Beginning and Advanced SEO for Beginners Workshop

John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Basic and Advanced
for Beginners
SEO

An SEO expert walks into a bar
bars, pub, tavern, Irish pub,
taverns, local bar, dive,
mini-bar, beer, cocktail…

John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Good SEO hasn’t changed much.

Bad SEO has changed a lot.

Over 150 Billion
Searches Per Month

Over 500 Million
Searches Every Day

2010
Keywords
Backlinks
Rankings
2016
Mobile
User Experience
Content
Backlinks
Speed
Local
Social
Keywords
Rankings
Analytics

SEO
What is SEO and Why is it Important

1.  How Search Works
2.  How to Optimize Onsite and Offsite for Search
3.  How to Track Your Results
Goals for the Workshop

SEO Workshop Outline
SEO Workshop Onpage Optimization
Competitor / Website / Market Analysis
Worksheets

1
How Search Works

Three Kinds of Search
1.  Organic Search
2.  Paid Search
3.  Local Search
What is SEO and Why is it Important
How Search Works

94% of business buyers and
81% of consumers research online
before buying.
How Search Works

36%
12%
9%
7%
6% 4%
56% of Search Traffic Goes to the Top 3 Positions
<
The top 3 positions
get 57% of
the search traffic!
_
How Search Works

36%
12%
9%
7%
6% 4%
36% of all Search Traffic Goes to the #1 Position
<
The #1 position
gets 1/3 of all
the search traffic!
How Search Works

36%
12%
9%
7%
6% 4%
The Bottom 5 Positions Get Only 4% of the Traffic
<
_
The bottom 5 positions
only get 4% of the traffic!
How Search Works

Onsite
Content Relevance
Site/Page Optimization
Website
Architecture
Offsite
Social Mentions
Directories
Citations
Offsite
Backlinks /
Earned Links
Pointing
to the content.
Talking about
the content.
How Search Works

Anatomy of a
Search
Result
How Search Works

2
SEO Basics

Search Engine Basics
1.  Spying On (and Learning From) Your Competitors
2.  Keyword Research
3.  Onsite Optimization
4.  Offsite Optimization
5.  How to Measure Your Success

Competitor Research

Competitor Research
Spying On (and Learning) From Your Competitors
Who is Your Competitor
The website in Position #1 for your keyword!

Can I get that keyword?
Example:
wordpress
wordpress seo
wordpress seo los angeles
Competitor Research

Example:
Keyword:
wordpress
1,160,000,000 results
1
2
3
Competitor Research

Example:
Keyword:
wordpress seo
25,000,000 results
1
2
3
Competitor Research

Example:
Keyword:
763,000 results
1
2
3
Competitor Research

Focus Keyword:
763,000 results
Competitor:
WebTrainingWheels.com
1
2
3
Competitor Research

Competitor Research
Top 5 Metrics in 5 Minutes
Competitor Research: Top 5 Metrics in 5 Minutes

http://www.checkmoz.com/
1. MozRank
“MozRank represents a link
popularity score. It reflects
the importance of any given
web page on the Internet.”
Moz.com

http://google.com
2. Indexed Pages
WebTrainingWheels.com*
337 Indexed Pages
WordPress.org
25,600,000 Indexed Pages
*WebTrainingWheels.com”- Lucy Beer is an
expert WordPress developer and trainer

http://openlinkprofiler.org
3. Backlinks
151 Unique Backlinks
WordPress.org
200,000+ Unique Backlinks

4. Social Media
366 Facebook Likes
WordPress.org
962,799 Facebook Likes

5. Citations
WebTrainingWheels.com - 58 citations
"Lucy Beers"
-site:webtrainingwheels.com "WordPress"
WordPress.org - 956,000,000 citations
"WordPress" -site:wordpress.org
-site:wordpress.com

3
Keyword Research

Keywords
ResearchWhat Are Good Keywords
1.  Broad Keywords
a.  Like the “table of contents” of a book
2.  Targeted Keywords
a.  Like the “index” of a book
3.  Expanding Keywords with Descriptors
4.  Long Tail Keywords
5.  Geo Targeted Keywords

