Introduction      High Impact SEO:        High Reward Tactics That Move the Needle                                        ...
About Me• Senior SEO Manager, True Action• Principal, Nexus Interactive Marketing LLC• Organizer, Philadelphia SEO Grail M...
Agenda     • SEO Basics     • Evaluation     • Planning Your Website     • Content Creation & Link Building     • Special ...
SEO Basics > On-Page vs. Off-Page   Meta Data           Written Copy    Link Anchor Text           Design                 ...
SEO Basics > On-Page vs. Off-Page Title Includes   Keyword                                                             Use...
SEO Basics > Longtail of Search                                  6
SEO Basics > Links = Good<a href=http://www.podcampeast.com> Podcamp East</a>                                             ...
Evaluation > Competition      • Pick 3 – 5 Online Competitors      • Review Their Websites          • Appearance, Quality ...
Planning Your Website > Architecture                                          Home         Football     Baseball   Hockey ...
Planning Your Website > Software Platform      Required Functionality for SEO      •Title Tag Customization & Rules      •...
Content Creation & Link Building      • What is Quality Content?      “It’s the creation and sharing of content in order t...
Content Creation & Link BuildingTypes of Content•Product Descriptions• Blog Posts•Photos• Videos•Podcasts•User Guides• Rev...
Content Creation & Link Building      Characteristics of Quality Content      •Relevant to Your Targeted User      • Appro...
Content Creation & Link Building      Once You Have It, Pimp It!      • Search for the Topic on the Web      • Distribute ...
Special Tactics > On-Page      • Title Tags: Most Important Terms at the Front      • Unique Title Tags for Every Page    ...
Special Tactics > Off-Page      • Understand Where Others Get Links           • OpensiteExplorer.org (Fee)           • Lin...
Special Tactics > Local                                                        Create &                                   ...
Special Tactics > Misc      Creative Link Building      • Copyscape to Find Your Scraped Content      • TinEye to Find You...
The EndAny Questions?                 19
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High Impact SEO

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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.

Published in: Marketing
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High Impact SEO

  1. 1. Introduction High Impact SEO: High Reward Tactics That Move the Needle 1
  2. 2. About Me• Senior SEO Manager, True Action• Principal, Nexus Interactive Marketing LLC• Organizer, Philadelphia SEO Grail Meetup• PodCamp East Organizer• @billrowland 2
  3. 3. Agenda • SEO Basics • Evaluation • Planning Your Website • Content Creation & Link Building • Special Tactics • Questions 3
  4. 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. 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. 6. SEO Basics > Longtail of Search 6
  7. 7. SEO Basics > Links = Good<a href=http://www.podcampeast.com> Podcamp East</a> 7
  8. 8. Evaluation > Competition • Pick 3 – 5 Online Competitors • Review Their Websites • Appearance, Quality & Size • Optimized? • Geo-targeted? • Assess Backlinks 8
  9. 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. 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. 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. 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. 13. Content Creation & Link Building Characteristics of Quality Content •Relevant to Your Targeted User • Appropriate for the Purpose • Possesses Value • Goal Focused 13
  14. 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. 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. 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. 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. 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. 19. The EndAny Questions? 19
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