John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Basic and Advanced
for Beginners
SEO
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
An SEO expert walks into a bar
bars, pub, taver...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Good SEO hasn’t changed much.
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Bad SEO has changed a lot.
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Over 150 Billion
Searches Per Month
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Over 500 Million
Searches Every Day
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
2010
Keywords
Backlinks
Rankings
2016
Mobile
Us...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
SEO
What is SEO and Why is it Important
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  How Search Works
2.  How to Optimize Onsite...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
SEO Workshop Outline
SEO Workshop Onpage Optimi...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1
How Search Works
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Three Kinds of Search
1.  Organic Search
2.  Pa...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
94% of business buyers and
81% of consumers res...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
36%
12%
9%
7%
6% 4%
56% of Search Traffic Goes ...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
36%
12%
9%
7%
6% 4%
36% of all Search Traffic G...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
36%
12%
9%
7%
6% 4%
The Bottom 5 Positions Get ...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Onsite
Content Relevance
Site/Page Optimization...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Anatomy of a
Search
Result
How Search Works
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
2
SEO Basics
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Search Engine Basics
1.  Spying On (and Learnin...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Competitor Research
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Competitor Research
Spying On (and Learning) Fr...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
3
Keyword Research
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keywords
ResearchWhat Are Good Keywords
1.  Bro...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  Start with Your Primary Business Products o...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  Find the right Focus Keyword
2.  Find the w...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keyword Research
Keyword Planner
1.  Traffic le...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keyword Research
Keyword Planner
wordpress seo ...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
4
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
4
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
4
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
4
Onsite Optimization
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  Onpage Optimization
2.  Website Architectur...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. URL: https://johnbolyard.com/what-is-seo-and...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Website Architecture / Navigation
Onsite Optimi...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Website Architecture / Navigation
Onsite Optimi...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
5
Offsite Optimization
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Three Primary Components o...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Backlinks
Backlinks are vo...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Social Mentions
Likes / Re...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Directories / Citations
Ci...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Social Media
5
Social Media
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Social Media
Shares / Likes / Tweets / Pins
Goo...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Social Media
Shares / Likes / Tweets / Pins
Rul...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
5
Content
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Content
It All Starts with Content
Be Different...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Content
It All Starts with Content
Be Different...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Your Purpose :^)
The purpose of SEO is to allow...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Your Purpose :^)
The purpose of SEO is to allow...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  Website architecture
2.  Internal linking s...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Google
1.  Generates social mentions
2.  Draws ...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Google
1.  Generates social mentions
2.  Draws ...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  Single keyword topic per page
2.  Highly re...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  High engagement
2.  Low bounce rate
3.  Hig...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. DO NOT stuff keywords
2. DO NOT buy backlink...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
7
Local Search
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
1.  Google favors local businesses
with local a...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Local Search is Really Offsite Optimization
1. ...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
A Word on Building Citations
1.  NAP: Name Addr...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
7
Mobile
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
1.  “Mobile Friendly” (responsive)compliance
is...
John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Non-responsive websites just
become smaller ver...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
7
Measure Success
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
How to Measure Your Success
Google Analytics
Go...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
How to Measure Your Success
Google Analytics
Th...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Analytics
Important Audience Analytics:
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Analytics
Important Acquisition Analytic...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Analytics
Important Behavior Analytics:
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Search Console
Search
1. Clicks
2. Impre...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Search Console
Other Resources:
1. Googl...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
8
Takeaways!
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Takeaways
Google and SEO
1.  Start with optimiz...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Exercises
1.  SEO Workshop Onpage Optimization
...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
8
Extras
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
5 Easy Ways to
Improve
Site Performance
Our 10 ...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1.  Check your site for crawl errors - https://...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keyword Scrapers
1.  http://www.ubersuggest.org...
John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Contact:
John Bolyard
John@JohnBolyard.com
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Beginning and Advanced SEO for Beginners Workshop

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Beginning and Advanced SEO for Beginners Workshop

1. Understand how Google and other search engines rank pages.
2. Understand what makes a web page search engine friendly.
3. Understand Google Penalties.
4. Understand Link Building as a major search strategy.
5. Understand what type of content search engines love.
6. Research and select appropriate keywords to target.
7. Successfully integrate keywords into website copy.
8. Create effective and search engine friendly web pages.
9. Create effective and optimized text navigation menus.
10. Use <h> tags, metadata and anchor text effectively.
11. Monitor search positions for target search terms.
12. Set up website architecture to be search engine friendly.
13. Create a search engine friendly sitemap.
14. Create a robots.txt file.
15. Track website performance using Google Analytics.
16. Track website performance using Google Webmaster Tools.
17. Increase your website’s link popularity.
18. Learn how to measure, collect and analyze your web traffic.
19. Measure the effectiveness of SEO activities with Google Analytics.
20. Understand the difference between organic and paid search results.
21. Set up a Google AdWords account for keyword research.
22. Choose the right keywords to promote your website.
23. Recognize the features of high-converting landing pages.
24. Track campaign performance and ROI (return on investment)
25. Report meaningful website performance data to stakeholders.

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Beginning and Advanced SEO for Beginners Workshop

  1. 1. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Basic and Advanced for Beginners SEO
  2. 2. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search An SEO expert walks into a bar bars, pub, tavern, Irish pub, taverns, local bar, dive, mini-bar, beer, cocktail…
  3. 3. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Good SEO hasn’t changed much.
