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2.
pam@pamannmarketing.com
Agenda
What SEO Means
How Search Engines Work
The Basics of a Successful SEO
Strategy
What to Expect
ThingsYou Can Do Right Now to
IncreaseYour Exposure in Search
Engines
SEOTrends toWatch
5.
pam@pamannmarketing.com
What “SEO” Means
SEO (Search Engine Optimization) is
the art and science of influencing
search engines to rank your content
high in search results..
6.
pam@pamannmarketing.com
What “SEO” Means
…influencing search engines…
1. Apply a set of educated guesses
2. Test and measure results
3. Rinse, repeat.
8.
pam@pamannmarketing.com
How Search Engines Work
Search engines just want to give users the
information they need.
Therefore, they just want you to provide
good/useful/helpful content.
How Search Engines Work:
The Basics
9.
pam@pamannmarketing.com
How Search Engines Work
Google does data entry with your website
They extract a copy of your site’s text and
code and put it into their own database
This is called “indexing”
10.
pam@pamannmarketing.com
How Search Engines Work
11.
pam@pamannmarketing.com
How Search Engines Work
Their copy is what gets
searched against when a
user enters a search
12.
pam@pamannmarketing.com
How Search Engines Work
To determine position in results, sites are ranked according to a
set of algorithms (“if this, then that” conditions)
13.
pam@pamannmarketing.com
How Search Engines Work
There are over 200 known ranking factors that Google looks at
They can all be lumped into 3 categories
14.
pam@pamannmarketing.com
How Search Engines Work
Search engines need to understand your content.
Things that help them do that:
A good content management system (CMS) like
WordPress
A fast–loading site
A mobile-friendly site
Technical: The Basics
15.
pam@pamannmarketing.com
How Search Engines Work
Content: The Basics
Using the same keywords people are
searching with
Using those keywords naturally and logically
Well-organized content
Fresh (new) content added on a regular
basis
User-friendly navigation, linking similar
pages to each other
16.
pam@pamannmarketing.com
How Search Engines Work
Getting reputable & relevant websites to link to yours and talk
about your brand.
Building up social media “signals” that indicate real people are
liking and sharing your content.
(For local businesses) Creating accurate local listings in sites
like SuperPages,YellowPages, WhitePages,Yelp, etc.
Off Page: The Basics
17.
pam@pamannmarketing.com
How Search Engines Work
Without getting into further detail, if you simply:
▪ Have a good CMS, fast-loading, and mobile-friendly site
▪ Use keywords logically and naturally
▪ Organize your content well and add to it often
▪ Get other brands and people to talk about your brand
▪ List accurate information in “online phone book” directories
You will get more search engine traffic.
Summary: The Basics
19.
pam@pamannmarketing.com
What to Expect
SEO Takes Time.
• You may see some
immediate
improvement, but
overall SEO takes a
lot of time and
commitment to
really work.
20.
pam@pamannmarketing.com
What to Expect
SEO is an ONGOING Strategy.
• There areTHOUSANDS of algorithm updates each
year. Google will always want you to do at least a few new
things to your site each year.
• Adding new/fresh content can never stop. It’s like
putting gas in your car.Without gas, it doesn’t go.Without
new/fresh content, your SEO efforts won’t fully work.
• It’s partially guesswork. You have to test and measure
constantly, and keep doing more of what’s working and
less of what’s not.
21.
pam@pamannmarketing.com
What to Expect
You Will Need Resources.
SEO works best when a company has the following resources in place:
• An SEO expert or agency
• A good web developer/designer
• A great copywriter
• A public relations agency and/or a great social media agency
• Funds for all of the above
That being said, you can make great strides on your own if you
have the time to learn and do the work yourself, and at least some
small funds for coaching/training.
23.
pam@pamannmarketing.com
Things to do NOW
Set up Search Console
Subscribe to email notifications
Start blogging (on your own site)
Share (and boost) your great content on social
Sign up for HARO
For local businesses…
Claim/optimize Google My Business listing
Build/correct other “online phone book” listings
25.
pam@pamannmarketing.com
Things to NEVER do
“Stuff” keywords into your content
Create lots of similar pages with boilerplate copy
Create orphaned/doorway pages
Use hidden text
Hyperlink tons of keywords
Buy links (NEVEREVEREVEREVER do this!)
27.
pam@pamannmarketing.com
Trends to Watch
Mobile, Mobile, Mobile!
Google is getting pickier and pickier about how well sites perform on mobile,
and is moving sites to a “mobile-first index.”
Test your site frequently with Google’s mobile-friendly tools.
Google AMP (Accelerated Mobile Pages)
At first, this was important only for news sites & large blogs, butAMP pages
are now found throughout all types of search results.
Speed
Google cares about this more than ever.We have seen direct correlations
between site load time and rankings, and the “Speed Update” is coming in
July 2018.
2018 SEO Trends to Watch
28.
pam@pamannmarketing.com
Trends to Watch
Better Ads Standards
NO pop-ups!There is now a specific SEO penalty for this on mobile. Keep an
eye on https://www.betterads.org/standards/ for new developments.
Security (https)
As of July 2018, Google will show warnings on forms that appear on non-https
sites.
2018 SEO Trends to Watch
30.
pam@pamannmarketing.com
Recap
What SEO Means
Art & science of *influencing* position
in search engines
How Search Engines Work
Sites ranked based upon 200+ factors
in 3 categories: Technical, Content, Off
Page
Successful SEO Strategy
Good CMS, fast-loading, mobile-
friendly site
Use keywords logically and naturally
Organize your content well and add to
it often
Get other brands and people to talk
about your brand
List accurate information in “online
phone book” directories
Things to do NOW
Set up Search Console
Start blogging & promote on social!
Things to NEVER do
Buy links!
Try too hard (stuff keywords, etc.)
SEOTrends to Watch
Mobile, AMP, Speed, Ads Standards,
HTTPS
Go Beyond the Basics
Work with an SEO expert or agency
Hire good web developer, copywriter,
PR, and social experts
Get coaching if going at it on your own
31.
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