Our latest webinar edition of our Lander Academy has come and gone!. Last Tuesday we had the pleasure of listening to SEO expert Aleyda Solis. She explained all about the SEO Fundamentals to increase your Site Search Visibility.

1. seo fundamentals
aleyda solis / international seo / seer interactive
let’s grow your site search visibility

2. Hi, my name is aleyda solis, international seo at seer interactive,
moz associate & state of search blogger.
contact me @aleyda or aleydas@seerinteractive.com
#seofundamentals by @aleyda

3. you’re a
business owner / web developer / online marketer
looking to grow your website’s conversions
(sales, reservations, registrations)
and achieve a high roi.
#seofundamentals by @aleyda

4. #seofundamentals by @aleyda
a good search visibility can help
you to achieve these goals

5. #seofundamentals by @aleyda
http://www.pewinternet.org/Reports/2012/Search-Engine-Use-2012.aspx
SEARCH is one of the two most
popular internet activitIES

6. #seofundamentals by @aleyda
http://www.google.com/think/research-studies/
maintenance-purchase-path-cross-shopping-analysis.html
IT’S key in the purchase process

7. #seofundamentals by @aleyda
http://www.comscore.com/Insights/Press_Releases/2013/7/
comScore_Releases_June_2013_U.S._Search_Engine_Rankings
GOOGLE IS STILL THE “KING” OF SEARCH

8. #seofundamentals by @aleyda
but now is more complex to get the
desired visibility IN THEIR RESULTS
Google’s own properties & ads

9. #seofundamentals by @aleyda
but now is more complex to get the
desired visibility IN THEIR RESULTS
http://moz.com/google-algorithm-change
Google’s constant updates

10. #seofundamentals by @aleyda
but now is more complex to get the
desired visibility IN THEIR RESULTS
http://www.google.com/think/research-
studies/creating-moments-that-matter.html
multi-device search

11. #seofundamentals by @aleyda
but now is more complex to get the
desired visibility IN THEIR RESULTS
Google’s personalization

12. #seofundamentals by @aleyda
but now is more complex to get the
desired visibility IN THEIR RESULTS
Google’s universal results & knowledge graph

13. #seofundamentals by @aleyda
a consitent, long-term & integral
seo process is needed

14. #seofundamentals by @aleyda
Let’s start understanding how search works

15. #seofundamentals by @aleyda
Let’s start understanding how search works
Relevance
popularity

16. #seofundamentals by @aleyda
Let’s start understanding how search works
ACCESSIBLE url organization
internal linking page speed
Fresh & unique text, images, videos
structured data
mobile configuration
incoming links
social mentions & shares
citations
crawlable web structure
Relevance
Indexable & relevant content
popularity
High Authority

17. #seofundamentals by @aleyda
and the phases of the seo process
keyword research
Web
optimization
authority growth
results
measurement

18. #seofundamentals by @aleyda
and the phases of the seo process
Relevance
crawlable web
structure
popularity
keyword research
Web
optimization
authority growth
results
measurement

19. #seofundamentals by @aleyda
1. develop a
keyword research

20. #seofundamentals by @aleyda
take these aspects into
consideration
Relevance
search volume
competition
seasonality
intent
offer
supply
revenue
ranking
content
users business status

21. #seofundamentals by @aleyda
Create a keyword search matrix
users
Keyword Planner

22. #seofundamentals by @aleyda
Identify relevant & high/medium
search volume keywords
users
Keyword Planner

23. #seofundamentals by @aleyda
prioritize keyword you have better
rankings with
users
prioritize those you have better rankings with

24. #seofundamentals by @aleyda
take into consideration the level of
competition for each keyword
users

25. #seofundamentals by @aleyda
2. optimize your site

26. #seofundamentals by @aleyda
map your keywords to a hierarchically
organized URL structure

27. #seofundamentals by @aleyda
create a crawlable web organization with
consistent internal linking
keep in mind the crawlability, relevance & amount of links

28. #seofundamentals by @aleyda
1
2
create a crawlable web organization with
consistent internal linking

