seo fundamentals: 5 seo basics to improve your google rankings

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SEO Fundamentals 5 SEO Basics to Improve Your Google Rankings Dial: +1 (314) 627-1517 Access Code: 693-558-274 @webmarketing123 @bradleywjoe #wm123

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Page 1: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

SEO Fundamentals 5 SEO Basics to Improve Your Google Rankings

Dial: +1 (314) 627-1517

Access Code: 693-558-274

@webmarketing123

@bradleywjoe

#wm123

Page 2: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

#wm123

@bradleywjoe

Are the slides available?

Yes! Please email [email protected]

We want to hear from you!

@webmarketing123

facebook.com/webmarketing123

Want to learn more?

Contact us for a complimentary SEO Diagnostic. Details

at end of webinar.

Housekeeping Items

Page 3: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

#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 4: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

#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

#wm123

@bradleywjoe

What is at Stake Search engine use is growing rapidly

Currently, there are more

than 3 billion

searches/day on Google

Courtesy: SEOmoz

Page 6: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 7: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

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

Page 8: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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?

Page 9: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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?

Page 10: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

#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

#wm123

@bradleywjoe

Investigate Google Insights to compare long-term trends: www.google.com/insights/search

2a Keyword Optimization

Page 12: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

Select a mix of both “head match” and “long tail” keywords

2a Keyword Optimization

Page 13: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 14: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

• 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

Page 15: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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?

Page 16: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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What We See

2b Website Content What Google Sees

Page 17: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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Main Elements Consist of:

a) Page Title

b) Description

c) And sometimes… Keywords

What it is

2c Meta Content

Page 18: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

Main Elements Consist of:

a) Page Title

b) Description

c) And sometimes… Keywords

What it is

2c Meta Content

Page 19: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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

Page 20: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 21: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

Develop a “mapping” document that targets 3-5 keywords per page

2d How Many Keywords To Target Per Page?

Page 22: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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2e Inbound Links Links from other highly relevant websites, back to yours

Page 23: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 24: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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

Page 25: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 26: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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?

Page 27: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

#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

#wm123

@bradleywjoe

Why SEO matters

3 SEO is a Means to an End

Keyword

Rankings

Increased

Traffic

Lead and

Sales

1

2

3

Page 29: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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Measured on a weekly, bi-weekly, or monthly basis

3 Keyword Rankings

Page 30: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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Filter out “branded” traffic

Measures effectiveness of SEO program

3 Organic Search Traffic

Page 31: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 32: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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

Page 33: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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?

Page 34: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

• 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

Page 35: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

Thank You!

Page 36: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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@bradleywjoe

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:

[email protected]

Page 37: SEO Fundamentals: 5 SEO Basics to Improve Your Google Rankings

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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