kat & mouse | katandmouse.com | facebook.com/katandmouseo what is the goal of seo? to convince...

Kat & Mouse | katandmouse.com | facebook.com/katandmouseo

What is the goal of SEO?

To convince Google your page deserves to be on top as determined by…



To convince Google your page deserves to be on top as determined by:

1.Relevancy

2.Authority, Popularity, Visibility

3.User Choice and Sustainability


Relevancy

Whether of not Google considers your website relevant is determined by…

• Keywords

• Optimized pages targeting keywords

• Time on page – People hang around

• Low bounce rate

• Quality of content, spelling, etc.

• No spam


Keywords

Keywords are to websites what a

foundation is to a house.So build your foundational design with

this in mind.


Build Your Keyword List

1. Listen to or ask customers

2. Bring in an SEO consultant to help

3. Do it yourself



Not all keywords are worth your time and effort! Consider:•Cost

•Time

•Competition

•ROI



– Check analytics for opportunities– Use Google’s free keyword research tool– Choose keywords that are attainable

• Look at number of competing websites• How well optimized the competing sites are

– Top 10 search results (beware of personalized search)– Number of external links and number of domains– General level of on-page optimization


What to do with your keywords?URLS

– Google is dialing exact match domain url points down, but they still work

– Use SEF urls (keyword rich)– Eliminate dynamic page urls – Dashes between words


What to do with your keywords?

Title tags– Should include your target keywords– Should be unique– Keywords should come first– Should include your brand name at the end if

you have a known, trusted brand– Should include the same words on the page<title>San Jose insurance agent – Taylor

Benefits</title>


What to do with your keywords?Description, keyword meta tags

– Description is your call to action– No or little value for rank in Google



Links– Should include your target keywords and

page it links to should be associated with keywords

– Only first one on the page counts, so don’t overdo them

– Pass page rank, particularly from home page– Should be text, not images



Images– Should have keywords in the name– Should have keywords in alt tags– Should have keywords in captions


What to do with your keywords?Architecture

– Silos – Don’t be a Macy’s! Organize by category!– Pass page rank to the top level– Keep site “flat” with fewer nested directories



H1, h2, etc.– Should have one H1 tag at the top of the page– H2, h3, etc. have little value– Bold little value– <emph> more value


What to do with your keywords?Content

– Don’t keyword stuff– 2-3 keyword targets per page, no more– Long enough copy to incorporate keywords

and their variations, plus headings, to give enough weight to establish relevancy

Local considerations– Include address and phone number on each

page in TEXT




2.Authority, Popularity, Visibility• Content – lots of it, so design it to expand• People like it enough to link to it on relevant pages

with relevant keywords• Shares, Likes, Tweets, +1

– Include sharethis




2.Authority• Content – lots of it, so design it to expand• People like it enough to link to it on relevant pages

with relevant keywords• Shares, Likes, Tweets, +1

– Include sharethis

• User signals


Build Authority with Link Building

Acquire quality links from quality sites with keywords in anchor text

– Give free advice– Blog commenting– Forum commenting– Guest blogging– Write remarkable copy– Infographics– Whitepaper, research– Create something another business in your

industry (non-competitor) would value


Link Building

Announce your remarkable content– Facebook and build engagement– Tweet– Email– Newsletter– Add share, Tweetme, bookmark ability to your

website

Sharethis.com


Link Building

• RSS• Ping• Social Bookmarking –

Bookmark your own!– StumbleUpon– Digg– Reddit– Google– OnlyWire


User Signals

Google uses user signals to determine how much trust to give a site


User Signals

1. Click thru a. Create great title and

description tags

b. Your description is your elevator speech


User Signals

2. Bouncea. Make sure page is relevant to

the keyword you are targeting

b. Make sure they can see that RIGHT AWAY!

c. Check analytics, look for bounces, CORRECT!


