The Beginners Guide to Search Engine Optimization

SPEROTECK, INC. – PRESENTED BY GALIA POLYANOVSKY FEBRUARY, 2015

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About Speroteck◦ Established in 2001 in Glencoe IL◦ We are a Google Partner - This means that we have met all Google requirements

(exams, spend, best practices) to manage Paid-Search and are now part of largest private Google-powered community for AdWords professionals.

We are Recognized SEO Experts by OMCP – Online Marketing Certified Professionals.

We are experts in three major eCommerce platforms: Magento, Demandware, Hybris. We also developing brand new platform (Ottemo) based on Google’s GoLang language.

Over 100 customers among them: Julep, YMCA, One Hope United, Tecta America, ESPN, Psycho Bunny, Just Kids Store (Buffalo Grove)… and many more.

www.Speroteck.com

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Agenda: Why are we mainly talking about Google Social Media summary Types of Search Organic Search Paid Search - AdWords

It’s Google's world and we just play in it… In 2015 - Google search commanded a 74.8% market share.

In November, Yahoo and Mozilla announced a five-year partnership where Yahoo would become the default search option on Firefox web browsers. The switch took effect in December.

Social Media - Facebook remains the strong leader in social networking, and mobile-only audiences are becoming a more important segment

U.S. Multi-Platform Unique Visitors (MM) on Social Networks

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Agenda: Why Google is important Social Media summary Types of Search Organic Search Paid Search

Organic vs. Paid Search

Organic Search Organic search results are listings on search engine results pages (SERP) that appear because of their relevance to the search terms, as opposed to their being advertisements. Many customers feel that these results are a more accurate reflection of what they might want when searching for a specific phrase, because they are generated by popularity and common usage.

Make it work – Search Engine Optimization (SEO) – 4 Dimensions: 1. Page Quality2. Domain Authority3. Off-site Value4. Keyword Relevance

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Organic SearchPAGE QUALITY

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Organic Search – Page Quality The individual web page document being analyzed for the search results. Page Quality is made up a variety of factors including:

◦ Title Tag ◦ Meta Description

◦ On page Content

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Organic Search – Page Quality ◦ On page content - Users ◦ “We know that words are little dynamite sticks in people's minds and we hold the fuse.“ ~ Mao Tse Tung.◦ No time to be mysterious. Be very specific and to the point.

◦ Call Things as they are - Find words that connect to users. State Value. Instead of “Our cakes made of organic products”, say “Enjoy organic and healthy food”

◦ Page Structure – Present information in “digestional” state. Simple and easy structure: Headline Sub-headline bullet list hyper links… etc. No more than 2 sentences in a paragraph.

◦ People don’t read any more! They browse. Excellent article from Slate.com - You Won’t Finish This Article. What can you do: ◦ Look at popular newspaper and see how they do it: Use typography, layout, font size, color scheme. Try to

grab attention. ◦ On page content - Search Engines

◦ Think of Users first, search engines second! ◦ Get rid of duplicative content or hide pages that you can’t get rid of in robots.txt file. ◦ Make sure you have 250 words minimum of each page. ◦ Content should be educational and rich. Don’t try to “stick” keywords everywhere,

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Organic SearchDOMAIN AUTHORITY

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Organic Search - Domain Authority

Any variable that relate to the trust, authority, or effects on a webpage's rankings relating to the entire domain as a whole. Includes many factors, that are kept is secret by google. We will discuss known factors.

Often called root level, site level, or top level. Examples:

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Organic Search - Domain Authority

Make sure your site is fast - 90% of user will abandon sites that takes longer than 3 seconds to load. The speed also affects your standing with search engines.

Broken Pages – 404 error. Sere Custom 404 pages.

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Organic Search - Domain Authority

The best way to influence this metric is to improve your overall SEO. In particular, you should focus on your link profile— by getting more links from other high-domain-authority pages.

