What is the goal of seo
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What is the goal of SEO?. To convince Google your page deserves to be on top as determined by…. What is the goal of SEO?. To convince Google your page deserves to be on top as determined by…. What is the goal of SEO?. To convince Google your page deserves to be on top as determined by:

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What is the goal of seo

What is the goal of SEO?

To convince Google your page deserves to be on top as determined by…


What is the goal of seo1

What is the goal of SEO?

To convince Google your page deserves to be on top as determined by…


What is the goal of seo2

What is the goal of SEO?

To convince Google your page deserves to be on top as determined by:

  • Relevancy

  • Authority, Popularity, Visibility

  • User Choice and Sustainability


Relevancy

Relevancy

Whether of not Google considers your website relevant is determined by…

  • Keywords

  • Optimized pages targeting keywords

  • Time on page – People hang around

  • Low bounce rate

  • Quality of content, spelling, etc.

  • No spam


Keywords

Keywords

Keywords are to websites what a foundation is to a house.

So build your foundational design with this in mind.


Build your keyword list

Build Your Keyword List

  • Listen to or ask customers

  • Bring in an SEO consultant to help

  • Do it yourself


Build your keyword list1

Build Your Keyword List

Not all keywords are worth your time and effort!

Consider:

  • Cost

  • Time

  • Competition

  • ROI


Build your keyword list2

Build Your Keyword List

  • Check analytics for opportunities

  • Use Google’s free keyword research tool

  • Choose keywords that are attainable

    • Look at number of competing websites

    • How well optimized the competing sites are

      • Top 10 search results (beware of personalized search)

      • Number of external links and number of domains

      • General level of on-page optimization


What to do with your keywords

What to do with your keywords?

URLS

  • Google is dialing exact match domain url points down, but they still work

  • Use SEF urls (keyword rich)

  • Eliminate dynamic page urls

  • Dashes between words


What to do with your keywords1

What to do with your keywords?

Title tags

  • Should include your target keywords

  • Should be unique

  • Keywords should come first

  • Should include your brand name at the end if you have a known, trusted brand

  • Should include the same words on the page

    <title>San Jose insurance agent – Taylor Benefits</title>


What to do with your keywords2

What to do with your keywords?

Description, keyword meta tags

  • Description is your call to action

  • No or little value for rank in Google


What to do with your keywords3

What to do with your keywords?

Links

  • Should include your target keywords and page it links to should be associated with keywords

  • Only first one on the page counts, so don’t overdo them

  • Pass page rank, particularly from home page

  • Should be text, not images


What to do with your keywords4

What to do with your keywords?

Images

  • Should have keywords in the name

  • Should have keywords in alt tags

  • Should have keywords in captions


What to do with your keywords5

What to do with your keywords?

Architecture

  • Silos – Don’t be a Macy’s! Organize by category!

  • Pass page rank to the top level

  • Keep site “flat” with fewer nested directories


What to do with your keywords6

What to do with your keywords?

H1, h2, etc.

  • Should have one H1 tag at the top of the page

  • H2, h3, etc. have little value

  • Bold little value

  • <emph> more value


What to do with your keywords7

What to do with your keywords?

Content

  • Don’t keyword stuff

  • 2-3 keyword targets per page, no more

  • Long enough copy to incorporate keywords and their variations, plus headings, to give enough weight to establish relevancy

    Local considerations

  • Include address and phone number on each page in TEXT


What is the goal of seo3

What is the goal of SEO?

To convince Google your page deserves to be on top as determined by:

  • Authority, Popularity, Visibility

    • Content – lots of it, so design it to expand

    • People like it enough to link to it on relevant pages with relevant keywords

    • Shares, Likes, Tweets, +1

      • Include sharethis


What is the goal of seo4

What is the goal of SEO?

To convince Google your page deserves to be on top as determined by:

  • Authority

    • Content – lots of it, so design it to expand

    • People like it enough to link to it on relevant pages with relevant keywords

    • Shares, Likes, Tweets, +1

      • Include sharethis

    • User signals


Build authority with link building

Build Authority with Link Building

Acquire quality links from quality sites with keywords in anchor text

  • Give free advice

  • Blog commenting

  • Forum commenting

  • Guest blogging

  • Write remarkable copy

  • Infographics

  • Whitepaper, research

  • Create something another business in your industry (non-competitor) would value


Link building

Link Building

Announce your remarkable content

  • Facebook and build engagement

  • Tweet

  • Email

  • Newsletter

  • Add share, Tweetme, bookmark ability to your website

    Sharethis.com


Link building1

Link Building

  • RSS

  • Ping

  • Social Bookmarking – Bookmark your own!

    • StumbleUpon

    • Digg

    • Reddit

    • Google

    • OnlyWire


User signals

User Signals

Google uses user signals to determine how much trust to give a site


User signals1

User Signals

  • Click thru

    • Create great title and description tags

    • Your description is your elevator speech


User signals2

User Signals

  • Bounce

    • Make sure page is relevant to the keyword you are targeting

    • Make sure they can see that RIGHT AWAY!

    • Check analytics, look for bounces, CORRECT!


