Seo 101 presentation

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich Beth Kahlich Digital Marketing Consultant & Trainer President - Dallas Search Engine Academy SEOTrainingDallas.com [email protected] www.facebook.com/ SEOTrainingDallas @BethKahlich Next Class August 25-29

description

Essential SEO Ingredients to get your site noticed by the search engines.

Transcript of Seo 101 presentation

Page 1: Seo 101 presentation

Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Beth KahlichDigital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy

SEOTrainingDallas.com

[email protected]

www.facebook.com/SEOTrainingDallas

@BethKahlich

Next Class August 25-29

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

SEO 101Search Engine Optimization Basics

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Search Engines

• Looking at all the information on the web• Categorizing it• Providing the best answers to people when

they search

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Organic Search

ORGANIC

PAID

SERPSearch Engine Results Page

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Web Site vs. Web Presence

• SEO is not just about your own website• You have a “web presence”– Listings on other sites (like BBB)– Social Media Profiles– Videos– Reviews

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Organic Search Algorithm • The “recipe” used by the search engines to

determine the relevancy of web content – and match it to the searcher’s intent when they are entering a search query

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Algorithm Updated Constantly

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Web Presence Needs the Ingredients

Words On-Page Optimization Links Quality

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Words Matter

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Start with Keyword Research

• Online tools available like the Google Keyword Planner Tool https://adwords.google.com/ko/KeywordPlanner/Home

• Huge creative component– think about how your ideal customer looks for

your business– what questions do customers ask– very, very specific topics related to your business

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Be Very SpecificThe Dreaded “Services Page”

One page that lists all your services

Have additional pages that focus on each specific service that you offeror each specific product

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Be Specific

• Example – separate pages!– Shrub trimming– Bed weeding– Spring lawn scalping– Leaf removal

– One page per very specific idea

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

SEOs are Smart

• They said:“We can put words on a site to get it to rank higher” Good short term results

• Google’s response:Panda Update to the AlgorithmPenalizes poorly written, keyword-stuffed text

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Google’s Response in 2013

• Hummingbird– Less focus on specific keywords– More focus on themes of web pages– Quality words matter even more

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

On Page Optimization

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

On-Page Optimization

• Make sure that the search engines can quickly tell what your page is about!

• Make it super easy for them to read it – example: no text imbedded in images

• Some of these are visible to the human reader, some of them are in the code of the website (HTML)– if you are using a good CMS – this is easier

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

The “Perfect” PageKeywords: social media marketing

URL: www.mybrand.com/socialmedia

Title Tag: Use Social Media Marketing to promote your business

Meta Description: Find out how you can use Twitter, YouTube, and Facebook to generate business leads.

Meta Keywords: social media marketing, twitter, facebook, youtube

70 characters

156 characters

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Links Matter!

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Website AHome Page

Page 2

Page 3

Website BHome Page

Page 1 Page 3

Page 2Page 1

External LinksInternal Links

Internal Links and External Links

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Internal Links Matter

• Links within your own website are important

• Link from your blog posts to other related pages/articles

• Link to new pages from your home page– Allows the search engines to find new pages

quickly

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

External Links Matter• Links from other websites to your website

“can” help with your ranking

• SEOs are Smart! They said:“We can build lots of links to your website” Good short term results

• Google’s Response:Penguin Update to AlgorithmPenalizes sites with “bad” links

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

“Bad” Links• Lots of links from websites that are not

relevant to your area of business• Links that look like they are manipulative

– you can tell, just doesn’t look right• Majority the link text (anchor text) the same

or similar keywords• More links with keyword than with your brand

name

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Link Building Today

• Goal is to encourage quality links

• Quantity is less important that quality, but together they have the biggest impact

• Goal – create great, sharable information on your site that people NATURALLY want to share

• Reality – Getting external links is hard workvery competitive market…

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Quality of Your Website Presence

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Quality in Google’s Eyes

• Sites with lots of fresh new content• Sites with growing numbers of links• Quality User Experience – Google sees who

people interact with your site• Quality Content – that’s useful that people

want to share

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Lots of Fresh New Content

• Web Pages• Articles• Blog Posts• Videos• FAQs• Social Media

Posts and Interactions

include these in a Content Plan

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Growing Number of Links

• NATURAL growth

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Quality User Experience

courtesy ofwww.WebPagesThatSuck.com

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Quality Content People Want to Share

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Ingredients for Good SEO

Words On-Page OptimizationLinks Quality

these are being refined all the time

have good content supported by theingredients!

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Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Beth KahlichDigital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy

SEOTrainingDallas.com

[email protected]

www.facebook.com/SEOTrainingDallas

@BethKahlich

Next Class August 25-29