How to get Google to Love your website

How do people find you now?

• Case Study:– www.OneWed.com– Publisher of rich wedding content– Attracting 500,000 visits a month– High value demographic – Wedding spend:

• 2.4 Million weddings a year• $40k/wedding ($27k on wedding + gifts + travel + honeymoon)• Total $100,000,000,000 per year ($100 Billion!!!)

– Revenue: Vendors pay to get in front of our 500,000 brides

Dresses, Dresses and more Dresses

Vendors, Vendors, Vendors!

Searching for Vendors through Search Engines

•469 Visits•433 Keywords•408 searches unique (Over 90%)

Keywords: Landed on Florida Bridal Shops

No surprises here…

How do you find the right terms?

• Google Analytics

• Trends.Google.com

• Adwords Keyword Tool

SEO vs. SEM

SEM

SEO

Why SEO

•$516.91/day

•$188,672/yr

Free!

1.23%

Why SEO

Free! And 25x Traffic

0.36%

Which search engines matter?

How did Google win the race?

• In 1998 Alta Vista was king– On page optimization

• Keyword stuffing• Hidden words• Not what the user was looking for

• Google had one fundamental difference:– The “Cocktail Party” algorithm – Much harder to spam (but people have found ways…)

What is ’s approach?

• Give the user the best possible results so they will come back to Google next time.– It is more than just Page Rank though!– Popularity– Relevancy – Authority – Great images– Fresh– Fast load time

Three simple steps to SEO…

• On Site Optimization

• Off Site Optimization

• Other Considerations

On Site Optimization– Title tag on page!

On Site Optimization

– H1 Tag(s)

On Site Optimization– Content : Text

On Site Optimization

– When content is not text…

On Site Optimization– Meta Description

On Site Optimization (On one page)

– Title tag on page!– H1 tag(s)– Content: Text– When not text, tell Google what it is (alt tag, title tag)

– Meta description = what appears in SERP, helps click through

– Best content near the top (100k rule)

On Site Optimization (on other pages)

– Link Juice– Anchor Text– No-follow (don’t be

associated with bad neighborhoods and spammers)

On Site Optimization– Breadcrumb structure

On Site Optimization (On other pages)

– Link Juice– Anchor text– No-follow (don’t be associated with bad

neighborhoods and spammers)– Breadcrumb structure– Good URL’s – dashes as word separators– Nested hierarchy

Off Site Optimization

All About Link Building…

Off Site Optimization

Anchor Text:

Off Site Optimization

Anchor Text:

Popularity

Off Site Optimization

Relevence

Off Site Optimization

Authority

Off Site Optimization

•Anchor text•Popularity•Relevance•Authority

Other

– 301 redirects• Old URL’s• Bad URL’s• Example of bad execution of 301’s

– Rel=canonical• Redirect www., nonwww., etc to a single place!• Duplicate content

– Age of URL– Keywords in URL– Load speed!– And much, much more!

Questions?