Going Online SEO Presentation

Copyright: Paul Vesely

Going Online

How to get your new business online and how to get yourself found


Paul Vesely

• Over 7 years in the online marketing world• Experience in

– Web Development– User Interface Design– SEO– PPC

• Education:– Degree in Commerce (Marketing & Management)– Certificate IV in workplace training

• Currently work as a Web Strategy Manager• Also consult and lecture/trainings


Training Agenda

– Tools to start your own website– Promoting you website• Onpage optimization• Offpage optimization

– Utilizing Social Media– Facebook, Twitter, LinkedIn– Website tools– Marketing your business– Generating leads for success


Make your website

• Where to host it?• What domain to buy?• What top level domains

suits your business need?• What platform to build

your website on:• Wix, Weebly• WordPress, Joomla, Droopal• Professional Web Developer

Ensure you have a CMSControl over basic design, text, pictures etc


Search Engine Optimization

• SEO is the process of optimizing a website in a way that allows it to perform well in search engines, such as ranking extremely high for targeted keywords.

• The primary goal of SEO is to increase the traffic for a website.

• The secondary goal of SEO is to increase conversion rates (depends on goal of website and product/service offered).


Where does SEO help?

Paid Search

Using Google AdWord – Pay Per Click

Organic Search

Content relevant to searches


SEO Approaches

• SEO – Search Engine Optimisation– The Process of improving the volume and quality of traffic

to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords.

– SEO involves:• site coding (meta coding)• content optimisation• navigation (internal links)• link exchanging (external links)


Two concepts of SEO• On page SEO – content

• Off page SEO - links


How do you get search engines to notice you?

• On Site (content):– Descriptive domain names (Where in the world are you?)

– Title tags – not spamy, unique per page, not longer than 58 characters– Meta tags (key word & description) & robot tags– Body text:

• Keywords (next slide)• Anchor text hyperlinks• Key word repetition, repetition, repetition – not over 6% keyword density

– Specific body content (Not everyone enters through the front door)

– Correct usage of H1 and H2 formatting styles– Multimedia like videos & pictures– Tagged pictures (Alt Tags)– Fast page load times


Keywords

• “If its not written on your site, how will people find you”?

• Use of landing pages• Keyword research – using adwords tool:– Local search volumes– Global search volumes– Competition

• Search Insights:– Compare up to 5 words


More Onpage Optimization– Friendly navigation– Clear call to action– Easy Contact Us

• Form – use Captcha for anti spam• Ph number• Try not to write full email address

– Comments onpage• Disqus - free


Off site• Off Site (inlinks/backlinking):

– Wikepedia– Ezines– Blogs & Forums– Squidoo, Reddit, delicous, dig, stumbleupon– Facebook, linkedIn, Twitter

• Here’s a good trick: type eg - links:transcriptionforeveryone.com

• Submit Your Site to Key Directories• Submit Your Site to Industry Sites and Specialized Directories• Request Reciprocal Links• Write Articles for Others to Use in their Newsletters• Begin a Business Blog (next few slides)• Issue News Releases• Comment on blogs/news with backlinks


Break


Blogging• You can have an:

1. Onsite Blog2. Offsite Blog

• Both are useful for different goals, yet both should follow similar ‘blogging rules’

• Update often– What is “often”?– Most agree at least once a week new content is needed. You can update once

a day.• Centered around 1 keyword and specific to 1 topic

– Best to stick to the rule to keep the KW in the:• H1 of the blog,• 3 times in the body text and• Ensure the KW is in the url


Types of blogs• Two main different types of blogs

1) Onsite blog• Updated content when Google scrawls site (very important)• Additional KWs• Great casual way of updating your site visitors about new products• Extra internal links (can be anchor text links)

2) Offsite blog• One way inlinks• Great area to swap links as part of a ‘link weave’ (aka link wheel)

– Build up page rank for your blogs themselves so they have power and a voice in the industry

– Share link juice to a variety of your websites to keep a non circular flow of links (and no mutual links meaning you should not backlink from your websites to your blogs)

• The blogs themselves can rank organically and lead to more business


Make your blog count

• The more often you update and submit to social bookmarking sites the more your blog in general will rank organically

• Submit to (a few examples):– Reddit– Diggit– Stumbleupon– LinkedIn Groups– Facebook pages– On your blog:

• Facebook like button• “Add this”• Google +1 button


Blog Content• Not too long (around 2 paragraphs).• Based around 1 topic• Not always linking back to your website• Finding inlinks for the blog• Can use youtube clip or recent online NP article• Not formal language (in general)• Needs activity at least once a week• When we write the blogs they must use:

1) Researched KW’s and2) Anchor text hyperlinks


What does a spider see?

