Your SlideShare is downloading. ×
0
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Search engine optimization (seo)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Search engine optimization (seo)

536

Published on

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
536
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. SEARCH ENGINEOPTIMIZATION (SEO)…or…how to rank #1 with Google
  • 2. Presenter  Jason Olson, Founder – ProactiveWeb.net  18 years as an internet developer  14 years as an information technology engineer  MCSE: Security, Cisco CCNP, Citrix CCA  CIW Web Professional© 2012 – Jason Olson / ProactiveWeb.net
  • 3. Search Engine Optimization  What is SEO  Why should it matter to my website  Who should be handling my SEO  When should I address SEO  How do I improve my search rank© 2012 – Jason Olson / ProactiveWeb.net
  • 4. What is SEO  Search Engine Optimization  The process of optimizing your website so that it can be properly found by website search engines, and thus, enable people to find your website.© 2012 – Jason Olson / ProactiveWeb.net
  • 5. What is SEO  Asking how to rank #1 is the wrong question…  The right question is what should I rank?  Begin by asking yourself, in the scope of the entire WORLD WIDE WEB, what is the importance of my content…  Lets look at Apple…when someone searches for Apple, what are they looking for?  Fruit, Record Label, Big Apple, Computer Name, Corporation© 2012 – Jason Olson / ProactiveWeb.net
  • 6. What is SEO  So we need to step back and look… what is the real relevance of my website?  Does my current website represent that relevance?© 2012 – Jason Olson / ProactiveWeb.net
  • 7. What is SEO  You see… Search engines are designed to use very complex mathematical and semantical algorithms to determine the relevance of a website to a particular search query…  When I search for Apple Computer, what does the searcher want to know? And can the engine display relevant links to websites?© 2012 – Jason Olson / ProactiveWeb.net
  • 8. What is SEO  When search engines were first developed, websites were allowed to define for themselves their relevance to a particular subject…  Unfortunately unscrupulous people attempted to undermine that… and have been trying ever since.  And the more people ask to be #1 without first asking “should they”… they are affective contributing to this problem.© 2012 – Jason Olson / ProactiveWeb.net
  • 9. What is SEO  So… in response, search engines are working ever diligently to detect these attempts to undermine the trust system, and put their website on top.  As yourself, if you sold an Apple Macintosh or say an iPad… what sort of value would it bring to you, as a company, to show up first, when someone searched for iPad? That could mean millions of dollars in revenue.© 2012 – Jason Olson / ProactiveWeb.net
  • 10. …But the question is, do you legitimately belong above the Apple Computer Corporation?© 2012 – Jason Olson / ProactiveWeb.net
  • 11. What is SEO  So there is this sort of Cat-and-Mouse game with search engines and website designers.  A simple search for “seo” or “search engine optimization” will yield you hundreds of thousands of pages about SEO, and a large portion of those will also be SELLING you services to help you rank #1© 2012 – Jason Olson / ProactiveWeb.net
  • 12. What is SEO  And the reality is… you don‟t have to hire someone else….  …in fact, they will not really work permantely…  …they are a bit like a diet pill  …immediate results  …but not lasting© 2012 – Jason Olson / ProactiveWeb.net
  • 13. Why should it matter to my website  So if it is so complex, should it matter…  Well we‟ve already discussed if you sold Apple products the value of coming out on top…  But… what if you‟re not an ecommerce website? You don‟t sell products online?© 2012 – Jason Olson / ProactiveWeb.net
  • 14. Why should it matter to my website  Consider this… people between the ages of 18-35:  search 70% of the time for a website to establish it is a legitimate business  Are 75% more likely to search for a service they need, than look in the phone book or ask a friend© 2012 – Jason Olson / ProactiveWeb.net
  • 15. Why should it matter to my website  Also consider…  If you‟re simply a blogger or someone providing free information – no product…  The more likely is someone will find your website (after all, if you‟re providing free information, don‟t you want people to find the information?)  The greater value is attributed to the information you profile  The greater value is provided to your as the owner of that information.© 2012 – Jason Olson / ProactiveWeb.net
  • 16. Why should it matter to my website  Even think about Google…  They started off with a product that was FREE, they made no money from it…  They had a product that was worth while, and people found out about it…  Now a company which started off with a free service is on the NASDAQ with a market cap of 208 BILLION© 2012 – Jason Olson / ProactiveWeb.net
