SEO with the SEOGoddess Workshop


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On April 4, 2013 Jenn Mathews AKA the SEOGoddess spoke in front of a large group of tech savvy individuals looking to gain more understanding into the world of SEO. Jenn's talk included updates from Google's recent Panda and Penguin updates as well as incorporating Social media into SEO. This is a preview of her PPT for that talk.

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SEO with the SEOGoddess Workshop

  1. 1. Jenn Mathews (SEOGoddess)
  2. 2. Who am I?
  3. 3. What We Will Be Covering: • What is SEO? • How people use Search Engines • Keyword Research • Keyword Placement • Checklist – • Internal SEO Checklist • External SEO • SEO & Social Media • What not to do • Panda & Penguin
  4. 4. What is SEO? keywords website linking Rankings
  5. 5. How Search Engines Work User searches with key word User Interface Search Engine Results Database of information Web about web pages World Wide Web robots, crawlers, collected by robots, and spiders crawlers, and spiders
  6. 6. Keywords  User types in key word Computers SearchAs the user is researching they will type morespecific words and phrases to find exactly whatthey are looking for.
  7. 7. Keywords  User types in key word  User types in 2 Laptop Computers word phrase SearchAs the user is researching they will type morespecific words and phrases to find exactly whatthey are looking for.
  8. 8. Keywords  User types in key word  User types in 2 750GB Laptop Computer word phrase Search  User types “long tail” key termAs the user is researching they will type morespecific words and phrases to find exactly whatthey are looking for.
  9. 9. The Results
  10. 10. The Results
  11. 11. The Results
  12. 12. What We See We see styles, fancy fonts, images, interactivity, and general user experience.
  13. 13. What a Search Engine Sees Search styles, see fonts, images, We see enginesfancyletters (symbols), words (symbols grouped together parted by interactivity, and general user experience. spaces), punctuation, and limited html tags like <a href=“link”> and <img src=“picture” alt=“text for image”>
  14. 14. What Users Look At User stays within the first couple of results then scans the rest of the page briefly Robert Stevens – February 25, 2013
  15. 15. Keyword Research Wordtracker Google Keyword Tool
  16. 16. How to Select the Right Keywords Type in your general word or phrase Add your website Choose advanced options Click “search”
  17. 17. Your Suggested Key Terms  Selecting Terms ◦ Choose the terms that are closest to your target.  Competition ◦ Number of websites that show up for the term  Monthly Searches ◦ Number of times that term is searched in a month ◦ Local – number of times a local search is performed
  18. 18. Bucket Terms Categorize your terms based on search volume and estimated revenue
  19. 19. Terms Hierarchy  Blanket Terms Blanket ◦ Select few broad Terms terms that represent the whole website  Categorical Terms Categorical ◦ 2-3 word phrases Terms describing each section of the website (directory or microsite) Longtail  Specific Terms (or Terms longtail) ◦ 4-5 word phrases for specific pages (or files)
  20. 20. Blanket Terms The 2-3 broad words you chose that “describes” your entire website 1. Homepage Title and within every title of every page within the website. 2. Within the Meta Description of the Homepage, and on every page of the entire website (somehow) 3. Within the body of the homepage (preferably within a 200-300 word description of your business, website, product, etc that if for the user to quickly understand what your website is about) 4. Within the body of every page of the entire website at least once – preferable once at the beginning of the content on each individual page, and again towards the bottom. (Do not just place the terms in commas, with periods, or standalone in the same spot on every page. They MUST be within the content and naturally flow with the rest of the copy) 5. Within Image alt tags (in a way that still describes the image if possible, if not possible don’t do it)
  21. 21. Categorical Terms The 2-3 word phrases (terms) that describes a section of the website. 1. Within the Title of the main page and the supporting pages in that section. 2. Within the Meta Description of the main page and the supporting pages in that section. 3. Within the body content of the main page and the supporting pages in that section. (preferably at least once and up to 3 times – beginning, middle, and end of the unique content.)
  22. 22. Longtail Terms 4-5 word phrases that an individual page is about. 1. Within the Title of the individual page. 2. Within the Meta Description of the individual. 3. Within the body content of the individual page. 4. In the URL of the file 5. In the heading of the file 6. Within the anchor text of the link pointing to the page (either internally or externally) In general, the page should be focused on these terms
  23. 23. Server Folders and Files Folder Server Index.html file.html Index.html Folder robots.txt Index.html Folder Index.html
  24. 24. Hierarchy + Keyword Buckets Blanket Terms Bucket 1 Domain Index.html Sub 1.html Index.html Bucket 2 robots.txt Index.html Bucket 3 Index.html
  25. 25. Hierarchy + Keyword Buckets Categorical Terms Blanket Terms Bucket 1 Domain Index.html Sub 1.html Index.html Bucket 2 robots.txt Index.html Bucket 3 Index.html
  26. 26. Hierarchy + Keyword Buckets Longtail Terms Bucket 1 Domain Index.html Sub 1.html Index.html Bucket 2 robots.txt Index.html Bucket 3 Index.html
  27. 27. Simple Right? Keyword Placement ◦ Title ◦ Description ◦ Body content ◦ URL (domain, directory, filename) Keyword Densities Internal Linking External Links Age (Domain/files)
