10 Steps to SEO Success


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Have you invested in an SEO (search engine optimization) agency or worked to enhance your SEO efforts in-house? Or, are you just experimenting with search for the first time? Understanding the key elements to successful search optimization campaigns is crucial to ensuring that you are visible to your clients online. It not only helps to increase your site traffic and but can help you to increase sales and grow your business over time.

This workshop by Francis Skipper teaches the 10 steps any marketer or business owner can take to ensure that their website is optimized for search. Content to include review of on and off-page ranking factors, Google Analytics, webmaster tools, and server logs.

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10 Steps to SEO Success

  1. 1. The 10 Step SEO Audit10 Steps to SEO Success
  2. 2. Francis SkipperExecutive Vice President617-259-1605francis@451marketing.comlinkedin.com/in/francisskipper@fskipwww.451Marketing.com
  3. 3. National Public Relations, SocialMedia, and Search Marketing AgencyFounded in 2004Headquartered in Boston andrepresenting Los Angeles, New York,San Diego, and Las VegasRecognized as a 2011, 2012, 2013an award recognizing the fastestgrowing private companiesheadquartered in MassachusettsAbout 451 Marketing
  4. 4. About 451 Marketing
  5. 5. What is SEO?SEO (Search Engine Optimization) is the processof improving a website to make it more relevantto searchers and search engines.AKA:• Natural search• Organic search
  6. 6. What SEO is NOT…• Paid Search (but it’s also not free)• Fast• Guaranteed• Fire & forget
  7. 7. PaidResultsOrganicResultsSearch Engine Results Page (SERP)SearchQuery
  8. 8. search is how customers learn about your products4,717,000,000 Per DayWorldwide, 1,722,071,000,000searches conducted on Google last year.(Yes, that’s trillion)
  9. 9. (MarketShareHitsLink.com)of users never scroll past thefirst page of search results
  10. 10. of searches from mobileby end of 2013(SMX West 2013)
  11. 11. 10 Steps to SEO SuccessVisual AuditUsability AuditContent AuditTechnical Audit
  12. 12. PrepareBefore you get started, it’s important toprepare your browser to audit your site• Know How To:• Clear you Cache• Disable JavaScript• View Page Source
  13. 13. PrepareSign up/verify GoogleAnalytics.Let GA run for twoweeks before doing anySEO to determine abaseline
  14. 14. Visual
  15. 15. First Impressions
  16. 16. 1. Visual Assessment - General• First impression - will your website will be seen as reputablesource?• If visual appearance drives people away, no amount of SEO will help• Google looks at bounce rate from organic clicks for rankings
  17. 17. 1. Visual Assessment - FlashIs the bulk of your site in flash? If so, your site isn’tfriendly to search engines. Also, may deter users.
  18. 18. • View site in Mozilla Firefox,Internet Explorer, Opera,and Safari.• Remember to do this onMac and PC• View site on mobile phone(iPhone and android )1. Visual Assessment - Browser
  19. 19. Usability
  20. 20. Removing Roadblocks
  21. 21. 2. Site Navigation/InformationArchitecture• As few clicks as possible for user to get to content• The easier it is for users to get around your site,the easier it is for search engines• Google loves a clear path from home page to product
  22. 22. 2. Category/Subcategory Pages• Make sure there isenough content on thesepages to be useful as asearch result alone• Analyze the amount ofextraneous links on thepage• Take notes on how toimprove the anchor textused for thesubcategories/contentpages
  23. 23. 3. Responsive Design?
  24. 24. 4. Loading Speedhttp://loads.in/
  25. 25. 4. Loading Speedhttp://tools.pingdom.com
  26. 26. Content
  27. 27. Relevant Contentand Context
  28. 28. 5. KeywordsWhat are the top keywords for your site?
  29. 29. 5. KeywordsDoes the copy on your site reflect the keywords youwant to rank for?
  30. 30. Optimized Titlesand HeadingsThese are the strongest on-pageindicators to the crawlers ofwhat your content is about.Title TagHeading (H1 Tag)6. HTML Tags
  31. 31. View SourceRight click web pageand select view sourcePrimary objectivesshould be accomplishedfrom the homepage6. HTML Tags
  32. 32. Title TagTitle tag is main text that describes anonline document. It is the single mostimportant on-page SEO element (behindoverall content) and appears in three keyplacesI. BrowserII. SERPIII. External Websites(esp. social media sites)6. HTML Tags
  33. 33. Title TagOptimal FormatPrimary Keyword - Secondary Keyword | Brand NameorBrand Name | Primary Keyword and Secondary KeywordBest PracticesLess than 70 characters, as this is the limit Google displays in search results6. HTML Tags
  34. 34. Meta DescriptionMeta Descriptions, provide conciseexplanations of the contents of webpages.They are used by search engines onsearch result pages to display previewsnippets for a given page6. HTML Tags
  35. 35. Meta Description and TagsThe meta description should employ the keywords and create compellingdescription that a searcher will want to clickDirect relevance to the page and uniqueness between each page’s metadescription is keyBest to keep meta descriptions between 150-160 characters6. HTML Tags
  36. 36. H1 TagAt a minimum, make sure that your primary keyword orphrase for the page is enclosed in an H1 tag6. HTML Tags
  37. 37. Meta KeywordsThe meta tags are the main keywords for the page6. HTML Tags
  38. 38. Search Friendly URLshttp://www.451marketing.com/services/search-marketing/7. URLs
  39. 39. Optimized URLShort, descriptive urls are optimal.It is very important the url for your webpage contains yourkeyword phrase and is no longer than 100 characters.7. URLs
  40. 40. Search UN-Friendly URLs7. URLs
  41. 41. SEO Friendly URL - Solutions• Wordpress: Turn on “pretty permalinks”• Drupal: Install URL alias plugin• Magento: Install SEO Links• LAMP/WAMP: use .htaccess and mod rewrite*• IIS 7.0: URL Rewrite extension**Get your developer to do it7. URLs
  42. 42. Address and phone number on every pageas textCompany NameStreet AddressCity, State Zip555-555-55558. Contextual Content
  43. 43. Up-to-date copyright8. Contextual Content
  44. 44. Technical
  45. 45. Is Your SiteTechnically Sound?
  46. 46. 9. IndexingUse the “site:”command on Google,Bing, & Yahoo.If site is not indexed,need to find what ispreventing searchengines from crawling.Are you indexing?
  47. 47. Robots.txtWhat is Robots.txt?The robots exclusion protocol (REP), or robots.txt is a text file webmasters create toinstruct robots (typically search engine robots) on how to crawl & index pages on theirwebsite.http://www.451marketing.com/robots.txt9. Indexing
  48. 48. Robots.txtBest way to insure blocking by spiders?<meta name="robots" content="noindex">Block all spiders and bots:User-agent: *Disallow: /Block a specific spider from a folder:User-agent: GooglebotDisallow: /uploads/9. Indexing
  49. 49. Public and XML Site Maps9. Indexing
  50. 50. 10. Troubleshoot
  51. 51. 10. Troubleshoot
  52. 52. Visual AuditUsability AuditContent AuditTechnical Audit1. Visual assessment andbrowser compatibility2. Site navigation3. Responsive design4. Loading speed5. Keywords6. HTML tags7. URLs8. Local content9. Indexing10. Webmaster tools and serverlogsTakeaways:
  53. 53. Questions?
  54. 54. The 10 Step SEO AuditThe 10 Step SEO Audit