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Jeff Klein, Webmaster, NCCI



June 2012

SEO and Local SEO
            Boca Raton Chamber Tech Panel
                  Florida Atlantic University
                              June 15, 2012
SEARCH ENGINE
OPTIMIZATION (SEO)
Search Engine Optimization

What is Search Engine Optimization?
• Search Engine Optimization (SEO) is the process of improving the visibility
  of a website in a search engine’s natural or unpaid search results.
Example: TenGoldenRules.com
• SEO Efforts
    • Keyword research
    • Added valuable content
    • Optimized meta tags
• Results
    • High rankings
    • Targeted traffic
Search Engine Optimization

Basic Components of SEO – On-page SEO




  On-page SEO      External SEO         Content
                    (Link Building)
Search Engine Optimization

On-Page SEO – Keyword Research
  • What are the terms your users are actually using?
  • Relevance, search volume, competitiveness, and commerciality
Search Engine Optimization
On-Page SEO – Meta Tags
  •   HTML codes inserted into the header on a web page
  •   Help tell search engines and users what your site is about
  •   Title, description, and keyword tags
  •   Keyword rich, compelling, and user focused
Search Engine Optimization

On-Page SEO – Internal Link Structure
   • Links from one page of a website to a different page on the same site
   • Helps search engines (and visitors) navigate your website and discover
     your content
   • Keyword-rich anchor text
Search Engine Optimization

Basic Components of SEO – External SEO (Link Building)




  On-page SEO        External SEO         Content
                     (Link Building)
Search Engine Optimization

Link Building – Link Velocity
   • The rate at which you get incoming backlinks to your website
   • Consistency is the key, build backlinks each and every month
   • Better to build 100 links every month for a year than building 1,200
     backlinks in a single month and then stopping
Search Engine Optimization
Link Building - Diversity
   •   Anchor text diversity
   •   Types of links: blog comments, directory sites, social bookmarking, article
       marketing, press releases, video marketing
   •   Resources:
        • Open Site Explorer - http://www.opensiteexplorer.org/
        • Backlinkwatch.com - http://backlinkwatch.com/
Search Engine Optimization

Link Building – Quality
   • Relevance: Links from a page about the targeted keywords
   • Contextual: Links within relevant text content, located in the main
     content section of the web page (as opposed to in the sidebar or footer)
   • Authentic: One-Way (non-reciprocal) links, unpaid
Search Engine Optimization

Content
  • Generate Interest
     • Create unique and interesting content with real value
  • Build Authority
     • Become a trusted resource within your market
  • Promote Sharing
     • People want to share quality content
     • Social proof as a ranking factor
Search Engine Optimization
Google Updates
   • Google uses over 200 ranking factors and changes their algorithm over
     500 times per year
Google Panda – February, 2011
   • Designed to reduce rankings of “low-quality” sites
   • First penalty that went after sites with “thin content” such as scraper
     sites and content farms
Search Engine Optimization
Google Penguin – April, 2012
   • Designed to better catch violators of Google’s guidelines
       • Aggressive exact-match anchor text
       • Low-quality article marketing and blog spam
       • Keyword stuffing in internal/outbound links
Local Search Engine
Optimization (Local SEO)
Local SEO

    What is Local Search/Local SEO?
          • Any search made with local intent (finding something in a specific
            geographic area). Example: Miami Plumber
          • Local SEO is the process of improving the visibility of a website or web
            page in search engine’s unpaid LOCAL search results

    Why is Local SEO Important?
          • People’s search behaviors are changing
                   •   66% of Americans use local search to find local businesses*
                   •   54% of Americans have replaced phone books with Internet and local search*


                                          How do you search?

Source: Comscore
Local SEO
Local Search in Google – Google Places
   • Until recently, local search in Google took the form of Google Places
      • A digital Yellow Pages for consumers seeking local businesses
      • Address, hours, service areas, photos, videos and more
Local SEO
Local Search in Google – Google+ Local
   • Google recently replaced Google Places with Google+ Local (5/30/2012)
   • Your online business hub across Google Search, Maps, and Google+
   • Google+ Local Listing includes:
      • Address, hours, service areas, photos, videos and more
      • Richer content, more versatile, and more “social” options
      • Zagat 30-point rating scale and summaries
          • Replaces Google’s 5-Star rating
          • Separate scores for food, service, and atmosphere
Local SEO – Google+ Local
Local SEO