• Add Google tool bar and page rank to your browser.

• Click on the cached snapshot of the page.• Google 's cache is the snapshot taken of the

page as it was crawled by spiders eg googlebot on the web.

• View text only


Google’s secret algorithm• This is what makes Google so powerful as a search engine

finding relevant links for its users.

• The Google algorithm is a tightly guarded secret (and insiders say constantly changing).

• Basic’s:1. Text matching (from your search terms)2. Page rank


Caffeine and Panda updates

• Caffeine & Panda appears to put more emphasis on social media such as Facebook, My Space and blogs

• Unique content and page load times• Even with the changes, most white hat

optimization tactics will continue to prevail


Algorithm changes for Google

• Each algorithm change is supposed to revitalize the Google algorithm to provide users with a better search experience

• The official word is that the update is: "the first step in a process that will let us push

the envelope on size, indexing speed, accuracy, comprehensiveness, and other

dimensions."


Your response to Google’s Algorithm

• Higher keyword density. – no more than 7% keyword density• Faster index. Most people report queries are returned at faster speeds.• New – Indstant Page launch in the next few months• Fresher results. Results are more current, including blog posts from the last few days.• More emphasis on social media. SERPs contain more sites like Facebook, LinkedIn,

Blogger, etc. • Less emphasis on universal search. While this is a popular feature and was also

implemented by other search engines, it doesn't help Google's paid search revenue. Therefore, universal results will be moved lower on the page to make paid search more visible.

• Increased prominence of video. While news and image listings moved further down the page, SERPs are prominently featuring video listings.

• Keywords in domain name. Google has always favored keywords in the domain name, and the new SERPs seem to weigh keyword domain names even higher. If you're launching a new site, a microsite with your keywords embedded within the URL might be wise.


What tactics to use?• Create a site with clear hierarchy and text links. • Create a site map with links to important pages. • Create information-rich pages describing your content clearly and accurately. • Use keywords in text. • Give preference to text over images. • Make <title> elements and ALT attributes descriptive and accurate. • Check for broken links and correct HTML. • Keep outbound links on a given page to a reasonable number (<3 per page). • Avoid hidden text or hidden links. • No cloaking or sneaky redirects. • Don't load pages with irrelevant keywords. • Don't create multiple pages, subdomains, or domains with duplicate content. • Don't create pages with malicious behavior (phishing, viruses, trojans, badware).


Tools for measurement• Webmaster Tools

– Submit sitemaps.xml– Fix all html errors– Check page load times– See keyword entry– See inlinks

• Analytics– Make weekly/monthly reports– Geographic– Entry sources– Bouce rate/time on site/pages viewed per visit

• Yahoo site explorer– Inlinks

• Bing Webmaster– Submit sitemaps– Same as Google Webmaster Tools

• Facebook Insights– Add the like button to your website


Measuring Results• CTR – Click through rate

– Impressions / Number of clicks

• For PPC campaigns: CPC – Cost per click (and paid banners)

• Average position on search engines related to specific targeted key words

• Conversion Rate

• ROI – Return on Investment


Social media

• Twitter account– Tweet regularity– Hash Tagging

• Facebook Fan Page– 25 fans for url– Regular posts– More casual – make sure you interact

• LinkedIn– Company Profile– Personal profile– Join relevant groups and be active– Update status


Other ways of promoting your business

• Include Your URL on Stationery, Cards, and Literature • Promote using traditional media - NP, Radio etc• Develop a Free Service • E-Mail Strategies• Install a "Signature" in your E-Mail Program• Publish an E-Mail Newsletter• Send Offers to Your Visitors and Customers

• Promote Your Site in Online Forums and Blogs • Announce a Contest• Coupons, discounts, specials

• Ask Visitors to Bookmark Your Site • Exchange Ads with Complementary Businesses • Devise Viral Marketing Promotion Techniques • Paid Advertising Strategies in magazines, NP’s• Buy a Text Ad in an E-Mail Newsletter• Begin an Affiliate Program • Purchase Pay Per Click (PPC) ads


Stat’s of proven business development success methods


Conversion Funnels


Multi Leveled Lead Generation


Thank you

• Questions?• Constructive feedback on the presentation


Copyright of this presentation

• Unauthorized use or distribution of any material from this presentation may violate copyright, trademark, and other laws and is subject to civil as well as criminal sanctions.

The information provided here within may not, except where otherwise indicated, be reproduced, duplicated, copied, transferred, distributed, stored or otherwise exploited for any commercial use without prior written permission by Paul Vesely.

Going Online SEO Presentation

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