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SEOFor The Real World
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
IntroductionsMike HoeferHoeferweb Internet Marketing & StrategyWeb Development, Website Management, Integrated Marketing Communication
Zach LuseParagon Digital MarketingSEO, Search Advertising, Social Media,Web Analytics
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Agenda• What is SEO
• The Business & Importance of Search Engines
• On Page Factors
• Off Page Factors
• Don’ts
• Trends
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
What is SEO?SEO (Search Engine Optimization)
The process of increasing the quality and volume of visitors to a website by optimizing the design and content to achieve a higher ranking in organic search results.
Generally focused on “Organic” results
Sometimes used as a noun. “Zach is a great SEO I highly recommend him”
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Organic vs Paid
PAID
PAID“Organic”
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
We Are FamilySEO
PPC SocialMedia
Display
Content
Inbound
Internet Marketing
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
And, keep the bigger picture in mind too!
Overall MarketingStrategy
Internet Marketing
Advertising PR
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Why is SEO Important?
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
How do they work? Why do they exists?
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Why Google?
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Enough Already... Just Tell Me What I Need to
Worry About!
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
It’s Simple
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
On Page
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
On Page Top Tips• Keyword Research & Strategy
• Fresh & High Quality Content
• Titles & Meta Description Tag
• Crawl Factors
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Keyword Strategy• What words do you think your customers use to find the
services you offer?
• Do people ever search for those words?
• Does your website use those words?
• Trousers or Pants?
• Soda, Coke or Pop?
• Hero, Sub, Grinder, Po Boy?
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
For small biz, brand terms will driveat least 80% of your Search Traffic
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Keyword Tool
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Fresh, Quality Content
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Title Tags• One of the most important “Signals” you can control
• Simple, make sure your title is about the content of your page
• Strong brand: “site name”, then “page name”Not so strong brand: “page name”, then “site name”
• Make sure pages have different names (CMS Setting)
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Meta Description• Important but not always used by Google
• Again, keep it simple and honest... describe the page
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Meta-Keyword• Don’t Bother
• No Magic Pixie Dust
• Mount Snow has not gotten the message...
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Crawl Factors
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Off Page Factors
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Off Page Top Tips• Build Links
• Google Plus/Places
• Local
• Blogs
• Get Social
• Domain Register 3+ years
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Top Don’ts• Stuffing
• Paid Links
• Guarantees of “#1 On Google”
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Stuffing
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Paid
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
#1 Guaranteed
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
SEO Tools• Google Keyword Tool
• Google Webmaster Tool(https://www.google.com/webmasters/)
• WooRankhttp://www.woorank.com/
• DIYSEO(http://www.diyseo.com/)
• SEOMoz
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Keyword Tool
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Google Webmaster
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Woorank
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
DIYSEO
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
SEO Moz
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Trends to Watch• Local/Mobile
• Personalized Results
• Social Factors: the Facebook Twitter Effect
• Siri Effect
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Trends: Local/Mobile
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Trend: Personalized Results
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Trend: “Facebook Effect”
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Trend: Siri
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Parting Thoughts• Keep Perspective- SEO is but one part of your overall
marketing approach.
• Industry and market-size factors- Hard to compete for “Auto Insurance”
• Worry about your users needs,deliver content to meet those needs,and the SEO will follow
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Thanks!
Mike [email protected]
Twitter: @mhoefer(603) 369-7970
Zach [email protected]: @paragondigital
(603) 399-6400
Thursday, April 12, 12
SEO for the “Real World”The Hannah Grimes Center
Bedtime Reading• http://www.seomoz.org/blog
• http://searchenginewatch.com
• http://searchengineland.com
• http://www.searchenginejournal.com
• http://support.google.com/webmasters/bin/answer.py?hl=en&answer=35291
• http://www.google.com/adwords/smallbusinesscenter/tip-1.html
Thursday, April 12, 12