Lander Academy: SEO Fundamentals to Increase your Site Search Visibility

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Our latest webinar edition of our Lander Academy has come and gone!. Last Tuesday we had the pleasure of listening to SEO expert Aleyda Solis. She explained all about the SEO Fundamentals to increase your Site Search Visibility.

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Lander Academy: SEO Fundamentals to Increase your Site Search Visibility

  1. 1. seo fundamentals aleyda solis / international seo / seer interactive let’s grow your site search visibility
  2. 2. Hi, my name is aleyda solis, international seo at seer interactive, moz associate & state of search blogger. contact me @aleyda or aleydas@seerinteractive.com #seofundamentals by @aleyda
  3. 3. you’re a business owner / web developer / online marketer looking to grow your website’s conversions (sales, reservations, registrations) and achieve a high roi. #seofundamentals by @aleyda
  4. 4. #seofundamentals by @aleyda a good search visibility can help you to achieve these goals
  5. 5. #seofundamentals by @aleyda http://www.pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx SEARCH is one of the two most popular internet activitIES
  6. 6. #seofundamentals by @aleyda http://www.google.com/think/research-studies/ maintenance-purchase-path-cross-shopping-analysis.html IT’S key in the purchase process
  7. 7. #seofundamentals by @aleyda http://www.comscore.com/Insights/Press_Releases/2013/7/ comScore_Releases_June_2013_U.S._Search_Engine_Rankings GOOGLE IS STILL THE “KING” OF SEARCH
  8. 8. #seofundamentals by @aleyda but now is more complex to get the desired visibility IN THEIR RESULTS Google’s own properties & ads
  9. 9. #seofundamentals by @aleyda but now is more complex to get the desired visibility IN THEIR RESULTS http://moz.com/google-algorithm-change Google’s constant updates
  10. 10. #seofundamentals by @aleyda but now is more complex to get the desired visibility IN THEIR RESULTS http://www.google.com/think/research- studies/creating-moments-that-matter.html multi-device search
  11. 11. #seofundamentals by @aleyda but now is more complex to get the desired visibility IN THEIR RESULTS Google’s personalization
  12. 12. #seofundamentals by @aleyda but now is more complex to get the desired visibility IN THEIR RESULTS Google’s universal results & knowledge graph
  13. 13. #seofundamentals by @aleyda a consitent, long-term & integral seo process is needed
  14. 14. #seofundamentals by @aleyda Let’s start understanding how search works
  15. 15. #seofundamentals by @aleyda Let’s start understanding how search works Relevance popularity
  16. 16. #seofundamentals by @aleyda Let’s start understanding how search works ACCESSIBLE url organization internal linking page speed Fresh & unique text, images, videos structured data mobile configuration incoming links social mentions & shares citations crawlable web structure Relevance Indexable & relevant content popularity High Authority
  17. 17. #seofundamentals by @aleyda and the phases of the seo process keyword research Web optimization authority growth results measurement
  18. 18. #seofundamentals by @aleyda and the phases of the seo process Relevance crawlable web structure popularity keyword research Web optimization authority growth results measurement
  19. 19. #seofundamentals by @aleyda 1. develop a keyword research
  20. 20. #seofundamentals by @aleyda take these aspects into consideration Relevance search volume competition seasonality intent offer supply revenue ranking content users business status
  21. 21. #seofundamentals by @aleyda Create a keyword search matrix users Keyword Planner
  22. 22. #seofundamentals by @aleyda Identify relevant & high/medium search volume keywords users Keyword Planner
  23. 23. #seofundamentals by @aleyda prioritize keyword you have better rankings with users prioritize those you have better rankings with
  24. 24. #seofundamentals by @aleyda take into consideration the level of competition for each keyword users
  25. 25. #seofundamentals by @aleyda 2. optimize your site
  26. 26. #seofundamentals by @aleyda map your keywords to a hierarchically organized URL structure
  27. 27. #seofundamentals by @aleyda create a crawlable web organization with consistent internal linking keep in mind the crawlability, relevance & amount of links
