SEO - Low Hanging Fruit for Immediate Results

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SEO for Higher Education. The low hanging fruit that you can take back to your campus and have immediate steps of action.

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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 - Low Hanging Fruit for Immediate Results

    1. 1. SEO Best PracticesThe Low Hanging Fruit for Immediate Results<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 college 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>Are you optimized to get that traffic?<br />
    34. 34. 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 />
    35. 35. Keyword Research<br />
    36. 36. Adwords Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
    37. 37. Google Insight<br />http://www.google.com/insights/search/<br />
    38. 38. Thesaurus<br />http://thesaurus.reference.com/<br />
    39. 39. Powerful Keyword Tools<br />
    40. 40. Long Tail Keywords<br />Internet Marketing Software Solution<br />Internet Marketing Software Tools<br />Internet Marketing Software<br />Internet Marketing Tools<br />Internet Marketing<br />
    41. 41. Two Parts of SEO<br />On-Page<br />Off-Page<br />
    42. 42. On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />
    43. 43. Page Title<br />Describe The Page<br />Include Keywords<br />70 Character Limit<br />PageTitle<br />
    44. 44. 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 />
    45. 45. Headers<br />Semantic Markup<br />Include Keywords<br />Describe sections of the Page<br />Headers<br />
    46. 46. Example: Using<br />Headers in Word<br />
    47. 47. 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 />
    48. 48. Off-Page Optimization<br />We’ve all heard Content is King, so Links must be the Queen?<br />
    49. 49. Off-Page Optimization<br />Inbound Links<br />Site Authority<br />Anchor Text<br />
    50. 50. Inbound Links<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
    51. 51. Publish Content Worth Sharing<br />
    52. 52. Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
    53. 53. Audio<br />http://itunes.stanford.edu/<br />
    54. 54. Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
    55. 55. Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
    56. 56. Social News<br />http://engineering.tamu.edu/news/<br />
    57. 57. RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
    58. 58. Site Authority<br />
    59. 59. Anchor Text Count!<br />
    60. 60. What are those buildings called?<br />
    61. 61. What are people looking for?<br />
    62. 62. What are people looking for?<br />
    63. 63. Getting Ranked<br />
    64. 64. 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 />
    65. 65. Content is More Important than Design!<br />
    66. 66. Importance of Relevance<br />Being able to easily update content is more important than flashy complicated graphics<br />
    67. 67. Navigation Helps SEO<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
    68. 68. Web Analytics Helps SEO<br />
    69. 69. Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />
    70. 70. Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />
    71. 71. Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />
    72. 72. Web Analytics Helps SEO<br />Scan referral sources to see where you are getting links from<br />
    73. 73. 404 Pages<br />404 Reporting tells you where you are failing to better optimize your site <br />
    74. 74. 301 Redirects<br />(Almost) Always use 301 Redirects because they pass search authority<br />http://delicious.com/jameskm03/301redirects<br />
    75. 75. URL Canonicalization<br />Avoid “Double Vision”<br />Every page on your site becomes duplicate<br />
    76. 76. Splash Screens<br />
    77. 77. Flash Websites<br />Flash should add not dominate<br />Search Engines aren’t very good at reading flash<br />
    78. 78. SEO Tools<br />
    79. 79. The Lynx Browser<br />http://bit.ly/lynx<br />
    80. 80. SEOmoz Tools<br />http://www.seomoz.org/tools<br />
    81. 81. 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 />
    82. 82. Free Website Grader Report<br />http://website.grader.com/<br />
    83. 83. Create<br />Optimize<br />Link<br />
    84. 84. Final Thoughts<br />
    85. 85. SEO is NOT a sprint… it’s a Marathon<br />
    86. 86. Help People FindYour Buried Treasure<br />
    87. 87. Additional Reading<br />www.seomoz.org/blog<br />sphinn.com<br />searchengineguide.com<br />searchengineland.com<br />
    88. 88. SEO Best Practices: The Low Hanging Fruit for Immediate Results<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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