Search Engine Optimization90 Minutes

by @rauschenbach

2

Top sponsored ads: Up to 3 listings

Sponsored “Paid” Advertising• Advertisers can bid on these positions

Side sponsored ads: Up to 8 listings

Google SEM vs Organic Listings

Don’t forget the humans!

Search Abstract for “Nordstrom Shoes” on Google

I Love You Google

But what does Google love?

Google Loves Content…Updated Content That Is.

Will Smith vs DJ Jazzy Jeff

Win The Battle for Tail Terms

Title Tags are King!

Match your title tag to your page URL to your H1 header tag to your bread crumb trail navigation

Title Tag

Breadcrumb Trail

H1 Header Tag

Page Name

“Your unknown, you don’t even own a microphone.” – Rapper, Special Ed

How do I get my site in the search engines?

Sitemaps & Webmaster Tools

Google Webmaster Central: www.google.com/webmasters/tools/Bing Webmaster Tools: www.bing.com/toolbox/webmastersYahoo! Site Explorer: http://siteexplorer.search.yahoo.com (Inlinks)

Press Releases for SEO / Temporal Content

Benefits of Press Releases if you do them correctly:

• Creates back links from credible news sites which increases the ranking of your website or blog for your keywords• Visibility in search engines – Press releases get crawled• Listings in Google News and Yahoo News for your keywords• Tens of thousands of headline impressions across 1000s of blogs, websites, and news sites that run RSS headlines• Can help your new website escape from the “Google Sandbox” quickly• Who should I use? PR Newswire and PR Web have SEO option enhancements

Google Maps / Local

Site Architecture & Cross Linking Content

• Building strong relationships from page to page creates domain authority

• Deep links can imply either internal links or external links being distributed throughout your site to pages other than your home page. (Orphan Content) • Each sub folder you add significantly gets less link juice from the root folder.

Think Global. Win Local.

Google Places: http://places.google.com/business (claim business)Facebook Places: http://www.facebook.com/places/Tweet Authority: reputation, followers, signals, #hashtagsOther Local Directories: InfoUSA, SuperPages, Local.com, Yelp.com, InsiderPages, CitySearch

Much to learn you still have.

• Localize Content – “Seattle Computer Coaching”• Remove /doc directory• Create social profiles on Facebook / Twitter / Linkedin• Create more content around tail terms like Computer Learning Lessons, Home Computer Training, etc

• Localize Title – “Fall City Intellectual Property Lawyer - Gisselberg Law Firm”• Develop Areas of Practice as localized content• Register with local directories• No meta tags available

• Flip Title Tags – “Washington Business Tax Services – Blue Stone Accounting• Match title tags to page URLhttp://www.bluestoneacct.com/SmallBusinessTaxCPAServices.phpto http://www.bluestoneacct.com/washington-business-tax-services.php• Remove “Home” from homepage title and change to: Seattle Accounting and Bookkeeping Services – Blue Stone Accounting

• Need unique title / meta tags for each page.• Focus on localized search queries for service section. Might want to develop additional pages for web design, web development, branding & identity• Create and claim Google Local listing• Change title tag to this format:Seattle Graphic Design, Web Development & Photography – aftertheimage (front load keywords)

• Sync up title tag and home page nav link to one keyword• Currently title tag is focused on “Vedic Astrologer Seattle” and in page home link goes to “Life Code”• Build content page on “Vedic Astrology” and “Life Code” topics• Reverse title tags on all pagesSeattle Vedic Astrologer – The Soma Institute

• Home page title tag: Seattle Marketing Strategy Consultants – BuzzBee• Enhance titles and headers on pages. Example:http://www.buzzbee.biz/services/ to http://www.buzzbee.biz/marketing-strategy-services/H1 tag: Marketing Strategy Services, H2 tag: Strategy Planning instead of Planning• Flip title tag to Marketing Strategy Services | BuzzBee

• Great work on localizing and focusing on one search phrase: “shared meeting space”. #1 listing on Google with Google instant on• Create content on Virtual office space, shared office space, training office space for rent, meeting space for rent, book meeting space key phrases• Make sure you create and claim your Google local and maybe a Facebook Places listing.• You shouldn’t be in this class

• Home page missing H1 tag. Use “Seattle-based architectural and commercial photography”• Expand title tag on home page to: “Seattle Architectural & Commercial Photography - Francis Zera Photo”• Expand on section names for title tags, page headers and URL structureExample: http://www.zeraphoto.com/gallery/interiors-photography• Don’t grow out directories more then two levels. Truncate URL structure.• Link Flickr photos to site and name photos by subject matter since web photos are all in Flash galleries.

• Use custom structure: /%category%/%postname%/ for URL re-writes• Install All-in-one-seo plug-in to customize post names and meta info• Re-write home page title to: Web Tools & Strategies for Sales Managers - Fill the Funnel• #1 listing for “Windows 7 and FlipShare Compatibility” on Google. H1, Title and URL all match. Nice work!

