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Presentation for John W. Hansen and Associates Real Estate
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By Tanner PetroffFor
Search Engines and SEO
IndexationSearch engines store what they can find in
an indexSearch engines are smart, but they can’t find
everything on their own
How Search Engines Pick ResultsSearch engines sort through the pages
stored in their index to find the best resultsExample search result – ‘Real estate’
Does this page have ‘real estate agent’ in the title?Does this page have ‘real estate agent’ in the page
content?Are there other pages on this website that talk about
‘real estate’?Are there other websites that link to this page?
How many? Are they high or low quality sites?Do those websites talk about real estate?
Many, many more factors
What Search Engines Can ReadText, like what I’m typing nowImage ‘alt text’Other code
What Search Engines Can’t ReadImagesFlash animation
Where Does SEO Come In?Two kinds of SEO
On-Page OptimizationEverything on your website that you control
Off-site OptimizationEverything on other peoples websites that affect you
On-site OptimizationContent
More is better, but it needs to be focused on keywords
Keywords should ideally be decided before building a website, but it’s never too late to start
Page TitlesMeta DescriptionsURLs & URL StructureSchema.org Markup
Off-Page SEOLinks pointing to your site
Quality linksFrom a relevant websiteEditorial links in blogs & articlesPress mentions
Bad linksLink farmsComment spam
So Where Do I Start?SEO can be confusingThe landscape is always evolving
Keyword ResearchUse tools to help
Google AdWords Keyword Plannerhttps://adwords.google.com/ko/KeywordPlanner/
HomeÜbersuggest
http://www.ubersuggest.org
Audit Your WebsiteEdit page titles and meta descriptions to
have keywords & variationsImportant! No Keyword Stuffing!
Check URL structure and update to follow best practices
Fix any broken links or other technical issues
Create ContentCreate interesting, informative content
designed to solve the problems of potential buyersBlogsInfographicseBooksWhitepapersVideos
Remember your site’s keywords when creating content, but don’t worry about it too much
Add pages to your site focused on any keywords you don’t already have on your site
Use That Content to Attract LinksContent aggregators
Digg.comDelicious.com
Guest bloggingAsk for social sharesAsk for linksReach out to authorities & thought leaders
Use ‘Anchortext’ When PossibleAnchortext is the text used to link to a new
page or websiteAnchortext tells search engines what a link is
aboutUse keywords as anchortext for most SEO
benefit
Measure and Monitor PerformanceGoogle Analytics
http://www.google.com/analyticsGoogle Webmaster Tools
http://www.google.com/webmasters/toolsMoz Metrics
http://www.moz.com/
ExpectationsHere are two real world examples of SEO
results
Expectations (continued)
Expectations (continued)
ExpectationsThe original graphs may look mostly flat,
but both cases show great results(redacted) saw a 55% increase in total traffic,
leading to a 111% increase in online revenue(redacted) saw a 69% increase in total traffic
over an eight month period
SummaryFind who you are marketing to, how they
search and what they search forOptimize your website to meet those needsCreate content your audience will find
interesting, and search engines can indexUse that content to acquire links to your
websiteMeasureRepeat
Questions?Don’t be shy!This presentation is on SlideShare
LinkI’ll send out a copy to anyone who may want
itLet’s go through a real world example and
audit one of your websites!
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