SEO and Local SEO

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


1 On-‐page SEO 2 External SEO (Link Building) 3 Content

Basic Components of SEO – On-‐page SEO


On-‐Page SEO – Keyword Research •  What are the terms your users are actually using?

•  Relevance, search volume, compeBBveness, and commerciality


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


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


1 On-‐page SEO 2 External SEO (Link Building) 3 Content

Basic Components of SEO – External SEO (Link Building)


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


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/


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


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


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


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


Know Your

Numbers

Define Your Goals

Track Your Results

Ac;on Items

Email: [email protected] Web: www.ncci.com

www.jeclein.com

Thank You! @JeffKlein

SEO and Local SEO

Technology

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