SlideShare a Scribd company logo
SEO Workshop: Best Practices for
Better Website Traffic and Leads
What We’ll Cover
• Basics of a Search Engine
• Keyword Research Deep Dive
• Technical SEO
• Google Analytics & Google
Webmaster Tools
About Jenny Munn
About Mickey Mellen
How Google was born
Links are votes
Google doesn’t search the internet
Indexing
nofollow attribute
nofollow attribute
nofollow attribute
SEO is like...
SEO is like...
The rules aren’t changing
SEO lag
Keywords
(learn to love ‘em)
4 Phases of Keyword Research
Phase 1: Brainstorm Keyword Possibilities
Phase 2: Verify Keyword Data & Add Words Google
Tells Us People Use
Phase 3: Keyword Prioritization and Selection
Phase 4: Assign Keywords to Content
Phase 1: Brainstorm Keyword
Possibilities
Phase 1: Brainstorm Keyword
Possibilities
1. SEO Home base: Open up Excel
2. Brain Dump: Take 5 minutes and brainstorm ALL
the words you think you should rank
3. Add to that list:
• Google Autosuggest
• Poll a partner
• Poll your customers
• Peek in Google Analytics at “Queries”
Keep Adding Words: Google Autosuggest
Keep Adding Words: Look in your
analytics
Keyword Research Tips
Group Like Words Together … Put In As Many As You Can Think Of
Tips:
*don’t forget
plurals
*don’t forget
synonyms
*person, product
or service?
Horsinality:
Disconnect:
“horse training” vs “natural
horsemanship”
Love coach
Dating coach
Matchmaker
Matchmaking professional
Dating coaches
Matchmaking for men
park city utah fly fishing
park city fly fishing
park city utah trout fishing
park city trout fishing
service, guide, excursion,
Meeting planner
Conference organizer
Independent meeting
planner
Freelance meeting
planner
Event coordinator
Get Creative – Longtail Keywords –
Non-obvious Words
Phase 2: Verify the Data –
Using Google’s Free Keyword Planner
Google Keyword Planner
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
Keyword Research Tips
1. Put in lots of combinations of words into
your research tool
2. Look through every option:
Pay attention to hidden gems: (LOW
Competition, HIGH Search Count)
3. Add all the reasonable keyword choices -
> export to Excel
Phase 3: Keyword Prioritization and
Selection
Phase 3: Keyword Prioritization and
Selection
Dive in to the Excel Data
• Sort the keywords from high monthly search count to low
• OR – sort words alphabetically
• Look through words one by one
• Goal: shorten this list
• Eliminate
• Bold
• Highlight
• Understand the competition you’re up against
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
Large companies have the benefit of an SEO team
Why Competitive Research Matters
Danger - Important Tip
The most important thing is to get started.
A half decent keyword is better than NO
keyword
Phase 4: Assign Keywords to Content
Phase 4: Assign Keywords to Content
Set aside words for:
• Site pages
• Blog posts
• Videos
• Other content
Content Creation Around Keywords
Tip: Use an Editorial Calendar
Technical SEO
Speed
tools.pingdom.com
WordCamp Birmingham 2014: SEO Workshop: Best Practices for Better Website Traffic and Leads
1597 lines • 1.6 MB
423 lines • 0.5 MB
Optimize images
Optimize images
2 cu ft, 6” deep 4 cu ft, 3” deep
Optimize images
Mobile
ami.responsivedesign.is
Mobile
2012 2013 2014
Google Authorship
Google Authorship
Google Authorship
Testing Google Authorship
Rich Snippets Testing Tool
Google Authorship
Canonicalization and redirects
GreenMellenMedia.com
GreenMellen.com
GreenMellenMedia.org
GreenMellonMedia.com
GreenMelonMedia.com
→ www.GreenMellenMedia.com
EMDs and URL Structure
GA & GWT(Google Analytics & Google
Webmaster Tools – your two new BFFs)
Google Analytics
Analytics will tell us:
• Device: Mobile, tablet or desktop
• Geographic locations
• Total visits
• Traffic sources
• Bounce rate/time on site
• New vs returning
• Popular pages
• Queries/Keywords
Queries – What You’ll See
Benchmark Where You’re At
(compare to what you want to see)
Diversification is Crucial
Average Position & “Clicks” On
Your Website
Mobile
Top Pages
Landing Pages
Geo Visits
Takeaways
• Use the Keyword Planner Tool
• Understand who your keyword competition is
• Work on speeding up your site, optimize your
images, etc.
• Don’t worry about understanding it all - just get
started
Questions?
jenny@jennymunn.com
@jennymunn
mickey@greenmellenmedia.com
@mickmel

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