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It's Not Magic - It's SEO

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Everyone wants their website to rank at #1 in a Google search but after writing their site’s content they don’t know the next steps for competing with the other 1 billion+ websites on the world wide web.

Did you know that Google has a Keyword Planner tool that tells you how much or how little competition a certain search phrase will yield? Do you use a standard naming convention for files and media that you upload or embed? Are you ensuring that your CMS is generating the right HTML tags for your content? There are several simple steps you may be missing when it comes to optimizing your website for search engines.

Instead of immediately shelling out hundreds of dollars for an SEO strategist, take a deep breath and then implement these often under-utilized tricks for improving your organic search engine ranking. With time, you’ll find the traffic you’re looking for.

Takeaways: I want attendees to take home 5-10 new ideas for boosting their website’s search engine ranking. I’m hoping to keep these ideas accessible to non-tech/non-HTML workers but hopefully I can inspire some web programmers to rethink some of their own processes when working on their company’s or clients’ websites.

Attendee skill level: either some experience with content strategy writing or project management; a newcomer to web development or design

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Presented at MinneWebCon May 1, 2017 in Minneapolis, MN (http://minnewebcon.org/)

Published in: Internet
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It's Not Magic - It's SEO

  1. 1. IT’S NOT MAGIC — 
 IT’S SEO. MinneWebCon 2017 Amy Dalrymple • @pork_chop
  2. 2. AMY DALRYMPLE@pork_chop
  3. 3. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO WHAT IS SEO?
  4. 4. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO SEO IS ABOUT MORE THAN JUST WORDS.
  5. 5. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO CONSIDER ALL USERS.
  6. 6. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO BLIND USERS youtu.be/ZZxr0snTp0k
  7. 7. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO www.checkmycolours.com LOW-VISION USERS 1. Macular Degeneration:
 Central area of sight is “blocked.” 2. Glaucoma:
 Loss of peripheral vision, sometimes overall blurriness. 3. Diabetic Retinopathy:
 Dark “patches” in field of vision. 4. Cataract:
 Blurred or hazy vision webaim.org/articles/visual/lowvision
  8. 8. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO www.hemingwayapp.com LOW-LEVEL READERS Ernest Hemingway's work scores as low 5th grade, despite his adult audience.What our measurement actually gauges is the lowest education needed to understand your prose. Studies have shown the average American reads at a tenth- grade level — so that's a good target.” www.hemingwayapp.com/help.html “
  9. 9. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO
  10. 10. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO ➤ The 5 Second Test ➤ Humans have a shorter attention span than goldfish, often not even waiting for a webpage to completely load before deciding whether it’s a reliable resource or not.
 ➤ Scannable Content ➤ Website users rarely read a whole content block, but look for visual clues to make decisions and are likely to select the first best- looking option. IMPATIENT MUGGLES www.fivesecondtest.com
  11. 11. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO USE INTUITIVE LINK TEXT.
  12. 12. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO click here. YOU ARE MORE CREATIVE THAN
  13. 13. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO LINK TO INTERNAL CONTENT. www.pottermore.com/features/pottermore-luna-lovegood-infographic www.pottermore.com/explore-the-story/garrick-ollivander www.pottermore.com/image/inside-moodys-classroom www.pottermore.com/features/13-moments-that-prove-luna-is-as-sane-as-you-or-i www.pottermore.com/news/newt-scamanders-brother-theseus-to-appear... www.pottermore.com/features/the-forbidden-forest-quiz
  14. 14. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO …[Google is] including a new signal in our search ranking algorithms: 
 site speed.” LOAD IT QUICKLY. developers.google.com/speed/pagespeed/insights “ webmasters.googleblog.com/2010/04/... As of 2010…
  15. 15. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO SECRETS FOR SPEED ➤ Minify CSS, JS, and HTML files ➤ Optimize image files ➤ Reduce page redirects ➤ Enable browser caching ➤ Use a content delivery network (CDN)
  16. 16. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO HOW DOES IT 
 LOOK ON MOBILE?
  17. 17. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO search.google.com/search-console/mobile-friendly
  18. 18. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO search.google.com/search-console/mobile-friendly
  19. 19. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO
  20. 20. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO CONSIDER ALL ROBOTS. (…or bots, spiders, crawlers, etc.)
  21. 21. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO
