SEO 101: How to Get More People to Your Website
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SEO 101: How to Get More People to Your Website

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  • I know you’re expecting me to start with bullet points, but I’m going to start with a challenge instead. A woman I know – a friend – recently started selling high quality looseleaf green tea. Really good stuff, and because new studies keep coming out about the health benefits of green tea, there’s a growing demand for her products. A big part of her business plan is to sell her products online. But to sell her products online, she has to attract enough high-quality customers to her website. She has a website, but she’s not getting a lot of hits. She knows something needs to change, but it’s overwhelming and she doesn’t know where to start.Today, we’re going to put ourselves in my friend’s shoes, and together we’re going to walk through the process of optimizing her website so that she gets a ton of traffic each month and the phone doesn’t stop ringing!
  • So to recap, here’s the challenge we have to solve.
  • And here’s what we want to happen.
  • But first – a quick quiz. Who knows how many websites are on the Internet?
  • As of May 2012, there are 662 million websites on the Internet. So we’ve got a lot of competition. It used to be that you could put up a really simple website – like an online brochure – and you’d be just fine. And if you’ve got other forms of marketing, maybe that’s still okay for you.
  • Quiz number 2: How many searches are made on the Internet each day?Google says that it receives more than 1 billion searches EACH DAY.That’s a huge potential for your business.
  • But how do you stand out? How do you compete against those 662 million websites for your chunk of those 1 billion searches each day?
  • All it takes is knowing what to do. And I’m thrilled to say it’s not rocket science – it’s as easy as t-2-3. You just need to follow three steps to get the search engines – and your customers – to love your website.
  • This quote is from an executive at Google – but it’s really only half true. Search engines don’t exist to make searchers happy. They exist to make their advertisers happy. You probably all know that businesses can pay to place ads on search engines. This is called cost-per-click advertising – the business pays the search engine when someone clicks on their ads.So these businesses – these advertisers – want their ads to appear for the best possible customers. They don’t want to waste their money on customers that click on the wrong ad, or on searchers who are really looking for something else.So search engines put a ton of time and resources into figuring out how to improve the process of returning the right results when someone searches on a term. So how do they do this?
  • Our first step is to understand how search engines work. What happens when someone searches for something?
  • Search engines are very, very complex computer programs that “spider” through the world wide web. When the computer program finds a link to a web page, it pulls up that web page, and it indexes that page for the words it finds there. You can imagine this index is huge – over a trillion web pages.
  • When Google finds a web page page, it asks itself two things: What is this page about, and How important is this page? It answers the first question by analyzing the keywords it finds on your page. It looks at your website name and the page name, what words are you using in the title, what words have you bolded or made bigger (which therefore must be more important), what words show up throughout the page? Then, because it’s a computer and not a real person, it looks at who else is linking to this page, to help determine if this is an important page or not. Today, I will touch on links and Pat will go into more details. But right now, I’d like to focus on that #1 up there, because when you’re talking search engines, that’s where it all starts.
  • So when someone types something into a search engine to conduct a search, the search engine goes back to its index and looks for two things on all of the web pages in its index.First, is the web page relevant to the searcher?And second, is the web page credible?
  • Is this web page important? Do other websites link to this web page? Does the overall website have any authority? How popular is this website?
  • So when someone types something into a search engine to conduct a search, the search engine goes back to its index and looks for two things on all of the web pages in its index.First, is the web page relevant to the searcher?And second, is the web page credible?So… now that we know how websites work, let’s look at our example.
  • We’re going to start by considering the keywords. What will people type into Google to find what we’re selling?
  • Throw out example of web site designer?
  • There are a lot of free tools out there that will measure keywords and tell you what might be good keywords for you. In fact, Google has a very nice tool that’s completely free. Also, if you have a website already, a good place to look is your own traffic logs. I’d also like to point out that there are tools that require a paid subscription that professionals frequently use, like myself, that give you more information than the free tools. But the free tools will do just fine for today.
  • We’re going to look at some of those keyword tools, but first I want to explain what you’re looking for. First of all, all of the tools (both free and paid) will give you a good idea of the search volume for the keywords you’re researching. They will all help you compare how many people type “organic green tea” into Google, versus how many people type just “green tea”. But competitiveness is important to consider, as well. I’m betting that “green tea” is probably pretty popular with searchers. But I’m also betting that there is a ton of competition among those websites. Am I prepared to work hard to enter that competition? Because if there are millions of websites going after the first page of Google for “green tea”, and all I do is slap the word “green tea” on my website a few times, that’s not going to get me anything. It’s fine to want to go after highly competitive terms like “green tea”, but it’s important to know that they are competitive terms so that you can adopt a very aggressive strategy.
