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How To: Intro to SEO
#451Workshop    Francis Skipper    VP of Digital Marketing         617-259-1605         francis@451marketing.com         l...
Agenda…   •   Intro to SEO   •   Code, Content, Connections   •   On Page SEO   •   Off Page SEO   •   Open Q & A
Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year.                ...
What is SEO?     • SEO or Search Engine Optimization is the       process of improving a website to make it       more rel...
What SEO is NOT…     • Paid Search (but it’s also not free)     • Fast     • Guaranteed     • Fire & forget
SEO Has Three Core ComponentsCode                       Content                 Connections• Crawlability        • On-Page...
Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
Code
Code - Technical Considerations                           User Input Requirements                           Site Securit...
Check for IndexingUse the “site:”command onGoogle, Bing, & Yahoo.If site is notindexed, need to findwhat is preventingsear...
Optimized URL                  Short, descriptive urls are optimal.      It is very important the url for your webpage con...
Search Friendly URLshttp://www.451marketing.com/services/search-marketing/
Search UN-Friendly URLs
SEO Friendly URL - Solutions •   Wordpress: Turn on “pretty permalinks” •   Drupal: Install URL alias plugin •   Magento: ...
Information Architecture      As few clicks as possible for user to get to           content they are searching for
RedirectsThe Power of 301 Redirects
Robots.txtWhat is Robots.txt?The robots exclusion protocol (REP), or robots.txt is a text file webmasters create toinstruc...
Robots.txt       Block all spiders and bots:       User-agent: *       Disallow: /       Block a specific spider from a fo...
ContentEverything in SEO, and broader online   marketing, starts with content
Content - Performance Considerations                                 Site Optimization Tags    Opportunities to increase ...
Keyword Research Keyword  To get optimal traffic from search engines, need toResearch  create content around htHow can you...
Before You:• Consult a keyword tool• Analyze keyword density• Rewrite any contentSit down and perform a Google search.
Keyword ResearchAnalyze SERPS for Your Keywords•   Who is ranking?•   What are they doing effectively?•   Create a list of...
Keyword ResearchQ: For what Google search shouldyou rank #1?A: “innovative, creative, game-changing”
Keyword ResearchQ: What do you do/make/sell?A: “Oh. Cloud-based storage forsmall business”. “Keyword Research begins by ad...
Determining User IntentNavigational Queries Informational Queries   80%of all SearchesTransactional Queries
The Long Tail
Keyword Research
Keyword ResearchI. Brainstorm Search Queries• What would users who know my products type in?   • e.g. full suspension moun...
Keyword ResearchII. Research Chosen Keywords                       adwords.google.com/o/KeywordTool                       ...
Keyword ResearchII. Research Chosen KeywordsUse “Exact Match”Be careful about“Phrase” + “Broad”
Google Trends          http://www.google.com/trends
Internal Search Logs #2 Searched Term: “bed spreads”
Competitive Research Restrict queryto competitor’s    domain
On Page SEO
Optimized TitlesTitle Tag                               and Headings                               These are the strongest...
Keyword Density            (Nkr/Tkn) * 100Percentage of timesa keyword appears  on a web page compared to the  total numbe...
Optimize HTML TagsView SourceRight click web pageand select view sourcePrimary objectivesshould be accomplishedfrom the ho...
Optimize HTML TagsTitle TagTitle tag is main text that describes anonline document. It is the single mostimportant on-page...
Optimize HTML TagsTitle Tag  Optimal Format      Primary Keyword - Secondary Keyword | Brand Name      or      Brand Name ...
Optimize HTML TagsMeta DescriptionMeta Descriptions, provide conciseexplanations of the contents of webpages.They are used...
Optimize HTML TagsMeta Description and Tags     The meta description should employ the keywords and create compelling     ...
Optimize HTML TagsH1 Tag         At a minimum, make sure that your primary keyword or         phrase for the page is enclo...
Optimize HTML TagsMeta Keywords         The meta tags are the main keywords for the page
Address & Phone NumberAdd to every page                    Company Name                    Street Address                 ...
