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Building Through SEO
- 1. BUILDING THROUGH SEO • Social Media Connect Detroit • 10/10/14 • 1pm
- 2. About Me Has worked in SEO and Social Media for over 5 Years One Thing you don’t about me: I have been endorsed multiple times for pizza on LinkedIn Most embarrassing moment : I once live tweeted a drunk walk home @rmercader google.com/+RodolfoMercader
- 3. Search: one of the most popular online activities 6 Billion Six billion Google searches a day worldwide – more than half come from outside the US 2 Trillion+ In 2013 there were over two trillion Google searches
- 4. January 2014 Search engine rankings 67.6% Google Search Share 18.3% Bing Search Share 14.1% Yahoo, Ask, AOL Combined Search Share Source: comScore
- 5. Where do you click? SEO SEM • SEM = Search Engine Marketing = PPC = Pay Per Click = Paid Search • SEO = Search Engine Optimization = Natural Search = Organic Search SEM
- 6. Organic Search Vs. Paid Search Appear on the same page No Fee to be in Results Bidding Based Model Rankings Determined by Algorithm Bids & Campaign Quality Determine Position Length of Time to see Results Faster Results Less Control Complete Control Ongoing Process
- 7. Why we do SEO
- 8. SEO Strengths & challenges Strengths Brand Perception Unbiased Supports all Marketing Challenges Time Ongoing Less Control than PPC ROI Challenge Client Resources
- 9. Search engine results Knowledge Graph Paid Ads Organic Results
- 10. Search engine results Paid Ads Organic Results Knowledge Graph Paid Ads
- 11. Visibility • Quality – Position 1 – Positions 2-10 – Position 11-20 – Position 21-30 • Insights by Engine • Keywords Page 1 Page 2 Page 3 – Which keywords are most visible? – Branded vs. Non-Branded
- 12. Anatomy of an organic listing search result All organic search listing results will include a: Title URL Description Character Limit Title: 55 characters or 512 pixels Description: 140 characters
- 13. Enhanced Organic Listing Elements Sitelinks Rich Snippets Breadcrumb
- 14. How Search Engines Work •Search engines take account over 200 factor to rank your site •This includes everything from, location, previous searches, content & links and many other factors
- 15. SEO Pillars Technical Content Linking Social Influence SEO Performance
- 16. Technical pillar Technical Content Linking Social Influence
- 17. TECHNICAL: Best Practices Crawlability = search engines’ ability to crawl and index the pages on your site 1. Remove technical barriers: • User Input Requirements • Poor navigation • Robots.txt or blocked content • Broken links • Content inside an image • Heavy use of Flash/AJAX 2. Use Search-friendly code and design for optimum crawlability • HTML based content • Text-based navigation • Global footer • Text links • In-line linking • XML Sitemap
- 18. What the Search Engine Sees What the User Sees
- 19. Technical SEO strategy Google can not view this video. Google can not see this image, solve this issue by using a img alt tag. To make up for this Moz included all the content in the video in text format
- 20. Content pillar Technical Content Linking Social Influence
- 22. CONTENT: On-the-Page Factors Title: The most important of on-page keyword elements, the page title should preferably employ the keyword term/phrase as the first word(s). Meta Description: The meta description is an important place to use the target term/phrase due to the "bolding" that occurs in the visual snippet of the search results. Usage has also been shown to help boost click-through rate, thus increasing the traffic derived from any ranking position. H1 Headline: Use the H1 tag as the headline of the page utilizing the targeted keyword term/phrase. Alt Attribute: It is important to use a graphic image/photo/illustration on important keyword-targeted pages with the term/phrase employed in the alt attribute of the img tag. Links in Content vs. Permanent Navigation: Employing links to pages in the body content rather than in permanent navigation may potentially provide some benefit. Keyword Theme: Pages content should be written to include the primary keyword phrase at least once with additional variations of their keyword phrase carried through out the body copy. Page copy of this nature ensures the engines understand the meaning of the page Info Graphic by SEOmoz
- 23. Content is King
- 24. Linking pillar Technical Content Linking Social Influence
- 25. LINKING: What’s Important? External Link = A link pointing to a destination page located on a different domain than the source page Benefits: SEO Rankings: • Chief factor affecting visibility success • Outside validation of web content Traffic/Impressions: • Direct traffic benefits and essential page views Indexing: • Linking helps search engines crawl and find web pages
- 26. Be Aware Of Who Is Linking To You
- 27. Social Pillar Technical Content Linking Social Influence
- 28. SOCIAL: Influence Pillar Profile Optimization Website Integration Content Best Practices Linking Best Practices
- 29. How do we measure SEO Common Tool Used TO Measure SEO •Google Analytics •Google Webmaster Tools Other Tools •Moz •Brightedge •Raven Tools
- 30. Questions?
Editor's Notes
- Which brings us to our next pillar… Linking! When an outside website links to your content… The search engines view this as a vote… This site is saying your site valuable.. And provides direct traffic to your website. Linking is one of the biggest factor in your site’s ability to rank.. And as we said.. It continues to get more important.
- Engines also use signals and data (quantity and quality are factors) from social sites in their measurement of credibility. Our Social Pillar encompasses this. Since social media is a newer aspect of ranking we are still learning how much it impacts rank and in what ways. But we still have basic optimization guidelines for each of the social media sites that may affect SEO.
- The final pillar is Social Influence… which is closely tied to Linking.. Social signals.. such as shares, likes, tweets, +1s, check ins, reviews…. have proven to impact ranking. Social media’s influence on SEO is continuously evolving.