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Astek Academy SEO Bootcamp 2/29/12
1.
SEO Bootcamp
Sponsored by: February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
2.
Free WiFi Set
Up ! Network Name = CoH_Guest February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
3.
What We Will
Be Covering ! SEO Basics ! The First 3 Steps in SEO ! SEO Best PracBces ! We OpBmize an ExisBng Page Together ! 15 Minute Break ! Select the “Right” Keywords for New Content ! More Hands-‐on Tools & TacBcs ! Homework ! You can do it! February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
4.
IntroducBons
! Tom Lynch -‐ With more than 25 years experience in direct and integrated markeBng, Tom has spent the past 15 years focusing on helping companies achieve their business goals by leveraging the efficient use of technology and the Web. ! Tom takes pride in client saBsfacBon. He believes that through collaboraBng with clients for the long-‐term growth of their business’ and developing creaBve yet pracBcal soluBons to their goals; both the client and service provider will flourish. ! Frequently invited to speak at naBonal industry trade shows on search engine markeBng best pracBces, he enjoys passing along the holy grail of website traffic development. ! In addiBon to being a markeBng guru, avid golfer and fisherman, Tom is a graduate of the Second City Conservatory and co-‐wrote an episode of a Comedy Central show. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
5.
Who Is Astek?
! Website Design & Development ! Search Engine MarkeBng ! Social Media ConsulBng ! Proprietary CMS Webany ! Wordpress Development ! App Development ! BBB A Rated ! 10 Years in Business ! Professional & Fun to Work With ! Your Business Goals Drive our Efforts February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
6.
Who are you
please? ! Your Name ! Your Company & Website ! Your SEO Knowledge from 1 – 3 (3=ninja) ! Using SEO now? ! What you would like to learn today? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
7.
What is SEO?
! SEO is the art and science of aligning your website text with the search phrases that people looking for your services are typing into Google. Once these keyword opportuniBes are idenBfied through research, they must be applied to new content that is created regularly. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
8.
Paid Vs. Organic
Search February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
9.
SEO Value ProposiBon
! Usually “Bemer” LisBngs Get More Clicks ! More Qualified Visitors ! More Page Views ! More Revenue ! Will SEO Outperform PPC? ! Because things change all the Bme -‐ neither is a set it and forget it strategy… February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
10.
First Three Steps
of SEO Analysis 1. Do you have content? 1. What is content, Tom? 2. Can the search engines see the content? 3. What do they see when they get there? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
11.
What is Content?
! A website with: Text/Copy Pictures Videos PDF’s Calculators or “Widgets” Webinars Links White Papers Reviews What else can you think of? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
12.
Do You Have
Content? ! Yes – You can stay. ! No – sorry, you need to go home and create content… ! Just kidding, you can stay. I’ll show you how to make opBmized content! ! But first let’s talk more about you. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
13.
Can the Search
Engines (SE’s) See You? ! Do a Google Search Now Please site:domain.com ! Put your website’s name in place of “domain.com”. ! Then we’ll see what’s indexed and what presents in search results. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
14.
The Minimum Google
Displays ! HTML Title ! Snippet Text or Meta DescripBon ! URL ! Also – If Possible & Relevant LocaBon Site Links Plus Profile Reviews And more… ! Let’s see what that looks like for your site. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
15.
February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
16.
February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
17.
Next Step Requires
a Plug-‐in ! Open Firefox ! Go to www.seoquake.com ! Download the free toolbar ! Then we’ll scan the page ! And see what gets pulled from where on the Search Engine Results Pages (SERPs) ! Pick a page to opBmize on your site Not the home page just yet ! Let’s see how it’s doing in analyBcs too ! And opBmize it together (if needed) February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
18.
Where Google Pulls
The SERPs Detail February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
19.
Open Google AnalyBcs
! We’ll pick a page ! Determine what keywords get traffic ! Determine if there are bemer words using Google AdWords Keyword tool ! And then opBmize the page ! Sound Good? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
20.
