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Welcome

AMA Atlanta Marketing Series:

SEO 101
Stephanie Wallace

Senior Director, SEO

Nebo Agency
Stephanie helps clients navigate the ever-changing
world of SEO by understanding their audience and
creating a digital experience that both the user and
Google can appreciate. She oversees strategic
planning, development, and implementation of all
search engine optimization campaigns. During her
tenure with Nebo, Stephanie has worked with a
wide range of brands in different verticals, such as
Georgia Tech, Gas South, Arrow Exterminators, Post
Properties and Belgard.
AMA Atlanta Marketing Series: SEO 101
Search Engine Optimization 101
Introductions
What is SEO?
History of SEO
How Search Engines Work
Best Practices
Process
Emerging Trends
Agenda
Welcome &
Introductions
About Me
Senior Director, Search Engine Optimization
at Nebo
• Career agency marketer
• Human centered approach
• Download the presentation:
http://bit.ly/2omMXJ7
• Twitter: @SWallaceSEO
Stephanie Wallace
Human-Centered Digital Experiences
Buyer Journey Marketing Campaigns
What is SEO?
SEO is the process of
optimizing a website to
appear higher, naturally in the
search engine results pages
There are three primary
tenets:
• On-Page
• Technical
• Off-Page
What is SEO?
SEO allows people to find your
product or service in the organic
search results.
SEO is sustainable and helps
your business grow, allowing
you to efficiently reach existing
and new audiences.
Why is SEO Important?
The History of SEO
Ranking Factors
It was easy to game the
system.
What did this lead to?
Search engines had to
change.
SEO has evolved.
What’s worked in the
past…
Doesn’t anymore.
It’s a new world.
With a new buyer journey.
Modern Buyer Journey
Over 3.5 billion searches
per day on Google.
of business
purchases start
with search
92%
3%
of all clicks in
Google go to
ads
of searches
result in an
organic click
62%
Google’s goal?
RELEVANCE.
How Search Engines Work
Crawling & Indexing
Google’s priority is
relevance and providing
the best answer for the
user.
The more popular and
relevant a site, the more
valuable the information
must be.
Providing Answers
Ranking Factors
Google evaluates over 200 ranking factors, each
weighted differently.
SEO Best Practices
On-page SEO focuses on optimizing the content and semantic
markup of the site based on keyword themes that convey
relevance and authority.
Unique Metadata
Bot Accessible
Shareable
Accessible Across
Devices
Keyword Optimized
Unique & Valuable
Optimized Pages
On-Page SEO Best Practices
Technical SEO ensures
there is a sound technical
foundation in place so that
the site is easily crawlable
and accessible to search
engines.
Indexation is paramount to
ensuring success of SEO
campaigns.
Technical SEO Best Practices
Every link or reference
online counts as an
endorsement for your
website or brand.
Off-page SEO is the process
of generating quality and
relevant endorsements that
lead to a greater perceived
authority.
Off-Page SEO Best Practices
Your Site
What’s with “best
practices”?
Search engines change…
A LOT.
What should work doesn’t
always work.
SEO is constantly
evolving.
RELEVANCE
is paramount.
Questions?
Process
On-Page SEO
Keyword Research
The goal is to rank for the
appropriate terms that will
drive qualified traffic.
Identify appropriate
keyword themes based on
what your target audience is
searching for, user intent and
competition.
Audience Language
Keyword themes should be determined based on the language
used by your target audience and research on preferred phrasing
in search engines.
Query Intent
In addition to understanding the variations in user language, it is
important to consider the way a search engine determines the
intent behind a query.
“what is SEO” “SEO agency”
Long Tail Keywords
Long tail keywords have
lower average search
volume, however, in
aggregate, these long tail
keywords typically
account for 70% of
searches and are an
important component of
a keyword strategy.
Balance Volume & Intent
Rather than simply build a keyword map around the phrases with
the most searches, Nebo crafts keyword strategies to speak to
users at each phase of the buyer journey.
