Maximizing Your SEO Results Seminar 2-14-2013
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SEO seminar presented by Justin Kerley and Seth Stauber of Top Floor Technologies on February 14, 2013.
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Maximizing Your SEO Results Seminar 2-14-2013
- 1. Welcome! Maximizing Your SEO Results February 14, 2013
- 2. Agenda • Introductions and Overview • How SEO Can help your business • History of SEO • Keyword Research & On-Page • Link Building • SEO Tools • Review of Web Analysis
- 4. A Brief Introduction to Top Floor Technologies
- 5. Top Floor Technologies • Website Design & Development • Search Engine Marketing • Web Analytics & Conversion Improvement • Marketing & Branding Strategy Maximizing Online Marketing Results for Hundreds of Businesses Since 1999
- 6. Getting the Most From Today’s Workshop Write down 2-3 learning points that you will begin putting into action within the next two weeks. Then – follow through.
- 7. When you search for something online, where do you start?
- 8. When your prospects & customers search for vendors online, where do you think they start?
- 9. Overall Share of Searches Ask AOL 3% 2% Microsoft 15% Yahoo 14% Google 66% Source: ComScore
- 10. B2B Preferred Search Engines Others 2% Microsoft 7% Yahoo 14% Google 77% Source: Enquiro Business to Business Survey
- 11. The Power of Search • Over 100 billion global searches each month. • Inbound leads cost 61% less than outbound leads. • SEO leads have a 14.6% close rate, while outbound leads have a 1.7% close rate. Source: searchenginejournal.com
- 12. Being found on Google
- 13. SEO – Organic Results Over 80% of activity on the first results page (top 10 results) Keys to success: Keyword analysis Content development Linking strategy Monitoring & updating
- 14. History of Search Engine Optimization
- 21. • Caffeine • Google aims to deliver fresh content. Faster crawl speeds, larger index. • Panda • Cracked down on sites with thin content, content farms and high ad-to-content ratio sites • Penguin • Over optimization penalty – keyword stuffing and spammy backlinks
- 22. Google Analytics From March through May
- 24. Maximizing Your SEO Efforts • Keyword Research • On-Page Optimization • Link Building • SEO/Data Analysis Tools • With hundreds of ranking factors considered in a search engine’s algorithm, along with an array of technical issues that can impede your site’s performance, we feel these tactics are the best way to have an immediate impact.
- 25. Assumptions
- 26. Sites focus on flashy design elements which either hide content or search engines have difficulty crawling • Flash-based site • iFrames • Javascript/jQuery
- 27. Pages include meta robots tag with noindex and/or nofollow attributes inappropriately or links within the page include nofollow attributes.
- 28. Robots.txt file disallows all or portions of the site you want indexed
- 30. Keyword Research
- 32. Is this person having a heart attack or is he experiencing acute myocardial infarction?
- 33. Words Phrases SEO SEO Keywords Search Keyword for SEO
- 37. Go to any page and hit ctrl + u (Chrome and Firefox)
- 39. Three Questions to Answer: • Are people searching for this term? • Can my site rank for this term? • Is it relevant to your product/service?
- 42. Desired keyword: 2 dozen roses
- 44. Keyword Mapping • Keyword mapping is the process of assigning target keywords to specific landings pages. – Helps focus optimization efforts. • One keyword idea per page. – Target synonyms and variations of keywords on one page. • Avoid keyword cannibalization.
- 45. On-Page Ranking Factors • URLs • Title Tags • HTML Headings (H1, H2, H3) • Keyword Usage in Copy • Image Optimization • Internal Linking • Meta Descriptions* *Does not impact rank but is important for SEO
- 46. Title Tag URL Internal Linking Headings Keyword Usage in Image Copy Optimization
- 47. URL Optimization The URL is the address of a page on the World Wide Web
- 48. Static VS Dynamic • Static URLs are easier for search engines to read. • It can be hard to manage the length of dynamic URLs. • Static URLs experience greater click through rates in search results (dynamic URLs look “spammy”). • Dynamic URLs can create duplicate content. • Dynamic URLs are sometimes necessary for large websites with a lot of content.
