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Seo Basic Training 2013 Edition


Ready to dive into search engine optimization? Here are the basics you should know in 2013 to get started.

Ready to dive into search engine optimization? Here are the basics you should know in 2013 to get started.

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  • 1. SEO Basic Training 2013 Edition@chriscountey
  • 2. How Does Google Work? • Programs, called spiders, navigate the web by hopping from link to link. This is called a crawl. @chriscountey SEO Basic Training 2013
  • 3. How Does Google Work? • Google sorts what it finds by content and other factors, and stores this data in the index (over 100 GB of data) @chriscountey SEO Basic Training 2013
  • 4. How Does Google Work? • When you do a search, algorithms try to understand your intent: • Do – Google thinks you want to do something, such as purchase a product (example: pizza) • Know – Google believes you are doing research (example: Charles Dickens) • Go – Google thinks you are looking for something specific on a brand’s website and will do a site search (example: Sony) @chriscountey SEO Basic Training 2013
  • 5. How Does Google Work? • Based on your keyword and perceived intent, Google retrieves relevant documents from the index (database). • Google then ranks the results based on over 200 signals. • Site & Page Quality • Freshness • SafeSearch • User Context • Translation • Universal Search @chriscountey SEO Basic Training 2013
  • 6. Positive Ranking Factors • Relevant Content – is the page about the keyword (which can be multiple words) ? • Links • Power of the site they came from • Relevance of the site they came from • Anchor text of the link • Freshness – How often a site is updated is believed to be a signal that influences rank. Consistently-updated sites can be seen as more relevant than sites that haven’t changed in months or years. @chriscountey SEO Basic Training 2013
  • 7. Negative Ranking Factors • Google is constantly updating its algorithms to combat different forms of spam. • Parked domains • Unnatural links • Scraping • Cloaking • Hidden text and keyword stuffing • User-generated spam • Thin content • Hacked sites @chriscountey SEO Basic Training 2013
  • 8. Negative Ranking Factors • Sometimes Google (or the SEO community) names updates that really shake thinks up • Penguin • Panda • Florida • Boston • Big Daddy • Caffeine • The first documented update was in 2002 @chriscountey SEO Basic Training 2013
  • 9. How to Improve Rank •Indexation •Appear in Google’s database •Content •Be relevant for searches •Authority •Outrank competitors @chriscountey SEO Basic Training 2013
  • 10. Indexation & Representation • You can’t rank for squat if your pages aren’t indexed • Ensure that only 1 version of each page is being indexed • Ensure that your pages are displaying the information that will help you get a click • Take advantage of all available SERP enhancements to make your result stand out @chriscountey SEO Basic Training 2013
  • 11. Site Search • Start with a site: search on Google.com as a quick way to identify major indexing issues @chriscountey SEO Basic Training 2013
  • 12. Robots.txt • Check the robots.txt file to see if anything important is being disallowed (blocked) http://www.koozai.com/blog/search- marketing/a-brief-guide-to-robots-txt-and-five- mistakes-to-avoid/ @chriscountey SEO Basic Training 2013
  • 13. Screaming Frog • Use Screaming Frog to crawl your website and look for the nonindex meta tag • Crawl the site • Sort by Meta Data 1 @chriscountey SEO Basic Training 2013
  • 14. There Can Should Be Only One • Ensure that only 1 version of each page is being indexed • Unless you instruct Google otherwise, it will index every version of every page it finds • Don’t dilute your link flow by splitting PageRank between multiple versions of the same page • Check for different versions of your home page (Google considers these all unique!) • www.webimax.com • webimax.com • www.webimax.com/index.php • webimax.com/index.php @chriscountey SEO Basic Training 2013
  • 15. Canonical URLs • Set up canonical URLs • Redirect www to non-www URLs or vice versa; just be consistent • Mobile site? Set the canonical URLs to the main site • Pages in another language? Use the hreflang element http://www.mattcutts.com/blog/seo-advice- url-canonicalization/ @chriscountey SEO Basic Training 2013
