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SEARCH RANKING CRASH COURSE




 @PolePositionMkg
 #SearchRankCC
SEO DRIVING SCHOOL
                   SEO BASICS YOU NEED TO GET STARTED




@PolePositionMkg
#SearchRankCC
SEO BASICS: INTRODUCTION
                           After SEO
                           Before SEO
SEO BASICS: INTRODUCTION
Poor SEO brings your site to a standstill


 Indexed Pages

 Rankings

 Visitors

 Sales
Balance the pull between search




                                  SEO BASICS: INTRODUCTION
engines and visitors
SEO BASICS: INTRODUCTION
The “Pinocchio Effect”
         Search engines just want to be “real”
         -- like us.




                                Knowledge




                                                         Implementation
          Strategy


                     No Magic               Understand                    Quality &
                     Formulas               Algorithms                    Common
                                                                          Sense
SEO BASICS: INTRODUCTION
Don’t Make
Me THINK,
 Dammit!
How algorithms work




                                                        SEO BASICS: INTRODUCTION
                                   Personal-
                                    ization
 Signal
                        Location
Variance

             50-200
           Algorithms
 200+
Ranking                                        Social
Signals                                        shares
SEO BASICS: INTRODUCTION
    Pick relevant keywords
    “Produce” compelling content
    Optimize your tags
    Implement strong architecture and usability
    Get noticed with links




5 steps to organic ranking success
SEO DRIVING SCHOOL

Part I: Code, Tags and Other SEO Essentials


 @PolePositionMkg
 #SearchRankCC
TITLE tag




                            SEO BASICS: SEO ESSENTIALS
        Influences
         Rankings


                Bookmark
Persuades
                & Browser
 the Click
                  Label
SEO BASICS: SEO ESSENTIALS
How to craft a TITLE tag?
   <title> Website Marketing | SEO and Web Marketing Strategy Company</title>


                                 Lead with
                                  keyword

               Be compelling

                                 65-70
                             character limit
Common TITLE tag mistakes




                                   SEO BASICS: SEO ESSENTIALS
X   Same Title
    on Every
    Page

    Leading with
    Business
    Name

    Long List of
    Keywords

    Lack of
    Keywords /
    Description
SEO BASICS: SEO ESSENTIALS
         Should you use
         branded TITLES?


  Front:
  Recognizable Brands
Business Name | Movie Posters, Collectibles and Memorabilia

  Rear:
  Build Recognition
Movie Posters, Collectibles and Memorabilia| Business Name

  Non:
  No Brand Concern
Movie Posters | The Dark Knight One (1) Sheet
How your TITLE tag makes an impact




                                     SEO BASICS: SEO ESSENTIALS
Meta DESCRIPTION tag




                        SEO BASICS: SEO ESSENTIALS
Used as snippet in
  search results



  No real ranking
      impact



Helps increase click-
     thru rate



Not always required
How to craft a meta DESCRIPTION tag




                                                                               SEO BASICS: SEO ESSENTIALS
<meta name=“description” content =“Website marketing and search engine
optimization (SEO) services by Pole Position Marketing. SEO, PPC, analytics,
content, link consulting, and more.”>



                                                  Use
                          150
                                               keywords
                        character
                                                early &
                        summary
                                                 often



                        Unique for            Compelling
                        each page             statement
How your meta DESCRIPTION makes




                                  SEO BASICS: SEO ESSENTIALS
an impact
Meta KEYWORD tag




                              SEO BASICS: SEO ESSENTIALS
                   Commas?


                   Spaces?


                   Length?


