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SEO BEST PRACTICES

           Presented by:

     Kent Schnepp - VP Strategy
What do the search engines like?

 • Content visible to search engine spiders
 • Naturally keyword rich content
 • Communi...
The SEO Trifecta
Keywords: The Foundation Of SEO
Keyword Mining


 • Brainstorm With Team
 • Site Extraction
 • Competitor Sites
 • Site Visitor Perspective
Keyword Research

• Search Popularity
• Relevancy
• Competitiveness
• Wordtracker
• Keyword Discovery
• WordZ
Keyword Expansion


 • Advanced Industry Tools
 • Search Engine Tools
 • Topical Issues
Keyword Selection
Site-Wide SEO

Elements that could have an effect on the ability of
search engines to correctly index and rank a Web site:...
Site-Wide SEO: Server Considerations




 • Server Location   • Canonicalization
 • Shared Hosting    • 301 Redirects
Site-Wide SEO: Information Architecture




                  • Develop Good Structure
                  • Compartmentaliz...
Site-Wide SEO: URL Structure


http://www.xyzbikes.com/road-bikes/womens-specific-six13



  • Use Keywords!              ...
URL Structure: Good/Bad




 http://www.competitivecyclist.com/road-bikes/frame-brand/   http://www.onceridden.com/index.c...
Site-Wide SEO: Accessibility

Accessible Content Is
Findable Content

 • Correct Mark-up
 • Use Flash Sparingly
 • Externa...
Site-Wide SEO: Duplicate Content


Search engines donʼt like to show the same content
multiple times for any given search ...
On-Page SEO

Web page attributes that help the search engines
understand and categorize your content:

 • Title Tags
 • Me...
On-Page SEO: Title Tags

Arguably the most important on-page element.


 • Keep It Short
 • Use Targeted Keywords
 • Incor...
On-Page SEO: Meta Tags

Optimized Meta descriptions improve click-through rates.


 • Keep Them Short
 • Be Informative
 •...
On-Page SEO: Semantic Markup

Search engines possess great computational power, but
they canʼt evaluate the context of a m...
On-Page SEO: Images


• Descriptive File Names
• Use Alt Attribute
• Use Captions
• Robots.txt Consideration
On-Page SEO: Internal Linking


 • Navigation Text Links
 • Breadcrumbs
 • Sitemap Links
 • Analytics Data
 • Long-Tail Ke...
On-Page SEO: Content


• Write Great Content!
• Make It Useful
• Keep It Simple
• Humans First
• Update Content Regularly
Off-Page SEO: Link Building

External links that the search engines use to evaluate
authority for specific keywords.

 • Ke...
Off-Page SEO: Blogs


 • Fresh Relevant Content
 • Community Participation
 • Niche Focused
 • Target Long-Tail Keywords
Off-Page SEO: Optimized Press Releases



 • Topical, Relevant Content
 • Temporal Relevancy
 • Strategic Out-Bound Links
...
Off-Page SEO: Social Media Marketing



 • Web 2.0 Content
 • Social Media Distribution
 • Social Media Profiles
 • Widget ...
The SEO Trifecta = Success


 • Prominent Rankings
 • Increased Qualified Traffic
 • Improved ROI
 • Enhanced Brand Exposure
THANK YOU!
      Questions?

       Presented by:

 Kent Schnepp - VP Strategy
  kent@engineworks.com

   www.engineworks....
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Transcript of "Seo Best Practices"

