Seach engine optimization basics - keywords, on page and off page optimization.

1. 1

2. 2
Search
Engine
Op0miza0on
• The
Search
Landscape
•
How
Search
Engines
Work
•
Building
SEO’d
Sites
•
Conduc0ng
Keyword
Research
•
Link
Building
Strategies
•
Social
Media
&
the
Web’s
Influencers

3. 3
The
Search
Landscape

4. 4

5. 5

6. 6
Value
of
Search

7. 7
Market
Share
(US)
ComScore Inc.

8. 8

9. 9

10. 10
Click-­‐Through
Rates

11. 11
Local
Search

12. 12
Image
Results

13. 13

14. 14
How
Search
Engines
Work

15. 15
‹#› 15

16. 16
Freshness
of
Content

17. 17

18. 18
Building
SEO’d
Sites
— Crawlability
— Understand
your
keywords
— Claim/set-­‐up
your
Google
business
lis0ng
— Op0mize
your
website
— Measure
and
adjust

19. 19
Crawlability

20. 20

21. 21
www.google.com/support/webmasters/bin/answer.py?
hl=en&answer=35769

22. 22

23. 23

24. 24
Choose
the
Best
Keywords

25. 25
“Long
Tail”
Keywords

26. 26
26

27. 27

28. 28

29. 29
Keyword
Research

30. 30
Check
Google
Analy0cs

31. 31
Internal
Search

32. 32

33. 33

34. 34

35. 35

36. 36

37. 37

38. 38
Step
2:
Op0mize
Your
Website
— Title
Tag
— Body
Copy
— Image
Name,
Image
Alt
Tag
— Meta
Descrip0on
— Search
Friendly
URLs
— XML
Sitemap

39. 39
Page
Title

40. 40
Page
Title
in
Google
Results

41. 41

42. 42

43. 43

44. 44
Image
Names
and
Alt
Tags

45. 45
Meta
Descrip0on

46. 46
Tag
Length

47. 47
Duplicate
Page
Content
–
Bad!

48. 48
Use
301
Redirect
to
fix

49. 49
Duplicate
Page
Titles
–
Bad!

50. 50
Search
Friendly
URLs

51. 51
Not
Friendly!

52. 52
XML
Site
Map
www.sitemaps.org/protocol.php

53. 53
Step
3:
Google
Business
Lis0ng
www.google.com/local/add/

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57. 57

58. 58
Step
4:
Link
Building

59. 59

60. 60

61. 61
Step
5:
Measure

62. 62

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64. 64

65. 65
Social
Media
— Social
Media
Op0miza0on
(SMO)
is
the
new
SEO,
or
rather
two
halves
of
a
whole.
— SMO
is
the
distribu0on
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
op0mized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— We
will
cover
op0miza0on
–
page
0tles,
descrip0ons
and
tags.
— SEO
+
SMO
=
Amplified
findability
in
the
tradi0onal
and
social
web.

66. 66
It’s
Huge
— Facebook:
1,000,000,000
ac0ve
users
— Twioer:
175,000,000
ac0ve
users
— LinkedIn:
150,000,000
registered
users
— Pinterest:
8,000,000
ac0ve
users
— Blogs:
346,000,000
people
read
blogs
every
day
— YouTube:
800,000,000
unique
visitors
last
month

67. 67
Gepng
Started
-­‐
Social
Media
Plan
— Define
the
goals
for
social
media
— increasing
sales,
brand
awareness
/
engagement
or
simply
more
people
who
“like”
or
“follow”
your
business
— Create
your
plan
–
align
with
marke0ng
calendar
— Iden0fy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Set-­‐up
your
profiles
and
pages
and
start
pos0ng
— Ensure
you
have
a
consistent
design/branding
across
all
plaqorms
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.

68. 68
Social
Media
Plan
— Listen
to
what’s
already
out
there:
— Set-­‐up
Google
Alerts
for
all
your
keywords,
your
compe0tors,
your
own
company
name,
your
personal
name,
etc.
— Use
Social
Men0on
to
search
social
media
for
men0ons
of
your
organiza0on
/
compe00on
— Use
Google
Search
and
Google
Blog
Search
to
find
bloggers
and
other
content
creators
in
your
space
— Use
Muck
Rack
to
find
journalists

