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SEO Presentation
This document provides an introduction to search engine optimization (SEO). It begins with an overview of SEO and an explanation of why SEO is important for getting targeted traffic and exposure. It then describes how search engines like Google work by crawling the web, indexing pages, and using algorithms to determine relevance and rank pages. The document discusses how SEO relates to professional writing and provides examples of job titles in the SEO field. It also offers tips on doing keyword research and provides resources for learning more about SEO and starting one's own website to gain hands-on experience.
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SEO Presentation
- 1. INTRODUCTION TO SEO AlliBerry April 16, 2015
- 2. Agenda • SEO Overview •Why is SEO Important? • How Search Engines Work • SEO and Professional Writing • SEO Jobs • How to Break Into SEO • Q&A
- 3. My Background • SEOAnalyst/Specialist for 3+ years – Performics (Chicago) – CDK Global (Seattle) • Roles: Account Management, Copywriting, Keyword Research, Content Creation, Competitive Analysis, Link Building • Run my own cooking blog: http://thecrockpotcook.com • Currently a Marketing Specialist at Kaplan
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- 5. What is SEO? •Search Engine Optimization • Process of improving organic (free) traffic from search engines • Matching content on website to what relevant searchers are looking for • Improving websites for users too • No payment; no ads Source: http://moz.com/beginners-guide-to-seo
- 6. What are organicresults?
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- 9. Why does SEOmatter? • Search engines are the primary method of navigation for most Internet users • Provide targeted traffic (meaning: people who are already looking for what you offer) • Publicity, revenue, and exposure – extremely valuable marketing! Source: http://moz.com/beginners-guide-to-seo
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- 11. Crawling and Indexing Imaginethe Internet as a network of stops on a subway system. Each page/image/document is a stop. The search engines need a way to crawl the entire city, so they use links as a way to do so. Source: http://moz.com/beginners-guide-to-seo/how-search-engines-operate
- 12. Crawl Process • Thecrawl process begins with a list of web addresses from past crawls and sitemaps provided by website owners • Search engine bots crawl billions of pages on the internet via links • Bots pay special attention to new sites, changes to existing sites and dead links • Take information, store in large databases, and recall later for search queries Source: http://www.google.com/insidesearch/howsearchworks/crawling-indexing.html
- 13. How Search EnginesRank Pages • Search engines return only those results that are relevant or useful to the searcher's query • They rank those results according to the popularity of the websites serving the information Source: http://moz.com/beginners-guide-to-seo/how-search-engines-operate
- 14. How do theydetermine relevance and popularity? • Use incredibly sophisticated algorithms to sort for relevance and then rank according to quality/authority • Hundreds of ranking factors and they can vary based on type of query • SEO experts love to study these and experiment to figure out which ones are most important Source: http://moz.com/beginners-guide-to-seo/how-search-engines-operate
- 15. Ranking Factors Some ImportantOnes: • Domain name • # of linking root domains • Title tags • H1 tags • Alt attributes (images) • Site Speed (especially important for mobile) • Freshness of Content (depending on topic) • Social Shares? (debatable)
- 16. Domain Name • Idealto have relevant keywords in domain name – need to balance with brand though http://thecrockpotcook.com
- 17. Title Tags • Oneof most important factors • Should emphasize primary keyword, secondary keyword, and brand • Ideal format: Primary Keyword: Secondary Keyword – Brand Name • About < 60 characters; 512 pixels wide Source: http://moz.com/learn/seo/title-tag
- 18. H1 Tags Source: http://blog.woorank.com/2013/04/how-to-use-heading-tags-for-seo/ Surroundyourself with distinction. Surround yourself with UW-La Crosse. • Main heading • Should contain primary keyword • Should describe content on page – search engine bots crawl for relevancy • Better user experience • Helps with accessibility for screen readers Command-u (Macs) or Control-u (PCs) and search for <h1 to find <h1> tag on page.
