SEO Best Practices 2013

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A Presentation given to Chrysler Digital in March 2013.

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SEO Best Practices 2013

  1. 1. How to Impact Your Organic Search: SEO Best Practices 2013 Pierre M. Fiorini, Ph.D. Managing Partner CF Search Marketing
  2. 2. Contents• SEO Review• What changed in 2013?• Best Practices – On-Page SEO – Off-Page SEO – Social Signals – Mobile Strategy – SEO/SEM Synergy
  3. 3. Review - What is SEO?• Search Engine Optimization (SEO) -A way to improve rankings in organic search SEM SEO
  4. 4. Review – SEO Why Bother?• FREE TRAFFIC!!! SEM/PAID SEO/FREE
  5. 5. Review - How To Do SEO…• Essentially, 3 things to do… – ON-PAGE SEO – OFF-PAGE SEO – Social Signals
  6. 6. Review - How To Do SEO…• On-Page SEO – Things you actually PHYSICALLY do to your site… • Content for your site (Make/Model Pages, etc.) • Title Tags • Meta Tags • Description Text • Putting up Specials • Etc.
  7. 7. Review - How To Do SEO…• Off-Page SEO – Things you do OFF your site… • Link Building (i.e., links from bloggers, bookmarks, etc.) • Citations (i.e., local directory listings) • Social Sharing (e.g., Facebook, Twitter, Reddit.com, etc.) • Etc.
  8. 8. Review - How To Do SEO…• Off-Page SEO – Examples of Links & Anchors Link & Anchor Text Example
  9. 9. Review - How To Do SEO…• Social Signals – What is a “social signal”? • Likes, Links from SM sites, +1’s, mentions, tweets, re- tweets, etc., you get from Google+, FB, Twitter, Reddit.com, Social Bookmark sites, etc. – Google has definitively said that “social signals” count in their organic ranking algorithm
  10. 10. Review - How To Do SEO…• The pieces of the puzzle…GOOGLEORGANIC On-Page Off-Page RANK = Factors + Factors + Social 2013
  11. 11. What’s Changed???• Google’s Panda (2011) & Penguin (2012) Updates• Has Changed SEO forever… On-Page Off-Page Factors Factors
  12. 12. Panda Update – (2011-Present)• The Panda algorithm uses site metrics to “score” and rank your site• The site “Quality Score” is based on things like: • Bounce Rates • Time on Site • Pages/Visit • Page Load Time• Make Your Site Interesting to On-Page help these factors Factors• I.e., Create a GREAT user experience
  13. 13. Penguin Update – (2012-Present) • Penguin Targets “Web Spam” & Manipulative “Anchor text”Google WANTSNatural Linking • Bad links can Manipulative actually hurt Anchor Text you now Examples • Google used to ignore bad links for the most part…
  14. 14. SEO Best Practices 2013• Improve On-Page SEO Strategy• Elevate Off-Page SEO Strategy• Utilize “Social Sharing”• Implement Mobile SEO Strategy• Leverage SEO/SEM Synergy
  15. 15. Best Practices – On-Page SEO• Make sure content is UNIQUE and WELL-WRITTEN With Panda, all sites are given a QUALITY SCORE – the better content you have, the higher you’ll rank (Panda Farmer Update)
  16. 16. Best Practices – On-Page SEO• Avoid “SPAMMY” keyword ladened text…“Welcome to ABC Dodge. YourDodge dealer in Boston, MAserving Boston Massachusetts andthe surrounding areas of Boston With Panda, allwhere Boston is a great city and sites are given a QUALITY SCORE –we love the Red Sox in Boston the better contentwhere you can win FREE tickets if you have, the higher you’ll rankyou live in the Boston area…”
  17. 17. Best Practices – Off-Page SEO• Make sure your links are as “natural” as possible… • Do this by: – Content Marketing • Hosting your content on real blogs (link back to your site) With Penguin, bad – Guest Posting links can actually hurt you (Google • Posting as an expert in area on a used to ignore real blog (link back to your site) most of these) – Real “Natural Linking” • Infographics, etc.
  18. 18. Best Practices – Off-Page SEO• Natural Links are the “Holy Grail” for SEO folks… • One approach is to use “Infographics” – There are other ways to get natural links… • Generates tons of traffic and NATURAL links to your site
  19. 19. Best Practices – Off-Page SEO• Natural links generated by infographic… Blogger’s talking about this site and linking! NATURAL LINKS!!!
  20. 20. Best Practices – Social Sharing• “Share” your content on the social networks such as FB, Twitter, Pinterest, Reddit, etc.• Here, an “inventory page” is being posted to FB & Twitter – This helps the page get indexed and ranked higher in Google
  21. 21. Best Practices – Social Sharing• Traffic from Social Sharing… • 1000+ visits from Social Media sites • Sending a strong “Social Signal” to Google
  22. 22. Best Practices – Mobile Strategy• Mobile traffic is on the rise...• Mobile traffic will surpass desktop sometime in 2013
  23. 23. Best Practices – Mobile Strategy• The best mobile strategy is to make sure that you show up in Google Map Searches • You can improve your positions in the maps by making sure you have updated “business listings” • Also, make sure you have a mobile site and make sure metrics like page load time, bounce rates, time on site are good • Google ranks sites better if they have a “good user mobile experience”
  24. 24. Best Practices – Mobile Strategy• How Business listings affect rankings…• Make sure you are listed in these and have correct information! (address + phone no)
  25. 25. Best Practices – SEO/SEM Synergy• Make sure you do SEM (PPC + Display) along with SEO
  26. 26. Best Practices – SEO/SEM Synergy• Make sure you do SEM (PPC + Display) along with SEO – PPC & Display helps generate organic traffic – When both an organic and PPC listing show up, people are 50% more likely to click on one of your links – PPC can generate social signals – Performance of website is always best when both SEO & PPC are utilized
  27. 27. SEO Best Practices 2013• Improve On-Page SEO Strategy• Elevate Off-Page SEO Strategy• Utilize “Social Sharing”• Implement Mobile SEO Strategy• Leverage SEO/SEM Synergy

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