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Search Engine Optimization:  How To Get Targeted Traffic Via Search Engines By Adam Pieniazek – Cofounder – The 42 nd  Estate Presentation Outline: What is SEO? Create a Website in 5 Minutes Content Is King Optimizing Code for Speed & Structure Digital Networking for Link Building  Empowering Your Fans/Customers
What is SEO?
SEO Is NOT Keyword Spamming Buying Ads (Adsense) Black hat Magic Guaranteed #1 ranking!!! Tricking Search Engines A Digital Ponzi Scheme http://www.flickr.com/photos/jepoirrier/2046188221/
SEO IS Producing quality content Quality Link Building Optimizing code for speed and structure Internal Navigation Digital Networking Empowering your fans Usability http://www.flickr.com/photos/palomagomezg/3431433137/

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Business Objectives Is your website the destination or a guide? Sell products/services? Educate readers? Promote a physical event/store? Generate Ad Revenue?
Create a Website in 5 Minutes Use Wordpress.org 5 Minute Installation Easy to use Free! SEO Friendly Huge Community Lots of Plugins & Themes Matt Cutts Approved http://www.mattcutts.com/blog/seo-for-bloggers/
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Google Analytics Great for tracking trends Can make unique tracking codes per link Utilize Traffic Sources Link to other pages from high traffic pages Expand
Content is King Content is the #1 factor for SEO Your content needs to be: Useful Easy to Read Relevant
Blog! Blogging produces fresh content Google loves blogs (because they love fresh content) Threadless T-shirt from  http://bit.ly/TweetALot
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This presentation was covered in the Weekly SEO live stream on 5 February 2021. The purpose of these live sessions is to share relevant, useful information with the SEO community. If you would like to watch this SEO session we covered, here is the YouTube link: https://www.youtube.com/watch?v=myYop3d-RXQ. We covered: • Thin content and why it hurts your website's organic visibility? • How to approach & understand if there is thin content on your website? • How to deal with thin content on e-commerce websites? • Is your content ready for Valentine’s Day? • Google No Longer Supports Data-vocabulary Structured Data • “Duplicate Content is not a Negative Ranking Factor” Really? • Keyword Cannibalization: What should we do? • DeeCcrawl 101 • How to write well? • New: Feature Snippet | More information about a search result • Does Core Web Vitals metrics differentiate metrics based on web site type? • Which of the Core Web Vitals metrics affect our Page Speed score? • How can we optimize the speed of our website on WordPress? Feel free to ask a question, and we will answer them in our live stream of SEO weekly: https://www.boostroas.com/weekly-seo-live-stream/. I hope you will enjoy it!

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Optimizing Photos Compress file size. Save with descriptive filename (use hyphens to separate keywords). Use “alt tags” to describe photo. <img src=”/big-dog.jpg” alt=”A big dog runs in the park” /> Surround with text.
Headings HTML headings take the form of: <h1>This is a heading</h1> H1 should be used only once per page. H1 should be highly relevant to on page content and meta title. Use H2 and H3 for content sub-headings Use H4, H5, H6 for secondary content (sidebars, footer, etc.)
Bold & Italics When writing content that spans multiple paragraphs, heading and sub-headings help give structure to the document.  Bold and italicized words call attention to the reader.  They are also used by search engines as a guide. Use bold [ <strong></strong> ] for most important keywords.

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White Space Good use of white space (empty space) brings readers attention to your content.
Lists Great form of link bait. Search engines & humans love lists Easy to scan. Gives editorial review. Humans naturally search for lists.
Less is Better Be succinct. Less words = more keyword density. Past 500 words, exponentially less chance of readers reading. Content higher/earlier is valued more than content lower/later. Eliminate filler to improve scanning.
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Additional Resources The 42 nd  Estate's SEO Posts  http://www.the42ndestate.com/tag/seo/ Google's SEO Webmaster Page  http://bit.ly/GooWebSEO Google's SEO Starter Guide (.pdf file)  http://bit.ly/GooSEO Yoast's Wordpress SEO Guide  http://yoast.com/articles/wordpress-seo/ Wordpress's SEO Guide  http://bit.ly/SEOwp
Even More Resources! http://www.seomoz.org/tools http://www.seomoz.org/articles http://tools.seobook.com/ http://www.mattcutts.com/blog/ http://websitegrader.com/ http://www.google.com/webmasters/ http://www.wordtracker.com/
Contact Me E-mail:  [email_address] Office: (617) 326 7402 Cell: (617) 418 1055 Skype:  the42ndestatellc Twitter:  @The42ndEstate / @AdamPieniazek LinkedIn:  linkadam.com Facebook:  bit.ly/42fbook / fbadam.com

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SEO Presentation - The 42nd Estate - BRA - City of Boston

