MASTERING SEO IN 2014 - ALL YOU NEED TO KNOW

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Search Engine Optimization (SEO) Evolution. What is still important with the new algorithm changes. Learn all you need to know for a successful SEO optimization in 2014 and beyond.

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MASTERING SEO IN 2014 - ALL YOU NEED TO KNOW

  1. 1. Search Engine Optimization 2014
  2. 2. Search Engine Optimization 2014
  3. 3. IT’S A BUSINESS
  4. 4. BUSINESS MODEL Google's goal is to deliver answers to people who are searching.
  5. 5. DO YOU HAVE THE RIGHT ANSWER? If you can answer people's questions, in the most useful way for them then you're on the road for #1.
  6. 6. SINCE THIS IS NOT POSSIBLE.. HI GOOGLE! MY COMPANY’S NEW ARTICLE IS THE BEST RESOURCE FOR PEOPLE SEARCHING FOR ONLINE MARKETING HI MARK! YAY!! THAT’S GREAT NEWS. PUTTING YOU RIGHT NOW AT THE TOP OF THE RANKINGS!
  7. 7. There needs to be an other way..
  8. 8. HISTORY At the beginning.. It was easy
  9. 9. THE PILLARS On Page SEO: The Foundation Off Page SEO: The Authority Badge Companies Google
  10. 10. THE PILLARS On Page SEO: The Foundation Off Page SEO: The Authority Badge Companies Google
  11. 11. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  12. 12. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  13. 13. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  14. 14. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation • Shorter is better • Keyword use • Go static http://rapidassisttech.com/shop/item.aspx ?itemid=1068 http://www.ebay.com/bhp/casio-pocket- calculator • Use hyphens
  15. 15. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation Duplication http://www.plaisio.gr/laptop-tablet/laptop-notebook/laptop- performance.htm?IsWebOffer=1&sort=arrivaldate http://www.plaisio.gr/laptop-tablet/laptop-notebook/laptop- performance/Toshiba-NB-Satellite-L50-A-1D9-PSKK6E- 04805LGE.htm http://www.example.com http://example.com http://example.com/index.html
  16. 16. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation • Simple is better • Less graphs are better • Leverage alt attributes • No menu on the left • No flash
  17. 17. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation75% of users wouldn’t re-visit a site that took longer than 4 seconds to load
  18. 18. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup • Keyword Stuffing • Hidden elements Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  19. 19. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  20. 20. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  21. 21. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  22. 22. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Quality • Keywords • Engagement • Ads • Freshness • Images • Navigation
  23. 23. On page optimization • Indexing • Relevance • User Experience Architecture • CMS • URL Structure • Design • Page Load Speed HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation
  24. 24. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation
  25. 25. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation “It’s better to drop your keyword somewhere in the first 100 words or so. That helps make sure Google understands what your page is all about.”
  26. 26. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation
  27. 27. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation
  28. 28. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation
  29. 29. On page optimization • Indexing • Relevance • User Experience Architecture • URL Structure • Design • Page Load Speed • SM Integration HTML • Meta tags • Structured data Markup Content • Images/Multimedia • Keywords • Quality • Ads • Navigation
  30. 30. Off page optimization • Popularity • Authority • Virality Links • Quality • Text • Number Trust • Authority • History • Social Media Social • Reputation • Sharability
  31. 31. Off page optimization • Popularity • Authority • Virality Links • Text • Number • Context • PageRank Pass Trust • Authority • History • Social Media Social • Reputation • Sharability
  32. 32. Off page optimization • Popularity • Authority • Virality Links • Text • Number • Context • PageRank Pass Trust • Authority • History • Social Media Social • Reputation • Sharability
  33. 33. Off page optimization • Popularity • Authority • Virality Links • Text • Number • Context • PageRank Pass Trust • Authority • History • Social Media Social • Reputation • Sharability
  34. 34. Off page optimization • Popularity • Authority • Virality Links • Text • Number • Context • PageRank Pass Trust • Authority • History • Social Media Social • Reputation • Sharability
  35. 35. Hummingbird expands Google's use of the Knowledge Graph to provide answers to queries that don't have simple answers.
  36. 36. If Hummingbird is a giant step toward Semantic SEO, our job is not about optimizing for strings, or for things, but for the connections between things.
  37. 37. SOCIAL MEDIA CONTENT MARKETING MOBILE
  38. 38. Trust
  39. 39. Virality A study byBrightEdge found that prominent social sharing buttons can increase social sharing by 700%.
  40. 40. CO-CITATION
  41. 41. Personalization
  42. 42. Blogging
  43. 43. SOCIAL MEDIA CONTENT MARKETING MOBILE
  44. 44. Content after Hummingbird
  45. 45. Keyword vs Topical Pages matching the meaning do better, rather than pages matching just a few words. Context of links matters! Links from topically irrelevant contexts are bad links.
  46. 46. SOCIAL MEDIA CONTENT MARKETING MOBILE
  47. 47. The future is Mobile Search engines want to deliver the best results, thus they prioritize a mobile-optimized site ahead of one that might work badly on a mobile device.
  48. 48. A Mobile Strategy Just Became Essential • Mobile & PC users search differently • Mobile FIRST • Responsive Design – Large fonts – Eye catching images – Videos – Short, simple forms, with large, easy-to-fill fields – Concise, actionable content – Optimized length
