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Beginning and Advanced SEO for Beginners Workshop

Beginning and Advanced SEO for Beginners Workshop 1. Understand how Google and other search engines rank pages. 2. Understand what makes a web page search engine friendly. 3. Understand Google Penalties. 4. Understand Link Building as a major search strategy. 5. Understand what type of content search engines love. 6. Research and select appropriate keywords to target. 7. Successfully integrate keywords into website copy. 8. Create effective and search engine friendly web pages. 9. Create effective and optimized text navigation menus. 10. Use <h> tags, metadata and anchor text effectively. 11. Monitor search positions for target search terms. 12. Set up website architecture to be search engine friendly. 13. Create a search engine friendly sitemap. 14. Create a robots.txt file. 15. Track website performance using Google Analytics. 16. Track website performance using Google Webmaster Tools. 17. Increase your website’s link popularity. 18. Learn how to measure, collect and analyze your web traffic. 19. Measure the effectiveness of SEO activities with Google Analytics. 20. Understand the difference between organic and paid search results. 21. Set up a Google AdWords account for keyword research. 22. Choose the right keywords to promote your website. 23. Recognize the features of high-converting landing pages. 24. Track campaign performance and ROI (return on investment) 25. Report meaningful website performance data to stakeholders.

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John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Basic and Advanced
for Beginners
SEO
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
An SEO expert walks into a bar
bars, pub, tavern, Irish pub,
taverns, local bar, dive,
mini-bar, beer, cocktail…
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Good SEO hasn’t changed much.
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Bad SEO has changed a lot.
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Over 150 Billion
Searches Per Month
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Over 500 Million
Searches Every Day

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Beginning and Advanced SEO for Beginners Workshop

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  • 7. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 2010 Keywords Backlinks Rankings 2016 Mobile User Experience Content Backlinks Speed Local Social Keywords Rankings Analytics
  • 8. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search SEO What is SEO and Why is it Important
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  • 10. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search SEO Workshop Outline SEO Workshop Onpage Optimization Competitor / Website / Market Analysis Worksheets
  • 11. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1 How Search Works
  • 12. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Three Kinds of Search 1.  Organic Search 2.  Paid Search 3.  Local Search What is SEO and Why is it Important How Search Works
  • 13. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search 94% of business buyers and 81% of consumers research online before buying. How Search Works
  • 14. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 36% 12% 9% 7% 6% 4% 56% of Search Traffic Goes to the Top 3 Positions < The top 3 positions get 57% of the search traffic! _ How Search Works
  • 15. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 36% 12% 9% 7% 6% 4% 36% of all Search Traffic Goes to the #1 Position < The #1 position gets 1/3 of all the search traffic! How Search Works
  • 16. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 36% 12% 9% 7% 6% 4% The Bottom 5 Positions Get Only 4% of the Traffic < _ The bottom 5 positions only get 4% of the traffic! How Search Works
  • 17. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Onsite Content Relevance Site/Page Optimization Website Architecture Offsite Social Mentions Directories Citations Offsite Backlinks / Earned Links Pointing to the content. Talking about the content. How Search Works
  • 18. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Anatomy of a Search Result How Search Works
  • 19. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 2 SEO Basics
  • 20. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Search Engine Basics 1.  Spying On (and Learning From) Your Competitors 2.  Keyword Research 3.  Onsite Optimization 4.  Offsite Optimization 5.  How to Measure Your Success
  • 21. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Competitor Research
  • 22. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Competitor Research Spying On (and Learning) From Your Competitors Who is Your Competitor The website in Position #1 for your keyword!
