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Architecting Your Site For Search Engine Performance: And We Ain't Talkin' Just Keywords - [119]

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Effective strategies for SEO from strategic planning, keyword research, effective architecture and navigation and content, on and off page factors, and care and feeding of an SEO effort over time. Not to mention Dottie's fabulous boots.

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Architecting Your Site For Search Engine Performance: And We Ain't Talkin' Just Keywords - [119]

  1. 1. Optimizing Your Site For Search Engine Performance And We Ain’t Just Talkin’ Keywords... #10ntc.seo
  2. 2.   Intros:                                                 :05 Dottie Hodges, Northridge Interactive SEO Strategic Components:                          :15 Liz Murphy, RedEngine Digital   SEO Building the Right Architecture :10 JoMarie Hoholik, Balance Interactive Tactical and Technical Components:     :25 Eric Werner, Northridge Interactive   SEO Caring and Feeding:                   :20 Kira Marchenese, Environmental Defense Fund   Q&A:                                                  :15 All   Session Agenda #10ntc.seo
  3. 3. Who Are We? Who Are You? - Webmasters? - Online Marketing Folks? - NPO Program Staff? - NPO Leadership? - Consultants/Vendors? Introductions #10ntc.seo
  4. 4.   Intros:                                                 :05 Dottie Hodges, Northridge Interactive SEO Strategic Components:                          :15 Liz Murphy, RedEngine Digital   SEO Building the Right Architecture :10 JoMarie Hoholik, Balance Interactive Tactical and Technical Components:     :25 Eric Werner, Northridge Interactive   SEO Caring and Feeding:                   :20 Kira Marchenese, Environmental Defense Fund   Q&A:                                                  :15 All   Session Agenda #10ntc.seo
  5. 5. SEO Strategic Components Introduction SEO Strategic Components #10ntc.seo
  6. 6. After we get done you'll be able to…   SEO Strategic Components #10ntc.seo
  7. 7. If You Don’t Optimize Your Site: <ul><ul><li>Your boss will continue to torture you with: “Why don’t I see our site when I type in ‘x’?” </li></ul></ul><ul><ul><li>Your brand and your online growth will stagnate and die </li></ul></ul><ul><ul><li>Qualified visitors will go to another Web site to find info and services </li></ul></ul>SEO Strategic Components #10ntc.seo
  8. 8. Forrester Marketing Interactive Forecast, 2009-2014 <ul><ul><li>Increased spend on SEO. Investments in SEO were on the rise before the recession. But now, marketers looking for clicks at a cost much lower than paid search are joining those who return to SEO after mastering paid search programs. </li></ul></ul>SEO Strategic Components #10ntc.seo
  9. 9. <ul><li>What SEO is: </li></ul><ul><ul><li>Modifying elements of your Web pages for a specific search engine </li></ul></ul><ul><ul><li>A long-term, ongoing process </li></ul></ul><ul><ul><li>Dependent on knowledge of current algorithms and indexing obstacles </li></ul></ul><ul><li>What SEO is NOT: </li></ul><ul><ul><li>Paying for listings (that’s PPC) </li></ul></ul><ul><ul><li>A one-time, quick project </li></ul></ul><ul><ul><li>Dependent on “tricks” (invisible type, redirects, doorway pages, etc.) </li></ul></ul>SEO Strategic Components #10ntc.seo
  10. 10. Search Engine “Friendly” or “Optimized”? SEO Strategic Components #10ntc.seo
  11. 11. “ Friendly” <ul><ul><li>No technical issues that prevent or hinder spidering </li></ul></ul><ul><ul><li>Logical link architecture </li></ul></ul><ul><ul><li>Unique content and title tags on every page </li></ul></ul><ul><ul><li>User-friendly naming conventions </li></ul></ul>SEO Strategic Components #10ntc.seo
