WELCOME TO SEO   Dean Brookstone
INTRODUCTION• SEO is: “When you fine tune your site and blog posts so that they get found and rank higher on search Engines...
TABLE OF CONTENTS•   SEO Basics•   Section 1: Content    A) Keyword research    B) Blogging       - making your posts visu...
SEO BASICS• Google ranks your post based on Authority and Relevance
AUTHORITY•   Authority is how important your site or page is
RELEVANCE•   Relevance is how    related your page is to a    search term
ON THE INTERNET, NO
THREE PARTS OF SEO•Content•Links•Structure
CONTENT IS KING• Every time you post, Google registers it as a new page• Google tries to scan every page of your website t...
LINKS• Google  scans all the links on your website. Links look like this: Old Macdonald had a farm.• theylink to other web...
STRUCTURE• The structure is the framework, like the outside of a house• Youguys only have to worry about content and links...
SECTION 1: CONTENT
A) KEYWORD RESEARCH
HOW KEYWORDS WORK•   When someone wants to find something, they    type words into a search bar•   These are keywords
KEYWORDS IN ACTIONKeywordPaid Result  Results
GETTING FOUND USING     KEYWORDS•   You can figure the out which keywords will help    you rank based on:    - Traffic    ...
TRAFFIC• Is anyone searching for that word or phrase?• You want to focus on keywords that have results
GOOGLE ADWORDS TOOL• To find it, just google “Google Keyword Tool”• Enter the words you want to focus on and see how theyr...
USING GOOGLE ADWORDS
GOOGLE ADWORD RESULTS
BE RELEVANT•   Make sure the keyword is relevant to what you are    writing about•   If your article is about Donuts, your...
BE SPECIFIC• Since the competition for popular    words like "chinese food" and "cheap    liquor" are high, look for the p...
LONGTAILS• When you look at the results, youll notice that the longer and more specific a keyword phrase is, the less comp...
NOTE TO SELF: USE YOUR        KEYWORDS!1. The Keyword is in the title of the page2. The Keyword is used repeatedlythrougho...
B) BLOGGING
2 PARTS OF BLOGGING•1)   Make your posts visual2) Format posts for searchengines
1) MAKE YOUR POSTS VISUAL•5ways:1) Optimize titles2) Use pictures3) Use heading4)Break it up into chunks5) Bold certain wo...
OPTIMIZE TITLES•   Start with the    Keyword you    are focusing    on•   THEN make    your title    enticing to get    pe...
USE PICTURES•   Make sure you are using pictures in your posts!•   Pictures are a great way to catch peoples eye and get  ...
USE HEADINGS•   Put headings throughout your post - this helps people    scan and focus on what they want•   Put your keyw...
USING HEADINGS 1) Go to the top of your post2) Select the heading you want
USING HEADERS CONT. 3) Highlight the text you want as a Header                4) PRESTO
WHERE ARE THE    PICTURES AND HEADERS?A excerpt from a recentVcB article on Stephen Harper: Great content, but     difficul...
BREAK IT UP INTO CHUNKS• use   paragraphs and lists to make it easier to read
WHICH IS EASIER TO READ?All Together Chunked
BOLD CERTAIN WORDS• Boldimportant phrases to stress what you are optimizing• Bolding        words also helps guide search ...
2) FORMAT FOR SEARCH        ENGINES• URL   structure• Titles   and Meta tags• Pictureslabeled and sized appropriately with...
URL STRUCTURE•   Most blogging software allows you to change the url•   Make sure there are no numbers or symbols in the  ...
CHANGING YOUR URL1) Find your URL box at the top of the page       2) Edit and then hit “OK”.
USE TITLE AND META TAGS•   Title tags are the headline for your page when it    shows up on a search result•   Meta tags a...
TITLE AND META TAGS IN          ACTIONThis is on the bottom of your WordPress post page     Title   Meta
LABELING PICTURES•   Google is a very smart program, but it isnt great at    figuring out what a picture is about•   For e...
TITLE AND ALT TAGS
SIZE YOUR PHOTOS• HUGE  pictures slow down pages, hurt your pages rank• don’tput up enormous pictures if you are using a s...
REMOVING HYPERLINKS Click the photo, then the broken link buttonDONE!