  4. 4. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Bad SEO has changed a lot.
  5. 5. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Over 150 Billion Searches Per Month
  6. 6. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Over 500 Million Searches Every Day
  7. 7. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 2010 Keywords Backlinks Rankings 2016 Mobile User Experience Content Backlinks Speed Local Social Keywords Rankings Analytics
  8. 8. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search SEO What is SEO and Why is it Important
  9. 9. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  How Search Works 2.  How to Optimize Onsite and Offsite for Search 3.  How to Track Your Results Goals for the Workshop
  10. 10. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search SEO Workshop Outline SEO Workshop Onpage Optimization Competitor / Website / Market Analysis Worksheets
  11. 11. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1 How Search Works
  12. 12. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Three Kinds of Search 1.  Organic Search 2.  Paid Search 3.  Local Search What is SEO and Why is it Important How Search Works
  13. 13. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search 94% of business buyers and 81% of consumers research online before buying. How Search Works
  14. 14. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 36% 12% 9% 7% 6% 4% 56% of Search Traffic Goes to the Top 3 Positions < The top 3 positions get 57% of the search traffic! _ How Search Works
  15. 15. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 36% 12% 9% 7% 6% 4% 36% of all Search Traffic Goes to the #1 Position < The #1 position gets 1/3 of all the search traffic! How Search Works
  16. 16. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 36% 12% 9% 7% 6% 4% The Bottom 5 Positions Get Only 4% of the Traffic < _ The bottom 5 positions only get 4% of the traffic! How Search Works
  17. 17. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Onsite Content Relevance Site/Page Optimization Website Architecture Offsite Social Mentions Directories Citations Offsite Backlinks / Earned Links Pointing to the content. Talking about the content. How Search Works
  18. 18. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Anatomy of a Search Result How Search Works
  19. 19. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 2 SEO Basics
  20. 20. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Search Engine Basics 1.  Spying On (and Learning From) Your Competitors 2.  Keyword Research 3.  Onsite Optimization 4.  Offsite Optimization 5.  How to Measure Your Success
  21. 21. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Competitor Research
  22. 22. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Competitor Research Spying On (and Learning) From Your Competitors Who is Your Competitor The website in Position #1 for your keyword!
  23. 23. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Can I get that keyword? Example: wordpress wordpress seo wordpress seo los angeles Competitor Research
  24. 24. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Example: Keyword: wordpress 1,160,000,000 results 1 2 3 Competitor Research
  25. 25. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Example: Keyword: wordpress seo 25,000,000 results 1 2 3 Competitor Research
  26. 26. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Example: Keyword: wordpress seo los angeles 763,000 results 1 2 3 Competitor Research
  27. 27. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Focus Keyword: wordpress seo los angeles 763,000 results Competitor: WebTrainingWheels.com 1 2 3 Competitor Research
  28. 28. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors Competitor Research Top 5 Metrics in 5 Minutes Competitor Research: Top 5 Metrics in 5 Minutes
  29. 29. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors http://www.checkmoz.com/ 1. MozRank “MozRank represents a link popularity score. It reflects the importance of any given web page on the Internet.” Moz.com Competitor Research: Top 5 Metrics in 5 Minutes
  30. 30. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors http://google.com 2. Indexed Pages WebTrainingWheels.com* 337 Indexed Pages WordPress.org 25,600,000 Indexed Pages *WebTrainingWheels.com”- Lucy Beer is an expert WordPress developer and trainer Competitor Research: Top 5 Metrics in 5 Minutes
  31. 31. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors http://openlinkprofiler.org 3. Backlinks WebTrainingWheels.com 151 Unique Backlinks WordPress.org 200,000+ Unique Backlinks Competitor Research: Top 5 Metrics in 5 Minutes
  32. 32. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors 4. Social Media WebTrainingWheels.com 366 Facebook Likes WordPress.org 962,799 Facebook Likes Competitor Research: Top 5 Metrics in 5 Minutes
  33. 33. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Spying On (and Learning) From Your Competitors 5. Citations WebTrainingWheels.com - 58 citations "Lucy Beers" -site:webtrainingwheels.com "WordPress" WordPress.org - 956,000,000 citations "WordPress" -site:wordpress.org -site:wordpress.com Competitor Research: Top 5 Metrics in 5 Minutes
  34. 34. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 3 Keyword Research
  35. 35. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keywords ResearchWhat Are Good Keywords 1.  Broad Keywords a.  Like the “table of contents” of a book 2.  Targeted Keywords a.  Like the “index” of a book 3.  Expanding Keywords with Descriptors 4.  Long Tail Keywords 5.  Geo Targeted Keywords
  36. 36. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Start with Your Primary Business Products or Services 2.  Create List for One Keyword Topic at a Time 3.  Google Those Keywords / Phrases Using Google Options 4.  Create Big! Big! List 5.  Google Keyword Planner Keywords ResearchKeyword Research Process
