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SEO Best PracticesThe Low Hanging Fruit for Immediate Results<br />Kyle James<br />jameskm03@gmail.com<br />twitter.com/ky...
No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/seo<br />
Why Am I Talking to You?<br />?<br />
What I Do?<br />
If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
If people can’t find it,does it matter?<br />
Outbound Marketing<br />
Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />
Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
Blogging
Social Media
SEO
Offers / CTAs
Landing Pages
Emails
Lead Intel
Analytics</li></ul>Process<br /><ul><li> Publish
Optimize
Promote
Target
Capture
Nurture
Test
Analyze
Repeat</li></li></ul><li>What SEO is NOT<br />
SEO is Usability and Accessibility<br />
Search Engine Crawlers are your blindest users<br />Yahoo<br />Microsoft<br />Google<br />
By the Numbers (on one site)<br />30% of traffic is delivered by Search Engines<br />82% of that traffic is delivered by G...
Search Engine Optimization<br />3,000 searches per second<br /><ul><li> Publish more content
Optimize your content
Promote your content</li></li></ul><li>Are you optimized to get that traffic?<br />
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 l...
Keyword Research<br />
Adwords Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
Google Insight<br />http://www.google.com/insights/search/<br />
Thesaurus<br />http://thesaurus.reference.com/<br />
Powerful Keyword Tools<br />
Long Tail Keywords<br />Internet Marketing Software Solution<br />Internet Marketing Software Tools<br />Internet Marketin...
Two Parts of SEO<br />On-Page<br />Off-Page<br />
On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />
Page Title<br />Describe The Page<br />Include Keywords<br />70 Character Limit<br />PageTitle<br />
URL<br />Describe The Page<br />Include Keywords<br />A Dynamic URL is hard to understand<br />What are the following two ...
Headers<br />Semantic Markup<br />Include Keywords<br />Describe sections of the Page<br />Headers<br />
Example: Using<br />Headers in Word<br />
Meta Description & Keywords<br />MetaKeywords<br />Unique for Each Page<br />Only Viewable in Source<br />Meta Description...
Off-Page Optimization<br />We’ve all heard Content is King, so Links must be the Queen?<br />
Off-Page Optimization<br />Inbound Links<br />Site Authority<br />Anchor Text<br />
Inbound Links<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
Publish Content Worth Sharing<br />
Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
Audio<br />http://itunes.stanford.edu/<br />
Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
Social News<br />http://engineering.tamu.edu/news/<br />
RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
Site Authority<br />
Anchor Text Count!<br />
What are those buildings called?<br />
What are people looking for?<br />
What are people looking for?<br />
Getting Ranked<br />
Search Call To Actions<br />Page Title<br />Meta Description<br />Page Title and Meta Description are all you get in searc...
Content is More Important than Design!<br />
Importance of Relevance<br />Being able to easily update content is more important than flashy complicated graphics<br />
Navigation Helps SEO<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
Web Analytics Helps SEO<br />
Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />
Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />
Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />
Web Analytics Helps SEO<br />Scan referral sources to see where you are getting links from<br />
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SEO - Low Hanging Fruit for Immediate Results

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SEO for Higher Education. The low hanging fruit that you can take back to your campus and have immediate steps of action.

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SEO - Low Hanging Fruit for Immediate Results

