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DemandQuest SEO Training 2014 - SEO 101
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DemandQuest SEO Training 2014 - SEO 101

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Here's my SEO 101 presentation that I presented for DemandQuest in June of 2014.

Here's my SEO 101 presentation that I presented for DemandQuest in June of 2014.

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  • Because organic search is so commonly used and trusted, clicks don’t cost anything, and results generally improve over time, SEO as an initiative can yield incredibly high ROI.
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DemandQuest SEO Training 2014 - SEO 101 DemandQuest SEO Training 2014 - SEO 101 Presentation Transcript

  • Part One Presented by Scott Dodge Search Engine Optimization Training
  • Introduce Yourself! 2 Who are you? What is your job title? Where do you work? Why are you taking this class? What do you hope to get out of it?
  • About Me 3 I’m the SEO Team Lead at Three Deep Marketing in Saint Paul www.threedeepmarketing.com I’ve been in the agency environment for over three years, working on everything from small local businesses to Fortune 50 businesses I specifically focus on Technical SEO, Enterprise-level SEO and overarching SEO strategy @scott_dodge
  • Let’s all talk about SEO… 4 What is your take on SEO? What have your experiences with SEO been like? Fruitful? Frustrating? Awesome? What do you think good SEO is all about?
  • Common Use Cases for SEO 5
  • SEO is a Good Candidate For… 6 Pretty much everything :)
  • Sites That Excel at SEO 7
  • Wikipedia 8
  • Amazon 9
  • SEO 101 10
  • What is SEO? Search Engine Optimization seeks to leverage the massive traffic potential that is organic search. 11
  • What is SEO? We focus on first ensuring that search engines can properly understand your site, and then we focus on aligning your company story to what users truly care about. 12
  • Goals of SEO  Generate Productive Organic Traffic – Effective SEO generates traffic that aligns well to our targeted audience.  Develop Technically Sound and User-Friendly Sites – Sites that are SEO friendly tend to be well built, technically sound, and do well by their users.  Match Content with Query Intent – Well optimized sites target content that aligns with the intent of the users’ query.  Provide Relevance and Value – Overall, a well optimized site provides relevance and value to users.
  • Why do SEO? • Organic results are generally more “trusted” by users • Clicks are “free” • Forces website improvements • Is a much more “long-term” approach than PPC • Top three organic results drive ~70% of clicks 14
  • Organic Search is Very Popular From a usage perspective, search engines drive at least 50% of all web traffic.
  • Optimizing for Search As a channel, organic traffic is a strong performer.
  • Why do SEO? 17 Organic Traffic is Highly Valuable. Organic traffic as a medium is very valuable and trusted by users, as organic results is a form of earned media. According to a 2013 Nielsen study, the most trusted sources of information come from earned media across all countries that were surveyed. SEO is Really Just Marketing At it’s core, SEO has evolved into a true exercise in marketing, as search engines want to mimic reality by surfacing those who are the best in various categories.