                   Phrases?
How your meta KEYWORD tag makes




                                  SEO BASICS: SEO ESSENTIALS
an impact
SEO BASICS: SEO ESSENTIALS
HEADING tags




 Improves       Search     Contextual
Scannability   Relevance   Hierarchy
HEADING tag hierarchy




                                          SEO BASICS: SEO ESSENTIALS
<h1>One H1 per page.</h1>

    <h2>Use outline format.</h2>

        <h3>Keep content organized</h3>
Proper HEADING tag usage




                                      SEO BASICS: SEO ESSENTIALS
H1
                         Hx
                                H1
          H1



                                 H2
        H2 H2    H2
Image ALT attributes




                                                                         SEO BASICS: SEO ESSENTIALS
• Yes, some people                                  • Browsers for the
  still surf with                                     visually
  images off. Image                                   impaired will
  navigation                                          read the
  disappears.                                         descriptions of
                                                      images
                          Text only   Accessible
                          browsers    browsers



                           Mobile      Search
                          browsers     Engines
• Generally not an                                 • Additional
  issue with smart                                   keyword signal.
  phones, but for those                              Make sure you use
  who pay for                                        it right!
  downloads…
SEO BASICS: SEO ESSENTIALS
When you don’t use ALT attributes…
301 redirect old pages




                            SEO BASICS: SEO ESSENTIALS
   Old page

   Deleted        Correct
   Product         Page
   Relocated
      Info
SEO BASICS: SEO ESSENTIALS
       Make URLs search friendly




  Keep it Short
site.com/brands/product.php


  Use Keywords
site.com/chanel/perfume/alure.html
CANONICAL tag




                                                                    SEO BASICS: SEO ESSENTIALS
  <link rel="canonical" href="http://www.site.com"/>




                                      Points to
                                      best page
                    Search                               Passes
                    Signal                             link juice

                                        Band
                                         Aid
                                       Solution
SEO BASICS: SEO ESSENTIALS
Custom 404-redirect page
SEO BASICS: SEO ESSENTIALS
Problematic coding
issues
SEO BASICS: SEO ESSENTIALS
    Site maps
SEO BASICS: SEO ESSENTIALS
Broken links
Internal linking




                                             SEO BASICS: SEO ESSENTIALS
      Look for      Integrate     Increase
    Natural Links   Keywords    Engagement
SEO DRIVING SCHOOL

Part II: Dealing with Duplicate Duplicate Content


 @PolePositionMkg
 #SearchRankCC
Unique content sets you apart




                                                        SEO BASICS: DUPLICATE CONTENT
                                 Write unique content
                                 for all pages




                     Don’t use boilerplate
                     product descriptions
Duplicate content slows search




                                                  SEO BASICS: DUPLICATE CONTENT
engine spidering


  A   B   C    D   E    F


  G   H   I    J   K    L


  A   B   C    D   E    F
                                 = spidered
  G   H   I    J   K    L        = not spidered
Duplicate content splits link juice




                                                             SEO BASICS: DUPLICATE CONTENT
                          Both internal and external links


        A
                      B        F        J       N

                      C        G        K       O

        A             D        H        L       P

                      E         I      M        Q
Proper link juice flow




                                         SEO BASICS: DUPLICATE CONTENT
       A
                         B   F   J   N

                         C   G   K   O

                         D   H   L   P

                         E   I   M   Q
Secure / non-secure duplication




                                  SEO BASICS: DUPLICATE CONTENT
How it happens…




                                        SEO BASICS: DUPLICATE CONTENT
Products          Shopping   Checkout
                    cart




Products
The solution…




                                           SEO BASICS: DUPLICATE CONTENT
             No
           Search
           Engines


Products             Shopping   Checkout
                       cart
Bread crumb / categorization duplication




                                                                      SEO BASICS: DUPLICATE CONTENT
                                                          1 Product
                                                          2 URLs

   www.thehomedepot.com/building-materials/electrical/books/123book
   www.thehomedepot.com/doors-windows/doors/books/123book
The solution…




                                                                     SEO BASICS: DUPLICATE CONTENT
             Only one URL, regardless of path or category!




  www.thehomedepot.com/building-materials/electrical/books/123book
SEO BASICS: DUPLICATE CONTENT
Session ID duplication
The problem…