69. 69
Social
Media
Plan
— Create
your
Content
Calendar
For
Pos0ng
— Define
5-­‐6
content
categories
— Set-­‐up
a
3-­‐month
calendar
— Add
your
key
offline
events
and
any
milestones,
holidays,
etc.,
— Align
with
your
marke0ng
calendar
— Content
should
be
a
mix
of
original
content/images,
news
updates
and
curated
content/images

70. 70

71. 71
Social
Media
Plan
— Set-­‐up
your
profiles
and
pages
and
start
pos0ng
— Ensure
you
have
a
consistent
design/branding
across
all
plaqorms
— Set-­‐up
Google
Analy0cs
to
monitor
web
traffic
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
— Set-­‐up
and
use
a
dashboard
(Hootsuite,
etc.)
to
manage
your
social
media
updates

72. 72
Why
Use
Facebook
— Increase
visibility
— Connect
with
customers
— Increase
engagement
— Promote
your
brand
— Create
a
community
— Promote
and
manage
events
— Give
back
to
loyal
customers
through
special
offers
and
discounts

73. 73
Engage
and
grow
your
following
— Write
interes0ng
and
relevant
posts
will
encourage
followers
to
engage
with
your
posts
— Liking,
commen0ng
and
sharing
are
important
— Facebook
uses
the
level
of
engagement
to
determine
how
many
people
see
your
posts
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa0on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-­‐0me
— Have
a
plaqorm
for
announcing
news,
promo0ons,
events

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77. 77
Twioer
— Microblogging
site
that
enables
users
to
send
and
read
other
users’
updates
(known
as
tweets)
— Text
based
posts
— 160
characters
total
— 20
for
username,
140
for
message
text
— Updates
appear
on
the
user’s
profile
page
and
are
delivered
to
other
users
who
have
signed
up
to
receive
them
(followers)

78. 78
Twioer
— An
informa0onal
tool
–
provides
informa0on
to
others
— A
conversa0onal
tool
–
respond
to
other
people’s
tweets
and
engage
in
dialogue
— Great
way
to
network
and
communicate
with
new
and
old
contacts
— You
choose
the
message,
not
the
recipient

79. 79
Engage
and
grow
your
following
— Listen!
— Set
up
simple
searches
that
allow
you
to
hear
men0ons
of
your
company
— Twioer
is
a
real-­‐0me
opportunity
to
listen
in
on
the
conversa0ons
of
200
million
users
— Serve
as
a
resource
— Provide
informa0on
that
helps
your
target
audience
in
a
quick,
easy-­‐to-­‐use
format

80. 80
— Ask
relevant
ques0ons
on
Twioer
and
consumers
are
happy
to
share
opinions
— People
like
being
asked
to
provide
input
on
topics
of
interest
— Thinking
of
offering
a
new
product
or
service?
Ask
for
input
beforehand
— Take
advantage
of
the
online
community
to
gain
feedback
and
generate
new
ideas
that
will
result
connect
with
the
audience
served
by
your
business.
Engage
and
grow
your
following

81. 81
Engage
and
grow
your
following
— Follow
people
–
they
might
follow
you
back
— Add
Twioer
link
to
your
website
homepage
— Include
Twioer
icon
on
ALL
materials
that
reach
your
target
market

82. 82
Engaging
on
LinkedIn
–
Status
Updates
— Share
links
to
interes0ng
ar0cles,
websites
or
video
you
have
found
that
some
individuals
in
your
network
might
appreciate.
Try
to
use
words
that
grab
the
readers
and
encourage
them
to
click
the
link.
— Pose
a
ques0on
that
could
lead
to
solving
a
problem
you
have,
like:
"Anyone
know
about…?"
— Conduct
an
informal
poll
rela0ng
to
a
topic
that
is
of
interest
to
you,
such
as:
"What
interest
rates
are
you
seeing
for
lines
of
credit
in
the
current
environment?"
82

83. 83
Engaging
on
LinkedIn
–
Status
Updates
— Men0on
a
person
or
a
situa0on
that
might
be
helpful
to
some
of
your
connec0ons,
like:
"I
just
met
with
John
Jones
from
ABC
Company
and
found
out
….”
— Talk
about
an
event
you
are
aoending
or
have
aoended
to
encourage
involvement
and/or
ques0ons
about
what
you
learned
there.
— Use
the
"Like"
feature
when
you
see
a
helpful
update
from
one
of
your
connec0ons.
Doing
this
shares
that
update
with
your
en0re
network.
This
is
a
great
way
to
give
the
writer
of
the
helpful
update
exposure
to
your
network
that
he/she
wouldn't
normally
have.
83

