5. Why it matters
•It matters to users
• 89% of consumers user search to plan purchases
• 77% of users always or frequently use an organic results
•It’s “free” exposure on Google
•It’s part of building an online reputation
Chitika – 2013, fleishmanhillard.com – 2012, compete.com 2012
6. How it works
When a user searches -
•Google rates your site on hundreds of factors
• Each factor has a different amount of importance
• Google also considers the user, their device and location
Check this out: http://www.google.com/intl/en/insidesearch/howsearchworks/thestory
7. The Factors
• Technical
• Site content and structure
• Domain name and url structure
• Page speed
• Trust and authority of host
• Popularity
• Social signals
• Incoming links
• Quality of associations
• Click-through-rates
8. The Factors
•Content
• Relevance to the user’s search
• Keyword usage on page and site
• Freshness of content
• Volume of content (and media) related to the topic
• Originality
• Spelling and Grammar
9. What you can do
Page Titles
URLs
• Concisely state what the page is about
• Have unique titles for each page
• Be descriptive, but not deceptive
• Should be simple and logical
• Should relate to the page content
• Never have the same content on more than one
URL
10. What you can do
Meta Descriptions
Headlines
• An enticing snippet of the page’s
content
• Unique for each page
• Google will change if unuseful
• Give pages a single headline (H1)
• Make sure it’s readable text
• Relate to page content
• Be concise
11. What you can do
Avoid text in images, pdfs and documents
• Search engines (and
people) prefer easy to read
text
• Avoid documents
• Think mobile friendly
12. What you can do
•Get links from other sites
• Higher quality and relevant links are better
• Links from low quality sites are bad
•Build a following in social media
•Generate content that visitors will share
13. Don’t Cheat
Google’s Penguin and Panda updates designed
to hurt cheaters and low quality sites
•Give value to your visitors
•Don’t use tricks to get people to your site
•Don’t do anything in excess
14. If you only do one thing…
Make your site as useful as you can to your
audience.
15. Reputation
• Technically sound
• Mobile friendly
• Good content
• Fresh content
• Good associations
• Reviews
• News recognition
• Social popularity
Competing in SEO requires
a good site foundation and
persistence that is equal to
or great than your
competition.
There is huge value in winning.
