SEO Fundamentals:5 Steps to Higher Google Rankings  Today’s Hosts:       Mike Turner   Senior SEO Strategist       Travis ...
SEARCH ENGINE        PAY PER CLICK       SOCIAL MEDIA  OPTIMIZATION         MANAGEMENT          MARKETING•  Founded in 200...
Some Practical Matters  Are the slides available?         Yes! Just email                                     seo@webmark...
Webinar Agenda    Understand How Google Ranks Websites1   Search results are generated algorithmically for each query, in ...
There are 4 billion searches on Google every day.                            @TravisLowSEO @Webmarketing123 #wm123
Can Your Customers Find You?If you aren’t on the 1st page, you are invisible to most searchers                            ...
Can Your Customers Find You?2/3 of the clicks go to the top 3 results                            Official Google Blog     ...
Step 1:Understand how Google ranks   websites        @TravisLowSEO @Webmarketing123 #wm123
1      Allow Google To Recognize Your Keywords                                   What We See                              ...
1      Allow Google To Recognize Your Keywords                                   What We See            What            Go...
1Search Spiders Determine Your VisibilitySearch bots identify your sites theme and relevance to queries                   ...
1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page                                    ...
1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page                                    ...
1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page                                    ...
1How Does Google Determine Rankings?                                     Is Company.com’s                                 ...
1How Does Google Determine Rankings?                       @TravisLowSEO @Webmarketing123 #wm123
Webinar Agenda    Understand How Google Ranks Websites1   Search results are generated algorithmically for each query, in ...
Step 2:Keyword Research         @TravisLowSEO @Webmarketing123 #wm123
2Optimize Your Keyword Selection                         @TravisLowSEO @Webmarketing123 #wm123
2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords                                ...
2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords                                ...
2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords                                ...
2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.google.com/insights/sear...
2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.google.com/insights/sear...
2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.thinkwithgoogle.com     ...
2Review: Choose the Right KeywordsKeyword selection determines the course of your campaign•  Start with what’s working•  E...
Webinar Agenda    Understand How Google Ranks Websites1   Search results are generated algorithmically for each query, in ...
Step 3:Benchmark yourcurrent rankings         @TravisLowSEO @Webmarketing123 #wm123
3“100” means not showing up on thefirst 10 pages of search results, eachof which displays 10 websites @TravisLowSEO @Webma...
3@TravisLowSEO @Webmarketing123 #wm123
3@TravisLowSEO @Webmarketing123 #wm123
3@TravisLowSEO @Webmarketing123 #wm123
And in relation to your competitors                    @TravisLowSEO @Webmarketing123 #wm123
3@TravisLowSEO @Webmarketing123 #wm123
Webinar Agenda    Understand How Google Ranks Websites1   Search results are generated algorithmically for each query, in ...
Step 4:Integrate Keywords  into your website           @TravisLowSEO @Webmarketing123 #wm123
4Map Targeted Keywords Page By PageDevelop a “mapping” document that targets 3-5 keywords per page                        ...
4      Develop Content Silos      Consider your site’s thematic structure•    Thematically Group Pages                    ...
4	  	  	      Weave Your Keywords Into Your Website       •  Search engines learn what your site is about by reading your ...
4	  	  	      Weave Your Keywords Into Your Website       •  Search engines learn what your site is about by reading your ...
4Write For Your ClientsDevelop naturally written, “non-spammy” content Do: •  Since the most recent algorithm updates, thi...
4Write For Humans, not Search RobotsDevelop naturally sounding, “non-spammy” content  Do:  •  Since the most recent algori...
Integrate Keywordsinto the part of yourwebsite only Google        sees            @TravisLowSEO @Webmarketing123 #wm123
4Meta ContentThe Key Elements:   1. URL                    2. Page Title                    3. Description                ...
4Meta Content    Facebook Groups: B2B Lead GenInclude descriptive keywords and phrases in page titlesKeywords in the First...
Webinar Agenda    Understand How Google Ranks Websites1   Search results are generated algorithmically for each query, in ...
Step 5:Remove Obstacles to Showing Up in  Search Results          @TravisLowSEO @Webmarketing123 #wm123
5Step 1: Configure your Webmaster Tools                          @TravisLowSEO @Webmarketing123 #wm123
5Step 1: Configure your Webmaster Tools     Check your Messages for “Unnatural Link Notices”                              ...
