SEO Fundamentals5 SEO Basics to Improve Your Google RankingsDial: +1 (314) 627-1517Access Code: 693-558-274               ...
Housekeeping Items Are the slides available?    Yes! Please email seo@webmarketing123.com We want to hear from you!    ...
Webinar Agenda    Getting Found by the Search Engines1   Learn how Google discovers, indexes, and ranks    webpages    The...
Webinar Agenda    Getting Found by the Search Engines1   Learn how Google discovers, indexes, and ranks    webpages    The...
What is at Stake  Search engine use is growing rapidly               Currently, there are more                     than 3 ...
Search Engine User Behavior  If you are not on the 1st page, you are invisible to most searchers                          ...
1 How Do Search Spiders Crawl the Web?  Search bots follow links to get from page to page                                 ...
1 How Do Search Spiders Crawl the Web?  Search bots follow links to get from page to page                                 ...
Key Action #11. Do a site: search on your   homepage.2. How many pages of your website   does Google recognize?           ...
Webinar Agenda    Getting Found by the Search Engines1   Learn how Google discovers, indexes, and ranks    webpages    The...
2a Keyword Optimization  Investigate Google Insights to compare long-term trends:  www.google.com/insights/search         ...
2a Keyword Optimization  Select a mix of both “head match” and “long tail” keywords                                       ...
2a Keyword Optimization     Keyword selection is important because it determines the course of     your campaign• Best Pra...
2b Website Content     How to write for search engines• Search engines learn what your site is about by reading your conte...
2b How to Include Keywords Without Overusing?     Develop naturally written, “non-spammy” content• Best Practices    • Wri...
2b Website Content  What Google Sees                     What We See                                   #wm123             ...
2c Meta Content  What it is         Main Elements Consist of:         a) Page Title         b) Description         c) And ...
2c Meta Content  What it is         Main Elements Consist of:         a) Page Title         b) Description         c) And ...
2c Meta Content           Facebook Groups: B2B Lead Gen         Include descriptive keywords and phrases in page titlesKey...
2d Develop Content Silos        Consider your site’s thematic structure•   Thematically Group Pages                       ...
2d How Many Keywords To Target Per Page?  Develop a “mapping” document that targets 3-5 keywords per page                 ...
2e Inbound Links  Links from other highly relevant websites, back to yours                                                ...
2e Inbound Links vs. Internal Links       Differences between types of linksInbound Links• From external sites• Serve as “...
2e Link Proportioning                  Domain Authority   A sample link building strategyExample No.   Links              ...
2e Link Proportioning        Inbound link FAQs   Don’t build all your links at once   Not all links are created equal  ...
Key Action #21. Do a cache: search for your homepage2. View the “text only” version3. Identify the most widely used keywor...
Webinar Agenda    Getting Found by the Search Engines1   Learn how Google discovers, indexes, and ranks    webpages    The...
3 SEO is a Means to an End  Why SEO matters 1     Keyword     Rankings                    2                        Increas...
3 Keyword Rankings Measured on a weekly, bi-weekly, or monthly basis                                                     #...
3 Organic Search Traffic        Measures effectiveness of SEO programFilter out “branded” traffic                         ...
3 Goal Tracking       Ties SEO effectiveness to lead and sales flowSet up Goals   •   Define conversions for your business...
3 The SEO Process On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rel...
Key Action #31. What is the goal of your website   (leads, form fill outs, sales)?2. Can you identify the top 5 keywords  ...
Key Takeaways• Begin Optimization Now: Capitalize on your core keywords  before the competition does. Identify your top ke...
Thank You!
Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not rankin...
Calculating the Cost of the ProblemBy applying standard conversion metrics throughout the purchasingfunnel, we can identif...
