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SEO: The Basics and Beyond

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SEO: The Basics and Beyond

  1. 1. Aaron Eaves Marketing Refresh twitter: @aaroneaves email: aaron@marketingrefresh.com
  2. 2. quimitas cali.doodle
  3. 3. Pinterest and Facebook They changed stuff, and it sucks for us. So what do we do about it? Take back control…that’s what we do!
  4. 4. What is SEO SEO = Search Engine Optimization The process of affecting the visibility of a website or a web page in a search engine’s unpaid results – often referred to as “natural,” “organic,” or “earned” results.
  5. 5. Why focus on SEO Search engines can be a major source of website traffic… …when used correctly.
  6. 6. Search Engine Results Page (SERP)
  7. 7. Organic (non-paid) Results
  8. 8. Paid Results (PPC)
  9. 9. Organic vs. Paid
  10. 10. Search Engine Ranking Factors
  11. 11. How To Get On Page 1 It all begins with a keyword strategy… …and then a lot more.
  12. 12. What Are Keywords The key words or key phrases in your web content that make it possible for people to find your website via search engines.
  13. 13. Tying Keywords to Search Results Page Title Page URL Meta Description Keyword: organic crib mattress
  14. 14. The Keyword Tool
  15. 15. Expanded Results
  16. 16. img: http://www.thesempost.com
  17. 17. Why Is This A Big Deal? 56% of consumer traffic in 2015 came from mobile devices, and it will only continue to rise every year.
  18. 18. The Platform
  19. 19. Your URLs Are Important
  20. 20. URL Structure BAD URL Example: http://www.example.com/product.aspx?ID=11526&IT=5f7d3d GOOD URL Example: http://www.example.com/dvd/anchorman-the-legend-of-ron-burgundy/
  21. 21. Don’t Make The Rookie Mistake
  22. 22. img: https://www.pinterest.com/pin/308918855661699782
  23. 23. The SEO Tool
  24. 24. Let’s Set It Up
  25. 25. Let’s Help Google A Bit
  26. 26. Google Search Console
  27. 27. Add Your Site
  28. 28. Verify Your Site
  29. 29. Enter HTML Tag
  30. 30. Yoast Generated Sitemap
  31. 31. Copy the Sitemap URL
  32. 32. Add Your Sitemap
  33. 33. Authorize Search Console
  34. 34. Add Your Social Profiles
  35. 35. img: https://sanctuarymg.com
  36. 36. Accelerated Mobile Pages (AMP) Accelerated Mobile Pages (AMP) Project, which is an an open source initiative that aims to provide mobile optimized content that can load instantly everywhere. AMP is a must-do for your blog!
  37. 37. The goal of a Google AMP page is to deliver the essence of a webpage, while minimizing the bloat that often slows down a page. Normal Page Speed: 62 / 100 AMP Page Speed: 87 / 100
  38. 38. AMP Plugin
  39. 39. Yoast SEO Glue for AMP
  40. 40. Let’s Talk About Well Optimized Search Result Page Title Page URL Meta Description Keyword: organic crib mattress
  41. 41. Yoast SEO Gives You A Lot Of Control
  42. 42. Green = Good
  43. 43. Follow and Nofollow Links Follow links pass on page authority or link juice from one website to another Nofollow links do not pass on page authority or links juice, but they do pass on referral traffic.
  44. 44. When Should You Nofollow Links? • Comments or forums. Anything that is user- generated. • Advertisements or sponsorship agreements. • Press Releases. • If you charge in any way for a link.
  45. 45. When Is It Safe To Follow Links? • Bylines of authors and guest posters. • People that you interview. • Editorial content. Uncompensated review of a product or tool
  46. 46. The Best Advice is… Be natural. If you are getting paid in any way OR if you think the site doesn’t deserve it…make it a nofollow.
  47. 47. img: http://searchfactory.com.au
  48. 48. A Few Ways To Get Links! • Guest post – the best backlinks draw traffic! • Testimonials • Internal linking – great for SEO
  49. 49. Buzzsumo
  50. 50. Monitor Brand Mentions
  51. 51. Find Popular Articles First!
  52. 52. Infographics Make an infographic and submit to sharing sites: • DailyInfoGraphic.com • AmazingInfoGraphics.com
  53. 53. img: http://seomemes.blogspot.com
  54. 54. Headings and SEO Headings help Google and the User grasp the main topics of a post.
  55. 55. H1 You should have one H1 tag per page. Reserve these for top- level headings.
  56. 56. H2…H3…H4…ect Everything after H1 should be a subheading of the one before it.
  57. 57. Example <h1>Earth</h1> <h2>North America</h2> <h3>United States</h3> <h4>Texas</h4> <h5>Houston</h5>
  58. 58. img: http://www.momentology.com
  59. 59. Naming the Image • It all starts with the file name. • It’s the first location to use your keyword. • Use the keyword at the beginning.
  60. 60. Why So Big??? Reduce the file size as much as possible. Try these sites: • ImageOptim • JPEGMini
  61. 61. alt text • Include the SEO keyword. • Make sure it relates to what the image is.
  62. 62. So Now What? Do it all again!
  63. 63. Other Things To Look Into Schema Markup: tells the search engines what your data means, not just what it says. www.schema.org Page Speed: Analyze your site’s speed and make it faster www.gtmetrix.com
  64. 64. Optimize Top Performing Pages
  65. 65. Make Top Performers Better!
  66. 66. Tools SEMrush Buzzsumo Yoast SEO AMP Yoast SEO Glue for AMP
  67. 67. Aaron Eaves Marketing Refresh twitter: @aaroneaves email: aaron@marketingrefresh.com

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