SEO In 2013
2013 Central MA Business Expo
Dan Shure
@dan_shure
I’m Dan.
www.evolvingseo.com
@dan_shure
What Is SEO?
@dan_shure
Showing Up Here
@dan_shure
Traffic
@dan_shure
Transactions
@dan_shure
Why Does SEO Matter?
@dan_shure
Organic Search Is Growing
Slide source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing
@dan_shure
You Could Be Missing Out On
Business
@dan_shure
Or Worse, You Could Be Unintentionally
Turning Away Traffic
@dan_shure
Or Worse, You Could Be Unintentionally
Turning Away Traffic
@dan_shure
Or Worse, You Could Be Unintentionally
Turning Away Traffic
@dan_shure
Or Worse, You Could Be Unintentionally
Turning Away Traffic
@dan_shure
Or Worse, You Could Be Unintentionally
Turning Away Traffic
https://twitter.com/dan_shure/status/293929126694375424 (Note:...
9 Parts
1. Anatomy Of Google
2. Types Of Searches
3. Myths
4. Why Sites Rank
5. Basic On Site SEO
6. Local SEO
7. Mobile S...
Part One – Anatomy Of Google
Live Demo
@dan_shure
Anatomy: 85 Examples
http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
@dan_shure
Part Two - Types Of Searches
Live Demo
@dan_shure
5 Myths
@dan_shure
Myth 1 – Use The Keyword
Meta Tag
@dan_shure
Myth 2 – Stuff In As Many
Keywords As Possible
@dan_shure
Myth 3 – SEO Is a “Trick”
@dan_shure
Myth 4 – Buying PPC Ads
Helps Organic Rankings
@dan_shure
Myth 5 – Publish As Much
Content On As Many Pages As
Possible.
Annoyingly Often.
@dan_shure
Mistakes Hiring SEOs
@dan_shure
Don’t Believe “Guarantees”
No no no no!!!
@dan_shure
Don’t Go With The Cheapest
Option
Further reading: http://searchengineland.com/the-hidden-cost-of-cheap-seo-social-labor-1...
Mostly Avoid “SEOs” Who Cold
Call/Email You First
@dan_shure
Get Educated FIRST
• Moz.org
• Google Webmaster Guidelines
• Google Help Videos
• Local SEO Learning Center – GetListed
• ...
Part Four – Why Sites Rank
@dan_shure
Content
• http://moz.com/blog/visual-guide-to-keyword-
targeting-onpage-optimization
• http://moz.com/blog/how-to-rank
@da...
Back Links
@dan_shure
“User Metrics”
@dan_shure
“User Metrics”
@dan_shure
Social Media
@dan_shure
Moz SEO Ranking Study
• http://moz.com/search-ranking-factors (just
came out today!)
@dan_shure
Part Five – Basic On Site SEO
@dan_shure
Choosing A Platform
• WordPress
• Static HTML
• Other “CMS” (Drupal, Joomla)
• Don’t – “Hosted” (Yellowpages etc)
@dan_shu...
Set Up Analytics & Webmaster
Tools
• www.google.com/analytics/
• www.google.com/webmasters/tools/
@dan_shure
Title Tags
@dan_shure
Title Tags
<title>Webpage Title Goes Here</title>
@dan_shure
Title Tags
Bad
“Best SEO, Search Engine Optimization, Web
Site Ranking Company, SEO Services
Worcester, Boston, The Planet...
Title Tags
Good
“Search Engine Optimization Services In
Worcester, MA – Evolving SEO”
@dan_shure
Title Tags
Local SEO Tip
• Include the city, state in your title tag
@dan_shure
Title Tags
• Google Webmaster Title / Description
Resource
• https://support.google.com/webmaster
s/answer/35624?hl=en
@da...
Web Crawler – Screaming Frog
SEO Spider
@dan_shure
Authorship
@dan_shure
Part Six – Local SEO
@dan_shure
@dan_shure
Source: http://moz.com/blog/2013-local-search-ecosystems
NAP – Name, Address,
Phone Number
Consistency is Key.
@dan_shure
NAP – Name, Address,
Phone Number
Eliminate duplicates.
