How to begin the search engine optimization (SEO) process and what’s needed to be successful. This slide deck was presented to graduate-level students at Pace University to help them expand their knowledge about marketing and online search rankings for mock businesses they were building.

1. Search
Engine
Optimization
101
How
to
begin
the
SEO
process
and
what’s
needed
to
be
successful.
Becky
Livingston
President
&
CEO
Penheel
MarkeCng
February
2014

2. Becky
Livingston
ü Speaker
ü Author
ü Educator
ü Social
Media
&
Digital
MarkeCng
Consultant
ü 15
yrs.
in
the
financial
services
field
ü 20
yrs.
markeCng
and
technology
exp.
©2014
Penheel
MarkeCng

3. What
is
SEO?
Search
Engine
Op.miza.on
(SEO)
is
the
organic
way
your
web
site
appears
on
search
engine
results
pages.
It
is
based
on
several
factors,
including
the
#
of
searches
for
your
site,
the
content
on
your
site,
web
site
code,
keywords,
and
so
much
more!
PAID
ORGANIC

4. How
do
search
engines
work?
Every
search
engine
has
what
are
referred
to
as
bots,
or
crawlers,
that
constantly
scan
the
web,
indexing
websites
for
content
and
following
links
on
each
webpage
to
other
webpages.
Image
source:
Hubspot

5. What
do
crawlers
@ind
important?
ü
Content
ü
Who’s
linking
TO
you
It
takes
into
consideraCon:
• Geographic
locaCon
of
the
searcher
• Historical
performance
of
a
lisCng
(clicks,
bounce
rates,
etc.)
• Link
quality
(reciprocal
vs.
one-­‐way)
• Webpage
content
(keywords,
tags,
pictures)
• Back-­‐end
code
or
HTML
of
webpage
• Link
type
(social
media
sharing,
link
from
media
outlet,
blog,
etc.)

6. Search
Engine
Market
Share

7. Search
Engine
Market
Share,
cont.
Image
credit:
weidert.com

8. What’s
your
rank?
1. Rank
–
the
locaCon
your
site
falls
in
the
search
results
for
a
specific
search
query
2. Authority
–
authoritaCve
and
credible
is
the
site?
3. Relevance
–
how
relevant
is
your
content?

9. On-­‐Page
Optimization
• Pick
a
primary
keyword
• for
each
page
• in
the
body
content
• in
the
file
name
of
images
• page
URL
• write
for
humans
first,
search
engines
second
e.g., “internet marketing”

10. Example
<.tle>HubSpot
Home
Page</Ctle>
<meta
id="MetaDescripCon"
name="descrip.on"
content="HubSpot's
inbound
markeCng
sofware
offers
businesses
an
all-­‐in-­‐one
markeCng
soluCon;
blogging,
analyCcs,
social
media,
email,
automaCon
&amp;
more.”>
<meta
id="MetaKeywords"
name="keywords"
content="markeCng
sofware,
inbound
markeCng,
email,
automaCon,
social
media,
CMS,
seo”>
<meta
id="MetaAuthor"
name="author">

11. On-­‐Page
Optimization
• Title
&
Meta
Tags
• On
the
web
page
code,
leverage
the
power
of
the
meta
tags!
<title>Jim Stenerson’s SEO Course</title>
<meta name="Description" content=”Jim Stenerson’s course is
about how to create effective web pages and increase SEO
through…">
<meta name=“keywords” content=“SEO, Pace University, Jim
Stenerson, Dr. James Stenerson, Pace SEO course content”
Jim Stenerson’s SEO Course
www.JimStenerson.com
Jim Stenerson’s course is about how to
create effective web pages and increase SEO
through…

12. Keywords
–
Long-­‐
&
Short-­‐tail
Example
“swimming
pools”
vs.
“fiberglass
in-­‐ground
pool
installaCon”
Short-­‐tail
Long-­‐tail
“fiberglass
in-­‐ground
pool
installaCon”
becomes
“fiberglass
in-­‐
ground
pool
installaCon
in
Boston,
MA.”
Long-­‐tail
becomes
locaCon
specific

13. Putting
It
Together
Image
Source:
e-­‐seo
SoluCons

14. Get
‘Er
Done!
1.
2.
3.
4.
Make
a
list
of
keywords
Build
keyword-­‐focused
pages
Set
up
a
blog
Create
a
link-­‐building
plan
–
connecCng
with
reputable
sources
5. Stay
current
with
SEO
news
and
pracCces

15. Conclusion
• Take
.me
to
think
about
the
content
on
each
page
• Create
a
keywords
worksheet
to
help
keep
it
all
straight
• Check
the
lisCng
once
it’s
live
to
see
how
it
looks
on
engines
• Review
and
update
keywords
throughout
the
year
• Leverage
keywords
and
more
on
social
media
plamorms

16. Resources
• Keyword
Tools
•
•
•
•
Google
Preview
Google
AdWord
Keyword
Tool
Google
Trends
/
Twiner
Trends
Top
25
free
keyword
grader
tools
[hnp://upcity.com/blog/
2013/04/top-­‐25-­‐free-­‐website-­‐grader-­‐tools/]
• Site
Ranking
Tools
• Google’s
Page
Rank
• Rank
Checker
by
SEOCentro
• Check
Page
Rank

17. Who
is
Penheel
Marketing?
Social
media
and
digital
markeCng
consulCng
firm
for
CPA
firms,
small
businesses,
and
non-­‐profits.
hnp://Penheel.com
Blogging
Create
blog
content
quickly
while
gerng
SEO
Cps
and
best
pracCces
pointers.
Marke.ng
Analy.cs
Website
analyCcs,
online
adverCsing
analyCcs.
See
which
sources
are
generaCng
the
most
leads.
Email
Send
personalized,
segmented
Emails
based
on
any
informaCon
in
your
contact
database.
Social
Media
Publish
content
to
your
social
accounts,
then
nurture
leads
based
on
their
social
engagement.
Search
Engine
Op.miza.ons
Improve
your
rank
in
search
engines
by
finding
and
tracking
your
most
effecCve
keywords.
Lead
Management
Track
leads
with
a
complete
Cmeline-­‐view
of
their
interacCons
with
your
firm.