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Maximizing Your SEO Results
June 2013
Welcome!
Agenda
• Introductions and Overview
• How SEO Can help your business
• Search Engine Basics
• Keyword Research & On-Page
•...
Introductions
A Brief Introduction to Top Floor
Technologies
Top Floor Technologies
• Website Design &
Development
• Search Engine Marketing
• Web Analytics &
Conversion Improvement
•...
Getting the Most
From Today’s Workshop
Write down 2-3 learning points
that you will begin putting into
action within the n...
When you search for
something
online, where do you
start?
When your prospects &
customers search for
vendors online,
where do you think
they start?
Overall Share of Searches
Source: ComScore
Google
66%
Yahoo
14%
Microsoft
15%
Ask
3%
AOL
2%
B2B Preferred Search Engines
Source: Enquiro Business to Business Survey
Google
77%
Yahoo
14%
Microsoft
7%
Others
2%
The Power of Search
• Over 100 billion global searches each month.
• Inbound leads cost 61% less than outbound
leads.
• SE...
Being found
on Google
SEO – Organic Results
 Over 80% of
activity on the first
results page (top
10 results)
 Keys to success:
 Keyword
analy...
Justin Kerley
SEO Manager, Top Floor Technologies
Seth Stauber
SEO Specialist, Top Floor Technologies
Search Engine Basics
Search Engines Crawl The Web
Search engine “spiders” follow links around the
internet, downloading the pages they discover...
Indexation
• In order to appear in search results your website
must be in the search engine’s index.
• It is essential tha...
A User Does a Search
When someone does a web search, the search engine
pulls all of the pages they feel are relevant for t...
The Results are Ordered
Search engines use an algorithm to determine the
relative authority of each page and ranks the pag...
• Uses the link structure of the
Web to assign a quality score to
individual pages.
• An objective measurement of a
page’s...
PageRank: Bringing Order to the Web
Maximizing Your SEO Efforts
• Ensure Google can find and index your website.
– Technical SEO
• Build a target keyword list...
Technical SEO
Is Your Website Indexed?
Do a search to test using the “site:” search operator.
Is Your Website Indexed?
The number of results found should be close to the
actual number of pages on your site.
…too few ...
Crawl your website to identify potential crawl issues.
Crawl Your Website
• Find improper redirects
• Find crawl loops
• U...
Crawl Your Website: Screaming Frog
Example
Enter domain and hit startSet filter to HTML and export to Excel
What to Look For
• 302 Redirects
• 404 Errors
• Title Tags, URL structure, Meta Descriptions.
• Was all your content found?
Certain lines of code in your website’s source code, or files on
your website, can prevent your website from being crawled...
This meta robots tag tells search engines not to index
the page and not to pass PageRank to any pages link
to on this page...
This no follow tag tells search engines not to pass
PageRank to the linked page.
No Followed Links
Improper Robots.txt
This robots.txt file tells search engines not to crawl the
entire website.
Proper Robots.txt
Robots.txt files can be used to tell search engines not
to waste their time crawling sections of the web...
Speed Up Indexation With an XML
Sitemap
• An XML sitemap is a file that lists all of the URLs of your website
that you wan...
Create an XML Sitemap
Use Screaming Frog or Xenu to create an XML sitemap.
Create an XML Sitemap
Google Webmaster Tools
Site Architecture
Example Website
Keyword Research
Your keywords
Your SEO
Importance of Keywords
Is this person having a heart attack or is he
experiencing acute myocardial infarction?
Speaking the Right Language
Words
Phrases
SEO
Search
SEO Keywords
Keyword for SEO
Keyword Research: The Process
Keyword Research: Start Small
Get Larger: Visit Your Website
Get Larger: Visit Competitors’
Websites
Go to any page and hit ctrl + u (Chrome and Firefox)
Get Larger: Visit Competitors’
Websites – Source Code
Get Larger: Google Analytics
Three Questions to Answer:
• Are people searching for this term?
• Can my site rank for this term?
• Is it relevant to you...