  49. 49. SEO is a constantly changing game To have effective SEO in 2014, make sure your site is optimized for mobile users, provides quality and informative content, and has a high level of authority.
  50. 50. GREECE.FAGE.EU SEO Setup Report Outline Athens, December 20th, 2013
  51. 51. Action plan : SEO Setup SETUP STAGE: Auditing-Research-Reporting Were given: Access to Google analytics and webmaster tools, access to Bing tools Research areas: Full site auditing Deliverables by CAN-On: Startup SEO report with initial development work to be done by site support team (third party), Goals and KPIs
  52. 52. SEO Setup Report Outline Main issues Content related: Keyword Focus • The site as a whole doesn't have a core keyword focus, outside of online marketing and entrepreneurship in general. Meta language information • 81 pages were missing meta language information. The Meta Language information is used as a hint to help us understand the intended language and country/region the page content applies to. This can help if your site is not hosted in the country/region. Use the “content-language” meta tag to embed the culture code in the <head> section of your page. Title Tags • 8 Title tags are too long, 1 are borderline, 2 are too short. Meta Description Tags • Virtually almost every page had tags, 50 Meta description tags are too long. 50 Pages had duplicate Meta description tags only 28 pages were missing Meta descriptions. Image Names and ALT Tags • 816 images in 81 pages were missing ALT tags. Almost all images had descriptive, keyword focused file names. Please check the bing webmasters tools.
  53. 53. SEO Setup Report Outline Main issues Indexing related: Page Inclusions • Work to fix the issues associated with sitemap.xml and sitemap.html. Page Load Speed • Improve page load speed: • Leverage browser caching: • Reduce server response time: • You should reduce your server response time under 200ms. There are dozens of potential factors which may slow down the response of your server: slow application logic, slow database queries, slow routing, frameworks, libraries, resource CPU starvation, or memory starvation. You need to consider all of these factors to improve your server's response time. The first step to uncovering why server response time is high is to measure. Then, with data in hand, consult the appropriate guides for how to address the problem. Once the issues are resolved, you must continue measuring your server response times and address any future performance bottlenecks. Code Validation • Work to make the code valid to avoid browser and indexation issues.
  54. 54. SEO Setup Report Outline Main issues Social related: Linking Root Domains • Increase both the quantity and quality of linking root domains. Inbound Followed Links • Work to build out more keyword rich anchor text links for non-branded keywords while also working to increase the overall quantity and quality of inbound links. • Create a Google+ Business Page and link your site
  55. 55. Current rankings with competition
  56. 56. Current major keyword rankings Word Page # Γιαούρτι 1-2 10-11 Γάλα >5 >50 Τυρί >5 >50 Συνταγες με γιαούρτι 1 4-6 Κρέμα γάλακτος 1 8-10 Συνταγές (και όλες οι κατηγορίες τους, γλυκά, σαλάτες, λαχανικά, κλπ) >5 >50 Total 1 2-3 Κεφαλοτύρι 1-2 7-11 Γραβιέρα 2 17-20 Flair (με επεξηγηματικά τυρί, ΦΑΓΕ, cottage, κλπ) 1-5 5-20 Διατροφή >5 >50 Γεύσεις >5 >50
  57. 57. Current keyword focus & searches Relevant keyword Monthly search avg. Google.gr # Συνταγες 49,500 1 Διαιτα 18,100 2 Μαγειρικη 9,900 3 γλυκα 8,100 4 διατροφή 8,100 4 υγεία 8,100 4 Συνταγες μαγειρικής 4,500 5 Εύκολα γλυκά 4,500 5 Συνταγές για γλυκά 3,600 6 Μεσογειακή διατροφή 2,900 7 Γιαούρτι 2,400 8 Γάλα 1,600 9 Τυρί 1,000 10 Συνταγές με γιαούρτι 1,000 10
  58. 58. SOURCES http://www.forbes.com/sites/jaysondemers/2014/07/01/how-to-create-a-website-with-maximum-seo-potential/ www.audiencebloom.com/resource http://www.forbes.com/sites/jaysondemers/2013/10/01/google-hummingbird-a-mobile-content-marketing-strategy-just-became-essential/ http://searchengineland.com/2014-seo-playbook-on-page-factors-178546 http://www.audiencebloom.com/2013/04/why-an-active-blog-is-necessary-for-a-successful-seo-initiative/ http://www.seroundtable.com/google-responsive-design-15099.html http://www.forbes.com/sites/jaysondemers/2014/06/26/does-google-use-social-signals-from-facebook-and-twitter-in-their-rankings/ http://moz.com/blog/your-guide-to-social-signals-for-seo http://searchengineland.com/seotable/ http://www.forbes.com/sites/jaysondemers/2014/04/30/the-top-7-seo-trends-dominating-2014/ http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/ http://www.audiencebloom.com/2013/04/why-an-active-blog-is-necessary-for-a-successful-seo-initiative/ http://ssl.gstatic.com/think/docs/the-new-multi-screen-world-study_research-studies.pdf http://searchenginewatch.com/article/2265547/46-of-Searchers-Now-Use-Mobile-Exclusively-to-Research-Study http://mobithinking.com/best-practices/mobile-seo-best-practices http://www.searchenginejournal.com/ways-social-media-impacts-seo/48671/ www.informationweek.com/applications/google-hummingbird-update-explained/d/d-id/1111705 http://www.forbes.com/sites/jaysondemers/2014/04/30/the-top-7-seo-trends-dominating-2014/ http://www.crestmediainc.com/blog/integrate-seo-and-social-media-for-a-more-effective-website/ http://pt.slideshare.net/raventools/optimizing-your-site-for-contextual-ads-seo-design-and-content http://www.seoskeptic.com/semantic-seo-making-shift-strings-things/ http://www.audiencebloom.com/2013/04/why-an-active-blog-is-necessary-for-a-successful-seo-initiative/ http://www.forbes.com/sites/jaysondemers/2014/04/30/the-top-7-seo-trends-dominating-2014/ http://backlinko.com/on-page-seo?wide=1

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