search engine optimization (seo) for small businesses

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Search  Engine  Op0miza0on  •  The  Search  Landscape  •   How  Search  Engines  Work  

•   Building  SEO’d  Sites  •   Conduc0ng  Keyword  Research  

•   Link  Building  Strategies  •   Social  Media  &  the  Web’s  Influencers  

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The  Search  Landscape  

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Value  of  Search  

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Market  Share  (US)  

ComScore Inc.

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Click-­‐Through  Rates  

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Local  Search  

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How  Search  Engines  Work  

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Key  Components  of  Google’s  Algorithm  �  Freshness  of  Content  � Website  Op0miza0on  �  Links  back  to  your  website  �  Social  Media  Ac0vity  � Measure  and  adjust  

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Freshness  of  Content  

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Blog  �  Set-­‐up  a  blog  –  Wordpress  is  common  blogging  pla^orm  �  Plan  your  content  categories  �  Posts  consistently  –  1  per  week  minimum  �  Posts  should  be  300  –  400  words  �  Include  images  

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Blog  Content  � Answer  industry  ques0ons  �  Comment  on  industry  news  �  Provide  how-­‐to  based  content  �  Encourage  readers  to  comment  

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Website  Op0miza0on  

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Onpage  Optmiza0on  � Understand  your  keywords  � Op0mize  your  website  �  Claim/set-­‐up  your  Google  business  lis0ng  

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Understand  Your  Keywords  

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Op0mize  Your  Website  �  Title  Tag  �  Body  Copy  �  Image  Name,  Image  Alt  Tag  � Meta  Descrip0on  �  Search  Friendly  URLs  �  XML  Sitemap  

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Page  Title  

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Page  Title  in  Google  Results  

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Use  of  keywords  

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Image  Names  and  Alt  Tags  

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Meta  Descrip0on  

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Tag  Length  

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Duplicate  Page  Content  –  Bad!  

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Use  301  Redirect  to  fix  

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Duplicate  Page  Titles  –  Bad!  

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Search  Friendly  URLs  

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Not  Friendly!  

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XML  Site  Map  

www.sitemaps.org/protocol.php  

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Claim  Google  Business  Lis0ng  www.google.com/local/add/businessCenter‎  

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Link  Building  

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Social  Media  Ac0vity  

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Social  Media  � Google  has  made  it  known  that  social  media  ac0vity  in  included  in  it’s  algorithm  

� SMO  is  the  distribu0on  of  social  objects  (videos,  blog  posts,  tweets,  Facebook  updates)  so  that  they’re  op0mized  to  rise  to  the  top  of  any  related  search  query,  where  and  when  it  is  performed.    

� SEO  +  SMO  =  Amplified  findability  in  the  tradi0onal  and  social  web.    

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Measure  

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Thank  You!  Bridget  Gibbons  

bridget@gibbonsdigital.com  Gibbonsdigital.com  @gibbonsdigital  

o.com/gibbonsdigital