84. 84

85. 85
Company
Pages
— Central
hub
where
millions
of
LinkedIn
members
can
go
to
keep
in
the
loop
on
company
news,
products
and
services,
business
opportuni0es,
and
job
openings.
— Also
perfect
place
to
start
conversa0on
with
your
customers,
prospec0ve
clients,
job
seekers,
post
company
updates.
— Post
industry
ar0cles
and
fun
facts.
— These
updates
appear
on
your
company
page
and
also
the
pages
of
your
followers.
— Have
followers
Like
your
post
so
it
goes
viral.
— Analy0cs
pages
to
see
ac0vity
on
the
page.
85

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87. 87
What
is
it?
— Pinterest
is
a
“virtual
pinboard”
that
lets
people
share
anything
and
any
topic
on
the
web
that
they
find
interes0ng
and
beau0ful
–
e.g.,
pictures,
quotes,
recipes,
etc.
— Conceptually
similar
to
social
bookmarking
sites.
— Content
is
organized
in
“Boards”
and
organized
in
categories.
— Each
piece
of
content
is
called
a
“Pin”

88. 88
Strategies
for
Pinning
— Build
your
brand
out,
share
interes0ng
and
relevant
content,
create
engagement
— Add
products
with
prices
to
drive
awareness
— Service
businesses
can
create
pos0ngs
with
infographics
that
contains
useful
informa0on
or
a
graphic
with
a
quote
— Post
videos
(hosted
on
YouTube)
— Add
links
to
your
pins’
descrip0ons
giving
your
business
the
benefit
of
your
links
carrying
over
with
your
pins
when
users
re-­‐pin
them
88

89. 89
89

90. 90
Blog
Content
— Answer
industry
ques0ons
— Comment
on
industry
news
— Provide
how-­‐to
based
content
— Encourage
readers
to
comment
— Post
consistently
–
2
0mes
per
week

91. 91
Engage
and
grow
with
a
Blog
— Pose
Engaging
Ques0ons
-­‐
At
the
end
of
a
post,
pose
a
brain-­‐
s0mula0ng
ques0on.
—
Get
readers
to
offer
0ps
-­‐
It
could
be
a
problem
that
you’re
facing,
or
something
your
customer
is
facing.
Make
it
a
contest;
publicly
credit
the
reader
with
the
best
0ps
on
your
blog
so
that
everyone
can
see.
— Start
With
An
Engaging
Opener
–
Your
opening
should
engage
the
reader
from
the
word
go,
something
that’ll
ignite
their
curiosity,
mo0vate
their
thought
process
and
get
them
engaged.
Make
your
opener
funny,
insighqul,
wioy
and
outrageous
if
need
be.
—

92. 92
Engage
and
grow
with
a
Blog
— Make
The
Content
Graphically
Vivid
-­‐
Paint
a
picture
with
your
words,
and
draw
people
into
the
scene
you’re
pain0ng.
— Write
in
your
speaking
voice,
as
though
you’re
chapng
with
friends.
— Provide
A
Conclusion
–
sum
up
the
essence
of
your
ar0cle
in
a
short
conclusion.
Your
conclusion
should
ideally
0e
up
your
points
together
and
provide
a
short
glimpse
of
what
the
ar0cle
is
all
about.

93. 93

94. 94
YouTube
— YouTube
is
a
video
sharing
website
on
which
users
can
upload
and
share
videos

95. 95
Engaging
with
YouTube
— Powerful,
on-­‐demand
communica0on
channel
— Market
your
business
to
millions
of
people
at
virtually
no
cost
— Build
more
personal
rela0onships
with
your
current
client
base
— Inform,
Educate,
Entertain
— Good
content,
plan
ahead,
don’t
blatantly
market,
keep
it
short
— Curate
exis0ng
videos
if
you
don’t
have
your
own

96. 96
Engaging
with
YouTube
— Setup
a
branded
channel
using
your
colors
and
logo
— Allows
users
to
subscribe
to
your
content
and
the
op0on
to
search
just
your
uploaded
content
— Engage
With
the
YouTube
Community
— Check
out
other
videos,
favorite
appropriate
videos
and
make
suitable
YouTube
“friends.”
— Use
tags
and
categories
to
iden0fy
your
videos
— Promote
your
videos
elsewhere
(blog,
FB,
etc.)
— Run
contests,
giveaways,
have
calls
to
ac0on
— Keep
your
channel
current

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98. 98
Thank
You!
Bridget
Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
}.com/gibbonsdigital