29. #seofundamentals by @aleyda
use the robots.txt & sitemap.xml to help search
engines to crawl your pages
https://developers.google.com/webmasters/
control-crawl-index/docs/robots_txt?hl=en

30. #seofundamentals by @aleyda
use the robots.txt & sitemap.xml to help search
engines to crawl your pages
https://support.google.com/
webmasters/topic/8476?hl=en

31. #seofundamentals by @aleyda
make each one of your pages relevant for the
targeted keyword & topic thinking on the user
title
url
anchor text
images alt
descriptions &
file names
headings
unique & fresh text
meta description

32. #seofundamentals by @aleyda
avoid internal content duplication issues by 301-
redirecting to your preferred domain url setting
(and to new urls when you change them)

33. #seofundamentals by @aleyda
avoid internal content duplication issues with
URLs parameters & filters by using canonical
annotations
http://googlewebmastercentral.blogspot.com/
2009/02/specify-your-canonical.html

34. #seofundamentals by @aleyda
avoid internal content duplication issues by using
the pagination annotations
http://googlewebmastercentral.blogspot.com.es/
2011/09/pagination-with-relnext-and-relprev.html

35. #seofundamentals by @aleyda
help google understand your content meaning
using structured markup
https://support.google.com/webmasters/
answer/99170?hl=en&ref_topic=1088472

36. #seofundamentals by @aleyda
if you‘re an author or publisher create & link to
your google+ presence and get more visibility
https://plus.google.com/authorship
https://support.google.com/webmasters/answer/1708844?hl=en

37. http://www.google.com/+/business/
#seofundamentals by @aleyda
if you‘re a local business create a google+ page
for better local & maps results visibility

38. #seofundamentals by @aleyda
Make your pages to load fast by specifying
cache, externalizing & minifying css & js, etc.
https://developers.google.com/
speed/pagespeed/insights

39. #seofundamentals by @aleyda
Make your pages mobile friendly with a
responsive design or mobile targeted website
or

40. #seofundamentals by @aleyda
https://developers.google.com/
webmasters/smartphone-sites/
http://www.stateofsearch.com/mobile-seo-audit/
Make your pages mobile friendly with a
responsive design or mobile targeted website

41. #seofundamentals by @aleyda
Use these tools to help you to develop an
optimized site
http://moz.com/tools/seo-toolbar

42. #seofundamentals by @aleyda
Use these tools to help you to develop an
optimized site
http://www.screamingfrog.co.uk/seo-spider/

43. #seofundamentals by @aleyda
Use these tools to help you to develop an
optimized site
https://www.google.com/webmasters/tools/

44. #seofundamentals by @aleyda
Use these tools to help you to develop an
optimized site
http://getfirebug.com/

45. #seofundamentals by @aleyda
3. grow your site
authority

46. #seofundamentals by @aleyda
incoming links, mentions and shares define your
popularity & its relative to the one of your
competitors
site
d
site
esite
f
site c
your
site
site A
site B
Volume
type
authorityrelevance
trust
diversity

47. #seofundamentals by @aleyda
Beware of Google’s guidelines against link
schemes, penalizations & link disavowing
https://support.google.com/
webmasters/answer/66356?hl=en
https://support.google.com/
webmasters/answer/2648487?hl=en

48. #seofundamentals by @aleyda
start by understanding how popular you are
(link volume, quality and growing trend)
compared to your competitors
http://www.majesticseo.com/
http://www.opensiteexplorer.org/

49. #seofundamentals by @aleyda
check who links to your competitors, their
authority and if these sites are linking to you
already

50. #seofundamentals by @aleyda
which is the most shared content of your
competitors and where is shared
https://socialcrawlytics.com/

51. #seofundamentals by @aleyda
identify who are your audience influencers:
From communities, blogs to social power users
https://followerwonk.com/ http://www.similarweb.com

52. #seofundamentals by @aleyda
Make your site easily sharable: from social
buttons to active presence in the platforms
where your audience is

53. #seofundamentals by @aleyda
create attractive & useful assets (making the
most out of your resources) to promote & earn
links & shares from your audience, leveraging
what you have learned before
guides
tools
resources
news
campaigns
offers
events
contests
donations
create
processes
ACTIVITIES
PROMOTION
COMMUNICATION
CONTENT
SOCIAL ACTIONS
relationships
align
RELEVANTLY
PROMOTE

