Basic information to small/medium business owners about the SEO world

1. The Beginners Guide to
Search Engine Optimization
SPEROTECK, INC. – PRESENTED BY GALIA POLYANOVSKY
FEBRUARY, 2015

2. About Speroteck
◦ Established in 2001 in Glencoe IL
◦ We are a Google Partner - This means that we have met all Google requirements
(exams, spend, best practices) to manage Paid-Search and are now part of largest
private Google-powered community for AdWords professionals.
We are Recognized SEO Experts by OMCP – Online Marketing Certified Professionals.
We are experts in three major eCommerce platforms: Magento, Demandware, Hybris. We also
developing brand new platform (Ottemo) based on Google’s GoLang language.
Over 100 customers among them: Julep, YMCA, One Hope United, Tecta America, ESPN, Psycho
Bunny, Just Kids Store (Buffalo Grove)… and many more.
www.Speroteck.com
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3. Agenda:
 Why are we mainly talking about Google
 Social Media summary
 Types of Search
 Organic Search
 Paid Search - AdWords
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4. It’s Google's world and we just play in it…
In 2015 - Google search
commanded a 74.8% market
share.
In November, Yahoo and Mozilla
announced a five-year partnership
where Yahoo would become the
default search option on Firefox
web browsers. The switch took
effect in December.

5. Social Media - Facebook remains the strong leader in social
networking, and mobile-only audiences are becoming a
more important segment
U.S. Multi-Platform Unique Visitors (MM) on Social Networks

6. Agenda:
 Why Google is important
 Social Media summary
 Types of Search
 Organic Search
 Paid Search
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7. Organic vs. Paid Search

8. Organic Search
Organic search results are listings on search engine results pages (SERP) that appear
because of their relevance to the search terms, as opposed to their being
advertisements. Many customers feel that these results are a more accurate
reflection of what they might want when searching for a specific phrase, because
they are generated by popularity and common usage.
Make it work – Search Engine Optimization (SEO) – 4 Dimensions:
1. Page Quality
2. Domain Authority
3. Off-site Value
4. Keyword Relevance

9. Organic Search
PAGE QUALITY
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10. Organic Search – Page Quality
The individual web page document being analyzed for the search results. Page Quality is made up a
variety of factors including:
◦ Title Tag
◦ Meta Description
◦ On page Content
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11. Organic Search – Page Quality
◦ On page content - Users
◦ “We know that words are little dynamite sticks in people's minds and we hold the fuse.“ ~ Mao Tse Tung.
◦ No time to be mysterious. Be very specific and to the point.
◦ Call Things as they are - Find words that connect to users. State Value. Instead of “Our cakes made of organic products”, say
“Enjoy organic and healthy food”
◦ Page Structure – Present information in “digestional” state. Simple and easy structure: Headline  Sub-headline  bullet list
 hyper links… etc. No more than 2 sentences in a paragraph.
◦ People don’t read any more! They browse. Excellent article from Slate.com - You Won’t Finish This Article. What can you do:
◦ Look at popular newspaper and see how they do it: Use typography, layout, font size, color scheme. Try to grab attention.
◦ On page content - Search Engines
◦ Think of Users first, search engines second!
◦ Get rid of duplicative content or hide pages that you can’t get rid of in robots.txt file.
◦ Make sure you have 250 words minimum of each page.
◦ Content should be educational and rich. Don’t try to “stick” keywords everywhere,
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12. Organic Search
DOMAIN AUTHORITY
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13. Organic Search - Domain Authority
Any variable that relate to the trust, authority, or effects on a webpage's rankings relating to the
entire domain as a whole. Includes many factors, that are kept is secret by google. We will
discuss known factors.
Often called root level, site level, or top level. Examples:
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14. Organic Search - Domain Authority
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Make sure your site is fast - 90% of user will abandon sites that takes longer than 3 seconds to
load. The speed also affects your standing with search engines.
Broken Pages – 404 error. Sere Custom 404 pages.

