Intro to SEO

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Intro to SEO

  1. 1. AN INTRODUCTION TO SEO PREPARED BY LOCATION3 MEDIA EDITION: SEPTEMBER 2012
  2. 2. WHAT IS SEARCH ENGINE OPTIMIZATIONTHE BASICS
  3. 3. WHAT IS SEO?SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,”“organic,” “editorial” or “natural” listings on search engines. All major search engines such as Google,Yahoo and Bing have such results, where web pages and other content such as videos or locallistings are shown and ranked based on what the search engine considers most relevant to users.Payment isn’t involved, as it is with paid search ads.What this short 3.5 minute video on Search Engine Optimization, what it is and why we do it Content provided by
  4. 4. WHICH ARE THEORGANIC LISTINGSIN GOOGLE?
  5. 5. WHICH ARE THEORGANIC LISTINGS Local organic resultsIN A GOOGLELOCALIZEDSEARCH? What is a local search?Localized search is when the useris searching for something within aspecific area, such as arestaurant, plumber or auto repairshop. Local Maps results (click link above toSometimes the searcher will use see all Maps results)the location word in thequery, such as “pizza restaurantsdenver” and sometimes they willjust search “pizza restaurants.” Inthe later, the search enginesunderstand that there was local Local organic resultsintent with the search and servelocalized results like you see hereon the right
  6. 6. THE WORLD OF SEO Improve Traffic Metrics Browse Rate, Time On Site, Etc. Compete In Vertical Results Grow Brand Awareness Local/Maps, Video, Blogs, News, Images Press, Source Diversity, Social MentionsDiversify Link/Traffic Resources Optimize Social SignalsNatural Links, Strong Anchor Text, Link Location SEO Increase Followers/Friends, Tweets/Shares/+1’s/Votes, Engagement on Social Platforms Target The Right Keywords High Volume, Low Competition, Strong ROI Improve Accessibility Incent User-Generated Content No Errors, Good Redirects, Load Speed Contributes to SEO/Social Signals and Long Tail Add + Improve Content Virality, Sharing, Topic Relevance, Keyword Targeting
  7. 7. WHAT FACTORS PLAY INTO WHETHER OR NOT A WEBSITE WILL RANK IN GOOGLE?There are four major groups of SEO ranking factors• On The Page Ranking Factors• Off The Page Ranking Factors• Violations• BlockingFactors Work In CombinationNo single SEO factor will guarantee search engine rankings.Having a great HTML title won’t help if a page has lowquality content. Having many links won’t help if they are lowquality links. But having several positive factors canincrease the odds of success. As for negative factors, theyobviously can worsen the odds Content provided by http://searchengineland.com/guide/seo/types-of-search-engine-
  8. 8. WHAT ARE THE ON PAGEFACTORS? On The Page Factors On The Page search ranking factors are those that are entirely within the publisher’s own control. What type of content do you publish? Are you providing important HTML clues that help search engines with determining relevancy? How does your site architecture help or hinder search engines? NOTE: This is where we typically start with any new SEO campaign, and continue building on throughout it’s entirety Content provided by http://searchengineland.com/guide/seo/types-of-search-engine-
  9. 9. EXAMPLE OFPAGE ELEMENTSWE OPTIMIZE1. Header Tags (H1, H2, etc) 12. Internal linking3. Keyword in copy 24. Title tag 25. META description 36. URL 4 5 6 http://touchofelements.com/albuquerque
  10. 10. WHAT ARE THE OFF PAGEFACTORS? Off The Page Factors Off The Page ranking factors are those that publishers cannot directly control. Search engines use these because they learned long ago publisher signals alone don’t help relevancy. Some publishers will try to make themselves seem more relevant than they are, for example. More important, with billions of web pages to sort through, looking only at on-the-page clues isn’t enough. More signals are needed to better estimate what are the best pages for any particular search. NOTE: Links and social signals are the main elements of off page factors that we deal with on behalf of our clients Content provided by http://searchengineland.com/guide/seo/types-of-search-engine-
