seo workshop presentation
Post on 14-Sep-2014
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DESCRIPTION
SEO Workshop presentation by Jasmine Sandler. This SEO presentation covers the basics of keyword analysis, keyword optimization, social media and SEO and Google changes in 2012.TRANSCRIPT
Presented by:
Jasmine Sandler
CEO|Agent-cy
1515 Broadway
NY, NY 10036
AGENDA
Process of―optimizing‖ both the on-page and off-page ranking factors in order to achieve high search engine rankings for targeted search terms.
WHAT IS SEARCH ENGINE OPTIMIZATION?
• Spider ―crawls‖ the web to find new documents (web pages, other documents) typically by following hyperlinks from websites already in their database
• Search engines search their own databases when a user enters in a search to find related documents (not searching web pages in real-time)
• Search engines rank the resulting documents using an algorithm (mathematical formula) by assigning various weights and ranking factors
HOW SEARCH ENGINES WORK
SEO TERMINOLOGY
301 Redirect RSS ALT Text/Tag SERP Blog SiteMap Search Visibility Spider SiteMap Traffic/Alexa Rank Keyword Canonical URL Directory Headings HTML Inbound Link Link Building Long Tail Keyword
PPC
For a full list and descriptions, see www.jasminesander.com
• Research desirable keywords and search phrases (WordTracker, Google AdWords) & then identify search phrases to target (should be relevant to business)
• Optimize On-Site • Write copy to appeal to both search engines and actual website visitors • Study competitors (competing websites) and search engines(SEOMOZ) • Implement a quality link building campaign(.edu, .gov., quality content
on .com) • Add Quality content
• Constantly monitor rankings for targeted search terms (http://tools.seobook.com/firefox/rank-checker/)
DEVELOPING A GOOD SEO STRATEGY:
Branded Keywords (Company Name & Personal Branding) Service/Product/Industry Keywords Specific Service/Product TM Keywords Specific Service/Product Geo-Targeted Keywords
ACTIVITY 3+ Words in Keyword Phrase (Long-tail)
If someone was searching for your page, which words would they use?
Which words do you want to rank highly for?
Which words should you rank highest for?
Create a list of keywords that best represent your website – think about different variables of your keywords
KEYWORD ACTIVITY:
Penguin Update
Overly optimized sites will continue to be targets
Targeted at webspam and will decrease rankings for sites that are violating Google’s existing quality guidelines..
Visitor engagement matters more than ever.
Content quality will grow in importance.
Aggressive exact-match anchor text
Overuse of exact-match domains
Low-quality article marketing & blog spam
Keyword stuffing in internal/outbound links
Panda Update
Target Low Quality Sites
Shady/Low Quality Link Building Practices
Target spammy/scraper sites
Target Sites with Duplicate Content
Sites with Poor Internal Linking Structure
Duplicate Anchor Text and Links from Article Directories/Low Quality Sites
Multiple Pages with the Same Keyword
Affiliate Links and Ads
Auto-generated Content
2012 GOOGLE UPDATES
• Fresh content = updated regularly. • Quality content that engages readers • Articles placed of 300-500 words • Well written description, Keyword in the title and headers in
web page. • A well constructed sitemap of your blog. • Fast page loading • SEO optimized blog • Authority backlinks with frequency by which you are making
backlinks. • Good number of returning visitors. • Low bounce rates and 404 errors.
WHAT GOOGLE WANTS:
On-Page Factors (Code & Content) • Title tags <title> • Header tags <h1> • ALT image tags • Content, Content, Content (Body text) <body> • Hyperlink text • Keyword frequency & density
ON-PAGE FACTORS
Start with Analyzing Your On-Site Performance Google Webmaster Tools — Gives you all sorts of details about how Google sees your site, such as problems crawling your pages and suggestions for how to improve your HTML. Google Analytics — Reports on vital traffic data such as visitors, pageviews, traffic sources, keywords, and lots more. Also lets you set up goals so you can see how well your SEO campaigns are performing. SEO Book and SEO Chat — these two sites offer a large range of free, Web-based SEO tools, many of which give you useful information about how your site is faring in the search results.
ANALYZE YOUR SITE
SEO WORKSHOP NEW YORK = Title http://jasminesandler.com/seo-workshop-new-york/ = URL Jasmine Sandler, an SEO Consultant will be delivering a hands-on SEO Workshop in New York. This SEO Workshop will deliver the basics of SEO. = Meta Description
TITLE
SEO WORKSHOP NEW YORK = Keyword
Use the ALT attribute Be descriptive. Use your keywords. Keep your keywords in naming your images.
IMAGES
• Links inside the site (e.g. navigation menus, in-text links)
• All pages should be linked from somewhere
• Doesn't have to be on the navigation menu
• More important pages should be linked to more often or from more
important pages • Anchor text (words displayed for the link) is important for ranking ―Register for SEO Workshop New York‖
INTERNAL LINKS
• When naming your folders and pages try to use your keywords
• Never leave spaces or special characters in your file names • To separate words use a hyphen –
e.g. http://www.agent-cy.com/services/search-engine-optimization/
FRIENDLY URLS
• If your pages contain good, relevant, useful, high quality, natural, keyword focused and informative content, search engines will be more likely to rank your page higher for relevant searches.
