blytheco - website optimization · yahoo! search marketing (ysm) local listing: results based on...
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Webinar SeriesFebruary 15th
Website Optimization - What Does Google Think of Your Website?p g
March 21st
Getting Found on Google using SEOGetting Found on Google using SEO
April 18th
Crush Your Competitors with Inbound MarketingCrush Your Competitors with Inbound Marketing
May 24th
Social Media Best Practices
Sign up at www.blytheco.com/webinarseries
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WEBSITE OPTIMIZATION
What Does Google Think Of What Does Google Think Of Your Website?
www.blytheco.com
Contact Info
Chris TaylorChris TaylorBlytheco
www.facebook.com/BlythecoLLC
t itt /Bl th LLC
www.linkedin.com/company/Blytheco/
www.twitter.com/BlythecoLLC
www.blytheco.com
Website OptimizationWebsite Optimization
Website optimization is a phrase that p pdescribes the procedures used to optimize a website to rank well in search engines.
H G l Vi How Google Views Your Website Googlebot
Crawling content on the gInternet for Google’s
index every day, every night, non stop.
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Website Optimization Overviewp
S h E i B iSearch Engine Basics
Why you need to Optimize
Key Concepts
Optimization
Summary
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Brandon’s Baseball Cards
This example may help our explanations, so we've created a fictitious website to follow throughout the presentation For each topic we've fleshed outto follow throughout the presentation. For each topic, we ve fleshed out enough information about the site to illustrate the point being covered.
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Brandon’s Baseball CardsBusiness Name: Brandon’s Baseball CardsDomain : www.brandonsbaseballcards.com
Focus: Baseball card sales, price guides and news content
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Search Engine Basicsg
Crawling the web: Search engines g grun automated programs, called “robots" or "spiders", that use the p ,hyperlink structure of the web to "crawl" the pages and documents p gthat make up the World Wide Web.
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Search Engine Basicsg
Indexing documents: Once a page has been crawled, g p g ,its contents can be "indexed" - stored in a giant database of documents that makes up a search pengine's "index".
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Search Engine Basicsg
Ranking results: Once the search engine has g gdetermined which results are a match for the query, the engine's algorithm (a mathematical equation g g ( qcommonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.
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Search Engine Basicsg
Search Engine Results Pages (SERPs) g g ( )
Organic Listing: Results based on content and keyword relevancy (as per algorithm)Results based on content and keyword relevancy (as per algorithm)Sponsored Listing (PPC): Results based on paid placements and sorted by amount willing to spend.
Google AdWords
Yahoo! Search Marketing (YSM)
Local Listing:Results based on location to the keyword geo-modifier or location of the searcher.
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searcher.
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Website Optimization Overviewp
S h E i B iSearch Engine Basics
Why you need to Optimize
Key Concepts
Optimization
Summary
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Why you need to Optimizey y p
If you don’t optimize your website than Google and other search engines will try to guess what your website is about.
If you don’t optimize your website you will never show up on page 1 ofIf you don t optimize your website you will never show up on page 1 of Google for any competitive keyword or key phrase.
Field of Dreams Website of Dreams
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Why you need to Optimizey y p
Content Indexing: The search engine’s “robots" or "spiders“ come back frequently to check your website looking to see if you have added any more content for them to index.
We like to refer to this as GoogleWe like to refer to this as Google Food. Every time you add content to your website it will get indexed into Google database when theinto Google database when the “robots” or “spiders” come back to your website.
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Website Optimization Overviewp
S h E i B iSearch Engine Basics
Why you need to Optimize
Key Concepts
Optimization
Summary
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Key Conceptsy p
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Key Conceptsy p
Content is KINGContent is KINGThe More the Better !The more relevant and updated content h h b ithat you have on your website the more often Google is going to crawl your website and rank you for the keywords and phrases on your website. The more relevant content you have on your website the more keywords you will be indexedkeywords you will be indexed and ranked for.
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Website Optimization Overviewp
S h E i B iSearch Engine Basics
Why you NEED to Optimize?
Key Concepts
Optimization
Summary
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Website Optimizationp
Keyword Analysis Content Analysis
10 Main Components
Keyword AnalysisIdentify best keyword phrases for you
Title Tags
Right number of words per page recommended
Relevant keyword rich content recommended
Page titles are written & optimized
Meta DescriptionsPage descriptions are ritten & optimi ed
Content Heading AnalysisH1 tags or paragraph headings are written
Internal Link AnalysisPage descriptions are written & optimized
Meta KeywordsKeywords are identified prioritized
Internal Link AnalysisRelevant internal links are identified
CanonicalizationKeywords are identified prioritized
Alternative Text (Alt Tags)Optimized text added to main image tags
CanonicalizationURL structure organized
Conversion Optimization
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Specific suggestions to improve conversions
Keyword Analysisy y
A keyword analysis is the cornerstone of search engine optimization campaigns. Successful SEO strategies require careful consistent attention to keywords andSuccessful SEO strategies require careful, consistent attention to keywords, and your decisions should be based on reliable, accurate keyword data. You will need to analyze hundreds of keywords for competiveness, monthly search volume and a few other tactics to determine which keywords you want to optimize your website for.
