Paid seo training presentation

Search Engine Optimization
101
Presented by:
Brandon Leibowitz
Email: info@seooptimizers.com | SEO & Google AdWords Training Courses (310) 736-9597
SEARCH ENGINE OPTIMIZATION
COURSE 101

SECTION 1
WHAT IS SEO?
COURSE 101

Why Are You Here?
• To learn about internet marketing
• Help grow your business, knowledge,
experience, etc.
• To drive traffic to your website
• Expand your marketing knowledge
• Network with other professionals
COURSE 101

SECTION 1.1
SEO
COURSE 101

What is Search Engine Optimization?
• Ranking webpages highly in the search engines
• Natural organic search results; not paid
• Maximize visitors to a specific webpage
• Types of searches
• Images, local maps, videos, news, etc.
• Does not rely solely on Google, Bing, & Yahoo
• Thousands of other search engines exist
COURSE 101

What is Search Engine Optimization
COURSE 101

How Do Search Engines Work?
• Spiders crawl websites
• Pages are indexed and assigned a value
• Determining website relevancy
• Rank website accordingly
• Provide answers to questions
COURSE 101

SECTION 1.2
SHIFTS
COURSE 101

SEO Marketplace Shifts
• Google updates the search algorithm daily
• Major updates are released periodically throughout
the year
• Recent algorithm changes
• Caffeine penalized slow websites
• Panda removed low quality sites from the search index
• Penguin attempted to clean up web spam
• Hummingbird is trying to better understand the human
language
COURSE 101

Panda Algorithm
• Announced February 11, 2011
• Focused on low quality or “thin sites”
• Duplicate content
• Content farms
• High ad to content ratio
• Affected 12% of searches
• Many updates and patches released
• Ranking increase for trustworthy and brand websites
COURSE 101

Penguin Algorithm
• Announced April 24, 2012
• Penalized sites violation Google’s Webmaster Guidelines
• Focused on link building schemes:
• Link farms
• Low quality links
• Anchor text diversity
• Affected 3.1% of searches
• Many updates and patches released
COURSE 101

Hummingbird Algorithm
• Announced August 30, 2013
• Google is trying understanding a users intent
• Humming bird is all about synonyms and context
• Google now pays attention to each word in a search query
• Google wants to determine the context and intent of searches
• As we move to voice to search this becomes more important
• Moving towards a more sematic web
COURSE 101

SECTION 1.3
FUTURE
COURSE 101

Future of SEO
• Who knows?
• Google makes the rules
• Search will be socially integrated
• Search will become more semantic
• Answer, Converse, & Anticipate
• Less SPAM 
COURSE 101

SEO Current Status
• Search has become social
• Google has incorporated Google+ into SERPs
• Bing has incorporated Facebook into SERPs
• Structured data for websites
• Content must be engaging
• Social media sharing
• Google Knowledge Graph
COURSE 101

SECTION 1.4
ETHICS
COURSE 101

Ethical SEO Practices
• Avoid black hat (unethical techniques)
• Follow Google’s Webmaster Guidelines
• Use search engine friendly techniques
• Never use deceitful methods
• Always use white hat strategies
COURSE 101

SECTION 2
ON SITE SEO
COURSE 101

SECTION 2.1
KEYWORDS
COURSE 101

Keyword Research
• Ask questions your customers would ask
• Learn as much about your audience
• Use keyword research tools
• Target 3 – 5 keywords per page max
COURSE 101

Asking Questions
• Ask questions your customers would ask
• Search Google for their keywords
• Find new ideas from competitors
• Look at Google’s:
• Instant search
• Autocomplete
• Searches related
COURSE 101

Targeting Audiences
• Learn as much about your audience
• Get their demographics for targeted ads
• Understand their wants and needs
• Study their buying habits
• Search for industry jargon or slang terms
• Find common problems and offer solutions
COURSE 101

