boca chamber seo and local seo - jeff klein
TRANSCRIPT
Jeff Klein, Webmaster, NCCI
June 2012
SEO and Local SEO
Boca Raton Chamber Tech PanelFlorida Atlantic University
June 15, 2012
SEARCH ENGINE OPTIMIZATION (SEO)
Search Engine Optimization
What is Search Engine Optimization?• Search Engine Optimization (SEO) is the process of improving the visibility
of a website in a search engine’s natural or unpaid search results.
Example: TenGoldenRules.com• SEO Efforts
• Keyword research• Added valuable content• Optimized meta tags
• Results• High rankings• Targeted traffic
Search Engine Optimization
1 On-page SEO 2 External SEO(Link Building)
3 Content
Basic Components of SEO – On-page SEO
Search Engine Optimization
On-Page SEO – Keyword Research• What are the terms your users are actually using?• Relevance, search volume, competitiveness, and commerciality
Search Engine Optimization
On-Page SEO – Meta Tags• HTML codes inserted into the header on a web page• Help tell search engines and users what your site is about• Title, description, and keyword tags• Keyword rich, compelling, and user focused
Search Engine Optimization
On-Page SEO – Internal Link Structure• Links from one page of a website to a different page on the same site• Helps search engines (and visitors) navigate your website and discover
your content• Keyword-rich anchor text
Search Engine Optimization
1 On-page SEO 2 External SEO(Link Building)
3 Content
Basic Components of SEO – External SEO (Link Building)
Search Engine Optimization
Link Building – Link Velocity• The rate at which you get incoming backlinks to your website• Consistency is the key, build backlinks each and every month • Better to build 100 links every month for a year than building 1,200
backlinks in a single month and then stopping
Search Engine Optimization
Link Building - Diversity• Anchor text diversity• Types of links: blog comments, directory sites, social bookmarking, article
marketing, press releases, video marketing• Resources:
• Open Site Explorer - http://www.opensiteexplorer.org/ • Backlinkwatch.com - http://backlinkwatch.com/
Search Engine Optimization
Link Building – Quality• Relevance: Links from a page about the targeted keywords• Contextual: Links within relevant text content, located in the main
content section of the web page (as opposed to in the sidebar or footer)• Authentic: One-Way (non-reciprocal) links, unpaid
Search Engine Optimization
Content• Generate Interest
• Create unique and interesting content with real value• Build Authority
• Become a trusted resource within your market• Promote Sharing
• People want to share quality content• Social proof as a ranking factor
Search Engine Optimization
Google Updates• Google uses over 200 ranking factors and changes their algorithm over
500 times per year
Google Panda – February, 2011
• Designed to reduce rankings of “low-quality” sites• First penalty that went after sites with “thin content” such as scraper
sites and content farms
Search Engine Optimization
Google Penguin – April, 2012
• Designed to better catch violators of Google’s guidelines• Aggressive exact-match anchor text• Low-quality article marketing and blog spam• Keyword stuffing in internal/outbound links
Local Search Engine Optimization (Local SEO)
How do you search?
Local SEO
What is Local Search/Local SEO?• Any search made with local intent (finding something in a specific
geographic area). Example: Miami Plumber• Local SEO is the process of improving the visibility of a website or web
page in search engine’s unpaid LOCAL search results
Why is Local SEO Important?• People’s search behaviors are changing
• 66% of Americans use local search to find local businesses*• 54% of Americans have replaced phone books with Internet and local search*
Source: Comscore
Local SEO
Local Search in Google – Google Places• Until recently, local search in Google took the form of Google Places
• A digital Yellow Pages for consumers seeking local businesses• Address, hours, service areas, photos, videos and more
Local SEO
Local Search in Google – Google+ Local• Google recently replaced Google Places with Google+ Local (5/30/2012)• Your online business hub across Google Search, Maps, and Google+• Google+ Local Listing includes:
• Address, hours, service areas, photos, videos and more• Richer content, more versatile, and more “social” options• Zagat 30-point rating scale and summaries
• Replaces Google’s 5-Star rating• Separate scores for food, service, and atmosphere
Local SEO – Google+ Local
Local SEO
How To Get Started• Check to see if you have an unclaimed page first• Search for your business name or phone number
• Create your business listings:• Google Places
http://www.google.com/+/business/ • Bing Business Portal (beta) http://
www.bing.com/businessportal • Yahoo Local
http://listings.local.yahoo.com
Local SEO
Action Items• Make sure your website is optimized for the right keyword phrases• Check your website’s current visibility in Google• Use the same name, address and phone number everywhere online• Use tracking phone numbers• Develop a system for capturing
customer reviews• Commit to a consistent link
building campaign
Search Engine Optimization
Know Your
Numbers
Define YourGoals
Track YourResults
Action Items
