SEO Basics. The pieces of how to get higher listings on Google.

1. Search Engine
Optimization 101
Small Steps & Info to get you started

2. What is SEO?
• Search Engine Optimization (from Wikipedia) is the process of affecting the visibility of a website or a web
page in a search engine's "organic” or unpaid search results.
• Letting Google know you exist

3. PPC
Online Reviews
Email Marketing
Tools & Analytics
Conversion Rate Optimization
Public Relations
What is related to SEO?

4. PPC

5. Online Reviews

6. • Newsletters
• Auto responders
• Subscriber Lists
Email Marketing

7. • Google Webmaster Tools
• Google Analytics
o Bounce Rate
o Time on Site
o Visitors
o Conversion
o Traffic Sources
o You can use this information to help inform your next
steps, profitability & more
Analytics – You can only improve what you can
measure

8. Tools

9. • Articles
• Press Releases
• Ghost Writing
• Contacting Bloggers
Public Relations

10. • Clear call to action
• Colors
• Where the eyes go
• Less Clicks is Better
• Consistency
• Messaging
• User Interface Design
• User Experience Design
Conversion Rate Optimization

11. Pieces of SEO
• SERP
• Keyword Research
• Website Architecture
• Website Design
• Website Copy
• Backlinks
• Offsite Content
• Technical Audit
• Local SEO
• Site Speed

12. SERP

13. • What search terms have volume & are easy to compete on
o Search Volume
o Competition
o Related Keywords
Keyword Research

14. Website Architecture

15. Website Design

16. Website Design

17. Website Design

18. • Appropriate linking
• Anchor Text
• Good, Human, use of Keywords in context
Website Copy (Content)
• Meta Title & Description & URL

19. • Directories & Citations
o Paid
o Unpaid
• DMOZ
• Outreach
o Find people with common interest & exchange links/information
• Infographics
• Make it easy for people to share your content
• Anchor Text is important
• Sales & Promotions
o Groupon (may or may not be sustainable linkbuilding)
Backlinks

20. • Social Media – Be where your customers are
• Make your content shareable
• Backlinks & PR
Offsite Content

21. • Fix 404 & other Errors
o Create custom 404 page
• Branding Opportunity
• Customers don’t bounce
• Give them another place to go
• No Duplicate Content
• Meta Title
• Meta Description
• Display URL/Site Architecture
Technical Audit

22. Local SEO

23. Site Speed
• Faster is better
• 3 Seconds
o 40% of People Abandon
• .5 Second
o 20% Less Traffic for Google
• .1 Second
o 1% Decrease in Amazon purchases

24. Bad SEO
• Black Hat
• I’LL GET YOU 1,000,000+ LINKS FOR $5
o Disavow bad backlinks
• Costs you time and money in the end

25. Other Interesting things you may
want to know
o Personalized Search
• Prior Searches
• Geographic
o Google is ~67% of the search market, Bing is ~16% Yahoo ~12% (in the US) Feb 13, 2013
• http://searchengineland.com/comscore-january-2013-search-rankings-148478
o Big SEO Events http://moz.com/google-algorithm-change
• Panda – “over-optimization”, Keyword Stuffing 2011
• Penguin – Poor Quality Backlinks – 2012
• Hummingbird – Conversational Search – 2013
o Page Rank
• How important this page is
• Rank 1 – 10, 10 being very important
o New York Time is PR9
o Places to read a little more online
• http://www.clickminded.com/seo-101-handbook/
o No-Follow – robots.txt
• Landing Pages
o Can I engineer things to go viral
• No, but you can try

26. Conclusion
o Good SEO takes time and effort
o Provide good content for humans, not search engines
o Don’t do bad things
• Find these slides online at
http://www.slideshare.net/marshallhayes16/seo-101-workshop-
small-tips-info-to-get-you-started

27. • If you have a website
o Set up and find these things on Google Analytics
• Visitors to your site in the last month
• Where (Geographically) your visitors came from
• What websites your visitors came from
• Set up conversion (or goal) tracking for A) product sales or B) contact form
o Then you can evaluate anything from profitability to if you’re meeting any goals you
have.
• If you use Wordpress
o Install the Yoast Plugin and use unique Meta Titles & Descriptions on all your pages
• If you don’t use Wordpress & don’t have a website
o Set up Wordpress blog and site (and install Yoast)
• There are other people out there who care about what you care about. The
only way for them to find you in a search engine is putting your fingers to a
keyboard and start typing about it.
• If you want help give me a call
Action ItemsMarshall Hayes
marshall@marshallphayes.com
415-746-9850