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SEO Best PracticesHitting the Low Hanging Fruit<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />

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No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/seo<br />

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Why Am I Talking to You?<br />?<br />

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What I Do?<br />

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If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />

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If people can’t find it,does it matter?<br />

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Outbound Marketing<br />

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Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />

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Inbound Marketing<br />

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Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt

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Blogging

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Social Media

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SEO

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Offers / CTAs

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Landing Pages

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Emails

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Lead Intel

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Analytics</li></ul>Process<br /><ul><li> Publish

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Optimize

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Promote

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Target

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Capture

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Nurture

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Test

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Analyze

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Repeat</li></li></ul><li>What SEO is NOT<br />

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SEO is Usability and Accessibility<br />

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Search Engine Crawlers are your blindest users<br />Yahoo<br />Microsoft<br />Google<br />

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By the Numbers (on one site)<br />30% of traffic is delivered by Search Engines<br />82% of that traffic is delivered by Google<br />On a large school website w/ 1,000,000 visits per month that is 300,000 visitors<br />

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Search Engine Optimization<br />3,000 searches per second<br /><ul><li> Publish more content

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Optimize your content

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Promote your content</li></li></ul><li>Marketing Spend<br />Organic 88% of clicks @ $1.5 billion<br />PPC 12% of clicks @ $18 billionTip – allocate your resources in the right place.<br />

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Are you optimized to get that traffic?<br />

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It All Starts With Keywords<br />“It’s NOT about what you want or what you call it, it is about what people are actually looking for.”<br />“Nobody cares about your products (except you)” – David Meerman Scott<br />

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It All Starts With Keywords<br />Key Phrase Curve<br />HIGH COST & COMPETITION<br />LONG TAIL SEO<br />1 Word Phrases“shoes”<br />accounts for 70% of searches<br />2-3 Word Phrases“mens shoes”<br />Yields average of 36% conversion rate<br />More descriptive Phrases“Nike mens running shoes”<br />LOW COST & RISK<br />LOW PROBABILITY OF CONVERSION<br />HIGH PROBABILITY OF CONVERSION<br />

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Long Tail Keywords<br />List of Boston Massachusetts Private School<br />Boston Massachusetts Private School<br />Massachusetts Private School<br />Private School<br />School<br />

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Search Trends<br />Yahoo = navigational<br />Bing = transactional <br />Ask = informational<br />Google = commercial investigation<br />

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Keyword Research<br />

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Adwords Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />

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Google Insight<br />http://www.google.com/insights/search/<br />

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Thesaurus<br />http://thesaurus.reference.com/<br />

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An SEO Breakdown<br />

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Powerful Keyword Tools<br />

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Two Parts of SEO<br />On-Page<br />Off-Page<br />

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On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />

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Page Title<br />Describe The Page<br />Include Keywords<br />70 Character Limit<br />PageTitle<br />

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URL<br />Describe The Page<br />Include Keywords<br />A Dynamic URL is hard to understand<br />What are the following two pages about?<br />http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5-nationals-3/<br />http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=4225972&vkey=recap&fext=.jsp&c_id=mlb<br />URL<br />

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Headers<br />Semantic Markup<br />Include Keywords<br />Describe sections of the Page<br />Headers<br />

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Example: Using<br />Headers in Word<br />

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Meta Description & Keywords<br />MetaKeywords<br />Unique for Each Page<br />Only Viewable in Source<br />Meta Description limit 150 characters<br />Meta Keyword limit 10 keywords max<br />Meta<br />Description<br />

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Off-Page Optimization<br />We’ve all heard Content is King, so Links must be the Queen?<br />

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Off-Page Optimization<br />Inbound Links<br />Site Authority<br />Anchor Text<br />

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Inbound Links<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />

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Publish Content Worth Sharing<br />

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Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />

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Audio<br />http://itunes.stanford.edu/<br />

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Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />

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Interactive Campus Tours<br />http://uscupstate.edu/map/<br />

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Social News<br />http://engineering.tamu.edu/news/<br />

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RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />

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Site Authority<br />

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Anchor Text Count!<br />

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What are those buildings called?<br />

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What are people looking for?<br />

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What are people looking for?<br />

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Getting Ranked<br />

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Search Call To Actions<br />Page Title<br />Meta Description<br />Page Title and Meta Description are all you get in search results. Make sure that they count.<br />

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Content is More Important than Design!<br />

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Importance of Relevance<br />Being able to easily update content is more important than flashy complicated graphics<br />

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Navigation Helps SEO<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />

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Web Analytics Helps SEO<br />

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Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />

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Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />

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Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />

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Web Analytics Helps SEO<br />Scan referral sources to see where you are getting links from<br />

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404 Pages<br />404 Reporting tells you where you are failing to better optimize your site <br />

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301 Redirects<br />(Almost) Always use 301 Redirects because they pass search authority<br />http://delicious.com/jameskm03/301redirects<br />

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URL Canonicalization<br />Avoid “Double Vision”<br />Every page on your site becomes duplicate<br />

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Splash Screens<br />

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Flash Websites<br />Flash should add not dominate<br />Search Engines aren’t very good at reading flash<br />

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SEO Tools<br />

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The Lynx Browser<br />http://bit.ly/lynx<br />

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SEOmoz Tools<br />http://www.seomoz.org/tools<br />

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SEO Book Toolbar<br />The Only Firefox Toolbar you will need for SEO<br />Competitive Research<br />Keyword Research<br />Link Information<br />Rank Checker<br />Page X-Ray<br />More…<br />http://tools.seobook.com/seo-toolbar/<br />

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Free Website Grader Report<br />http://website.grader.com/<br />

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Create<br />Optimize<br />Link<br />

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Final Thoughts<br />

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SEO is NOT a sprint… it’s a Marathon<br />

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Help People FindYour Buried Treasure<br />

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Additional Reading<br />www.seomoz.org/blog<br />sphinn.com<br />searchengineguide.com<br />searchengineland.com<br />

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SEO Best Practices: Hitting the Low Hanging Fruit<br />Questions?<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/kylejames<br />linkedin.com/in/jameskm03<br />kyle-james.com<br />doteduguru.com<br />hubspot.com<br />nuCloud.com<br />