  28. 28. #seofundamentals by @aleyda 1 2 create a crawlable web organization with consistent internal linking
  29. 29. #seofundamentals by @aleyda use the robots.txt & sitemap.xml to help search engines to crawl your pages https://developers.google.com/webmasters/ control-crawl-index/docs/robots_txt?hl=en
  30. 30. #seofundamentals by @aleyda use the robots.txt & sitemap.xml to help search engines to crawl your pages https://support.google.com/ webmasters/topic/8476?hl=en
  31. 31. #seofundamentals by @aleyda make each one of your pages relevant for the targeted keyword & topic thinking on the user title url anchor text images alt descriptions & file names headings unique & fresh text meta description
  32. 32. #seofundamentals by @aleyda avoid internal content duplication issues by 301- redirecting to your preferred domain url setting (and to new urls when you change them)
  33. 33. #seofundamentals by @aleyda avoid internal content duplication issues with URLs parameters & filters by using canonical annotations http://googlewebmastercentral.blogspot.com/ 2009/02/specify-your-canonical.html
  34. 34. #seofundamentals by @aleyda avoid internal content duplication issues by using the pagination annotations http://googlewebmastercentral.blogspot.com.es/ 2011/09/pagination-with-relnext-and-relprev.html
  35. 35. #seofundamentals by @aleyda help google understand your content meaning using structured markup https://support.google.com/webmasters/ answer/99170?hl=en&ref_topic=1088472
  36. 36. #seofundamentals by @aleyda if you‘re an author or publisher create & link to your google+ presence and get more visibility https://plus.google.com/authorship https://support.google.com/webmasters/answer/1708844?hl=en
  37. 37. http://www.google.com/+/business/ #seofundamentals by @aleyda if you‘re a local business create a google+ page for better local & maps results visibility
  38. 38. #seofundamentals by @aleyda Make your pages to load fast by specifying cache, externalizing & minifying css & js, etc. https://developers.google.com/ speed/pagespeed/insights
  39. 39. #seofundamentals by @aleyda Make your pages mobile friendly with a responsive design or mobile targeted website or
  40. 40. #seofundamentals by @aleyda https://developers.google.com/ webmasters/smartphone-sites/ http://www.stateofsearch.com/mobile-seo-audit/ Make your pages mobile friendly with a responsive design or mobile targeted website
  41. 41. #seofundamentals by @aleyda Use these tools to help you to develop an optimized site http://moz.com/tools/seo-toolbar
  42. 42. #seofundamentals by @aleyda Use these tools to help you to develop an optimized site http://www.screamingfrog.co.uk/seo-spider/
  43. 43. #seofundamentals by @aleyda Use these tools to help you to develop an optimized site https://www.google.com/webmasters/tools/
  44. 44. #seofundamentals by @aleyda Use these tools to help you to develop an optimized site http://getfirebug.com/
  45. 45. #seofundamentals by @aleyda 3. grow your site authority
  46. 46. #seofundamentals by @aleyda incoming links, mentions and shares define your popularity & its relative to the one of your competitors site d site esite f site c your site site A site B Volume type authorityrelevance trust diversity
  47. 47. #seofundamentals by @aleyda Beware of Google’s guidelines against link schemes, penalizations & link disavowing https://support.google.com/ webmasters/answer/66356?hl=en https://support.google.com/ webmasters/answer/2648487?hl=en
  48. 48. #seofundamentals by @aleyda start by understanding how popular you are (link volume, quality and growing trend) compared to your competitors http://www.majesticseo.com/ http://www.opensiteexplorer.org/
  49. 49. #seofundamentals by @aleyda check who links to your competitors, their authority and if these sites are linking to you already
  50. 50. #seofundamentals by @aleyda which is the most shared content of your competitors and where is shared https://socialcrawlytics.com/
  51. 51. #seofundamentals by @aleyda identify who are your audience influencers: From communities, blogs to social power users https://followerwonk.com/ http://www.similarweb.com
  52. 52. #seofundamentals by @aleyda Make your site easily sharable: from social buttons to active presence in the platforms where your audience is
