SEO Best Practices: Hitting the Low Hanging Fruit
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SEO Best Practices: Hitting the Low Hanging Fruit

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Maybe you don’t even know what Search Engine Optimization (SEO) is? Search Engines are the first place that nearly everyone goes when looking for something. Having your site displayed at the top of ...

Maybe you don’t even know what Search Engine Optimization (SEO) is? Search Engines are the first place that nearly everyone goes when looking for something. Having your site displayed at the top of results for relevant searches is a powerful way to get visitors to your website. In a sense it’s a way to provide free traffic to your site. Also because when people search, they are usually looking for a specific thing being and able to provide it to them you are gaining a relevant visitor.

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  • http://www.flickr.com/photos/churl/196591735/
  • Same can be said for a website. You can have the greatest website in the world, but if nobody is visiting it is it making a difference? Of course you have to get people to visit, but knowing what they do when they visit is equally important.
  • Pixie Dust Photo by Angelleahttp://www.flickr.com/photos/28757002@N03/2869377454/in/photostream/
  • Pixie Dust Photo by Angelleahttp://www.flickr.com/photos/28757002@N03/2869377454/in/photostream/
  • Three Blind Mice: Photo credithttp://www.flickr.com/photos/12392252@N03/3065029877/
  • http://www.flickr.com/photos/sam_and_ian/89837579/
  • http://www.flickr.com/photos/kanaka/112972434/
  • http://www.flickr.com/photos/36665622@N00/253527065/

SEO Best Practices: Hitting the Low Hanging Fruit SEO Best Practices: Hitting the Low Hanging Fruit Presentation Transcript

