Get More From Google

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Speech delivered to the Orlando chapter of the FPRA regarding search engine optimization and marketing.

Speech delivered to the Orlando chapter of the FPRA regarding search engine optimization and marketing.

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  • When I started the company in 1995, Google didn’t even exist. Today, it’s the question I’m asked most.
  • Conceptual and cerebral, but important. Having a framework for understanding will guide your investment of time, energy, and capital in the future. People seem unwilling to invest time and energy. Some want to self-medicate without a diagnosis.
  • 1997-1998 There was a real war in search engines Relatively easy to get placement Emphasis on what was on pages – meta tags Easily-manipulated Results weren’t great
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Very simple algorithm.
  • Very simple algorithm.
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Very simple algorithm.
  • Very simple algorithm.
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Conceptual and cerebral, but important. Having a framework for understanding will guide your investment of time, energy, and capital in the future. People seem unwilling to invest time and energy. Some want to self-medicate without a diagnosis.
  • Conceptual and cerebral, but important. Having a framework for understanding will guide your investment of time, energy, and capital in the future. People seem unwilling to invest time and energy. Some want to self-medicate without a diagnosis.
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Conceptual and cerebral, but important. Having a framework for understanding will guide your investment of time, energy, and capital in the future. People seem unwilling to invest time and energy. Some want to self-medicate without a diagnosis.
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything
  • Sergey Brin & Larry Page enter the equation with Google and change everything

Transcript

  • 1.   Get More From Google Matt Certo President/Founder
  • 2.  
  • 3.  
  • 4.  
  • 5.  
  • 6. Today’s Goals
    • 30,000 Foot Understanding
    • Understand a Methodology
    • Explore Specific Tactics
    • Practitioner’s Roadmap
  • 7. Google from 30,000 Feet
  • 8. History Lesson 30,000 Feet
  • 9. Sergey & Larry 30,000 Feet
  • 10. The Algorithm 30,000 Feet
  • 11.  
  • 12.  
  • 13. The Algorithm 30,000 Feet
  • 14. The Algorithm 30,000 Feet
  • 15. The Algorithm 30,000 Feet
    • Roughly 200 components
    • Changes in number and weight
    • Values on-page and off-page factors
  • 16. Relevance
    • What words are on your page?
    • How fresh is your content?
    • What words are in your domain name ?
    • What pages link to yours?
    30,000 Feet
  • 17. 30,000 Feet
  • 18. PageRank 30,000 Feet
  • 19.  
  • 20.  
  • 21. 30,000 Feet
  • 22. Practitioner’s Methodology
  • 23. Methodology
  • 24. Methodology
  • 25. Useful Tactics
  • 26. Know thy words Useful Tactics Starter Words orlando hotels hotels in orlando
  • 27.  
  • 28.  
  • 29.  
  • 30.  
  • 31.  
  • 32. Optimize Pages Useful Tactics
    • Title Tags
    • H1 Tags
    • Domain Name(s)
  • 33.  
  • 34.  
  • 35.  
  • 36. Update Content Often Useful Tactics
    • Google loves fresh text
  • 37. Build Links (Votes) Useful Tactics
    • Look at links to competing firms
    • Sign up for free and paid directories
    • Look for industry-specific opportunities to create links
  • 38. Build Links (Votes) Useful Tactics
  • 39. Useful Tactics
  • 40. Useful Tactics
  • 41. Structure Links Properly Useful Tactics
    • WRONG
    • For more information, click here .
    • RIGHT
    • For more information, visit discount Orlando hotels .
  • 42. Start a Link Exchange Page Useful Tactics Recruit and solicit link partners.
  • 43. Focus on 2 nd Level Pages Useful Tactics
  • 44. Get Comfortable with Analytics Useful Tactics “ We have Google Analytics installed but we don’t really know what the reports mean.”
  • 45. Cater to Users Useful Tactics Don’t create pages just for search engines. Google will know.
  • 46. SEO is not Free Useful Tactics “ For every $1 a business spends on Adwords, they receive an average of $8 in profit.” --Google
  • 47. Practitioner’s Roadmap
  • 48. First Steps Roadmap Search engine success is a journey, not a day-trip.
  • 49. Ongoing Education Roadmap www.seomoz.org www.mattcutts.com/blog
  • 50. Benchmarking/Goals Roadmap
    • Assess current standing
    • Set 3, 6, 12 month goals
  • 51. Develop Schedule Roadmap
    • On-site tactics
    • Off-site tactics
  • 52.  
  • 53. Thank you! Matt Certo [email_address] 407-722-7830