@dan_shure
Claim Your Google Places Page
• https://www.google.com/business/place
sforbusiness/
@dan_shure
NAP - Your Website
• Present in footer
• Clear contact / directions page
@dan_shure
Google Places Categories VERY
Important
• Select as many as possible
• Use Google’s suggested categories
@dan_shure
Google Places Categories VERY
Important
@dan_shure
http://blumenthals.com/?Google_LBC_Categories - Blumenthal’s
Google Pla...
Data Aggregators
@dan_shure
Data Aggregators
• http://www.infogroup.com/
• http://www.expressupdate.com/search
• http://www.databyacxiom.com/presence-...
Yelp
https://biz.yelp.com/
@dan_shure
Tools
• https://getlisted.org/
• https://www.whitespark.ca/local-
citation-finder/ (paid)
• https://www.whitespark.ca/cita...
Claim GPS Listings
• http://here.com/primeplaces/
@dan_shure
Reviews
@dan_shure
Reviews
• Check In Once a Week (or so)
• RESPOND!!
@dan_shure
Reviews
• Link to review profiles from website
• “Encourage” reviews from happy
customers
@dan_shure
Part Seven – Mobile SEO
@dan_shure
Your Site HAS To Look Good
And Work On Mobile
@dan_shure
Responsive Design
@dan_shure
Check PageSpeed
@dan_shure
http://developers.google.com/speed/pagespeed/insights/
Part Eight - Content
@dan_shure
Define Your Audience
People who are most like to buy my
[product/service]….
…arelikely also interested
in_________________...
Use Ubersuggest.org
@dan_shure
Use Ubersuggest.org
@dan_shure
Use Ubersuggest.org
@dan_shure
Blogs Are About Conversation
@dan_shure
Teach
Teach & Share – Watch The Classic Video By Jason Fried
http://youtu.be/Ks2saa38Id4
@dan_shure
Tell A Story
http://www.evolvingseo.com/2013/05/19/moving-to-worcester-ma/
@dan_shure
Curate
Curate – Internet Marketing Conference List
http://keyphraseology.com/internet-marketing-seo-conferences/
@dan_shure
Blogs Work, But Can’t Suck
Consistency Is More Important
Than Frequency
@dan_shure
Blogs Work, But Can’t Suck
Write as if Google Doesn’t Exist
(ie: get traffic from elsewhere)
@dan_shure
No Excuses.
Speechpad
@dan_shure
Part Eight – Social Media
@dan_shure
Register Your Profiles (Even If
You Don’t Use Them)
www.knowem.com
@dan_shure
For SEO, Social Is About
Showing Engagement
@dan_shure
For SEO, Social Is About
Showing Engagement
@dan_shure
No excuses here, either.
http://www.socialmediaexaminer.com/social-media-case-study-victory-auto/@dan_shure
No excuses here, either.
http://www.socialmediaexaminer.com/social-media-case-study-victory-auto/@dan_shure
Link To/From Website
@dan_shure
Link To/From Website
@dan_shure
To Conclude
@dan_shure
SEO Takes Work
@dan_shure
SEO Can Make The Web A
Better Place
@dan_shure
Not A Zero Sum Game
@dan_shure
Worcester / Central MA has a
LOT to gain as a whole.
@dan_shure
Thanks!
