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Advanced seo gs v2

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Advanced seo gs v2

  1. 1. Search Engine Optimization (SEO) – “Advanced“Georg Seebode26thMay, 2013
  2. 2. Agenda WHAT Is SEO and WHY Is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices Breakdown
  3. 3. What is SEO?Search Engine Optimization (SEO)…… is the simple activity of ensuring a website can befound in search engines for words and phrasesrelevant to what the site is offering… is divided into two sections: On-Page and Off-PageOptimization
  4. 4.  Today the more accurate description for SEOis Search Marketing as it also includes: SEM (Search Engine Marketing) – PPC Adds,Banner Advertising, Advertorials Social Media ManagementBut SEO Is So Much More!
  5. 5. On-Page Off-PageOn-Page Off-PageEverything that you edit “on”your website falls under On-Page Optimization, such as:Title TagsURLContentImagesSite ArchitectureCodingEverything that you influence“off” your website falls underOff-Page Optimization, such as:Link BuildingSocial NetworkingSearch Engine SubmissionsSitemap SubmissionsGuest BloggingOn-Page vs Off-Page
  6. 6. SEO Versus SEM
  7. 7. SEO Versus SEM
  8. 8. Click-Through RatesSource: seomoz.com
  9. 9.  Search engines love it! (makes it easier tocrawl) People will find your content User Friendly (easier navigation, cleancontent) Your Competitors are doing it More Traffic!Why Should You Do SEO?
  10. 10. Googles Slice of the PieIn 2012, Google processed over 3 billion searches per day – That’s over 100billion queries per month!65%8%5%3%3%16%Global Market ShareGoogleBaiduYahooYandexMicrosoOthersSource: comScore, searchengineland.com
  11. 11. Germany Russia ChinaSource: comScore, searchenginewatch.comKnow Your Market – Google Isn‘t The Only One Out There
  12. 12. Agenda WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices Breakdown
  13. 13. A Pyramid Scheme That WorksSource: seomoz.com
  14. 14. On-Page - The “Perfectly” Optimized PageAn Ideally Optimized Page Should:Be hyper-relevant to a specific topic (usually aproduct or single object) Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughouttext contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normallyaccomplished with an image link showing thewebsite logo on the top left of a page.)An Ideally Optimized Page Should:Be hyper-relevant to a specific topic (usually aproduct or single object) Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughouttext contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normallyaccomplished with an image link showing thewebsite logo on the top left of a page.)Source: seomoz.com 14
  15. 15. Yoast – Wordpress SEO PluginSource: yoast.com
  16. 16. Title TagMax Display LengthMeta DescriptionMax Display LengthURLMax Display Length66-69Characters156-158Characters72-92Characters67-72Characters176-184Characters91-94Characters64-65Characters164-190Characters65-80CharactersRecommended <65Characters<156Characters<65CharactersTag Length Recommendations
  17. 17.  Filename Pick a descriptive filename –preferably with a keyword in it, not the standardDCIM0001.jpg Alt Text What is Alt Text? It’s the text that the search engine uses to understandimages. Super Important. File Size Large files take longer to load, google looks at page load speed. Reduce theimage size as much as possible without sacrificing quality. Captions While they have no direct impact on rankings (yet), they are quite possibly thebest read piece of content you have.Image Optimization
  18. 18.  Filename: tiny-horse-ears.jpg Pick a descriptive filename –preferablywith a keyword in it, not the standardDCIM0001.jpg Alt Text: <img src=”tiny-horse-ears.jog"alt=”Tiny Horse Ears" /> The text that google “reads” File Size: 70kb Large files take longer to load, googlelooks at page load speed. Reduce theimage size as much as possible withoutsacrificing quality. Caption: Those are some tiny horse ears! While they have no direct impact onrankings (yet), they are quite possibly thebest read piece of content you have. Filename: tiny-horse-ears.jpg Pick a descriptive filename –preferablywith a keyword in it, not the standardDCIM0001.jpg Alt Text: <img src=”tiny-horse-ears.jog"alt=”Tiny Horse Ears" /> The text that google “reads” File Size: 70kb Large files take longer to load, googlelooks at page load speed. Reduce theimage size as much as possible withoutsacrificing quality. Caption: Those are some tiny horse ears! While they have no direct impact onrankings (yet), they are quite possibly thebest read piece of content you have.Source: digitalcosmonaut.com 18Image Optimization
