WHAT IS SEARCH ENGINE OPTIMIZATION? Process of―optimizing‖ both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.
HOW SEARCH ENGINES WORK• Spider ―crawls‖ the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database• Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)• Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
SEO TERMINOLOGY301 Redirect RSSALT Text/Tag SERPBlog SiteMapSearch Visibility SpiderSiteMap Traffic/Alexa RankKeywordCanonical URLDirectoryHeadingsHTMLInbound LinkLink Building For a full list andLong Tail Keyword descriptions, seePPC www.jasminesander.com
DEVELOPING A GOOD SEO STRATEGY:• Research desirable keywords and search phrases (WordTracker, Google AdWords) & then identify search phrases to target (should be relevant to business)• Optimize On-Site• Write copy to appeal to both search engines and actual website visitors• Study competitors (competing websites) and search engines(SEOMOZ)• Implement a quality link building campaign(.edu, .gov., quality content on .com)• Add Quality content• Constantly monitor rankings for targeted search terms (http://tools.seobook.com/firefox/rank-checker/)
KEYWORD ACTIVITY:Branded Keywords (Company Name & Personal Branding)Service/Product/Industry KeywordsSpecific Service/Product TM KeywordsSpecific Service/Product Geo-Targeted Keywords ACTIVITY3+ Words in Keyword Phrase (Long-tail)If someone was searching for your page, which words would they use?Which words do you want to rank highly for?Which words should you rank highest for?Create a list of keywords that best represent your website – think aboutdifferent variables of your keywords
2012 GOOGLE UPDATES Penguin Update Panda Update Overly optimized sites will continue Target Low Quality Sites to be targets Shady/Low Quality Link Targeted at webspam and will Building Practices decrease rankings for sites that are Target spammy/scraper sites violating Google’s existing quality guidelines.. Target Sites with Duplicate Content Visitor engagement matters more than ever. Sites with Poor Internal Linking Structure Content quality will grow in importance. Duplicate Anchor Text and Links from Article Directories/Low Aggressive exact-match anchor text Quality Sites Overuse of exact-match domains Multiple Pages with the Same Low-quality article marketing & blog Keyword spam Affiliate Links and Ads Keyword stuffing in Auto-generated Content internal/outbound links
WHAT GOOGLE WANTS:• Fresh content = updated regularly.• Quality content that engages readers• Articles placed of 300-500 words• Well written description, Keyword in the title and headers in web page.• A well constructed sitemap of your blog.• Fast page loading• SEO optimized blog• Authority backlinks with frequency by which you are making backlinks.• Good number of returning visitors.• Low bounce rates and 404 errors.
ON-PAGE FACTORSOn-Page Factors (Code & Content)• Title tags <title>• Header tags <h1>• ALT image tags• Content, Content, Content (Body text) <body>• Hyperlink text• Keyword frequency & density
ANALYZE YOUR SITEStart with Analyzing Your On-Site PerformanceGoogle Webmaster Tools — Gives you all sorts of detailsabout how Google sees your site, such as problems crawlingyour pages and suggestions for how to improve your HTML.Google Analytics — Reports on vital traffic data such asvisitors, pageviews, traffic sources, keywords, and lots more.Also lets you set up goals so you can see how well your SEOcampaigns are performing.SEO Book and SEO Chat — these two sites offer a large rangeof free, Web-based SEO tools, many of which give you usefulinformation about how your site is faring in the search results.
TITLESEO WORKSHOP NEW YORK = KeywordSEO WORKSHOP NEW YORK = Titlehttp://jasminesandler.com/seo-workshop-new-york/ =URLJasmine Sandler, an SEO Consultant will be delivering ahands-on SEO Workshop in New York.This SEO Workshop will deliver the basics of SEO. =Meta Description
IMAGESUse the ALTattribute Be descriptive.Use yourkeywords.Keep yourkeywords innaming yourimages.
INTERNAL LINKS• Links inside the site (e.g. navigation menus, in-text links)• All pages should be linked from somewhere• Doesnt have to be on the navigation menu• More important pages should be linked to more often or from more important pages• Anchor text (words displayed for the link) is important for ranking―Register for SEO Workshop New York‖
FRIENDLY URLS• When naming your folders and pages try to use your keywords• Never leave spaces or special characters in your file names• To separate words use a hyphen –e.g. http://www.agent-cy.com/services/search-engine-optimization/
WRITE GOOD CONTENT• If your pages contain good, relevant, useful, high quality, natural, keyword focused and informative content, search engines will be more likely to rank your page higher for relevant searches.• Good content will encourage more sites to link to your pages, thereby further increasing your search engine ranking.• Update your content regularly. Visitors like fresh content, so they will visit your site more often.• More visits lead to more links to your content, which ultimately results in more traffic.
