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Or How to Convince Google to Include Your Site in
Top Search Results
SEO FOR BEGINNERS
SEO for Beginners
WHY DO SEO IN THE FIRST PLACE?
• To be high enough in Google search results to get
more traffic and business.
• In other words to show up on first page of search
results for your money keywords.
• Ideally to be in the top three search results on the first
page since it’s anything but lonely at the top.
WHAT DO YOU REALLY WANT?
On the other hand, the second
page is very lonely. Only 4.2%
of the traffic.
It’s crowded at the top
Organic PPC Local Local More Results
For more results….for more traffic, business,
SEO for Beginners
WHAT DOES GOOGLE (AND OTHER
SEARCH ENGINES) WANT?
• To provide excellent search results for any given
• Satisfied users who will keep coming to their search
engine and click on their ads.
• In other words, Google wants:
WHAT DOES GOOGLE WANT?
• The answer is:
WHAT DOES GOOGLE WANT?
• Manipulation of their search results so they no longer
provide good results to their users.
• In other words, Google does not want:
WHAT DOES GOOGLE NOT WANT?
WHAT DOES GOOGLE NOT WANT?
The answer is: Spam
SEO for Beginners
WHAT TO DO FIRST AND NEXT, NEXT, NEXT,
NEXT, NEXT, ETC.
1. Spruce up your website: hire great web designer, writer, photographer, graphic artist, and
2. Google Search Console and Google Analytics
3. Install Yoast plugins: Both SEO and Analytics plugins.
4. Keyword and topic research. Write up short description for business and medium description.
List of keywords. Make sure content contains keyword topics, industry specific language.
5. Meta tags: Title, meta description, meta keywords tags. NAP. Also web address. Be
6. Set up Google My Business Page.
7. Citations. Use Whitespark for ideas. Creep the competition.
8. Social media: Facebook, Pinterest, Twitter, Linked In, Instagram.
9. Chamber of Commerce and BBB.
10. Link bait. Blog, white papers, infographics, photos, articles.
11. Promote your content. Spend as much time promoting as you do writing.
12. BOTW and dmoz.
13. Be creative.
SEO TASKS IN ORDER OF IMPORTANCE
1. Baptism by fire if not a WP site and you don’t know HTML and FTP
2. Set up Google Search Console
3. Need Gmail account.
4. For WordPress site you need Yoast SEO plugin.
5. For HTML site you need ftp access.
6. Add both www and non www to Google Search Console
7. Verify both.
8. Set preference.
9. Geo-target. Pick country.
11. XML Sitemap.
FIRST BABY STEP – GOOGLE SEARCH
1. Log in to Google account where Gmail and Google Search Console reside.
3. Click on “Sign in.”
4. Next create an account for your business or personal website, blog, and
5. To create the account, click the "Admin" tab.
6. Fill in the New Account Form.
7. Create your properties within your account.
8. Next you'll need to put in the tracking code into every web page you want
to track. For HTML site you need ftp access.
9. In WordPress you can use an analytics plug in. Put the tracking code in
the plug in and WP will put it into every page’s code.
10. Now you'll want to check what you've done and see if it is working.
SECOND BABY STEP – GOOGLE ANALYTICS
• Log in to your WordPress site
and then go to plug ins.
• Find and install Yoast Seo
Install Yoast SEO Plugin
• Use keyword research tool. Adwords but take it with a grain of
• Ask client what words people use to find them.
• Find money keywords, high traffic, high competition.
• Find low hanging fruit, high traffic or medium traffic with low
• Make different landing page for each major money keyword.
• Add local word for local businesses. Vernon plumbers. Calgary
• Title is said to be the most important element in SEO.
• 9 words +/– 3, depending what successful competitors are doing
• Make the title up to 68 characters. If you want it all to show in search,
keep it under 55. Google will truncate or change titles, even truncate
at 40-something characters at times. But all will be indexed and
• Use keyword if possible but don’t keyword stuff.
• Include branding on opposite side to separator:
Calgary Emergency Plumbing – Quicker Rooter Plumbers
• Never have duplicate titles, each page needs a unique title.