  19. 19.  WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices BreakdownAgenda
  20. 20.  What are Internal Links? Links that go from one page on a domain to a different page on the same domain. Why is it important to place Internal Links? Allow for easier navigation Help establish a hierarchy Help spread ranking power around the websiteMost importantly by placing internal links you areProviding a crawlable structure for search engines.A search engine cant find your page if there is no linkpointing to it. How many Internal Links are too many? Wont Google think Im a Link Farm?Internal LinksSource: seomoz.com
  21. 21. Internal Linking Best Practice This structure has the minimumamount of links possible betweenthe homepage and any give page Aids the flow of authority from pageto page, increases ranking potential Do not link to all of your pages fromyour homepage. Not only does thisdiffuse the weight of each individuallink but it will also look incrediblyugly Create Internal Links through Navigation Menu Categories Related Articles Text Links (remember to usetargeted keywords) This structure has the minimumamount of links possible betweenthe homepage and any give page Aids the flow of authority from pageto page, increases ranking potential Do not link to all of your pages fromyour homepage. Not only does thisdiffuse the weight of each individuallink but it will also look incrediblyugly Create Internal Links through Navigation Menu Categories Related Articles Text Links (remember to usetargeted keywords)Source: seomoz.com
  22. 22. What is a Sitemap and what does it do?In simple terms, a Sitemap is an XML file that is full of your individual webpage’s URLs. It’s likean archive of every webpage in your website.A Sitemap is usually used for the purpose of letting the search engine crawlers follow the linksto all your individual webpages so that it won’t miss out on anything.You can also use Sitemaps to provide Google with metadata about specific types of content onyour site, including video, images, and News.SitemapsSource: seo-hacker.com
  23. 23.  Creating a sitemap will give search engines a “blueprint” and will make it alot easier for them to crawl your site. Search engines should see all thepages that you want them to see. The more pages that they index fromyou, the more trust your site gains. It only means that your website hasmore information to offer. So what else can you do with your sitemap? You can Submit it! It will get your content indexed faster -> directly telling google aboutyour fresh content. How do you submit? For Google: Through Google Webmaster Tools Don’t forget to submit to Bing as well!Why Create a Sitemap – and What To Do With It?
  24. 24.  404 is the most recognizable HTTP Statuscode But theres more than just 404 error codes – there are 5 different categories forresponse status codes 1xx – Informational (Neutral) 2xx – Success (Good) 3xx – Redirection (Neutral Good) 4xx - Client Error (Bad -> Your fault) 5xx – Server Error (Bad – Maybe not your fault) So why should we pay attention to the 404s? Easy to Fix Google Hates Dead links Dead Links are not user friendly Dead Links affect your conversion rate Dead Links stop Search Engine CrawlersDead Links aka The 404s and Why They MatterSource: lvldoom.blogspot.com
  25. 25. Finding the 404s – Google Webmaster Tools
  26. 26. Finding the 404s – Screaming Frog
  27. 27.  WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices BreakdownAgenda
  28. 28. How Do Search Engines Work? Google Constantly updates its algorithm, roughly 500-600 times ayear – taking into account different factors from site to your socialconnections These algorithm changes happen to ensure that the user finds theright content. Despite all the changes, when a user types in a query, the resultsare are still based on relevance and importanceRelevance = Topic/ContentImportance = Links So in theory the statement “the more links pointing to a website,the better it ranks” is still valid? Well yes and no. Mostly No.
