How to Stand Out in the Search Results

305 views

Published on

How to Stand Out in the Search Results and Drive Qualified Customers to Your Website

Published in: Technology, Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
305
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
2
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

How to Stand Out in the Search Results

  1. 1. www.losangeleswebstrategies.com
  2. 2. How to Stand Out! in the Search Results and Drive Qualified Customers to Your Website Successful SEO Strategies For Small Business
  3. 3. Why care about SEO? www.losangeleswebstrategies.com
  4. 4. Popularity • 93% of online experiences begin with a search engine • 97% of consumers search for local businesses online • The majority of web traffic is driven by the „Big Three‟ search engines—Google, Bing and Yahoo Source: Search Engine Journal
  5. 5. Organic vs. Sponsored CHOOSE ORGANIC www.losangeleswebstrategies.com
  6. 6. Organic vs. Sponsored HIGHER CONVERSION
  7. 7. The “Golden Triangle” www.losangeleswebstrategies.com
  8. 8. Is SEO legit? • Black magic? • Dark art? • Snake oil?
  9. 9. “Black Hat” • Unethical • Spammy • High-risk www.losangeleswebstrategies.com
  10. 10. “White Hat” • Ethical • Google-approved • User-focused
  11. 11. How search engines work First things first www.losangeleswebstrategies.com
  12. 12. DISCLAIMER www.losangeleswebstrategies.com
  13. 13. Crawling and Indexing
  14. 14. Relevance and Importance • Does the page address the query? • Is the page popular? • Popularity = importance (according to Google)
  15. 15. What Google wants www.losangeleswebstrategies.com
  16. 16. How people use search engines Know thyself
  17. 17. Empathy www.losangeleswebstrategies.com
  18. 18. The Process 1. Need for answer, solution or piece of information 2. Formulate need in words and phrases 3. Enter keyword/search term into search engine 4. Browse through the results for a match 5. Click on a result 6. Scan for a solution, or a link to that solution 7. If unsatisfied, return to the search results 8. Perform new search with new keyword/search term
  19. 19. Keywords • Think like your customer • “managed services” vs. “computer support” • Intention? www.losangeleswebstrategies.com
  20. 20. “Build for people, not search engines.” www.losangeleswebstrategies.com
  21. 21. Designing + Developing for SEO How to be a good host
  22. 22. What the spider saw www.losangeleswebstrategies.com
  23. 23. How spiders get around Illustration from SEOmoz www.losangeleswebstrategies.com
  24. 24. Robots! www.losangeleswebstrategies.com
  25. 25. Sitemaps www.losangeleswebstrategies.com
  26. 26. Auto-pinging http://api.moreover.com/RPC2 http://bblog.com/ping.php http://blogsearch.google.com/ping/RPC2 http://ping.weblogalot.com/rpc.php http://ping.feedburner.com http://ping.syndic8.com/xmlrpc.php http://ping.bloggers.jp/rpc/ http://rpc.pingomatic.com/ http://rpc.weblogs.com/RPC2 http://rpc.technorati.com/rpc/ping http://topicexchange.com/RPC2 http://www.blogpeople.net/servlet/weblogUpdates
  27. 27. URL structure • Short • Static (not dynamic) • No: www.mywebsite.com/blog?id=123 • Yes: www.mywebsite.org/descriptive-readable • Descriptive • Hyphenated (not + or _) www.losangeleswebstrategies.com
  28. 28. Content creation Feeding the spiders
  29. 29. Who is your buyer? www.losangeleswebstrategies.com
  30. 30. “Write for users, not search engines.”
  31. 31. Create compelling content • Not “link bait” • Always value! • Entertain • Educate www.losangeleswebstrategies.com
  32. 32. Keyword research
  33. 33. Keyword competitiveness www.losangeleswebstrategies.com
  34. 34. Frequency • Keep Google coming back for more • You can‟t move up the ranks if your site is ignored
  35. 35. Video • Jump ahead • Great for competitive verticals • No need to be Scorsese
  36. 36. List-mania
  37. 37. Title and meta tags <html> <head> <title>This Is an Example of a Title Tag</title> <meta name="Description" content="Here is an example of what a snippet looks like in Google‟s SERPs. The content that appears here is usually taken from the meta description tag." /> www.losangeleswebstrategies.com
  38. 38. Alt text
  39. 39. Off-page optimization www.losangeleswebstrategies.com
  40. 40. Link building www.losangeleswebstrategies.com
  41. 41. Social sharing
  42. 42. Start a blog www.losangeleswebstrategies.com
  43. 43. Directories
  44. 44. One step at a time • SEO is a process, not an event www.losangeleswebstrategies.com
  45. 45. Need help? • Just call us! www.losangeleswebstrategies.com
  46. 46. Questions?
  47. 47. We‟d love to help. • Just get in touch! www.losangeleswebstrategies.com (213) 607-9100

×