Nuts & Bolts of SEO

by Jeffrey Paulette & Austin Wakeman

Transcript

1. 1 1 The Nuts & Bolts of SEO with Jeffrey Paulette and Austin Wakeman
2. About Us 7 Years In Business 35 Campaigners 200+ Clients We’re Growing All Work Performed In-house About Us 2 2
3. What We Plan To Discuss Can Google Find You? Can You Be Categorized? Metadata/Content Are You Authoritative? Links Local SEO Do You Have A Local Presence? Website Indexing 1 2 3 4 3 3
4. About Us Campaignium’s SEO Philosophy 4 4 Don’t Make Bad Stuff
5. About Us How Do Search Engines Work? Crawling the web Indexing web pages Ranking web pages 5 5
6. Is Your Website Being Indexed? site: Google Search Chrome Extension MozBar Search Console URL Inspection 6
7. Content: The Foundation of Modern SEO 7
8. About Us Content: The Foundation of Modern SEO What makes “good” content? It’s unique, and contains a strong topical focus It’s comprehensive & solves the searcher’s problem It’s based on keyword research It’s well-structured and easy to digest 8
9. About Us Content: The Foundation of Modern SEO What aspects of a web-page do search engines care about? - Meta title tags - Meta description - Image alt-text - Body copy (including headings) - Schema Markup 9
10. About Us Content: The Foundation of Modern SEO Move Into Keyword Research 10
11. About Us Content: The Foundation of Modern SEO How Do I Find the Right Keywords to Use? - Use Google Ads keyword planner - It’s free - Start with a keyword idea or a page on your website 1 2 Healthy Monthly Search Volume Relevant Search Intent What makes a good keyword? 11
12. About Us Content: The Foundation of Modern SEO I’ve found the right keywords. What’s next? - Begin adding them to the following places on the page you are trying to optimize: - Meta title - Meta description - Headings - Body Copy - Image alt-text *Pro tip: Differentiate or Die mentality 12
13. About Us Content: The Foundation of Modern SEO Related topics Solving the Searcher’s Problem It’s not just about keywords! 13
14. About Us Links: How Google Knows Your Site is Legit 14
15. About Us Links: How Google Knows Your Site is Legit What do we mean when we say links? - An external link occurs when someone adds a hyperlink to a page on their website that sends their users to a page on someone else’s website. Why do links matter? - Links are a way for Google to know who is legit and who is a bit sketchy. - The more links a website has from credible sources, the more credible they become. 15
16. About Us Links: How Google Knows Your Site is Legit Where should I start when looking for opportunities to get links? - Find sites that mention your business - Pro-tip: Setup Google alerts for different versions of your business name. This will notify you when someone has mentioned you online. - Volunteer to be a source for articles, blogs, etc. (HARO) - Find “Resource” pages that are relevant to your industry. - Leverage your own content - Build better content 16
17. About Us Links: How Google Knows Your Site is Legit What does Google consider a “credible” website? Credible websites have a number of qualities: 1. A lot of links pointing to their site. 2. Those links are from credible sources. 3. Their domain has a history of being credible. Is there an easy way for me to identify these kinds of website? - Yes! Using the MozBar Chrome extension. 17
18. About Us Links: How Google Knows Your Site is Legit Find the person closest to the website/content you would like a link from (journalist, editor, webmaster, etc.) 1 2 3 Reach out via email or phone Follow up The Steps to Link Building Outreach 18
19. About Us Links: How Google Knows Your Site is Legit Should You Pay for Links? - It’s against Google’s Webmaster Guidelines. - As a result, Google will punish you. - Once you’ve been punished, it’s a long road back to ranking well. 19
20. About Us Local SEO: Rank Better Around Town 20
21. About Us Local SEO: Rank Better Around Town Does Google evaluate different signals when ranking local businesses? Yes and No. Some things are unique to local SEO, while others are consistent with general SEO best practices. - Here are a few things Google considers when evaluating local businesses: - Online directory listings - Google My Business - Content - Links - Customer reviews 21
22. About Us Local SEO: Rank Better Around Town Online directory listings Google uses online directory listings like Yelp, Yellowpages, Hotfrog, etc. to verify business information. - How can you optimize these listings? - Consistent Name, Address & Phone Number - If Google sees conflicting information across different directory websites, they err on the side of not showing searchers businesses that could have out of date information. - Fill out all available fields 22
23. About Us Local SEO: Rank Better Around Town Google My Business To many, this is the number one thing you should take care of as a local business. - How can you optimize your listing? - Fill out all available fields - Keyword rich description - Add relevant business categories - Utilize Google Posts and FAQ’S - Consistently post photos 23
24. About Us Local SEO: Rank Better Around Town Customer Reviews As you may know, customer reviews, especially Google reviews, are vital to your success in local search. How can you get more reviews for your business? - Just ask! - Make sure you follow up - Include GMB “Shortname” - Use a handout 24
25. Content The content on your local website can utilize some of the same best practices we discussed above to rank well. Local Content Optimization TIps: - Include your location in key areas - Add Name, Address & Phone number to your website footer - Build “location pages” (3 or more locations) - Use Schema markup About Us Local SEO: Rank Better Around Town 25
26. Links For all the reasons we mentioned previously, links are essential to rank well in local search results pages. - Seek links from “credible” websites - Seek links from locally relevant websites - Local news websites - The local Chamber of Commerce - Local non-profit websites, etc. About Us Local SEO: Rank Better Around Town 26
27. About Us Some Other Things to Consider 27
28. About Us Some Other Things to Consider What Else Does Google Consider? Site Speed User Experience & Accessibility Site Security (HTTPS) Duplicate Content A Whole Lot More... 28
29. About Us Some Other Things to Consider SEO Tools and Resources - Google Ads Keyword Planner - MozBar Chrome Extension - Google Search Console - How to Setup Google Alerts - Rocket Reach (Identify email addresses for external link building opportunities) - Find Your Google My Business listing - Create a “shortname” for Google reviews - Help a Reporter Out - Google Review Handout Generator - Moz Blog 29
30. 1 30 Thank You! Presentation link: http://bit.ly/seo-nuts-bolts