SEO and Personal Brand in 2012                   @ruthburr
Why is SEO Important?               @ruthburr
Organic vs. Paid Search     Ads   Organic   Results                          @ruthburr
Why Organic Search is Important• 36.4% of searches click the first organic  result• 60% of clicks go to the top 3 organic ...
The SEO Process            @ruthburr
Basic SEO Process                                                               Conversion Path/                          ...
Accessibility• Can a search engine:  – Find your content?  – Read your content?  – Move from one page to the next?• Are th...
Site Architecture• Each page should be less than 5 clicks  away from the home page                             @ruthburr
What is Good Content?•   Unique•   Serves user intent•   Shareable•   Good keyword usage•   Link-friendly URL     – www.ex...
Text Content    People See:   Search Engines See:                      @ruthburr
SEO Optimized Content• 300-500 words: 2-3  phrases• 500+ words: 3-4  phrases• Use in  headlines, image file  names, image ...
Avoiding Duplicate Content• Common culprits   – http://example.com vs http://www.example.com   – Dynamic URLs (look for ?)...
Semantic Markup: Schema.org• Let search engines and other robots know “here is what  this is.”• Some things you can tell r...
Link Signals for Search• A link is a message to Google: “this page is good”• Link volume: Lots of other people tell you I’...
Anchor Text• Anchor text: The text containing the link  – Ex: “We are a leading provider of cookies.”• Keyword-rich anchor...
Finding Link Targets• Find influencers & conversation-starters  and engage  – Build relationships  – Create quality conten...
How Search Engines Make Money                   @ruthburr
You Are the Product                                 +“I don’t know…just Google it.”                                     = ...
Relevancy is About User Satisfaction                       @ruthburr
SEO in 2012          @ruthburr
Battle: White Hat vs Black                        @ruthburr
Universal Search                           Ad                         Personalized                         Result         ...
Universal   Universal Search   SearchYouTubeVideo    Shopping                         Map & Local     Result              ...
Social Media and SEO                       @ruthburr
Inbound Marketing                    @ruthburr
Google Panda: Early 2011• Target:   – Thin content   – Keyword-stuffed content   – i.e. content for search     engines, no...
Google Penguin: Spring 2012• Target:  – Too many keyword-rich links  – Links not matching normal link    profile for your ...
Changes to the Google Algorithm                       www.mozcast.com                      @ruthburr
How Effective is Exact-Match Domain?                          www.mozcast.com                         @ruthburr
How Effective is Partial-Match Domain?                          www.mozcast.com                         @ruthburr
What Does All of This Mean?                      @ruthburr
Inbound Marketing           #RCS                    @ruthburr
Personal Branding and SEO                 @ruthburr
What Shows Up When Someone Googles You?                            me                            me                       ...
Own Your Name•   Twitter             • Guest blogging•   Facebook            • Your own site•   LinkedIn               – ....
Own Your Image            NOT                  @ruthburr
Target Connections                     @ruthburr
How I Got My Job                   @ruthburr
Some Useful Resourceshttp://www.seomoz.org/dp/tools-for-inbound-marketing    http://www.seomoz.org/beginners-guide-to-seo ...
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SEO & Personal Brand in 2012 - WebFest.me Presentation

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My presentation for WebFest 2012, covering SEO basics and personal branding strategies.

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  • SEO & Personal Brand in 2012 - WebFest.me Presentation

