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My talk at Austin Online Marketing Club - Total SEO breakdown
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My talk at Austin Online Marketing Club - Total SEO breakdown


This was my attempt to talk about the total SEO breakdown at our last Austin Online Marketing Club meeting.

This was my attempt to talk about the total SEO breakdown at our last Austin Online Marketing Club meeting.

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  • I organized meetings for a little while for AOMCNow, I’m stepping down because I have too much going onLike us on facebook!Use the twitter hashtag #AOMC
  • I’m going to move fast. Please hold questions till the end because I want to get through it all
  • Most people have it backwards. They want to do SEO to rank and then have a successful business.That’s not the way it really worksBuild a good business first. Show differentiated value. Then do SEO.
  • When you perform a search, you are not really searching the internet. You are searching an index. This is why it’s important to get crawled and indexed.
  • Using sports as the analogy: The basics are important to play the game, win points, and make lots of money. Advanced SEO lets you take the trophy home.
  • Explain each one during presentation
  • Take AwaySEO is a really small part of a bigger more important idea.But the nice thing about consistent Content Marketing (if the content really is quality) is that it gives you a ton of content to SEO, if you do you your basic SEO well, you’ll see rankings!
  • They Google Keyword tool is going away soon and being replaced with a keyword plannerThe numbers provided are only for exact matchThe numbers are an averageThe numbers represent all devicesYou can still search by location


  • 1. Total SEO Breakdown The 30,000 foot view By <a href="https://plus.google.com/118246273504641681404? rel=author"> Scott True </a>
  • 2. http://www.meetup.com/AustinOnlineMarketingClub/ https://www.facebook.com/pages/Austin-Online-Marketing-Club/517328904944791 #AOMC
  • 3. Introduction Scott True • Real Estate Agent Turned SEO • After paying scammers, I decided to figure it out on my own • Then I got some small Real Estate sites to rank well • Then I got noticed by a larger company • Now, I’m managing the development of a half million dollar website A few places you can find me http://seoblog.scotttrue.com/ http://coffeeandseo.com/
  • 4. Introduction 1. Introduction 2. Definition of SEO 3. Content Marketing and SEO 4. Keywords for SEO 5. On-page and site-wide technical SEO 6. Image SEO 7. Video SEO 8. Design and UX for SEO 9. Mobile SEO 10. Optimizing for Social Media 11. Link Earning and using Social Media for Outreach 12. Local SEO 13. Rich Snippet Optimization 14. Google Authorship and SEO 15. Knowledge Graph, Entities, and Google Now 16. Competitive Analysis
  • 5. What is SEO? • SEO stands for either Search Engine Optimization (the act of optimizing) or Search Engine Optimizer (the person optimizing) To me, it’s not the activities that get your website to rank. That’s what quality content does. But SEO enables good content to rank
  • 6. Introduction Warning: You’re going to hear me talk a lot about quality content
  • 7. Introduction Goal: To give a big picture view When you dive into the details, it will help to have an understanding of how those details fit into a larger picture
  • 8. Introduction • Internet developed between March 1989 and December 1990 • It started with only pages, files, and hyperlinks. There were no Search Engines. • First Search tool was created in 1990, called Archie • First Search Engine was created in 1993, called W3Catalog • In the same year, the first web robot called the World Wide Web Wonderer was produced and it created an index called Wandex. • First “all text” crawler called Web Crawler was introduced in 1994. • Lycos was introduced in 1994. • Shortly after, more Search Engines begin to compete: Magellan, Excite, Infoseek, Inktomi, Northern Light, AltaVista, and Yahoo! • Yahoo! was founded in 1994 by Jerry Yang and David Filo as a directory • In 2000, Yahoo! provided search services based on Inktomi’s Search Engine • Yahoo! acquired Inktomi in 2002 and Overture (which owned AlltheWeb and AltaVista) in 2003. • Around 2003, Yahoo! switched to Google’s Search • In 2004, Yahoo! built is own Search • In 1998, Microsoft launch MSN Search which used Inktomi • In 1999, Microsoft switched to Alta-Vista • In 2004, Microsoft started its own search • In 2009, Microsoft launched the re-branded Search called Bing • Yahoo! started using Bing • Prior to Google, Search Engines returned results based on the number of keywords on a page. • Google started in 1996 as a research project by Larry Page and Sergy Brin. • Google’s algorithm ranked pages based on backlinks • Around 1998, Google started selling simple text ads • In 2000, Google was the prominent Search Engine • Source: http://en.wikipedia.org/wiki/Internet Web and Search Engine History
  • 9. Introduction Search Engine Developments • Search Engines used to rank pages on the number of keywords • Then Google came along in 1996 and started using backlinks as a signal • Now, there are over 200 signals that are looked at. We do not know what they are, but we do know what the best practices are. • Search results remained the same for everyone until recently • User location begin effecting the search results • Search Engines are now getting clues from the social networks to help rank pages • Now they are incorporating personalize search based on social connections and search history • Search Engines are now using machine learning to make connections based on entities
