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Jeff	
  Klein,	
  Webmaster,	
  NCCI	
  



June	
  2012

SEO and Local SEO
               Boca	
  Raton	
  Chamber	
  Tech	
  Panel	
  
                        Florida	
  AtlanBc	
  University	
  
                                       June	
  15,	
  2012	
  
 	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                       SEARCH	
  ENGINE	
  	
  
                                                       OPTIMIZATION	
  (SEO)	
  


                                                                                   	
  	
  	
  	
  	
  	
  
Search	
  Engine	
  Op;miza;on	
  

What	
  is	
  Search	
  Engine	
  Op;miza;on?	
  
•  Search	
  Engine	
  OpBmizaBon	
  (SEO)	
  is	
  the	
  process	
  of	
  improving	
  the	
  visibility	
  
   of	
  a	
  website	
  in	
  a	
  search	
  engine’s	
  natural	
  or	
  unpaid	
  search	
  results.	
  	
  
Example:	
  TenGoldenRules.com	
  
•  SEO	
  Efforts	
  
      •  Keyword	
  research	
  
      •  Added	
  valuable	
  content	
  
      •  OpBmized	
  meta	
  tags	
  
•  Results	
  
      •  High	
  rankings	
  
      •  Targeted	
  traffic	
  
Search	
  Engine	
  Op;miza;on	
  

Basic	
  Components	
  of	
  SEO	
  –	
  On-­‐page	
  SEO	
  




            1 2 3    	
  	
  	
  	
  	
  	
  	
  
    On-­‐page	
  	
  SEO	
  
         	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                                            	
  	
  	
  	
  	
  	
  	
  
                                                            External	
  	
  SEO	
  
                                                                	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                              (Link	
   B uilding) 	
  
                                                                                                                   Content	
  
                                                                                                                                 	
  	
  	
  	
  	
  	
  	
  
                                                                                                                    	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Search	
  Engine	
  Op;miza;on	
  

On-­‐Page	
  SEO	
  –	
  Keyword	
  Research	
  
    •  What	
  are	
  the	
  terms	
  your	
  users	
  are	
  actually	
  using?	
  
    •  Relevance,	
  search	
  volume,	
  compeBBveness,	
  and	
  commerciality	
  
Search	
  Engine	
  Op;miza;on	
  
On-­‐Page	
  SEO	
  –	
  Meta	
  Tags	
  
    •    HTML	
  codes	
  inserted	
  into	
  the	
  header	
  on	
  a	
  web	
  page	
  
    •    Help	
  tell	
  search	
  engines	
  and	
  users	
  what	
  your	
  site	
  is	
  about	
  
    •    Title,	
  descripBon,	
  and	
  keyword	
  tags	
  
    •    Keyword	
  rich,	
  compelling,	
  and	
  user	
  focused	
  
Search	
  Engine	
  Op;miza;on	
  

On-­‐Page	
  SEO	
  –	
  Internal	
  Link	
  Structure	
  
    •  Links	
  from	
  one	
  page	
  of	
  a	
  website	
  to	
  a	
  different	
  page	
  on	
  the	
  same	
  site	
  
    •  Helps	
  search	
  engines	
  (and	
  visitors)	
  navigate	
  your	
  website	
  and	
  discover	
  
       your	
  content	
  
    •  Keyword-­‐rich	
  anchor	
  text	
  
Search	
  Engine	
  Op;miza;on	
  

Basic	
  Components	
  of	
  SEO	
  –	
  External	
  SEO	
  (Link	
  Building)	
  




            1 2 3    	
  	
  	
  	
  	
  	
  	
  
    On-­‐page	
  	
  SEO	
  
         	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                                            	
  	
  	
  	
  	
  	
  	
  
                                                            External	
  	
  SEO	
  
                                                                	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                              (Link	
   B uilding) 	
  
                                                                                                                   Content	
  
                                                                                                                                 	
  	
  	
  	
  	
  	
  	
  
                                                                                                                    	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
Search	
  Engine	
  Op;miza;on	
  