    1. 1. SEO and Personal Brand in 2012 @ruthburr
    2. 2. Why is SEO Important? @ruthburr
    3. 3. Organic vs. Paid Search Ads Organic Results @ruthburr
    4. 4. Why Organic Search is Important• 36.4% of searches click the first organic result• 60% of clicks go to the top 3 organic search results• 80%+ of clicks go to organic results• Average click-through rate of page 1: 8.9% – Average click-through rate of page 2: 1.5% @ruthburr
    5. 5. The SEO Process @ruthburr
    6. 6. Basic SEO Process Conversion Path/ Conversion Shopping Cart Optimization Scalable Links Social Media Link Building Link Research Online PR Keyword Research Content Strategy Meta Tags Content Page Copy Internal Linking Crawlability URLs Text Content Accessibility Unique Content Site Architecture Errors @ruthburr
    7. 7. Accessibility• Can a search engine: – Find your content? – Read your content? – Move from one page to the next?• Are there errors on site?• How many pages can a search engine find in one visit? @ruthburr
    8. 8. Site Architecture• Each page should be less than 5 clicks away from the home page @ruthburr
    9. 9. What is Good Content?• Unique• Serves user intent• Shareable• Good keyword usage• Link-friendly URL – www.example.com/keyword not www.example.com/page/145976• Build content for users, not search engines! @ruthburr
    10. 10. Text Content People See: Search Engines See: @ruthburr
    11. 11. SEO Optimized Content• 300-500 words: 2-3 phrases• 500+ words: 3-4 phrases• Use in headlines, image file names, image alt text• Be natural! @ruthburr
    12. 12. Avoiding Duplicate Content• Common culprits – http://example.com vs http://www.example.com – Dynamic URLs (look for ?) • Ex: www.example.com?campaign=email ? – Pagination• Solutions – 301 redirects – Canonical tag: – <head><link rel="canonical" href="http://www.example.com" /></head> @ruthburr
    13. 13. Semantic Markup: Schema.org• Let search engines and other robots know “here is what this is.”• Some things you can tell robots with Schema.org: – This is my address – Here is who wrote this piece of content (rel=author) – This is all the reviews for this product/average # of stars it received – …and much, much, MUCH more! @ruthburr
    14. 14. Link Signals for Search• A link is a message to Google: “this page is good”• Link volume: Lots of other people tell you I’m good > me just saying it• Link authority: Barack Obama says I’m good > crazy man says it >• Link breadth – Lots of people tell you I’m good > one person says it over and over – People who don’t know each other tell you I’m good > my mom and dad say so @ruthburr
    15. 15. Anchor Text• Anchor text: The text containing the link – Ex: “We are a leading provider of cookies.”• Keyword-rich anchor text sends a stronger signal – “Read more about cookies” > “Read more about cookies.” @ruthburr
    16. 16. Finding Link Targets• Find influencers & conversation-starters and engage – Build relationships – Create quality content & encourage sharing: the best links build themselves!• Find who links to whom: – www.OpenSiteExplorer.org @ruthburr
    17. 17. How Search Engines Make Money @ruthburr
    18. 18. You Are the Product +“I don’t know…just Google it.” = @ruthburr
    19. 19. Relevancy is About User Satisfaction @ruthburr
    20. 20. SEO in 2012 @ruthburr
    21. 21. Battle: White Hat vs Black @ruthburr
    22. 22. Universal Search Ad Personalized Result Rich Snippet News Results @ruthburr
    23. 23. Universal Universal Search SearchYouTubeVideo Shopping Map & Local Result Results @ruthburr
    24. 24. Social Media and SEO @ruthburr
    25. 25. Inbound Marketing @ruthburr
    26. 26. Google Panda: Early 2011• Target: – Thin content – Keyword-stuffed content – i.e. content for search engines, not users• Result: Increased focus on deep, unique content creation (no more eHow & About.com domination) @ruthburr
    27. 27. Google Penguin: Spring 2012• Target: – Too many keyword-rich links – Links not matching normal link profile for your niche – i.e. links probably not earned naturally• Result: Increased focus on natural- appearing link profile• Decreased focus on anchor text @ruthburr
    28. 28. Changes to the Google Algorithm www.mozcast.com @ruthburr
    29. 29. How Effective is Exact-Match Domain? www.mozcast.com @ruthburr
    30. 30. How Effective is Partial-Match Domain? www.mozcast.com @ruthburr
    31. 31. What Does All of This Mean? @ruthburr
    32. 32. Inbound Marketing #RCS @ruthburr
    33. 33. Personal Branding and SEO @ruthburr
    34. 34. What Shows Up When Someone Googles You? me me me me not me me me @ruthburr
    35. 35. Own Your Name• Twitter • Guest blogging• Facebook • Your own site• LinkedIn – .com• Google+ – .me• Company Team Page • Tumblr, Flickr, Instagr am, EVERYWHERE.• Speakers Pages • www.knowem.com @ruthburr
    36. 36. Own Your Image NOT @ruthburr
    37. 37. Target Connections @ruthburr
    38. 38. How I Got My Job @ruthburr
    39. 39. Some Useful Resourceshttp://www.seomoz.org/dp/tools-for-inbound-marketing http://www.seomoz.org/beginners-guide-to-seo http://www.seomoz.org/community http://www.seomoz.org/mozcation @ruthburr

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