  12. 12. “ Optimized” <ul><ul><li>Copy & IA driven by well-researched keyword strategy </li></ul></ul><ul><ul><li>Design and architecture decisions based on how to best drive conversions </li></ul></ul><ul><ul><li>Every page optimized for specific keyword phrases </li></ul></ul><ul><ul><li>Strong internal linking beyond navigation elements </li></ul></ul><ul><ul><li>Content updated regularly </li></ul></ul><ul><ul><li>Ability to attract links from other sources </li></ul></ul>SEO Strategic Components #10ntc.seo
  13. 13. 3 Must-Haves for SEO Success <ul><ul><li>Gotta identify your SEO goals (SEO Strategy) </li></ul></ul><ul><ul><li>Gotta understand how a search engine “thinks” </li></ul></ul><ul><ul><li>Gotta research how your audience searches for your information and services </li></ul></ul>SEO Strategic Components #10ntc.seo
  14. 14. SEO Strategy & Goals SEO Strategic Components #10ntc.seo
  15. 15. “ I want…” <ul><ul><li>Awareness and authority on our content </li></ul></ul><ul><ul><ul><li>American Diabetes Association, Children’s Defense Fund </li></ul></ul></ul><ul><ul><li>Grow my email or advocacy list </li></ul></ul><ul><ul><li>Increase online registrants </li></ul></ul><ul><ul><li>Generate donations, sales, leads </li></ul></ul><ul><ul><ul><li>- Unicef, Save the Children, Dell, Zappos </li></ul></ul></ul>SEO Strategic Components #10ntc.seo
  16. 16. Put Your Marketing Head On <ul><ul><li>Current ranked pages </li></ul></ul><ul><ul><li>New pages </li></ul></ul>SEO Strategic Components #10ntc.seo
  17. 17. What Search Engine? <ul><ul><li>Google or Bing? </li></ul></ul>SEO Strategic Components #10ntc.seo
  18. 18. Understand How a Search Engine “Thinks” SEO Strategic Components #10ntc.seo
  19. 19. Get Inside Your User’s Head <ul><ul><li>Understand what they will see on a SERP </li></ul></ul><ul><ul><li>Accurate, compelling, competitive </li></ul></ul><ul><ul><li>Manage what they will see: </li></ul></ul>Page title Relevant text pulled from page or description meta tag SEO Strategic Components #10ntc.seo
  20. 20. Understand How Users Are Searching for Your Info SEO Strategic Components #10ntc.seo
  21. 21. What Keywords? <ul><ul><li>Marketing head back on for keyword research </li></ul></ul><ul><ul><ul><li>Conversions, competition </li></ul></ul></ul><ul><ul><li>  Wrong keywords = poor quality traffic or little traffic </li></ul></ul>SEO Strategic Components #10ntc.seo
  22. 22. <ul><ul><li>Beware too broad keywords </li></ul></ul><ul><ul><li>Type in keywords and see what comes up – does it relate to what you do? </li></ul></ul>SEO Strategic Components #10ntc.seo
  23. 23. Keywords By Goals <ul><ul><li>For donors: donation or issue keywords -- “Haiti donations,” “childrens charity” </li></ul></ul><ul><ul><li>For activists: issue/news terms – “health care reform diabetes”, “death penalty” </li></ul></ul><ul><ul><li>For buyers/members: product terms – “kids magazine” </li></ul></ul>SEO Strategic Components #10ntc.seo
  24. 24. Where to Find Keyword Ideas <ul><ul><li>Your own existing content, of course! </li></ul></ul><ul><ul><li>Your Analytics program </li></ul></ul><ul><ul><ul><li>Are there high-quality terms driving small amounts of traffic despite not being optimized? That’s low-hanging fruit! </li></ul></ul></ul><ul><ul><li>Your competitors’ pages </li></ul></ul><ul><ul><ul><li>Analyze their copy and meta tags to figure out what competitors are actively targeting </li></ul></ul></ul><ul><ul><li>Your PPC data </li></ul></ul>SEO Strategic Components #10ntc.seo
  25. 25. Where to Find Keyword Ideas <ul><ul><li>Keyword Research Tools: </li></ul></ul><ul><ul><ul><li>Google Keyword Tool </li></ul></ul></ul><ul><ul><ul><li>Compete.com Search Analytics </li></ul></ul></ul><ul><ul><ul><li>Trellian </li></ul></ul></ul><ul><ul><ul><li>SpyFu.com </li></ul></ul></ul><ul><ul><ul><li>SEM Rush </li></ul></ul></ul><ul><ul><li>Search Engines’ Related Searches Suggestions </li></ul></ul>SEO Strategic Components #10ntc.seo