  • 10. Introduction What Search Engines do 1.Crawl the web – Search Engines have bots that follow links and discover new content 2.Index – Search Engines organize all the pages and files 3.Rank – The Search Engines algorithms determine the importance or relevancy of pages and files in relation to search queries
  • 11. Introduction Ranking factors http://moz.com/blog/ranking-factors-2013
  • 12. Introduction Take Aways • Links are still the strongest signal • On-page SEO and keywords still fundamental • Social metrics and Brand metrics are next on the list Future Shift • Social signals will be increasingly important while hyperlinks lose importance (but still remain strong) • Structured Data will have more influence as the web becomes more semantic and the algorithms become smart with entities • Author Rank will be more important Ranking factors
  • 13. Introduction The importance of the Basics
  • 14. SEO Myths • Myth: Websites are ranked based on their SEO • Myth: Rankings equals traffic • Myth: Traffic equals leads • Myth: It’s complicated and tricky to rank • Myth: Good SEO is the answer • Myth: Advanced Technical on-page SEO is difficult • Myth: High Volume Content is King • Myth: Number one placement is the best • Myth: The more traffic, the better • Myth: Links need to be posted all over the internet in order to rank • Myth: Page Rank matters • Myth: Alexia ratings matter
  • 15. Content Marketing and SEO Community Creativity Relationships Trust In this sample marketing plan, Avinash Kaushik explains how small traditional SEO is in a holistic multi-channel marketing plan. But all that multi-channel marketing is just the technicalities of a larger and more important idea. Everything else that is good business “Move beyond 2% right now conversions, build relationships w/ every visitor so you don’t have to keep paying to acquire them!” – Avinash Kaushik
  • 16. Content Marketing Ideas worth sharing http://mackwebsolutions.com/
  • 17. Content Marketing Ideas worth sharing http://mackwebsolutions.com/
  • 18. Content Marketing Ideas worth sharing The assets that Google can’t take away are much more powerful for ranking than technical SEO - Scott True
  • 19. Keywords for SEO • The focus should be on quality content first, technical SEO second. • It is the keywords that connect the dots. The keywords connect your optimized content with the people searching for it.
  • 20. Keywords for SEO
  • 21. Keywords for SEO Best Practices • Use related keywords • Use similar keywords • Use keywords naturally • One main theme and one main keyword per page. Consider the following – Number of searches – User intent – Industry vs consumer words
  • 22. Keywords for SEO Recent Developments • Keyword data from anlytics is no longer a representative sample • The Google keyword tool is going away • Organic Search Engine Results shrinking
  • 23. Keywords for SEO My conclusions • There is still some Keyword data that can give you a clue • You can still do keyword research • I’m going to worry about keywords less and focus on business and brand more • I’m going to begin to shift my focus to entity matching rather than keyword research
  • 24. On-Page Technical SEO Keyword Usage – Title tag – H1 Title – Sub-headings as it makes sense to – Throughout the content naturally – Meta Description
  • 25. On-Page Technical SEO Title tag
  • 26. On-Page Technical SEO Title tags – The most important things: • Use your main keyword • Make it compelling and/or different • Keep it around 70 characters • ( It is actually a number of pixels that cut the title tag off ) – Other important things • Include geographic area when possible • Include Branding when possible • Include a secondary keyword when possible
  • 27. On-Page Technical SEO Title tag Meta Description
  • 28. On-Page Technical SEO Meta Description – The most important things: • Use your main keyword • Make it compelling and/or different • Keep it around 155 characters – Other important things • Include geographic area when possible • Include a secondary keyword when possible
  • 29. On-Page Technical SEO • H1 Title • Subheadings • URLs – Keep them short – Use your main keyword – Don’t use too many subfolders with slashes
  • 30. On-Page Technical SEO Site-wide Technical SEO • HTML sitemaps for users • XML sitemaps for Search Engines • Video sitemaps • 301 Redirects with htaccess and choosing a www or non-www • Good site architecture and navigation • Breadcrumbs can be good and can generate rich snippets • Clean short descriptive URLs – We have this, we just need to keep checking • Canonical tags – execute on all pages • Absolute links – Use throughout the site • Meta robots – use to instruct the search engine bots • Speed, work with the developer on this: • “Amazon found every 100ms of latency cost them 1% in sales” • “Google found an extra .5 seconds in search page generation time dropped traffic by 20%” • Test and compare • Limited use of javascript • Limited use of frames, if any • Content must be able to display without cookies • Check indexation regularly • Pagination – use rel next and previous tags
  • 31. Image SEO
  • 32. Image SEO • Duplicate Images will not harm nor help SEO wise. Although, they can harm the UX. • Starts with a good file name • Equally good URL • Descriptive Alt text • Title can be helpful for UX, but not an SEO signal • Context counts • Captions count for context, but not because they are captions • Links matter • Open Graph tags help for sharebility and links
  • 33. Video SEO • Goals determine Platform and technical execution – For videos that are targeting Google traffic, and videos where you want users to click through to your site, use private hosting.