                                        SEO BASICS: DUPLICATE CONTENT
Session 1       Session 2   Session 3




Session 4       Session 5   Session 6
The solution…




                                                    SEO BASICS: DUPLICATE CONTENT
                               Home
            Don’t.
Session 1            Session 2          Session 3

                                 Use.
        Session IDs!!!!
Session 4            Session 5          Session 6




               (Just sayin’)
Redundant URL duplication




                                     SEO BASICS: DUPLICATE CONTENT
           www.site.com

             site.com

               www.site.com

               www.site.com/

             www.site.com

           www.site.com/index.html
The solution…




                                           SEO BASICS: DUPLICATE CONTENT
                Canonical tag




                     Server-Side directs
SEO DRIVING SCHOOL

Part III: How to Optimize Your Site in 90 Days


 @PolePositionMkg
 #SearchRankCC
SEO BASICS: 90-DAY SEO PLAN
Week
1        Core term research

                       Core Terms   Core Terms
                         Are…        Are Not…

Bag
Sports bag
School supplies
Kids ski clothing
Cost segmentation
Battery
Motorcycle battery
Battery chargers
Flowmeters
Snowmobile clothing
SEO BASICS: 90-DAY SEO PLAN
Week
 2           Core term prioritization




Search               Target                 Profit                 Meet
volume               Audience               Margin                 Demand
• How often?         • Better conversions   • Better conversions   • Avoid driving
• Low volume = low   • Better targeted =    • Higher markup          traffic where
  results              lower volume         • More demand            expected demand
                                                                     cannot be met
SEO BASICS: 90-DAY SEO PLAN
Week
3        Tag core terms to content

               Buy Blue Widgets



                   California Widgets


                  How to Use Widgets



                    Red Widget Review



             Discount Widgets


    Custom Widget Design
SEO BASICS: 90-DAY SEO PLAN
Week
4          Global tag optimization
                           5-10 min per page


1      Title Tags


2               H1 Tag

3        Meta Descriptions

4                   Intro Paragraph
SEO BASICS: 90-DAY SEO PLAN
Week
5       Site structure (architecture)



                 Link &
  URL & Site
               Navigation
  Structure
               Structure



        Document &
       Page Structure
SEO BASICS: 90-DAY SEO PLAN
Week
6      Submit to directories
       Global              Yahoo DMOZ

                   Business.com

                        RubberStamped
BOTW
                JoeAnt GoGuides         Regional

                                        Niche
SEO BASICS: 90-DAY SEO PLAN
Week
7
6      Research key words

                              beauty
                             supplies




                    beauty   beauty     discount
                    supply               beauty
                     store   supply      supply




                              natural
                              beauty
                             supplies
SEO BASICS: 90-DAY SEO PLAN
   Week
    8
    6           Keyword segmentation

• Looking for general information
• Don’t know what they really want                        • Have narrowed down to
• Optimize on higher-level category                         product type
  pages and articles                                      • Comparing features
                                                          • Optimize on category
                                                            and comparison pages
                                  Research   Shop


                                      Info    Buy

                                             • Have specific product in mind
 • Looking for education                     • Looking for trustworthy place to buy
 • How-To and other informational queries    • Optimize on specific product pages
 • Optimize on blogs and article pages
SEO BASICS: 90-DAY SEO PLAN
Week
9
6      Strategic optimization



                                           Priority 1
                                             Pages



                                          Link
                     Content                                  Code
                                        Building



          Keyword                             Description                Internal
                               Titles                       Code Bloat
           Usage                                 Tags                     Linking



          Calls to
                           Headings                         Page Speed
          Action
SEO BASICS: 90-DAY SEO PLAN
 Week
10
 6          Correct usability issues


Navigation


 Scannability

   Conversion
   Optimization

    Shopping
    Cart

        Calls to
        Action
SEO BASICS: 90-DAY SEO PLAN
Build links
 11
Week
  6
SEO BASICS: 90-DAY SEO PLAN
Week
12
 6     Keep making it better