  • Search Engines The Key Players 18
  • Search Engines Circa 1999 19
  • Search Engines in 2014 20
  • 2012 Search Engine Market Share 21
  • Google’s Mission “Google’s mission is to organize the world‘s information* and make it universally accessible and useful.” 22 * And profit
  • How Search Engines Operate 23 Vital
  • How Search Engines Operate 24
  • How Search Engines Operate 25 Home Blog Products
  • How Search Engines Operate Without links, the engines might never find this page 26 Home Blog Products
  • What does Google think of SEO? 27 Matt Cutts – Head of Webspam Team, G http://www.youtube.com/watch?v=BS75vhGO-kk
  • Fundamentals of SEO On-Page vs Off-Page 28
  • On-Page vs. Off Page SEO 29  On-page SEO refers to factors that you can control directly on your website  Examples of on-page factors are:  Metadata  Heading tags  Content  Technical / Structural  Off-page SEO refers to factors out of your control on other websites  Examples of off-page factors are:  Inbound links  Social Media  Social Bookmarking  Local Directories
  • The Basics: SEO-Friendly Web Design 30
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  • SEO Be Crazy http://selnd.com/seotable33
  • Phase 1 – Forming a Solid Foundation 34 FOUNDATIONAL LAYER
  • Phase 1 – Ideal Site Architecture 35
  • Phase 1 – Unique Text Content 36
  • How Google Handles Duplicate Content 37
  • How Google Handles Duplicate Content 38
  • 39 blog.example.com/uses-of- cultured-stone example.com/blog/uses-of- cultured-stone example.com/minneapolis/bl og/uses-of-cultured-stone example.com/st- paul/blog/uses-of-cultured- stone
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  • Dealing with Duplicate Content - Canonicals 41 Ca-non-i-cal-i-za-tion
  • Dealing with Duplicate Content - 301 Redirects 42
  • 301 vs. 302 Redirects 43
  • 301 vs. 302 Redirects 44
  • Phase 1 - Server Response Codes 45
  • • XML Sitemaps should be located on the root domain – i.e. www.example.com/sitemap.xml • Sitemaps can be monitored, updated, and removed in Google Webmaster Tools • For more information, visit http://www.sitemaps.org/protocol.html Phase 1 - XML Sitemaps 46
  • Phase 1 – Crawlable Formats 47 Search engines have a specific set of content types that they do not process. Flash Example: http://mistapizza.com
  • Phase 2 – On-Page Relevance & Off Page Authority 48 FOUNDATIONAL LAYER
  • The Long Tail of Keyword Demand 49
  • Long Tail is Higher Converting 50
  • Determining Keywords Google Adwords Keyword Tool 51
  • Determining Keywords Google Analytics – what keywords have driven traffic historically? 52
  • Determining Keywords Your competitors – what keywords are they targeting? 53
  • Determining Keywords 54
  • Keyword Funnel of Intent Example 55 Funnel Stage B2C Example B2B Example Food Travel Activity Funnel Relates To Eating Vacations Suspicion There May Be A Problem Pain Eating Vacation Ideas Problem Identified Heartburn Europe Vacation Looking for Solution Alternatives Eliminate Heartburn Europe Vacation Reviews Solution Space Has Been Chosen Antacid Paris Vacation Complicating Issues Antacid Ulcers Paris Vacation Kids Researching A Specific Solution Antacid Tablets Paris Plane Tickets Researching A Specific Brand Tums Antacid Tablets Air France Tickets Conversion Imminent Tums Coupon Code Air France Tickets Cheap Post Conversion Acid Reflux Diet Travel Insurance
  • Websites Don’t Rank, Pages Do 56
  • Avoiding Keyword Cannibalization  Imagine you had four versions of the exact same book for sale on your website, each with their own page:  Hardcover  Paperback  eBook  Audiobook  What version should rank for a search of the book’s title? 57
  • All of them! 58
  • Avoiding Keyword Cannibalization - The Amazon Approach  Rather than creating unnecessary competition between four pages selling roughly the same item, Amazon makes all variants available from a prioritized product page.  Done via a “rel=canonical” tag  This has many benefits:  Link equity is maximized  Ranking ability is maximized  Ensuring users see the right content 59
  • Phase 2 – Proper Keyword Targeting 60
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  • Phase 2 – Proper Keyword Targeting 62
  • Implementing Keywords – Page Title 63
  • Implementing Keywords - Meta Descriptions 64
  • Xyz3.nationalgeographic.com/a/?q=31z&mg=vv7z &sd=8 Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string Implementing Keywords - URL Structure 65 SEO – Unfriendly URL Structure:
  • Single domain Shallow folder structure with relevant words Keywords in page name, separated by hyphen www.nationalgeographic.com/animals/african- elephants Implementing Keywords - URL Structure 66 SEO – friendly URL Structure:
  • Tag Length Recommendations 67
  • Implementing Keywords - Link Anchor Text 68
