Search engines store what they can find in an
Search engines are smart, but they can’t find
everything on their own
How Search Engines Pick Results
Search engines sort through the pages stored in
their index to find the best results
Example search result – ‘Real estate’
Does this page have ‘real estate agent’ in the title?
Does this page have ‘real estate agent’ in the page content?
Are there other pages on this website that talk about ‘real
Are there other websites that link to this page?
How many? Are they high or low quality sites?
Do those websites talk about real estate?
Many, many more factors
What Search Engines Can Read
Text, like what I’m typing now
Image ‘alt text’
Where Does SEO Come In?
Two kinds of SEO
Everything on your website that you control
Everything on other peoples websites that affect you
More is better, but it needs to be focused on
Keywords should ideally be decided before building
a website, but it’s never too late to start
URLs & URL Structure
Links pointing to your site
From a relevant website
Editorial links in blogs & articles
So Where Do I Start?
SEO can be confusing
The landscape is always evolving
Use tools to help
Google AdWords Keyword Planner
Audit Your Website
Edit page titles and meta descriptions to have
keywords & variations
Important! No Keyword Stuffing!
Check URL structure and update to follow best
Fix any broken links or other technical issues
Create interesting, informative content designed
to solve the problems of potential buyers
Remember your site’s keywords when creating
content, but don’t worry about it too much
Add pages to your site focused on any keywords
you don’t already have on your site
Use That Content to Attract Links
Ask for social shares
Ask for links
Reach out to authorities & thought leaders
Use ‘Anchortext’ When Possible
Anchortext is the text used to link to a new page
Anchortext tells search engines what a link is about
Use keywords as anchortext for most SEO benefit
Measure and Monitor Performance
Google Webmaster Tools
Here are two real world examples of SEO results
The original graphs may look mostly flat, but both
cases show great results
(redacted) saw a 55% increase in total
traffic, leading to a 111% increase in online revenue
(redacted) saw a 69% increase in total traffic over
an eight month period
Find who you are marketing to, how they search
and what they search for
Optimize your website to meet those needs
Create content your audience will find
interesting, and search engines can index
Use that content to acquire links to your website
Don’t be shy!
This presentation is on SlideShare
I’ll send out a copy to anyone who may want it
Let’s go through a real world example and audit
one of your websites!