Search Engine Optimization                 presented by              John Carcutt       Director of SEO & Social Media    ...
Advance DigitalOne of the largest local media companies in the US             Follow @johncarcutt
Advance PublicationsThe parent company of Advance Digital and CondeNast              Follow @johncarcutt
Advance PublicationsThe parent company of Advance Digital and CondeNast              Follow @johncarcutt
Who is this guy?           Why should I take the time to listen to him?                John Carcutt                Directo...
Follow @johncarcutt
“to look into thoroughly inan effort to find or discoversomething” Merriam-Websters          Follow @johncarcutt
92% of online adults useSearch Engines to findinformation on the Web         Follow @johncarcutt
Currently, there are more     than 3 Billionsearches/day on Google    Follow @johncarcutt
Why is SEO important? Over 44 Billion Pages Indexed  Graph via www.worldwidewebsize.com                             Follow...
Page 1                 Page 2Source: Dec 2010, Optify Study                                  Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Who Wants to                    be #1 ?Follow @johncarcutt
The result that is Best for the UserThe best answer to the question.The most relevant, trusted andauthoritative content.  ...
Follow @johncarcutt
Your content is your answer to       their question.         Follow @johncarcutt
•   Be Unique•   Be Educational•   Be a Resource•   Be Specific      Follow @johncarcutt
Follow @johncarcutt
What are we actuallytalking about here?    Follow @johncarcutt
Spamming the Search EnginesJust About Getting Better RankingsA Quick Fix, SEO Takes Time        Follow @johncarcutt
Putting You in Front of Qualified CustomersBuilding Search Equity for Your BusinessProtecting That Search EquityAn Ongoing...
Authority Relevancy Trust       Follow @johncarcutt
The SEO Factors            The pieces and part which make a difference.                                                   ...
Authority                         Relevancy            Follow @johncarcutt
#87                     #1  Follow @johncarcutt
Trust                                     Optimization @   Optimization @   Optimization @                                ...
The SEO Factors!The pieces and part which make a difference.         Follow @johncarcutt
Keywords and Content      What you say and how you say it makes a difference.Relevancy:The Search Engines want to return t...
Keywords and Content        What you say and how you say it makes a difference.                       Keyword Researcheywo...
Keywords and Content      What you say and how you say it makes a difference.Shoes                                    830,...
Keywords and Content      What you say and how you say it makes a difference.Create Content on your site using the Keyword...
Local Search Relevancy           Make sure the engines know where you are.            Your NAP is the Key !!!It is imperat...
Local Search Relevancy              Make sure the engines know where you are.              Identify Yourself on Your Websi...
Local Search Relevancy      Make sure the engines know where you are.      “Contact Us” or “About Us” pages• The focus of ...
Local Search Relevancy             Make sure the engines know where you are.             Claim your Local Search Listings•...
Follow @johncarcutt
Follow @johncarcutt
The SEO FactorsThe pieces and part which make a difference.         Follow @johncarcutt
Anatomy of a Search Result!   Organic and local search results combined.       Organic Link Building           Follow @joh...
Inbound Link Building        Votes from other sites help your rankings.          Your Website Link Profile  Links are not ...
Inbound Link Building              Votes from other sites help your rankings.Historical Cumulative View of the Link Profil...
Inbound Link Building              Votes from other sites help your rankings.Historical Cumulative View of the Link Profil...
Inbound Link Building              Votes from other sites help your rankings.                  Your Website Link Profile  ...
Inbound Link Building          Votes from other sites help your rankings.The right incoming links can help with location t...
The SEO FactorsThe pieces and part which make a difference.         Follow @johncarcutt
Other Attributes & Tools            How everything is put together matters.    Other Factors Which Can Impact Search?• The...
Other Attributes & Tools          How everything is put together matters.          Must Have Tools for Success?• Google We...
Takeaways from Today             Don’t walk away empty handed.•   Understand people use search a lot•   You are the search...
