Search Engine Optimization SEO Overview

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					        SEO Overview
Search Engine Optimization
What is SEO?
   Search Engine Optimization (A.K.A SEO) is
     the process of tweaking a website’s pages in
     order to rank better in the search engines
     (i.e. Google, Yahoo, Bing, etc.).

   The Ultimate Goal of SEO: To be listed on the
     1st page of the search engine results pages
Why is SEO Important?
   Because almost 90% of all clicks by a
    searcher happen on the 1st page. The rest
    are spread amongst the 2nd and 3rd page.

   Example: The phrase “how to create a
     newsletter” gets approx. 33,100 Global
     Monthly Searches. Assuming a CTR of 35%,
     or 11,585 clicks. 10,427 will be to a site listed
     on the 1st page. The remaining 1,158 will go
     to the 2nd and 3rd pages.
Search Engine Results Pages
SEO Basics
   Meta Tags - The behind-the-scenes code that
    contains information about your site, which is
    communicated to the search engines.

     When meta tags are created correctly,
     they provide information to search engines,
     such as the title of a web page, what the web
     page is about, and which keywords
     represent the page's content.
SEO Basics
   Important Meta Tags:

    1. Title Tag: The most important tag
    because search engines use the information
    in the title tag to populate the search engine
    results pages (SERPs… blue link).

    2. Description Tag: The meta description
    tag is a brief statement of what each of your
    web pages is all about. Also Used in SERPs.
SEO Basics
   Example of a Google Result:
SEO Basics
   Also Important Meta Tag:

     3. Keyword Tag: keywords or more to the
     point keyword phrases are the phrases that
     searchers use to find your products or

     Keyword: Shoes

     keyword Phrase: Blue leather pumps size 7
SEO Basics
   Character Size Matters:

     Title Tag: No more than 60 characters long.

     Description Tag: No more than 156
     characters long pages, 156 for blog posts.

     Keyword Phrase: Try to focus on one per
     content page or blog post. (no more than 3 in
     the meta tag).
SEO Basics
   Meta Tags in Page Source:
SEO Basics
   Writing Content:

     * Use Hierarchy tags (i.e. H1, H2 header

     * Use Relevant, keywords phrases in articles
     and blog posts.

     * Make sure that content is at least 250+
     words or better (500-800 is ideal).
SEO in WordPress
   Recommended SEO Plugins:

    * All-In-One-SEO

     * WordPress SEO by Yoast
SEO in WordPress
   Recommended SEO Plugins:

    All-In-One-SEO (Simple and easy to use)

    The "All in One SEO Pack" provides
    automatic search engine (SEO) configuration
    capability to WordPress blogs. It provides a
    section below each page and post to add:
    Titles, Descriptions and keyword phrases.
    The information you enter is then used in
    your meta tags.
SEO in WordPress
   Recommended SEO Plugins:

    WordPress SEO by Yoast (Very complex)

    WordPress SEO by Yoast provides an SEO
    section for meta tags, plus a host of other
    modules for making changes that greatly
    improve your websites chances of raking
    better in the search engines. But it has a lot
    of advanced features which can be
General SEO vs. Local SEO
   What’s the Difference?

     SEO is the process of tweaking a website’s
     pages in order to rank better in the search

     Local SEO is a component of SEO that
     focuses on promoting a website for local
     online traffic.
General SEO vs. Local SEO
   Why is it a Big deal?

     For every $1 spent in the U.S. online, $5 - $6
     are spent offline on local purchases.

     Those offline purchases were initiated with
     an online search for local products or
     Source: MIT Technology Review, April 2005, “E-Commerce Gets Smarter”)
General SEO vs. Local SEO
   Why is it a Big deal?

     97% of Internet users in the U.S. get
     shopping information online, of those
     consumers 51% defined their behavior as
     “Shop Online, but Purchase Locally Offline”.

    * We are an “Immediate Society”
    * We hate to wait.
     Source: NPD Group
General SEO vs. Local SEO
   Local SEO Example:

     * My son wants a pair of gym shoes
     * He performs some Google searches
     * He finds the brand he likes
     * He searches for a store within 15 miles
     * He prints the information ( + 10% Coupon)
     * We drive to the local store
     * We make the purchase
SEO Takeaways

    1. Install Google Analytics (Keep Score!)
    2. Unique Title for all Web Pages
    3. Unique a Description for all Web Pages
    4. Keywords in Titles, Descriptions & Content
    5. Use Local SEO (It’s easier to rank for)
    6. SEO keeps to Change (Stay Informed)
    7. Have Patience (ongoing process)
SEO Resources
   Here Some Recommended Help Sites:

    1. How 2 Create a Website (Great Resource)
    2. Google Search Engine Optimization Guide
    3. Search Engine Land
    4. SEOMoz
    5. Local SEO Guide
    6. WebMasterRadio.FM (Podcasts)
    7. Get Listed (Good for clients)
SEO Tools
   These Tools Can Help with Site Analysis:

     1. Raven SEO Tools - $ - ASP
     2. DIY SEO Tools - $ - ASP
     3. SEO PowerSuite - $ - Software
     4. SEO Book (Free Toolset) - Free
     5. Social SEO (List of top 15 Free SEO tools
     6. Google AdWords: Keyword Tool – Free
     7. SEO Website Review Tool - Free
SEO Overview
   My Contact Information:


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     My Twitter Page  @ChicagoWebBiz

     My YouTube Channel  Subscribe!
SEO Overview

    Ask Me a Question!
SEO Overview
   That’s It!


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