This is the most important thing when it comes to if you have a shot at ever
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This is the most important thing when it comes to if you have a shot at ever making it to the 1st Page of Google.
Title TagsgA title tag tells both users and search engines what the topic of a particular page is. The <title> t h ld b l d ithi th <h d> t f thtag should be placed within the <head> tag of the HTML document (1). Ideally, you should create a unique title for each page on your site.
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Title Tagsg
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Meta Descriptionp
A page's description (meta tag) gives Google and other search engines a summary of what the page is about. Whereas a page's title may be a few words or a phrase, a page's description meta tag might be a sentence or two or a short paragraph.
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Meta Keywordsy
Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topicthe topic.
Meta Keywords do NOTshow up on your websiteshow up on your website
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Alternative Text (Alt Tags)( g )Images may seem like a straightforward component of your site, but you can optimize
f th All i h di ti tyour use of them. All images can have a distinct filename and "alt" attribute, both of which you should take advantage of. The "alt" attribute allows you to specify alternative text for the a o s you o spec y a e a e e o eimage if it cannot be displayed for some reason.
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Alternative Text (Alt Tags)( g )Images may seem like a straightforward component of your site, but you can optimize
f th All i h di ti tyour use of them. All images can have a distinct filename and "alt" attribute, both of which you should take advantage of. The "alt" attribute allows you to specify alternative text for the a o s you o spec y a e a e e o eimage if it cannot be displayed for some reason.
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Content Analysisy
Content analysis is a great way to determine the presence of certain words or concepts within texts or sets of texts. Googlebots quantify and analyze the presence, meanings and relationships of such words
fand concepts, then make inferences about the messages within the texts.
You want to have lots of keywords rich content without flooding your content with the same keyword. You want to stay under 3-5% keyword index.
On the homepage Google likes to see over 300 unique words, which means about 500 total words
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on the homepage.
Content Heading Analysisg y
Use heading tags to emphasize important text (Heading tags (not to be confused with the <head>
HTML tag or HTTP headers) are used to present structure on the page to users. There are six sizes of heading tags, beginning with <h1>, the most g g , g g ,important, and ending with <h6>, the least important. Similar to writing a title for the paper, you want to describe what the articles is about.
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Internal Link Analysisy
Links of a website can be divided into only two types: (Internal and External links. Internal links ( also called
inbound links ) are the ones which come from other web pages of your website, while external links ( also called outbound links ) are the ones which link to other websitesoutbound links ) are the ones which link to other websites from your website. You want to create a mini web of all the pages on your site connecting your content together with links.
Don’t forget to link your Keywords when creating internal links.
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Canonicalization
Provide one version of a URL, you want avoid users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs).
www.BrandonsBaseballCards.com
DOES NOT EQUALDOES NOT EQUAL
BrandonsBaseballCards.com
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Conversion OptimizationpConversion Optimization refers to the efforts required to improve the ability of your site (and the marketingto improve the ability of your site (and the marketing driving traffic to your site) to convert visitors to customers.
There are 3 ways to turn a visitor into a lead.
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G l HGoogle vs. HumanOptimization
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Website Optimization Overviewp
S h E i B iSearch Engine Basics
Why you need to Optimize
Key Concepts
Optimization
Summary
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Website Optimization Summaryp y
Research and Analyze the keywords for your business.
Design a Marketing Strategy to optimize your websiteyour website.
Implement your Strategy!
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Website Optimization Analysisp y
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Webinar SeriesFebruary 15th
Website Optimization - What Does Google Think of Your Website?p g
March 21st
Getting Found on Google using SEOGetting Found on Google using SEO
April 18th
Crush Your Competitors with Inbound MarketingCrush Your Competitors with Inbound Marketing
May 24th
Social Media Best Practices
Sign up at www.blytheco.com/webinarseries
www.blytheco.com
Contact Info
Chris TaylorChris TaylorBlytheco
Questions: [email protected]
www.facebook.com/BlythecoLLC
www twitter com/BlythecoLLC
www.linkedin.com/company/Blytheco/
www.twitter.com/BlythecoLLC
www.blytheco.com
THANK YOU!THANK YOU
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