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SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

  1. 1. SEO Fundamentals5 SEO Basics to Improve Your Google RankingsDial: +1 (314) 627-1517Access Code: 693-558-274 @webmarketing123 @bradleywjoe #wm123
  2. 2. Housekeeping Items Are the slides available?  Yes! Please email seo@webmarketing123.com We want to hear from you! @webmarketing123 facebook.com/webmarketing123 Want to learn more?  Contact us for a complimentary SEO Diagnostic. Details at end of webinar. #wm123 @bradleywjoe
  3. 3. Webinar Agenda Getting Found by the Search Engines1 Learn how Google discovers, indexes, and ranks webpages The 5 Fundamentals2 SEO best practices for keyword selection, on-page, and off-page optimization Measuring Success3 How to monitor and improve your SEO results #wm123 @bradleywjoe
  4. 4. Webinar Agenda Getting Found by the Search Engines1 Learn how Google discovers, indexes, and ranks webpages The 5 Fundamentals2 SEO best practices for keyword selection, on-page, and off-page optimization Measuring Success3 How to monitor and improve your SEO results #wm123 @bradleywjoe
  5. 5. What is at Stake Search engine use is growing rapidly Currently, there are more than 3 billion searches/day on Google Courtesy: SEOmoz #wm123 @bradleywjoe
  6. 6. Search Engine User Behavior If you are not on the 1st page, you are invisible to most searchers Source : Jupiter Research, 2010 #wm123 @bradleywjoe
  7. 7. 1 How Do Search Spiders Crawl the Web? Search bots follow links to get from page to page Data Center Home Page Category Level Page Product Level Page1 Product Level Page2 #wm123 @bradleywjoe
  8. 8. 1 How 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 • Daily, weekly, monthly • Indexing: • Compiling data from crawls into data centers • Serving Results: • Based on relevancy • Over 200 factors considered • Content, keywords, links #wm123 @bradleywjoe
  9. 9. Key Action #11. Do a site: search on your homepage.2. How many pages of your website does Google recognize? #wm123 @bradleywjoe
  10. 10. Webinar Agenda Getting Found by the Search Engines1 Learn how Google discovers, indexes, and ranks webpages The 5 Fundamentals2 SEO best practices for keyword selection, on-page, and off-page optimization Measuring Success3 How to monitor and improve your SEO results #wm123 @bradleywjoe
  11. 11. 2a Keyword Optimization Investigate Google Insights to compare long-term trends: www.google.com/insights/search #wm123 @bradleywjoe
  12. 12. 2a Keyword Optimization Select a mix of both “head match” and “long tail” keywords #wm123 @bradleywjoe
  13. 13. 2a Keyword Optimization Keyword selection is important because it determines the course of your campaign• Best Practices • Have a mix of both generic and “long-tail” terms • Do not 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 • Expand on your keywords by finding variations #wm123 @bradleywjoe
  14. 14. 2b Website Content How to write for search engines• Search engines learn what your site is about by reading your content• Optimal site content will sound natural to readers but also include mentions oftargeted keywords #wm123 @bradleywjoe
  15. 15. 2b How to Include Keywords Without Overusing? Develop naturally written, “non-spammy” content• Best Practices • Write for humans • Proofread • Grammar • Tone of voice / natural writing style• Avoid Doing These • Try to trick search engines with manipulative tactics • Have website based entirely in Flash • Overusing your keywords: Read it out loud! #wm123 @bradleywjoe
  16. 16. 2b Website Content What Google Sees What We See #wm123 @bradleywjoe
  17. 17. 2c Meta Content What it is Main Elements Consist of: a) Page Title b) Description c) And sometimes… Keywords #wm123 @bradleywjoe
  18. 18. 2c Meta Content What it is Main Elements Consist of: a) Page Title b) Description c) And sometimes… Keywords #wm123 @bradleywjoe
  19. 19. 2c Meta Content Facebook Groups: B2B Lead Gen Include descriptive keywords and phrases in page titlesKeywords in the First or Second Position of the Page Title Have the Highest Impact!