  22. 22. “ Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO Google will…use the meta description of a page in search results snippets, if…it gives users a more accurate description than would be possible purely from the on-page content. … Wherever possible, create descriptions that accurately describe the specific page.” support.google.com/webmasters/answer/35624
  23. 23. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO WHAT’S IN THE META DATA? <head> <title>6 reasons to get excited if you’re sorted into Ravenclaw - Pottermore</title> <meta name="description" content="6 reasons to get excited if you’re sorted into Ravenclaw" /> </head> <body> <p>Ravenclaw is the house that champions those with a ‘ready mind’, yet it has lived a little in Gryffindor's shadow. But there’s a lot more to Ravenclaw than its reputation for intelligence. Here’s why… </p> </body>
  24. 24. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO WHAT’S IN THE META DATA? <head> <title>6 reasons to get excited if you’re sorted into Ravenclaw - Pottermore</title> <meta name="description" content="6 reasons to get excited if you’re sorted into Ravenclaw" /> </head> <body> <p>Ravenclaw is the house that champions those with a ‘ready mind’, yet it has lived a little in Gryffindor's shadow. But there’s a lot more to Ravenclaw than its reputation for intelligence. Here’s why… </p> </body>
  25. 25. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO WHAT’S IN THE META DATA? <head> <title>6 reasons to get excited if you’re sorted into Ravenclaw - Pottermore</title> <meta name="description" content="6 reasons to get excited if you’re sorted into Ravenclaw" /> </head> <body> <p>Ravenclaw is the house that champions those with a ‘ready mind’, yet it has lived a little in Gryffindor's shadow. But there’s a lot more to Ravenclaw than its reputation for intelligence. Here’s why… </p> </body>
  26. 26. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO
  27. 27. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO WHAT’S IN THE META DATA? <head> <title>6 reasons to get excited if you’re sorted into Ravenclaw - Pottermore</title> <meta name="description" content="There’s a lot more to Ravenclaw than its reputation for intelligence. Find out why it’s good news to be sorted into Ravenclaw House.” /> </head> MAXIMIZE SEARCH RESULTS. www.seomofo.com/snippet-optimizer.html
  28. 28. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO USE CUSTOM META TAGS FOR SOCIAL CHANNELS. Not Customized Customized
  29. 29. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO BE HYPER-RELEVANT. within URL within primary title 
 on page within first paragraph
 of main content continued throughout
 page content
  30. 30. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO
  31. 31. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO WHAT ARE YOUR FILES NAMED? Crookshanks_FH.png hermione-crookshanks-cat.jpg WB_F3_Crookshanks_HermioneWithCrookshanks_C240_51_UP_HPE3.jpg
  32. 32. “ Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO Consider using punctuation in your URLs. The URL http://www.example.com/green- dress.html is much more useful to us than http://www.example.com/greendress.html. We recommend that you use hyphens (-) instead of underscores (_) in your URLs. support.google.com/webmasters/answer/76329
  33. 33. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO ALWAYS ASSIGN “ALT TEXT.” <img src=“spectrespecs.jpg” alt=“Luna Lovegood’s Spectrespecs” title=“Spectrespecs help you see wrackspurts.”>
  34. 34. “ Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO When you take away the colors, the fonts, 
 the kerning, the graphics, the images, and 
 the white space, good site design is really about a great structure.” blog.kissmetrics.com/site-structure-enhance-seo/
  35. 35. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO TAKE ADVANTAGE OF GOOGLE’S TOOLS.
  36. 36. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO GOOGLE KEYWORD PLANNER ➤ Come up with ideas for keywords related to your subject area. ➤ Get insight into how those keywords might perform compared to others that are related. ➤ Insert keywords you’re already using to find new, related keywords that are being used in searches INVESTIGATE THE COMPETITION. adwords.google.com/KeywordPlanner ➤ Google Keyword Planner
  37. 37. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO ➤ Best Options: ➤ low/medium competition ➤ higher average monthly searches ➤ Insert the main keyword(s) into your URL (or permalink). ➤ Use the main keyword(s) in image’s file name. ➤ Repeat keyword(s) within your webpage’s titles, primary content, and links. OPTIMIZE YOUR CONTENT.
  38. 38. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO SEE HOW YOU’RE BEING FOUND. www.google.com/webmasters
  39. 39. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO ga-dev-tools.appspot.com/campaign-url-builder TRACK INCOMING CLICKS. ➤ Campaign URL Builder ➤ Clearly track metrics for online campaigns in Google Analytics ➤ Convert long URL strings into short easy-to- share URLs with a service such as bit.ly
  40. 40. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO
  41. 41. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO DRIVE TRAFFIC FROM SOCIAL CHANNELS.
  42. 42. Amy Dalrymple • @pork_chop MinneWebCon 2017 • #NotMagicSEO QUESTIONS?
  43. 43. MISCHIEF MANAGED. (Thank you for joining me today!) Amy Dalrymple • @pork_chop

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