seo best practices, tips & tricks. presented by kristine schachinger [email protected]...

SEO Best Practices, Tips & Tricks. Presented by Kristine Schachinger [email protected] [email protected] @schachin

What is SEO? SEARCH ENGINE OPTIMIZATION (or SEM - SEARCH ENGINE MARKETING )

Visibility

Visibility Everywhere

SEO is about visibility Across Platforms and cats

Ok maybe not cats.. So what is it?

You might hear what we do called.. SEO (or SEM) OR - Inbound Marketing (and/or) - Online Marketing (and/or) - Digital Marketing (and/or) - Website Marketing (and/or)

Or less relevant, but still used - Marketing (and/or) - Multi-Media Marketing (and/or) - Web Marketing (and/or)

Also called.. - Voodoo (and/or) - Magic (and/or) - Bovine Feces (and/or)

Is this because we are

No but it is complicated What we do is about visibility

http://searchengineland.com/seotable And all this is about visibility

AND! Not just these factors, but geolocalization personalization mobile device type etc. all affect positioning positioning affects traffic coming into your site

AND! Traffic = Money or at least the right traffic.

So SEO how do we define it?

SEO = Search Experience Optimization https://www.youtube.com/watch?v=ZStQhWx8YPc Until we settle on something else However they do

If we want organic visibility this Search Experience Optimization?

SEO is which part of these things? Where does SEO come into the decision making process Hosting? Site Set-Up? Platform Choice? CMS Tool Selection? (Content Management System) Site Design? Site Code? Site Architecture? Content Choices? Content Writing? Content Implementation? Authorship? Blogging? Social Media Choices? Social Media Activity? Advertising? Changes to the Website Post Launch?

SEO is which part of these things? Where does SEO come into the decision making process

What else?

SEO is which part of these things? Where does SEO come into the decision making process Press Releases White Papers Newspaper Mentions Articles Interviews Industry Publications Partnership Mentions Anywhere your Strategic Players, Domain or Company Name appears. Including Google Places, Yelp, anywhere you list your company. These are called citations Important NOTE make sure all these are exactly the same These are all link building opportunities.

So while your website is still a thought

Your SEO Plan should not be

All of These

Best Practices, Tips & Tricks

First how does it work?

The basics What is Indexing vs Ranking

Indexing is The term "indexing" is used to describe the process that search engine's carry out to firstly find your site, then secondly "digest" the content of your site. This is the way that search engines gather information about your site in order to "score" each page using their ranking algorithm. ~ http://www.eflaunt.com/seo-glossary/indexing.htm

Ranking is Different to a search engine listing because a listing means the site appears anywhere on the list. Ranking relates to exactly where on the list it appears. Closer to the top means it has a higher ranking. A critical consideration in having your website found on the internet.... ~ http://www.buddydesigns.com/web-terms-internet-terminology.html

And where does this happen?

Right now it means optimizing your site primarily for

BUT KEEP AN EYE OUT for this one It was at 7% share in 2011 Today 20%...

http://www.comscore.com/Insights/Press_Releases/2014/3/comScore_Releases_February_2014_U.S._Search_Engine_Rankings

So whats important While there are over 500 main points on the algorithm.. These are your top 3. 1.Content 2.Technical 3.Links

Content

SEO Best Practices. Content Links are Dead Content ONLY Approach If you build it, they will come MYTHS

Content and SEO Giving users information that they need/want on your site in order to make your site an online resource that users will want to engage with and link to over other sites in your industry or vertical. And optimizing that content to be found in the search engine. Content is one of the most important aspects of SEO. BUT Content is not the only SEO. Content and SEO is about.

