SEO Crash Course: SEO Driving School
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Transcript of SEO Crash Course: SEO Driving School
@PolePositionMkg #SearchRankCC
SEARCH RANKING CRASH COURSE
@PolePositionMkg #SearchRankCC
SEO DRIVING SCHOOL
SEO BASICS YOU NEED TO GET STARTED
Before SEO After SEO
SEO B
ASIC
S: INTR
OD
UC
TION
Indexed Pages
Rankings
Visitors
Sales
SEO B
ASIC
S: INTR
OD
UC
TION
Poor SEO brings your site to a standstill
Balance the pull between search engines and visitors
SEO B
ASIC
S: INTR
OD
UC
TION
SEO B
ASIC
S: INTR
OD
UC
TION
The “Pinocchio Effect”
Stra
tegy
No Magic Formulas
Kn
ow
led
ge
Understand Algorithms
Imp
lem
enta
tio
n
Quality & Common Sense
Search engines just want to be “real” -- like us.
Don’t Make Me THINK, Dammit!
SEO B
ASIC
S: INTR
OD
UC
TION
200+ Ranking Signals
50-200 Algorithms
Signal Variance
Location
Personal- ization
Social shares
SEO B
ASIC
S: INTR
OD
UC
TION
How algorithms work
SEO B
ASIC
S: INTR
OD
UC
TION
Pick relevant keywords
“Produce” compelling content
Optimize your tags
Implement strong architecture and usability
Get noticed with links
5 steps to organic ranking success
@PolePositionMkg #SearchRankCC
Part I: Code, Tags and Other SEO Essentials
SEO DRIVING SCHOOL
Influences Rankings
Bookmark & Browser
Label
Persuades the Click
SEO B
ASIC
S: SEO E
SSENTIA
LS TITLE tag
SEO B
ASIC
S: SEO E
SSENTIA
LS
How to craft a TITLE tag?
Lead with keyword
Be compelling
65-70 character limit
<title> Website Marketing | SEO and Web Marketing Strategy Company</title>
Same Title on Every Page
Leading with Business Name
Long List of Keywords
Lack of Keywords / Description
X SEO
BA
SICS: SEO
ESSEN
TIALS
Common TITLE tag mistakes
Front: Recognizable Brands
Rear: Build Recognition
Non: No Brand Concern
Business Name | Movie Posters, Collectibles and Memorabilia
Movie Posters, Collectibles and Memorabilia| Business Name
Movie Posters | The Dark Knight One (1) Sheet
SEO B
ASIC
S: SEO E
SSENTIA
LS
Should you use branded TITLES?
How your TITLE tag makes an impact SEO B
ASIC
S: SEO E
SSENTIA
LS
Not always required
Helps increase click-thru rate
No real ranking impact
Used as snippet in search results
SEO B
ASIC
S: SEO E
SSENTIA
LS Meta DESCRIPTION tag
150 character summary
Use keywords
early & often
Unique for each page
Compelling statement
SEO B
ASIC
S: SEO E
SSENTIA
LS How to craft a meta DESCRIPTION tag
<meta name=“description” content =“Website marketing and search engine optimization (SEO) services by Pole Position Marketing. SEO, PPC, analytics, content, link consulting, and more.”>
SEO B
ASIC
S: SEO E
SSENTIA
LS How your meta DESCRIPTION makes an impact
Commas?
Spaces?
Length?
Phrases?
SEO B
ASIC
S: SEO E
SSENTIA
LS Meta KEYWORD tag
SEO B
ASIC
S: SEO E
SSENTIA
LS How your meta KEYWORD tag makes an impact
SEO B
ASIC
S: SEO E
SSENTIA
LS
HEADING tags
Improves Scannability
Search Relevance
Contextual Hierarchy
SEO B
ASIC
S: SEO E
SSENTIA
LS HEADING tag hierarchy <h1>One H1 per page.</h1>
<h2>Use outline format.</h2>
<h3>Keep content organized</h3>
SEO B
ASIC
S: SEO E
SSENTIA
LS Proper HEADING tag usage
H1
H1
Hx
H2 H2 H2
H1
H2
• Additional keyword signal. Make sure you use it right!
• Generally not an issue with smart phones, but for those who pay for downloads…
• Browsers for the visually impaired will read the descriptions of images
• Yes, some people still surf with images off. Image navigation disappears.