• Good content will encourage more sites to link to your pages, thereby further increasing your search engine ranking.
• Update your content regularly. Visitors like fresh content, so they will visit your site more often.
• More visits lead to more links to your content, which ultimately results in more traffic.
WRITE GOOD CONTENT
IMPORTANCE OF BLOGGING
• Determine Topic related to Service/Product You Sell • Determine Keyword Phrase (2-3 words)- Use keyword
activity • Determine Categories that Topic Falls In • Write Headline. Include Keyword Phase. Use Hyphens. • What Image will you use? What is the Alt tag? • Write Blog Post Using Keywords, Imagery, Messaging for
Target – write 250-300 words. Use the Keyword Phrase 2-3 times throughout your copy.
BLOGGING ACTIVITY
• Link Popularity
(―votes‖ for your site) adds credibility
• Anchor text
OFF-PAGE SEO
• These are links pointing to your site from other sites
• Important for discovery and ranking
• Each link is a ―vote‖
• Where to get inbound links?
LINK BUILDING
• Most search engines rank sites more highly if they're linked to by other, well-respected sites.
• Target a few relevant, good-quality sites and directories that are full of useful info and rank well on the search engines, and try to get a link back from them.
• A "link to this page" function on each page of your site makes it easy for other webmasters and bloggers to link.
• Get in touch with the site owner and strike up a
friendship. You're much more likely to get a link back from someone who knows you.
GET OTHER SITES LINKING BACK
Necessary component of your SEO Strategy Must be frequent and appropriate Increases social signals Makes your content sharing easier
SOCIAL BOOKMARKING ESSENTIALS
• Distributing quality content on authoritative sites with linkbacks is the key to Off-page SEO
• Generate unique, high quality, keyword focused, informative, natural content.
• Online PR content that can positively affect your SEO Rank: • Blogging
• Optimized Multi-Media Press Release (business.com)
• Optimized Online Videos
• Optimized Images associated with stories/posts
• Podcasts and .Wav files
• Socially Optimized Online News Rooms
• Fresh, Rolling News
• Webcasts
• Webinars
ONLINE PR CONTENT DRIVES SEO
Having a good online video
marketing strategy can
increase the chances of
achieving first page Google
rankings by 53x
(Forrester Research)
99 char.
5,000 char.
Keywords
•Set to Public Once Published
•Choose Enable Embed
•Host on Site , YouTube, Vimeo
•Enable Social Sharing
•Add Videos to Facebook, LinkedIn
Keys to Social + Effect on SEO:
Reputation
Quality over Quantity
Commenting Relevance
Credibility of Authors
Blogging
Commenting
Client Testimonials
HOW DOES SOCIAL AFFECT SEO?
Matt Cutts, head of
Google’sWebspam team:
“Reputation/Quality in
Social Media is what is
important to Google
Search.
We’re just to
starting to
measure
this noise.”
Use keywords in Google + Posts so that referrer term is found Encourage +1’s to click on your page so that rank will be higher Grow your circles. Influencers can grow your results in Search
GOOGLE +
Include at least 5-7 relevant keywords as tags for your video. The popularity of your video is an important factor in how well your video will rank in search results. Enable people to take your video for inbound links
YOUTUBE
Shareable content – has a correlation with Search rank, but not proven Best practices: • Have call to action • Use
compelling/shareable content with link back to site(blog)
• Connect with topic based FB pages, groups, people and comment
• Twitter directly signals Google (popular retweets)
• Followers, retweets affect real-time search
• Keys: Newsworthy content,
events, sharing non-personal valuable information
• Sharing links • Following credible authors,
journalists & engaging in @mentions
• Using #hashtags/keywords|
• Engagement in ANSWERS by categories can positively affect Google
• Profile personal keywords in Titles, Headline , Summary and Job Descriptions help LINKEDIN search visibility
• Use your top keywords in your product/service title
• Use hashtags to categorize subjects
• Create simple captions with keywords
• Put a Pinterest icon on your website.
• Include your website url on all products
MEASURING SEO EFFECTIVENESS
• Software Tools • Keyword density • Link popularity • Alexa traffic • Google page rank • Search engine ranking • Keyword and competition analysis • Reporting • Keyword ranking • Search engine links • Referrer report • Visibility report • Traffic report FREE TOOLS: http://jasminesandler.com/recommend-tools-to-automatefacilitate-seo-best-practices/
SUMMARY: SEO TIPS
• Research keywords related to your business • Identify competitors, utilize benchmarking techniques and
identify level of competition • Utilize descriptive title tags for each page • Ensure that your text is HTML-text and not image text • Use text links when ever possible • Use appropriate keywords in your content and internal
hyperlinks (don’t overdo!) • Obtain inbound links from related websites • Monitor your search engine rankings and more importantly
your website traffic statistics and sales/leads produced • Educate yourself about search engine marketing
SEO case studies:
www.agent-cy.com
SEO Tools and Techniques:
www.jasminesandler.com
SEO RESOURCES