SEO Workshop: What is SEO and Why Do You Need It

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SEO Workshop Outline

How SEO Works: Three Kinds of Search

1. Organic Search
2. Paid Search
3. Local Search

What is SEO and Why is it Important

1. 94% of business buyers research online before buying
2. 81% of consumers research online before buying
3. 36% of the traffic goes to the 1st search result
4. 56% of the traffic goes to the top 3 search results
5. 4% of the traffic goes to the bottom 5 search results

SEO Fundamentals

1. Spying On (and Learning From) Your Competitors
2. Keyword Research
3. Onsite Optimization
4. Offsite Optimization
5. How to Measure Your Success

Spying On (and Learning) From Your Competitors: Top 5 SEO Metrics in 5 Minutes

1. MozRank
2. Indexed Pages
3. Backlinks
4. Social Media
5. Citations

Keyword Research: What are good keywords?

1. Broad Keywords
   1. Like the “table of contents” of a book
2. Targeted Keywords
   1. Like the “index” of a book
3. Expanding Keywords with Descriptors
4. Long Tail Keywords
5. Geo Targeted Keywords

Keyword Research: How to develop a list of SEO keywords to target.

1. Find the right Focus Keyword
2. Find the words and phrases your customers use instead of industry jargon.
3. Start with your Primary Business Products or Services
4. Create List for One Keyword Topic at a Time
5. Google Those Keywords / Phrases Using Google Options
6. Look for synonyms / Latent Semantic Indexing
7. Add qualifiers and descriptors
8. Create Big! Big! List
9. Google Keyword Planner

Two Primary Components of Onsite Optimization

1. Website Architecture / Navigation
2. Onsite Optimization

Three Primary Components of Offsite Optimization

1. Backlinks
2. Social Mentions: Retweets / Shares / Likes / Pins
3. Directories / Citations

Social Media

1. Shares / Likes / Tweets / Pins
2. Google is looking for ways to gauge how your visitors engage with you.Optimize your social media with the same keywords.
3. Be fully engaged or don’t use social media
4. Only do social media if your customers do
5. There is to more social media than Facebook

What is good content.

50% of your efforts should be on content creation.

1. Single keyword topic per page
2. Highly relevant, very high quality content
3. Video content
4. 650+ words
5. 5%+ keyword density

What is successful content.

1. High engagement
2. Low bounce rate
3. High visitor return rate
4. Longer dwell times

Local Search

1. Google favors local businesses with local addresses.
2. Local search is about creating backlinks and listings in local directories

Mobile

1. “Mobile Friendly” is now a major search ranking factor.
2. Google’s Mobile Friendly Testerhttps://www.google.com/webmasters/tools/mobile-friendly/

How to Track and Measure Your SEO Success: Three Basic Google Analytics Metrics

1. Audience: Who are your visitors
2. Acquisition: How did your visitors find you
3. Behavior: What did they do when they got there

How to Track and Measure Your SEO Success: Google Search Console

1. Search
2. Clicks
3. Impressions
4. CTR
5. Position
6. Search Analytics:
7. Queries
8. Pages
9. Countries
10. Devices
11. Search Type

SEO Do’s and Don’ts

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

Takeaways

1. Google and SEO
2. Start with optimized content
3. Optimize your website
4. Engage your visitors
5. Backlinks
6. Extend your reach into social media
7. Convert your visitors

Our 10 Minute Website Checkup: 5 Easy Ways to Improve Site Performance

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

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/