1. Next Generation
Search Engine
Optimization
May 26th, 2015
Neal Rabogliatti
Sr. e-strategy Consultant
Catalyst Connection

2. Next Gen: SEO BASICS
There are 4goals to all Search Marketing
Getting Found – Search Engine Optimization
Keeping People Interested – Content & Features
Lead Gen - Converting Visitors to Take Action
Intelligence - Monitoring Activity

3. Current Problems
• Miscommunication about SEO
• Goggle Panda & Penguin Changes
• Hidden issues with CMS Systems
• Trendy layouts that hurt SEO
• Boiler Plate & Duplicate Content
• You mean my web developer
doesn’t know this?
• Responsive Design

4. Responsive Design

5. What SEO Likes

6. Next Gen: SEO BASICS
Everything about search engine optimization
is about Relevancy, Relevancy, Relevancy!
Focus on Target Keyword Phrase
Content Codes
Link
Popularity
Technical

7. Next Gen: Content Guidelines
250+ Words focused on main topic per page
Keyword Phrase should be 3-5% Density
Keyword Phrase should be most dense phrase
Make sure keyword phrase is at top and
bottom of page
Avoid duplicate and boiler plate text

8. Next Gen: SEO Codes
Page Title
Description Tag
H1 Header Tags
Alt Image Tags
Keyword Tag

9. Next Gen: Link Popularity
Inbound Links: Links coming to your site from
relevant web sources.
Type of Link: Graphic – Text – Anchor Text
Link Sources: Trust, Relevancy, Ranking

10. Next Gen: Site Structure
Make sure site can be indexed
Check if CMS is Search Friendly
Avoid Flash Animation (Especially in Navigation)
Avoid Overly Dynamic Content
Keyword in File Name & Image Names
Make sure content is visible in source code

11. Next Gen: Keyword Relevancy
Choosing the right keyword phrase is the single
most important step in search marketing.
Guidelines:
Choose customer focused keyword phrases
Check phrases for search value & competition
Check if phrase has multiple meanings
Optimize for a keyword phrase not a keyword

12. Next Gen: Keyword Relevancy
Windows:
Organize Your Research: Google Keyword Tool – Word Tracker

13. Next Gen: Mapping
Build a physical site map of your website to
target keyword phrases.

14. Next Gen: Link Building
It is a strategy… not a task
Research
Competition
Research
Social
Media
& Blogs
Industry
Directories
Don’t Use
Link Farms
or Paid
Links

15. Next Gen: Link Building
Link Research: Look at top ranking sites and see
what Google links they have.

16. Next Gen: Parameters
Keyword Parameter & Technical Documents.

17. Next Gen: Social Media & SEO
Video Optimizing

18. Next Gen: Social Media & SEO
Video Voting
-Like
-Favorite
-Subscribe
-Comment
-Views

19. Next Gen: Local Search
Google Lucky 7
• Top seven local listings
• Highest local search value
• Proper formatting of Info
• Must follow specific protocol
Protocols
• Submit site to local directories
• Include an “H-Card” in source code
• Secure citations
• Ensure data entry is consistent

20. Next Gen: Local Search
MOZ.COM: Is a one stop center for starting your local
search site registration. It is the first place to start.

21. Next Gen: New Tools
Just a few NEW tools for your desktop
• Word Tracker
http://www.wordtracker.com/
• MOZ & MOZ Local
http://www.moz.com/
• Small SEO Tools
http://smallseotools.com/
• Web Confs Toolset
http://www.webconfs.com/

22. Exercise : Assessing Your Site
I need a volunteer from the audience!

23. Next Gen: Thank You
Thank for attending!
Neal Rabogliatti
Sr. E-Strategy Consultant
Catalyst Connection
www.catalystconnection.org
https://www.linkedin.com/in/nealrabogliatti