Search Engine Optimization Essentials

Why Search Engine Optimization?

Intention Based Marketing.

Bring customers to your business through your website.

Generate qualified, inbound leads.

Increase “top of mind” brand awareness in your market.

Top ranked site

The Power of the First Page

There are 10 positions on the first page of Google.

71.33% of people don’t go past the first page.

67.6% of the traffic goes to the first five results.

Google has officially indexed over 60 trillion pages

Source: Moz 2014

All this is to say:

The Internet is VERY competitive.

Search Engine Optimization

Over 200+ different factors.

Trust(Off-Page Factors)

What is a link?

Types of links

Bad links

Good links

Trust

“Links connect. Citations recommend. Links aren’t as important as citations. Citations matter because they are recommendations.”

~ Roger Montti

Transfer Page Rank or “Google Trust”

Drive referral traffic

Promote brand awareness

Why Link?

Follow vs. No-Follow

Trust

Branded Anchor Text – “We were impressed with the SEO results achieved by VivosWeb!”

Naked Links – “If you’re interested in learning more about SEO, check out www.vivosweb.com”

Generic Anchors – “To learn more about VivosWeb, click here.”

Image Anchors – Links from an image

Latent Semantic Anchors – “Our organic digital marketing campaign has been a huge success!”

Exact Match Anchors – “ VivosWeb’s search engine optimization service was fantastic!”

Types of Links

Anchor Text

Source: Links Management

Trust

Bad Links

Penguin Algorithm

First released in April 2012.

Effects: Anywhere from reducing/removing value of some links to a site-wide penalty.

Goal is to stop people from gaming the system.

Beware of over-optimized link profiles.

Trust

Link-building: Don’t be this guy

Trust

Irrelevant domain and spammysubject

Wrong countryLots of out-going links with little content – some spam content

Irrelevant content

Keyword optimized links

Bad Links Trust

Bad Links

Trust

Content is King

Blog, infographics, weekly round-ups, FAQs, resources.

By writing good, relevant content for your industry, you can attract high value links and bookmarks to your site from around the web.

Trust

“The best types of links are those that are given based on the quality of your content.”~ Google, “How Google Search Works.”

Social

Direct links from Social accounts Google+, Twitter, Facebook, LinkedIn, etc.

Links from social posts.

Links from website owners who link to your content from their own articles.

Promote, promote, promote Reddit, StumbleUpon, contact people/influencers mentioned in the post.

Trust

Local and Industry Directories

Google My Business

Yelp

Yellow Pages (Free Listing)

Canadian Company Capabilities (Industry Canada)

Canadian Trade Index

Industry Specific

Trust

Additional Methods

Steal your competitor’s links!

Haro

Guest blogging

What is a link?

Types of links

Bad links

Good links

Section Summary

Bibliography

http://www.gotchseo.com/anchor-text/

http://www.linksmanagement.com/natural-anchor-text-distribution-formula/

http://moz.com/blog/google-algorithm-cheat-sheet-panda-penguin-hummingbird

http://googlewebmastercentral.blogspot.ca/2011/05/more-guidance-on-building-high-quality.html

http://www.webpronews.com/should-the-google-penguin-update-hit-sites-like-wpmu-org-2012-05