back to basics seo at blogher '13
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Back to Basics SEO at BlogHer '13TRANSCRIPT
Back to Basics SEO
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Back to Basics SEO
ELAINE GRIFFIN Elaine Griffin Designs, @ElaineSGriffin
INSTRUCTOR
#BH13SEO INTERNET SSID: BlogHer | No Password Required
3 Musts for On-Page SEO1. Always use site, page, post, and category SEO title.
• Use no more than 70 characters.• Keywords come first, then your brand name.
2. Always use meta descriptions.• Use no more than 150 characters.• Keywords come first.• Description should include a strong call to action.
3. Always optimize your images.• Describe your image so search engines and humans can identify it.• Use the keyword in the image name, alt tag, and description.
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Keywords and Long Tail Phrases
1. Keywords: words we suppose people will use when searching for our content.
2. Long tail phrases: 3-4 word phrases that specify what your content is about.
3. Do not overuse keywords or “stuff” keywords into your content; using 2-4 times will do.
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Keyword ResearchWhen choosing keywords, ask the following questions:
• What is my market, or who am I trying to reach?• What is the keyword demand for my market?• Will I be fighting to get to the top of a search query?• How much work will it take to rank with this word or phrase?
These questions should make you think about your audience, your content, and your overall online marketing plan and prepare you for how much work you will have to do.
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AnalyticsKeywords should be monitored constantly.
• Monitor Google Analytics and/or use an analytics plugin.• Keyword ranking is important, but focus more on which keywords bring
people to your site, and build from there.• Perform keyword searches in your niche, and see what other keywords
people are using.
*Most importantly, remember that this takes time. Monitor your keywords, but do NOT constantly change them. Let it ride for a while to see what is working and what is not!
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Google Algorithm UpdatesGoogle algorithm updates are not as scary as they once were. Here is what you need to know:
• Google algorithms are now updated monthly with the impact rolling out over approximately 10 days.
• The updates are focused toward eliminating spam and inappropriate content from search results.
• This makes the updates less noticeable, and we should go about our business of creating great content and connecting with our readers.
*Bottom line: the new algorithm encourages us to create quality content that is easily shareable.
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Social Signals and SEONew algorithm measurements ensure social signals, or how effective you are in social media plays an increasingly important role in SEO.
• Social signals are beginning to replace links as the queen of SEO as search engines recognize that it is harder to create great content and get it shared than it is to simply trade links.
• As far as search engines are concerned, the more social signals you have earned, the better your content is, and the more authority you gain.
• We can think of this analysis as a human endorsement rather than just a mathematical algorithm telling you what you should read or believe. This is a good thing!
*ENGAGE with your audience and build relationships, and you will increase the likelihood your content is shared.
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Engage on Your Page and Get Your Content Shared• Make sure your connect and share buttons are obvious.• Include strong calls to action, and encourage your readers to share
with their connections.• Ask engaging questions at the end of your blog posts (and on your
social media sites).• Create short, shareable content like infographics and memes that can
be easily reposted or shared quickly.• Employ media! Vlog, Podcast, YouTube, iTunes.• Interact and create connections with other industry leaders. Make
thoughtful comments on their content, share it on your pages, and they will likely return the favor.
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The Takeaway
• Your main focus should be creating compelling, shareable content, and engaging with your readers and other industry leaders.
• SEO takes time and attention, but it shouldn’t be all consuming.• Take note of what does and does not keep your audience engaged.• Take note of the keywords and phrases that bring readers to your site.
*Most importantly, remember that all this takes time! Don’t focus too much on the numbers; it will make you unable to focus on creating and engaging.
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SEO Checklist1. Site, page, post, and category SEO titles use accurate keywords, and
employ less than 70 characters.2. Meta descriptions have been completed with less than 150
characters, keywords first, and with a call to action.3. Images are optimized with keyword in image name, alt tag, and
description.4. Content is engaging, relevant to your audience, and shareable.5. Content includes a strong call to action.6. Social media sharing buttons are prominent.
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Back to Basics SEO
ELAINE GRIFFIN Elaine Griffin Designs, @ElaineSGriffin
INSTRUCTOR
“BlogHer is a snake meal of ideas in a wonton wrapper of love. Afterwards you need a 2-day nap, then it nourishes you for a year.”– @debontherocks