Intro to SEO
- 2. The Green Business Network™ The Green Business Network is a vibrant community of over 3,000 businesses committed to creating a better world. Our mission is to help businesses everywhere become more successful and grow a green economy that is good for people and the planet. www.greenbusinessnetwork.org The Green Business Network is a program of Green America. We harness economic power— the strength of consumers, investors, businesses, and the marketplace—to build a socially just and environmentally sustainable society. www.GreenAmerica.org
- 3. The Green Business Network™ We have been building a green economy for three decades. Join us in celebrating: 30th anniversary of Green America 20th anniversary of the National Green Pages® 11th anniversary of Green Festivals® Questions Nick Biber nbiber@greenamerica.org 202.872.5330
- 4. The Green Business Network™ We help green businesses across the country to Connect. Market. Grow.
- 5. Introducing Jonah Mytro Director GreenDeals.org Founder Q4 Marketing
- 6. Introduction to SEO “Search Engine Optimization 101” Presented by: Jonah Mytro q4 Marketing and Media Group
- 7. Background & Experience •10 years of internet marketing experience with B2C clients • Founder of Q4 Marketing and Media Group (2009) • Online marketing firm • Consult with clients on all facets of online marketing (strategy, optimization, execution, analysis) • Founder and Director of GreenDeals.org (Groupon for Green Businesses) • Daily Deal site promoting eco-friendly deals and products • Expertise with all facets of online marketing, SEO, SEM, Affiliate, Media Buy, Ecommerce, Social Media, Email, Lead Generation
- 8. Agenda • Goal of SEO • SEO Stats • Target Keywords • What is SEO • Examples of SEO • Onsite SEO • Off Site SEO •10 Things you should do • Bad SEO (Don’t Do This) • Case Studies • What to do next •Tools & Resources • Q&A
- 9. Goals of SEO • Improve the organic rankings for your website - Top 3 positions ideal (#1, #2, #3) - 1st Page - Top 30 results • Drive Qualified Traffic • Generate Leads • Generate Sales
- 10. SEO Stats • Google: 70-75% market share / Yahoo & Bing: 20% / 5% all others - Optimize for Google • 62% of users click on an organic link on the 1st page of search results – 23% of searches end up on 2nd page • 80% of users click on Organic results vs. 20% on paid results • Who clicks on top 3 organic listings 1st position: 18% of clicks 2nd position: 10% 3rd position: 7% • Organic clicks result in a 25% higher conversion rate compared to paid placements • Search bots index your site every 7-10 days Frequent copy changes = more frequent visits • Optimization changes could take 24 hours to 90 days to show results • Organic results fluctuate person to person based on click rates
- 11. Target Keywords • Target Keywords are keywords that you want to optimize your website for • Your preferred Target Keywords may be different than your target customers preferred keywords • Think about how your target customer will search & pick keywords that people use in searching • Example: Water Bottles: BPA Free Water Bottles: Reusable Water Bottles: Steel Water Bottles: Cheap Water Bottles
- 12. Target Keywords: Tools • Keyword Tool: Google Adwords: https://adwords.google.com • Click on Tools >> Keyword Tool • Local Searches: US only over past 30 days • Global Searches: All searches over past 30 days • Competition: Percentage of websites vs. monthly searches (Low, Medium, High) • Avg. CPC: Avg. Cost Per Click for bidding on Google Adwords
- 13. What is SEO • SEO is the process of optimizing your website to rank higher with search engines. • SEO should be a long term marketing approach that will result in long term website traffic/sales/leads. • Think long term for SEO • Not everything you do will improve your organic rankings • You may actually see a dip in rankings for a short time before improvements • Don’t expect magic to happen overnight – no guarantees – no secret sauce! Paid Ads Organic Results
- 14. Onsite SEO Onsite SEO includes everything on your website including content, meta tags, urls, image tags, and more. • Meta title tags, description, keywords • URL – Keyword rich • H1, H2, H3 tags • Internal Links • Keyword density • Body copy • XML sitemap
- 15. Offsite SEO Offsite SEO includes links to your website from articles, blogs, social media, blog comments, anything on another domain linking to your website. • Directories (Yelp.com, YP.com, Superpages.com, Wikipedia.com) • Social media: Twitter, Facebook, Pinterest, Digg, Stumbleupon • Blogs (Wordpress, Tumbler, Blogspot) - Content - Comments • PR/Articles • Domain Diversity is Key - Inbound links should come from a variety of domains - Ex: Engadget.com • Stay consistent with inbound links - Brand/domain (GreenDeals) - 1-2 Target keywords (Green Coupons/ Green Products )
- 16. 11 Onsite To Do’s 1. Content is king: Quality content vs. quantity of content 1. 150-400 words of unique content per page 2. Keyword insertion: 1-4 target keywords for each 100 words (4% rule) 1. Target Keyword: “BPA Free Water Bottles” 2. Include this keyword 4 times per 100 words 3. Use h1 tags as introductions to your copy 1. BPA Free Water Bottles: Steel Water Bottle | 24 oz. $19.99 4. Meta Tags (Title, Description, Keywords) 1. Title: 70 Characters 2. Description: 140 Characters 3. Keywords: 4-10 target keywords 5. Sitemaps (XML – Submit to search engines) 1. Google Webmaster Tools (Setup Account): https://www.google.com/webmasters/tools/home?hl=en 2. Add XML sitemap & Track crawl results/errors 3. www.ABC.com/sitemap.xml
- 17. 11 Onsite To Do’s – Onsite (cont.) 6. Url Structure: Keyword rich, separate words with dashes, no special characters 1. www.GreenDeals.org/BPA-free-water-bottle (GOOD) 2. www.GreenDeals.org/category13/productid8943 (BAD) 7. Always start with target keyword in first sentence of copy on all pages 1. “BPA-Free Water Bottles are perfect for gifts…..” 8. Interlinking content 1. Link “BPA-Free Water Bottles” in content to page GreenDeals.org/BPA-free-water-bottle 9. Footer copy 1. Content in footer of website that is 100-200 words and describes page content 10. Footer links 1. Links on footer of page that links to the top pages on website. 2. Target: 3-6 footer links 11. Tag images/pictures/videos (ALT Tags) 1. Each image should have an ALT tag that is a target keyword.
- 18. Please Don’t Do This • Don’t Steal Content – Duplicate content is bad • No more than 100 hyperlinks per page • Stay away from link farms • Flash is bad (images/videos) • Text color is same color as background • Keyword stuff copy (4% rule) • Duplicate Title Tags/No Title Tags
- 19. What to do next 1. Check your website rankings - What keywords are you indexed for - SEMrush.com & Seobook.com 2. Setup Google Webmaster Tools - Sitemap setup correctly - Crawl errors 3. Choose 2-3 target keywords for your website & optimize the copy - Each webpage is unique - target keywords & copy appropriately 4. Check (update) your meta tags 5. What is your h1 tag 6. Fresh Content – Homepage & Site wide 7. Change url structure 8. Do press release (prweb.com)
- 20. Tips & Resources • Google Webmaster Tools www.Google.com/webmasters/tools • SeoBook www.SeoBook.com & Seobook plugin for firefox • SemRush www.Semrush.com (free/paid) • Google keyword tool www.Adwords.google.com • SEOmoz.com – Tool and Resource for Tips www.seomoz.com • Search Engine Journal www.searchenginejournal.com • Search Engine Land www.Searchengineland.com
- 21. SEO Quiz http://websearch.about.com/library/quizzes/seo_quiz/blseoquiz.htm
- 22. Questions? Contact: Jonah Mytro Q4 Marketing & Media Group Email: Jonah@q4marketing.com