Link	
  Building	
  –	
  Link	
  Velocity	
  
    •  The	
  rate	
  at	
  which	
  you	
  get	
  incoming	
  backlinks	
  to	
  your	
  website	
  
    •  Consistency	
  is	
  the	
  key,	
  build	
  backlinks	
  each	
  and	
  every	
  month	
  	
  
    •  Be]er	
  to	
  build	
  100	
  links	
  every	
  month	
  for	
  a	
  year	
  than	
  building	
  1,200	
  
       backlinks	
  in	
  a	
  single	
  month	
  and	
  then	
  stopping	
  
Search	
  Engine	
  Op;miza;on	
  
Link	
  Building	
  -­‐	
  Diversity	
  
     •  Anchor	
  text	
  diversity	
  
     •  Types	
  of	
  links:	
  blog	
  comments,	
  directory	
  sites,	
  social	
  bookmarking,	
  arBcle	
  
        markeBng,	
  press	
  releases,	
  video	
  markeBng	
  
     •  Resources:	
  
         •  Open	
  Site	
  Explorer	
  -­‐	
  h]p://www.opensiteexplorer.org/	
  	
  
         •  Backlinkwatch.com	
  -­‐	
  h]p://backlinkwatch.com/	
  	
  
Search	
  Engine	
  Op;miza;on	
  

Link	
  Building	
  –	
  Quality	
  
    •  Relevance:	
  Links	
  from	
  a	
  page	
  about	
  the	
  targeted	
  keywords	
  
    •  Contextual:	
  Links	
  within	
  relevant	
  text	
  content,	
  located	
  in	
  the	
  main	
  
       content	
  secBon	
  of	
  the	
  web	
  page	
  (as	
  opposed	
  to	
  in	
  the	
  sidebar	
  or	
  footer)	
  
    •  AuthenBc:	
  One-­‐Way	
  (non-­‐reciprocal)	
  links,	
  unpaid	
  
Search	
  Engine	
  Op;miza;on	
  

Content	
  
   •  Generate	
  Interest	
  
        •  Create	
  unique	
  and	
  interesBng	
  content	
  with	
  real	
  value	
  
   •  Build	
  Authority	
  
        •  Become	
  a	
  trusted	
  resource	
  within	
  your	
  market	
  
   •  Promote	
  Sharing	
  
        •  People	
  want	
  to	
  share	
  quality	
  content	
  
        •  Social	
  proof	
  as	
  a	
  ranking	
  factor	
  
Search	
  Engine	
  Op;miza;on	
  

Google	
  Updates	
  
     •  Google	
  uses	
  over	
  200	
  ranking	
  factors	
  and	
  changes	
  their	
  algorithm	
  over	
  
        500	
  Bmes	
  per	
  year	
  

Google	
  Panda	
  –	
  February,	
  2011	
  
     •  Designed	
  to	
  reduce	
  rankings	
  of	
  “low-­‐quality”	
  sites	
  
     •  First	
  penalty	
  that	
  went	
  ader	
  sites	
  with	
  “thin	
  content”	
  such	
  as	
  scraper	
  
        sites	
  and	
  content	
  farms	
  
Search	
  Engine	
  Op;miza;on	
  

Google	
  Penguin	
  –	
  April,	
  2012	
  
     •  Designed	
  to	
  be]er	
  catch	
  violators	
  of	
  Google’s	
  guidelines	
  
           •  Aggressive	
  exact-­‐match	
  anchor	
  text	
  
           •  Low-­‐quality	
  arBcle	
  markeBng	
  and	
  blog	
  spam	
  
           •  Keyword	
  stuffing	
  in	
  internal/outbound	
  links	
  
 	
  	
  	
  	
  	
  	
  
	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  
                                                       Local	
  Search	
  Engine	
  
                                                       Op;miza;on	
  (Local	
  SEO)	
  


                                                                                          	
  	
  	
  	
  	
  	
  
Local	
  SEO	
  

      What	
  is	
  Local	
  Search/Local	
  SEO?	
  
