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ClickMinded SEO Training

ClickMinded SEO Training

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    ClickMinded SEO Training ClickMinded SEO Training Presentation Transcript

    • ClickMinded Internet Marketing for Startups
    • Welcome I’m @TommyGriffith
    • Who is this guy?
    • Who is this guy?
    • Course Agenda What is SEO? Click-Through Rates Algorithm Updates What Actually Matters Google's Founding Principle On Page Optimization Keyword Research Meta Data Breakdown Body Content Off Page Optimization Backlinks Link Building Tactics Advanced Search Operators SEO-friendly URLs Technical Infrastructure Internal Linking Evaluating Competitors Social Media Reputation Management Mobile SEO International SEO Authorship Markup Panda & Penguin Secure Search (Not Provided) Schema Markup Tools and Services I Use
    • What is SEO? Search Engine Optimization is the process of influencing natural search results, so that your web pages appear higher for the keywords you'd like to rank for. SEO is NOT: NOT buying keywords NOT calling up Google and saying “plz?” NOT fast NOT shady - really!! NOT actually that hard
    • Search Anatomy
    • Algorithm Updates Hilltop - Domain relevancy Florida - Repetitive Anchor Text Big Daddy - Reciprocal Links / Link Networks Vince Update - Branded Queries Caffeine - Indexation Changes Mayday - Long-tail queries for spammy domains Panda - Low Quality Content Penguin - Low Quality Backlinks Hummingbird - Better Query / Intent Processing
    • Algorithm updates now happen all the time, because Google realized early on that search is the backbone of everything that they do.
    • SEO in an Elevator Ride The words you use in your content are important. The titles of your pages are important. The links pointing back to your website are important. The words used in those links pointing to you are important. Getting your pages into search engines is important. The overall reputation of your domain is important. Social media is increasingly important. Not have low-quality signals pointing to your site is important.
    • 4 Pillars of SEO Awesomeness 1. On-Page Optimization 2. Off-Page Optimization 3. Technical Foundation 4. Everything Else
    • My Best Guess SEO is 60% art, 40% science
    • On-Page Optimization Keyword research & searcher intent Title tags Meta description tag Heading tags Image optimization Body content Internal link anchor text
    • Most important aspect of on-page optimization: Write compelling copy, then optimize!
    • Keyword Research Google Keyword Planner - the defacto starting point for keyword research Always keep search engine market share in mind Don’t use search volume estimates as absolutes, but instead as directional indicators Always have exact match checked!
    • Searcher Intent Simply: “What is the person behind this search looking for?” Intent Buckets 1. Navigational Queries - "Comcast Account Login" 2. Informational Queries - "Things to do in San Francisco" 3. Commercial Research Queries - "Hotels NYC"
    • Synonyms Find synonyms of the keyword you’re targeting Naturally weave them into your content Google dropped the tilde ~ operator, but you can still just query “synonym keyword”
    • Title Tags Most important aspect of on-page optimization Title tags tell humans (and search engine spiders) what the page is about Should be approximately 65 characters long It's rumored that the primary keyword should be as close to the front as possible Titles should be unique for every page
    • Title Tags
    • Meta Description Tag Best practice maximum is about 165 characters Primary keyword should be in the tag, because many search engines bold keywords in the query Meta description DOES NOT impact rankings, but can significantly alter click-through rates Does not appear anywhere on the page Google will often supplement content on the page at its own discretion
    • Meta Description
    • Heading Tag Heading tags are used to logically lay out the page Primary keyword should be included at least once in the heading tag H1 tags seem to be less important now, but still worth doing
    • Heading Tag
    • Body Copy There's no real "minimum” words needed for a page, but I try for 100 words. Many other factors could help a 50 document outrank a 500 word document. The keyword you're targeting should be used 2-3 times on the page, and should include synonyms. "Keyword density" and "text-to-code" ratio don't matter. If it's really hard to "work in" keywords, it might be the wrong page for that keyword. Rule of thumb: Design for users! Read copy out loud before publishing. Keyword stuffing can induce a Google slap (losing rankings)
    • Body Copy
    • ALT Text & File Names Search spiders aren't human and can't see images We use ALT tags to tell search engines what those images are, as well as the name of the image file ALT tags and filenames are just one more component of the total optimization equation This tactic is very prone to over-optimization penalties. Using natural, descriptive language is best, not keyword stuffing
    • ALT Text & File Names
    • Internal Linking The text and location of links pointing to deeper pages matters - search engines factor in how and where you link as a clue to what that content is about The keyword you're optimizing for should be used in the text pointing to that page - that said, anchor text seems to be increasingly less valuable Links with text like "Homepage" or "Click Here" are generally considered too generic. Click depth is important. Apples to apples, the closer to the root domain, the better. The location of a link is a strength factor - in-content links are more valuable than footer / sidebar navigation links.