Content and SEO The Five SEO Qualities of Content Content Quality Content written well Over 600 words (most pages) On topic In depth coverage of topic Content Research Content Words Content Engagement Content Freshness http://searchengineland.com/guide/seo/content-search-engine-ranking

The Five SEO Qualities of Content Content Quality Content Research Keywords (Search Queries) How would people find your content Making sure to include variations Content Words Content Engagement Content Freshness http://searchengineland.com/guide/seo/content-search-engine-ranking Content and SEO

The Five SEO Qualities of Content Content Quality Content Research Content Words Including these in your content Add these after you have written your content Make sure to include in your meta tags Content Engagement Content Freshness http://searchengineland.com/guide/seo/content-search-engine-ranking Content and SEO

The Five SEO Qualities of Content Content Quality Content Research Content Words Content Engagement Content should engage your user Is your content sticky? Do people link to your content? Do people share your content? Content Freshness http://searchengineland.com/guide/seo/content-search-engine-ranking Content and SEO

. The Five SEO Qualities of Content Content Quality Content Research Content Words Content Engagement Content Freshness MYTH NEEDED on all sites (based on site type) However, there is Query Deserved Freshness (QDF) Query Deserved FreshnessQDF Meaning a term may have a need for freshness, if you provide this you get a boost in positioning. http://searchengineland.com/guide/seo/content-search-engine-ranking Content and SEO

Technical

Not Important ITs Issue Can Wait MYTHS

Technical SEO is related to your sites Hosting Domains and Subdomains Redirects (Type and Use) Codebase Text to Code Ratios Crawlability Response Codes Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Are you using Shared, Dedicated, Cloud, Grid, Virtual Dedicated? Are you Caching your site pages? Are you using compression? What about CDNs (Content Delivery Networks)? Domains and Subdomains Redirects (Type and Use) Codebase Text to Code Ratios Crawlability Response Codes Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Are you using subdomains? What reason? What is their health? Is your domain redirecting properly? Most common error. www. And non www + index or default pages all work This is a duplicate content issue for your site. Redirects (Type and Use) Codebase Text to Code Ratios Crawlability Response Codes Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Redirects (Type and Use) Are you using proper redirects? 301 vs 302 301 is a permanent redirect for page moves, removal or URL changes. ALMOST ALWAYS USE THIS. Carries your link values. 302 is a temporary change. Codebase Text to Code Ratios Crawlability Response Codes Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Redirects (Type and Use) Codebase Are you using proper coding techniques? Is your HTML clean of inline CSS and JavaScript? Do you pass the W3C validator? NOTE Google does not require passing W3C validation, but by passing W3C validation you meet many of Googles algorithmic points. Text to Code Ratios Crawlability Response Codes Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Redirects (Type and Use) Codebase Text to Code Ratios How clean is your code? Do you have very little text to a lot of code? Crawlability Response Codes Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Redirects (Type and Use) Codebase Text to Code Ratios Crawlability Response Codes Are your pages sending a 200 ok response code? If not why not? If your page is removed are you returning a good 404 page? (Page Not Found) with navigation for users? Page Speed Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Redirects (Type and Use) Codebase Text to Code Ratios Crawlability Response Codes Page Speed How fast are your pages downloading? Is your Google Page Insights score over 90? Have you tested your desktop and mobile speeds? Mobile Implementation Etc. Technical SEO

Technical SEO is related to your sites Hosting/Server Set-Up/Admin Domains and Subdomains Redirects (Type and Use) Codebase Text to Code Ratios Crawlability Response Codes Page Speed Mobile Implementation Are you still using M. (STOP!) Are you using responsive? What is your page speed? VERY IMPORTANT IN MOBILE. Etc. Technical SEO

You Dont Need Links Links Are Cheap Links Are Bad MYTHS

Links Tell Google People Like You Well at least your website

What are Links?. There are links Google thinks are good and ones they think are bad What else goes into making a link profile good Link Types Link Strength Link Acquisition Rate Number of Links from A Site Anchor Text of the Link IP Diversity Class Diversity

What are Links? Links are a vote for your sites relevance and popularity online. When a site links to you Google sees it as a vote for your site. There are links Google thinks are good and ones they think are bad Good Links Natural links links you received because someone liked your site and decided to place a link on their site (or web property) to you. Bad Links Everything else anything that is not natural Realistically natural links only get you so far, so what is a site to do?

What are Links? Links are a vote for your sites relevance and popularity online. When a site links to you Google sees it as a vote for your site. There are links Google thinks are good and ones they think are bad Realistic good and bad links. Bad Links Link Buying Guest Blogging on Irrelevant Sites Article Directories Unmoderated Directories Forums Etc Good Links Moderated Directories Journal Publications Articles in Reputable Ezines etc

Google Slammed What if you do it wrong?

