SEO overview for business and non-profits.

1. SEO 101
Christopher VanOosterhout
Muskegon Community College
Licentia LLC
www.vanoosterhout.com
Email: c@vanoosterhout.com
Twitter: @cvmuse
©2013 – Christopher VanOosterhout

2. ©2014 – Christopher VanOosterhout

3. BE CAREFUL
Contractors
Tricks
Fads
Easy answers
© 2014 Christopher VanOosterhout - www.vanoosterhout.com

4. ©2012 – Christopher VanOosterhout

5. WHY SEARCH ENGINES
ARE IMPORTANT
Millions of sites / pages
– How do you find what you
are looking for?
– How do you find customers?
– How do your customers find
what they are looking for?
© 2014 Christopher VanOosterhout - www.vanoosterhout.com

6. ©2014 – Christopher VanOosterhout

7. ©2014 – Christopher VanOosterhout
Image: www.garmin.com

8. ©2014 – Christopher VanOosterhout

9. ©2014 – Christopher VanOosterhout

10. 67 %
11 %
16 %
© 2014 Christopher VanOosterhout www.vanoosterhout.com
Source: ComScore – December 2013 Report – Published January 2014

11. ©2014 – Christopher VanOosterhout

12. ©2014 – Christopher VanOosterhout

13. HOW SEARCH ENGINES OPERATE
 Crawling
– Reading Source Code
 Indexing
– Cataloging collected data
 Providing Results
© 2014 Christopher VanOosterhout www.vanoosterhout.com
http://www.seomoz.org/beginners-guide-to-seo/how-search-engines-operate

14. ©2014 – Christopher VanOosterhout

15. ©2014 – Christopher VanOosterhout

16. ©2014 – Christopher VanOosterhout

17. WHAT CAN YOU IMPACT DIRECTLY
WHAT YOU CAN IMPACT INDIRECTLY
WHAT IS OUT OF YOUR CONTROL
© 2014 Christopher VanOosterhout - www.vanoosterhout.com

18. ©2014 – Christopher VanOosterhout

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21. ©2014 – Christopher VanOosterhout

22. WEB PAGE CONTENT
 TAGS
 Code
 Content – More about you
 Content – Less about you
 Content – Know
audience
© 2014 Christopher VanOosterhout - www.vanoosterhout.com
http://www.seomoz.org/beginners-guide-to-seo/how-search-engines-operate

23. ©2014 – Christopher VanOosterhout

24. Zinc
Zinck
Zink
©2014 – Christopher VanOosterhout

25. ©2014 – Christopher VanOosterhout

26. KEYWORD SELECTION
 Search Demand – Is
higher demand better for
your organization?
 High Competition vs
Lower Competition
 How close is the search to
the conversion?
© 2014 Christopher VanOosterhout - www.vanoosterhout.com

27. TOOLS AND TACTICS
 Focus your efforts
 Provide structured data
 Submit your site
 Submit your pages
 Track your results
© 2014 Christopher VanOosterhout - www.vanoosterhout.com

28. TOOLS AND TACTICS
 Focus your efforts
 Provide structured data
 Submit your site
 Submit your pages
 Track your results
© 2014 Christopher VanOosterhout - www.vanoosterhout.com

29. SEO 101
Christopher VanOosterhout
c@vanoosterhout.com
@cvmuse
©2012 – Christopher VanOosterhout