BUILDING THROUGH SEO

• Social Media Connect Detroit

• 10/10/14• 1pm

About Me

Has worked in SEO and Social Media for over 5 Years

Most embarrassing moment : I once live tweeted a drunk walk home

@rmercader

google.com/+RodolfoMercader

One Thing you don’t about me: I have been endorsed multiple times for pizza on LinkedIn

Search: one of the most popular online activities

6 BillionSix billion Google searches a day worldwide – more than half come from outside the US

2 Trillion+In 2013 there were over two trillion Google searches

January 2014 Search engine rankings

67.6%Google Search Share

18.3%Bing Search Share

14.1%Yahoo, Ask, AOL Combined Search Share

Source: comScore

Where do you click?

• SEM = Search Engine Marketing = PPC = Pay Per Click = Paid Search• SEO = Search Engine Optimization = Natural Search = Organic Search

SEM

SEO

SEM28%

72%

Organic Search Vs. Paid Search

Organic Search Paid Search

Appear on the same page

No Fee to be in Results Bidding Based Model

Rankings Determined by Algorithm

Bids & Campaign Quality Determine Position

Length of Time to see Results Faster Results

Less Control Complete Control

Ongoing Process

Why we do SEO

SEO Strengths & challenges

Strengths

Unbiased

Supports all Marketing

Brand Perception

Less Control than PPC

Client Resources

Challenges

ROI Challenge

OngoingTime

Search engine results

Knowledge Graph

Organic Results

Paid Ads

Search engine results

Paid Ads

Organic Results

Knowledge Graph

Paid Ads

Visibility

• Quality– Position 1– Positions 2-10– Position 11-20– Position 21-30

• Insights by Engine

• Keywords– Which keywords are most

visible?– Branded vs. Non-Branded

Position 1

Positions 2-10

Page 1

Page 2

Page 3

Anatomy of an organic listing search result

TitleURLDescription

All organic search listing results will include a:

Character LimitTitle: 55 characters or 512 pixelsDescription: 140 characters

Enhanced Organic Listing Elements

Rich Snippets

Sitelinks

Breadcrumb

How Search Engines Work

•Search engines take account over 200 factor to rank your site

• This includes everything from, location, previous searches, content & links and many other factors

SEO Pillars

Technical

Content

Linking

Social Influence

SEO Performance

Technical pillarTechnical Content Linking Social

Influence

Crawlability = search engines’ ability to crawl and index the pages on your site

1. Remove technical barriers:• User Input Requirements• Poor navigation• Robots.txt or blocked content• Broken links• Content inside an image• Heavy use of Flash/AJAX

2. Use Search-friendly code and design for optimum crawlability• HTML based content• Text-based navigation• Global footer• Text links• In-line linking• XML Sitemap

TECHNICAL: Best Practices

What the Search Engine Sees

What the User Sees

Technical SEO strategy

Google can not view this video.

To make up for this Moz included all the content in the video in text format

Google can not see this image, solve this issue by using a img alt tag.

Content pillar Technical Content Linking Social Influence

CONTENT: Definition

http://socialbarrel.com/content-marketing-social-media-seo-3-things-need-boost-website-infographic-insights

/

CONTENT: On-the-Page Factors

Title: The most important of on-page keyword elements, the page title should preferably employ the keyword term/phrase as the first word(s). 

Meta Description: The meta description is an important place to use the target term/phrase due to the "bolding" that occurs in the visual snippet of the search results. Usage has also been shown to help boost click-through rate, thus increasing the traffic derived from any ranking position.

H1 Headline: Use the H1 tag as the headline of the page utilizing the targeted keyword term/phrase.

Alt Attribute: It is important to use a graphic image/photo/illustration on important keyword-targeted pages with the term/phrase employed in the alt attribute of the img tag.

Links in Content vs. Permanent Navigation: Employing links to pages in the body content rather than in permanent navigation may potentially provide some benefit.

Keyword Theme:Pages content should be written to include the primary keyword phrase at least once with additional variations of their keyword phrase carried through out the body copy. Page copy of this nature ensures the engines understand the meaning of the page

Info Graphic by SEOmoz

Content is King

Linking pillar Technical Content Linking Social Influence

Benefits:SEO Rankings: • Chief factor affecting visibility

success• Outside validation of web

content

Traffic/Impressions: • Direct traffic benefits and

essential page views

 Indexing: • Linking helps search engines

crawl and find web pages

LINKING: What’s Important?

External Link = A link pointing to a destination page located on a different domain than the source page

Be Aware Of Who Is Linking To You

Social Pillar Technical Content LinkingSocial

Influence

SOCIAL: Influence Pillar

Profile Optimizatio

n

Website Integration

Content Best

Practices

Linking Best

Practices

How do we measure SEO

Common Tool Used TO Measure SEO•Google Analytics•Google Webmaster Tools

Other Tools•Moz•Brightedge•Raven Tools

Questions?