1.  Start with Your Primary Business Products or Services
2.  Create List for One Keyword Topic at a Time
3.  Google Those Keywords / Phrases Using Google Options
4.  Create Big! Big! List
5.  Google Keyword Planner
Keywords
ResearchKeyword Research Process

1.  Find the right Focus Keyword
2.  Find the words and phrases your
customers use instead of industry jargon.
3.  Look for synonyms / LSI keywords
(Latent Semantic Indexing)
4.  Add qualifiers and descriptors
Keywords
ResearchDevelop a List of Keywords

Keyword Research
Keyword Planner
1.  Traffic levels
2.  Competition levels
3.  Stage of the marketing funnel
4.  Value of conversion
https://www.google.com/adwords/get-started/

Keyword Research
Keyword Planner
wordpress seo plugin
best wordpress seo
wordpress seo guide
wordpress seo theme
wordpress seo tips
wordpress seo plugins
best wordpress seo plugin
wordpress tags seo
wordpress seo by yoast

4

4
Onsite Optimization

1.  Onpage Optimization
2.  Website Architecture / Navigation
Onsite Optimization
Two Primary Components of Onsite Optimization

1. URL: https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/
2. Title Tag: "What is SEO and Why Do You Need It"
3. Meta Description: “SEO drives over 50% of all traffic...”
4. Headings: <H1> ”What is SEO and Why Do You Need It”
5. Subheads: <H2> “How Do Search Engines Work”
6. Image Alt Tags: "John Bolyard SEO Keyword Research Moz OSE"
7. Content: First Paragraph “Search Engine Optimization (SEO) is the process...”
Onpage Optimization:
Page “What is SEO and Why Do You Need It”
Onsite Optimization

Website Architecture / Navigation
Onsite Optimization

5
Offsite Optimization

Three Primary Components of Offsite Optimization
1.  Backlinks
2.  Social Mentions:Retweets / Shares / Likes / Pins
3.  Directories / Citations

Backlinks
Backlinks are votes of
confidence for your website.
Backlinks are the most
important offsite optimization
strategy.

Social Mentions
Likes / Retweets / Shares / Pins
Google says that social signals are not
part of their algorithm.
Websites that track Google’s algorithm
see indications that social signals do
influence Google search rankings.
http://backlinko.com/google-ranking-factors

Directories / Citations
Citations are mentions of your Name, Address, Phone: NAP
1.  Name
2.  Address
3.  Phone
WebTrainingWheels.com - 56 citations
"Lucy Beers" -site:webtrainingwheels.com "WordPress"

Social Media
5
Social Media

Social Media
Shares / Likes / Tweets / Pins
Google is looking at how your visitors
engage with you.
Optimize your social media
with the same keywords.

Social Media
Shares / Likes / Tweets / Pins
Rules for Social Media
1.  Be fully engaged or don’t use social media
2.  Only do social media if you customers do
3.  There is to more social media than Facebook

5
Content

Content
It All Starts with Content
Be Different!
50% of your efforts
should be on content
creation.

Content
Be Different!
50% of your efforts
should be on content
creation.
50%!
<

Your Purpose :^)
The purpose of SEO is to allow Search Engines to understand what your
content is about so you get to the top of the search results.
Content

Your Purpose :^)
The purpose of SEO is to allow Search Engines to understand what your
content is about so you get to the top of the search results.
Google’s Purpose ;^)
Google wants to pull the newest, most relevant content to the top of the
results page because that’s where the most expensive ads are.
Content

1.  Website architecture
2.  Internal linking structure
3.  Meta data / rich snippets / microdata
4.  Page / Post content optimization
Content
Content Structure

Google
1.  Generates social mentions
2.  Draws backlinks
3.  Builds site authority / relevance
Content

Google
1.  Generates social mentions
2.  Draws backlinks
3.  Builds site authority / relevance
Content
You
1.  Keeps and converts visitors

1.  Single keyword topic per page
2.  Highly relevant, very high quality content
3.  Video content
4.  650+ words
5.  5%+ keyword density
Content
What is Good Content

1.  High engagement
2.  Low bounce rate
3.  High visitor return rate
4.  Longer dwell times
Content
What is Successful Content

1. DO NOT stuff keywords
2. DO NOT buy backlinks
3. DO NOT have duplicate content
4. DO NOT submit to sites that are only backlink sites
5. DO NOT reciprocate backlinks
6. DO NOT use automated submission services
7. DO NOT try to trick Google
Content
Keyword and Content Don’ts!

