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transcript
Google: Help Customers Find You!
Copyright 2018 Greg Bright
* Website Designer / Coder
* Graphic Artist
* Copy Editor
* Business Consultant
* Content Marketing
*Internet Marketing
* SEO Consultant
The business owner is in the best position to do SEO
Building A Website
Google: Make Sure Your Customers Can Find You!
Your customers are searching for you – will you be found? What are the benefits of an attractive web site, if a consumer cannot locate it through a search engine? Do you have a “Billboard in the Desert”? The majority of internet customers are going to find your website through a search engine, and Google owns 70% of the search engine market. The best news? These “natural” search results, unlike the sponsored ads, are free. Here are a few simple techniques to help your website get on page #1 in Google’s search results. 1. A free “Local Business” listing in Google My Business – the quickest way to get your local business listed at the top! (#2 on your evaluation form – Chapter 9) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 2. Keyword Strategy (#3 on your evaluation form – Chapter 2) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 3. Google Image Search – (#4 on your evaluation form – Chapter 3) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 4. Using Keywords in internal site links. (#5 on your evaluation form – Chapter 2) ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
Google: Help Customers Find You!
Please review my book 0n Amazon:http://amzn.com/1517486246
• I’ll note page
numbers for each
objective during the
presentation.
• Slides can be found
at www.playgooglesgame.com
The Free Stuff• No Cost Tips That You or Your Webmaster Can Implement
• There is No Silver Bullet – It Takes Time
• Focus On What You Can Win At
• Slides located on www.PlayGooglesGame.com - PDF’s
• Glossary in Back of Book
• The Fundamentals Don’t Change. Create Good Website Content
• Bonus – The Power of Blogs - Facebook For SEO - Mobile Friendly Test
To Get the Most From the Class
• Please don’t try to implement anything
during the class.
• It’s best to follow along using the handout
versus the book (page numbers will be on
the slides for your reference later).
• Hold Questions until the end of each
Objective. *Keep in mind that we have
limited time, and I will need to move along if
we’re spending too much time in one area.
I’m a Small Business Owner
Just Like Most of You
• Ace Hardware (Family & Corporate - Retail Consultant)
• Print & Internet Advertising at AT&T
• Internet User since 1989 – First Website 1997
• Author: Play Google’s Game (2015) Get Top Rank… (2008)
• University of Texas Instructor – 2009
• I’m Not a Google Employee
• Google Advertiser / SEO - 2003
• Inventor - Patent Holder – Hard Lesson Learned
• Manufacturer
• Real World Examples & Copyrighted Websites
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
Real World Examples
Your Best Marketing Tool
• Customers are Searching for You Online
• Bill Gates – Surrounded by the Internet – Access to
YOUR Business 24-7
• Customers are Pre-shopping the Internet
• Facebook: Everyone is online now - A 1.9 Billion Users
– Business “Pages” ranked by Google
• B2B - Younger Buyers are Moving up the RanksCopyright © 2018 Greg Bright www.PlayGooglesGame.com
Younger Generation of Buyers
• Don’t remember life before Google
• Forrester Survey of Buyers
• 2014: 30% Buy Over Half Online
• 2017: 56% Expect to Buy Over Half
• 72% Start with a Search Engine
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
SERP
=
Search Engine
Results Page
“Natural” or
“Organic”
listingsCopyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
What is SEO? =
Search Engine Optimization
What is SEO? = Search Engine Optimization
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
• It’s Not About Cheating – Only White Hat SEO
• It is About Building a Better Website – Period!
• Full of Interesting Content
• Images - Videos - Written Text
• Content So Interesting That Our Visitors Amplify it
For Us
• The Main Message Google Keeps Repeating
About SEO - Provide Good User Experiences
• Google Tracks Our Content On Page and Off
Page (Google Images, YouTube, Facebook, etc.)
White Hat SEO
It’s Not About Cheating – Only White Hat SEO
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
From Google’s Webmaster guidelines:
“Following the General Guidelines below will
help Google find, index, and rank your site.”