              The Pole Position Marketing Library

 http://www.polepositionmarketing.com/library
SEO DRIVING SCHOOL

Wrap up


 @PolePositionMkg
 #SearchRankCC
Searchers are buying




                                                                                        SEO BASICS: CONCLUSION
  Todays Searcher is
  Tomorrows buyer       56% of online purchases happen down the road
• As high as 77% for entertainment, 69% for home & garden
• 63% of searches result in OFFLINE purchases
• 88% for toys, 93% for video games, 65% for apparel


Buyers are Searching Buyers perform up to 10 times more searches

• 80% feel search is helpful for gift shopping
• 70% say it helped them make a purchase decision
• 60% say they will search the next time they buy


Searchers are Buying 25% of searchers purchase “related” items

                                                            Source: ComScore Networks
Thank You!
Next Up   Keyword Tune-up
          Find, organize and use keywords for effective
          inbound marketing

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SEO Crash Course: SEO Driving School

  • 1. SEARCH RANKING CRASH COURSE @PolePositionMkg #SearchRankCC
  • 2. SEO DRIVING SCHOOL SEO BASICS YOU NEED TO GET STARTED @PolePositionMkg #SearchRankCC
  • 3. SEO BASICS: INTRODUCTION After SEO Before SEO
  • 4. SEO BASICS: INTRODUCTION Poor SEO brings your site to a standstill Indexed Pages Rankings Visitors Sales
  • 5. Balance the pull between search SEO BASICS: INTRODUCTION engines and visitors
  • 6. SEO BASICS: INTRODUCTION The “Pinocchio Effect” Search engines just want to be “real” -- like us. Knowledge Implementation Strategy No Magic Understand Quality & Formulas Algorithms Common Sense
  • 7. SEO BASICS: INTRODUCTION Don’t Make Me THINK, Dammit!
  • 8. How algorithms work SEO BASICS: INTRODUCTION Personal- ization Signal Location Variance 50-200 Algorithms 200+ Ranking Social Signals shares
  • 9. SEO BASICS: INTRODUCTION  Pick relevant keywords  “Produce” compelling content  Optimize your tags  Implement strong architecture and usability  Get noticed with links 5 steps to organic ranking success
  • 10. SEO DRIVING SCHOOL Part I: Code, Tags and Other SEO Essentials @PolePositionMkg #SearchRankCC
  • 11. TITLE tag SEO BASICS: SEO ESSENTIALS Influences Rankings Bookmark Persuades & Browser the Click Label
  • 12. SEO BASICS: SEO ESSENTIALS How to craft a TITLE tag? <title> Website Marketing | SEO and Web Marketing Strategy Company</title> Lead with keyword Be compelling 65-70 character limit
  • 13. Common TITLE tag mistakes SEO BASICS: SEO ESSENTIALS X Same Title on Every Page Leading with Business Name Long List of Keywords Lack of Keywords / Description
  • 14. SEO BASICS: SEO ESSENTIALS Should you use branded TITLES? Front: Recognizable Brands Business Name | Movie Posters, Collectibles and Memorabilia Rear: Build Recognition Movie Posters, Collectibles and Memorabilia| Business Name Non: No Brand Concern Movie Posters | The Dark Knight One (1) Sheet
  • 15. How your TITLE tag makes an impact SEO BASICS: SEO ESSENTIALS
  • 16. Meta DESCRIPTION tag SEO BASICS: SEO ESSENTIALS Used as snippet in search results No real ranking impact Helps increase click- thru rate Not always required
  • 17. How to craft a meta DESCRIPTION tag SEO BASICS: SEO ESSENTIALS <meta name=“description” content =“Website marketing and search engine optimization (SEO) services by Pole Position Marketing. SEO, PPC, analytics, content, link consulting, and more.”> Use 150 keywords character early & summary often Unique for Compelling each page statement