  • This is what Google’s free keyword research tool looks like. It’s really designed to help businesses decide how to create their advertisements, but it will help us figure out how to select the right keywords, too.KeywordsLocal Search Volume = by country for the most recent monthGlobalCompetition – this shows us how many advertisers compete for these phrases. You’ll notice that a lot of the specific product references face a lot of competition. This makes sense – “jasmine green tea” is pretty specific, and it sounds like the person searching has a pretty good idea of what they’re looking for and they’re probably ready to buy – so this would be an attractive phrase for an advertiser selling jasmine green tea.So how do we translate this data into a strategy? First of all, I’m going to avoid worrying too much about “green tea” because although there’s a lot of search volume, there’s also a fair amount of competition, too. I really like “benefits of green tea” – there’s a lot of volume, and not so much competition.So maybe I want to target “benefits of green tea” and in fact I can start a list of keywords that I’d like to target.LET’S TAKE A MOMENT HERE, AND PULL OUT YOUR PENCILS, AND THINK ABOUT YOUR BUSINESS AND THE PRODUCTS OR SERVICES YOU SELL, AND WHAT KEYWORDS YOU THINK SOMEONE MIGHT TYPE INTO GOOGLE TO FIND A BUSINESS LIKE YOURS, THAT YOU CAN RESEARCH WHEN YOU GET BACK TO YOUR OFFICE.
  • So now that we’re starting to grow our list of keywords, we need to know what to do with them!You need a keyword strategy for EACH PAGE of your website. For every page on your website, you need to choose a really strong keyword. It’s very smart to stick with one topic per page – since that way you’re making it as easy as possible for the Google computer program to figure out what your page is about. Put that top keyword in your page title, your page description, the heading on the page, use it in anchor links to that page elsewhere on your website, and add it several times throughout the content of the page. You don’t need to stuff the page with the keyword (Google doesn’t like that), you still have to create a page that sounds good to the ear, but use the phrase as often as you can without it sounding “off.”
  • I also want to make sure that everyone understands how page titles and page descriptions work? Every time you add a page to your website (or every time your web designer does), you have to give the page a title and a description. When Google brings up the results to a search engine query, the page title is what it shows in the large blue underlined letters. The page description is what it shows below, the little snippet from the page that gives the reader more information about what’s actually on the page. Google loves seeing keywords in the page title and the page description. It’s one of the first places Google looks when it’s trying to figure out what your page is about. So this screen shot shows the results I got when I typed Green Tea Benefits into Google. The first spot, for Lipton, is paid. The next slots, that don’t have the orange-ish background, are the organic results, which these websites get through their search engine optimization.
  • Okay, so let’s get back to our example. We’re going to start creating our website, and we may as well start with the home page. Here is sort of a rough layout of what my page is ultimately going to look like, and we can start filling in some of the blocks. So let’s start with our meta tags. I know I like the phrase “green tea benefits,” so that’s what I’m going to base my homepage on.
  • So now I need to consider the content. I start with the header.
  • My meta tags are pretty good, but I need a header for the page, and I need that header to include my keyword. Ideally, I want to put my keyword as close to the beginning of the header as I can, so that Google absolutely understands what my page is about.
  • I need at least a little bit of copy to introduce my site, and I want to make sure I include my keyword at least a couple of times to round out the page. One little side note for any wanna-be copywriters out there, Google doesn’t pay attention to punctuation. So Google sees that last use of the keyword phrase simply as “green tea benefits,” but it could be a handy way to include the keyword phrase without sounding weird.The next thing to consider is my navigation menu. I’m going to need to create some additional pages for this site, preferably one page per product, but what should I call the pages?
  • And maybe we’ll want to add some visual interest to get people to click through to the other product pages, and of course we’ll use our keywords as the text for the link. So now our homepage is really starting to come together. We’ve still got a long way to go before we can be confident that this page will show up on the first page for the keywords Green Tea Benefits, but this is a good, solid start that we can build on.
  • So when someone types something into a search engine to conduct a search, the search engine goes back to its index and looks for two things on all of the web pages in its index.First, is the web page relevant to the searcher?And second, is the web page credible?So… now that we know how websites work, let’s look at our example.
  • Is this web page important? Do other websites link to this web page? Does the overall website have any authority? How popular is this website?
  • There are a few pages that we need to create for this website, like pages for each of the products we sell. But if we want to make Google notice this site, we’ve got to build a site worth noticing, and that means adding a lot of content. But rather than adding content willynilly, let’s be smart about it and build a content strategy.Think about blogging.Create reports, surveys, expert interviews.Use keyword research for ideas.
  • What if we created a recipe book that listed unique recipes that use green tea?
  • And what if we published a press release that announced the recipe book, and what if a local newspaper saw our press release and wrote an article about it, and their article was also posted online – with a link to our website?
  • And what if we created a blog that included posts on all the different aspects of green tea, that kept people coming back to our website again and again?
