Post on 09-May-2015
description
Jeff Klein, Webmaster, NCCI
June 2012
SEO and Local SEO Boca Raton Chamber Tech Panel
Florida AtlanBc University June 15, 2012
SEARCH ENGINE OPTIMIZATION (SEO)
Search Engine Op;miza;on
What is Search Engine Op;miza;on? • Search Engine OpBmizaBon (SEO) is the process of improving the visibility
of a website in a search engine’s natural or unpaid search results.
Example: TenGoldenRules.com
• SEO Efforts
• Keyword research
• Added valuable content
• OpBmized meta tags
• Results
• High rankings
• Targeted traffic
Search Engine Op;miza;on
1 On-‐page SEO 2 External SEO (Link Building) 3 Content
Basic Components of SEO – On-‐page SEO
Search Engine Op;miza;on
On-‐Page SEO – Keyword Research • What are the terms your users are actually using?
• Relevance, search volume, compeBBveness, and commerciality
Search Engine Op;miza;on
On-‐Page SEO – Meta Tags • HTML codes inserted into the header on a web page • Help tell search engines and users what your site is about • Title, descripBon, and keyword tags • Keyword rich, compelling, and user focused
Search Engine Op;miza;on
On-‐Page SEO – Internal Link Structure • Links from one page of a website to a different page on the same site
• Helps search engines (and visitors) navigate your website and discover your content
• Keyword-‐rich anchor text
Search Engine Op;miza;on
1 On-‐page SEO 2 External SEO (Link Building) 3 Content
Basic Components of SEO – External SEO (Link Building)
Search Engine Op;miza;on
Link Building – Link Velocity • The rate at which you get incoming backlinks to your website
• Consistency is the key, build backlinks each and every month
• Be]er to build 100 links every month for a year than building 1,200 backlinks in a single month and then stopping
Search Engine Op;miza;on
Link Building -‐ Diversity • Anchor text diversity • Types of links: blog comments, directory sites, social bookmarking, arBcle
markeBng, press releases, video markeBng • Resources:
• Open Site Explorer -‐ h]p://www.opensiteexplorer.org/ • Backlinkwatch.com -‐ h]p://backlinkwatch.com/
Search Engine Op;miza;on
Link Building – Quality • Relevance: Links from a page about the targeted keywords
• Contextual: Links within relevant text content, located in the main content secBon of the web page (as opposed to in the sidebar or footer)
• AuthenBc: One-‐Way (non-‐reciprocal) links, unpaid
Search Engine Op;miza;on
Content • Generate Interest
• Create unique and interesBng content with real value
• Build Authority
• Become a trusted resource within your market
• Promote Sharing
• People want to share quality content
• Social proof as a ranking factor
Search Engine Op;miza;on
Google Updates • Google uses over 200 ranking factors and changes their algorithm over
500 Bmes per year
Google Panda – February, 2011 • Designed to reduce rankings of “low-‐quality” sites
• First penalty that went ader sites with “thin content” such as scraper sites and content farms
Search Engine Op;miza;on
Google Penguin – April, 2012 • Designed to be]er catch violators of Google’s guidelines
• Aggressive exact-‐match anchor text
• Low-‐quality arBcle markeBng and blog spam
• Keyword stuffing in internal/outbound links
Local Search Engine Op;miza;on (Local SEO)
How do you search?
Local SEO
What is Local Search/Local SEO? • Any search made with local intent (finding something in a specific
geographic area). Example: Miami Plumber
• Local SEO is the process of improving the visibility of a website or web page in search engine’s unpaid LOCAL search results
Why is Local SEO Important? • People’s search behaviors are changing
• 66% of Americans use local search to find local businesses*
• 54% of Americans have replaced phone books with Internet and local search*
Source: Comscore
Local SEO
Local Search in Google – Google Places • UnBl recently, local search in Google took the form of Google Places
• A digital Yellow Pages for consumers seeking local businesses • Address, hours, service areas, photos, videos and more
Local SEO
Local Search in Google – Google+ Local • Google recently replaced Google Places with Google+ Local (5/30/2012) • Your online business hub across Google Search, Maps, and Google+ • Google+ Local LisBng includes:
• Address, hours, service areas, photos, videos and more • Richer content, more versaBle, and more “social” opBons • Zagat 30-‐point raBng scale and summaries
• Replaces Google’s 5-‐Star raBng • Separate scores for food, service, and atmosphere
Local SEO – Google+ Local
Local SEO
How To Get Started • Check to see if you have an unclaimed page first
• Search for your business name or phone number
• Create your business lisBngs: • Google Places
h]p://www.google.com/+/business/
• Bing Business Portal (beta) h]p://www.bing.com/businessportal
• Yahoo Local h]p://lisBngs.local.yahoo.com
Local SEO
Ac;on Items • Make sure your website is opBmized for the right keyword phrases
• Check your website’s current visibility in Google
• Use the same name, address and phone number everywhere online
• Use tracking phone numbers
• Develop a system for capturing customer reviews
• Commit to a consistent link building campaign
Search Engine Op;miza;on
Know Your
Numbers
Define Your Goals
Track Your Results
Ac;on Items
Email: jeff_klein@ncci.com Web: www.ncci.com
www.jeclein.com
Thank You! @JeffKlein