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Astek SIPA Conference: State of SEO

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Andy Swindler, President of Astek created this presentation for the Specialized Information Publishers Association conference and attendees interested in how they should think about SEO. Read more to ...

Andy Swindler, President of Astek created this presentation for the Specialized Information Publishers Association conference and attendees interested in how they should think about SEO. Read more to discover how to use SEO in content creation and marketing strategies.

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    Astek SIPA Conference: State of SEO Astek SIPA Conference: State of SEO Presentation Transcript

    • SEO  &  Beyond  –   State  of  the  Art   Prac5ces  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Why  SEO?   !  81.1%  of  Web  searches  start  with  Google   (July  2012)  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Why  SEO?   !  For  today’s  purposes  “Google”  =   “search  engines”   !  What  can  it  do?     Increase  brand  awareness     Sell  more  products     Get  the  most  out  of  your  valuable  content  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  is  a  Mindset   !  Every  6me  you  write  for  the  Web,   consider  SEO   !  People  may  call  your  product/topic   something  other  than  what  you  do   !  There  are  no  guarantees   !  There  is  no  perfect,  just  keep  at  it  to   take  advantage  of  unseen  opportuni6es   !  Marke6ng  is  experimen6ng  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  is  Everywhere   !  Google  indexes  your:     Website     Social  media     PDFs     Other  channels   !  Get  the  robots  talking     Google  likes  keywords  &   technical  best  prac6ces   !  It’s  evolving  and  not  going  away  soon   !  Only  2%  of  searchers  click  to  2nd  page  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  State  of  the  Union   !  SEO  =  Relevance  +  Authority   !  Google’s  job  =  provide  relevant  content   for  Web  searches   !  Used  to  rely  primarily  on  keywords  in   content  &  links  but  now  other  factors   !  Don’t  mess  with  Google  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  State  of  the  Union   !  Panda/Penguin  algorithm  updates     No  more  link  farms     No  more  syndica6on  +  ad  revenue     Updates  to  Rankings  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Rankings:  The  Rules  have  Changed   !  Localiza6on     Geo  Targe6ng   !  Personaliza6on     Logged  into  Gmail,  etc.   !  Segmenta6on     Images,  News,  etc.   !  Seman6c  Search     Synonyms  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tac6cs  –  5  Segments   !  Accessibility   !  Indexability   !  On-­‐Page   !  Off-­‐Page   !  Compe66ve  Analysis  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tac6cs  –  Accessibility/Indexability   !  XML  Sitemap  &  Robots.txt     CMS  should  auto-­‐generate   !  Canonical  URLs     sipaonline.com  -­‐>  www.sipaonline.com   !  301  URL  Permanent  Redirects     Every  6me  you  change  page  URLs   !  ADA  Compliance  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tac6cs  –  On-­‐Page  Content   !  HTML  Title  (70  char.,  unique)   !  Meta  Descrip6on  (150  char.,  unique)   !  H1  (unique)/H2  Tags   !  Images     Op6mize  for  speed     Image  file  names  w/keywords     HTML  alt  tags   !  Rich  Snippets  (microdata/microformats)     Schema.org   •  Thing:  Crea6veWork  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tac6cs  –  Schema.org  sample  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tac6cs  Visualized   Meta  Title   Meta  Descrip6on   Keywords  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tac6cs  –  On-­‐Page  Content   !  Google  loves  freshly  updated  original   content  (good  news  for  publishers!)   !  Use  your  content  advantage   !  Use  your  exis6ng  printed  content  on   the  Web  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Keywords   !  Google  scans  your  content  for  keywords     Product  more  important  than  brand     Keywords  near  the  front  are  ranked  higher   !  Meta  keywords  are  useless   !  Go  for  long  tail  keyword  phrases  –     More  specific  &  Less  compe66on     Use  keyword  grouper  tool  like  WordStream   !  Research  to  learn  how  people  refer  to   your  product/topic  –  it  may  even  inspire   you  to  change  it  on  paper  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Keyword  Research   !  