Keyword Research Tools
• Plug your keywords into Google Planner
• There are hundreds of other free tools
• Sort by traffic, competition, and CPC
• Traffic gives you an idea of the monthly searches for a specific keyword
• Competition will show you how many people you have to compete
against
• CPC shows you how much you will make per click if you have ads or
how much you will pay per click if you buy ads
• Is the keyword relevant to your content?
• Create content to support your keywords
COURSE 101

Keyword Research Tools
COURSE 101

SECTION 2.2
CODING
COURSE 101

Website Coding Changes
• Page title, meta description, & meta keywords
• Alt tags
• Header tags
• Clean URL structure
• XML and HTML sitemaps
• .htaccess file
• robots.txt
• Schema markup
COURSE 101

Page Title, Meta Description & Keywords
• Page Title
• 60 characters max
• Appears in search results as the blue clickable link
• EX) <title>Example Title</title>
• Meta Description
• 160 characters max
• Appears in search results as the text below the blue clickable link
• Ex) <meta name="description" content="Here is a description of the page">
• Meta Keywords
• Use no more than 10 keywords here
• Ex) <meta name="keywords" content=”Keywords, Describing, The, Page">
COURSE 101

COURSE 101

• Bad
• Page Title: My Awesome Website
• Meta Description: This is a fun site. I hope you enjoy it.
• Good
• Page Title: Learn SEO & Internet Marketing Strategies
• Meta Description: Internet marketing gurus will show you
what it takes to make your online business succeed. Learn
SEO from the pros. Sign up today!
COURSE 101

Alt and Header Tags
• Alt Tags
• Describes images when they cannot be displayed
• <img src=”learn-seo.gif" alt=”Learn SEO">
• Header Tags
• Used to structure page hierarchy
• <H1>, <H2>, <H3>, <H4>, etc.
• Larger numbers are more important
COURSE 101

Clean URL Structures
• Clean URLs
• Only contain descriptive keywords
• Remove propositions and other useless information
• Structured Hierarchy
• URLs should be structured in a way that makes sense
• http://www.YourSite.com/category/sub-category/product.html
• Breadcrumbs
• Make it easy to know where you are on a page
• Ex)
COURSE 101

XML & HTML Sitemaps
• XML
• Coded page designed for the search engines
• Shows links to all existing pages on your site
• XML Sitemaps should be submitted to Google Webmaster Tools, Bing &
Yahoo
• HTML
• Static page showing links to all existing pages on your site
• Designed for the user to help them find content on the page
• Creation
• Free tools; most popular is http://www.xml-sitemaps.com
• Takes 4 steps and your done
COURSE 101

.htaccess File
• Limits access to specific directories
• Ban a particular IP or User-agent
• Redirect URLs to new pages
• Rewrite URLs with SEO friendly names
COURSE 101

robots.txt
• Text file created to instruct search engines how to crawl and index pages on a website
• What pages to index and what pages not to index
• Uses of robots.txt
• Block all web crawlers from all content
• User-agent: * Disallow: /
• Block a specific web crawler from a specific folder
• User-agent: Googlebot Disallow: /no-google/
• Block a specific web crawler from a specific web page
• User-agent: Googlebot Disallow: /no-google/blocked-page.html
• Allow a specific web crawler to visit a specific web page
• Disallow: /no-bots/block-all-bots-except-rogerbot-page.html User-agent: rogerbot Allow: /no-bots/block-all-
bots-except-rogerbot-page.html
• Sitemap Parameter
• User-agent: * Disallow: Sitemap: http://www.example.com/none-standard-location/sitemap.xml
COURSE 101

.htaccess vs. robots.txt
• .htaccess
• An extension
• Controls many features on the server
• Restricts users from accessing specific pages on your site
• Real control lies in .htaccess files
• Robots.txt
• A text file
• Tells search engine spiders what pages to not visit
COURSE 101

