Astek Academy SEO Bootcamp 2/29/12
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Astek Academy SEO Bootcamp 2/29/12

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SEO Best Practices Presentation

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Astek Academy SEO Bootcamp 2/29/12 Astek Academy SEO Bootcamp 2/29/12 Presentation Transcript

  •  SEO  Bootcamp   Sponsored  by:  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Free  WiFi  Set  Up     !  Network  Name  =  CoH_Guest  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • What  We  Will  Be  Covering   !  SEO  Basics   !  The  First  3  Steps  in  SEO   !  SEO  Best  PracBces   !  We  OpBmize  an  ExisBng  Page  Together   !  15  Minute  Break   !  Select  the  “Right”  Keywords  for  New  Content   !  More  Hands-­‐on  Tools  &  TacBcs   !  Homework   !  You  can  do  it!  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC     View slide
  • IntroducBons   !  Tom  Lynch  -­‐  With  more  than  25  years  experience  in  direct  and  integrated   markeBng,  Tom  has  spent  the  past  15  years  focusing  on  helping  companies   achieve  their  business  goals  by  leveraging  the  efficient  use  of  technology   and  the  Web.   !  Tom  takes  pride  in  client  saBsfacBon.  He  believes  that  through  collaboraBng   with  clients  for  the  long-­‐term  growth  of  their  business’  and  developing   creaBve  yet  pracBcal  soluBons  to  their  goals;  both  the  client  and  service   provider  will  flourish.   !  Frequently  invited  to  speak  at  naBonal  industry  trade  shows  on  search   engine  markeBng  best  pracBces,  he  enjoys  passing  along  the  holy  grail  of   website  traffic  development.   !  In  addiBon  to  being  a  markeBng  guru,  avid  golfer  and  fisherman,  Tom  is  a   graduate  of  the  Second  City  Conservatory  and  co-­‐wrote  an  episode  of  a   Comedy  Central  show.    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC     View slide
  • Who  Is  Astek?   !  Website  Design  &  Development   !  Search  Engine  MarkeBng   !  Social  Media  ConsulBng   !  Proprietary  CMS  Webany   !  Wordpress  Development   !  App  Development   !  BBB  A  Rated   !  10  Years  in  Business   !  Professional  &  Fun  to  Work  With   !  Your  Business  Goals  Drive  our  Efforts    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Who  are  you  please?   !  Your  Name   !   Your  Company  &  Website   !   Your  SEO  Knowledge  from  1  –  3  (3=ninja)   !   Using  SEO  now?   !   What  you  would  like  to  learn  today?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • What  is  SEO?   !  SEO  is  the  art  and  science  of  aligning  your   website  text  with  the  search  phrases  that   people  looking  for  your  services  are  typing   into  Google.    Once  these  keyword   opportuniBes  are  idenBfied  through   research,  they  must  be  applied  to  new   content  that  is  created  regularly.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Paid  Vs.  Organic  Search  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • SEO  Value  ProposiBon   !  Usually  “Bemer”  LisBngs  Get  More  Clicks   !   More  Qualified  Visitors   !   More  Page  Views   !   More  Revenue   !   Will  SEO  Outperform  PPC?     !   Because  things  change  all  the  Bme  -­‐ neither  is  a  set  it  and  forget  it  strategy…  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • First  Three  Steps  of  SEO  Analysis   1.  Do  you  have  content?   1.  What  is  content,  Tom?   2.  Can  the  search  engines  see  the  content?   3.  What  do  they  see  when  they  get  there?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • What  is  Content?   !  A  website  with:     Text/Copy     Pictures     Videos     PDF’s     Calculators  or  “Widgets”     Webinars     Links     White  Papers     Reviews     What  else  can  you  think  of?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Do  You  Have  Content?     !  Yes  –  You  can  stay.     !   