SEO Simpler than You Think (A Step-by-Step Guide to Ranking on Google)

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Transcript of SEO Simpler than You Think (A Step-by-Step Guide to Ranking on Google)

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SEO Simpler than You Think (A Step-by-Step Guide to Ranking on Google) Slide 2 SEO Simpler than You Think What well cover Why SEO? Why Google? How it Works Whats Changed Running Your SEO Campaign Slide 3 SEO Simpler than You Think Why SEO? (Search Engine Optimization) Traffic from Search versus traffic from other sources Traffic from Search converts better SEO is one way to get search traffic. Consider it a large tool in your business toolbox. Its biggest advantage free traffic Its biggest disadvantage it takes time it takes some skill Slide 4 SEO Simpler than You Think Why Focus on Google Now more than ever the three major search engines are behaving differently in how they rank sites. Google is the main source of search traffic. Slide 5 SEO Simpler than You Think Why Focus on Google? Slide 6 SEO Simpler than You Think Why Focus on Google Hitwise says 64% Rich Skrentas analysis 70% Our own analysis 70% Its safe to say that positions on Google will bring 65% - 70% of available search traffic. Slide 7 SEO Simpler than You Think How It Works Start with Goals Keyword Research to find competitive (high traffic)phrases Niche Markets Produce Niche Money You can beat the top dogs Slide 8 SEO Simpler than You Think How It Works When SEOing a site, plan on spending 80% of your efforts on competitive phrases. Slide 9 SEO Simpler than You Think How It Works The top site returned is the one deemed by the ranking algorithm to be the most relevant, the most important and the most trustworthy. These determinations are made based on: On-page factors Site factors Off-page factors Visitor Behavior Slide 10 SEO Simpler than You Think On Page Factors Site FactorsOff Page Factors Visitor Factors Title Tag Description & Keyword Meta Tags Visible Page Content On Page Trust Factors Age Size Deep Link Ratio Theme Development Link Reputation Quality of Backlinks Critical Mass Visits Length of Stay Slide 11 SEO Simpler than You Think How It Works The more competitive the phrase, the more youll rely on off page factors and site factors to obtain the ranking. Less competitive (low traffic long tail) phrases can be obtained by proper on page factors plus 1 or 2 backlinks Slide 12 SEO Simpler than You Think How It Works On Page Title Tag Announces what the page is all about. Pulled as the top line in SERP listings (usually). When properly constructed can significantly improve SERP positions. Slide 13 SEO Simpler than You Think How It Works On Page Title Tag Examples Before: Sterling Silver Jewelry - Animal Jewelry by the Magic Zoo After: TheMagicZoo.com - Silver Jewelry Gifts - Sterling Silver Animal Jewelry Positions B/4 Change: Silver Jewelry #178; Sterling Silver Jewelry #160; Animal Jewelry #2 Positions Immediately After Change: Silver Jewelry #100; Sterling Silver Jewelry #113; Jewelry Gifts #110; Animal Jewelry #2 Slide 14 SEO Simpler than You Think How It Works On Page Title Tag Examples Before: Designer Dog Beds | Luxury Dog Beds | Small Dog Beds After: BlingBlingPuppy.com Dog Beds Dog Collars & Jewelry Positions B/4 Change: Dog Beds #53; Dog Jewelry #21 Positions Immediately After Change: Dog Beds #22; Dog Collars #160; Dog Jewelry #22 Slide 15 SEO Simpler than You Think How It Works On Page Title Tag Summary For competitive phrases, use a toss away word (from and SEO perspective) to reduce keyword prominence. Recommend you use your URL for the toss away word as it promotes branding and potentially increases click through on SERP pages. Do not keyword stuff. A keyword phrase density of 30% - 40% is sufficient. Slide 16 SEO Simpler than You Think How It Works On Page Description Meta Tag Provides a description of what the page is about (near the top of the page) to search engine spiders. Is typically pulled for the 2 line SERP listing description. When constructed properly can improve visitor click through and position page for variations on the main phrase. Slide 17 SEO Simpler than You Think How It Works On Page Description Meta Tag Write good sales copy. Do not keyword stuff. Try to get in at least 75 words in the description tag. Make good use of modifiers for additional secondary and long tail listings without significant effort. Slide 18 SEO Simpler than You Think How It Works On Page Description Tag Example from BlingBlingPuppy.com Find luxury and designer pet beds for large and small dogs at discount prices. If your precious puppy is deserving of the finest dog jewelry, shop our wide selection of fancy collars. Our dog toys & collars are great quality gifts and your pal will love them. They will also enjoy our treats and toys. And if your faithful companion prefers to bed outside, shelter your puppy with one of our outdoor designer dog houses. Dog collars, jewelry and pet beds for large and small