User signals3

User Signals

3. Time on site

  • Answer: Why am I here? What am I supposed to do?

  • Make it easy to read and see that the site is relevant

  • Bullets

  • Short paragraphs

  • Informative headings

  • Call to action – Lead them INTO the site

  • Put “catchy” content where they look (See F-Heatmap)


User signals4

User Signals


Don ts

DON’Ts

  • DON’T provide different content to search engines and humans

  • DON’T try to trick search engines to improve rankings

  • DON’T use hidden or extremely small text

  • DON’T keyword stuff

  • DON’T use same title tags

  • DON’T copy content


In the end

In the end

Everyone will be doing these steps. What can you do that is more?

  • SEO – What might be enough today, will NOT be tomorrow! You need to keep optimizing with:

    • Better content

    • More backlinks

    • Social involvement and social proof

  • Social Media

    • More followers sharing and tweeting your stuff

  • Take advantage of other marketing tools

    What Google tells you to do, you should do.


Need help

Need help?

Kat & Mouse takes your site to the next level with:

  • Website & Google Places optimization to get Google to take note

  • Link building to move your site above the competition

  • Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises

  • Mobile Marketing to capture the crowd on the street in the new internet

  • Monthly monitoring and improvements to keep you on top


Kat mouse

Kat & Mouse

Please connect with me

www.katandmouse.com

[email protected]

408-694-3706

www.facebook.com/katandmouseo

Twitter: @katndmouse

LinkedIn - Kathy Long

LinkedIn: Join Local BizBuzz Grouphttp://www.linkedin.com/groups/Local-BizBuzz-3215677

To your success!


Blogging seo it s more than just a title tag

Blogging + SEOIt’s more than just a title tag.

By

Kathy Long, SECRO(Search Engine Conversion Rate Optimization)

Kat & Mouse SEO & Web Design


Why does google love you

Why does Google love you?

  • Relevancy

  • Popularity & Visibility

  • User Choice and Sustainability


1 relevancy

1. Relevancy

  • Keyword selection

  • Optimized pages targeting keywords

  • People like it enough to link to it on relevant pages with relevant keywords


1 relevancy keyword research

1. Relevancy - Keyword Research

  • Check analytics for opportunities

  • Check difficulty

    • # competing websites

    • Top 10 search results (beware of personalized search)

      • Number of external links and number of domains

      • Page Authority and Domain Authority of each ranking site

      • General level of on-page optimization


1 relevancy optimized page

1. Relevancy – Optimized Page

  • Title tag

  • H1

  • Keyword density

  • Is the keyword in image alt text?

  • Is the keyword in the domain or URL?

  • Anchor text of internal and external links?

    TIP: Search to find internal link opportunities: [site:www.mysite.com intext:"my target keyword”]


1 relevancy people like it

1. Relevancy – People like it

Your goal is to get people to:

  • Link to you

  • Share you

    • Facebook

    • Tweet

    • Bookmark


1 relevancy link building

1. Relevancy - Link Building

Acquire quality links from quality sites with keywords in anchor text

  • Give free advice

  • Blog commenting

  • Forum commenting

  • Guest blogging

  • Write remarkable copy

  • Infographics

  • Whitepaper, research

  • Create something another business in your industry (non-competitor) would value


1 relevancy link building1

1. Relevancy - Link Building

Query these

  • Keyword blog

  • Intitle blog Keyword

  • Inurl:blog Keyword

  • “tags: Keyword ”

  • “filed under: Keyword ”

  • Keyword “add comment”

  • Keyword forum

  • “Keyword forum”

  • Keyword join

  • Keyword group


1 relevancy link building2

1. Relevancy - Link Building

Repurpose your blog

  • Article

  • Guest Blog

  • Podcast

  • Video


2 popularity and visibility

2. Popularity and Visibility

Announce your remarkable content but where and to whom?

You must first build relationships – the same way you do offline!


2 popularity and visibility1

2. Popularity and Visibility

Build Relationships & Authority

  • Be genuine, not spammy

  • Add value

  • Quora

  • LinkedIn Groups and Discussions

  • Forums

  • Blogs

    • Look for no-follow


  • 2 popularity and visibility2

    2. Popularity and Visibility

    Build Relationships & Authority

    • Facebook

      • Likes

      • Friends

      • Tag

    • Twitter

      • Lists

      • Paper.li and Scoop.it

      • Hashtags

      • Retweet, mention, thank, be neighborly

      • Tag


    2 popularity and visibility3

    2. Popularity and Visibility

    Announce your remarkable content

    • Facebook and build engagement

    • Tweet

    • Email

    • Newsletter

    • Add share, Tweetme, bookmark ability to your website

      Sharethis.com


    2 popularity and visibility4

    2. Popularity and Visibility

    • RSS

    • Ping

    • Social Bookmarking – Bookmark your own!

      • StumbleUpon

      • Digg

      • Reddit

      • Google

      • OnlyWire


    2 user choice and sustainability

    2. User Choice and Sustainability

    • Check analytics!

    • Bounce-offs will kill you!