  • 1. Search Engine Optimization: How To Get Targeted Traffic Via Search Engines By Adam Pieniazek – Cofounder – The 42 nd Estate Presentation Outline: What is SEO? Create a Website in 5 Minutes Content Is King Optimizing Code for Speed & Structure Digital Networking for Link Building Empowering Your Fans/Customers
  • 3. SEO Is NOT Keyword Spamming Buying Ads (Adsense) Black hat Magic Guaranteed #1 ranking!!! Tricking Search Engines A Digital Ponzi Scheme http://www.flickr.com/photos/jepoirrier/2046188221/
  • 4. SEO IS Producing quality content Quality Link Building Optimizing code for speed and structure Internal Navigation Digital Networking Empowering your fans Usability http://www.flickr.com/photos/palomagomezg/3431433137/
  • 6. Business Objectives Is your website the destination or a guide? Sell products/services? Educate readers? Promote a physical event/store? Generate Ad Revenue?
  • 7. Create a Website in 5 Minutes Use Wordpress.org 5 Minute Installation Easy to use Free! SEO Friendly Huge Community Lots of Plugins & Themes Matt Cutts Approved http://www.mattcutts.com/blog/seo-for-bloggers/
  • 8. Picking a Domain Name Use .com, DO NOT use .net, .org, .me etc. Use relevant keywords Good: wintercoats.com Bad: stuffforlowdegreetime.net Worst: things-123.us Use Google Keywords Tool: http://bit.ly/kwdtool
  • 9. Google Analytics Great for tracking trends Can make unique tracking codes per link Utilize Traffic Sources Link to other pages from high traffic pages Expand
  • 10. Content is King Content is the #1 factor for SEO Your content needs to be: Useful Easy to Read Relevant
  • 11. Blog! Blogging produces fresh content Google loves blogs (because they love fresh content) Threadless T-shirt from http://bit.ly/TweetALot
  • 12. Producing Quality Content 79% of web readers scan a page. 16% read word for word. Users stay on your site for 4.4 seconds for each additional 100 words. Make your content easy to scan! Stats from: How Users Read on the Web http://www.useit.com/alertbox/9710a.html How Little Do Users Read? http://www.useit.com/alertbox/percent-text-read.html
  • 13. Structure Content for Scanning Photos Headings and sub-headings Bold & Italics White Space Lists 4-600 Words Keywords at start of sentences / paragraphs / pages.
  • 14. Optimizing Photos Compress file size. Save with descriptive filename (use hyphens to separate keywords). Use “alt tags” to describe photo. <img src=”/big-dog.jpg” alt=”A big dog runs in the park” /> Surround with text.
  • 15. Headings HTML headings take the form of: <h1>This is a heading</h1> H1 should be used only once per page. H1 should be highly relevant to on page content and meta title. Use H2 and H3 for content sub-headings Use H4, H5, H6 for secondary content (sidebars, footer, etc.)
  • 16. Bold & Italics When writing content that spans multiple paragraphs, heading and sub-headings help give structure to the document. Bold and italicized words call attention to the reader. They are also used by search engines as a guide. Use bold [ <strong></strong> ] for most important keywords.
  • 17. White Space Good use of white space (empty space) brings readers attention to your content.
  • 18. Lists Great form of link bait. Search engines & humans love lists Easy to scan. Gives editorial review. Humans naturally search for lists.
  • 19. Less is Better Be succinct. Less words = more keyword density. Past 500 words, exponentially less chance of readers reading. Content higher/earlier is valued more than content lower/later. Eliminate filler to improve scanning.
  • 20. Location, Location, Location Humans and search engine robots place higher value on earlier/top content. Make your most important points at the start of sentences/paragraphs/pages. U.S. Visitors read left to right, place content on left, sidebar/extra info on right/bottom. List your location in meta title, about page, homepage.
  • 21. Quality Link Building Produce link bait (lists, tutorials, reviews) Connect with bloggers/webmasters in your niche Analyze quality site with PageRank, Traffic, and Your Eye PageRank Toolbar Compete.com, Quantcast.com, WebsiteGrader.com Content, Design, Community
  • 22. How To Get Quality Links CNN.com Guest Blogging Produce lists Tutorials Contests Google Reader Shares Comments
  • 23. Optimizing Code for Speed & Structure Use CSS for styling/layout Avoid Flash Use Caching Meta Tags Semantic HTML Anchor Text Test, iterate, test, iterate, test, iterate.
  • 24. Meta Tags Meta Title Appears at top of browser window <title>Your Meta Title</title> Should be similar/exact to H1 Meta Description May appear in search results. 160 characters or less. High relevancy to H1/title and content. Meta Keywords – Don't Bother
  • 25. Digital Networking Email lists (newsletter) RSS Feeds Social Media Instant Messaging Blogs Message Boards Find your audience and push your message to them.
  • 26. Internal Navigation Your homepage is (likely) your most powerful page. Link to important pages from homepage. Make sure all pages are linked to At most 2-3 directories deep Use keywords in anchor text
  • 27. Empowering your Fans Share on Social Media Buttons Promote Your Fans Connect with your Fans on Twitter, Facebook, etc. Find out where they are and join them there. Comments (respond to them!) Ask them how to improve (polls, emails)
  • 28. Usability Have text for non-text elements (CSS Image Replacement) Describe videos/images with text (publish transcripts). Degrades gracefully when CSS/Javascript/Images turned off Check in a text browser (Lynx)
  • 30. Additional Resources The 42 nd Estate's SEO Posts http://www.the42ndestate.com/tag/seo/ Google's SEO Webmaster Page http://bit.ly/GooWebSEO Google's SEO Starter Guide (.pdf file) http://bit.ly/GooSEO Yoast's Wordpress SEO Guide http://yoast.com/articles/wordpress-seo/ Wordpress's SEO Guide http://bit.ly/SEOwp
  • 31. Even More Resources! http://www.seomoz.org/tools http://www.seomoz.org/articles http://tools.seobook.com/ http://www.mattcutts.com/blog/ http://websitegrader.com/ http://www.google.com/webmasters/ http://www.wordtracker.com/
  • 32. Contact Me E-mail: [email_address] Office: (617) 326 7402 Cell: (617) 418 1055 Skype: the42ndestatellc Twitter: @The42ndEstate / @AdamPieniazek LinkedIn: linkadam.com Facebook: bit.ly/42fbook / fbadam.com

