1. Search Engine Optimization  The Two Key SEO Principles  SEO in Ten Steps Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab www.ipowerlab.com

2. Search Engine Optimization Search engine optimization (SEO) is a process of optimizing a website's content and code in order to get a preferred rank on the search results pages.

4. Search Engine Optimization There is no big secret to SEO! If you create a huge and extremely useful website, with lots of valuable content, activities, links, likes and followers, the SEO will take care of itself! (still, you do need to follow basic web marketing and design rules).

6. Search Engine Optimization SEO = Quality x Quantity Quality = great content, great user experience Quantity = great number of targeted pages, number of links, likes, and followers

11. Search Engine Optimization You don't need to outsmart or trick the search engines. Just be search engine friendly! Search engines want you to help them.

13. Search Engine Optimization Web Spiders / Search Engine Robots Search engine robots are special software programs that are instructed to go to various websites and capture some basic information about the sites.

14. Search Engine Optimization The Two Key SEO Principles 1.Be search engine friendly: use specific, clear and targeted language when “speaking to Google” 2.Be user friendly: ensure great user experience; respect users, and this will be rewarded by Google!

15. Search Engine Optimization Key Lessons SEO = Quality x Quantity Be specific, and targeted when “speaking to search engines” There is no magic secret to SEO Provide great user experience; lots of useful content and activity for your visitors Follow some basic web design and marketing rules!

16. Search Engine Optimization SEO in Ten Steps Ivan Surjanovic, ivan@ipowerlab.comivan@ipowerlab.com Copyright 2014 by iPower Lab www.ipowerlab.com

18. Search Engine Optimization Remember to review SEO (part one) presentation: SEO = Quality x Quantity Two key SEO rules: 1. Be user friendly (useful content) 2. Be search engine friendly (help search engine to understand what you do)

20. Search Engine Optimization STEP ONE: KEYWORD BRAINSTORMING What products or services might be particularly suitable for online business? What keywords best describe your business? What products or services are the most important / the most profitable?

22. Search Engine Optimization STEP ONE: KEYWORD BRAINSTORMING Big doors Generate a list of at least ten to twenty important phrases to start with! Large doors Top hung doors Custom doors Huge doors

23. Search Engine Optimization STEP TWO: RESEARCHING SEARCH POPULARITY OF VARIOUS PHRASES (“DEMAND”)

25. Search Engine Optimization STEP THREE: RESEARCHING A COMPETITION (“SUPPLY”) Go to Google.com and research the competition How many websites compete for the same phrase? Did your competition optimize their website for search engines? How many results are showing when searching?

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28. Search Engine Optimization STEP FOUR: KEYWORD DECISIONS Note: although we will often use the term “keyword”, we actually refer to a two-to-three-word phrase (e.g. “large doors”, or “large custom doors”, instead of just “doors”). Remember to use highly targeted, specific approach when “speaking to Google”.

29. Search Engine Optimization STEP FOUR: KEYWORD DECISIONS After thorough research of “demand” (step two) and “supply” (step three), choose:  Other most important phrases (in the case of Slung: e.g. flush sill, custom cladding, top hung doors, still core doors, luxury doors, security doors)  The most important phrase (in the case of Slung website, it was decided to focus on “large doors”)

30. Search Engine Optimization STEP FIVE: SITE ARCHITECTURE It is important that the website architecture REFLECTS your keyword decisions. Ideally, you should have a separate website page for each important phrase.

31. Search Engine Optimization STEP FIVE: SITE ARCHITECTURE Optimize the site ONE PAGE at a time. Remember the rule: one page = one phrase

32. PHRASEPage Large doorswww.slungdoor.com Custom doors North America http://www.slungdoor.com/custom_doors_n orth_america/ Custom claddinghttp://www.slungdoor.com/suspension_door _system/custom_cladding/ Luxury doorshttp://www.slungdoor.com/custom- doors/luxury_doors/ Flush sillhttp://www.slungdoor.com/suspension_door _system/flush_sill/

33. Search Engine Optimization STEP SIX: DOMAIN NAME / URLS Make sure to put your keyword in the website’s domain name / page URLs… …on EACH page of your site!

34. PHRASEURL Large doorswww.slungdoor.com Custom doors North America http://www.slungdoor.com/custom_doors_n orth_america/ Custom claddinghttp://www.slungdoor.com/suspension_door _system/custom_cladding/ Luxury doorshttp://www.slungdoor.com/custom- doors/luxury_doors/ Flush sillhttp://www.slungdoor.com/suspension_door _system/flush_sill/

35. Search Engine Optimization STEP SEVEN: HTML TAGS Title tag Make sure to put your most important phrase in a(n)… Alt/image tag Description meta tag Keyword meta tag … on EACH page of the site!

38. Search Engine Optimization STEP EIGHT: KEYWORD DENSITY The heading Make sure to put your most important phrases in: The copy (a couple of times) The subheading … on EACH page of the site!

41. Search Engine Optimization STEP NINE: LINK BUILDING The search engines pay great attention on how relevant your site is in terms of your link popularity. To improve site’s link popularity make sure to submit your site to important directories, search engines, and other related and relevant websites.

42. Search Engine Optimization STEP NINE: LINK BUILDING To improve your link popularity, consider: Becoming a member of various industry associations with online member directories Submitting your site to search engines such as Google (www.google.com/webmasters/tools/submit-url/) and Yahoo/MSN (http://www.bing.com/toolbox/webmaster).http://www.bing.com/toolbox/webmaster Exchanging links with relevant websites in your industry (“reciprocate linking”)

43. Search Engine Optimization STEP NINE: LINK BUILDING To improve your link popularity, consider: Searching for various “free business directories” and submitting your site there Advertising on various websites Submitting your site to paid business directories such as dir.yahoo.com. Using linkpopularity.com to discover where your best (top ranked) competition is linked from, so you can copy their example!

44. Search Engine Optimization STEP TEN: SOCIAL MEDIA SIGNALS Facebook (facebook.com/yourkeyword) Create your own page on social media sites: Google Plus (google.com/+yourkeyword) Twitter.com (twitter.com/yourkeyoword) …. and remember to actively promote your pages and truly connect with your customers!

45. Search Engine Optimization Recap (Ten SEO Steps): 2.Search Popularity (“Demand”) 3.Competition (“Supply”) 1.Keyword Brainstorming 4.Keyword Decisions 5.Site Architecture

46. Search Engine Optimization 7.HTML Tags 8.Keyword Density 6.Domain name / URLs 9.Link Building 10.Social Media