Q&A
@dan_shure
evolvingseo.com
@dan_shure
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Small business-seo-2013-centralmass-expo

  1. 1. SEO In 2013 2013 Central MA Business Expo Dan Shure @dan_shure
  2. 2. I’m Dan. www.evolvingseo.com @dan_shure
  3. 3. What Is SEO? @dan_shure
  4. 4. Showing Up Here @dan_shure
  5. 5. Traffic @dan_shure
  6. 6. Transactions @dan_shure
  7. 7. Why Does SEO Matter? @dan_shure
  8. 8. Organic Search Is Growing Slide source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing @dan_shure
  9. 9. You Could Be Missing Out On Business @dan_shure
  10. 10. Or Worse, You Could Be Unintentionally Turning Away Traffic @dan_shure
  11. 11. Or Worse, You Could Be Unintentionally Turning Away Traffic @dan_shure
  12. 12. Or Worse, You Could Be Unintentionally Turning Away Traffic @dan_shure
  13. 13. Or Worse, You Could Be Unintentionally Turning Away Traffic @dan_shure
  14. 14. Or Worse, You Could Be Unintentionally Turning Away Traffic https://twitter.com/dan_shure/status/293929126694375424 (Note: this looks to have since been resolved) @dan_shure
  15. 15. 9 Parts 1. Anatomy Of Google 2. Types Of Searches 3. Myths 4. Why Sites Rank 5. Basic On Site SEO 6. Local SEO 7. Mobile SEO 8. Content 9. Social Media @dan_shure
  16. 16. Part One – Anatomy Of Google Live Demo @dan_shure
  17. 17. Anatomy: 85 Examples http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking @dan_shure
  18. 18. Part Two - Types Of Searches Live Demo @dan_shure
  19. 19. 5 Myths @dan_shure
  20. 20. Myth 1 – Use The Keyword Meta Tag @dan_shure
  21. 21. Myth 2 – Stuff In As Many Keywords As Possible @dan_shure
  22. 22. Myth 3 – SEO Is a “Trick” @dan_shure
  23. 23. Myth 4 – Buying PPC Ads Helps Organic Rankings @dan_shure
  24. 24. Myth 5 – Publish As Much Content On As Many Pages As Possible. Annoyingly Often. @dan_shure
  25. 25. Mistakes Hiring SEOs @dan_shure
  26. 26. Don’t Believe “Guarantees” No no no no!!! @dan_shure
  27. 27. Don’t Go With The Cheapest Option Further reading: http://searchengineland.com/the-hidden-cost-of-cheap-seo-social-labor-131585 http://www.searchenginejournal.com/why-theres-no-such-thing-as-cheap-seo-or-link-building/45932/@dan_shure
  28. 28. Mostly Avoid “SEOs” Who Cold Call/Email You First @dan_shure
  29. 29. Get Educated FIRST • Moz.org • Google Webmaster Guidelines • Google Help Videos • Local SEO Learning Center – GetListed • Clarity – Talk To An SEO (Paid) • Google Webmaster Help Forum @dan_shure
  30. 30. Part Four – Why Sites Rank @dan_shure
  31. 31. Content • http://moz.com/blog/visual-guide-to-keyword- targeting-onpage-optimization • http://moz.com/blog/how-to-rank @dan_shure
  32. 32. Back Links @dan_shure
  33. 33. “User Metrics” @dan_shure
  34. 34. “User Metrics” @dan_shure
  35. 35. Social Media @dan_shure
  36. 36. Moz SEO Ranking Study • http://moz.com/search-ranking-factors (just came out today!) @dan_shure
  37. 37. Part Five – Basic On Site SEO @dan_shure
  38. 38. Choosing A Platform • WordPress • Static HTML • Other “CMS” (Drupal, Joomla) • Don’t – “Hosted” (Yellowpages etc) @dan_shure
  39. 39. Set Up Analytics & Webmaster Tools • www.google.com/analytics/ • www.google.com/webmasters/tools/ @dan_shure
  40. 40. Title Tags @dan_shure
  41. 41. Title Tags <title>Webpage Title Goes Here</title> @dan_shure
  42. 42. Title Tags Bad “Best SEO, Search Engine Optimization, Web Site Ranking Company, SEO Services Worcester, Boston, The Planet” @dan_shure
  43. 43. Title Tags Good “Search Engine Optimization Services In Worcester, MA – Evolving SEO” @dan_shure
  44. 44. Title Tags Local SEO Tip • Include the city, state in your title tag @dan_shure
  45. 45. Title Tags • Google Webmaster Title / Description Resource • https://support.google.com/webmaster s/answer/35624?hl=en @dan_shure
