Search Ranking Tactics-John Carcutt

Search Engine Optimization presented by John Carcutt Director of SEO & Social Media Follow @johncarcutt

Advance DigitalOne of the largest local media companies in the US 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 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

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“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 @johncarcutt

Page 2Source: Dec 2010, Optify Study Follow @johncarcutt

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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

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Your content is your answer to their question. Follow @johncarcutt

• Be Unique• Be Educational• Be a Resource• Be Specific Follow @johncarcutt

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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 Process Follow @johncarcutt

Authority Relevancy Trust Follow @johncarcutt

The SEO Factors The pieces and part which make a difference. AuthorityRelevancy Trust Follow @johncarcutt

Authority Relevancy Follow @johncarcutt

#87 #1 Follow @johncarcutt

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

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 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

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

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

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

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

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

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

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

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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 @johncarcutt

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

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

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

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

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 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

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

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

They say there is no secret. They are wrong! Follow @johncarcutt

Follow @johncarcutt

Thank You!I hope you found this useful. Follow @johncarcutt

Search Ranking Tactics-John Carcutt

by el_chambers on Jun 27, 2012

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