Keyword Monthly Volume Intent
digital marketing agency 22,200 low
seo agency atlanta 140 medium
nebo agency 80 high
Keyword Mapping
Based on these qualitative assessments of user intent and
language, coupled with analysis of search engine results pages
(SERPs), keywords are mapped to pages and sections of the
website.
Keyword Theme:
Homepage
Nebo Brand Terms
Digital Marketing Agency Terms
Human-Centered Terms
Keyword Mapping
Based on these qualitative assessments of user intent and
language, coupled with analysis of search engine results pages
(SERPs), keywords are mapped to pages and sections of the
website.
Metadata
Using the defined keyword themes craft optimized and unique
metadata to describe each page on the site.
Metadata: Title Tags
The title tag is the most important on-page SEO factor and is used
in search engine results pages to display the page title.
Google displays approximately 50-60 characters or 512 pixels.
Code Sample
Optimal Format
Metadata: Description
Meta descriptions, while not a direct ranking factor, are extremely
important at driving click-throughs from organic search results.
Code Sample
Optimal Format
On-Page Content
Create relevant site content
that provides value while
reinforcing keyword
themes.
Leverage appropriate
content markup such as
Headlines (H1, H2, etc.) and
image alt tags.
Unique Metadata Bot Accessible
Shareable
Accessible Across
Devices
Keyword Optimized
Unique & Valuable
Optimized Pages
On-Page Content
On-Page Checklist
• Use descriptive, clean and
short URLs
• Leverage priority
keywords in title tag
• Leverage H1 tag on page
title
• Leverage meta
descriptions on priority
pages
• Create unique & valuable
content
• Optimize subheadings
with H2, H3, etc. tags
• Leverage internal links to
relevant pages
• Utilize image alt tags
• Utilize social sharing
buttons as appropriate
On-Page Research Tools
Google AdWords Keyword Tool
Google Trends
KeywordTool.io
Answer the Public
Soovle
Ubersuggest Keyword Tool
AHREFs
Technical SEO
Technical Considerations
When search engines can't
effectively crawl a website
and access relevant content,
rankings suffer.
Ensuring optimal crawlability
& indexation is an ongoing
effort.
Crawlability
It is imperative that a website can be crawled by search engine
robots and that valuable content is accessible to users.
Creating internal linking structures and an appropriate hierarchy
will ensure your website fully indexed by search engines.
Indexation
Which one is the
original one??
Search engines are primarily
concerned with the quality of
the pages they are evaluating.
Identify any duplicate or
extremely similar content being
indexed.
Any page that offers no value
add for the user should not be
indexed.
Identify Low Quality Pages
Most often website owners do
not intentionally create
duplicate content.
However, some common causes
of duplicate content include:
• URL Variations (such as
parameters)
• HTTP vs. HTTPS
• Scraped or Copied Content
User Experience
As search engines evolve they are constantly placing an
increased emphasis on engagement metrics as a ranking factor
that may impact the performance of a site.
User
Experience
Usability
Value
Credibility
Accessibility
Desirable
Functionality
Design
Additional Considerations
• Robots.txt File
• HTML Sitemap
• XML Sitemap
• HTTPS Protocol
• Page Speed
• Structured Data Markup
• Meta Robots Tags
• Canonical Tags
If I can’t find or access a
page then it will not be
indexed and users cannot
find it organically.
Blocked via Robots.txt
Technical Checklist
• Check Google’s index with
site:domain.com
• Ensure important
resources are crawlable
• Remove duplicate pages
• Prevent indexation of low
quality pages
• Utilize secure protocols
whenever possible
• Correct broken links
• Remove internal redirects
• Keep sitemaps up to date
• Ensure there are no
orphan pages
• Optimize page speed
• Optimize for mobile users
• Always use 301-redirects
Technical Optimization Tools
Screaming Frog
Google Search Console
Structured Data Testing Tool

Schema.org
Bing Webmaster Tools
Off-Page SEO
Off-Page Strategy
The more quality, relevant links and references a website receives
the more authoritative they are perceived by search engines.
The goal is to increase domain authority and digital visibility by
gaining quality off-page references.
The focus should be on building authentic relationships with
consumers and positioning your brand as a thought leader.