  11. 11. WHAT ARE VIOLATIONS? Violations Make no mistake. Search engines want people to perform SEO. They provide help directly about SEO techniques and encourage this, because good SEO can improve their listings. However, there are some techniques that they deem “spam” or “black hat,” acts that if you do could results in your pages getting a ranking penalty or worse, being banned from the search engines entirely. NOTE: Violations effect our SEO campaigns in that we avoid using on-page or off-page tactics that could incur them for our clients. Content provided by http://searchengineland.com/guide/seo/types-of-search-engine-
  12. 12. WHAT IS BLOCKING? Blocking Blocking is a new class of ranking signal. This is where searchers themselves may decide they don’t like pages from a particular web site, even if those web sites don’t violate any traditional spam rules. Blocking has a big impact on what the individual who blocks sees, but it also has an impact on what every searcher sees. NOTE: At Location3, we do not deal with blocking for our clients Content provided by http://searchengineland.com/guide/seo/types-of-search-engine-
  13. 13. Here is a moredetailed look atall of the mostimportantfactors that gointo organicsearch engineranking, in orderof their priority. Content provided by
  14. 14. INTRO TO LOCATION3 SEO PROCESSESA HIGH LEVEL SUMMARY
  15. 15. PHASE 1:THE VALUE OF DISCOVERYWhile there are always three main areas to effective SEO (website, content &links), no two implementations of these strategies are exactly alike. A deep divediscovery during the first one – two months of the campaign will allow us the abilityto make the best strategic decisions for our client’s brand and website. We willcover these three areas throughout this process:1. Brand2. Target Market
  16. 16. TECHNICAL WEBSITE AUDITThe technical audit is meant to prepare the website for its best ranking potential for keywordgroups targeted throughout the content. The first 1-2 months of a new SEO campaign will beginwith a technical audit where we evaluate the following elements and provide a final report andrecommendations to our clients Site speedCrawlability SitemapsURL depth Robots.txtOverall website structure Schema / microdataHTTP header status Internal linkingCanonicalizationNavigation
  17. 17. KEYWORD RESEARCH ANDSELECTIONSelecting the right keywords is one of if not the most importantstep to SEO.Unlike paid search where you can bid for many thousands ofkeywords, in SEO a single page of content may only target a few.When performing keyword research, we pull the following metricswhich we then factor into our selection process:• Search Volume• Organic and Paid Search Performance Data• Current Organic Ranking• Relevancy• Probability of Success
  18. 18. PHASE 2: WEBSITE OPTIMIZATIONOnce we have selected the keyword we want to target, we then want to place those keywords in the appropriateplaces on the various web pages. It is important to keep a balance between best SEO practices and good userexperience. We cannot just change the headline of the page to use our keywords if it’s going to create aconfusing user experience. That, in the end, is bad SEO.These are the on-page elements that we are reviewing and changing when we see fit.Title tagsURLsMETA dataImagesTextHeadersInternal linking
  19. 19. PHASE 3:BACKLINK DEVELOPMENTThe volume, quality and relevancy of backlinks is one of the mostimportant ranking factors. Therefore, we spend a lot of time acquiringthose in the best way possible.• Blogger outreach• Influencer outreach• Optimizing client relationships• Relevant reciprocal linking• Press release optimization• Social syndication• Local directories• Category specific external blogs
  20. 20. PHASE 4:ADVANCED SEO STRATEGIESThis is an area that really sets us apart from much of the competition. Advanced SEO strategies isa catch all for the many ideas beyond the typical website optimization and blogger outreach thatwe do. Strategies such as building out new pages to target specific search phrases, or re-categorizing the website to better the site architecture. Every client is very unique, and thereforethese strategies are created specific to fit their needs and capabilities.
