Welcome to Local University - Dallas

Wifi:

Hastag: #localu

Why Local University?

Promote best-practice Search Engine Optimization to as many small business owners as possible!

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Why Dallas?

Final Housekeeping Items

Wifi: UofAGuest (no password)

Hashtag: #localu

Box Lunch (Birds of a Feather) starting at 11:45

Final Housekeeping Items

Presentations available for download at:http://localu.org/dallas

Handouts in Folder

Some Key Terms

• SERP – Search Engine Results Page

SERP Anatomy

SERP Anatomy

PPC

PPCSEO

Some Key Terms

• SERP – Search Engine Results Page

• SEM – Search Engine Marketing– SEO – Search Engine Optimization

» “Natural” or “Organic” results

– PPC – Pay Per Click

Local Search Results

Moved from 7 to a unified 3-pack of results in August 2015 for desktop and mobile

Organic vs. Local

Two differentalgorithms…

…Local Stack

Terms You Might Not Have Heard Before• URL – “Webpage address”• CMS – Content Management System• HTML

– Search-engine friendly code language

• NAP – “Name, Address, & Phone number”• Knowledge Graph/Panel

http://moz.com/learn/local/local-search-terms-glossary

More Terms

4 Horrible SEO Myths and Pitfalls

• Myth: “I can guarantee you will rank #1 on Google”

• Fact(s):– NO ONE can guarantee placement in organic

results– Guaranteed placement is Pay Per Click

(Google AdWords, for example)

#1 Myth About SEO

#2 Myth About Local SEO

• Myth: “Robo calls: There is a Problem with your Listing”

• Fact(s):– Google doesn’t call from any number except

theirs.– These are SCAMMERS

#3 Pitfall

• Do not build your entire website in Flash – Or Even Parts– The search engines cannot crawl Flash– Flash can be very expensive—usually not the

best option for a first website

– iPad & iPhone do NOT display flash

#4 Pitfall

• Do not use hidden or hard-to-read text• If it is something worth reading, make it big

enough and in high enough contrast to read.

• The search engines may penalize or ban you for hiding/obfuscating text.

Let’s get started!