Transcript of SEO Best Practices, Tips & Tricks. Presented by Kristine Schachinger Kristine@SitesWithoutWalls.com...
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- SEO Best Practices, Tips & Tricks. Presented by Kristine
Schachinger Kristine@SitesWithoutWalls.com
Kristine@SitesWithoutWalls.com @schachin
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- What is SEO? SEARCH ENGINE OPTIMIZATION (or SEM - SEARCH ENGINE
MARKETING )
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- Visibility
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- Visibility Everywhere
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- SEO is about visibility Across Platforms and cats
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- Ok maybe not cats.. So what is it?
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- Ok maybe not cats.. So what is it?
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- 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)
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- Or less relevant, but still used - Marketing (and/or) -
Multi-Media Marketing (and/or) - Web Marketing (and/or)
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- Also called.. - Voodoo (and/or) - Magic (and/or) - Bovine Feces
(and/or)
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- Is this because we are
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- No but it is complicated What we do is about visibility
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- http://searchengineland.com/seotable And all this is about
visibility
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- AND! Not just these factors, but geolocalization
personalization mobile device type etc. all affect positioning
positioning affects traffic coming into your site
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- AND! Traffic = Money or at least the right traffic.
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- So SEO how do we define it?
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- SEO = Search Experience Optimization
https://www.youtube.com/watch?v=ZStQhWx8YPc Until we settle on
something else However they do
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- If we want organic visibility this Search Experience
Optimization?
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- 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?
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- SEO is which part of these things? Where does SEO come into the
decision making process
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- What else?
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- 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.
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- So while your website is still a thought
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- Your SEO Plan should not be
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- All of These
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- Best Practices, Tips & Tricks
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- First how does it work?
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- The basics What is Indexing vs Ranking
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- 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
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- 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
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- And where does this happen?
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- Right now it means optimizing your site primarily for
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- BUT KEEP AN EYE OUT for this one It was at 7% share in 2011
Today 20%...
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-
http://www.comscore.com/Insights/Press_Releases/2014/3/comScore_Releases_February_2014_U.S._Search_Engine_Rankings
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- So whats important While there are over 500 main points on the
algorithm.. These are your top 3. 1.Content 2.Technical
3.Links
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- Content
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- SEO Best Practices. Content Links are Dead Content ONLY
Approach If you build it, they will come MYTHS
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- 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.
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- 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
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- 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
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- 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
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- 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
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- . 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
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- Technical
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- Not Important ITs Issue Can Wait MYTHS
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- Links
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- You Dont Need Links Links Are Cheap Links Are Bad MYTHS
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- Links Tell Google People Like You Well at least your
website
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- 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
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- 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?
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- 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
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- Google Slammed What if you do it wrong?
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- Penalties & Algorithm Devaluations hmmm What are they?
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- 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.
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- 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.
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- 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
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- Google Manual Penalties. Manual Penalties. The penalty can be
site wide or partial.
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- Google Manual Penalties. Manual Penalties. The penalty can be
site wide or partial.
https://support.google.com/webmasters/answer/2604824?hl=en
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- 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.
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- 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
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- 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
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- 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
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- Penguin is the over-optimization and unnatural links penalty.
Penguin Algorithms
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- 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
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- Yes! You can be hit by more than one at the same time. Never
assume. Algorithms & Penalties Can you have more than one?
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- Penalties How do they work?
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- Algorithms Can make you look like this guy
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- Google Hits You With A Nose Dive! TIP! ACT FAST! Do not wait.
Quick action can save your site.
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- 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.
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- 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..
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- What Else?
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- Was based on Freebase now on Wikidata Schema & The
Knowledge Graph
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- What is the Knowledge Graph? Right Side Display
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- Carousel Music Schema & The Knowledge Graph
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- Info Box Schema & The Knowledge Graph
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- Scraping and Schema (Schema.org) Schema & The Knowledge
Graph
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- https://schema.org/docs/gs.html Schema & The Knowledge
Graph
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- 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
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- Where does it come from? Schema & The Knowledge Graph
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- Dilemma Schema Paradox Do you use structured data that Google
uses to scrape your site or do you not? Schema & The Knowledge
Graph
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- SEO Best Practices, Tips & Tricks. Presented by Kristine
Schachinger Kristine@SitesWithoutWalls.com
Kristine@SitesWithoutWalls.com @schachin