- 49. URL Best Practices • Incorporate target keywords in your URLs. – Do not “stuff” keywords in URL. • Separate words in with hyphens. – Spaces and Strange characters can break URLs. • URLs are case sensitive, do not use capital letters. – Can create duplicate content issues. • Shorter URLs are better than long URLs. – Limit page and subfolder names to 4-5 words.
- 50. URL
- 51. URL Optimization Example Old URL New URL 301 redirect old URL to new URL!
- 52. Title Tag Optimization The title tag, or title element, defines the title of a document and is required for all HTML/XHTML documents.
- 53. Title Tag SEO Practices • Keep URLs under 70 characters. – Only 70 characters displayed in a search result. • Use Keywords near the front of the title tag. – Do not over use keywords. • Brand your title tags. – Place your company name last in your URLs • Use hyphens or pipes ( | ) to separate keyword phrases.
- 54. Title Tag
- 55. Title Tag Optimization Example Old Title Tag New Title Tag
- 56. HTML Heading Optimization • Headings provide a hierarchical structure to the content of an HTML document. • A way to divide content into subcategories. • Tags range from H1 to H6 with H1 signifying top of the hierarchical structure. • Use CSS to style headings appropriately.
- 57. HTML Heading Best Practices • While title tags are the title of your document, the H1 tag is the title of your content. • Only one H1 tag per page. – Heading tags are for structure not design. – Can use multiple H2 – H6 tags. • Use keywords naturally in H1 tags. – In H2 and H3 tags where it makes sense.
- 58. Headings
- 59. HTML Heading Optimization Example Old H1 Heading New H1 Heading
- 60. Keyword Usage in Content • Use keywords in the copy of the page. • No magic formula for keyword usage. – Keyword density? • Synonyms can count. • Diminishing returns on keyword usage. • Write for users, not search engines!
- 62. Keyword Usage Example Old Keyword Usage New Keyword Usage
- 63. Image Optimization • Search engines cannot see images. • Use descriptive image alt text. • Use keywords in the file name of the image. • Be mindful of file size. – Large files slow down page load times. – PNG of GIF – Compress image files, save for web.
- 66. Image Optimization Example Old Image Details New Image Details
- 67. Internal Linking Optimization • Anchor Text is the word or phrase highlighted when creating a link • This text is an indicator to what the destination page is about for both users and search engines • Use targeted keyword in your anchor text
- 68. Internal Linking
- 69. Internal Linking Example Old Navigation New Navigation
- 70. Meta Descriptions – Don’t Be Afraid to Advertise!
- 71. Meta Descriptions – Don’t Be Afraid to Advertise! 155 Character Limit
- 72. Meta Description Example Old Meta Description New Meta Description
- 73. Final Product
- 74. It’s time for a coffee break.
- 75. Link Building
- 76. Your Website • Authority • Trust • Higher Rankings
- 79. Generic Anchor Text Better Anchor Text view website Web Design Company Internet Marketing home Services SEO Seminars in Click here Milwaukee Industrial Marketing website Company
- 80. • Local Directories • Industry Related Directories • Distributor/Partner Websites Anyone who you can offer value to is a good link source
- 85. Tools
- 89. • Website Traffic • Keyword Research • Bounce Rate • Goal Completions
- 96. Site crawlers go through your site very much like the search engine robots do and are very useful tools for diagnosing technical issues: • Discovering crawl issues/errors • Gathering useful information from your site (Title tag, Meta Description etc…) • Create an up-to-date XML sitemap
- 97. • opensiteexplorer.org • google.com/analytics • adwords.google.com • home.snafu.de/tilman/xenulink.html • www.screamingfrog.co.uk/seo-spider/
- 98. Q&A
- 99. Google Sponsored Digital Marketing Seminar Tuesday, March 5, 2013 – 1:30 to 4:30 PM Visit www.topfloortech.com/seminars for details or to register Learn directly from experts at Google: • Keeping up with the evolving digital landscape • Reaching customers when it matters
- 100. Thank You! Please leave your comments on the seminar feedback forms.
