SEO                               Links to mentioned resources:                       http://localiswhereitsat.com/seo-res...
SEO                       Search Engine Optimization                        Search Engine MarketingFriday, March 29, 13
SEO    • Basics    • Advanced    • How              to avoid trouble    • The              future of SEOFriday, March 29, 13
SEO                        Consensus view                       Google, Bing, YahooFriday, March 29, 13
Title                   DescriptionFriday, March 29, 13
TITLE TAGS AND                              DESCRIPTION               • Use     keywords in title               • Title   ...
WHAT GOOGLE SEES                           Text is important!Friday, March 29, 13
WORDPRESS EXAMPLEFriday, March 29, 13
WORDPRESS EXAMPLEFriday, March 29, 13
SEO ADD-ONS    • WordPress            plugins         • WordPress/Yoast           SEO, All-in-One SEO, Ultimate SEO    • J...
WORDPRESS SEO PLUGINFriday, March 29, 13
WORDPRESS SEPO PLUGIN                       SEO pluginsFriday, March 29, 13
IMPLEMENTING SEO    • Some              SEO is very easy    • One              time setup    • Time             consuming ...
CONTENT IS KING    • The              blogging advantage    • Google              wants to see deep sites and fresh conten...
DIGGING INTO SEOFriday, March 29, 13
ORGANIC SEARCHFriday, March 29, 13
UNIVERSAL SEARCH    • AKA              Blended search    • Offers            additional opportunitiesFriday, March 29, 13
UNIVERSAL SEARCHFriday, March 29, 13
UNIVERSAL SEARCHFriday, March 29, 13
UNIVERSAL SEARCHFriday, March 29, 13
KEYWORDS                 • The    word or phrase you are targeting                 • Keyword    research tools            ...
Friday, March 29, 13
KEYWORDS                 • The    word or phrase you are targeting                 • Keyword        research tools        ...
KEYWORDS                 • The    word or phrase you are targeting                 • Keyword        research tools        ...
KEYWORDS                                    Long-tail marketing                                              Search volume...
KEYWORDS                                 Long-tail marketing                       “The retailing strategy of selling a la...
LINKS    • Internal         links    • External         links (backlinks)Friday, March 29, 13
PAGE RANK    • An          algorithm designed to assign a value to links and pages    • Page             Rank as votes    ...
PAGE RANK                       Page A     Page B                       10 links   50 links                        1/10   ...
RANKING SIGNALS                 • On-page     factors                 • Trust    & authority                 • Off-page   ...
ON-PAGE SEO    • Keywords               (text, title, URL & image alt tags)    • Use              H1 tag for headline/post...
ON-PAGE SEO    • Keywords               (text, title & image alt tags)    • Use              H1 tag for headline/post titl...
GETTING LINKS    • Link             out    • Look             at competitors (use link: operator)Friday, March 29, 13
GETTING LINKS    • Link             out    • Look              at competitors (use link: operator)    • Make              ...
GETTING LINKS    • Make             it easy to share via social networks    • WordPress              plugins         • Jet...
OF PANDAS AND PENGUINSFriday, March 29, 13
PANDA    • First            rolled out in February 2011    • Targets            low-quality sites    • Duplicate          ...
PENGUIN    • Announced           in April 2012    • Targets “webspam”    • Link  buying, link networks, links from low-qua...
PANDA AND PENGUIN    • Ranking             filters    • Not              part of algorithm ran for each query    • Can     ...
PANDA AND PENGUIN                            PanguinTool.comFriday, March 29, 13
CHANGE HAPPENS    • Old              school SEO was all about getting links    • Google              has shifted focus to ...
QUALITY CONTENT    • Write            for and do what’s best for your audience    • But          be aware of SEO    • Goog...
ADVANCED SEO:                          ANALYZE YOUR SITE    • Don’t             be logged in (Ctrl-Shift-N)    • Google An...
ADVANCED SEO:                        TERMINOLOGY    • Crawl    • Index    • Robots.txtFriday, March 29, 13
ADVANCED SEO:                        TERMINOLOGY    • Crawl    • Index    • Robots.txt                          User-agent...
ADVANCED SEO:                           SITEMAPS    • XML         • Shows     search engines every page on your site and n...
ADVANCED SEO:                          SITEMAPS    • XMLFriday, March 29, 13
ADVANCED SEO:                               SITEMAPS    • XML    • Important           for new sites         • Submit     ...
ADVANCED SEO:                          SITEMAPS    • HTMLFriday, March 29, 13
ADVANCED SEO    • Don’t             use ugly permalinks on new sites         • http://mydomain.com/?p=123         • http:/...
ADVANCED SEO:                        THE <NOINDEX> TAG    • Subpages             of archives (mysite.com/page/2)    • Post...
ADVANCED SEO:                        THE <NOINDEX> TAG    • Subpages             of archives (mysite.com/page/2)    • Post...
