BG July DIG: SEO & Your Business
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Transcript of BG July DIG: SEO & Your Business
SEO & Your BusinessBrad Wayland – bluecotton vp of business development / co-owner• @bradwayland• [email protected]
About BlueCottonCustom T-Shirts for any occasion – individuals,
smalls groups, large groups
$7 million revenue
Privately owned
70 Employees
30% growth for 9 years
85% of revenue comes from outside KY
How does it work?
Design Studio
Design a Shirt
Checkout
Watch the Videohttp://www.youtube.com/watch?v=hF515-0Tduk
What is SEO?Building your website in a way that speaks not
only to humans but to search engines.
Properly categorizing content to fit with the way complicated search algorithms act.
The most cost effective way that small businesses can compete in a true “free market”
What is SEO?
Web JargonBot/Google
Bot/Crawling
Links
Natural/Organic
Index
On Page Optimization
Off Page Optimization
White/Gray/Black Hat
Traffic
Visits
Pageviews
Metrics
Analytics
Conversion
PPC/CPC
Search Results Page
What Factors Determine How Well My Site Ranks?
Content
Titles
Links
Anchor Text
Reputation
Content
Content
Titles
Titles
Make sure your website has unique title tags
This the most critical component of on page optimization
In order for pages to rank titles need to be coupled with good content
Titles
Links
Anchor Text
Reputation
Who links to whoOld domains Lots of trusted backlinksSocial indicatorsTopic relevancyHundreds of other factors
White/Gray/Black
• Buying Links
• Keyword Stuffing
• Hidden Text
• Cloaking
• Any Attempt to manipulate SERPs
JCPenney.com• Removed from Google Index
• Used Link farms to boost rankings
• More specifically• They knew that using link farms to
homepage would get them penalized so they linked with lower quality links to product pages
• Links came from sites about gambling and snoring to name a couple.
Acceptable Forms of GraySome directory building
Yahoo, Business.com, etc
Press releases In-house releases: prweb, etc
Guest posting on other sitesRelevant articles on relevant sites. Product
giveaways on blogs.
White Hat
Company Blog
Hiring a PR firm or using in house PR to convince news organizations to cover your organization
Free directories like dmoz.org
Please your customers so much that they write about you and link to you
On Page Factors
Titles
URL Structure
H1 Tags
Meta Descriptions
Meta Keywords
General Content
Image alt tags
Examples
Content Still Rules
Content Still Rules
Content Still Rules
Meta Descriptions
Add Relevant Content
To Do #1: Measuring Success/Failure
Sign up for Google Webmaster Tools
Sign up for Google Analytics
If you are serious about it consider using something like seomoz.org or raventools.com
Think in terms of months and years instead of days and weeks.
To Do #2: Basic EssentialsKnow your keywords
Develop unique title tags for every page you want to rank
Make sure you have relevant meta descriptions and meta keywords for every page
Find ways to add relevant content
Do some link building basics
To Do #3: Link Building Basics
Top Directories: dmoz.org, Yahoo, business, etc
Give product or service away in exchange for a link
Get tapped into your industry: trade magazines, conferences, etc
If you have enough content start a blog and use it to link relevant content to your site
Everything above requires TIME. Consider a PR firm.
Tips for Local SearchOptimize for Location + Keyword in Titles
Lawn mowing Bowling Green KY
Optimize page H1 tags and content with locationLawn mowing Bowling Green
Seek out a localized link profileLawn care Bowling Green
Get localized testimonials going“We have lived in Bowling Green for 10 years and
our lawn has never looked better.”
SEO & Your BusinessBrad Wayland – bluecotton vp of business development / co-owner• @bradwayland• [email protected]