WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads

1,016 views

Published on

The foundation of SEO is all about keywords (and a rockin’ WordPress website of course). Come to this session and learn how to get more traffic, leads, and sales for your business by using the language of your customers, as well as some of the essential technical pieces and plugins that you need.

We’ll discuss the latest techniques and best practices regarding search engine optimization these days. We’ll look at some things that have changed over the past year, things that have stayed the same, and what to expect from Google in the coming months.

Published in: Technology
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,016
On SlideShare
0
From Embeds
0
Number of Embeds
74
Actions
Shares
0
Downloads
9
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads

  1. 1. SEO Workshop: Best Practices for Better Website Traffic and Leads
  2. 2. What We’ll Cover • Basics of a Search Engine • Keyword Research Deep Dive • Technical SEO • Google Analytics & Google Webmaster Tools
  3. 3. About Jenny Munn
  4. 4. About Mickey Mellen
  5. 5. How Google was born
  6. 6. Links are votes
  7. 7. Google doesn’t search the internet
  8. 8. Indexing
  9. 9. nofollow attribute
  10. 10. nofollow attribute
  11. 11. nofollow attribute
  12. 12. SEO is like...
  13. 13. SEO is like...
  14. 14. The rules aren’t changing
  15. 15. SEO lag
  16. 16. Keywords (learn to love ‘em)
  17. 17. 4 Phases of Keyword Research Phase 1: Brainstorm Keyword Possibilities Phase 2: Verify Keyword Data & Add Words Google Tells Us People Use Phase 3: Keyword Prioritization and Selection Phase 4: Assign Keywords to Content
  18. 18. Phase 1: Brainstorm Keyword Possibilities
  19. 19. Phase 1: Brainstorm Keyword Possibilities 1. SEO Home base: Open up Excel 2. Brain Dump: Take 5 minutes and brainstorm ALL the words you think you should rank 3. Add to that list: • Google Autosuggest • Poll a partner • Poll your customers • Peek in Google Analytics at “Queries”
  20. 20. Keep Adding Words: Google Autosuggest
  21. 21. Keep Adding Words: Look in your analytics
  22. 22. Keyword Research Tips Group Like Words Together … Put In As Many As You Can Think Of Tips: *don’t forget plurals *don’t forget synonyms *person, product or service? Horsinality: Disconnect: “horse training” vs “natural horsemanship” Love coach Dating coach Matchmaker Matchmaking professional Dating coaches Matchmaking for men park city utah fly fishing park city fly fishing park city utah trout fishing park city trout fishing service, guide, excursion, Meeting planner Conference organizer Independent meeting planner Freelance meeting planner Event coordinator
  23. 23. Get Creative – Longtail Keywords – Non-obvious Words
  24. 24. Phase 2: Verify the Data – Using Google’s Free Keyword Planner
  25. 25. Google Keyword Planner
  26. 26. Keyword Research Tips 1. Put in lots of combinations of words into your research tool 2. Look through every option: Pay attention to hidden gems: (LOW Competition, HIGH Search Count) 3. Add all the reasonable keyword choices - > export to Excel
  27. 27. Phase 3: Keyword Prioritization and Selection
  28. 28. Phase 3: Keyword Prioritization and Selection Dive in to the Excel Data • Sort the keywords from high monthly search count to low • OR – sort words alphabetically • Look through words one by one • Goal: shorten this list • Eliminate • Bold • Highlight • Understand the competition you’re up against
  29. 29. Large companies have the benefit of an SEO team Why Competitive Research Matters
  30. 30. Danger - Important Tip The most important thing is to get started. A half decent keyword is better than NO keyword
  31. 31. Phase 4: Assign Keywords to Content
  32. 32. Phase 4: Assign Keywords to Content Set aside words for: • Site pages • Blog posts • Videos • Other content
  33. 33. Content Creation Around Keywords
  34. 34. Tip: Use an Editorial Calendar
  35. 35. Technical SEO
  36. 36. Speed tools.pingdom.com
  37. 37. 1597 lines • 1.6 MB 423 lines • 0.5 MB
  38. 38. Optimize images
  39. 39. Optimize images 2 cu ft, 6” deep 4 cu ft, 3” deep
  40. 40. Optimize images
  41. 41. Mobile ami.responsivedesign.is
  42. 42. Mobile 2012 2013 2014
  43. 43. Google Authorship
  44. 44. Google Authorship
  45. 45. Google Authorship
  46. 46. Testing Google Authorship Rich Snippets Testing Tool
  47. 47. Google Authorship
  48. 48. Canonicalization and redirects GreenMellenMedia.com GreenMellen.com GreenMellenMedia.org GreenMellonMedia.com GreenMelonMedia.com → www.GreenMellenMedia.com
  49. 49. EMDs and URL Structure
  50. 50. GA & GWT(Google Analytics & Google Webmaster Tools – your two new BFFs)
  51. 51. Google Analytics Analytics will tell us: • Device: Mobile, tablet or desktop • Geographic locations • Total visits • Traffic sources • Bounce rate/time on site • New vs returning • Popular pages • Queries/Keywords
  52. 52. Queries – What You’ll See
  53. 53. Benchmark Where You’re At (compare to what you want to see)
  54. 54. Diversification is Crucial
  55. 55. Average Position & “Clicks” On Your Website
  56. 56. Mobile
  57. 57. Top Pages
  58. 58. Landing Pages
  59. 59. Geo Visits
  60. 60. Takeaways • Use the Keyword Planner Tool • Understand who your keyword competition is • Work on speeding up your site, optimize your images, etc. • Don’t worry about understanding it all - just get started
  61. 61. Questions? jenny@jennymunn.com @jennymunn mickey@greenmellenmedia.com @mickmel

×