User Signals

3. Time on site– Answer: Why am I here? What am I supposed to

do?– Make it easy to read and see that the site is

relevant– Bullets– Short paragraphs – Informative headings– Call to action – Lead them INTO the site– Put “catchy” content where they look (See F-

Heatmap)


User Signals


DON’Ts

• DON’T provide different content to search engines and humans

• DON’T try to trick search engines to improve rankings

• DON’T use hidden or extremely small text

• DON’T keyword stuff

• DON’T use same title tags

• DON’T copy content


In the end

Everyone will be doing these steps. What can you do that is more?

1. SEO – What might be enough today, will NOT be tomorrow! You need to keep optimizing with:

1. Better content2. More backlinks3. Social involvement and social proof

2. Social Media1. More followers sharing and tweeting your stuff

3. Take advantage of other marketing tools

What Google tells you to do, you should do.


Need help?

Kat & Mouse takes your site to the next level with:

•Website & Google Places optimization to get Google to take note

•Link building to move your site above the competition

•Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises

•Mobile Marketing to capture the crowd on the street in the new internet

•Monthly monitoring and improvements to keep you on top


Kat & Mouse

Please connect with mewww.katandmouse.com

[email protected]

408-694-3706

www.facebook.com/katandmouseo

Twitter: @katndmouse

LinkedIn - Kathy Long

LinkedIn: Join Local BizBuzz Grouphttp://www.linkedin.com/groups/Local-BizBuzz-3215677

To your success!


Blogging + SEOIt’s more than just a title tag.

By

Kathy Long, SECRO(Search Engine Conversion Rate Optimization)

Kat & Mouse SEO & Web Design


Why does Google love you?

1. Relevancy

2. Popularity & Visibility

3. User Choice and Sustainability


1. Relevancy

1. Keyword selection

2. Optimized pages targeting keywords

3. People like it enough to link to it on relevant pages with relevant keywords


1. Relevancy - Keyword Research

– Check analytics for opportunities– Check difficulty

• # competing websites• Top 10 search results (beware of personalized

search)– Number of external links and number of domains– Page Authority and Domain Authority of each ranking

site– General level of on-page optimization


1. Relevancy – Optimized Page

• Title tag

• H1

• Keyword density

• Is the keyword in image alt text?

• Is the keyword in the domain or URL?

• Anchor text of internal and external links?TIP: Search to find internal link opportunities:

[site:www.mysite.com intext:"my target keyword”]


1. Relevancy – People like it

Your goal is to get people to: 1.Link to you2.Share you

1. Facebook 2. Tweet3. Bookmark


1. Relevancy - Link Building

Acquire quality links from quality sites with keywords in anchor text

– Give free advice– Blog commenting– Forum commenting– Guest blogging– Write remarkable copy– Infographics– Whitepaper, research– Create something another business in your

industry (non-competitor) would value



Query these• Keyword blog• Intitle blog Keyword • Inurl:blog Keyword • “tags: Keyword ”• “filed under: Keyword ”• Keyword “add comment”• Keyword forum• “Keyword forum”• Keyword join• Keyword group



Repurpose your blog•Article

•Guest Blog

•Podcast

•Video


2. Popularity and Visibility

Announce your remarkable content but where and to whom?

You must first build relationships – the same way

you do offline!



Build Relationships & Authority– Be genuine, not spammy– Add value

•Quora•LinkedIn Groups and Discussions•Forums•Blogs

– Look for no-follow



Build Relationships & Authority•Facebook

– Likes– Friends– Tag

•Twitter– Lists– Paper.li and Scoop.it– Hashtags– Retweet, mention, thank, be neighborly– Tag



Announce your remarkable content– Facebook and build engagement– Tweet– Email– Newsletter– Add share, Tweetme, bookmark ability to your

website

Sharethis.com



• RSS• Ping• Social Bookmarking –

Bookmark your own!– StumbleUpon– Digg– Reddit– Google– OnlyWire



• Check analytics!• Bounce-offs will kill you!• Craft a compelling title tag with

keyword + value proposition + CTA• Craft an elevator pitch description• Give them what they came for!


Why does Google love you?

1. Relevancy

2. Popularity & Visibility



Google Places – How to Rank High

1.Proximity2.Popularity (Prominence)3.Relevance


2: Develop Your NAP

NAP = Name, Address, Phone–Consistency across the web is

critical!

