@wojodesign.com website twitter email
  • 3. kyle@wojodesign.com An Introduction to SEO1
  • 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. 1998 2000 2007 2008 2009 2010 2011 2012 The Importance of SEO AverageGoogleSearchesPerDay 5,134,000,000
  • 6. kyle@wojodesign.com SEO Fundamentals2
  • 7. kyle@wojodesign.com The Goal of Search Engines
  • 8. kyle@wojodesign.com The Goal of Search Engines Locatethemostrelevantcontent.
  • 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. 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. kyle@wojodesign.com Major Pillars of SEO
  • 12. kyle@wojodesign.com Major Pillars of SEO On-Page SEO Everythingyoudoonyouractualwebpagestoimproveyourrank.
  • 13. kyle@wojodesign.com Major Pillars of SEO On-Page SEO Everythingyoudoonyouractualwebpagestoimproveyourrank. Off-Page SEO Everythingyoudooffthepagetoimproveyourrank.
  • 14. kyle@wojodesign.com On Page SEO
  • 15. kyle@wojodesign.com Site Structure An ideal site architecture makes content access simple
  • 16. kyle@wojodesign.com HOME I can reach all the pages quickly and easily TOPICS SUB-TOPICS DETAIL
  • 17. kyle@wojodesign.com What Keywords Do Your Customers Use Low Fares Cheap Flights 507xmore popular
  • 18. kyle@wojodesign.com What Keywords Do Your Customers Use Low Fares Cheap Flights 507xmore popular
  • 19. kyle@wojodesign.com What Keywords Do Your Customers Use Low Fares Cheap Flights 507xmore popular
  • 20. Google Keyword Tool
  • 21. kyle@wojodesign.com Keyword Strategy
  • 22. kyle@wojodesign.com Keyword Strategy RELEVANCE
  • 23. kyle@wojodesign.com Keyword Strategy RELEVANCE SEARCH VOLUME
  • 24. kyle@wojodesign.com Keyword Strategy RELEVANCE LOW COMPETITIONSEARCH VOLUME
  • 25. kyle@wojodesign.com Long Tail Keyword Demand Top 100 Top 500 Top 1k Top 10k Chunky Middle Long Tail
  • 26. kyle@wojodesign.com Long Tail Keyword Demand Top 100 Top 500 Top 1k Top 10k Chunky Middle Long Tail
  • 27. kyle@wojodesign.com Conversion Rates by Phrase Length
  • 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. Google Trends
  • 30. kyle@wojodesign.com Off Page SEO
  • 31. kyle@wojodesign.com Link Building
  • 32. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post.
  • 33. kyle@wojodesign.com Link Building • Write a step-by-step tutorial blog post. • Issue press release announcing new product.
  • 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. 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. 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. 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. kyle@wojodesign.com Google’s Ranking Algorithm
  • 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. kyle@wojodesign.com Important SEO Trends3
  • 41. kyle@wojodesign.com 1/ Danger of Thin Content PandaUpdates(Feb2011)
  • 42. kyle@wojodesign.com 2/ Danger of Bad Links PenguinUpdates(Apr2012)
  • 43. kyle@wojodesign.com 3/ Rise of Social
  • 44. kyle@wojodesign.com
  • 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. kyle@wojodesign.com 5 Quick SEO Wins4
  • 47. kyle@wojodesign.com 1/ Write Informative Title Tags for Your Pages
  • 48. kyle@wojodesign.com Full Service Web Agency - Chicago Web Design Agency | Wojo Design PRIMARY KEYWORDS SECONDARY KEYWORDS COMPANY
  • 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. kyle@wojodesign.com 2/ Submit Your Website to Free Local Directories includingGooglePlaces&Yelp
  • 51. kyle@wojodesign.com 3/ Secure Relevant Social Media Profiles
  • 52. kyle@wojodesign.com
  • 53. kyle@wojodesign.com HIGHLY RECOMMENDED
  • 54. kyle@wojodesign.com HIGHLY RECOMMENDED BUSINESS DEPENDENT
  • 55. kyle@wojodesign.com 4/ Revisit Any Website Pages with Less Than Two Paragraphs of Content Write3+paragraphsofsolidmaterial.
  • 56. kyle@wojodesign.com 5/ Sign Up for Google Webmaster Tools
  • 57. Google Webmasters Tools
  • 58. kyle@wojodesign.com