Food Blogger Indaba 2014 - Introduction to SEO

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Neil Pursey's slideshow from the Food Blogger Indaba SEO session. An introduction to SEO for any food blogger. Read the blog post here: http://www.webgrowth.biz/introduction-to-seo-for-food-bloggers/

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Food Blogger Indaba 2014 - Introduction to SEO

  1. 1. INTRODUCTION TO SEO
  2. 2. INBOUND MARKETING Content Blogs, Product, Videos, White Papers, Ebooks SEO On-page, off-page, link building, keyword analysis @webgrowthsa Social Media Twitter, Linkedin, Facebook, Blogs, Forums
  3. 3. INTERLINKING OF THE WEB Without links, Google won’t see this website as authoritative @webgrowthsa
  4. 4. WHY DO YOU NEED TO RANK? @webgrowthsa
  5. 5. Keyword research @webgrowthsa
  6. 6. KEYWORD RESEARCH Get additional keyword ideas https://adwords.google.com/ko/KeywordPlanner/Home @webgrowthsa
  7. 7. KEYWORD RESEARCH http://www.google.co.za/trends/ @webgrowthsa
  8. 8. CREATE YOUR INITIAL SEED LIST • Find industry-specific keywords • Internal site search – what are your visitors searching for? • Do you have existing PPC campaigns to pull keyword data from? What are your best performing keywords? @webgrowthsa
  9. 9. KEYWORD BUCKETS Chicken Chicken Pie Chicken Pie Recipe @webgrowthsa Chicken Pie Pastry Chicken Roast Chicken Roast Recipe How to roast a chicken
  10. 10. WEBSITE ARCHITECTURE @webgrowthsa
  11. 11. WEBSITE ARCHITECTURE @webgrowthsa
  12. 12. ON-SITE OPTIMISATION 1. TITLE TAG 2. META DESCRIPTION 3. CONTEXTUAL LINKS IN BODY OF ARTICLE/PAGE 4. URL STRUCTURE 5. RICH SNIPPETS
  13. 13. ON-SITE OPTIMISATION Title Tag http://www.searchenginejournal.com/the-forgotten-art-of-creating-good-title-tags/61281/ @webgrowthsa
  14. 14. ON-SITE OPTIMISATION Meta description This can be manually set so Google is able to index it. If no meta description is in place, Google usually inserts the first 160 characters from the body content. http://blog.kissmetrics.com/meta-description-magic/ http://contentmarketinginstitute.com/2012/02/essential-guide-to-meta-descriptions/ @webgrowthsa
  15. 15. ON-SITE OPTIMISATION Contextual links Contextual linking should be considered part of your core internal linking structure, as they allow you to pass PageRank to deep pages and cross-silos. Use descriptive anchor text. Use keywords in anchor text leading to target page. http://blog.penelopetrunk.com/ @webgrowthsa
  16. 16. Optimising a news article @webgrowthsa
  17. 17. SEARCH ENGINE UN-FRIENDLY URL Xyz3.recipeblog.com/a/?q=31z&mg=vv7z&sd=8 Unnecessary Subdomain @webgrowthsa Dynamic URLs don’t perform as well as static and engines recommend against more than two parameters No keywords in the URL string
  18. 18. SEARCH ENGINE FRIENDLY URL www.recipeblog.com/recipes/chicken-roast-in-2hrs Single domain @webgrowthsa Shallow folder structure with relevant words Keywords in page name, separated by hyphen
  19. 19. RICH SNIPPETS Recipes Authorship @webgrowthsa
  20. 20. RICH SNIPPETS - PLUGINS Recipes http://wordpress.org/plugins/recipe-card/ http://wordpress.org/plugins/easyrecipe/ http://wordpress.org/plugins/getmecooking-recipe-template/ Authorship http://wordpress.org/plugins/authorsure/ http://wordpress.org/plugins/google-plus-authorship/ @webgrowthsa
  21. 21. RICH SNIPPET TESTING TOOL http://www.google.com/webmasters/tools/richsnippets @webgrowthsa
  22. 22. GOOGLE CAN PENALISE YOUR WEBSITE • Using another website’s content – creating duplicate content • Buying links • Excessive reciprocal links • Keyword stuffed content • Overused anchor text • Keyword domains • Affiliate links http://blog.kissmetrics.com/penalized-by-google/ @webgrowthsa
  23. 23. SOCIAL SIGNALS @webgrowthsa Logged into Google
  24. 24. SOCIAL MEDIA TRACKING Track your (and competitors) progress of social shares @webgrowthsa
  25. 25. THANK YOU

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