The document outlines an SEO 101 workshop, discussing key on-site and off-site optimization strategies such as defining objectives, keyword research, on-page technical elements, and acquiring high-quality backlinks through methods like improving existing content, reaching out to site owners, and responding to reporters on HARO. The workshop also emphasizes the importance of SEO in driving business and outlines tools for analyzing site and keyword performance.

1. SEO 101
Workshop with Jacky Chou
May 20, 2015

2. 2
Objectives
Outlining the end
goal of your
blog/content helps
you write for the
right reasons.
You want to see
how popular and
competitive your
keywords are as
well as ‘spying’ on
your competitors.
Using knowledge
from previous
points and inserting
the keywords onto
your page
effectively.
How to ‘earn’ and
build backlinks
effectively.
Clearly define what
SEO is and how it
can affect your
business.
1 What is SEO?
5 Off-Site SEO
2
Define Objective
for Content
3
Keyword and
Competitor
Research
4
On-site/Technical
SEO

3. 3
What is SEO?
The acronym for Search
Engine Optimization is the
process of increasing the
visibility or ranking of a
website or page in search
engine results.
OPTIMIZED

4. Why Should I Care?

5. 5
Why Should I Care?

6. Why Should I Care?
6
It’s a Investment,
not a Cost
Extremely high returns if done
right (Source: Forbes)
✔
Drives Business
Studies show that just under 87% of
consumers uses the web to find
businesses prior to purchases.
Competitors are Doing It
If you’re not doing it, you’re
already behind.

7. How to start?

8. ● What are you trying to achieve, the purpose for your site?
● Who is your audience, what are their needs and requirements?
● What messages are you trying to get across?
● What is the action/response you want from your audience? ie. social
sharing, links, list building etc.
Defining Your Objectives
8
Outlining your objectives helps you to create content for the right reasons

9. Some Tools in Your Arsenal
9
Just to start off we’re going to stick with Wordpress stats and Google Analytics on
Wordpress
Log in(today only)
• Username: seoworkshop
• Password: trademob
Check Out Traffic Stats and Analytics
• Jetpack > Site Stats
• Analytics > Dashboard >
Overview/Reports
1
2

10. LOG IN
trademobworkshop@gmail.com
seoworkshop
Keyword and Competitor Research
10
Google Keyword Planner
● Use Google keyword planner to see
the monthly searches as well as SEM
competition.
● Stick with terms that are low/medium
competition and over 500 monthly
searches.

11. Keyword and Competitor Research
11
Before you invest time into writing your content, the keyword/topic should
obviously be on the rise.
Google Trends

12. Keyword and Competitor Research
12
Google Your Keyword
Just because it says its low competition, it doesn’t
mean you don’t have competition.
Google what you are up against before deciding to
go ahead and writing your article.
If you’re just starting off, aim for competition that
has PA/DA lower than 50. Requires Moz Bar
Google Chrome Extension

13. On-site SEO

14. ➔ Your focus keyword should be included in the post title, URL, first paragraph, first subheading, meta
description, and image alt tags.
➔ The body of the text should exceed 300 words; most successful B2B blog posts should be around the
1000-5000 word mark, and the keyword density should be anywhere from 0.5 to 2%.
➔ The length of the post title should be in the 40-70 character range.
➔ Site structure and navigability: GoogleBot should be able to crawl your site with ease.
➔ The site should be mobile-friendly. It will rank better.
➔ Don’t forget to think about your site’s speed. Use Google’s PageSpeed Insights.
➔ 100% unique content! If you are quoting a section, make use of the rel=canonical tag.
On-site/Technical SEO Checklist
14
Technical SEO is the foundation of SEO

15. On-site/Technical SEO Checklist
15
Editing the URL in Wordpress
● Go to indexsy.com/wp-admin/
○ Posts > All Posts > How to Get Free
SSL/HTTPS on a WordPress Site >
Edit
● Edit > make sure you have your keyword in
your url

16. On-site/Technical SEO Checklist
16
Editing Meta Tags in Wordpress Requires Yoast SEO Plugin
● Go to indexsy.com/wp-admin/
○ Posts > All Posts > How to Get Free
SSL/HTTPS on a WordPress Site >
Edit
● Scroll past content and take a look
● Change meta title by changing SEO title,
include keyword.
● Meta description should be limited to 156
chars, also include the keyword.
● More detail in page analysis.

17. On-site/Technical SEO Checklist
17
Editing Image Tags in Wordpress
● Go to indexsy.com/wp-admin/
Media > Library > Click on any Image
● Ensure all images have a unique description
● Descriptions should be concise, descriptive and
include a keyword if possible
● Size of images should enable quick page load
time, keep under 30-50K per image
● Important for accessibility

18. Off-site SEO

19. Off-site SEO
19
What are Backlinks?
Backlinks are links that are pointing at your website.
● Number of backlinks is an indication of the sites popularity or importance.
● Can be seen as a vote of confidence from one site to the other.
● Subject to spam/automated ways to backlink creation.

20. Off-site SEO - Acquiring Backlinks
20
Take an Existing, High Ranking or Popular
Article and Make it Better
Using Topsy and Google, find a popular
article(competitor) and..
● Make it longer
● More Up-To-Date
● Better Designed
● More Thorough

21. Off-site SEO - Acquiring Backlinks
21
Take an Existing, High Ranking or Popular
Article and Make it Better
● Using ahrefs.com export all the links pointing to
your competitor.
● Weed out pages that are not as valuable.

22. Off-site SEO - Acquiring Backlinks
22
Reach Out to Site Owners using this Template

23. Off-site SEO
23
Out of the 21 emails I sent out,
I received 1 link back to my
site.
Around 4% success rate, not
bad for less than an hours
work.
Take an Existing, High
Ranking or Popular
Article and Make it Better

24. Off-site SEO - Acquiring Backlinks
24
HARO (Help a Reporter Out)
In my opinion one of the best ways to earn backlinks.
You receive emails from reporters like the one on the
right.
● Respond with thorough tips and credentials.
● If you give a tailored tip that answers their
query, they’ll give you something in return.

25. Off-site SEO - Acquiring Backlinks
25
HARO(Help a Reporter Out)
I have responded to over 15 queries. I
have received no links but I have
been featured in a book.
Not bad for 45 minutes.