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BG July DIG: SEO & Your Business

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Werkshop Marketing
Werkshop Marketing

This document discusses search engine optimization (SEO) and its importance for small businesses. It defines SEO as building a website that speaks not only to humans but to search engines by properly categorizing content to fit with search algorithms. The document outlines several key on-page optimization factors that determine how well a site ranks, including titles, links, content, and meta descriptions. It also discusses the importance of measuring SEO success and provides tips for basic SEO essentials and link building.

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SEO & Your Business Brad Wayland – bluecotton vp of business development / co-owner • @bradwayland • bwayland@bluecotton.com
About BlueCotton  Custom T-Shirts for any occasion – individuals, smalls groups, large groups  $7 million revenue  Privately owned  70 Employees  30% growth for 9 years  85% of revenue comes from outside KY
How does it work?
Design Studio
Design a Shirt
Checkout
Watch the Video  http://www.youtube.com/watch?v=hF515-0Tduk
What is SEO?  Building your website in a way that speaks not only to humans but to search engines.  Properly categorizing content to fit with the way complicated search algorithms act.  The most cost effective way that small businesses can compete in a true “free market”
What is SEO?
Web Jargon  Traffic  Bot/Google Bot/Crawling  Visits  Links  Pageviews  Natural/Organic  Metrics  Index  On Page Optimization  Analytics  Off Page Optimization  Conversion  White/Gray/Black Hat  PPC/CPC
Search Results Page
What Factors Determine How Well My Site Ranks?  Content  Titles  Links  Anchor Text  Reputation
Content
Content
Titles
Titles  Make sure your website has unique title tags  This the most critical component of on page optimization  In order for pages to rank titles need to be coupled with good content
Titles
Links
Anchor Text
Reputation  Who links to who  Old domains  Lots of trusted backlinks  Social indicators  Topic relevancy  Hundreds of other factors
White/Gray/Black • Buying Links • Keyword Stuffing • Hidden Text • Cloaking • Any Attempt to manipulate SERPs
JCPenney.com • Removed from Google Index • Used Link farms to boost rankings • More specifically • They knew that using link farms to homepage would get them penalized so they linked with lower quality links to product pages • Links came from sites about gambling and snoring to name a couple.
Acceptable Forms of Gray  Some directory building  Yahoo, Business.com, etc  Press releases  In-house releases: prweb, etc  Guest posting on other sites  Relevant articles on relevant sites. Product giveaways on blogs.
White Hat  Company Blog  Hiring a PR firm or using in house PR to convince news organizations to cover your organization  Free directories like dmoz.org  Please your customers so much that they write about you and link to you
On Page Factors  Titles  URL Structure  H1 Tags  Meta Descriptions  Meta Keywords  General Content  Image alt tags
Examples
Content Still Rules
Content Still Rules
Content Still Rules
Meta Descriptions
Add Relevant Content
To Do #1: Measuring Success/Failure  Sign up for Google Webmaster Tools  Sign up for Google Analytics  If you are serious about it consider using something like seomoz.org or raventools.com  Think in terms of months and years instead of days and weeks.
To Do #2: Basic Essentials  Know your keywords  Develop unique title tags for every page you want to rank  Make sure you have relevant meta descriptions and meta keywords for every page  Find ways to add relevant content  Do some link building basics
To Do #3: Link Building Basics  Top Directories: dmoz.org, Yahoo, business, etc  Give product or service away in exchange for a link  Get tapped into your industry: trade magazines, conferences, etc  If you have enough content start a blog and use it to link relevant content to your site  Everything above requires TIME. Consider a PR firm.
Tips for Local Search  Optimize for Location + Keyword in Titles  Lawn mowing Bowling Green KY  Optimize page H1 tags and content with location  Lawn mowing Bowling Green  Seek out a localized link profile  Lawn care Bowling Green  Get localized testimonials going  “We have lived in Bowling Green for 10 years and our lawn has never looked better.”
SEO & Your Business Brad Wayland – bluecotton vp of business development / co-owner • @bradwayland • bwayland@bluecotton.com

More Related Content

BG July DIG: SEO & Your Business

  • 1. SEO & Your Business Brad Wayland – bluecotton vp of business development / co-owner • @bradwayland • bwayland@bluecotton.com
  • 2. About BlueCotton  Custom T-Shirts for any occasion – individuals, smalls groups, large groups  $7 million revenue  Privately owned  70 Employees  30% growth for 9 years  85% of revenue comes from outside KY
  • 3. How does it work?
  • 7. Watch the Video  http://www.youtube.com/watch?v=hF515-0Tduk
  • 8. What is SEO?  Building your website in a way that speaks not only to humans but to search engines.  Properly categorizing content to fit with the way complicated search algorithms act.  The most cost effective way that small businesses can compete in a true “free market”
  • 10. Web Jargon  Traffic  Bot/Google Bot/Crawling  Visits  Links  Pageviews  Natural/Organic  Metrics  Index  On Page Optimization  Analytics  Off Page Optimization  Conversion  White/Gray/Black Hat  PPC/CPC
  • 12. What Factors Determine How Well My Site Ranks?  Content  Titles  Links  Anchor Text  Reputation
  • 16. Titles  Make sure your website has unique title tags  This the most critical component of on page optimization  In order for pages to rank titles need to be coupled with good content
  • 18. Links
  • 20. Reputation  Who links to who  Old domains  Lots of trusted backlinks  Social indicators  Topic relevancy  Hundreds of other factors
  • 21. White/Gray/Black • Buying Links • Keyword Stuffing • Hidden Text • Cloaking • Any Attempt to manipulate SERPs
  • 22. JCPenney.com • Removed from Google Index • Used Link farms to boost rankings • More specifically • They knew that using link farms to homepage would get them penalized so they linked with lower quality links to product pages • Links came from sites about gambling and snoring to name a couple.
  • 23. Acceptable Forms of Gray  Some directory building  Yahoo, Business.com, etc  Press releases  In-house releases: prweb, etc  Guest posting on other sites  Relevant articles on relevant sites. Product giveaways on blogs.
  • 24. White Hat  Company Blog  Hiring a PR firm or using in house PR to convince news organizations to cover your organization  Free directories like dmoz.org  Please your customers so much that they write about you and link to you
  • 25. On Page Factors  Titles  URL Structure  H1 Tags  Meta Descriptions  Meta Keywords  General Content  Image alt tags
  • 32. To Do #1: Measuring Success/Failure  Sign up for Google Webmaster Tools  Sign up for Google Analytics  If you are serious about it consider using something like seomoz.org or raventools.com  Think in terms of months and years instead of days and weeks.
  • 33. To Do #2: Basic Essentials  Know your keywords  Develop unique title tags for every page you want to rank  Make sure you have relevant meta descriptions and meta keywords for every page  Find ways to add relevant content  Do some link building basics
  • 34. To Do #3: Link Building Basics  Top Directories: dmoz.org, Yahoo, business, etc  Give product or service away in exchange for a link  Get tapped into your industry: trade magazines, conferences, etc  If you have enough content start a blog and use it to link relevant content to your site  Everything above requires TIME. Consider a PR firm.
  • 35. Tips for Local Search  Optimize for Location + Keyword in Titles  Lawn mowing Bowling Green KY  Optimize page H1 tags and content with location  Lawn mowing Bowling Green  Seek out a localized link profile  Lawn care Bowling Green  Get localized testimonials going  “We have lived in Bowling Green for 10 years and our lawn has never looked better.”
  • 36. SEO & Your Business Brad Wayland – bluecotton vp of business development / co-owner • @bradwayland • bwayland@bluecotton.com