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Class 6 seo class
This document provides an overview of search engine optimization (SEO) fundamentals. It discusses how search engines like Google work, key ranking factors like keywords, content, links and social media. It emphasizes the importance of natural, high-quality content and links over manipulative tactics. The document also covers how to evaluate SEO companies and stresses that SEO requires ongoing effort to see results.
Class 6 seo class
- 2. WhatYou’ll Learn... • HowSearch Engines Work • 5 Key Ranking Factors • How To “Optimize”Your Site (but not too much...) • How to GetYour Site to Rise In The Rankings • How To Evaluate a SEO Company
- 3. How People ThinkSearch Engines Work • People type a search term into google • Google searches the whole internet for relevant webpages • Google returns the site in order of relevance
- 4. How Google ReallyWorks • Google does not wait for people to enter search terms, and then scour the internet • Google “spiders” crawl the web all the time, searching for pages to store in its database • When a spider finds a new piece of content it does the following:
- 5. How Google WorksCon’t • The spiders strip away all of the graphics leaving text, links and a few meaning full tags. • Google creates an “index card” for each page that is spidered and places it in its huge database along with the other sites that are are indexed under the same words. • When someone searches, Google searches the “index cards”in the database and Google chooses the order of the results based on over 200+ factors.
- 6. Once Upon ATime...
- 7. The Game HasChanged... • Right Keywords In The Right Places • High Quality Backlinks • Fresh, High Quality Content • Social Media Activity • And more.... Google Wants To Return AUTHORITY Sites
- 8. Good News, BadNews • Bad News - SEO is more time consuming because you have to create content and interact online. • Good News - Getting search engine traffic doesn’t have to cost a lot of money. • Good News - If you do the things you would normally do to promote your business online, you will get visitors from those channels AND it will help your search engine rankings.
- 9. More Good News& Bad News • Bad News - It’s harder to get your website to page one of google. • Good News - Getting your website to page one of google is not the ONLY way to get search engine traffic. Focus on the other ways, and you will also get search engine traffic.
- 10. Good News, BadNews: There are many ways to get to page one ! • The search results are getting more personalized based on your search history • Social signals change the search results based on your friends search behavior • Your computer’s location affects local search results • Videos, images, news and products can reorganize the search results.
- 11. The Best Advice? ACTNATURAL!
- 12. How To “Optimize”YourSite* • The Right Keywords • In The Right Places *This gets your website indexed under the right words. (Critical!) But it does not make the site rise in the search engine results/rankings.
- 13. SEO Starts Here! •Keyword research is the process of determining the words and phrases that your target customer will use when looking for your product or service, then compiling them into a list for use on your website and in your internet marketing campaigns. • The Goal - TARGETED Traffic • IdeallyYour Keywords Should have: Significant Traffic, Commercial Value, Low Competition
- 14. Keyword Research: Step 1- Brainstorm • Brainstorm a list of about 10 words & phrases that you think people will use to find what you have to offer. • Ask your friends, families and customers what they would use. • Look at the traffic data from your current website. • Also brainstorm local search terms
- 15. Keyword Research Continued •Put a search term directly into google to check competition. (Target: Less than 300,000.) Make a note of it. ! • Go to Google’s Free Adwords Tool • You’ll need to sign up for an Adwords account, but you don’t have to place an ad. • In the box that says “Enter one or more of the following”, enter your keyword phrase, review your and then click on the Search button. (If needed, change the Location.) • EvaluateYour Results
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- 17. How To EvaluateKeyword & Phrases • Goal: Find keywords with low competition, significant traffic, commercial value. • Look at the variations on the keywords for ideas. • You can look for ideas broadly or closely related to your keywords.“Broad” is good for brainstorming.“Closely” is needed for final analysis. • Note commercial and informational phrases • Evaluate the local (and global) search volume. Don’t be afraid of low numbers! • Look at the advertiser competiton. • Keep track of terms that match what your target customer will likely input, has some competition but not too much, and has a significant local and/or global search
- 18. Targeting Options If youneed local results Set your targets here for more focused results Switch between Broad Match & Close Match here
- 19. Ad Group Ideas Adgroup ideas are related keywords grouped together. Think of them as clusters or categorized groups of keywords. They tend to be phrases that are nearly identical with only slight variations to either the beginning or the end of the phrase. If you click on any of the Ad group ideas, you'll see a complete list of keywords that you can research further.