  • And what if we posted updates about new blog posts and our recipe book on our facebook account?
  • Is this web page important? Do other websites link to this web page? Does the overall website have any authority? How popular is this website?
  • All it takes is knowing what to do. And I’m thrilled to say it’s not rocket science – it’s as easy as t-2-3. You just need to follow three steps to get the search engines – and your customers – to love your website.

SEO 101: How to Get More People to Your Website Presentation Transcript

  • 1. SEO 101:How to get more people to your website
  • 2. the challengeWe have a website … … but it’s not getting any traffic.
  • 3. the desired result Our website gets a ton of traffic thatkeeps our phone ringing and orders pouring in.
  • 4. quiz
  • 5. quiz• 662 million web sites
  • 6. quiz• 662 million web sites • 1 billion searches
  • 7. How do youstand out?
  • 8. Follow this simple formula to get search engines – andcustomers – to love your website. SEOKeywords Links Success
  • 9. The perfect search engine shouldunderstand exactly what the searcher means and give the searcher back exactly what he wants.
  • 10. SEOSuccess
  • 11. how do search engines work?Very, very complex computer programs that “spider”through the world wide web.  Index each page for keywords
  • 12. search engines want to know…1. What is this page about?  Keywords – url – title & meta tags – headings, font emphasis – content2. How important is this page?  Links – in-bound links – anchor text – authority/trust of domain – traffic
  • 13. how does the search engine rank these web pages? SEOKeywords Links Success
  • 14. Links
  • 15. how does the search engine rank these web pages? SEOKeywords Links Success
  • 16. Keywords What words will people type into thesearch engines to find what we’re selling?
  • 17. keyword choices Loose Leaf Green Teas? Green Tea? Organic Green Tea?Green Tea? ???
  • 18. your toolsFree… • Google Adwords keyword tool • Bing keyword research tool • Your own traffic logs Paid… •Wordtracker •Keyword Discovery •Omniture
  • 19. what to consider• Search volume – Is this a keyword/phrase that people actually use?• Competitiveness – Will you be competing with millions or hundreds of websites?
  • 20. where do we put our keywords? Keyword Header Tag Description Subheads Tag Anchor Page Title Links Keyword Strategy Content URL for EACH Density PAGE
  • 21. ExamplePage Title:Page Description:Keywords: Green Tea Harmony Your source for quality organic green tea products. Home Products Products Products
  • 22. ExamplePage Title: Green Tea Benefits | Green Tea HarmonyPage Description: Green tea benefits your health in fabulous ways! Buy some today…Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Products Products Products
  • 23. ExamplePage Title: Green Tea Benefits | Green Tea HarmonyPage Description: Green tea benefits your health in fabulous ways! Buy some today…Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Green Tea Benefits Your Health! Products Products Products
  • 24. ExamplePage Title: Green Tea Benefits | Green Tea HarmonyPage Description: Green tea benefits your health in fabulous ways! Buy some today…Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Green Tea Benefits Your Health! Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green tea. Benefits include blah blah blah…. Products Products Products
  • 25. ExamplePage Title: Green Tea Benefits | Green Tea HarmonyPage Description: Green tea benefits your health in fabulous ways! Buy some today…Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Home Green Tea Benefits Your Health! Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green Green Tea Matcha tea. Benefits include blah blah blah…. Green Jasmine Tea Green Tea Bags
  • 26. ExamplePage Title: Green Tea Benefits | Green Tea HarmonyPage Description: Green tea benefits your health in fabulous ways! Buy some today…Keywords: Green Tea Benefits Green Tea Harmony Your source for quality organic green tea products. Green Tea Benefits Your Health! Home Blah blah blah green tea benefits blah blah blah….blah blah blah blah blah green tea. Benefits include blah blah blah…. Green Tea Matcha Green Tea Matcha Green Green Tea Green Jasmine from Japan Jasmine Tea Bags Tea Green Tea Bags
  • 27. how does the search engine rank these web pages? SEOKeywords Links Success
  • 28. Links
  • 29. recipe book
  • 30. press release
  • 31. blog
  • 32. social media
  • 33. Links Is this site important?Is this site authoritative? Is this site popular?
  • 34. Follow this simple formula to get search engines – andcustomers – to love your website. SEOKeywords Links Success
  • 35. Keyword research: google.com/sktool/ https://adwords.google.com/select/keywordtoolexternal http://www.bing.com/toolbox/keywords http://www.vretoolbar.com/keywords/SEO: Google.com/webmasters/sitemaps/siteoverview tools Google.com/analytics/home alexa.com/siteinfo Siteexplorer.search.yahoo.comBlogs: Seomoz.org/beginners.php Googleblog.blogspot.com Mattcutts.com/blog Seomoz.org/blog.phpReading: Search Engine Optimization for Dummies
  • 36. SEO 101:How to get more people to your website