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SEO 101: Finding Yourself – Mobilizing the Public 2017

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SEO fundamentals and best practices for on page elements, content, links and technical SEO.

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SEO 101: Finding Yourself – Mobilizing the Public 2017

  1. 1. SEO 101: Finding Yourself
  2. 2. What is SEO 01 Topics not keywords 02 Into the SERP and On Page SEO 03 Content 04 Technical SEO 05 06 07Q&A Links
  3. 3. What is SEO anyway?
  4. 4. Visibility
  5. 5. Relevance
  6. 6. Authority
  7. 7. Search Engines Explained
  8. 8. Crawling
  9. 9. Indexing
  10. 10. Ranking
  11. 11. RankBrain (2016) Machine learning for relevance
  12. 12. Topics, not keywords ​Creating Content for Users
  13. 13. Old way ​My Dog ​My dog’s name is Alfred. He’s a great dog. Some small dogs are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
  14. 14. New way ​My Dog ​My dog’s name is Alfred. He’s a great pup. Some small breeds are yappy. Not Alfred. He’s a total prince. Except when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
  15. 15. Into the SERP
  16. 16. Search Engine Results Page Or SERP Desktop Mobile
  17. 17. Ads Sold at auction PPC AdWords Bing Ads 25% of all clicks
  18. 18. Knowledge Graph Impossible to buy Google decides Organic
  19. 19. Local Pack Results Organic Requires Google My Business account
  20. 20. Organic rankings Impossible to buy 1000s of factors 75% of all clicks
  21. 21. Title tag Meta Description URL Sitelinks Meta Data
  22. 22. On Page Elements
  23. 23. Title Tag 65 characters or less Contains the target keyword or question
  24. 24. Meta Description 156 characters or less Contains the target keyword or question Encourage clicks
  25. 25. Image ALT Tags
  26. 26. Tools: Portent SEO Page Review Plugin
  27. 27. Content
  28. 28. Blog posts Everything is Content Informational resources (whitepapers, studies, infographics, etc) Videos and images On page content (About Us, What We Do, etc)
  29. 29. Tools: Answer the Public
  30. 30. Canonicalization/Duplication
  31. 31. Panda (2011) “Thin” content devalued
  32. 32. Navigation and UX of Content ​Blank Sheet of Paper Test
  33. 33. Technical SEO
  34. 34. Site Speed
  35. 35. Tools: Webpage Test
  36. 36. Optimize Images Use the right file format Use JPG for photographs and photographic images Use PNG for line art, logos, etc.
  37. 37. 12 kb 22 kb PNG JPG
  38. 38. Compress Images Tools: ImageOptim Compress before uploading
  39. 39. 1.4 MB
  40. 40. 266 KB
  41. 41. Response codes ​Three little digits that control your site
  42. 42. Good PagePage 200
  43. 43. OK PagePage 301 Page Authority OK for now But decays I’m gone forever. Please move on.
  44. 44. Not OK PagePage 302 Page I’ll be back. Google passes no authority
  45. 45. Oy PagePage redirect Page Higgledy-piggledy Page redirect
  46. 46. A url that doesn’t exist Server response Tool: httpstatus.io
  47. 47. Good Good Good Good Bad
  48. 48. Links
  49. 49. Make use of what you have.
  50. 50. Google Search Console Crawl Error Report
  51. 51. Find Broken URLS… Get New Links!
  52. 52. Penguin (2012) Spammy links devalued
  53. 53. Tools and Resources: https://www.portent.co/finding-yourself
  54. 54. Q&A
  55. 55. thank you

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