  1. 1. SEO Best PracticesThe Low Hanging Fruit for Immediate Results<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 />
  2. 2. No Need To Take Notes<br />doteduguru.com<br />doteduguru.com/seo<br />
  3. 3. Why Am I Talking to You?<br />?<br />
  4. 4. What I Do?<br />
  5. 5. If a tree falls in a forest and noone is around to hear it, does it make a sound? <br />
  6. 6. If people can’t find it,does it matter?<br />
  7. 7. Outbound Marketing<br />
  8. 8. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  9. 9. Inbound Marketing<br />
  10. 10. Inbound Marketing Process<br />Tools<br /><ul><li> Content Mgmt
  11. 11. Blogging
  12. 12. Social Media
  13. 13. SEO
  14. 14. Offers / CTAs
  15. 15. Landing Pages
  16. 16. Emails
  17. 17. Lead Intel
  18. 18. Analytics</li></ul>Process<br /><ul><li> Publish
  19. 19. Optimize
  20. 20. Promote
  21. 21. Target
  22. 22. Capture
  23. 23. Nurture
  24. 24. Test
  25. 25. Analyze
  26. 26. Repeat</li></li></ul><li>What SEO is NOT<br />
  27. 27.
  28. 28. SEO is Usability and Accessibility<br />
  29. 29. Search Engine Crawlers are your blindest users<br />Yahoo<br />Microsoft<br />Google<br />
  30. 30. 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 college website w/ 1,000,000 visits per month that is 300,000 visitors<br />
  31. 31. Search Engine Optimization<br />3,000 searches per second<br /><ul><li> Publish more content
  32. 32. Optimize your content
  33. 33. Promote your content</li></li></ul><li>Are you optimized to get that traffic?<br />
  34. 34. 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 />
  35. 35. Keyword Research<br />
  36. 36. Adwords Keyword Tool<br />https://adwords.google.com/select/KeywordToolExternal<br />
  37. 37. Google Insight<br />http://www.google.com/insights/search/<br />
  38. 38. Thesaurus<br />http://thesaurus.reference.com/<br />
  39. 39. Powerful Keyword Tools<br />
  40. 40. Long Tail Keywords<br />Internet Marketing Software Solution<br />Internet Marketing Software Tools<br />Internet Marketing Software<br />Internet Marketing Tools<br />Internet Marketing<br />
  41. 41. Two Parts of SEO<br />On-Page<br />Off-Page<br />
  42. 42. On-Page Optimization<br />PageTitle<br />URL<br />Meta<br />Description<br />Headers<br />MetaKeywords<br />
  43. 43. Page Title<br />Describe The Page<br />Include Keywords<br />70 Character Limit<br />PageTitle<br />
  44. 44. 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 />
  45. 45. Headers<br />Semantic Markup<br />Include Keywords<br />Describe sections of the Page<br />Headers<br />
  46. 46. Example: Using<br />Headers in Word<br />
  47. 47. 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 />
  48. 48. Off-Page Optimization<br />We’ve all heard Content is King, so Links must be the Queen?<br />
  49. 49. Off-Page Optimization<br />Inbound Links<br />Site Authority<br />Anchor Text<br />
  50. 50. Inbound Links<br />Content Creation Strategy<br />“If You Build It, They Will Come”<br />
  51. 51. Publish Content Worth Sharing<br />
  52. 52. Videos & Slideshows<br />http://www.wofford.edu/sightsandsounds/<br />
  53. 53. Audio<br />http://itunes.stanford.edu/<br />
  54. 54. Student Blogs<br />http://www3.imperial.ac.uk/campus_life/studentblogs<br />
  55. 55. Interactive Campus Tours<br />http://uscupstate.edu/map/<br />
  56. 56. Social News<br />http://engineering.tamu.edu/news/<br />
  57. 57. RSS & Calendar<br />http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/<br />
  58. 58. Site Authority<br />
  59. 59. Anchor Text Count!<br />
  60. 60. What are those buildings called?<br />
  61. 61. What are people looking for?<br />
  62. 62. What are people looking for?<br />
  63. 63. Getting Ranked<br />
  64. 64. 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 />
  65. 65. Content is More Important than Design!<br />
  66. 66. Importance of Relevance<br />Being able to easily update content is more important than flashy complicated graphics<br />
  67. 67. Navigation Helps SEO<br />Usability<br />Cross Linking Content<br />Sitemap<br />Footer<br />
  68. 68. Web Analytics Helps SEO<br />
  69. 69. Internal Site Search<br />SEO also helps with your Internal Site Searchand good for Keyword Research<br />
  70. 70. Visits By Keywords<br />Know what keywords you are already getting search traffic from<br />
  71. 71. Web Analytics Helps SEO<br />Quickly make sure your page titles are optimized<br />
  72. 72. Web Analytics Helps SEO<br />Scan referral sources to see where you are getting links from<br />
  73. 73. 404 Pages<br />404 Reporting tells you where you are failing to better optimize your site <br />
  74. 74. 301 Redirects<br />(Almost) Always use 301 Redirects because they pass search authority<br />http://delicious.com/jameskm03/301redirects<br />
  75. 75. URL Canonicalization<br />Avoid “Double Vision”<br />Every page on your site becomes duplicate<br />
  76. 76. Splash Screens<br />
  77. 77. Flash Websites<br />Flash should add not dominate<br />Search Engines aren’t very good at reading flash<br />
  78. 78. SEO Tools<br />
  79. 79. The Lynx Browser<br />http://bit.ly/lynx<br />
  80. 80. SEOmoz Tools<br />http://www.seomoz.org/tools<br />
  81. 81. 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 />
  82. 82. Free Website Grader Report<br />http://website.grader.com/<br />
  83. 83. Create<br />Optimize<br />Link<br />
  84. 84. Final Thoughts<br />
  85. 85. SEO is NOT a sprint… it’s a Marathon<br />
  86. 86. Help People FindYour Buried Treasure<br />
  87. 87. Additional Reading<br />www.seomoz.org/blog<br />sphinn.com<br />searchengineguide.com<br />searchengineland.com<br />
  88. 88. SEO Best Practices: The Low Hanging Fruit for Immediate Results<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 />

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