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SEO for Business Owners
By Steve Mortiboy
Search Engine Optimization
• What is SEO?
• Why should I care?
• Is it a big secret?
• Is it something I can do myself?
• ...
What is SEO?
Search Engine Optimization is a set of processes
that you should continuously follow to influence
how search ...
Break It Down For Me
• SEO is a set of processes that change as search
engines adapt, improve and respond to their users
•...
Understanding Search
We use Google every day to search for content relevant
to a search term and we expect Google to under...
The Search Engine
The Secret Google Algorithm
Welcome to the wonderful world of Pandas, Penguins
and Hummingbirds
Panda (2011 onwards)
• Show high-quality sites higher in search results
• Demote sites that may be of lower quality
• Woul...
Penguin (2012 onwards)
• Penalize sites that use unnatural backlinks
• Penalize sites that use of webspam or ‘black hat’
S...
Hummingbird (2013 onwards)
• Complex search queries
• Conversational search
• Semantic search
• Mobile search
• Understand...
What Does This Mean For Me?
• Focus on high quality original content
• Don’t duplicate content
• Don’t manipulate search e...
SEO: Misunderstanding #1
It’s all about keywords
The Meta Keywords Tag
<meta name="keywords" content="WordPress,WordCamp,SEO">
Google hasn’t used the Meta Keywords tag sin...
Keywords in my Content
• Keywords in content does not make good content
• The density of keywords does not matter
Focus on...
Keywords in Search
• People do not search using keywords
• Conversational search terms –
“Hey Google, find me a barber sho...
SEO: Misunderstanding #2
Google will show what I want them to show
SEO Meta Tags - Title
• Title tag
<title>WordPress Developer</title>
SEO Meta Tags - Description
• Meta Description
<meta name="description" content="Raleigh Web Design WordPress
Web Developm...
SEO Meta Tags – Schema
Markup
• Specially formatted code that search engines use to
display more informative, rich results
SEO: Misunderstanding #3
The duplicate content penalty
What is Duplicate Content?
• Content copied (duplicated) from someone else’s site
• Content duplicated within your site wi...
What is Not Duplicate Content?
• Different routes to access the same original content
Example:
WordPress category, tag, au...
SEO: Misunderstanding #4
If I publish it, Google will come
Crawling and Indexing Content
• The XML Sitemap
An essential file for search engines
How often content changes
When conten...
Crawling and Indexing Content
• The Google Index and site search
SEO: Misunderstanding #5
Backlinks are how I rank on Google
Bad Backlinks
• Backlinks from sites known for webspam
• Backlinks from sites with no authority
• Backlinks from sites not...
Good Backlinks
• Backlinks from sites with authority
• Backlinks from site owners who read and like my content
• Backlinks...
SEO: Misunderstanding #6
SEO is too complex for me to do myself
SEO – Blogs and Videos
• Google Webmaster Central Blog
http://googlewebmastercentral.blogspot.ca/
• Google Webmasters YouT...
SEO - Free Tools
• Google Webmaster Tools
https://www.google.com/webmasters/tools/
• Google Analytics
http://www.google.co...
Steps to Improving Your SEO
• Focus on high quality, well written, informative content
• Demonstrate you are the subject m...
Steps to Improving Your SEO
• Use WordPress – It’s search engine friendly and it makes
it easy for you to publish content
...
Questions?
• Support
• Security
• Performance
• Development
• Design
• SEO
SEO for Business Owners by Steve Mortiboy
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SEO for Business Owners by Steve Mortiboy

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Here are my slides from my session at WordCamp Raleigh 2015 on October 11th.

Veröffentlicht in: Internet
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SEO for Business Owners by Steve Mortiboy

