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Presentation seo-boost-sldshr-sm

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Search Engine Optimization and usability basics, tips and resources.
Presentation was delivered to the Canadian Association of Women Executives and Entrepreneurs (CAWEE.net) in January 2014.

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Presentation seo-boost-sldshr-sm

  1. 1. Listen  –  Target  –  Help–  Mobile   (Search Engine Optimization) WHY AND HOW
  2. 2. ?
  3. 3. Unless  you  like     pu7ng  lips8ck  on  pigs  
  4. 4. SEO dovetails with usability Targeted Compelling copy Easily accessed Call to action. “Don’t Make Me Think”  
  5. 5. MARKETING MIX                        Inbound                                              SEO                      Permission     “Build  it  and  they  will  come”?      
  6. 6.                    
  7. 7. lead  genera,on?   brand  recogni,on?   customer  loyalty?     informa,on?         sales?         fun?                              
  8. 8. TARGET IS KEY As  in  keyword…        Your  best  clients                  are                          your  target  market    
  9. 9. ONSITE  SEO    -­‐  content  code,  layout,  internal  links     OFFSITE  SEO      -­‐  inbound  links,  social  signals     TRACKING AND KEYWORD RESEARCH Plenty  of  distrac8on,      if  8me  is  limited                                          focus  on                                        Do  you  ever  hear                                            it?                      or                                                                                                    it?      
  10. 10. ANALYTICS - stats  
  11. 11. ANALYTICS - flow  
  12. 12. !
  13. 13.                 “…make  sure  that  you’ve  got  high-­‐quality  content,  the  sort  of  content  that   people  really  enjoy,  that’s  compelling,  the  sort  of  thing  that  they’ll  love  to   read  that  you  might  see  in  a  magazine  or  in  a  book,  and  that  people  would   refer  back  to,  or  send  friends  to,  those  sorts  of  things…”   –  MaR  CuRs    (Head  of  Google  Webspam)   ~Wired  ar8cle      
  14. 14.  WEBSITE      Hub              SOCIAL  MEDIA          Amplifier              EMAIL  MARKETING              Top  of  mind                  Permission                    Maintaining  /  building  rela8onships    
  15. 15. TOO GOOD TO BE TRUE? SNAKE OIL!
  16. 16. CHECKLIST   •  Targeted  Keywords   –  Title,  URL,  Headline,  First  paragraph,  (users’  words,  not  yours)   •  Images  -­‐  Title  and  Alt  Tags   –  Important  text  in  html     –  Text  locked  in  images  is  useless   –  Images  –  Titles  and  alt  tags   •  Duplica,on  bad      /      Redundancy  good   •  Meta  tags     •  Site  op,miza,on  –  separate  page  for  each  unique  topic   •  Mobile  ready  -­‐  responsive   •  Video       –  YouTube  -­‐    #2  search  engine.     –  Add  transcript  =  add  SEO  edge     boostbusiness.ca  
  17. 17. WORDPRESS SEO - Yoast  
  18. 18. CHECKLIST cont’d •  COMPELLING      Does  copy  make  users  click,  try  or  buy?   •  READABLE    Non  ‘salesy’  -­‐  Users    Deeper  indexable  -­‐  Search  Engines   •  NICHE      Niche  and  nichey.    Did  I  men8on  niche?   •  PR    Useful  to  get  the  word  out  but  no  longer  SEO  nirvana   •  KeywordsTricks?      No  big  green  buRon)    Stuffing?    Duplicate  content?     –  A  puppy  dies  every  8me  you  do  it!   •  Redirects    Bad  except  to  move  changing  site  structure  or   URL  unifica8on  –  use  301s  
  19. 19. LEARNING CURVE? Crea,ng  copy  is  the  largest  commitment        -­‐  develop  a  habit  of  SEO  mindset  while  crea8ng  &  publishing               hRp://www.ted.com/talks/maR_cuRs_try_something_new_for_30_days.html     Consistency  pays  off:   •  Tweak,  Add  content,  Build  inbound,  Refine,  Update,  Tes8monials     …  Make  it  easy  to  share!   •  Install  social  sharing  widgets.    -­‐  follow  and  share   •  Add  "Tweet  This"  links  …..  get  your  content  out  there!  