              •  Any	
  search	
  made	
  with	
  local	
  intent	
  (finding	
  something	
  in	
  a	
  specific	
  
                 geographic	
  area).	
  Example:	
  Miami	
  Plumber	
  
              •  Local	
  SEO	
  is	
  the	
  process	
  of	
  improving	
  the	
  visibility	
  of	
  a	
  website	
  or	
  web	
  
                 page	
  in	
  search	
  engine’s	
  unpaid	
  LOCAL	
  search	
  results	
  

      Why	
  is	
  Local	
  SEO	
  Important?	
  
              •  People’s	
  search	
  behaviors	
  are	
  changing	
  
                      •    66%	
  of	
  Americans	
  use	
  local	
  search	
  to	
  find	
  local	
  businesses*	
  
                      •    54%	
  of	
  Americans	
  have	
  replaced	
  phone	
  books	
  with	
  Internet	
  and	
  local	
  search*	
  


                                                        How	
  do	
  you	
  search?	
  

Source:	
  Comscore	
  
Local	
  SEO	
  
Local	
  Search	
  in	
  Google	
  –	
  Google	
  Places	
  
    •  UnBl	
  recently,	
  local	
  search	
  in	
  Google	
  took	
  the	
  form	
  of	
  Google	
  Places	
  
        •  A	
  digital	
  Yellow	
  Pages	
  for	
  consumers	
  seeking	
  local	
  businesses	
  
        •  Address,	
  hours,	
  service	
  areas,	
  photos,	
  videos	
  and	
  more	
  
Local	
  SEO	
  
Local	
  Search	
  in	
  Google	
  –	
  Google+	
  Local	
  
    •  Google	
  recently	
  replaced	
  Google	
  Places	
  with	
  Google+	
  Local	
  (5/30/2012)	
  
    •  Your	
  online	
  business	
  hub	
  across	
  Google	
  Search,	
  Maps,	
  and	
  Google+	
  
    •  Google+	
  Local	
  LisBng	
  includes:	
  
        •  Address,	
  hours,	
  service	
  areas,	
  photos,	
  videos	
  and	
  more	
  
        •  Richer	
  content,	
  more	
  versaBle,	
  and	
  more	
  “social”	
  opBons	
  
        •  Zagat	
  30-­‐point	
  raBng	
  scale	
  and	
  summaries	
  
               •  Replaces	
  Google’s	
  5-­‐Star	
  raBng	
  
               •  Separate	
  scores	
  for	
  food,	
  service,	
  and	
  atmosphere	
  
Local	
  SEO	
  –	
  Google+	
  Local	
  
Local	
  SEO	
  

How	
  To	
  Get	
  Started	
  
    •  Check	
  to	
  see	
  if	
  you	
  have	
  an	
  unclaimed	
  page	
  first	
  
         •  Search	
  for	
  your	
  business	
  name	
  or	
  phone	
  number	
  
    •  Create	
  your	
  business	
  lisBngs:	
  
         •  Google	
  Places	
  
            	
  h]p://www.google.com/+/business/	
  	
  
         •  Bing	
  Business	
  Portal	
  (beta)	
  
            h]p://www.bing.com/businessportal	
  	
  
         •  Yahoo	
  Local	
  	
  
            h]p://lisBngs.local.yahoo.com	
  	
  
Local	
  SEO	
  

Ac;on	
  Items	
  
    •  Make	
  sure	
  your	
  website	
  is	
  opBmized	
  for	
  the	
  right	
  keyword	
  phrases	
  
    •  Check	
  your	
  website’s	
  current	
  visibility	
  in	
  Google	
  
    •  Use	
  the	
  same	
  name,	
  address	
  and	
  phone	
  number	
  everywhere	
  online	
  
    •  Use	
  tracking	
  phone	
  numbers	
  
    •  Develop	
  a	
  system	
  for	
  capturing	
  
       customer	
  reviews	
  
    •  Commit	
  to	
  a	
  consistent	
  link	
  	
  
       building	
  campaign	
  
Search	
  Engine	
  Op;miza;on	
  

Ac;on	
  Items	
  




                   	
  	
  	
  	
  	
  	
  	
                          	
  	
  	
  	
  	
  	
  	
                         	
  	
  	
  	
  	
  	
  	
  
     Know	
  	
  Y	
  our	
  
       	
  	
  	
  	
  	
  	
  	
  	
   	
  	
   	
     Define	
  	
  Y	
  our	
  
                                                           	
  	
  	
  	
  	
  	
  	
  	
  	
   	
  	
     Track	
  	
  Y	
  our	
  
                                                                                                             	
  	
  	
  	
  	
  	
  	
  	
   	
  	
   	
  
        Numbers	
                                                   Goals	
                                       Results	
  
Thank	
  You!	
  
