Search Engine Optimization
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Deep dive into the daily thoughts of an SEO consultant
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Search Engine Optimization
- 1. Search Engine Optimization Deep dive into the daily thoughts of a SEO consultant December 15
- 2. Paula Latifa Heesbeen Graduated from NHTV in january 2012 Owner @ PaulaLatifa.nl since March 2011 SEO Consultant @ Easy Internet Marketing (Tribal Holding) since June 2011 Head of SEO @ Tribal since january 2015 December 15
- 4. December 15
- 5. Getting Started Think about the online funnel December 15
- 6. How does SEO fit? December 15
- 7. Think about target audience December 15
- 8. Who does what? December 15
- 9. Who is most interesting? December 15
- 10. Checklists to create persona’s http://heidicohen.com/marketing-persona/ http://offers.hubspot.com/free-template-creating-buyer-personas http://blog.hubspot.com/blog/tabid/6307/bid/33491/Everything- Marketers-Need-to-Research-Create-Detailed-Buyer-Personas- Template.aspx December 15
- 11. Search Intent Searcher intent falls into three major categories: navigational, informational, and transactional. A fourth category – commercial – straddles information and transactional intent. December 15
- 13. How Search Works December 15
- 14. December 15
- 15. On and Off the Page On the page Content HTML (Technology) Architecture (Structure) Off the page Links Trust Social Personal December 15 Techno- logy Links Content
- 17. Ranking facters on the page December 15 Page Title URL Headings Images Body Copy
- 18. Page title Very important ranking factor Max. 55 characters To check: CTRL U (View Source) CTRL F (Find) Type “<title>” and you’ll find the page title December 15
- 19. Meta Description Not a ranking factor Important for CTR December 15 ?
- 20. Heading Tags Ranking Factors Search for <h1>, <h2>, etc. in code December 15
- 21. Body Copy All the text on the page Defines relevance for search engine and audience! Conversion driver December 15
- 22. Images Use alt tags! Ie: alt=“international tourism students” December 15
- 23. Deep Dive Technology December 15 Techno- logy Links Content
- 24. First: Do not be afraid Spiders are robots (not scary) Code is not complicated Code is logical, has structure and can be easyily learned December 15
- 25. Helpful vs not helpful Helpful Sitemaps Site Structure URL Structure Appropriate use of HTML Robots tags Canonical tags Robots.txt Not helpful Duplicate content JavaScript Flash December 15
- 26. Helpful vs not helpful Helpful Sitemaps Site Structure URL Structure Appropriate use of HTML Robots tags Canonical tags Robots.txt Not helpful Duplicate content JavaScript Flash December 15
- 27. Non-www vs www Check: Go to http://domain.com Are you redirected? Advise the client to redirect based on which version has the most links. Chrome plugin: https://chrome.google.com/webstore/det ail/redirect- path/aomidfkchockcldhbkggjokdkkebmdll December 15
- 28. Non-www vs www Advise the client to redirect based on which version has the most links. Majestic SEO https://nl.majestic.com/ December 15
- 30. Homepages Are there multiple versions of the homepage (in the same language)? How to fix? Add a canonical at the duplicate version Redirect duplicate Chrome plugin Canonical: https://chrome.google.com/webstore/detail/c anonical/dcckfeohihhlbeobohobibjbdobjbhbo December 15
- 33. Robots.txt Needs to be at domain.com/robots.txt If it contains: “Disallow: /” the entire site is blocked (big problem!) The hashtag excludes rules # Images, JS and CSS should be allowed to index Should exclude anything you don’t want indexed (paginated content, admin folders, etc) December 15
- 34. Robots meta tag Stronger than robots.txt file Possibility to define for seperate search engines December 15
- 35. Robots meta tag December 15
- 36. Robots meta tag When set to nofollow or noindex this could create problems. Check using “Nofollow” (Chrome plugin) https://chrome.google.com/ webstore/detail/nofollow/df ogidghaigoomjdeacndafapdij miid December 15
- 37. Robots meta tag https://developers.google.com/webmasters/control-crawl- index/docs/crawlers https://developers.google.com/webmasters/control-crawl- index/docs/robots_meta_tag December 15
