How To Get OnHow To Get OnThe First Page OfThe First Page Of

byMichael L. YubloskyThe “Web Professor”

April 15, 2013

connect with mewww.linkedin.com/in/michaellyublosky/

Why?Why?

PEW Research (2012)PEW Research (2012)

Source: http://www.pewinternet.org/Reports/2012/Search-Engine-Use-2012/Summary-of-findings.aspx

73% Americans use search engines.

On any given day 59% of adults using the Internet use a search engine

91% of search engine users find information using search engines always or most of the time

83% say Google is search engine used most often.

Search DOMINATED 2012Search DOMINATED 2012Holiday 'Social' E-Commerce Holiday 'Social' E-Commerce

TrafficTraffic

comScore Search Engine resultscomScore Search Engine resultsFebruary, 2013February, 2013

Source: ww.comscore.com/Insights/Press_Releases/2013/3/comScore_Releases_February_2013_U.S._Search_Engine_Rankings

How Search Engines WorkHow Search Engines Work

Google 7 – PackLocal Search

(Brick & Mortar)

Ads

Ads

Query

Organic, Free, NaturalSearch Results

Search Engine Result Page (SERP)Search Engine Result Page (SERP)

First Principle of SearchFirst Principle of Search

Match GameMatch Game

MatchesIn Bold

Change Word OrderChange Word Orderand Get Different Resultsand Get Different Results

Can You Spot Main Differences?Can You Spot Main Differences?

Can You Spot Main Differences?Can You Spot Main Differences?

Main DifferencesMain Differences

Search query word order reversed

No ads (top and sidebar) in 2nd'Restaurant Chicago'

First Organic Result Changes:Open Table, Zagat

Yelp, Zagat

MatchMatch

AlgorithmsAlgorithms

Second Principle of SearchSecond Principle of Search

Algorithms ChangeAlgorithms ChangeRegularly Which AffectRegularly Which AffectSearch Engine ResultsSearch Engine Results

Up to 1999:Up to 1999: Mainly SEO2000-2010:2000-2010: Sites Linking to Yours

Since 2011: (add)Since 2011: (add)Social Media

Visitor BehaviorWeb Site Usability

Google GuidelinesGoogle Guidelines

Must Do's After LaunchMust Do's After Launch

1. Install Google Analytics (Web Site Statistics)

2. Register as Google Webmaster, Yahoo, Bing (Rules, Guidelines)

3. Generate XML Sitemap (Traffic Cop for Robots)

Google's “First Steps Cheat Sheet”Google's “First Steps Cheat Sheet”

Download at:http://bit.ly/WfjYXX

32 Page “Starter Guide”32 Page “Starter Guide”

Download at:http://bit.ly/d29DIe

Google Webmaster AcademyGoogle Webmaster Academyhttp://bit.ly/KwkwPjhttp://bit.ly/KwkwPj

Google Webmaster ToolsGoogle Webmaster Tools

Penalties For Those Who Didn'tPenalties For Those Who Didn't

Google Panda –Weak Content,Content Farms

12% of sites

Google Penquin -Underhanded SEO,Shady Link Tactics3% of sites

Search Engine OptimizationSearch Engine Optimization

SEO - Search Engine Optimization SEO - Search Engine Optimization

The process of improving the number and quality of visitors to a web site from “organic” (natural, free) search results.

Reveal Site Title and DescriptionReveal Site Title and Description

Title TagTitle Tag

Meta DescriptionMeta Description

URL of Landing URL of Landing PagePage

Directly From Google Cheat SheetDirectly From Google Cheat Sheet

Your page titletitle (tag)(tag) is used as a suggestion for the title in Google’s search results. Describe your business in a concise, informative phrase. (Used to be 60 characters, now closer to 50.)

Domain names (URLs)(URLs) are an important part of Google’s search results. Choose a descriptive and easy-to-read domain name for your website.

Meta descriptionsMeta descriptions are page summaries often used by Google and other search engines on the search results page. Write unique descriptions for each page in 160 characters or less.

Many Other FactorsMany Other Factorsto name some...to name some...