• Place title in head of html, before meta-description.
BE EN-TITLED TO HIGH RANKING
• Meta description can be up to 200 characters since
Google will index more than it shows, which is 155
• Should be 18 + or – 6 words, consider competitors.
• Have keywords closer to beginning?
• Don’t include branding because that is in title already
• Make appealing to both users and bots
• Should entice searchers to click on it for CTR.
GET ALL META-ED OUT
• Google has not really said “not considered”
• Becomes part of the cached copy of the page and becomes searchable, part
of Google cache/data
• Comma separated, first letter capitalized: Calgary search engine optimization,
Calgary seo, Seo Calgary
• Should be 36 +/– 12 words, consider competitors.
• A word in title or meta description must be added
• Repeat any word a maximum of 4 times
• Bruce Clay likes meta keyword tags, Joost doesn’t.
• The above info is from Bruce Clay’s course.
CONTROVERSIAL META KEYWORD TAGS
NAP=Name, Address, Phone
number, URL – Not the same
NAP=Name, Address, Phone
number, URL – All the same
THE NAP: GET CAUGHT NAPPING OR GET A
WAKE UP CALL
Just Desserts Cafe
725 Fat St. NE
Calgary, AB T2E 2F7
Just Desserts Inc.
103 - 725 Fat St. Northeast
Calgary, AB T2E 2F7
NAP 2NAP 1
• Reinforce the NAP and give
your site local authority
• Help your site rank on the
• Use Whitespark
• Creep your competitors with
Majestic and Whitespark
• Check Trust Flow
• Facebook – Open graph meta information is used by Twitter and Pinterest
• Twitter – A good resource for traffic and community
• Google My Business – Need for local maps
• Pinterest – Use to promote business, don’t go too far from business in your
boards except if extraordinary link bait and closely related... For instance, if
you’re Calgary driving school then don’t pin car photos. If lawn mowing then
don’t pin vegetable gardening tips, do lawn care tips and include some from
• LinkedIn – do personal. Use business page
• Can’t be too private…Google wants to see real people at real businesses. If
you want to hide then maybe SEO isn’t for you.
• Mentions in blogs, other websites
• Make some awesome content as link
• Join conversation in niche – forums and
• Press releases
• Make some awesome content
• Join conversation in your niche
in blogs and forums
• Be creative.
• Majestic SEO and AHREFS
• ProRank Tracker
• AdWords Keyword Tool
• Google Web Master Tools
• Learn HTML and CSS
• Learn WordPress
• Bruce Clay classroom training
• Local Search U
• Unknown Secrets of Internet Marketing Podcast
• Read all the material… But it will be disjointed and conflicting, so get training!
• Invest in yourself. Save money to take classes to make money. Be obsessive.
WHERE TO GET TRAINING
This is SEO for Beginners, Intro yourself and Elizabeth. I trained as an English major and teacher, I went back to SAIT for an internet and networking certificate and went to computers and started my own computer repair and web design business. Then I made my own website and noticed when I added my blog that I went up on Google, so I wrote more blog posts. I noticed that if I added a directory I went up again, if I added the word computer repair again, I went up. Eventually I got training for SEO.
Why would a business owner want to do SEO, or a person want to be trained in SEO?
Why do SEO at all, 1st result in organic, gets 32.5%, 2nd 17.6, 3rd gets 8.1, 10th gets 2.4, 1st page gets 92 percent, 2nd page 4.2 percent In ppc, 1st ad gets 12%, 2nd ad 4%, and 3 ad gets 0.4, according to an article in Search Engineland, the rest negligible, so why Google removed side ads, Also if you compare organic with local with ppc 40%, 33%, 13% paid results, 12% more local…
Why do we do Adwords, for more results!!
We’re trying to game Google to serve our site higher in the search results….What is Google trying to do, what do they want. We need to know what Google wants so we can fit into that want and what they are trying to do.
