seo 101: finding yourself – mobilizing the public 2017
TRANSCRIPT
SEO 101: Finding Yourself
What is SEO 01Topics not keywords 02
Into the SERP and On Page SEO 03Content 04
Technical SEO 050607Q&A
Links
What is SEO anyway?
Visibility
Relevance
Authority
Search Engines Explained
Crawling
Indexing
Ranking
RankBrain (2016)
Machine learning for relevance
Topics, not keywordsCreating Content for Users
Old way
My Dog
My dog’s name is Alfred. He’s a great dog. Some small
dogs are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously
consider jamming him in the microwave. But that dog is so damned adorable I just can't wedge him in there.
New way
My Dog
My dog’s name is Alfred. He’s a great pup. Some small
breeds are yappy. Not Alfred. He’s a total prince. Except
when he pees everywhere. And chases the cats. And wakes me up at 3am. Actually, sometimes I seriously
consider jamming the mutt in the microwave. But he's so damned adorable I just can't wedge him in there.
Into the SERP
Search Engine Results PageOrSERP
Desktop
Mobile
Ads
Sold at auction
PPC
AdWords
Bing Ads
25% of all clicks
Knowledge Graph
Impossible to buy
Google decides
Organic
Local Pack Results
Organic
Requires Google My Business account
Organic rankings
Impossible to buy
1000s of factors
75% of all clicks
Title tag
Meta Description
URL
Sitelinks
Meta Data
On Page Elements
Title Tag
65 characters or less
Contains the target keyword or question
Meta Description
156 characters or less
Contains the target keyword or question
Encourage clicks
Image ALT Tags
Tools: Portent SEO Page Review Plugin
Content
Blog posts
Everything is Content
Informational resources (whitepapers, studies, infographics, etc)
Videos and images
On page content (About Us, What We Do, etc)
Tools: Answer the Public
Canonicalization/Duplication
Panda (2011)
“Thin” content devalued
Navigation and UX of Content Blank Sheet of Paper Test
Technical SEO
Site Speed
Tools: Webpage Test
Optimize Images
Use the right file format
Use JPG for photographs and photographic images
Use PNG for line art, logos, etc.
12 kb 22 kb
PNG JPG
Compress Images
Tools: ImageOptim
Compress before uploading
1.4 MB
266 KB
Response codesThree little digits that control your site
Good
PagePage
200
OK
PagePage
301
Page
Authority OK for now
But decays
I’m gone forever. Please
move on.
Not OK
PagePage
302
Page
I’ll be back.
Google passes no authority
Oy
PagePage
redirect
Page
Higgledy-piggledy
Page
redirect
A url that doesn’t exist
Server response
Tool: httpstatus.io
Good
Good
Good
Good
Bad
Links
Make use of what you have.
Google Search Console
Crawl Error Report
Find Broken URLS… Get New Links!
Penguin (2012)
Spammy links devalued
Tools and Resources: https://www.portent.co/finding-yourself
Q&A
thank you