7
Local Search

1.  Google favors local businesses
with local addresses
2.  Local search is about creating
backlinks and listings in local
directories
Local Search
Optimize for Local Search

Local Search is Really Offsite Optimization
1.  Great Content with "local signals"
2.  Optimize Your “Google My Business” listing
3.  Backlinks to Your Website
4.  Citations / Your Name, Address, Phone (NAP)
5.  Reviews
6.  Social Media
Local Search

A Word on Building Citations
1.  NAP: Name Address Phone - Exactly the Same!
2.  ONLY list with websites indexed by Google
3.  DMOZ listing is great!
4.  Use keywords in title, description, content
5.  Submit manually
6.  Change the descriptions a bit ...avoid duplicate content
7.  Keep track and update periodically
Local Search

7
Mobile

1.  “Mobile Friendly” (responsive)compliance
is now a major search ranking factor.
2.  This will only affect mobile rankings (for now)
3.  Google’s Mobile Friendly Tester
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile
Google Mobilegeddon Algorithm Update

Non-responsive websites just
become smaller versions of
themselves.
Responsive websites “respond”
to the width of the device.
Mobile

7
Measure Success

How to Measure Your Success
Google Analytics
Google Search Console

Google Analytics
Three Basic Google Analytics Metrics:
1.  Audience: Who are your visitors
2.  Acquisition: How did they find you
3.  Behavior: What did they do when they got there

Google Analytics
Important Audience Analytics:
1.  Geo-location
2.  New vs Returning
3.  Frequency & Recency
4.  Engagement
5.  Mobile
6.  User Flow

Google Analytics
Important Acquisition Analytics:
1.  Organic Search
2.  Direct
3.  Referral
4.  Social
5.  Queries
6.  Landing Pages

Google Analytics
Important Behavior Analytics:
1.  Behavior Flow
2.  All Pages
3.  Landing Pages
4.  Exit Pages
5.  Site Speed
6.  Speed Suggestions

Search
1. Clicks
2. Impressions
3. CTR
4. Position
Search Analytics:
1. Queries
2. Pages
3. Countries
4. Devices
5. Search Type

Other Resources:
1. Google My Business
2. PageSpeed Insight

8
Takeaways!

Takeaways
Google and SEO
1.  Start with optimized content
2.  Optimize your website
3.  Engage your visitors
4.  Backlinks
5.  Extend your reach into social media
6.  Convert your visitors

Exercises
1.  SEO Workshop Onpage Optimization
2.  Competitor / Website / Market Analysis
3.  Keyword Planner (if time permits)

8
Extras

5 Easy Ways to
Improve
Site Performance
Our 10 Minute Website Checkup

1.  Check your site for crawl errors - https://www.google.com/webmasters/
2.  Test your site for load time - http://tools.pingdom.com/fpt/
3.  Scan your site for malware - https://sitecheck.sucuri.net/
4.  Installed Google Analytics -
https://www.google.com/analytics/sign_up.html
5.  Check for broken links - https://validator.w3.org/checklink
Our 10 Minute Website Checkup
5 Easy Ways to Improve Site Performance

Keyword Scrapers
1.  http://www.ubersuggest.org
2.  http://soovle.com/
3.  http://tools.seobook.com/general/keyword-information/
4.  http://www.zuula.com/
5.  http://www.keywordbuzz.net/
Search Tools

Contact:
John Bolyard
John@JohnBolyard.com

Beginning and Advanced SEO for Beginners Workshop

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