Date post: | 04-Jul-2015 |
Category: |
Marketing |
Upload: | godigitalmarketing |
View: | 150 times |
Download: | 0 times |
Race to The Top of the
Search RankingsGetting ahead with SEO
Welcome
Byron Hardie
Director of SEO @ G/O Digital and 18-year digital strategist
Mike Blumenthal
Nationally Recognized Authority on Local Optimization and
Co-Founder of Local U
Summary
• Introduction
• What is SEO
• Evolution of Search
• Optimizing for Google in the Modern Search Era
• SEO Truth from Fiction
• 5 SEO ‘Must Do’s’ and Best Practices
• Using Customer Feedback to Boost Your Rankings
• How Local SEO can open the door for small businesses
Common Questions
• What is SEO?
• How do I increase my ranking?
• Why are my competitors ranked higher?
• How long will it take to get my site ranked?
• I am a small local business. How can SEO help me?
• Do I need to submit to Directories?
• What keywords do I choose?
What is SEO?
“Search Engine Optimization”
The process of affecting the visibility of a website in
organic search results by helping search engines to find,
index, and rank a site for relevant search terms.
What is SEO?
“Search Engine Optimization”
The process of affecting the visibility of a website in
organic search results by helping search engines to find,
index, and rank a site for relevant search terms.
No, Seriously… What’s SEO?
What is SEO?
• The tactics used to increase your search visibility
• The optimizing of a site’s code around target keywords
• Building value in a website through the creation of
great content and the acquisition of inbound links
• The techniques of manipulating Google’s ranking
formula
What is SEO?
SEO = Google Rankings
What is SEO?
What is SEO?
What is SEO?
What is SEO?
What is SEO?
What is SEO?
#1
#2
#3
What is SEO?
Just find a Search Engine Genie
Simple. Right?
What is SEO?
SEO Secrets
• Shortcut to internet riches
• Find an unknown tactic
• Find the right SEO hacker
Founded in Truth
From 1995 – 2010 = Classical SEO Era
• Take advantage of Loopholes in the formula
• Strategy: Trick Google into thinking a site is
more valuable than it actually is.
Founded in Truth
Sergey Brin & Larry Page
(founders of Google)
Founded in Truth
Page Rank
Founded in Truth
Page Rank
Founded in Truth
Page Rank
Founded in Truth
Page Rank
Founded in Truth
Want More Keywords? No Problem!
- Keyword Stuffing
SEO Tactics
Founded in Truth
Want More Keywords?
- Keyword Stuffing
Want More Pages? No Problem!
- Scraped Content
- Massive Directories
- Public Domain Info
- Quote Databases
- Photo Galleries
- Content Chopping
- Content Templates
- Google Scraping
SEO Tactics
Founded in Truth
Want More Keywords?
- Keyword Stuffing
Want More Pages?
- Scraped Content
- Massive Directories
- Public Domain Info
- Quote Databases
- Photo Galleries
- Content Chopping
- Content Templates
- Google Scraping
Want More Links? No Problem!
- Reciprocal Linking / Link Exchanges
- Link Farms
- Link Wheels
- Link Networks
- Pyramid Link Schemes
SEO Tactics
Founded in Truth
SEO Tactics
Want More Keywords?
- Keyword Stuffing
Want More Pages?
- Scraped Content
- Massive Directories
- Public Domain Info
- Quote Databases
- Photo Galleries
- Content Chopping
- Content Templates
- Google Scraping
Want More Links? No Problem!
- Reciprocal Linking / Link Exchanges
- Link Farms
- Link Wheels
- Link Networks
- Pyramid Link Schemes
Modern Search Era
From May 2010 – Present = Modern SEO era
• Google began closing Loopholes through a series of search filters
• MayDay, EMD, Panda, Penguin, TopHeavy
• Their technology was finally catching up with their vision
Modern Search Era
What matters now?
