SEO 101 | Overview of SEO | How To SEO Guide
SEO 101 presentation presented to Dallas/Ft Worth Search Engine Marketing Association (April 2013). The SEO presentation covered the fundamentals of search engine optimization. Even if you don’t know an H1 tag from your robots.txt before, you’ll leave with enough practical advice to improve your site. SEO 101 Presentation includes: - SEO on-page efforts you can do to explain your content to search engines - CMS platforms that work for you - Content, creative, and design - where to start - SEO keyword research - How to optimize your on-site SEO - Test and measure - tools that help optimize your site and connect with your audience - How to stay smart and up to date on SEO industry - SEO Integration tools - Insights and web analytics - Local SEO citation building strategies About Dallas / Ft. Worth Search Engine Marketing Association: The Dallas/Fort Worth Search Engine Marketing Association’s goal is to promote search engine marketing and increased ROI for companies and their websites through best practices. For more information, please visit www.dfwsem.org. About James Loomstein (SEO Professional): James has over 10 years of experience in strategic planning, digital marketing, and consumer insights including roles at Agency.com, Directive, Targetbase, and Crown Partners. Passionate for the online and always connected world we live and the tools used to create and engage consumers - James has spent his professional career working within the strategic planning and digital marketing environment with Alcon, Kia, Marriott, P&G, SAP, and Suzuki. James is a native Texan, member of the Dallas Social Media Club, a 2013 board member of the D/FW Search Engine Marketing Association, and graduate of the Southern Methodist University MBA program. Above all, James is a husband, father of two amazing children, sports nut, and amazing flashlight tag player. Connect with James: www.twitter.com/jloomstein www.linkedin.com/in/jloomstein
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SEO 101 | Overview of SEO | How To SEO Guide
- 1. Dallas/Ft. Worth Search Engine Marketing Association SEO 101 Overview | Creating Your Digital Footprint… “You can’t take something off the Internet. That’s like trying to take pee out of the pool.” - Charlene Li @Jloomstein #DFWSEM
- 2. Wait…About me • Integrated marketing firm with over 10 years of direct advertising agency experience • Extensive expertise in core marketing – including: – Local search marketing – Pay Per Click (Google AdWords) – Search Engine Optimization – Insights and Web Analytics (Google Analytics) – Marketing Strategy – Brand Positioning – Targeting/Segmentation • Plus – I’m a dad, husband, and sports junkie • I sat in your spot and used tools like these to build my business…. • And, If I wasn’t doing this - I’d love to be a PGA tour player, or storm chaser
- 3. Agenda • A little background • What’s this seo thing and why should I care • What tools, platforms, and services matter • What is my short and long term strategy • How do I create a “process” and build my seo authority • What are the five things I can do today to impact my digital footprint, engage with my customers, and manage my time • Make sure you tweet • @jloomstein • #DFWSEM
- 4. Why SEO matters SEO helps because: More • More Reach means more visitors. Targete d Reach • More visitors take more Actions. • More Actions lead to more Results. Better More Qualified Results Visitors And then... • Results can be improved with more targeted Reach. More Desirable Actions • More targeted Reach leads to more qualified visitors. • More qualified visitors take more desirable Actions. • More desirable Actions lead to better Results
- 5. What you see vs. what Google sees PAID 1 2
- 7. SERP | why keywords matter Dallas Tree Service Dallas Bonsai Tree Service
- 9. What you need to consider How searchable is your website? • Crawlability • URLs indexed (site:domain.com) • NAP citations What is your link value? • Domain-level: the number, diversity and quality of all links to your website • Page-level: the number, diversity and quality of all links to your website page • Quality of referring domains What is your link velocity? • How quickly your message is spreading to your target audience • SERP Ranking • Traffic from organic keywords • Brand versus non-branded organic keyword traffic How searchable/engaging is your website? • Visitor loyalty • Page views / visit • Time on-site • Bounce rate • Comments and interactions
- 10. SEO 101 How you start the process • Create your site on a scalable platform (StudioPress) • Keep your hosting and domain separate • Do your keyword research • Optimized URL structure • Upload XML sitemap (GSiteCrawler) • Implement Robot.txt • Canonicalization (Rel=Tag) • Allow categories and tags / Hierarchy matters • Create Alt tags (Image optimization – and don’t forget about image compression) • Help Google help you ( Google Webmaster tools / Google Analytics) • Make it easy to find (Schema.org ) • Install cache plugin How you keep your site optimized (the essentials) • Run page speed tests (webpagetest.org) • Test and measure engagement/path (Crazyegg.com / Clicktale.com) • Delete what you don’t need (plug-ins) • Remove unnecessary code
- 11. Can you show me a couple of examples
- 12. How to keep SEO top of mind SEO Weekly Monthly Quarterly Yellowpipe • SERP • Referral • Landing Seo- Ranking traffic page browser.com • Google • Keyword • Editorial SEOMOZ Analytics optimization calendar Whitespark report • Google • Mini-site Webmaster audit Hittail.com Tools Crazyegg • Bing Webmaster MySeoTool.com Tools Screaming Frog Builtwith.com SEMRush.com
- 13. Two Last Things + My Warning
- 14. Checklist Completed Tactic Platform Keyword research Google AdWords / SEOBook Content creation WriterAccess/TextBroker Content validation ScribeSEO.com Site accessibility SEOMOZ.com Site health Google/Bing Webmaster Tools / MySEOTool.com / Raven / SEOMOZ User testing Usertesting.com Ecommerce Treepodia.com optimization Authorship Google+ Mark-up Schema.org
- 16. My warning • Stop chasing shinny objects • Outsource things that hold you back • Build your team • Invest in the tools that either save you time, make you money, or make you look smarter • Create platform partnerships that you can leverage • Replicate, scale, iterate, repeat • Perfection is the enemy of good The #1 problem all businesses face is obscurity --- If they don’t know you…..They can’t buy from you.
- 17. James Loomstein, MBA @Jloomstein Thank You #DFWSEM
Editor's Notes
- SEO is all about amplification and being present (the key is to be where you’re customers are). If you’re a tree service – no real need to SEO your tripadvisor.com page. Its like the circle of trust…..Get inside of the trust tree
- Its like the circle of trust…..Get inside of the trust tree
- SEOMOZ - Page Authority predicts the likelihood of a single page to rank well, regardless of its content. The higher the Page Authority, the greater the potential for that individual page to rank well in search results. How is Page Authority Scored?We score Page Authority on a 100-point, logarithmic scale. Thus, it's easier to grow your score from 20 to 30 than it would be to grow from 70 to 80. We constantly update the algorithm used to calculate Page Authority, so you may see your score fluctuate from time to time. Page Authority vs. Domain AuthorityWhereas Page Authority measures the predictive ranking strength of a single page, Domain Authority measures the strength of entire domains or subdomains. The same is true for metrics such as MozRank and MozTrust.
- So let’s switch gears for a minute and concentrate on what matters to your site. We can get back to keywords and SERPs in a minute.Its hard to win the game if you don’t know the rules… Here is what Google their friends are continually looking at…. Tweetable moment – what to consider (crawlability, link value, link velocity, and searchabilty/engagement)
- URL structureAlways use lowercase;Always use a hyphen or dash to separate words and never use underscores or spaces;Always use keywords throughout the entire URLTry to keep your content one to two folder levels deep (3 if absolutely necessary);Never use special characters (*^!@$).