Learn the Basics of Search Engine Optimization (SEO) for Small Business Owners

SEO Training 101 “How To Make Search Engines Work For YOU”

The Beginner’s Fast Track www.Twitter.com/jonrognerud

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Assumption for this presentation:

1. You’re new to SEO (or close to it)

2. You have a website (or close to it)

3. You are a business owner or marketer open to learning about search engines

4. Your focus on this presentation for the next hour…(please turn emails, phones, kids, etc “off”)

What you will learn

1. What search engines are all about

2. Top ranking factors and the SEO framework

3. The big 4 myths of SEO

4. Actionable tips to rocket your website up in search engines listings – FAST!

5. PLUS – a Give Away bonus of my SEO book, shipped to you for FREE.

Do you think SEO will work for your website?

This is you…

• You’ve tried keywords research, and adding to pages, but it doesn’t seem to have any effect…

• You’ve never really tried SEO, don’t know what it’s about, and think Social Media is better…

• Done some work with search engine optimization, but cannot get enough traffic or traction to make it worthwhile…

• You’re not a techno-geek, and think you have to become one to be successful, so you give up…

• Built an online marketing company from scratch

• Working as a biz consultant to small & large businesses, i.e. Yahoo, Microsoft

• Expert mentions and articles

• Written several books, and 2 published in stores (SEO) (publisher – McGraw-Hill/Entrepreneur Press)

• Originally from Norway – moved 2 LA 30 yrs ago

• Trainer/Coach, Small Business Marketing Expert

• Blog at www.jonrognerud.com

Fast Forward – Recent Timeline

How Search Engines Work

Search Engine Market

What is SEO, “organic”, “natural”?

Ranking Factors

(Today)

4 Big SEO Myths

• Submit your website, and you are guaranteed a top spot in Google’s natural listings (and other search engines).

• Use the right keywords and you’ll be ranked in top positions, and on the first page.

• A high page rank (Google’s voting system of links/trust) will give you instant and top placement.

• Get plenty of links, and you’ll get a top and first page position.

Your website found in HERE?

• Some 1 trillion urls seen on the web (one thousand billion urls!)

• Over 1 billion searches a day come to Google each day.

• 1 million spam pages created each hour (people try to cheat – A LOT!)

SEO Insight: Search Friendly

• Make your website crawl-able by making sure each page can be reached via a link

• Manage your robots.txt

– Create a ‘robots.txt’ file and place in root of site

– Example:

• Add a Sitemap

• Standard HTML only (search engines read text)

– not Ajax, Flash, ActiveX

Sitemap Outline - Example

SEO Insight: Tag Optimization (most important elements first)

• Pages should have clear titles and description

OUTPUT IN SEARCH RESULTS:

… In Numbers:

Check your title/descriptions in Google (example):

SEO Insight: Keywords on page

• Keywords in Titles & Descriptions

• Use text, not images of text, add keywords

• Think about what users will type (synonyms)

• How to describe something?

– EXAMPLE: headsets, headphones, earphones…

• Use sentences that includes all keywords, synonyms

• Example next: Free, powerful keyword tool

SEO Insight: Keywords

SEO Insight: Keyword Ideas

SEO Insight: Links internally/externally + Tracking

• Links matter - but no spam

• Good way to get links:

– compelling content, blogging, stories

– Widgets, downloads

– Ask: “is this something people would share”?

• Social media to amplify (example:Twitter)

• Get set up with Google Webmaster Tools

• Get set up with Web Analytics (GA)

Google Webmasters Tool (and verify your site)

Google Analytics (add script to all pages)

An SEO Business Example

• Natural search traffic with targeted visitors to email capture pages and forms

• Example: SEO to landing page with registration form to build your email list and nurture process

• Let’s take a look…

Search Result + Click = Targeted Visitor (example):

• Keyword: “free keyword training”

• Result shows like this (You’ve learned this by now, title & description tag, keywords):

SEO Click to Landing / Email Form Page

Simple Work Flow Diagram Example

1. TRAFFIC FROM KEYWORDS/SEO

2. LANDING PAGE/OFFER

3. EMAIL CAPTURE FORM

4. LINK/NURTURE BEGINS

A Typical SEO Framework

Action Steps (to do now!) i. Check your website pages in Google

i. Type your domainname.com into Google

ii. Does it show up? Next,

ii. Check the pages -- titles and descriptions i. Use the site:www.yourwebsite.com

ii. Review all important pages for related keywords

iii. Manage robots file i. Create Robots.txt and place in /root of your site

iv. Run keywords tool to see what pages / content are missing phrases right now. Add them to those pages

v. Make sure you have Google Analytics installed

THANK YOU!

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– www.jonrognerud.com

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• GIVEAWAY TIME – ONE LUCKY WINNER!

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