Beginning and Advanced SEO for Beginners Workshop
1. Understand how Google and other search engines rank pages.
2. Understand what makes a web page search engine friendly.
3. Understand Google Penalties.
4. Understand Link Building as a major search strategy.
5. Understand what type of content search engines love.
6. Research and select appropriate keywords to target.
7. Successfully integrate keywords into website copy.
8. Create effective and search engine friendly web pages.
9. Create effective and optimized text navigation menus.
10. Use <h> tags, metadata and anchor text effectively.
11. Monitor search positions for target search terms.
12. Set up website architecture to be search engine friendly.
13. Create a search engine friendly sitemap.
14. Create a robots.txt file.
15. Track website performance using Google Analytics.
16. Track website performance using Google Webmaster Tools.
17. Increase your website’s link popularity.
18. Learn how to measure, collect and analyze your web traffic.
19. Measure the effectiveness of SEO activities with Google Analytics.
20. Understand the difference between organic and paid search results.
21. Set up a Google AdWords account for keyword research.
22. Choose the right keywords to promote your website.
23. Recognize the features of high-converting landing pages.
24. Track campaign performance and ROI (return on investment)
25. Report meaningful website performance data to stakeholders.
2. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
An SEO expert walks into a bar
bars, pub, tavern, Irish pub,
taverns, local bar, dive,
mini-bar, beer, cocktail…
9. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. How Search Works
2. How to Optimize Onsite and Offsite for Search
3. How to Track Your Results
Goals for the Workshop
12. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Three Kinds of Search
1. Organic Search
2. Paid Search
3. Local Search
What is SEO and Why is it Important
How Search Works
13. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
94% of business buyers and
81% of consumers research online
before buying.
How Search Works
14. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
36%
12%
9%
7%
6% 4%
56% of Search Traffic Goes to the Top 3 Positions
<
The top 3 positions
get 57% of
the search traffic!
_
How Search Works
15. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
36%
12%
9%
7%
6% 4%
36% of all Search Traffic Goes to the #1 Position
<
The #1 position
gets 1/3 of all
the search traffic!
How Search Works
16. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
36%
12%
9%
7%
6% 4%
The Bottom 5 Positions Get Only 4% of the Traffic
<
_
The bottom 5 positions
only get 4% of the traffic!
How Search Works
17. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Onsite
Content Relevance
Site/Page Optimization
Website
Architecture
Offsite
Social Mentions
Directories
Citations
Offsite
Backlinks /
Earned Links
Pointing
to the content.
Talking about
the content.
How Search Works
22. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Competitor Research
Spying On (and Learning) From Your Competitors
Who is Your Competitor
The website in Position #1 for your keyword!
23. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Can I get that keyword?
Example:
wordpress
wordpress seo
wordpress seo los angeles
Competitor Research
24. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Example:
Keyword:
wordpress
1,160,000,000 results
1
2
3
Competitor Research
25. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Example:
Keyword:
wordpress seo
25,000,000 results
1
2
3
Competitor Research
26. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Example:
Keyword:
wordpress seo los angeles
763,000 results
1
2
3
Competitor Research
27. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Focus Keyword:
wordpress seo los angeles
763,000 results
Competitor:
WebTrainingWheels.com
1
2
3
Competitor Research
28. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
Competitor Research
Top 5 Metrics in 5 Minutes
Competitor Research: Top 5 Metrics in 5 Minutes
29. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
http://www.checkmoz.com/
1. MozRank
“MozRank represents a link
popularity score. It reflects
the importance of any given
web page on the Internet.”
