Download - Seo 101 presentation
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Beth KahlichDigital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy
SEOTrainingDallas.com
www.facebook.com/SEOTrainingDallas
@BethKahlich
Next Class August 25-29
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
SEO 101Search Engine Optimization Basics
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Search Engines
• Looking at all the information on the web• Categorizing it• Providing the best answers to people when
they search
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Organic Search
ORGANIC
PAID
SERPSearch Engine Results Page
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Web Site vs. Web Presence
• SEO is not just about your own website• You have a “web presence”– Listings on other sites (like BBB)– Social Media Profiles– Videos– Reviews
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Organic Search Algorithm • The “recipe” used by the search engines to
determine the relevancy of web content – and match it to the searcher’s intent when they are entering a search query
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Algorithm Updated Constantly
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Web Presence Needs the Ingredients
Words On-Page Optimization Links Quality
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Words Matter
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Start with Keyword Research
• Online tools available like the Google Keyword Planner Tool https://adwords.google.com/ko/KeywordPlanner/Home
• Huge creative component– think about how your ideal customer looks for
your business– what questions do customers ask– very, very specific topics related to your business
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Be Very SpecificThe Dreaded “Services Page”
One page that lists all your services
Have additional pages that focus on each specific service that you offeror each specific product
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Be Specific
• Example – separate pages!– Shrub trimming– Bed weeding– Spring lawn scalping– Leaf removal
– One page per very specific idea
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
SEOs are Smart
• They said:“We can put words on a site to get it to rank higher” Good short term results
• Google’s response:Panda Update to the AlgorithmPenalizes poorly written, keyword-stuffed text
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Google’s Response in 2013
• Hummingbird– Less focus on specific keywords– More focus on themes of web pages– Quality words matter even more
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
On Page Optimization
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
On-Page Optimization
• Make sure that the search engines can quickly tell what your page is about!
• Make it super easy for them to read it – example: no text imbedded in images
• Some of these are visible to the human reader, some of them are in the code of the website (HTML)– if you are using a good CMS – this is easier
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
The “Perfect” PageKeywords: social media marketing
URL: www.mybrand.com/socialmedia
Title Tag: Use Social Media Marketing to promote your business
Meta Description: Find out how you can use Twitter, YouTube, and Facebook to generate business leads.
Meta Keywords: social media marketing, twitter, facebook, youtube
70 characters
156 characters
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Links Matter!
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Website AHome Page
Page 2
Page 3
Website BHome Page
Page 1 Page 3
Page 2Page 1
External LinksInternal Links
Internal Links and External Links
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Internal Links Matter
• Links within your own website are important
• Link from your blog posts to other related pages/articles
• Link to new pages from your home page– Allows the search engines to find new pages
quickly
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
External Links Matter• Links from other websites to your website
“can” help with your ranking
• SEOs are Smart! They said:“We can build lots of links to your website” Good short term results
• Google’s Response:Penguin Update to AlgorithmPenalizes sites with “bad” links
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
“Bad” Links• Lots of links from websites that are not
relevant to your area of business• Links that look like they are manipulative
– you can tell, just doesn’t look right• Majority the link text (anchor text) the same
or similar keywords• More links with keyword than with your brand
name
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Link Building Today
• Goal is to encourage quality links
• Quantity is less important that quality, but together they have the biggest impact
• Goal – create great, sharable information on your site that people NATURALLY want to share
• Reality – Getting external links is hard workvery competitive market…
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality of Your Website Presence
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality in Google’s Eyes
• Sites with lots of fresh new content• Sites with growing numbers of links• Quality User Experience – Google sees who
people interact with your site• Quality Content – that’s useful that people
want to share
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Lots of Fresh New Content
• Web Pages• Articles• Blog Posts• Videos• FAQs• Social Media
Posts and Interactions
include these in a Content Plan
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Growing Number of Links
• NATURAL growth
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality User Experience
courtesy ofwww.WebPagesThatSuck.com
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Quality Content People Want to Share
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Ingredients for Good SEO
Words On-Page OptimizationLinks Quality
these are being refined all the time
have good content supported by theingredients!
Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Beth KahlichDigital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy
SEOTrainingDallas.com
www.facebook.com/SEOTrainingDallas
@BethKahlich
Next Class August 25-29