  29. 29. Ranking FactorsSource: seomoz.com Trust / Authority of the Domain Link Popularity of a specific page Anchor Text of External Links tothe Page On-Page keyword usage Hosting Data Uptime/downtime, site speed,location Traffic Click trough rates, bounce rates Social Graph Metrics Trust / Authority of the Domain Link Popularity of a specific page Anchor Text of External Links tothe Page On-Page keyword usage Hosting Data Uptime/downtime, site speed,location Traffic Click trough rates, bounce rates Social Graph Metrics
  30. 30. Additional Ranking FactorsSource: searchengineland.com
  31. 31.  WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices BreakdownAgenda
  32. 32.  Best starting point is to look in your Analytics How are people finding your content, what are people looking for on your site What are your competitors ranking for? Expand on existing keywords Who is your target audience? Finding new Keywords and Analyzing Demand Google Adwords’ Keyword Tool Google Trends Google Search Suggest Microsoft Advertising Intelligence Don’t Forget Mobile Users! More prone to short head Different type of Search, more action and location based - [keyword + “nearby”] (where, when,how) Understand who or what you are up against Understand the demand for a certain phrase or keyword Assess the work required to achieve those rankingsFinding The Right Keywords
  33. 33.  Have a look at your analytics – what keywords did people use to get to your site? Ask yourself – is this keyword relevant to your website? Will people find what they are looking for when they search for this keywordon your site? Will they be satisfied with what they find? Google it! Who else ranks for this Keyword? Lots of competition = harder to rank for it Ads are a good indication if the keyword is valuable. If people will spendmoney on advertising -> its worth ranking for. Try out some Ads! If you dont already rank for the keyword – run a small ad campagin and seehow your content converts. (track impressions and conversion rate over thecourse of at least 2-300 clicks)Assessing the Value of a Keyword
  34. 34.  What are Long Tail Keywords? Keyword Phrases consisting of 3 or more keywords Why Should you care? 70% of searches go for long tail keywords Short Head (single keywords) are moregeneric, Long Tail Keywords are specific Targeted Traffic Less Competition Better ConversionLongtail KeywordsSource: Experian Hitwise, seomoz.com
  35. 35. Diversifying Your Keywords Always include variations of keywords Plurals (widgets, churches, shoes, recipes) Synonyms (cruise, sail, journey, tour) Stems (fish, fishing) International spelling differences (Harbor /Harbour) Typos Use keywords That are being searched for That target your audience That have medium to low competition That you can build quality content that site visitors will appreciate
  36. 36. Agenda WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices Breakdown
  37. 37. SEO Myths and Missconceptions SEO is a one time job Google doesn’t like SEO The more times you repeat the keyword within the page,the higher it will rank The more links you have coming to your website, the better Meta tag keywords matter Spending money on Google AdWords boosts your rankings Great Content = Great Rankings
  38. 38. Agenda WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices Breakdown
  39. 39. Best Practices and Quick FixesOn-Page Optimize: Title and Meta Description URL H1 Content Images Create: Sitemap Research Keywords Google Analytics Google Trends Google Adwords Synonyms, Plurals, TyposOff-Page Build Quality Links and Connections Blog Comments Guest Posts Blogroll Create Shareable content Make sure Anchortexts are used Find the Networks which work best withyour audience Submit your sitemap to Google and Bing Google Authorship Link your G+ Account with your blog Be an active member and get sharedinto circles
  40. 40. Questions?
  41. 41.  Wordpress SEO by Yoast The best SEO Plugin for wordpress. (Free) Opensiteexplorer.com Online Tool, checks the Authority and Quality of a Website (Free) Googles Keyword Tool - Google Adwords Ideal for Keyword Research (Free) Google Analytics Analytical Web Monitoring (Free) Google Webmastertools check indexing status and optimize visibility of your website (Free)Tools and Plugins
  42. 42. • Search Engine Optimization Starter Guide - Google Googles SEO Guidelines• Searche Engine Land The Periodic Table Of SEO Ranking Factors LocalVox Video SEO Guideline Ninja-Creative What is AuthorRank? MajesticBlog SEO Backlink Best Practices White Paper Search Engine Land How To Do Mobile Keyword Research In 2013 distilled.net Tracking Mobile Visitors in Google AnalyticsRecommended Reading
  43. 43. THANK YOU FOR YOURATTENTION!
  44. 44.  Social Media plays an ever growing role in SEO Google takes “social signals” into account Tweets, Likes, Shares and +1s are only getting moreimportant. Pick your battles – Focus on the Networks whichbring you the most traffic and explore newpossibilities. Better to excel in 3 networks than to neglect and failin 5 of them.Social Media and SEO
  45. 45.  Despite the negative rumors G+ is steadily growing Authorship: G+ offers that you link your Site withyour G+ Profile Author Rank: Another way to determine how goodyour content is.Google+ - More Than Just A Facebook Alternative
  46. 46.  Higher click through rates More people click on your link Higher visibility Your Content Stands out Higher page views More of your content willcome up Establish authority Create a visible publicreputation Build trust Readers know you providequality content Higher click through rates More people click on your link Higher visibility Your Content Stands out Higher page views More of your content willcome up Establish authority Create a visible publicreputation Build trust Readers know you providequality contentThe Benefits of G+ Authorship

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