SEO 101 Basics for Organic Search Ranking

Dallas Search Engine Academy www.SEOTrainingDallas.com @BethKahlich
Beth Kahlich
Digital Marketing Consultant & Trainer
President - Dallas Search Engine Academy
SEOTrainingDallas.com
beth@seotrainingdallas.com
www.facebook.com/SEOTrainingDallas
@BethKahlich
Next
Class
August 25-29

SEO 101
Search Engine Optimization Basics

Search Engines
• Looking at all the information on the web
• Categorizing it
• Providing the best answers to people when
they search

Organic Search
ORGANIC
PAID
SERP
Search Engine
Results Page

Web Site vs. Web Presence
• SEO is not just about your own website
• You have a “web presence”
– Listings on other sites (like BBB)
– Social Media Profiles
– Videos
– Reviews

Organic Search Algorithm
• The “recipe” used by the search engines to
determine the relevancy of web content – and
match it to the searcher’s intent when they
are entering a search query

Algorithm Updated Constantly

Web Presence Needs the Ingredients
 Words
 On-Page Optimization
 Links
 Quality

Words Matter

Start with Keyword Research
• Online tools available like the
Google Keyword Planner Tool
https://adwords.google.com/ko/KeywordPlanner/Home
• Huge creative component
– think about how your ideal customer looks for
your business
– what questions do customers ask
– very, very specific topics related to your business

Be Very Specific
The Dreaded
“Services Page”
One page that lists all
your services
Have additional pages
that focus on each
specific service that
you offer
or each specific product

Be Specific
• Example – separate pages!
– Shrub trimming
– Bed weeding
– Spring lawn scalping
– Leaf removal
– One page per very specific idea

SEOs are Smart
• They said:
“We can put words on a site to get it to rank
higher”  Good short term results
• Google’s response:
Panda Update to the Algorithm
Penalizes poorly written, keyword-stuffed text

Google’s Response in 2013
• Hummingbird
– Less focus on specific keywords
– More focus on themes of web pages
– Quality words matter even more

On Page Optimization

On-Page Optimization
• Make sure that the search engines can quickly
tell what your page is about!
• Make it super easy for them to read it
– example: no text imbedded in images
• Some of these are visible to the human
reader, some of them are in the code of the
website (HTML)
– if you are using a good CMS – this is easier

The “Perfect” Page
Keywords:
social media marketing
URL:
www.mybrand.com/socialmedia
Title Tag:
Use Social Media Marketing to
promote your business
Meta Description:
Find out how you can use
Twitter, YouTube, and Facebook
to generate business leads.
Meta Keywords: social media
marketing, twitter, facebook,
youtube
70 characters
156 characters

Links Matter!

Website A
Home Page
Page 2
Page 3
Website B
Home Page
Page 1 Page 3
Page 2
Page 1
External Links
Internal Links
Internal Links and External Links

Internal Links Matter
• Links within your own website are important
• Link from your blog posts to other related
pages/articles
• Link to new pages from your home page
– Allows the search engines to find new pages
quickly

External Links Matter
• Links from other websites to your website
“can” help with your ranking
• SEOs are Smart! They said:
“We can build lots of links to your website” 
Good short term results
• Google’s Response:
Penguin Update to Algorithm
Penalizes sites with “bad” links

“Bad” Links
• Lots of links from websites that are not
relevant to your area of business
• Links that look like they are manipulative
– you can tell, just doesn’t look right
• Majority the link text (anchor text) the same
or similar keywords
• More links with keyword than with your brand
name

Link Building Today
• Goal is to encourage quality links
• Quantity is less important that quality, but
together they have the biggest impact
• Goal – create great, sharable information on
your site that people NATURALLY want to
share
• Reality – Getting external links is hard work
very competitive market…

Quality of Your Website Presence

Quality in Google’s Eyes
• Sites with lots of fresh new content
• Sites with growing numbers of links
• Quality User Experience – Google sees who
people interact with your site
• Quality Content – that’s useful that people
want to share

Lots of Fresh New Content
• Web Pages
• Articles
• Blog Posts
• Videos
• FAQs
• Social Media
Posts and Interactions
include these in a
Content Plan

Growing Number of Links
• NATURAL growth

Quality User Experience
courtesy of
www.WebPagesThatSuck.com

Quality Content People Want to Share

Ingredients for Good SEO
 Words
 On-Page Optimization
Links
Quality
these are being refined all the time
have good content supported by the
ingredients!

SEO 101 Basics for Organic Search Ranking

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