  21. 21. EXAMPLES OF ADVANCED SEOSTRATEGIESStetson: The design of the category andproduct pages was not set-up for having textcontent, which we need for organic rankingCreated crawlable pop-up boxes to housecontent non-intrusive to design. This text couldalso include links to other pages on the site FASTSIGNS: Needed to rank for a wide variety of localized product searches Developed 13 geo + product sub-pages for each location http://www.fastsigns.com/metro-houston-tx/business- signs
  22. 22. EXAMPLES OF ADVANCED SEOSTRATEGIES Westwood: Needed to rank for a variety of search phrases that we could not optimize for on their existing program pages. Built a resources section where we can build out content specific to the search phrases we wanted, many of which we found performed very well in paid search to http://www.westwood.edu/resources Creating and maintaining a blog is also a huge benefit to SEO and one that we recommend to the majority of our clients, including Westwood http://blog.westwood.edu/
  23. 23. TRACKING, REPORTING &ANALYSIS averaged for month end report• Daily keyword rankings,• Branded & non-branded organic visits• Social, mobile and link referring visits• Keyword groups/themes• Organic landing pages• Competitive backlink comparison• Link development details• Social engagements with syndicated contentFull written analysis of campaign results tied into implementedstrategies and including next steps
  24. 24. CONSULTINGKeeping up with and providing updates on industry changesProviding any and all SEO best practices related to the website orcampaignWorking with internal development teams to implement SEOrecommendationsAnswering any SEO-related questions or concernsAlways available for discussions related to or effecting organic searchWorking with other vendors, such as a PR firm or 3rd party developmentAttending company conferences or meetings as your SEO partner
  25. 25. SEO VOCABULARYTHE BASICS
  26. 26. BASIC SEO VOCABULARY • Backlink: Backlinks, also known as incoming links, inbound links, inlinks, and inward links, are incoming links to a website or web page. In basic link terminology, a backlink is any link received by a web node (web page, directory, website, or top level domain) from another web node • Anchor text: The anchor text, link label, link text, or link title is the visible, clickable text in a hyperlink. The words contained in the anchor text can determine the ranking that the page will receive by search engines. • Title tags: A title tag is code in the META data put in the code of a web page, which provides a title for that webpage. The title tag carries a lot of weight in organic ranking because it is the most logical place to concisely describe and label the content within the page • META description: The META description attribute provides a concise explanation of a web pages content and is often, but not always, displayed on search engine results pages, so it can affect click- through rates. META descriptions do not effect ranking directly • H1 tag (header tag): Header tags are HTML tags that are used to denote various headlines on a page. The <h1> tag is typically used for the main headline on the page and should only be used once per page. <h2> and <h3> are most often used as sub-headers, such as for individual paragraphs.
  27. 27. BASIC SEO VOCABULARY • Internal linking: Internal links are hyperlinks that stay within a website, linking one page to another. Internal links help the search engines crawl through the site and discover all the pages you want to index, which is why they are not only important to have, but to also consider the anchor text and placement of the links. • Branded keywords: Search keywords that contain elements of the client’s brand, insinuating that the searcher was intentionally looking for information pertaining to that particular brand. In most cases, we do not count brand keywords as part of our SEO efforts • Non-branded (industry) keywords: Non-branded keywords are any keywords that do not contain elements on the brand, insinuating that the searcher was not specifically looking for information pertaining to that brand. These are the keywords we typically target in an SEO campaign • Non-branded organic visits (NBO visits): Visits coming to a website or web asset from only organic search and that do not contain any elements of the brand. A common metric on all SEO reports. • Long tail keywords: Keyword phrases that contain typically 4 or more words, resulting in less search volume but also less competition. In most cases, the vast majority of site traffic comes from long tail keyword searches. • Black hat: Black hat refers to SEO tactics that go against Google’s Terms and Conditions, such as buying backlinks and hiding text on a page for better organic ranking
  28. 28. CONGRATULATIONS! You have just completed An Introduction to SEO

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