@IlluminousGwen

• Founder of Illuminous Marketing

• 7 years experience in Internet Marketing in strategic management roles

• Contributed to 593% growth & $36MM in revenue over 5 year period with former company

Series Overview

Week 1 - How to Make Google Like Your Website

Week 2 – Beyond the Website – Your Local Profiles

Week 3 – Using Social Media to Your Advantage

Week 4 – Creating Great Content & Using it as a Unifier

@IlluminousGwen

Week 1 – Making Friends with Google

Understanding the Terminology & Fundamentals

How to Target the Right Keywords

Creating an Actionable Plan for Optimizing your Website

Setting up Analytics to Measure your Efforts

@IlluminousGwen

3 Things to Know About SEO

1. SEO is like a credit score. You need to build “good credit” with search engines.

2. Authority + Relevance = Visibility (Formerly Known As Rankings)

3. It’s a Build Versus Buy Decision

@IlluminousGwen

Google’s Recent (Major) Updates

Panda 2/23/11•Low Quality Websites

Penguin 4/24/12•Unnatural Backlinks

•Spammy anchor text

Hummingbird 9/26/13•New Search Engine

•Looks at User’s Search Intent

Pigeon 7/24/14•Local Search Queries – Distance & Location

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For More Details: http://moz.com/google-algorithm-change

PERSONALIZATION

@IlluminousGwen

Used to Work

Keyword Stuffing

Buying Links or Link Exchanges

Repurposing Another Website’s Content

Set it and Forget it

Better Option Now

Natural use of keywords that are helpful to users

Earning links by providing great resources

Creating original content that tells the story of your business

Participation in your online community

@IlluminousGwen

Relevance + Authority = Visibility

So, where do we start?

Day 1 – Finding Your Keywords

1. Make a list of every possible keyword that you think a person might use to find your business online.• Tools: Mergewords.com, UberSuggest.org, Google

Searches

2. Use Google’s Keyword Planner to find search volume.• https://adwords.google.com/KeywordPlanner

3. Download your search results spread sheet & save.

4. Select Broad keywords for your “Head Terms” and more specific phrases for your “long-tail terms.”@IlluminousGwen

Day 2 – Create A Plan

1. Organize the pages of your website into a document.• Spreadsheet Template -

http://bit.ly/Illuminous-website-plan• For Large sites: Screaming Frog

http://www.screamingfrog.co.uk/seo-spider/

2. Copy & paste your keywords and Search volume into the new spreadsheet.

3. Select a primary & secondary keyword for each page.

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Day 2 – Create A Plan

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Day 3 – Optimize Titles & Descriptions

1. Log into the back end of your website & find where you can modify the meta tags for your website.

2. Modify your Page Title• Use primary keyword close to the beginning of the title• Use secondary keyword in the title• Keep the title to 67-70 characters

3. Modify your meta description.• ~160 Characters with a Call to Action (CTA)• Use keywords if they sound natural, but showcase your business!

4. Rinse & Repeat.

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Day 3 – Optimize Titles & Descriptions

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WordPress Plugins

Magento (eCommerce)

Wix

https://yoast.com/wordpress/plugins/seo/

Day 4 – Headings & Content

Headings are Like Outlines

• Heading 1 <h1>• Heading 2 <h2>• Heading 3 <h3>

• Heading 4 <h4>

• Heading 2• Heading 2• Heading 3

Content Checklist

Use only one H1 per page. Use H2-6 if it makes sense

Include primary KW in H1

Include primary keyword in first 50 words

Link to other related pages on your website

Link to other, authoritative websites

Write your content for humans! Why are you unique?

Eliminate Duplicate Content.

Don’t over use keywords.@IlluminousGwen

Day 5 – Optimize Alt Tags

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Alt Tags are intended to assist visually impaired users who use “screen readers.”

They also display when an image cannot be loaded.

They are also a signal to search engines for use in image searches.

Day 5 – Optimize Alt Tags

1. Log into your website & navigate to the page your image is on.

2. Click on the image you wish to edit.

3. Click on the “edit image” icon. Most platforms use a tree

4. Create & Alt tag that explains the image & use keywords if it makes sense!• Pro-tip: Name your images with keywords when you

save them. Ex: ultra-clear-emu-oil.jpg

@IlluminousGwen

Day 6 – NAP & CTAsName, Address,

Phone

Have your Business Name, Address, & Phone Number on EVERY page

Make sure your NAP is correct & consistent down to punctuation

Calls to Action

Tell users what you want them to do.

Buy Now

Call Today

Get Started

Use contrasting or bright colors to draw attention.

@IlluminousGwen

Get Started!

Day 7 – Google Analytics

@IlluminousGwen

1. Go to http://www.google.com/analytics & create an account.

2. Enter your Website Name, URL, & Time Zone

3. Copy the code or tracking ID

4. Install the code into the Head Tag of your website or the section designated for your tracking ID.• For Wordpress, use a plugin like

https://wordpress.org/plugins/insert-headers-and-footers/

Questions?Contact Info: Gwen Robinson

Email: gwen@illuminousmarketing.comLinkedIn: www.linkedin.com/in/gwenrobinson/

Twitter: @IlluminousGwen

@IlluminousGwen

Access this presentation: bit.ly/IM-30Days-Week1