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Turlock Chamber Business Summit - SEO

Turlock Chamber Business Summit - SEO



Search Engine Optimization: Writing for the Web and PR ...

Search Engine Optimization: Writing for the Web and PR

92% of all products and services purchased start with an online web query in a search engine. This is certainly true of the travel industry. Showing up in first page search engine results is sometimes a challenging task given how competitive the online space has become. Attend this session to learn tangible strategies for writing for search engines as well as users. SEO expert, Sheila Kloefkorn, will teach you how search engines work, what is needed to effectively write for search engines and how to leverage the constantly changing landscape of search engine optimization.

Attendees will learn:

How search engines work and why writing for search engines as well as users is so important

How to write for search engines and marketing communications/PR

How search engines have changed and what is coming in the future



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    Turlock Chamber Business Summit - SEO Turlock Chamber Business Summit - SEO Presentation Transcript

    • Search Engine Optimization
      SEO: Writing for the Web and PR
      Proprietary & Confidential
      Copyright © KEO Marketing 2011
    • What is SEO?
      New Definition
      A set of methodologies that make it easier for search engines to find, index, categorize and rank web content.
      So SEO is the process of getting your content indexed, categorized, ranked and found.
    • The Foundation of SEO: Content & Back Links
    • The Success of SEO Today
      On Page SEO
      Site aspectswe can control
      Off Page SEO
      Content and Backlinks Directed at Website Pages
    • Backlinks Determine Search Engine Rankings
      “Google interprets a link from page A to page B as a vote, by page A, for page B.
      But, Google looks at considerably more than the sheer volume of votes, or links a page receives; for example, it also analyzes the page that casts the vote.
      Votes cast by pages that are themselves "important" weigh more heavily and help to make other pages "important."”
      - Google.com
      Other engines such as Bing also factor in the quality
      and quantity of backlinks.
    • Google Panda/Farmer Update
      The recent “Panda”
      set of Google Algorithm Updates
      mean that the qualityand recency of links
      is now even more important than
      the quantity of links.
    • About Search
    • What A User Sees
    • What a Search Engine Sees
    • Top 10 Signals – On Page
      Keyword Use In
      First Word(s) / Anywhere in the Title Tag
      First Word(s) / Anywhere in the H1 Tag
      Internal Link / External Link Anchor Text on the Page
      First 50-100 Words in HTML on the Page
      Meta Description Tag
      URL Structure & Single URL for page
      Other Headline Tags (<h2> – <h6>)
      Image Alt Text
      Number of Repetitions in the HTML Text on the Page
      Keyword Use in Image Names
    • On Page Factors In Action
    • Top 10 Signals – Off Page
      Existence of Substantive, Unique Content on the Page
      Keyword Use in the Title / Description
      Recency (freshness) of Page Creation
      Social Mentions (Likes, Comments – Total and Positive)
      Internal Linking on the Site
      Frequency of Content Changes
      Use of External-Pointing Links on the Page
      Keyword use in the URL
      Ratio of Code to Text in HTML
      HTML Validation to W3C Standards
    • Digital Asset Optimization
    • Starts with Keyword Research
    • What types of content can be optimized?
      Web pages - content pages & product pages
      Press releases
      Blog posts
      Facebook pages/posts
      Twitter Tweets
      Any digital content on the web.
    • Tagging Digital Assets
    • Optimizing Images
      Optimize Images
      Use Main Keyphrase in
      Image File Name
      Alt Tag
    • Image Search
    • Video Search
    • Local Search
    • News/PR Search
    • Social Search
    • Articles
    • Other Content: Optimizing PDFs
    • Back Link Building Opportunities
      Links from suppliers, distributors, industry association, and strategic partner sites
      Links from other Avnet sites
      News & syndication
      Reviews & blogs
      Great content & lists that people want to share and republish
      Pertinent Directories
      Social Bookmarking
      Local Links
      Advice sites and forums
      Sharable widgets or apps
    • Top 10 Link Building Mistakes
      Getting good quality links but with useless anchor texts
      Getting backlinks from irrelevant websites
      Links from sites with poor reputation (low page rank)
      Getting an image link (when a text link with keyword is possible)
      Not using ALT text if image link is the only possibility
      Getting backlinks from sites/pages with too many (>100) links
      Links from pages spiders can't crawl
      Links with a “nofollow” attribute
      Explicitly selling links
      Links from good sites gone bad
    • SEO is the process of getting your content found
      92% of all products and services purchased start with a web search
      Focus on keyword research
      Think about what your visitors would use to search for you
      Make sure you use those top keywords in the titles, descriptions and content of all of your digital assets, web pages and social media
      Make your content compelling – answer the most commonly asked questions
      Test your content on multiple platforms – desktops, laptops, smartphones, tablets, browsers
      Effective SEO is a way to jump ahead of your competition
    • Thank You.
      Sheila Kloefkorn
      KEO Marketing