presentation seo-boost-sldshr-sm
DESCRIPTION
Search Engine Optimization and usability basics, tips and resources. Presentation was delivered to the Canadian Association of Women Executives and Entrepreneurs (CAWEE.net) in January 2014.TRANSCRIPT
Listen – Target – Help– Mobile
(Search Engine Optimization)
WHY AND HOW
Unless you like pu7ng lips8ck on pigs
SEO dovetails with usability Targeted
Compelling copy
Easily accessed
Call to action.
“Don’t Make Me Think”
MARKETING MIX
Inbound SEO Permission
“Build it and they will come”?
lead genera,on? brand recogni,on? customer loyalty? informa,on? sales? fun?
TARGET IS KEY
As in keyword…
Your best clients are
your target market
ONSITE SEO -‐ content code, layout, internal links
OFFSITE SEO -‐ inbound links, social signals
TRACKING AND KEYWORD RESEARCH
Plenty of distrac8on, if 8me is limited focus on
Do you ever hear it? or it?
ANALYTICS - stats
ANALYTICS - flow
!
“…make sure that you’ve got high-‐quality content, the sort of content that people really enjoy, that’s compelling, the sort of thing that they’ll love to read that you might see in a magazine or in a book, and that people would
refer back to, or send friends to, those sorts of things…”
– MaR CuRs (Head of Google Webspam)
~Wired ar8cle
WEBSITE Hub
SOCIAL MEDIA Amplifier
EMAIL MARKETING Top of mind Permission Maintaining / building rela8onships
TOO GOOD TO BE TRUE?
SNAKE OIL!
CHECKLIST
• Targeted Keywords – Title, URL, Headline, First paragraph, (users’ words, not yours)
• Images -‐ Title and Alt Tags – Important text in html – Text locked in images is useless – Images – Titles and alt tags
• Duplica,on bad / Redundancy good • Meta tags • Site op,miza,on – separate page for each unique topic • Mobile ready -‐ responsive • Video
– YouTube -‐ #2 search engine. – Add transcript = add SEO edge
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WORDPRESS SEO - Yoast
CHECKLIST cont’d
• COMPELLING Does copy make users click, try or buy? • READABLE
Non ‘salesy’ -‐ Users Deeper indexable -‐ Search Engines
• NICHE Niche and nichey. Did I men8on niche?
• PR Useful to get the word out but no longer SEO nirvana • KeywordsTricks?
No big green buRon) Stuffing? Duplicate content?
– A puppy dies every 8me you do it!
• Redirects Bad except to move changing site structure or URL unifica8on – use 301s
LEARNING CURVE?
Crea,ng copy is the largest commitment
-‐ develop a habit of SEO mindset while crea8ng & publishing
hRp://www.ted.com/talks/maR_cuRs_try_something_new_for_30_days.html
Consistency pays off: • Tweak, Add content, Build inbound, Refine, Update, Tes8monials
… Make it easy to share! • Install social sharing widgets. -‐ follow and share
• Add "Tweet This" links ….. get your content out there!
"You don't have to be great to start,
but you have to start to be great."
~Zig Ziglar
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FAVOURITE GO-TO RESOURCES
GENERAL hRp://www.marke8ngprofs.com/
hRp://www.marke8ngsherpa.com/ hRp://blog.kissmetrics.com/ hRp://moz.com/learn/seo
hRp://searchengineland.com/ hRp://blog.hubspot.com hRp://yoast.com/ hRp://searchenginewatch.com/ hRp://www.searchenginejournal.com/ hRp://www.ducRapemarke8ng.com/
hRp://www.upassoc.org/ hRp://www.usabilityprofessionals.org/ hRp://www.humanfactors.com/
hRp://www.constantcontact.com/ learning-‐center/webinars/live/index.jsp
HOSTING hRp://www.bluehost.com -‐ Bluehost hRp://rackspace.com -‐ Rackspace LEARNING hRp://teamtreehouse.com/ -‐ Treehouse hRp://ladieslearningcode.com/ -‐ Ladies Learning Code hRp://girlgeekstoronto.com/ -‐ Girl Geeks Toronto hRp://2013.toronto.wordcamp.org/ -‐ WordCamp hRp://www.wpuniversity.com/ -‐ WP University EMAILMARKETING hRp://www.constantcontact.com -‐ Constant Contact
ANALYTICS hRp://www.kaushik.net/ -‐ Occam’s Razor hRp://www.lunametrics.com/blog/ -‐ Lunmetrics hRp://www.clickinsight.ca/ -‐ ClickInsight
ACCESSIBILITY hRp://inclusivemedia.ca/ hRp://www.w3.org/standards/webdesign/accessibility hRp://www.nngroup.com
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FUN WITH SEARCH hRp://www.google.com/trends/zeitgeist/2013/globe hRp://ubersuggest.org/
HOW DOES GOOGLE SEARCH WORK? hRp://www.youtube.com/watch?v=KyCYyoGusqs
301 REDIRECT (moving or restructuring) hRp://www.webconfs.com/how-‐to-‐redirect-‐a-‐webpage.php
TOOLS to TRACK inbound links and keywords • hRp://www.majes8cseo.com/ • hRp://www.opensiteexplorer.org/ • hRp://siteexplorer.search.yahoo.com/ • hRps://adwords.google.com/ko/KeywordPlanner/ • hRp://www.wordtracker.com/
PERSONAS hRp://www.marke8ngprofs.com/marke8ng/online-‐seminars/474#!
VIDEO From Wordcamp video presenta8on • hRp://richardgmar8n.me/online-‐video/online-‐video-‐marke8ng-‐best-‐prac8ces/
SITE PERFORMANCEhRp://econsultancy.com/blog/63962-‐2014-‐the-‐mobile-‐seo-‐8mebomb?utm_campaign=bloglikes&utm_medium=socialnetwork&utm_source=facebook&goback=%2Egde_4582891_member_5826358590075592706#%21
MORE HELPFUL RESOURCES
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HELPFUL RESOURCES cont’d
• hRp://www.kaushik.net/avinash/secure-‐search-‐not-‐provided-‐keyword-‐analysis-‐data-‐sources/#keyworddataalterna8ves
• hRp://www.seobook.com • hRp://webdesign.about.com • hRp://www.w3.org • hRp://www.email-‐marke8ng-‐reports.com/basics/why.htm • hRp://www.constantcontact.com/learning-‐center/webinars/live/index.jsp • hRps://www.rebelmouse.com/ • hRp://blog.hubspot.com • hRp://searchenginewatch.com/ar8cle/2169476/The-‐Hierarchy-‐of-‐Web-‐Presence-‐Op8miza8on • hRp://www.searchenginejournal.com/google-‐hummingbird-‐means-‐online-‐marketers-‐seo/ • hRps://support.google.com/analy8cs/answer/1033867?hl=en&rd=1 • hRps://support.twiRer.com/ar8cles/76460-‐using-‐twiRer-‐lists • social_networking_consumer/the-‐art-‐of-‐twee8ng-‐dos-‐and-‐donts/240157863 • hRp://www.forbes.com/sites/chris8necomaford/2013/09/29/become-‐a-‐social-‐media-‐rock-‐star-‐
in-‐4-‐easy-‐steps-‐infographic/ • hRp://www.ducRapemarke8ng.com/blog/2012/10/09/on-‐page-‐seo-‐factors/
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