No  –  sorry,  you  need  to  go  home  and   create  content…     !   Just  kidding,  you  can  stay.  I’ll  show  you   how  to  make  opBmized  content!   !   But  first  let’s  talk  more  about  you.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Can  the  Search  Engines  (SE’s)  See  You?     !  Do  a  Google  Search  Now  Please     site:domain.com   !  Put  your  website’s  name  in  place  of   “domain.com”.   !   Then  we’ll  see  what’s  indexed  and  what   presents  in  search  results.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • The  Minimum  Google  Displays   !  HTML  Title   !  Snippet  Text  or  Meta  DescripBon   !  URL   !  Also  –  If  Possible  &  Relevant     LocaBon     Site  Links     Plus  Profile     Reviews     And  more…   !  Let’s  see  what  that  looks  like  for  your  site.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Next  Step  Requires  a  Plug-­‐in     !  Open  Firefox   !  Go  to  www.seoquake.com   !  Download  the  free  toolbar   !  Then  we’ll  scan  the  page   !  And  see  what  gets  pulled  from  where  on  the  Search   Engine  Results  Pages  (SERPs)   !  Pick  a  page  to  opBmize  on  your  site     Not  the  home  page  just  yet   !  Let’s  see  how  it’s  doing  in  analyBcs  too   !  And  opBmize  it  together  (if  needed)  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Where  Google  Pulls  The  SERPs  Detail    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Open  Google  AnalyBcs   !  We’ll  pick  a  page   !   Determine  what  keywords  get  traffic   !   Determine  if  there  are  bemer  words  using   Google  AdWords  Keyword  tool   !   And  then  opBmize  the  page   !   Sound  Good?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Open  Your  CMS  &  Let’s  SEO  a  Page   !  We  have  selected  the  best  keywords   !   We’ll  opBmize  the  Btle   !   The  URL   !   The  meta  descripBon   !   Images,  copy  and  links  if  we  can   !   Let’s  start  with  the  Btle  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • HTML  Title  Best  PracBces     !  Unique  And  DescripBve  Titles  For  Each   !  Less  Than  65  Characters   !  Lead  With  Targeted  Keywords  &  LocaBon     !  <Keyword  Phrase>  in  <City>  |  50%  Off  Today     Pages  like  home  and  contact  us  are  the  only  pages   where  your  company  name  really  needs  to  be  there.   !  Offer  &  Call  To  AcBon  If  Possible   !  Avoid  Puns,  Metaphors  –  Literal  Over  Clever   !  Contact  Us,  Home,  Info,  Services  Do  Not  Qualify   As  Titles  Alone…  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • URL  Best  PracBces   !  _  (underscores)  =  not  best   !   Domain.com/?ID=1_2_3$%$#*Opu  =  bad   !   Not  What  Looks  Like  English  =  bad   !   /use-­‐targeted-­‐keywords-­‐here.htm  =  good   !   /separated-­‐by-­‐hyphens.htm  =  good   !   Domain.com/logical/directory/structure/   !   Less  Than  68  Characters  for  SERPs  Display  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Meta  DescripBon  Best  PracBces   !  Snippet  Text  =  Meta  DescripBon   !   Take  Control     <meta  name=”robots”  content=”noodp”>     <meta  name="robots"  content="noydir"/>   !  Snippet  -­‐  Do  Not  Exceed  150   !   Meta  DescripBons  Must  Be  Unique  for   Every  Page      February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Other  Things  to  OpBmize     !  Images   !   Copy   !   Links  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Images  SEO   !  File-­‐Name  Them  What  They  Are   !   Alt  tags  –  Include  Keywords  -­‐  Don’t  Stuff   !   CapBons  Near  the  Photo  In  “Bold”  Text  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • SEO  Copy  OpportuniBes   !  Boldface   !   Bullets   !   Underlining   !   Links   !   Italics   !   Color  Change   !   Visually  Different  Adds  Prominence   !   Think  High  School  Study  Tips   !   Don’t  Highlight  Everything  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Link  Best  PracBces   !  Links  are  votes  for  the  content  they  point  to.   !  The  link  text  is  what  the  vote  stands  for.   !  Use  links  within  your  site  to  build  votes.   !  Garner  links  from  other  sites.     Request  they  use  the  keyword  phrase  you  want  to   score  well  for  in  the  link  text  poinBng  back  to  your   site.   !  It’s  good  to  link  to  other  sites  in  your   “neighborhood”.   !  Let’s  take  a  look  at  your  inbound  links.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Who  Links  to  You?   !  Do  a  Google  Search   !  link:domain.com   !  Replace  “domain.com”  with  your  website’s  address.   !  More  is  usually  bemer   !  It’s  OK  to  exchange  them   !  Find  like  mined  sites   !  Being  part  of  a  community  is  good   !  A  link  from  CNN  is  golden   !  A  link  from  your  2nd  cousin’s  .cz  personal  kni|ng   blog  is  not  as  valuable  -­‐  but  sBll  nice.    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • SEO  Best  PracBces  –  Let’s  Review   !  HTML  Titles  ≤  65  Characters   !  Meta  DescripBon  ≤  150  Characters   !  URL’s  ≤  68  Characters   !  Copy  ≥  150  Words   !  Page  Weight  <  150  Kb   !  On  Site  Links  <  100  Page   !  Inbound  Links  –  Inbound  &  Outbound  Good     !  Images  –  Labeled  &  “Web  Sized”     !  Meta  Keywords  –  Mostly  Moot   !  Think  SemanBcally  Not  RepeBBvely   !  First  &  Last  Paragraph  Using  Exact  Targets  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Tom,  SEO  is  SO  easy!  Can  I  go  now?   !  Wait,  I  know  where  to  put  the  keywords,   but  how  do  I  know  what  exact  words  to   use  in  my  site?   !   Doh!  Guess  I  need  more  training…   !   Maybe  Google  has  the  answer?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Let’s  Take  15  Minute  Break     !  When  we  come  back   !   Next  Steps     How  to  select  the  “right”  keywords  for  every   stage  of  someone’s  search  lifecycle.     High  search  and  low  compeBBon  wins   !  See  you  in  15    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • How  to  Select  The  Right  Keywords     !  Search  is  “Pull”  MarkeBng   !   They  have  to  be  words  people  use   !   They  have  to  have  a  volume  >  zero   !   CompeBBon  is  OK   !   Build  an  inventory  and  publish   !   But  where  do  I  find  these  “keywords”   Tom!?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Types  of  Search  &  Search  Lifecycle   Types   • NavigaBonal   • InformaBonal   • TransacBonal   • Learn   Stage   • Shop   • Buy   • Get     • Use  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Google  Instant  Drives  Search  Choice   !  Saves  2  –  5  Seconds  Per  Search   !   Suggests  Search  Phrases  as  You  Type   !   Uses  Common  Phrases  You  Can  Find     !   Your  Rankings  are  Not  Affected   !   Drives  Search  Decisions   !   How  Can  I  Take  Advantage  of  That?   !   First  -­‐  Understand  the  Search  Stage   !   Let’s  do  a  search  and  see  that  in  acBon.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Anatomy  of  Google  SERPs   “Learning/Informational”February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • “Shopping”February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • “Buy/Transactional”February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • “Get”February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • “Use”February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • “Navigational”February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Let’s  Review  Types  of  Search  &  Search  Lifecycle   Types   • NavigaBonal   • InformaBonal   • TransacBonal   • Learn   Stage   • Shop   • Buy   • Get     • Use  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • How  Can  We  Take  Advantage?     !  Understand  the  Search  Stage   !   Research  the  OpBons  Via  Tools   !   Create  an  Inventory  of  OpBons   !   Cra€  Your  Plan   !   Implement  the  Plan   !   I’ll  bet  Google  has  more  tools  for  that,   Tom.  