Copyright DateEnsure it is updated annually
Check Browser CompatibilityView site in MozillaFirefox, InternetExplorer, and Safari.Remember to do this onMac and PC
Set Up Google AnalyticsSign up/verify GoogleAnalytics.Let GA run for twoweeks before doing anySEO to determine abaseline
Evaluate Visual Design of Site If site drives people away, no amount of SEO will help
Off Page SEO
Ranking Factors                  43%
The 8 Basic Kinds       of  Link Building
#1 - Manual Link Submissions/Requests
#2 - Competitive Link Research/Acquisition
#3 - Links via Embedded Content
#4 - Linkbait & Viral Campaigns
#5 - Content, Technology & API Licensing
#6 - Partnerships, Exchanges & Trades
#7 - Paid Links
#8 - Link Reclamation
Matching the Right Link Building Strategies                   to     Your Organization’s SEO Goals
Links for Individual Rankings
Links for Domain “Authority”
Links for Indexation
SEO Tools
• Bing Webmaster Tools• Google Analytics• Google Webmaster tools• Google Trends• SEOMOZ• Raven Tools• Rex Swain Http viewer
Questions
#451Workshop    Francis Skipper    VP of Digital Marketing         617-259-1605         francis@451marketing.com         l...
– National Communications Agency  Founded in 2004– 30 Experienced PR, Social  Media, and Search Marketing  Professionals– ...
Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating publicrelations, social...
SEO 101 Workshop 10/2
SEO 101 Workshop 10/2
SEO 101 Workshop 10/2
SEO 101 Workshop 10/2
SEO 101 Workshop 10/2
SEO 101 Workshop 10/2
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  • Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
  • Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.
  • Intro to 451 Marketing
  • Transcript of "SEO 101 Workshop 10/2"

    1. 1. How To: Intro to SEO
    2. 2. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
    3. 3. Agenda… • Intro to SEO • Code, Content, Connections • On Page SEO • Off Page SEO • Open Q & A
    4. 4. Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
    5. 5. What is SEO? • SEO or Search Engine Optimization is the process of improving a website to make it more relevant to searchers and search engines. • AKA: • Natural search • Organic search
    6. 6. What SEO is NOT… • Paid Search (but it’s also not free) • Fast • Guaranteed • Fire & forget
    7. 7. SEO Has Three Core ComponentsCode Content Connections• Crawlability • On-Page • Linking • HTML • Keyword Density • Directories • XML sitemaps • Title Tags • Social, blogs, articles • URL Structure • Meta tags • Press releases • Robots.txt • H1, H2 etc • Partners • Navigation • Anchor Text • Internal links • 301’s • Navigation • 404’s • Canonical
    8. 8. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
    9. 9. Code
    10. 10. Code - Technical Considerations  User Input Requirements  Site Security Technical issues  Cookie Implementation limit search index  Robots.txt  Frames inclusion  Broken Links & 404 Trapping  Server Load Balancing  URL Redirection  <Noscript> Tags  Internal Navigational Elements  Internal Linking  Domain and URL structure  Session IDs  Flash
    11. 11. Check for IndexingUse the “site:”command onGoogle, Bing, & Yahoo.If site is notindexed, need to findwhat is preventingsearch engines fromcrawling.
    12. 12. Optimized URL Short, descriptive urls are optimal. It is very important the url for your webpage contains your keyword phrase and is no longer than 100 characters.
    13. 13. Search Friendly URLshttp://www.451marketing.com/services/search-marketing/
    14. 14. Search UN-Friendly URLs
    15. 15. 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 it
    16. 16. Information Architecture As few clicks as possible for user to get to content they are searching for
    17. 17. RedirectsThe Power of 301 Redirects
    18. 18. 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. http://www.451marketing.com/robots.txt
    19. 19. Robots.txt Block all spiders and bots: User-agent: * Disallow: / Block a specific spider from a folder: User-agent: Googlebot Disallow: /uploads/ Best way to insure blocking by spiders? <meta name="robots" content="noindex">
    20. 20. ContentEverything in SEO, and broader online marketing, starts with content
    21. 21. Content - Performance Considerations  Site Optimization Tags Opportunities to increase  Content Gaps search visibility  Optimizing Website Content  Internal Linking Convention  Mirror Domains and Duplicate Content  Sub-Domain Strategy
    22. 22. Keyword Research Keyword To get optimal traffic from search engines, need toResearch create content around htHow can you find the bestkeywords to include in yourcontent?
    23. 23. Before You:• Consult a keyword tool• Analyze keyword density• Rewrite any contentSit down and perform a Google search.
    24. 24. Keyword ResearchAnalyze SERPS for Your Keywords• Who is ranking?• What are they doing effectively?• Create a list of competitors• Is your search too broad?• Can you add modifiers?
