LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags...
Transcript of LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags...
![Page 1: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/1.jpg)
Introduction to SEO
LESSON 4
DIGITAL MARKETING BOOTCAMP
Copyright © 1996–2021 HackerU Ltd. All Rights Reserved.
![Page 2: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/2.jpg)
INTRODUCTION TO SEO
Introduction to SEO
Intro to Social Media Marketing
Test
Introduction to Digital Marketing
Intro to PPC
Intro to SEO Intro to Google Analytics
![Page 3: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/3.jpg)
INTRODUCTION TO SEO
Overview- Intro to SEO
- Search engines
- Keyword research for SEO
- SEO audits
- SEO strategy
![Page 4: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/4.jpg)
INTRODUCTION TO SEO
Intro to SEO
![Page 5: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/5.jpg)
Content
Analysis
Web Ranking
Traffic
Search Engine Optimization (SEO)
![Page 6: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/6.jpg)
On-page SEO
- Optimized titles & descriptions
- Proper URL structures
- User-friendly navigation
- Optimized internal links
- Text formatting
- Image optimization
- External links
Types of SEO
Off-page SEO
- Link-building
- Social media marketing
- Brand mentions
- Promotional advertising beyond
..website design
Technical SEO
- Site maps
- Meta tags
- JavaScript indexing
- Keyword research
- Linking
![Page 7: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/7.jpg)
On-page SEO
![Page 8: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/8.jpg)
Off-page SEO
![Page 9: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/9.jpg)
Technical SEO
![Page 10: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/10.jpg)
INTRODUCTION TO SEO
Search Engines
![Page 11: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/11.jpg)
What are search engines?
![Page 12: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/12.jpg)
How do search engines work?
Crawl Index Rank
![Page 13: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/13.jpg)
Crawl
![Page 14: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/14.jpg)
Index
![Page 15: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/15.jpg)
Rank
![Page 16: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/16.jpg)
What makes websites rank well?
![Page 17: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/17.jpg)
INTRODUCTION TO SEO
Keyword Research for SEO
![Page 18: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/18.jpg)
https://trends.google.com/trends/?geo=US
The value of each keyword
![Page 19: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/19.jpg)
Keyword research for SEO
![Page 20: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/20.jpg)
Keyword research for SEO
![Page 21: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/21.jpg)
Keyword research for SEO
![Page 22: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/22.jpg)
Different types of keywords
Credit: SEOPressor.com
![Page 23: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/23.jpg)
Short-tail vs. long-tail
Long-Tail Keywords
Much easier to pinpoint user intent. Convert better because we can create customized content.Characteristics Include: • Three keywords or less• Less competitive and less search volume• Good for product pages and blog posts
Examples: • Men’s leather jacket for sale
• Funny movies on Netflix
• Old car prices
• 1975 corvette parts
Short-Tail Keywords
Users are typically at the beginning of their search, making it harder to pinpoint intent. Characteristics Include: • Two keywords or less• Huge amount of search volume• Don’t convert as well
Examples: • Movies
• Funny movies
• Old movies
• Classic movies
![Page 24: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/24.jpg)
Group Breakout
#1 (15 minutes)
Be prepared to share with the class.
To gauge when to use traditional or digital marketing, it is important to evaluate the pros and cons of each.
Choose one short-tail and one long-tail keyword phrase for a product or service.
Step 1 Step 2
Using the Google Trends tool, identify one or two breakout keywords in the related queries section.
1. Why would Google identify these keywords as related and breakout? Do you agree?
2. What type of marketing strategies could you incorporate to capitalize on this information? (i.e., add articles online, social ads, social media organic posts, Google paid ads.)
![Page 25: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/25.jpg)
INTRODUCTION TO SEO
SEO Audits
![Page 26: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/26.jpg)
What is an SEO audit?
![Page 27: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/27.jpg)
Why do you need an SEO audit?
![Page 28: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/28.jpg)
Performing an SEO audit
![Page 29: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/29.jpg)
SEO audits (basic checklist)
On-page SEO
❏ Description meta tags
❏ Title meta tags
❏ Keywords throughout website
❏ Improve URL structure
❏ Internal linking
❏ Fresh, relevant content
❏ Localize content (if necessary)
Off-page SEO
❏ Identify backlinks
❏ Anchor text throughout all backlinks
❏ Test for the quality of backlinks
❏ Identify brand mentions or citations
❏ Consistent business information across the internet
❏ Identify influence from social media (if applicable)
❏ Disavow links that hurt your ranking
Technical SEO
❏ Identify crawling errors
❏ Set preferred domain
❏ Identify broken links
❏ Website is mobile-friendly
❏ Test website speed
❏ Proper use of tags and tag hierarchy in website code
❏ Current XML sitemaps
![Page 30: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/30.jpg)
INTRODUCTION TO SEO
What is SEO Strategy?
![Page 31: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/31.jpg)
What is an SEO strategy?
![Page 32: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/32.jpg)
Building your SEO strategy
![Page 33: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/33.jpg)
Questions?
![Page 34: LESSON 4 to SEO · 2021. 7. 8. · SEO audits (basic checklist) On-page SEO Description meta tags Title meta tags Keywords throughout website Improve URL structure Internal linking](https://reader036.fdocuments.us/reader036/viewer/2022071603/613de6432809574f586e41e7/html5/thumbnails/34.jpg)
Thank you!