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SEO 101 webinar 10 25-2012
451 Marketing is a national communications agency that specializes in integrated public relations, social media, and search marketing campaigns. The presentation covered an introduction to SEO, including the importance of search engines, what SEO is and isn't, and its three core components - code, content, and connections. It provided tips on on-page SEO elements like keywords, titles, meta tags, and HTML optimization as well as off-page factors like link building.
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SEO 101 webinar 10 25-2012
- 1. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com A Beginner’s Guide to SEO
- 2. Agenda… • Intro to SEO • Code, Content, Connections • On Page SEO • Off Page SEO • Open Q & A
- 3. Search engine popularityhas increased Worldwide, 1,722,071,000,000 searches conducted on Google last year. (Yes, that’s trillion) 4,717,000,000 Per Day
- 4. What is SEO? • SEO or Search Engine Optimization is the process of improving a website to make it more relevant to searchers and search engines. • AKA: • Natural search • Organic search
- 5. What SEO isNOT… • Paid Search (but it’s also not free) • Fast • Guaranteed • Fire & forget
- 6. SEO Has ThreeCore Components Code Content Connections • Crawlability • On-Page • Linking • HTML • Keyword Density • Directories • XML sitemaps • Title Tags • Social, blogs, articles • URL Structure • Meta tags • Press releases • Robots.txt • H1, H2 etc • Partners • Navigation • Anchor Text • Internal links • 301’s • Navigation • 404’s • Canonical
- 7. Search Engine ResultsPage (SERP) Search Query Paid Results Organic Results
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- 11. Code - TechnicalConsiderations User Input Requirements Site Security Technical issues Cookie Implementation limit search index Robots.txt Frames inclusion Broken Links & 404 Trapping Server Load Balancing URL Redirection <Noscript> Tags Internal Navigational Elements Internal Linking Domain and URL structure Session IDs Flash
- 12. Check for Indexing Usethe “site:” command on Google, Bing, & Yahoo. If site is not indexed, need to find what is preventing search engines from crawling.
- 13. Optimized URL Short, descriptive urls are optimal. It is very important the url for your webpage contains your keyword phrase and is no longer than 100 characters.
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- 17. SEO Friendly URL- Solutions • Wordpress: Turn on “pretty permalinks” • Drupal: Install URL alias plugin • Magento: Install SEO Links • LAMP/WAMP: use .htaccess and mod rewrite* • IIS 7.0: URL Rewrite extension* *Get your developer to do it
- 18. Information Architecture As few clicks as possible for user to get to content they are searching for
- 19. Redirects The Power of301 Redirects
- 20. Robots.txt What is Robots.txt? Therobots exclusion protocol (REP), or robots.txt is a text file webmasters create to instruct robots (typically search engine robots) on how to crawl & index pages on their website. http://www.451marketing.com/robots.txt
- 21. Robots.txt Block all spiders and bots: User-agent: * Disallow: / Block a specific spider from a folder: User-agent: Googlebot Disallow: /uploads/ Best way to insure blocking by spiders? <meta name="robots" content="noindex">
- 22. Content Everything in SEO,and broader online marketing, starts with content
- 23. Content - PerformanceConsiderations Site Optimization Tags Opportunities to increase Content Gaps search visibility Optimizing Website Content Internal Linking Convention Mirror Domains and Duplicate Content Sub-Domain Strategy
- 24. Keyword Research Keyword To get optimal traffic from search engines, need to Research create content around ht How can you find the best keywords to include in your content?
- 25. Before You: • Consulta keyword tool • Analyze keyword density • Rewrite any content Sit down and perform a Google search.
- 26. Keyword Research Analyze SERPSfor Your Keywords • Who is ranking? • What are they doing effectively? • Create a list of competitors • Is your search too broad? • Can you add modifiers?
