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THE BEST PLACE TO HIDE A DEAD BODYis the second page of a search result.
Presented by Gordon Paterson
• How do search engines work?
• SEO is a long-term play
• Keywords
• White hat vs Black hat
• Organic and Paid Search Results
• Content
• Social
OVERVIEW
If the internet is a library, Search
Engines like Google and Bing are the
librarians.
HOW DO SEARCH ENGINES WORK?
CHECKLIST Page Titles
Words matter – headings and text on page
Links - when one site has a link to another, it’s
usually a recommendation
Link titles - again, words matter here.
Reputation - search engines care about
reputation
Sites with a consistent record fresh
relevant engaging content rank highly
With 60% of
organic clicks going
to the top 3 search
results, more than
ever, the content
on your page is just
as important as the
design.
Good SEO is about
making sure your
website has great
content supported by
the elements
mentioned above.
SEO is a 6 - 12 month investmentThere is no quick fix here.
• optimize pages
• post new content
• attract links
• drive traffic
• improve your site’s structure on a regular
basis.
If you lose momentum, your rankings will inevitably suffer.
Your competitors don't takethe time to rest or sit idle, so you can’t afford to either.
“Using keywords relevant to your product or
service in website and ad copy to achieve a
top listing in the search engines. Proper
keyword research is vital to determine which
keywords your business should be targeting.”
KEYWORDS
KEYWORD TARGETING TIPS
• Page targets a single user intent (and
associated keyword phrases)
• Primary keyword phrase is the first
words of the title element
• Primary keywords appear prominently in
the pages headline
• The primary keyword appears on the
page more than 2 times
Well-researched keywords that are accurately placed into your text, headlines, subtitles, images, video descriptions, and links are your way to success.
Keyword research tools:Serps.com.Google Keyword Planner, SEMrush,Webmaster tools, Google trends,Moz's Keyword Explorer
WHITE HAT BLACK HATVS
Definition: The usage of
optimization strategies,
techniques and tactics that
focus on a human audience
opposed to search engines and
completely follows search
engine rules and policies.
Definition: The use of
aggressive SEO strategies,
techniques and tactics that
focus only on search engines
and not a human audience,
and usually does not obey
search engines guidelines.
THE DIFFERENCEBETWEEN SEOAND
PAID SEARCH RESULTS
CONTENT
Content needs to be relevant and engaging.
Design is no longer enough to drive significant traffic leading to conversions on your website.
Content is the X factor when it comes to SEO.
SOCIAL
• Create a digital
ecosystem
• Begin with your
website
• Drive traffic to your
sales page
• Rinse and repeat
REVIEWKey takeaways
• Search engines need to be able to understand your
pages
• SEO is not a ‘Quick Fix’
• Best practices include: content, titles, links, and
reputation
• Keywords: What do you want to rank for?
• White Hat vs Black Hat
• Content: Create engaging fresh and relevant content
• Paid ads do not necessarily = traffic
• Social → Start with your website
• When in doubt, consult an SEO professional
RESOURCES• Moz.com
• Yoast.com
• SEMrush.com
• Google Keywords
• Google Analytics
• Webmaster Tools
Thank you so much for giving me an opportunity to talk to you today!
Questions?
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