search ranking tactics-john carcutt
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John CarcuttDirector of SEO & Social Media
presented by
Search Engine Optimization
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Advance DigitalOne of the largest local media companies in the US
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Advance PublicationsThe parent company of Advance Digital and CondeNast
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Advance PublicationsThe parent company of Advance Digital and CondeNast
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Who is this guy?Why should I take the time to listen to him?
John CarcuttDirector of SEO & Social MediaAdvance DigitalFollow on Twitter @johncarcutt
• 12 Years in SEO and Online Marketing• SEO Teacher and Speaker, University of Miami, National & Local Level• Published on most major online search publications and news sites.• Co-Host of SEO101 on Webmaster Radio (weekly radio show)
• Worked with thousands of local and national companies on SEO• Has worked both as an in-house SEO and built SEO divisions for
national advertising agencies.
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“to look into thoroughly in an effort to find or discover something” Merriam-Websters
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92% of online adults use Search Engines to find information on the Web
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Currently, there are more than 3 Billion
searches/day on Google
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Why is SEO important?Over 44 Billion Pages Indexed
Graph via www.worldwidewebsize.com
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Source: Dec 2010, Optify Study
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Who Wants to be #1 ?
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The result that is Best for the User
The best answer to the question.
The most relevant, trusted and authoritative content.
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Your content is your answer totheir question.
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• Be Unique• Be Educational• Be a Resource• Be Specific
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What are we actuallytalking about here?
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Spamming the Search Engines
Just About Getting Better Rankings
A Quick Fix, SEO Takes Time
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Putting You in Front of Qualified Customers
Building Search Equity for Your Business
Protecting That Search Equity
An Ongoing Process
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Authority Relevancy Trust
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The SEO FactorsThe pieces and part which make a difference.
AuthorityRelevancy
Trust
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Authority Relevancy
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#1#1#87#87
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90%
80%
70%
60%
50%
40%
30%
20%
10%
-80%
40%
-50%50%
-20%
90%
Optimization @ Optimization @ Optimization @
- 40% 0% 70%
Site optimization is influenced by both
Positive Factors
Negative Factorsand
The range of optimization is therefore
-100% 100%
Factors are both variable & cumulative
5 8-
107 -8 4+ + + + +
Total Optimization = 6
Trust
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The SEO Factors!The pieces and part which make a difference.
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Relevancy: The Search Engines want to return the most relevant results for every search query.
We have to demonstrate the relevance of our pages for appropriate search queries.
You are the Search Result!
Keywords and ContentWhat you say and how you say it makes a difference.
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Keywords and ContentWhat you say and how you say it makes a difference.
Keyword Research is the most important step towards relevancy and one of the foundations of any good SEO Campaign.
Keyword research lets you find out exactly how your potential customers are searching for your business, your products and your services online.
Don’t Guess! You can get free information on how many people are searching for which words and how hard it will likely be to rank for those keywords.
Keyword Research
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Keywords and ContentWhat you say and how you say it makes a difference.
HeadLong Tail
Traffic
Shoes 830,000 Monthly SearchesTennis Shoes 33,100 Monthly SearchesNike Tennis Shoes 8,100 Monthly SearchesNike Men’s Air Max Court Ballistec 320 Monthly Searches
Popularity
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Keywords and ContentWhat you say and how you say it makes a difference.
Create Content on your site using the Keywords?
• Build new pages or sections of content.
• Start a blog.
• Change existing pages to better reflect keywords?
• Publish a newsletter on site.
• Add dedicated location pages.
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Local Search RelevancyMake sure the engines know where you are.
Your NAP is the Key !!!
It is imperative that your NAP remain consistent everywhere it appears online. This is the primary means of identification used by the search engines for local businesses
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Make Your Location Absolutely Clear
• Place your full street address and local phone number on all pages of your website in text form.
• Have your contact information on every page of your website.
To Rank for Multiple Locations:• Where you do have an office or store and/or Where you do business, but do not
have a physical location• Create a separate page for each location.
• Make it a unique, useful, well-optimized landing page about that location.• Make sure each location has its own local phone number
Identify Yourself on Your Website
Local Search RelevancyMake sure the engines know where you are.
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• The focus of this page should be your name/brand, location and phone number.
• Place links here to your Google Maps (Place Page), Bing Local and Yahoo Local pages, using good link text.
• A great page to put driving directions.
“Contact Us” or “About Us” pages
Local Search RelevancyMake sure the engines know where you are.
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• Claimed listings do better in Local Search
• Claim Google at minimum
Claim your Local Search Listings
Local Search RelevancyMake sure the engines know where you are.
• Ensure NAP consistency across all claimed listings.
• Add images, coupons or any other data types.
Local
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The SEO FactorsThe pieces and part which make a difference.
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Anatomy of a Search Result!Organic and local search results combined.
Organic Link Building
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Your Website Link Profile
Inbound Link BuildingVotes from other sites help your rankings.
Overall Link Profile• Diversity• Natural Patterns
Link Strength• Link Relevancy• Site Authority• Link Anchor Text
Links are not about quantity, but quality.
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Inbound Link BuildingVotes from other sites help your rankings.
Historical Cumulative View of the Link Profile Activity
Historical Non-Cumulative View of the Link Profile Activity
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Inbound Link BuildingVotes from other sites help your rankings.
Historical Cumulative View of the Link Profile Activity
Historical Non-Cumulative View of the Link Profile Activity
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Your Website Link Profile
Inbound Link BuildingVotes from other sites help your rankings.
Get Links from Local Directories– al.com Business Listings– Convention & Visitor’s Bureau– Chamber of Commerce
– Local city guides
Social Media Profiles– LinkedIn / Flickr
– Facebook / Twitter
Get links from authoritative sites– Government agencies “.gov”
– Schools, Colleges, Universities, … “.edu”
– Local/ regional online news, newspapers and magazines
Get Links from Vertical Directories– Trade associations
Where do these links come from?
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Inbound Link BuildingVotes from other sites help your rankings.
The right incoming links can help with location trust.
• Use existing relationships to get local links-schools, clubs, charities, teams.
• Mine your competitors’ links.• Get links from sites that rank for what you want to
rank for. • Get links from local authority sites.
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The SEO FactorsThe pieces and part which make a difference.
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Other Attributes & ToolsHow everything is put together matters.
Other Factors Which Can Impact Search?
• The Content Management System you use for your web site. (MLS?)
• Your domain name configuration.
• Robots.txt file and Sitemap.xml file
• Special technologies such as Flash or Ajax
• Considerations for Site Redesign
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Other Attributes & ToolsHow everything is put together matters.
Must Have Tools for Success?
• Google Webmaster Toolswww.google.com/webmasters/tools/
• Bing Webmaster Centralwww.bing.com/toolbox/webmaster/
• Google Analyticswww.google.com/analytics/
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Takeaways from TodayDon’t walk away empty handed.
1. Understand people use search a lot
2. You are the search result
3. Become and “ART” lover
4. Do good keyword research
5. Create content around those keywords
6. Claim your Local Listings
7. Ensure NAP consistency
8. Build inbound links to your site
9. Utilize Webmaster Tools and Analytics
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They say there is no secret.They are wrong!
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Thank You!I hope you found this useful.