SEO Workshop Presentation

Presented by:
Jasmine Sandler
CEO|Agent-cy
1515 Broadway
NY, NY 10036

WHAT IS SEARCH ENGINE OPTIMIZATION?
Process of―optimizing‖ both
the on-page and off-page
ranking factors in order to
achieve high search engine
rankings for targeted search
terms.

HOW SEARCH ENGINES WORK

• Spider ―crawls‖ the web to find new documents (web pages,
other documents) typically by following hyperlinks from
websites already in their database

• Search engines search their own databases when a user enters
in a search to find related documents (not searching web pages
in real-time)

• Search engines rank the resulting documents using an
algorithm (mathematical formula) by assigning various weights
and ranking factors

SEO TERMINOLOGY
301 Redirect RSS
ALT Text/Tag SERP
Blog SiteMap
Search Visibility Spider
SiteMap Traffic/Alexa Rank
Keyword
Canonical URL
Directory
Headings
HTML
Inbound Link
Link Building For a full list and
Long Tail Keyword descriptions, see
PPC www.jasminesander.com

DEVELOPING A GOOD SEO STRATEGY:
• Research desirable keywords and search phrases
(WordTracker, Google AdWords) & then identify search phrases to
target (should be relevant to business)

• Optimize On-Site

• Write copy to appeal to both search engines and actual website visitors

• Study competitors (competing websites) and search engines(SEOMOZ)

• Implement a quality link building campaign(.edu, .gov., quality content
on .com)

• Add Quality content

• Constantly monitor rankings for targeted search terms
(http://tools.seobook.com/firefox/rank-checker/)

KEYWORD ACTIVITY:
Branded Keywords (Company Name & Personal Branding)
Service/Product/Industry Keywords
Specific Service/Product TM Keywords
Specific Service/Product Geo-Targeted Keywords

ACTIVITY
3+ Words in Keyword Phrase (Long-tail)
If someone was searching for your page, which words would they use?
Which words do you want to rank highly for?
Which words should you rank highest for?
Create a list of keywords that best represent your website – think about
different variables of your keywords

2012 GOOGLE UPDATES
 Penguin Update  Panda Update
 Overly optimized sites will continue  Target Low Quality Sites
to be targets  Shady/Low Quality Link
 Targeted at webspam and will Building Practices
decrease rankings for sites that are  Target spammy/scraper sites
violating Google’s existing quality
guidelines..  Target Sites with Duplicate
Content
 Visitor engagement matters
more than ever.  Sites with Poor Internal Linking
Structure
 Content quality will grow in
importance.  Duplicate Anchor Text and Links
from Article Directories/Low
 Aggressive exact-match anchor text
Quality Sites
 Overuse of exact-match domains
 Multiple Pages with the Same
 Low-quality article marketing & blog Keyword
spam  Affiliate Links and Ads
 Keyword stuffing in
 Auto-generated Content
internal/outbound links

WHAT GOOGLE WANTS:
• Fresh content = updated regularly.
• Quality content that engages readers
• Articles placed of 300-500 words
• Well written description, Keyword in the title and headers in
web page.
• A well constructed sitemap of your blog.
• Fast page loading
• SEO optimized blog
• Authority backlinks with frequency by which you are making
backlinks.
• Good number of returning visitors.
• Low bounce rates and 404 errors.

ON-PAGE FACTORS
On-Page Factors (Code & Content)

• Title tags <title>
• Header tags <h1>
• ALT image tags
• Content, Content, Content (Body text) <body>
• Hyperlink text
• Keyword frequency & density

ANALYZE YOUR SITE
Start with Analyzing Your On-Site Performance

Google Webmaster Tools — Gives you all sorts of details
about how Google sees your site, such as problems crawling
your pages and suggestions for how to improve your HTML.

Google Analytics — Reports on vital traffic data such as
visitors, pageviews, traffic sources, keywords, and lots more.
Also lets you set up goals so you can see how well your SEO
campaigns are performing.

SEO Book and SEO Chat — these two sites offer a large range
of free, Web-based SEO tools, many of which give you useful
information about how your site is faring in the search results.

TITLE

SEO WORKSHOP NEW YORK = Keyword

SEO WORKSHOP NEW YORK = Title
http://jasminesandler.com/seo-workshop-new-york/ =
URL
Jasmine Sandler, an SEO Consultant will be delivering a
hands-on SEO Workshop in New York.
This SEO Workshop will deliver the basics of SEO. =
Meta Description

IMAGES
Use the ALT
attribute ‫‏‬

Be descriptive.
Use your
keywords.

Keep your
keywords in
naming your
images.

INTERNAL LINKS

• Links inside the site (e.g. navigation menus, in-text links)‫‏‬

• All pages should be linked from somewhere

• Doesn't have to be on the navigation menu

• More important pages should be linked to more often or from more
important pages

• Anchor text (words displayed for the link) is important for ranking
―Register for SEO Workshop New York‖

FRIENDLY URLS
• When naming your folders and pages try to use your
keywords

• Never leave spaces or special characters in your file names

• To separate words use a hyphen –

e.g. http://www.agent-cy.com/services/search-engine-
optimization/

WRITE GOOD CONTENT
• If your pages contain good, relevant, useful, high quality,
natural, keyword focused and informative content,
search engines will be more likely to rank your page
higher for relevant searches.