Editor's Notes

  1. Hello. Today we&apos;ll be talking about a popular topic on the web, how to drive traffic to your website. Contrary to popular belief, getting eyeballs to your site is not overtly complicated or difficult. Getting the right kind of traffic to your site, however, does require hard work, patience, and knowledge. Today&apos;s presentation will cover Search Engine Optimization, which is the practice of tuning a website to have it pull quality traffic via search engines. When done properly, it can be a great source of potential customers.
  2. The practice of SEO is often misinterpreted. SEO can overlap with many other fields, such as web design, copywriting, social media and traditional promotional avenues such as press releases and media coverage.
  3. Keyword spamming Google is smart, they can figure out when you are jamming keywords in just to rank well. Organic copy works best. Buying Ads Adsense is not SEO, buying Ads will not affect your SEO. Black Hat Magic If your SEO can&apos;t tell you what they&apos;re doing, run for the hills! Guaranteed #1 ranking!!! Ranking #1 for irrelevant/infrequently used keywords does not help. Tricks – Google is smart and will catch on. Ponzi Scheme – Link exchange doesn&apos;t help (a lot).
  4. Quality Content Quality content is well-written (minimum fluff), well formatted (headings, bold, italics, lists, for easy scanning), and useful. Digital Networking Make friends with bloggers/webmasters in your niche. Connect with your customers. Know your competitors. Optimizing Code Speed kills. If Googlebot struggles crawling your site, it&apos;s less likely to come back/rank your site well. Good structure informs your readers and Googlebot. Empowering Fans Enable &amp; encourage your fans to promote you. Social buttons, giveaways, quality customer service.
  5. Figure out your business goals. These can be a mix of goals or just one goal. Then, determine the audience for your business. Then, create content that appeals to that audience and ties into your business goals. Finally, ensure your content is being picked up by search engines. For instance, your goal is to become the go-to restaurant destination in Boston. Your audience is everyone, but you should target the influencers, foodies, magazines/bloggers, reviewers, Yelpers, young adults. Business community etc. Produce content that shows why people should come to your restaurant Is it the food? Show videos of patrons enjoying the food, have chefs write blogs about their process, ingredients, meals.
  6. The goal of your site will affect the SEO strategy. If your goal is to push people to a physical location, you want to target and optimize for that location. If you&apos;re selling a product/service, you want to optimize for that product/service.
  7. Quality content is easy to digest and has a minimum of filler material. Web readers are notorious for quickly scanning any new page they browse to. The majority of visitors to your site WILL NOT read every word on that page. You must emphasize the important parts of your content to ensure readers are able to digest the most critical parts of your content.
  8. Photos entice your readers into the article. Charts and photos can help provide information to visitors quickly. Headings and sub-headings are crucial to human readers and search engine robots. They provide a structure to your content, allowing visitors to quickly determine the content. Bold and italicized words stick out and provide search robots a hint on important words. Use web safe fonts. Helvetica, Arial, Times New Roman, Georgia, Courier, Cambria, Verdana White space allows your content to breathe and makes it easier to read. Focuses readers on your content. Lists are easy to scan and very popular on the web. 4-600 words is a good goal to aim for.
  9. Avoid tables for layout purposes. Tables add to the size of your code and pushes the actual content down in the code. Flash is slow and extremely tough to crawl. Use caching (wp-super-cache) to save server resources and ensure your site stays speedy. Meta tags – next slide.
  10. The more people you know who also have websites, the bigger your online network and higher potential for quality links and cross-promotion. Google is rumored to scan through gmail emails and analyze links being sent around and give a rankings boost to highly emailed links. RSS feeds allow readers to receive updates from your blog as they happen. Social Media is a great way to find and connect with your fans. Instant Messaging allows you to instantly and semi-discreetly communicate with your online network. Blogs are a great resource. Write comments and offer to guest post. Message boards – popular ones carry lots of rank.
  11. What does this mean? It ties very closely into usability. Usability is the practice of making your web-site easy to use by as many people as possible. Google and other search engines attempt to mimic human behavior as much as possible. Their goal is to provide humans the most useful and relevant information possible. Thus, search engine robots attempt to mimic humans. But the search engine robots cannot see, nor hear. This means you must help search engines (and disabled humans) use your site. Use text and describe any photo/video content in text.