2. What is Search Engine Optimization (SEO)?
I’m glad you asked!
Let me Google that for you…
3. A Breakdown of Search Result Types
Paid
Organic
Local
(Related to
Organic)
4. Why Do You Need SEO?
• A strong SEO strategy provides free traffic to your website
There are countless reasons why, but for simplicity’s sake…
• SEO opens a new sales and marketing channel
• SEO compliments your existing marketing efforts
• SEO adds trust and credibility to your brand
• The results of an SEO campaign are measurable
SEO is not an expense to incur.
It is an investment that can provide high yields.
5. The Three Pillars of SEO
1.Technical SEO
2.Content Strategy
3.Link Building
6. Pillar #1: Technical SEO
Your website is like a house
Things may look perfect on the
outside, but…
…if the house wasn’t built properly
things can fall apart quickly
and without notice
7. Pillar #1: Technical SEO
As good as a house looks
on the outside, there may
be problems with the way it
was built
● Faulty wiring
● Bad plumbing
● Poor insulation
● A cracked foundation
8. Pillar #1: Technical SEO
A beautiful website can have
technical issues similar to
cracks in a house’s foundation
● Poorly written or excessive
code
● Confusing navigational
structure
● Content that the search
engines can’t access
● Broken links
9. Pillar #2: Content Strategy
“Content is king”
- Bill Gates, 1996
Strong content has two
major benefits for your
website:
1. It helps your site’s visitors find
the information they are looking
for to help them make an
informed decision
2. It helps search engines determine
your site’s authoritativeness on a
given topic, driving relevant traffic
to your site
10. Pillar #2: Content Strategy
Do you know the language
your audience is using to search
for your products or services?
Some people write content full of
industry jargon and overly technical
terms
Others write overly simple content,
assuming any content will get the job
done
11. Pillar #2: Content Strategy
Keyword research is crucial if you want to find the language
that will bring the right kind of traffic to your site
If you need to find a dentist who
treats an issue you’re experiencing,
would you search for…
Idiopathic bruxism, or it’s more
common synonym…
…teeth grinding?
12. Pillar #2: Content Strategy
There are many tools to help find the keywords people are searching for, how many
people search for them each month, and which competitors are performing the best
13. Pillar #2: Content Strategy
You also need to know the questions your audience wants answered,
the products they want to buy, and the services they’re looking for.This allows you to create content that’s modeled to serve your audience’s needs.
People who search for “Teeth
grinding treatment” are more
likely to be looking for a good,
reputable dentist who can treat
their condition.
Tell them why you’re the
best at treating the
condition - using language
they’ll understand - and get
ready for new business!
If you create a page about
idiopathic bruxism amplitude and
temporal occurrence in relation to
OSA, you’ll probably get a lot of
traffic from other dentists...
...but it’s safe to say you won’t gain
many new patients
14. Pillar #2: Content Strategy
Google has gotten shockingly good at
predicting search intent, pairing the right
content with the right keywords. If users
find the information they want quickly,
they won’t switch to another search engine.
The search engines also grade your content
based on spelling, grammar, and
thoroughness.
Google has zero tolerance for stealing the
words of others. Write the content your
audience wants to see in your own voice.
15. Pillar #3: Link Building
Backlinks have always been a ranking factor in Google’s algorithm. It was so
dependent on backlinks that it was originally called
“BackRub”
(I’m not kidding. Google it after this presentation)
16. Pillar #3: Link Building
Why are Backlinks so Important?
Because they tell the search
engines your content is
valuable and trustworthy.
In a sense, they are votes for
your website.
17. Pillar #3: Link Building
Quality sites attract links naturally over time. Link building expedites this process.
If links are votes for your site,
link building is the campaign
trail.
Make honest, personal
connections to promoting what
you have to offer.
Google search results are going
local. You need links from sites
with geographic ties to the
communities you serve.
18. Pillar #3: Link Building
Sadly, many people try to exploit backlinks…
● Buying links
● Link exchanges
● Blog comment spam
● Creating link networks
So, Google has had to adjust its
algorithm.
Today, the search engine
demotes pages that blatantly
abuse backlinks.