dogs. Word count: 85 Good use of modifiers: luxury, designer, large, small, discount fancy, outdoors, puppy Slide 19 SEO Simpler than You Think How It Works On Page Factors A discussion of Modifiers For example the words: designer, luxury, outdoor, small and cute make good modifiers for the phrase dog beds. Check out SEOBooks tool (http://tools.seobook.com/keyword- tools/seobook/index.php)http://tools.seobook.com/keyword- tools/seobook/index.php Use Googles suggestions: Slide 20 SEO Simpler than You Think How It Works On Page Description Tag Example from BlingBlingPuppy.com Slide 21 SEO Simpler than You Think How It Works On Page Description Tag Example from BlingBlingPuppy.com Slide 22 SEO Simpler than You Think How It Works On Page Description Tag Example from BlingBlingPuppy.com Slide 23 SEO Simpler than You Think How It Works On Page Keywords Meta Tag May not help you can hurt you. Do not keyword stuff. Keep it short. Slide 24 SEO Simpler than You Think How It Works On Page Visible on page content Keep it natural. If ecommerce site, use good copy for sales. If an informational page, provide good information. H1 tag dont use more than once. Bolding Another tactic to emphasize keywords and make the copy pop to humans. Text links within content, even when pointing to another site can sometimes help also. Slide 25 SEO Simpler than You Think How It Works On Page On page trust factors* Price/Product comparisons Wish list or gift registry Actionable add to cart function Quotes Recipes Coupons Contact Information * From Googles 2007 Quality Guideline Document Slide 26 SEO Simpler than You Think How It Works On Page On page spam factors* PPC Ads Parked Pages Thin Affiliates Hidden Text Hidden Links Java script and/or Sneaky Redirects 100% Framed Pages Keyword Stuffing * From Googles 2007 Quality Guideline Document Slide 27 SEO Simpler than You Think How It Works Site Factors Age Older is better Over 2 years preferred Size Bigger is better Over 500 indexed pages preferred Slide 28 SEO Simpler than You Think How It Works Site Factors Deep Link Ratio The % of total links pointed at a domain that link to interior pages. Considered More Natural. Higher Deep Link Ratios are Better. Target a 30% Minimum DLR Slide 29 SEO Simpler than You Think How It Works Site Factors Theme Development A more unified theme is a boost. Multiple related themes can exist within a site. Build your site emphasizing and unifying themes with link structure. Slide 30 SEO Simpler than You Think How It Works Site Factors Site Structure Flatter structure is better than a deep one. Focus & Funnels vs. Silo Building Slide 31 SEO Simpler than You Think How It Works Visitor Behavior Factors Visits Duration of Visit These metrics have been specifically referenced by Google in Patent Application Document #7346839 published March 2008. Not likely to be big factors until you are on page 1 of Google. Slide 32 SEO Simpler than You Think How It Works Off Page Factors Link Reputation What does the link say? (Anchor Text) For competitive phrases you need to keep your anchor text weighting on the major Keywords to under 35%. If you are going after the term dog beds do not have more than 1 in three links use the word dog or beds. Slide 33 SEO Simpler than You Think How It Works Off Page Factors Link Reputation More on Link Anchor Text Use modifiers in anchor text to rank quickly on secondary terms. Using our dog bed site get links that say things like:discount dog beds, luxury pet beds, designer puppy blankets, fancy dog collars Slide 34 SEO Simpler than You Think How It Works Off Page Factors Link Quality Google looks for Linkage of Independent Peers Growth rates should not spike up quickly Slide 35 SEO Simpler than You Think How It Works Off Page Factors Link Quality Importance of the page providing the link Used to be page rank only Now freshness is highly important Relativity of the page providing the link How theme related is it? Links embedded in good content count more. Slide 36 SEO Simpler than You Think How It Works Off Page Factors Critical Mass The more competitive the phrase you are after, the more backlinks you will need. However this does not need to be anywhere near as many as you might think. Slide 37 SEO Simpler than You Think Conducting an SEO Campaign Review or establish goals for your business. Keyword research to determine whether your keywords, once attained, will generate enough traffic to get you to your financial goal. Slide 38 SEO Simpler than You Think Conducting an SEO Campaign Traffic by Position Slide 39 SEO Simpler than You Think Conducting an SEO Campaign Traffic by Position Value of # 1: 55% - 60% Value of #10: about 2% All the money on any phrase is in top of page 1. Slide 40 SEO Simpler than You Think Conducting an SEO Campaign Establish Your Rank Use a tool that can measure the top 1000 and store history. Dont worry if you are not in the top 1000 if you are just beginning. Can take up to 90 days to get on the scoreboard. If you can measure it you can move it. Slide 4