  26. 26. Tips <ul><ul><li>Your brain is the most powerful keyword research tool … don’t over-rely on software </li></ul></ul><ul><ul><ul><li>Before you rush to a tool, do a lot of brainstorming the old-fashioned way </li></ul></ul></ul><ul><ul><li>Think like a user. Don’t use jargon. </li></ul></ul><ul><ul><li>Choose terms with appropriate levels of competition for your site </li></ul></ul><ul><ul><li>Target clusters of related keyword phrases </li></ul></ul><ul><ul><ul><li>What words can you put before and after your “Head” terms to create new search terms? </li></ul></ul></ul>SEO Strategic Components #10ntc.seo
  27. 27.   Intros:                                                 :05 Dottie Hodges, Northridge Interactive SEO Strategic Components:                          :15 Liz Murphy, RedEngine Digital   SEO Building the Right Architecture :10 JoMarie Hoholik, Balance Interactive Tactical and Technical Components:     :25 Eric Werner, Northridge Interactive   SEO Caring and Feeding:                   :20 Kira Marchenese, Environmental Defense Fund   Q&A:                                                  :15 All   Session Agenda #10ntc.seo
  28. 28. Create Your Architecture with SEO in Mind <ul><ul><li>Who are your visitors?  </li></ul></ul><ul><ul><ul><li>Human </li></ul></ul></ul><ul><ul><ul><li>Computers (spiders) </li></ul></ul></ul><ul><ul><li>When you build your sites for humans to find, it also makes it easy for computers to find.  </li></ul></ul><ul><ul><ul><li>First - set up your site architecture so that it's organized for humans </li></ul></ul></ul><ul><ul><ul><li>Then - label it so that you incorporate keywords that people use search engines to look for. </li></ul></ul></ul><ul><li>  </li></ul>Building the Right Architecture #10ntc.seo
  29. 29. Keywords in Your Labels <ul><li>Labels Matter ... </li></ul><ul><li>  </li></ul><ul><ul><li>Use keywords when possible </li></ul></ul><ul><ul><li>BUT ... don't make it awkward </li></ul></ul><ul><li>  </li></ul><ul><li>Navigation is key </li></ul><ul><li>  </li></ul><ul><ul><li>One of first things search engines search </li></ul></ul><ul><ul><li>Incorporate keywords at all levels </li></ul></ul>Building the Right Architecture #10ntc.seo
  30. 30. Keywords in the Navigation Building the Right Architecture #10ntc.seo
  31. 31. Keywords in the Navigation Building the Right Architecture #10ntc.seo
  32. 32. Building the Right Architecture #10ntc.seo
  33. 33. Building the Right Architecture #10ntc.seo
  34. 34. Building the Right Architecture #10ntc.seo
  35. 35. Building the Right Architecture #10ntc.seo
  36. 36. Human versus Computer Factors <ul><ul><li>Remember ... Search engines are a means for human visitors to find you </li></ul></ul><ul><ul><li>Most important part of pages for search engines aren't always the same for people </li></ul></ul><ul><ul><ul><li>Page Title </li></ul></ul></ul><ul><ul><ul><ul><li>People don't often notice </li></ul></ul></ul></ul><ul><ul><ul><ul><li>VERY important for search engines </li></ul></ul></ul></ul><ul><ul><ul><li>  Keywords - </li></ul></ul></ul><ul><ul><ul><ul><li>What people are looking for </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Use in navigation, titles, headings will help human visitors scan and find what they are looking for </li></ul></ul></ul></ul>Building the Right Architecture #10ntc.seo
  37. 37.   Intros:                                                 :05 Dottie Hodges, Northridge Interactive SEO Strategic Components:                          :15 Liz Murphy, RedEngine Digital   SEO Building the Right Architecture :10 JoMarie Hoholik, Balance Interactive Tactical and Technical Components:     :25 Eric Werner, Northridge Interactive   SEO Caring and Feeding:                   :20 Kira Marchenese, Environmental Defense Fund   Q&A:                                                  :15 All   Session Agenda #10ntc.seo
  38. 38. On Page Factors Simplified Title H1 Content Links Images   <ul><li>  </li></ul>Tactical and Technical Components #10ntc.seo
  39. 39. Off Page Factors Simplified Authority PageRank Links Trust   Tactical and Technical Components #10ntc.seo
  40. 40. When Good Pages Go Away If You Were A Spider What Would You Think? A) Must Be Important B) I Wonder If It Moved? C) Disregard Tactical and Technical Components #10ntc.seo
