Slides for a presentation to Boston Picture User Group, held in Worcester, MA on April 10, 2014.

1. Understanding SEO
April 10th, 2014
Boston Picture User Group
@dan_shure

2. Evolving SEO - Worcester
www.evolvingseo.com
@dan_shure

3. Twitter: @dan_shure
http://www.twitter.com/dan_shure
@dan_shure

4. Instagram - danshure
@dan_shure

5. Options To Get Traffic?
@dan_shure

6. You Could Advertise
@dan_shure

7. You Could Pay Per Click
@dan_shure

8. You Could Use Social Media
@dan_shure

9. SEO
@dan_shure

10. SEO – The User Is Hunting
@dan_shure

11. Search Is Still Growing
@dan_shure
Slide
source:
h2p://www.slideshare.net/randfish/the-­‐power-­‐of-­‐inbound-­‐marke>ng

12. Once You Earn Visibility, You’re
Not Paying Per Click
@dan_shure

13. If They Stop Paying, They Don’t
Show Up
@dan_shure

14. As Long As They Continue Earning
Visibility, They Show UP
@dan_shure

15. User Intent + Volume + Sustainable
=
High Value Channel
@dan_shure

16. Goals Of SEO
@dan_shure

17. Rankings (As A “Leading Indicator”)
@dan_shure

18. Traffic
@dan_shure

19. Business (Money)
@dan_shure

20. Reputation Management
@dan_shure

21. Reputation Management
@dan_shure

22. Reputation Management
@dan_shure

23. Pie Ingredient?
@dan_shure
h2ps://twi2er.com/dan_shure/status/293929126694375424
(Note:
this
looks
to
have
since
been
resolved)

24. SEO Myths
@dan_shure

25. Myth One: Keyword Stuff
@dan_shure

26. Myth Two: You Need LOTS Of Pages
@dan_shure

27. Myth Three: SEO Is A Verb
@dan_shure

28. Myth Three: SEO Is A Verb
@dan_shure
• You
don’t
“SEO”
a
website,
just
like
you
don’t
“famous”
someone.
You
become
“search
engine
opAmized”.

29. Myth Three: SEO Is A Verb
@dan_shure
• You
don’t
“SEO”
a
website,
just
like
you
don’t
“famous”
someone.
You
become
“search
engine
opAmized”.
• SEO
is
an
ongoing
process.

30. Myth Four: You Can Guarantee
Rankings
@dan_shure

31. How Do Sites Rank?
@dan_shure

32. @dan_shure

33. @dan_shure

34. @dan_shure
http://searchengineland.com/seotable

35. Website
@dan_shure

36. WordPress – Use Yoast SEO
@dan_shure

37. Noindex Subpages
@dan_shure

38. Set Up Title Templates
@dan_shure

39. Noindex Tags
@dan_shure

40. Set Up Social Media Tagging
@dan_shure

41. Set Up Social Media Tagging
@dan_shure

42. Set Up Social Media Tagging
@dan_shure
(This
is
also
your
Google
Maps
or
“Places”
page
if
you
have
one)

43. “Authorship” & Google Plus
@dan_shure

44. My G+ Page Is Connected To My
Content
@dan_shure

45. Add “Contributor To” Links To G+
@dan_shure

46. Add G+ Link To WordPress Profile
@dan_shure

47. Test With This Tool
@dan_shure
h2p://www.google.com/webmasters/tools/richsnippets

48. Optimizing Photos
@dan_shure

49. 1. Use a concise but descriptive file
name
@dan_shure

50. 1. Use a concise but descriptive file
name
@dan_shure
Bad - /0015.jpg

51. 1. Use a concise but descriptive file
name
@dan_shure
Good - /professional-wedding-photo-015.jpg

52. 1. Use a concise but descriptive file
name
@dan_shure
Plan file names before you upload them

53. 2. Use an “alt” attribute
@dan_shure

54. 2. Use an “alt” attribute
@dan_shure
(This is what appears if the image is broken)

55. 2. Use an “alt” attribute
@dan_shure

56. 3. WordPress - Don’t link to “attachment pages”
@dan_shure

57. 3. WordPress - Don’t link to “attachment pages”
@dan_shure
Attachment pages create a unique page for every image.