Schema Markup
• Tells search engines what data means not just what it says
• Structured data rich snippets appear on search result pages
• Google authorship
• Star ratings
• Event calendars
• Recipes
• Products
• Movie times
• TV episodes and ratings
COURSE 101

Schema Markup
COURSE 101

SECTION 2.3
DESIGN
COURSE 101

Website Design & Layout
• Content creation
• Site layout
• Responsive
websites
COURSE 101

Content Creation
• Content creation
• Content is KING
• Should be concise and easy to read
• Content should be 400+ words
• Create for middle school reading levels
• Focus on the reader / target audience
• Write to solve people’s problems
COURSE 101

Website layout
• Easy to navigate through
• Incorporate breadcrumbs
• Site structure makes sense
• www.YourSite.com/category/sub-category.html
• Easy to follow by the search engines
• Interlink pages together
• Try to interlink 1-3 pages from each page
COURSE 101

Responsive Web Design
• Websites need to look good on all devices
• Websites look different on all devices
• Coding is required for sites to look good on all
devices
• Desktop computers
• Tablets
• Smartphones
COURSE 101

SECTION 3
OFF SITE SEO
COURSE 101

Off Site SEO Activities
• Link building
• Analyze competitor websites backlinks
• Set up and update a company blog
• Build trust and authority for website
• Social media marketing strategies
• Online reputation management
• Local SEO
COURSE 101

SECTION 3.1
LINKS
COURSE 101

Link Building
• Creating new inbound links
• Links can be acquired in a variety of ways
• Quality links increase search engine
rankings
• Link building is an art and takes time
COURSE 101

SECTION 3.2
COMPETITORS
COURSE 101

Competitor Analysis
• Review top 3 pages of Google for your target keywords
• List your competitors
• See who consistently shows up for your search terms
• Separate competition into big, medium, & small
• Target the small and medium competitors first
• Established companies can target the big competitors
COURSE 101

Competitor Analysis
• Competitor analysis tools
• Check competitor backlinks
• Use MOZ, Ahrefs, Traffic Travis, SEO Spyglass, etc.
• Learn and understand their strategies
• See if they are doing paid ads, emails, etc.
• Learn how the top competitors rank so well
COURSE 101

SECTION 3.3
BLOGGING
COURSE 101

Company Blog
• Set up a company blog
• Decide to put it on a sub domain or sub page
• Subdomain: http://blog.YourSite.com
• Subpage: http://www.YourSite.com/blog
• Update the blog frequently
• 2+ times a month
• 400+ word posts
• Posts should not all be promotional
COURSE 101

Company Blog
• Add social integration
• Put social sharing buttons at the top and bottom of
posts
• Auto post new content to your social networks
• Use IFTTT, HootSuite, Buffer, etc.
• Showcase your personal social network accounts
• Allow user comments on posts
COURSE 101

SECTION 3.4
TRUST
COURSE 101

Building Trust
• Be transparent with your information
• Make it easy to contact you
• List your phone number and email address clearly
• Respect customer confidentiality and security
• Never overpromise what you cannot deliver
• Have a https secure site if necessary
COURSE 101

Building Trust
• Display logos and partner pictures
• Show a portfolio gallery
• Add customer testimonials
• Allow comments on pages (where
appropriate)
• Let users to submit reviews and testimonials
COURSE 101

SECTION 3.5
SOCIAL
COURSE 101

Social Media Marketing
• Google Plus
• New social media site to compete with Facebook
• Facebook
• Social media site for friends and family
• Twitter
• Social networking and micro blogging service
• LinkedIn
• Social networking site for business processionals
• Pinterest
• Image sharing site
COURSE 101

Social Media Marketing
• Create a personal and business profile
• Follow influencers and engage with
them
• Share, comment, and plus one other
peoples posts
• Join and start communities that interest
you
• Post frequently with keyword and
#HashTags
• Find relevant circles to join
COURSE 101

Facebook Marketing
• Create a business page
• Not a personal page
• Become active in niche related groups
• Use the Facebook Graph Search to connect
• Use #HashTags in your posts
• Link, comment, and share others posts
• Update your status a few times a week
COURSE 101