  53. 53. #seofundamentals by @aleyda create attractive & useful assets (making the most out of your resources) to promote & earn links & shares from your audience, leveraging what you have learned before guides tools resources news campaigns offers events contests donations create processes ACTIVITIES PROMOTION COMMUNICATION CONTENT SOCIAL ACTIONS relationships align RELEVANTLY PROMOTE
  54. 54. #seofundamentals by @aleyda get inspired by these link building resources http://pointblankseo.com/link- building-strategies http:// www.linkbuildingbook.com/link- building-resources.html
  55. 55. #seofundamentals by @aleyda don’t forget to do Outreach: is essential to give visibility to your assets to the desired audience. remember to be always relevant! http:// linkprospector.citationlabs. com/ http://rapportive.com/ & http:// www.boomeranggmail.com/
  56. 56. #seofundamentals by @aleyda and of course, track all of your link building actions and identify which works better with your audience to replicate & scale http://www.buzzstream.com/ http://www.google.es/ alerts?hl=en
  57. 57. #seofundamentals by @aleyda 4. measure your seo results
  58. 58. #seofundamentals by @aleyda make a plan for all of your seo related activities, with times, resources, KPIs & goals
  59. 59. #seofundamentals by @aleyda identify all of the seo project related costs and your break-even point to achieve a positive roi http://www.internationalseomap.com/ roi-calculator/
  60. 60. #seofundamentals by @aleyda follow-up with the seo activities kpis & goals frequently. Review the advancement in ranking, traffic & conversions over time. check the ranking, organic traffic & conversion behavior of the targeted pages & keywords based on your goals https://www.google.com/ analytics/ http://moz.com/
  61. 61. #seofundamentals by @aleyda optimize & expand your own process to make sure you achieve a positive seo roi over time. pages & keywords with low ranking, traffic & conversion performance improve / Exclude pages & keywords ranking, getting traffic & conversions that are still not in the process Include &
  62. 62. #seofundamentals by @aleyda never forget which is your ultimate seo goal AND MAKE SURE TO ACHIEVE IT. FROM SEO CONVERSIONS REVENUE OF THE SEO PROCESS COSTS > = POSITIVE SEO ROI
  63. 63. #seofundamentals by @aleyda some additional seo resources
  64. 64. Take a look at these additional SEO resources #seofundamentals by @aleyda http://googlewebmastercentral.blogspot.ch/ 2010/09/seo-starter-guide-updated.html Google’s seo guide
  65. 65. Take a look at these additional SEO resources #seofundamentals by @aleyda http://moz.com/community seo community
  66. 66. Take a look at these additional SEO resources #seofundamentals by @aleyda http://www.stateofsearch.com/ seo news
  67. 67. #seofundamentals by @aleyda Take a look at these additional SEO resources http://www.distilled.net/u/ online seo training
  68. 68. #seofundamentals by @aleyda Take a look at these additional SEO resources http://bit.ly/seo-tools-list list of seo tools
  69. 69. #seofundamentals by @aleyda Take a look at these additional SEO resources http://moz.com/blog/ranking-factors-2013 seo ranking factors study
  70. 70. #seofundamentals by @aleyda now you can start with your own seo!
  71. 71. #seofundamentals by @aleyda now you can start with your own seo! Remember it’s an iterative process and you need to test what works better in your case
  72. 72. Thank you! Do you have any questions? contact me @aleyda or aleydas@seerinteractive.com seo fundamentals aleyda solis / international seo / seer interactive
  73. 73. #seofundamentals by @aleyda THANKS TO THESE PHOGRAPHERS FOR THE IMAGES http://www.flickr.com/photos/chrisschoenbohm/5574501064/ http://www.flickr.com/photos/thebigdurian/358294912/ http://www.flickr.com/photos/thebigdurian/358294912/ http://www.flickr.com/photos/judy-van-der-velden/8658764588/ http://www.flickr.com/photos/wolftone/5069865585/ http://lego.wikia.com/wiki/Harry_Cane http://www.flickr.com/photos/chrisschoenbohm/5574501064/ http://www.flickr.com/photos/newelly/8021749994/ http://www.flickr.com/photos/donotlick/7340459538/ http://www.flickr.com/photos/43346385@N04/6138758768/ http://www.flickr.com/photos/ewixx/5464628270/ http://www.flickr.com/photos/oblongpictures/5250948891/

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