seo fundamentals: 5 seo basics to improve your google rankings
TRANSCRIPT
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SEO Fundamentals 5 SEO Basics to Improve Your Google Rankings
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Housekeeping Items
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1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
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#wm123
@bradleywjoe
1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
![Page 5: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings](https://reader034.vdocuments.us/reader034/viewer/2022052619/55547fcbb4c9050f348b4d46/html5/thumbnails/5.jpg)
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What is at Stake Search engine use is growing rapidly
Currently, there are more
than 3 billion
searches/day on Google
Courtesy: SEOmoz
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Source : Jupiter Research, 2010
If you are not on the 1st page, you are invisible to most searchers
Search Engine User Behavior
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Search bots follow links to get from page to page
1 How Do Search Spiders Crawl the Web?
Home Page
Category Level Page
Product Level Page1
Product Level Page2
Data Center
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• Crawling:
• Discovering new and updated pages on the web • Daily, weekly, monthly
• Indexing:
• Compiling data from crawls into data centers
• Serving Results:
• Based on relevancy • Over 200 factors considered • Content, keywords, links
Search bots follow links to get from page to page
1 How Do Search Spiders Crawl the Web?
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Key Action #1
1. Do a site: search on your homepage.
2. How many pages of your website does Google recognize?
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#wm123
@bradleywjoe
1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
![Page 11: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings](https://reader034.vdocuments.us/reader034/viewer/2022052619/55547fcbb4c9050f348b4d46/html5/thumbnails/11.jpg)
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Investigate Google Insights to compare long-term trends: www.google.com/insights/search
2a Keyword Optimization
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Select a mix of both “head match” and “long tail” keywords
2a Keyword Optimization
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• Best Practices
• Have a mix of both generic and
“long-tail” terms
• Do not focus just on search volume
• Google your proposed search terms
to see if the sites ranking on page 1
are relevant to what your business
offers
• Look at search trends for your
proposed keywords
• Expand on your keywords by finding
variations
2a Keyword Optimization Keyword selection is important because it determines the course of your campaign
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• Search engines learn what your site is about by reading your content
• Optimal site content will sound natural to readers but also include mentions of targeted keywords
2b Website Content How to write for search engines
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• Best Practices
• Write for humans
• Proofread
• Grammar
• Tone of voice / natural writing style
• Avoid Doing These
• Try to trick search engines with manipulative tactics
• Have website based entirely in Flash
• Overusing your keywords: Read it out loud!
Develop naturally written, “non-spammy” content
2b How to Include Keywords Without Overusing?
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What We See
2b Website Content What Google Sees
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2c Meta Content
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Main Elements Consist of:
a) Page Title
b) Description
c) And sometimes… Keywords
What it is
2c Meta Content
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Facebook Groups: B2B Lead Gen
Keywords in the First or Second Position of the Page Title Have the Highest Impact!
Include descriptive keywords and phrases in page titles
2c Meta Content
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2d Develop Content Silos Consider your site’s thematic structure
• Thematically Group Pages
Around Keywords
• Link Pages Within The Same
Groups To Further Strengthen
Theme of Website
• Search Engine Spiders Can
See a Theme Across Your Site
That Makes Sense
Mobile
Enterprise
SMB
Other Relevant Internal Pages
Mobile SMB Enterprise
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Develop a “mapping” document that targets 3-5 keywords per page
2d How Many Keywords To Target Per Page?
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2e Inbound Links Links from other highly relevant websites, back to yours
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Inbound Links
• From external sites
• Serve as “votes” telling search engines
that your site is useful and relevant.
Internal Links
• Links within your site, connecting your
internal pages
• Makes your site look more cohesive to
Search Engines and strengthens the
theme of your site
mysite.
com
2e Inbound Links vs. Internal Links Differences between types of links
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Home
Page
Category Page
Domain Authority
Products
Page
Sample Keywords • CRM software • Customer relationship management
Example No. Links
Sample Keywords • best CRM solutions • hosted CRM
100
30
10 Sample Keywords • Mobile CRM tools • CRM for enterprise
2e Link Proportioning A sample link building strategy
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Don’t build all your links at once
Not all links are created equal
Reciprocal-linking is no longer as effective
Linking from sites that are legitimate and relevant will give you more link value
2e Link Proportioning Inbound link FAQs
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Key Action #2
1. Do a cache: search for your homepage
2. View the “text only” version
3. Identify the most widely used keyword on the homepage.
4. Does this align with your SEO strategy?
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#wm123
@bradleywjoe
1 Getting Found by the Search Engines Learn how Google discovers, indexes, and ranks
webpages
2 The 5 Fundamentals SEO best practices for keyword selection, on-page, and
off-page optimization
3 Measuring Success How to monitor and improve your SEO results
Webinar Agenda
![Page 28: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings](https://reader034.vdocuments.us/reader034/viewer/2022052619/55547fcbb4c9050f348b4d46/html5/thumbnails/28.jpg)
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Why SEO matters
3 SEO is a Means to an End
Keyword
Rankings
Increased
Traffic
Lead and
Sales
1
2
3
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Measured on a weekly, bi-weekly, or monthly basis
3 Keyword Rankings
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Filter out “branded” traffic
Measures effectiveness of SEO program
3 Organic Search Traffic
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Set up Goals
• Define conversions for your business goals
• Set your goal values
• Analyze which keywords are leading to more
conversions and work to strengthen them in your
links and content
• Consider removing poor-performing keywords from
your campaign
• Observe where visitors abandon the goal path and
analyze the data to determine why
Ties SEO effectiveness to lead and sales flow
3 Goal Tracking
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On-Page Changes
Link Building
Tracking Spider Crawls
Monitoring Visitor Analytic Data
Measuring Improvement in Rankings, Site
Engagement, and Lead Flow
On a monthly basis, on and off-page optimizations need to work in tandem to drive continued success. Rely on analytics to guide decision making.
3 The SEO Process
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Key Action #3
1. What is the goal of your website (leads, form fill outs, sales)?
2. Can you identify the top 5 keywords that drove the most leads/sales last month?
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• Begin Optimization Now: Capitalize on your core keywords
before the competition does. Identify your top keywords and who
ranks highly for those terms today.
• SEO Success Takes Time and Resources: Executing SEO
correctly requires full-time resources. Optimizing for a set of
keywords requires relevant content, inbound links, and website
structure.
• Achieve 2012 Marketing Goals: SEO is the most cost-efficient
way to generate qualified sales and leads. Take advantage of
search demand for your industry and leverage this to achieve
your 2012 business plan goals.
Key Takeaways
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Thank You!
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Contact Us about Qualifying for a Complimentary Analysis
- “Cost of the Problem” Analysis: Discover the cost of not
ranking in the top positions on search engines. How much
revenue is being lost to competitors with the best rankings?
- Competitive Report: Find out where you rank against your top
competitors and what tactics they’re employing
- ROI Tracking: Detailing the keywords and sources that visitors
are using to discover your website and if those visitors are
converting into leads and sales
Please contact:
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Calculating the Cost of the Problem By applying standard conversion metrics throughout the purchasing funnel, we can identify lost revenue on a monthly basis