By Tanner PetroffFor

Search Engines and SEO

IndexationSearch engines store what they can find in

an indexSearch engines are smart, but they can’t find

everything on their own

How Search Engines Pick ResultsSearch engines sort through the pages

stored in their index to find the best resultsExample search result – ‘Real estate’

Does this page have ‘real estate agent’ in the title?Does this page have ‘real estate agent’ in the page

content?Are there other pages on this website that talk about

‘real estate’?Are there other websites that link to this page?

How many? Are they high or low quality sites?Do those websites talk about real estate?

Many, many more factors

What Search Engines Can ReadText, like what I’m typing nowImage ‘alt text’Other code

What Search Engines Can’t ReadImagesFlash animation

Where Does SEO Come In?Two kinds of SEO

On-Page OptimizationEverything on your website that you control

Off-site OptimizationEverything on other peoples websites that affect you

On-site OptimizationContent

More is better, but it needs to be focused on keywords

Keywords should ideally be decided before building a website, but it’s never too late to start

Page TitlesMeta DescriptionsURLs & URL StructureSchema.org Markup

Off-Page SEOLinks pointing to your site

Quality linksFrom a relevant websiteEditorial links in blogs & articlesPress mentions

Bad linksLink farmsComment spam

So Where Do I Start?SEO can be confusingThe landscape is always evolving

Keyword ResearchUse tools to help

Google AdWords Keyword Plannerhttps://adwords.google.com/ko/KeywordPlanner/

HomeÜbersuggest

http://www.ubersuggest.org

Audit Your WebsiteEdit page titles and meta descriptions to

have keywords & variationsImportant! No Keyword Stuffing!

Check URL structure and update to follow best practices

Fix any broken links or other technical issues

Create ContentCreate interesting, informative content

designed to solve the problems of potential buyersBlogsInfographicseBooksWhitepapersVideos

Remember your site’s keywords when creating content, but don’t worry about it too much

Add pages to your site focused on any keywords you don’t already have on your site

Use That Content to Attract LinksContent aggregators

Digg.comDelicious.com

Guest bloggingAsk for social sharesAsk for linksReach out to authorities & thought leaders

Use ‘Anchortext’ When PossibleAnchortext is the text used to link to a new

page or websiteAnchortext tells search engines what a link is

aboutUse keywords as anchortext for most SEO

benefit

Measure and Monitor PerformanceGoogle Analytics

http://www.google.com/analyticsGoogle Webmaster Tools

http://www.google.com/webmasters/toolsMoz Metrics

http://www.moz.com/

ExpectationsHere are two real world examples of SEO

results

Expectations (continued)

Expectations (continued)

ExpectationsThe original graphs may look mostly flat,

but both cases show great results(redacted) saw a 55% increase in total traffic,

leading to a 111% increase in online revenue(redacted) saw a 69% increase in total traffic

over an eight month period

SummaryFind who you are marketing to, how they

search and what they search forOptimize your website to meet those needsCreate content your audience will find

interesting, and search engines can indexUse that content to acquire links to your

websiteMeasureRepeat

Questions?Don’t be shy!This presentation is on SlideShare

LinkI’ll send out a copy to anyone who may want

itLet’s go through a real world example and

audit one of your websites!