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10 Steps to SEO Success


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Have you invested in an SEO (search engine optimization) agency or worked to enhance your SEO efforts in-house? Or, are you just experimenting with search for the first time? Understanding the key …

Have you invested in an SEO (search engine optimization) agency or worked to enhance your SEO efforts in-house? Or, are you just experimenting with search for the first time? Understanding the key elements to successful search optimization campaigns is crucial to ensuring that you are visible to your clients online. It not only helps to increase your site traffic and but can help you to increase sales and grow your business over time.

This workshop by Francis Skipper teaches the 10 steps any marketer or business owner can take to ensure that their website is optimized for search. Content to include review of on and off-page ranking factors, Google Analytics, webmaster tools, and server logs.

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  • 1. The 10 Step SEO Audit10 Steps to SEO Success
  • 2. Francis SkipperExecutive Vice
  • 3. National Public Relations, SocialMedia, and Search Marketing AgencyFounded in 2004Headquartered in Boston andrepresenting Los Angeles, New York,San Diego, and Las VegasRecognized as a 2011, 2012, 2013an award recognizing the fastestgrowing private companiesheadquartered in MassachusettsAbout 451 Marketing
  • 4. About 451 Marketing
  • 5. What is SEO?SEO (Search Engine Optimization) is the processof improving a website to make it more relevantto searchers and search engines.AKA:• Natural search• Organic search
  • 6. What SEO is NOT…• Paid Search (but it’s also not free)• Fast• Guaranteed• Fire & forget
  • 7. PaidResultsOrganicResultsSearch Engine Results Page (SERP)SearchQuery
  • 8. search is how customers learn about your products4,717,000,000 Per DayWorldwide, 1,722,071,000,000searches conducted on Google last year.(Yes, that’s trillion)
  • 9. ( users never scroll past thefirst page of search results
  • 10. of searches from mobileby end of 2013(SMX West 2013)
  • 11. 10 Steps to SEO SuccessVisual AuditUsability AuditContent AuditTechnical Audit
  • 12. PrepareBefore you get started, it’s important toprepare your browser to audit your site• Know How To:• Clear you Cache• Disable JavaScript• View Page Source
  • 13. PrepareSign up/verify GoogleAnalytics.Let GA run for twoweeks before doing anySEO to determine abaseline
  • 14. Visual
  • 15. First Impressions
  • 16. 1. Visual Assessment - General• First impression - will your website will be seen as reputablesource?• If visual appearance drives people away, no amount of SEO will help• Google looks at bounce rate from organic clicks for rankings
  • 17. 1. Visual Assessment - FlashIs the bulk of your site in flash? If so, your site isn’tfriendly to search engines. Also, may deter users.
  • 18. • View site in Mozilla Firefox,Internet Explorer, Opera,and Safari.• Remember to do this onMac and PC• View site on mobile phone(iPhone and android )1. Visual Assessment - Browser
  • 19. Usability
  • 20. Removing Roadblocks
  • 21. 2. Site Navigation/InformationArchitecture• As few clicks as possible for user to get to content• The easier it is for users to get around your site,the easier it is for search engines• Google loves a clear path from home page to product
  • 22. 2. Category/Subcategory Pages• Make sure there isenough content on thesepages to be useful as asearch result alone• Analyze the amount ofextraneous links on thepage• Take notes on how toimprove the anchor textused for thesubcategories/contentpages
  • 23. 3. Responsive Design?
  • 24. 4. Loading Speed
  • 25. 4. Loading Speed
  • 26. Content
  • 27. Relevant Contentand Context
  • 28. 5. KeywordsWhat are the top keywords for your site?
  • 29. 5. KeywordsDoes the copy on your site reflect the keywords youwant to rank for?
  • 30. Optimized Titlesand HeadingsThese are the strongest on-pageindicators to the crawlers ofwhat your content is about.Title TagHeading (H1 Tag)6. HTML Tags
  • 31. View SourceRight click web pageand select view sourcePrimary objectivesshould be accomplishedfrom the homepage6. HTML Tags
  • 32. Title TagTitle tag is main text that describes anonline document. It is the single mostimportant on-page SEO element (behindoverall content) and appears in three keyplacesI. BrowserII. SERPIII. External Websites(esp. social media sites)6. HTML Tags
  • 33. Title TagOptimal FormatPrimary Keyword - Secondary Keyword | Brand NameorBrand Name | Primary Keyword and Secondary KeywordBest PracticesLess than 70 characters, as this is the limit Google displays in search results6. HTML Tags
  • 34. Meta DescriptionMeta Descriptions, provide conciseexplanations of the contents of webpages.They are used by search engines onsearch result pages to display previewsnippets for a given page6. HTML Tags
  • 35. Meta Description and TagsThe meta description should employ the keywords and create compellingdescription that a searcher will want to clickDirect relevance to the page and uniqueness between each page’s metadescription is keyBest to keep meta descriptions between 150-160 characters6. HTML Tags
  • 36. H1 TagAt a minimum, make sure that your primary keyword orphrase for the page is enclosed in an H1 tag6. HTML Tags
  • 37. Meta KeywordsThe meta tags are the main keywords for the page6. HTML Tags
  • 38. Search Friendly URLs URLs
  • 39. Optimized URLShort, descriptive urls are optimal.It is very important the url for your webpage contains yourkeyword phrase and is no longer than 100 characters.7. URLs
  • 40. Search UN-Friendly URLs7. URLs
  • 41. SEO Friendly URL - Solutions• Wordpress: Turn on “pretty permalinks”• Drupal: Install URL alias plugin• Magento: Install SEO Links• LAMP/WAMP: use .htaccess and mod rewrite*• IIS 7.0: URL Rewrite extension**Get your developer to do it7. URLs
  • 42. Address and phone number on every pageas textCompany NameStreet AddressCity, State Zip555-555-55558. Contextual Content
  • 43. Up-to-date copyright8. Contextual Content
  • 44. Technical
  • 45. Is Your SiteTechnically Sound?
  • 46. 9. IndexingUse the “site:”command on Google,Bing, & Yahoo.If site is not indexed,need to find what ispreventing searchengines from crawling.Are you indexing?
  • 47. Robots.txtWhat is Robots.txt?The robots exclusion protocol (REP), or robots.txt is a text file webmasters create toinstruct robots (typically search engine robots) on how to crawl & index pages on theirwebsite. Indexing
  • 48. Robots.txtBest way to insure blocking by spiders?<meta name="robots" content="noindex">Block all spiders and bots:User-agent: *Disallow: /Block a specific spider from a folder:User-agent: GooglebotDisallow: /uploads/9. Indexing
  • 49. Public and XML Site Maps9. Indexing
  • 50. 10. Troubleshoot
  • 51. 10. Troubleshoot
  • 52. Visual AuditUsability AuditContent AuditTechnical Audit1. Visual assessment andbrowser compatibility2. Site navigation3. Responsive design4. Loading speed5. Keywords6. HTML tags7. URLs8. Local content9. Indexing10. Webmaster tools and serverlogsTakeaways:
  • 53. Questions?
  • 54. The 10 Step SEO AuditThe 10 Step SEO Audit