intro to seo
TRANSCRIPT
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Introducing
Jonah Mytro
DirectorGreenDeals.org
FounderQ4 Marketing
Introduction to SEO“Search Engine Optimization 101”
Presented by: Jonah Mytroq4 Marketing and Media Group
Background & Experience •10 years of internet marketing experience with B2C clients• Founder of Q4 Marketing and Media Group (2009) • Online marketing firm • Consult with clients on all facets of online marketing (strategy, optimization,
execution, analysis)• Founder and Director of GreenDeals.org (Groupon for Green Businesses)• Daily Deal site promoting eco-friendly deals and products
• Expertise with all facets of online marketing, SEO, SEM, Affiliate, Media Buy, Ecommerce, Social Media, Email, Lead Generation
Agenda
• Goal of SEO• SEO Stats• Target Keywords• What is SEO• Examples of SEO• Onsite SEO• Off Site SEO •10 Things you should do• Bad SEO (Don’t Do This)• Case Studies• What to do next•Tools & Resources• Q&A
Goals of SEO
• Improve the organic rankings for your website - Top 3 positions ideal (#1, #2, #3)- 1st Page- Top 30 results
• Drive Qualified Traffic
• Generate Leads
• Generate Sales
SEO Stats• Google: 70-75% market share / Yahoo & Bing: 20% / 5% all others
- Optimize for Google• 62% of users click on an organic link on the 1st page of search
results – 23% of searches end up on 2nd page
• 80% of users click on Organic results vs. 20% on paid results
• Who clicks on top 3 organic listings1st position: 18% of clicks2nd position: 10%3rd position: 7%
• Organic clicks result in a 25% higher conversion rate compared to paid placements
• Search bots index your site every 7-10 days Frequent copy changes = more frequent visits
• Optimization changes could take 24 hours to 90 days to show results
• Organic results fluctuate person to person based on click rates
Target Keywords• Target Keywords are keywords that you want to optimize your website for• Your preferred Target Keywords may be different than your target
customers preferred keywords• Think about how your target customer will search & pick keywords that
people use in searching• Example: Water Bottles: BPA Free Water Bottles: Reusable Water Bottles:
Steel Water Bottles: Cheap Water Bottles
Target Keywords: Tools• Keyword Tool: Google Adwords: https://adwords.google.com
• Click on Tools >> Keyword Tool• Local Searches: US only over past 30 days• Global Searches: All searches over past 30 days• Competition: Percentage of websites vs. monthly searches (Low, Medium,
High)• Avg. CPC: Avg. Cost Per Click for bidding on Google Adwords
What is SEO• SEO is the process of optimizing your website to rank higher with search engines.• SEO should be a long term marketing approach that will result in long term website traffic/sales/leads. • Think long term for SEO • Not everything you do will improve your organic rankings • You may actually see a dip in rankings for a short time before improvements• Don’t expect magic to happen overnight – no guarantees – no secret sauce!
Paid Ads
Organic Results
Onsite SEOOnsite SEO includes everything on your website including content, meta tags, urls, image tags, and more. • Meta title tags, description, keywords• URL – Keyword rich• H1, H2, H3 tags• Internal Links• Keyword density• Body copy• XML sitemap
Offsite SEOOffsite SEO includes links to your website from articles, blogs, social media, blog comments, anything on another domain linking to your website.• Directories (Yelp.com, YP.com, Superpages.com, Wikipedia.com)• Social media: Twitter, Facebook, Pinterest, Digg, Stumbleupon• Blogs (Wordpress, Tumbler, Blogspot)
- Content- Comments
• PR/Articles
• Domain Diversity is Key - Inbound links should come from a variety of domains - Ex: Engadget.com
• Stay consistent with inbound links - Brand/domain (GreenDeals)- 1-2 Target keywords
(Green Coupons/ Green Products )
11 Onsite To Do’s1. Content is king: Quality content vs. quantity of content
1. 150-400 words of unique content per page
2. Keyword insertion: 1-4 target keywords for each 100 words (4% rule) 1. Target Keyword: “BPA Free Water Bottles” 2. Include this keyword 4 times per 100 words
3. Use h1 tags as introductions to your copy1. BPA Free Water Bottles: Steel Water Bottle | 24 oz. $19.99
4. Meta Tags (Title, Description, Keywords)1. Title: 70 Characters2. Description: 140 Characters3. Keywords: 4-10 target keywords
5. Sitemaps (XML – Submit to search engines)1. Google Webmaster Tools (Setup Account):
https://www.google.com/webmasters/tools/home?hl=en2. Add XML sitemap & Track crawl results/errors3. www.ABC.com/sitemap.xml
11 Onsite To Do’s – Onsite (cont.)
6. Url Structure: Keyword rich, separate words with dashes, no special characters1. www.GreenDeals.org/BPA-free-water-bottle (GOOD)2. www.GreenDeals.org/category13/productid8943 (BAD)
7. Always start with target keyword in first sentence of copy on all pages3. “BPA-Free Water Bottles are perfect for gifts…..”
8. Interlinking content4. Link “BPA-Free Water Bottles” in content to page GreenDeals.org/BPA-free-water-bottle
9. Footer copy5. Content in footer of website that is 100-200 words and describes page content
10. Footer links6. Links on footer of page that links to the top pages on website.7. Target: 3-6 footer links
11. Tag images/pictures/videos (ALT Tags)8. Each image should have an ALT tag that is a target keyword.
Please Don’t Do This
• Don’t Steal Content – Duplicate content is bad
• No more than 100 hyperlinks per page
• Stay away from link farms
• Flash is bad (images/videos)
• Text color is same color as background
• Keyword stuff copy (4% rule)
• Duplicate Title Tags/No Title Tags
What to do next1. Check your website rankings
- What keywords are you indexed for- SEMrush.com & Seobook.com
2. Setup Google Webmaster Tools - Sitemap setup correctly- Crawl errors
3. Choose 2-3 target keywords for your website & optimize the copy- Each webpage is unique - target keywords & copy appropriately
4. Check (update) your meta tags
5. What is your h1 tag
6. Fresh Content – Homepage & Site wide
7. Change url structure
8. Do press release (prweb.com)
Tips & Resources• Google Webmaster Tools
www.Google.com/webmasters/tools
• SeoBook www.SeoBook.com & Seobook plugin for firefox
• SemRushwww.Semrush.com (free/paid)
• Google keyword tool www.Adwords.google.com
• SEOmoz.com – Tool and Resource for Tipswww.seomoz.com
• Search Engine Journalwww.searchenginejournal.com
• Search Engine Landwww.Searchengineland.com
http://websearch.about.com/library/quizzes/seo_quiz/blseoquiz.htm
SEO Quiz
Questions?Contact:Jonah MytroQ4 Marketing & Media GroupEmail: [email protected]