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Mastering SEO Basics: Boost Online Presence Effortlessly

Explore the world of SEO with ImpactOnlineMarketing.com! Learn the 3 key components - on-site strategies, linking, and social signals. Focus on Google's algorithm changes and keyword research tools like Google Keyword Planner. Discover the strength of competition and track your SEO progress with MozBar. Dive into on-page elements, inbound links, and social signals. Uncover competitor strategies through sleuthing source code and analytics monitoring. Enhance your website's visibility effectively!

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Mastering SEO Basics: Boost Online Presence Effortlessly

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  1. The Importance of SEO(Search Engine Optimization) ImpactOnlineMarketing.com

  2. What is SEO? • “A methodology of strategies, techniques and tactics used to increase the amount of visitors to a web page by obtaining a high-ranking placement in the search results page of a search engine (SERP) – including Google, Bing, Yahoo and other search engines.” • Used as both a noun (as above) • And a verb – to “SEO” a page, post, media ImpactOnlineMarketing.com

  3. The 3 Components of SEO • On-site (on-page) – what you do on the web page itself • Linking – quantity and importance of links coming into a site (inbound linking) • Social signals – how important is the site to those who visit ImpactOnlineMarketing.com

  4. Focus Today Primarily on Google 2013 Search Volume Stats • Google 67% • Bing 17% • Yahoo 12% • 4% AOL, Ask, others ImpactOnlineMarketing.com

  5. Google SEO Algorithm Weight Changes • Originally primarily on-site SEO • Move to emphasize linking too (50/50) • Addition of social signals (40/40/20) • Movement more toward social (weight unknown) ImpactOnlineMarketing.com

  6. Keywords: The Foundation of SEO • What is a keyword • What makes a “excellent” keyword – one worth optimizing? • Enough search activity to drive sufficient traffic to site • Not too much competition (is there a chance to move onto the first page of Google?) ImpactOnlineMarketing.com

  7. Determine Keyword Search Volume • Use Google Keyword Planner • Must open an Adwords account to use the Keyword Planner (no spending necessary) • Only use EXACT match to explore • Look at search volume column only (ignore competition and Adwords columns) • Which words have most search volume? ImpactOnlineMarketing.com

  8. Keyword Match Type • Only use EXACT match to explore keywords • Exact match = tennis shoes • Phrase match = tennis shoes for women –or- blue tennis shoes size 9 • Broad match = shoes for tennis –or- tennisrackets and shoes • Keywords must be compared “apples to apples” • Google Keyword Planner delivers Exact Match results • Other tools may offer a Match Type option ImpactOnlineMarketing.com

  9. Keyword Example: “visit montana” ImpactOnlineMarketing.com

  10. Determine Strength of Competition • Install MozBar on Firefox or Chrome • Monitor bars under each site listed on thefirst page of Google • DA = Domain Authority • PA = Page Authority • Look for results that have both DA and PA = or < than 40 • If two or more results meet this criteria, good chance of getting ranked on page one of Google(assuming you use best practices of SEO) ImpactOnlineMarketing.com

  11. Using MozBar (Firefox & Chrome) • Search Google for “install Mozbar” • Will deliver PA and DA results for each result on the first page of Google (BOTH must be = or < 40) • Need 2 or more qualifiers from 10 results on 1st page ImpactOnlineMarketing.com

  12. On-Page Elements of SEO • Meta tags (fields in code specifically added for search engines) • Title tag MOST important – by far • Description field important as verbiage in Google / search engine results • Meta keywords NOT important at all ImpactOnlineMarketing.com

  13. On-Page Elements of SEO (cont.) • Page title (headline on website page) – different than the Meta Title TAG • H1, H2, H3 headers • Page URL (www.sitename.com/keyword) • Use of keyword in page content (1-2% density) • Photo titles and alt tags ImpactOnlineMarketing.com

  14. Inbound Links • Quality of inbound links more important than quantity • Links from important sites provide credibility to yours • Large, well-respected sites (high PA/DA numbers) • Government sites (.gov) • Education sites (.edu) • Links from link exchanges / low quality / brand new sites offer little value • Links from plethora of article sites, directory sites, etc. not helpful ImpactOnlineMarketing.com

  15. Social Signals • Content shared socially from your website / blog • Traffic from social sites into your website / blog • Time on site / time on pages (Google Analytics) • Page views (Google Analytics) • Bounce rate (Google Analytics) ImpactOnlineMarketing.com

  16. “Sleuthing” to Check Competitor SEO • What are your main competitive sites? • Which sites own the first page of Google for your KWs? • Which keywords are they trying to optimize? • What are they not doing well? • You can capitalize on things they are missing • After doing keyword research: • Visit sites that are ranking well for your best keywords • Visit those sites’ source code to “sleuth” ImpactOnlineMarketing.com

  17. Sleuthing Source Code • On any website: • In white space on page, do a right click > drop-down • Select “View Source” or “View Page Source” option • If on Google, see clickable link (this is page’s Title Tag) ImpactOnlineMarketing.com

  18. Using Analytics to Monitor SEO • From a keyword perspective, it’s not as easy as it once was to monitor keyword SEO in Analytics • “Unspecified” is now the most common keyword result • Google WebMasterTools now better for monitoring keyword driven SEO • Referring sites (under Traffic) is helpful in monitoring effectiveness of off-site SEO • Key metrics to watch that can affect SEO • Time on site/pages, page views, bounce rate, load time ImpactOnlineMarketing.com

  19. Google Analytics Example ImpactOnlineMarketing.com

  20. Google Analytics Example 2 ImpactOnlineMarketing.com

  21. When to Use PPC (Pay Per Click) • While waiting for first page Google organic rankings • When ranking toward bottom of Google’s first page • Even when holding top organic spots IF there is positive ROI • In Google, use Analytics to set “goals,” monitor conversions, and study metrics ImpactOnlineMarketing.com

  22. Retail Website Keyword Example • One keyword example: organically ranked #1 • CPC (cost per click) averaging $.22 each • Cost per conversion was roughly $9 (CPC x # clicks to net a conversion) • Average website sale was $47 – ($26 net after all expenses, including cost of AW) • Positive ROI for this keyword • Continue bidding on keyword with positive ROI • Eliminate those not returning required results ImpactOnlineMarketing.com

  23. Keywords – Not Just for Web Sites Examples of Keywords/SEO on Social Sites(Quick tips for getting found and ranked for keywords) • Facebook – keywords vital in short and long page descriptions • Linkedin – keyword use in summary and profile is how others will find you for your skills and expertise • YouTube – keyword use in channel name, video name, video description is critical to coming up in YouTube search (and in Google search) ImpactOnlineMarketing.com

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