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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
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