Beginning and Advanced SEO for Beginners Workshop

[email protected] 206 335-6162 Marketing Automation / Websites / Search

Basic and Advanced

for Beginners

SEO


An SEO expert walks into a bar

bars, pub, tavern, Irish pub,

taverns, local bar, dive,

mini-bar, beer, cocktail…

[email protected] 206-335-6162 Marketing Automation / Websites / Search

Good SEO hasn’t changed much.


Bad SEO has changed a lot.


Over 150 Billion Searches Per Month


Over 500 Million Searches Every Day


2010 Keywords Backlinks Rankings

2016 Mobile User Experience Content Backlinks Speed Local Social Keywords Rankings Analytics


SEO What is SEO and Why is it Important


1.  How Search Works

2.  How to Optimize Onsite and Offsite for Search

3.  How to Track Your Results

Goals for the Workshop


SEO Workshop Outline

SEO Workshop Onpage Optimization

Competitor / Website / Market Analysis

Worksheets


1

How Search Works


Three Kinds of Search

1.  Organic Search

2.  Paid Search

3.  Local Search

What is SEO and Why is it Important

How Search Works


94% of business buyers and

81% of consumers research online

before buying.

How Search Works


36%

12% 9%

7% 6% 4%

56% of Search Traffic Goes to the Top 3 Positions

< The top 3 positions get 57% of

the search traffic!

_

How Search Works


36%

12% 9%

7% 6% 4%

36% of all Search Traffic Goes to the #1 Position

< The #1 position

gets 1 / 3 of all

the search traffic!

How Search Works


36%

12% 9%

7% 6% 4%

The Bottom 5 Positions Get Only 4% of the Traffic

< _

The bottom 5 positions only get 4% of the traffic!

How Search Works


Onsite

Content Relevance

Site/Page Optimization

Website Architecture

Offsite Social Mentions Directories Citations

Offsite Backlinks / Earned Links

Pointing to the content.

Talking about the content.

How Search Works


Anatomy of a Search Result

How Search Works


2

SEO Basics


Search Engine Basics

1.   Spying On (and Learning From) Your Competitors

2.   Keyword Research

3.  Onsite Optimization

4.  Offsite Optimization

5.  How to Measure Your Success


Competitor Research


Competitor Research Spying On (and Learning) From Your Competitors

Who is Your Competitor

The website in Position #1 for your keyword!


Spying On (and Learning) From Your Competitors

Can I get that keyword?

Example:

wordpress

wordpress seo

wordpress seo los angeles

Competitor Research



Example:

Keyword:

wordpress

1,160,000,000 results

1

2

3

Competitor Research



Example:

Keyword:

wordpress seo

25,000,000 results

1

2

3

Competitor Research



Example:

Keyword:


763,000 results

1

2

3

Competitor Research



Focus Keyword:


763,000 results

Competitor:

WebTrainingWheels.com

1

2

3

Competitor Research



Competitor Research

Top 5 Metrics in 5 Minutes

Competitor Research: Top 5 Metrics in 5 Minutes



http://www.checkmoz.com/

1. MozRank “MozRank represents a link

popularity score. It reflects

the importance of any given

web page on the Internet.”

Moz.com




http://google.com

2. Indexed Pages WebTrainingWheels.com*

337 Indexed Pages

WordPress.org

25,600,000 Indexed Pages *WebTrainingWheels.com”- Lucy Beer is an expert WordPress developer and trainer




http://openlinkprofiler.org

3. Backlinks WebTrainingWheels.com

151 Unique Backlinks

WordPress.org

200,000+ Unique Backlinks




4. Social Media WebTrainingWheels.com

366 Facebook Likes

WordPress.org

962,799 Facebook Likes




5. Citations WebTrainingWheels.com - 58 citations

"Lucy Beers"

-site:webtrainingwheels.com "WordPress"

WordPress.org - 956,000,000 citations

"WordPress" -site:wordpress.org

-site:wordpress.com



3

Keyword Research


Keywords Research What Are Good Keywords

1.  Broad Keywords

a.  Like the “table of contents” of a book

2.  Targeted Keywords

a.  Like the “index” of a book

3.  Expanding Keywords with Descriptors

4.  Long Tail Keywords

5.  Geo Targeted Keywords


1.  Start with Your Primary Business Products or Services

2.  Create List for One Keyword Topic at a Time

3.  Google Those Keywords / Phrases Using Google Options

4.  Create Big! Big! List

5.  Google Keyword Planner

Keywords Research Keyword Research Process


1.  Find the right Focus Keyword

2.  Find the words and phrases your

customers use instead of industry jargon.

3.  Look for synonyms / LSI keywords

(Latent Semantic Indexing)

4.  Add qualifiers and descriptors

Keywords Research Develop a List of Keywords


Keyword Research Keyword Planner

1.  Traffic levels

2.  Competition levels

3.  Stage of the marketing funnel

4.  Value of conversion

https://www.google.com/adwords/get-started/


Keyword Research Keyword Planner

wordpress seo plugin

best wordpress seo

wordpress seo guide

wordpress seo theme

wordpress seo tips

wordpress seo plugins

best wordpress seo plugin

wordpress tags seo

wordpress seo by yoast


4


4


4


4

Onsite Optimization


1.  Onpage Optimization

2.  Website Architecture / Navigation

Onsite Optimization Two Primary Components of Onsite Optimization


1. URL: https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/

2. Title Tag: "What is SEO and Why Do You Need It"

3. Meta Description: “SEO drives over 50% of all traffic...”

4. Headings: <H1> ”What is SEO and Why Do You Need It”

5. Subheads: <H2> “How Do Search Engines Work”

6.  Image Alt Tags: "John Bolyard SEO Keyword Research Moz OSE"

7. Content: First Paragraph “Search Engine Optimization (SEO) is the process...”

Onpage Optimization: Page “What is SEO and Why Do You Need It”

Onsite Optimization


Website Architecture / Navigation

Onsite Optimization


Website Architecture / Navigation

Onsite Optimization


5

Offsite Optimization


Offsite Optimization Three Primary Components of Offsite Optimization

1.  Backlinks

2.  Social Mentions:Retweets / Shares / Likes / Pins

3.  Directories / Citations


Offsite Optimization Backlinks

Backlinks are votes of

confidence for your website.