ADVANCED SEO:                       THE <NOFOLLOW> TAG    • <a          href=”http://someothersite.com” rel=”nofollow”>   ...
EXPECT CHANGE            Advertorials            Guest authors            Rich Snippets            AuthorshipFriday, March...
AUTHORSHIP & RICH                           SNIPPETSFriday, March 29, 13
AUTHORSHIP    • Still        in beta    • plus.google.com/authorship    • Link             your Google+ profile & your webs...
RICH SNIPPETS    • AKA              microformats    • Commonly                  seen in reviews, recipes and ratings    • ...
SEO    • Basics    • Advanced    • How              to avoid trouble    • The              future of SEOFriday, March 29, 13
Rich Owings                             http://localiswhereitsat.com                             rich@localiswhereitsat.co...
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SEO presentation for WNC WebTech Meetup group

  1. 1. SEO Links to mentioned resources: http://localiswhereitsat.com/seo-resources/ ‎Friday, March 29, 13
  2. 2. SEO Search Engine Optimization Search Engine MarketingFriday, March 29, 13
  3. 3. SEO • Basics • Advanced • How to avoid trouble • The future of SEOFriday, March 29, 13
  4. 4. SEO Consensus view Google, Bing, YahooFriday, March 29, 13
  5. 5. Title DescriptionFriday, March 29, 13
  6. 6. TITLE TAGS AND DESCRIPTION • Use keywords in title • Title is important in ranking • Description is about getting clicksFriday, March 29, 13
  7. 7. WHAT GOOGLE SEES Text is important!Friday, March 29, 13
  8. 8. WORDPRESS EXAMPLEFriday, March 29, 13
  9. 9. WORDPRESS EXAMPLEFriday, March 29, 13
  10. 10. SEO ADD-ONS • WordPress plugins • WordPress/Yoast SEO, All-in-One SEO, Ultimate SEO • Joomla extensions • SEO Simple, RS SEO • Drupal modules • Page Title, Redirect, Meta TagsFriday, March 29, 13
  11. 11. WORDPRESS SEO PLUGINFriday, March 29, 13
  12. 12. WORDPRESS SEPO PLUGIN SEO pluginsFriday, March 29, 13
  13. 13. IMPLEMENTING SEO • Some SEO is very easy • One time setup • Time consuming • Change is the only constantFriday, March 29, 13
  14. 14. CONTENT IS KING • The blogging advantage • Google wants to see deep sites and fresh contentFriday, March 29, 13
  15. 15. DIGGING INTO SEOFriday, March 29, 13
  16. 16. ORGANIC SEARCHFriday, March 29, 13
  17. 17. UNIVERSAL SEARCH • AKA Blended search • Offers additional opportunitiesFriday, March 29, 13
  18. 18. UNIVERSAL SEARCHFriday, March 29, 13
  19. 19. UNIVERSAL SEARCHFriday, March 29, 13
  20. 20. UNIVERSAL SEARCHFriday, March 29, 13
  21. 21. KEYWORDS • The word or phrase you are targeting • Keyword research tools • Google AdWords (adwords.google.com)Friday, March 29, 13
  22. 22. Friday, March 29, 13
  23. 23. KEYWORDS • The word or phrase you are targeting • Keyword research tools • Google AdWords • Google autocompleteFriday, March 29, 13
  24. 24. KEYWORDS • The word or phrase you are targeting • Keyword research tools • Google AdWords • Google autocomplete • Many others • Use in title and alt image tags • Use in URL and textFriday, March 29, 13
  25. 25. KEYWORDS Long-tail marketing Search volume100,000 75,000 50,000 25,000 0 Samsung phones Samsung Galaxy phones Samsung Galaxy S3 Samsung Galaxy S3 reviewFriday, March 29, 13
  26. 26. KEYWORDS Long-tail marketing “The retailing strategy of selling a large number of unique items with relatively small quantities sold of each”Friday, March 29, 13
  27. 27. LINKS • Internal links • External links (backlinks)Friday, March 29, 13
  28. 28. PAGE RANK • An algorithm designed to assign a value to links and pages • Page Rank as votes • Some pages more important than others • Page rank (votes) is passed to internal and external links • Don’t dilute (internal links)Friday, March 29, 13
  29. 29. PAGE RANK Page A Page B 10 links 50 links 1/10 1/50Friday, March 29, 13
  30. 30. RANKING SIGNALS • On-page factors • Trust & authority • Off-page factors (backlink quality & quantity) • Backlink anchor text (Click here) • Social signals (on-site and off-site) • Traffic and CTR • Registration and hostingFriday, March 29, 13
  31. 31. ON-PAGE SEO • Keywords (text, title, URL & image alt tags) • Use H1 tag for headline/post titleFriday, March 29, 13