PERFECT KEYWORD USE
SECTION 2: LINKS
3 TYPES OF LINKS• Inbound    - when someone else links to you• Outbound     - when you link to someone else• Internal   - ...
INTERNAL LINKING    is something you can do that makes a• This HUGE difference
WHY USE INTERNAL LINKS?   • Your website    can be a    confusing    place for a    Google
RELEVANCE WITH INTERNAL             LINKS•   Internal linking shows    Google which pages are    relevant to which and    ...
LINK TO RELATED POSTS•   If you are writing a post and you have written another    one with related content, link them to ...
USE RELEVANT ANCHOR             TEXT•   Anchor text are the words that you actually use as a link when you    create a lin...
PUT RELEVANT WORDSAROUND THE ANCHOR TEXT• Not only is the anchor text important, but search engines also analyze the words...
CHECK OUT THAT ANCHOR        TEXTIrrelevant I walk by Joe’s Pizza Place with my dog all the timeRelevantI eat the pepperon...
AUTHORITY WITH INTERNAL         LINKS • Internal links also let you tell Google  which pages are the most important  on yo...
LINK TO THE SAME PAGE       CONSISTENTLY• The more you link to a page or post, the more you tell a crawler that this is th...
CREATING AUTHORITY IN       ACTION            Best Pizzas EverPepperoni       Cheese         Hawaiian
VCB SEO TOOL (YAOST)
THIS IS YAOST
GENERAL PAGE               !
WHAT IS ON THE GENERAL            PAGE- Focus Keyword: How to Use Analytics- SEO Title (also the title of my post): How to...
STEPS FOR USING GENERAL             PAGE•   Step 1: hit “Save Draft”•   Step 2: Put in your Keyword: this is your keyword ...
STEPS PART 2  •   Step 5: Save your article again, then click the “Check” link with the button next to it (right      unde...
ANALYSIS PAGE                !
CONCLUSION• Dokeyword research using Adwords and use those words in your posts• make    it visual with pictures, headings,...
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Vancity Buzz SEO Seminar 2.0

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  • SEO is: “When you fine tune your site and blog posts so that they get found and rank higher on search Engines like Google”\n how does this helps YOU?- well, it helps google find YOUR articles online and gets more people reading what you write about\n Think of your subject as your own private blog that you are trying to establish – vancity buzz is helping you by giving you a better ranking to start, but you still have to do something on your own \n The more you do, the more benefit you will see personally \n
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  • The internet is a very big place\n Vancity Buzz alone has a lot of pages\nIf you write content and it isn’t optimized, will anyone read it? \n
  • Content\n Structure \n Links- All 3 are analyzed by Google to figure out where your page should rank\n
  • Every time you post, Google registers it as a new page \n Google scans every page of your website to determine what it's about\n Google isn’t Perfect\n you can help by ensuring your content is focused on keyword campaigns, and of course, is relevant, good quality and regularly updated\n
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  • Google analyzes how your site looks, is put together and runs- Sites with very long load times aren’t good \n
  • You are already doing this - let’s fine tune it!\n
  • without keyword research, you are just a monkey on a typewriter\n
  • When someone wants to find something, they type words into a search bar for what they're looking for - these are keywords \n The search engine ranks the results based on their relevance and authority to the keywords, and display the results. - Since keywords are just words that identify what you are talking about- any word can be a key word\n You may not realize it, but you are using keywords every time you write a blog post, although depending on how you use the words Google may or may not "see them."\n (last thing) Your job is to learn how to use keywords effectively so when people search for a term related to what you do, your pages will appear\n
  • if it’s about Vancouver... make sure you include that in your keyword!\n
  • You can figure the out which keywords will help you rank based on: - Traffic- How Specific they are- How Relevant they are\n To show up when people search for keywords, you have to be relevant to those words\n
  • Is anyone searching for that word or phrase? \n You want to focus on keywords that have results (there's little point ranking for words no one is looking for)\n however they don't need a lot of traffic, as popular words are harder to rank for.\n
  • Enter the words you want to focus on and see how they're doing/what the competition is like\n Try to choose keywords that have a relatively high traffic score with a relatively low competition score, because you aren't the only one trying to rank for these words!\n The keyword results will be displayed based on competition and monthly searches for that particular word.\n
