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How to Rank Higher In Search EnginesAmanda O’Brien@amanda_pants

Hall Internet Marketing • 17 person firm• 13 years old• Google Certified Partner• Largest 100% Interactive Agency in Maine

(MaineBiz)• 2011 & 2012 Best Places To Work in Maine• @hall_web

Amanda O’Brien • VP of Marketing at Hall• Organizer Social Media Breakfast Maine• SARSSM Board Member• Blogger – amandapants, PROXI, Guiding Stars,

smb2b• WMTW’s Tech Expert• @amanda_pants

SMBME 38 – 9/28Video & Podcasting

Me and Snooki• She really let herself go!• 34 ½ weeks (37 days)• I feel fine• It’s a boy• We don’t have a name• No you can’t touch me• If something happens• Hot water• Clean towels

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Can we talk about SEO now?Let’s get technicalLet’s get practicalLet’s get physical

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Stuff you knowPhoto credit: http://www.flickr.com/photos/evilpeacock/6365513881/

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People go here

and to Yahoo

and to Bing

Whoa! Is that Jeeves?

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to get here…

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and here…

YOU WANT TO BE HERE(ISH)

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You have a website

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It looks like this to a search engine

Ctrl U

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Head hurt? Wrong session?searchengineland.com/guide/what-is-seowww.seomoz.org/beginners-guide-to-seo

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Where were we…How search engines know what your site is about

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Title TagsHow to find them.Shoes, Clothing, and More I Zappos.com

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Meta DescriptionsTypically appear in search results pages.

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No Meta Description?Engines will extract text from the page and use it on search results page.

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Title tags: 70 characters

Meta descriptions: 150 to 160 characters long

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Content on the pageText, alt tags

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So how do I rank higher?!Optimize your site

‣ Meta descriptions‣ Title Tags‣ Content‣ Alt tags‣ Find the right keywords

Photo credit: http://www.flickr.com/photos/alohateam/4541884749/

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“SEO is like doing situps for a nudist. It’s still you, in your 100% natural state, you’re just making things a little more attractive” - CopyBlogger

Photo credit: http://www.flickr.com/photos/cryptozoologist/3569478816/

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Let’s talk keywords

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KeywordsFind the best and use them

‣ Searchers intent• Informational• Transactional

‣ Demand for keywords• bit.ly/betterkeywords

- How many people- How much competition

Photo credit: http://www.flickr.com/photos/laureenp/6141822934/

Nice bit.ly link Pants

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Best keywords for search intentWhat is the best way to say it?

Cat,Feline,Kitty

Maine Coon Cat

Adopt Maine Coon Cat

Adopt Maine Coon Cat Portland Maine

“Meow” Quincy -

ARL

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Best places to put that keyword

‣ Title of your content‣ First sentence of first paragraph‣ The page’s URL‣ Page’s meta description‣ Alt text in images

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Don’t overstuff!

Photo credit: http://www.flickr.com/photos/arthur_chapman/4720359475/

1 – 3%

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Page elements

Source: Brent Payne

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Let’s talk about content

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Fresh content…Photo credit: http://www.flickr.com/photos/wbeem/3151672501/

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Freshness and Your WebsiteUpdate your website regularly.

EditorialCalendar

IndustryTrends

News and

Events

Create an editorial calendar and schedule updates for your blog and other areas of your site.

Comment on industry news and trends. Make sure that your content is unique and timely!

Publish press releases to your site. Potential topics: internal promotions, new hires, charitable initiatives.

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Remember Olivia?Let’s get technical – CHECK!Let’s get practicalLet’s get physical

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SEO is dead! Or dying! Or badly hurt…

‣ Black hat SEO‣ Tricks

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What about Panda?

Photo credit: http://www.flickr.com/photos/stickergiant/5529675719/

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…AND Penguin?

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Panda: Tracking down low quality content

Penguin: Targeting sites trying to scam GoogleSO DON’T DO

THAT!

Photo credit: http://www.flickr.com/photos/mal-b/6597423979/

Ask the SEO expert 2:30

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Go Organic

Photo credit: http://www.facebook.com/PortlandMaineFarmersMarket

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Source: eConsultancy

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Top professionals say #1 thing…

‣ Links‣ Links‣ and how you are linked to

Real links from real people

Ask the SEO expert 2:30

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Why links?Links are social/search engine proof

‣ People trust you‣ You are a resource for that term‣ Perceived value to users

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Create valuable contentContent for people, not search enginesIf people like it, Google will like it!‣ Website content‣ Blog posts‣ Whitepapers‣ Videos‣ Infographics‣ News articles‣ eBooks‣ Etc.

Photo credit: http://www.flickr.com/photos/peyri/34685785/

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How do I get links?Make the content

‣ Engage with people‣ Social sharing = high quality content‣ Don’t you dare buy them!

Build an audience Social Media and PR

2:30

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Isolated Sites Aren’t Trusted

Portland-cat.com

Paid4links.tv

Spammy-blog.com

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Trusted Sites Are ConnectedBacklinks from several websites.

Mainecat.com

Petfinder.com

Tufts.edu

Mespca.org

Cats.com

Boston.com

Visitmaine.org

Portland.gov

“Trust me”Mr. Whiskers -

ARL

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So how do I rank higher?!

‣ Get people to link to you‣ More sources the better‣ Create valuable content‣ Engage with people

Photo credit: http://www.flickr.com/photos/shawnzlea/24460835/

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… time

Photo credit: http://www.flickr.com/photos/indraw/4857101224/

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Tell me more!

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Local SearchBe found online and on the streets

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20% of all Google searches have local intent.

Local searches are expected to increase.

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Video in search results

‣ Own your SERP page‣ Create information videos‣ Optimize your videos‣ Host them online‣ Magic!

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How do you rank higher?

‣ SEO doesn’t have to be complicated

• Prepare your site• Know your keywords• Regularly create content

‣ What do search engines want?• Valuable content• If people like it, Google will too

Keep your head on straight

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Olivia is hungryLet’s get technicalLet’s get practical - CHECKLet’s get physical – LUNCH!!

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Amanda O’BrienThank You!

amanda@hallme.com

@amanda_pantsHallme.com/blogAmandapants.com SMBME 38 – 9/28

Video and Podcasting