Google  AdWords  Tool   !  Why  PPC  Tool?     It’s  Free     Google  Data   !  Learn  what  people  call  your  product   !  Look  for  High  Search,  Low  Compe66on   !  SEO  helps  PPC  campaign  performance     Consider  PPC  as  complement  to  SEO  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Keyword  Research  –  AdWords  Tool  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Keywords  –  Long  Tail  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Mobile  SEO  is  Different   !  Mobile  is  clumsy   !  Mobile  Web  user  requirements   !  Mobile  search  engine  behaviors   !  Mobile  Web  user  ac6vity   !  Building  your  mobile  site  for  SEO   More  info:  hpp://mobithinking.com/best-­‐prac6ces/mobile-­‐seo-­‐best-­‐prac6ces  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Social  Media  SEO   !  Blogging     Free  op6mized  content  &  more  6me  on  site     Publish  3x  per  week  minimum   !  Google+     Google  gives  preference     Minimum:  Make  a  company  page  &  connect   your  website     Google  author  profiles  (rel=author)   !  Listening     Influencer  monitoring  –  people  we’ve   spotlighted  or  interviewed     Example:  Mar6n  Davidson  of  @levdifference  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Social  Media  SEO  –  Inbound  Links  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Analy6cs   !  Google  Analy6cs     It’s  free  –  pay  a  lot  more  for  the  next  jump   !  Connect  to  Google  Webmaster  account     See  your  site  how  Google  does     Discover  your  link  &  query  traffic     Share  informa6on  about  your  site   !  Set  up  goals     Need  conversion  tracking  codes  on  thank   you  landing  pages  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Analy6cs   !  Find  your  focus,  it’s  easy  to  get  lost   !  Monitor  at  least  weekly     Establish  checklist     Look  for  spikes  and  anomalies     Compare  with  company/industry  events  &   marke6ng  data     Notate  findings  in  Google  Analy6cs  for   future  reference    www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Analy6cs  –  Checklist   !  Content  &  Goal  Conversions     What  did  they  view?     What  did  they  do?   !  Visitors     Unique     First  6me  vs.  Returning     Geography     Time  on  site  –  can  be  misleading   !  Traffic  Sources     Direct     Referral  –  who  sent  them/where  were  they?     Search  –  SEO  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Google  Analy6cs  -­‐  Overview   Protected  data     from  logged-­‐in   Google  users  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Google  Analy6cs  -­‐  Nota6ons  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Analy6cs  -­‐  Tracking  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Paid  Content  Programs   !  Free  vs.  paid  content     SEO  content  must  be  visible  to  Google     No  more  IP  cloaking   !  Google  News  programs     First  click  free     Subscrip6on  Designa6on  –  Snippets  only  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience   !  Managing  SEO  for  29  journals     Process  for  new  content     Process  for  reviewing  what  worked     What  to  look  for     Spikes  &  Anomalies     Nota6ons  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Wiley’s  Experience   !  Journal  Example  –  Federal  Grants  &   Contracts     Transi6on  from  Marke6ng  to  Editorial   Focus     SEO  Content  Program   !  Results  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tools  –  Website  Planning   !  HubSpot  On-­‐Page  Excel  Template   hpp://offers.hubspot.com/seo-­‐guide  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tools  –  CMS   !  Ouen  built-­‐in  (Webany  CMS)   !  Or  plugins  (Wordpress)   •  Yoast  &  All-­‐in-­‐One  SEO  Pack  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • SEO  Tools  –  Research/Evalua6on   !  SEO  Guides     Google:  hpp://bit.ly/WoKpXA     SEOmoz:  hpp://mz.cm/YkE8QN   !  Keywords     Google  AdWords  Tool     SEMrush  –  PPC  compe66ve  research   !  Evalua6on     Google  Analy6cs  +  Webmaster  Tools     SEOmoz  –  whole  site     SEO  Quake  Firefox  toolbar  plugin  –  page  by  page     Screaming  Spider     HubSpot  Website  Grader     Google  Site  Speed  Report  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC  
    • Thank  You!   Andy  Swindler,  Astek   Lora  Templeton,  Wiley   andy@astekweb.com   ltemplet@wiley.com   Twiper.com/aswindler   Twiper.com/leetempleton   Twiper.com/AstekWeb   LinkedIn.com/in/AndySwindler  www.astekweb.com   ©  2012  Astek  Consul6ng  LLC