How To Get Started
  • Check to see if you have an unclaimed page first
     • Search for your business name or phone number
  • Create your business listings:
     • Google Places
       http://www.google.com/+/business/
     • Bing Business Portal (beta)
       http://www.bing.com/businessportal
     • Yahoo Local
       http://listings.local.yahoo.com
Local SEO

Action Items
  • Make sure your website is optimized for the right keyword phrases
  • Check your website’s current visibility in Google
  • Use the same name, address and phone number everywhere online
  • Use tracking phone numbers
  • Develop a system for capturing
    customer reviews
  • Commit to a consistent link
    building campaign
Search Engine Optimization

Action Items




   Know Your       Define Your   Track Your
    Numbers          Goals         Results
Thank You!
           @JeffKlein

Email: jeff_klein@ncci.com
Web: www.ncci.com
       www.jeffklein.com

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Boca chamber seo and local seo - jeff klein

  • 1. Jeff Klein, Webmaster, NCCI June 2012 SEO and Local SEO Boca Raton Chamber Tech Panel Florida Atlantic University June 15, 2012
  • 3. Search Engine Optimization What is Search Engine Optimization? • Search Engine Optimization (SEO) is the process of improving the visibility of a website in a search engine’s natural or unpaid search results. Example: TenGoldenRules.com • SEO Efforts • Keyword research • Added valuable content • Optimized meta tags • Results • High rankings • Targeted traffic
  • 4. Search Engine Optimization Basic Components of SEO – On-page SEO On-page SEO External SEO Content (Link Building)
  • 5. Search Engine Optimization On-Page SEO – Keyword Research • What are the terms your users are actually using? • Relevance, search volume, competitiveness, and commerciality
  • 6. Search Engine Optimization On-Page SEO – Meta Tags • HTML codes inserted into the header on a web page • Help tell search engines and users what your site is about • Title, description, and keyword tags • Keyword rich, compelling, and user focused
  • 7. Search Engine Optimization On-Page SEO – Internal Link Structure • Links from one page of a website to a different page on the same site • Helps search engines (and visitors) navigate your website and discover your content • Keyword-rich anchor text
  • 8. Search Engine Optimization Basic Components of SEO – External SEO (Link Building) On-page SEO External SEO Content (Link Building)
  • 9. Search Engine Optimization Link Building – Link Velocity • The rate at which you get incoming backlinks to your website • Consistency is the key, build backlinks each and every month • Better to build 100 links every month for a year than building 1,200 backlinks in a single month and then stopping
  • 10. Search Engine Optimization Link Building - Diversity • Anchor text diversity • Types of links: blog comments, directory sites, social bookmarking, article marketing, press releases, video marketing • Resources: • Open Site Explorer - http://www.opensiteexplorer.org/ • Backlinkwatch.com - http://backlinkwatch.com/
  • 11. Search Engine Optimization Link Building – Quality • Relevance: Links from a page about the targeted keywords • Contextual: Links within relevant text content, located in the main content section of the web page (as opposed to in the sidebar or footer) • Authentic: One-Way (non-reciprocal) links, unpaid
  • 12. Search Engine Optimization Content • Generate Interest • Create unique and interesting content with real value • Build Authority • Become a trusted resource within your market • Promote Sharing • People want to share quality content • Social proof as a ranking factor
  • 13. Search Engine Optimization Google Updates • Google uses over 200 ranking factors and changes their algorithm over 500 times per year Google Panda – February, 2011 • Designed to reduce rankings of “low-quality” sites • First penalty that went after sites with “thin content” such as scraper sites and content farms
  • 14. Search Engine Optimization Google Penguin – April, 2012 • Designed to better catch violators of Google’s guidelines • Aggressive exact-match anchor text • Low-quality article marketing and blog spam • Keyword stuffing in internal/outbound links
  • 16. Local SEO What is Local Search/Local SEO? • Any search made with local intent (finding something in a specific geographic area). Example: Miami Plumber • Local SEO is the process of improving the visibility of a website or web page in search engine’s unpaid LOCAL search results Why is Local SEO Important? • People’s search behaviors are changing • 66% of Americans use local search to find local businesses* • 54% of Americans have replaced phone books with Internet and local search* How do you search? Source: Comscore
  • 17. Local SEO Local Search in Google – Google Places • Until recently, local search in Google took the form of Google Places • A digital Yellow Pages for consumers seeking local businesses • Address, hours, service areas, photos, videos and more
  • 18. Local SEO Local Search in Google – Google+ Local • Google recently replaced Google Places with Google+ Local (5/30/2012) • Your online business hub across Google Search, Maps, and Google+ • Google+ Local Listing includes: • Address, hours, service areas, photos, videos and more • Richer content, more versatile, and more “social” options • Zagat 30-point rating scale and summaries • Replaces Google’s 5-Star rating • Separate scores for food, service, and atmosphere
  • 19. Local SEO – Google+ Local
  • 20. Local SEO How To Get Started • Check to see if you have an unclaimed page first • Search for your business name or phone number • Create your business listings: • Google Places http://www.google.com/+/business/ • Bing Business Portal (beta) http://www.bing.com/businessportal • Yahoo Local http://listings.local.yahoo.com
  • 21. Local SEO Action Items • Make sure your website is optimized for the right keyword phrases • Check your website’s current visibility in Google • Use the same name, address and phone number everywhere online • Use tracking phone numbers • Develop a system for capturing customer reviews • Commit to a consistent link building campaign
  • 22. Search Engine Optimization Action Items Know Your Define Your Track Your Numbers Goals Results
  • 23. Thank You! @JeffKlein Email: jeff_klein@ncci.com Web: www.ncci.com www.jeffklein.com