Penalties & Algorithm Devaluations hmmm What are they?

Penalties What a Cliff Reaction Typically Looks Like Easier to detect. Can be other things, but more likely than not a penalty. To be sure it is a penalty, must be tied to an update release date.

Penalties What a Slope Reaction Typically Looks Like Harder to detect. Can be other things, but more likely than not a penalty. To be sure it is a penalty, must be tied to an update release date and Have other indicators present. Best to have an expert audit your site.

Google Penalties. Manual Penalties. These penalties are when a Google reviewer has seen your site and manually devalues your site. The devaluation can be at the Keyword Page URL Or Domain Level

Google Manual Penalties. Manual Penalties. The penalty can be site wide or partial.

Google Manual Penalties. Manual Penalties. The penalty can be site wide or partial. https://support.google.com/webmasters/answer/2604824?hl=en

Google Manual Penalties. Manual Penalties. Recovery. What makes these difficult to recover from is a Google reviewer decides if the work you have done and the reconsideration request you have submitted is enough work to remove your penalty. If not the reviewer may leave the penalty on the site.

Google Penalties. Algorithmic Devaluations Penalties. These penalties are when a Google Algorithm has visited your site and algorithmically devalues your site. The devaluation can be at the Keyword Page URL Or Domain Level Algorithms

Googe Algorithmic Penalties. Algorithmic Penalties. Recovery. These are mathematical. Google prefers these, since they are neutral and penalize any site. The benefit is the algorithm decides if you met the requirements of the algorithm the algorithm will reinstate your site when it returns. The detriment is you can wait a long time for the algorithm to return. Until it does there is NO RECOVERY. PenaltiesAlgorithms

What are they? Algorithmic release updates you can use to help detect site penalty issues. These releases are updates aimed at a certain webspam issue. SEOMoz or now Moz has the best update calendar. http://moz.com/google-algorithm-change PenaltiesAlgorithms

Penguin is the over-optimization and unnatural links penalty. Penguin Algorithms

Panda is now part of the main algorithm and no longer has release dates. Panda is the thin or poor quality content update. Panda Algorithms

Yes! You can be hit by more than one at the same time. Never assume. Algorithms & Penalties Can you have more than one?

Penalties How do they work?

Algorithms Can make you look like this guy

Google Hits You With A Nose Dive! TIP! ACT FAST! Do not wait. Quick action can save your site.

You Were Very Bad! You bought spammy links. You did not fix your penalty. Ouch! Hit again! Tip! Unless you abandon your site. ALWAYS FIX YOUR PENALTIES. It is like swimming with leg weights on.

Google assumes you are using black hat techniques and gives you a penalty. Often you get hit with the Penguin Algorithmic Penalty. However, the penalty can be manual or one of many algorithmic kinds. What happened? You Were Very Bad In Googles Eyes..

What Else?

Was based on Freebase now on Wikidata Schema & The Knowledge Graph

What is the Knowledge Graph? Right Side Display

Carousel Music Schema & The Knowledge Graph

Info Box Schema & The Knowledge Graph

Scraping and Schema (Schema.org) Schema & The Knowledge Graph

https://schema.org/docs/gs.html Schema & The Knowledge Graph

Where does it come from? Scraping and Schema. (Schema.org) What is Schema.org? This site provides a collection of schemas that webmasters can use to markup HTML pages in ways recognized by major search providers, and that can also be used for structured data interoperability (e.g. in JSON). Search engines including Bing, Google, Yahoo! and Yandex rely on this markup to improve the display of search results, making it easier for people to find the right Web pages. Schema & The Knowledge Graph

Where does it come from? Schema & The Knowledge Graph

Dilemma Schema Paradox Do you use structured data that Google uses to scrape your site or do you not? Schema & The Knowledge Graph

SEO Best Practices, Tips & Tricks. Presented by Kristine Schachinger [email protected] [email protected] @schachin

seo best practices, tips & tricks. presented by kristine schachinger [email protected]...

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