    • Internal Linking
    • Off Page Optimization Off-page optimization is the other "big piece" of the equation Search engines basically factor in how the rest of the Internet views your site This is very simply described as "link building" but is becoming more comprehensive
    • Miserable Failure
    • Completely Wrong
    • All things equal, the page with the most links win!
    • Quality links is the name of the game
    • Links Google’s original algorithm mimicked “citation analysis” - examination of the frequency, patterns, and graphs of citations in articles and books Read: Links are like citations, and lend credibility to the site they’re pointing to Re-read: More good links = higher rankings, more traffic
    • Domain Authority Trust & authority of the domain, as well as the relevancy of the content, are incredibly important. Read: Links from relevant, authoritative, trusted websites are generally quite valuable Re-read: Links from your crappy tumblr aren’t
    • PageRank PageRank was the proprietary algorithm Larry and Sergey created for their thesis at Stanford. Stanford still owns the patent For a while, this was all that anyone cared about. Now, it matters less, it’s kind of a bullshittish metric, but the idea behind links being weighted and scored differently, remains an important concept.
    • BackRub
    • No Follow vs. Do Follow Blogs became popular, free, easy to setup and fun ... and then, the SPAM came Google created a new tag to still let people link, but without letting any of the "authority" (PageRank) pass through: rel=nofollow But it’s not that straightforward. Search engines expect a healthy mix of both nofollow and "dofollow" links. Ratios are debated, but if 100% of your links are "dofollow", this can raise a red flag While Google claims no "link juice" is passed through nofollow links, it's fairly well documented that at least some is
    • 4 Simple Rules Get links from good, trusted content. Don’t get links from bad, spammy content. Link to good, trusted content. Don’t link to bad, spammy content.
    • Criteria for good link Let's say we are selling San Francisco 49ers Jerseys Is the link is on a relevant site? What is the overall topic of the domain? What's the page topic? What's the title of the page? What is the content on that page? What kinds of sites are linking to THAT page, and that domain? (think about link neighborhoods!) The link is on a high quality site - How old is it? How many quality, "authoritative" backlinks does it have? Does Google trust it? Is it ranking well for its own keywords? The link has the keywords in the anchor text of the link - Does the link say "San Francisco 49er Jerseys" or "Click Here"? The link is pointing to the topical page, and not the root domain - MySite.com vs. MySite.com/san- francisco-49er-jerseys.html Links are long-lasting and don't CHURN (great links that disappear will drop rankings!)
    • Bad Links How to recover from bad links 1. Give it time 2. Request to have them taken down 3. Take down the page 4. Consistently build more good links 5. Setup a 301 redirect and get a new domain
    • Link Building Tactics Guest Blogging Blog Comments Providing Testimonials Getting Interviewed Content Marketing Writing a "how-to" Create a "complete" guide or resource Create a top 10, top 100, top anything else Debunk a myth Link-out! Social Bookmarking Create a widget Sponsor a college club / alumni newsletter Answer people's questions in forums / Q&A sites Asking current customers HARO - Help a Reporter Out.com Contribute to Wikipedia pages Create great video content
    • Link Building Tactics Press Releases Marketwire and PRWeb seem to be the most trusted, however Google has come out and said they do not credit links from these sources. Do-Follow Blog Search Engines (Caveat: Do not acquire only do-follow links!) http://tools.pagerush.com/ Video Links YouTube.com Vimeo.com College (.edu) job boards Guest speaking at universities
    • Advanced Search Operators Find websites that are asking for guest bloggers: Keyword + intitle:“write for us” Keyword + intitle:“contribute to” Keyword + intitle:“submit” + inurl:blog Find websites that have a large number of guest posters already: inpostauthor:guest + keyword inpostauthor:”guest blog” + keyword inpostauthor:”guest post” + keyword
    • Advanced Search Operators Find college clubs (with .edu domains) for linking opportunities: inurl:.edu keyword club inurl:.edu keyword group inurl:.edu keyword organization Find university resource lists inurl:.edu helpful sites + keyword inurl:.edu keyword + resources inurl:.edu useful sites + keyword