              @JeffKlein	
  

Email: 	
  jeff_klein@ncci.com	
  
Web: 	
  www.ncci.com	
  
       	
  www.jeclein.com	
  
	
  

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SEO and Local SEO

  • 1. Jeff  Klein,  Webmaster,  NCCI   June  2012 SEO and Local SEO Boca  Raton  Chamber  Tech  Panel   Florida  AtlanBc  University   June  15,  2012  
  • 2.                                         SEARCH  ENGINE     OPTIMIZATION  (SEO)              
  • 3. Search  Engine  Op;miza;on   What  is  Search  Engine  Op;miza;on?   •  Search  Engine  OpBmizaBon  (SEO)  is  the  process  of  improving  the  visibility   of  a  website  in  a  search  engine’s  natural  or  unpaid  search  results.     Example:  TenGoldenRules.com   •  SEO  Efforts   •  Keyword  research   •  Added  valuable  content   •  OpBmized  meta  tags   •  Results   •  High  rankings   •  Targeted  traffic  
  • 4. Search  Engine  Op;miza;on   Basic  Components  of  SEO  –  On-­‐page  SEO   1 2 3               On-­‐page    SEO                                         External    SEO                           (Link   B uilding)   Content                                          
  • 5. Search  Engine  Op;miza;on   On-­‐Page  SEO  –  Keyword  Research   •  What  are  the  terms  your  users  are  actually  using?   •  Relevance,  search  volume,  compeBBveness,  and  commerciality  
  • 6. Search  Engine  Op;miza;on   On-­‐Page  SEO  –  Meta  Tags   •  HTML  codes  inserted  into  the  header  on  a  web  page   •  Help  tell  search  engines  and  users  what  your  site  is  about   •  Title,  descripBon,  and  keyword  tags   •  Keyword  rich,  compelling,  and  user  focused  
  • 7. Search  Engine  Op;miza;on   On-­‐Page  SEO  –  Internal  Link  Structure   •  Links  from  one  page  of  a  website  to  a  different  page  on  the  same  site   •  Helps  search  engines  (and  visitors)  navigate  your  website  and  discover   your  content   •  Keyword-­‐rich  anchor  text  
  • 8. Search  Engine  Op;miza;on   Basic  Components  of  SEO  –  External  SEO  (Link  Building)   1 2 3               On-­‐page    SEO                                         External    SEO                           (Link   B uilding)   Content                                          
  • 9. Search  Engine  Op;miza;on   Link  Building  –  Link  Velocity   •  The  rate  at  which  you  get  incoming  backlinks  to  your  website   •  Consistency  is  the  key,  build  backlinks  each  and  every  month     •  Be]er  to  build  100  links  every  month  for  a  year  than  building  1,200   backlinks  in  a  single  month  and  then  stopping  
  • 10. Search  Engine  Op;miza;on   Link  Building  -­‐  Diversity   •  Anchor  text  diversity   •  Types  of  links:  blog  comments,  directory  sites,  social  bookmarking,  arBcle   markeBng,  press  releases,  video  markeBng   •  Resources:   •  Open  Site  Explorer  -­‐  h]p://www.opensiteexplorer.org/     •  Backlinkwatch.com  -­‐  h]p://backlinkwatch.com/    
  • 11. Search  Engine  Op;miza;on   Link  Building  –  Quality   •  Relevance:  Links  from  a  page  about  the  targeted  keywords   •  Contextual:  Links  within  relevant  text  content,  located  in  the  main   content  secBon  of  the  web  page  (as  opposed  to  in  the  sidebar  or  footer)   •  AuthenBc:  One-­‐Way  (non-­‐reciprocal)  links,  unpaid  
  • 12. Search  Engine  Op;miza;on   Content   •  Generate  Interest   •  Create  unique  and  interesBng  content  with  real  value   •  Build  Authority   •  Become  a  trusted  resource  within  your  market   •  Promote  Sharing   •  People  want  to  share  quality  content   •  Social  proof  as  a  ranking  factor  