BLOGGING ACTIVITY• Determine Topic related to Service/Product You Sell• Determine Keyword Phrase (2-3 words)- Use keyword activity• Determine Categories that Topic Falls In• Write Headline. Include Keyword Phase. Use Hyphens.• What Image will you use? What is the Alt tag?• Write Blog Post Using Keywords, Imagery, Messaging for Target – write 250-300 words. Use the Keyword Phrase 2-3 times throughout your copy.
OFF-PAGE SEO• Link Popularity(―votes‖ for your site) adds credibility• Anchor text
LINK BUILDING• These are links pointing to your site from other sites• Important for discovery and ranking• Each link is a ―vote‖• Where to get inbound links?
GET OTHER SITES LINKING BACK• Most search engines rank sites more highly if theyre linked to by other, well-respected sites.• Target a few relevant, good-quality sites and directories that are full of useful info and rank well on the search engines, and try to get a link back from them.• A "link to this page" function on each page of your site makes it easy for other webmasters and bloggers to link.• Get in touch with the site owner and strike up a friendship. Youre much more likely to get a link back from someone who knows you.
SOCIAL BOOKMARKING ESSENTIALS Necessary component of your SEO Strategy Must be frequent and appropriate Increases social signals Makes your content sharing easier
ONLINE PR CONTENT DRIVES SEO• Distributing quality content on authoritative sites with linkbacks is the key to Off-page SEO• Generate unique, high quality, keyword focused, informative, natural content.• Online PR content that can positively affect your SEO Rank: • Blogging • Optimized Multi-Media Press Release (business.com) • Optimized Online Videos • Optimized Images associated with stories/posts • Podcasts and .Wav files • Socially Optimized Online News Rooms • Fresh, Rolling News • Webcasts • Webinars
Having a good online video marketing strategy can increase the chances of achieving first page Google rankings by 53x (Forrester Research)99 char. 5,000 char. •Set to Public Once Published •Choose Enable Embed Keywords •Host on Site , YouTube, Vimeo •Enable Social Sharing •Add Videos to Facebook, LinkedIn
HOW DOES SOCIAL AFFECT SEO?Matt Cutts, head of Keys to Social + Effect onGoogle’sWebspam team: SEO: Reputation“Reputation/Quality inSocial Media is what is Quality over Quantityimportant to GoogleSearch. Commenting RelevanceWe’re just to Credibility of Authorsstarting tomeasure Bloggingthis noise.” Commenting Client Testimonials
GOOGLE +Use keywords in Google +Posts so that referrer termis foundEncourage +1’s to click onyour page so that rank willbe higherGrow your circles.Influencers can grow yourresults in Search
YOUTUBEInclude at least 5-7relevant keywords astags for your video.The popularity of yourvideo is an importantfactor in how well yourvideo will rank in searchresults.Enable people to takeyour video for inboundlinks
FACEBOOKShareable content – has acorrelation with Searchrank, but not provenBest practices:• Have call to action• Use compelling/shareable content with link back to site(blog)• Connect with topic based FB pages, groups, people and comment
TWITTER• Twitter directly signals Google (popular retweets)• Followers, retweets affect real-time search• Keys: Newsworthy content, events, sharing non- personal valuable information• Sharing links• Following credible authors, journalists & engaging in @mentions• Using #hashtags/keywords|
LINKEDIN• Engagement in ANSWERS by categories can positively affect Google• Profile personal keywords in Titles, Headline , Summary and Job Descriptions help LINKEDIN search visibility
PINTEREST• Use your top keywords in your product/service title• Use hashtags to categorize subjects• Create simple captions with keywords• Put a Pinterest icon on your website.• Include your website url on all products
MEASURING SEO EFFECTIVENESS• Software Tools• Keyword density• Link popularity• Alexa traffic• Google page rank• Search engine ranking• Keyword and competition analysis• Reporting• Keyword ranking• Search engine links• Referrer report• Visibility report• Traffic reportFREE TOOLS: http://jasminesandler.com/recommend-tools-to-automatefacilitate-seo-best-practices/
SUMMARY: SEO TIPS• Research keywords related to your business• Identify competitors, utilize benchmarking techniques and identify level of competition• Utilize descriptive title tags for each page• Ensure that your text is HTML-text and not image text• Use text links when ever possible• Use appropriate keywords in your content and internal hyperlinks (don’t overdo!)• Obtain inbound links from related websites• Monitor your search engine rankings and more importantly your website traffic statistics and sales/leads produced• Educate yourself about search engine marketing
SEO RESOURCES SEO case studies: www.agent-cy.comSEO Tools and Techniques:www.jasminesandler.com