seo basic training 2013 edition
DESCRIPTION
Ready to dive into search engine optimization? Here are the basics you should know in 2013 to get started.TRANSCRIPT
SEO Basic Training2013 Edition@chriscountey
How Does Google Work?• Programs, called spiders, navigate the web by hopping from
link to link. This is called a crawl.
@chriscountey SEO Basic Training 2013
How Does Google Work?• Google sorts what it finds by content and other factors, and
stores this data in the index (over 100 GB of data)
@chriscountey SEO Basic Training 2013
How Does Google Work?• When you do a search, algorithms try to understand your
intent:• Do – Google thinks you want to do something, such as purchase a
product (example: pizza)• Know – Google believes you are doing research (example: Charles
Dickens)• Go – Google thinks you are looking for something specific on a
brand’s website and will do a site search (example: Sony)
@chriscountey SEO Basic Training 2013
How Does Google Work?• Based on your keyword and perceived intent, Google retrieves
relevant documents from the index (database).• Google then ranks the results based on over 200 signals.• Site & Page Quality• Freshness• SafeSearch• User Context• Translation• Universal Search
@chriscountey SEO Basic Training 2013
Positive Ranking Factors• Relevant Content – is the page about the keyword (which can
be multiple words) ?• Links• Power of the site they came from• Relevance of the site they came from• Anchor text of the link
• Freshness – How often a site is updated is believed to be a signal that influences rank. Consistently-updated sites can be seen as more relevant than sites that haven’t changed in months or years.
@chriscountey SEO Basic Training 2013
Negative Ranking Factors• Google is constantly updating its algorithms to combat
different forms of spam.• Parked domains• Unnatural links• Scraping• Cloaking• Hidden text and keyword stuffing• User-generated spam• Thin content• Hacked sites
@chriscountey SEO Basic Training 2013
Negative Ranking Factors• Sometimes Google (or the SEO community) names updates
that really shake thinks up• Penguin• Panda• Florida• Boston• Big Daddy• Caffeine
• The first documented update was in 2002
@chriscountey SEO Basic Training 2013
How to Improve Rank
• Indexation•Appear in Google’s database•Content•Be relevant for searches•Authority•Outrank competitors
@chriscountey SEO Basic Training 2013
Indexation & Representation
• You can’t rank for squat if your pages aren’t indexed• Ensure that only 1 version of each page is being
indexed• Ensure that your pages are displaying the
information that will help you get a click• Take advantage of all available SERP
enhancements to make your result stand out
@chriscountey SEO Basic Training 2013
Site Search• Start with a site: search on Google.com as a quick way to
identify major indexing issues
@chriscountey SEO Basic Training 2013
Robots.txt• Check the robots.txt file to see if anything important is being
disallowed (blocked)
http://www.koozai.com/blog/search-marketing/a-brief-guide-to-robots-txt-and-five-mistakes-to-avoid/
@chriscountey SEO Basic Training 2013
Screaming Frog• Use Screaming Frog to crawl your website and look for the
nonindex meta tag• Crawl the site• Sort by Meta Data 1
@chriscountey SEO Basic Training 2013
There Can Should Be Only One• Ensure that only 1 version of each page is being indexed• Unless you instruct Google otherwise, it will index every version
of every page it finds• Don’t dilute your link flow by splitting PageRank between
multiple versions of the same page• Check for different versions of your home page (Google considers
these all unique!)• www.webimax.com• webimax.com• www.webimax.com/index.php• webimax.com/index.php
@chriscountey SEO Basic Training 2013
Canonical URLs• Set up canonical URLs• Redirect www to non-www URLs or vice versa; just be consistent• Mobile site? Set the canonical URLs to the main site• Pages in another language? Use the hreflang element
http://www.mattcutts.com/blog/seo-advice-url-canonicalization/
@chriscountey SEO Basic Training 2013
Click-through Rate• Ensure that your pages are displaying the information that will
help you get a click• Optimize page titles and meta descriptions
• Title: Include those keywords!• Description: Include keywords and write as a call to action
@chriscountey SEO Basic Training 2013
Rich Snippets• Take advantage of all available SERP enhancements to make
your result stand out• Use rich snippets
@chriscountey SEO Basic Training 2013
Google Authorship• Set up Google Authorship
@chriscountey SEO Basic Training 2013
Natural Links > Built Links• Creating content that includes keywords is important on a
technical level, but it needs to be link-worthy, too• Pages are not just places to stuff keywords; they have multiple
jobs:• Attract links and social shares• Convert readers into customers• Promote brand awareness• Start conversations
• Creating something great and promoting it is a better investment than creating something mediocre for search engines and then forcing links
@chriscountey
@chriscountey SEO Basic Training 2013
Links Are King• Links are still considered by many to be the most important
element in improving search visibility• Building links manually is an option, but has its drawbacks• It’s unnatural (and Google is on to it!)• It’s inefficient• It’s not very scalable• It has risks of actually hurting rank• It does not force you to address the underlying issue of why your
site isn’t getting links on its own
https://support.google.com/webmasters/answer/66356?hl=en&ctx=NCUI
@chriscountey SEO Basic Training 2013
Websites, Y U No Link?• Common reasons why no one is
linking to your content• It’s not unique• It doesn’t answer any questions• It doesn’t invoke an emotional
response• The design sucks• It doesn’t meet a need• No one knows about it
@chriscountey SEO Basic Training 2013
Build a Site Persona• Create something beautiful, useful and unique!• There’s more to it than this, but here is one way to start
thinking about content:• Identify a site in your client’s niche you’d love to get a link from• What kinds of stories/posts/videos do they create?• What is the tone of their posts? Humorous? Serious?• What are their most popular pages?• Do they have external links in their posts? Where do they go?• Who’s the person in charge of the site?• How can we contact them? Twitter? Email? Phone?
@chriscountey SEO Basic Training 2013
Brainstorm All The Things• Build a site persona• Identify a need or gap in their content• Determine if you need to build something new or if you can
enhance an existing page• Brainstorm: the more ideas the better• Build it• Ship it• Promote it• Measure it• Learn from it
@chriscountey SEO Basic Training 2013
Content Ideas• Awards• Be First• Competitions• Design• Egobait• Freebies• Guest Linkbait• How-to, Instructions and Tutorials• Interviews• Jokes• Kindness• Lists• News• Opinion• Photos and Comics• Quizzes and Surveys• Research Findings• Stories• Tools• User-Generated Linkbait• Videos• Year Summaries
http://www.distilled.net/linkbait-guide/
@chriscountey SEO Basic Training 2013
Feed The Robots• Google is smart, but it still needs our help. After you create
your awesome piece of linkbait, don’t forget to optimize it• Include keywords in the following places
• Page title• URL• In copy• In <strong> tags• In image names and alt tags• In anchors
@chriscountey SEO Basic Training 2013
Promote It• Creating a linkable asset isn’t enough: you need to get the
word out about it• Contact the website you originally profiled as well as sites that
link to it• Use Link Prospector to find new sites that may promote or link
to your content• Use Buzzstream to scrape the contact information from the
sites you find and to manage outreach; A/B test your emails and pick up the phone when a number is available
http://pointblankseo.com/buzzstream-outreach
@chriscountey SEO Basic Training 2013
Recap• Google discovers pages by crawling the web• Google stores pages and retrieves them based on intent and
relevancy• Google ranks pages based on over 200 factors• Google combats spam 24/7 and with manual action• Build something worth linking to• Optimize it, promote it and measure it
@chriscountey SEO Basic Training 2013