Rider University SEO Presentation by Michael Fleischner


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This presentation was designed for Rider University and delivered on November 13, 2013. The goal of the search engine optimization (SEO) presentation was to provide a basic understanding of organic search and fundamental explanation of organic ranking factors. During this presentation, students should learn: What organic search results are; factors that influence organic search results; the weight of organic ranking factors; techniques for optimizing websites and other digital assets.

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Rider University SEO Presentation by Michael Fleischner

  1. 1. SEO Made Simple Rider University November 2013
  2. 2. A little about myself… Michael Fleischner • 15 year corporate career in marketing • Top-selling author and entrepreneur • MarketingScoop, Marketing Blog, Scoop Marketing Forum • Founder, Upward SEO o Provide Search Engine Optimization and Reputation management solutions to businesses of all sizes (SEO, local optimization, reputation marketing, reputation management)
  3. 3. It’s All About Google… http://www.comscore.com/Insights/Press_Releases/2013/10/comScore_Re leases_September_2013_US_Search_Engine_Rankings
  4. 4. Growth of Google Queries Currently, there are more than 3 billion searches/day on Google http://www.quora.com/How-many-search-queries-does-Google-serve-worldwide-every-day
  5. 5. Value of Search Engine Traffic
  6. 6. http://www.seomoz.org/blog/illustrating-the-long-tail
  7. 7. Yes, You Can Compete with the Big Guys
  8. 8. Good SEO is Easier than It Looks
  9. 9. You Have to Get These Right
  10. 10. Before You Get These Right
  11. 11. Using Wordpress? You’re 80% of the Way There “(Wordpress) is a fantastic piece of software, it makes your site easily crawlable by search engines, solves some 80-90% of mechanics of SEO and is the first big step anyone can take towards creating a popular online business.” From a talk given by Google’s Matt Cutts at Wordcamp: http://www.howtomakemyblog.com/seo/googles-mattcutts-wordpress-the-best-blogging-platform-for-seo/
  12. 12. Other SEO-Friendly Platforms Include: http://drupal.org/, http://joomla.com and http://www.squarespace.com are all good choices if Wordpress isn’t a match.
  13. 13. Tools to Help with Accessibility http://www.google.com/webmasters/
  14. 14. Keyword Research
  15. 15. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Ideal Keywords!
  16. 16. AdWords: The Best Choice (Most of the Time) The AdWords Keyword Tool Can Be Found Here: https://adwords.google.com/select/KeywordToolExternal
  17. 17. Use Exact Match! Be Careful About Phrase + Broad Note the much higher numbers!
  18. 18. Analyzing the Top 10 to Determine Difficulty Strong, popular sites w/ targeted titles + content
  19. 19. Analyzing the Top 10 to Determine Difficulty Weaker, lesser known sites and non-targeted titles
  20. 20. Keyword Difficulty Tool I use SEOmoz tool to drill down on difficulty: http://pro.seomoz.org/tools/keyword-difficulty/
  21. 21. Value of Visits? Use Analytics Data Good proxies for the value of traffic from these sources Via Google Analytics (http://www.google.com/analytics) which is free!
  22. 22. A Simple Process for Choosing Good Keywords High Volume (many searches/month) Google AdWords Low Competition (weak sites/pages in the top 10) High Value (large % of visitors convert) Gut Feel (or KW Difficulty Tool) Gut Feel (or Analytics Data)
  23. 23. How Great Writing and Great SEO Go Hand-in-Hand
  24. 24. High Volume Keywords = Content People Want People really want to know this stuff!
  25. 25. Great Content + SEO + Social Really Works. Great Content + SEO Friendly + Social Sharing + Link Building = Higher Rankings More Followers More Readers = Virtuous Cycle of Inbound Marketing! More Influence
  26. 26. Link Building
  27. 27. Why Links Matter to Search Engines What You Say About Yourself. < What Others Say About You.
  28. 28. What Matters in a Link? Editorially given From a trusted source Uses descriptive anchor text Points to the right page
  29. 29. What Matters in a Link? URL (the link target) Rel=“Dofollow” (a tag that indicates search engines should trust/count this link) <p><a href=“http://www.upwardseo.com” rel=“dofollow”> Search Engine Optimization from Upward SEO </a> is a great way to improve the ranking of your website and other digital assets like pictures and videos.</p> Anchor text (tells the engine what this link is about) Surrounding Text (may provide context on the link’s relevance)