Moz.com
Competitor Research: Top 5 Metrics in 5 Minutes
30. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
http://google.com
2. Indexed Pages
WebTrainingWheels.com*
337 Indexed Pages
WordPress.org
25,600,000 Indexed Pages
*WebTrainingWheels.com”- Lucy Beer is an
expert WordPress developer and trainer
Competitor Research: Top 5 Metrics in 5 Minutes
31. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
http://openlinkprofiler.org
3. Backlinks
WebTrainingWheels.com
151 Unique Backlinks
WordPress.org
200,000+ Unique Backlinks
Competitor Research: Top 5 Metrics in 5 Minutes
32. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
4. Social Media
WebTrainingWheels.com
366 Facebook Likes
WordPress.org
962,799 Facebook Likes
Competitor Research: Top 5 Metrics in 5 Minutes
33. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Spying On (and Learning) From Your Competitors
5. Citations
WebTrainingWheels.com - 58 citations
"Lucy Beers"
-site:webtrainingwheels.com "WordPress"
WordPress.org - 956,000,000 citations
"WordPress" -site:wordpress.org
-site:wordpress.com
Competitor Research: Top 5 Metrics in 5 Minutes
35. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keywords
ResearchWhat Are Good Keywords
1. Broad Keywords
a. Like the “table of contents” of a book
2. Targeted Keywords
a. Like the “index” of a book
3. Expanding Keywords with Descriptors
4. Long Tail Keywords
5. Geo Targeted Keywords
36. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. Start with Your Primary Business Products or Services
2. Create List for One Keyword Topic at a Time
3. Google Those Keywords / Phrases Using Google Options
4. Create Big! Big! List
5. Google Keyword Planner
Keywords
ResearchKeyword Research Process
37. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. Find the right Focus Keyword
2. Find the words and phrases your
customers use instead of industry jargon.
3. Look for synonyms / LSI keywords
(Latent Semantic Indexing)
4. Add qualifiers and descriptors
Keywords
ResearchDevelop a List of Keywords
38. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keyword Research
Keyword Planner
1. Traffic levels
2. Competition levels
3. Stage of the marketing funnel
4. Value of conversion
https://www.google.com/adwords/get-started/
39. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Keyword Research
Keyword Planner
wordpress seo plugin
best wordpress seo
wordpress seo guide
wordpress seo theme
wordpress seo tips
wordpress seo plugins
best wordpress seo plugin
wordpress tags seo
wordpress seo by yoast
45. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. URL: https://johnbolyard.com/what-is-seo-and-why-do-you-need-it/
2. Title Tag: "What is SEO and Why Do You Need It"
3. Meta Description: “SEO drives over 50% of all traffic...”
4. Headings: <H1> ”What is SEO and Why Do You Need It”
5. Subheads: <H2> “How Do Search Engines Work”
6. Image Alt Tags: "John Bolyard SEO Keyword Research Moz OSE"
7. Content: First Paragraph “Search Engine Optimization (SEO) is the process...”
Onpage Optimization:
Page “What is SEO and Why Do You Need It”
Onsite Optimization
50. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Backlinks
Backlinks are votes of
confidence for your website.
Backlinks are the most
important offsite optimization
strategy.
51. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Social Mentions
Likes / Retweets / Shares / Pins
Google says that social signals are not
part of their algorithm.
Websites that track Google’s algorithm
see indications that social signals do
influence Google search rankings.
http://backlinko.com/google-ranking-factors
52. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Offsite Optimization
Directories / Citations
Citations are mentions of your Name, Address, Phone: NAP
1. Name
2. Address
3. Phone
WebTrainingWheels.com - 56 citations
"Lucy Beers" -site:webtrainingwheels.com "WordPress"
54. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Social Media
Shares / Likes / Tweets / Pins
Google is looking at how your visitors
engage with you.
Optimize your social media
with the same keywords.
55. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Social Media
Shares / Likes / Tweets / Pins
Rules for Social Media
1. Be fully engaged or don’t use social media
2. Only do social media if you customers do
3. There is to more social media than Facebook
57. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Content
It All Starts with Content
Be Different!
50% of your efforts
should be on content
creation.
58. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Content
It All Starts with Content
Be Different!
50% of your efforts
should be on content
creation.
50%!
<
59. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Your Purpose :^)
The purpose of SEO is to allow Search Engines to understand what your
content is about so you get to the top of the search results.
Content
It All Starts with Content
60. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Your Purpose :^)
The purpose of SEO is to allow Search Engines to understand what your
content is about so you get to the top of the search results.
Google’s Purpose ;^)
Google wants to pull the newest, most relevant content to the top of the
results page because that’s where the most expensive ads are.