Twitter Marketing
• Follow your authority / competitors followers
• Interact with users and by @ mentioning
• Retweet useful and interesting tweets
• Send out multiple Tweets throughout the day
• Use two to three #HashTags per tweet
• Use the search to find people to interact with
COURSE 101

Pinterest Marketing
• Work hard to take clear pictures
• Use three to five #HashTags on
your images
• Reshare and heart other peoples
images
• Include your website URL
• Always include your URL in the
description
COURSE 101

Social Media Marketing Strategies
• Engagement is key; you must build
relationships
• Separate business and personal profiles
• Use #HashTags appropriately
• Post your own original content
• Share other peoples content!
• Use keywords in your posts
COURSE 101

SECTION 3.6
REPUTATIONS
COURSE 101

Online Reputation Management
• Clean up negative search results in Google
• Strategize ways to get positive reviews
• Responding to negative reviews
• Create new positive and neutral content
COURSE 101

Clean Up Search Results
• Look at first 3+ pages of Google
• Look at Yahoo, Bing, and other search engines
• Negative reviews must handled carefully
• Search brand, product, & service keywords
• Read social network customer reviews
• Look at 3rd party review sites
COURSE 101

Ways To Get Positive Reviews
• Make it easy!
• Ask immediately
• Offer incentives and perks
• Showcase top reviews
• Follow up with clients
COURSE 101

Responding To Negative Reviews
• It is best to respond to the customer directly first
• Try to rectify the situation
• If this is not possible then leave a response explaining
what happened
• False reviews
• Contact the site and have it removed
• Let them know who did it
• Tell them they are acting maliciously
COURSE 101

Creating New Content
• Push down negative reviews with newly
created content and mini-sites
• Create articles, press releases, videos,
infographics, social media accounts, etc.
• Use the target keyword in the user name,
titles, URL, and anywhere else possible
• Create unbiased and neutral content
COURSE 101

SECTION 3.7
LOCAL
COURSE 101

Local SEO
• Local search is important
• Profiles rank in local directories
and Google
• Reviews are shown in Google
• Local search directories
• Google Maps
• Yahoo local
• Bing Local
• Yelp
• Yellow Pages
COURSE 101

Local SEO
• Consistent NAP
• Name, Address, & Phone Number
• Reviews are necessary, even 1 review will help
• Create citations on the web (NAPs)
• Look at competitor citations
• Go to top directories
• Find local and niche directories
• Write and submit Press Releases
COURSE 101

SECTION 4
LINK BUILDING
COURSE 101

SECTION 4.1
TECHNIQUES
COURSE 101

Link Building Techniques
• Article & Press Release writing and submission
• Research, design, and distribute infographics
• Blogger Outreach
• Commenting on relevant, high quality blogs
• Directory listings; both local and general
• Question and Answer sites / Forums
• Social bookmarking
• Web 2.0 properties
• Video marketing
COURSE 101

Articles & Press Releases
• Create unique articles
• Post to newly created sites you own
• Post on other peoples blogs (blogger outreach)
• Add to free and paid article directories
• Create and distribute newsworthy Press Releases
• Wall Street Journal
• NY Times
• CBS
• KTLA
• Fox News
• NBC
• Yahoo News
• Submission services
• PR Web, SB Wire, i-Newswire, 1888 Press Release, Media Syndicate, etc.
COURSE 101

Infographics
• Research
• Study your topic and have numbers to back you up
• Cite authority sources for accuracy
• Design
• Take your time and make sure it looks nice and pops
out
• Use more images than text if possible
• Distribute infographic
• Embed on your own website / blog
• Add “click to embed” box and social sharing buttons
• Free infographic directories such as http://visual.ly
• Image sharing sites suck as Flickr, Imgur, Pinterest
• Blogger outreach on topic with the infographic
• Write a Press Release about the infographic for
extra exposure and backlinks
COURSE 101

