seo for beginners: an interactive workshop

Download SEO for Beginners: An Interactive Workshop

Post on 09-May-2015

262 views

Category:

Marketing

0 download

Embed Size (px)

DESCRIPTION

Material covered in Girl Develop It Philly's Introduction to SEO Workshop on May 10th 2014. For more information: http://www.meetup.com/Girl-Develop-It-Philadelphia/events/175843502/ Additional resources can be found here: http://emmastill.com/beginner-seo-resources/

TRANSCRIPT

  • 1.5.10.2014 Intro to SEO: ROCKET YOUR SITE TO THE TOP OF SEARCH RESULTS

2. 22 Welcome! Girl Develop It is here to provide affordable and accessible programs to learn software through mentorship and hands-on instruction. Some rules - We are here for you - Every question is important - Help each other - Have fun 3. 33 Tell us about yourself! Who are you? What do you hope to get out of the class? Whats your favorite word? 4. What well cover today ON-PAGE OPTIMIZATION TECHNICAL SEO LINK BUILDING SOCIAL MEASURING SUCCESS 5. What to expect A BREAK HALFWAY THROUGH WIDE RANGE OF TOPICS HAVE FUN! (PLEASE ASK QUESTIONS) SURVEY 6. Emma Still SEO Account Manager - SEER @mmstll linkedin.com/in/emmastill/ 7. 77 You are business or website owner / marketing or ecomm manager / developer / designer / curious 8. 88 looking to grow your website SALES / FORM SUBMISSIONS / REGISTRATIONS / TRAFFIC 9. Search Landscape PAST, PRESENT AND FUTURE 10. 2014 SEER Interactive | All Rights Reserved Where we want to be 11. 2014 SEER Interactive | All Rights Reserved page 11 ThePast 12. 2014 SEER Interactive | All Rights Reserved page 12 GAINING VISIBILITY BECOMING MORE COMPLEX Knowledge Graph - try it out! bagel vs. english muffin famous jazz composers Britney Spears Toxic Devices Personalization Local try it out! Pizza places HVAC Philadelphia The Present ThePresent 13. 2014 SEER Interactive | All Rights Reserved page 13 FUTURE-PROOFING YOUR STRATEGY Consistency Long-term mindset Integrated marketing Proactive Understand search engines goals The Future TheFuture 14. 2014 SEER Interactive | All Rights Reserved page 14 Search is TheTakeaway One of the most popular online activities Key in the purchase process Always going to be king (glasses, mobile, desktop, etc.) the first interaction point for many of your current and prospective users 15. Understanding how it works HOW DO SEARCH ENGINES RANK A WEBSITE? 16. Search Engine Goals RELEVANCY 17. Search Engine Goals RELEVANCY Fresh, unique, quality content 18. Search Engine Goals RELEVANCY QUALITY 19. Search Engine Goals RELEVANCY QUALITY Technical Mobile URL structure Page speed 20. RELEVANCY QUALITY AUTHORITY Search Engine Goals 21. RELEVANCY QUALITY AUTHORITY Links Citations Social shares and mentions Search Engine Goals 22. How does a website become relevant, quality, and authoritative? 23. 23 Primary Factors ON-PAGE OFF-PAGE IN-PAGE 24. 24 Keyword Research Optimize Build Authority Measure The SEO Process 25. On-Page SEO 26. 2626 On-Page SEO THE THINGS THAT HELP GOOGLE FIND YOUR WEBSITE 27. 2727 On-Page SEO CAN BE SUMMARIZED, IN ITS SIMPLEST FORM AS: KEYWORDS CONTENT META DATA 28. 2014 SEER Interactive | All Rights Reserved page 28 The things people are searching to arrive on your website On-page Keywords / Content / Meta Data 29. 2014 SEER Interactive | All Rights Reserved page 29 On-page Keywords / Content / Meta Data Try it out! Write down what you would type in to Google to find the items above. 30. 2014 SEER Interactive | All Rights Reserved page 30 On-page Keywords / Content / Meta Data Mid ring Midi ring Knuckle ring Mid knuckle ring Half finger rings Champagne glass Champagne flute Wine glass Sparkling wine glasses Toasting flutes Champagne stemware Glass champagne flutes 31. 2014 SEER Interactive | All Rights Reserved page 31 FOUNDATION OF SEO FIGURE OUT WHAT YOUR AUDIENCE IS SEARCHING FOR BEFORE YOU CAN OPTIMIZE FOR IT Keywords / Content / Meta Data On-page Keyword Research Optimize Build Authority Measure 32. 2014 SEER Interactive | All Rights Reserved page 32 Keywords / Content / Meta Data On-page 33. 2014 SEER Interactive | All Rights Reserved page 33 TAKE THESE INTO CONSIDERATION Keywords / Content / Meta Data On-page Relevance Search Volume Competition Seasonality Intent Users Offer Supply Revenue Business Ranking Content SERP Landscape Status 34. 2014 SEER Interactive | All Rights Reserved page 34 OPTIMIZE EXISTING / CREATE NEW Keywords / Content / Meta Data On-page 35. 3535 Clarifying content WORDS ON A PAGE VIDEOS INFOGRAPHICS BLOG POSTS WHITE PAPERS CALCULATORS OR WIDGETS IMAGES ETC. 36. 2014 SEER Interactive | All Rights Reserved page 36 Content - DONT DO THIS On-page 37. 2014 SEER Interactive | All Rights Reserved page 37 On-page Content - DONT DO THIS 38. 2014 SEER Interactive | All Rights Reserved page 38 Content - DO THIS On-page 39. 2014 SEER Interactive | All Rights Reserved page 39 Content DO THIS On-page 40. 2014 SEER Interactive | All Rights Reserved page 40 META TITLE, DESCRIPTION, AND KEYWORDS Try it out! Browser SERPs External Websites Character limit: depends Plugins On-page Keywords / Content / Meta Data 41. 