SEO Best PracticesHitting the Low Hanging Fruit<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />l...
No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/seo<br />
Why Am I Talking to You?<br />?<br />
What I Do?<br />
If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
If people can’t find it,does it matter?<br />
Outbound Marketing<br />
Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />
Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
 Blogging
 Social Media
 SEO
 Offers / CTAs
 Landing Pages
 Emails
 Lead Intel
 Analytics</li></ul>Process<br /><ul><li> Publish
 Optimize
 Promote
 Target
 Capture
 Nurture
 Test
 Analyze
 Repeat</li></li></ul><li>What SEO is NOT<br />
SEO is Usability and Accessibility<br />
Search Engine Crawlers are your blindest users<br />Yahoo<br />Microsoft<br />Google<br />
By the Numbers (on one site)<br />30% of traffic is delivered by Search Engines<br />82% of that traffic is delivered by G...
Search Engine Optimization<br />3,000 searches per second<br /><ul><li> Publish more content
 Optimize your content
 Promote your content</li></li></ul><li>Marketing Spend<br />Organic 88% of clicks @ $1.5 billion<br />PPC 12% of clicks @...
Are you optimized to get that traffic?<br />
It All Starts With Keywords<br />“It’s NOT about what you want or what you call it, it is about what people are actually l...
It All Starts With Keywords<br />Key Phrase Curve<br />HIGH COST & COMPETITION<br />LONG TAIL SEO<br />1 Word Phrases“shoe...
Long Tail Keywords<br />List of Boston Massachusetts Private School<br />Boston Massachusetts Private School<br />Massachu...
Search Trends<br />Yahoo  = navigational<br />Bing = transactional <br />Ask = informational<br />Google = commercial inve...
Keyword Research<br />
Adwords Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
Google Insight<br />http://www.google.com/insights/search/<br />
Thesaurus<br />http://thesaurus.reference.com/<br />
An SEO Breakdown<br />
Powerful Keyword Tools<br />
Two Parts of SEO<br />On-Page<br />Off-Page<br />
On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />
Page Title<br />Describe The Page<br />Include Keywords<br />70 Character Limit<br />PageTitle<br />
URL<br />Describe The Page<br />Include Keywords<br />A Dynamic URL is hard to understand<br />What are the following two ...
Headers<br />Semantic Markup<br />Include Keywords<br />Describe sections of the Page<br />Headers<br />
Example: Using<br />Headers in Word<br />
Meta Description & Keywords<br />MetaKeywords<br />Unique for Each Page<br />Only Viewable in Source<br />Meta Description...
Off-Page Optimization<br />We’ve all heard Content is King, so Links must be the Queen?<br />
Off-Page Optimization<br />Inbound Links<br />Site Authority<br />Anchor Text<br />
Inbound Links<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
Publish Content Worth Sharing<br />
Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
Audio<br />http://itunes.stanford.edu/<br />
Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
Social News<br />http://engineering.tamu.edu/news/<br />
RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
Site Authority<br />
Anchor Text Count!<br />
What are those buildings called?<br />
What are people looking for?<br />
What are people looking for?<br />
Getting Ranked<br />
Search Call To Actions<br />Page Title<br />Meta Description<br />Page Title and Meta Description are all you get in searc...
Content is More Important than Design!<br />
Importance of Relevance<br />Being able to easily update content is more important than flashy complicated graphics<br />
Navigation Helps SEO<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
Web Analytics Helps SEO<br />
Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />
Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />
Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />
Web Analytics Helps SEO<br />Scan referral sources to see where you are getting links from<br />
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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 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

    1. 1. SEO Best PracticesHitting the Low Hanging Fruit<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />
    2. 2. No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/seo<br />
    3. 3. Why Am I Talking to You?<br />?<br />
    4. 4. What I Do?<br />
    5. 5. If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
    6. 6. If people can’t find it,does it matter?<br />
    7. 7. Outbound Marketing<br />
    8. 8. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
    9. 9. Inbound Marketing<br />
    10. 10. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
    11. 11. Blogging
    12. 12. Social Media
    13. 13. SEO
    14. 14. Offers / CTAs
    15. 15. Landing Pages
    16. 16. Emails
    17. 17. Lead Intel
    18. 18. Analytics</li></ul>Process<br /><ul><li> Publish
    19. 19. Optimize
    20. 20. Promote
    21. 21. Target
    22. 22. Capture
    23. 23. Nurture
    24. 24. Test
    25. 25. Analyze
    26. 26. Repeat</li></li></ul><li>What SEO is NOT<br />
    27. 27.