Google Keyword Tool
Google Keyword Tool
Desired keyword:
2 dozen roses
Refine Your Keywords: Test in SERPs
On Page Optimization
Keyword Mapping
• Keyword mapping is the process of assigning
target keywords to specific landings pages.
– Helps focus op...
On-Page Ranking Factors
• URLs
• Title Tags
• HTML Headings (H1, H2, H3)
• Keyword Usage in Copy
• Image Optimization
• In...
URLTitle Tag
Headings
Keyword
Usage in
Copy
Image
Optimization
Internal
Linking
URL Optimization
The URL is the address of a page on the World Wide Web
VSStatic Dynamic
• Static URLs are easier for search engines to read.
• It can be hard to manage the length of dynamic
URL...
URL Best Practices
• Incorporate target keywords in your URLs.
– Do not “stuff” keywords in URL.
• Separate words in with ...
URL
Old URL
New URL
URL Optimization Example
301 redirect old URL to new URL!
Title Tag Optimization
The title tag, or title element, defines the title of a document and is
required for all HTML/XHTML...
Title Tag SEO Practices
• Keep URLs under 70 characters.
– Only 70 characters displayed in a search result.
• Use Keywords...
Title Tag
Title Tag Optimization Example
Old Title Tag
New Title Tag
HTML Heading Optimization
• Headings provide a hierarchical
structure to the content of an HTML
document.
• A way to divid...
HTML Heading Best Practices
• While title tags are the title of your
document, the H1 tag is the title of your
content.
• ...
Headings
HTML Heading Optimization Example
Old H1 Heading
New H1 Heading
Keyword Usage in Content
• Use keywords in the copy of the page.
• No magic formula for keyword usage.
– Keyword density?
...
Keyword
Usage in
Copy
Keyword Usage Example
Old Keyword Usage
New Keyword Usage
Image Optimization
• Search engines cannot see images.
• Use descriptive image alt text.
• Use keywords in the file name o...
Image Optimization
Image
Optimization
Image Optimization Example
Old Image Details
New Image Details
• Anchor Text is the word or phrase highlighted when creating a
link
• This text is an indicator to what the destination p...
Internal
Linking
Old Navigation
New Navigation
Internal Linking Example
Meta Descriptions – Don’t Be Afraid to Advertise!
155 Character Limit
Meta Descriptions – Don’t Be Afraid to Advertise!
Old Meta Description
New Meta Description
Meta Description Example
Final Product
It’s time for a
coffee break.
Link Building for Penguin
Your Website
• Authority
• Trust
• Higher Rankings
High Quality Link Building
• NoFollowed vs. Followed
• Only pursue links from quality
websites.
– Check to see if site has PageRank
and is indexed.
•...
• Current Business Relationships
– Partnerships
– Associations
– Distributors
– Chamber of Commerce
• Local and Industry D...
• Identify direct competitors as well
as website competing for the
same keywords.
• Analyze back links with Open Site
Expl...
View Competitors Backlinks
Identify Linkable Assets
• Most time intensive, but highest
quality links.
• Blogging and Guest Blogs
• Videos, Images, and Digital Media
Content C...
Tools
• home.snafu.de/tilman/xenulink.html
• www.screamingfrog.co.uk/seo-spider/
• www.google.com/webmasters/tools
• www.b...
Q & A
Advertising on Google’s
Display Network
Thursday, July 25, 2013 – 1:00 to 3:30 PM
Visit www.topfloortech.com/seminars for
...
Thank You!
Please leave your comments on the
seminar feedback forms.
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Maximizing Your SEO Results - June 2013

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Presentation given on June 27, 2013 by Top Floor Technologies' Justin Kerley and Seth Stauber.

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  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • I know we have people from Aurora here, so I’m going to ask one of you to explain the difference between acute myocardial infarction and heart attack. Who is going use Acute Myocardial Infarction. (wait for them to respond)
  • The process with keyword research is to start small, get big and then refine. I’m going to walk you through how you get the initial list and how you refine it.
  • Rachel is going to talk more about this later.
  • Rachel is going to talk more about this later.
  • Do a search in Professional staging on Google to see what comes up.
