High Impact SEO

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High Impact SEO — High reward SEO tactics that move the needle. …

High Impact SEO — High reward SEO tactics that move the needle.

Given at September 2012's Podcamp East, this presentation covers basic SEO tactics that can help businesses, bloggers & podcasters create a website that can be more easily found by searchers.

SEO tactics discussed include: SEO Basics, Competitive Research, Website Architecture, Content Creation, Link Building and some special SEO tactics.

More in: Marketing
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Transcript

  • 1. Introduction High Impact SEO: High Reward Tactics That Move the Needle 1
  • 2. About Me• Senior SEO Manager, True Action• Principal, Nexus Interactive Marketing LLC• Organizer, Philadelphia SEO Grail Meetup• PodCamp East Organizer• @billrowland 2
  • 3. Agenda • SEO Basics • Evaluation • Planning Your Website • Content Creation & Link Building • Special Tactics • Questions 3
  • 4. SEO Basics > On-Page vs. Off-Page Meta Data Written Copy Link Anchor Text Design Links Social Mentions Photos ReviewsWebsite Architecture On-Page Off-Page 4
  • 5. SEO Basics > On-Page vs. Off-Page Title Includes Keyword Use of Keyword and Related Terms in Written Keyword in ContentHeading Helpful to UsersUse of Keyword in “Alt” Attribute Keyword-Rich URL http://www.seomoz.org/blog/perfecting-keyword-targeting-on-page-optimization 5
  • 6. SEO Basics > Longtail of Search 6
  • 7. SEO Basics > Links = Good<a href=http://www.podcampeast.com> Podcamp East</a> 7
  • 8. Evaluation > Competition • Pick 3 – 5 Online Competitors • Review Their Websites • Appearance, Quality & Size • Optimized? • Geo-targeted? • Assess Backlinks 8
  • 9. Planning Your Website > Architecture Home Football Baseball Hockey Soccer Contact Us About Us Helmets Jerseys • Use Keyword Research Cleats • Focus on Keywords in Demand Pads 9
  • 10. Planning Your Website > Software Platform Required Functionality for SEO •Title Tag Customization & Rules • Static, Keyword-Rich URLs • Meta Tag Customization • Internal Anchor Text Flexibility • Image-Handling & Alt Tags 10
  • 11. Content Creation & Link Building • What is Quality Content? “It’s the creation and sharing of content in order to attract, acquire and engage current and potential customers with the objective of driving profitable customer action.” – Hannah Smith, Distilled • What is the Purpose of Quality Content? • To Provide Value to Users • Attract Visitors, Links & Conversions 11
  • 12. Content Creation & Link BuildingTypes of Content•Product Descriptions• Blog Posts•Photos• Videos•Podcasts•User Guides• Reviews• Comments• Buyers Guides• White Papers• Case Studies• Infographics• Tutorials 12
  • 13. Content Creation & Link Building Characteristics of Quality Content •Relevant to Your Targeted User • Appropriate for the Purpose • Possesses Value • Goal Focused 13
  • 14. Content Creation & Link Building Once You Have It, Pimp It! • Search for the Topic on the Web • Distribute Through Social Media • Target Groups Likely to Value It • In Fact, Create It For Them 14
  • 15. Special Tactics > On-Page • Title Tags: Most Important Terms at the Front • Unique Title Tags for Every Page • Keyword in URL • Use Keywords in Internal Link Anchor Text • Keyword-Rich Copy on the Page 15
  • 16. Special Tactics > Off-Page • Understand Where Others Get Links • OpensiteExplorer.org (Fee) • Link Diagnosis (Free) •After Penguin, Link Diversity Is the Rule • Focus on Developing Relevant Links 16
  • 17. Special Tactics > Local Create & Optimize for Google Places Structured Citations areVery Important Encourage Customer Reviews Add NAP on Bonus: Add Pages as Location Centric Appropriate RSS Feed to Page http://www.davidmihm.com/local-search-ranking-factors.shtml 17
  • 18. Special Tactics > Misc Creative Link Building • Copyscape to Find Your Scraped Content • TinEye to Find Your Scraped Image • Screaming Frog for Finding Broken Links • Hub & Spoke Method 18
  • 19. The EndAny Questions? 19