SBDC Tune Up Your Site for Search Engines
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A presentation on the basics of search engine optimization I gave to local business owners at the Arizona Small Business Development Center in September, 2009.
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SBDC Tune Up Your Site for Search Engines
- 1. Are You Hiding from Customers?Tune Up Your Site for Search EnginesSeptember 10, 2009
- 3. President of Eight Trails
- 4. Smarter websites and online marketing20+ years advertising and marketing Interactive director Creative director Writer Led the design and development of more than 50 websites
- 5. Now Tell Me About You How many B2B businesses? How many B2C businesses? Business size? Already have a website? Have done some SEO? DIY DIFM
- 6. Tune Up Your Sitefor Search Engines Today’s agenda
- 7. What Is SEOand Why Does It Matter?
- 8. What is SEO? AKA Search Engine Optimization, Search Optimization Improvements to your website – and related to your website – that improve your site’s ranking in search engines
- 9. Why Does SEO Matter? Traditional advertising is interruptive Conversely, when someone does a search, they have self-identified as a potential buyer Get found by the people who are looking for your product or service Don’t hide from your customers!
- 10. SEO vs PPC SEO or Search Engine Optimization helps you with your organic or natural search rankings PPC, Pay Per Click, or Paid Search is not affected by what you do with SEO
- 12. Top 10 Rank is Critical Source: http://www.seoresearcher.com/distribution-of-clicks-on-googles-serps-and-eye-tracking-analysis.htm
- 13. What is Google’s Purpose? To deliver useful, relevant results to their searchers
- 14. What determines your rank? It’s all about relevant results for searchers On-site factors, such as Page title Headings Text Off-site factors, especially In-bound links
- 16. Optimizing is a 5-Step Process Keyword research Site updates Submit to search engines and directories Build links Measure and adjust
- 17. Step 1: Keyword Research Generate a seed list Ask your customers Ask your front-line employees Look at analytics or server logs Use tools to expand your list Evaluate and rank your keywords by High search volume High relevance Low competition
- 18. High Search Volume Get search volume estimates Google Keyword Tool adwords.google.com/select/keywordtoolexternal Wordtracker freekeywords.wordtracker.com Keyword Discovery www.keyworddiscovery.com/search.html
- 20. High Relevance Are the people searching for that term likely to be buyers? The more precise the search, the closer they are to buying Bicycles Mountain bikes Mountain bike reviews Cannondale mountain bike Cannondale hardtail Cannondale F3 Caffeine Cannondale F3 Caffeine Phoenix
- 21. Low Competition You can’t be number 1 for everything Use long tail keywords
- 23. Select Your Keywords Start with a manageable number – 10-20 Match the keywords to relevant pages of your site One keyword per page
- 24. Step 2: Optimize Your Site Focus on content Fix the major problems Get help with the tougher things
- 25. Content – Visible Domain name Page title URL Headings – H1, H2, H3 Text
- 27. Content – Hidden Keywords Description Image alt tags
- 28. Structure Separation of content and presentation Important stuff first Text-based navigation Flat directory structure
- 30. Structure Don’t build your site in Flash! What Not to Do: Yeti Cycles
- 31. Other On-Site Factors Custom error page Currency of content Site map Robots.txt
- 32. Off-Site Factors Inbound links Domain authority Quality of anchor text Bad Good
- 33. Step 3: Submit Your Site Search Engines Google Bing Directories Yahoo Open Directory (dmoz.org) JoeAnt Business.com
- 34. Step 4: Link Building Blogs Forums Press Releases Don’t buy links Don’t bother with link exchanges Most social media sites use “nofollow” tags so they don’t helpyour site get better ranking
- 35. Step 5: Measure Google Analytics Referrers Search terms Authority Labs Position monitoring
- 37. Adjust SEO is a process Give it a few months to see results Adjust and refine regularly based on what you measure
- 38. The Eight TrailsBaseline SEO Audit
- 39. Resources EightTrails.com SEOmoz.com SEObook.com SearchEngineLand.com
- 40. Questions? Comments? Ed Tankersley EightTrails.com ed@eighttrails.com @EightTrails 602-361-2001
Notas del editor
- Distribute cards. Make sure sign up sheet is circulating.
- BE HERE BY 8:10We’re going to get a general overview of what search engine optimization is and why it’s importantWe’ll look at the key factors that influence search rankingWe’ll talk about how you can optimize your website for those factorsWe’ll do a baseline SEO audit of one of your websites
- BE HERE BY 8:30
- BE HERE BY 8:40
- Google cache check
- Google link check
- BE HERE BY 9:00
- BE HERE BY 9:15Distribute checklists