5Step 1: Configure your Webmaster Tools             Check the status of your metadata                                 @Tra...
5Step 1: Configure your Webmaster Tools           Create and Submit a Site Map                                  @TravisLow...
Have Storefronts?Use Google Places          @TravisLowSEO @Webmarketing123 #wm123
5      Set up Google+Use the                   Button             Add a G+ BadgeCustomize your +1 button and +snippet•    ...
Watch Your Organic Search Traffic  Measure the effectiveness of your SEO effortsFilter out “branded”traffic               ...
Keep UpOn a monthly basis, on and off-page optimizations need towork in tandem to drive continued success. Rely on analyti...
Key Takeaways •  Improving Your Google Ranking is Attainable: It takes    painstaking, detailed work to optimize a website...
What can you gain from speaking with one of our analysts?  Social Media Audit                 Take a hard look at your com...
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5 Steps to Higher Google Rankings

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How many of Google’s billion daily queries are relevant to your company, and how many of these potential leads did you capture?
With an effective SEO (Search Engine Optimization) strategy, you can answer this question and meaningfully impact revenue at your company. It’s no mystery that ⅔ of B2B marketers are increasing their investment in SEO- it’s long been considered the most cost-effective tool for lead generation.
• Target keywords that will drive conversions, not just traffic
• Follow the best practices for creating well-written, SEO-friendly website content (‘Panda’ and ‘Penguin’ Updates have changed the rules)
• Boost rank and qualified traffic through Google-safe link building and promotional strategies

Webmarketing123 is a Bay-Area Digital Marketing Agency. Our distinctive approach: pair a metrics-rich methodology with an understanding of our clients’ unique business goals and challenges. We combine a deep expertise across industry verticals, smart use of automation, and efficient use of analytics to inform data-driven decision-making. At Webmarketing123, each client has a dedicated team employing Search Engine Optimization (SEO), Pay Per Click (PPC) advertising, and/or Social Media Marketing (SMM) to create remarkable, results-driven marketing programs.

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5 Steps to Higher Google Rankings

  1. 1. SEO Fundamentals:5 Steps to Higher Google Rankings Today’s Hosts: Mike Turner Senior SEO Strategist Travis Low General Manager facebook.com/webmarketing123 webmarketing123 @TravisLowSEO @Webmarketing123 #wm123
  2. 2. SEARCH ENGINE PAY PER CLICK SOCIAL MEDIA OPTIMIZATION MANAGEMENT MARKETING•  Founded in 2004 •  Proprietary Attribution Tool•  Custom KPI-based Scorecards •  120+ Clients @TravisLowSEO @Webmarketing123 #wm123
  3. 3. Some Practical Matters  Are the slides available? Yes! Just email seo@webmarketing123.com  Connect with us! @webmarketing123 We’re live tweeting webinar highlights. facebook.com/webmarketing123  Want to learn more? Request a Complimentary SEO Assessment Today. @TravisLowSEO @Webmarketing123 #wm123
  4. 4. Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  5. 5. There are 4 billion searches on Google every day. @TravisLowSEO @Webmarketing123 #wm123
  6. 6. Can Your Customers Find You?If you aren’t on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 @TravisLowSEO @Webmarketing123 #wm123
  7. 7. Can Your Customers Find You?2/3 of the clicks go to the top 3 results Official Google Blog @TravisLowSEO @Webmarketing123 #wm123
  8. 8. Step 1:Understand how Google ranks websites @TravisLowSEO @Webmarketing123 #wm123
  9. 9. 1    Allow Google To Recognize Your Keywords What We See @TravisLowSEO @Webmarketing123 #wm123
  10. 10. 1    Allow Google To Recognize Your Keywords What We See What Google Sees @TravisLowSEO @Webmarketing123 #wm123
  11. 11. 1Search Spiders Determine Your VisibilitySearch bots identify your sites theme and relevance to queries Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 @TravisLowSEO @Webmarketing123 #wm123
  12. 12. 1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page Crawling: •  Discovering new and updated pages on the web @TravisLowSEO @Webmarketing123 #wm123