Blogger Outreach
• Create informative articles to post on blogs
• Huffington Post
• Examiner
• Mashable
• Forbes
• NYTimes
• WashingtonPost
• Look for quality blogs
• Related to your niche with good Page Rank and traffic statistics
• Share content on your social media channels
COURSE 101

Blog Commenting
• Use sparingly
• Find high traffic; niche related blogs
• Use your name not keywords
• Offer valuable insight to the authors post
• Keep it friendly, on topic, and easy to read
• Traffic may come or the admin may ask for you to
guest post
COURSE 101

Directory Listings
• Submit your website to
popular directories
• DMOZ, Yahoo Directory, BOTW,
etc.
• Find both free and paid
directories
• Make sure they are niche
related directories
• Submit your site to only
quality directories
COURSE 101

Question & Answer Sites / Forums
• Build and gain a presence on popular Q/A sites and
forums
• Yahoo Answers or Quora
• Answer questions related to your niche
• Become an authority (knowledgeable user)
• Be helpful and thorough when answering questions
• Ask questions related to your niche
• Become trusted and someone that people rely on for
answers
COURSE 101

Social Bookmarking
• Social bookmarking websites
• Digg
• Delicious
• StumbleUpon
• Reddit
• Folkd
• Scoop.it
• Fark
• Mister Wong
• Mixx
• Newsvine
• Submit your individual webpages to these and other social
bookmarking websites
COURSE 101

Web 2.0 Properties
• Create mini websites / blogs for your company
• Wordpress, Blogger, Tumblr, etc.
• Add keyword rich articles, videos, infographics,
etc.
• Use proper tags and hashtags for increased
exposure
• Follow other users and interact on other posts
COURSE 101

Video Marketing
• Create high quality videos
• Make videos informative; answering
commonly asked questions by customers
• Add your websites URL to the first line of the
video description
• Submit the video to video sharing sites
• Vimeo, YouTube, DailyMotion, etc.
COURSE 101

SECTION 4.2
STANDARDS
COURSE 101

Link Quality Standards
• Quality over quantity
• Find niche related sites for inbound links
• Seek out authority and trusted by Google
sites
• Low number of outbound links
• Anchor text and other link diversity
COURSE 101

Quality Over Quantity
• quality of links > quantity of links
• It used to be other way around
• Google updated their algorithm (Penguin Update)
to prevent link fraud
• A few high quality links can make up for
thousands of low quality links
• You need high quality standards when it comes to
link placement
COURSE 101

Related To Your Niche
• Find websites related to your niche
• Does not have to be directly related
• Look for non-competitive sites
• Newspapers, blogs, journals, forums, etc.
• Look at the domains URL to see if it is relevant
• More relevant sites are better than high
quality irrelevant sites
COURSE 101

Authority Websites
• Find authority sites related to your niche
• Wikipedia, Forbes, Huffington Post, etc.
• .edu and .gov extension domains
• Look at Google PageRank
• Moz Domain Authority and Page Authority
• Alexa ranking
• Majestic Trust Flow, etc.
COURSE 101

Outbound Link Count
• Webpages pass link juice onto
other sites
• Link juice is shared equally
amongst all the links on a page
• Pages looks SPAMMY with
tons of links on them
• A page with 5 or less
outbound links is ideal
• 1 link per 125 words
• More value is assigned to links
COURSE 101

Link Diversity
• Google Penguin algorithm update
• Anchor Text Diversity
• 30% branded keywords
• Your Site Name
• Naked URL http://www.YourSite.com
• 30% primary keywords
• Learn SEO, SEO training courses in Los Angeles, etc.
• 30% generic keywords
• Click here, learn more, read more, save today, etc.
• Do/No follow, 301 redirects, image, and sitewide links
• Need a mix all types of links
• This looks natural
• No website only has one type of backlink
COURSE 101

COURSE 101

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