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TM170: A Comprehensive Approach to Search Engine Optimization September 23, 2009 Kristine Wirth, SEO Expert.

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Presentation on theme: "TM170: A Comprehensive Approach to Search Engine Optimization September 23, 2009 Kristine Wirth, SEO Expert."— Presentation transcript:

1 TM170: A Comprehensive Approach to Search Engine Optimization September 23, 2009 Kristine Wirth, SEO Expert

2 Search Engine Optimization 101 By Kristine Wirth of © - 2009

3 What youll learn… What SEO is and why its important to your success online. Understand the differences between paid listings & organic listings. Understand the difference between White Hat SEO & Black Hat SEO. What keywords are, why theyre important and how to find them for your own business. Youll learn what on-page SEO & off-page SEO is. Basic On-Page & Off-Page SEO Techniques. What PPC (Pay Per Click) is and why you may want to use it. How to use local listings to your advantage. Where to go for more information. © - 2009

4 What is SEO? SEO = Search Engine Optimization Getting your website seen on the first page of major search engines like Google, Yahoo! and MSN (now called Bing) without paying for it. Also called natural or organic listings. Only the top 10 listings for any keyword are on the 1 st page of Google. Googles own SEO Guide – h ttp:// h ttp:// Or simply do a search in Google for Googles SEO Starter Guide Two parts to SEO – On-Page Optimization & Off-Page Optimization © - 2009

5 On-Page SEO – Keywords Keywords = words & phrases used to search for something in a search engine. Keyword & Keyword Phrase often used interchangeably. Keyword = one word Keyword phrase = three or more words The right keywords bring you qualified traffic. Web pages ranked alone. © - 2009

6 Keywords – Where to Start Start with keyword phrases. Poor keyword choice = law firm Good keyword choice = Louisiana criminal defense law firm © - 2009

7 Keyword Research Inventory of words & phrases about your business. Dont censor yourself. Single words as well as entire phrases. Using local keywords. Competitors Keywords. Descriptive Terms – free, help, advice, research, etc. Ideas from your printed material. Current websites keyword logs. © - 2009

8 Free Keyword Research Google search for Google Keyword Tool or visit © - 2009

9 Googles Keyword Tool © - 2009

10 Googles Keyword Tool © - 2009

11 Using Those Keywords Your Title Tag Keyword in the web page title. No business name in title. 60 Character Limit © - 2009

12 Using Those Keywords A Heading Each web page should display a heading that contains the keywords youve chosen for the page. The Heading of the Web Page © - 2009

13 Using Those Keywords The Content The Content– keywords worked into the text where necessary. © - 2009

14 Using Those Keywords The Anchor Text The Anchor Text – The clickable portion of a link. © - 2009

15 Keyword: Legal Services Training Content: References Self-Help Lawyers Links to the Self-Help Lawyers Page using anchor text self-help lawyers Legal Services Training Keyword: Self-Help Lawyers Content: References Family Law Links to the Family Law Page using anchor text family law Self-Help Lawyers Keyword: Family Law Content: References Legal Services Training Links to the Legal Services Training page using anchor text legal services training Family Law

16 Using Those Keywords The Page Description The Description – 250 Character Limit. Purpose: To entice people to visit your site over your competition.

17 Using Those Keywords Keywords in Alt Tags Search engines cannot read images. Search engines can read an images alt text. Example: Can also add a caption below the image itself. © - 2009

18 On-Page SEO Techniques Recap Brainstorm keywords. Research keywords using Googles Keyword tool. Pick a keyword. Keyword in the title of the page. Keyword in the heading of a page. Keyword sprinkled into the content of the page. Reference another page on your site and link to it using its keyword. Write a description for your page that entices visitors. Add alt tags and captions to images. POLL © - 2009

19 Off-Page SEO Off-Page SEO = Link Building The Number & Quality of links to your site largely determine where you rank in the search engines. Two types of links: outbound links & inbound links. © - 2009

20 Your Website External Site Inbound link Outbound link © - 2009

21 Outbound links… Websites that you link to should: be related to your websites content Will this be helpful to my site visitors? Does this site directly compete with me? Is it relevant to my own content? Should not link to a bad neighborhood © - 2009

22 Outbound links (how to avoid linking to a bad neighborhood) Get the Google toolbar at Visit the site you want to link to and look at the toolbar. Gray = brand new site or banned in Google. To determine ban or not visit, and enter in site: (where is the site you want to link to. No results = Site banned Large companies do not always equal a safe site. BMW Germany was banned. © - 2009

