Search Engines

SEO Metrics

Why Search Engines Need Us

Who is Locable?

Locable’s SEO Strategy

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• What does SEO do?

• How does it work?

• Is there anything specific you’d like us to

cover or any specific topics of interest?

*SEO is just short for Search Engine Optimization*

The Internet is a World Wide Web

Web Pages/Sites = Places

Links = Roads

People = Passengers

Where do we go?

How do we get there?

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Search Engines = Maps

Search Engines = Directions

Search Engines = Driver

Search Engines = Powerful & Valuable

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Search Engines collectdetailed information fromwebsites and rank themby looking at their:

• Relevance

• Popularity

• Usability

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•Relevance is determined by comparing

the words entered in a search engine to

the content of individual web pages

that make up a site, keywords, and

page titles - Content topics & keywords

- Timeliness/freshness

- Inbound & outbound Links

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• Inbound and outbound links

• Link-building with Sites: Links to other pages within the site or links to other relevant or powerful sites improve a page’s rank

• Link-building with People: Also, when people find interesting content on your website and link to it or share it with their friends via social media, blogs, etc. that increases your page rank as well

• Link Relevance

“A link is worth a thousand words”

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•Popularity tells Google what people

think about a website

•Determined by the amount of people

that visit a web page, particularly when

clicking from a search engine. The more

people that visit a web page the more

important search engines deem that

information

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•Usability is affected by how easy it is to

navigate and discover content. The

easier a website is to use, the better

•Navigation, site architecture, cross

linking, content

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• Search Engine Optimization is not just about moving up on a Google search

- It’s about showing Google that your business is a locally trusted brand that deserves to come out on top

• Search Engines are very powerful marketing tools for your business

- But once people get to your site you need to offer a unique experience to keep them there and retain customers

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• SEO is just a way to increase your page rank

- SEO is a strategy that should add value to your site from the user’s perspective, then Search Engines

• More webpages on your site does not improve your site rank, it can actually reduce it

- Keep it simple, relevant, and unique

• Quality over quantity

- Link to sites that are powerful and relevant to you and your business while enabling others to do the same through their favorite social media outlet

13Created by Rand Fishkin of SEOmozhttp://www.seomoz.org/img/upload/seo-pyramid-large.gif

• Search Engines can’t:

- Gauge great content - only humans can

- Actively discover and make visible interesting pieces of writing, art, or multimedia on the web

- React, comment, and share links to web pages with great content

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• Google Analytics & Webmaster Tools

• SEOmoz Tools

• CrazyEgg Heatmap software

• Hootsuite

• Wildfire Social Media Monitor