To do a good job of online marketing for yourself and others you have to have some sense of what Google wants.So what does Google want? The answer is, of course
Money. Google is a business like any other. They want and need to make a profit. Millions of people use Google's search engine because it provides excellent results for almost any query. Along with those excellent results, Google serves ads, generating a huge profit. In 2015 Google generated almost 67.39 billion dollars in ad revenue. If Google no longer provided good search results, they'd lose the visitors to their search engine and all the revenue generated from those searchers when they click on the ads. That would be a staggering loss for them.
Spam. They don't want manipulation of their search results so poor results are returned instead of excellent ones. In other words, Google doesn't want people to trick them with black hat or grey hat SEO into serving poor sites when others would be better. Ultimately this would wreck their search engine and their business. They're not about to let that happen. That is why they've developed their search algorithm and Penguin, Panda, Hummingbird, Pigeon, and all the other updates that are safeguarding the quality of their search engine. They will cut you off at the knees if they see you trying to trick them by manipulating their results. You'll be penalized in no time flat with a manual or algorithmic penalty.What do you need to do then to make your site optimized for Google search? Make your site a search result Google wants to see and, more importantly, would love to return in response to queries.How do you do that? With excellent content that users are actually looking for and by making your site attractive and user friendly. Also by letting Google know about your site's search worthiness by signaling authority and relevance. There are hundreds of things you can do. It's a lot of work but it is worth it.
Important: Google wants to want you! Make it easy for Google to find, index, and serve up your site in SERPs. This is how.
If you build it, they might come. If you build it well, they’ll be a lot more likely to actually come. So be awesome! Make your website look like the professional outfit you know you are.
Google Search Console and Analytics are the #1 most important tool you must have for proper SEO. Get them. Know them. Learn to love them. You can set these up via Google My Business.
Yoast offers a very good SEO plug-in for websites that’s free. They also have a paid version, but their free version is A-OK. Figure out your keywords and use them wisely in your onsite written content, meta tags, meta descriptions, and meta title. Don’t use the same keywords everywhere though – use the right keywords for the right pages.
Get some good citations! Use Whitespark for a list of reliable, quality citation sources. It’s imperative that when you do your citations you have a strictly consistent Name, Address, and Phone number (NAP) in every citation you create. Other ideas for citations is your local Chamber of Commerce, the BBB, and social media (Facebook, Pinterest, Twitter, Linked In, Instagram, etc.)
Robots.txt and an XML Sitemap sound intimidating, but shouldn’t be. If you can, you can direct the search engines’ bots to go to the pages you want by altering you Robots.txt file. Users of Yoast’s SEO plug-in can find a good tutorial on this here: http://kb.yoast.com/article/279-how-to-edit-robots-txt-through-yoast-seo
You can also use the Yoast plug-in to generate an XML Sitemap for your site.
Google Analytics can be a bit overwhelming at first, but luckily there are a lot of great tutorials and walk-throughs to be found online. (YouTube is a great resource for this.)
Bada boom, bada Google!
There are many keyword research tools available and it’s a matter of finding a good one that you’re most comfortable using. Google AdWords is a good tool, but take their numbers with a grain of salt.
Meta-descriptions can be a major headache for some because it’s a matter of balancing what search engines want to see and what would attract actual users to click through to you. Entire careers have been built around composing meta-description, but when in doubt use your keywords tactfully and make it catchy!
This guy in the boat, I wouldn’t do this at home especially the socks. What happens if you do a good job with the NAP or if you don’t… NAP is one of the elements that determines local search ranking. Name, address, and phone number. I’ve stuck in the URL because it needs to be the same too and is more finicky.
Don’t do this. Be sure to keep your Name, Address, Phone number (AK: “NAP”) strictly consistent with every listing and citation you create.
This is Whitespark’s list of top citation source, listed by country.
Become familiar with the open graph info. available with many social media sites. And be as open and public (as in keep your privacy options wide open) with your business as possible! Google likes transparency in a business.
For more information on SEO, check out my blog at http://howidoseo.blogspot.ca/ or feel free to visit us online! http://ducktoes.com/webdesign/seo.php http://ducktoes.com/webdesign/