How to get Google to Love your website
How do people find you now?• Case Study:  –   www.OneWed.com  –   Publisher of rich wedding content  –   Attracting 500,00...
Dresses, Dresses and more Dresses
Vendors, Vendors, Vendors!
Searching for Vendors through Search               Engines
Keywords: Landed on Florida Bridal             Shops                           •469 Visits                           •433 ...
No surprises here…
How do you find the right terms?• Google Analytics• Trends.Google.com• Adwords Keyword Tool
SEO vs. SEM                SEMSEO
Why SEO                  •$516.91/day                  •$188,672/yr          1.23%
Why SEO          0.36%
Which search engines matter?
How did Google win the race?• In 1998 Alta Vista was king  – On page optimization     • Keyword stuffing     • Hidden word...
What is                          ’s approach?• Give the user the best possible results so  they will come back to Google n...
Three simple steps to SEO…• On Site Optimization• Off Site Optimization• Other Considerations
On Site Optimization– Title tag on page!
On Site Optimization– H1 Tag(s)
On Site Optimization– Content : Text
On Site Optimization– When content is not text…
On Site Optimization– Meta Description
On Site Optimization (On one page)– Title tag on page!– H1 tag(s)– Content: Text– When not text, tell Google what it is (a...
On Site Optimization (on other pages) – Link Juice – Anchor Text – No-follow (don’t be   associated with bad   neighborhoo...
On Site Optimization– Breadcrumb structure
On Site Optimization (On other pages)– Link Juice– Anchor text– No-follow (don’t be associated with bad  neighborhoods and...
Off Site OptimizationAll About Link Building…
Off Site OptimizationAnchor Text:
Off Site OptimizationAnchor Text:
Off Site Optimization
Off Site Optimization
Off Site Optimization• Anchor text• Popularity• Relevance• Authority
Other– 301 redirects     • Old URL’s     • Bad URL’s     • Example of bad execution of 301’s– Rel=canonical     • Redirect...
Questions?
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Troy Henikoff - Entrepreneur's Guide to SEO

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Troy Henikoff - Entrepreneur's Guide to SEO

  1. 1. How to get Google to Love your website
  2. 2. How do people find you now?• Case Study: – www.OneWed.com – Publisher of rich wedding content – Attracting 500,000 visits a month – High value demographic – Wedding spend: • 2.4 Million weddings a year • $40k/wedding ($27k on wedding + gifts + travel + honeymoon) • Total $100,000,000,000 per year ($100 Billion!!!) – Revenue: Vendors pay to get in front of our 500,000 brides
  3. 3. Dresses, Dresses and more Dresses
  4. 4. Vendors, Vendors, Vendors!
  5. 5. Searching for Vendors through Search Engines
  6. 6. Keywords: Landed on Florida Bridal Shops •469 Visits •433 Keywords •408 searches unique (Over 90%)
  7. 7. No surprises here…
  8. 8. How do you find the right terms?• Google Analytics• Trends.Google.com• Adwords Keyword Tool
  9. 9. SEO vs. SEM SEMSEO
  10. 10. Why SEO •$516.91/day •$188,672/yr 1.23%
  11. 11. Why SEO 0.36%
  12. 12. Which search engines matter?
  13. 13. How did Google win the race?• In 1998 Alta Vista was king – On page optimization • Keyword stuffing • Hidden words • Not what the user was looking for• Google had one fundamental difference: – The “Cocktail Party” algorithm – Much harder to spam (but people have found ways…)
  14. 14. What is ’s approach?• Give the user the best possible results so they will come back to Google next time. – It is more than just Page Rank though! – Popularity – Relevancy – Authority – Great images – Fresh – Fast load time
  15. 15. Three simple steps to SEO…• On Site Optimization• Off Site Optimization• Other Considerations
  16. 16. On Site Optimization– Title tag on page!
  17. 17. On Site Optimization– H1 Tag(s)
  18. 18. On Site Optimization– Content : Text
  19. 19. On Site Optimization– When content is not text…
  20. 20. On Site Optimization– Meta Description
  21. 21. On Site Optimization (On one page)– Title tag on page!– H1 tag(s)– Content: Text– When not text, tell Google what it is (alt tag, title tag)– Meta description = what appears in SERP, helps click through– Best content near the top (100k rule)
  22. 22. On Site Optimization (on other pages) – Link Juice – Anchor Text – No-follow (don’t be associated with bad neighborhoods and spammers)
  23. 23. On Site Optimization– Breadcrumb structure
  24. 24. On Site Optimization (On other pages)– Link Juice– Anchor text– No-follow (don’t be associated with bad neighborhoods and spammers)– Breadcrumb structure– Good URL’s – dashes as word separators– Nested hierarchy
  25. 25. Off Site OptimizationAll About Link Building…
  26. 26. Off Site OptimizationAnchor Text:
  27. 27. Off Site OptimizationAnchor Text:
  28. 28. Off Site Optimization
  29. 29. Off Site Optimization
  30. 30. Off Site Optimization• Anchor text• Popularity• Relevance• Authority
  31. 31. Other– 301 redirects • Old URL’s • Bad URL’s • Example of bad execution of 301’s– Rel=canonical • Redirect www., nonwww., etc to a single place! • Duplicate content– Age of URL– Keywords in URL– Load speed!– And much, much more!
  32. 32. Questions?

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