  20. 20. 2d 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 #wm123 @bradleywjoe
  21. 21. 2d How Many Keywords To Target Per Page? Develop a “mapping” document that targets 3-5 keywords per page #wm123 @bradleywjoe
  22. 22. 2e Inbound Links Links from other highly relevant websites, back to yours #wm123 @bradleywjoe
  23. 23. 2e Inbound Links vs. Internal Links Differences between types of linksInbound Links• From external sites• Serve as “votes” telling search engines mysite. that your site is useful and relevant. comInternal Links• Links within your site, connecting your internal pages• Makes your site look more cohesive to Search Engines and strengthens the theme of your site #wm123 @bradleywjoe
  24. 24. 2e Link Proportioning Domain Authority A sample link building strategyExample No. Links Sample Keywords Home • CRM software Page 100 • Customer relationship management Sample Keywords Category Page 30 • best CRM solutions • hosted CRM Sample Keywords Products • Mobile CRM tools 10 • CRM for enterprise Page
  25. 25. 2e Link Proportioning Inbound link FAQs Don’t build all your links at once Not all links are created equal Reciprocal-linking is no longer as effective Linking from sites that are legitimate and relevant will give you more link value #wm123 @bradleywjoe
  26. 26. Key Action #21. Do a cache: search for your homepage2. View the “text only” version3. Identify the most widely used keyword on the homepage.4. Does this align with your SEO strategy? #wm123 @bradleywjoe
  27. 27. Webinar Agenda Getting Found by the Search Engines1 Learn how Google discovers, indexes, and ranks webpages The 5 Fundamentals2 SEO best practices for keyword selection, on-page, and off-page optimization Measuring Success3 How to monitor and improve your SEO results #wm123 @bradleywjoe
  28. 28. 3 SEO is a Means to an End Why SEO matters 1 Keyword Rankings 2 Increased Traffic 3 Lead and Sales #wm123 @bradleywjoe
  29. 29. 3 Keyword Rankings Measured on a weekly, bi-weekly, or monthly basis #wm123 @bradleywjoe
  30. 30. 3 Organic Search Traffic Measures effectiveness of SEO programFilter out “branded” traffic #wm123 @bradleywjoe
  31. 31. 3 Goal Tracking Ties SEO effectiveness to lead and sales flowSet up Goals • Define conversions for your business goals • Set your goal values • Analyze which keywords are leading to more conversions and work to strengthen them in your links and content • Consider removing poor-performing keywords from your campaign • Observe where visitors abandon the goal path and analyze the data to determine why #wm123 @bradleywjoe
  32. 32. 3 The SEO Process On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making. On-Page Changes Measuring Improvement in Rankings, Site Link Building Engagement, and Lead Flow Monitoring Visitor Tracking Spider Analytic Data Crawls #wm123 @bradleywjoe
  33. 33. Key Action #31. What is the goal of your website (leads, form fill outs, sales)?2. Can you identify the top 5 keywords that drove the most leads/sales last month? #wm123 @bradleywjoe
  34. 34. Key Takeaways• Begin Optimization Now: Capitalize on your core keywords before the competition does. Identify your top keywords and who ranks highly for those terms today.• SEO Success Takes Time and Resources: Executing SEO correctly requires full-time resources. Optimizing for a set of keywords requires relevant content, inbound links, and website structure.• Achieve 2012 Marketing Goals: SEO is the most cost-efficient way to generate qualified sales and leads. Take advantage of search demand for your industry and leverage this to achieve your 2012 business plan goals. #wm123 @bradleywjoe
  35. 35. Thank You!
  36. 36. Contact Us about Qualifying for a Complimentary Analysis - “Cost of the Problem” Analysis: Discover the cost of not ranking in the top positions on search engines. How much revenue is being lost to competitors with the best rankings? - Competitive Report: Find out where you rank against your top competitors and what tactics they’re employing - ROI Tracking: Detailing the keywords and sources that visitors are using to discover your website and if those visitors are converting into leads and sales Please contact: contact@webmarketing123.com #wm123 @bradleywjoe
  37. 37. Calculating the Cost of the ProblemBy applying standard conversion metrics throughout the purchasingfunnel, we can identify lost revenue on a monthly basis #wm123 @bradleywjoe
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