SEO 101 webinar 10 25-2012


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  • Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
  • Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.
  • Intro to 451 Marketing
  • SEO 101 webinar 10 25-2012

    1. 1. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 @fskip A Beginner’s Guide to SEO
    2. 2. Agenda… • Intro to SEO • Code, Content, Connections • On Page SEO • Off Page SEO • Open Q & A
    3. 3. Search engine popularity has increased Worldwide, 1,722,071,000,000searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
    4. 4. What is SEO? • SEO or Search Engine Optimization is the process of improving a website to make it more relevant to searchers and search engines. • AKA: • Natural search • Organic search
    5. 5. What SEO is NOT… • Paid Search (but it’s also not free) • Fast • Guaranteed • Fire & forget
    6. 6. SEO Has Three Core ComponentsCode Content Connections• Crawlability • On-Page • Linking • HTML • Keyword Density • Directories • XML sitemaps • Title Tags • Social, blogs, articles • URL Structure • Meta tags • Press releases • Robots.txt • H1, H2 etc • Partners • Navigation • Anchor Text • Internal links • 301’s • Navigation • 404’s • Canonical
    7. 7. Search Engine Results Page (SERP)SearchQuery PaidResultsOrganicResults
    8. 8. Code
    9. 9. Code - Technical Considerations  User Input Requirements  Site Security Technical issues  Cookie Implementation limit search index  Robots.txt  Frames inclusion  Broken Links & 404 Trapping  Server Load Balancing  URL Redirection  <Noscript> Tags  Internal Navigational Elements  Internal Linking  Domain and URL structure  Session IDs  Flash
    10. 10. Check for IndexingUse the “site:”command onGoogle, Bing, & Yahoo.If site is notindexed, need to findwhat is preventingsearch engines fromcrawling.
    11. 11. Optimized URL Short, descriptive urls are optimal. It is very important the url for your webpage contains your keyword phrase and is no longer than 100 characters.
    12. 12. Search Friendly URLs
    13. 13. Search UN-Friendly URLs
    14. 14. 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 it
    15. 15. Information Architecture As few clicks as possible for user to get to content they are searching for
    16. 16. RedirectsThe Power of 301 Redirects
    17. 17. 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.
    18. 18. Robots.txt Block all spiders and bots: User-agent: * Disallow: / Block a specific spider from a folder: User-agent: Googlebot Disallow: /uploads/ Best way to insure blocking by spiders? <meta name="robots" content="noindex">
    19. 19. ContentEverything in SEO, and broader online marketing, starts with content
    20. 20. Content - Performance Considerations  Site Optimization Tags Opportunities to increase  Content Gaps search visibility  Optimizing Website Content  Internal Linking Convention  Mirror Domains and Duplicate Content  Sub-Domain Strategy
    21. 21. Keyword Research Keyword To get optimal traffic from search engines, need toResearch create content around htHow can you find the bestkeywords to include in yourcontent?
    22. 22. Before You:• Consult a keyword tool• Analyze keyword density• Rewrite any contentSit down and perform a Google search.
    23. 23. Keyword ResearchAnalyze SERPS for Your Keywords• Who is ranking?• What are they doing effectively?• Create a list of competitors• Is your search too broad?• Can you add modifiers?
    24. 24. Keyword ResearchQ: For what Google search shouldyou rank #1?A: “innovative, creative, game-changing”
    25. 25. Keyword ResearchQ: What do you do/make/sell?A: “Oh. Cloud-based storage forsmall business”. “Keyword Research begins by admitting that you may not have all the data” – Totally wise man
    26. 26. Determining User IntentNavigational Queries Informational Queries 80%of all SearchesTransactional Queries
    27. 27. The Long Tail
    28. 28. Keyword Research
    29. 29. Keyword ResearchI. Brainstorm Search Queries• What would users who know my products type in? • e.g. full suspension mountain bikes• What about users who don’t know about my products? • e.g. mountain bike car racks• What are some searches I DON’T want to show up for? • e.g. BMX bikes
    30. 30. Keyword ResearchII. Research Chosen Keywords
    31. 31. Keyword ResearchII. Research Chosen KeywordsUse “Exact Match”Be careful about“Phrase” + “Broad”
    32. 32. Google Trends
    33. 33. Internal Search Logs #2 Searched Term: “bed spreads”
    34. 34. Competitive Research Restrict queryto competitor’s domain
    35. 35. On Page SEO
    36. 36. Optimized TitlesTitle Tag and Headings These are the strongest on-page indicators to the crawlers of what your content is about. Heading (H1 Tag)
    37. 37. Keyword Density (Nkr/Tkn) * 100Percentage of timesa keyword appears on a web page compared to the total number ofwords on the page Rule of Thumb: 4% - 250-500 words
    38. 38. Optimize HTML TagsView SourceRight click web pageand select view sourcePrimary objectivesshould be accomplishedfrom the homepage
    39. 39. Optimize HTML TagsTitle TagTitle tag is main text that describes anonline document. It is the single mostimportant on-page SEO element (behindoverall content) and appears in three keyplaces I. Browser II. SERP III. External Websites (esp. social media sites)
    40. 40. Optimize HTML TagsTitle Tag Optimal Format Primary Keyword - Secondary Keyword | Brand Name or Brand Name | Primary Keyword and Secondary Keyword Best Practices Less than 70 characters, as this is the limit Google displays in search results
    41. 41. Optimize HTML TagsMeta DescriptionMeta Descriptions, provide conciseexplanations of the contents of webpages.They are used by search engines onsearch result pages to display previewsnippets for a given page
    42. 42. Optimize HTML TagsMeta Description and Tags The meta description should employ the keywords and create compelling description that a searcher will want to click Direct relevance to the page and uniqueness between each page’s meta description is key Best to keep meta descriptions between 150-160 characters
    43. 43. Optimize HTML TagsH1 Tag At a minimum, make sure that your primary keyword or phrase for the page is enclosed in an H1 tag
    44. 44. Optimize HTML TagsMeta Keywords The meta tags are the main keywords for the page
    45. 45. Address & Phone NumberAdd to every page Company Name Street Address City, State Zip 555-555-5555
    46. 46. Copyright DateEnsure it is updated annually
    47. 47. Check Browser CompatibilityView site in MozillaFirefox, InternetExplorer, and Safari.Remember to do this onMac and PC
    48. 48. Set Up Google AnalyticsSign up/verify GoogleAnalytics.Let GA run for twoweeks before doing anySEO to determine abaseline
    49. 49. Evaluate Visual Design of Site If site drives people away, no amount of SEO will help
    50. 50. Off Page SEO
    51. 51. Ranking Factors 43%
    52. 52. The Basics ofLink Building
    53. 53. #1 - Manual Link Submissions/Requests
    54. 54. #2 - Competitive Link Research/Acquisition
    55. 55. #3 - Linkbait & Viral Campaigns
    56. 56. #4 - Link Reclamation
    57. 57. SEO Tools
    58. 58. • Bing Webmaster Tools• Google Analytics• Google Webmaster tools• Google Trends• SEOMOZ• Raven Tools• Rex Swain Http viewer
    59. 59. Questions
    60. 60. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 @fskip
    61. 61. – National Communications Agency Founded in 2004– 30 Experienced PR, Social Media, and Search Marketing Professionals– Named a 2011 & 2012
    62. 62. Integrated Communications CampaignsThe experienced team at 451 Marketingspecializes in integrating publicrelations, social media, and search marketingtactics into dynamic communicationscampaigns.We work with brands to buildawareness, engage customers, and drivebusiness using custom, integratedcommunications campaigns.