Search engine optimization is not Rocket Science. It requires a basic understanding of how search engines work. Remember, the search engines like Google, are trying to offer up the most relevant search results for users. This is how they make money through advertising. So it’s all about being relevant in the eyes of Google and the other search engines. That said, it’s not easy. It requires some hard work. SEO isn’t a one-time fix. It requires an ongoing effort if you’re going to consistently rank high in the search engines. The search engines like Google and Bing reward web pages with the right combination of ranking factors, or “signals.” SEO is about ensuring the content on your website generates the right type of signals. In this presentation we cover the most important signals, both on-page and off-page, that impact your website rankings.

1. Rise to the Top
SEO Basics for
Green Industry Companies
Chris Heiler
President, Landscape Leadership

2. How much SEO expertise is required?
SEO is about ensuring the content on
your website generates the right type
of signals for search engines.
www.LandscapeLeadership.com

3. What we will cover
1. On-page ranking factors
– Content
– HTML
– Architecture
2. Off-page ranking factors
– Links
– Social
– Trust
– Personal
www.LandscapeLeadership.com

4. http://searchengineland.com/seotable

5. 2011
Search Engine
Ranking Factors
Report
http://www.seomoz.org/article/search-ranking-factors

6. On-page ranking factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
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7. On-page: Your website’s content
www.LandscapeLeadership.com

8. Lawn & Landscape magazine study
www.LandscapeLeadership.com

9. On-page: Your website’s content
www.LandscapeLeadership.com

10. On-page: Your website’s content
www.LandscapeLeadership.com

11. On-page ranking factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
www.LandscapeLeadership.com

12. On-page: Your website’s HTML
Meta data includes:
1. Title tags
2. Meta keywords
3. Meta description
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13. On-page: Your
website’s HTML
2011
Search Engine
Ranking Factors
Report
26%
http://www.seomoz.org/article/search-ranking-factors

14. On-page: Your website’s HTML
How to use keywords the right way:
http://www.landscapeleadership.com/your-keyword-phrase/
www.LandscapeLeadership.com

15. On-page ranking factors
1. Your website’s content
2. Your website’s HTML
3. Your website’s architecture
www.LandscapeLeadership.com

16. On-page: Your website’s architecture
• Can search engines easily “crawl” the pages on
your website?
• Does your website load quickly?
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17. Off-page ranking factors
1. Inbound links
2. Social media
3. Trust
4. Personal
www.LandscapeLeadership.com

18. Off-page:
Inbound links
2011
Search Engine
Ranking Factors
Report 42%
http://www.seomoz.org/article/search-ranking-factors

19. Off-page: Inbound links
www.LandscapeLeadership.com

20. Off-page: Inbound links
http://www.landscapeleadership.com/planet-seo-analysis
www.LandscapeLeadership.com

21. Off-page: Inbound links
http://www.landscapeleadership.com/planet-local
www.LandscapeLeadership.com

22. Off-page ranking factors
1. Inbound links
2. Social media
3. Trust
4. Personal
www.LandscapeLeadership.com

23. Off-page:
Social media
2011
Search Engine
Ranking Factors
Report
http://www.seomoz.org/article/search-ranking-factors 7%

24. Off-page: Trust
1. Websites with a long history are seen as more trust-
worthy
1. Search engines also consider how long your domain
name is registered for (use www.Whois.com)
1. The web pages your site links to are also a strong
signal that factors into your rankings
www.LandscapeLeadership.com

25. Off-page ranking factors
1. Inbound links
2. Social media
3. Trust
4. Personal
www.LandscapeLeadership.com

26. Off-page: Personal
1. Search results are influenced by who is searching
1. Location plays a role in search results
1. Your social graph is beginning to play a larger role in
how search results are displayed
www.LandscapeLeadership.com

27. 7 Primary ranking factors
1. On-page ranking factors
– Content
– HTML
– Architecture
2. Off-page ranking factors
– Links
– Social
– Trust
– Personal
www.LandscapeLeadership.com

28. Next steps
Download the Local Business Directory Worksheet
• http://www.landscapeleadership.com/planet-local
Apply for a complimentary SEO Analysis
• http://www.landscapeleadership.com/planet-seo-analysis
• # of inbound links
• Speed—load time of site, etc.
Review how to use keywords the right way
• http://www.landscapeleadership.com/your-keyword-phrase

29. Get in touch
(800) 681-9169
chris.heiler@landscapeleadership.com
www.LandscapeLeadership.com
@Inbound_Agency
@Chris_Heiler