23 Inbound links… Critically important to have. Links to your site should ideally: Be authoritative Link to an interior page on your site Have variations of anchor text your website address click here for more information visit this link the name of your site (e.g. Leos Law Services) etc. Links from varying website addresses. © - 2009

24 Where to Find Links Search at for one of your keywords. Visit the site in the first position and copy their website address. Head over to © - 2009

25 Where to Find Links 1. Paste in the website address you just copied. 2.Click the inlinks button. 3.Choose except from this domain from the drop-down list. 4.Visit any one of these sites and attempt to get a link yourself. © - 2009

26 Getting More Links Forums & Message Boards Website address in your signature. Locate Blogs on Your Topic Visit Google to locate these resources: Your Topic + Message Board or Forum Your Topic + Blog © - 2009

27 Red Flag Linking Strategies Reciprocal Links = Trading links with another site. Un-Wavering Anchor Text Link Farms Purchasing Links See © - 2009

28 Off- Page SEO Recap Choose a keyword. Search Google & copy site address in first natural position. Visit Paste in the URL. Choose inlinks & then choose except from this URL Visit each site & attempt to get a link. Visit blogs & forums on your topic. Make helpful & useful comments. Keep reciprocal linking to a minimum. Avoid link farms & purchasing links. © - 2009

29 PPC Marketing Google AdWords most recognizable PPC program. © - 2009

30 Getting Started with PPC Sign up with a PPC program (ex: AdWords) Tell Google what keywords you want to use. Tell Google how much youre willing to pay per click. Each time someone searches in Google on the word youve chosen, youre ad shows in the PPC listings. Each time your ad is clicked, you get charged the fee you agreed upon. The more competitive the keyword youre bidding on, the more money youll have to pay to show up on the first page of Googles sponsored listings. © - 2009

31 Getting Started with PPC continued… Highest bid does not guarantee top ad listings. Many factors are considered: CTR (click through rate) Keyword quality score More PPC not suggested unless youre educated on the topic. More information located at POLL © - 2009

32 Black Hat SEO What it is and Why Some People Use It Googles Webmaster Guidelines Yahoos Webmaster Guidelines MSNs (Bings) Webmaster Guidelines © - 2009

33 Black Hat SEO Tactics Tactic #1: Keyword Stuffing Keyword Stuffing = using the keywords you want to rank well for multiple amounts of time on the same web page. © - 2009

34 Black Hat SEO Tactics Tactic #2: Doorway Pages Doorway Pages = Web pages specifically created for the search engines that website visitors do NOT see but the search engines do. See Googles Explanation: wer=66355 © - 2009

35 Black Hat SEO Tactics Tactic #3: Invisible Text Invisible Text = Using text the same color as the background of the web page so that it is undetected by site visitors but read by search engines. © - 2009

36 Black Hat SEO Tactics Tactic #4: Cloaking Cloaking = Using a script to detect who is visiting; a search engine or a site visitor & then being shown a web page specifically for the kind of visitor. See Googles Explanation: wer=66355 wer=66355 © - 2009

37 Black Hat SEO Tactics Tactic #5: Map Spam Map Spam = Finding websites listed locally that have not claimed their listing and making changes to it that point to the spammers own website address. © - 2009

38 Local Listings Extremely important for local businesses. © - 2009

39 Get Your Local Listing 1.Visit © - 2009

40 Get Your Local Listing © - 2009

41 Get Your Local Listing © - 2009

42 CLAIM Your Listing!!! 1.Submit all of your information to Google. 2.Google will then ask you to claim your listing. 3.Google will display a PIN number on the screen and then call you at the business phone number you provided. 1.You can also have this number mailed to you. 4.As a local business the following should be added to the footer (or very bottom) of each page of your website: 1.Your complete address. 1.Your telephone number (not an 800 number) © - 2009

43 In Closing… If you want to learn more about SEO and how to use it for your own business, visit me at I also have a complete online video course that takes you step by step through the SEO process so that youll always have the knowledge you need at your fingertips. Normally $49.95/month if youre viewing this presentation you can get it for only $29.95 / month with a 7 day free trial. To sign up visit To schedule your own personal one-hour consultation, visit: © - 2009

44 Thank You!!! Questions? © - 2009

45 THANK YOU Dont forget to complete our survey Rachel R. Training Coordinator LSNTAP Kristine Wirth SEO

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