Vancity Buzz SEO Seminar 2.0


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Vancity Buzz SEO Seminar 2.0

  1. 1. WELCOME TO SEO Dean Brookstone
  2. 2. INTRODUCTION• SEO is: “When you fine tune your site and blog posts so that they get found and rank higher on search Engines like Google”• How does this helps YOU?
  3. 3. TABLE OF CONTENTS• SEO Basics• Section 1: Content A) Keyword research B) Blogging - making your posts visual - Make it easy for Google• Section 2: Links - Using internal links
  4. 4. SEO BASICS• Google ranks your post based on Authority and Relevance
  5. 5. AUTHORITY• Authority is how important your site or page is
  6. 6. RELEVANCE• Relevance is how related your page is to a search term
  8. 8. THREE PARTS OF SEO•Content•Links•Structure
  9. 9. CONTENT IS KING• Every time you post, Google registers it as a new page• Google tries to scan every page of your website to determine what its about
  10. 10. LINKS• Google scans all the links on your website. Links look like this: Old Macdonald had a farm.• theylink to other websites and pages on your own site• People can also link to your site from theirs
  11. 11. STRUCTURE• The structure is the framework, like the outside of a house• Youguys only have to worry about content and links because you aren’t designing a website
  12. 12. SECTION 1: CONTENT
  14. 14. HOW KEYWORDS WORK• When someone wants to find something, they type words into a search bar• These are keywords
  15. 15. KEYWORDS IN ACTIONKeywordPaid Result Results
  16. 16. GETTING FOUND USING KEYWORDS• You can figure the out which keywords will help you rank based on: - Traffic - How Specific they are - How Relevant they are
  17. 17. TRAFFIC• Is anyone searching for that word or phrase?• You want to focus on keywords that have results
  18. 18. GOOGLE ADWORDS TOOL• To find it, just google “Google Keyword Tool”• Enter the words you want to focus on and see how theyre doing/what the competition is like• Try to choose keywords that have a high traffic score and a low competition score
  21. 21. BE RELEVANT• Make sure the keyword is relevant to what you are writing about• If your article is about Donuts, your keyword shouldn’t be Broccoli... it should be Sprinkled Donuts, Chocolate Donuts, etc.
  22. 22. BE SPECIFIC• Since the competition for popular words like "chinese food" and "cheap liquor" are high, look for the phrases that are easier to rank for• Ex: "chinese food in Downtown Vancouver" or "cheap liquor stores in Gastown."
  23. 23. LONGTAILS• When you look at the results, youll notice that the longer and more specific a keyword phrase is, the less competition it has• These are called "longtails"
  24. 24. NOTE TO SELF: USE YOUR KEYWORDS!1. The Keyword is in the title of the page2. The Keyword is used repeatedlythroughout the post (minimum of 3 times)3. The Keyword is used in the URL
  25. 25. B) BLOGGING
  26. 26. 2 PARTS OF BLOGGING•1) Make your posts visual2) Format posts for searchengines
  27. 27. 1) MAKE YOUR POSTS VISUAL•5ways:1) Optimize titles2) Use pictures3) Use heading4)Break it up into chunks5) Bold certain words
  28. 28. OPTIMIZE TITLES• Start with the Keyword you are focusing on• THEN make your title enticing to get people interested and clicking on it
  29. 29. USE PICTURES• Make sure you are using pictures in your posts!• Pictures are a great way to catch peoples eye and get them to click on a link to read the full article• Vancity Buzz kills this on the homepage, but you can use them in your articles to help as well
  30. 30. USE HEADINGS• Put headings throughout your post - this helps people scan and focus on what they want• Put your keywords in your headings to help with search engine optimization• Important note: This is NOT the same thing as just bolding text
  31. 31. USING HEADINGS 1) Go to the top of your post2) Select the heading you want
  32. 32. USING HEADERS CONT. 3) Highlight the text you want as a Header 4) PRESTO
  33. 33. WHERE ARE THE PICTURES AND HEADERS?A excerpt from a recentVcB article on Stephen Harper: Great content, but difficult to read
  34. 34. BREAK IT UP INTO CHUNKS• use paragraphs and lists to make it easier to read
  35. 35. WHICH IS EASIER TO READ?All Together Chunked
  36. 36. BOLD CERTAIN WORDS• Boldimportant phrases to stress what you are optimizing• Bolding words also helps guide search engines and makes articles easier to read
  37. 37. 2) FORMAT FOR SEARCH ENGINES• URL structure• Titles and Meta tags• Pictureslabeled and sized appropriately with hyperlinks removed
  38. 38. URL STRUCTURE• Most blogging software allows you to change the url• Make sure there are no numbers or symbols in the URL to make it easier for search engines to figure out what your post is about• WordPress should do this automatically, but if you have a really long title or one with numbers in it, change the URL
  39. 39. CHANGING YOUR URL1) Find your URL box at the top of the page 2) Edit and then hit “OK”.
