Seo 101 presentation

Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich

Beth KahlichDigital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy

SEOTrainingDallas.com

beth@seotrainingdallas.com

www.facebook.com/SEOTrainingDallas

@BethKahlich

Next Class August 25-29

SEO 101Search Engine Optimization Basics

Search Engines

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

they search

Organic Search

ORGANIC

SERPSearch Engine Results Page

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

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

Algorithm Updated Constantly

Web Presence Needs the Ingredients

Words On-Page Optimization Links Quality

Words Matter

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

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

Be Specific

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

– One page per very specific idea

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

Google’s Response in 2013

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

On Page Optimization

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

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

Links Matter!

Website AHome Page

Website BHome Page

Page 3

Page 1

External LinksInternal Links

Internal Links and External Links

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

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

“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

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…

Quality of Your Website Presence

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

Lots of Fresh New Content

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

Posts and Interactions

include these in a Content Plan

Growing Number of Links

• NATURAL growth

Quality User Experience

courtesy ofwww.WebPagesThatSuck.com

Quality Content People Want to Share

Ingredients for Good SEO

Words On-Page OptimizationLinks Quality

these are being refined all the time

have good content supported by theingredients!

Beth KahlichDigital Marketing Consultant & TrainerPresident - Dallas Search Engine Academy

SEOTrainingDallas.com

beth@seotrainingdallas.com

www.facebook.com/SEOTrainingDallas

@BethKahlich

Next Class August 25-29

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