Florence Chamber SEO Presentation


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Florence Chamber SEO Presentation

  1. 1. Search Engine OptimizationPresented by:Hugh Garrett
  2. 2. SEO Definition• Search engine optimization (SEO) – the process of affecting the visibilityof a website or a web page in a search engines "natural” or un-paid(organic) search results.
  3. 3. Why is SEO Important?• 75% of users never scroll past the first page ofsearch results• SEO leads have a 14.6% close rate; outbound leads(direct mail or print) have a 1.7% close rate• Search beats social media by 300% when it comes todriving traffic to websites
  4. 4. How Google Ranks Websites• Google’s goal = answering a searcher’s question• Googlebot “crawls” website searching for 200+ranking factors• More ranking factors = higher keyword rankings
  5. 5. Measuring Website Traffic• Install Google Analytics– http://www.google.com/analytics/learn
  6. 6. Measuring Traffic From SEO• Select “Traffic Sources” from dropdown menu• Select “Organic”
  7. 7. Three Prominent Types of SEOOn-SiteOff-SiteLocal
  8. 8. On-Site SEO
  9. 9. On-Site Ranking Factors
  10. 10. Keyword Research• 2- 3 keywords per page– Choose based on page relevance– Use Excel to “map” keywords to pages• Mix short and long-tail keywords– Short: “Digital cameras”– Long: “Canon power shot digital camera”
  11. 11. Keyword Research Tools• Google AdWords Tool• SEM Rush
  12. 12. Meta Information• Page Title
  13. 13. How Meta Information Appears in GooglePage TitleMetaDescription
  14. 14. Best Practices for Meta Information• Page Titles– Keyword #1 | Keyword #2 | Your Brand Name– 70 characters max (shoot for 65)– DO NOT use same titles on multiple pages– Make each page title unique to the page content• Meta Description– Include keywords– Describe what the page is about (increases CTR)– 145 – 155 characters– Unique description for every page
  15. 15. On-Page Content
  16. 16. Page Content• 400 – 500 words per page– Strategically use keywords throughout copy– Unique copy for each page of the site– Write for users, not search engines– DO NOT STUFF KEYWORDS
  17. 17. Internal Linking• Internal linking – links that lead from one pageof a site to another using “anchor text”
  18. 18. SEO for Images• Google can’t see pictures, but it uses image titles and“alt-text” to determine photo content– Alt-Text: alternative source of information for web crawlers
  19. 19. Benefits of Blogging• Google LOVES fresh content• Blogs = more pages indexed• More pages indexed = more traffic• More traffic = more leads• More leads = more business!
  20. 20. Blogging Ideas• Company news– Announce a new client/division– Interview a new hire• Industry news• How-to guides• Top 10 lists• Photos around the office
  21. 21. Off-Site SEO
  22. 22. External Links• Google views links to your site from othersites as votes of confidence and authority• More quality links to your site = more traffic• Examples of low-quality links:– Directory websites– Sites with no social interaction– PAID LINKS– Sites with exact match/commercial anchor text
  23. 23. Building Quality Backlinks• Share blogs/pages via social media• Press releases– Only write press releases when you have news– Distribute to journalists/reporters in your niche
  24. 24. The Slide Your Competitors Don’t Want You to SeeCompetitor ranking higher than you for a specific search term?Here’s how to find out where they’re getting their links:
  25. 25. Google AuthorshipGet Startedhttp://goo.gl/FjssC
  26. 26. LOCAL SEO
  27. 27. Ever Wonder How This Happens?
  28. 28. Getting Started with Local SEO• “Claim” local citations (especially Google+Local)• Use same NAP for every listing (name,address, phone number)
  29. 29. Improving Local SEO• Add photos and videos• Encourage your customers to leave reviews onyour Google+ Local page– Don’t post fake reviews– Don’t remove negative reviews (respond to them)– Don’t post negative reviews about competitors
  30. 30. Tools for Getting Started with Local SEO• GetListed.org• Yext.com
  31. 31. Resources
  32. 32. SEO Resources• Keyword Research– www.SEMRush.com– https://Adwords.Google.com• SEO Knowledge– http://www.seomoz.org/beginners-guide-to-seo• SEO News– www.SearchEngineLand.com– www.SearchEngineJournal.com
  33. 33. SEO Resources• Competitor Research– www.OpenSiteExplorer.org• SEO Tools– http://www.screamingfrog.co.uk/seo-spider/– http://home.snafu.de/tilman/xenulink.html• Local SEO– www.GetListed.org– www.Yext.com