Text only browsers
Accessible browsers
Search Engines
Mobile browsers
SEO B
ASIC
S: SEO E
SSENTIA
LS Image ALT attributes
SEO B
ASIC
S: SEO E
SSENTIA
LS
When you don’t use ALT attributes…
301 redirect old pages
Correct Page
Old page
Deleted Product
Relocated Info
SEO B
ASIC
S: SEO E
SSENTIA
LS
Keep it Short
Use Keywords
site.com/chanel/perfume/alure.html
site.com/brands/product.php
Make URLs search friendly SEO
BA
SICS: SEO
ESSEN
TIALS
<link rel="canonical" href="http://www.site.com"/>
CANONICAL tag
Band Aid
Solution
Search Signal
Points to best page
Passes link juice
SEO B
ASIC
S: SEO E
SSENTIA
LS
SEO B
ASIC
S: SEO E
SSENTIA
LS Custom 404-redirect page
Problematic coding issues
SEO B
ASIC
S: SEO E
SSENTIA
LS
Site maps
SEO B
ASIC
S: SEO E
SSENTIA
LS
Broken links SEO
BA
SICS: SEO
ESSEN
TIALS
Look for Natural Links
Integrate Keywords
Increase Engagement
SEO B
ASIC
S: SEO E
SSENTIA
LS Internal linking
@PolePositionMkg #SearchRankCC
Part II: Dealing with Duplicate Duplicate Content
SEO DRIVING SCHOOL
Don’t use boilerplate product descriptions
Write unique content for all pages
SEO B
ASIC
S: DU
PLIC
ATE C
ON
TENT
Unique content sets you apart
A B
G H
A B
G H
C D
I J
C D
I J
E F
K L
E F
K L
= spidered
= not spidered
SEO B
ASIC
S: DU
PLIC
ATE C
ON
TENT
Duplicate content slows search engine spidering
A
A B
C
D
E
F
G
H
I
K
L
O
P
M Q
J N
Duplicate content splits link juice
Both internal and external links
SEO B
ASIC
S: DU
PLIC
ATE C
ON
TENT
A B
C
D
E
F
G
H
I
J
K
L
N
O
P
M Q
Proper link juice flow SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
Secure / non-secure duplication SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
Products Shopping cart
Checkout
How it happens… SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
Products
Products Shopping cart
Checkout
SEO B
ASIC
S: DU
PLIC
ATE C
ON
TENT
The solution…
No
Search
Engines
1 Product 2 URLs
Bread crumb / categorization duplication SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
www.thehomedepot.com/building-materials/electrical/books/123book www.thehomedepot.com/doors-windows/doors/books/123book
The solution… SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
www.thehomedepot.com/building-materials/electrical/books/123book
Only one URL, regardless of path or category!
Session ID duplication SEO
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SICS: D
UP
LICA
TE CO
NTEN
T
Session 2 Session 1
Session 4 Session 5
Session 3
Session 6
The problem… SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
Session 2 Session 1
Session 4 Session 5
Session 3
Session 6
Home
The solution… SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
Don’t.
Use.
Session IDs!!!! (Just sayin’)
www.site.com
site.com
www.site.com
www.site.com/
www.site.com
www.site.com/index.html
Redundant URL duplication SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
The solution… SEO
BA
SICS: D
UP
LICA
TE CO
NTEN
T
Canonical tag
Server-Side directs
@PolePositionMkg #SearchRankCC
Part III: How to Optimize Your Site in 90 Days
SEO DRIVING SCHOOL
Core Terms Are…
Core Terms Are Not…
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Bag Sports bag School supplies Kids ski clothing Cost segmentation Battery Motorcycle battery Battery chargers Flowmeters Snowmobile clothing
Week
1 Core term research
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Search volume •How often?
•Low volume = low results
Target Audience •Better conversions
•Better targeted = lower volume
Profit Margin •Better conversions
•Higher markup
•More demand
Meet Demand •Avoid driving
traffic where expected demand cannot be met
Week
2 Core term prioritization
Buy Blue Widgets
California Widgets
How to Use Widgets
Red Widget Review
Discount Widgets
Custom Widget Design
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Week
3 Tag core terms to content
Title Tags
Week
4
1
H1 Tag 2
Meta Descriptions 3
Intro Paragraph 4
5-10 min per page Global tag optimization
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Link & Navigation Structure
Document & Page Structure
URL & Site Structure
Week
5 Site structure (architecture)
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
6
Week
6
Yahoo
Business.com
BOTW
DMOZ
GoGuides
RubberStamped
JoeAnt Regional
Niche
Global Submit to directories
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
beauty supply
beauty supplies
discount beauty supply
natural beauty
supplies
beauty supply store
6
Week
7 Research key words
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Shop
Buy Info
Research
• Looking for general information • Don’t know what they really want • Optimize on higher-level category pages and articles
• Have narrowed down to product type • Comparing features • Optimize on category
and comparison pages
• Have specific product in mind • Looking for trustworthy place to buy • Optimize on specific product pages
• Looking for education • How-To and other informational queries • Optimize on blogs and article pages
6
Week
8 Keyword segmentation
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Priority 1 Pages
Content
Keyword Usage
Calls to Action
Titles
Headings
Link Building
Code
Description Tags
Code Bloat
Page Speed
Internal Linking
6
Week
9 Strategic optimization
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
Navigation
Scannability
Conversion Optimization
Shopping Cart
Calls to Action
6
Week
10 Correct usability issues
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
6
Week
11 Build links
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
The Pole Position Marketing Library
http://www.polepositionmarketing.com/library
6
Week
12 Keep making it better
SEO B
ASIC
S: 90
-DA
Y SEO P
LAN
@PolePositionMkg #SearchRankCC
Wrap up
SEO DRIVING SCHOOL
56% of online purchases happen down the road Todays Searcher is Tomorrows buyer
• As high as 77% for entertainment, 69% for home & garden
• 63% of searches result in OFFLINE purchases
• 88% for toys, 93% for video games, 65% for apparel
Buyers perform up to 10 times more searches Buyers are Searching
• 80% feel search is helpful for gift shopping
• 70% say it helped them make a purchase decision
• 60% say they will search the next time they buy
25% of searchers purchase “related” items Searchers are Buying
Source: ComScore Networks
Searchers are buying SEO
BA
SICS: C
ON
CLU
SION
Thank You! Next Up Keyword Tune-up
Find, organize and use keywords for effective inbound marketing