Search Engine Optimization

1. Search Engine Optimization "I Have A Website, Now What?" By Ryan Guerra

2. "I Have A Website, Now What?” • Intro • Overview of SEO • Think Like a Google Bot • Navigation Structure • Internal Links • Tags & Titles, Graffiti Everything • Images, Not Just for Frames • What is a Google Algorithm? • Researching Your Site • Link Acquisition, the HOLLY GRAIL

3. Intro • Ryan Guerra, Marketing Manager with Island Queen Cruises. • Earned a Bachelors Degree, from the University of South Carolina. • My success is supported by our 950% increase in web sales, directly related to Search Engine Optimization in the past 6 years. • Attend two major search engine conferences a year for the past 5 years: SMX & SES.

4. Attend two major search engine conferences a year for the past 5 years: SMX & SES. http://sesconference.com http://searchmarketingexpo.com

5. Intro • Ryan Guerra, Marketing Manager with Island Queen Cruises. • Earned a Bachelors Degree, from the University of South Carolina. • My success is supported by our 950% increase in web sales, directly related to Search Engine Optimization in the past 6 years. • Attend two major search engine conferences a year for the past 5 years: SMX & SES. • But the best thing about me is… Photo by Cathy Guerra I’m married to Cathy Guerra

6. Overview What is Search Engine Optimization • Understanding SEO (Search Engine Optimization) is like trying to find a book in a library without a Dewey Decimal System.

7. Understanding SEO (Search Engine Optimization) is like trying to find a book in a library without a Dewey Decimal System.

8. Overview What is Search Engine Optimization • Understanding SEO (Search Engine Optimization) is like trying to find a book in a library without a Dewey Decimal System • Our job is to create useful indicators to find the book • SEO is our powerful resource • Effective SEO can increase ROI • The number of websites increases daily, so what are you doing to keep up with the competition

9. The number of websites increases daily, so what are you doing to keep up with the competition

10. Overview What is Search Engine Optimization? • Understanding SEO (Search Engine Optimization) is like trying to find a book in a library without a Dewey Decimal System. • SEO is our powerful resource • Effective SEO can increase revenue dramatically • The number of websites increases daily, so what are you doing to keep up with the jones. • Definition of SEO – is the process of improving the visibility of a website or a web page in search engines “natural” or un-paid (“organic” or “algorithmic”) search results.

11. A search for Florida Attractions Association

12. Overview What is Search Engine Optimization • Understanding SEO (Search Engine Optimization) is like trying to find a book in a library without a Dewey Decimal System. • SEO is our powerful resource • Effective SEO can increase revenue dramatically • Competition is increasing by the minute, what are you doing to keep up • Definition of SEO – is the process of improving the visibility of a website or a web page in search engines “natural” or un-paid (“organic” or “algorithmic”) search results. • Keep in Mind, every website has room for improvement.

13. Think Like a Google Bot Pros • Google Bots don’t have emotions, Only visitors have emotions • Google Bots are simply investigators • A Google Bots purpose is to understand your website clearly Cons • Broken links scare off Google Bots

14. Broken links scare off Google Bots

15. Think Like a Google Bot Pros • Google Bots don’t have emotions, Only visitors have emotions • Google Bots are simply investigators • A Google Bots purpose is to present your website properly Cons • Broken links scare off Google Bots • Bad content confuses Google Bots • Google Bots see sites as code only

16. Google Bots see the code of the website not the aesthetics.

17. Google Bots see the code of the website not the aesthetics.

18. Google Bots see the code of the website not the aesthetics.

19. Navigation Structure • Your navigation structure tells Google how you are categorizing your content

20. Navigation Structure

21. Navigation Structure • Your navigation structure tells Google how you are categorizing your content • Your navigation menu should be part of your SEO plan • Choose category titles by your money terms • You might have 1,000s of pages but only a few categories, choose wisely • Remember, your navigation appears on every page

22. Internal Links • Hyperlinking text on your website is an indicator to a Google Bot • Avoid using click here, read more, as a hyperlink • Every chance you get try using the longer term to link throughout your site

23. Tags & Titles, Graffiti Everything • The three most important tags on a website are Meta Title, Meta Description and Meta Keywords • H1, H2, H3, H4, H5, H6 are great indicators • Img Alt – (see more in Image slide) • Body must include the desired key words • Buttons should be named completely

24. Images Not Just For Frames • Images are incredibly huge indicators about what a web page is about. • By naming the file this places a bigger meaning than generic image file names. • sightseeing_cruises.jpgvs img_0457.jpg

25. By naming the file this places a bigger meaning than generic image file names.

26. By naming the file this places a bigger meaning than generic image file names.

27. Images Not Just For Frames • Images are incredibly huge indicators about what a web page is about. • By naming the file this places a bigger meaning than generic image file names. • sightseeing_cruises.jpgvs img_0457.jpg • Image ALT tags are extremely important • <imgsrc="images/sightseeing_cruises_miami.jpg" alt="sightseeing cruises miami" width="268" height="179" align="right" /> • Focusing on images increases your visitors • How many images does Google recognize? • Guarantee there are many more images not optimized

28. How many images does Google recognize?

29. How many images does Google recognize?

30. What is a Google Algorithmhttp://www.searchenginejournal.com/200-parameters-in-google-algorithm/15457/ • Domain Age • Length of domain registration • URL Structure • HTML structure • Use of external CSS / JS files • Content amount • Use of Robots.txt • Overall site size • XML Sitemap • Page load time • Number of Outbound links • Relevancy of Sites Linking in • Types of Backlinks • Number of Visitors • Bounce Rate • Visiting trends and patterns • Link buying • Link selling • Duplicate Content • Hidden text

31. Researching Your Site • How many pages does your site have?

32. Search in Google using: site:islandqueencruises.com

33. Search in Google using: site:biscaynelady.com

34. Search in Google using: site:venetianlady.com

35. Researching Your Site • How many pages does your site have? • Where does my site rank?

36. Go to Alexa.com

37. Researching Your Site • How many pages does your site have? • Where does my site rank? • Check your website loading speed?

38. Website Speed Testhttp://www.iwebtool.com/speed_test

39. Link Acquisition the Real Goal • Google was built by Links and the more links pointing to your site the better.

40. Test Study • Everglades Alligator Farm

41. Test Study • Did they identify money words?

42. Test Study • Did they focus on Meta Tags?

43. Test Study • Did they name the image/logo fully?

44. Thank You • To download this presentation go towww.theunies.com/