Building SEO Friendly Websites

• Selecting Keywords
• Relevance – Start with the words and phases
most relevant to your core business activity. You
are looking for words that reflect the natural
language of someone searching for information
that about your products and services.
Designing an SEO Friendly Website

• Selecting Keywords
• Competition or Difficulty
– How hard will it be to rank for the keywords you
identify?
– For competitive key words, the competition may be
fierce.
– A high volume keyword may have high competition.
– Find a balance between volume and competition.

• Selecting Key Words
– Volume – The amount of traffic you will drive to
your site is dependent on how many people
search on that word.
– Google Tools that can help with estimating
volume:
• Google AdWords can give you general guidance on
keyword volume and competition.
• Google Alerts – sends email notifications of updated
Google results for a search query or keyword.

Google Alerts

• Keywords – Placement
• Optimize your page's rankings by prominently
placing keywords in:
– Page Titles
– Page Text
– Meta Description

The Yoast SEO Plug-in for WordPress

• Images: Time to Load
– The time a page takes to load is important to users and
to Google.
– TinyPNG uses smart lossy compression techniques to
reduce the file size of your PNG files.
– Smush.it uses optimization techniques specific to
image format to remove unnecessary bytes from image
files.
– OptiPNG is a PNG optimizer that recompresses image
files to a smaller size, without losing any information.

• See Yourself as Google Sees You
– Making sure your website content is indexable and visible to the
search engines.
– You can check your content’s visibility using the following
tools:
• The Google “cache” command will show you the way the
web page looked when Google’s spiders indexed.
– Type the following in the Google search box: cache:<web
address>
• SEO-browser.com - is an easy-to-use, comprehensive SEO
analysis tool that lets you examine and understand the
component parts of your web pages.
• MozBar - Exposes page elements with the Analyze Page
overlay.

B2B SEO/Inbound Marketing
Ten Practices That Will Help Build Your Organic
Search Results:
1. Get Social! - Moz (Formerly SEOMoz)
released a study correlating data from over
10,000 keyword rankings and the factors that
influence Google to highly rank a website. The
study found that social media activity is
correlated with higher Google rankings.

Search Results:
2. Start a Blog – Feed the beast—with fresh stories and
content. According to Inbound Marketing software
provider Hubspot, B2B companies that blog generate
67% more leads per month than those that do not.
– Make sure your Blog is under your website
domain.
• Like this: http://www.yourcompany.com/blog
• Not this: http://www.blog.yourcompany.com.

Search Results:
3. Write Good Content – Your target audience
includes spiders and humans. Develop content
that focuses on how your training services solve
problems for customers. Develop short case
studies that tell how a customer found you, why
they chose you over the competition. Include
customer quotes. Crowdsource within your
organization for content contribution.

Search Results:
4. Get Inbound Links – Google’s organic search
rankings place high value on how many other
websites link to your site. Get links from
reputable, high-traffic sites. Identify influential
bloggers who write on training related issues trade
links with them.

Search Results:
5. Use Description Tags for each page of your
Website. The Meta Description Tag is shown on
the search engine results page as the summary
snippet for your website. Use your 156 characters!

Search Results:
6. Get Listed on Free Business Directories such as
Business.com and Manta. These directories are
indexed by Google. Business.com’s directory has dozens
of categories Including Sales and Management
Training. Get listed in the right category and make sure
your organization shows up when prospects are
searching for your services.

Search Results:
7. Upload your PowerPoint presentations to
Slideshare, the world’s largest community for sharing
presentations. This will enable you to link your
presentations to your social media channels including
LinkedIn, Facebook and Twitter.

Search Results:
8. Create a LinkedIn Company Profile – Take advantage
of a free LinkedIn listing for your college’s training
services business. Integrate your social media feeds
into your profile, embed targeted keywords in your
company description and add compelling graphics to
promote your products and services. Your listing will
show up in Google search results.

Search Results:
9. Include “Share This” on Your Blog and
Website – Making your relevant and compelling
content sharable across the social web is a good
way to improve your Google rankings. As you
already know, social is all about sharing!
http://sharethis.com/publishers/get-sharing-tools

Search Results:
10. Distribute press releases about your business
wins and other important announcements on a
newswire service like PRNewswire. PRNewswire
will optimize your press releases on their servers
for the search engines. Place a link in your press
release to your college website and track the traffic
it creates.

Building SEO Friendly Websites

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