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Search engine optimization (seo)


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  • 1. SEARCH ENGINEOPTIMIZATION (SEO)…or…how to rank #1 with Google
  • 2. Presenter  Jason Olson, Founder –  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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 10. …But the question is, do you legitimately belong above the Apple Computer Corporation?© 2012 – Jason Olson /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 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 /
  • 46. Search Engine Optimization  Thank you for your time!© 2012 – Jason Olson /