TASK: Search for your phone number on the web. Check to see where your NAP is inconsistent. Make a note of these. FIX THEM!


Create and Claim Your Place

• Google Places

• Yahoo Local

• Bing Business Portal

• Facebook

• Google + soon to come


Place Page Optimization

• Exact or close categories – Try entering city name in 1 or 2 categories. Test.

• Business name in title – Don’t spam with keywords, be consistent– City keywords in title if possible and applicable

• Point to a better landing page – contact page

• Use more info links to add additional links to website, either internally or social sites


Citations

• Create articles for inbound links - add NAP• Videos - add NAP• Facebook Page• Research top 10 or more competitors and do

what they do and then some more!– Whitespark.ca/local-citation-finder– Check More info on their Place page for more

Example: This class at Parks & Rec


More Citations• Chamber of Commerce• BBB• Host/support a philanthropic event• Sponsor local events

– Query these• Location sponsorship• Location sponsorship opportunities• Location sponsor our event• Location “thanks to our sponsors” • Location intitel:sponsors• Location inurl:sponsors

– Create future notifications in Google alerts with location sponsorship for one

– Ontolo: Citation Prospecting– Export Citation list from localsearchtoolkit.com


Citation Prospecting

Sponsor a local event. Utilize price anchoring when pitching sponsorships

Dear Santa Cruz event,The (event) is going to be a great event. I would love to help sponsor it and my business, http://www.katandmouse.com, can contribute $20 for the sponsorship.

I look forward to helping support this event to a successful conclusion and reading more about it as it progresses on your website.

To your success, Kathy LongSanta Cruz resident and business owner


Local directories


Local directories

Check your site at http://getlisted.org/Enter your site MANUALLY here:•http://www.ubl.org•http://webapp.localeze.com/bizreg/add.aspx•http://local.botw.org/helpcenter/jumpstartproduct.aspx•http://expressupdateusa.com/home.aspx•https://my.superpages.com/spweb/products/business-listing•https://selfenroll.citysearch.com/•http://list.infousa.com/dbupdate.htm•http://www.yellowpages.com/sp/advertise/•http://www.insiderpages.com/advertiser/find_business•http://www.openlist.com/update/•http://www.yelp.com/•http://www.angieslist.com


Local directoriesTo find more, query: •Location directory•Location business directory•“list of location sites”•Location websites•Location sites•“location sites”•“location websites”•“favorite links” location•“recommended link” location

Must do for all Santa Cruz businesses: Wiki Travel - http://wikitravel.org/en/Santa_Cruz_%28California%29


Reviews

– Get email addresses from customers, segment into gmail and yahoo email addresses and ASK

– Facebook– Use QR Codes– Use Thumbtack– Brightlocal review tool– Review Triage


Summary: 7 ways to dominate Google Places

1. Add NAP to off-site content2. Broaden your citation mentions3. Optimize your website 4. Get more local, anchor text inbound links

from directories, press releases, check-in sites, blogs

5. Get reviews6. Timely updates to your place page7. Get active in social media


In the end

Everyone will be doing these steps. What can you do that is more?

1. SEO – What might be enough today, will NOT be tomorrow! You need to keep optimizing with:

1. Better content2. More backlinks3. Social involvement and social proof

2. Social Media1. More followers sharing and tweeting your stuff

3. Take advantage of other marketing tools

What Google tells you to do, you should do.


Need help?

Kat & Mouse takes you to the next level with…

•Website & Google Places optimization to get Google to take note

•Link building to move your site above the competition

•Social Media marketing – Custom landing pages, engagement, website integration to get people singing your praises

•Mobile Marketing to capture the crowd on the street in the new internet

•Monthly monitoring and improvements to keep you on top


Kat & Mouse

Please connect with mewww.katandmouse.com

[email protected]

408-694-3706

www.facebook.com/katandmouseo

Twitter: @katndmouse

LinkedIn - Kathy Long

LinkedIn: Join Local BizBuzz Grouphttp://www.linkedin.com/groups/Local-BizBuzz-3215677

To your success!

kat & mouse | katandmouse.com | facebook.com/katandmouseo what is the goal of seo? to convince...

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