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1 Webinar Series February 15 th Website Optimization - What Does Google Think of Your Website? March 21 st Getting Found on Google using SEO April 18 th Crush Your Competitors with Inbound Marketing May 24th Social Media Best Practices Sign up at /webinarseries

2 WEBSITE OPTIMIZATION What Does Google Think Of Your Website?

3 Contact Info Chris Taylor Blytheco th

4 Website Optimization Website optimization is a phrase that describes the procedures used to optimize a website to rank well in search engines. How Google Views Your Website Googlebot Crawling content on the Internet for Google s index every day, every night, non stop.

5 Website Optimization Overview Search Engine Basics Why you need to Optimize Key Concepts Optimization Summary

6 Brandon s Baseball Cards This example may help our explanations, so we've created a fictitious website to follow throughout the presentation. For each topic, we've fleshed out enough information about the site to illustrate the point being covered.

7 Brandon s Baseball Cards Business Name: Brandon s Baseball Cards Domain : Focus: Baseball card sales, price guides and news content

8 Search Engine Basics Crawling the web: Search engines run automated programs, called robots" or "spiders", that use the hyperlink structure of the web to "crawl" the pages pg and documents that make up the World Wide Web.

9 Search Engine Basics Indexing documents: Once a page pg has been crawled, its contents can be "indexed" - stored in a giant database of documents that makes up a search engine's "index".

10 Search Engine Basics Ranking results: Once the search engine has determined which results are a match for the query, the engine's algorithm (a mathematical equation commonly used for sorting) runs calculations on each of the results to determine which is most relevant to the given query.

11 Search Engine Basics Search Engine Results Pages (SERPs) Organic Listing: Results based on content and keyword relevancy (as per algorithm) Sponsored Listing (PPC): Results based on paid placements and sorted by amount willing to spend. Google AdWords Yahoo! Search Marketing (YSM) Local Listing: Results based on location to the keyword geo-modifier or location of the searcher.

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15 Website Optimization Overview Search Engine Basics Why you need to Optimize Key Concepts Optimization Summary

16 Why yyou need to Optimize If you don t optimize your website than Google and other search engines will try to guess what your website is about. If you don t optimize your website you will never show up on page 1 of Google for any competitive keyword or key phrase. Field of Dreams Website of Dreams

17 Why yyou need to Optimize Content Indexing: The search engine s robots" or "spiders come back frequently to check your website looking to see if you have added any more content for them to index. We like to refer to this as Google Food. Every time you add content to your website it will get indexed into Google database when the robots or spiders come back to your website.

18 Website Optimization Overview Search Engine Basics Why you need to Optimize Key Concepts Optimization Summary

19 Key Concepts

20 Key Concepts Content is KING The More the Better!The more relevant and updated content that you have on your website the more often Google is going to crawl your website and rank you for the keywords and phrases on your website. The more relevant content you have on your website the more keywords you will be indexed and ranked for.

21 Website Optimization Overview Search Engine Basics Why you NEED to Optimize? Key Concepts Optimization Summary

22 Website Optimization 10 Main Components Keyword Analysis Identify best keyword phrases for you Title Tags Page titles are written & optimized Meta Descriptions Page descriptions are written & optimized Meta Keywords Keywords are identified prioritized Alternative Text (Alt Tags) Optimized text added to main image tags Content Analysis Right number of words per page recommended Relevant keyword rich content recommended Content Heading Analysis H1 tags or paragraph headings are written Internal Link Analysis Relevant internal links are identified Canonicalization URL structure organized Conversion Optimization Specific suggestions to improve conversions

23 Keyword Analysis A keyword analysis is the cornerstone of search engine optimization campaigns. Successful SEO strategies require careful, consistent attention to keywords, and your decisions should be based on reliable, accurate keyword data. You will need to analyze hundreds of keywords for competiveness, monthly search volume and a few other tactics to determine which keywords you want to optimize your website for. This is the most important thing when it comes to if you have a shot at ever making it to the 1 st Page of Google.

24 Title Tags A title tag tells both users and search engines what the topic of a particular page is. The <title> tag should be placed within the <head> tag of the HTML document (1). Ideally, you should create a unique title for each page on your site.

25 Title Tags

26 Meta Description A page's description (meta tag) gives Google and other search engines a summary of what the page is about. Whereas a page's title may be a few words or a phrase, a page's description meta tag might be a sentence or two or a short paragraph.

27 Meta Keywords Think about the words that a user might search for to find a piece of your content. Users who know a lot about the topic might use different keywords in their search queries than someone who is new to the topic. Meta Keywords do NOT show up on your website

28 Alternative Text (Alt Tags) Images may seem like a straightforward component of your site, but you can optimize your use of fthem. Allimages can have a distinct t filename and "alt" attribute, both of which you should take advantage of. The "alt" attribute allows you to specify alternative a e text for the image if it cannot be displayed for some reason.

29 Alternative Text (Alt Tags) Images may seem like a straightforward component of your site, but you can optimize your use of fthem. Allimages can have a distinct t filename and "alt" attribute, both of which you should take advantage of. The "alt" attribute allows you to specify alternative a e text for the image if it cannot be displayed for some reason.

30 Content Analysis Content analysis is a great way to determine the presence of certain words or concepts within texts or sets of texts. Googlebots quantify and analyze the presence, meanings and relationships of such words and concepts, then make inferences about the messages within the texts. You want to have lots of keywords rich content without flooding your content with the same keyword. You want to stay under 3-5% keyword index. On the homepage Google likes to see over 300 unique words, which means about 500 total words on the homepage.

31 Content Heading Analysis Use heading tags to emphasize important text Heading tags (not to be confused with the <head> HTML tag or HTTP headers) are used to present structure on the page to users. There are six sizes of heading tags, beginning g with <h1>, the most important, and ending with <h6>, the least important. Similar to writing a title for the paper, you want to describe what the articles is about.

32 Internal Link Analysis Links of a website can be divided into only two types: Internal and External links. Internal links ( also called inbound links ) are the ones which come from other web pages of your website, while external links ( also called outbound links ) are the ones which link to other websites from your website. You want to create a mini web of all the pages on your site connecting your content together with links. Don t forget to link your Keywords when creating internal links.

33 Canonicalization Provide one version of a URL, you want avoid users from linking to one version of a URL and others linking to a different version (this could split the reputation of that content between the URLs). DOES NOT EQUAL BrandonsBaseballCards.com

34 Conversion Optimization Conversion Optimization refers to the efforts required to improve the ability of your site (and the marketing driving traffic to your site) to convert visitors to customers. There are 3 ways to turn a visitor into a lead.

35 Google vs. Human Optimization

36 Website Optimization Overview Search Engine Basics Why you need to Optimize Key Concepts Optimization Summary

37 Website Optimization Summary Research and Analyze the keywords for your business. Design a Marketing Strategy to optimize your website. Implement your Strategy!

38 Website Optimization Analysis

39 Webinar Series February 15 th Website Optimization - What Does Google Think of Your Website? March 21 st Getting Found on Google using SEO April 18 th Crush Your Competitors with Inbound Marketing May 24th Social Media Best Practices Sign up at /webinarseries

40 Contact Info Chris Taylor Blytheco Questions:

41 THANK YOU! THANK YOU

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