• Install All-in-one-seo plug-in to customize post names and meta info• Re-write home page title to: Seattle Custom Cabinets – Phinney Ridge Cabinet Company• Expand on Process and Products & Services pages to include more Cabinetry keywords in titles and URLs• REGISTER with Google Places. Google is showing preference to Google Places listed companies in your vertical

• This one was a fairly difficult one as it serves a niche audience and promotes a radio show around “Relaxation and wellness tips for busy stressed-out moms.”• Edit title tag to include keywords around “Stress Management for Moms” and “Radio Show”• Ask DailyOM to SEO their site better and do URL re-writes for all .cgi pages• Develop an “Online Courses” page on your TypePad domain and send outbound links to your courses page• Kudos on having best social network presence and integration of the group

• Tim - What the hell are you doing here? Whoever did your SEO has done you well.• Be careful not overdoing the localization pages. I usually use 25 pages of content max linked from homepage and you are at 30 pages already• Use Google’s external keyword search tool to find out popular search phrases:https://adwords.google.com/select/KeywordToolExternal• Suggest removing “Fireplace Remodel” from home page title tag since one of your internal pages is showing for the search already. It will help weight on “Seattle Masonry Contractor” and “Chimney Repair Seattle” searches

• Proposed Title tag: Seattle Professional Life Coach and Business Consultant – Phoenix Coaching • If it’s any concession, your Biznik Profile comes up #5 on your name search for Rebecca Robbins• Develop at minimum 5 pages of content related to your service offerings and be sure to localize the content

• Proposed Title tag: Seattle Leadership Coaching – Human Securities• Install All-in-one-SEO WordPress plug-in• Expand page/section titles and headers to be more keyword specificexample: http://humansecurities.com/adaptive-leadership/ current title is “Leadership” and header on page is “Leadership”. Add “Adaptive” and other descriptors to your titles and be sure to match up title, header and URLs

• Invert current title tag to “Seattle Career Counselor - Career Counseling with a Twist by Laila Atallah”• Change page header to “Seattle Career Counselor” or “Seattle Career Counseling” and make the “Start Making Your Dreams a Reality!” an H2 header• Develop content on your services page to be 4 separate pages so you can take advantage of the header topics: Job Search Strategy, Life Coaching, Personal Coaching, etc• Each page needs unique title and meta data

• Site is all flash based • No unique URLs present• Might want to explore moving website over to WordPress or other CMS template for photography work• Photos should be tagged as wedding, family and portrait related• Should create a Flickr or Smugmug account to have photos shared and crawled by Google images• Blog link goes to Blogspot and you are losing your link juice not having that content on your domain

• Home page title tag “Seattle Professional Marketing Planning & Services – Blue Horse Marketing”• URL rewrite in WordPress using custom structure: /%postname%/ so your category directory is truncated from http://www.bluehorse.biz/services/marketing-coaching/ to http://www.bluehorse.biz/seattle-marketing-coaching/ (localize search query)• You currently own all name search results on 1st page of Google.

• Drupal site with Zencart• New title tag for home page from “Terra Bella Flowers - Organic Florist in Seattle | Terra Bella Flowers” to “Seattle Organic Florist - Terra Bella Flowers”• All pages missing meta descriptions for your search abstract• Try to localize content pages like “Perfect Weddings” to “Seattle Wedding Flowers” and further develop page content to include target key phrases you would like to appear on• Expand categories in Google places: Florist, Retail Stores - Florists, Retail - Florist

• Proposed Title tag: Seattle Voice Dialogue Teacher – The Voice Dialogue Institute• Need unique title and meta tags for each pageExample: http://www.thevoicedialogueinstitute.org/pages/trainings.htmlTitle: Seattle Voice Dialogue TrainingURL re-write: (truncate URLs and remove un-needed directories http://www.thevoicedialogueinstitute.org/seattle-voice-dialogue-training.html

• Change home page title from "RHUBY ARCHITECTURAL GLASS | rhubyarchitecturalglass" to "Seattle Architectural Glass, Textured Glass & Decorative Interior Glass - Rhuby"• Build out additional content pages on what textured glass is, your space, decorative glass ideas, etc. This could be new pages in Drupal or blog posts with your inspirational ideas• Claim your business on Yelp and setup a Facebook Places page

• Dude! Lets start with a shorter title tag “A Fresh Clean Look, Edmonds, Mukilteo, Mill Creek Carpet Cleaning company: 425-754-2600 Carpet Cleaning Seattle, Edmonds, Mukilteo Mill Creek Bothell,Woodinville. Bellevue” to “Bothell Carpet Cleaning Service – A Fresh Clean Look”• Win in one city and then expand to cover other local cities• Develop localized carpet cleaning pages and content• Setup promotions on Places pages for 1st time customers• Might want to migrate current website to a WordPress blog template

• Expand services page to have 3 separate content pages around Rolfing, Craniosacral & Visceral Work• New title tag for home page: Seattle Rolfing, Craniosacral & Visceral Work – Whole Body Integration• Remember to include potential search phrases when developing new contentexample: maybe write an article on Craniosacral Therapy or Structural Integration soft tissue manipulation

• Focus home page content on “Seattle and Tacoma Website Design & Development – Matthew Fleming”• Save “Search Engine Optimization Services” for SEO page• Localize service pages when appropriate “Seattle Website Hosting”• Make sure you have current webmaster account with Google as they are still seeing your site as

• New title tag: “Seattle Market Research, Online Surveys & Focus Groups - 5 Circles Research”• Install the All-in-One-SEO plug-in. Stay away from Category creation. Create your posts as Pages and leave article specific content in your blog• Create content around these 3 service offerings: Market Research, Online Surveys and Focus Groups• On your online survey page you can do sub-headers for each of the survey tools you use: SurveyMonkey, SurveyGizmo, Zoomerang

• New title tag: “Washington, Oregon and Idaho Wine Tours and Events - WineTrails Northwest”• Change homepage header “Welcome to WineTrails NW” to “Pacific Northwest Wineries Guide”• Expand and localize site sections. I would suggest breaking out Regions page to have 3 separate content pages for Washington, Oregon and Idaho and a paragraph on each area talking about their wine history• Might want to “Yelp” out your winery listing pages: http://www.winetrailsnw.com/wineries/abacela-vineyards-winery-oregon

Contact: brian@addthree.comor

pm: biznik.com/members/brian-rauschenbach