seo best practices: hitting the low hanging fruit
DESCRIPTION
Maybe you don’t even know what Search Engine Optimization (SEO) is? Search Engines are the first place that nearly everyone goes when looking for something. Having your site displayed at the top of results for relevant searches is a powerful way to get visitors to your website. In a sense it’s a way to provide free traffic to your site. Also because when people search, they are usually looking for a specific thing being and able to provide it to them you are gaining a relevant visitor.TRANSCRIPT
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SEO Best PracticesHitting the Low Hanging Fruit
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.com
doteduguru.comhubspot.comnuCloud.com
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No Need To Take Notes
doteduguru.comdoteduguru.com/seo
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Why Am I Talking to You?
?
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What I Do?
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If a tree falls in a forest and noone is around to hear it, does it
make a sound?
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If people can’t find it,does it matter?
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234Annoying
Salesperson
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Inbound Marketing
Blog SEO Social Media
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Inbound Marketing Process
Measure
Convert
Get FoundTools• Content Mgmt• Blogging• Social Media• SEO
• Offers / CTAs• Landing
Pages• Emails• Lead Intel
• Analytics
Process• Publish• Optimize• Promote
• Target• Capture• Nurture
• Test• Analyze• Repeat
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What SEO is NOT
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SEO is Usability and Accessibility
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Search Engine Crawlers are your blindest users
GoogleYahoo Microsoft
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By the Numbers (on one site)• 30% of traffic is delivered by Search
Engines
• 82% of that traffic is delivered by Google
• On a large school website w/ 1,000,000 visits per month that is 300,000 visitors
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Search Engine Optimization
3,000 searches per second• Publish more content• Optimize your content• Promote your content
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Marketing Spend
Organic 88% of clicks @ $1.5 billion
PPC 12% of clicks @ $18 billion
Tip – allocate your resources in the right place.
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Are you optimized to get that traffic?
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It All Starts With Keywords
• “It’s NOT about what you want or what you call it, it is about what people are actually looking for.”
• “Nobody cares about your products (except you)” – David Meerman Scott
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LONG TAIL SEOaccounts for 70% of searches
HIGH COST & COMPETITION
LOW COST & RISK
LOW PROBABILITY OF CONVERSION
HIGH PROBABILITY OF CONVERSION
1 Word Phrases“shoes”
2-3 Word Phrases“mens shoes”
More descriptive Phrases“Nike mens running shoes”
Key Phrase Curve
Yields average of 36% conversion
rate
It All Starts With Keywords
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Long Tail Keywords
• List of Boston Massachusetts Private School• Boston Massachusetts Private School• Massachusetts Private School• Private School• School
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Search Trends
Ask = informational
Bing = transactional Yahoo = navigational
Google = commercial investigation
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Keyword Research
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Adwords Keyword Tool
https://adwords.google.com/select/KeywordToolExternal
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reference/authorityon-page SEOhow people use your site
20%
15%65%
An SEO Breakdown
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Powerful Keyword Tools
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Two Parts of SEO
On-Page Off-Page
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PageTitle
MetaDescription
MetaKeywords
URL
Headers
On-Page Optimization
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Page Title
• Describe The Page• Include Keywords• 70 Character Limit
PageTitle
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URL
• Describe The Page• Include Keywords• A Dynamic URL is hard to understand
• What are the following two pages about?• http://tomahawktake.com/2009/04/11/game-no-5-recap-braves-5-nation
als-3/• http://mlb.mlb.com/news/article.jsp?ymd=20090411&content_id=42259
72&vkey=recap&fext=.jsp&c_id=mlb
URL
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Headers• Semantic Markup• Include Keywords• Describe sections of the Page
Headers
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Example: UsingHeaders in Word
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Meta Description & Keywords
• Unique for Each Page• Only Viewable in Source• Meta Description limit 150 characters• Meta Keyword limit 10 keywords max
MetaDescription
MetaKeywords
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Off-Page Optimization
We’ve all heard Content is King, so Links must be the Queen?
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Off-Page Optimization
1. Inbound Links2. Site Authority3. Anchor Text
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Inbound Links
• Content Creation Strategy• “If You Build It, They Will Come”
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Publish Content Worth Sharing
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Student Blogs
http://www3.imperial.ac.uk/campus_life/studentblogs
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RSS & Calendar
http://www.allegheny.edu/news/feeds.php http://www.utk.edu/events/events/
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Site Authority
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Anchor Text Count!
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What are those buildings called?
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What are people looking for?
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What are people looking for?
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Getting Ranked
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Search Call To Actions
Page Title and Meta Description are all you get in search results. Make sure that they count.
Page Title
Meta Description
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Content is More Important than Design!
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Importance of Relevance
Being able to easily update content is more important than flashy complicated graphics
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Navigation Helps SEO
• Usability• Cross Linking Content• Sitemap• Footer
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Web Analytics Helps SEO
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Internal Site Search
SEO also helps with your Internal Site Searchand good for Keyword Research
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Visits By Keywords
Know what keywords you are already getting
search traffic from
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Web Analytics Helps SEO
Quickly make sure your page titles are
optimized
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Web Analytics Helps SEO
Scan referral sources to see where you are
getting links from
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404 Pages
404 Reporting tells you where you are
failing to better optimize your site
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301 Redirects
• (Almost) Always use 301 Redirects because they pass search authority
http://delicious.com/jameskm03/301redirects
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URL Canonicalization
• Avoid “Double Vision”• Every page on your site becomes duplicate
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Splash Screens
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Flash Websites
• Flash should add not dominate• Search Engines aren’t very good at reading flash
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SEO Tools
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The Lynx Browser
http://bit.ly/lynx
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SEO Book Toolbar
• The Only Firefox Toolbar you will need for SEO• Competitive Research• Keyword Research• Link Information• Rank Checker• Page X-Ray• More…
http://tools.seobook.com/seo-toolbar/
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Create
Optimize
Link
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Final Thoughts
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SEO is NOT a sprint… it’s a Marathon
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Help People FindYour Buried Treasure
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Additional Reading
• www.seomoz.org/blog
• sphinn.com• searchengineguide.com• searchengineland.com
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SEO Best Practices: Hitting the Low Hanging Fruit
Kyle [email protected]/kylejames
linkedin.com/in/jameskm03
kyle-james.comdoteduguru.com
hubspot.comnuCloud.com
Questions?