Akiva Ben-Ezra akiva@benezramarketing.com 804-592-6591

1. How to set up and maintain
effective SEO programs
July 30, 2013

2. What is SEO
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SEO stands for “search engine optimization.”
It is the process of getting traffic from the
“free,” “organic,” “editorial” or “natural”
listings on search engines. All major search
engines such as Google, Yahoo and Bing have
such results, where web pages and other
content such as videos or local listings are
shown and ranked based on what the search
engine considers most relevant to users.
Payment isn’t involved, as it is with
paid search ads.
•
http://searchengineland.com/guide/what-is-

3. Why Google
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Why Google? Google is by far the most
popular search engine. 75% of users prefer
Google compared with 15% Yahoo and 10%
Bing . What's more, Google places importance
on ranking factors (the criteria used to rank
websites) differently to other search engines
so we should optimize specifically for Google
first.

4. What is Keyword Research
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What is a keyword?
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A keyword is a search phrase entered in the
search engine to find a product or service.
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Example: “Chinese Drywall Florida"

5. Keyword Research 101
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Why is Keyword Research so important?
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Time = Money
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Before I spend my time doing SEO on my site I
want to be ranking for the right keywords.
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It's not always about getting visitors to your
site, but about getting the right kind of
visitors.
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Ranking for the "right" keywords can make or
break your website.

6. How Do I do Keyword Research
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Google Keyword Tool(exact match)
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Sem Rush

8. On-site Optimization
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On page: Let's begin with some on page
basics. What do we see when we type in a
search term? Search results throw up a series
of 512px boxes composed of elements when
you type in a search term, like this:

9. On page optimization
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Title tag – or 'heading' snippet.
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URL – your domain name / and your page title
or name.
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Meta description – Also called a 'snippet'. The
meta description or meta tag may not be a
powerful ranking factor. A relevant description
will still convert better than a bad one (this is
what customers see after all).

10. On Page Optimization
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TIP 1: Place Keywords at the beginning of the title and anywhere in the
heading. keep it relevant.
•
TIP 2: Name your pages. If your site is built in Wordpress a relevant plug-in
like ‘Wordpress SEO or ‘All In One SEO' will guide you.
•
TIP 3: A meta tag snippet only contains 160 characters or so, a title
snippet 62 or so. Keep it relevant, focused and use keywords.

11. On Page Optimization
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TIP 4: Now look at your web pages and
content keywords. You don't have to 'stuff'
keywords into your website's pages to rank
well. In fact that may harm you. Write for
people first and search engines second. As a
rule of thumb a 1% ratio is fine. That's 5
keywords for every 500 word article.
•
TIP 5: Now look at your links. Does the anchor
text (the hyperlink) include any keywords?
Consider using them.

12. On Page SEO
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How do I analyze my on page optimization
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SEO Quake Firefox plugin

13. Backlinking
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Backlinks, also known as incoming links, inbound links, inlinks,
and inward links, are incoming links to a website or web page. In
basic link terminology, a backlink is any link received by a web node
(web page, directory, website, or top level domain) from another
web node.[1]
•
Inbound links were originally important (prior to the emergence of
search engines) as a primary means of web navigation; today, their
significance lies in search engine optimization (SEO). The number of
backlinks is one indication of the popularity or importance of that
website or page (for example, this is used by Google to determine
the PageRank of a webpage). Outside of SEO, the backlinks of a
webpage may be of significant personal, cultural or semantic
interest: they indicate who is paying attention to that page.

14. What kind of backlinks
Wide Variety of Backlinks all pointing back to your website:
Blog Posts
Blog Comments
Edu and Gov
Youtube
Google Plus ones
Facebook
Twitter
Pinterest

15. Blog
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Fresh content is key to ranking well. Do you
have a blog? Do you update your site
regularly? Do you write for other websites?
Are you linking back to your site? Are you
sharing fresh content in social media channels
– which brings me nicely on to Killer
Backlinking strategies – Let's get social.

16. Facebook
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Make sure to set up a Facebook business page
and have a link pointing back to your website
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Get people to share your content on Facebook
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Make sure you put a URL in your images
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Share blog posts on your fan page

17. Youtube
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Did you know Google owns YouTube? It makes sense to
optimize videos, and you never know it could go viral.
Use this 3 step strategy to rank videos higher:
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The first step is to make a good video! Then zero in on
the exact keyword you would like to rank for.
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Keyword stack. Keyword at the front and again in the
title. Name your file with the same keyword.
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Point links back to your video. Then point back to your
site in the description. Think social bookmarks and other
video sites for link juice.

18. Google Plus
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What is Google Plus
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Google Plus is Google social network (aka
Facebook)
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Set up a business page
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Get users to plus one your content to their
friends

19. Google Authorship
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What is Google authorship
Google authorship booster. Remember I said Google is looking for engaging
content? To allow Google to track content and verify, and for users to discover good
content fill out a form at this address: www.https://plus.google.com/authorship
and get a groovy portrait on your search result.
Wordpress Plugin Google Authorship

20. Google Webmaster Tools
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Submit a site map
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Gives you access to information about your
website
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Wordpress Google Site Map

21. Questions