Seo Basic Training 2013 Edition


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Ready to dive into search engine optimization? Here are the basics you should know in 2013 to get started.

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Seo Basic Training 2013 Edition

  1. 1. SEO Basic Training 2013 Edition@chriscountey
  2. 2. How Does Google Work? • Programs, called spiders, navigate the web by hopping from link to link. This is called a crawl. @chriscountey SEO Basic Training 2013
  3. 3. How Does Google Work? • Google sorts what it finds by content and other factors, and stores this data in the index (over 100 GB of data) @chriscountey SEO Basic Training 2013
  4. 4. How Does Google Work? • When you do a search, algorithms try to understand your intent: • Do – Google thinks you want to do something, such as purchase a product (example: pizza) • Know – Google believes you are doing research (example: Charles Dickens) • Go – Google thinks you are looking for something specific on a brand’s website and will do a site search (example: Sony) @chriscountey SEO Basic Training 2013
  5. 5. How Does Google Work? • Based on your keyword and perceived intent, Google retrieves relevant documents from the index (database). • Google then ranks the results based on over 200 signals. • Site & Page Quality • Freshness • SafeSearch • User Context • Translation • Universal Search @chriscountey SEO Basic Training 2013
  6. 6. Positive Ranking Factors • Relevant Content – is the page about the keyword (which can be multiple words) ? • Links • Power of the site they came from • Relevance of the site they came from • Anchor text of the link • Freshness – How often a site is updated is believed to be a signal that influences rank. Consistently-updated sites can be seen as more relevant than sites that haven’t changed in months or years. @chriscountey SEO Basic Training 2013
  7. 7. Negative Ranking Factors • Google is constantly updating its algorithms to combat different forms of spam. • Parked domains • Unnatural links • Scraping • Cloaking • Hidden text and keyword stuffing • User-generated spam • Thin content • Hacked sites @chriscountey SEO Basic Training 2013
  8. 8. Negative Ranking Factors • Sometimes Google (or the SEO community) names updates that really shake thinks up • Penguin • Panda • Florida • Boston • Big Daddy • Caffeine • The first documented update was in 2002 @chriscountey SEO Basic Training 2013
  9. 9. How to Improve Rank •Indexation •Appear in Google’s database •Content •Be relevant for searches •Authority •Outrank competitors @chriscountey SEO Basic Training 2013
  10. 10. Indexation & Representation • You can’t rank for squat if your pages aren’t indexed • Ensure that only 1 version of each page is being indexed • Ensure that your pages are displaying the information that will help you get a click • Take advantage of all available SERP enhancements to make your result stand out @chriscountey SEO Basic Training 2013
  11. 11. Site Search • Start with a site: search on as a quick way to identify major indexing issues @chriscountey SEO Basic Training 2013
  12. 12. Robots.txt • Check the robots.txt file to see if anything important is being disallowed (blocked) marketing/a-brief-guide-to-robots-txt-and-five- mistakes-to-avoid/ @chriscountey SEO Basic Training 2013
  13. 13. Screaming Frog • Use Screaming Frog to crawl your website and look for the nonindex meta tag • Crawl the site • Sort by Meta Data 1 @chriscountey SEO Basic Training 2013
  14. 14. There Can Should Be Only One • Ensure that only 1 version of each page is being indexed • Unless you instruct Google otherwise, it will index every version of every page it finds • Don’t dilute your link flow by splitting PageRank between multiple versions of the same page • Check for different versions of your home page (Google considers these all unique!) • • • • @chriscountey SEO Basic Training 2013
  15. 15. Canonical URLs • Set up canonical URLs • Redirect www to non-www URLs or vice versa; just be consistent • Mobile site? Set the canonical URLs to the main site • Pages in another language? Use the hreflang element url-canonicalization/ @chriscountey SEO Basic Training 2013
  16. 16. Click-through Rate • Ensure that your pages are displaying the information that will help you get a click • Optimize page titles and meta descriptions • Title: Include those keywords! • Description: Include keywords and write as a call to action @chriscountey SEO Basic Training 2013
  17. 17. Rich Snippets • Take advantage of all available SERP enhancements to make your result stand out • Use rich snippets @chriscountey SEO Basic Training 2013
  18. 18. Google Authorship • Set up Google Authorship @chriscountey SEO Basic Training 2013
  19. 19. Natural Links > Built Links • Creating content that includes keywords is important on a technical level, but it needs to be link-worthy, too • Pages are not just places to stuff keywords; they have multiple jobs: • Attract links and social shares • Convert readers into customers • Promote brand awareness • Start conversations • Creating something great and promoting it is a better investment than creating something mediocre for search engines and then forcing links @chriscountey @chriscountey SEO Basic Training 2013
  20. 20. Links Are King • Links are still considered by many to be the most important element in improving search visibility • Building links manually is an option, but has its drawbacks • It’s unnatural (and Google is on to it!) • It’s inefficient • It’s not very scalable • It has risks of actually hurting rank • It does not force you to address the underlying issue of why your site isn’t getting links on its own er/66356?hl=en&ctx=NCUI @chriscountey SEO Basic Training 2013
  21. 21. Websites, Y U No Link? • Common reasons why no one is linking to your content • It’s not unique • It doesn’t answer any questions • It doesn’t invoke an emotional response • The design sucks • It doesn’t meet a need • No one knows about it @chriscountey SEO Basic Training 2013
  22. 22. Build a Site Persona • Create something beautiful, useful and unique! • There’s more to it than this, but here is one way to start thinking about content: • Identify a site in your client’s niche you’d love to get a link from • What kinds of stories/posts/videos do they create? • What is the tone of their posts? Humorous? Serious? • What are their most popular pages? • Do they have external links in their posts? Where do they go? • Who’s the person in charge of the site? • How can we contact them? Twitter? Email? Phone? @chriscountey SEO Basic Training 2013
  23. 23. Brainstorm All The Things • Build a site persona • Identify a need or gap in their content • Determine if you need to build something new or if you can enhance an existing page • Brainstorm: the more ideas the better • Build it • Ship it • Promote it • Measure it • Learn from it @chriscountey SEO Basic Training 2013
  24. 24. Content Ideas • Awards • Be First • Competitions • Design • Egobait • Freebies • Guest Linkbait • How-to, Instructions and Tutorials • Interviews • Jokes • Kindness • Lists • News • Opinion • Photos and Comics • Quizzes and Surveys • Research Findings • Stories • Tools • User-Generated Linkbait • Videos • Year Summaries @chriscountey SEO Basic Training 2013
  25. 25. Feed The Robots • Google is smart, but it still needs our help. After you create your awesome piece of linkbait, don’t forget to optimize it • Include keywords in the following places • Page title • URL • In copy • In <strong> tags • In image names and alt tags • In anchors @chriscountey SEO Basic Training 2013
  26. 26. Promote It • Creating a linkable asset isn’t enough: you need to get the word out about it • Contact the website you originally profiled as well as sites that link to it • Use Link Prospector to find new sites that may promote or link to your content • Use Buzzstream to scrape the contact information from the sites you find and to manage outreach; A/B test your emails and pick up the phone when a number is available outreach @chriscountey SEO Basic Training 2013
  27. 27. Recap • Google discovers pages by crawling the web • Google stores pages and retrieves them based on intent and relevancy • Google ranks pages based on over 200 factors • Google combats spam 24/7 and with manual action • Build something worth linking to • Optimize it, promote it and measure it @chriscountey SEO Basic Training 2013