    • Craft a compelling title tag withkeyword + value proposition + CTA

    • Craft an elevator pitch description

    • Give them what they came for!


    Why does google love you1

    Why does Google love you?

    • Relevancy

    • Popularity & Visibility

    • User Choice and Sustainability


    What is the goal of seo

    Google Places – How to Rank High

    Proximity

    Popularity (Prominence)

    Relevance


    2 develop your nap

    2: Develop Your NAP

    NAP = Name, Address, Phone

    • Consistency across the web is critical!

      TASK: Search for your phone number on the web. Check to see where your NAP is inconsistent. Make a note of these. FIX THEM!


    Create and claim your place

    Create and Claim Your Place

    • Google Places

    • Yahoo Local

    • Bing Business Portal

    • Facebook

    • Google + soon to come


    Place page optimization

    Place Page Optimization

    • Exact or close categories – Try entering city name in 1 or 2 categories. Test.

    • Business name in title – Don’t spam with keywords, be consistent

      • City keywords in title if possible and applicable

    • Point to a better landing page – contact page

    • Use more info links to add additional links to website, either internally or social sites


    Citations

    Citations

    • Create articles for inbound links - add NAP

    • Videos - add NAP

    • Facebook Page

    • Research top 10 or more competitors and do what they do and then some more!

      • Whitespark.ca/local-citation-finder

      • Check More info on their Place page for more

    Example: This class at Parks & Rec


    More citations

    More Citations

    • Chamber of Commerce

    • BBB

    • Host/support a philanthropic event

    • Sponsor local events

      • Query these

        • Location sponsorship

        • Location sponsorship opportunities

        • Location sponsor our event

        • Location “thanks to our sponsors”

        • Location intitel:sponsors

        • Location inurl:sponsors

      • Create future notifications in Google alerts with location sponsorship for one

      • Ontolo: Citation Prospecting

      • Export Citation list from localsearchtoolkit.com


    Citation prospecting

    Citation Prospecting

    Sponsor a local event.

    Utilize price anchoring when pitching sponsorships

    Dear Santa Cruz event,

    The (event) is going to be a great event. I would love to help sponsor it and my business, http://www.katandmouse.com, can contribute $20 for the sponsorship.

    I look forward to helping support this event to a successful conclusion and reading more about it as it progresses on your website.

    To your success,

    Kathy Long

    Santa Cruz resident and business owner


    Local directories

    Local directories


    Local directories1

    Local directories

    Check your site at http://getlisted.org/

    Enter your site MANUALLY here:

    • http://www.ubl.org

    • http://webapp.localeze.com/bizreg/add.aspx

    • http://local.botw.org/helpcenter/jumpstartproduct.aspx

    • http://expressupdateusa.com/home.aspx

    • https://my.superpages.com/spweb/products/business-listing

    • https://selfenroll.citysearch.com/

    • http://list.infousa.com/dbupdate.htm

    • http://www.yellowpages.com/sp/advertise/

    • http://www.insiderpages.com/advertiser/find_business

    • http://www.openlist.com/update/

    • http://www.yelp.com/

    • http://www.angieslist.com


    Local directories2

    Local directories

    To find more, query:

    • Location directory

    • Location business directory

    • “list of location sites”

    • Location websites

    • Location sites

    • “location sites”

    • “location websites”

    • “favorite links” location

    • “recommended link” location

      Must do for all Santa Cruz businesses: Wiki Travel - http://wikitravel.org/en/Santa_Cruz_%28California%29


    Reviews

    Reviews

    • Get email addresses from customers, segment into gmail and yahoo email addresses and ASK

    • Facebook

    • Use QR Codes

    • Use Thumbtack

    • Brightlocal review tool

    • Review Triage


    Summary 7 ways to dominate google places

    Summary: 7 ways to dominate Google Places

    • Add NAP to off-site content

    • Broaden your citation mentions

    • Optimize your website

    • Get more local, anchor text inbound links from directories, press releases, check-in sites, blogs

    • Get reviews

    • Timely updates to your place page

    • Get active in social media


    In the end1

    In the end

    Everyone will be doing these steps. What can you do that is more?

    • SEO – What might be enough today, will NOT be tomorrow! You need to keep optimizing with:

      • Better content

      • More backlinks

      • Social involvement and social proof

    • Social Media

      • More followers sharing and tweeting your stuff

    • Take advantage of other marketing tools

      What Google tells you to do, you should do.


    Need help1

    Need help?

    Kat & Mouse takes you to the next level with…

    • Website & Google Places optimization to get Google to take note

    • Link building to move your site above the competition

    • Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises

    • Mobile Marketing to capture the crowd on the street in the new internet

    • Monthly monitoring and improvements to keep you on top


    Kat mouse1

    Kat & Mouse

    Please connect with me

    www.katandmouse.com

    [email protected]

    408-694-3706

    www.facebook.com/katandmouseo

    Twitter: @katndmouse

    LinkedIn - Kathy Long

    LinkedIn: Join Local BizBuzz Grouphttp://www.linkedin.com/groups/Local-BizBuzz-3215677

    To your success!


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