Search engine optimization strategy and tactics for small and medium sized businesses.

1. 1

2. 2
Search
Engine
Op0miza0on
• The
Search
Landscape
•
How
Search
Engines
Work
•
Building
SEO’d
Sites
•
Conduc0ng
Keyword
Research
•
Link
Building
Strategies
•
Social
Media
&
the
Web’s
Influencers

3. 3
The
Search
Landscape

4. 4

5. 5
Value
of
Search

6. 6
Market
Share
(US)
ComScore Inc.

7. 7

8. 8

9. 9
Click-­‐Through
Rates

10. 10
Local
Search

11. 11
How
Search
Engines
Work

12. 12
Key
Components
of
Google’s
Algorithm
— Freshness
of
Content
— Website
Op0miza0on
— Links
back
to
your
website
— Social
Media
Ac0vity
— Measure
and
adjust
12

13. 13
Freshness
of
Content

14. 14
Blog
— Set-­‐up
a
blog
–
Wordpress
is
common
blogging
pla^orm
— Plan
your
content
categories
— Posts
consistently
–
1
per
week
minimum
— Posts
should
be
300
–
400
words
— Include
images

15. 15
Blog
Content
— Answer
industry
ques0ons
— Comment
on
industry
news
— Provide
how-­‐to
based
content
— Encourage
readers
to
comment

16. 16

17. 17
Website
Op0miza0on

18. 18
Onpage
Optmiza0on
— Understand
your
keywords
— Op0mize
your
website
— Claim/set-­‐up
your
Google
business
lis0ng

19. 19
Understand
Your
Keywords

20. 20

21. 21

22. 22

23. 23

24. 24

25. 25

26. 26

27. 27
Op0mize
Your
Website
— Title
Tag
— Body
Copy
— Image
Name,
Image
Alt
Tag
— Meta
Descrip0on
— Search
Friendly
URLs
— XML
Sitemap

28. 28
Page
Title

29. 29
Page
Title
in
Google
Results

30. 30

31. 31

32. 32
Use
of
keywords

33. 33

34. 34
Image
Names
and
Alt
Tags

35. 35
Meta
Descrip0on

36. 36
Tag
Length

37. 37
Duplicate
Page
Content
–
Bad!

38. 38
Use
301
Redirect
to
fix

39. 39
Duplicate
Page
Titles
–
Bad!

40. 40
Search
Friendly
URLs

41. 41
Not
Friendly!

42. 42
XML
Site
Map
www.sitemaps.org/protocol.php

43. 43
Claim
Google
Business
Lis0ng
www.google.com/local/add/businessCenter‎

44. 44

45. 45

46. 46

47. 47

48. 48
Link
Building

49. 49

50. 50

51. 51
Social
Media
Ac0vity

52. 52
Social
Media
— Google
has
made
it
known
that
social
media
ac0vity
in
included
in
it’s
algorithm
— SMO
is
the
distribu0on
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
op0mized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— SEO
+
SMO
=
Amplified
findability
in
the
tradi0onal
and
social
web.

53. 53
Measure

54. 54

55. 55

56. 56
Thank
You!
Bridget
Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
o.com/gibbonsdigital