58. 3. WordPress - Don’t link to “attachment pages”
@dan_shure

59. 4. Keep the file size in check
@dan_shure

60. 4. Keep the file size in check
@dan_shure
www.webpagetest.org

61. 4. Keep the file size in check
@dan_shure
www.webpagetest.org

62. 4. Keep the file size in check
@dan_shure
Ideal - Load time: under 1 second – Size: under 100kb

63. “Local SEO”
@dan_shure

64. Local Search Ecosystem
@dan_shure
h2ps://www.google.com/business/placesforbusiness/

65. Google Places Page
@dan_shure
h2ps://www.google.com/business/placesforbusiness/

66. Google Places Page
@dan_shure
h2ps://www.google.com/business/placesforbusiness/
1. Claim
2. Update
3. Eliminate
Duplicates
4. Get
Reviews

67. Date Aggregators
@dan_shure
• h2p://www.infogroup.com/
• h2p://www.expressupdate.com/search
• h2p://www.databyacxiom.com/presence-­‐
management.html
• h2p://www.neustarlocaleze.biz/directory/
index.aspx
• h2p://www.factual.com/

68. Date Aggregators
@dan_shure
Or
save
tons
of
aggrava>on
with
Moz
Local
-­‐
h2ps://moz.com/local/

69. Yelp
@dan_shure
h2ps://biz.yelp.com/

70. Yelp
@dan_shure
h2ps://biz.yelp.com/
• Complete
profile
• Reviews
from
ac>ve
community
members

71. Yelp - Reviews
@dan_shure
h2ps://biz.yelp.com/

72. Yelp – Reviews – “Encourage”
Don’t Solicit
@dan_shure
h2ps://biz.yelp.com/

73. 7 Content Challenges
@dan_shure

74. @dan_shure
1. I Don’t Know What To Talk About

75. 2. I Keep Talking About The Same Thing
@dan_shure

76. 3. I Don’t Have Time/Resources
@dan_shure

77. 4. Overly SEO’d
@dan_shure

78. 5. Doesn’t Connect With People
@dan_shure

79. 6. No Obvious Purpose Or Goals
@dan_shure

80. 7. Using Wrong Metrics Of “Success”
@dan_shure

81. Sales Funnel “Long Funnel” Approach
@dan_shure

82. “Long Funnel” Approach (aka “Inbound”)
@dan_shure
h2p://moz.com/blog/inbound-­‐marke>ng-­‐is-­‐taking-­‐off

83. Types Of Content
@dan_shure

84. Teach & Share
@dan_shure
Watch
The
Classic
Video
By
Jason
Fried
hJp://youtu.be/Ks2saa38Id4

85. Tell A Story
@dan_shure
hJp://www.smartpassiveincome.com/about/

86. Tell A Story
@dan_shure
hJp://www.evolvingseo.com/2013/05/19/moving-­‐to-­‐worcester-­‐ma/

87. Curate
@dan_shure
Gather
all
links
and
resources
from
an
event,
share
with
aJendees
and
your
network.

88. Curate
@dan_shure
Internet
MarkeAng
Conference
List
hJp://keyphraseology.com/internet-­‐markeAng-­‐seo-­‐conferences/

89. Where To Get Topic Inspiration
@dan_shure

90. Q&A Sites - Quora
@dan_shure
hJp://www.quora.com/Photography

91. LinkedIn Groups
@dan_shure
Again,
interacAng
here
is
good
too
–
but
we’re
also
looking
for
topic
ideas.

92. Google Search Suggest
@dan_shure

93. Google Search Suggest On Crack
@dan_shure
www.ubersuggest.org

94. Google Search Suggest On Crack
@dan_shure
www.ubersuggest.org

95. Resource Content
@dan_shure

96. Resource Content
@dan_shure

97. Resource Content
@dan_shure

98. We Have A Problem Though
@dan_shure

99. Focus On Customer
@dan_shure

100. Focus On Customer
@dan_shure

101. To Review
@dan_shure

102. To Review
@dan_shure
1. Why
2. Goals
3. Myths
4. Ranking
5. Website
/
WordPress
6. Image
Op>miza>on
7. Local
SEO
8. Content

103. Last Thing – Backlinks via Image
Attribution
@dan_shure

104. Aka: CATCH PEOPLE STEALING
YOUR WORK
@dan_shure

105. Reverse Image Search - Google
@dan_shure
Go
to
h2p://images.google.com
drag
and
drop
your
photos
in
the
box.

106. Reverse Image Search - Google
@dan_shure
If
you
see
sites
here
using
your
images
without
“a2ribu>on”…

107. Get Mad?!
@dan_shure

108. Reverse Image Search - Google
@dan_shure
Ask
them
for
“credit”
–
aka
a
BACKLINK

109. Everyone Is Happy.
@dan_shure

110. @dan_shure
Q&A