Building Domain Authority
Strategies & Tactics
Off-
Page
SEO
Content
Marketing
Blog
Video
Assets
Public
Relations
Social
Media
Online
Reviews
Local
Listings
Boost online presence with
local optimization on site,
local business listings, and
reviews & ratings.
Local listings should
reinforce name, address and
phone number in order to
help search engines
understand local relevance.
Local SEO
Off-Page Checklist
• Do an inbound link audit
of your site to check for
spam
• Review competitor link
acquisition strategies
• Research existing inbound
links to discover proven
tactics
• Integrate with internal PR
efforts
• Evaluate events,
conferences, trade shows,
etc. for opportunities
• Research company
partnerships that may be
leveraged online
Off-Page Optimization Tools
AHREFs
Open Site Explorer
Majestic
SEMrush
Search Operator - link:yourdomain.com
And that…
Questions?
Emerging Trends
Mobile First Index
Google is testing a mobile first index now, with plans to launch the mobile
first index in 2017.
This is not a second index, but a different approach to indexation entirely.
There will no longer be “mobile friendly” adjustments done just for
mobile users.
Knowledge Graph
Google’s Knowledge Graph
serves as a way to directly
answer a question without
forcing a user to click through
to a website.
Knowledge Graph results are
increasingly prevalent with
instant answers, people also
ask boxes, list carousels, brand
panels and disambiguation
boxes.
Optimizing for Voice Search
A featured snippet — also
known as a "direct answer" —
is a summary answer to a
searcher's question that
Google shows in a special
block at the top of its SERP.


In response to voice searches
Google often reads the answer
starting with, “According to
[Your Site Name]” - creating a
huge branding opportunity.
Accelerated Mobile Pages
After wide-spread adoption,
Google will be integrating AMP
into the primary search results
pages.
AMP design and compatibility
should be a consideration, at
least for specific sections of a
website, if organic traffic from
Google represents a significant
amount of total visits.
Progressive Web Apps
Progressive Web Apps are
user experiences that have the
reach of the web, and are
reliable, fast and engaging.
They use modern web
capabilities to deliver an app-
like user experience.
This new level of quality
allows PWAs to earn a place
on a user's home screen.
Essential Tools
Google Analytics
Screaming Frog
Search Console
Keyword Planner
AHREFs
Questions?
Thank You
To learn more or for any questions, please contact:
Stephanie Wallace
Senior Director, Search Engine Optimization
404.885.1201
swallace@neboagency.com

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AMA Atlanta Marketing Series: SEO 101 with Stephanie Wallace

  • 1. Welcome
 AMA Atlanta Marketing Series:
 SEO 101
  • 2. Stephanie Wallace
 Senior Director, SEO
 Nebo Agency Stephanie helps clients navigate the ever-changing world of SEO by understanding their audience and creating a digital experience that both the user and Google can appreciate. She oversees strategic planning, development, and implementation of all search engine optimization campaigns. During her tenure with Nebo, Stephanie has worked with a wide range of brands in different verticals, such as Georgia Tech, Gas South, Arrow Exterminators, Post Properties and Belgard. AMA Atlanta Marketing Series: SEO 101
  • 4. Introductions What is SEO? History of SEO How Search Engines Work Best Practices Process Emerging Trends Agenda
  • 7. Senior Director, Search Engine Optimization at Nebo • Career agency marketer • Human centered approach • Download the presentation: http://bit.ly/2omMXJ7 • Twitter: @SWallaceSEO Stephanie Wallace
  • 8.
  • 12. SEO is the process of optimizing a website to appear higher, naturally in the search engine results pages There are three primary tenets: • On-Page • Technical • Off-Page What is SEO?
  • 13.
  • 14. SEO allows people to find your product or service in the organic search results. SEO is sustainable and helps your business grow, allowing you to efficiently reach existing and new audiences. Why is SEO Important?
  • 17.
  • 18.
  • 19.
  • 20. It was easy to game the system.
  • 21.
  • 22.
  • 23. What did this lead to?
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. Search engines had to change.
  • 29.
  • 30.
  • 31.
