Kauffman Founders School, Insights from Neil
Patel, SEO>>>I’m an internet entrepreneur. I’ve been
doing this for over ten years now. I’ve started a few software companies for marketers. We
help marketers do their job quite a bit easier. What makes me excited about marketing is that
there’s always competition. And because of that, you’re always learning more, doing new
things. And if you’re a creative person like me, you thrive on the challenge. My name’s
Neil Patel. I’m a serial entrepreneur. And I love helping out other entrepreneurs.
SEO stands for search engine optimization. And the reason SEO is important is because
Google, whether you like it or not, is the most popular website in the world. For that
reason, you should try to leverage it, right? You can get a lot of traffic from it. With
Google, if you notice, there’s ads at the top and on the right side.
Now roughly 30 percent of the traffic goes to the ads, 70 percent though goes to the
free listings. Those free listings is what’s called SEO. Through search engine optimization,
you can get your website placed there. And that can drive thousands, if not millions,
of visitors to your site. And that can drive millions of dollars in sales.
If you’re looking to get started in SEO there’s a few things that you should do. When you
do a search on Google you’ll notice that there’s a title of a website and a description. The
title is called a title tag. The description is called a meta description. Now the title
tag is code based. So you or your developer can go into your code and adjust your title
tag. Your title tag should be appealing so people want to click on it. It should contain
key words. And it should be roughly 60 characters or less. The meta description should also
be appealing. You want to get people to click on it. It should contain key words. And it
should be roughly 120 characters or less. You also want to make sure your title tags
and your meta descriptions are unique on each end every page of your site.
The second part is links. A link being I take my website and I link to you or someone else
takes their website and they link to you. Think of links like votes. The more votes
you get the higher up you’re actually going to rank on Google. So if Forbes links to you,
Google or Bing as a search engine, they’re going to count that as more authoritative
than let’s say if Joe the plumber linked to you. And you’re actually going to rank higher
if you get more authoritative links. The way you get these links is you create
great content, you create a great product. For that reason, SEO is always ongoing, right?
If you’re not continually building links, your competitors are. And your rankings are
going to drop. And the thing you should be focusing on an ongoing basis is adding more
content and building more links to your site. In addition to that, you want to sign up for
Google Webmaster Tools. Google Webmaster Tools is a free program from Google in which they
help you optimize your site for search engines. It provides reporting that tells you what
you’re doing right and wrong. It’ll tell you if there’s any errors or if you’re penalized
by Google. If you’re a local business, let’s say targeted towards Kansas City, within Google
Webmaster Tools you can tell Google, hey, my business is in Kansas City. And they’ll
give you preferable treatment within the Kansas City area.
The way you know SEO is working is that over time you’ll see that your search traffic and
your rankings should go up. You can see that your search rankings are going up because
within Google Webmaster Tools it reports a position of where you rank for specific key
words. And you can also use Google Analytics which is a free product by Google that will
show you how much traffic you’re getting from different sources. And it will show you how
much Google traffic you’re getting on an hourly, daily, weekly, monthly and even quarterly
basis. And it maps it all out for free. You can have your developer put a little snippet
code within your website. From that point on, Google will track who comes to your website,
who makes a purchase, what did they specifically do. And don’t worry, that specific code that
you put on your website that you received from Google Analytics, no one can see it.
It is not visible to anyone browsing your website. It’s only visible to Google Analytics.