the key to search engine optimization jonathan hollingshead

The Key to Search Engine Optimization

Jonathan Hollingshead


Terms used in this presentation

• Web page or page – a single document on the Internet, typically with a single topic

• Web site or site – a collection of individual web pages interconnected by hyperlinks


Terms used in this presentation

• Keyword – a word or phrase pertinent to a web page or site

• Organic search – unpaid search engine results


What is Search Engine Optimization (SEO)?

Search Engine Optimization is the process of influencing a search engine’s natural or organic results through design and content.


Ok…So what does that mean?

It’s simple…the design and content of your web site can determine where, if at all, you appear on search engine result pages.


Why is SEO important?

• Based on a 2014 study by Conductor.com, organic search is responsible for 64% of all web site visits.

• Business2Community reports that 60% of all organic clicks go to the top 3 results.


Common SEO Mistakes

• The most common SEO mistake is falling for optimization “techniques” that are simply “tricks” that exploit search engine algorithms.

• Search engines ALWAYS fix these issues and sometimes punish sites with negative rankings for using them.


Best Practices

1. Identify keywords to target2. Build keyword-rich content that is

unique to your site3. Build inbound links to your site4. Be mobile-friendly


Identifying Keywords to Target

• Keywords should be specific to who your page/site is trying to reach

• Start by determining your target audience



• Target audience: People looking for help (for themselves or others)

• What keywords might you target?• Keywords you might target:– Help for kids in Yourtown– Food assistance in Yourtown– Family help in Yourtown



• Target audience: Partners or Potential Partners

• What keywords might you target?• Keywords you might target:– Donating clothes in Yourtown–Ways to help kids in Yourtown– School partners in Yourtown



• Bright Futures Yourtown will come automatically, so you shouldn’t focus much on that keyword, but include it on each page at least once


Keyword-Rich Content

Although we covered keywords first, content is the most important part of a web site. Without good, unique content, your visitors won’t stay and search engines will have nothing to rank.



• The average web page ranking in the top 10 on Google has more than 2,000 words.



• A single page should have a single, focused topic.



• How do we get good content and where does it go?

• Your core site will have content, but you can’t stop at the core site.

• Blogs are a great way to add good, keyword-rich content.


Keyword-Rich Content - Blogs

• Sites with blogs have an average of 434% more indexed pages

• Sites that blog more than 20x/month receive 5x more traffic than those who blog less than 4x/month

• Sites that blog have 97% more inbound links


Inbound Links

Why do you think inbound links important?


Inbound Links

• All search engines use mathematical algorithms to rank pages.

• While the make up of these algorithms are closely guarded, studies show that inbound links (or “backlinks) makeup between 55% and 65% of a total ranking.


Inbound Links – How to Build the Links

• As we mentioned before, web sites with blogs have 97% more backlinks, so BLOG!

• Also, a web badge program gives sites the tools to post a link to your site.


Web Badge Program


Questions?

the key to search engine optimization jonathan hollingshead

Documents

search engine algorithms

engine optimization

search engine result

target keywords

search engines natural

optimization techniques

target target audience

build keywordrich content