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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
3 Insider Secrets from Google About Your Website Ranking! What do search engines REALLY do, what do SEO companies do, and why don’t I rank high on Google?
A Roundtable Presentation with Brian Kraff (CEO) Alain Parcan (Director of Marketing) Matt Horn (SEO Team Lead) Doug Schatz (Director of Partnerships) IBPSA April 2015 www.markethardware.com
© Market Hardware, Inc. | 888-381-6925 | [email protected]
What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
What do Search Engines like Google do?
Search engines have two major functions - crawling & building an index, and ranking
Websites by calculating relevancy.
So your goal should be to make your Website the most relevant result for popular searches like
‘pet lodging’ in ‘your town’.
A
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Why Do They Care Who Shows Up?
According to Google, they average:
– 40,000 search queries per second
– 3,500,000,000 search queries per day
– 1,200,000,000,000 search queries per year
So many people use Google because they trust it to give relevant, trustworthy results
Google wants companies to perform well in search
results because they deserve to rank highly, not because they manipulated the system!
A
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Search Result Landscape
Search for ‘pet lodging’ and ‘Your Town’ and you’ll find different sandboxes to play in:
A: Local / Maps Results B: Paid Search Results C: Organic Results Each sandbox requires its own marketing strategy. By optimizing both your Website AND connecting it to offsite content, you can get your business found high on Page One in the organic and maps sections.
B
C
A
A
B
D
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
• Basic onsite optimization using your HTML and Website, for some keywords
• Optimization of Google Maps listing
D10
How Much Optimization Should I Do?
Advanced
• All the basics, for more keywords, PLUS… • Offsite optimization efforts to build “high
quality inbound” links
Top of the Line
• All the Advanced, for more keywords, PLUS… • Social Media Management-focused on
building links back to your site • Strategic blog posting
If you (or your SEO company) don’t have access to your Website code, you aren’t performing ongoing SEO!
Basics Secret #1: Combination of internal and external factors is the key.
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Onsite Optimization It all starts with an examination of the content
currently on your Website
Professional Site Analysis Examines:
• Search Engine friendly coding
• Website Content Assessment:
• Is your content unique?
• Is it relevant in the eyes of Google?
• Does content contribute to sales conversions?
• Do you have a strong Call-to-Action? (Hint: you need more than one!)
• Keyword density analysis
M+A
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Onsite Optimization SECRET #2: Selecting the right strategic key phrases makes all the
difference
HOW do you pick your key phrases?
• Top services + Top service areas • Spread out strategically (not too much, not too little)
MA25
WHERE do you put your key phrases? • Header Tags • Title Tags • Meta Information • And other strategic areas of your site!
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
What does it REALLY look like?
© Market Hardware, Inc. | 888-381-6925 | [email protected]
What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
M
Onsite Optimization
Here’s what it looks like behind
the scenes
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
MA
Onsite Optimization Other tools and strategies you can’t afford to ignore
Is your text/code ratio above 20%?
• Google wants to see Website content that is unique to your Website and business, not just lines and lines of messy code
Is the www.domain.com version of your Website redirecting to the domain.com version of your Website (or vice versa)?
• Set up a redirect ASAP!
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Offsite Optimization Strategies Building Backlinks
But first……
What is a “backlink”?
MA
Google interprets a link from page A to page B as a vote of
confidence for page B
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Offsite Optimization Strategies SECRET #3: Link Building = Winning
In order to figure out which sites are more relevant than others, search engines keep track of how many links there are all across the Internet for any given Website URL and calculate every site’s domain authority.
MA
Some estimates say 60% of all pages on the Web are “spam” so search engines go to great lengths to weed out irrelevant links.
• Blogs, news articles, partner companies
• Yelp, Angie’s List, BBB, Trade Associations
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Offsite Optimization Strategies White Hat vs Black Hat
Weigh the benefits and consequences of each, and decide which one you want to adhere to…
White hat SEO:
• Low risk
• Unique and insightful
• Medium-term results
Black hat SEO:
• Very High risk
• Duplicate content
• Possible short-term results, with long-term consequences
MA
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
3 Mistakes You Could Be Making that Keep You From Showing Up
1 – Are your top services and target cities in Titles or Header tags?
2 – Does your Website have any 404 Errors?
(and by the way, what’s a 404 error??)
3 – Do multiple pages on your site have the same content? (Hint: swapping cities in and out of a paragraph does not equal unique content!)
DL
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
3 Tips (Directly from Google) You Can Use to Improve Your Ranking… TODAY!
1 – Link out to credible sources from your Website
2 – Include some cities on your testimonials page
- “Bob D., Atlanta GA”
BONUS TIP: Is your Website Mobile-ready? Check out the next slide…
DL
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
A
www.google.com/webmasters/tools/mobile-friendly
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Let’s say you’re doing all of the above…
BUT YOU’RE STILL NOT SHOWING UP!
D
In 2007, having a professional Website was enough to have a
presence online.
In 2010, businesses had to start doing some
basic optimization in order to show up.
In 2015, the top businesses are
employing experts to get them on Page One.
© Market Hardware, Inc. | 888-381-6925 | [email protected]
What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Ask yourself…
Do I know how to write HTML?
Do I know which changes would affect my search results?
Do I have time to keep up with SEO trends?
Do I NEED an SEO Company?
D45
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
Can’t Do It on Your Own? Guide to Picking the RIGHT SEO Company
Lots of companies claim they are SEO providers, but how do you really know?
What are the right questions to ask?
• Is there a contract I need to sign? • What kind of work will you be doing on a monthly basis? • How many keywords will you be focusing on? • When should I expect to see results? • Is this on-site optimization and off-site optimization, and does the off-site optimization include Social Media?
Like everything else… if it sounds too good to be true, it probably is!
DL
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What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
SEO Myths and Red Flags Lots of companies claim they are SEO providers, but how do you really know?
SEO Red Flags • Long Contracts • Page One Guarantees • Not having a dedicated SEO Manager • No step-by-step description of the work that will be done • Companies who claim they will be doing SEO without access to your Website • “Hundreds of keywords” – No company can effectively focus on 100+ keywords.
SEO Myths • Keyword stuffing gets you on Page One • Multiple Websites will boost your SEO • Multiple domain names linking to each other gets you ranked higher • The quantity of inbound links you have is the only thing that matters
D+M
© Market Hardware, Inc. | 888-381-6925 | [email protected]
What do search engines REALLY do, what do SEO companies do, and
why don’t I rank high on Google?
888-381-6925 | [email protected]
www.markethardware.com
Just for IBPSA Attendees! Your educational value officially started today with:
1. Today’s presentation (which we will email out)
Take the next step in educational value with: 1. A Free Website-SEO Evaluation ($295 Value) – don’t let the opportunity to
have a no-pressure consultation pass you by… schedule yours now!
All Webinar attendees are ALSO entitled to:
1. One Month Free SEO PLUS ($489 Value) 2. Free Mobile Setup & Optimization with any SEO Campaign ($295 Value)
That’s more than $1000 worth of FREE STUFF – but you have to act today!