  37. 37. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Find the right Focus Keyword 2.  Find the words and phrases your customers use instead of industry jargon. 3.  Look for synonyms / LSI keywords (Latent Semantic Indexing) 4.  Add qualifiers and descriptors Keywords ResearchDevelop a List of Keywords
  38. 38. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keyword Research Keyword Planner 1.  Traffic levels 2.  Competition levels 3.  Stage of the marketing funnel 4.  Value of conversion https://www.google.com/adwords/get-started/
  39. 39. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keyword Research Keyword Planner wordpress seo plugin best wordpress seo wordpress seo guide wordpress seo theme wordpress seo tips wordpress seo plugins best wordpress seo plugin wordpress tags seo wordpress seo by yoast
  40. 40. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4
  41. 41. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4
  42. 42. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4
  43. 43. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 4 Onsite Optimization
  44. 44. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Onpage Optimization 2.  Website Architecture / Navigation Onsite Optimization Two Primary Components of Onsite Optimization
  45. 45. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1. URL: https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/ 2. Title Tag: "What is SEO and Why Do You Need It" 3. Meta Description: “SEO drives over 50% of all traffic...” 4. Headings: <H1> ”What is SEO and Why Do You Need It” 5. Subheads: <H2> “How Do Search Engines Work” 6. Image Alt Tags: "John Bolyard SEO Keyword Research Moz OSE" 7. Content: First Paragraph “Search Engine Optimization (SEO) is the process...” Onpage Optimization: Page “What is SEO and Why Do You Need It” Onsite Optimization
  46. 46. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Website Architecture / Navigation Onsite Optimization
  47. 47. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Website Architecture / Navigation Onsite Optimization
  48. 48. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 5 Offsite Optimization
  49. 49. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Three Primary Components of Offsite Optimization 1.  Backlinks 2.  Social Mentions:Retweets / Shares / Likes / Pins 3.  Directories / Citations
  50. 50. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Backlinks Backlinks are votes of confidence for your website. Backlinks are the most important offsite optimization strategy.
  51. 51. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Social Mentions Likes / Retweets / Shares / Pins Google says that social signals are not part of their algorithm. Websites that track Google’s algorithm see indications that social signals do influence Google search rankings. http://backlinko.com/google-ranking-factors
  52. 52. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Offsite Optimization Directories / Citations Citations are mentions of your Name, Address, Phone: NAP 1.  Name 2.  Address 3.  Phone WebTrainingWheels.com - 56 citations "Lucy Beers" -site:webtrainingwheels.com "WordPress"
  53. 53. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Social Media 5 Social Media
  54. 54. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Social Media Shares / Likes / Tweets / Pins Google is looking at how your visitors engage with you. Optimize your social media with the same keywords.
  55. 55. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Social Media Shares / Likes / Tweets / Pins Rules for Social Media 1.  Be fully engaged or don’t use social media 2.  Only do social media if you customers do 3.  There is to more social media than Facebook
  56. 56. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 5 Content
  57. 57. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Content It All Starts with Content Be Different! 50% of your efforts should be on content creation.
  58. 58. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Content It All Starts with Content Be Different! 50% of your efforts should be on content creation. 50%! <
  59. 59. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your content is about so you get to the top of the search results. Content It All Starts with Content
  60. 60. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your content is about so you get to the top of the search results. Google’s Purpose ;^) Google wants to pull the newest, most relevant content to the top of the results page because that’s where the most expensive ads are. Content It All Starts with Content
  61. 61. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Website architecture 2.  Internal linking structure 3.  Meta data / rich snippets / microdata 4.  Page / Post content optimization Content It All Starts with Content Content Structure
  62. 62. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Google 1.  Generates social mentions 2.  Draws backlinks 3.  Builds site authority / relevance Content It All Starts with Content
  63. 63. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Google 1.  Generates social mentions 2.  Draws backlinks 3.  Builds site authority / relevance Content It All Starts with Content You 1.  Keeps and converts visitors
  64. 64. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Single keyword topic per page 2.  Highly relevant, very high quality content 3.  Video content 4.  650+ words 5.  5%+ keyword density Content What is Good Content
  65. 65. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  High engagement 2.  Low bounce rate 3.  High visitor return rate 4.  Longer dwell times Content What is Successful Content
  66. 66. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1. DO NOT stuff keywords 2. DO NOT buy backlinks 3. DO NOT have duplicate content 4. DO NOT submit to sites that are only backlink sites 5. DO NOT reciprocate backlinks 6. DO NOT use automated submission services 7. DO NOT try to trick Google Content Keyword and Content Don’ts!