  • 13. Search  Engine  Op;miza;on   Google  Updates   •  Google  uses  over  200  ranking  factors  and  changes  their  algorithm  over   500  Bmes  per  year   Google  Panda  –  February,  2011   •  Designed  to  reduce  rankings  of  “low-­‐quality”  sites   •  First  penalty  that  went  ader  sites  with  “thin  content”  such  as  scraper   sites  and  content  farms  
  • 14. Search  Engine  Op;miza;on   Google  Penguin  –  April,  2012   •  Designed  to  be]er  catch  violators  of  Google’s  guidelines   •  Aggressive  exact-­‐match  anchor  text   •  Low-­‐quality  arBcle  markeBng  and  blog  spam   •  Keyword  stuffing  in  internal/outbound  links  
  • 15.                                         Local  Search  Engine   Op;miza;on  (Local  SEO)              
  • 16. Local  SEO   What  is  Local  Search/Local  SEO?   •  Any  search  made  with  local  intent  (finding  something  in  a  specific   geographic  area).  Example:  Miami  Plumber   •  Local  SEO  is  the  process  of  improving  the  visibility  of  a  website  or  web   page  in  search  engine’s  unpaid  LOCAL  search  results   Why  is  Local  SEO  Important?   •  People’s  search  behaviors  are  changing   •  66%  of  Americans  use  local  search  to  find  local  businesses*   •  54%  of  Americans  have  replaced  phone  books  with  Internet  and  local  search*   How  do  you  search?   Source:  Comscore  
  • 17. Local  SEO   Local  Search  in  Google  –  Google  Places   •  UnBl  recently,  local  search  in  Google  took  the  form  of  Google  Places   •  A  digital  Yellow  Pages  for  consumers  seeking  local  businesses   •  Address,  hours,  service  areas,  photos,  videos  and  more  
  • 18. Local  SEO   Local  Search  in  Google  –  Google+  Local   •  Google  recently  replaced  Google  Places  with  Google+  Local  (5/30/2012)   •  Your  online  business  hub  across  Google  Search,  Maps,  and  Google+   •  Google+  Local  LisBng  includes:   •  Address,  hours,  service  areas,  photos,  videos  and  more   •  Richer  content,  more  versaBle,  and  more  “social”  opBons   •  Zagat  30-­‐point  raBng  scale  and  summaries   •  Replaces  Google’s  5-­‐Star  raBng   •  Separate  scores  for  food,  service,  and  atmosphere  
  • 19. Local  SEO  –  Google+  Local  
  • 20. Local  SEO   How  To  Get  Started   •  Check  to  see  if  you  have  an  unclaimed  page  first   •  Search  for  your  business  name  or  phone  number   •  Create  your  business  lisBngs:   •  Google  Places    h]p://www.google.com/+/business/     •  Bing  Business  Portal  (beta)   h]p://www.bing.com/businessportal     •  Yahoo  Local     h]p://lisBngs.local.yahoo.com    
  • 21. Local  SEO   Ac;on  Items   •  Make  sure  your  website  is  opBmized  for  the  right  keyword  phrases   •  Check  your  website’s  current  visibility  in  Google   •  Use  the  same  name,  address  and  phone  number  everywhere  online   •  Use  tracking  phone  numbers   •  Develop  a  system  for  capturing   customer  reviews   •  Commit  to  a  consistent  link     building  campaign  
  • 22. Search  Engine  Op;miza;on   Ac;on  Items                                             Know    Y  our                         Define    Y  our                         Track    Y  our                         Numbers   Goals   Results  
  • 23. Thank  You!   @JeffKlein   Email:  jeff_klein@ncci.com   Web:  www.ncci.com    www.jeclein.com