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Search Engine Optimization Basics
This document provides an overview of search engine optimization (SEO) best practices. It discusses key components of Google's algorithm like freshness of content, website optimization, links, and social media activity. It also covers conducting keyword research, on-page optimization techniques like optimizing titles, meta descriptions and URLs. Additionally, it discusses link building strategies and the importance of social media and how SEO and social media optimization can work together to improve findability.
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Search Engine Optimization Basics
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- 2. Search Engine Op0miza0on • The 2 Search Landscape • How Search Engines Work • Building Op0mized Websites • Conduc0ng Keyword Research • Link Building Strategies • Social Media & the Web’s Influencers
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- 6. Market Share (US) 6 ComScore Inc.
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- 11. How Search Engines Work 11
- 12. Key Components of Google’s Algorithm — Freshness of Content — Website Op0miza0on — Links back to your website — Social Media Ac0vity 12 12
- 13. Freshness of Content — Publish new pages in different formats and post them to different sec0ons of your site — SlideShares, video content, and new landing pages. 13 — make sure you’re properly adding the right meta informa0on to visual media formats, or else you might not get as much value from what you publish.
- 14. Freshness of Content — Best prac0ce is to publish at least one piece of content a day — Once you develop a solid base of blog posts, conglomerate relevant posts into an 14 e-‐book. Conversely, you might want to start with an e-‐book made up of content that can be broken down into blog posts. — Once it is compiled, gate the content in your e-‐book to capture new leads. Then, you can slowly release its content on your blog.
- 15. Freshness of Content — Having a live social media feed on your website allows your site to constantly speak with search engines. By having new tweets or Facebook posts consistently upda0ng on your homepage or relevant webpage, search engines will understand the new, valuable informa0on that you’re pu`ng out and will likely want to crawl to your site. 15
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- 18. Freshness of Content — A press sec0on is another good outlet to post fresh content. Upda0ng your site with content about your company and employees helps consumers understand what’s happening within your business and industry. Similarly, search engines view the new pages as new content, which will boost your page rank. 18
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- 20. Blog — Set-‐up a blog – Wordpress is common blogging plaborm — Plan your content categories — Posts consistently – 1 per month minimum — Posts should be 300 – 400 words — Include images 20
- 21. Blog Content —Answer industry ques0ons — Comment on industry news — Provide how-‐to based content — Encourage readers to comment 21
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- 24. Onpage Optmiza0on —Understand your keywords — Op0mize your website — Claim/set-‐up your Google business lis0ng 24
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- 33. Op0mize Your Website — Page Title Tag — Body Copy — Image Name, Image Alt Tag — Meta Descrip0on — Search Friendly URLs — XML Sitemap 33
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- 36. Page Title in Google Results 36
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- 40. Keyword Density —The percentage of 0mes a keyword or phrase appears on a web page compared to the total number of words on the page. — Is a factor in determining whether a web page is relevant to a specified keyword or keyword phrase. 40
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- 45. Page Title Tag Length 45
- 46. Duplicate Page Content – Bad! 46
- 47. Use 301 Redirect to fix 47
- 48. Duplicate Page Titles — See demo 48
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- 51. XML Site Map 51 www.sitemaps.org/protocol.php
- 52. Google Business Lis0ng h"p://www.google.com/business/ 52
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- 58. Link Building —If another website links to you, this is considered an external link to your site. — May SEO experts think that ge`ng external links is the single most important objec0ve for amaining high rankings. — Having sites link to your website shows that you are a trusted, relevant site. 58
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- 68. Social Media —Google has made it known that social media ac0vity in included in it’s algorithm — SMO is the distribu0on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op0mized to rise to the top of any related search query, where and when it is performed. — SEO + SMO = Amplified findability in the tradi0onal and social web. 68
- 69. It’s Huge —Facebook: 1.23 billion ac0ve users — Twimer: 500 million ac0ve users — LinkedIn: 238 million users — YouTube: 1 billion users (4 billion views per day!) — Pinterest: 70 million users — Google+: 300 million monthly users — Instagram: 100 million users, 4 billion photos — Blogs: 66 million blogs, 346 million people readers each day 69
- 70. It’s Growing —U.S. adults who use social media sites has risen from 8% to 72% since 2005. That’s an 800% increase. 70 (Pew Research Center) — Roughly 81% of SMBs are using social media, according to a LinkedIn study released Feb 2014, and of those that use social, 94% do so for marke0ng purposes.
- 71. It’s Real-‐Time —Reveal the human side of a company, give it personality — Provide useful informa0on that people won’t get elsewhere (or at least not as quickly) — Respond to comments, complaints, requests real-‐0me — Have a plaborm for announcing news, promo0ons, events — Generate new business leads 71
- 72. Ge`ng Started —Create your plan – align with off-‐line marke0ng calendar — Iden0fy the most important keywords for your business. Use these consistently in all posts, tweets, updates. — Set-‐up your profiles and pages and start pos0ng 72 — Ensure you have a consistent design/branding across all plaborms — Measure and adjust – traffic, comments, leads, etc.
- 73. Ge`ng Started —Map out your strategy — Define your business goals and objec0ves for social media 73 — Increase sales, brand awareness, engagement, drive traffic to your website, create a community on your page — Iden0fy your compe00on and what dis0nguishes you from your compe00on — Define target audiences and key messages — Define categories/topics for social media updates
- 74. Ge`ng Started —Create your plan – align with off-‐line marke0ng calendar — Iden0fy the most important keywords for your business. Use these consistently in all posts, tweets, updates. — Set-‐up your profiles and pages and start pos0ng 74 — Ensure you have a consistent design/branding across all plaborms — Measure and adjust – traffic, comments, leads, etc.
- 75. Social Media Plan — Create your Content Calendar For Pos0ng 75 — Define 5-‐6 content categories — Set-‐up a 3-‐month calendar — Add your key offline events and any milestones, holidays, etc., — Align with your marke0ng calendar — Content should be a mix of original content/images, news updates and curated content/images
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- 77. Social Media Plan — Set-‐up Google Analy0cs to monitor web traffic — Measure and adjust – traffic, comments, leads, etc. — Facebook insights, and all other channels have analy0cs 77
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- 86. Thank You! 86 Slideshare.net/gibbonsdigital Bridget Gibbons bridget@gibbonsdigital.com Gibbonsdigital.com @gibbonsdigital u.com/gibbonsdigital