1. Search Engine
Long term recommendations.
w/ @Rob Bertholf
2. Geek Cred
Google Search Engine Optimization Expert
About 22,500,000 Results
@Rob Bertholf | Search Engine Optimization Expert
Hi, I’m @Rob on Twitter. California guy living in
Honolulu, Hawaii the last 10 years. I teach at
University of Hawaii’s PNM program and I am
passionate about Development, Social Marketing
Strategy, Web Analytics & Conversion optimization.
Search engine optimization - Wikipedia
3. Desired Takeaways
● What is the point?
● What is a Search Engine & how it works
● Factors to Search Engine authority
● Tools & Tactics
What does it do and how does it work?
7. Search Engine Market Share
Statistics provided by Net Market Share
8. Search Engine Anatomy
10. Paid vs. Organic
Easy to Find
Hard to Find
Money is Being Spent Money Is NOT being spent
11. How does a
find my site?
12. Search Engines “Crawl” the Web
13. Spiders “Crawl” the internet looking for
new web sites which are posted, linked
to, or has its content altered.
They catalog their findings which are
then available to search.
Catalog or “Index” Findings
14. Only one can be on top, how to choose?
15. How does a
rank my site?
16. Optimizing for
What is their angle anyway?
17. What to know
18. Forget everything you think
you know about SEO
19. ... most of it anyway
• Meta Keywords (are not used)
• Link Exchanges (can get you penalized)
• Keyword Density (can get you penalized)
• Page w/outbound Links (always been
20. Can we please let
SEO die already &
focus instead on
21. Authority still
22. Authority validated by
23. How to look
24. If it is good for
Humans, it is good for
Google wants to serve relevant content
wrapped in a positive user experience.
25. The role of a search engine is to help a
user find what they are looking for on
By using keywords and phrases, the
search engine finds the most relevant
results for what the user is looking for.
(Search Engines like this too)
27. Reliable Web Host
28. Reliable Web Host
• What is the point of a website if its down and
people can’t see it?
• Page loading speed directly affects time on
site & conversion.
• Re-think shared hosting, get dedicated IP
address at a minimum.
29. Reliable Web Host
• Ensure your website is up when Googlebot
visits your site.
• SE’s want to serve best experience, site
• Don’t be on the same IP as spammer.
30. Content Management
31. Content Management System
• Keep your website content fresh.
CMS like WordPress make it easy to publish content.
• Make it easy for your content to be shared.
Add social sharing widgets from a library of plugins in seconds.
• Make it easy to remember and share your
link. Dynamically create “slugs” or permalinks to construct
32. Recommended WordPress Plugins
● Wordpress SEO Write better content and have a fully optimized Wordpress site
● Redirection Easily manage 301 redirections and keep track of 404 errors from
● Broken Link Checker Check your posts, comments and other content for broken
links and missing images
● Google XML Sitemaps Generate a special XML sitemap which will help search
engines better index your blog.
● W3 Total Cache Improve site performance & user experience via caching and
content delivery network support.
● Google Analytics for Wordpress Track your statistics to find ways to improve
● Jetpack or DiggDigg Add social media sharing widget to make it easy for your
visitors to share your content.
● Disqus Comment System Make it easy for visitors to post comments to your blog.
33. Content Management System
• Fresh content brings the spiders back quicker.
• Social Shares validate content.
• Make it easy for SE’s to catalog your content.
• Place keywords in your URL’s to increase
34. Responsive Website Design
35. Responsive Site Design
• Better for visitors to browse your website from
any device (Desktop Computer, Laptop,
Tablet, Smart Phone)
• Take mobile seriously! Quickly surpassing
• Ease of navigation is important.
36. Responsive Site Design
• Search engines prefer mobile friendly sites
• Ease of navigation helps visitors find more
37. Attention to Detail
• No broken links or images.
• No misspellings or poor grammar.
• Generate unique content.
38. Attention to Detail
• If you don’t care about your content why
• Duplicate content is not counted
39. Craft Compelling Content
• What is the point of driving traffic to your
website your visitors do not find value from
the content on your site.
• Be consistent and realistic
• Review analytics to check content
40. Create a content
Start with Keyword Research
41. Answer these questions:
1. What words would be used to refer to my brand?
2. What words would people use to request my
product or service?
3. If my product/service is the answer, what is the
4. Who would ask the question?
43. Keyword Exercise
(Company Name, Product Names, Trademarks, Executive Staff)
Setup alerts for these keywords.
Industry (Product/Service) Keywords
(Generic Product/Service Names)
SEO Optimize and listen for these keywords
(Related to but not specific to a cause/service/product)
CAMPAIGNS & HASHTAGS
Create content around these keywords
(Result of product/service or words which describe the consumer)
Identify content partners and build campaigns around.
45. Find more
information at http:
Watch the full video on how to conduct
a keyword research exercise
46. Craft Compelling Content
• Time on site IS a ranking factor with search
• Inbound links increase your search ranking.
• Google’s PANDA gives “Quality Score”
47. Earned Links
● Create compelling content
○ Engaging content = Engaged visitors = Shares
○ Earn inbound links by creating great content.
● Originate content from your website/blog
48. Build Authority & Network
49. Google’s Authorship
• Google’s Authorship replacing the PageRank
• Matching content to the author rather than just
50. Get Social
51. Social Shares (Links)
● Place sharing widget/icons on your site
● Share your content out to social networks
● Encourage advocates to share your content
52. Share your content
• Social Signals are largely weighted.
• Without social validation, traditional link
building will fall flat.
53. Focus on creating
a positive visitor
54. Optimizing On-
Technical tips for a better crawl.
55. Hypertext Markup
The language of the web
56. HTML: The Language of the Web
Markup language which your web browser
(Chrome, Safari, Firefox, etc.) converts to what
we see as a website.
57. Right Click>View Source
What Humans See
58. What Robots See
59. On-Page Tips
● Optimize page titles using your primary
keyword of the page
● Use a variation of the keyword in the
● Pay attention to your websites path, consider
using a keyword (do not go overboard and
60. Constructing URL
Folder / Sub Folder
61. Learn more HTML &
On-Page SEO tips at
Watch the full video on what On-Page
factors are important for SEO
62. Link Building
Ugh… if we must...
63. Link Building Tips
• Unlearn what you know about SEO
• Natural mix of Branded and Non-Branded
• Stay away from Blog Rolls, Low-Quality
Directories, anything spammy.
64. Types of Inbound Links
● Earned. Inbound links attracted by generating quality content.
● Social. Not technically a link, but social shares on Facebook, LinkedIn
or Twitter can influence search rankings.
● Owned. Links from other websites of yours, from social profiles etc.
● Requested. Manually reaching out to bloggers, publishers or
webmasters asking them to link to your site. (Caution!)
65. Owned Links
● In Google+, list all your websites you
● From your site link out to all of your social
networks, ensure they link back to your site
● Claim Tumblr, Wordpress.com, etc.
66. Requested Links
● Identify influencers, share their content and
ask them to share yours.
● Establish relationships with relevant
● Social Advocacy tools: Surrounds.Me
• Holistic marketing efforts
• Less focus on rank, more focus on traffic
source & conversion.
• Setup goal tracking and trace lead sources.
• Improve content performance through
analytics. Identify pages with high exit ratio or
other factors resulting in poor performance.
78. Google Webmaster Guidelines
Google wants your website to be better. Learn
from their Webmaster Guidelines http://support.
79. What were your thoughts?
“Just finished #SEO course with @Rob.
It was _________”