Editor's Notes
- Before search engines, websites existed on their own with only word-of-mouth, advertising, and links from other sites as a means of discoveryYahoo becomes the paramount directoryUsers needed to find a way to optimize the thousands of directory submissionsPeople became aware of algorithm factors like keyword density
- I know we have people from Aurora here, so I’m going to ask one of you to explain the difference between acute myocardial infarction and heart attack. Who is going use Acute Myocardial Infarction. (wait for them to respond)
- The process with keyword research is to start small, get big and then refine. I’m going to walk you through how you get the initial list and how you refine it.
- Rachel is going to talk more about this later.
- Rachel is going to talk more about this later.
- Do a search in Professional staging on Google to see what comes up.
- For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
- For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
- For demonstration: go to industrial vacuum, and pull up a google search to show a title tag in the SERP
- The meta description is used entice people to explore your website. This photo may or may not demonstrate that, but I wanted to include a picture of a dog with a sandwhich board. The meta description doesn’t really help you rank; the meta description helps you convert. It appears on the SERP and is like a mini advertisement. If you don’t have one, Google will pull info from your website. When you right meta descriptions, there are really only two rules. 1) Get your keywords and most import words in the first 155 characters. 2) Write like a salesperson trying to convince someone to select your page.
- The meta description is used entice people to explore your website. This photo may or may not demonstrate that, but I wanted to include a picture of a dog with a sandwhich board. The meta description doesn’t really help you rank; the meta description helps you convert. It appears on the SERP and is like a mini advertisement. If you don’t have one, Google will pull info from your website. When you right meta descriptions, there are really only two rules. 1) Get your keywords and most import words in the first 155 characters. 2) Write like a salesperson trying to convince someone to select your page.
- A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
- A good link can come from many places; a distributor, local directories, an industry related directory, or a quality website that found your website useful.Poor links can be generated from low quality directories, and buying links (not recommended at all).Some good ways to build links are to promote your website content, work with distributors and key stakeholders in your business to link back to you, as well as other viable link sources.[ Explain how linking builds authority, trust, and higher rankings ie; how does Google decide how one website is more authoritative than another? How does link building build trust, higher rankings?]
- Anchor text is the actual text someone uses to link to your website. It is the blue hyperlink on a page that leads them to your website. Many times people end up linking to a website by making the link say, “click here,” when in actuality, it would be better to have a keyword rich phrase linked to your website.
- Diversifying your anchor text with a variety of keyword phrases and link sources, boosts your website’s authority & trust, therefore giving your website a chance to obtain better rankings.Internal links are important to have within your website that lead to other relevant pages on your site. It is both good for the user, as well as helping Google understand what pages you deem most important.
- What is a directory? There are many directories that exist to present information to local searchers in an area, or if it is an industry related directory, to searchers interested in products or services that are relevant to their needs. [Give a few examples of each & explain the benefit ].Distributors and partners that do business with you or sell your products, are valuable link sources. [ Explain how to work with distributors and partners to get a valuable link back to your website (ie; create the anchor text for them, give them a good description of your company, have them link to an interior page if possible,etc. ].Any person or community you can offer value to, has great potential to be a valuable link source. [ Explain some ways that a business can offer value for linking opportunities ie; case studies, blog posts, infographics, technical documents, e-books, etc.]
- Open Site Explorer is a great tool for link research on competitor websites, as well as your own website. You can research things such as how many links are pointed to your website, what anchor text is used, and what website the links are coming from. Looking up your competitors helps you identify link opportunities, and also gives you a general overview of what type of link building action they may or may not be taking.There is the ability to compare up to 5 other websites against your own. This helps you see how you measure up against them.
- Google Analytics is a robust tool that allows you to track and research many things on your website traffic. For those interested in learning more, we regularly offer a Google analytics seminar. Some basic things to look at are what we call, “key performance indicators.” These are things that most people care to know about with their website, which includes website traffic, goal completions (emails, rfq contacts, etc.), bounce rate, & website rankings.[ Explain what goal completions, bounce rate etc. are ]
- Google Adwords keyword tool is used in paid search advertising, but it’s also useful when building out a keyword list for an SEO strategy. This tool shows you the average search volume for a keyword or keyword phrase in both local (U.S.) searches, as well as global searches. You can also see the average cost per click (CPC) for each term, as well as the competition for that keyword. (Explain CPC and competition in more depth).