  30. 30. Manual Link Building Tactics like discovering the links of competitors, getting listed in directories, resource lists, submitting content, building profiles, etc. are all in the “manual link building” category (above via http://opensiteexplorer.org and http://www.majesticseo.com
  31. 31. Link Building through Outreach, Networking
  32. 32. “Natural” Link Building Many of these blogs will use the badge and link to the list, because it makes them look good! The AdAge 150 is a brilliant example of link building through the creation and sharing of a resource.
  33. 33. Link Building Types •Naked URLs consist of some variation of the actual URL of the link destination. Examples include searchenginejournal.com, http://www.searchenginejournal.com, www.searchenginejournal.com •Brand Anchors consist of some variation of the brand name of the destination website. Examples include Search Engine Journal, SearchEngineJournal, Search engine journal, and SEJ •Brand-keyword hybrid anchors consist of some variation of the brand name of the destination website mixed with a relevant exact-match or LSI keyword. Examples include SEO blog Search Engine Journal, Search Blog Search Engine Journal, and Search Engine Journal, a search blog •Universal/junk anchors consist of words that can apply to any destination website, or are universal in nature, such as “click here,” “visit this website,” and “here.” •KEYWORDS SHOULD ONLY BE USED IN ANCHOR TEXT ABOUT 20% - 30% OF THE TIME
  34. 34. Link Building & Social Sharing Resources There are literally infinite numbers of ways to build links – creativity is your only limitation!
  35. 35. Social Media & SEO
  36. 36. Indirect Impacts of Social on SEO All these shares lead to visits, which may lead to links, comments and positive user/usage signals This handy tool can be found at http://sharedcount.com
  37. 37. Result #42
  38. 38. Result #13
  39. 39. Facebook Correlation of Social Media-Based Factors (data via Topsy API & Google Buzz API) Amazing: Facebook Shares is our single highest correlated metric with higher Google rankings. But correlation is not causation!
  40. 40. Google+
  41. 41. Google+ Anyone logged-in to any Google service will see results like these. Time to get on G+! http://searchengineland.com/examples-google-search-plus-drive-facebook-twitter-crazy-107554
  42. 42. LinkedIn
  43. 43. Other Networks to Consider 14mm Millions 14mm 6.5mm 2.5mm 500mm 1.5mm 10mm There are many social networks potentially worthy of participation
  44. 44. A Few Specific SEO Questions
  45. 45. What Was Panda? Do I Need to Worry About It? Where’s the beef? -low ration of original content above the fold Pages that exist simply to link to other pages…
  46. 46. Redundant content Too many ads Affiliate links and auto generated content
  47. 47. What Was Hummingbird? • What’s “Hummingbird?” It’s the name of the new search algorithm that Google is using, one that Google says should return better results. • What type of “new” search activity does Hummingbird help? “Conversational search” is one of the biggest areas of focus with this update. Google uses context to determine meaning and return results Danny Sullivan - http://searchengineland.com/google-hummingbird-172816
  48. 48. Can Links from Low Quality Sites Hurt Me?
  49. 49. LOCAL •Just over a year-and-a-half ago, Google introduced Blended Place Search, merging its traditional organic algorithm with its index of Local businesses from Google Places •We saw the number of "pure" Local results (those showing traditional "7-pack" formats) go from a consistent majority to a consistent minority •Local is growing in importance. Estimated that up almost 40% of all search queries have a local component •All businesses must be listed in Google Places (90% have not claimed) and local search engines
  50. 50. What About Local/Maps SEO? Normal Algorithm Maps Algorithm http://www.davidmihm.com/local-search-ranking-factors.shtml
  51. 51. How Do I Get These Cool Results!? That’s my face! Rel author tag… http://www.vervesearch.com/blog/seo/how-to-implement-the-relauthor-taga-step-by-step-guide/
  52. 52. What About Those Awesome Video Results?! These are great for driving clicks http://wistia.com/doc/video-seo
  53. 53. SEO is NOT once and DONE! Some things to consider: • SEO is an ongoing process – focus on fundamentals - Quality content - Engagement - Basic blocking a tackling (URLs, keywords, site speed, etc.) • Authority matters - Quality link partners - Quality in bound links • Slow and stead wins the race • Think local - Growth of mobile devices - Local search engines - Local consumer behavior
  54. 54. Thank You! Want to get in touch? mfleischner@upwardseo.com MySEOmadesimple.com Forum.MarketingScoop.com Michael Fleischner, Upward SEO | November 2013