    • Advanced Search Operators Find non-profits that accept donations (and put links to donors!) inurl:.org donors + keyword inurl:.org supporters + keyword inurl.org contributors + keyword Find country-specific links “keyword + inurl:cc.tld” Create a contest intitle:submit your contest
    • Tactics to Avoid 1. Use the same color text on same color background 2. Hide text over an image 3. Hide text with CSS 4. Link keywords with super small text 5. Link keywords with small characters like periods or commas 6. Rely on the Meta Keywords tag 7. Use your Title Tag as a place for solely keywords 8. Overdo your meta description with your keywords 9. Rename your images to the maximum number of characters with keywords 10. List a large number of cities you provide services for when you really don't
    • Tactics to Avoid 11. Worry at all about keyword density 12. Participate in Reciprocal Linking, Link Farms or Link Exchanges (unless it is a real business relationship) 13. Forum/comment spam (but feel free to make legit contributions!) 14. Submit to thousands of directories with an automated program 15. Publish a new page for every single keyword you're targeting 16. Create a ton of Google Places pages that all have the same addresse listed 17. Be rude to customers in the hopes of getting negative reviews / backlinks 18. Measure your sites success with simply PageRank 19. Target keywords simply because your competitors are doing it too 20. Submit to thousands of search engines automatically
    • Think about links the way you think about neighborhoods!
    • Technical Foundation Keyword-friendly URLs The age of your domain No duplicate content www vs. non-www Site speed Freshness XML Sitemaps
    • SEO-Friendly URLs So we start a fansite for Lady Gaga, And we want to rank for the query "lady gaga pictures" Well-named webpages are good for users and search engines MyWebsite.com/content/folder2/page2054xr.html?cmd=home MyWebsite.com/pics.html GagaFans.com/lady-gaga-pictures/
    • SEO-Friendly URLs So we start a fansite for Lady Gaga, And we want to rank for the query "lady gaga pictures" Well-named webpages are good for users and search engines MyWebsite.com/content/folder2/page2054xr.html?cmd=home MyWebsite.com/pics.html GagaFans.com/lady-gaga-pictures/
    • Age of Domain "Age of domain" is debated as a factor in the SEO world - I think it's overrated Some believe having a longer registration (5 years vs. 1 year) is better, as you are indicating you intend on being around longer In my opinion, WEBSITE age is more important (the age of content, the age of your backlinks etc.) Don't really worry about this
    • Duplicate Content When one page of "content" is shown on multiple URLs, and those URLs are indexed, we call it duplicate content Search engines have to decide which page to show, as they usually won't show multiple listings for the same content People linking to your page have to decide which page Backlinks (or "link equity") is spread across multiple duplicate pages, so rankings are diminished
    • 301 Redirects A 301 redirect is a permanent header redirect, that tells search engines a page has been permanently moved. It then moves the user, and the search engine crawler, to the new page. A 301 redirect preserves SEO value. A 302 redirect (temporary redirect) does not preserve value. Great reasons to use 301 redirects: site migrations, URL structure changes, seasonal events, deprecated products and pages
    • Rel=Canonical Part of the <head> tag in the page source code <link href="http://www.website.com/original-page.html" rel="canonical" /> This tag tells search engines that the content on the page is just a copy of www.website.com/original-page.html, and that all the "value" should go there. This will credit the URL in the tag with any backlinks, and also favor the page in rankings. Upside: Same as 301 redirect, but no programming required (just a simple tag in your header)
    • Page not in the Index? 1. Check if the entire site is in the index - "site:www.mywebsite.com" 2. Check if the actual page is in the index - "site:www.mywebsite. com/page" 3. Check if the page is ranking at all - enter the title tag exactly 4. Check robots.txt , usually at www.website.com/robots.txt - Remove this: "disallow: /" 5. Check for a meta no index tag - Remove this: <meta name="robots" content="noindex"> 6. Check for a bad rel=canonical tag - Remove this: <link rel=" canonical" hreh="www.entire-website.com"> 7. Check for cross-site duplication - when Google finds duplicate content on multiple domains, it picks one winner.
