How to Own SEO
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Search Engine Optimization is critical to your nonprofit’s marketing efforts. When done correctly, search can be your biggest referrer of traffic. In this session, we’re going to cover the various aspects of SEO, local SEO basics, how to increase your search ranking and more. Learn how to optimize your Website, digital ads, content and overall Web presence for SEO.
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How to Own SEO
- 1. American Marketing Association July 22, 2014 Gregory J. Wright, Communications Manager @G_J_W How to Own SEO #AMANP
- 2. #AMANP Overview • SEO basics • Let’s get technical • Importance of content marketing • Going local • Tools you can use
- 3. #AMANP
- 4. #AMANP
- 5. #AMANP “Confessions of a Shopaholic”
- 6. #AMANP Search Engines Google – 67.6% Bing – 18.7% Yahoo – 10%
- 8. #AMANP Less than 1% click on a result beyond page 1 6% of clicks go to PPC ads 53% of clicks on first result
- 9. #AMANP What is SEO? • Get your web pages ranked higher than your competitor • Basic problem with SEO • You want people to find your content • But search engines only want to show great content • Unfortunately, search engines give little to no answers • And their search algorithms are constantly evolving
- 10. #AMANP
- 12. #AMANP Accessible, Quality Content • Domain authority • Sitemaps • Broken links • Robots.txt • Avoid duplicate content (use rel=“canonical”)
- 13. #AMANP Keyword Research and Targeting • Research and use keywords • Identify title tags (H1, H2, etc.) • Don’t use the same title or description for content • Page title length (<60 characters) • Use search friendly URLs • Use “alt” tag with Images
- 14. #AMANP Link Building • Number of inbound links • Quality of links • Anchor text used is important • i.e. stop using “click here”
- 15. #AMANP SEO Pyramid • Google+ • Google Authorship • Make your content shareable • Increase engagement
- 16. Content is King King Henry VIII Fun Fact: He was 6’ 4” tall
- 17. #AMANP Content is King • Write for your audience • Good, high quality content • Longer content >700 words seems to do better • Frequent content is important • Newer quality content will rank higher than older quality content • Blogging, news articles have become even more important in SERP ranking
- 18. User Experience is Queen Queen Latifah Fun Fact: Signed her first recording contract at 17
- 19. #AMANP User Experience is Queen • Site speed • Time spent on page • Overall engagement • Bounce rate
- 20. #AMANP Recent Google Algorithm Updates • Panda – Detect low quality and duplicate content • Penguin – Devalue link spam • Hummingbird – Understand natural language and the context of queries; keywords de- emphasized
- 21. #AMANP The New Content Rating Formula Expertise Authoritativeness Trustworthiness Many ads = Low quality Good supplemental content (videos, other) Poor page design • Popups • Ads incorrectly categorized • Inline advertising • About us / Contact info
- 22. #AMANP Additional Steps to Domination • Image search • Video search (YouTube) • Google News • Local • Structured Content (schema.org)
- 23. #AMANP Local SEO Similar to regular SEO, but extra elements to include: • Name, address, phone on every web page • Use city and state in title tags • Use Schema markup • Yext.com • Be consistent!
- 24. #AMANP Common SEO Mistakes • Not putting your audience first • SEO is only a piece of the puzzle • Forgetting importance of social • Ignoring keywords • Over-optimizing • Infrequent content • Not identifying duplicate content
- 25. #AMANP Free Tools • Google Webmaster Tools • Bing Webmaster Tools • Google Analytics • SEMRush (keyword research) • OpenSiteExplorer.org • moz.com/blog/new-title-tag-guidelines-preview- tool
- 26. #AMANP Contact Me Gregory Wright Communications Manager American Institute of CPAs gwright@aicpa.org @G_J_W slideshare.net/daspion youtube.com/user/lxa1801