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SEMpdx: SEO 101

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John McPhee, Vice President of Formic Media, presents SEO best practices at the January 2013 SEMpdx event in Portland, OR. McPhee discusses on-site SEO, as well as off-site SEO, tactics to help increase organic rankings.

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SEMpdx: SEO 101

  1. 1. Internet Marketing 101: SEOJohn McPhee, Formic Media@jwmcpheejohnm@formicmedia.com
  2. 2. John McPhee • Vice President, Formic Media • In charge of sales & partnership development at Formic Media • Honed digital marketing chops at Anvil Media • Focused on travel, hospitality & B2B • Participate in local community marketing organizations
  3. 3. Agenda – SEO 101• SEO Basics • SEO Ranking Factors • Design & Development • Keyword Research • On-Site Optimization • Link Development • Local SEO
  4. 4. SEO 101
  5. 5. SEO Ranking Factors
  6. 6. SEO 101: SEO Ranking Factors
  7. 7. Design & Development
  8. 8. SEO 101: Design & Development• Do • Use HTML text whenever possible • Use text navigation • Incorporate SEO elements • Use transcripts for audio/video• Don’t • Use too many images • Use too much JavaScript • Use too many Flash files
  9. 9. SEO 101: Design & Development • Why Flash sites aren’t ideal for SEO This is what we seeThis is whatGoogle sees
  10. 10. SEO 101: Design & Development• Build an internal link structure
  11. 11. SEO 101: Design & Development• Utilize an XML sitemap to help Google
  12. 12. Keyword Research
  13. 13. SEO 101: Keyword Research• Keywords are the building blocks of SEO• Google uses keywords to determine relevancy• It’s imperative to identify the right keywords
  14. 14. SEO 101: Keyword Research• Which keywords do I choose?
  15. 15. SEO 101: Keyword Research• Perform keyword research
  16. 16. SEO 101: Keyword Research
  17. 17. SEO 101: Keyword Research
  18. 18. SEO 101: Keyword Research• Other keyword research tools… • Google Analytics • Google AdWords • KeywordSpy • Keyword Discovery • Ubersuggest • WordTracker
  19. 19. On-Site Optimization
  20. 20. SEO 101: Tag Optimization• URLs• Title Tag• Meta Description Tag• H1 Header Tag• ALT Image Tags
  21. 21. SEO 101: Tag Optimization• URLs • Include keywords in URLs • Static is better (than dynamic) • Use URL rewrites if possible • Use hyphens (instead of underscores) • Avoid duplicate content issues • FormicMedia.com/index.html • FormicMedia.com/home.html • FormicMedia.com • Use 301 redirects if you suffer from this
  22. 22. SEO 101: Tag Optimization• Title Tags
  23. 23. SEO 101: Tag Optimization• Meta Description Tag
  24. 24. SEO 101: Tag Optimization• H1 Header Tag
  25. 25. SEO 101: Tag Optimization• ALT Image Tag
  26. 26. Link Development
  27. 27. SEO 101: Link Development• Google uses link signals for ranking purposes: • Global popularity • Get links from popular/trusted sites • Topic-specific • Get links from websites that focus on the same/similar topics • Anchor text • Obtain links with targeted keywords • Freshness • Links go stale, always be seeking new • Social sharing • Becoming much more important
  28. 28. SEO 101: Link Development• Where to get links?
  29. 29. SEO 101: Link Development• Link Development Tools • Open Site Explorer (SEOmoz) • Link Diagnosis • Majestic SEO • Raven Tools
  30. 30. SEO 101: Link Development• Open Site Explorer
  31. 31. What About Local SEO?
  32. 32. SEO 101: Local SEO• Still need to focus on the on-site & off-site tactics you just saw• Additionally…. • Claim & verify local listings • Include NAP (name, address, phone) on site • Submit NAP to major data providers • Submit NAP to online directories • Use GetListed.org
  33. 33. Thank you! John McPhee @jwmcpheejohnm@formicmedia.com 503.517.9059 x122

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