  20. 20. "You  don't  have   to  be  great  to   start,       but  you  have  to   start  to  be  great."     ~Zig  Ziglar  
  21. 21. boostbusiness.ca  
  22. 22. FAVOURITE GO-TO RESOURCES   GENERAL   hRp://www.marke8ngprofs.com/     hRp://www.marke8ngsherpa.com/     hRp://blog.kissmetrics.com/     hRp://moz.com/learn/seo   hRp://searchengineland.com/   hRp://blog.hubspot.com   hRp://yoast.com/   hRp://searchenginewatch.com/   hRp://www.searchenginejournal.com/   hRp://www.ducRapemarke8ng.com/   hRp://www.upassoc.org/   hRp://www.usabilityprofessionals.org/   hRp://www.humanfactors.com/   hRp://www.constantcontact.com/              learning-­‐center/webinars/live/index.jsp     HOSTING   hRp://www.bluehost.com      -­‐  Bluehost   hRp://rackspace.com    -­‐  Rackspace     LEARNING   hRp://teamtreehouse.com/  -­‐  Treehouse   hRp://ladieslearningcode.com/    -­‐  Ladies  Learning  Code   hRp://girlgeekstoronto.com/    -­‐  Girl  Geeks  Toronto   hRp://2013.toronto.wordcamp.org/  -­‐  WordCamp   hRp://www.wpuniversity.com/    -­‐  WP  University     EMAILMARKETING   hRp://www.constantcontact.com    -­‐  Constant  Contact     ANALYTICS   hRp://www.kaushik.net/    -­‐  Occam’s  Razor   hRp://www.lunametrics.com/blog/    -­‐  Lunmetrics   hRp://www.clickinsight.ca/    -­‐  ClickInsight         ACCESSIBILITY   hRp://inclusivemedia.ca/       hRp://www.w3.org/standards/webdesign/accessibility   hRp://www.nngroup.com     boostbusiness.ca  
  23. 23. FUN  WITH  SEARCH       hRp://www.google.com/trends/zeitgeist/2013/globe   hRp://ubersuggest.org/     HOW  DOES  GOOGLE  SEARCH  WORK?   hRp://www.youtube.com/watch?v=KyCYyoGusqs     301  REDIRECT  (moving  or  restructuring)  hRp://www.webconfs.com/how-­‐to-­‐redirect-­‐a-­‐webpage.php     TOOLS  to  TRACK    inbound  links  and  keywords   •  hRp://www.majes8cseo.com/   •  hRp://www.opensiteexplorer.org/   •  hRp://siteexplorer.search.yahoo.com/   •  hRps://adwords.google.com/ko/KeywordPlanner/   •  hRp://www.wordtracker.com/     PERSONAS   hRp://www.marke8ngprofs.com/marke8ng/online-­‐seminars/474#!     VIDEO   From  Wordcamp  video  presenta8on   •  hRp://richardgmar8n.me/online-­‐video/online-­‐video-­‐marke8ng-­‐best-­‐prac8ces/     SITE  PERFORMANCE hRp://econsultancy.com/blog/63962-­‐2014-­‐the-­‐mobile-­‐seo-­‐8mebomb? utm_campaign=bloglikes&utm_medium=socialnetwork&utm_source=facebook&goback= %2Egde_4582891_member_5826358590075592706#%21   MORE HELPFUL RESOURCES   boostbusiness.ca  
  24. 24. HELPFUL RESOURCES cont’d   •  hRp://www.kaushik.net/avinash/secure-­‐search-­‐not-­‐provided-­‐keyword-­‐analysis-­‐data-­‐sources/ #keyworddataalterna8ves   •  hRp://www.seobook.com   •  hRp://webdesign.about.com   •  hRp://www.w3.org   •  hRp://www.email-­‐marke8ng-­‐reports.com/basics/why.htm   •  hRp://www.constantcontact.com/learning-­‐center/webinars/live/index.jsp   •  hRps://www.rebelmouse.com/   •  hRp://blog.hubspot.com   •  hRp://searchenginewatch.com/ar8cle/2169476/The-­‐Hierarchy-­‐of-­‐Web-­‐Presence-­‐Op8miza8on   •  hRp://www.searchenginejournal.com/google-­‐hummingbird-­‐means-­‐online-­‐marketers-­‐seo/   •  hRps://support.google.com/analy8cs/answer/1033867?hl=en&rd=1   •  hRps://support.twiRer.com/ar8cles/76460-­‐using-­‐twiRer-­‐lists   •  social_networking_consumer/the-­‐art-­‐of-­‐twee8ng-­‐dos-­‐and-­‐donts/240157863   •  hRp://www.forbes.com/sites/chris8necomaford/2013/09/29/become-­‐a-­‐social-­‐media-­‐rock-­‐star-­‐ in-­‐4-­‐easy-­‐steps-­‐infographic/   •  hRp://www.ducRapemarke8ng.com/blog/2012/10/09/on-­‐page-­‐seo-­‐factors/   boostbusiness.ca  

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