This document provides an overview of search engine optimization (SEO) strategies. It outlines the basic SEO process, including keyword discovery, on-page optimization like optimizing titles and meta descriptions, letting search engines index the site through tools like Google Search Console, and off-page optimization like building links through strategies such as guest posts, social media, and press releases. The document emphasizes that SEO is an ongoing process that requires continuous optimization to pages and content to stay relevant in search results.

1. Outline
 What is Search Engine Optimization (SEO)
 How Do Search Engines Work
 SEO Step #1 - Keyword Discovery
 SEO Step #2 - On Page SEO
 SEO Step #3 - Letting The Search Engines Know
 Off-Page SEO – Why Link Building
 Off-Page SEO – How SE’s Evaluate Links
 Off-Page SEO – Link Building Strategies

2. No Technical Skills Required
 Former Restaurant and Retail District and GM.
 Learned SEO On My Own
 Landed Clients- MSU, Villanova, Local Biz and
National Biz.
 Work from Home
 SEO- Your Future Clients are LOOKING for
YOU, not the other way around.

3. How Do Search Engines Work?
 Crawl the web - Search engines run
automated programs, called "bots" or
"spiders", that use the hyperlink structure of
the web to "crawl" the pages and documents
that make up the World Wide Web.
 Indexing documents - Once a page has been
crawled, its contents can be "indexed" -
stored in a giant database of documents that
makes up a search engine's "index". This
index needs to be tightly managed so that
requests which must search and sort billions
of documents can be completed in fractions
of a second.
 Process Queries - When a request for
information comes into the search engine
(hundreds of millions do each day), the
engine retrieves from its index all the
documents that match the query. A match is
determined if the terms or phrase is found on
the page in the manner specified by the user.
 Ranking results - Once the search engine
has determined which results are a match for
the query, the engine's algorithm (a
mathematical equation commonly used for
sorting) runs calculations on each of the
results to determine which is most relevant to
the given query.

4. Who is SEO For?
 Small Biz Owners
 Affiliate Marketers
 Facebook Marketers
 Video Marketers
 Online Store Owners (E-Comm)

5. SEO Step #1 – Keyword
Discovery
 Keyword discovery is the center of SEO.
Knowing the most popular terms web visitors
use to find what they are looking for on the
web is critical for SEO success.
 Brainstorming - Thinking of what our
students/potential visitors would be likely to
type in to search engines in an attempt to find
the information/services we’re offering
(including alternate spellings, wordings,
synonyms, etc).
 Applying Data from KW Research Tools -
There are several tools online offering
information about the number of times users
perform specific searches. Using these tools
can offer concrete data about trends in
keyword selection.
 Term Selection - The next step is to create a
matrix or chart that analyzes the terms you
believe are valuable and compares traffic,
relevancy, and the likelihood of conversions for
each.
 SemRush
•SemRush all in one
SEO tool for keyword
Discovery

6. Pick a Niche
 The Biz you own
 Your Hobbies
 Things you are knowledgeable about

7. Why Pick 1 Niche?
 Relevance- Google knows what your site is
about.
 Time- Too broad and there is too much content
to create.
 You can outrank big brands by sticking to a
niche.

8. SEO Step # 2 – On Page SEO
 In-depth SEO phase that reflects targeted
keyword terms. The following guidelines should
be used for each page:
 At least once in the title tag.
 At least once in the meta description tag.
 Once in the header tag of the page.
 Once in a hyperlink.
 Use at in the body copy on the page. Each
page should at least 500 words.
 At least once in bold.
 At least once in the alt attribute of an image
on the page. Not only does this help for
SEO but for obtaining traffic from Google’s
images directory.
 Keywords in bulleted lists.
 Once in the URL if not the home page.
 YOAST Plugin for Wordpress
URL: http://www.notredameonline.com/effective-negotiation-
techniques/
Title: Effective Negotiation Techniques | Business Negotiation | Notre
Dame