  40. 40. USE TITLE AND META TAGS• Title tags are the headline for your page when it shows up on a search result• Meta tags are that title’s description• For our purposes, use them both as the same thingTitleMeta
  41. 41. TITLE AND META TAGS IN ACTIONThis is on the bottom of your WordPress post page Title Meta
  42. 42. LABELING PICTURES• Google is a very smart program, but it isnt great at figuring out what a picture is about• For example, if it’s a picture of a hockey stick, call it hocketstick.jpg instead of 3456stick.jpg. You can do this on your desktop
  44. 44. SIZE YOUR PHOTOS• HUGE pictures slow down pages, hurt your pages rank• don’tput up enormous pictures if you are using a smaller version
  45. 45. REMOVING HYPERLINKS Click the photo, then the broken link buttonDONE!
  47. 47. SECTION 2: LINKS
  48. 48. 3 TYPES OF LINKS• Inbound - when someone else links to you• Outbound - when you link to someone else• Internal - when you link to one of your own pages
  49. 49. INTERNAL LINKING is something you can do that makes a• This HUGE difference
  50. 50. WHY USE INTERNAL LINKS? • Your website can be a confusing place for a Google
  51. 51. RELEVANCE WITH INTERNAL LINKS• Internal linking shows Google which pages are relevant to which and links them together
  52. 52. LINK TO RELATED POSTS• If you are writing a post and you have written another one with related content, link them to each other Cheap Chinese food? Yum! Wait a sec...Thats related to cheap food
  53. 53. USE RELEVANT ANCHOR TEXT• Anchor text are the words that you actually use as a link when you create a link Irrelevant Relevant
  54. 54. PUT RELEVANT WORDSAROUND THE ANCHOR TEXT• Not only is the anchor text important, but search engines also analyze the words around it
  55. 55. CHECK OUT THAT ANCHOR TEXTIrrelevant I walk by Joe’s Pizza Place with my dog all the timeRelevantI eat the pepperoni pizza at Joe’s Pizza Place for lunch.
  56. 56. AUTHORITY WITH INTERNAL LINKS • Internal links also let you tell Google which pages are the most important on your site
  57. 57. LINK TO THE SAME PAGE CONSISTENTLY• The more you link to a page or post, the more you tell a crawler that this is the most important page on your website• Make sure that the page you are linking to is consistent with the one you want to show up in searches
  58. 58. CREATING AUTHORITY IN ACTION Best Pizzas EverPepperoni Cheese Hawaiian
  59. 59. VCB SEO TOOL (YAOST)
  60. 60. THIS IS YAOST
  61. 61. GENERAL PAGE !
  62. 62. WHAT IS ON THE GENERAL PAGE- Focus Keyword: How to Use Analytics- SEO Title (also the title of my post): How to Use Analytics for your SmallBusiness - note that I used the keyword here- Content: I have used my keyword phrase 5 times in the article- Meta Description: I have used the keyword in my Meta Description- URL: The URL is red because it doesn’t include the keyword – click the “fixthe page URL” to adjust itHelpful Hint: In order to get the Green Light, you have to fill out this pageproperly
  63. 63. STEPS FOR USING GENERAL PAGE• Step 1: hit “Save Draft”• Step 2: Put in your Keyword: this is your keyword phrase as we have discussed in the full guide to SEO• Step 3: Put in your SEO Title: this is the same as your article title at the top of your page. It must contain your keyword.• Step 4: Put in your Meta Description: This is the hook for people searching for you online. It must contain your keyword.
  64. 64. STEPS PART 2 • Step 5: Save your article again, then click the “Check” link with the button next to it (right under the save draft button). • 1 of 3 things will happen – the light will go red, yellow or green. -If it’s Green, it means you have completed everything you need to and are ready to publish! -If it’s yellow, it means you still need to do a few things. Check the analysis tab to see what is left - if it’s red, you have quite a few things left to do. Check the analysis tab to see what is leftStep 6: do your updates, then hit save draft and check your article again. Onceyou get a green light, you are good to publish!Helpful hint: You don’t have to do every little thing – just do your best. You will getbetter at SEO every time you write an article
  65. 65. ANALYSIS PAGE !
  66. 66. CONCLUSION• Dokeyword research using Adwords and use those words in your posts• make it visual with pictures, headings, bold, optimized titles• format your posts for search engines• link to posts relevant to what you are writing and use good anchor text