• Good content will encourage more sites to link to your
pages, thereby further increasing your search engine
ranking.

• Update your content regularly. Visitors like fresh content,
so they will visit your site more often.

• More visits lead to more links to your content, which
ultimately results in more traffic.

BLOGGING ACTIVITY

• Determine Topic related to Service/Product You Sell
• Determine Keyword Phrase (2-3 words)- Use keyword
activity
• Determine Categories that Topic Falls In
• Write Headline. Include Keyword Phase. Use Hyphens.
• What Image will you use? What is the Alt tag?
• Write Blog Post Using Keywords, Imagery, Messaging for
Target – write 250-300 words. Use the Keyword Phrase 2-3
times throughout your copy.

OFF-PAGE SEO

• Link Popularity
(―votes‖ for your site) adds credibility

• Anchor text

LINK BUILDING

• These are links pointing to your site from other
sites
• Important for discovery and ranking
• Each link is a ―vote‖
• Where to get inbound links?

GET OTHER SITES LINKING BACK
• Most search engines rank sites more highly if they're
linked to by other, well-respected sites.

• Target a few relevant, good-quality sites and directories
that are full of useful info and rank well on the search
engines, and try to get a link back from them.

• A "link to this page" function on each page of your site
makes it easy for other webmasters and bloggers to link.

• Get in touch with the site owner and strike up a
friendship. You're much more likely to get a link back
from someone who knows you.

SOCIAL BOOKMARKING ESSENTIALS
Necessary
component of
your SEO
Strategy

Must be frequent
and appropriate

Increases social
signals

Makes your
content sharing
easier

ONLINE PR CONTENT DRIVES SEO

• Distributing quality content on authoritative sites with
linkbacks is the key to Off-page SEO
• Generate unique, high quality, keyword focused, informative,
natural content.
• Online PR content that can positively affect your SEO Rank:
• Blogging
• Optimized Multi-Media Press Release (business.com)
• Optimized Online Videos
• Optimized Images associated with stories/posts
• Podcasts and .Wav files
• Socially Optimized Online News Rooms
• Fresh, Rolling News
• Webcasts
• Webinars

Having a good online video
marketing strategy can
increase the chances of
achieving first page Google
rankings by 53x
(Forrester Research)

99 char.

5,000 char.

•Set to Public Once Published
•Choose Enable Embed
Keywords •Host on Site , YouTube, Vimeo
•Enable Social Sharing
•Add Videos to Facebook, LinkedIn

HOW DOES SOCIAL AFFECT SEO?

Matt Cutts, head of Keys to Social + Effect on
Google’s‫‏‬Webspam team: SEO:
 Reputation
“Reputation/Quality in
Social Media is what is  Quality over Quantity
important to Google
Search.  Commenting Relevance
We’re just to  Credibility of Authors
starting to
measure  Blogging
this noise.”
 Commenting
 Client Testimonials

GOOGLE +
Use keywords in Google +
Posts so that referrer term
is found

Encourage +1’s to click on
your page so that rank will
be higher

Grow your circles.
Influencers can grow your
results in Search

YOUTUBE
Include at least 5-7
relevant keywords as
tags for your video.

The popularity of your
video is an important
factor in how well your
video will rank in search
results.

Enable people to take
your video for inbound
links

FACEBOOK
Shareable content – has a
correlation with Search
rank, but not proven

Best practices:
• Have call to action
• Use
compelling/shareable
content with link back to
site(blog)
• Connect with topic
based FB pages, groups,
people and comment

TWITTER
• Twitter directly signals
Google (popular retweets)

• Followers, retweets affect
real-time search

• Keys: Newsworthy content,
events, sharing non-
personal valuable
information

• Sharing links

• Following credible authors,
journalists & engaging in
@mentions

• Using #hashtags/keywords|

LINKEDIN
• Engagement in ANSWERS
by categories can positively
affect Google

• Profile personal keywords in
Titles, Headline , Summary
and Job Descriptions help
LINKEDIN search visibility

PINTEREST
• Use your top keywords
in your
product/service title

• Use hashtags to
categorize subjects

• Create simple captions
with keywords

• Put a Pinterest icon on
your website.

• Include your website
url on all products

MEASURING SEO EFFECTIVENESS
• Software Tools
• Keyword density
• Link popularity
• Alexa traffic
• Google page rank
• Search engine ranking
• Keyword and competition analysis
• Reporting
• Keyword ranking
• Search engine links
• Referrer report
• Visibility report
• Traffic report

FREE TOOLS: http://jasminesandler.com/recommend-
tools-to-automatefacilitate-seo-best-practices/

SUMMARY: SEO TIPS
• Research keywords related to your business
• Identify competitors, utilize benchmarking techniques and
identify level of competition
• Utilize descriptive title tags for each page
• Ensure that your text is HTML-text and not image text
• Use text links when ever possible
• Use appropriate keywords in your content and internal
hyperlinks (don’t overdo!)
• Obtain inbound links from related websites
• Monitor your search engine rankings and more importantly
your website traffic statistics and sales/leads produced
• Educate yourself about search engine marketing

SEO RESOURCES

SEO case studies:
www.agent-cy.com
SEO Tools and Techniques:
www.jasminesandler.com

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