Sprout Digital (a Division of The Columbian) - Seminar "SEO 101: Basics for Small Business"
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If you have questions about how SEO has been used in the past, or would like to know more about the "how/why" of search engine optimization, check out our slides! If you have any questions, feel free to contact us with any questions at: info@sproutdigital.us and we'll do our best to get you the answers you need, for your small business to succeed in all your digital ventures! Sprout Digital is a division of The Columbian Publishing Company, a privately held newspaper publisher in Vancouver, WA - dedicated to help small businesses grow their presence online, through search engine optimization, web design/development, and offer development time in hourly segments. Contact us today for more information at info@sproutdigital.us
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Sprout Digital (a Division of The Columbian) - Seminar "SEO 101: Basics for Small Business"
- 2. Speakers: Nick LaBrant Digital Sales Web Specialist Randy Holland SEO Specialist
- 3. About Us: Established in early 2014 50+ Clients in first year Services: • Search Engine Optimization • Website Design/Development • Mobile/Responsive Design • Visibility Management • Audits /Consulting Visit us @sproutdigital.us
- 4. Complimentary SEO Report Set aside for now!
- 5. What is ‘SEO’ and why is it so important?
- 9. Failed Search Engines: Open Text (1997) Magellan (2001) Infoseek (2001) Snap (2001) Direct Hit (2002) AltaVista (1995…) LookSmart (1996…) Overture (1998…)
- 10. Simplicity
- 12. Search Engines Reborn: Lycos (1994, reborn 1999) WebCrawler (1994, reborn 2001) Yahoo (1994, reborn 2002) Excite (1995, reborn 2001) HotBot (1996, reborn 2002) Ask Jeeves (1998, reborn 2002)
- 16. White Hat
- 17. Black Hat
- 18. Gray Hat
- 19. What is SEO?
- 21. Complimentary SEO Report Pick it up!
- 25. Keywords What are they? Basic keyword research? Localized keywords How are localized keywords different?
- 26. Top Level SEO Locations Title Tags, Header Tags, Meta Descriptions Content, content, content Backlinks Open Site Explorer Page Rank Authority How you measure up
- 27. Goals and Expectations Educate and Empower Stimulate Dialogue about SEO
- 28. What are Keywords? Words or strings of words used to find stuff on the Internet
- 30. Write down keywords Look at your competition Search the keywords
- 33. Regional Keywords “auto parts north dakota” Regional
- 34. Local Keywords “auto parts fargo nd” Source from MOZ.com Local
- 35. Local Keywords “auto parts fargo nd” Source from MOZ.com
- 36. What are Keywords? Words or strings of words used to find stuff on the Internet Perform Basic Keyword Research Localized keywords differ from National keywords
- 37. Title Tags Header Tags Meta Descriptions
- 38. What are “Title Tags”? According to MOZ.com: “The Title element of a website is meant to be an accurate and concise description of a page’s content. This element is critical to both user experience and SEO.”
- 39. What you see What Google sees
- 41. Meta Description
- 42. Title Tags Header Tags Meta Descriptions
- 43. is used to attract and retain customers. “Art of communicating with your customers and prospects…
- 45. What is a backlink? An incoming hyperlink from an ‘outside’ web page to your website An important SEO element
- 46. GOOD AS GOLD
- 50. Live Demo Time!
- 51. 1. Google Search 2. Google Trends 3. OpenSiteExplorer.org
- 52. Speakers: Nick LaBrant Digital Sales Web Specialist nick.labrant@columbian.com Twitter: @nicklabrant Randy Holland SEO Specialist randy.holland@columbian.com
Hinweis der Redaktion
- ----- Meeting Notes (3/25/15 16:27) ----- Ben's introduction goes here.
- Established in 2014, Sprout Digital has been able to help 50+ local customers through Website Designs, Search Engine Optimization, Mobile websites, Visibility management, and individual training for our customers. Feel free to visit us on sproutdigital.us for more information!
- In the handout you received when you came in – you’ll see there is a lot of information, but as we have (estimate of audience #) people here, and (estimate) different businesses – each with a unique platform or language their site is written in, and individual online goals for your company/organization… we have a column on each page for writing notes – and if you have any questions that might be particular to your business or industry, feel free to bring them up during our question and answer period during the last bit of the presentation. If we run on time, we’ll have about 30 minutes for a live demo and a Q&A session. Without further ado…
- What is SEO and why is it so important? (ask someone in the audience)
- Search Engine Optimization can be described as “getting your website to raise in search engines results, through the process of applying proper techniques – which we’re going to explain further along in this presentation. But why is SEO important?
