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Fundamentals of Search Engine Optimization
Presented by Jeff Oxford
About Me
 Founder of Beer Pong Stadium &
Premier Paddle Boards
 5 years SEO experience
 Running own ecommerce sites
 L...
About Beer Pong Stadium
 Sells Beer Pong Tables
 4 Category Pages
 ~10 SKUs
 About 500 visits/day
 80% from organic s...
Traffic Overview
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Less than 20 visits/day to 5...
How Search Engines Work
Crawl Index Rank
Search engines rely on
links to navigate the
pages on your site.
Search engines d...
On-Page SEO vs. Off-Page SEO
On-Page SEO Off-Page SEO
On-Page SEO
Finding The Right Keywords
http://adwords.google.com/keywordplanner
“Fat Head” Keyword vs. “Long Tail” Keywords
Fat Head Long Tail
Example paddle boards
inflatable paddle boards
online
Search Volume High Low
Competition High Low
Searc...
Effectively Using Keywords
1. URL
2. Title Tag
3. Meta
Description
4. Heading Tags
5. Main Content
Title TagTitle Tag
Meta...
Off-Page SEO
1) Guest Blogging
Links to Beer Pong StadiumLinks to Beer Pong Stadium
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn....
http://myblogguest.com/
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
http://guestr.com/
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
http://www.bloggerlinkup.com/
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Guest Blogging Queries
 keyword + intitle:"write for us"
 keyword + intitle:"contribute to"
 keyword + intitle:"submit"...
2) Turn Your Products Into Links
Find
Bloggers
Email
Pitch
Send
Product
Follow Up
gplus.to/jeffoxford Facebook.com/jeffox4...
3) Use The Media For Links
http://www.helpareporter.com/
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4...
4) Content Marketing with Infographics
http://infogr.am/
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4...
Infographic Promotion: Directory Submission
List of 46 Infographic Directories - http://bit.ly/InfographicDirectories
gplu...
Infographic Example Results
Visits:
13,911
# of Linking
Domains:
187
Tweets:
520
G+:
219
Facebook
Shares:
244
Beer Pong Stadium Case Study
Traffic Overview – First 2 Years
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Less than 20...
Created Categories Based on Keyword Research
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Optimized Content on all Category Pages
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Added...
Unique Content on all Product Pages
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Unique Co...
Improved Page Speed
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Aim for under
2 seconds
Small Amount of Directory Submission
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Business...
Links from Q&A sites
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Answer with
link source
Guest Blogging
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Links to Beer Pong StadiumLink...
Press Release
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Link to Beer Pong Stadium
Top 5 SEO Tips for Ecommerce Websites
1) Link to Most Important Products from Homepage
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffO...
2) 150+ Words of Unique Content on Category Pages
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @Jeff...
3) Add Schema.org Markup To All Products Pages
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4...
4) Link To Related Products On Product Pages
gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
Thank You
Questions?
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Fundamentals of Search Engine Optimization - Surf Expo

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Transcript of "Fundamentals of Search Engine Optimization - Surf Expo"

  1. 1. Fundamentals of Search Engine Optimization Presented by Jeff Oxford
  2. 2. About Me  Founder of Beer Pong Stadium & Premier Paddle Boards  5 years SEO experience  Running own ecommerce sites  Large SEO agency  Independent SEO Consultant  Worked on over 150+ SEO campaigns  Featured on Forbes.com & InternetRetailer.com  Speaker at 2013 IRCE gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  3. 3. About Beer Pong Stadium  Sells Beer Pong Tables  4 Category Pages  ~10 SKUs  About 500 visits/day  80% from organic search  20+ SEO Related Tests gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  4. 4. Traffic Overview gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Less than 20 visits/day to 500+ visits/day in 1 year
  5. 5. How Search Engines Work Crawl Index Rank Search engines rely on links to navigate the pages on your site. Search engines decide if it’s worth including in the index. Search engines look at over 200 factors to rank websites.
  6. 6. On-Page SEO vs. Off-Page SEO On-Page SEO Off-Page SEO
  7. 7. On-Page SEO
  8. 8. Finding The Right Keywords http://adwords.google.com/keywordplanner
  9. 9. “Fat Head” Keyword vs. “Long Tail” Keywords
  10. 10. Fat Head Long Tail Example paddle boards inflatable paddle boards online Search Volume High Low Competition High Low Search Engine Ranking Harder to rank. Takes longer to rank. Easier to rank. Faster to rank. Conversions Less Likely More Likely Long Tail Keyword Advantage gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  11. 11. Effectively Using Keywords 1. URL 2. Title Tag 3. Meta Description 4. Heading Tags 5. Main Content Title TagTitle Tag Meta Description Headings <h1> Headings <h2> Main Content gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d URLURL
  12. 12. Off-Page SEO
  13. 13. 1) Guest Blogging Links to Beer Pong StadiumLinks to Beer Pong Stadium gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  14. 14. http://myblogguest.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  15. 15. http://guestr.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  16. 16. http://www.bloggerlinkup.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  17. 17. Guest Blogging Queries  keyword + intitle:"write for us"  keyword + intitle:"contribute to"  keyword + intitle:"submit" + inurl:blog  inpostauthor:guest + keyword  inpostauthor:"guest blog" + keyword  inpostauthor:"guest post" + keyword  inurl:guest-post + keyword gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  18. 18. 2) Turn Your Products Into Links Find Bloggers Email Pitch Send Product Follow Up gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  19. 19. 3) Use The Media For Links http://www.helpareporter.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  20. 20. 4) Content Marketing with Infographics http://infogr.am/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  21. 21. Infographic Promotion: Directory Submission List of 46 Infographic Directories - http://bit.ly/InfographicDirectories gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  22. 22. Infographic Example Results Visits: 13,911 # of Linking Domains: 187 Tweets: 520 G+: 219 Facebook Shares: 244
  23. 23. Beer Pong Stadium Case Study
  24. 24. Traffic Overview – First 2 Years gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Less than 20 visits/day to 500+ visits/day in 1 year
  25. 25. Created Categories Based on Keyword Research gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  26. 26. Optimized Content on all Category Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Added content on category pages.
  27. 27. Unique Content on all Product Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Unique Content
  28. 28. Improved Page Speed gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Aim for under 2 seconds
  29. 29. Small Amount of Directory Submission gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Business Listing Business Listing
  30. 30. Links from Q&A sites gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Answer with link source
  31. 31. Guest Blogging gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Links to Beer Pong StadiumLinks to Beer Pong Stadium
  32. 32. Press Release gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Link to Beer Pong Stadium
  33. 33. Top 5 SEO Tips for Ecommerce Websites
  34. 34. 1) Link to Most Important Products from Homepage gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  35. 35. 2) 150+ Words of Unique Content on Category Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  36. 36. 3) Add Schema.org Markup To All Products Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4dLink - http://schema.org/
  37. 37. 4) Link To Related Products On Product Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  38. 38. Thank You Questions?
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