  • 18. How your meta DESCRIPTION makes SEO BASICS: SEO ESSENTIALS an impact
  • 19. Meta KEYWORD tag SEO BASICS: SEO ESSENTIALS Commas? Spaces? Length? Phrases?
  • 20. How your meta KEYWORD tag makes SEO BASICS: SEO ESSENTIALS an impact
  • 21. SEO BASICS: SEO ESSENTIALS HEADING tags Improves Search Contextual Scannability Relevance Hierarchy
  • 22. HEADING tag hierarchy SEO BASICS: SEO ESSENTIALS <h1>One H1 per page.</h1> <h2>Use outline format.</h2> <h3>Keep content organized</h3>
  • 23. Proper HEADING tag usage SEO BASICS: SEO ESSENTIALS H1 Hx H1 H1 H2 H2 H2 H2
  • 24. Image ALT attributes SEO BASICS: SEO ESSENTIALS • Yes, some people • Browsers for the still surf with visually images off. Image impaired will navigation read the disappears. descriptions of images Text only Accessible browsers browsers Mobile Search browsers Engines • Generally not an • Additional issue with smart keyword signal. phones, but for those Make sure you use who pay for it right! downloads…
  • 25. SEO BASICS: SEO ESSENTIALS When you don’t use ALT attributes…
  • 26. 301 redirect old pages SEO BASICS: SEO ESSENTIALS Old page Deleted Correct Product Page Relocated Info
  • 27. SEO BASICS: SEO ESSENTIALS Make URLs search friendly Keep it Short site.com/brands/product.php Use Keywords site.com/chanel/perfume/alure.html
  • 28. CANONICAL tag SEO BASICS: SEO ESSENTIALS <link rel="canonical" href="http://www.site.com"/> Points to best page Search Passes Signal link juice Band Aid Solution
  • 29. SEO BASICS: SEO ESSENTIALS Custom 404-redirect page
  • 30. SEO BASICS: SEO ESSENTIALS Problematic coding issues
  • 31. SEO BASICS: SEO ESSENTIALS Site maps
  • 32. SEO BASICS: SEO ESSENTIALS Broken links
  • 33. Internal linking SEO BASICS: SEO ESSENTIALS Look for Integrate Increase Natural Links Keywords Engagement
  • 34. SEO DRIVING SCHOOL Part II: Dealing with Duplicate Duplicate Content @PolePositionMkg #SearchRankCC
  • 35. Unique content sets you apart SEO BASICS: DUPLICATE CONTENT Write unique content for all pages Don’t use boilerplate product descriptions
  • 36. Duplicate content slows search SEO BASICS: DUPLICATE CONTENT engine spidering A B C D E F G H I J K L A B C D E F = spidered G H I J K L = not spidered
  • 37. Duplicate content splits link juice SEO BASICS: DUPLICATE CONTENT Both internal and external links A B F J N C G K O A D H L P E I M Q
  • 38. Proper link juice flow SEO BASICS: DUPLICATE CONTENT A B F J N C G K O D H L P E I M Q
  • 39. Secure / non-secure duplication SEO BASICS: DUPLICATE CONTENT
  • 40. How it happens… SEO BASICS: DUPLICATE CONTENT Products Shopping Checkout cart Products
  • 41. The solution… SEO BASICS: DUPLICATE CONTENT No Search Engines Products Shopping Checkout cart
  • 42. Bread crumb / categorization duplication SEO BASICS: DUPLICATE CONTENT 1 Product 2 URLs www.thehomedepot.com/building-materials/electrical/books/123book www.thehomedepot.com/doors-windows/doors/books/123book
  • 43. The solution… SEO BASICS: DUPLICATE CONTENT Only one URL, regardless of path or category! www.thehomedepot.com/building-materials/electrical/books/123book
  • 44. SEO BASICS: DUPLICATE CONTENT Session ID duplication
  • 45. The problem… SEO BASICS: DUPLICATE CONTENT Session 1 Session 2 Session 3 Session 4 Session 5 Session 6
  • 46. The solution… SEO BASICS: DUPLICATE CONTENT Home Don’t. Session 1 Session 2 Session 3 Use. Session IDs!!!! Session 4 Session 5 Session 6 (Just sayin’)