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  • Make sure the keyword is relevant to what you are writing about\n If you're trying to rank for keywords that don't fit your website, service or blog, you will have less relevance in a search engine result because you have less authority in that area\n
  • In general, the more specific your terms are the easier it will be to rank for them- These are called “Longtails”\n
  • By using longtails instead of more popular keywords, you should be able to rank higher and hopefully drive more traffic to your pages\n More importantly, you'll be attracting people who are looking for something specific to what you do on a search engine\n
  • we will go through applying this throughout the blogging section coming up, but keep this in mind as we do\n
  • You guys are already doing the hard part of writing great content\n 2 parts:- Make your posts visual- Format posts for search engines\n
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  • Put headings throughout your post - this helps people scan and focus on what they want\n It also helps search engines navigate your site\n Put your keywords in your headings to help with search engine optimization\n Important note: This is NOT the same thing as just bolding text\n
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  • Google is a very smart program, but it isn't great at figuring out what a picture is about\n You can give Google a hand by naming your pictures appropriately. \n For example, if it’s a picture of a hockey stick, call it hocketstick.jpg instead of 3456stick.jpg. You can do this on your desktop\n
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  • resize in paint or photoshop - don’t upload and resize!\n
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  • InboundInbound links are when another site links to your website. When your site gets inbound links, it gains "authority." You get authority for an inbound link based on how important the site is that's linking to you (this is known as "link juice"). For example, the Globe and Mail linking to your site has more juice than a small independent blogger with a limited following. You can't force people to link to you; the best way is to write great content so others take notice.\n OutboundOutbound links are when you link to another site. It's a way to tell Google that your site is related to theirs, and it also helps you get noticed by others\n InternalInternal links are when you link to other pages on your site. Internal links show Google which pages on your site are related, and helps Google understand what you focus on. You can also show if a particular page is important by linking to it repeatedly.\n
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  • your website can be a confusing place for a Google.\n The solution is internal linking. \n Internal linking is when you link one page on your site to another\n This means even though you produce great content and have it completely optimized it still may not be understood by search engines.\n
  • This way, search engines can find their way through your site and get a better grasp on what it is about. \n Another additional bonus of internal linking is that people reading a page on your site will be constantly given an opportunity to continue reading and go to another page, even when they have finished the article they came to read.\n
  • If you are writing a post and you have written another one  with related content, link them to each other\n This tells a search bot that these two pages are related\n
  • Anchor text are the words that you actually use as a link when you create a link\n For example,  in the phrase "Check out our 12 step guide on SEO  and help your site", the "12 step guide on SEO" is the internal link\n Make sure that your anchor text is related to the page you are sending the bots to\n Not only is it confusing for bots if they aren't labeled properly, but you will aggravate your readers if you send them on a goose chase\n
  • \n Not only is the anchor text important, but search engines also analyze the words around it.\n Try and surround the anchor text with relevant keywords to place an emphasis on your internal links and ensure crawlers know exactly what your link is about.\ndon’t just throw a list at the bottom. integrate it into your post. this will also get people clicking through more. \n
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  • Internal links let you create authority within your website\n Internal links tell search engines which pages on your site are more important, and thus which ones should be given the most attention\n
  • The more you link to a page or post, the more you tell a crawler that this is the most important page on your website. \n Make sure that the page you are linking to is consistent with the one you want to show up in searches. \n For example, it may be your "10 step Guide to Yoga for Beginners” or “the best 15 cheap chinese restaurants in Vancouver” \n
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  • Vancity Buzz SEO Seminar 2.0

    1. 1. WELCOME TO SEO Dean Brookstone
    2. 2. INTRODUCTION• SEO is: “When you fine tune your site and blog posts so that they get found and rank higher on search Engines like Google”• How does this helps YOU?
