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Seo 101
- 1. Social Media Breakfast May 23rd #smbcmn
- 2. » Hi- My Name is Steve Slater ˃ Experienced Marketer, Dad, Husband, Blues Guitar Hero, Music Snob ˃ Worked with Small and Mid Sized Businesses ˃ Management Experience with SUPER HUGE Companies ˃ Google Analytics Certified and Google AdWords Certified ˃ Twitter @TheSteve_Slater ˃ Linkedin, Facebook, Google+, Spotify… » Tweet- #smbcmn » Slides will be available at smbcmn.com » I blog about SEO on vimm.com
- 3. 1. The Numbers 2. How Search Engines Work 3. WARNING 4. What is SEO? 5. 6 Actions You Can Take 6. Measure it!
- 4. » In April 2013 more than 20 Billion core searches » In March 2013 Desktop Search Hit all time high of 20.4 Billion core searches » Between March 2012-Dec 2012 searchers using mobile devices went from 90.1 Million to 113.1 Million » How Do you Search? *Source comScore
- 6. Beware the Black Hats •Black Hat SEO •White Hat SEO What’s the Difference? How Bad Can it Be?
- 7. SEO is- • Telling Search Engines What Content on your site is important • This helps increase quality traffic to your site • Goal- QUALITY TRAFFIC
- 8. » Build a strong foundation » Be proud of your site. Remember the end goal is to get users to your site and for them to take action!
- 9. » Write Unique Original Content » Commit to what you are writing about » What makes you different from Competitors?
- 10. » Get Social » Share your content ˃ Facebook ˃ Pinterest ˃ Twitter ˃ Youtube ˃ Linkedin ˃ Reddit ˃ Google+ ˃ Industry Specific Social sites….
- 11. » Build A Neighborhood ˃ Get Links from Chambers of Commerce ˃ Get Links from .edu and .gov sites ˃ Link to and from business partners
- 13. » Claim Local Listings » Be consistent with how you list your address ˃ South St, S. Street, South Street PICK ONE! • These are keys to being found locally • Think of how you search for things
- 14. » Buy your traffic
- 15. » Super Cool Awesome Extra Bonus Tip!!!!!! Have a Mobile Strategy!
- 16. Why? • More Smartphones are activated each day than babies born • 1.3 Million Android devices are activated each day (300,000 babies a day) • Avg. Smartphone has 41 Apps • 79% of Smartphone owners are Smartphone shoppers • 84% of those “Smartphone Shoppers” Use their phone to shop while in a store • Most active in-store resource • 82% Use Search • 62% Visit Store Sites • 50% Visit Brand Sites » *comScore and M/A/R/C Research
- 17. How many of you… 1. Provide a good experience for your customers? 2. Set yourself apart from the competition? 3. Discuss business in a social setting? 4. Network with Business owners? 5. Provide a service to people locally? 6. Pay for advertising?
- 18. » How Many of You… 1. Have a way of monitoring and tracking all of your networking, advertising etc… and know exactly how much of it is working?
- 19. <script type="text/javascript"> var _gaq = _gaq || []; _gaq.push(['_setAccount', 'UA-40006910-1']); _gaq.push(['_trackPageview']); (function() { var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true; ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '.google-analytics.com/ga.js'; var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s); })(); </script>
- 20. » Tell Search Engines What is Important » Why? To generate HIGH QUALITY TRAFFIC » How do you know if the traffic is HIGH QUALITY? » Track it!
- 21. Want a personalized assessment of you site, that includes 5 action items and a 30 minute consult with me? Want to get to know Google Analytics a little better? May 30th Vivid Image at 11 o’clock Bonus White Paper will be available on Vimm.com
Notas del editor
- Google Analytics and AdWords certified means that I have passed exams put in place by Google that prove my competence when using those tools.
- I’ll give you some numbers that tell you why SEO is importantWe will look at how Search Engines workWarningDefine SEO and it’s purpose6 tips you can use today to improve SEOProvide my personal bias to measuring your marketing
- Core searches are desktop searchesMobile GrowthHow do you search?-Information-Images-Shopping-Fun-Cheat in line at the coffee house
- In Sum- Search engines index the web to provide you with the most relevant information possible as quickly as possible. An SEOs job is to be included in that relevant information. Before we talk about some things you can do to be included in that relevant information I need to give you a warning.
