Presentation for the Boca Raton Chamber of Commerce Search Marketing Panel on June 15, 2012 at Florida Atlantic University. Search Engine Optimization (SEO) topics include: Introduction to SEO Basic Components of SEO On-page SEO, External SEO, and Content Link Velocity, Link Diversity, Link Quality Local SEO topics include: Introduction to Local SEO Google Places Google+ Local

1. Jeff
Klein,
Webmaster,
NCCI
June
2012
SEO and Local SEO
Boca
Raton
Chamber
Tech
Panel
Florida
AtlanBc
University
June
15,
2012

2.
SEARCH
ENGINE
OPTIMIZATION
(SEO)

3. Search
Engine
Op;miza;on
What
is
Search
Engine
Op;miza;on?
• Search
Engine
OpBmizaBon
(SEO)
is
the
process
of
improving
the
visibility
of
a
website
in
a
search
engine’s
natural
or
unpaid
search
results.
Example:
TenGoldenRules.com
• SEO
Efforts
• Keyword
research
• Added
valuable
content
• OpBmized
meta
tags
• Results
• High
rankings
• Targeted
traffic

4. Search
Engine
Op;miza;on
Basic
Components
of
SEO
–
On-­‐page
SEO
1 2 3
On-­‐page
SEO
External
SEO
(Link
B uilding)
Content

5. Search
Engine
Op;miza;on
On-­‐Page
SEO
–
Keyword
Research
• What
are
the
terms
your
users
are
actually
using?
• Relevance,
search
volume,
compeBBveness,
and
commerciality

6. Search
Engine
Op;miza;on
On-­‐Page
SEO
–
Meta
Tags
• HTML
codes
inserted
into
the
header
on
a
web
page
• Help
tell
search
engines
and
users
what
your
site
is
about
• Title,
descripBon,
and
keyword
tags
• Keyword
rich,
compelling,
and
user
focused

7. Search
Engine
Op;miza;on
On-­‐Page
SEO
–
Internal
Link
Structure
• Links
from
one
page
of
a
website
to
a
different
page
on
the
same
site
• Helps
search
engines
(and
visitors)
navigate
your
website
and
discover
your
content
• Keyword-­‐rich
anchor
text

8. Search
Engine
Op;miza;on
Basic
Components
of
SEO
–
External
SEO
(Link
Building)
1 2 3
On-­‐page
SEO
External
SEO
(Link
B uilding)
Content

9. Search
Engine
Op;miza;on
Link
Building
–
Link
Velocity
• The
rate
at
which
you
get
incoming
backlinks
to
your
website
• Consistency
is
the
key,
build
backlinks
each
and
every
month
• Be]er
to
build
100
links
every
month
for
a
year
than
building
1,200
backlinks
in
a
single
month
and
then
stopping

10. Search
Engine
Op;miza;on
Link
Building
-­‐
Diversity
• Anchor
text
diversity
• Types
of
links:
blog
comments,
directory
sites,
social
bookmarking,
arBcle
markeBng,
press
releases,
video
markeBng
• Resources:
• Open
Site
Explorer
-­‐
h]p://www.opensiteexplorer.org/
• Backlinkwatch.com
-­‐
h]p://backlinkwatch.com/

11. Search
Engine
Op;miza;on
Link
Building
–
Quality
• Relevance:
Links
from
a
page
about
the
targeted
keywords
• Contextual:
Links
within
relevant
text
content,
located
in
the
main
content
secBon
of
the
web
page
(as
opposed
to
in
the
sidebar
or
footer)
• AuthenBc:
One-­‐Way
(non-­‐reciprocal)
links,
unpaid

12. Search
Engine
Op;miza;on
Content
• Generate
Interest
• Create
unique
and
interesBng
content
with
real
value
• Build
Authority
• Become
a
trusted
resource
within
your
market
• Promote
Sharing
• People
want
to
share
quality
content
• Social
proof
as
a
ranking
factor

13. Search
Engine
Op;miza;on
Google
Updates
• Google
uses
over
200
ranking
factors
and
changes
their
algorithm
over
500
Bmes
per
year
Google
Panda
–
February,
2011
• Designed
to
reduce
rankings
of
“low-­‐quality”
sites
• First
penalty
that
went
ader
sites
with
“thin
content”
such
as
scraper
sites
and
content
farms

14. Search
Engine
Op;miza;on
Google
Penguin
–
April,
2012
• Designed
to
be]er
catch
violators
of
Google’s
guidelines
• Aggressive
exact-­‐match
anchor
text
• Low-­‐quality
arBcle
markeBng
and
blog
spam
• Keyword
stuffing
in
internal/outbound
links

15.
Local
Search
Engine
Op;miza;on
(Local
SEO)

16. Local
SEO
What
is
Local
Search/Local
SEO?
• Any
search
made
with
local
intent
(finding
something
in
a
specific
geographic
area).
Example:
Miami
Plumber
• Local
SEO
is
the
process
of
improving
the
visibility
of
a
website
or
web
page
in
search
engine’s
unpaid
LOCAL
search
results
Why
is
Local
SEO
Important?
• People’s
search
behaviors
are
changing
• 66%
of
Americans
use
local
search
to
find
local
businesses*
• 54%
of
Americans
have
replaced
phone
books
with
Internet
and
local
search*
How
do
you
search?
Source:
Comscore

17. Local
SEO
Local
Search
in
Google
–
Google
Places
• UnBl
recently,
local
search
in
Google
took
the
form
of
Google
Places
• A
digital
Yellow
Pages
for
consumers
seeking
local
businesses
• Address,
hours,
service
areas,
photos,
videos
and
more

18. Local
SEO
Local
Search
in
Google
–
Google+
Local
• Google
recently
replaced
Google
Places
with
Google+
Local
(5/30/2012)
• Your
online
business
hub
across
Google
Search,
Maps,
and
Google+
• Google+
Local
LisBng
includes:
• Address,
hours,
service
areas,
photos,
videos
and
more
• Richer
content,
more
versaBle,
and
more
“social”
opBons
• Zagat
30-­‐point
raBng
scale
and
summaries
• Replaces
Google’s
5-­‐Star
raBng
• Separate
scores
for
food,
service,
and
atmosphere

19. Local
SEO
–
Google+
Local

20. Local
SEO
How
To
Get
Started
• Check
to
see
if
you
have
an
unclaimed
page
first
• Search
for
your
business
name
or
phone
number
• Create
your
business
lisBngs:
• Google
Places
h]p://www.google.com/+/business/
• Bing
Business
Portal
(beta)
h]p://www.bing.com/businessportal
• Yahoo
Local
h]p://lisBngs.local.yahoo.com

21. Local
SEO
Ac;on
Items
• Make
sure
your
website
is
opBmized
for
the
right
keyword
phrases
• Check
your
website’s
current
visibility
in
Google
• Use
the
same
name,
address
and
phone
number
everywhere
online
• Use
tracking
phone
numbers
• Develop
a
system
for
capturing
customer
reviews
• Commit
to
a
consistent
link
building
campaign

22. Search
Engine
Op;miza;on
Ac;on
Items
Know
Y
our
Define
Y
our
Track
Y
our
Numbers
Goals
Results

23. Thank
You!
@JeffKlein
Email:
jeff_klein@ncci.com
Web:
www.ncci.com
www.jeclein.com