  46. 46. Web Crawler – Screaming Frog SEO Spider @dan_shure
  47. 47. Authorship @dan_shure
  48. 48. Part Six – Local SEO @dan_shure
  49. 49. @dan_shure Source: http://moz.com/blog/2013-local-search-ecosystems
  50. 50. NAP – Name, Address, Phone Number Consistency is Key. @dan_shure
  51. 51. NAP – Name, Address, Phone Number Eliminate duplicates. @dan_shure
  52. 52. Claim Your Google Places Page • https://www.google.com/business/place sforbusiness/ @dan_shure
  53. 53. NAP - Your Website • Present in footer • Clear contact / directions page @dan_shure
  54. 54. Google Places Categories VERY Important • Select as many as possible • Use Google’s suggested categories @dan_shure
  55. 55. Google Places Categories VERY Important @dan_shure http://blumenthals.com/?Google_LBC_Categories - Blumenthal’s Google Places Category Tool
  56. 56. Data Aggregators @dan_shure
  57. 57. Data Aggregators • http://www.infogroup.com/ • http://www.expressupdate.com/search • http://www.databyacxiom.com/presence-management.html • http://www.neustarlocaleze.biz/directory/index.aspx • http://www.factual.com/ @dan_shure
  58. 58. Yelp https://biz.yelp.com/ @dan_shure
  59. 59. Tools • https://getlisted.org/ • https://www.whitespark.ca/local- citation-finder/ (paid) • https://www.whitespark.ca/citation- building-submission-service (paid) @dan_shure
  60. 60. Claim GPS Listings • http://here.com/primeplaces/ @dan_shure
  61. 61. Reviews @dan_shure
  62. 62. Reviews • Check In Once a Week (or so) • RESPOND!! @dan_shure
  63. 63. Reviews • Link to review profiles from website • “Encourage” reviews from happy customers @dan_shure
  64. 64. Part Seven – Mobile SEO @dan_shure
  65. 65. Your Site HAS To Look Good And Work On Mobile @dan_shure
  66. 66. Responsive Design @dan_shure
  67. 67. Check PageSpeed @dan_shure http://developers.google.com/speed/pagespeed/insights/
  68. 68. Part Eight - Content @dan_shure
  69. 69. Define Your Audience People who are most like to buy my [product/service]…. …arelikely also interested in___________________. @dan_shure
  70. 70. Use Ubersuggest.org @dan_shure
  71. 71. Use Ubersuggest.org @dan_shure
  72. 72. Use Ubersuggest.org @dan_shure
  73. 73. Blogs Are About Conversation @dan_shure
  74. 74. Teach Teach & Share – Watch The Classic Video By Jason Fried http://youtu.be/Ks2saa38Id4 @dan_shure
  75. 75. Tell A Story http://www.evolvingseo.com/2013/05/19/moving-to-worcester-ma/ @dan_shure
  76. 76. Curate Curate – Internet Marketing Conference List http://keyphraseology.com/internet-marketing-seo-conferences/ @dan_shure
  77. 77. Blogs Work, But Can’t Suck Consistency Is More Important Than Frequency @dan_shure
  78. 78. Blogs Work, But Can’t Suck Write as if Google Doesn’t Exist (ie: get traffic from elsewhere) @dan_shure
  79. 79. No Excuses. Speechpad @dan_shure
  80. 80. Part Eight – Social Media @dan_shure
  81. 81. Register Your Profiles (Even If You Don’t Use Them) www.knowem.com @dan_shure
  82. 82. For SEO, Social Is About Showing Engagement @dan_shure
  83. 83. For SEO, Social Is About Showing Engagement @dan_shure
  84. 84. No excuses here, either. http://www.socialmediaexaminer.com/social-media-case-study-victory-auto/@dan_shure
  85. 85. No excuses here, either. http://www.socialmediaexaminer.com/social-media-case-study-victory-auto/@dan_shure
  86. 86. Link To/From Website @dan_shure
  87. 87. Link To/From Website @dan_shure
  88. 88. To Conclude @dan_shure
  89. 89. SEO Takes Work @dan_shure
  90. 90. SEO Can Make The Web A Better Place @dan_shure
  91. 91. Not A Zero Sum Game @dan_shure
  92. 92. Worcester / Central MA has a LOT to gain as a whole. @dan_shure
  93. 93. Thanks! Q&A @dan_shure evolvingseo.com @dan_shure
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