    • WWW vs. non-WWW Did you know: www.tommyspage.com and tommyspage.com are considered two different pages? Make sure to canonicalize or 301! It doesn't matter which you choose, but be consistent! Most people seem to choose www these days
    • Site Speed Sitemap speed emerged as a ranking factor Now, it’s acknowledged that a fast site won’t necessarily make you rank higher, but a slow one can pull you down.
    • XML Sitemaps A .xml file, submitted to search engines, to identify which areas of your site you'd like them to crawl Upload it in Google Webmaster Tools Generate an XML sitemap for free (up to 500 pages) at www.xml-sitemaps.com
    • The Rest Evaluating competitors Social Media Reputation Management Mobile SEO International SEO Authorship Markup Panda & Penguin Secure Search (Not Provided) Tools and Services I Use
    • Evaluating Competitors Backlinks tools archive their own proprietary “link index”, find links from your competitors My favorites: ● linkdiagnosis.com ● opensiteexplorer.org ● ahrefs.com
    • Evaluating Competitors Use site: operator to find competitor title tags
    • Evaluating Competitors Check their HTML Sitemap
    • Evaluating Competitors Use the Google Keyword Planner
    • Social Media
    • http://moz.com/blog/facebook-twitters-influence-google-search-rankings
    • Reputation Management Owning all of the "shelf space" for your brand
    • Easy 3rd-Party Profiles Facebook.com Twitter.com YouTube.com LinkedIn.com Google.com/+ Yelp.com Maps.Google.com Local.Yahoo.com WordPress.com BlogSpot.com Tumblr.com Squidoo.com HubPages.com Flickr.com Wikipedia.org Tons more!
    • SEO for WordPress by Yoast
    • International SEO A strong country-specific link profile is vital! ccTLD is always best Many fortune 500 companies use domain.com/cc Google says they’ll look at subdomains and cc subfolder equally, but subdomains cause technical problems. Setting your country in Google WMT is not enough Use the rel=alternate hreflang tag in your header
    • Local SEO Get your address on your site via contact page or footer Register with Google Places. Sign up for Yahoo Local. Create an account at Bing Local. Reserve your Yelp page Make a listing at Yellow Pages. Register with City Search Comment on local blogs Guest blog on local blogs Give testimonials to local businesses
    • Mobile SEO Mobile-friendly pages rank higher in mobile search Three ways to do it: ● Responsive Design ● Dynamic Serving ● Mobile URLs (with good canonicalization)
    • Authorship Markup
    • Panda Update Google's "Panda Update" happened in February 2011 Low quality "thin" content, and sites heavy with advertising were hit. The update was designed to push down websites that provide a bad user experience 12% of search results were affected by Panda
    • Penguin Update Google's "Penguin Update" happened in April 24, 2012 Sites with extremely artificial link profiles were hit Approximately 3% of queries were affected by Penguin
    • Secure Search (Not Provided) The first secure search update occurred October 2011 Google removed the query information in URLs for anyone logged into a Google account It's widely accepted that this was a business move to empower Google's bottom line through advertising Google recently made all search secure, citing the NSA PRISM scandal. This is a dramatic change for SEO
    • Schema Schema.org rich snippets boost CTR on Google ● Reviews (Ratings) ● Aggregate Reviews ● Product/Offer ● Breadcrumbs ● Events Validate the code using Google’s Structured Data Tool
    • Entities & Structured Data ● Entity Search - More accurate method for bots to understand searcher intent. Maps additional verified sources to answer a search query ● Unstructured Data ○ Data that has not been organized based on any standard. Search engines can only identify patterns (keywords), but have a difficult time determining meaning. ● Structured Data ○ Classifying data by labeling it based on pre-determined standards (Schema.org). This allows us to provide extremely specific information to search engines to consume, classify and link together. ○ Machine-readable structured data is reliable because it can be cross-verified and compared to other sources on the web that also link to and classify it. Google used to be the best at simply indexing data. Now it’s focusing on understanding data.
    • Search Rankings Factors
    • Tools and Services I Use Google Analytics Clicky Google Webmaster Tools Google Adwords Keyword Tool Google Trends DreamHost Elegant Themes Theme Forest MetaFever SEO Report Traffic Travis Advanced Web Rankings Link Diagnosis Open Site Explorer Ahrefs Xenu SEOQuake Toolbar Linkstant SEO for WordPress AWeber Hellobar Marketing in the Age of Google The Search E-Junkie SearchCap Email Moz HoboSEO
    • Thank You!