  • 33. What’s worked in the past…
  • 35.
  • 36.
  • 37. It’s a new world.
  • 38. With a new buyer journey.
  • 40.
  • 41. Over 3.5 billion searches per day on Google.
  • 43. 3% of all clicks in Google go to ads
  • 44. of searches result in an organic click 62%
  • 47.
  • 50. Google’s priority is relevance and providing the best answer for the user. The more popular and relevant a site, the more valuable the information must be. Providing Answers
  • 51. Ranking Factors Google evaluates over 200 ranking factors, each weighted differently.
  • 53. On-page SEO focuses on optimizing the content and semantic markup of the site based on keyword themes that convey relevance and authority. Unique Metadata Bot Accessible Shareable Accessible Across Devices Keyword Optimized Unique & Valuable Optimized Pages On-Page SEO Best Practices
  • 54. Technical SEO ensures there is a sound technical foundation in place so that the site is easily crawlable and accessible to search engines. Indexation is paramount to ensuring success of SEO campaigns. Technical SEO Best Practices
  • 55. Every link or reference online counts as an endorsement for your website or brand. Off-page SEO is the process of generating quality and relevant endorsements that lead to a greater perceived authority. Off-Page SEO Best Practices Your Site
  • 59. What should work doesn’t always work.
  • 65. Keyword Research The goal is to rank for the appropriate terms that will drive qualified traffic. Identify appropriate keyword themes based on what your target audience is searching for, user intent and competition.
  • 66. Audience Language Keyword themes should be determined based on the language used by your target audience and research on preferred phrasing in search engines.
  • 67. Query Intent In addition to understanding the variations in user language, it is important to consider the way a search engine determines the intent behind a query. “what is SEO” “SEO agency”
  • 68. Long Tail Keywords Long tail keywords have lower average search volume, however, in aggregate, these long tail keywords typically account for 70% of searches and are an important component of a keyword strategy.
  • 69. Balance Volume & Intent Rather than simply build a keyword map around the phrases with the most searches, Nebo crafts keyword strategies to speak to users at each phase of the buyer journey. Keyword Monthly Volume Intent digital marketing agency 22,200 low seo agency atlanta 140 medium nebo agency 80 high
  • 70. Keyword Mapping Based on these qualitative assessments of user intent and language, coupled with analysis of search engine results pages (SERPs), keywords are mapped to pages and sections of the website. Keyword Theme: Homepage Nebo Brand Terms Digital Marketing Agency Terms Human-Centered Terms
  • 71. Keyword Mapping Based on these qualitative assessments of user intent and language, coupled with analysis of search engine results pages (SERPs), keywords are mapped to pages and sections of the website.
  • 72. Metadata Using the defined keyword themes craft optimized and unique metadata to describe each page on the site.
  • 73. Metadata: Title Tags The title tag is the most important on-page SEO factor and is used in search engine results pages to display the page title. Google displays approximately 50-60 characters or 512 pixels. Code Sample Optimal Format
  • 74. Metadata: Description Meta descriptions, while not a direct ranking factor, are extremely important at driving click-throughs from organic search results. Code Sample Optimal Format
  • 75. On-Page Content Create relevant site content that provides value while reinforcing keyword themes. Leverage appropriate content markup such as Headlines (H1, H2, etc.) and image alt tags.
  • 76. Unique Metadata Bot Accessible Shareable Accessible Across Devices Keyword Optimized Unique & Valuable Optimized Pages On-Page Content
  • 77. On-Page Checklist • Use descriptive, clean and short URLs • Leverage priority keywords in title tag • Leverage H1 tag on page title • Leverage meta descriptions on priority pages • Create unique & valuable content • Optimize subheadings with H2, H3, etc. tags • Leverage internal links to relevant pages • Utilize image alt tags • Utilize social sharing buttons as appropriate
  • 78. On-Page Research Tools Google AdWords Keyword Tool Google Trends KeywordTool.io Answer the Public Soovle Ubersuggest Keyword Tool AHREFs
  • 80. Technical Considerations When search engines can't effectively crawl a website and access relevant content, rankings suffer. Ensuring optimal crawlability & indexation is an ongoing effort.