  • SEO Best PracticesHitting the Low Hanging Fruit
    Kyle James
    jameskm03@gmail.com
    twitter.com/kylejames
    linkedin.com/in/jameskm03
    kyle-james.com
    doteduguru.com
    hubspot.com
    nuCloud.com
  • No Need To Take Notes
    doteduguru.com
    doteduguru.com/seo
  • Why Am I Talking to You?
    ?
  • What I Do?
  • If a tree falls in a forest and noone is around to hear it, does it make a sound?
  • If people can’t find it,does it matter?
  • Outbound Marketing
  • Outbound Marketing is Broken
    800-555-1234
    Annoying
    Salesperson
  • Inbound Marketing
  • Inbound Marketing Process
    Tools
    • Content Mgmt
    • Blogging
    • Social Media
    • SEO
    • Offers / CTAs
    • Landing Pages
    • Emails
    • Lead Intel
    • Analytics
    Process
    • Publish
    • Optimize
    • Promote
    • Target
    • Capture
    • Nurture
    • Test
    • Analyze
    • Repeat
  • What SEO is NOT
  • SEO is Usability and Accessibility
  • Search Engine Crawlers are your blindest users
    Yahoo
    Microsoft
    Google
  • By the Numbers (on one site)
    30% of traffic is delivered by Search Engines
    82% of that traffic is delivered by Google
    On a large school website w/ 1,000,000 visits per month that is 300,000 visitors
  • Search Engine Optimization
    3,000 searches per second
    • Publish more content
    • Optimize your content
    • Promote your content
  • Marketing Spend
    Organic 88% of clicks @ $1.5 billion
    PPC 12% of clicks @ $18 billionTip – allocate your resources in the right place.
  • Are you optimized to get that traffic?
  • It All Starts With Keywords
    “It’s NOT about what you want or what you call it, it is about what people are actually looking for.”
    “Nobody cares about your products (except you)” – David Meerman Scott
  • It All Starts With Keywords
    Key Phrase Curve
    HIGH COST & COMPETITION
    LONG TAIL SEO
    1 Word Phrases“shoes”
    accounts for 70% of searches
    2-3 Word Phrases“mens shoes”
    Yields average of 36% conversion rate
    More descriptive Phrases“Nike mens running shoes”
    LOW COST & RISK
    LOW PROBABILITY OF CONVERSION
    HIGH PROBABILITY OF CONVERSION
  • Long Tail Keywords
    List of Boston Massachusetts Private School
    Boston Massachusetts Private School
    Massachusetts Private School
    Private School
    School
  • Search Trends
    Yahoo = navigational
    Bing = transactional
    Ask = informational
    Google = commercial investigation
  • Keyword Research
  • Adwords Keyword Tool
    https://adwords.google.com/select/KeywordToolExternal
  • Google Insight
    http://www.google.com/insights/search/
  • Thesaurus
    http://thesaurus.reference.com/
  • An SEO Breakdown
  • Powerful Keyword Tools
  • Two Parts of SEO
    On-Page
    Off-Page
  • On-Page Optimization
    PageTitle
    URL
    Meta
    Description
    Headers
    MetaKeywords
  • Page Title
    Describe The Page
    Include Keywords
    70 Character Limit
    PageTitle
  • URL
    Describe The Page
    Include Keywords
    A Dynamic URL is hard to understand
    What are the following two pages about?
    http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5-nationals-3/
    http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=4225972&vkey=recap&fext=.jsp&c_id=mlb
    URL
  • Headers
    Semantic Markup
    Include Keywords
    Describe sections of the Page
    Headers
  • Example: Using
    Headers in Word
  • Meta Description & Keywords
    MetaKeywords
    Unique for Each Page
    Only Viewable in Source
    Meta Description limit 150 characters
    Meta Keyword limit 10 keywords max
    Meta
    Description
  • Off-Page Optimization
    We’ve all heard Content is King, so Links must be the Queen?
  • Off-Page Optimization
    Inbound Links
    Site Authority
    Anchor Text
  • Inbound Links
    Content Creation Strategy
    “If You Build It, They Will Come”
  • Publish Content Worth Sharing
  • Videos & Slideshows
    http://www.wofford.edu/sightsandsounds/
  • Audio
    http://itunes.stanford.edu/
  • Student Blogs
    http://www3.imperial.ac.uk/campus_life/studentblogs
  • Interactive Campus Tours
    http://uscupstate.edu/map/
  • Social News
    http://engineering.tamu.edu/news/
  • RSS & Calendar
    http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
  • Site Authority
  • Anchor Text Count!
  • What are those buildings called?
  • What are people looking for?
  • What are people looking for?
  • Getting Ranked
  • Search Call To Actions
    Page Title
    Meta Description
    Page Title and Meta Description are all you get in search results. Make sure that they count.
  • Content is More Important than Design!
  • Importance of Relevance
    Being able to easily update content is more important than flashy complicated graphics
  • Navigation Helps SEO
    Usability
    Cross Linking Content
    Sitemap
    Footer
  • Web Analytics Helps SEO
  • Internal Site Search
    SEO also helps with your Internal Site Searchand good for Keyword Research
  • Visits By Keywords
    Know what keywords you are already getting search traffic from
  • Web Analytics Helps SEO
    Quickly make sure your page titles are optimized
  • Web Analytics Helps SEO
    Scan referral sources to see where you are getting links from
  • 404 Pages
    404 Reporting tells you where you are failing to better optimize your site
  • 301 Redirects
    (Almost) Always use 301 Redirects because they pass search authority
    http://delicious.com/jameskm03/301redirects
  • URL Canonicalization
    Avoid “Double Vision”
    Every page on your site becomes duplicate
  • Splash Screens
  • Flash Websites
    Flash should add not dominate
    Search Engines aren’t very good at reading flash
  • SEO Tools
  • The Lynx Browser
    http://bit.ly/lynx
  • SEOmoz Tools
    http://www.seomoz.org/tools
  • SEO Book Toolbar
    The Only Firefox Toolbar you will need for SEO
    Competitive Research
    Keyword Research
    Link Information
    Rank Checker
    Page X-Ray
    More…
    http://tools.seobook.com/seo-toolbar/
  • Free Website Grader Report
    http://website.grader.com/
  • Create
    Optimize
    Link
  • Final Thoughts
  • SEO is NOT a sprint… it’s a Marathon
  • Help People FindYour Buried Treasure
  • Additional Reading
    www.seomoz.org/blog
    sphinn.com
    searchengineguide.com
    searchengineland.com
  • SEO Best Practices: Hitting the Low Hanging Fruit
    Questions?
    Kyle James
    jameskm03@gmail.com
    twitter.com/kylejames
    linkedin.com/in/jameskm03
    kyle-james.com
    doteduguru.com
    hubspot.com
    nuCloud.com