  • For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
  • For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
  • For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
  • The meta description is used entice people to explore your website. This photo may or may not demonstrate that, but I wanted to include a picture of a dog with a sandwhich board. The meta description doesn’t really help you rank; the meta description helps you convert. It appears on the SERP and is like a mini advertisement. If you don’t have one, Google will pull info from your website. When you right meta descriptions, there are really only two rules. 1) Get your keywords and most import words in the first 155 characters. 2) Write like a salesperson trying to convince someone to select your page.
  • The meta description is used entice people to explore your website. This photo may or may not demonstrate that, but I wanted to include a picture of a dog with a sandwhich board. The meta description doesn’t really help you rank; the meta description helps you convert. It appears on the SERP and is like a mini advertisement. If you don’t have one, Google will pull info from your website. When you right meta descriptions, there are really only two rules. 1) Get your keywords and most import words in the first 155 characters. 2) Write like a salesperson trying to convince someone to select your page.
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
  • Transcript of "Maximizing Your SEO Results - June 2013"

    1. 1. Maximizing Your SEO Results June 2013 Welcome!
    2. 2. Agenda • Introductions and Overview • How SEO Can help your business • Search Engine Basics • Keyword Research & On-Page • Link Building • SEO Tools • Questions & Answers
    3. 3. Introductions
    4. 4. A Brief Introduction to Top Floor Technologies
    5. 5. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement • Marketing & Branding Strategy Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
    6. 6. Getting the Most From Today’s Workshop Write down 2-3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
    7. 7. When you search for something online, where do you start?
    8. 8. When your prospects & customers search for vendors online, where do you think they start?
    9. 9. Overall Share of Searches Source: ComScore Google 66% Yahoo 14% Microsoft 15% Ask 3% AOL 2%
    10. 10. B2B Preferred Search Engines Source: Enquiro Business to Business Survey Google 77% Yahoo 14% Microsoft 7% Others 2%
    11. 11. The Power of Search • Over 100 billion global searches each month. • Inbound leads cost 61% less than outbound leads. • SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. Source: searchenginejournal.com
    12. 12. Being found on Google
    13. 13. SEO – Organic Results  Over 80% of activity on the first results page (top 10 results)  Keys to success:  Keyword analysis  Content development  Linking strategy  Monitoring & updating
    14. 14. Justin Kerley SEO Manager, Top Floor Technologies Seth Stauber SEO Specialist, Top Floor Technologies
    15. 15. Search Engine Basics
    16. 16. Search Engines Crawl The Web Search engine “spiders” follow links around the internet, downloading the pages they discover to their index.
    17. 17. Indexation • In order to appear in search results your website must be in the search engine’s index. • It is essential that search engines can find your website and crawl the content of the website you want to appear in search results.
    18. 18. A User Does a Search When someone does a web search, the search engine pulls all of the pages they feel are relevant for the query.
    19. 19. The Results are Ordered Search engines use an algorithm to determine the relative authority of each page and ranks the pages.
    20. 20. • Uses the link structure of the Web to assign a quality score to individual pages. • An objective measurement of a page’s citation importance on a scale of 1 to 10. • Not all links are equal! PageRank: Bringing Order to the Web
    21. 21. PageRank: Bringing Order to the Web
    22. 22. Maximizing Your SEO Efforts • Ensure Google can find and index your website. – Technical SEO • Build a target keyword list. – Keyword Research • Optimize you website for your target keywords. – On-Page Optimization • Build a quality back link profile. – Link Building for Penguin • SEO/Data Analysis Tools
    23. 23. Technical SEO
    24. 24. Is Your Website Indexed? Do a search to test using the “site:” search operator.
    25. 25. Is Your Website Indexed? The number of results found should be close to the actual number of pages on your site. …too few pages indexed may mean there are crawl issues on your website... …too many pages indexed may mean you are introducing duplicate content into search results or are failing to properly redirect old pages...
    26. 26. Crawl your website to identify potential crawl issues. Crawl Your Website • Find improper redirects • Find crawl loops • Understand the content and structure of your website. Xenu Link Sleuth Screaming Frog
    27. 27. Crawl Your Website: Screaming Frog Example Enter domain and hit startSet filter to HTML and export to Excel
    28. 28. What to Look For • 302 Redirects • 404 Errors • Title Tags, URL structure, Meta Descriptions. • Was all your content found?