They say there is no secret.     They are wrong!        Follow @johncarcutt
Follow @johncarcutt
Follow @johncarcutt
Thank You!I hope you found this useful.         Follow @johncarcutt
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Search Ranking Tactics-John Carcutt

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Search Ranking Tactics-John Carcutt

  1. 1. Search Engine Optimization presented by John Carcutt Director of SEO & Social Media Follow @johncarcutt
  2. 2. Advance DigitalOne of the largest local media companies in the US Follow @johncarcutt
  3. 3. Advance PublicationsThe parent company of Advance Digital and CondeNast Follow @johncarcutt
  4. 4. Advance PublicationsThe parent company of Advance Digital and CondeNast Follow @johncarcutt
  5. 5. Who is this guy? Why should I take the time to listen to him? John Carcutt Director of SEO & Social Media Advance Digital Follow on Twitter @johncarcutt• 12 Years in SEO and Online Marketing• SEO Teacher and Speaker, University of Miami, National & Local Level• Published on most major online search publications and news sites.• Co-Host of SEO101 on Webmaster Radio (weekly radio show)• Worked with thousands of local and national companies on SEO• Has worked both as an in-house SEO and built SEO divisions for national advertising agencies. Follow @johncarcutt
  6. 6. Follow @johncarcutt
  7. 7. “to look into thoroughly inan effort to find or discoversomething” Merriam-Websters Follow @johncarcutt
  8. 8. 92% of online adults useSearch Engines to findinformation on the Web Follow @johncarcutt
  9. 9. Currently, there are more than 3 Billionsearches/day on Google Follow @johncarcutt
  10. 10. Why is SEO important? Over 44 Billion Pages Indexed Graph via www.worldwidewebsize.com Follow @johncarcutt
  11. 11. Page 1 Page 2Source: Dec 2010, Optify Study Follow @johncarcutt
  12. 12. Follow @johncarcutt
  13. 13. Follow @johncarcutt
  14. 14. Follow @johncarcutt
  15. 15. Who Wants to be #1 ?Follow @johncarcutt
  16. 16. The result that is Best for the UserThe best answer to the question.The most relevant, trusted andauthoritative content. Follow @johncarcutt
  17. 17. Follow @johncarcutt
  18. 18. Your content is your answer to their question. Follow @johncarcutt
  19. 19. • Be Unique• Be Educational• Be a Resource• Be Specific Follow @johncarcutt
  20. 20. Follow @johncarcutt
  21. 21. What are we actuallytalking about here? Follow @johncarcutt
  22. 22. Spamming the Search EnginesJust About Getting Better RankingsA Quick Fix, SEO Takes Time Follow @johncarcutt
  23. 23. Putting You in Front of Qualified CustomersBuilding Search Equity for Your BusinessProtecting That Search EquityAn Ongoing Process Follow @johncarcutt
  24. 24. Authority Relevancy Trust Follow @johncarcutt
  25. 25. The SEO Factors The pieces and part which make a difference. AuthorityRelevancy Trust Follow @johncarcutt
  26. 26. Authority Relevancy Follow @johncarcutt
  27. 27. #87 #1 Follow @johncarcutt
  28. 28. Trust Optimization @ Optimization @ Optimization @ - 40% 0% 70% 90% 90%Site optimization is influenced by both -80% 80% Positive Factors 70% and Negative Factors 60%The range of optimization is therefore -50% 50% 50% -100% 100% 40% 40% 30%Factors are both variable & cumulative -20% 20% -1 5 + 8 + + 7 + -8 + 4 0 10% Total Optimization = 6 Follow @johncarcutt
  29. 29. The SEO Factors!The pieces and part which make a difference. Follow @johncarcutt
  30. 30. Keywords and Content What you say and how you say it makes a difference.Relevancy:The Search Engines want to return the mostrelevant results for every search query.We have to demonstrate the relevance of our pages for appropriatesearch queries.You are the Search Result! Follow @johncarcutt
  31. 31. Keywords and Content What you say and how you say it makes a difference. Keyword Researcheyword Research is the most important step towards relevancy and one of thefoundations of any good SEO Campaign.eyword research lets you find out exactly how your potential customers aresearching for your business, your products and your services online.on’t Guess!ou can get free information on how many people are searching for which wordsand how hard it will likely be to @johncarcutt keywords. Follow rank for those
  32. 32. Keywords and Content What you say and how you say it makes a difference.Shoes 830,000 Monthly SearchesTennis Shoes 33,100 Monthly SearchesNike Tennis Shoes 8,100 Monthly SearchesNike Men’s Air Max Court Ballistec 320 Monthly Searches Popular ity Head Long Tail Traffic Follow @johncarcutt
  33. 33. Keywords and Content What you say and how you say it makes a difference.Create Content on your site using the Keywords?• Build new pages or sections of content.• Start a blog.• Change existing pages to better reflect keywords?• Publish a newsletter on site.• Add dedicated location pages. Follow @johncarcutt