Editor's Notes

  1. Good morning. My name is Jeff Klein. Today I’ll be speaking to you about Search Engine Optimization (SEO) and Local SEO. While we only have a brief amount of time today, it’s my goal to provide you with both some fundamental SEO concepts as well as some action items to benefit your business. Let’s get started.
  2. So what is Search Engine Optimization?SEO is the process of improving the visibility of a website in a search engine’s natural or unpaid search results.Using Google as an example of SEO, the green area in the screenshot represents the natural/unpaid search results. The red areas of the page are paid ads.Let me give you an example using Jay's website, TenGoldenRules.comJay told me that when he first launched the site, some of the SEO steps he took were:Researched his keywordsAdded valuable content through the use of a blogOptimized his meta tags (unique titles and descriptions)The result was high rankings for his content in search engines such as Google. This in turn led to increased targeted traffic to his site.#1 for internet marketing florida
  3. There are ThreeBasic Components of SEOOn-page SEOExternal SEO / Link BuildingContentIn looking at On-Page SEO, there are many factors. Three key elements however are:Keywords ResearchMeta TagsInternal Link Structure
  4. First element of On-Page SEO is Keyword ResearchFoundation of your all your SEO effortsEvery business ownerwants to rank #1 for the terms they THINKare most importantThe key however is, what terms are your customers ACTUALLYusing to search for your business?When identifying keywords to target, you want to keep in mind:Relevance, search volume, competitiveness, and commercialityNumber of tools available to help with your keyword research:Google Keyword Tool, Analytics
  5. 2nd Element of On-Page SEO – Meta TagsHTML codes inserted into the header on a web pageThe text in these tags is not displayed (to people), but it is readable by search enginesHelp search engines, and ultimately users, understand what your site is aboutWhen it comes to SEO, Meta Tags usually refer to:The page Title, description, and keyword tagsWhile there is some debate about the importance of meta tags (which tags are still supported), there is no question that if you ignore them or implement meta tagsincorrectly, it will negatively impact your SEO efforts.Meta tags are one piece in a large puzzle search engines use when deciding how to rank websites.Your meta tags should be keyword rich, compelling, and user focused
  6. 3rd Element of On-Page SEO – Internal Link StructureInternal links are links from one page of a website to a different page on the same siteHelps search engines (and visitors) navigate your website and discover your contentWhen creating internal links, you want to incorporate your target keywords in the anchor text of the linksAnchor Text is the visible, clickable text in a hyperlink. It’s what you click on. (Example: MacBook Pro with Retina Display)
  7. 2nd Component of SEO – External SEO / Link BuildingLink building is getting other websites to link to your siteIn simple terms, search engines view a link to your website as a vote for your site’s importanceThe theory here is the more links your site has, the moreimportant it is, and the higher it should rankThe reality however is that it’s not all about quantityThere are Three Important Factors When Building Links to Your SiteLink VelocityLink DiversityLink Quality
  8. 1st Important Link Building Factor – Link VelocityThe rate at which you get incoming backlinks to your websiteConsistency is key. Build backlinks to your site every month Better to build 100 links every month for a year than building 1,200 backlinks in a single month and then stopping
  9. The NextImportant Link Building Factor is Link DiversityLink diversity is very important both in terms of anchor text diversity and the types of links you are buildingAnchor Text is the visible, clickable text in a hyperlink. It’s what you click on.Don’t want all the links to your site to have the same anchor text. Unnatural. There are many types of links you can build to your website such as blog comments, directory sites, social bookmarking, article marketing, and press releasesJust as with link text, you don’t want all the links to your website be the same type of links. Mix of many different types of links.Resources: Check your site, Check your competitors site
  10. 3rd Important Link Building Factor – Link QualityAre the links to your site relevant? Are they contextual? And are they authentic?For relevance:Are the pages linking to your site, related to your siteIn terms of being contextual:Are the links to your site within relevant content?Are the links located in the main content section of the web page (as opposed to in the sidebar or footer)?AuthenticAre the links real as opposed to paid, sponsored or reciprocal links
