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SEO and Local SEO


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Presentation for the Boca Raton Chamber of Commerce Search Marketing Panel on June 15, 2012 at Florida Atlantic University.

Search Engine Optimization (SEO) topics include:
Introduction to SEO
Basic Components of SEO
On-page SEO, External SEO, and Content
Link Velocity, Link Diversity, Link Quality

Local SEO topics include:
Introduction to Local SEO
Google Places
Google+ Local

Published in: Technology, Design
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SEO and Local SEO

  1. 1. Jeff  Klein,  Webmaster,  NCCI  June  2012SEO and Local SEO Boca  Raton  Chamber  Tech  Panel   Florida  AtlanBc  University   June  15,  2012  
  2. 2.                                         SEARCH  ENGINE     OPTIMIZATION  (SEO)              
  3. 3. Search  Engine  Op;miza;on  What  is  Search  Engine  Op;miza;on?  •  Search  Engine  OpBmizaBon  (SEO)  is  the  process  of  improving  the  visibility   of  a  website  in  a  search  engine’s  natural  or  unpaid  search  results.    Example:  •  SEO  Efforts   •  Keyword  research   •  Added  valuable  content   •  OpBmized  meta  tags  •  Results   •  High  rankings   •  Targeted  traffic  
  4. 4. Search  Engine  Op;miza;on  Basic  Components  of  SEO  –  On-­‐page  SEO   1 2 3               On-­‐page    SEO                                         External    SEO                           (Link   B uilding)   Content                                          
  5. 5. Search  Engine  Op;miza;on  On-­‐Page  SEO  –  Keyword  Research   •  What  are  the  terms  your  users  are  actually  using?   •  Relevance,  search  volume,  compeBBveness,  and  commerciality  
  6. 6. Search  Engine  Op;miza;on  On-­‐Page  SEO  –  Meta  Tags   •  HTML  codes  inserted  into  the  header  on  a  web  page   •  Help  tell  search  engines  and  users  what  your  site  is  about   •  Title,  descripBon,  and  keyword  tags   •  Keyword  rich,  compelling,  and  user  focused  
  7. 7. Search  Engine  Op;miza;on  On-­‐Page  SEO  –  Internal  Link  Structure   •  Links  from  one  page  of  a  website  to  a  different  page  on  the  same  site   •  Helps  search  engines  (and  visitors)  navigate  your  website  and  discover   your  content   •  Keyword-­‐rich  anchor  text  
  8. 8. Search  Engine  Op;miza;on  Basic  Components  of  SEO  –  External  SEO  (Link  Building)   1 2 3               On-­‐page    SEO                                         External    SEO                           (Link   B uilding)   Content                                          
  9. 9. Search  Engine  Op;miza;on  Link  Building  –  Link  Velocity   •  The  rate  at  which  you  get  incoming  backlinks  to  your  website   •  Consistency  is  the  key,  build  backlinks  each  and  every  month     •  Be]er  to  build  100  links  every  month  for  a  year  than  building  1,200   backlinks  in  a  single  month  and  then  stopping  
  10. 10. Search  Engine  Op;miza;on  Link  Building  -­‐  Diversity   •  Anchor  text  diversity   •  Types  of  links:  blog  comments,  directory  sites,  social  bookmarking,  arBcle   markeBng,  press  releases,  video  markeBng   •  Resources:   •  Open  Site  Explorer  -­‐  h]p://     •  -­‐  h]p://    
  11. 11. Search  Engine  Op;miza;on  Link  Building  –  Quality   •  Relevance:  Links  from  a  page  about  the  targeted  keywords   •  Contextual:  Links  within  relevant  text  content,  located  in  the  main   content  secBon  of  the  web  page  (as  opposed  to  in  the  sidebar  or  footer)   •  AuthenBc:  One-­‐Way  (non-­‐reciprocal)  links,  unpaid  
  12. 12. Search  Engine  Op;miza;on  Content   •  Generate  Interest   •  Create  unique  and  interesBng  content  with  real  value   •  Build  Authority   •  Become  a  trusted  resource  within  your  market   •  Promote  Sharing   •  People  want  to  share  quality  content   •  Social  proof  as  a  ranking  factor  
  13. 13. Search  Engine  Op;miza;on  Google  Updates   •  Google  uses  over  200  ranking  factors  and  changes  their  algorithm  over   500  Bmes  per  year  Google  Panda  –  February,  2011   •  Designed  to  reduce  rankings  of  “low-­‐quality”  sites   •  First  penalty  that  went  ader  sites  with  “thin  content”  such  as  scraper   sites  and  content  farms  
  14. 14. Search  Engine  Op;miza;on  Google  Penguin  –  April,  2012   •  Designed  to  be]er  catch  violators  of  Google’s  guidelines   •  Aggressive  exact-­‐match  anchor  text   •  Low-­‐quality  arBcle  markeBng  and  blog  spam   •  Keyword  stuffing  in  internal/outbound  links  
  15. 15.                                         Local  Search  Engine   Op;miza;on  (Local  SEO)              
  16. 16. Local  SEO   What  is  Local  Search/Local  SEO?   •  Any  search  made  with  local  intent  (finding  something  in  a  specific   geographic  area).  Example:  Miami  Plumber   •  Local  SEO  is  the  process  of  improving  the  visibility  of  a  website  or  web   page  in  search  engine’s  unpaid  LOCAL  search  results   Why  is  Local  SEO  Important?   •  People’s  search  behaviors  are  changing   •  66%  of  Americans  use  local  search  to  find  local  businesses*   •  54%  of  Americans  have  replaced  phone  books  with  Internet  and  local  search*   How  do  you  search?  Source:  Comscore  
  17. 17. Local  SEO  Local  Search  in  Google  –  Google  Places   •  UnBl  recently,  local  search  in  Google  took  the  form  of  Google  Places   •  A  digital  Yellow  Pages  for  consumers  seeking  local  businesses   •  Address,  hours,  service  areas,  photos,  videos  and  more  
  18. 18. Local  SEO  Local  Search  in  Google  –  Google+  Local   •  Google  recently  replaced  Google  Places  with  Google+  Local  (5/30/2012)   •  Your  online  business  hub  across  Google  Search,  Maps,  and  Google+   •  Google+  Local  LisBng  includes:   •  Address,  hours,  service  areas,  photos,  videos  and  more   •  Richer  content,  more  versaBle,  and  more  “social”  opBons   •  Zagat  30-­‐point  raBng  scale  and  summaries   •  Replaces  Google’s  5-­‐Star  raBng   •  Separate  scores  for  food,  service,  and  atmosphere  
  19. 19. Local  SEO  –  Google+  Local  
  20. 20. Local  SEO  How  To  Get  Started   •  Check  to  see  if  you  have  an  unclaimed  page  first   •  Search  for  your  business  name  or  phone  number   •  Create  your  business  lisBngs:   •  Google  Places    h]p://     •  Bing  Business  Portal  (beta)   h]p://     •  Yahoo  Local     h]p://    
  21. 21. Local  SEO  Ac;on  Items   •  Make  sure  your  website  is  opBmized  for  the  right  keyword  phrases   •  Check  your  website’s  current  visibility  in  Google   •  Use  the  same  name,  address  and  phone  number  everywhere  online   •  Use  tracking  phone  numbers   •  Develop  a  system  for  capturing   customer  reviews   •  Commit  to  a  consistent  link     building  campaign  
  22. 22. Search  Engine  Op;miza;on  Ac;on  Items                                             Know    Y  our                         Define    Y  our                         Track    Y  our                         Numbers   Goals   Results  
  23. 23. Thank  You!   @JeffKlein  Email:  Web: