SEO 101 Workshop: Small Tips & Info to Get You Started.

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SEO Basics. The pieces of how to get higher listings on Google.

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  • Turn sleep mode off on computerGet - Name - Background - Why you are here - What they do (job/company)
  • Digital MarketingI'm going over these briefly as this is just a Intro class. If you want more information, contact me after the class.
  • Just an Idea of Tools and Platforms, there are many more out thereUse examples of peoples companies
  • Just some examples - Google grabs review data for its SERPs and adds starsSet up account to get reviewsUse Examples of peoples companies
  • These tools help you - Manage subscriber lists - Design & Format emailsUse Examples of peoples companies
  • Set up Webmaster Tools and Analytics tomorrow.Use Examples of peoples companies
  • Use Examples of peoples companies (Trends)
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • Use Examples of peoples companies
  • SEO 101 Workshop: Small Tips & Info to Get You Started.

    1. 1. Search Engine Optimization 101 Small Steps & Info to get you started
    2. 2. What is SEO? • Search Engine Optimization (from Wikipedia) is the process of affecting the visibility of a website or a web page in a search engine's "organic” or unpaid search results. • Letting Google know you exist
    3. 3. PPC Online Reviews Email Marketing Tools & Analytics Conversion Rate Optimization Public Relations What is related to SEO?
    4. 4. PPC
    5. 5. Online Reviews
    6. 6. • Newsletters • Auto responders • Subscriber Lists Email Marketing
    7. 7. • Google Webmaster Tools • Google Analytics o Bounce Rate o Time on Site o Visitors o Conversion o Traffic Sources o You can use this information to help inform your next steps, profitability & more Analytics – You can only improve what you can measure
    8. 8. Tools
    9. 9. • Articles • Press Releases • Ghost Writing • Contacting Bloggers Public Relations
    10. 10. • Clear call to action • Colors • Where the eyes go • Less Clicks is Better • Consistency • Messaging • User Interface Design • User Experience Design Conversion Rate Optimization
    11. 11. Pieces of SEO • SERP • Keyword Research • Website Architecture • Website Design • Website Copy • Backlinks • Offsite Content • Technical Audit • Local SEO • Site Speed
    12. 12. SERP
    13. 13. • What search terms have volume & are easy to compete on o Search Volume o Competition o Related Keywords Keyword Research
    14. 14. Website Architecture
    15. 15. Website Design
    16. 16. Website Design
    17. 17. Website Design
    18. 18. • Appropriate linking • Anchor Text • Good, Human, use of Keywords in context Website Copy (Content) • Meta Title & Description & URL
    19. 19. • Directories & Citations o Paid o Unpaid • DMOZ • Outreach o Find people with common interest & exchange links/information • Infographics • Make it easy for people to share your content • Anchor Text is important • Sales & Promotions o Groupon (may or may not be sustainable linkbuilding) Backlinks
    20. 20. • Social Media – Be where your customers are • Make your content shareable • Backlinks & PR Offsite Content
    21. 21. • Fix 404 & other Errors o Create custom 404 page • Branding Opportunity • Customers don’t bounce • Give them another place to go • No Duplicate Content • Meta Title • Meta Description • Display URL/Site Architecture Technical Audit
    22. 22. Local SEO
    23. 23. Site Speed • Faster is better • 3 Seconds o 40% of People Abandon • .5 Second o 20% Less Traffic for Google • .1 Second o 1% Decrease in Amazon purchases
    24. 24. Bad SEO • Black Hat • I’LL GET YOU 1,000,000+ LINKS FOR $5 o Disavow bad backlinks • Costs you time and money in the end
    25. 25. Other Interesting things you may want to know o Personalized Search • Prior Searches • Geographic o Google is ~67% of the search market, Bing is ~16% Yahoo ~12% (in the US) Feb 13, 2013 • http://searchengineland.com/comscore-january-2013-search-rankings-148478 o Big SEO Events http://moz.com/google-algorithm-change • Panda – “over-optimization”, Keyword Stuffing 2011 • Penguin – Poor Quality Backlinks – 2012 • Hummingbird – Conversational Search – 2013 o Page Rank • How important this page is • Rank 1 – 10, 10 being very important o New York Time is PR9 o Places to read a little more online • http://www.clickminded.com/seo-101-handbook/ o No-Follow – robots.txt • Landing Pages o Can I engineer things to go viral • No, but you can try
    26. 26. Conclusion o Good SEO takes time and effort o Provide good content for humans, not search engines o Don’t do bad things • Find these slides online at http://www.slideshare.net/marshallhayes16/seo-101-workshop- small-tips-info-to-get-you-started
    27. 27. • If you have a website o Set up and find these things on Google Analytics • Visitors to your site in the last month • Where (Geographically) your visitors came from • What websites your visitors came from • Set up conversion (or goal) tracking for A) product sales or B) contact form o Then you can evaluate anything from profitability to if you’re meeting any goals you have. • If you use Wordpress o Install the Yoast Plugin and use unique Meta Titles & Descriptions on all your pages • If you don’t use Wordpress & don’t have a website o Set up Wordpress blog and site (and install Yoast) • There are other people out there who care about what you care about. The only way for them to find you in a search engine is putting your fingers to a keyboard and start typing about it. • If you want help give me a call Action ItemsMarshall Hayes marshall@marshallphayes.com 415-746-9850

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