15. Organic Search - Domain Authority
The best way to influence this metric is to improve your overall SEO. In particular, you should
focus on your link profile— by getting more links from other high-domain-authority pages.
Check yours and other site’s Domain Authority using Open Site Explorer:
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16. Organic Search
OFF SITE FACTORS
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17. Organic Search – Off Site Factors
Any factor that affect a webpage’s rankings that occur off the domain
that is in the search results.
Examples:
Inbound link metrics (quality, quantity, etc.) – get other sites linking to you! But
only good quality links. Don’t get links from any sites and do not use “link
farms”. If you use directories (yellow pages, Foursquare, manta.. Etc.) - 4-5 is
enough.
Root linking domains - Number of linking root domains includes only the
number of unique root domains linking. Two links from the same website
would only be counted as one linking root domain.
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18. Organic Search – Off Site Factors
Social mentions & Brand Mentions -
The Panda Patent: Brand Mentions Are
the Future of Link Building. “Among
the social networks, Instagram beat
out Facebook with 6.35 million brand
mentions. Victoria’s Secret was the top
brand with more than 3.49 mentions
and two of the most popular
hashtags.” Source
http://www.adweek.com/socialtimes/
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19. Organic Search – Off Site Factors
Bad Links – CAN harm your site!
Use tools to see who is linking to your site and “break the link”
Tools to see who is linking to your site:
https://ahrefs.com/
http://www.opensiteexplorer.org/
Submit removal request
Use the Disavow tool – Webmaster central.
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20. Organic Search
KEYWORD RELEVANCE
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21. Organic Search – Keyword Relevance
Any variables or factors that impact a webpage or domain’s rankings for specific keyword.
Examples:
• Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after
viewing only one page.
• User time on site - how long users spend navigating the site
• Inbound linking anchor text - If many links point to a page with the right keywords in their anchor text,
that page has a very good chance of ranking well. Example: “We are members of Northbrook Chamber
of Commerce”
• “Over-optimization” – back in a day stuffing a site with tons of keywords (“keyword stuffing”), or
sending thousands of spammy links to a site was the way to go.
• Filters / Penalties: Check if you got any warning from Google: navigate to the “All Messages” tab on
the left hand side of Webmaster Tools.
Another way to identify a manual penalty is by going to Google.com and typing: Site:yourdomain.com
- If your domain does not show up in the search results at all, you’ve probably been de-indexed from
Google.
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22. Organic Search – Keyword Relevance
Google Analytics - http://www.google.com/analytics/ - Use it!
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23. Organic Search – Keyword Relevance
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24. Agenda:
 Why Google is important
 Social Media summary
 Types of Search
 Organic Search
 Paid Search
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25. Paid Search (Pay-Per-Click)
◦ Search Advertising is a method of placing online advertisements on Web pages that show results
from search engine queries. Through the same search-engine advertising services, ads can also be
placed on Web pages. Search advertising is sold and delivered on the basis of keywords.
Make it work – Google AdWords tool
◦ Ad Relevance - A keyword status that measures how closely related your keyword is to your ads.
◦ Landing page experience – A measure that Google uses to estimate how relevant and useful your
website's landing page will be to people who click on your ad. Landing pages with higher ratings
are usually well organized and have text that relates to a person's search terms.
◦ Speroteck is a Google Partner - Certified AdWords Experts by Google to Create and Manage your
Paid-Search campaign.

26. Paid Search types
Search Campaign is considered a pull marketing strategy. This means the people
that see an ad, have personally initiated the interaction by searching a specific term
that triggered the sponsored listing. Once someone clicks on the ad, the advertiser
is charged a small fee. With this type of pay-per-click campaign, an advertiser is
only charged when someone searches for a keyword related to their services and is
interested in viewing their website. The campaign is specifically designed to bring
leads (clicks) to a website and to drive customers to call the business to begin the
buying process.
Display campaign is more of a push marketing strategy. Advertisers can push their
message out to anyone visiting a certain website. This is more of a branding
strategy. While some people will certainly click on the ad to go to the website,
display campaigns are designed to increase awareness and branding.

27. Agenda:
 Why Google is important
 Social Media summary
 Types of Search
 Organic Search
 Paid Search
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28. … if we have time left..
EXTRA BONUS MATERIAL
SEO IN 2015
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29. Relative weights of the categories of ranking factors.
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Source: Moz.com

30. Was your site affected by Google updates?
Use http://panguintool.barracuda-digital.co.uk/
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31. Thank you for your time!
Q & A
Live site analysis
Two complimentary site audits to scan for
Technical issues.
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