small business / local seo 2013 - central ma business expo
TRANSCRIPT
@dan_shure
SEO In 2013
2013 Central MA Business ExpoDan Shure
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What Is SEO?
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Showing Up Here
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Traffic
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Transactions
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Why Does SEO Matter?
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Organic Search Is Growing
Slide source: http://www.slideshare.net/randfish/the-power-of-inbound-marketing
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You Could Be Missing Out On Business
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Or Worse, You Could Be Unintentionally Turning Away Traffic
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Or Worse, You Could Be Unintentionally Turning Away Traffic
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Or Worse, You Could Be Unintentionally Turning Away Traffic
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Or Worse, You Could Be Unintentionally Turning Away Traffic
@dan_shure
Or Worse, You Could Be Unintentionally Turning Away Traffic
https://twitter.com/dan_shure/status/293929126694375424 (Note: this looks to have since been resolved)
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9 Parts
1. Anatomy Of Google2. Types Of Searches3. Myths4. Why Sites Rank5. Basic On Site SEO6. Local SEO7. Mobile SEO8. Content9. Social Media
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Part One – Anatomy Of Google
Live Demo
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Anatomy: 85 Examples
http://www.slideshare.net/crumplezone/beyond-10-blue-links-the-future-of-ranking
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Part Two - Types Of Searches
Live Demo
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5 Myths
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Myth 1 – Use The Keyword Meta Tag
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Myth 2 – Stuff In As Many Keywords As Possible
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Myth 3 – SEO Is a “Trick”
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Myth 4 – Buying PPC Ads Helps Organic Rankings
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Myth 5 – Publish As Much Content On As Many Pages As Possible.
Annoyingly Often.
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Mistakes Hiring SEOs
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Don’t Believe “Guarantees”
No no no no!!!
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Don’t Go With The Cheapest Option
Further reading: http://searchengineland.com/the-hidden-cost-of-cheap-seo-social-labor-131585 http://www.searchenginejournal.com/why-theres-no-such-thing-as-cheap-seo-or-link-building/45932/
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Mostly Avoid “SEOs” Who Cold Call/Email You First
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Get Educated FIRST
• Moz.org• Google Webmaster Guidelines• Google Help Videos• Local SEO Learning Center – GetL
isted• Clarity – Talk To An SEO (Paid)• Google Webmaster Help Forum
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Part Four – Why Sites Rank
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Content
• http://moz.com/blog/visual-guide-to-keyword-targeting-onpage-optimization
• http://moz.com/blog/how-to-rank
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Back Links
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“User Metrics”
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“User Metrics”
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Social Media
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Moz SEO Ranking Study
• http://moz.com/search-ranking-factors (just came out today!)
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Part Five – Basic On Site SEO
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Choosing A Platform
• WordPress
• Static HTML
• Other “CMS” (Drupal, Joomla)
• Don’t – “Hosted” (Yellowpages etc)
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Set Up Analytics & Webmaster Tools
• www.google.com/analytics/
• www.google.com/webmasters/tools/
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Title Tags
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Title Tags
<title>Webpage Title Goes Here</title>
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Title Tags
Bad
“Best SEO, Search Engine Optimization, Web Site Ranking Company, SEO Services Worcester, Boston, The Planet”
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Title Tags
Good
“Search Engine Optimization Services In Worcester, MA – Evolving SEO”
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Title Tags
Local SEO Tip
• Include the city, state in your title tag
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Title Tags
• Google Webmaster Title / Description Resource
• https://support.google.com/webmasters/answer/35624?hl=en
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Web Crawler – Screaming Frog SEO Spider
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Authorship
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Part Six – Local SEO
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Source: http://moz.com/blog/2013-local-search-ecosystems
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NAP – Name, Address, Phone Number
Consistency is Key.
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NAP – Name, Address, Phone Number
Eliminate duplicates.
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Claim Your Google Places Page
• https://www.google.com/business/placesforbusiness/
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NAP - Your Website
• Present in footer
• Clear contact / directions page
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Google Places Categories VERY Important
• Select as many as possible
• Use Google’s suggested categories
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Google Places Categories VERY Important
http://blumenthals.com/?Google_LBC_Categories - Blumenthal’s Google Places Category Tool
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Data Aggregators
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Data Aggregators
• http://www.infogroup.com/• http://www.expressupdate.com/search • http://www.databyacxiom.com/presence-managem
ent.html
• http://www.neustarlocaleze.biz/directory/index.aspx
• http://www.factual.com/
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Tools
• https://getlisted.org/
• https://www.whitespark.ca/local-citation-finder/ (paid)
• https://www.whitespark.ca/citation-building-submission-service (paid)
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Reviews
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Reviews
• Check In Once a Week (or so)
• RESPOND!!
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Reviews
• Link to review profiles from website
• “Encourage” reviews from happy customers
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Part Seven – Mobile SEO
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Your Site HAS To Look Good And Work On Mobile
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Responsive Design
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Check PageSpeed
http://developers.google.com/speed/pagespeed/insights/
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Part Eight - Content
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Define Your Audience
People who are most like to buy my [product/service]….
…are likely also interested in___________________.
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Use Ubersuggest.org
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Use Ubersuggest.org
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Use Ubersuggest.org
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Blogs Are About Conversation
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Teach
Teach & Share – Watch The Classic Video By Jason Friedhttp://youtu.be/Ks2saa38Id4
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Tell A Story
http://www.evolvingseo.com/2013/05/19/moving-to-worcester-ma/
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Curate
Curate – Internet Marketing Conference Listhttp://keyphraseology.com/internet-marketing-seo-conferences/
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Blogs Work, But Can’t Suck
Consistency Is More Important Than Frequency
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Blogs Work, But Can’t Suck
Write as if Google Doesn’t Exist(ie: get traffic from elsewhere)
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No Excuses.
Speechpad
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Part Eight – Social Media
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Register Your Profiles (Even If You Don’t Use Them)
www.knowem.com
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For SEO, Social Is About Showing Engagement
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For SEO, Social Is About Showing Engagement
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No excuses here, either.
http://www.socialmediaexaminer.com/social-media-case-study-victory-auto/
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No excuses here, either.
http://www.socialmediaexaminer.com/social-media-case-study-victory-auto/
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Link To/From Website
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Link To/From Website
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To Conclude
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SEO Takes Work
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SEO Can Make The Web A Better Place
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Not A Zero Sum Game
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Worcester / Central MA has a LOT to gain as a whole.
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Thanks!
Q&A
@dan_shureevolvingseo.com