Open Your CMS
& Let’s SEO a Page ! We have selected the best keywords ! We’ll opBmize the Btle ! The URL ! The meta descripBon ! Images, copy and links if we can ! Let’s start with the Btle February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
21.
HTML Title Best
PracBces ! Unique And DescripBve Titles For Each ! Less Than 65 Characters ! Lead With Targeted Keywords & LocaBon ! <Keyword Phrase> in <City> | 50% Off Today Pages like home and contact us are the only pages where your company name really needs to be there. ! Offer & Call To AcBon If Possible ! Avoid Puns, Metaphors – Literal Over Clever ! Contact Us, Home, Info, Services Do Not Qualify As Titles Alone… February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
22.
URL Best PracBces
! _ (underscores) = not best ! Domain.com/?ID=1_2_3$%$#*Opu = bad ! Not What Looks Like English = bad ! /use-‐targeted-‐keywords-‐here.htm = good ! /separated-‐by-‐hyphens.htm = good ! Domain.com/logical/directory/structure/ ! Less Than 68 Characters for SERPs Display February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
23.
Meta DescripBon Best
PracBces ! Snippet Text = Meta DescripBon ! Take Control <meta name=”robots” content=”noodp”> <meta name="robots" content="noydir"/> ! Snippet -‐ Do Not Exceed 150 ! Meta DescripBons Must Be Unique for Every Page February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
24.
Other Things to
OpBmize ! Images ! Copy ! Links February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
25.
Images SEO
! File-‐Name Them What They Are ! Alt tags – Include Keywords -‐ Don’t Stuff ! CapBons Near the Photo In “Bold” Text February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
26.
SEO Copy OpportuniBes
! Boldface ! Bullets ! Underlining ! Links ! Italics ! Color Change ! Visually Different Adds Prominence ! Think High School Study Tips ! Don’t Highlight Everything February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
27.
Link Best PracBces
! Links are votes for the content they point to. ! The link text is what the vote stands for. ! Use links within your site to build votes. ! Garner links from other sites. Request they use the keyword phrase you want to score well for in the link text poinBng back to your site. ! It’s good to link to other sites in your “neighborhood”. ! Let’s take a look at your inbound links. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
28.
Who Links to
You? ! Do a Google Search ! link:domain.com ! Replace “domain.com” with your website’s address. ! More is usually bemer ! It’s OK to exchange them ! Find like mined sites ! Being part of a community is good ! A link from CNN is golden ! A link from your 2nd cousin’s .cz personal kni|ng blog is not as valuable -‐ but sBll nice. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
29.
SEO Best PracBces
– Let’s Review ! HTML Titles ≤ 65 Characters ! Meta DescripBon ≤ 150 Characters ! URL’s ≤ 68 Characters ! Copy ≥ 150 Words ! Page Weight < 150 Kb ! On Site Links < 100 Page ! Inbound Links – Inbound & Outbound Good ! Images – Labeled & “Web Sized” ! Meta Keywords – Mostly Moot ! Think SemanBcally Not RepeBBvely ! First & Last Paragraph Using Exact Targets February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
30.
Tom, SEO is
SO easy! Can I go now? ! Wait, I know where to put the keywords, but how do I know what exact words to use in my site? ! Doh! Guess I need more training… ! Maybe Google has the answer? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
31.
Let’s Take 15
Minute Break ! When we come back ! Next Steps How to select the “right” keywords for every stage of someone’s search lifecycle. High search and low compeBBon wins ! See you in 15 February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
32.
How to Select
The Right Keywords ! Search is “Pull” MarkeBng ! They have to be words people use ! They have to have a volume > zero ! CompeBBon is OK ! Build an inventory and publish ! But where do I find these “keywords” Tom!? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
33.
Types of Search
& Search Lifecycle Types • NavigaBonal • InformaBonal • TransacBonal • Learn Stage • Shop • Buy • Get • Use February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
34.