  1. 1. SEO for Business Owners By Steve Mortiboy
  2. 2. Search Engine Optimization • What is SEO? • Why should I care? • Is it a big secret? • Is it something I can do myself? • Can I guarantee results?
  3. 3. What is SEO? Search Engine Optimization is a set of processes that you should continuously follow to influence how search engines list your content in search results
  4. 4. Break It Down For Me • SEO is a set of processes that change as search engines adapt, improve and respond to their users • Continuous work is needed to improve and maintain rankings • You can only influence search engines • There’s no foolproof method for ranking #1 • Results may vary, nothing can be guaranteed
  5. 5. Understanding Search We use Google every day to search for content relevant to a search term and we expect Google to understand that search term and return the best, most relevant results based on the content on sites in their index
  6. 6. The Search Engine
  7. 7. The Secret Google Algorithm Welcome to the wonderful world of Pandas, Penguins and Hummingbirds
  8. 8. Panda (2011 onwards) • Show high-quality sites higher in search results • Demote sites that may be of lower quality • Would you trust the information presented in this article? • Is this article written by an expert who knows the topic well, or is it more shallow in nature? • Does the site have duplicate, overlapping, or redundant articles on the same or similar topics? • Does this article have spelling, stylistic, or factual errors? • Are the topics driven by genuine interests of readers, or does the site generate content by attempting to guess what might rank well on Google? • Does the article provide original content or information? • Does the page provide substantial value when compared to other pages in search results? http://googlewebmastercentral.blogspot.ca/2011/05/ more-guidance-on-building-high-quality.html
  9. 9. Penguin (2012 onwards) • Penalize sites that use unnatural backlinks • Penalize sites that use of webspam or ‘black hat’ SEO techniques • Penalize sites for violation of Google’s quality guidelines • Keep the links on a given page to a reasonable number • Make pages primarily for users, not for search engines • Don’t deceive your users • Avoid tricks intended to improve search engine rankings http://googlewebmastercentral.blogspot.ca/2012/04/ another-step-to-reward-high-quality.html
  10. 10. Hummingbird (2013 onwards) • Complex search queries • Conversational search • Semantic search • Mobile search • Understanding the intent of the searcher and the contextual meaning of the search term • Pay more attention to each word in the search term, ensuring that the whole sentence or conversation or meaning is taken into account • Understanding long tail search terms
  11. 11. What Does This Mean For Me? • Focus on high quality original content • Don’t duplicate content • Don’t manipulate search engines through techniques considered as webspam (black hat SEO) • Pay more attention to what your audience searches for, especially complex, conversational search terms • Build quality backlinks from sources of authority • Write frequently making sure your first thought is to your readers, not search engines
  12. 12. SEO: Misunderstanding #1 It’s all about keywords
  13. 13. The Meta Keywords Tag <meta name="keywords" content="WordPress,WordCamp,SEO"> Google hasn’t used the Meta Keywords tag since 2009 because they were being misused http://googlewebmastercentral.blogspot.com/2009/09/ google-does-not-use-keywords-meta-tag.html https://www.youtube.com/watch?v=jK7IPbnmvVU
  14. 14. Keywords in my Content • Keywords in content does not make good content • The density of keywords does not matter Focus on high quality content written for your audience, not search engines. Content should be written and read naturally. https://www.youtube.com/watch?v=Rk4qgQdp2UA
  15. 15. Keywords in Search • People do not search using keywords • Conversational search terms – “Hey Google, find me a barber shop near me” • Long tail search terms – “What are the best cordless drills for less than $100?”
  16. 16. SEO: Misunderstanding #2 Google will show what I want them to show
  17. 17. SEO Meta Tags - Title • Title tag <title>WordPress Developer</title>
  18. 18. SEO Meta Tags - Description • Meta Description <meta name="description" content="Raleigh Web Design WordPress Web Development" />
  19. 19. SEO Meta Tags – Schema Markup • Specially formatted code that search engines use to display more informative, rich results
  20. 20. SEO: Misunderstanding #3 The duplicate content penalty
  21. 21. What is Duplicate Content? • Content copied (duplicated) from someone else’s site • Content duplicated within your site with the intent to rank on search engines without providing value to visitors Example: Location pages with the same content where just the city name is changed
  22. 22. What is Not Duplicate Content? • Different routes to access the same original content Example: WordPress category, tag, author and date archives
  23. 23. SEO: Misunderstanding #4 If I publish it, Google will come
  24. 24. Crawling and Indexing Content • The XML Sitemap An essential file for search engines How often content changes When content last changed
  25. 25. Crawling and Indexing Content • The Google Index and site search
  26. 26. SEO: Misunderstanding #5 Backlinks are how I rank on Google
  27. 27. Bad Backlinks • Backlinks from sites known for webspam • Backlinks from sites with no authority • Backlinks from sites not relevant to my content • Backlinks generated specifically to improve my ranking
  28. 28. Good Backlinks • Backlinks from sites with authority • Backlinks from site owners who read and like my content • Backlinks from sites relevant to my content • Backlinks from reputable industry-relevant sources • Backlinks generated from visitors via social media Over time, backlinks will become less important to Google https://www.youtube.com/watch?v=iC5FDzUh0P4
  29. 29. SEO: Misunderstanding #6 SEO is too complex for me to do myself
  30. 30. SEO – Blogs and Videos • Google Webmaster Central Blog http://googlewebmastercentral.blogspot.ca/ • Google Webmasters YouTube channel https://www.youtube.com/user/GoogleWebmasterHelp/videos • Matt Cutts YouTube channel https://www.youtube.com/channel/UClxMPk1KF57UCRUHFFAzJxw • Respected SEO sites https://moz.com/blog/category/basic-seo http://searchengineland.com/library/google/google-seo
  31. 31. SEO - Free Tools • Google Webmaster Tools https://www.google.com/webmasters/tools/ • Google Analytics http://www.google.com/analytics/ • Google Search • Google Site Search site:mydomain.com • WordPress SEO plugins All in One SEO Pack - https://wordpress.org/plugins/all-in-one-seo-pack/
  32. 32. Steps to Improving Your SEO • Focus on high quality, well written, informative content • Demonstrate you are the subject matter expert for what you’re marketing or selling • Publish frequently, making sure quality doesn’t suffer and your content remains engaging to your visitors • Understand what your audience is searching for • Engage your audience through social media • Adapt your processes • Use the free tools available to monitor your progress
  33. 33. Steps to Improving Your SEO • Use WordPress – It’s search engine friendly and it makes it easy for you to publish content • Set pretty permalinks • Use an SEO plugin – This provides a user interface to manage your SEO • Learn how to optimize your content • Use the blog to post fresh content regularly • Organize your content through page hierarchy, post categories and tags • Set up good internal linking and navigation • Implement social media integration
  34. 34. Questions?
  35. 35. • Support • Security • Performance • Development • Design • SEO

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