9. SEO Step # 3 – Letting The SE’s
Know
 The three major SE’s (Google,
Yahoo, & Bing (MSN) all offer
“Webmaster Tools” section to
introduce your site to them.
 These tools offer valuable
information to SEO including:
 Incoming link counts
 Crawl rate
 Preferred domain
 Manage site verification
 Other cool SEO stuff

10. Off-Page SEO – Why Link
Building?
 Link building is the practice of getting other sites to implement
hyperlink back to a web site.
 Many consider link building to be the holy grail of SEO.
 In principle, each link to a web page is seen as a vote for that
web page.
 In simple terms, if there are two pages that are equally relevant to
a given search query, the page with the better inbound link profile
will rank higher than the other page.
 Link building is mandatory for us which tells people about our sites
and get people to link to them.
 If we do not pursue link building we’ll be at a high risk of losing our
search engine traffic, or never building up our web sites to the
point where the traffic they are getting meets our goals.
 Once again SemRush can help you find backlink opportunities

11. Off-Page SEO – How SE’s Evaluate
Links
 The notion of using links as a way of measuring a site’s
importance was first made popular by Google, with the
implementation of their Page Rank algorithm. In simple
terms, each link to a web page is a vote for that page.
However, votes do not have equal weight.
 The three ways SE’s evaluate links:
 Relevance. If the link comes from a site that is on
the same topic as the publisher’s site (or a closely
related topic), that link is worth more than a links
that comes from a site with an unrelated topic.
 Authority. It is generally accepted that search
engines attempt to measure how much they trust a
site. If a site is highly trusted, its vote will count for
more than if it is not that trusted.
 Anchor Text. Anchor text has been rated by
leading SEOs as one of the most powerful factors
in search rankings. Search engine representatives
have also acknowledged that anchor text is a
significant ranking factor. They use anchor text to
provide further evidence of what the page receiving
the link is about. Be careful of using too many exact
match anchors.
Live
Example:

12. Off-Page SEO – Link Building
Strategies
 Asking for a link - Sometimes simple is best. If the site
looking for links is a high quality site with unique and/or
authoritative content, the publisher may simply need to tell
the world about what they have.
 Directory Submissions – Yahoo, Business.com, Best of
the Web. Most of these have pay to play.
 Guest Posts – Writing content to be published on other
websites with links embedded pointing back to our sites
 Local Directories and/or Associations – BBB, Chambers
of Commerce, and local directories.
 Memberships/Vendors/Testimonials – Use existing
relationships to your advantage.
 Press Releases – Making sure each release is optimized
for your top keyword phrases.
 Social Media Profiles / Blog Commenting – Recently
SE’s have placed less importance on these links due to
have spamming.
 Donations/Sponsorships – Top sponsors get links on
web site.
 Giveaways/Contests/Polls – Ties in great with press
releases and creates buzz. Advertising Boost!
 Content Syndication – Submitting articles to article
directories, being a guest blogger, or creating RSS feeds
that visitors can subscribe to or re publish.

13. SEO – The Shampoo Theory
 SEO Work Is Never Done – As the search
engines evolve so does your SEO. Those who are
want to achieve long term SEO success must
continue and repeat the process:
 Continued Keyword Research – Just because we
know the top keywords for our schools today does not
mean they’ll be the same in 6 months.
 On-Page SEO – Need to change (tweak) the way
words are positioned on the page and include new
ones should and in the meta tags.
 New Quality Web Content - It keeps the SE’s
coming back, gives more pages included in the SE’s
index, and giving you the ability to drive more links
and traffic to the web site.
 Social Media Profiles/Blogs – New ones pop up and
pick up momentum and you need to have a profile.
Think Twitter!

14. Results?
 Commissions

15. Resources
 Semrush- Keyword Discovery tool 7 Day
FREE Trial
 Advertising Boost- Free Travel Giveaway
Program
 DIY SEO Overview
 On Page SEO Infographic
 Local SEO Guide