Backlinks are the most

important offsite optimization

strategy.


Offsite Optimization Social Mentions

Likes / Retweets / Shares / Pins

Google says that social signals are not part of their algorithm.

Websites that track Google’s algorithm

see indications that social signals do

influence Google search rankings.

http://backlinko.com/google-ranking-factors


Offsite Optimization Directories / Citations

Citations are mentions of your Name, Address, Phone: NAP

1.  Name

2.  Address

3.  Phone

WebTrainingWheels.com - 56 citations

"Lucy Beers" -site:webtrainingwheels.com "WordPress"


Social Media

5

Social Media


Social Media Shares / Likes / Tweets / Pins

Google is looking at how your visitors

engage with you.

Optimize your social media

with the same keywords.


Social Media Shares / Likes / Tweets / Pins

Rules for Social Media

1.  Be fully engaged or don’t use social media

2.  Only do social media if you customers do

3.  There is to more social media than Facebook


Content

5

Content


Content It All Starts with Content

Be Different!

50% of your efforts

should be on content

creation.



Be Different!

50% of your efforts

should be on content

creation.

50% !

<


Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your

content is about so you get to the top of the search results.



Your Purpose :^) The purpose of SEO is to allow Search Engines to understand what your

content is about so you get to the top of the search results.

Google’s Purpose ;^) Google wants to pull the newest, most relevant content to the top of the

results page because that’s where the most expensive ads are.



1.  Website architecture

2.  Internal linking structure

3.  Meta data / rich snippets / microdata

4.  Page / Post content optimization


Content Structure


Google 1.  Generates social mentions

2.  Draws backlinks

3.  Builds site authority / relevance



Google 1.  Generates social mentions

2.  Draws backlinks

3.  Builds site authority / relevance


You 1.  Keeps and converts visitors


1.  Single keyword topic per page

2.  Highly relevant, very high quality content

3.  Video content

4.  650+ words

5.  5%+ keyword density

Content What is Good Content


1.  High engagement

2.  Low bounce rate

3.  High visitor return rate

4.  Longer dwell times

Content What is Successful Content


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

Content Keyword and Content Don’ts!


7

Local Search


1.  Google favors local businesses

with local addresses

2.  Local search is about creating

backlinks and listings in local

directories

Local Search Optimize for Local Search


Local Search is Really Offsite Optimization

1.  Great Content with "local signals"

2.  Optimize Your “Google My Business” listing

3.  Backlinks to Your Website

4.  Citations / Your Name, Address, Phone (NAP)

5.  Reviews

6.  Social Media



A Word on Building Citations

1.  NAP: Name Address Phone - Exactly the Same!

2.  ONLY list with websites indexed by Google

3.  DMOZ listing is great!

4.  Use keywords in title, description, content

5.  Submit manually

6.  Change the descriptions a bit ...avoid duplicate content

7.  Keep track and update periodically



7

Mobile


1.  “Mobile Friendly” (responsive)compliance

is now a major search ranking factor.

2.  This will only affect mobile rankings (for now)

3.  Google’s Mobile Friendly Tester https://www.google.com/webmasters/tools/mobile-friendly/

Mobile Google Mobilegeddon Algorithm Update


Non-responsive websites just

become smaller versions of

themselves.

Responsive websites “respond”

to the width of the device.

Mobile


7

Measure Success


How to Measure Your Success

Google Analytics

Google Search Console


How to Measure Your Success Google Analytics

Three Basic Google Analytics Metrics:

1.  Audience: Who are your visitors

2.  Acquisition: How did they find you

3.  Behavior: What did they do when they got there


Google Analytics

Important Audience Analytics:

1.  Geo-location

2.  New vs Returning

3.  Frequency & Recency

4.  Engagement

5.  Mobile

6.  User Flow



Google Analytics

Important Acquisition Analytics:

1.  Organic Search

2.  Direct

3.  Referral

4.  Social

5.  Queries

6.  Landing Pages

7.  Social



Google Analytics

Important Behavior Analytics:

1.  Behavior Flow

2.  All Pages

3.  Landing Pages

4.  Exit Pages

5.  Site Speed

6.  Speed Suggestions




Search

1. Clicks

2.  Impressions

3. CTR

4. Position

Search Analytics:

1. Queries

2. Pages

3. Countries

4. Devices

5. Search Type




Other Resources:

1. Google My Business

2. PageSpeed Insight



8

Takeaways!


Takeaways

Google and SEO 1.  Start with optimized content

2.  Optimize your website

3.  Engage your visitors

4.  Backlinks

5.  Extend your reach into social media

6.  Convert your visitors


Exercises

1.  SEO Workshop Onpage Optimization

2.  Competitor / Website / Market Analysis

3.  Keyword Planner (if time permits)


8

Extras


5 Easy Ways to Improve Site Performance

Our 10 Minute Website Checkup


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

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


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/

Search Tools


Contact: John Bolyard

[email protected]