- 38. Sitemaps XML sitemaps are for spiders Like roadmaps HTML sitemaps are for humans Location XML Sitemap should be defined in robots.txt December 15
- 39. Sitemaps HTML sitemap example: http://www.nhtv.nl/sitem ap.html XML sitemap to the right Best way to check is manually! December 15
- 42. Google Webmaster Tools Super useful Find crawl errors Submit sitemaps Test your robots.txt file And more In short: it lets you communicate directly with Google http://www.google.com/webmasters/ December 15
- 43. GWT - Verifying First you have to verify you own a specific website. December 15
- 44. GWT – Crawl errors December 15 Check for Crawl errors regularly If there are many errors, try to find out where they are coming from and fix them
- 45. GWT - Sitemaps December 15 Submit XML sitemaps to Google to help them index your site Also see how many pages and images are indexed
- 46. GWT – Robots tester December 15
- 47. GWT – Fetch as Google December 15
- 48. Languages Help Google understand by using “hreflang” Great resource: https://support.google.com/webmasters/answer/189077?hl=en December 15
- 49. Languages Current NHTV implementation is not complete. It should be: <link rel="alternate" hreflang="EN" href="http://www.nhtv.nl/ENG/home.html" /> <link rel="alternate" hreflang=“NL" href="http://www.nhtv.nl/" /> Hreflang should reference each page that is the equivalent. Inlcluding itself. December 15
- 50. Languages The value of the hreflang attribute identifies the language (in ISO 639-1 format) and optionally the region (in ISO 3166-1 Alpha 2 format) of an alternate URL. December 15
- 53. Sitestructure Major influence on indexability Mainly through your main menu Internal linking structure Bad sitestructure will have negative impact Good sitestructure will have positive impact Base sitestructure on usability principles and known search behaviour December 15
- 55. URL structure There should be one URL per piece of content Otherwise: Use canonicals URLs should be clean No excessive parameters or session ID’s Short URLs Descriptive URLs Best practice: http://moz.com/blog/11-best-practices-for-urls December 15
- 58. Site Speed Download: https://chrome.google.com/webstor e/detail/pagespeed-insights-by- goo/gplegfbjlmmehdoakndmohflojc cocli Go to the page you want to analysee Press F12, go to PageSpeed and click ‘analyse’ Or go to: https://developers.google.com/spee d/pagespeed/insights/ Enther the webadress of the page you want to analyse December 15
- 59. SEO Experts: Pagination Problems Crawl Hog Page Juice dilution Duplication Thin content 16min Google Advice: https://www.youtube.com/watch?v=njn8uXTWiGg#t=32 Full Moz advice: http://moz.com/ugc/seo-guide-to-google-webmaster- recommendations-for-pagination December 15
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- 63. Pagination Solutions Option 1: a view all page (Google prefers this option) Option 2: block pagination beyond page one Opiton 3: implement pagination relationshiops Best is option one or three Depends on your client’s site which to chose. December 15
- 64. SEO experts: Microdata & Rich Snippets December 15
- 65. SEO experts: Microdata & Rich Snippets December 15
- 66. SEO experts: Microdata & Rich Snippets December 15 Resource: https://support.google.com/webmasters/answer/99170?hl=en You can choose from: Schema.org Data vocabulary JSON JSON is currently recommended method
- 69. Link analysis tools https://ahrefs.com/ https://nl.majestic.com/ December 15
- 72. Link building Analyse your client’s profile and compare it to competitors Identify opportunities and threats Build on those December 15
- 73. Links Other offpage factors December 15
- 74. Almost there, final slides December 15
- 75. Helpful resources Want to learn how to code? http://www.codecademy.com/learn Want to learn more about SEO https://www.distilled.net/u/ Weekly Inspiration http://moz.com/blog/category/whiteboard-friday December 15
- 76. Performance Marketing Update 2016 9 december 2015 Special offer for students! Only 50 euros In one day up to date about online marketing for 2016 Free book: Trends in search 2016 Over 30 speakers Hands on workshops Meet amazing people (and maybe get yourself an internship ;) ) Get the code from me and more info at www.tribal15jaar.nl December 15
- 77. Best ways to connect http://nl.linkedin.com/in/paulaheesbeen/ https://twitter.com/paulalatifa Paula.heesbeen@tribal.nl December 15