SEO Essentials - October 2015

Presentation TitleRaleigh SEO Meetup Group“SEO Essentials” | October 20, 2015

Presentation TitleBob MisitaCEO & Co-Founder, LeadsNearby

Twitter: @LeadsNearby Website: www.leadsnearby.com

SEO Essentials | Raleigh SEO Meetup Group

@LeadsNearby

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@LeadsNearby

What is

To make a profit (PPC, Ads…)

-by-

Keeping searchers coming back

oogle’s Goal?

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@LeadsNearby

“We'd like to say that you should base your optimization decisions first and foremost on what's best for the visitors of your site. They're the main consumers of your content and are using search engines to find your work. Focusing too hard on specific tweaks to gain ranking in the organic results of search engines may not deliver the desired results."

http://static.googleusercontent.com/media/www.google.com/en//webmasters/docs/search-engine-optimization-starter-guide.pdf

Google’s Guidelines

Presentation TitleExpertise -Content

Authority-Citations

Trust -Reviews


@LeadsNearby

What Google Wants

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@LeadsNearby

To Make A Profit-by-

What is Your Goal?

1. Earning Organic Traffic

2. Converting Traffic to Opportunities

3. Turning Opportunities into Customers

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@LeadsNearby

1. Solid Foundation = On-Site

2. Building On Your Foundation = Off-Site

3. Beyond the Essentials = On- & Off-Site

3 Essential SEO Steps

Presentation TitleSTEP 1—ON-SITE SEO: BUILDING YOUR FOUNDATION


@LeadsNearby

Presentation TitleLike Building a Ship in the Desert

Ship is Nice, but Foundation is Wrong


@LeadsNearby

Get the Foundation Right!

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@LeadsNearby

Your Website = Your Foundation

• Gives Google & Users A Sense of What You Do

•Emphasizes Your Brand• Is User Friendly• Includes SEO• Mobile Friendly

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@LeadsNearby

Page Titles

• You can write this or Google can choose it

• Can be basic, compelling, include phone #s

•Must be unique per page

Usually First Line of SERP Result

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@LeadsNearby

Page Descriptions

•Google may use this description or will rewrite based on context of search. They will pull snippets from page to highlight what was searched

SERP shows a Title, Description, Web Address

• Must be unique per page

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@LeadsNearby

Page Naming

• Easy to follow (provide breadcrumbs)• Consistent format• Avoid too many subdirectories

Bobsbaseballcards.com/dir1/dir2/dir3/dir4

Simple is Best

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@LeadsNearby

NAP Info on Home Page

• NAP needs to match what’s on Google My Business

NAP = Name Address & Phone NumberSchema = Used to mark up a web page so

Google can understand the page’s meaning

Schema Tool: https://developers.google.com/structured-data/testing-tool/

• NAP needs to be Schema’d on home page• More about NAP in Section 2

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@LeadsNearby

Fix Errors

• Google could think your site is incomplete if you have too many 404s or 301s•Use tools to find errors (Search Console & Analytics)

301404 302503

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@LeadsNearby

Indexing• Tell Google your site is ready• Sitemaps:• On Site for search engines and users• An XML sitemap file just for search

engines

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@LeadsNearby

Content = Expertise• Describes your products & services• Tells about you• Shows where you work

Today is the day of Semantic,

Contextual, Conversational

Search!

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@LeadsNearby

Keywords in Content

•Describe fully•Write naturally: What you do What page is about• Use synonyms• No stuffing• Anchor text

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@LeadsNearby

Optimize Images

• Descriptive filename• Taking advantage of ALT & Title attributes• No keyword stuffing

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@LeadsNearby

Heading Tags

• H1, H2, H3… Emphasis of important content• Bold/Italics denotes importance on the page• Use sparingly

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STEP 2—OFF-SITE SEO: BUILDING UPON YOUR FOUNDATION


@LeadsNearby

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@LeadsNearby

Off-Site SEO = Authority

• Includes: Citations Profile Sites Link Building

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@LeadsNearby

Citations

• What Online Community Says About You

Create & Claim Profiles Check for Consistent NAP

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@LeadsNearby

Other LinksPast = Any link back to your site was helpfulPresent = Google wants you to be selective

• Contribute to/Earn links from relevant sites• Industry• Geography• Community

Presentation TitleSTEP 3-BEYOND THE ESSENTIALS-On- & Off-site enhancements


@LeadsNearby

Presentation TitleDynamic Content = Expertise


@LeadsNearby

Tools exist to automate content inclusion of UGC into your CMS

Fresh content; makes Google return frequently to re-index your site

Presentation TitleReviews = Expertise AND Trust

• Proactively request from happy clients


@LeadsNearby

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SummarySEO Essentials | Raleigh SEO Meetup Group

@LeadsNearby

1. Solid Foundation = On-Site

2. Building On Your Foundation = Off-Site

3. Beyond the Essentials = On- & Off-Site

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Thank You!

LeadsNearby10101 Division DriveRaleigh, NC 27603

Phone: 919-758-8420Email: [email protected] Twitter: @LeadsNearbyWebsite: www.leadsnearby.com


@LeadsNearby

Presentation TitleQuestions


@LeadsNearby

SEO Essentials - October 2015

Marketing

Transcript of SEO Essentials - October 2015