1. SEO Workshop: Best Practices for
Better Website Traffic and Leads

2. What We’ll Cover
• Basics of a Search Engine
• Keyword Research Deep Dive
• Technical SEO
• Google Analytics & Google
Webmaster Tools

3. About Jenny Munn

4. About Mickey Mellen

5. How Google was born

6. Links are votes

7. Google doesn’t search the internet

8. Indexing

9. nofollow attribute

10. nofollow attribute

11. nofollow attribute

12. SEO is like...

13. SEO is like...

14. The rules aren’t changing

15. SEO lag

16. Keywords
(learn to love ‘em)

17. 4 Phases of Keyword Research
Phase 1: Brainstorm Keyword Possibilities
Phase 2: Verify Keyword Data & Add Words Google
Tells Us People Use
Phase 3: Keyword Prioritization and Selection
Phase 4: Assign Keywords to Content

18. Phase 1: Brainstorm Keyword
Possibilities

19. Phase 1: Brainstorm Keyword
Possibilities
1. SEO Home base: Open up Excel
2. Brain Dump: Take 5 minutes and brainstorm ALL
the words you think you should rank
3. Add to that list:
• Google Autosuggest
• Poll a partner
• Poll your customers
• Peek in Google Analytics at “Queries”

20. Keep Adding Words: Google Autosuggest

21. Keep Adding Words: Look in your
analytics

22. Keyword Research Tips
Group Like Words Together … Put In As Many As You Can Think Of
Tips:
*don’t forget
plurals
*don’t forget
synonyms
*person, product
or service?
Horsinality:
Disconnect:
“horse training” vs “natural
horsemanship”
Love coach
Dating coach
Matchmaker
Matchmaking professional
Dating coaches
Matchmaking for men
park city utah fly fishing
park city fly fishing
park city utah trout fishing
park city trout fishing
service, guide, excursion,
Meeting planner
Conference organizer
Independent meeting
planner
Freelance meeting
planner
Event coordinator

23. Get Creative – Longtail Keywords –
Non-obvious Words

24. Phase 2: Verify the Data –
Using Google’s Free Keyword Planner

25. Google Keyword Planner

33. Keyword Research Tips
1. Put in lots of combinations of words into
your research tool
2. Look through every option:
Pay attention to hidden gems: (LOW
Competition, HIGH Search Count)
3. Add all the reasonable keyword choices -
> export to Excel

34. Phase 3: Keyword Prioritization and
Selection

35. Phase 3: Keyword Prioritization and
Selection
Dive in to the Excel Data
• Sort the keywords from high monthly search count to low
• OR – sort words alphabetically
• Look through words one by one
• Goal: shorten this list
• Eliminate
• Bold
• Highlight
• Understand the competition you’re up against

37. Large companies have the benefit of an SEO team
Why Competitive Research Matters

38. Danger - Important Tip
The most important thing is to get started.
A half decent keyword is better than NO
keyword

39. Phase 4: Assign Keywords to Content

40. Phase 4: Assign Keywords to Content
Set aside words for:
• Site pages
• Blog posts
• Videos
• Other content

41. Content Creation Around Keywords

42. Tip: Use an Editorial Calendar

43. Technical SEO

44. Speed
tools.pingdom.com

46. 1597 lines • 1.6 MB
423 lines • 0.5 MB

47. Optimize images

48. Optimize images
2 cu ft, 6” deep 4 cu ft, 3” deep

49. Optimize images

50. Mobile
ami.responsivedesign.is

51. Mobile
2012 2013 2014

52. Google Authorship

53. Google Authorship

54. Google Authorship

55. Testing Google Authorship
Rich Snippets Testing Tool

56. Google Authorship

57. Canonicalization and redirects
GreenMellenMedia.com
GreenMellen.com
GreenMellenMedia.org
GreenMellonMedia.com
GreenMelonMedia.com
→ www.GreenMellenMedia.com

58. EMDs and URL Structure

59. GA & GWT(Google Analytics & Google
Webmaster Tools – your two new BFFs)

60. Google Analytics
Analytics will tell us:
• Device: Mobile, tablet or desktop
• Geographic locations
• Total visits
• Traffic sources
• Bounce rate/time on site
• New vs returning
• Popular pages
• Queries/Keywords

61. Queries – What You’ll See

62. Benchmark Where You’re At
(compare to what you want to see)

63. Diversification is Crucial

64. Average Position & “Clicks” On
Your Website

65. Mobile

66. Top Pages

67. Landing Pages

68. Geo Visits

69. Takeaways
• Use the Keyword Planner Tool
• Understand who your keyword competition is
• Work on speeding up your site, optimize your
images, etc.
• Don’t worry about understanding it all - just get
started

70. Questions?
jenny@jennymunn.com
@jennymunn
mickey@greenmellenmedia.com
@mickmel