    28. 28. SEO is Usability and Accessibility<br />
    29. 29. Search Engine Crawlers are your blindest users<br />Yahoo<br />Microsoft<br />Google<br />
    30. 30. By the Numbers (on one site)<br />30% of traffic is delivered by Search Engines<br />82% of that traffic is delivered by Google<br />On a large school website w/ 1,000,000 visits per month that is 300,000 visitors<br />
    31. 31. Search Engine Optimization<br />3,000 searches per second<br /><ul><li> Publish more content
    32. 32. Optimize your content
    33. 33. Promote your content</li></li></ul><li>Marketing Spend<br />Organic 88% of clicks @ $1.5 billion<br />PPC 12% of clicks @ $18 billionTip – allocate your resources in the right place.<br />
    34. 34. Are you optimized to get that traffic?<br />
    35. 35. It All Starts With Keywords<br />“It’s NOT about what you want or what you call it, it is about what people are actually looking for.”<br />“Nobody cares about your products (except you)” – David Meerman Scott<br />
    36. 36. It All Starts With Keywords<br />Key Phrase Curve<br />HIGH COST & COMPETITION<br />LONG TAIL SEO<br />1 Word Phrases“shoes”<br />accounts for 70% of searches<br />2-3 Word Phrases“mens shoes”<br />Yields average of 36% conversion rate<br />More descriptive Phrases“Nike mens running shoes”<br />LOW COST & RISK<br />LOW PROBABILITY OF CONVERSION<br />HIGH PROBABILITY OF CONVERSION<br />
    37. 37. Long Tail Keywords<br />List of Boston Massachusetts Private School<br />Boston Massachusetts Private School<br />Massachusetts Private School<br />Private School<br />School<br />
    38. 38. Search Trends<br />Yahoo = navigational<br />Bing = transactional <br />Ask = informational<br />Google = commercial investigation<br />
    39. 39. Keyword Research<br />
    40. 40. Adwords Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
    41. 41. Google Insight<br />http://www.google.com/insights/search/<br />
    42. 42. Thesaurus<br />http://thesaurus.reference.com/<br />
    43. 43. An SEO Breakdown<br />
    44. 44. Powerful Keyword Tools<br />
    45. 45. Two Parts of SEO<br />On-Page<br />Off-Page<br />
    46. 46. On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />
    47. 47. Page Title<br />Describe The Page<br />Include Keywords<br />70 Character Limit<br />PageTitle<br />
    48. 48. URL<br />Describe The Page<br />Include Keywords<br />A Dynamic URL is hard to understand<br />What are the following two pages about?<br />http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5-nationals-3/<br />http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=4225972&vkey=recap&fext=.jsp&c_id=mlb<br />URL<br />
    49. 49. Headers<br />Semantic Markup<br />Include Keywords<br />Describe sections of the Page<br />Headers<br />
    50. 50. Example: Using<br />Headers in Word<br />
    51. 51. Meta Description & Keywords<br />MetaKeywords<br />Unique for Each Page<br />Only Viewable in Source<br />Meta Description limit 150 characters<br />Meta Keyword limit 10 keywords max<br />Meta<br />Description<br />
    52. 52. Off-Page Optimization<br />We’ve all heard Content is King, so Links must be the Queen?<br />
    53. 53. Off-Page Optimization<br />Inbound Links<br />Site Authority<br />Anchor Text<br />
    54. 54. Inbound Links<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
    55. 55. Publish Content Worth Sharing<br />
    56. 56. Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
    57. 57. Audio<br />http://itunes.stanford.edu/<br />
    58. 58. Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
    59. 59. Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
    60. 60. Social News<br />http://engineering.tamu.edu/news/<br />
    61. 61. RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
    62. 62. Site Authority<br />
    63. 63. Anchor Text Count!<br />
    64. 64. What are those buildings called?<br />
    65. 65. What are people looking for?<br />
    66. 66. What are people looking for?<br />
    67. 67. Getting Ranked<br />
    68. 68. Search Call To Actions<br />Page Title<br />Meta Description<br />Page Title and Meta Description are all you get in search results. Make sure that they count.<br />
    69. 69. Content is More Important than Design!<br />
    70. 70. Importance of Relevance<br />Being able to easily update content is more important than flashy complicated graphics<br />
    71. 71. Navigation Helps SEO<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
    72. 72. Web Analytics Helps SEO<br />
    73. 73. Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />
    74. 74. Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />
    75. 75. Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />
    76. 76. Web Analytics Helps SEO<br />Scan referral sources to see where you are getting links from<br />
    77. 77. 404 Pages<br />404 Reporting tells you where you are failing to better optimize your site <br />
    78. 78. 301 Redirects<br />(Almost) Always use 301 Redirects because they pass search authority<br />http://delicious.com/jameskm03/301redirects<br />
    79. 79. URL Canonicalization<br />Avoid “Double Vision”<br />Every page on your site becomes duplicate<br />
    80. 80. Splash Screens<br />
    81. 81. Flash Websites<br />Flash should add not dominate<br />Search Engines aren’t very good at reading flash<br />
    82. 82. SEO Tools<br />
    83. 83. The Lynx Browser<br />http://bit.ly/lynx<br />
    84. 84. SEOmoz Tools<br />http://www.seomoz.org/tools<br />
    85. 85. SEO Book Toolbar<br />The Only Firefox Toolbar you will need for SEO<br />Competitive Research<br />Keyword Research<br />Link Information<br />Rank Checker<br />Page X-Ray<br />More…<br />http://tools.seobook.com/seo-toolbar/<br />
    86. 86. Free Website Grader Report<br />http://website.grader.com/<br />
    87. 87. Create<br />Optimize<br />Link<br />
    88. 88. Final Thoughts<br />
    89. 89. SEO is NOT a sprint… it’s a Marathon<br />
    90. 90. Help People FindYour Buried Treasure<br />
    91. 91. Additional Reading<br />www.seomoz.org/blog<br />sphinn.com<br />searchengineguide.com<br />searchengineland.com<br />
    92. 92. SEO Best Practices: Hitting the Low Hanging Fruit<br />Questions?<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />
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