SEO - Low Hanging Fruit for Immediate Results

SEO Best PracticesThe Low Hanging Fruit for Immediate Results
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 college 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

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

Keyword Research

Adwords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal

Google Insight
http://www.google.com/insights/search/

Thesaurus
http://thesaurus.reference.com/

Powerful Keyword Tools

Long Tail Keywords
Internet Marketing Software Solution
Internet Marketing Software Tools
Internet Marketing Software
Internet Marketing Tools
Internet Marketing

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?

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

Quickly make sure your page titles are optimized

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: The Low Hanging Fruit for Immediate Results
Questions?
Kyle James
jameskm03@gmail.com
twitter.com/kylejames
linkedin.com/in/jameskm03
kyle-james.com
doteduguru.com
hubspot.com
nuCloud.com

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SEO - Low Hanging Fruit for Immediate Results

by Kyle James on Jul 21, 2009

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