Fundamentals of Search Engine Optimization - Surf Expo

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  • 1. Fundamentals of Search Engine Optimization Presented by Jeff Oxford
  • 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. 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. 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. 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. On-Page SEO vs. Off-Page SEO On-Page SEO Off-Page SEO
  • 7. On-Page SEO
  • 8. Finding The Right Keywords http://adwords.google.com/keywordplanner
  • 9. “Fat Head” Keyword vs. “Long Tail” Keywords
  • 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. 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. Off-Page SEO
  • 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. http://myblogguest.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 15. http://guestr.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 16. http://www.bloggerlinkup.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 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. 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. 3) Use The Media For Links http://www.helpareporter.com/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 20. 4) Content Marketing with Infographics http://infogr.am/ gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 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. Infographic Example Results Visits: 13,911 # of Linking Domains: 187 Tweets: 520 G+: 219 Facebook Shares: 244
  • 23. Beer Pong Stadium Case Study
  • 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. Created Categories Based on Keyword Research gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 26. Optimized Content on all Category Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Added content on category pages.
  • 27. Unique Content on all Product Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Unique Content
  • 28. Improved Page Speed gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Aim for under 2 seconds
  • 29. Small Amount of Directory Submission gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Business Listing Business Listing
  • 30. Links from Q&A sites gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Answer with link source
  • 31. Guest Blogging gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Links to Beer Pong StadiumLinks to Beer Pong Stadium
  • 32. Press Release gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d Link to Beer Pong Stadium
  • 33. Top 5 SEO Tips for Ecommerce Websites
  • 34. 1) Link to Most Important Products from Homepage gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 35. 2) 150+ Words of Unique Content on Category Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 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. 4) Link To Related Products On Product Pages gplus.to/jeffoxford Facebook.com/jeffox4d LinkedIn.com/in/jeffox4d @JeffOx4d
  • 38. Thank You Questions?