2014 SEER Interactive | All Rights Reserved page 41 H TAGS, ALT TEXT On-page Keywords / Content / Meta Data 42. 2014 SEER Interactive | All Rights Reserved page 42 URL STRUCTURE, INTERNAL LINKING Employ empathy, shorter is better, keywords, hyphens Linking absolutely vs. relatively On-page Keywords / Content / Meta Data http://moz.com/learn/seo/on-page-factors 43. 2014 SEER Interactive | All Rights Reserved page 43 IMAGE OPTIMIZATION: FILE NAMES, ALT TEXT, DESCRIPTIVE TEXT Save files with descriptive text Always use alt text (logos, headers, product images, etc.) On-page Keywords / Content / Meta Data 44. In-Page SEO 45. 4545 In-Page SEO THE CODE ON YOUR SITE THAT SEARCH ENGINES USE TO DETERMINE RELEVANCE 46. 2014 SEER Interactive | All Rights Reserved page 46 In-Page SEO In-Page Keyword Research Optimize Build Authority Measure 47. 2014 SEER Interactive | All Rights Reserved page 47 Crawling & Indexing Robots.txt Sitemap.xml Mobile Duplication Structured data Basics In-Page 48. 2014 SEER Interactive | All Rights Reserved page 48 Basics: Crawling and Indexing In-Page Try it out! Google and other search engines crawl your website To see the last time Google has visited and indexed your site, check the cache date. Check index status in Google Webmaster Tools 49. 2014 SEER Interactive | All Rights Reserved page 49 Basics: Robots.txt In-Page Try it out! Every website should have a robots.txt Block search engines from crawling parts of your website 50. 2014 SEER Interactive | All Rights Reserved page 50 Basics: sitemap.xml In-Page Try it out! Every website should have an xml sitemap Tell search engines about all pages on your site Different than an HTML sitemap 51. 2014 SEER Interactive | All Rights Reserved page 51 Basics: Mobile In-Page Google recommends responsive web design Easier for users to interact with, share, and link to Easier for search engines to index No redirects needed (reduces load time) Saves resources for site and search engine crawlers 52. 2014 SEER Interactive | All Rights Reserved page 52 Basics: Duplication In-Page Common forms of duplication Try it out! www. to non www., /index.html, trailing slash, https vs http Parameters Casing What to do if you have duplicate pages Canonical 301 redirect noindex 53. 2014 SEER Interactive | All Rights Reserved page 53 RICH SNIPPETS Basics: Structured Data In-page 54. 2014 SEER Interactive | All Rights Reserved page 54 RICH SNIPPETS Authorship Reviews Rich Pins/Twitter Cards/Open Graph Try it out! Structured Data Testing Tool Basics: Structured Data In-page 55. Off-Page SEO 56. 5656 Off-Page SEO EARNED MEDIA SIGNALS SENT TO SEARCH ENGINES 57. 5757 Off-Page SEO CAN BE SUMMARIZED, IN ITS SIMPLEST FORM AS: LINK BUILDING CITATIONS 58. 2014 SEER Interactive | All Rights Reserved page 58 Link building is the process of getting other websites to link to your website. What is link building? Off-Page 59. 59 Why is link building important? 60. 60 Links connect the Internet. 61. 61 Link building = Authority Authority = Trust Trust = Rankings Rankings = ? 62. 2014 SEER Interactive | All Rights Reserved page 62 WHEN ANOTHER WEBSITE LINKS TO YOUR WEBSITE, GOOGLE SEES THIS AS A VOTE OF CONFIDENCE FOR YOUR WEBSITE Link Building Off-Page 63. 2014 SEER Interactive | All Rights Reserved page 63 Quality of Links > Quantity of Links Link Building Off-Page > 64. 2014 SEER Interactive | All Rights Reserved page 64 PRINCIPLES: HOW DO YOU GET LINKS? Content Build relationships Link Building Off-Page Keyword Research Optimize Build Authority Measure 65. #RCS (real company stuff) Example: http://rcs.seerinteracti ve.com/money/ 10k Tweets 14k Facebook shares 800 websites have linked to this 66. 2014 SEER Interactive | All Rights Reserved page 66 TACTICS: HOW DO YOU GET LINKS? Testimonials Unlinked mentions Brand misspellings Media mentions Sponsorships Local citations Speaker bios Contribute content on other sites Link Building Off-Page 67. 2014 SEER Interactive | All Rights Reserved page 67 BACKLINKS BEWARE Anchor text Link networks Remember where Googles going READ THIS: https://support.google.com/webmasters/answer/66356?hl=en Diverse backlink profile Link Building Off-Page 68. Social Signals and SEO 69. 69 Social Signals and SEO DO TWEETS/LIKES/+1S AFFECT RANKINGS? 70. 70 The short answer: NO 71. 71 The longer answer: THE IMPACT OF SOCIAL ENGAGEMENT IS STILL SPECULATIVE, BUT PROJECTED TO BE A CRITICAL RANKING FACTOR IN THE NEAR FUTURE. 72. 2014 SEER Interactive | All Rights Reserved page 72 THINGS TO TAKE INTO CONSIDERATION Increased visibility and brand awareness = links and citations = rankings Increased positive reviews on G+/Yelp/etc. = increased visibility in local search Google+ Posts crawled & indexed almost immediately Studies done showing correlation between +1s and rankings Using social influence to build relationships = links and citations = rankings Audience analysis How Social [indirectly] Affects SEO SocialSignals 73. Measuring Success 74. 74 Measuring Success HOW DO YOU KNOW WHEN YOURE DONE? 75. 2014 SEER Interactive | All Rights Reserved Measur