  • 17. Why should it matter to my website  The bottom line is… your website has value – otherwise why have one?  And since it has value, you should maximize that value by enabling people to find it.© 2012 – Jason Olson / ProactiveWeb.net
  • 18. Who should be handling my SEO  So who should be handling your SEO?  Shouldyou be hiring a firm?  Perhaps pay one of these service companies?  Maybe you are able to handle it?© 2012 – Jason Olson / ProactiveWeb.net
  • 19. Who should be handling my SEO  Let‟s brake those down a bit… I would say that there are those business which you see ads for, and have promises of high rewards…  Then there are those which provide, what I will consider consultative services, more of a partnership, requiring work from both you and them.  And then there is you using some of the tips provided here.© 2012 – Jason Olson / ProactiveWeb.net
  • 20. Who should be handling my SEO  I would caution you about anyone who has promises of great reward with little effort at a discount price… They are like the diet pill  Immediate results  But not lasting© 2012 – Jason Olson / ProactiveWeb.net
  • 21. Who should be handling my SEO  Let me contrast that with a consultative service, to give you a better idea on what you‟re looking for. A consultative service should:  Give you realistic expectations (good results take time, and no spot is guaranteed)  Require both input and work on your part (they cannot guess at what makes your website, company, or content unique)© 2012 – Jason Olson / ProactiveWeb.net
  • 22. Who should be handling my SEO  While I would say that there can be value in purchasing the services of a third party, and there is definitely a LOT of value which can come out of those, I would suggest you need to start off with doing it yourself.© 2012 – Jason Olson / ProactiveWeb.net
  • 23. Who should be handling my SEO  They will also work with you over time, establish a relationship and work towards steady, long term growth.  They will charge you a fee over time, perhaps by hour, month or quarter.  They will constantly be making minor course corrections, which are empowered by objective information.© 2012 – Jason Olson / ProactiveWeb.net
  • 24. Who should be handling my SEO  There is NO BLACK BOX, no secrets…  Just like loosing weight…  It requires eating right and exercise  …over time…  …and consistent attention…© 2012 – Jason Olson / ProactiveWeb.net
  • 25. Who should be handling my SEO  However, a large portion of what you will spend your time and money on with a consultant can be first done on your own without their input… Much like getting your General Education out of the way before going to a university…  Doing your homework, and then if you still want to go to a higher level, call in the professional consultant who can help you refine things even better.© 2012 – Jason Olson / ProactiveWeb.net
  • 26. When should I address SEO  So just like loosing weight, the best time is RIGHT NOW.  Soyet out your note taking device  And start working on it today© 2012 – Jason Olson / ProactiveWeb.net
  • 27. How do I improve my search rank  So where do you start?  The first thing to do is go back to the question… what value to I bring to the internet as a whole. If you are a mom and pop bakery in Rural California, what relevance do you have to the world? What would be the appropriate context for your business?© 2012 – Jason Olson / ProactiveWeb.net
  • 28. How do I improve my search rank I would suggest that wanting “best blueberry pie” is probably not what is really relevant to your business.  Unless of course you sold nationally or internationally  But perhaps  “coffeeshop in Redding”  “blueberry pie in Redding”  etc© 2012 – Jason Olson / ProactiveWeb.net
  • 29. How do I improve my search rank  First, establish how you want to be legitimately found.  Second, you need to understand where you currently are at rank wise on the major search engines?  How else will you know what you‟re doing helps or hurts© 2012 – Jason Olson / ProactiveWeb.net
  • 30. How do I improve my search rank  Then, take a look at your website from the eyes of a search engine… Does the content of your website contain relevant information pertaining to how you want to be found…  If you want to be found as “coffee shop in redding”, do those words even appear on your website?© 2012 – Jason Olson / ProactiveWeb.net
  • 31. How do I improve my search rank  Sometimes I see websites with the name “Bill & Dianes” and then their menu… but nowhere is the city, Redding, or the words “Coffee Shop”  Then begin to think about how you can add relevant information to your website that contains the words or phrases which are relevant to how you want to be found.© 2012 – Jason Olson / ProactiveWeb.net