Check yours and other site’s Domain Authority using Open Site Explorer:

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Organic SearchOFF SITE FACTORS

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Organic Search – Off Site Factors Any factor that affect a webpage’s rankings that occur off the domain that is in the search results.

Examples: Inbound link metrics (quality, quantity, etc.) – get other sites linking to you! But only good quality links. Don’t get links from any sites and do not use “link farms”. If you use directories (yellow pages, Foursquare, manta.. Etc.) - 4-5 is enough. Root linking domains - Number of linking root domains includes only the number of unique root domains linking. Two links from the same website would only be counted as one linking root domain.

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Organic Search – Off Site Factors Social mentions & Brand Mentions - The Panda Patent: Brand Mentions Are the Future of Link Building. “Among the social networks, Instagram beat out Facebook with 6.35 million brand mentions. Victoria’s Secret was the top brand with more than 3.49 mentions and two of the most popular hashtags.” Source http://www.adweek.com/socialtimes/

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Organic Search – Off Site Factors Bad Links – CAN harm your site! Use tools to see who is linking to your site and “break the link”

Tools to see who is linking to your site: https://ahrefs.com/ http://www.opensiteexplorer.org/

Submit removal request Use the Disavow tool – Webmaster central.

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Organic SearchKEYWORD RELEVANCE

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Organic Search – Keyword Relevance

Any variables or factors that impact a webpage or domain’s rankings for specific keyword.

Examples:

• Bounce Rate - the percentage of visitors to a particular website who navigate away from the site after viewing only one page.

• User time on site - how long users spend navigating the site

• Inbound linking anchor text - If many links point to a page with the right keywords in their anchor text, that page has a very good chance of ranking well. Example: “We are members of Northbrook Chamber of Commerce”

• “Over-optimization” – back in a day stuffing a site with tons of keywords (“keyword stuffing”), or sending thousands of spammy links to a site was the way to go.

• Filters / Penalties: Check if you got any warning from Google: navigate to the “All Messages” tab on the left hand side of Webmaster Tools. Another way to identify a manual penalty is by going to Google.com and typing: Site:yourdomain.com - If your domain does not show up in the search results at all, you’ve probably been de-indexed from Google.

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Organic Search – Keyword Relevance Google Analytics - http://www.google.com/analytics/ - Use it!

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Organic Search – Keyword Relevance

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Agenda: Why Google is important Social Media summary Types of Search Organic Search Paid Search

Paid Search (Pay-Per-Click)◦ Search Advertising is a method of placing online advertisements on Web pages that show results

from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages. Search advertising is sold and delivered on the basis of keywords.

Make it work – Google AdWords tool ◦ Ad Relevance - A keyword status that measures how closely related your keyword is to your ads.◦ Landing page experience – A measure that Google uses to estimate how relevant and useful your

website's landing page will be to people who click on your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person's search terms.

◦ Speroteck is a Google Partner - Certified AdWords Experts by Google to Create and Manage your Paid-Search campaign.

Paid Search types Search Campaign is considered a pull marketing strategy. This means the people that see an ad, have personally initiated the interaction by searching a specific term that triggered the sponsored listing. Once someone clicks on the ad, the advertiser is charged a small fee. With this type of pay-per-click campaign, an advertiser is only charged when someone searches for a keyword related to their services and is interested in viewing their website. The campaign is specifically designed to bring leads (clicks) to a website and to drive customers to call the business to begin the buying process.

Display campaign is more of a push marketing strategy. Advertisers can push their message out to anyone visiting a certain website. This is more of a branding strategy. While some people will certainly click on the ad to go to the website, display campaigns are designed to increase awareness and branding.

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Agenda: Why Google is important Social Media summary Types of Search Organic Search Paid Search

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… if we have time left.. EXTRA BONUS MATERIALSEO IN 2015

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Relative weights of the categories of ranking factors.

Source: Moz.com

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Was your site affected by Google updates? Use http://panguintool.barracuda-digital.co.uk/

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Thank you for your time! Q & A Live site analysis Two complimentary site audits to scan for Technical issues.