  1. 1. SEO BEST PRACTICES Presented by: Kent Schnepp - VP Strategy
  2. 2. What do the search engines like? • Content visible to search engine spiders • Naturally keyword rich content • Communicate clear information hierarchy • Sites that load quickly • Links from authoritative sites • Meaningful URL structure • Domains with history
  3. 3. The SEO Trifecta
  4. 4. Keywords: The Foundation Of SEO
  5. 5. Keyword Mining • Brainstorm With Team • Site Extraction • Competitor Sites • Site Visitor Perspective
  6. 6. Keyword Research • Search Popularity • Relevancy • Competitiveness • Wordtracker • Keyword Discovery • WordZ
  7. 7. Keyword Expansion • Advanced Industry Tools • Search Engine Tools • Topical Issues
  8. 8. Keyword Selection
  9. 9. Site-Wide SEO Elements that could have an effect on the ability of search engines to correctly index and rank a Web site: • Server Considerations • Information Architecture • URL Structure • Accessibility • Duplicate Content
  10. 10. Site-Wide SEO: Server Considerations • Server Location • Canonicalization • Shared Hosting • 301 Redirects
  11. 11. Site-Wide SEO: Information Architecture • Develop Good Structure • Compartmentalize • Semantic Weight
  12. 12. Site-Wide SEO: URL Structure http://www.xyzbikes.com/road-bikes/womens-specific-six13 • Use Keywords! • Fewer Folders • Describe Content • Hyphens Separate Best • Keep Short • Static Is Better
  13. 13. URL Structure: Good/Bad http://www.competitivecyclist.com/road-bikes/frame-brand/ http://www.onceridden.com/index.cfm/fuseaction/ bmc-110.html Pages.getBrand/Id/55/category/11/brand/8
  14. 14. Site-Wide SEO: Accessibility Accessible Content Is Findable Content • Correct Mark-up • Use Flash Sparingly • External JavaScript • HTML Site Map
  15. 15. Site-Wide SEO: Duplicate Content Search engines donʼt like to show the same content multiple times for any given search query. Search engines select one version as the original. Copies rarely appear for competitive searches.
  16. 16. On-Page SEO Web page attributes that help the search engines understand and categorize your content: • Title Tags • Meta Tags • Semantic Markup • Images • Internal Linking • Latent Semantic Indexing
  17. 17. On-Page SEO: Title Tags Arguably the most important on-page element. • Keep It Short • Use Targeted Keywords • Incorporate Your Brand • Create Unique Titles • Do Not Copy
  18. 18. On-Page SEO: Meta Tags Optimized Meta descriptions improve click-through rates. • Keep Them Short • Be Informative • Incorporate Keywords • Write Unique Descriptions
  19. 19. On-Page SEO: Semantic Markup Search engines possess great computational power, but they canʼt evaluate the context of a message. • Important Keywords In H1 Tags • Long Tail Keywords In H2 Tags
  20. 20. On-Page SEO: Images • Descriptive File Names • Use Alt Attribute • Use Captions • Robots.txt Consideration
  21. 21. On-Page SEO: Internal Linking • Navigation Text Links • Breadcrumbs • Sitemap Links • Analytics Data • Long-Tail Keywords
  22. 22. On-Page SEO: Content • Write Great Content! • Make It Useful • Keep It Simple • Humans First • Update Content Regularly
  23. 23. Off-Page SEO: Link Building External links that the search engines use to evaluate authority for specific keywords. • Keyword Relevancy Votes • Blogs • Optimized Press Releases • Social Media Marketing
  24. 24. Off-Page SEO: Blogs • Fresh Relevant Content • Community Participation • Niche Focused • Target Long-Tail Keywords
  25. 25. Off-Page SEO: Optimized Press Releases • Topical, Relevant Content • Temporal Relevancy • Strategic Out-Bound Links • Multiple Distribution Points
  26. 26. Off-Page SEO: Social Media Marketing • Web 2.0 Content • Social Media Distribution • Social Media Profiles • Widget Integration • Badge Marketing
  27. 27. The SEO Trifecta = Success • Prominent Rankings • Increased Qualified Traffic • Improved ROI • Enhanced Brand Exposure
  28. 28. THANK YOU! Questions? Presented by: Kent Schnepp - VP Strategy kent@engineworks.com www.engineworks.com www.engineworks.com/blog/
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