- 27. Keyword Research Q: Forwhat Google search should you rank #1? A: “innovative, creative, game- changing”
- 28. Keyword Research Q: Whatdo you do/make/sell? A: “Oh. Cloud-based storage for small business”. “Keyword Research begins by admitting that you may not have all the data” – Totally wise man
- 29. Determining User Intent NavigationalQueries Informational Queries 80%of all Searches Transactional Queries
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- 32. Keyword Research I. BrainstormSearch Queries • What would users who know my products type in? • e.g. full suspension mountain bikes • What about users who don’t know about my products? • e.g. mountain bike car racks • What are some searches I DON’T want to show up for? • e.g. BMX bikes
- 33. Keyword Research II. ResearchChosen Keywords adwords.google.com/o/KeywordTool www.wordtracker.com www.keyworddiscovery.com www.compete.com www.spyfu.com
- 34. Keyword Research II. ResearchChosen Keywords Use “Exact Match” Be careful about “Phrase” + “Broad”
- 35. Google Trends http://www.google.com/trends
- 36. Internal Search Logs #2 Searched Term: “bed spreads”
- 37. Competitive Research Restrictquery to competitor’s domain
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- 39. Optimized Titles Title Tag and Headings These are the strongest on-page indicators to the crawlers of what your content is about. Heading (H1 Tag)
- 40. Keyword Density (Nkr/Tkn) * 100 Percentage of times a keyword appears on a web page compared to the total number of words on the page Rule of Thumb: 4% - 250-500 words http://tools.seobook.com/general/spider-test/
- 41. Optimize HTML Tags ViewSource Right click web page and select view source Primary objectives should be accomplished from the homepage
- 42. Optimize HTML Tags TitleTag Title tag is main text that describes an online document. It is the single most important on-page SEO element (behind overall content) and appears in three key places I. Browser II. SERP III. External Websites (esp. social media sites)
- 43. Optimize HTML Tags TitleTag Optimal Format Primary Keyword - Secondary Keyword | Brand Name or Brand Name | Primary Keyword and Secondary Keyword Best Practices Less than 70 characters, as this is the limit Google displays in search results
- 44. Optimize HTML Tags MetaDescription Meta Descriptions, provide concise explanations of the contents of web pages. They are used by search engines on search result pages to display preview snippets for a given page
- 45. Optimize HTML Tags MetaDescription and Tags The meta description should employ the keywords and create compelling description that a searcher will want to click Direct relevance to the page and uniqueness between each page’s meta description is key Best to keep meta descriptions between 150-160 characters
- 46. Optimize HTML Tags H1Tag At a minimum, make sure that your primary keyword or phrase for the page is enclosed in an H1 tag
- 47. Optimize HTML Tags MetaKeywords The meta tags are the main keywords for the page
- 49. Address & PhoneNumber Add to every page Company Name Street Address City, State Zip 555-555-5555
- 50. Copyright Date Ensure itis updated annually
- 51. Check Browser Compatibility Viewsite in Mozilla Firefox, Internet Explorer, and Safari. Remember to do this on Mac and PC
- 52. Set Up GoogleAnalytics Sign up/verify Google Analytics. Let GA run for two weeks before doing any SEO to determine a baseline
- 53. Evaluate Visual Designof Site If site drives people away, no amount of SEO will help
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- 55. Ranking Factors 43%
- 56. The Basics of Link Building
- 57. #1 - ManualLink Submissions/Requests
- 58. #2 - CompetitiveLink Research/Acquisition
- 59. #3 - Linkbait& Viral Campaigns
- 60. #4 - LinkReclamation
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- 62. • Bing WebmasterTools • Google Analytics • Google Webmaster tools • Google Trends • SEOMOZ • Raven Tools • Rex Swain Http viewer
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- 64. #451Workshop Francis Skipper VP of Digital Marketing 617-259-1605 francis@451marketing.com linkedin.com/in/francisskipper @fskip www.451Marketing.com
- 65. – National CommunicationsAgency Founded in 2004 – 30 Experienced PR, Social Media, and Search Marketing Professionals – Named a 2011 & 2012
- 66. Integrated Communications Campaigns Theexperienced team at 451 Marketing specializes in integrating public relations, social media, and search marketing tactics into dynamic communications campaigns. We work with brands to build awareness, engage customers, and drive business using custom, integrated communications campaigns.
Editor's Notes
- #12 Code is more on the technical side. We’ll usually be talking to your vendor about the technical changes we make to make sure that your site can be easily spidered by search engines. These are a few of the things we check when looking at a site, if you have cookies implemented on the site, how easily navigable your site is, whether there’s any flash.
- #24 Next we have content. A few of the things we check for are keyword rich content, search-friendly urls, optimized and unique meta descriptions and keywords. For instance, on party of gold’s site, the meta descriptions and keywords were all exactly the same on each page, so we need to make sure to change that.
- #67 Intro to 451 Marketing