  • 23. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Can I get that keyword? Example: wordpress wordpress seo wordpress seo los angeles Competitor Research
  • 24. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Example: Keyword: wordpress 1,160,000,000 results 1 2 3 Competitor Research
  • 25. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Example: Keyword: wordpress seo 25,000,000 results 1 2 3 Competitor Research
  • 26. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Example: Keyword: wordpress seo los angeles 763,000 results 1 2 3 Competitor Research
  • 27. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Focus Keyword: wordpress seo los angeles 763,000 results Competitor: WebTrainingWheels.com 1 2 3 Competitor Research
  • 28. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Competitor Research Top 5 Metrics in 5 Minutes Competitor Research: Top 5 Metrics in 5 Minutes
  • 29. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors http://www.checkmoz.com/ 1. MozRank “MozRank represents a link popularity score. It reflects the importance of any given web page on the Internet.” Moz.com Competitor Research: Top 5 Metrics in 5 Minutes
  • 30. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors http://google.com 2. Indexed Pages WebTrainingWheels.com* 337 Indexed Pages WordPress.org 25,600,000 Indexed Pages *WebTrainingWheels.com”- Lucy Beer is an expert WordPress developer and trainer Competitor Research: Top 5 Metrics in 5 Minutes
  • 31. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors http://openlinkprofiler.org 3. Backlinks WebTrainingWheels.com 151 Unique Backlinks WordPress.org 200,000+ Unique Backlinks Competitor Research: Top 5 Metrics in 5 Minutes
  • 32. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors 4. Social Media WebTrainingWheels.com 366 Facebook Likes WordPress.org 962,799 Facebook Likes Competitor Research: Top 5 Metrics in 5 Minutes
  • 33. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors 5. Citations WebTrainingWheels.com - 58 citations "Lucy Beers" -site:webtrainingwheels.com "WordPress" WordPress.org - 956,000,000 citations "WordPress" -site:wordpress.org -site:wordpress.com Competitor Research: Top 5 Metrics in 5 Minutes
  • 34. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 3 Keyword Research
  • 35. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keywords ResearchWhat Are Good Keywords 1.  Broad Keywords a.  Like the “table of contents” of a book 2.  Targeted Keywords a.  Like the “index” of a book 3.  Expanding Keywords with Descriptors 4.  Long Tail Keywords 5.  Geo Targeted Keywords
  • 36. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Start with Your Primary Business Products or Services 2.  Create List for One Keyword Topic at a Time 3.  Google Those Keywords / Phrases Using Google Options 4.  Create Big! Big! List 5.  Google Keyword Planner Keywords ResearchKeyword Research Process
  • 37. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Find the right Focus Keyword 2.  Find the words and phrases your customers use instead of industry jargon. 3.  Look for synonyms / LSI keywords (Latent Semantic Indexing) 4.  Add qualifiers and descriptors Keywords ResearchDevelop a List of Keywords
  • 38. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keyword Research Keyword Planner 1.  Traffic levels 2.  Competition levels 3.  Stage of the marketing funnel 4.  Value of conversion https://www.google.com/adwords/get-started/
  • 39. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keyword Research Keyword Planner wordpress seo plugin best wordpress seo wordpress seo guide wordpress seo theme wordpress seo tips wordpress seo plugins best wordpress seo plugin wordpress tags seo wordpress seo by yoast
  • 40. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4
  • 41. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4
  • 42. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4
  • 43. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4 Onsite Optimization
  • 44. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Onpage Optimization 2.  Website Architecture / Navigation Onsite Optimization Two Primary Components of Onsite Optimization
  • 45. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1. URL: https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/ 2. Title Tag: "What is SEO and Why Do You Need It" 3. Meta Description: “SEO drives over 50% of all traffic...” 4. Headings: <H1> ”What is SEO and Why Do You Need It” 5. Subheads: <H2> “How Do Search Engines Work” 6. Image Alt Tags: "John Bolyard SEO Keyword Research Moz OSE" 7. Content: First Paragraph “Search Engine Optimization (SEO) is the process...” Onpage Optimization: Page “What is SEO and Why Do You Need It” Onsite Optimization
  • 46. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Website Architecture / Navigation Onsite Optimization
  • 47. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Website Architecture / Navigation Onsite Optimization
  • 48. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 5 Offsite Optimization
  • 49. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Three Primary Components of Offsite Optimization 1.  Backlinks 2.  Social Mentions:Retweets / Shares / Likes / Pins 3.  Directories / Citations
  • 50. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Backlinks Backlinks are votes of confidence for your website. Backlinks are the most important offsite optimization strategy.
  • 51. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Social Mentions Likes / Retweets / Shares / Pins Google says that social signals are not part of their algorithm. Websites that track Google’s algorithm see indications that social signals do influence Google search rankings. http://backlinko.com/google-ranking-factors
  • 52. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Directories / Citations Citations are mentions of your Name, Address, Phone: NAP 1.  Name 2.  Address 3.  Phone WebTrainingWheels.com - 56 citations "Lucy Beers" -site:webtrainingwheels.com "WordPress"
  • 53. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Social Media 5 Social Media
  • 54. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Social Media Shares / Likes / Tweets / Pins Google is looking at how your visitors engage with you. Optimize your social media with the same keywords.
  • 55. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Social Media Shares / Likes / Tweets / Pins Rules for Social Media 1.  Be fully engaged or don’t use social media 2.  Only do social media if you customers do 3.  There is to more social media than Facebook
  • 56. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 5 Content
  • 57. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Content It All Starts with Content Be Different! 50% of your efforts should be on content creation.