https://support.google.com/webmasters/answer/357
69?utm_source=webmasteracademy&utm_medium
=web&utm_campaign=webmasteracademy#
Source:
https://support.google.com/webmasters/answer/35769?utm_source=webmasteracademy&utm_medium=web&utm_campaign=webmasteracademy
Google’s
Webmaster Guidelines
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
The Google Map
Google Local
Google Places
Google My Business(part of Google Maps division)
Eval #2 - Chapter 9 - page 187
Easiest Way to Get to the Top
Categorizes Businesses like Yellow Pages
https://www.google.com/business
Yahoo & Bing Too
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
Copyright © 2018 Greg Bright www.get-top-ranking-on-search-engines.com
Copyright © 2018 Greg Bright www.get-top-ranking-on-search-engines.com
The First Step in
Playing Google’s
Game
To Qualify for a Local Business Listing
Source: https://support.google.com/business/answer/3038177?hl=en
Source: https://support.google.com/business/answer/3038177?hl=en
Face to Face Storefront or Service Area
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
* Author’s Example Shown to Avoid Copyright Infringement
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Copyright © 2007 Greg Bright www.get-top-ranking-on-search-engines.com
Copyright © 2007 Greg Bright www.get-top-ranking-on-search-engines.com
Copyright © 2017 Greg Bright www.get-top-ranking-on-search-engines.com
Tips For Showing Up High on the Map
Tips For Showing Up High on the Map
• Be Sure Your Name & Address is the Exactly the Same
Everywhere on the Internet - Local Directories - Local
Government Agencies: State Sales Tax – Texas Secretary of
State (business filings – Incorporating) – County Property Tax &
Street Signage
• Use Multiple “Local Directories”: Bing Places – YP.com – BBB.org
• Put Your Address and Local Phone # in the Footer of Every page
• Address and Local Phone # in Your Contact Us page
• Ask customers to give you reviews when they have a great
experience. - Please review my book at Amazon:
http://amzn.com/1517486246 : )
• Never Stuff a Keyword into your “real” business name, if it’s not
officially listed that way.
Google my Business Help
Google: “Google My Business Help”
Yahoo Local Business Listing
• https://smallbusiness.yahoo.com/local-
listings
• Free Version: Yahoo Local Basic Listing
- Yahoo has partnered with Yext to power
their Yahoo Local Listings.
• https://www.yext.com/pl/yahoo-
claims/index.html
• Consider Other ‘Directories” like Bing
Places - https://www.bingplaces.com/
Search Engine Usage (USA)
Other
Yahoo
Bing Google
Yahoo
Bing
Other
Copyright © 2009 Greg Bright www.PlayGooglesGame.com
Keyword StrategyEval #3 - Chapter 2 - page 17
Trying to Guess Your Customer’s Search Terms
• Google Keyword Planner
• Keyword or Keyword “Phrase”
• The First Words Are Most Important
• Many Opportunities to “Place” Keywords
• Check Your Industry Jargon
• Title Meta Tag is the Most Important!!!!!!
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Repeat Title keywords
in your content as well
“Title Tag”
* Author’s Example Shown to Avoid Copyright Infringement
Never repeat (stuff)
Keywords – especially
in the keyword meta tag
Metadata & Meta Tags
• Most any computer programming code has
information embedded in it, which humans
can’t see.
• Meta Tags (like the Title Tag) are
embedded in the programming code of the
website.
Title Tag in WordPress
Copyright © 2018 Greg Bright www.get-top-ranking-on-search-engines.com
Keyword Strategy & Research
Copyright © 2018 Greg Bright www.get-top-ranking-on-search-engines.com
Keyword Strategy & Research
Keywords Strategy
• Focus on a couple per page
• Focus on keywords you can win at
• Must include keywords in the content
(Content = Text - Images – Video)
• Naming Files with Keywords
• Keywords in Web Address Are Great
Image File Names - Google Image Search -
The Most Underutilized Technique
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Google Image SearchEval #4 - Chapter 3 - page 45
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Copyright © 2018 Greg Bright www.PlayGooglesGame.com
Focus On What
You Can Win At
* Author’s Example Shown to Avoid Copyright Infringement
3 Steps to Optimize for Image Search
1. Re-name your JPEG image files with
keywords separated by hyphens
“keyboard-tray.jpg”
2. Use the Same Keywords in the ALT tag
3. Use the Same Keywords in the
surrounding text
Copyright © 2017 Greg Bright www.playgooglesgame.com
Example of How to “see” what an image file
has been named on any website.Note: File names can only be changed using web design
software programming – this example only shows what a
file has already been named using the software.
Right click on the
image to bring up the
grey “pop up” box as
seen to the right here”
Copyright © 2017 Greg Bright www.playgooglesgame.com
ALT Tag & Image Title
Copyright © 2017 Greg Bright www.playgooglesgame.com
Tip: Surround Images with
the same keywords in the
content - close proximity
WordPress Example for Alt & Title Tag
* Author’s
Example
Shown to
Avoid
Copyright
Infringement
Blended
Search Results
* Author’s Example Shown to Avoid Copyright Infringement
Name ALL Image Files
What’s Your Logo File Name?
Wrong –www.keynamics.com/images/homepagelogo.jpg
www.keynamics.com/images/dsc3567.jpg
Right –www.keynamics.com/images/laptop-stand-logo.jpg
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
SubProvide your website designer with images already named with keywords & ALT tags.
Every image has a file name and ALT tag.
mit Image File Names to Your Web
Designer*Slide From Feedback From Students.
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Tip:
Find related
Keywords from the
Google Keyword Planner
Tip: Phone Camera Images
1. Instantly post an image to Social Media.
2. If it’s worthy of Social Media – then it’s worthy posting on
your website later.
3. To locate the image for the website post - simply match the
date of your social media post with your cloud image
Storage Program date.
4. Drop Box - Google Drive (Google Photos) – Apple: They
all can arrange the images by date for you.