- 19. Alt attributes forImages Source: http://blog.woorank.com/2013/01/image-alt-text-relevant-for-seo-and-usability/ • Text that describes the image • Important for both accessibility and search engine bots to be able to understand image content Command-u (Macs) or Control-u (PCs) and search for image and look for alt tag on shortly after that.
- 20. HOW DO YOU KNOWWHAT KEYWORDS YOU WANT TO RANK FOR?
- 21. Keyword Research Free Tools: •Google Ad Words Keyword Planner: great for finding search volumes, some keyword discovery (https://adwords.google.com/KeywordPlanner) • Ubersuggest: great for discovering new keywords and finding content topics (http://ubersuggest.org) • Top Ranked Websites by Keyword Tool: for competitive research; can type in a keyword and see the top ranking sites for term(http://www.bruceclay.com/blog/free-seo- tool-top-ranked-websites-by-keyword/)
- 22. Google Adwords KeywordPlanner From: https://adwords.google.com/KeywordPlanner
- 23. Google Adwords KeywordPlanner From: https://adwords.google.com/KeywordPlanner
- 24. Ubersuggest From http://ubersuggest.org Type injust one keyword and get a slew of suggestions. Drill down into subcategories.
- 25. Top Ranking WebsitesTool From http://www.bruceclay.com/blog/free-seo-tool-top-ranked-websites-by-keyword/
- 26. HOW DOES THIS CONNECTTO PROFESSIONAL WRITING?
- 27. Content is Everything •SEO used to be about gaming the system, but search engines algorithms are smarter now • Quality of content is key to success! • You will be a more enticing candidate for any job with web writing if you know any SEO Reading on Content: http://searchenginewatch.com/sew/news/2383683/quality- content-essential-for-seo-success-study# http://relevance.com/content-is-the-new-seo/
- 28. JOBS IN THISFIELD
- 29. Common Job Titles •Content Marketing Specialist • Copywriter • Digital Marketing Coordinator • Digital Marketing Specialist • Digital Media Coordinator • Internet Marketing Coordinator • Internet Marketing Specialist • Marketing Specialist • Marketing Strategist • SEO/SEM(Search Engine Marketing) Specialist • Web Content Coordinator • Web Content Specialist • Web Copywriter Be wary of anything with sales in the title – that will not be a writing job. Companies sometimes combine sales and marketing when they really mean selling ad spaces.
- 30. Internships • Content StrategistIntern – Critical Mass, Chi. • Digital Media Intern – Wiley, Chicago • Digital Media Trainee Program – Performics, Chi. • Digital/Social Media Intern – Spring Window Fashions, Madison • Internet Marketing Intern – Gander Mtn, Mpls. • Marketing Intern – Press Ganey, Chi. • Marketing & Communications Intern – Jones Lang LaSalle, Chi I found these on www.glassdoor.com - there are many more if you are willing to spend a semester or summer in a larger city!
- 31. Start Your OwnWebsite • You don’t need a job or internship to teach you SEO – you can learn by creating your own website Why This is a Good Idea: 1. The best way to learn SEO is by practicing it yourself 2. You have something tangible to prove your skill set to employers 3. Employers will see that you are a self-starter and a bad ass 4. It’s an excuse to practice writing about something you are passionate about
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- 33. SEO Resources • TheArt of SEO by Eric Engh et al. – best comprehensive SEO guide out there, IMO • Search and Social by Rob Garner – great read for understanding how to put together a combined SEO, content, and social strategy • Moz Guide: http://moz.com/beginners-guide-to-seo • Google Guide: http://static.googleusercontent.com/media/www.google.c om/en/us/webmasters/docs/search-engine-optimization- starter-guide.pdf • Kissmetrics Guide: https://blog.kissmetrics.com/seo- guide/
- 34. Resources for Startinga Website • Site Wizard Guide:http://www.thesitewizard.com/gettingsta rted/startwebsite.shtml • WikiHow Guide: http://www.wikihow.com/Start-a-Blog - To learn SEO well, it’s best to buy your own domain. I bought my domain through Host Gator and use a Wordpress.org template. It is super easy to use!
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Editor's Notes
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