  • 58. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Content It All Starts with Content Be Different! 50% of your efforts should be on content creation. 50%! <
  • 59. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your content is about so you get to the top of the search results. Content It All Starts with Content
  • 60. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your content is about so you get to the top of the search results. Google’s Purpose ;^) Google wants to pull the newest, most relevant content to the top of the results page because that’s where the most expensive ads are. Content It All Starts with Content
  • 61. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Website architecture 2.  Internal linking structure 3.  Meta data / rich snippets / microdata 4.  Page / Post content optimization Content It All Starts with Content Content Structure
  • 62. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Google 1.  Generates social mentions 2.  Draws backlinks 3.  Builds site authority / relevance Content It All Starts with Content
  • 63. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Google 1.  Generates social mentions 2.  Draws backlinks 3.  Builds site authority / relevance Content It All Starts with Content You 1.  Keeps and converts visitors
  • 64. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Single keyword topic per page 2.  Highly relevant, very high quality content 3.  Video content 4.  650+ words 5.  5%+ keyword density Content What is Good Content
  • 65. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  High engagement 2.  Low bounce rate 3.  High visitor return rate 4.  Longer dwell times Content What is Successful Content
  • 66. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1. DO NOT stuff keywords 2. DO NOT buy backlinks 3. DO NOT have duplicate content 4. DO NOT submit to sites that are only backlink sites 5. DO NOT reciprocate backlinks 6. DO NOT use automated submission services 7. DO NOT try to trick Google Content Keyword and Content Don’ts!
  • 67. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 7 Local Search
  • 68. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search 1.  Google favors local businesses with local addresses 2.  Local search is about creating backlinks and listings in local directories Local Search Optimize for Local Search
  • 69. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Local Search is Really Offsite Optimization 1.  Great Content with "local signals" 2.  Optimize Your “Google My Business” listing 3.  Backlinks to Your Website 4.  Citations / Your Name, Address, Phone (NAP) 5.  Reviews 6.  Social Media Local Search Optimize for Local Search
  • 70. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search A Word on Building Citations 1.  NAP: Name Address Phone - Exactly the Same! 2.  ONLY list with websites indexed by Google 3.  DMOZ listing is great! 4.  Use keywords in title, description, content 5.  Submit manually 6.  Change the descriptions a bit ...avoid duplicate content 7.  Keep track and update periodically Local Search Optimize for Local Search
  • 71. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 7 Mobile
  • 72. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search 1.  “Mobile Friendly” (responsive)compliance is now a major search ranking factor. 2.  This will only affect mobile rankings (for now) 3.  Google’s Mobile Friendly Tester https://www.google.com/webmasters/tools/mobile-friendly/ Mobile Google Mobilegeddon Algorithm Update
  • 73. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Non-responsive websites just become smaller versions of themselves. Responsive websites “respond” to the width of the device. Mobile
  • 74. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 7 Measure Success
  • 75. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search How to Measure Your Success Google Analytics Google Search Console
  • 76. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search How to Measure Your Success Google Analytics Three Basic Google Analytics Metrics: 1.  Audience: Who are your visitors 2.  Acquisition: How did they find you 3.  Behavior: What did they do when they got there
  • 77. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Analytics Important Audience Analytics: 1.  Geo-location 2.  New vs Returning 3.  Frequency & Recency 4.  Engagement 5.  Mobile 6.  User Flow How to Measure Your Success
  • 78. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Analytics Important Acquisition Analytics: 1.  Organic Search 2.  Direct 3.  Referral 4.  Social 5.  Queries 6.  Landing Pages How to Measure Your Success
  • 79. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Analytics Important Behavior Analytics: 1.  Behavior Flow 2.  All Pages 3.  Landing Pages 4.  Exit Pages 5.  Site Speed 6.  Speed Suggestions How to Measure Your Success
  • 80. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Search Console Search 1. Clicks 2. Impressions 3. CTR 4. Position Search Analytics: 1. Queries 2. Pages 3. Countries 4. Devices 5. Search Type How to Measure Your Success
  • 81. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Search Console Other Resources: 1. Google My Business 2. PageSpeed Insight How to Measure Your Success
  • 82. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 8 Takeaways!
  • 83. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Takeaways Google and SEO 1.  Start with optimized content 2.  Optimize your website 3.  Engage your visitors 4.  Backlinks 5.  Extend your reach into social media 6.  Convert your visitors
  • 84. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Exercises 1.  SEO Workshop Onpage Optimization 2.  Competitor / Website / Market Analysis 3.  Keyword Planner (if time permits)
  • 85. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 8 Extras
  • 86. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 5 Easy Ways to Improve Site Performance Our 10 Minute Website Checkup
  • 87. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Check your site for crawl errors - https://www.google.com/webmasters/ 2.  Test your site for load time - http://tools.pingdom.com/fpt/ 3.  Scan your site for malware - https://sitecheck.sucuri.net/ 4.  Installed Google Analytics - https://www.google.com/analytics/sign_up.html 5.  Check for broken links - https://validator.w3.org/checklink Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance
  • 88. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keyword Scrapers 1.  http://www.ubersuggest.org 2.  http://soovle.com/ 3.  http://tools.seobook.com/general/keyword-information/ 4.  http://www.zuula.com/ 5.  http://www.keywordbuzz.net/ Search Tools
  • 89. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Contact: John Bolyard John@JohnBolyard.com