2. Agenda
• Introductions and Overview
• How SEO Can help your business
• Search Engine Basics
• Keyword Research & On-Page
• Link Building
• SEO Tools
• Questions & Answers
5. Top Floor Technologies
• Website Design &
Development
• Search Engine Marketing
• Web Analytics &
Conversion Improvement
• Marketing & Branding
Strategy
Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999
6. Getting the Most
From Today’s Workshop
Write down 2-3 learning points
that you will begin putting into
action within the next two
weeks. Then – follow through.
8. When your prospects &
customers search for
vendors online,
where do you think
they start?
9. Overall Share of Searches
Source: ComScore
Google
66%
Yahoo
14%
Microsoft
15%
Ask
3%
AOL
2%
10. B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google
77%
Yahoo
14%
Microsoft
7%
Others
2%
11. The Power of Search
• Over 100 billion global searches each month.
• Inbound leads cost 61% less than outbound
leads.
• SEO leads have a 14.6% close rate, while
outbound leads have a 1.7% close rate.
Source: searchenginejournal.com
13. SEO – Organic Results
Over 80% of
activity on the first
results page (top
10 results)
Keys to success:
Keyword
analysis
Content
development
Linking strategy
Monitoring &
updating
16. Search Engines Crawl The Web
Search engine “spiders” follow links around the
internet, downloading the pages they discover to
their index.
17. Indexation
• In order to appear in search results your website
must be in the search engine’s index.
• It is essential that search engines can find your
website and crawl the content of the website you
want to appear in search results.
18. A User Does a Search
When someone does a web search, the search engine
pulls all of the pages they feel are relevant for the query.
19. The Results are Ordered
Search engines use an algorithm to determine the
relative authority of each page and ranks the pages.
20. • Uses the link structure of the
Web to assign a quality score to
individual pages.
• An objective measurement of a
page’s citation importance on a
scale of 1 to 10.
• Not all links are equal!
PageRank: Bringing Order to the Web
22. Maximizing Your SEO Efforts
• Ensure Google can find and index your website.
– Technical SEO
• Build a target keyword list.
– Keyword Research
• Optimize you website for your target keywords.
– On-Page Optimization
• Build a quality back link profile.
– Link Building for Penguin
• SEO/Data Analysis Tools
24. Is Your Website Indexed?
Do a search to test using the “site:” search operator.
25. Is Your Website Indexed?
The number of results found should be close to the
actual number of pages on your site.
…too few pages indexed may mean
there are crawl issues on your
website...
…too many pages indexed may mean you are
introducing duplicate content into search
results or are failing to properly redirect old
pages...
26. Crawl your website to identify potential crawl issues.
Crawl Your Website
• Find improper redirects
• Find crawl loops
• Understand the content and structure of your website.
Xenu Link Sleuth Screaming Frog
27. Crawl Your Website: Screaming Frog
Example
Enter domain and hit startSet filter to HTML and export to Excel
28. What to Look For
• 302 Redirects
• 404 Errors
• Title Tags, URL structure, Meta Descriptions.
• Was all your content found?
29. Certain lines of code in your website’s source code, or files on
your website, can prevent your website from being crawled and
indexed.
Common Indexation Barriers
• Improper meta robots tags
• No followed links
• Improper robots.txt file
30. This meta robots tag tells search engines not to index
the page and not to pass PageRank to any pages link
to on this page.
Improper Meta Robots Tags
31. This no follow tag tells search engines not to pass
PageRank to the linked page.
No Followed Links
33. Proper Robots.txt
Robots.txt files can be used to tell search engines not
to waste their time crawling sections of the website or
content you do not want indexed.
34. Speed Up Indexation With an XML
Sitemap
• An XML sitemap is a file that lists all of the URLs of your website
that you want indexed.
• Rather than relying on search engines discovering your
website, submit your sitemap to search engines via Google
Webmaster Tools and Bing Webmaster Tools to ensure they
will find your website.
35. Create an XML Sitemap
Use Screaming Frog or Xenu to create an XML sitemap.
49. Three Questions to Answer:
• Are people searching for this term?
• Can my site rank for this term?
• Is it relevant to your product/service?
How to Choose the Right Keywords for
You
54. Keyword Mapping
• Keyword mapping is the process of assigning
target keywords to specific landings pages.
– Helps focus optimization efforts.
• One keyword idea per page.
– Target synonyms and variations of keywords on one page.
• Avoid keyword cannibalization.
55. On-Page Ranking Factors
• URLs
• Title Tags
• HTML Headings (H1, H2, H3)
• Keyword Usage in Copy
• Image Optimization
• Internal Linking
• Meta Descriptions*
*Does not impact rank but are important for SEO
58. VSStatic Dynamic
• Static URLs are easier for search engines to read.