  13. 13. 1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page Crawling: •  Discovering new and updated pages on the web Indexing: •  Compiling data from crawls into data centers @TravisLowSEO @Webmarketing123 #wm123
  14. 14. 1How Do Search Spiders Crawl the Web?Search bots follow links to get from page to page Crawling: •  Discovering new and updated pages on the web Indexing: •  Compiling data from crawls into data centers Serving Results: •  Based on relevancy •  Over 200 factors considered •  Content, keywords, links @TravisLowSEO @Webmarketing123 #wm123
  15. 15. 1How Does Google Determine Rankings? Is Company.com’s website relevant to the searcher’s query? Does the site have Authority? Does it have Quality Content? How many other sites link back to Company.com? Are there HTML errors or violations of Webmaster Guidelines? @TravisLowSEO @Webmarketing123 #wm123
  16. 16. 1How Does Google Determine Rankings? @TravisLowSEO @Webmarketing123 #wm123
  17. 17. Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  18. 18. Step 2:Keyword Research @TravisLowSEO @Webmarketing123 #wm123
  19. 19. 2Optimize Your Keyword Selection @TravisLowSEO @Webmarketing123 #wm123
  20. 20. 2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords @TravisLowSEO @Webmarketing123 #wm123
  21. 21. 2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords @TravisLowSEO @Webmarketing123 #wm123
  22. 22. 2Optimize Your Keyword SelectionSelect a mix of both “head match” and “long tail” keywords @TravisLowSEO @Webmarketing123 #wm123
  23. 23. 2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.google.com/insights/search @TravisLowSEO @Webmarketing123 #wm123
  24. 24. 2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.google.com/insights/search @TravisLowSEO @Webmarketing123 #wm123
  25. 25. 2Match Your Business to Current TrendsInvestigate Google Insights to compare long-term trends:www.thinkwithgoogle.com @TravisLowSEO @Webmarketing123 #wm123
  26. 26. 2Review: Choose the Right KeywordsKeyword selection determines the course of your campaign•  Start with what’s working•  Expand on your keywords: brainstorm and test variations for search volume & relevance•  Have a mix of both head and “long- tail” terms•  Hint: Don’t focus just on search volume•  Google your proposed search terms to see if the sites ranking on page 1 are relevant to what your business offers•  Look at search trends for your proposed keywords @TravisLowSEO @Webmarketing123 #wm123
  27. 27. Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  28. 28. Step 3:Benchmark yourcurrent rankings @TravisLowSEO @Webmarketing123 #wm123
  29. 29. 3“100” means not showing up on thefirst 10 pages of search results, eachof which displays 10 websites @TravisLowSEO @Webmarketing123 #wm123
  30. 30. 3@TravisLowSEO @Webmarketing123 #wm123
  31. 31. 3@TravisLowSEO @Webmarketing123 #wm123
  32. 32. 3@TravisLowSEO @Webmarketing123 #wm123
  33. 33. And in relation to your competitors @TravisLowSEO @Webmarketing123 #wm123
  34. 34. 3@TravisLowSEO @Webmarketing123 #wm123
  35. 35. Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  36. 36. Step 4:Integrate Keywords into your website @TravisLowSEO @Webmarketing123 #wm123
  37. 37. 4Map Targeted Keywords Page By PageDevelop a “mapping” document that targets 3-5 keywords per page @TravisLowSEO @Webmarketing123 #wm123
  38. 38. 4 Develop Content Silos Consider your site’s thematic structure•  Thematically Group Pages Mobile Around Keywords SMB Enterprise•  Link Pages Within The Same Groups To Further Strengthen Theme of Website SMB Enterprise Mobile•  Search Engine Spiders Can See a Theme Across Your Site That Makes Sense Other Relevant Internal Pages @TravisLowSEO @Webmarketing123 #wm123
  39. 39. 4       Weave Your Keywords Into Your Website •  Search engines learn what your site is about by reading your content @TravisLowSEO @Webmarketing123 #wm123
  40. 40. 4       Weave Your Keywords Into Your Website •  Search engines learn what your site is about by reading your content •  Optimal site content will sound natural to readers but also include mentions of targeted keywords @TravisLowSEO @Webmarketing123 #wm123
