The Race to the Top of Search Rankings - Getting Ahead with SEO
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Transcript of The Race to the Top of Search Rankings - Getting Ahead with SEO
![Page 1: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/1.jpg)
Race to The Top of the
Search RankingsGetting ahead with SEO
![Page 2: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/2.jpg)
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
![Page 3: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/3.jpg)
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
![Page 4: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/4.jpg)
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?
![Page 5: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/5.jpg)
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.
![Page 6: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/6.jpg)
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?
![Page 7: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/7.jpg)
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
![Page 8: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/8.jpg)
What is SEO?
SEO = Google Rankings
![Page 9: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/9.jpg)
What is SEO?
![Page 10: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/10.jpg)
What is SEO?
![Page 11: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/11.jpg)
What is SEO?
![Page 12: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/12.jpg)
What is SEO?
![Page 13: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/13.jpg)
What is SEO?
![Page 14: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/14.jpg)
What is SEO?
#1
#2
#3
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What is SEO?
Just find a Search Engine Genie
Simple. Right?
![Page 16: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/16.jpg)
What is SEO?
SEO Secrets
• Shortcut to internet riches
• Find an unknown tactic
• Find the right SEO hacker
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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.
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Founded in Truth
Sergey Brin & Larry Page
(founders of Google)
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Founded in Truth
Page Rank
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Founded in Truth
Page Rank
![Page 21: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/21.jpg)
Founded in Truth
Page Rank
![Page 22: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/22.jpg)
Founded in Truth
Page Rank
![Page 23: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/23.jpg)
Founded in Truth
Want More Keywords? No Problem!
- Keyword Stuffing
SEO Tactics
![Page 24: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/24.jpg)
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
![Page 25: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/25.jpg)
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
![Page 26: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/26.jpg)
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
![Page 27: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/27.jpg)
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
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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
![Page 29: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/29.jpg)
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
![Page 30: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/30.jpg)
The Audit
Current Ranking
Site
Factors
Domain
Factors
Content
FactorsBrand & Social
Factors
Linking
FactorsPage
Factors
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The Audit
• Site Architecture
• URL format
• Keyword Distribution
• Overall Site Relevancy
• Site Authority
• Compatibility
• Accessibility
• Usability
Site
Factors
Current Ranking
![Page 32: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/32.jpg)
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
![Page 33: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/33.jpg)
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
![Page 34: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/34.jpg)
The Audit
• Overall word Length
• Number of sentences per
paragraph
• Number of words per
sentence
• Readability Score
• Uniqueness
• Freshness
• Relevance
Content
Factors
Current Ranking
![Page 35: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/35.jpg)
The Audit
Brand & Social
Factors
Linking
Factors
Current Ranking
![Page 36: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/36.jpg)
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?
![Page 37: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/37.jpg)
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.
![Page 38: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/38.jpg)
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.
![Page 39: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/39.jpg)
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.
![Page 40: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/40.jpg)
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.
![Page 41: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/41.jpg)
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.
![Page 42: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/42.jpg)
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
![Page 43: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/43.jpg)
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
![Page 44: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/44.jpg)
Local Optimization
How does a Local Business succeed?
• Listing Claiming
• NAP Consistency
• Top Directories & Internet Citations
• Address Located in Target City
• Number of Reviews
![Page 45: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/45.jpg)
Mike Blumenthal
Local Search Marketing Expert
Co-Founder of Local U
SMX Speaker & Conference Speaker
www.blumenthals.com
![Page 46: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/46.jpg)
Mike Blumenthal
(likes to bike to work)
www.blumenthals.com
Local Search Marketing Expert
Co-Founder of Local U
SMX Speaker & Conference Speaker
![Page 47: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/47.jpg)
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
![Page 48: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/48.jpg)
Mike Blumenthal
Q. How has the Pigeon update impacted
local businesses?
www.blumenthals.com
![Page 49: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/49.jpg)
Mike Blumenthal
Q. How can local businesses take advantage
of the Knowledge Graph?
www.blumenthals.com
![Page 50: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/50.jpg)
Mike Blumenthal
Q. How does customer feedback and
reviews on Google and other sites affect
Local Search?
www.blumenthals.com
![Page 51: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/51.jpg)
TAKE AWAY
Don’t mess with Pandas & Penguins
![Page 52: The Race to the Top of Search Rankings - Getting Ahead with SEO](https://reader036.fdocuments.net/reader036/viewer/2022070323/5597485d1a28ab461f8b45f9/html5/thumbnails/52.jpg)
Get Your Free Digital Audit Today!
http://www.godigitalmarketing.com/loc
al-businesses/local-marketing-
playbook/