• It can be hard to manage the length of dynamic
URLs.
• Static URLs experience greater click through rates in
search results (dynamic URLs look “spammy”).
• Dynamic URLs can create duplicate content.
• Dynamic URLs are sometimes necessary for large
websites with a lot of content.
59. URL Best Practices
• Incorporate target keywords in your URLs.
– Do not “stuff” keywords in URL.
• Separate words in with hyphens.
– Spaces and Strange characters can break URLs.
• URLs are case sensitive, do not use capital
letters.
– Can create duplicate content issues.
• Shorter URLs are better than long URLs.
– Limit page and subfolder names to 4-5 words.
62. Title Tag Optimization
The title tag, or title element, defines the title of a document and is
required for all HTML/XHTML documents.
63. Title Tag SEO Practices
• Keep URLs under 70 characters.
– Only 70 characters displayed in a search result.
• Use Keywords near the front of the title tag.
– Do not over use keywords.
• Brand your title tags.
– Place your company name last in your URLs
• Use hyphens or pipes ( | ) to separate
keyword phrases.
66. HTML Heading Optimization
• Headings provide a hierarchical
structure to the content of an HTML
document.
• A way to divide content into
subcategories.
• Tags range from H1 to H6 with H1
signifying top of the hierarchical
structure.
• Use CSS to style headings
appropriately.
67. HTML Heading Best Practices
• While title tags are the title of your
document, the H1 tag is the title of your
content.
• Only one H1 tag per page.
– Heading tags are for structure not design.
– Can use multiple H2 – H6 tags.
• Use keywords naturally in H1 tags.
– In H2 and H3 tags where it makes sense.
70. Keyword Usage in Content
• Use keywords in the copy of the page.
• No magic formula for keyword usage.
– Keyword density?
• Synonyms can count.
• Diminishing returns on keyword usage.
• Write for users, not search engines!
73. Image Optimization
• Search engines cannot see images.
• Use descriptive image alt text.
• Use keywords in the file name of the image.
• Be mindful of file size.
– Large files slow down page load times.
– PNG of GIF
– Compress image files, save for web.
77. • Anchor Text is the word or phrase highlighted when creating a
link
• This text is an indicator to what the destination page is about for
both users and search engines
• Use targeted keyword in your anchor text
Internal Linking Optimization
87. • NoFollowed vs. Followed
• Only pursue links from quality
websites.
– Check to see if site has PageRank
and is indexed.
• Never purchase large volumes of
links.
• Avoid link schemes.
Link Building Basics
88. • Current Business Relationships
– Partnerships
– Associations
– Distributors
– Chamber of Commerce
• Local and Industry Directories
– Make sure the site is indexed and
has PageRank
• Company Mentions
– Search for your brand and find
people already talking about you.
Start With Low Hanging Fruit
89. • Identify direct competitors as well
as website competing for the
same keywords.
• Analyze back links with Open Site
Explorer and pursue any links that
would be relevant for you.
• Identify your competitors’ linkable
assets.
View Competitors Backlinks
95. Advertising on Google’s
Display Network
Thursday, July 25, 2013 – 1:00 to 3:30 PM
Visit www.topfloortech.com/seminars for
details or to register
Join us next month for a new
seminar event …
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
I know we have people from Aurora here, so I’m going to ask one of you to explain the difference between acute myocardial infarction and heart attack. Who is going use Acute Myocardial Infarction. (wait for them to respond)
The process with keyword research is to start small, get big and then refine. I’m going to walk you through how you get the initial list and how you refine it.
Rachel is going to talk more about this later.
Rachel is going to talk more about this later.
Do a search in Professional staging on Google to see what comes up.
For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
The meta description is used entice people to explore your website. This photo may or may not demonstrate that, but I wanted to include a picture of a dog with a sandwhich board. The meta description doesn’t really help you rank; the meta description helps you convert. It appears on the SERP and is like a mini advertisement. If you don’t have one, Google will pull info from your website. When you right meta descriptions, there are really only two rules. 1) Get your keywords and most import words in the first 155 characters. 2) Write like a salesperson trying to convince someone to select your page.
The meta description is used entice people to explore your website. This photo may or may not demonstrate that, but I wanted to include a picture of a dog with a sandwhich board. The meta description doesn’t really help you rank; the meta description helps you convert. It appears on the SERP and is like a mini advertisement. If you don’t have one, Google will pull info from your website. When you right meta descriptions, there are really only two rules. 1) Get your keywords and most import words in the first 155 characters. 2) Write like a salesperson trying to convince someone to select your page.
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]