Self Storage Basic SEO 101

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This is a PPT that I created for the http://www.storagefront.com team to teach them the basics of SEO. Some illustrations were from SEOMoz and helped explain some basics nicely.

All branding and images property of StorageFront.

Hope you find this valuable.

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Self Storage Basic SEO 101

  1. 1. Self Storage SEOBasic SEO 101 for Storage Industry Created by Travis Wright
  2. 2. Content in this Presentation• The Search Landscape• How Do Search Engines Work?• Site Architecture• Effective Keyword Research• Link Building Strategies• Social Media, Social Search & Social Influencers
  3. 3. THE SEARCH LANDSCAPE
  4. 4. Completely different rankingalgorithm than standard search results Probably doesn’t get traffic like most “#1” results. Actually, 11th listing on the front page.
  5. 5. News ResultsReal Time Results Local Results Image Results
  6. 6. Click-Through Rates
  7. 7. HOW DO SEARCH ENGINES WORK?
  8. 8. Crawling & Indexing Without links, the engines might never find this page
  9. 9. DomainAuthority
  10. 10. Page Rank“ PageRank reflects our view of the importance of web pages by considering more than 500 million variables and 2 billion keyword terms. Pages that we believe are important pages receive a higher PageRank and are more likely to appear at the top of the search results. -Google’s definition of PageRank
  11. 11. Page Rank
  12. 12. The Flow of PageRank
  13. 13. PageRank is Split EvenlyBetween the Links on a Page
  14. 14. Technically, Every External Link “Leaks” PageRank
  15. 15. Nofollowing or Removing Links Can Alter the Flow of PageRank
  16. 16. Or, at least it used to...
  17. 17. Crawlability / Link Architecture
  18. 18. Duplicate Content & Canonicalization
  19. 19. Canonical URL Tag
  20. 20. 301 Redirects 302s
  21. 21. Search Friendly URLswww.nationalgeographic.com/animals/african-elephants Keywords in page name, Single domain separated by hyphen Shallow folder structure with relevant words
  22. 22. Search UN-Friendly URLsXyz3.nationalgeographic.com/a/?q=31z&mg=vv7z&sd=8 No keywords in the URL string Unnecessary Subdomain Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters
  23. 23. Important Tags & Signals
  24. 24. Title Tags
  25. 25. Meta Descriptions
  26. 26. Tag Length Recommendations
  27. 27. Anatomy Of A Link
  28. 28. Page Copy
  29. 29. Image Alt AttributesGood keyword usage in the alt tag
  30. 30. H1, H2, H(x) Tags
  31. 31. Keyword Research + Targeting
  32. 32. Create Spreadsheet w/ these Columns
  33. 33. Choose the “Best”Words/Phrases to Target
  34. 34. Identify High Value Keywords
  35. 35. Geo Targeted / Local Keywords Albuquerque storage Albuquerque public storage Albuquerque self storage Albuquerque storage units storage Albuquerque Self storage Albuquerque Storage units Albuquerque Public storage Albuquerque
  36. 36. Add Keyword Data for Top Competitors We like using a weighted average of the Page Authority metric
  37. 37. Link Building Strategies
  38. 38. #1 - Manual Link Submissions/Requests
  39. 39. #2 - Competitive Link Research/Acquisition
  40. 40. #2 - Competitive Link Research/Acquisition
  41. 41. #3 - Links via Embedded Content
  42. 42. #4 - Linkbait & Viral Campaigns
  43. 43. #5 - Content, Technology & API Licensing
  44. 44. #6 - Partnerships, Exchanges & Trades
  45. 45. #7 - Paid Links
  46. 46. #8 - Link Reclamation
  47. 47. Training & Incenting Link Builders• Do link building together• Create consistent metrics• Reward like a sales team• Record reasons why links didn’t happen (like objections to sales)and work on these (things like design quality, affiliations, language,etc. will come up) Training Camp (via Gil Searcy on Flickr)
  48. 48. Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
  49. 49. Building a Link Acquisition Funnel Visit Link-Targeted Content Grab Link Code Link to the Site
  50. 50. Building a Link Acquisition Funnel
  51. 51. Building a Link Acquisition Funnel
  52. 52. Questions?Feel free to distribute this presentation for educational use. We love to help SEOs learn!

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