    29. 29. Certain lines of code in your website’s source code, or files on your website, can prevent your website from being crawled and indexed. Common Indexation Barriers • Improper meta robots tags • No followed links • Improper robots.txt file
    30. 30. This meta robots tag tells search engines not to index the page and not to pass PageRank to any pages link to on this page. Improper Meta Robots Tags
    31. 31. This no follow tag tells search engines not to pass PageRank to the linked page. No Followed Links
    32. 32. Improper Robots.txt This robots.txt file tells search engines not to crawl the entire website.
    33. 33. Proper Robots.txt Robots.txt files can be used to tell search engines not to waste their time crawling sections of the website or content you do not want indexed.
    34. 34. Speed Up Indexation With an XML Sitemap • An XML sitemap is a file that lists all of the URLs of your website that you want indexed. • Rather than relying on search engines discovering your website, submit your sitemap to search engines via Google Webmaster Tools and Bing Webmaster Tools to ensure they will find your website.
    35. 35. Create an XML Sitemap Use Screaming Frog or Xenu to create an XML sitemap.
    36. 36. Create an XML Sitemap
    37. 37. Google Webmaster Tools
    38. 38. Site Architecture
    39. 39. Example Website
    40. 40. Keyword Research
    41. 41. Your keywords Your SEO Importance of Keywords
    42. 42. Is this person having a heart attack or is he experiencing acute myocardial infarction? Speaking the Right Language
    43. 43. Words Phrases SEO Search SEO Keywords Keyword for SEO Keyword Research: The Process
    44. 44. Keyword Research: Start Small
    45. 45. Get Larger: Visit Your Website
    46. 46. Get Larger: Visit Competitors’ Websites
    47. 47. Go to any page and hit ctrl + u (Chrome and Firefox) Get Larger: Visit Competitors’ Websites – Source Code
    48. 48. Get Larger: Google Analytics
    49. 49. Three Questions to Answer: • Are people searching for this term? • Can my site rank for this term? • Is it relevant to your product/service? How to Choose the Right Keywords for You
    50. 50. Google Keyword Tool
    51. 51. Google Keyword Tool
    52. 52. Desired keyword: 2 dozen roses Refine Your Keywords: Test in SERPs
    53. 53. On Page Optimization
    54. 54. Keyword Mapping • Keyword mapping is the process of assigning target keywords to specific landings pages. – Helps focus optimization efforts. • One keyword idea per page. – Target synonyms and variations of keywords on one page. • Avoid keyword cannibalization.
    55. 55. On-Page Ranking Factors • URLs • Title Tags • HTML Headings (H1, H2, H3) • Keyword Usage in Copy • Image Optimization • Internal Linking • Meta Descriptions* *Does not impact rank but are important for SEO
    56. 56. URLTitle Tag Headings Keyword Usage in Copy Image Optimization Internal Linking
    57. 57. URL Optimization The URL is the address of a page on the World Wide Web
    58. 58. VSStatic Dynamic • Static URLs are easier for search engines to read. • It can be hard to manage the length of dynamic URLs. • Static URLs experience greater click through rates in search results (dynamic URLs look “spammy”). • Dynamic URLs can create duplicate content. • Dynamic URLs are sometimes necessary for large websites with a lot of content.
    59. 59. URL Best Practices • Incorporate target keywords in your URLs. – Do not “stuff” keywords in URL. • Separate words in with hyphens. – Spaces and Strange characters can break URLs. • URLs are case sensitive, do not use capital letters. – Can create duplicate content issues. • Shorter URLs are better than long URLs. – Limit page and subfolder names to 4-5 words.
    60. 60. URL
    61. 61. Old URL New URL URL Optimization Example 301 redirect old URL to new URL!
    62. 62. Title Tag Optimization The title tag, or title element, defines the title of a document and is required for all HTML/XHTML documents.