  • 34. Video SEO • Use Microdata and rich snippet markup • Use open graph tags and twitter cards when applicable • Share and embed buttons • Title • Description • Linking • Context • Crawlable code • Transcripts • Video sitemaps
  • 35. Design and UX for SEO • Good UX is good for SEO • Just make sure the content crawlable. Watch for – Flash – Pagination – Hidden content w/ tabs – Javascript – Frames • There are good code solutions for just about everything. Most of the time, if there is an “either/or” situation, let UX win.
  • 36. Mobile SEO • Mobile is Hot! • 40% of Internet time is now on mobile • People are consuming content via mobile more and more • There are over 3000 sizes of devices, so mobile means a lot of different things
  • 37. Mobile SEO Best Practices • Google recommends the industry best practice which is responsive • Don’t hide content for different devices - Research shows that people are starting to consume longer form content via mobile • You can re-arrange the content so it’s easier to use
  • 38. Optimizing for Social Media Social Media is good for • Connecting with people • Making friends and growing your sphere of influence • Get known, liked, and trusted • Building community which then becomes your advocates • Best Practice - Engage!!!!!!!
  • 39. Optimizing for Social Media Technical stuff – Use the following • Share buttons on your site • like and plus one buttons • Open Graph tags • twitter cards Keep options to a minimum
  • 40. Social Media Matters for SEO Recent correlation studies show that ranking sites also have social engagement
  • 41. Recent Developments Facebook Graph Search
  • 42. Link Earning and Social Media Stop Link Building!!!!!!!!!!! Stop posting links!!!!!!!!! Google looks for 1. Patterns 2. Controlled anchor text 3. Easily scalable
  • 43. Don’t do this
  • 44. Or this
  • 45. Earn links because you have good content Ideas worth considering • Outreach • Public Relations • Press release for newsworthy things • Identify Influencers in the industry • Identify trusted and high authority sites • Identify relationship building opportunities • Add value to the discussions that these people are having • Use Social Crawlytics to find popular posts. This can be a conversation starter. • Get to know thought leaders, add value, and then become a thought leader • Image search for links • Use topsy to find people that have shared content and ask them for a link • Use fresh web explorer to find mentions • Use linkspin to find people that are about to link. Contact them to ask them to do it in specific ways. • Use broken link finder to find broken links. Use the waybackmachine to find out what it was and build something better. Outreach to those that linked to it before. • Use Social Media to join conversations and meet people • Followerwonk is a great tool for finding people of influence and conversations that are happening
  • 46. Earn links because you have good content You are only limited by your creativity The bottom line is don’t do anything spammy Make sure it’s something that might happen on its own
  • 47. Links • Why does it matter – Links affect User Experience and Trust – Links affect SEO – In the past few years, we have seen a ton of changes in Google’s algorithm, but even with all the changes, links still remain the strongest SEO signal – Internal Links – Outbound Links (links going to other websites) – External Links (links coming in from other websites)
  • 48. Links • Use absolute links • Use follow links unless it’s paid advertising • Use Keywords as anchor text • Don’t use your keywords for outgoing links • Link to your key pages often
  • 49. Local SEO Why? • Organic Search Results are localized • Local results take up a huge part of the page • The new Google map is an new way to search • Google carousel is attracting many clicks
  • 50. Local SEO Carousel
  • 51. Local SEO Local Results
  • 52. How to Optimize for local • Use locations as part of keywords • Get on – Google plus – Google business page – Google Local • Markup business info • Use KML files • Use Authorship markup • Use rel=publisher • Get reviews and engage with people • Earn citations and mentions • Get listed on other local listing sites
  • 53. Google Maps
  • 54. Rich Snippets
  • 55. Rich Snippets
  • 56. Rich Snippets
  • 57. Rich Snippets Use Schema.org to markup your content! • Rich snippets - Breadcrumbs • Rich snippets - Events • Rich snippets - Music • Rich snippets - Organizations • Rich snippets - People • Rich snippets - Products • Rich snippets - Recipes • Rich snippets - Review ratings • Rich snippets - Reviews • Rich snippets - Software applications • Rich snippets - Videos: Facebook Share and RDFa • schema.org markup for videos • Supported software application types
  • 58. Google Authorship Google Authorship is basically Google’s way of 1. Identifying authors 2. “Scoring” authors based on the content they write and endorsements they get 3. Ranking future content influenced by “Author Rank”
  • 59. Google Authorship How to implement it: • Get on Google plus if you have not already done so • At least fill out your profile, even if you don’t use it as a social platform • In the contributor to section of your profile, add the websites that you write for • In your posts, add the authorship signature. It will look something like this: By <a target="_blank" href="https://plus.google.com/118246273504641681404 ? rel=author">Scott True</a>
  • 60. Google Knowledge Graph, Entities, and cards
  • 61. Google Knowledge Graph, Entities, and cards • There are more than 500 million objects and more than 3.5 billion facts and relationships • They get their data from – Freebase – Wikipedia – CIA World Factbook – Some other sources I’m sure – Microdata on your site!
  • 62. Google Knowledge Graph, Entities, and cards Ways to optimize for knowledge graph • Plug into Google plus, Google business page, and Google local • Implement Google Authorship and Google Publisher • Markup your content with schema.org • Maintain your presence on Wikipedia
  • 63. The end