- The internet was a vast place, full of empty pockets of space that provided the same level of imagination and endless possibilities as the American Pioneers settling the Wild West. Information could be shared from computer to computer over long distances, and soon that amount of data had to be categorized. The first search engines looked to the past, and found that organization during this massive expansion was not only necessary – but vital to the success of the internet.
- With the sheer amount of data spreading like wildfire, companies started to organize information into ‘searchable’ databases – allowing end-users to input ‘search terms’ and get us to our online destination more efficiently, not unlike the invention of the locomotive. The first search ‘engines’ offered results, but position was based on how much you could pay – with paid links being shown first and foremost.
- Ad-based and members-only search engines started to fail, as people didn’t trust the results they were given – or couldn’t find the information that they needed beyond ‘sponsored content’.
- In 1998, Google launches it’s previously private search engine for Stanford University to the public, with an ‘ad-free’ interface – clean and simple – and gathers widespread approval for their method of ranking websites based on how many links they have pointed at them – described as “PageRank”. This is the first step taken by a search engine that would allow any sort of optimization beyond paying for a sticky position at the top of search engine results.
- Precedence is set, and search engines are forced to adapt or go extinct. I don’t really want to pick on AOL very much here – but you’ll notice how much information is shown on the page – including weather, latest news, ads, and a lot of visual stimulation. So many distractions live on this page, that you almost miss the fact that AOL’s search feature is actually “Enhanced by Google”.
- Some search engines rebuilt themselves in ‘Google’s image’, cleaned up their act – and developed content around their search engines – using Google’s algorithms to establish themselves as either “News” or “Answer” sites – really, trying anything they could to stand out from the crowd.
- By the time that other search engines joined the party with ‘organic/natural’ results – Google had gathered a lion’s share of the market – with nearly 80% of all searches globally occurring on their servers.
- So, if settling the Internet was like the wild west, the race to the top of search engine results is not unlike the Gold Rush. The amount of searches happening daily in your industry is mind-boggling, and your competitors are working to make sure they get to the top before you – and if they are already on the top, they are working to stay there. (Just think, if there are ten positions on the first page of search results – there are ten more on the second page, who are trying to get to the top… and for each one that breaks into the top ten, another slips to the second page. Kind of a digital ‘king-of-the-hill’.)
- Through the years, SEO practitioners have studied ways to make websites rank well in search engines – and have placed those methods into three separate camps: Black Hat, White Hat and Gray Hat – these three groups were named after the cowboys in old spaghetti westerns – and how you could easily distinguish the ‘good guy’ based on the color of his hat. Although this doesn’t always apply, the names stuck – and we’re left with these three groups to categorize potential efforts in the digital arena.
- Starting with White Hat – you can probably guess that this is everything that could be considered ‘good’ practices in search engine optimization. All of the techniques that we’re about to show you fall into this category – but it helps to explain the other two ‘hats’.
- Black Hats deal with tactics that have been shown to get your website to the top very quickly, but – as with anything in life, cheaters never prosper – and search engines have ways of dealing with these techniques… Penalties and Deindexing are handed out by search engines to deal with websites that don’t follow the rules and try to ‘cheat’ the system. Examples of Black Hat Techniques are: spam links, worthless backlinks, tricking users into clicking your website, excessive keyword use, and anything that should trigger your common-sense.
- Between good and bad, there’s a gray area – with a LOT of techniques that haven’t been proven to be good or bad, and although (at this time) you probably won’t be penalized for these methods – they aren’t a ‘best practice’. We really try to avoid any tactic that hasn’t been proven as ‘White Hat’ – although there are a few that you could say are really, really light gray – right on the border of white – but not officially white hat yet. Usually, SEO tactics are Black and White – but there are some methods that aren’t proven to fall into one of those two extremes. If you stick with the White Hat techniques, you’ll likely be fine.
- So – as we’re going to get into some of the specific techniques now, you can pick up your report – and although there is a lot of information in these few pages, Randy is going to be showing you what pieces to focus on at the beginning of the campaign. Some of it might be overwhelming, but note that there are over 200 factors that could apply to your SEO – although many times only a percentage of those 200 factors apply to your particular industry or website.
- To show you some of the separate pieces that can go into your SEO campaign – here are about fifty of the most common SEO factors. I couldn’t fit any more on the page, as the text was getting too small – and it would be too hard to read from the back of the room.
- These are the pieces that are the most common, and will effect each one of your websites. Without further ado, I’ll turn it over to Randy Holland – who will be showing you some of these techniques.