    63. 63. Title Tag SEO Practices • Keep URLs under 70 characters. – Only 70 characters displayed in a search result. • Use Keywords near the front of the title tag. – Do not over use keywords. • Brand your title tags. – Place your company name last in your URLs • Use hyphens or pipes ( | ) to separate keyword phrases.
    64. 64. Title Tag
    65. 65. Title Tag Optimization Example Old Title Tag New Title Tag
    66. 66. HTML Heading Optimization • Headings provide a hierarchical structure to the content of an HTML document. • A way to divide content into subcategories. • Tags range from H1 to H6 with H1 signifying top of the hierarchical structure. • Use CSS to style headings appropriately.
    67. 67. HTML Heading Best Practices • While title tags are the title of your document, the H1 tag is the title of your content. • Only one H1 tag per page. – Heading tags are for structure not design. – Can use multiple H2 – H6 tags. • Use keywords naturally in H1 tags. – In H2 and H3 tags where it makes sense.
    68. 68. Headings
    69. 69. HTML Heading Optimization Example Old H1 Heading New H1 Heading
    70. 70. Keyword Usage in Content • Use keywords in the copy of the page. • No magic formula for keyword usage. – Keyword density? • Synonyms can count. • Diminishing returns on keyword usage. • Write for users, not search engines!
    71. 71. Keyword Usage in Copy
    72. 72. Keyword Usage Example Old Keyword Usage New Keyword Usage
    73. 73. Image Optimization • Search engines cannot see images. • Use descriptive image alt text. • Use keywords in the file name of the image. • Be mindful of file size. – Large files slow down page load times. – PNG of GIF – Compress image files, save for web.
    74. 74. Image Optimization
    75. 75. Image Optimization
    76. 76. Image Optimization Example Old Image Details New Image Details
    77. 77. • Anchor Text is the word or phrase highlighted when creating a link • This text is an indicator to what the destination page is about for both users and search engines • Use targeted keyword in your anchor text Internal Linking Optimization
    78. 78. Internal Linking
    79. 79. Old Navigation New Navigation Internal Linking Example
    80. 80. Meta Descriptions – Don’t Be Afraid to Advertise!
    81. 81. 155 Character Limit Meta Descriptions – Don’t Be Afraid to Advertise!
    82. 82. Old Meta Description New Meta Description Meta Description Example
    83. 83. Final Product
    84. 84. It’s time for a coffee break.
    85. 85. Link Building for Penguin
    86. 86. Your Website • Authority • Trust • Higher Rankings High Quality Link Building
    87. 87. • NoFollowed vs. Followed • Only pursue links from quality websites. – Check to see if site has PageRank and is indexed. • Never purchase large volumes of links. • Avoid link schemes. Link Building Basics
    88. 88. • Current Business Relationships – Partnerships – Associations – Distributors – Chamber of Commerce • Local and Industry Directories – Make sure the site is indexed and has PageRank • Company Mentions – Search for your brand and find people already talking about you. Start With Low Hanging Fruit
    89. 89. • Identify direct competitors as well as website competing for the same keywords. • Analyze back links with Open Site Explorer and pursue any links that would be relevant for you. • Identify your competitors’ linkable assets. View Competitors Backlinks
    90. 90. View Competitors Backlinks
    91. 91. Identify Linkable Assets
    92. 92. • Most time intensive, but highest quality links. • Blogging and Guest Blogs • Videos, Images, and Digital Media Content Creation
    93. 93. Tools • home.snafu.de/tilman/xenulink.html • www.screamingfrog.co.uk/seo-spider/ • www.google.com/webmasters/tools • www.bing.com/toolbox/webmaster • www.google.com/analytics • adwords.google.com • https://chrome.google.com/webstore/detail/pagerank -status/hbdkkfheckcdppiaiabobmennhijkknn?hl=en • www.opensiteexplorer.org
    94. 94. Q & A
    95. 95. Advertising on Google’s Display Network Thursday, July 25, 2013 – 1:00 to 3:30 PM Visit www.topfloortech.com/seminars for details or to register Join us next month for a new seminar event …
    96. 96. Thank You! Please leave your comments on the seminar feedback forms.
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