  32. 32. ON-PAGE SEO • Keywords (text, title & image alt tags) • Use H1 tag for headline/post title • Make internal linking a habitFriday, March 29, 13
  33. 33. GETTING LINKS • Link out • Look at competitors (use link: operator)Friday, March 29, 13
  34. 34. GETTING LINKS • Link out • Look at competitors (use link: operator) • Make it easy to find your most important content • Evergreen content • Use images, break up contentFriday, March 29, 13
  35. 35. GETTING LINKS • Make it easy to share via social networks • WordPress plugins • Jetpack, Share Buttons & Share This • Joomla extensions • Nice Social Bookmark, Facebook-Twitter-Google+1 • Drupal modules • Social Share, Commons Social SharingFriday, March 29, 13
  36. 36. OF PANDAS AND PENGUINSFriday, March 29, 13
  37. 37. PANDA • First rolled out in February 2011 • Targets low-quality sites • Duplicate content, excessive ads, little content, content farms • Panda ranking factor updated frequentlyFriday, March 29, 13
  38. 38. PENGUIN • Announced in April 2012 • Targets “webspam” • Link buying, link networks, links from low-quality sites, over- optimization (use of same keyword phrase) • Updated less frequentlyFriday, March 29, 13
  39. 39. PANDA AND PENGUIN • Ranking filters • Not part of algorithm ran for each query • Can slow recovery • Verify which one affected youFriday, March 29, 13
  40. 40. PANDA AND PENGUIN PanguinTool.comFriday, March 29, 13
  41. 41. CHANGE HAPPENS • Old school SEO was all about getting links • Google has shifted focus to quality contentFriday, March 29, 13
  42. 42. QUALITY CONTENT • Write for and do what’s best for your audience • But be aware of SEO • Google guidelines • Provide unique valueFriday, March 29, 13
  43. 43. ADVANCED SEO: ANALYZE YOUR SITE • Don’t be logged in (Ctrl-Shift-N) • Google Analytics (traffic, sources, site speed, search terms, popular pages, etc.) • Google Webmaster Tools (verify sitemap, external links, search queries) • Plugins, extensions, modules to add code • Paid tools - SEOMoz, Ahrefs, Majestic SEOFriday, March 29, 13
  44. 44. ADVANCED SEO: TERMINOLOGY • Crawl • Index • Robots.txtFriday, March 29, 13
  45. 45. ADVANCED SEO: TERMINOLOGY • Crawl • Index • Robots.txt User-agent: * Disallow: /Friday, March 29, 13
  46. 46. ADVANCED SEO: SITEMAPS • XML • Shows search engines every page on your site and notifies of changesFriday, March 29, 13
  47. 47. ADVANCED SEO: SITEMAPS • XMLFriday, March 29, 13
  48. 48. ADVANCED SEO: SITEMAPS • XML • Important for new sites • Submit via Webmaster Tools • WordPress, Joomla and Drupal • Video and image sitemapsFriday, March 29, 13
  49. 49. ADVANCED SEO: SITEMAPS • HTMLFriday, March 29, 13
  50. 50. ADVANCED SEO • Don’t use ugly permalinks on new sites • http://mydomain.com/?p=123 • http://mydomain.com/advanced-seo • Check for 404s • Redirect 404s • Use SEO plugins/extensions/modules & set them up properlyFriday, March 29, 13
  51. 51. ADVANCED SEO: THE <NOINDEX> TAG • Subpages of archives (mysite.com/page/2) • Post types - MediaFriday, March 29, 13
  52. 52. ADVANCED SEO: THE <NOINDEX> TAG • Subpages of archives (mysite.com/page/2) • Post types - Media • Taxonomy - Tags • Other - Author and Date Archives • <a href=”http://mysite.com/page/2” rel=”noindex”>Friday, March 29, 13
  53. 53. ADVANCED SEO: THE <NOFOLLOW> TAG • <a href=”http://someothersite.com” rel=”nofollow”> • Don’t follow • Don’t pass page rank • CommentsFriday, March 29, 13
  54. 54. EXPECT CHANGE Advertorials Guest authors Rich Snippets AuthorshipFriday, March 29, 13
  55. 55. AUTHORSHIP & RICH SNIPPETSFriday, March 29, 13
  56. 56. AUTHORSHIP • Still in beta • plus.google.com/authorship • Link your Google+ profile & your website • SEO plugins, extensions, modules simplify it • Relatively easy to implement • No guaranteeFriday, March 29, 13
  57. 57. RICH SNIPPETS • AKA microformats • Commonly seen in reviews, recipes and ratings • Data driven • Can be harder to implementFriday, March 29, 13
  58. 58. SEO • Basics • Advanced • How to avoid trouble • The future of SEOFriday, March 29, 13
  59. 59. Rich Owings http://localiswhereitsat.com rich@localiswhereitsat.com Twitter: @richowings http://localiswhereitsat.com/seo-resources/Friday, March 29, 13
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