    3. 3. TABLE OF CONTENTS• SEO Basics• Section 1: Content A) Keyword research B) Blogging - making your posts visual - Make it easy for Google• Section 2: Links - Using internal links
    4. 4. SEO BASICS• Google ranks your post based on Authority and Relevance
    5. 5. AUTHORITY• Authority is how important your site or page is
    6. 6. RELEVANCE• Relevance is how related your page is to a search term
    7. 7. ON THE INTERNET, NO
    8. 8. THREE PARTS OF SEO•Content•Links•Structure
    9. 9. CONTENT IS KING• Every time you post, Google registers it as a new page• Google tries to scan every page of your website to determine what its about
    10. 10. LINKS• Google scans all the links on your website. Links look like this: Old Macdonald had a farm.• theylink to other websites and pages on your own site• People can also link to your site from theirs
    11. 11. STRUCTURE• The structure is the framework, like the outside of a house• Youguys only have to worry about content and links because you aren’t designing a website
    12. 12. SECTION 1: CONTENT
    13. 13. A) KEYWORD RESEARCH
    14. 14. HOW KEYWORDS WORK• When someone wants to find something, they type words into a search bar• These are keywords
    15. 15. KEYWORDS IN ACTIONKeywordPaid Result Results
    16. 16. GETTING FOUND USING KEYWORDS• You can figure the out which keywords will help you rank based on: - Traffic - How Specific they are - How Relevant they are
    17. 17. TRAFFIC• Is anyone searching for that word or phrase?• You want to focus on keywords that have results
    18. 18. GOOGLE ADWORDS TOOL• To find it, just google “Google Keyword Tool”• Enter the words you want to focus on and see how theyre doing/what the competition is like• Try to choose keywords that have a high traffic score and a low competition score
    19. 19. USING GOOGLE ADWORDS
    20. 20. GOOGLE ADWORD RESULTS
    21. 21. BE RELEVANT• Make sure the keyword is relevant to what you are writing about• If your article is about Donuts, your keyword shouldn’t be Broccoli... it should be Sprinkled Donuts, Chocolate Donuts, etc.
    22. 22. BE SPECIFIC• Since the competition for popular words like "chinese food" and "cheap liquor" are high, look for the phrases that are easier to rank for• Ex: "chinese food in Downtown Vancouver" or "cheap liquor stores in Gastown."
    23. 23. LONGTAILS• When you look at the results, youll notice that the longer and more specific a keyword phrase is, the less competition it has• These are called "longtails"
    24. 24. NOTE TO SELF: USE YOUR KEYWORDS!1. The Keyword is in the title of the page2. The Keyword is used repeatedlythroughout the post (minimum of 3 times)3. The Keyword is used in the URL
    25. 25. B) BLOGGING
    26. 26. 2 PARTS OF BLOGGING•1) Make your posts visual2) Format posts for searchengines
    27. 27. 1) MAKE YOUR POSTS VISUAL•5ways:1) Optimize titles2) Use pictures3) Use heading4)Break it up into chunks5) Bold certain words
    28. 28. OPTIMIZE TITLES• Start with the Keyword you are focusing on• THEN make your title enticing to get people interested and clicking on it
    29. 29. USE PICTURES• Make sure you are using pictures in your posts!• Pictures are a great way to catch peoples eye and get them to click on a link to read the full article• Vancity Buzz kills this on the homepage, but you can use them in your articles to help as well
    30. 30. USE HEADINGS• Put headings throughout your post - this helps people scan and focus on what they want• Put your keywords in your headings to help with search engine optimization• Important note: This is NOT the same thing as just bolding text
    31. 31. USING HEADINGS 1) Go to the top of your post2) Select the heading you want
    32. 32. USING HEADERS CONT. 3) Highlight the text you want as a Header 4) PRESTO
    33. 33. WHERE ARE THE PICTURES AND HEADERS?A excerpt from a recentVcB article on Stephen Harper: Great content, but difficult to read
    34. 34. BREAK IT UP INTO CHUNKS• use paragraphs and lists to make it easier to read
    35. 35. WHICH IS EASIER TO READ?All Together Chunked
    36. 36. BOLD CERTAIN WORDS• Boldimportant phrases to stress what you are optimizing• Bolding words also helps guide search engines and makes articles easier to read
    37. 37. 2) FORMAT FOR SEARCH ENGINES• URL structure• Titles and Meta tags• Pictureslabeled and sized appropriately with hyperlinks removed
    38. 38. URL STRUCTURE• Most blogging software allows you to change the url• Make sure there are no numbers or symbols in the URL to make it easier for search engines to figure out what your post is about• WordPress should do this automatically, but if you have a really long title or one with numbers in it, change the URL
    39. 39. CHANGING YOUR URL1) Find your URL box at the top of the page 2) Edit and then hit “OK”.