  • 47. Redundant URL duplication SEO BASICS: DUPLICATE CONTENT www.site.com site.com www.site.com www.site.com/ www.site.com www.site.com/index.html
  • 48. The solution… SEO BASICS: DUPLICATE CONTENT Canonical tag Server-Side directs
  • 49. SEO DRIVING SCHOOL Part III: How to Optimize Your Site in 90 Days @PolePositionMkg #SearchRankCC
  • 50. SEO BASICS: 90-DAY SEO PLAN Week 1 Core term research Core Terms Core Terms Are… Are Not… Bag Sports bag School supplies Kids ski clothing Cost segmentation Battery Motorcycle battery Battery chargers Flowmeters Snowmobile clothing
  • 51. SEO BASICS: 90-DAY SEO PLAN Week 2 Core term prioritization Search Target Profit Meet volume Audience Margin Demand • How often? • Better conversions • Better conversions • Avoid driving • Low volume = low • Better targeted = • Higher markup traffic where results lower volume • More demand expected demand cannot be met
  • 52. SEO BASICS: 90-DAY SEO PLAN Week 3 Tag core terms to content Buy Blue Widgets California Widgets How to Use Widgets Red Widget Review Discount Widgets Custom Widget Design
  • 53. SEO BASICS: 90-DAY SEO PLAN Week 4 Global tag optimization 5-10 min per page 1 Title Tags 2 H1 Tag 3 Meta Descriptions 4 Intro Paragraph
  • 54. SEO BASICS: 90-DAY SEO PLAN Week 5 Site structure (architecture) Link & URL & Site Navigation Structure Structure Document & Page Structure
  • 55. SEO BASICS: 90-DAY SEO PLAN Week 6 Submit to directories Global Yahoo DMOZ Business.com RubberStamped BOTW JoeAnt GoGuides Regional Niche
  • 56. SEO BASICS: 90-DAY SEO PLAN Week 7 6 Research key words beauty supplies beauty beauty discount supply beauty store supply supply natural beauty supplies
  • 57. SEO BASICS: 90-DAY SEO PLAN Week 8 6 Keyword segmentation • Looking for general information • Don’t know what they really want • Have narrowed down to • Optimize on higher-level category product type pages and articles • Comparing features • Optimize on category and comparison pages Research Shop Info Buy • Have specific product in mind • Looking for education • Looking for trustworthy place to buy • How-To and other informational queries • Optimize on specific product pages • Optimize on blogs and article pages
  • 58. SEO BASICS: 90-DAY SEO PLAN Week 9 6 Strategic optimization Priority 1 Pages Link Content Code Building Keyword Description Internal Titles Code Bloat Usage Tags Linking Calls to Headings Page Speed Action
  • 59. SEO BASICS: 90-DAY SEO PLAN Week 10 6 Correct usability issues Navigation Scannability Conversion Optimization Shopping Cart Calls to Action
  • 60. SEO BASICS: 90-DAY SEO PLAN Build links 11 Week 6
  • 61. SEO BASICS: 90-DAY SEO PLAN Week 12 6 Keep making it better The Pole Position Marketing Library http://www.polepositionmarketing.com/library
  • 62. SEO DRIVING SCHOOL Wrap up @PolePositionMkg #SearchRankCC
  • 63. Searchers are buying SEO BASICS: CONCLUSION Todays Searcher is Tomorrows buyer 56% of online purchases happen down the road • As high as 77% for entertainment, 69% for home & garden • 63% of searches result in OFFLINE purchases • 88% for toys, 93% for video games, 65% for apparel Buyers are Searching Buyers perform up to 10 times more searches • 80% feel search is helpful for gift shopping • 70% say it helped them make a purchase decision • 60% say they will search the next time they buy Searchers are Buying 25% of searchers purchase “related” items Source: ComScore Networks
  • 64. Thank You! Next Up Keyword Tune-up Find, organize and use keywords for effective inbound marketing