Keywords in Internal Site
LinksEval #5 - Chapter 2 - page 35
These are the links within the
pages of your own website
www.keynamics.com/laptop-stand.html
Internal Link URL
Inte
rna
l Lin
ks
Title Tag in WordPress
Internal Link URL
Inte
rna
l Lin
ks
Penalties & Deceptive TricksEval #6 - Chapter 11 - page 227
• Lying to Google
• Invisible Text
• Link Sharing Farms (JC Penney)
• Duplicate Sites (301 re-directs are OK)
• Splash Pages & 100% Flash Pages - Beware
• “Contact Us” / Text Links & No Broken Links
• Keywords in Your Name for Google Maps
Source: https://www.google.com/webmasters/tools/spamreport
https://webmasters.googleblog.com/2012/10/rich-snippets-guidelines.html
Why is Google so
Successful?
- Relevance -• Anything done to detract from relevance is either
banned now – or Google is implementing features to ban in the future.
• Relevance is the “Golden Rule”
• “Our guidance to webmasters is always the same — we encourage original, high-quality content, since that’s what’s best for web users.”
• None of this works, without Good Content!
• “Focus on the End User and all else will follow”
• Do a Google Search for: “Google Webmaster Guidelines”
Source:
https://support.google.com/webmasters/answer/35769?utm_source=webmasteracademy&utm_medium=web&utm_campaign=webmasteracademy
Source:
https://support.google.com/webmasters/answer/35769?utm_source=webmasteracademy&utm_medium=web&utm_campaign=webmasteracademy
Are You Starting to See a Pattern?
YouTube VideoEval #7 - Chapter 4 - page 73
• Owned by Google
• #3 Ranked Website in the World
• It’s a Search Engine unto itself
• Viewers Want a “Real World” Experience
• Gritty Video is OK
• Off Page SEO
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
5 Steps to Optimize YouTube
Videos
1. Keywords in Video Title at upload – If you
want Local Business - put your city first!
2. Live link to your website in the Description
Area (http://www.)
3. Phone number in the Description Area
4. More Keywords in the description area –
don’t water it down with too many!
5. Embed the video in your website.
Copyright © 2017 Greg Bright www.get-top-ranking-on-search-engines.com
* Author’s Example Shown to Avoid Copyright Infringement
Title
Title
http://www.YOURWEBSITE.com
& Phone # Goes here!
Embed YouTube Video on Your Site
* Author’s Example Shown to Avoid Copyright Infringement
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Blended
Search
Results
*Used with permission of the owner
Back Links
Must Be “Relevant” Links!Eval #8 - Chapter 5 - page 121
• A Backlink is a hyperlink that is located on
another website (separate from your own),
which links to your website when clicked.
• Think of it as a Popularity Contest.
• It’s how Google got it’s start = Page Rank
On Page SEO vs. Off Page SEO
• Press Releases – Social Media – Blogs
• Articles and Newsletters (every business is
an expert)
• No Paid Links (Link Sharing Farms)!!!
• Anchor Text Laptop Stand versus Click
Here
Everything ConnectsGoogle Watches Where You Place Your Links
* Author’s Example Shown to Avoid Copyright Infringement
FaceBook?• Imagine you paid for advertising, but the
marketing company told you that they were
going to ignore 90% of your potential
customers?
• Imagine you had an employee that ignored 90%
of the customers that called, or walked through
your door? If YOU as the business owner are
not doing social media... then YOU are ignoring
90% of your customer base...
Everything ConnectsGoogle Watches Your Social Media Activity
www.facebook.com/laptopstand
Grab Your User Name!!!
www.facebook.com/playgooglesgame
Google Loves Blogs
• Algorithms Written by Google Geeks
• Fresh Content
• Easily Pop in Videos and Images
• Google has Identified Websites with a
Blog Page and Favors them in the
rankings.
• One Post a Week!
• Share Your Industry Knowledge
• Call it News if you don’t like the word blog
Call it a News Feed
Blogs & WordPress.org
• WordPress is Free - Open Source
• Thousands of Templates & Plugins
• Its Roots are in Blogs
• It has evolved into a full blown website design
program
Stand Out on the Search Results
PageEval #9 - Chapter 7 - page 82
• How to get Picked from the First Page
• Picked More Earns Higher Ranking
• Use Good Title & Description Meta Tags
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Note - Phone # in the Description helps with
callers and Local SEO!
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com
Description Meta Tag - WordPress
Google Mobile Friendly Testhttps://www.google.com/webmasters/tools/mobile-friendly/
Responsive Website Design
Play Google’s Game
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Copyright © 2009 Greg Bright www.get-top-ranking-on-search-engines.com* Author’s site used to avoid copyright Issues
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Success stories from author’s
patented Aviator Laptop Stand
www.keynamics.com
Copyright © 2017 Greg Bright www.PlayGooglesGame.com
Conde Nast Traveler Magazine
Article featuring travel gadgets,
resulted in a live demonstration
on the Today Show – all because
the travel editor found the Aviator
Laptop Stand on Google
Copyright © 2017 Greg Bright
Please
review
at
Amazon:http://amzn.com/1517486246