Google Instant Drives
Search Choice ! Saves 2 – 5 Seconds Per Search ! Suggests Search Phrases as You Type ! Uses Common Phrases You Can Find ! Your Rankings are Not Affected ! Drives Search Decisions ! How Can I Take Advantage of That? ! First -‐ Understand the Search Stage ! Let’s do a search and see that in acBon. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
35.
Anatomy of Google
SERPs “Learning/Informational” February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
36.
“Shopping” February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
37.
“Buy/Transactional” February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
38.
“Get” February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
39.
“Use” February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
40.
“Navigational” February 25,
2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
41.
Let’s Review Types
of Search & Search Lifecycle Types • NavigaBonal • InformaBonal • TransacBonal • Learn Stage • Shop • Buy • Get • Use February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
42.
How Can We
Take Advantage? ! Understand the Search Stage ! Research the OpBons Via Tools ! Create an Inventory of OpBons ! Cra€ Your Plan ! Implement the Plan ! I’ll bet Google has more tools for that, Tom. February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
43.
Google AdWords Keyword
Tool ! Open up a browser please… ! hmps://adwords.google.com/select/ KeywordToolExternal ! Let’s try it. ! Enter base keyword [EXACT] ! Cull the list ! Export to Excel or Google docs February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
44.
Working the List
in Excel February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
45.
Sort Columns for
Low Hanging Fruit ! SBck with me -‐ you can do it! ! Sort Ascending -‐ CompeBBon ! Sort Descending -‐ Local Search ! Sort Ascending – CPC ! Let’s Try It! February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
46.
What That Sort
Should Look Like February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
47.
Let’s Find Out
the Real CompeBBon ! Using Google Advanced Search ! Add These Columns Anywhere Text Title Links URL February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
48.
Keep Adding to
the List ! Once Complete ! Re-‐sort Columns Links – Ascending Title – Ascending Text – Ascending ! The lowest hanging fruit appears! ! Try other combinaBons ! It’s about most search & least compeBBon February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
49.
The Keyword List
! Add a column for the search lifecycle ! Label each keyword with: Learn Shop Buy Get Use ! Do you have at least one for every stage for each product? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
50.
Editorial Strategy
! Build an inventory of keyword phrases organized under topics. [TAGS] [Lifecycle] ! Write about the low hanging fruit in each category. ! Set a schedule and religiously publish. ! Build your arBcle inventory, grow your traffic and authority for each topic and keyword phrase. ! Use sharing widgets to encourage backlinks. ! Farm for sites that are willing to link back. ! If there are less than 10 pages that come up for a keyword phrase, you are just about guaranteed a page one lisBng. ! You can do it! February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
51.
Now What? Are
We Done? ! Not Yet -‐ You have to: Get an editorial calendar going Create new content to support targets Must use the words people are searching for If we don’t -‐ traffic suffers. Where do we do that again? February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
52.
The Key to
SEO – “ The Right Keywords” In: ! HTML Title ! Meta DescripBon ! URLs ! Links to and within your site ! The words in the copy ! The words in the images and capBons ! Images names, capBons & alt text February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
53.
Free AnalyBcs EssenBals
& Tools ! AnalyBcs Google AnalyBcs Google Webmaster Tools ! Tools Google Keyword Tool SEO Quake RapidKeyword.com SEMrush.com February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
54.
The Hidden Key
to SEO – The CMS ! A search engine friendly CMS Allows for: EdiBng of all the aforemenBoned elements Easy to author and post new content Easy to edit and change exisBng content Has social/bookmarking share widget Automates the XML sitemap Anybody that can type should be able to do it Allows search engines to spider the site That’s premy much it except for… February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
55.
You Can Do
It! February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
56.
THANKS!
SEO Bootcamp Sponsored by: Tom Lynch VP ( ) Astek ( ) Reach through the web. 773.486.6666 ( ) tom.lynch@astekweb.com ( ) http://www.astekweb.com February 25, 2012 By Tom Lynch -‐ VP www.astekweb.com ©2012 Astek ConsulBng LLC
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