if you're not #1 on google, you don't exist!
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If You're Not #1 on Google, You Don't Exist!
Bhupesh Shah, B.Sc., MBA | ethnicomm inc. March 27th, 2012
About.Me 2
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5+ Consultant – ethnicomm inc.
marketing, sales, web strategy
Professor – Seneca College marketing, digital media, general business
19
90
- 2
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5 Kärcher - Director of Marketing
Clorox - Group Product Manager
Canadian Tire - Buyer and Marketing Manager
What is SEO, SEM, and PPC Advertising?
How To’s, Do’s and Don’ts of Website SEO
Selecting the best keywords
for your site
Non-website tactics to help
people find your site easier
http://www.flickr.com/photos/swanky-hsiao/
Search Engine Marketing (SEM)
Search Engine Optimization (SEO)
Pay Per Click (PPC) Advertising
Search Engine Optimization (SEO)
Helps more people who are looking for your product or service find you!
SEO is NOT a magic bullet – it takes time for the search engines to go through your site and the criteria is always changing so your site has to be continually updated.
Source: http://www.amazon.com
internet advertising model: advertiser only pays if a user clicks
on the ad Source: http://www.logitech.com
Pay Per Click (PPC) advertising
Keyword (Search Phrase)
PPC Advertising
Organic Results due to SEO
SERP Search Engine Results Page
Page 1 98.70%
Page 2 0.76% Page 3
0.24% Page 4 0.11%
Other 0.19%
Why SEO matters
“SERP Traffic Analysis.” Web. 7 Mar. 2012.
Google.ca: Highest Volume of Search
3%
5%
5%
16%
68%
google.com
ca.search.yahoo.com
ask.com
bing.com
google.ca
“Hitwise Canada » - the Power of Competitive Intelligence.” Web. 7 Mar. 2012.
Volume of searches for the 12 weeks
ending 03/03/2012
Why submit your URL to Bing?
Source: http://www.flickr.com/photos/cabron/
Source: http://www.flickr.com/photos/goincase/
Optimize for local and mobile search
“Introducing a New Local Search Experience Across Your Devices - Inside Search.” Web. 7 Mar. 2012.
Making it easy for Search Engines
lots of relevant, nicely organized content
abundance of keywords/key phrases
appropriate website structure
fresh content
...a search engine optimized website
Robots.txt file
Sources: http://www.flickr.com/photos/donsolo/; http://wowfunniestposts.tumblr.com/
Googlebot will only read the first 500kB
http://code.google.com/web/controlcrawlindex/docs/robots_txt.html
Domain Names - http://ethicomm.com/blogs
Meta Elements - help search engines categorize your pages <Head><br> <Title>Title Text</title><br> <Meta name=”description” content=”descriptive text”><br> </Head>
Title Tags: <Title>Title Text</title>
Use unique keywords specific to the content on the page
make it descriptive
make it compelling
no longer than 69 characters (including spaces)
Which would you click on?
Meta Description: <Meta name=”description” content=”descriptive text”><br>
if it’s blank, the search engines will pick up the content itself
Heading Tags (H1, H2, Hn…)
Source: http://www.teashop168.ca/
301 domain name redirect (Permanent redirect)
http://www. dog-walker.com
vs.
http:// dog-walker.com
Source: http://www.topnews.in
Hyperlinks – link in, link out, cross-link internally
dog walker
dog exercises
boarding
off leash parks
by-laws
dog first aid
A link = an endorsement “trust rank”
High Page Rank
Reputable 3rd party
Link from gov
Only reputable links
Source: http://www.flickr.com/photos/eschipul/
Page content and SEO copywriting
How to train your
new puppy
3 secrets every dog
owner should know
Why does your dog
fart?
Dog saves senior citizen from killer cat
In your website domain name: http://Richmond-Hill-dog-walkers.com
file name: need-a-dog-walker-in-Richmond-Hill.pdf
folder name: http://yourdomain.com/dog-walker/
video title: If you need a dog walker in Richmond Hill you’re barking up the right tree.mp4 (not Video1.mp4)
image name: dog-walker.gif (not image1.gif or DSC00003.jpg)
In your website If you need a dog walker in Richmond Hill, contact us. (not If you need a dog walker in Richmond Hill, contact us)
Page Title: Do You Need a Dog Walker?
Within the page…If you need a dog walker, Richmond Hill Dog Walkers are right in your neighbourhood!
How To’s
use w3.org’s quality
assurance tools
each page accessible from
only one URL
add a robots.txt file
use a sitemap fresh content
and lots of pages
optimize images
no “dead” links flat site
1 level below directory
How To’s
domain names meta tags fast download of
main content
inbound/outbound links, inter-links
page content/SEO copywriting
SEO friendly URLs
keywords
Keyword Competition
Source: http://www.flickr.com/photos/jk_too/
Selecting keywords...
What is the typical customer looking for?
What questions are they asking?
Are the customers local?
What problems do I solve?
Which manufacturers do I carry?
What model#’s, part#’s, colours, sizes do I offer?
Are there synonyms,
related words or
categories?
What plurals, compound-words or misspelled words
are used?
“Keyword Count / Usage.” Web. 7 Mar. 2012.
Most use 3-4 word key phrases
1 word 3.83%
2 words 7.47%
3 words 24.81%
4 words 27.44%
5 words 18.06%
6 words 8.94%
7 words 3.80% 8 words
1.97%
9 words 1.21%
10 words 2.46%
Choosing keywords/key phrases https://adwords.google.com/select/KeywordToolExternal
High competition -
important keyword
Large # = lots of interest
Choosing keywords/key phrases
dog walker in Richmond Hill - is a specific key phrase and uses a local keyword
Source: http://www.flickr.com/photos/borghetti/
Do have lots of content
What are visitors doing?
Researching Shopping
Problem Solving
Ready to Buy
Several unique keywords on each page
Home page
Source: http://www.flickr.com/photos/borghetti/
SEO don’ts
Source: http://hd-wallpapers.eu
Don’t ignore the experts!
I know you love your baby no matter what anyone says!
Don’t design sites in isolation
Don’t have the same or similar content across pages.
Image source: http://www.hiphipgingin.com/
Don’t stuff your site
with keywords
Don’t “Set and Forget”
Mirrored sites and duplicate content
Link Farms/Reciprocal Links
your site
1
2
3
4
5
6
Best online resource – Google (PDF file)
http://bit.ly/SEO-StarterGuide
Other resources
Microsoft Advertising Intelligence http://advertising.microsoft.com/small-business/adcenter-downloads/microsoft-advertising-intelligence
Google Keyword Tool https://adwords.google.com/select/KeywordToolExternal
Google Insights for Search http://www.google.com/insights/search/
Google Global Market Finder http://translate.google.com/globalmarketfinder/index.html?locale=en
Google Trends http://www.google.com/trends/
Wordtracker - 7 day free trial http://strategizer.wordtracker.com/
thesaurus.com
Source: http://www.flickr.com/photos/22297595@N02/
Social Media
driven by relationships
ongoing engagement - usually not a one-shot deal
users value recommendations “Trust is the new black,” and it never goes out of style. (Craig Newmark, founder Craigslist)
Optimize your Google+ Profile NOW!
Google+
Google+
Other non-website tactics
Local
Directories
Forum and Blog posting/comments
Write articles that others link to (aka link baiting)
Keyword (Search Phrase) + Local
Links
gplus.to/ethnicomm
twitter.com/ethnicomm
facebook.com/ethnicomm
linkedin.com/in/bgshah
slideshare.net/Bhupesh
416.720.1205