  34. 34. Local Search Relevancy Make sure the engines know where you are. Your NAP is the Key !!!It is imperative that your NAP remain consistent everywhere it appearsonline. This is the primary means of identification used by the searchengines for local businesses Follow @johncarcutt
  35. 35. Local Search Relevancy Make sure the engines know where you are. Identify Yourself on Your WebsiteMake Your Location Absolutely Clear • Place your full street address and local phone number on all pages of your website in text form. • Have your contact information on every page of your website.To Rank for Multiple Locations: • Where you do have an office or store and/or Where you do business, but do not have a physical location • Create a separate page for each location. • Make it a unique, useful, well-optimized landing page about that location. • Make sure each location has its own local phone number Follow @johncarcutt
  36. 36. Local Search Relevancy Make sure the engines know where you are. “Contact Us” or “About Us” pages• The focus of this page should be your name/brand, location and phone number.• Place links here to your Google Maps (Place Page), Bing Local and Yahoo Local pages, using good link text.• A great page to put driving directions. Follow @johncarcutt
  37. 37. Local Search Relevancy Make sure the engines know where you are. Claim your Local Search Listings• Claimed listings do better in • Ensure NAP consistency Local Search across all claimed listings.• Claim Google at minimum • Add images, coupons or any other data types. Local Follow @johncarcutt
  38. 38. Follow @johncarcutt
  39. 39. Follow @johncarcutt
  40. 40. The SEO FactorsThe pieces and part which make a difference. Follow @johncarcutt
  41. 41. Anatomy of a Search Result! Organic and local search results combined. Organic Link Building Follow @johncarcutt
  42. 42. Inbound Link Building Votes from other sites help your rankings. Your Website Link Profile Links are not about quantity, but quality.Link Strength Overall Link Profile • Link Relevancy • Diversity • Site Authority • Natural Patterns • Link Anchor Text Follow @johncarcutt
  43. 43. Inbound Link Building Votes from other sites help your rankings.Historical Cumulative View of the Link Profile ActivityHistorical Non-Cumulative View of the Link Profile Activity Follow @johncarcutt
  44. 44. Inbound Link Building Votes from other sites help your rankings.Historical Cumulative View of the Link Profile ActivityHistorical Non-Cumulative View of the Link Profile Activity Follow @johncarcutt
  45. 45. Inbound Link Building Votes from other sites help your rankings. Your Website Link Profile Where do these links come from?Get links from authoritative sites Get Links from Local Directories – Government agencies “.gov” – al.com Business Listings – Schools, Colleges, Universities, – Convention & Visitor’s Bureau … “.edu” – Chamber of Commerce – Local/ regional online news, – Local city guides newspapers and magazines Social Media ProfilesGet Links from Vertical Directories – LinkedIn / Flickr – Trade associations – Facebook / Twitter Follow @johncarcutt
  46. 46. Inbound Link Building Votes from other sites help your rankings.The right incoming links can help with location trust. • Use existing relationships to get local links-schools, clubs, charities, teams. • Mine your competitors’ links. • Get links from sites that rank for what you want to rank for. • Get links from local authority sites. Follow @johncarcutt
  47. 47. The SEO FactorsThe pieces and part which make a difference. Follow @johncarcutt
  48. 48. Other Attributes & Tools How everything is put together matters. Other Factors Which Can Impact Search?• The Content Management System you use for your web site. (MLS?)• Your domain name configuration.• Robots.txt file and Sitemap.xml file• Special technologies such as Flash or Ajax• Considerations for Site Redesign Follow @johncarcutt
  49. 49. Other Attributes & Tools How everything is put together matters. Must Have Tools for Success?• Google Webmaster Tools www.google.com/webmasters/tools/• Bing Webmaster Central www.bing.com/toolbox/webmaster/• Google Analytics www.google.com/analytics/ Follow @johncarcutt
  50. 50. Takeaways from Today Don’t walk away empty handed.• Understand people use search a lot• You are the search result• Become and “ART” lover• Do good keyword research• Create content around those keywords• Claim your Local Listings• Ensure NAP consistency• Build inbound links to your site• Utilize Webmaster Tools and Analytics Follow @johncarcutt
  51. 51. They say there is no secret. They are wrong! Follow @johncarcutt
  52. 52. Follow @johncarcutt
  53. 53. Follow @johncarcutt
  54. 54. Thank You!I hope you found this useful. Follow @johncarcutt
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