Learn how to get your website to the top of Google search results with this class by SEO expert, Coryon Redd. Taught at the Placer School for Adults Fall term 2012, this powerpoint walks you through how to do understand Google PageRank and build links that count for ranking. Other topics include: competitor research, Google+ Local, and Google Analytics.

2. Internet Marketing Intro – Part 2
Coryon Redd
coryon@gmail.com
Coryon.com
Presented by:
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3. PART 2 – We’re almost experts (but there’s more to learn)
What will be covered:
Review competitive advantages
How links count as votes to your website.
How to use your competitors to make your
website better.
Optimize your Google+ Local listing
Free Google Tools
Link to this presentation on Slideshare.net:
http://www.slideshare.net/coryon/introduction-to-internet-
marketing-for-placer-school-for-adults-fall-2012
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4. Class exercise follow up
What makes your business special?
Brainstorm a list of competitive advantages:
Years of experience
Unparalleled expertise
Friendly customer service – given!
Quality product
Attention to detail
Warranty and Guarantee
Discounts to qualified customers
The best, the brightest, the coolest…
http://youtu.be/CFHe04jj1rA
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5. Keyword Research Follow Up
Keyword targets
What are people searching for?
What keywords / phrases are used most?
Find the most relevant keywords and build landing pages.
Review keyword spreadsheets – Create a spreadsheet with top
keywords organized by page
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6. Google PageRank
PageRank reflects the quantity and quality of
incoming links. Links vote for better websites.
In a typical website the homepage
will have the most PR. As you go
deeper into a website the PR
goes down.
Link Quality depends on:
• Keywords in links
searchengineguide.com/orbidex/2002/0207_orb1.html
• Number of links on page
• PR of linking page (scale of 0-10)
• Content of page – Is the link related, natural?
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7. Google PageRank
NoFollow DoFollow
What are nofollow vs. dofollow links?
In general, we don't follow them. This means that Google
does not transfer PageRank or anchor text across these links.
Essentially, using nofollow causes us to drop the target links
from our overall graph of the web. However, the target pages
may still appear in our index if other sites link to them
without using nofollow, or if the URLs are submitted to
Google in a Sitemap. Also, it's important to note that other
search engines may handle nofollow in slightly different ways.
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8. Google PageRank
Reference docs
searchengineland.com/what-is-google-pagerank-a-guide-for-
searchers-webmasters-11068 Simple explanation from Danny
Sullivan
www.search-this.com/pagerank-decoder/ - Visual tool to map
linking relationship
en.wikipedia.org/wiki/PageRank - Detailed explanation of
PageRank.
www.iprcom.com/papers/pagerank/index.html Older complex
explanation of PR
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9. Linking Strategies
Linking strategy in a nutshell –
• Examine competitor’s incoming links
• Identify topics and structure of websites
• Review current links to see where you could get links
• Let linking opportunities guide your content creation
• Request links with focus on quality links
• Also get lots of lower quality links – directories, etc.
• Follow up with quality links and track your work
• More next week…
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10. Write Good SEO Content
Write copy for website with keywords in mind
Keywords can tell you how users are thinking about your
business
Learn from competitors to write better
Use competitive advantages to create calls to action
Ex. Donlucas.com
Bargeconnection.com
Calsolareng.com
Veassociates.com
Batteries4less.com
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11. Competitor Research
Build a better website by
learning from your competitors
Search for your top keyword
targets on Google
Find competitor websites
Learn from competitors
– Find “Best of Breed” websites
– What can you do to improve your website?
– What mistakes can you avoid?
– Why are competitors on the top of Google?
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12. Create a Competitor Spreadsheet
• Address of website – ie. Domain.com
• Keyword and ranking on Google
• PageRank of homepage
• Number of pages in google index
– Google search for site:domain.com
• Number of links in – Use alexa.com
– Click on Sites Linking In:
• Notes about website – Content, presentation, features
& benefits, branding, taglines, blog, etc.
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13. Google+ Local
Local Search Listing
Find your business on Google Maps
search or add your business to
Google Local
https://www.google.com/local/add/
• Edit your description
• Add a photos / videos, coupons
• Assign business categories
• Ask for reviews from customers
• Track your clicks
– Other sources for local listings – Bing Local Listing Center, Yahoo Local,
citysearch.com, yelp.com, insiderpages.com, angieslist.com, and more.
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14. Google+ Local
Claim your Local Search Listing
Main Factors for Better Ranking
• Claim your listing
• Customize your listing
• Address in the city of the search
• List in the right categories
• Number of citations
• Linking to your webpage
• Customer reviews
• Keywords in business name
and Places page
Go to http://www.davidmihm.com/local-search-ranking-factors.shtml for more info
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15. Free Google Tools
Analytics www.google.com/analytics
Webmaster Tools www.google.com/webmasters
Docs docs.google.com/
Alerts www.google.com/alerts
Toolbar www.google.com/toolbar
Download then enable PageRank
More Tools www.google.com/options
- Calendar, Voice, Trends, Notebook, Groups, etc.
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16. What is Google Analytics?
Google Analytics is a free tool to measure website traffic and
usage.
Would you like to know:
• Where are your website visitors coming from?
• What keywords are they using to find your site?
• Which pages on your site work the best – and the worst?
• How much individual products sell?
• How to measure the success of your online marketing?
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17. Setting up Google Analytics
Google Analytics: Sign Up and Install Tracking Code
• Sign up
• Read help
o http://www.google.com/support/googleanalytics/?hl=en_US
• Install Analytics tracking code
o http://code.google.com/apis/analytics/docs/tracking/home.html
o Code is invisible on your site but should in included on all pages.
Settings: Goals, Filters, and User Access
• Goals – Set up goals for conversion points.
o Checkout, contact form, download whitepaper, etc.
• Filters - Remove your website usage from tracking.
• Invite Users – Either as admin or view reports only.
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18. Other Marketing Tools
Spyfu www.spyfu.com
Alexa.com Search alexa for domain.
Click on Sites Linking In:
Google Search Search Google.com like this:
site:domain.com
LinkedIn Answers www.linkedin.com/answers
Coryon.com http://www.coryon.com/linkedin-marketing
http://searchengineland.com/google-places-is-over-company-
makes-google-the-center-of-gravity-for-local-search-122770
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19. THANK YOU
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