  41. 41. 4Write For Your ClientsDevelop naturally written, “non-spammy” content Do: •  Since the most recent algorithm updates, this is no longer optional! •  Write for your reader, not the writer! •  Establish a natural, engaging tone of voice •  Pay attention to grammar & errors (Google sees these as a sign of web-spam) @TravisLowSEO @Webmarketing123 #wm123
  42. 42. 4Write For Humans, not Search RobotsDevelop naturally sounding, “non-spammy” content Do: •  Since the most recent algorithm updates, this is no longer optional! •  Write for your reader, not the writer! •  Establish a natural, engaging tone of voice •  Pay attention to grammar & errors (Google sees these as a sign of web-spam) Don’t •  Try to trick search engines with manipulative tactics •  Use Flash much (it frustrates folks on mobile devices!) •  Don’t overuse your keywords: Read it out loud for a reality check @TravisLowSEO @Webmarketing123 #wm123
  43. 43. Integrate Keywordsinto the part of yourwebsite only Google sees @TravisLowSEO @Webmarketing123 #wm123
  44. 44. 4Meta ContentThe Key Elements: 1. URL 2. Page Title 3. Description @TravisLowSEO @Webmarketing123 #wm123
  45. 45. 4Meta Content Facebook Groups: B2B Lead GenInclude descriptive keywords and phrases in page titlesKeywords in the First or Second Position of the Page TitleHave the Greatest Impact! @TravisLowSEO @Webmarketing123 #wm123
  46. 46. Webinar Agenda Understand How Google Ranks Websites1 Search results are generated algorithmically for each query, in real time Keyword Selection Best Practices2 SEO tips for keyword mapping and page optimization Benchmark Your Current Rankings3 You can’t track what you’re not measuring Integrate Keywords into Your Website4 Including Metadata. You’ll also be seeking backlinks with keywords as anchor text Remove Obstacles to Appearing in Search Results5 Implement Webmaster Tools and Google+ to take advantage of these free tools @TravisLowSEO @Webmarketing123 #wm123
  47. 47. Step 5:Remove Obstacles to Showing Up in Search Results @TravisLowSEO @Webmarketing123 #wm123
  48. 48. 5Step 1: Configure your Webmaster Tools @TravisLowSEO @Webmarketing123 #wm123
  49. 49. 5Step 1: Configure your Webmaster Tools Check your Messages for “Unnatural Link Notices” @TravisLowSEO @Webmarketing123 #wm123
  50. 50. 5Step 1: Configure your Webmaster Tools Check the status of your metadata @TravisLowSEO @Webmarketing123 #wm123
  51. 51. 5Step 1: Configure your Webmaster Tools Create and Submit a Site Map @TravisLowSEO @Webmarketing123 #wm123
  52. 52. Have Storefronts?Use Google Places @TravisLowSEO @Webmarketing123 #wm123
  53. 53. 5 Set up Google+Use the Button Add a G+ BadgeCustomize your +1 button and +snippet•  http://www.google.com/webmasters/+1/ button/ @TravisLowSEO @Webmarketing123 #wm123
  54. 54. Watch Your Organic Search Traffic Measure the effectiveness of your SEO effortsFilter out “branded”traffic @TravisLowSEO @Webmarketing123 #wm123
  55. 55. Keep UpOn a monthly basis, on and off-page optimizations need towork in tandem to drive continued success. Rely on analytics toguide decision making. On-Page Changes Measuring Link Building Improvement in Rankings, Site Engagement, and Lead Flow Tracking Spider Crawls Monitoring Visitor Analytic Data @TravisLowSEO @Webmarketing123 #wm123
  56. 56. Key Takeaways •  Improving Your Google Ranking is Attainable: It takes painstaking, detailed work to optimize a website. Fortunately, your competitors may not have done it, either. Get ahead of them. •  It’s all about the Keywords: Executing SEO correctly requires not just a brainstorming session but an ongoing commitment. Optimizing for a set of keywords requires relevant content, website structure and inbound links (we’ll talk about that in another webinar). •  Write for Humans: The same factors that make a website compelling to the user now earn ranking power with Google. @TravisLowSEO @Webmarketing123 #wm123
  57. 57. What can you gain from speaking with one of our analysts? Social Media Audit Take a hard look at your competitors ‘Cost of the Problem’ Analysis Compare digital strategies Request a Consultation: seo@webmarketing123.com bit.ly/wm123seo Connect with the Host: Mike.T@webmarketing123.com facebook.com/webmarketing123 webmarketing123 @TravisLowSEO @Webmarketing123 #wm123
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