    40. 40. USE TITLE AND META TAGS• Title tags are the headline for your page when it shows up on a search result• Meta tags are that title’s description• For our purposes, use them both as the same thingTitleMeta
    41. 41. TITLE AND META TAGS IN ACTIONThis is on the bottom of your WordPress post page Title Meta
    42. 42. LABELING PICTURES• Google is a very smart program, but it isnt great at figuring out what a picture is about• For example, if it’s a picture of a hockey stick, call it hocketstick.jpg instead of 3456stick.jpg. You can do this on your desktop
    43. 43. TITLE AND ALT TAGS
    44. 44. SIZE YOUR PHOTOS• HUGE pictures slow down pages, hurt your pages rank• don’tput up enormous pictures if you are using a smaller version
    45. 45. REMOVING HYPERLINKS Click the photo, then the broken link buttonDONE!
    46. 46. PERFECT KEYWORD USE
    47. 47. SECTION 2: LINKS
    48. 48. 3 TYPES OF LINKS• Inbound - when someone else links to you• Outbound - when you link to someone else• Internal - when you link to one of your own pages
    49. 49. INTERNAL LINKING is something you can do that makes a• This HUGE difference
    50. 50. WHY USE INTERNAL LINKS? • Your website can be a confusing place for a Google
    51. 51. RELEVANCE WITH INTERNAL LINKS• Internal linking shows Google which pages are relevant to which and links them together
    52. 52. LINK TO RELATED POSTS• If you are writing a post and you have written another one with related content, link them to each other Cheap Chinese food? Yum! Wait a sec...Thats related to cheap food
    53. 53. USE RELEVANT ANCHOR TEXT• Anchor text are the words that you actually use as a link when you create a link Irrelevant Relevant
    54. 54. PUT RELEVANT WORDSAROUND THE ANCHOR TEXT• Not only is the anchor text important, but search engines also analyze the words around it
    55. 55. CHECK OUT THAT ANCHOR TEXTIrrelevant I walk by Joe’s Pizza Place with my dog all the timeRelevantI eat the pepperoni pizza at Joe’s Pizza Place for lunch.
    56. 56. AUTHORITY WITH INTERNAL LINKS • Internal links also let you tell Google which pages are the most important on your site
    57. 57. LINK TO THE SAME PAGE CONSISTENTLY• The more you link to a page or post, the more you tell a crawler that this is the most important page on your website• Make sure that the page you are linking to is consistent with the one you want to show up in searches
    58. 58. CREATING AUTHORITY IN ACTION Best Pizzas EverPepperoni Cheese Hawaiian
    59. 59. VCB SEO TOOL (YAOST)
    60. 60. THIS IS YAOST
    61. 61. GENERAL PAGE !
    62. 62. WHAT IS ON THE GENERAL PAGE- Focus Keyword: How to Use Analytics- SEO Title (also the title of my post): How to Use Analytics for your SmallBusiness - note that I used the keyword here- Content: I have used my keyword phrase 5 times in the article- Meta Description: I have used the keyword in my Meta Description- URL: The URL is red because it doesn’t include the keyword – click the “fixthe page URL” to adjust itHelpful Hint: In order to get the Green Light, you have to fill out this pageproperly
    63. 63. STEPS FOR USING GENERAL PAGE• Step 1: hit “Save Draft”• Step 2: Put in your Keyword: this is your keyword phrase as we have discussed in the full guide to SEO• Step 3: Put in your SEO Title: this is the same as your article title at the top of your page. It must contain your keyword.• Step 4: Put in your Meta Description: This is the hook for people searching for you online. It must contain your keyword.
    64. 64. STEPS PART 2 • Step 5: Save your article again, then click the “Check” link with the button next to it (right under the save draft button). • 1 of 3 things will happen – the light will go red, yellow or green. -If it’s Green, it means you have completed everything you need to and are ready to publish! -If it’s yellow, it means you still need to do a few things. Check the analysis tab to see what is left - if it’s red, you have quite a few things left to do. Check the analysis tab to see what is leftStep 6: do your updates, then hit save draft and check your article again. Onceyou get a green light, you are good to publish!Helpful hint: You don’t have to do every little thing – just do your best. You will getbetter at SEO every time you write an article
    65. 65. ANALYSIS PAGE !
    66. 66. CONCLUSION• Dokeyword research using Adwords and use those words in your posts• make it visual with pictures, headings, bold, optimized titles• format your posts for search engines• link to posts relevant to what you are writing and use good anchor text
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