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- 2. Search Engines SEO Metrics Why Search Engines Need Us Who is Locable? Locable’s SEO Strategy 1
- 3. • What does SEO do? • How does it work? • Is there anything specific you’d like us to cover or any specific topics of interest? *SEO is just short for Search Engine Optimization* 2
- 4. The Internet is a World Wide Web Web Pages/Sites = Places Links = Roads People = Passengers Where do we go? How do we get there? 3
- 5. Search Engines = Maps Search Engines = Directions Search Engines = Driver Search Engines = Powerful & Valuable 4
- 6. 5
- 7. Search Engines collect detailed information from websites and rank them by looking at their: • Relevance • Popularity • Usability 6
- 8. • Relevance is determined by comparing the words entered in a search engine to the content of individual web pages that make up a site, keywords, and page titles - Content topics & keywords - Timeliness/freshness - Inbound & outbound Links 7
- 9. • Inbound and outbound links • Link-building with Sites: Links to other pages within the site or links to other relevant or powerful sites improve a page’s rank • Link-building with People: Also, when people find interesting content on your website and link to it or share it with their friends via social media, blogs, etc. that increases your page rank as well • Link Relevance “A link is worth a thousand words” 8
- 10. • Popularity tells Google what people think about a website • Determined by the amount of people that visit a web page, particularly when clicking from a search engine. The more people that visit a web page the more important search engines deem that information 9
- 11. • Usability is affected by how easy it is to navigate and discover content. The easier a website is to use, the better • Navigation, site architecture, cross linking, content 10
- 12. • Search Engine Optimization is not just about moving up on a Google search - It’s about showing Google that your business is a locally trusted brand that deserves to come out on top • Search Engines are very powerful marketing tools for your business - But once people get to your site you need to offer a unique experience to keep them there and retain customers 11
- 13. • SEO is just a way to increase your page rank - SEO is a strategy that should add value to your site from the user’s perspective, then Search Engines • More webpages on your site does not improve your site rank, it can actually reduce it - Keep it simple, relevant, and unique • Quality over quantity - Link to sites that are powerful and relevant to you and your business while enabling others to do the same through their favorite social media outlet 12
- 14. 13 Created by Rand Fishkin of SEOmoz http://www.seomoz.org/img/upload/s eo-pyramid-large.gif
- 15. • Search Engines can’t: - Gauge great content - only humans can - Actively discover and make visible interesting pieces of writing, art, or multimedia on the web - React, comment, and share links to web pages with great content 14
- 16. • Google Analytics & Webmaster Tools • SEOmoz Tools • CrazyEgg Heatmap software • Hootsuite • Wildfire Social Media Monitor 15
Editor's Notes
- The internet is made up of individual pages that are spread out and exist all across the world wide web.Similarly, everyday life is full of places and locations that spread across the world.Internet users need links or connections to navigate between pages on the world wide webPeople need roads or paths to travel between places in the real world. Where do people fall in this metaphor? Well we are the passengers but who exactly is driving?
- Think about it when someone searches for a service you offer online, you want to make sure your site is the first linkthat shows up. This is basic goal of SearchEngineOptimization, itis the principle of moving up in the searchengines. Page rank refers to the placement of the link to your site relative to the top of the page. The higher you are on the page the better your page rank. Links take you to other pages while content informs you whether the site is really relevant or not. The content on this page is really the tip of the iceberg seeing as how their should be a lot more on the site itself.
- Popularity is very important for Search Engines. This is why integrating Social Media into your website is a great strategy for increasing your page rank. If people have the ability to comment on your site, share it with other people, and bring more web traffic, than you will be well on your way to increasing your page rank. Granted as long as your site is easy to use and the content your delivering is unique and interesting. Popularity is a tricky thing for Search Engines to measure because they are not humans and cannot really decide for themselves what’s popular without us.
- Usability is a simple enough concept to understand but if it is not done well it can really hurt your website. It doesn’t matter how relevant your site is, if it is difficult for people to use than it probably won’t be very popular and if no one is going to your website than your stuck with an ineffective website and no traffic. Not a place you want to be.
- But how do search engines decide what sites should be ranked higher on the page then others?
- SEO Pyramid created by RandFishkin for SEOmoz. It displays four important goals to improving your SEO Strategy. A recent article from Search Engine Land read Diversity is the key to SEO Success for Local Businesses. I agree, with this pyramid you should be able Diversify and Conquer and improve your SEO: 1) Content is still king. Most local business websites may not change that much or at all but the truth is Unique and Fresh Content is the best foundation for good SEO and it’s key that local business owners understand the power of good content and have a clear and easy-to-implement content strategy. 2) Keyword Research & Targeting is an important structural element of your website because it helps search engines connect your site with people who are searching for specific products or services. Simply put, inserting keywords in strategic locations on your site will improve the ability of Search Engines to deliver relevant users to your site. 3) Although the power of Link-Building isn’t quite what it once was, it’s still vital to your SEO efforts. Remember quality is greater than quantity but still the more outbound and inbound links your site has to powerful and relevant websites, the better. 4) Last but not least, is the Social Part. Enabling people to share their experiences with your local business via Social Media is a sure way to improve your SEO. Also, if you haven’t already, create your Facebook Page/Place Page, a Twitter Page and claim your Foursquare listing. That will ensure you have your hands in the Social Media pipeline so that when your customers get excited, either by an above and beyond service or an actual promotion or event, they have somewhere to talk about it.
- Search Engines do a great job of promoting high quality content on popular websites or individual web pages that have become popular but they cannot generate this popularity.In order to generate popularity, the best strategy to follow is to create a site or web page that people actually want to go to. 1)The more interactive and user-friendly your site or web page is the more people will actually want to go and experience it.2)The more you can deliver great content (that is relevant) and that people actually want to read the better your chances of pleasing the search engines and your target audience. Your probably targeting local people within your community that have their own set of unique interests….