  11. 3rd Component of SEO – ContentEvery website needs to have content. The goal here is to have quality content that is of value to users.Having quality content on your website will:Generate interest in your sitePosition you or your site as an authority in your marketPromote sharingThe web is increasingly more and more socialWhen you provide quality content, users will share itSearch Engines understand the importance of this type of social proof and are increasingly valuing it as a ranking factorWhat sites or companies do you trust online? Where do you go for information? Amazon, NY Times. Be that authority in your market.
  12. SEO is Constantly EvolvingGoogle uses over 200 factors in ranking your website and changes their algorithm over 500 times per yearAs an example, two significant recent changes to Google were the Panda and Penguin UpdatesGoogle Panda – February 2011Designed to reduce rankings of “low-quality sites” and reward sites with original content such as research and in-depth reportsFirst penalty that went after sites with “thin content”such as scraper sites and content farms
  13. Google Penguin – April 2012Goal was to reduce spam and promote high quality contentDesigned to better catch violators of Google’s guidelines such as sites that used:Aggressive exact-match anchor textLow-quality article marketing and blog spamKeyword stuffing in internal/outbound links
  14. What is Local Search/Local SEO?A local search is any search made with local intent (finding something in a specific geographic area). Example: Miami PlumberJust as SEO is the process of improving your website’s rankings, Local SEO is the process of improving yourwebsite’s rankings in a search engine’s LOCAL search resultsWhy is Local SEO Important?People’s search behaviors are changingThink about the last time you searched for a local business, did you use the phonebook, or did you use your smartphone, tablet or computer?
  15. Local Search in Google – Google PlacesUntil recently, local search in Google took the form of Google PlacesA digital Yellow Pages for consumers seeking local businessesBasic business info: Address, hours, service areas, photos, videos and more
  16. We’ve recently seen some significant changes in the Local SEO market. On May 30, 2012, Google replaced Google Places with Google+ Local.Approx. 80 million Google Places pages, converted to Google+ Local pages.If you had a Google Places page, you now have a Google+ Local pageYour new Google+ Local page is designed to be your online business hub across multiple Google properties: Google Search, Google Maps, and Google+How does your Google+ Local Page differ from your old Google Places page:Still have your basic business info: address, hours, service areas, photos, videos and moreYou now have richer content that is more versatile and has more “social” optionsGoogle replaced their 5-Star rating system with Zagat 30-point rating scale and summariesSeparate scores for food, service, and atmosphere
  17. This slide shows two screenshots. One of the old Google Places Page layout and the other of the new Google+ Local Page layout
  18. How Do Your Get Started With Local SEO?Each of the major Search Engines (Google, Bing, and Yahoo) has their own local business directory.First, check to see if you have an unclaimed pageGo to the URLs listed in the slideSearch for your business name or phone numberIf you do have a Page, you’ll want to claim it. Once you’ve verified you are the actual business owner, you will be able to edit the page, and build out your profile more completelyIf you don’t have an existing Page yet, you can create your business listing (subject to verification)
  19. Here are some action items to improve your SEO efforts:Make sure your website is optimized for the right keyword phrasesCheck your website’s current visibility in GoogleUse the same business name, address and phone number everywhere online. Consistency is key.Consider using tracking phone numbers in your online marketing.Develop a system for capturing customer reviewsCommit to a consistent link building campaignDIY vs. OutsourcingExpect to pay $300 - $2000 a month, after your set up, depending on your marketDon’t let anyone set-up your Google+ Local listing using their account – use your own account or one you have access to
  20. Finally, these three things are critical to the online success of your business:Know Your NumbersWhat are the numbers specific to your business?What is the lifetime value of a customer for your business?How much does it currently cost you to acquire a customer?Many business owners don’t know or understand the importance of this infoDefine Your GoalsWhat is the goal of your internet marketing efforts?Sign ups? Phone calls? Foot traffic? Sales?It’s not enough to just have a website or to promote it.What are you trying to accomplish?Track Your ResultsYou can’t measure, and more importantly improve, what you don’t track