54. #seofundamentals by @aleyda
get inspired by these link building resources
http://pointblankseo.com/link-
building-strategies
http://
www.linkbuildingbook.com/link-
building-resources.html

55. #seofundamentals by @aleyda
don’t forget to do Outreach: is essential to give
visibility to your assets to the desired audience.
remember to be always relevant!
http://
linkprospector.citationlabs.
com/
http://rapportive.com/
&
http://
www.boomeranggmail.com/

56. #seofundamentals by @aleyda
and of course, track all of your link building
actions and identify which works better with
your audience to replicate & scale
http://www.buzzstream.com/
http://www.google.es/
alerts?hl=en

57. #seofundamentals by @aleyda
4. measure your seo
results

58. #seofundamentals by @aleyda
make a plan for all of your seo related
activities, with times, resources, KPIs & goals

59. #seofundamentals by @aleyda
identify all of the seo project related costs and
your break-even point to achieve a positive roi
http://www.internationalseomap.com/
roi-calculator/

60. #seofundamentals by @aleyda
follow-up with the seo activities kpis & goals
frequently. Review the advancement in ranking,
traffic & conversions over time.
check the ranking, organic traffic & conversion behavior
of the targeted pages & keywords based on your goals
https://www.google.com/
analytics/
http://moz.com/

61. #seofundamentals by @aleyda
optimize & expand your own process to make sure
you achieve a positive seo roi over time.
pages & keywords with low
ranking, traffic & conversion
performance
improve / Exclude
pages & keywords ranking,
getting traffic & conversions
that are still not in the process
Include
&

62. #seofundamentals by @aleyda
never forget which is your ultimate seo goal
AND MAKE SURE TO ACHIEVE IT.
FROM SEO CONVERSIONS
REVENUE
OF THE SEO PROCESS
COSTS
>
= POSITIVE SEO ROI

63. #seofundamentals by @aleyda
some additional seo
resources

64. Take a look at these additional SEO resources
#seofundamentals by @aleyda
http://googlewebmastercentral.blogspot.ch/
2010/09/seo-starter-guide-updated.html
Google’s seo guide

65. Take a look at these additional SEO resources
#seofundamentals by @aleyda
http://moz.com/community
seo community

66. Take a look at these additional SEO resources
#seofundamentals by @aleyda
http://www.stateofsearch.com/
seo news

67. #seofundamentals by @aleyda
Take a look at these additional SEO resources
http://www.distilled.net/u/
online seo training

68. #seofundamentals by @aleyda
Take a look at these additional SEO resources
http://bit.ly/seo-tools-list
list of seo tools

69. #seofundamentals by @aleyda
Take a look at these additional SEO resources
http://moz.com/blog/ranking-factors-2013
seo ranking factors study

70. #seofundamentals by @aleyda
now you can start
with your own seo!

71. #seofundamentals by @aleyda
now you can start
with your own seo!
Remember it’s an iterative process and you
need to test what works better in your case

72. Thank you! Do you have any questions?
contact me @aleyda or aleydas@seerinteractive.com
seo fundamentals
aleyda solis / international seo / seer interactive

73. #seofundamentals by @aleyda
THANKS TO THESE PHOGRAPHERS FOR THE
IMAGES
http://www.flickr.com/photos/chrisschoenbohm/5574501064/
http://www.flickr.com/photos/thebigdurian/358294912/
http://www.flickr.com/photos/thebigdurian/358294912/
http://www.flickr.com/photos/judy-van-der-velden/8658764588/
http://www.flickr.com/photos/wolftone/5069865585/
http://lego.wikia.com/wiki/Harry_Cane
http://www.flickr.com/photos/chrisschoenbohm/5574501064/
http://www.flickr.com/photos/newelly/8021749994/
http://www.flickr.com/photos/donotlick/7340459538/
http://www.flickr.com/photos/43346385@N04/6138758768/
http://www.flickr.com/photos/ewixx/5464628270/
http://www.flickr.com/photos/oblongpictures/5250948891/