  • Implementing Keywords - Page Content 69
  • Implementing Keywords - Image Alt Tags 70
  • How do Links Help? • Links act as “votes” for pages on your site. • Generally speaking, the more links you have from authoritative sources, the more your site is trusted, and the better your pages will rank. 71
  • Link Equity • Link Equity refers to the total amount of value derived from internal and external links • Quantified as “Domain Authority”, “Page Rank”, and others 72
  • The Value of Links • Why would Googlebot hold Nasa.gov in higher regard than the other? 73
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  • Internal vs. External Links • Two types of links: Internal, and External. • Internal links refer to links within your site, such as navigation links. • External links refer to links outside of your site, such as a link from Wikipedia. • Both are very useful, but for different reasons. 76
  • Internal Links • Internal links ensure that all pages within the site are found by search engines and users alike • Internal links help to tell the search engines what pages are about, with the use of anchor text • Internal links help to spread link equity throughout the site On a typical site, this page would not be easily found 77
  • External Links • External links act as “votes” for your site’s pages • Search engines place more trust in sites that are mentioned frequently • The more authoritative the source, the more beneficial the link will be • For many websites, sourcing links is the toughest part of SEO – but for larger corporations, it is much78
  • Phase 3 – Content Strategy 79 OPTIMIZATION LAYER
  • Defining Content 80 Content is everything that you produce for your customers to consume. This could be: - Product page content - About Us section - Banner ads - Services brochures - Product videos
  • Content Strategy 81 For your content to be successful, you need to have an underlying strategy. Your strategy helps to determine: - Your key customers - Their buying cycle - What they care about - How they search - What they need to know - … among many others
  • Content Strategy 82 So, in order for a sound content strategy to be developed, you need the following inputs: - Customer Personas - Keyword Funnel of Intent per product, service line, or goal
  • Content Strategy – Persona Examples 83
  • Content Strategy – Keyword Funnel of Intent Example 84 Funnel Stage B2C Example B2B Example Food Travel Activity Funnel Relates To Eating Vacations Suspicion There May Be A Problem Pain Eating Vacation Ideas Problem Identified Heartburn Europe Vacation Looking for Solution Alternatives Eliminate Heartburn Europe Vacation Reviews Solution Space Has Been Chosen Antacid Paris Vacation Complicating Issues Antacid Ulcers Paris Vacation Kids Researching A Specific Solution Antacid Tablets Paris Plane Tickets Researching A Specific Brand Tums Antacid Tablets Air France Tickets Conversion Imminent Tums Coupon Code Air France Tickets Cheap Post Conversion Acid Reflux Diet Travel Insurance
  • Content Strategy – Execution Examples 85 http://www.rei.com/learn/expert-advice http://www.simplybusiness.co.uk/microsites/wordpr ess-for-small-businesses/
  • Phase 4 – Content Marketing 86 OPTIMIZATION LAYER
  • Content Marketing 87 Once we have our content strategies developed, and the content is starting to flow, it’s time to actively market that content. The key here is to identify where these various personas hang out online, and do your darndest to place your content there in a genuine manner.
  • Content Marketing Examples 88 Once we have our content strategies developed, and the content is starting to flow, it’s time to actively market that content. The key here is to identify where these various personas hang out online, and do your darndest to place your content there in a genuine manner.
  • Content Marketing Examples 89 Sometimes, your customers spend the most time on Google searching for options, and it’s up to you to make the best resource possible for that subject. https://www.airbnb.com/locations/austin
  • Measurement and Improvement 90
  • What to Measure?  For SEO, the most important measurements are:  Organic Traffic  Keywords that sent Visits  Average Visit Duration per Keyword  Top Pages  Top Landing Pages  Keywords that sent Conversions, Conversions by Landing Page  Organic Source  Events, Site Search, and eCommerce (if applicable) 91
  • Measurement and Improvement  Learn from your analytics 92
  • Measurement and Improvement  Set goals for your site 93
  • Measurement and Improvement  Let the data roll in 94
  • Measurement and Improvement  Find areas that you are underperforming 95
  • Measurement and Improvement  And create a plan to improve 96
  • Measurement and Improvement  And then do it all over again! 97
  • Questions? 98