  • 81. Crawlability It is imperative that a website can be crawled by search engine robots and that valuable content is accessible to users. Creating internal linking structures and an appropriate hierarchy will ensure your website fully indexed by search engines.
  • 82. Indexation Which one is the original one?? Search engines are primarily concerned with the quality of the pages they are evaluating. Identify any duplicate or extremely similar content being indexed. Any page that offers no value add for the user should not be indexed.
  • 83. Identify Low Quality Pages Most often website owners do not intentionally create duplicate content. However, some common causes of duplicate content include: • URL Variations (such as parameters) • HTTP vs. HTTPS • Scraped or Copied Content
  • 84. User Experience As search engines evolve they are constantly placing an increased emphasis on engagement metrics as a ranking factor that may impact the performance of a site. User Experience Usability Value Credibility Accessibility Desirable Functionality Design
  • 85. Additional Considerations • Robots.txt File • HTML Sitemap • XML Sitemap • HTTPS Protocol • Page Speed • Structured Data Markup • Meta Robots Tags • Canonical Tags If I can’t find or access a page then it will not be indexed and users cannot find it organically. Blocked via Robots.txt
  • 86. Technical Checklist • Check Google’s index with site:domain.com • Ensure important resources are crawlable • Remove duplicate pages • Prevent indexation of low quality pages • Utilize secure protocols whenever possible • Correct broken links • Remove internal redirects • Keep sitemaps up to date • Ensure there are no orphan pages • Optimize page speed • Optimize for mobile users • Always use 301-redirects
  • 87. Technical Optimization Tools Screaming Frog Google Search Console Structured Data Testing Tool
 Schema.org Bing Webmaster Tools
  • 89. Off-Page Strategy The more quality, relevant links and references a website receives the more authoritative they are perceived by search engines.
  • 90. The goal is to increase domain authority and digital visibility by gaining quality off-page references. The focus should be on building authentic relationships with consumers and positioning your brand as a thought leader. Building Domain Authority
  • 92. Boost online presence with local optimization on site, local business listings, and reviews & ratings. Local listings should reinforce name, address and phone number in order to help search engines understand local relevance. Local SEO
  • 93. Off-Page Checklist • Do an inbound link audit of your site to check for spam • Review competitor link acquisition strategies • Research existing inbound links to discover proven tactics • Integrate with internal PR efforts • Evaluate events, conferences, trade shows, etc. for opportunities • Research company partnerships that may be leveraged online
  • 94. Off-Page Optimization Tools AHREFs Open Site Explorer Majestic SEMrush Search Operator - link:yourdomain.com
  • 96.
  • 99. Mobile First Index Google is testing a mobile first index now, with plans to launch the mobile first index in 2017. This is not a second index, but a different approach to indexation entirely. There will no longer be “mobile friendly” adjustments done just for mobile users.
  • 100. Knowledge Graph Google’s Knowledge Graph serves as a way to directly answer a question without forcing a user to click through to a website. Knowledge Graph results are increasingly prevalent with instant answers, people also ask boxes, list carousels, brand panels and disambiguation boxes.
  • 101. Optimizing for Voice Search A featured snippet — also known as a "direct answer" — is a summary answer to a searcher's question that Google shows in a special block at the top of its SERP. 
 In response to voice searches Google often reads the answer starting with, “According to [Your Site Name]” - creating a huge branding opportunity.
  • 102. Accelerated Mobile Pages After wide-spread adoption, Google will be integrating AMP into the primary search results pages. AMP design and compatibility should be a consideration, at least for specific sections of a website, if organic traffic from Google represents a significant amount of total visits.
  • 103. Progressive Web Apps Progressive Web Apps are user experiences that have the reach of the web, and are reliable, fast and engaging. They use modern web capabilities to deliver an app- like user experience. This new level of quality allows PWAs to earn a place on a user's home screen.
  • 109. AHREFs
  • 111. Thank You To learn more or for any questions, please contact: Stephanie Wallace Senior Director, Search Engine Optimization 404.885.1201 swallace@neboagency.com