• Quality, Trust, Authority
• Content & User Experience
• Number of Articles vs Content Value
• Number of Links vs Quality of Links
Modern Search Era
SEO now encompasses many other disciplines
• Social Signals: Impact Trust & Popularity
• Web Design: Site Speed, Conversion Rates:
Good User Experience
• Maps & Reviews: Affects Trust & Credibility
• Content: Adds usefulness and Authority
The Audit
Current Ranking
Site
Factors
Domain
Factors
Content
FactorsBrand & Social
Factors
Linking
FactorsPage
Factors
The Audit
• Site Architecture
• URL format
• Keyword Distribution
• Overall Site Relevancy
• Site Authority
• Compatibility
• Accessibility
• Usability
Site
Factors
Current Ranking
The Audit
• Page Authority
• Social Engagement
• Page Titles
• Meta Description
• Header Tags (H1, H2 etc)
• Micro-formatting (Schema Markup)
• Image & Video Optimization
• Content to Code Ratios
Page
Factors
Current Ranking
The Audit
• Domain Age
• Hosting Location
• Shared or Unique IP
• TLD (.com, .net, .biz)
• SSL (secured site)
• Privacy Policy & TOS
• Site Speed
• Response Errors (404, 301, etc)
Domain
Factors
Current Ranking
The Audit
• Overall word Length
• Number of sentences per
paragraph
• Number of words per
sentence
• Readability Score
• Uniqueness
• Freshness
• Relevance
Content
Factors
Current Ranking
The Audit
Brand & Social
Factors
Linking
Factors
Current Ranking
The Audit
How do you measure up?
• Immediate Fixes: Code issues, 404 issues, etc
• Target Topics: What should be targeted?
• Content Inventory: What content exists and
what is needed?
• Competition: Is the goal realistic?
SEO Truth From Fiction
Common SEO Myths
• Meta Keywords: They help you rank for target keywords.
• Keyword Density: You need to use the keyword “x” number of times
in the body content.
• PPC: Improves organic rankings.
• Ranking: You must be ranked first!
• Keywords: The keywords must have search volume.
SEO Truth From Fiction
Common SEO Myths
• Meta Keywords: They help you rank for target keywords. FALSE
• Keyword Density: You need to use the keyword “x” number of times
in the body content.
• PPC: Improves organic rankings.
• Ranking: You must be ranked first!
• Keywords: The keywords must have search volume.
SEO Truth From Fiction
Common SEO Myths
• Meta Keywords: They help you rank for target keywords. FALSE
• Keyword Density: You need to use the keyword “x” number of times
in the body content. FALSE
• PPC: Improves organic rankings.
• Ranking: You must be ranked first!
• Keywords: The keywords must have search volume.
SEO Truth From Fiction
Common SEO Myths
• Meta Keywords: They help you rank for target keywords. FALSE
• Keyword Density: You need to use the keyword “x” number of times
in the body content. FALSE
• PPC: Improves organic rankings. FALSE
• Ranking: You must be ranked first!
• Keywords: The keywords must have search volume.
SEO Truth From Fiction
Common SEO Myths
• Meta Keywords: They help you rank for target keywords. FALSE
• Keyword Density: You need to use the keyword “x” number of times
in the body content. FALSE
• PPC: Improves organic rankings. FALSE
• Ranking: You must be ranked first! FALSE
• Keywords: The keywords must have search volume.
SEO Truth From Fiction
Common SEO Myths
• Meta Keywords: They help you rank for target keywords. FALSE
• Keyword Density: You need to use the keyword “x” number of times
in the body content. FALSE
• PPC: Improves organic rankings. FALSE
• Ranking: You must be ranked first! FALSE
• Keywords: The keywords must have search volume. FALSE
Common Mistakes
Small Businesses often make these mistakes:
• I don’t need SEO!
• I just redesign my site – what about SEO?
• Multiple Header Tags
• Auto-Generated or Copied Content
• Keywords over Topics
• Targeting Cities they are not located in
Local Optimization
How does a Local Business succeed?
• Listing Claiming
• NAP Consistency
• Top Directories & Internet Citations
• Address Located in Target City
• Number of Reviews
Mike Blumenthal
Local Search Marketing Expert
Co-Founder of Local U
SMX Speaker & Conference Speaker
www.blumenthals.com
Mike Blumenthal
(likes to bike to work)
www.blumenthals.com
Local Search Marketing Expert
Co-Founder of Local U
SMX Speaker & Conference Speaker
Mike Blumenthal
Q. How has Local SEO evolved in the last
couple of years, particularly Google’s
changes to Google Local and local search?
www.blumenthals.com
Mike Blumenthal
Q. How has the Pigeon update impacted
local businesses?
www.blumenthals.com
Mike Blumenthal
Q. How can local businesses take advantage
of the Knowledge Graph?
www.blumenthals.com
Mike Blumenthal
Q. How does customer feedback and
reviews on Google and other sites affect
Local Search?
www.blumenthals.com
TAKE AWAY
Don’t mess with Pandas & Penguins
Get Your Free Digital Audit Today!
http://www.godigitalmarketing.com/loc
al-businesses/local-marketing-
playbook/