  • 32. How do I improve my search rank  In general, the more you use those words or phrases across your website, the better results you receive.  However, they must be relevant, legitimate uses of those words, within valuable content or text.  Otherwise it‟s considered „keyword stuffing‟ and you will be penalized.© 2012 – Jason Olson / ProactiveWeb.net
  • 33. How do I improve my search rank In other words, don‟t just say „best coffee shop in redding‟ on every single page.© 2012 – Jason Olson / ProactiveWeb.net
  • 34. How do I improve my search rank  Next, you need to ensure that your website has current, fresh information.  The frequency doesn‟t matter as much as that it is a pace you can keep up with…  It could be daily, weekly, monthly, or even quarterly.  But find a rhythm that you and keep with© 2012 – Jason Olson / ProactiveWeb.net
  • 35.  Google and other search engines consider stale information to be of less value.  And while in some contexts (think of printed books in a library) it isn‟t accurate…  For the most part, on the internet it is very true.  There are two ways you can be changing your website:  Updating existing information  Adding new information© 2012 – Jason Olson / ProactiveWeb.net
  • 36. How do I improve my search rank  Updating information…  Looks like checking your website and adjusting your prices, hours of operation, specials, etc.  Adding new information…  Looks like a blog, or current news relevant to your website:  A bakery which posts new recipes online  A travel agency which posts airport delays© 2012 – Jason Olson / ProactiveWeb.net
  • 37. How do I improve my search rank  The first two are the biggest and easiest to do:  Relevant articles  Current articles  From here, it becomes more technical and more difficult, but even completing the first two will make a significant impact.© 2012 – Jason Olson / ProactiveWeb.net
  • 38. How do I improve my search rank  The next thing is to get other websites to link to you. But these need to come from reputable sources…  And forget about Facebook and Myspace, those are just skipped over.  You need websites like your or affiliates which you have an actual relationship with.© 2012 – Jason Olson / ProactiveWeb.net
  • 39. How do I improve my search rank  This might look like a bakery whose website references a coffee shop; or a community center which recommends a caterer.  In general, the more other websites link to you, the better.  However, they need to come from legitimate websites, like yours which provides value…  Avoid so called „link exchanges‟ which can hurt your position.© 2012 – Jason Olson / ProactiveWeb.net
  • 40. How do I improve my search rank  The last tip for improving search rank is probably the hardest, and that is to ensure that your website confirms to W3C standards…  Basically, search engines say, if you don‟t take the time to write your website properly, we won‟t value it as much…  Think of it as the same way you “judge a book by it‟s cover” – if the publisher doesn‟t take time to use high quality material, then we value it less.© 2012 – Jason Olson / ProactiveWeb.net
  • 41. How do I improve my search rank  Think of it as the same way you “judge a book by it‟s cover” – if the publisher doesn‟t take time to use high quality material, then we value it less.  If your website doesn‟t meet standards, then it will have less value.  For this, talk to the person who did your website. Ask them to show it is meets W3C standards.© 2012 – Jason Olson / ProactiveWeb.net
  • 42. How do I improve my search rank  So the for things in order are: 1. Relevant content 2. Recent content 3. Inbound links/referrals 4. Technically accurate website code© 2012 – Jason Olson / ProactiveWeb.net
  • 43. How do I improve my search rank  Those elements are not only the basic fundamentals, but will save you hundreds on consulting fees.  I have taken multiple websites, using essentially these techniques alone, and not spending a single dollar on any sort of affiliate, search engine submission or any other fee to bring those websites to a sustainable top 5 position for their relevant keywords. It has taken around a year for each website, but they have maintained that position for years.© 2012 – Jason Olson / ProactiveWeb.net
  • 44. How do I improve my search rank  And as you can see, there is a bit of immediate work, as well as ongoing work…  … and you have to ask yourself…. How can a business make me #1 for only $50 or even $500? © 2012 – Jason Olson / ProactiveWeb.net
  • 45. Search Engine Optimization  In summary:  SEO is important for any website  You have the tools you need to make a positive change now, and don‟t need to pay hundreds to someone else to get started  TODAY is the day to start  And the simplest way to get results is to think about how you evaluate what is valuable to you, and then ensure your website is providing value by having: relevant content, recent content, references (inbound links) and a good cover (technical sound).© 2012 – Jason Olson / ProactiveWeb.net
  • 46. Search Engine Optimization  Thank you for your time!© 2012 – Jason Olson / ProactiveWeb.net

×