Search Engine Optimization (SEO) Jeff Carey

Transcription

1 Search Engine Optimization (SEO) Jeff Carey

2 SEO For Small Business Who else wants more FREE traffic? For many small businesses, search engines like Google, Yahoo, and Bing account for over 70% of their total traffic.

3 Share of Search Market January 2015 (comscore.com) Yahoo MSN Google 65% Bing 18% Yahoo 13% Ask 2% AOL 1% Others 1%

4 Definition of SEO Search Engine Optimization is the process of improving the volume and quality of traffic to a web site from search engines via "natural" (organic or algorithmic) search results.

5 Ranking Factors (Correlation) 1. Keyword Use in Title Tag 2. Overall Trust & Authority of Site 3. Quality Incoming Links 4. Age of Site or Page 5. Internal Links 6. Keyword Use in Content 7. Outgoing Links to Relevant Sites Others include: Site Speed, Mobile Ready, Clean Code, User Metrics, Social Signals, and Anchor Text. Google claims over 200 total signals. Source: seomoz.org/article/search-ranking-factors

6 A Basic SEO Recipe Keyword Research How do people search? Level of competition Long Tail searches Know your audience On Page Factors Title Tags Keywords in Content Clean Code Internal Linking Off Site Factors Incoming Links Social Media Brand Mentions Improved Rankings Better Visibility Increased Traffic More Leads/Sales 6

7 SEO What s Changing? Filters, Updates Ranking Formula Keeps Changing Penguin, Panda, Hummingbird, EMD, Page Layout Google penalties/de-indexing more common A Shift To Ranking Big Brands over SMBs How Can I Compete?

8 Local SEO Focusing on local search results is a great place to get started toward improving your online visibility. Try to do a little each week. If most of your customers are local, there are several steps you can take to put your business ahead of the competition online.

9 Local SEO Steps To Success Get your main website in order (architecture) Put your full address and phone number on every page of your website. Your footer is the perfect place to do this. Be consistent here. Add your city and state abbreviation to the Title of all your important web pages. (header)

10 Local SEO Steps To Success Make sure you have some form of web analytics on your site (i.e. Google Analytics) Open a Google Webmaster Tools account, add your website, connect to Analytics Learn how people search for your products and services. (Use PPC, Ubersuggest.org, Analytics, GWT data)

11 Local SEO Steps To Success Claim your Google My Business listing at google.com/business. Once you control your GMB listing, fill out your profile to 100% completion. Pay special attention to your business name, local phone number, and category selection. Link your website and GMB listing (both ways)

12 Local SEO Steps To Success Find and update all instances of your business name, address, and local phone number on other websites. Remember to be consistent. Claim your business listing on sites like Bing, Yahoo, Yelp, Facebook, Foursquare, and other industry specific directories. Consider paid services ~ $100/yr. (Yext, Moz Local)

13 Organic SEO Start improving your own website Every page should have a purpose and focus Using your keyword (or competitor data) start creating content your potential customers will find useful (blog posts, images, video, etc.) Be Social share your content with others

14 SEO Guides & Resources Should You Hire An SEO Company? What Does Google Suggest? Beginners Guide to SEO (Moz)

15 Wrap-Up Getting a business to the first page of search results on major search engines can really impact the bottom line. Most people no longer look past the top 5 results before clicking on one. If that site provides all the information they need, people often stop searching. The goal is to make sure your website is there. Questions? Thanks! Jeff Carey