Content
It All Starts with Content
61. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. Website architecture
2. Internal linking structure
3. Meta data / rich snippets / microdata
4. Page / Post content optimization
Content
It All Starts with Content
Content Structure
62. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Google
1. Generates social mentions
2. Draws backlinks
3. Builds site authority / relevance
Content
It All Starts with Content
63. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Google
1. Generates social mentions
2. Draws backlinks
3. Builds site authority / relevance
Content
It All Starts with Content
You
1. Keeps and converts visitors
64. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. Single keyword topic per page
2. Highly relevant, very high quality content
3. Video content
4. 650+ words
5. 5%+ keyword density
Content
What is Good Content
65. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. High engagement
2. Low bounce rate
3. High visitor return rate
4. Longer dwell times
Content
What is Successful Content
66. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. DO NOT stuff keywords
2. DO NOT buy backlinks
3. DO NOT have duplicate content
4. DO NOT submit to sites that are only backlink sites
5. DO NOT reciprocate backlinks
6. DO NOT use automated submission services
7. DO NOT try to trick Google
Content
Keyword and Content Don’ts!
68. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
1. Google favors local businesses
with local addresses
2. Local search is about creating
backlinks and listings in local
directories
Local Search
Optimize for Local Search
69. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Local Search is Really Offsite Optimization
1. Great Content with "local signals"
2. Optimize Your “Google My Business” listing
3. Backlinks to Your Website
4. Citations / Your Name, Address, Phone (NAP)
5. Reviews
6. Social Media
Local Search
Optimize for Local Search
70. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
A Word on Building Citations
1. NAP: Name Address Phone - Exactly the Same!
2. ONLY list with websites indexed by Google
3. DMOZ listing is great!
4. Use keywords in title, description, content
5. Submit manually
6. Change the descriptions a bit ...avoid duplicate content
7. Keep track and update periodically
Local Search
Optimize for Local Search
72. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
1. “Mobile Friendly” (responsive)compliance
is now a major search ranking factor.
2. This will only affect mobile rankings (for now)
3. Google’s Mobile Friendly Tester
https://www.google.com/webmasters/tools/mobile-friendly/
Mobile
Google Mobilegeddon Algorithm Update
73. John@JohnBolyard.com 206 335-6162 Marketing Automation / Websites / Search
Non-responsive websites just
become smaller versions of
themselves.
Responsive websites “respond”
to the width of the device.
Mobile
76. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
How to Measure Your Success
Google Analytics
Three Basic Google Analytics Metrics:
1. Audience: Who are your visitors
2. Acquisition: How did they find you
3. Behavior: What did they do when they got there
77. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Analytics
Important Audience Analytics:
1. Geo-location
2. New vs Returning
3. Frequency & Recency
4. Engagement
5. Mobile
6. User Flow
How to Measure Your Success
78. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Analytics
Important Acquisition Analytics:
1. Organic Search
2. Direct
3. Referral
4. Social
5. Queries
6. Landing Pages
How to Measure Your Success
79. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Analytics
Important Behavior Analytics:
1. Behavior Flow
2. All Pages
3. Landing Pages
4. Exit Pages
5. Site Speed
6. Speed Suggestions
How to Measure Your Success
80. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Search Console
Search
1. Clicks
2. Impressions
3. CTR
4. Position
Search Analytics:
1. Queries
2. Pages
3. Countries
4. Devices
5. Search Type
How to Measure Your Success
81. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Google Search Console
Other Resources:
1. Google My Business
2. PageSpeed Insight
How to Measure Your Success
83. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
Takeaways
Google and SEO
1. Start with optimized content
2. Optimize your website
3. Engage your visitors
4. Backlinks
5. Extend your reach into social media
6. Convert your visitors
87. John@JohnBolyard.com 206-335-6162 Marketing Automation / Websites / Search
1. Check your site for crawl errors - https://www.google.com/webmasters/
2. Test your site for load time - http://tools.pingdom.com/fpt/
3. Scan your site for malware - https://sitecheck.sucuri.net/
4. Installed Google Analytics -
https://www.google.com/analytics/sign_up.html
5. Check for broken links - https://validator.w3.org/checklink
Our 10 Minute Website Checkup
5 Easy Ways to Improve Site Performance