  41. 41. Canonical Pages <ul><li>Search Engines HATE Duplicate Content </li></ul><ul><li>Preferred Solution: 301 Redirect </li></ul><ul><li><script runat=&quot;server&quot;> private void Page_Load(object sender, System.EventArgs e) { Response.Status = &quot;301 Moved Permanently&quot;; Response.AddHeader(&quot;Location&quot;,&quot;/new-page.asp&quot;); } </script> </li></ul><ul><li>Alternate Solution: Canonical Tag </li></ul><link rel=&quot;canonical&quot; href=&quot;http://www.example.org&quot; /> Tactical and Technical Components #10ntc.seo
  42. 42. Preserving Value <ul><li>Passes some but not all of link equity </li></ul><ul><li>Preserves some but not all of search engine rankings </li></ul>Tactical and Technical Components #10ntc.seo
  43. 43. SEO & SPEED Matt Cutts of Google confirmed that they will be looking at load times and taking a site's speed into account with their ranking algorithms Keep track by using Google Webmaster Tools Tactical and Technical Components #10ntc.seo
  44. 44. SEO & SPEED Tactical and Technical Components #10ntc.seo
  45. 45.   Intros:                                                 :05 Dottie Hodges, Northridge Interactive SEO Strategic Components:                          :15 Liz Murphy, RedEngine Digital   SEO Building the Right Architecture :10 JoMarie Hoholik, Balance Interactive Tactical and Technical Components:     :25 Eric Werner, Northridge Interactive   SEO Caring and Feeding:                   :20 Kira Marchenese, Environmental Defense Fund   Q&A:                                                  :15 All   Session Agenda #10ntc.seo
  46. 46. <ul><li>  </li></ul><ul><ul><li>Who is your team? </li></ul></ul><ul><ul><li>What to tell them? </li></ul></ul><ul><ul><li>How to measure? </li></ul></ul>Keep it Going: After the Consultant Leaves SEO Caring and Feeding #10ntc.seo
  47. 47. Who manages your web content? Keep It Going - Your Team SEO Caring and Feeding #10ntc.seo
  48. 48. Keep It Going - Your Team Who writes your press releases? SEO Caring and Feeding #10ntc.seo
  49. 49. Keep It Going - Your Team Who blogs? SEO Caring and Feeding #10ntc.seo
  50. 50. Keep It Going - But Your Team's Busy!! SEO Caring and Feeding #10ntc.seo
  51. 51. Keep It Going - What to Tell Them 1. FOCUS on key terms. SEO Caring and Feeding #10ntc.seo
  52. 52. Keep It Going - What to Tell Them 2. FOCUS on headlines. SEO Caring and Feeding #10ntc.seo
  53. 53. Keep It Going - What to Tell Them 3. FOCUS on links SEO Caring and Feeding #10ntc.seo
  54. 54. Keep It Going - Measure Think about timing. photo:  flickr user carbon nyc SEO Caring and Feeding #10ntc.seo
  55. 55. Keep It Going - Measure Think big. photo:  nasa.gov SEO Caring and Feeding #10ntc.seo
  56. 56. Keep It Going - Measure Think strategically. photo:  flickr user [martin] SEO Caring and Feeding #10ntc.seo
  57. 57.   Intros:                                                 :05 Dottie Hodges, Northridge Interactive SEO Strategic Components:                          :15 Liz Murphy, RedEngine Digital   SEO Building the Right Architecture :10 JoMarie Hoholik, Balance Interactive Tactical and Technical Components:     :25 Eric Werner, Northridge Interactive   SEO Caring and Feeding:                   :20 Kira Marchenese, Environmental Defense Fund   Q&A:                                                  :15 All   Session Agenda #10ntc.seo
  58. 58. Dottie Hodges Northridge Interactive [email_address] Liz Murphy RedEngine Digital [email_address] JoMarie Hoholik Balance Interacitve [email_address] Eric Werner Northridge Interactive [email_address] Kira Marchenese Environmental Defense Fund [email_address] Session Agenda #10ntc.seo
  59. 59. Evaluation Code: 119 How Was this Session? Call In Text Online Call 404.939.4909 Enter Code 119 Text 119 to 69866 Visit nten.org/ntc-eval Enter Code 119 Session feedback powered by: Tell Us and You Could Win a Free 2011 NTC Registration! #10ntc.seo

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