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Rider University SEO Presentation by Michael Fleischner


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This presentation was designed for Rider University and delivered on November 13, 2013. The goal of the search engine optimization (SEO) presentation was to provide a basic understanding of organic …

This presentation was designed for Rider University and delivered on November 13, 2013. The goal of the search engine optimization (SEO) presentation was to provide a basic understanding of organic search and fundamental explanation of organic ranking factors. During this presentation, students should learn: What organic search results are; factors that influence organic search results; the weight of organic ranking factors; techniques for optimizing websites and other digital assets.

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  • 1. SEO Made Simple Rider University November 2013
  • 2. A little about myself… Michael Fleischner • 15 year corporate career in marketing • Top-selling author and entrepreneur • MarketingScoop, Marketing Blog, Scoop Marketing Forum • Founder, Upward SEO o Provide Search Engine Optimization and Reputation management solutions to businesses of all sizes (SEO, local optimization, reputation marketing, reputation management)
  • 3. It’s All About Google… leases_September_2013_US_Search_Engine_Rankings
  • 4. Growth of Google Queries Currently, there are more than 3 billion searches/day on Google
  • 5. Value of Search Engine Traffic
  • 6.
  • 7. Yes, You Can Compete with the Big Guys
  • 8. Good SEO is Easier than It Looks
  • 9. You Have to Get These Right
  • 10. Before You Get These Right
  • 11. Using Wordpress? You’re 80% of the Way There “(Wordpress) is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.” From a talk given by Google’s Matt Cutts at Wordcamp:
  • 12. Other SEO-Friendly Platforms Include:, and are all good choices if Wordpress isn’t a match.
  • 13. Tools to Help with Accessibility
  • 14. Keyword Research
  • 15. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Ideal Keywords!
  • 16. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here:
  • 17. Use Exact Match! Be Careful About Phrase + Broad Note the much higher numbers!
  • 18. Analyzing the Top 10 to Determine Difficulty Strong, popular sites w/ targeted titles + content
  • 19. Analyzing the Top 10 to Determine Difficulty Weaker, lesser known sites and non-targeted titles
  • 20. Keyword Difficulty Tool I use SEOmoz tool to drill down on difficulty:
  • 21. Value of Visits? Use Analytics Data Good proxies for the value of traffic from these sources Via Google Analytics ( which is free!
  • 22. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Google AdWords Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Gut Feel (or KW Difficulty Tool) Gut Feel (or Analytics Data)
  • 23. How Great Writing and Great SEO Go Hand-in-Hand
  • 24. High Volume Keywords = Content People Want People really want to know this stuff!
  • 25. Great Content + SEO + Social Really Works. Great Content + SEO Friendly + Social Sharing + Link Building = Higher Rankings More Followers More Readers = Virtuous Cycle of Inbound Marketing! More Influence
  • 26. Link Building
  • 27. Why Links Matter to Search Engines What You Say About Yourself. < What Others Say About You.
  • 28. What Matters in a Link? Editorially given From a trusted source Uses descriptive anchor text Points to the right page
  • 29. What Matters in a Link? URL (the link target) Rel=“Dofollow” (a tag that indicates search engines should trust/count this link) <p><a href=“” rel=“dofollow”> Search Engine Optimization from Upward SEO </a> is a great way to improve the ranking of your website and other digital assets like pictures and videos.</p> Anchor text (tells the engine what this link is about) Surrounding Text (may provide context on the link’s relevance)
  • 30. Manual Link Building Tactics like discovering the links of competitors, getting listed in directories, resource lists, submitting content, building profiles, etc. are all in the “manual link building” category (above via and
  • 31. Link Building through Outreach, Networking
  • 32. “Natural” Link Building Many of these blogs will use the badge and link to the list, because it makes them look good! The AdAge 150 is a brilliant example of link building through the creation and sharing of a resource.
  • 33. Link Building Types •Naked URLs consist of some variation of the actual URL of the link destination. Examples include,, •Brand Anchors consist of some variation of the brand name of the destination website. Examples include Search Engine Journal, SearchEngineJournal, Search engine journal, and SEJ •Brand-keyword hybrid anchors consist of some variation of the brand name of the destination website mixed with a relevant exact-match or LSI keyword. Examples include SEO blog Search Engine Journal, Search Blog Search Engine Journal, and Search Engine Journal, a search blog •Universal/junk anchors consist of words that can apply to any destination website, or are universal in nature, such as “click here,” “visit this website,” and “here.” •KEYWORDS SHOULD ONLY BE USED IN ANCHOR TEXT ABOUT 20% - 30% OF THE TIME
  • 34. Link Building & Social Sharing Resources There are literally infinite numbers of ways to build links – creativity is your only limitation!
  • 35. Social Media & SEO
  • 36. Indirect Impacts of Social on SEO All these shares lead to visits, which may lead to links, comments and positive user/usage signals This handy tool can be found at
  • 37. Result #42
  • 38. Result #13
  • 39. Facebook Correlation of Social Media-Based Factors (data via Topsy API & Google Buzz API) Amazing: Facebook Shares is our single highest correlated metric with higher Google rankings. But correlation is not causation!
  • 40. Google+
  • 41. Google+ Anyone logged-in to any Google service will see results like these. Time to get on G+!
  • 42. LinkedIn
  • 43. Other Networks to Consider 14mm Millions 14mm 6.5mm 2.5mm 500mm 1.5mm 10mm There are many social networks potentially worthy of participation
  • 44. A Few Specific SEO Questions
  • 45. What Was Panda? Do I Need to Worry About It? Where’s the beef? -low ration of original content above the fold Pages that exist simply to link to other pages…
  • 46. Redundant content Too many ads Affiliate links and auto generated content
  • 47. What Was Hummingbird? • What’s “Hummingbird?” It’s the name of the new search algorithm that Google is using, one that Google says should return better results. • What type of “new” search activity does Hummingbird help? “Conversational search” is one of the biggest areas of focus with this update. Google uses context to determine meaning and return results Danny Sullivan -
  • 48. Can Links from Low Quality Sites Hurt Me?
  • 49. LOCAL •Just over a year-and-a-half ago, Google introduced Blended Place Search, merging its traditional organic algorithm with its index of Local businesses from Google Places •We saw the number of "pure" Local results (those showing traditional "7-pack" formats) go from a consistent majority to a consistent minority •Local is growing in importance. Estimated that up almost 40% of all search queries have a local component •All businesses must be listed in Google Places (90% have not claimed) and local search engines
  • 50. What About Local/Maps SEO? Normal Algorithm Maps Algorithm
  • 51. How Do I Get These Cool Results!? That’s my face! Rel author tag…
  • 52. What About Those Awesome Video Results?! These are great for driving clicks
  • 53. SEO is NOT once and DONE! Some things to consider: • SEO is an ongoing process – focus on fundamentals - Quality content - Engagement - Basic blocking a tackling (URLs, keywords, site speed, etc.) • Authority matters - Quality link partners - Quality in bound links • Slow and stead wins the race • Think local - Growth of mobile devices - Local search engines - Local consumer behavior
  • 54. Thank You! Want to get in touch? Michael Fleischner, Upward SEO | November 2013