  • 16. Click-through Rate • Ensure that your pages are displaying the information that will help you get a click • Optimize page titles and meta descriptions • Title: Include those keywords! • Description: Include keywords and write as a call to action @chriscountey SEO Basic Training 2013
  • 17. Rich Snippets • Take advantage of all available SERP enhancements to make your result stand out • Use rich snippets @chriscountey SEO Basic Training 2013
  • 18. Google Authorship • Set up Google Authorship @chriscountey SEO Basic Training 2013
  • 19. Natural Links > Built Links • Creating content that includes keywords is important on a technical level, but it needs to be link-worthy, too • Pages are not just places to stuff keywords; they have multiple jobs: • Attract links and social shares • Convert readers into customers • Promote brand awareness • Start conversations • Creating something great and promoting it is a better investment than creating something mediocre for search engines and then forcing links @chriscountey @chriscountey SEO Basic Training 2013
  • 20. Links Are King • Links are still considered by many to be the most important element in improving search visibility • Building links manually is an option, but has its drawbacks • It’s unnatural (and Google is on to it!) • It’s inefficient • It’s not very scalable • It has risks of actually hurting rank • It does not force you to address the underlying issue of why your site isn’t getting links on its own https://support.google.com/webmasters/answ er/66356?hl=en&ctx=NCUI @chriscountey SEO Basic Training 2013
  • 21. Websites, Y U No Link? • Common reasons why no one is linking to your content • It’s not unique • It doesn’t answer any questions • It doesn’t invoke an emotional response • The design sucks • It doesn’t meet a need • No one knows about it @chriscountey SEO Basic Training 2013
  • 22. Build a Site Persona • Create something beautiful, useful and unique! • There’s more to it than this, but here is one way to start thinking about content: • Identify a site in your client’s niche you’d love to get a link from • What kinds of stories/posts/videos do they create? • What is the tone of their posts? Humorous? Serious? • What are their most popular pages? • Do they have external links in their posts? Where do they go? • Who’s the person in charge of the site? • How can we contact them? Twitter? Email? Phone? @chriscountey SEO Basic Training 2013
  • 23. Brainstorm All The Things • Build a site persona • Identify a need or gap in their content • Determine if you need to build something new or if you can enhance an existing page • Brainstorm: the more ideas the better • Build it • Ship it • Promote it • Measure it • Learn from it @chriscountey SEO Basic Training 2013
  • 24. Content Ideas • Awards • Be First • Competitions • Design • Egobait • Freebies • Guest Linkbait • How-to, Instructions and Tutorials • Interviews • Jokes • Kindness • Lists • News • Opinion • Photos and Comics • Quizzes and Surveys • Research Findings • Stories • Tools • User-Generated Linkbait • Videos • Year Summaries http://www.distilled.net/linkbait-guide/ @chriscountey SEO Basic Training 2013
  • 25. Feed The Robots • Google is smart, but it still needs our help. After you create your awesome piece of linkbait, don’t forget to optimize it • Include keywords in the following places • Page title • URL • In copy • In <strong> tags • In image names and alt tags • In anchors @chriscountey SEO Basic Training 2013
  • 26. Promote It • Creating a linkable asset isn’t enough: you need to get the word out about it • Contact the website you originally profiled as well as sites that link to it • Use Link Prospector to find new sites that may promote or link to your content • Use Buzzstream to scrape the contact information from the sites you find and to manage outreach; A/B test your emails and pick up the phone when a number is available http://pointblankseo.com/buzzstream- outreach @chriscountey SEO Basic Training 2013
  • 27. Recap • Google discovers pages by crawling the web • Google stores pages and retrieves them based on intent and relevancy • Google ranks pages based on over 200 factors • Google combats spam 24/7 and with manual action • Build something worth linking to • Optimize it, promote it and measure it @chriscountey SEO Basic Training 2013