Anchor Text“Alt” Tags of Images< H1 >, < H2 >, <H3> tagsNavigation301 Re-directs404 Error PagesHtaccessRobots.txt

Target MarketingTarget Marketing

Targeting Makes The Playing FieldTargeting Makes The Playing FieldLevel For Small BusinessesLevel For Small Businessesvs Shot Gunning (Spraying) vs Shot Gunning (Spraying)

Target Marketing Can Lead toTarget Marketing Can Lead toDominating a Small PieceDominating a Small Piece

of a LARGE Pieof a LARGE Pie

Target ThroughTarget ThroughContent MarketingContent Marketing

What Google Says About ContentWhat Google Says About Content

PROVIDE USEFUL CONTENT AND KEEP IT UP TO DATE

Your website is like a virtual storefront. You wouldn’t leave a store unattended for 6 months, right?

Keep your site fresh by starting a blog, announcing new products, sales, and special offers.

Remember to put yourself in your customer’s shoes and make sure you provide them with the information they need.

Write To Your Target AudienceWrite To Your Target Audience

Make sure your site is full of good relevant content.

You will want to have between 250 to 500 words in your body copy on each page.

Always use keywords your target audience would use to find your content in search.

Different Types of ContentDifferent Types of Content

Blogs

Photos

Videos

E-Books

White Papers

Infographics

Podcasts

Industry Research

Calculators and Tools

Templates

Games

Quizzes

Contests/Give-a-Ways

Interview Experts

Consider Your Target AudienceConsider Your Target Audienceand Your Competitorsand Your Competitors

Target Audience

Who are they?

What are their characteristics (age, income, tech savvy)?

What are they looking for on your website?

Where do they spend time on the Web (social media sites)?

Competitors

What do you like/dislike about their Web sites?

Who are they?

What do their Web sites do well? Do badly at?

What could you improve upon?

What are the opportunities (markets) for your business they go after?

No-No's and Black Hat TacticsNo-No's and Black Hat Tactics

Things to Avoid per GoogleThings to Avoid per Google

Purchasing links from another site with the aim of getting PageRank instead of traffic

Using excessive keywords like "baseball-cards-baseball-cards-baseballcards.htm" in your URL

Choosing generic page names like “page1.html”

Creating complex webs of navigation links, e.g. linking every page on your site to every other page

Things to Avoid per GoogleThings to Avoid per Google

Writing sloppy text with many spelling and grammatical mistakes

Stuffing unneeded keywords in your title tags

Using a single title tag across all of your site's pages or a large group of pages

Writing a description meta tag that has no relation to the content on the page

Black Hat TacticsBlack Hat Tactics

Keyword stuffingThe calculated placement of keywords within a

page to raise the keyword count, variety, and density of the page.

Hidden or invisible textUnrelated text disguised by making it the same

color as the background, using a tiny font size, or hiding it within HTML

Black Hat TacticsBlack Hat Tactics

CloakingA method of presenting different information to the

search engines than a human visitor would see.

Meta-tag stuffingRepeating keywords in the Meta tags, and using

meta keywords that are unrelated to the site's content.

Summing It UpSumming It Up

How To Get On The First Page Of How To Get On The First Page Of

Why Google? They dominate search...They dominate search...How Search Engines Work? Match + MathMatch + MathGoogle Guidelines? Read and implementRead and implementBasics of Search Engine Optimization (SEO) Follow guidelinesFollow guidelinesTarget Marketing Content and KeywordsContent and KeywordsSome definite “Don'ts” Things to avoid Things to avoid doing and Black Hat Tacticsdoing and Black Hat Tactics

Thank you!Thank you!

For assistance withFor assistance withmarketing your Web sitemarketing your Web site

for organic (free, natural) for organic (free, natural) search engine results:search engine results:

Contact me -Contact me -Michael YubloskyMichael Yubloskyat 847-634-6535at 847-634-6535

with any questions.with any questions.

Also Ask AboutAlso Ask AboutA Free 23A Free 23CategoryCategory

LinkedIn ProfileLinkedIn ProfileEvaluation -Evaluation -

Brand Yourself,Brand Yourself,Become Visible, Become Visible,

Be Found!Be Found!