    25. 25. Keyword ResearchQ: For what Google search shouldyou rank #1?A: “innovative, creative, game-changing”
    26. 26. Keyword ResearchQ: What do you do/make/sell?A: “Oh. Cloud-based storage forsmall business”. “Keyword Research begins by admitting that you may not have all the data” – Totally wise man
    27. 27. Determining User IntentNavigational Queries Informational Queries 80%of all SearchesTransactional Queries
    28. 28. The Long Tail
    29. 29. Keyword Research
    30. 30. Keyword ResearchI. Brainstorm Search Queries• What would users who know my products type in? • e.g. full suspension mountain bikes• What about users who don’t know about my products? • e.g. mountain bike car racks• What are some searches I DON’T want to show up for? • e.g. BMX bikes
    31. 31. Keyword ResearchII. Research Chosen Keywords adwords.google.com/o/KeywordTool www.wordtracker.com www.keyworddiscovery.com www.compete.com www.spyfu.com
    32. 32. Keyword ResearchII. Research Chosen KeywordsUse “Exact Match”Be careful about“Phrase” + “Broad”
    33. 33. Google Trends http://www.google.com/trends
    34. 34. Internal Search Logs #2 Searched Term: “bed spreads”
    35. 35. Competitive Research Restrict queryto competitor’s domain
    36. 36. On Page SEO
    37. 37. Optimized TitlesTitle Tag and Headings These are the strongest on-page indicators to the crawlers of what your content is about. Heading (H1 Tag)
    38. 38. Keyword Density (Nkr/Tkn) * 100Percentage of timesa keyword appears on a web page compared to the total number ofwords on the page Rule of Thumb: 4% - 250-500 words http://tools.seobook.com/general/spider-test/
    39. 39. Optimize HTML TagsView SourceRight click web pageand select view sourcePrimary objectivesshould be accomplishedfrom the homepage
    40. 40. Optimize HTML TagsTitle TagTitle tag is main text that describes anonline document. It is the single mostimportant on-page SEO element (behindoverall content) and appears in three keyplaces I. Browser II. SERP III. External Websites (esp. social media sites)
    41. 41. Optimize HTML TagsTitle Tag Optimal Format Primary Keyword - Secondary Keyword | Brand Name or Brand Name | Primary Keyword and Secondary Keyword Best Practices Less than 70 characters, as this is the limit Google displays in search results
    42. 42. Optimize HTML TagsMeta DescriptionMeta Descriptions, provide conciseexplanations of the contents of webpages.They are used by search engines onsearch result pages to display previewsnippets for a given page
    43. 43. Optimize HTML TagsMeta Description and Tags The meta description should employ the keywords and create compelling description that a searcher will want to click Direct relevance to the page and uniqueness between each page’s meta description is key Best to keep meta descriptions between 150-160 characters
    44. 44. Optimize HTML TagsH1 Tag At a minimum, make sure that your primary keyword or phrase for the page is enclosed in an H1 tag
    45. 45. Optimize HTML TagsMeta Keywords The meta tags are the main keywords for the page
    46. 46. Address & Phone NumberAdd to every page Company Name Street Address City, State Zip 555-555-5555
    47. 47. Copyright DateEnsure it is updated annually
    48. 48. Check Browser CompatibilityView site in MozillaFirefox, InternetExplorer, and Safari.Remember to do this onMac and PC
    49. 49. Set Up Google AnalyticsSign up/verify GoogleAnalytics.Let GA run for twoweeks before doing anySEO to determine abaseline
    50. 50. Evaluate Visual Design of Site If site drives people away, no amount of SEO will help
    51. 51. Off Page SEO
    52. 52. Ranking Factors 43%
    53. 53. The 8 Basic Kinds of Link Building
    54. 54. #1 - Manual Link Submissions/Requests
    55. 55. #2 - Competitive Link Research/Acquisition
    56. 56. #3 - Links via Embedded Content
    57. 57. #4 - Linkbait & Viral Campaigns
    58. 58. #5 - Content, Technology & API Licensing
    59. 59. #6 - Partnerships, Exchanges & Trades
    60. 60. #7 - Paid Links
    61. 61. #8 - Link Reclamation
    62. 62. Matching the Right Link Building Strategies to Your Organization’s SEO Goals
    63. 63. Links for Individual Rankings
    64. 64. Links for Domain “Authority”
    65. 65. Links for Indexation
    66. 66. SEO Tools
    67. 67. • Bing Webmaster Tools• Google Analytics• Google Webmaster tools• Google Trends• SEOMOZ• Raven Tools• Rex Swain Http viewer
    68. 68. Questions
    69. 69. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
    70. 70. – National Communications Agency Founded in 2004– 30 Experienced PR, Social Media, and Search Marketing Professionals– Named a 2011 & 2012
    71. 71. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating publicrelations, social media, and search marketingtactics into dynamic communicationscampaigns.We work with brands to buildawareness, engage customers, and drivebusiness using custom, integratedcommunications campaigns.
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