  28. 28. Keywords - Body Keyword density in body text Individual keyword density Keyword in H1, H2 and H3 Keyword font sizeNot Really Keyword proximity (for 2+ keywords) Keyword phrase order Keyword prominence (how early in page/tag) Keywords - Other Keyword in alt text Keyword in links to site pages (anchor text) NAVIGATION - INTERNAL LINKS To internal pages- keywords? All Internal links valid? Efficient - tree-like structure Intra-site linking NAVIGATION - OUTGOING LINKS To external pages- keywords? Outgoing link Anchor Text Link stability over time Keyword Placement All External links valid? Less than 100 links out total Linking to Authority OTHER ON-Page Factors Domain Name Extension ◦ Top Level Domain - TLD Title File Size Hyphens in URL Freshness of Pages Freshness - Amount of Content Change ◦ Freshness of Links Frequency of Updates Description Page Theming Keyword stemming Applied Semantics LSI ◦ URL length Body content OTHER ON-SITE Factors Site Size - Google likes big sites Site Age Age of page vs. age of site NEGATIVE ◦ ON-Page SEO Factors URL (domain, directory, filename) Text presented in graphics form only No ACTUAL body text on the page Affiliate site? Over optimization penalty (OOP) Link to a bad neighborhood Redirect thru refresh metatags Keyword Densities Algorithms Vile language - ethnic slur Poison words Excessive cross-linking Stealing images/ text blocks from another domain Keyword stuffing threshold Keyword dilution Page edit - can reduce consistency Internal Linking Frequency of Content Change Freshness of Anchor Text Dynamic Pages Excessive Javascript Flash page - NOT Use of Frames External Links Robot exclusion "no index" tag Single pixel links Invisible text Gateway, doorway page Duplicate content HTML code violations POSITIVE Age (Domain/files) OFF-Page SEO Factors INCOMING LINKS : Page Rank Total incoming links ("backlinks") Incoming links from high-ranking pages Acceleration of link popularity FOR EACH INCOMING LINK : Page rank of the referring page Anchor text of inbound link to you Age of link Frequency of change of anchor text Popularity of referring page # of outgoing links on referrer page Position of link on referrer page Keyword density on referring page HTML title of referrer page Link from "Expert" site? Referrer page - Same theme Referrer page - Different theme Image map link? Javascript link? DIRECTORIES : Site listed in DMOZ Directory? Site listed in Yahoo Directory? Site listed in LookSmart Directory? Site listed in inktomi? Site listed in other directories (About, BOTW, etc.) Expert site? (Hilltop or Condensed Hilltop)
  29. 29. Checklist – Internal SEO Keywords  Domains & URLs Keywords in <title> tag URLs and filenames Keywords in URL Sitemap Keyword density in document text Website size Keywords in anchor text Website/Domain age Keywords in <alt> tags File Location on Site Keywords in metatags Domains versus subdomains Hyphens in URLs Metatags URL length <Description> metatag <Keywords> metatag  Other robots.txt Links - Internal Redirects (301) Anchor text has key term(s) in links (unless it’s a “click here” or “more” link)  Social Actions Content Around-the-anchor text is relevant Google +1 Facebook Like or Recommend" Content Facebook comments Unique content Twitter "tweet" Frequency of content change OGP - Open Graph Protocol Age of document File size Poor coding and design Duplicating Content = NO Invisible text = NO
  30. 30. Checklist – External SEO Links - External Quality of source of inbound links Links from similar sites Links from .edu and .gov sites Age of inbound links Links from directories = no Links from Social Media Links on pages that include social actions Social Actions Website shared Pages shared +1 in search results (Google) Shared links Liked (Bing and Facebook Graph)
  31. 31. SEO and Social Media  Internal ◦ Sharing ◦ Commenting ◦ OGP ◦ Embedding  External ◦ Profiles/Pages ◦ Content ◦ Social Actions ◦ Commenting
  32. 32. Socially Internal for SEO  Share Buttons ◦ Facebook ◦ Twitter ◦ Linkedin ◦ Google+ ◦ StumbleUpon
  33. 33. Socially Internal for SEO  Commenting ◦ CMS  Gadgets  plugins  modules  add-ons ◦ Facebook ◦ External Add-ons
  34. 34. Socially Internal for SEO  Open Graph Protocol ◦ Basics  og:title  og:url  og:image  og:description  og:site_name ◦ Location ◦ Contact Info ◦ Video<head> ◦ Audio ◦ Product<title>website/page title</title><meta property="og:title" content=“Title of Website/Page" /><meta property="og:url" content=“" /><meta property="og:image" content="" /><meta property="og:tdescription" content=“The description of the website or page." />...</head>
  35. 35. Socially Internal for SEO  Embedding Activity Feed ◦ Twitter Recommendations ◦ Facebook ◦ Linkedin ◦ YouTube Videos Widgets ◦ Slideshare Plugins
  36. 36. Socially External for SEO Profiles/PagesUse social networkingwebsites to establish asolid presence in the Knowem.comsearch results.
  37. 37. Socially External for SEO Content ◦ Sharable Content ◦ Guest Blog posts ◦ Profile Content ◦ Tweets/Updates
  38. 38. Socially External for SEO Social Actions ◦ Share ◦ Tweet ◦ Check in
  39. 39. Socially External for SEO Commenting ◦ Blogs ◦ Articles ◦ Products ◦ Updates I like your ……
  40. 40. Don’t Hidden text Hidden links Keyword stuffing Artificial traffic Cloaking scripts Doorway pages Duplicate content Buying links Link exchanges Frames Title stacking Spam blogs with comments
  41. 41. Panda Released February 2011 Push down rank of “lower quality sites” or “thin sites” More information: ◦ More Guidance on Building High Quality Sites – Google ◦ Testing Google’s Panda Algorithm - CNet
  42. 42. Panda – What to avoid Content Farming ◦ Low quality content ◦ Outdated content Spammy Links ◦ Commenting links ◦ Profile links Over Advertising
  43. 43. Penguin Launched April 2012 Decrease rank of sites that violate Webmaster Guidelines More Information: ◦ Webmaster Guidelines – Google
  44. 44. Penguin – What to Avoid Automatically generated content Participating in link schemes Cloaking Scraped content Loading pages with irrelevant keywords
  45. 45. Thank You!