5. Who is this guy?
Why should I take the time to listen to him?
John Carcutt
Director of SEO & Social Media
Advance Digital
Follow on Twitter @johncarcutt
• 12 Years in SEO and Online Marketing
• SEO Teacher and Speaker, University of Miami, National & Local Level
• Published on most major online search publications and news sites.
• Co-Host of SEO101 on Webmaster Radio (weekly radio show)
• Worked with thousands of local and national companies on SEO
• Has worked both as an in-house SEO and built SEO divisions for
national advertising agencies.
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21. What are we actually
talking about here?
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22. Spamming the Search Engines
Just About Getting Better Rankings
A Quick Fix, SEO Takes Time
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23. Putting You in Front of Qualified Customers
Building Search Equity for Your Business
Protecting That Search Equity
An Ongoing Process
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28. Trust Optimization @ Optimization @ Optimization @
- 40% 0% 70%
90% 90%
Site optimization is influenced by both
-80% 80%
Positive Factors 70%
and
Negative Factors
60%
The range of optimization is therefore -50%
50%
50%
-100% 100%
40% 40%
30%
Factors are both variable & cumulative
-20% 20%
-1
5 + 8 + + 7 + -8 + 4
0
10%
Total Optimization = 6
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29. The SEO Factors!
The pieces and part which make a difference.
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30. Keywords and Content
What you say and how you say it makes a difference.
Relevancy:
The Search Engines want to return the most
relevant results for every search query.
We have to demonstrate the relevance of our pages for appropriate
search queries.
You are the Search Result!
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31. Keywords and Content
What you say and how you say it makes a difference.
Keyword Research
eyword Research is the most important step towards relevancy and one of the
foundations of any good SEO Campaign.
eyword research lets you find out exactly how your potential customers are
searching for your business, your products and your services online.
on’t Guess!
ou can get free information on how many people are searching for which words
and how hard it will likely be to @johncarcutt keywords.
Follow rank for those
32. Keywords and Content
What you say and how you say it makes a difference.
Shoes 830,000 Monthly Searches
Tennis Shoes 33,100 Monthly Searches
Nike Tennis Shoes 8,100 Monthly Searches
Nike Men’s Air Max Court Ballistec 320 Monthly Searches
Popular
ity
Head
Long Tail
Traffic
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33. Keywords and Content
What you say and how you say it makes a difference.
Create Content on your site using the Keywords?
• Build new pages or sections of content.
• Start a blog.
• Change existing pages to better reflect keywords?
• Publish a newsletter on site.
• Add dedicated location pages.
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34. Local Search Relevancy
Make sure the engines know where you are.
Your NAP is the Key !!!
It is imperative that your NAP remain consistent everywhere it appears
online. This is the primary means of identification used by the search
engines for local businesses
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35. Local Search Relevancy
Make sure the engines know where you are.
Identify Yourself on Your Website
Make Your Location Absolutely Clear
• Place your full street address and local phone number on all pages of your
website in text form.
• Have your contact information on every page of your website.
To Rank for Multiple Locations:
• Where you do have an office or store and/or Where you do business, but do not
have a physical location
• Create a separate page for each location.
• Make it a unique, useful, well-optimized landing page about that location.
• Make sure each location has its own local phone number
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36. Local Search Relevancy
Make sure the engines know where you are.
“Contact Us” or “About Us” pages
• The focus of this page should be your name/brand,
location and phone number.
• Place links here to your Google Maps (Place Page),
Bing Local and Yahoo Local pages, using good link
text.
• A great page to put driving directions.
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37. Local Search Relevancy
Make sure the engines know where you are.
Claim your Local Search Listings
• Claimed listings do better in • Ensure NAP consistency
Local Search across all claimed listings.
• Claim Google at minimum • Add images, coupons or
any other data types.
Local
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40. The SEO Factors
The pieces and part which make a difference.
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41. Anatomy of a Search Result!
Organic and local search results combined.
Organic Link Building
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42. Inbound Link Building
Votes from other sites help your rankings.
Your Website Link Profile
Links are not about quantity, but quality.
Link Strength Overall Link Profile
• Link Relevancy • Diversity
• Site Authority • Natural Patterns
• Link Anchor Text
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43. Inbound Link Building
Votes from other sites help your rankings.
Historical Cumulative View of the Link Profile Activity
Historical Non-Cumulative View of the Link Profile Activity
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44. Inbound Link Building
Votes from other sites help your rankings.
Historical Cumulative View of the Link Profile Activity
Historical Non-Cumulative View of the Link Profile Activity
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45. Inbound Link Building
Votes from other sites help your rankings.
Your Website Link Profile
Where do these links come from?
Get links from authoritative sites Get Links from Local Directories
– Government agencies “.gov” – al.com Business Listings
– Schools, Colleges, Universities, – Convention & Visitor’s Bureau
… “.edu” – Chamber of Commerce
– Local/ regional online news, – Local city guides
newspapers and magazines Social Media Profiles
Get Links from Vertical Directories – LinkedIn / Flickr
– Trade associations – Facebook / Twitter
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46. Inbound Link Building
Votes from other sites help your rankings.
The right incoming links can help with
location trust.
• Use existing relationships to get local links-schools,
clubs, charities, teams.
• Mine your competitors’ links.
• Get links from sites that rank for what you want to
rank for.
• Get links from local authority sites.
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47. The SEO Factors
The pieces and part which make a difference.
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48. Other Attributes & Tools
How everything is put together matters.
Other Factors Which Can Impact Search?
• The Content Management System you use for your
web site. (MLS?)
• Your domain name configuration.
• Robots.txt file and Sitemap.xml file
• Special technologies such as Flash or Ajax
• Considerations for Site Redesign
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49. Other Attributes & Tools
How everything is put together matters.
Must Have Tools for Success?
• Google Webmaster Tools
www.google.com/webmasters/tools/
• Bing Webmaster Central
www.bing.com/toolbox/webmaster/
• Google Analytics
www.google.com/analytics/
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50. Takeaways from Today
Don’t walk away empty handed.
• Understand people use search a lot
• You are the search result
• Become and “ART” lover
• Do good keyword research
• Create content around those keywords
• Claim your Local Listings
• Ensure NAP consistency
• Build inbound links to your site
• Utilize Webmaster Tools and Analytics
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51. They say there is no secret.
They are wrong!
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