All about SEO in 30 minutes, HostingCon 2012

Making SEO a Source of New Business @stonetemple / +Eric Enge

First Off... Who Am I?• Co-author of The Art of SEO• President of Stone Temple Consulting – 25+ person SEO and PPC firm• Trainer for Instant E-Training• On Twitter: @stonetemple• On Google+: +Eric Enge 2 @stonetemple / +Eric Enge 2

Part IIntroduction@stonetemple / +Eric Enge

@stonetemple / +Eric Enge

97,000 years to download on your cable modem @stonetemple / +Eric Enge

0.4 Seconds Response Time@stonetemple / +Eric Enge

Images Videos @stonetemple / +Eric Enge

Your Opportunity in Search? 80% SEO: 78% PPC: 22% 15% @stonetemple / +Eric Enge

Part 2On Page SEO@stonetemple / +Eric Enge

Role of On Page SEO • Enables you to compete for traffic on keywords • Some influence On rankings @stonetemple / +Eric Enge

Search on Running Shoes @stonetemple / +Eric Enge

ZERO Impact on Rankings @stonetemple / +Eric Enge

But, The Meta Description Can Influence Click Through Rate @stonetemple / +Eric Enge

On Page SEO Success in Six Steps 1…2…3…4…5…6 @stonetemple / +Eric Enge

1. Make Sure Your Site Can Be Read• Starts with your CMS – Research SEO friendliness via search – E.g. “Drupal SEO” – All platforms require configuration – Learn how, and then do it – Get help if you need it• Don’t build the whole site in Flash• Don’t use hard to parse JavaScript for Navigation @stonetemple / +Eric Enge

2. Learn Your Keyword Space @stonetemple / +Eric Enge

2. Keyword Space (cont’d)• Use the AdWords Keyword Tool• Or the Bing Tool within their Webmaster Tools• Find out what people are searching on• Focus on relevant variants of your products/services• Get creative• Build a list and prioritize – Based on volume and likelihood to convert @stonetemple / +Eric Enge

3. Smart Hierarchy, Great Titles• One page for each major relevant term• User friendly page flow• Max 65 characters per title tag• Avoid duplicate / competing title tags @stonetemple / +Eric Enge

Simple, Easy Hierarchy HomePline 1 Pline 2 Info News P1 - 1 P2 - 1 A Page for Each Major Product/Service/Need P1 - 2 P2 - 2 Different Title Each Page P1 - 3 P2 - 3 @stonetemple / +Eric Enge

4. Different Copy For Each Page Avoid Excessive Boilerplate Text! @stonetemple / +Eric Enge

5. Avoid Duplicate Content URL 1 URL 2 URL 3DNS Services DNS Services DNS ServicesOur DNS Services Our DNS Services Our DNS Servicesoffer best in class offer best in class offer best in classresponse time toe response time toe response time toepeople lucky people lucky people luckyenough and smart enough and smart enough and smartenough to buy … enough to buy … enough to buy … Each URL is a separate page to the search engines Each consumes PageRank Each will get crawled @stonetemple / +Eric Enge

6. Smart Meta Descriptions• Should sell to entice clickthrough• But … don’t go into sales speak @stonetemple / +Eric Enge

Part 3Links Drive Rankings @stonetemple / +Eric Enge

Links are Like Votes in an Election @stonetemple / +Eric Enge

Who Rank’s First?Joe’sBookStore @stonetemple / +Eric Enge

Links Are Not Created EqualKiller #1!Link 1 #2 Web Site ALink 1Link 2 Search Results……..…1,000 Web Site B @stonetemple / +Eric Enge

Academic Citation @stonetemple / +Eric Enge

Not Bought @stonetemple / +Eric Enge

Not Bartered @stonetemple / +Eric Enge

Not StolenAnonymous Said:Cheap ViagraCialisLevitra Add Your Comment Here @stonetemple / +Eric Enge

Link Building Success in Six Steps 1…2…3…4…5…6 @stonetemple / +Eric Enge

1. Be a Freaking Expert • OK, not that kind of freak • KNOW your stuff as good as, or better than, anyone else @stonetemple / +Eric Enge

2. Differentiate Your Expertise @stonetemple / +Eric Enge

3. Great Content On Site @stonetemple / +Eric Enge

4. Great Content Off Site @stonetemple / +Eric Enge

5. Tell EveryoneDirect Outreach Potential Linker @stonetemple / +Eric Enge

6. Be a Member of the Community • Participate • Share • Try to share more than you get shared • After awhile, it gets really hard! @stonetemple / +Eric Enge

Part 4Role of Social Media @stonetemple / +Eric Enge

The BasicsBetter to excel at one, then dabble in all 4Of course, grab your profile for all @stonetemple / +Eric Enge

Basic Rules• Add Lots of value• Be a member of the community• Participate … Share• Try to share more than you get shared• Build an audience @stonetemple / +Eric Enge

Major Drivers … NOT!• Likes and +1s only ranking factors for friends• Shares not visible to Google• Tweeted links can help Google discover content faster @stonetemple / +Eric Enge

Many Studies Show Correlations …Drowning • BetweenDeaths Shares and Rankings • Beware “Correlation” Studies! Ice Cream Consumption @stonetemple / +Eric Enge

The Synergy We’re Looking For Shared on Social Networks Helps Drive New Followers, Fans, Friends Traffic, Links & New Subscribers @stonetemple / +Eric Enge

The Power of Social Relationships (Influencers) (Sharing) (Your Stuff) @stonetemple / +Eric Enge

Thank You!Eric Engeeenge@stonetemple.com@stonetemple+Eric Enge(508) 485-7751www.stonetemple.com @stonetemple / +Eric Enge

All about SEO in 30 minutes, HostingCon 2012

by Eric Enge on Aug 05, 2012

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All about SEO in 30 minutes, HostingCon 2012 Presentation Transcript