- 20. Keyword Ideas Keyword ideasare individual terms.They are not grouped together but are displayed in one large list. Great Article With more Info: http://www.razorsocial.com/google-keyword-planner/
- 21. Search Term Commercial Or Informational? Avg. Searches/ Search Volume (Low,Med, High?) Competition (Light Moderate, Heavy?) Notes Search Term #1 C M L Good keyword for sales page Search Term #2 I H M Good keyword for supporting page Search Term #3 C H H Too much competition, too broad Keyword Research Chart © 2010 Sarah Zeldman,The E-marketing Maven,All rights reserved.www.TheEmarketingMaven.com
- 22. Other Keyword Tools •ubersuggest.org • www.wordtracker.com • keywordspy.ca • marketsamurai.com • greenlotus.ca/seo-tools • kwfinder.com
- 23. Or…you could tryfiverr.com Click here - best people come to the top My Favorite Keyword Research Gig: https://www.fiverr.com/nhshapiro/analyze-your-website-if-you-have-google-analytics-installed
- 24. Keyword Placement • TitleTag • Meta Description* and keywords tag • Header Tags: H1, H2, H3 • Image File Names and Alt tags • Diverse Keywords • Relevant Content • Be Linkworthy The Mad Hatter Is Definately Rather Loony http://www.wordtracker.com/academy/how-to-optimize-web-page Target 2-5 related keywords/page *Metadescription is important because PEOPLE see it.Write it in a way that makes your target customer want to click-thru to your site!
- 25. Do NOT: • “Stuff”Keywords in • Have your title tag match your headlines • Hyperlink your keywords. Instead, hyperlink actions words like “Click here to learn more” • Have a lot of ads - even google ads. • Do any kind of link scheme. • Try to trick Google!
- 26. Review ! • How SearchEngines Work • How to OptimizeYour Site • Right Keywords (Research) • In the right places (but don’t overdo it!)
- 27. The Best Advice? ACTNATURAL!
- 28. What Does GoogleWant? (How To MakeYour Site Rise in The Rankings) • Fresh, High Quality Content on your website • Links toYour Site from “Authority” Sites • Social (Media) Signals & Shares • *Local Directory & Review Listings (Google Local?)
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- 30. Blogs HelpYou: • Easilyupdate your website • Get found in the search engines results. • Bring you more targeted visitors and leads. • Manage your social media accounts. • Establish you as an expert and can lead to media attention. © Sarah Zeldman.All Rights Reserved
- 31. Blogging Made Easy •Blog once a week = 52 entries/year • 3 Paragraphs is enough! • Can also be video, audio or images. • Delegate • Outsource • Private Label Rights (PLR) Articles http://www.kaushik.net © Sarah Zeldman.All Rights Reserved
- 32. Blog Post Impact ofBlog Post when posted to Social Media Co-Schedule.com is a Great Tool to Automate The Process!
- 33. Content Cruise Control •Get Clear AboutYour Goals,Your Buisness,Your Target Cutomer • Brainstorm & Capture Topic Ideas, Style Ideas, Sources & Content To Recycle • Do “Stealth Research” For More Ideas & Resources • ScheduleYour Posts. • Schedule Chunks of Time To Create The Posts (or decide how to delegate this task) • Rinse and Repeat
- 34. Links From AuthoritySites Back ToYour Site
- 35. MakeYour Website Findable PartII: Create High-Quality Links Back ToYour Site* ! • Create “LinkBait” (i.e. great content people want to link to) • Comment on other blogs • Contribute to other blogs • Submit Press Releases to sites like PRweb.com • Answer questions on sites such as AllExperts.com • Submit posts to social bookmarking sites like digg.com • Set up pages on Squidoo.com • Join & particpate in forums • Post a video to sites likeYouTube. • Submit articles to article banks like ezinearticles.com & eHow.com • post your content on social media • Create optimized listings in local directory & review sites like Google Places &Yelp.ca
- 36. Social (Media) Signals •PostYour blog post through your social media accounts Increase Social Shares (FB “Like” button, Retweeting, Googe +1) • GrowYour Audience • Engage with Authority Users • Use Google+
- 37. How to EvaluateAn SEO Company • Ask what keyword they are ranked for and look for them in the search engines. • Check out their blog and social media presence. • Ask how they build links and use content. (If they talk about “link farms” - RUN!) • If they offer a guarantee, ask how they can “guarantee” placement if they don’t control google. • Get everything in writing & read your contract! • Get and review monthly ranking WouldYou TrustYour SEO To This Guy?
- 38. WhatYou’ll Learn... • HowSearch Engines Work • How To “Optimize”Your Site (but not too much...) • How to GetYour Site to Rise In The Rankings • How To Evaluate a SEO Company
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- 40. The Names ofGoogle Changes PLUS…. Let’s Go To Pinterest!
- 41. Go To: https://www.pinterest.com/eMarketingMaven/seo/ • Infographicsare a great way to do research & learn a new topic • Go to Google images • Search “topic” and add the word “infographic” • Pin them to a pinboard to store for later reference Maven Tip
- 42. Final Thought: • Usingonline marketing techniques to grow your offline business is like buying a piece of exercise equipment... • Most of the time, it will work...if you use it!
- 43. © Sarah Zeldman.AllRights Reserved www.Facebook.com/TheEmarketingMaven www.Linkedin.com/in/SarahZeldman www.Twitter.com/TheEmaven