  67. 67. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 7 Local Search
  68. 68. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search 1.  Google favors local businesses with local addresses 2.  Local search is about creating backlinks and listings in local directories Local Search Optimize for Local Search
  69. 69. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Local Search is Really Offsite Optimization 1.  Great Content with "local signals" 2.  Optimize Your “Google My Business” listing 3.  Backlinks to Your Website 4.  Citations / Your Name, Address, Phone (NAP) 5.  Reviews 6.  Social Media Local Search Optimize for Local Search
  70. 70. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search A Word on Building Citations 1.  NAP: Name Address Phone - Exactly the Same! 2.  ONLY list with websites indexed by Google 3.  DMOZ listing is great! 4.  Use keywords in title, description, content 5.  Submit manually 6.  Change the descriptions a bit ...avoid duplicate content 7.  Keep track and update periodically Local Search Optimize for Local Search
  71. 71. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 7 Mobile
  72. 72. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search 1.  “Mobile Friendly” (responsive)compliance is now a major search ranking factor. 2.  This will only affect mobile rankings (for now) 3.  Google’s Mobile Friendly Tester https://www.google.com/webmasters/tools/mobile-friendly/ Mobile Google Mobilegeddon Algorithm Update
  73. 73. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search Non-responsive websites just become smaller versions of themselves. Responsive websites “respond” to the width of the device. Mobile
  74. 74. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 7 Measure Success
  75. 75. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search How to Measure Your Success Google Analytics Google Search Console
  76. 76. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search How to Measure Your Success Google Analytics Three Basic Google Analytics Metrics: 1.  Audience: Who are your visitors 2.  Acquisition: How did they find you 3.  Behavior: What did they do when they got there
  77. 77. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Analytics Important Audience Analytics: 1.  Geo-location 2.  New vs Returning 3.  Frequency & Recency 4.  Engagement 5.  Mobile 6.  User Flow How to Measure Your Success
  78. 78. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Analytics Important Acquisition Analytics: 1.  Organic Search 2.  Direct 3.  Referral 4.  Social 5.  Queries 6.  Landing Pages How to Measure Your Success
  79. 79. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Analytics Important Behavior Analytics: 1.  Behavior Flow 2.  All Pages 3.  Landing Pages 4.  Exit Pages 5.  Site Speed 6.  Speed Suggestions How to Measure Your Success
  80. 80. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Search Console Search 1. Clicks 2. Impressions 3. CTR 4. Position Search Analytics: 1. Queries 2. Pages 3. Countries 4. Devices 5. Search Type How to Measure Your Success
  81. 81. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Google Search Console Other Resources: 1. Google My Business 2. PageSpeed Insight How to Measure Your Success
  82. 82. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 8 Takeaways!
  83. 83. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Takeaways Google and SEO 1.  Start with optimized content 2.  Optimize your website 3.  Engage your visitors 4.  Backlinks 5.  Extend your reach into social media 6.  Convert your visitors
  84. 84. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Exercises 1.  SEO Workshop Onpage Optimization 2.  Competitor / Website / Market Analysis 3.  Keyword Planner (if time permits)
  85. 85. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 8 Extras
  86. 86. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 5 Easy Ways to Improve Site Performance Our 10 Minute Website Checkup
  87. 87. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search 1.  Check your site for crawl errors - https://www.google.com/webmasters/ 2.  Test your site for load time - http://tools.pingdom.com/fpt/ 3.  Scan your site for malware - https://sitecheck.sucuri.net/ 4.  Installed Google Analytics - https://www.google.com/analytics/sign_up.html 5.  Check for broken links - https://validator.w3.org/checklink Our 10 Minute Website Checkup 5 Easy Ways to Improve Site Performance
  88. 88. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Keyword Scrapers 1.  http://www.ubersuggest.org 2.  http://soovle.com/ 3.  http://tools.seobook.com/general/keyword-information/ 4.  http://www.zuula.com/ 5.  http://www.keywordbuzz.net/ Search Tools
  89. 89. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search Contact: John Bolyard John@JohnBolyard.com

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