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Google  AdWords  Keyword  Tool   !  Open  up  a  browser  please…   !   hmps://adwords.google.com/select/ KeywordToolExternal   !   Let’s  try  it.   !   Enter  base  keyword  [EXACT]   !   Cull  the  list   !   Export  to  Excel  or  Google  docs  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Working  the  List  in  Excel    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Sort  Columns  for  Low  Hanging  Fruit   !  SBck  with  me  -­‐  you  can  do  it!   !   Sort  Ascending  -­‐  CompeBBon   !   Sort  Descending  -­‐  Local  Search   !   Sort  Ascending  –  CPC   !   Let’s  Try  It!  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • What  That  Sort  Should  Look  Like  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Let’s  Find  Out  the  Real  CompeBBon   !  Using  Google  Advanced  Search   !   Add  These  Columns     Anywhere     Text     Title     Links     URL  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Keep  Adding  to  the  List   !  Once  Complete   !   Re-­‐sort  Columns     Links  –  Ascending     Title  –  Ascending     Text  –  Ascending   !  The  lowest  hanging  fruit  appears!   !   Try  other  combinaBons   !   It’s  about  most  search  &  least  compeBBon    February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • The  Keyword  List   !  Add  a  column  for  the  search  lifecycle   !   Label  each  keyword  with:     Learn     Shop     Buy     Get       Use   !  Do  you  have  at  least  one  for  every  stage   for  each  product?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Editorial  Strategy   !  Build  an  inventory  of  keyword  phrases  organized  under   topics.  [TAGS]  [Lifecycle]   !   Write  about  the  low  hanging  fruit  in  each  category.   !   Set  a  schedule  and  religiously  publish.   !   Build  your  arBcle  inventory,  grow  your  traffic  and   authority  for  each  topic  and  keyword  phrase.   !   Use  sharing  widgets  to  encourage  backlinks.   !   Farm  for  sites  that  are  willing  to  link  back.   !   If  there  are  less  than  10  pages  that  come  up  for  a   keyword  phrase,  you  are  just  about  guaranteed  a  page   one  lisBng.   !   You  can  do  it!  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Now  What?  Are  We  Done?   !  Not  Yet  -­‐  You  have  to:       Get  an  editorial  calendar  going     Create  new  content  to  support  targets     Must  use  the  words  people  are  searching  for     If  we  don’t  -­‐  traffic  suffers.     Where  do  we  do  that  again?  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • The  Key  to  SEO  –  “ The  Right  Keywords”  In:     !  HTML  Title   !   Meta  DescripBon   !   URLs   !   Links  to  and  within  your  site   !   The  words  in  the  copy   !   The  words  in  the  images  and  capBons   !   Images  names,  capBons  &  alt  text  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • Free  AnalyBcs  EssenBals  &  Tools   !  AnalyBcs     Google  AnalyBcs     Google  Webmaster  Tools   !  Tools     Google  Keyword  Tool     SEO  Quake     RapidKeyword.com     SEMrush.com  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • The  Hidden  Key  to  SEO  –  The  CMS   !  A  search  engine  friendly  CMS  Allows  for:     EdiBng  of  all  the  aforemenBoned  elements     Easy  to  author  and  post  new  content     Easy  to  edit  and  change  exisBng  content     Has  social/bookmarking  share  widget     Automates  the  XML  sitemap     Anybody  that  can  type  should  be  able  to  do  it     Allows  search  engines  to  spider  the  site     That’s  premy  much  it  except  for…  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • You  Can  Do  It!  February    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC    
  • THANKS!    SEO  Bootcamp   Sponsored  by:   Tom Lynch VP ( ) Astek ( ) Reach through the web. 773.486.6666 ( ) tom.lynch@astekweb.com ( ) http://www.astekweb.comFebruary    25,  2012   By  Tom  Lynch  -­‐  VP  www.astekweb.com   ©2012    Astek  ConsulBng  LLC