Introduction to Search Engine Optimization

Presented by:Hunter Willis

President, Webstore Solutions, LLC

What is SEO?In the most basic terms, search engine optimization (SEO) is doing what you need to do to get your website ranked higher in Google and the other search engines.

It isn’t the magic bulletGetting a high ranking in the SEs doesn’t guarantee success! You have to convert those visitors to customers once they get there.

Conversion Rate Optimization is just as important, or even more important as search engine optimization

What We’ll Look at Today•The First Key to SEO: Keyword Research•Optimizing Your Webpage for Maximum Results•The Second Key to SEO: Link Building•The Third Key to SEO: Social Shares•Question and Answers

The First Key: Keyword ResearchYou’ll want to use the same keywords on your website as your customers are using

When you use the same keywords & phrases on your website as your customers use, the SE’s make a positive correlation between searcher intent and website content.

The higher the correlation the better chance you have to increase your ranking.

Determining Searcher Intent•Use common sense

•Use specific, intent-identifying words:New car vs Buy New Car vs Lease New Car

•Use longer words and phrases

•Beware of The Curse of Knowledge

Free Keyword Research Tools•Google Adwords Keyword Tool•Word Tracker (Pay & Free versions)•Keyword Discovery•Microsoft Adlabs•SpyFu•KeyCompete•SEMRush

Optimizing Your WebpageTerms to Know:•Page Title•Meta Tags•Alt Tag•Headlines•Page Content/Copy•Internal Link•External Link•Robots.txt•Footer

When Optimizing Your Page, Remember to…

•Set up the page like you read: left to right, top to bottom. The important stuff goes first•Write to the user, NOT for the search engines (conversion rate optimization)•One Page, One Purpose,

One Phrase

The Second Key: Link BuildingFall back on your keyword research for your link building campaigns

Think of a link to a webpage as anendorsement of your website

The more links you have, the more credibility your website has.

Follow Links vs NoFollow Links

Linking Overview•Relevance & Authority of Linking Site•Quantity vs Quality•Anchor Text•Deep Linking•Avoiding Bad Neighborhoods

Ways to Build Links•Create and Promote a Blog•Comment on blogs (iComment, uFollow)•Article Writing and Submission – 2 different copies!•Directories – be smart & focused on your niche•Microsites•Press Releases•Charity•Partnerships•Affiliate Programs•Buying Links•Link Bait•Request Links

Blogging•Shoot for 2-3 times per week•Host on your site NOT wordpress.com•Hire someone to write if you don’t have time•Center topics around your keywords/phrases•Go off-core topics too•Encourage (and moderate) comments•Seek out guest bloggers

Article Directories•Not as effective as it once was•Still a good way to build links•Write compelling content – don’t write to get it done•Double-up on your blogs! Submit a different version though•Some sites to start with:• Buzzle.com• EzineArticles.com• ArticleBlast.com• ArticleCity.com• SBInformer.com

The Third Key: Social SharesThe search engines now look at how users interact/promote/link to your site viasocial media

Creating compelling content is important.

Social engagement is important

Being active in social media is important

Want a List of Tools You Can Use?If you found today’s presentation helpful leave me a recommendation on LinkedIn and I’ll send you a list of additional tools you can use to help with your SEO campaign. These include:

•A list of local directories you want to be in•5 additional article directories to submit to•10 additional link building strategies to out-wit your competition•Links to free tools you can use to improve your conversions•Links to some of the top blogs you should be reading daily (the same ones I read!)

http://www.LinkedIn.com/in/HunterWillis

Questions/Comments?

Hunter D. WillisPresident, Webstore Solutions, LLC

719-357-SEO1www.WebstoreSolutions.com