Published on December 6, 2010
Small Business Search Optimization
by Jim Spencer
Biz 100 Tour, 2010
Hi, I’m Jim @fairminder on Twitter for the last 3 years, 7 months, 7 days, 3 hours 37 minutes
JBS Partners, since 2002 Web design & marketing firm. Our web properties include: www.JBSPartners.com www.BlogWranglers.com www.WebPageAdvisor.com www.TweetAdvisor.com Here’s were you will find me
Confirm SEO knowledgeSee it’s largely Common SenseDevelop a processTake away a few toolsWhy this is worth your time
Confirm SEO knowledge
See it’s largely Common Sense
Develop a process
Take away a few tools
Why do you have a website? What need are you fulfilling? What question are you answering? Where do we start?
Who is your audience? What is your audience asking? How do they ask the question? What words do they use? Answer these questions in your keywords Answer these questions in your copy What are the Questions?
You Don’t know any Keywords?
Ask how clients search Your own Analytics www.google.com/insights/search/# www.google.com/trends Google Key Word Tool SEO Book Keyword Tool Keyword Research Tools
http://bit.ly/GKWTool Google Keyword Tool
SEO Book Keyword Tool
SEO Book Keyword Tool 2
What do I do with the Keywords?
Meta Title Meta Description Meta Keywords Image Alt Title Attribute Tool Tip <address> tag Meta Data and HTML
Page URL – no under scores or spaceswww.domain.com/baseball-caps/red Meta Title – 70 characters maxBaseball cap, base ball hats, red sox, red hats Meta Description – 155 characters max“RedSox Release new Red Baseball Cap Style” Major On-page Factors
Page URL – no under scores or spaces
Meta Title – 70 characters max
Meta Description – 155 characters max
Headline or Page Heading - <H1>Embroidered red baseball caps Text on the pageText about red baseball caps Sub HeadingsPersonalized red baseball caps Major On-page Factors
Headline or Page Heading - <H1>
Text on the page
Image captionsBig Papi sporting the latest red baseball cap Alt title attributesPersonalize red baseball cap worn by Big Papi Tool TipNew red baseball cap Major On-page Factors
Alt title attributes
Meta Title Meta Title Unique Meta Data on each and every pageUse meta data to inform, be clear, compelMeta Title Example
Unique Meta Data on each and every page
Use meta data to inform, be clear, compel
You mean there is more?
Set a primary URL – www or http://http://jbspartners.com/ resolves to http://www.jbspartners.com/ Use 301 Permanent Redirects to condense variations. On XHTML docs include trailing "/" slash.Redirects / Canonicalization
Set a primary URL – www or http://
http://jbspartners.com/ resolves to http://www.jbspartners.com/
Use 301 Permanent Redirects to condense variations.
On XHTML docs include trailing "/" slash.
Keyword anchor text not “Click here” Link to deep “Pillar” or “Evergreen” content Minimize # of links on a page (-25) Link out to helpful, authoritative sites Internal Linking
ff-375_xl.jpg or red-baseball-cap.jpg Include useful caption under the image Use descriptive alt attribute text Consider allowing Google Image Search in WMT title="BlogWranglers Home "src="http://www.jbspartners.com/wpcontent/uploads/blog-wranglers-home.jpg" alt="A Free Theme Made for a Quick Decision" width="300" height="253" /> </a><p class="wp-caption-text“>Custom Theme</p></div> Image Optimization
S E O IS G L O B A L
GO L O C A L
Address Layout Example
Company Name and Service, Street, Street Address, City, Province/State, Zip code Country Use hCard format Address format based on USPS
<div class="lsrfcontent"> <div class="address"> <div class="org"><a class="url" href="http://www.davidmihm.com">David Mihm, Inc.</a></div> <div class="adr"> <div class="street-address">1919 NW Quimby St<Br>Suite 402</div> <span class="locality">Portland</span>, <span class="region">OR</span> <span class="postal-code">97209</span> <div class="tel">(503) 560-2755</div> <div class="email"><a href="mailto:firstname.lastname@example.org">email@example.com</a></div> </div> </div> </div> Address Example Code
Consistent use of contact information Use a local phone exchange Use keyword in business title if you can Also Include Photos and Videos Service description Couponswww.GetListed.com Complete the Entire Profile
Yahoo Directory ($300) Business.com ($300) Joe Ant ($40) Your Industry Directories Top Directories that are not Free
Company name and contact info on a local Charity event website Chamber of Commerce member listing Local paper or other media citation These confirm and validate your location Local Citations, not Links
Quality: .gov and .edu CAN trump .com Quantity: No limit, but maintain quality Claim your Google Places and other listings Review Sites: Ask customers to rate and review your business; Yelp, CitySearch, InsiderPages, Yahoo Local, JudysBook, OpenTable, DexKnows, SuperPages Valuable Links and Citations
What problem do you solve? Commons Sense Keyword list corroborated by research using tools On-page SEO factors; meta data Off-page SEO factors; links, directories, citations Summary
THANKS This presentation will be available at http://www.jbspartners.com/ http://www.slideshare.net/jbspartners I look forward to connecting with you firstname.lastname@example.org 781-640-8874 http://twitter.com/fairminder
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