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SEO presentation by Sami Vanni

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Sami Vanni gave a presentation about Search Engine Optimization basics, tools and strategies on July 5th 2018 at WordPress St Petersburg

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SEO presentation by Sami Vanni

  1. 1. SEARCH ENGINE OPTIMIZATION SAMI VANNI www.samivanni.com Sami Vanni Design
  2. 2. MY BACKGROUND ▸ From Helsinki, Finland ▸ Competed in golf for about 13 years ▸ Moved to the US in 2012 ▸ University of New Orleans - graduate ▸ Wordpress experience: 1 year
  3. 3. WE WILL COVER ▸ Philosophy of SEO and definitions ▸ What you need to do for a proper SEO setup ▸ The useful tools for the process ▸ Success strategy
  4. 4. WHY IS SEO IMPORTANT? ▸ Buyers will come to you ▸ You will get organic traffic (non-paid) ▸ Once you have momentum, you can get a lot of traffic
  5. 5. THE CHALLENGE WITH SEO ▸ Everyone is competing for the rankings ▸ It takes time and consistent effort ▸ 6 months to start seeing improvement ▸ With consistency and good strategy you can win
  6. 6. DEFINITIONS ▸ Search Engines = what most people use to navigate through the internet (Google) ▸ Search Engine Optimization = Optimizing your website to be found through the search engines (by the right people)
  7. 7. PHILOSOPHY OF SEO ▸ Google is a business that wants money ▸ The more users (searchers) they have the more money they make ▸ They get users by offering the most RELEVANT and the HIGHEST QUALITY search results to the users
  8. 8. OUR 2 GOALS IN SEO ▸ Convincing Google that our content is 1. The most RELEVANT for our target audience (to rank in the first place) 2. The HIGHEST QUALITY of all the other relevant search results (to rank as high as possible)
  9. 9. OFF PAGE OPTIMIZATION All optimization that happens OUTSIDE your website ‣ Back links (links from other sites to yours) ‣ Social media marketing ‣ Mostly affects the QUALITY factor (how high quality our site is)
  10. 10. ON PAGE OPTIMIZATION Optimization that happens ON the website ▸ Important for both the RELEVANCE factor and the QUALITY factor
  11. 11. SETTING UP YOUR SITE FOR SEO ‣ Download and configure Yoast SEO plugin ‣ Create a Google Search Console account and verify your website with it (using Yoast SEO plugin) ‣ Link your Sitemap to the Search Console (using Yoast SEO plugin) ‣ Make sure your Permalinks (URL structure) is set to POST NAME ‣ Create a Google Analytics account and link your site to it (with Monster Insights plugin)
  12. 12. GOOGLE SEARCH CONSOLE ‣ An SEO tool that Google provides to you for free ‣ Notifies you if there are any problems on your site that hurt your rankings ‣ Google trusts your site more if your site is verified with the Search Console ‣ You can make sure that your website gets indexed
  13. 13. VERIFYING YOUR SITE WITH SEARCH CONSOLE
  14. 14. VERIFYING YOUR SITE WITH SEARCH CONSOLE
  15. 15. VERIFYING YOUR SITE WITH SEARCH CONSOLE
  16. 16. VERIFYING YOUR SITE WITH SEARCH CONSOLE
  17. 17. VERIFYING YOUR SITE WITH SEARCH CONSOLE
  18. 18. SITE MAP ▸ A “map” that shows search engines how your website content is structured ▸ Helps Google to index all your pages ▸ Google wants you to have it ▸ You get it with Yoast SEO ▸ You should connect it to the Search Console
  19. 19. LINKING SITE MAP TO SEARCH CONSOLE
  20. 20. LINKING SITE MAP TO SEARCH CONSOLE
  21. 21. LINKING SITE MAP TO SEARCH CONSOLE
  22. 22. URL STRUCTURE
  23. 23. KEYWORDS ▸ Helps the RELEVANCY factor ▸ So only the right people will find our website
  24. 24. (SERPS) SEARCH ENGINE RESULTS PAGES
  25. 25. (SERPS) SEARCH ENGINE RESULTS PAGES
  26. 26. EDITING SERPS (WITH YOAST SEO)
  27. 27. KEYWORDS ▸ Title tags ▸ Meta Descriptions ▸ h1, h2, h3 ▸ URL ▸ Paragraphs
  28. 28. KEYWORD STRATEGY ▸ Most common keywords are very competitive ▸ Use many long tail keywords (keywords that include many words) EMAPLES —> How to make a website —> The best Italian restaurant in St.Pete ‣ Write articles that go very deep into a certain topic ‣ The more content, the more opportunities to use keywords ‣ Use keywords naturally!
  29. 29. KEYWORD RESEARCH ▸ Google keyword planner ▸ Uber Suggest (free) ▸ SpyFu ▸ SEM-Rush
  30. 30. CORNERSTONE CONTENT Your most important piece of content
  31. 31. INTERNAL LINKING STRUCTURE ▸ Link to your other pages within your content in a way that makes sense. —> Encourages site visitors to read more, which sends good user signals to Google —> Helps Google bots crawl and index all pages
  32. 32. FACTORS THAT CAN HURT YOUR RANKINGS ▸ Duplicate content ▸ Slow loading speed ▸ Site not mobile friendly ▸ Site not user friendly ▸ Thin content (too little text on pages)
  33. 33. MONITORING RESULTS ▸ Manually search your keyword on Google and see how you rank ▸ Google Analytics (free) ▸ Ahfers (paid tool) ▸ SEM-rush (paid tool)
  34. 34. GOOGLE ANALYTICS STRATEGY ▸ You can find out which keywords you already get traffic from, and then double down on those keywords on your content.
  35. 35. GOOGLE LOCAL PACK ▸ If you are a local business with a business address ▸ Create a Google MyBusiness (GMB) account
  36. 36. GOOGLE LOCAL PACK
  37. 37. GOOGLE MY BUSINESS (GMB) ▸ Create a Google MyBusiness account at www.google.com/business ▸ For the Google Local Pack (map results)
  38. 38. GOOGLE MY BUSINESS OPTIMIZATION 1. Fill all the info that Google asks for 2. NAP information = (name, address, phone number) should be consistent throughout the web 3. Reviews are important. You can provide a link to your customers to the review page 4. Add images with the location (street address) as the file name. And GEO-tag images.
  39. 39. RESOURCES ‣ MOZ - 2017 Local Search Ranking Factors https://moz.com/local-search-ranking-factors —> Great resource to see what ranking factors currently have the most weight

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