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Search Engine Optimization And You


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A basic overview of SEO and the top 3 places to get started

Published in: Marketing
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Search Engine Optimization And You

  1. 1. Search Engine Optimization and you @PGARITCK / @VoltageKC
  2. 2. Table Of Contents SEO Overview • and you Site Structure • Google Indexing • and you On-Page Factors • Optimize For Understanding • and you Backlinks • Getting Street Cred • and you @PGARITCK / @VoltageKC
  3. 3. SEO Overview Why search engines exist @PGARITCK / @VoltageKC
  4. 4. How Google Search Works (from the source) • Before Google (and a few other search engines), sites were only accessible via direct visits. • Google created spiders to find sites and index them into their proprietary “database”. @PGARITCK / @VoltageKC
  5. 5. How Google Search Works (from the source) • Google then continually adds programs to their algorithm which do their best to match user query intent with the sites in their index. • All while fighting spam. @PGARITCK / @VoltageKC
  6. 6. How Google Search Works (and you) • Outside of providing great user experiences, our goal for SEO is to help Googlebot better understand our site. • Resulting not only in higher rankings on targeted topics, but also higher visibility across related topics. @PGARITCK / @VoltageKC
  7. 7. Site Structure First, get Googlebot to crawl your whole site @PGARITCK / @VoltageKC
  8. 8. Site Structure (from the source) • Googlebot crawls your site by jumping from page to page. • While moving between pages and indexing, Googlebot attempts to make inferences about your site structure while deciding how many pages to crawl. • Two big questions: • “Is it easy to navigate?” • “Is the content worthwhile?” @PGARITCK / @VoltageKC
  9. 9. Site Structure (from an authority) (and you) • Facilitate navigation through siloing. • Most sites end up being siloed through top navigation menu. But users see your site differently than bots • Download screaming frog (it’s free), crawl your site, and view results in tree mode to see how bots structure your site. @PGARITCK / @VoltageKC
  10. 10. On-Page Factors Next, optimize forGooglebot understanding of page content @PGARITCK / @VoltageKC
  11. 11. On-Page Factors (from an authority) • While moving between pages and indexing, Googlebot attempts to make inferences about your site’s content. • Two big questions: • “What is this page about?” • “What search queries would it be relevant for?” @PGARITCK / @VoltageKC
  12. 12. On-Page Factors (what’s this page about?) • TitleTag • Include exact keyword phrase, near the beginning if possible. • Max 60 characters • Meta Description • Include exact keyword phrase. • Max 160 characters @PGARITCK / @VoltageKC
  13. 13. On-Page Factors (what’s this page about?) • URL • Includes exact keyword phrase • Excludes stop words / numbers • H1 • Includes exact keyword phrase • Body Copy • Ensure keyword phrase fits into the blog post organically around two times. • Preferably in the first paragraph. • Shoot for 300 words total. @PGARITCK / @VoltageKC
  14. 14. On-Page Factors (what’s this page about?) (and you) • Images • Ensure alt text for image features some (non spammy) version of the keyword phrase. • Ensure image has a useful title (not DSC0012.jpg) • Screaming Frog will also analyze these factors • (other software includes majestic, moz, ahrefs, etc.) @PGARITCK / @VoltageKC
  15. 15. Backlinks Finally, get some street cred @PGARITCK / @VoltageKC
  16. 16. Backlinks (from an authority) • Once Googlebot finishes crawling your site, it looks for links (to and from) other sites. • Google sees links to your site as a vote of confidence. • Kind of like recommending a friend your favorite restaurant. @PGARITCK / @VoltageKC
  17. 17. Backlinks (from an authority) • There are a cornucopia of ways to build links to your site. Some of the more passive ways include: • Link to any pre-existing social accounts to your site. • Ensure your content is easily shareable (with social share buttons / pinterest share optimization). @PGARITCK / @VoltageKC
  18. 18. Backlinks (from an authority) (and you) • Submit your business info to online directories (via natively or with Moz Local). • If you had to pick one native listing, I’d go for Google My Business. @PGARITCK / @VoltageKC
  19. 19. FIN and you @PGARITCK / @VoltageKC
  20. 20. Patrick / Voltage (the source) thanks for listening. Feedback / Questions AreWelcome! @PGARITCK / @VoltageKC