- The SEO is always looking for signals and patents to better understand what Google is doing. Unfortunately like everything else there are some rotten apples that spoil the bunch. Those rotten apples are referred to as Black Hat SEO. I love that they call it that. It reminds me of the skit I used to do with my brother when we where kids. Do skit…The difference- Black Hatters attempt to manipulate Googles system to achieve ranking. This is generally a short term gain because Google will identify the spam and change their ranking signals.Once they change the ranking signals they drop the hammer on the black hat site and can bury a website.I’ll give you examples the rest of the way through of a black hat techniques that pop up often,
- We have established that SEO is not black magic and manipulating Google, so what is it?It’s telling search engines what content on your site is important. We do this to increase quality traffic.Quality traffic is more likely to call you or contact you through your website and ultimately spend money with you. This is what we want!
- Step1. Build a site that you can be proud of. The goal of SEO is to get more quality traffic. Would you want to get quality traffic to a site that you are not proud of. It’s no different than cleaning the house before company comes over. If you want them to stay for coffee and dessert you better make them feel comfortableThere are black hat tactics when it comes to site building. It’s a really technical thing, basically it’s building a site where the code (what is indexed) says one thing and the website says another thing. Stay away from that.
- Now that you have an easy to use site that you are proud of it is time to fill it up with content. Who fears or hates writing? There are ways to make writing easy. My tips to making writing easy…Write about what makes you different- Value PropWrite about your community involvement- earn linksWrite about other people- earn linksWrite from a unique perspective- Porta potty mascotsDon’t go crazy… 250 words are about all you need- Why 250? Google needs some context to make sure that your content is in line with your site. Black Hat- unnaturally stuffing keywords into a post. Washing Machines for sale. We sell maytag washing machines and whirlpool washing machines. Our washing machines are better than their washing machines and our washing machines are 10% off. Washing machines are a great way to wash clothes and washing machines save you time….
- Once you have created great content make sure that you share it… and make it easy to be shared. How many of you have read something on line and then clicked the little facebook widget and shared that with your friends? How many friends do you have? With one click that site is being exposed to ___________ people. That’s the power of social. Google wants to know that your content is shared. Use those widgets to show Google that your content is shared.If you use my writing tips above I bet people will share your content. Black Hat tactic- buying followers- common thread black hats want to take something hard and make it easy. There are no shortcuts.Side note- Use Google+ remember that the leader in search is Google. Case studies strongly suggest a correlation between Google+ and SEO results.
- Building a neighborhood is all about links. Who do you want to be associated with and who wants to associate with you. Links do two thingsThey drive trafficThey pass page rank- that magic juice that Matt Talked about. Link building should happen organically. If you have written about someone or some group let them know. When you let them know send them the link and ask them to share it on their site, and on their social media pages. Link to them in your writing. Ask vendors to link to you, ask business friends and people you share leads with to share links with you. Put your website on chamber sites and edu and .gov sites. Black hatters sell links-
- Don’t buy links
- Local listings are like children in a big family-Be consistentThe more you have the more helpful they becomeOnly have quality ones- ok that’s not like kids at allDon’t waste time with low quality directories. Use only directories that you’ve heard of.Be consistent in how you list yourself, with name address phone number categories etc…These listings don’t always drive people to your site- Steve’s storyBlack hatters create low quality link shared directories and make promises based on links and promise traffic.
- Every business has purchased ads. SEM ads are the only ads that target people showing the intent to buy.Injury Attorney1+1=2.25 If you appear in both ads and organic it gives your site a high opportunity to be clicked onOrganic search results are great to help people find you and research you. What often happens is that when someone finds you and researches your product they may later find a competitor to buy from.Personal Law office ranks well for Attorney. I read the blog and find out I need a personal injury attorney. I go back later and google personal injury attorney and the research law office does not appear. I call a competitorRemarketingBlack hatters send robots to click on your ad… Google has proactive teams that remove invalid clicks.
- BOOM! Tip 7. So much data has come out this last week that I couldn’t leave this out. You need a mobile strategy. You need your site to look good on a mobile device, they need to find you on Google Maps, you need to market to mobile users.
- Here’s why
- To sum up the strategy think about how you have marketed your business forever.
- The advantage to approaching this same strategy on the web is that all of this is trackable.
- GA code- my unique approach- I’ve seen lots of advertising dollars wasted, and I’ve heard many objections to advertising because they are afraid it isn’t working. Google Analytics answers that questionGet familiar with Google Analytics- understand it use it. If you take all of my advice this is the only tool that will tell you that your efforts are working. I’m obviously not that in to fitness but think of Google Analytics as the scale and the tape measure to your diet and exercise plan. If you are working out and eating right and the scale confirms you are doing a good job you are more likely to be inspired and keep going.
- Tell search engines what is important. We do this by writing great content, sharing it and linking to it.Why- to get the right people to our site and get them to take actionHow do we know it’s working- track it!