SEO for Beginners: An Interactive Workshop
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Transcript of SEO for Beginners: An Interactive Workshop
5.10.2014
Intro to SEO: ROCKET YOUR SITE TO THE TOP OF SEARCH RESULTS
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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
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Tell us about yourself! Who are you? What do you hope to get out of the class? What’s your favorite word?
What we’ll cover today ON-PAGE OPTIMIZATION TECHNICAL SEO LINK BUILDING SOCIAL MEASURING SUCCESS
What to expect A BREAK HALFWAY THROUGH WIDE RANGE OF TOPICS HAVE FUN! (PLEASE ASK QUESTIONS) SURVEY
Emma Still
• SEO Account Manager - SEER
• @mmstll
• linkedin.com/in/emmastill/
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You are… business or website owner / marketing or ecomm manager / developer / designer / curious
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…looking to grow your website SALES / FORM SUBMISSIONS / REGISTRATIONS / TRAFFIC
Search Landscape PAST, PRESENT AND FUTURE
© 2014 SEER Interactive | All Rights Reserved
Where we want to be
© 2014 SEER Interactive | All Rights Reserved page 11
Th
e P
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t
© 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 T
he
Pre
se
nt
© 2014 SEER Interactive | All Rights Reserved page 13
“FUTURE-PROOFING” YOUR STRATEGY
• Consistency
• Long-term mindset
• Integrated marketing
• Proactive
• Understand search engine’s goals
The Future T
he
Fu
ture
© 2014 SEER Interactive | All Rights Reserved page 14
Search is… T
he
Ta
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ay
• 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”
Understanding how it works HOW DO SEARCH ENGINES RANK A WEBSITE?
Search Engine Goals
• RELEVANCY
Search Engine Goals
• RELEVANCY – Fresh, unique, quality
content
Search Engine Goals
• RELEVANCY
• QUALITY
Search Engine Goals
• RELEVANCY
• QUALITY – Technical
– Mobile
– URL structure
– Page speed
• RELEVANCY
• QUALITY
• AUTHORITY
Search Engine Goals
• RELEVANCY
• QUALITY
• AUTHORITY – Links
– Citations
– Social shares and mentions
Search Engine Goals
“How does a website become relevant, quality, and authoritative?”
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Primary Factors ON-PAGE OFF-PAGE “IN”-PAGE
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Keyword Research
Optimize
Build Authority
Measure
The SEO Process
On-Page SEO
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On-Page SEO THE THINGS THAT HELP GOOGLE FIND YOUR WEBSITE
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On-Page SEO CAN BE SUMMARIZED, IN ITS SIMPLEST FORM AS: KEYWORDS CONTENT META DATA
© 2014 SEER Interactive | All Rights Reserved page 28
• The things people are searching to arrive on your website
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Keywords / Content / Meta Data
© 2014 SEER Interactive | All Rights Reserved page 29
On
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Keywords / Content / Meta Data
• Try it out! Write down what you would type in to Google to find the items above.
© 2014 SEER Interactive | All Rights Reserved page 30
On
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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
© 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 O
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Keyword Research
Optimize
Build Authority
Measure
© 2014 SEER Interactive | All Rights Reserved page 32
Keywords / Content / Meta Data O
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© 2014 SEER Interactive | All Rights Reserved page 33
TAKE THESE INTO CONSIDERATION
Keywords / Content / Meta Data O
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•Relevance
•Search Volume
•Competition
•Seasonality
• Intent
Users
• Offer
• Supply
• Revenue Business
• Ranking
• Content
• SERP Landscape Status
© 2014 SEER Interactive | All Rights Reserved page 34
OPTIMIZE EXISTING / CREATE NEW
Keywords / Content / Meta Data
On
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Clarifying “content” WORDS ON A PAGE VIDEOS INFOGRAPHICS BLOG POSTS WHITE PAPERS CALCULATORS OR WIDGETS IMAGES ETC.
© 2014 SEER Interactive | All Rights Reserved page 36
Content - DON’T DO THIS
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© 2014 SEER Interactive | All Rights Reserved page 37
On
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Content - DON’T DO THIS
© 2014 SEER Interactive | All Rights Reserved page 38
Content - DO THIS O
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© 2014 SEER Interactive | All Rights Reserved page 39
Content – DO THIS O
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© 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
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Keywords / Content / Meta Data
© 2014 SEER Interactive | All Rights Reserved page 41
H TAGS, ALT TEXT
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Keywords / Content / Meta Data
© 2014 SEER Interactive | All Rights Reserved page 42
URL STRUCTURE, INTERNAL LINKING
• Employ empathy, shorter is better, keywords, hyphens
• Linking absolutely vs. relatively On
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Keywords / Content / Meta Data
http://moz.com/learn/seo/on-page-factors
© 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
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Keywords / Content / Meta Data
In-Page SEO
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In-Page SEO THE CODE ON YOUR SITE THAT SEARCH ENGINES USE TO DETERMINE RELEVANCE
© 2014 SEER Interactive | All Rights Reserved page 46
In-Page SEO In
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Keyword Research
Optimize
Build Authority
Measure
© 2014 SEER Interactive | All Rights Reserved page 47
• Crawling & Indexing
• Robots.txt
• Sitemap.xml
• Mobile
• Duplication
• Structured data
Basics In
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© 2014 SEER Interactive | All Rights Reserved page 48
Basics: Crawling and Indexing In
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• 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
© 2014 SEER Interactive | All Rights Reserved page 49
Basics: Robots.txt In
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• Try it out!
• Every website should have a robots.txt
• Block search engines from crawling parts of your website
© 2014 SEER Interactive | All Rights Reserved page 50
Basics: sitemap.xml In
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• Try it out!
• Every website should have an xml sitemap
• Tell search engines about all pages on your site
• Different than an HTML sitemap
© 2014 SEER Interactive | All Rights Reserved page 51
Basics: Mobile In
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• 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
© 2014 SEER Interactive | All Rights Reserved page 52
Basics: Duplication In
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• 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
© 2014 SEER Interactive | All Rights Reserved page 53
RICH SNIPPETS
Basics: Structured Data In
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© 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
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Off-Page SEO
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Off-Page SEO “EARNED MEDIA” SIGNALS SENT TO SEARCH ENGINES
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Off-Page SEO CAN BE SUMMARIZED, IN ITS SIMPLEST FORM AS: LINK BUILDING CITATIONS
© 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? O
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Why is link building important?
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Links connect the Internet.
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Link building = Authority Authority = Trust Trust = Rankings Rankings = ?
© 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 O
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© 2014 SEER Interactive | All Rights Reserved page 63
Quality of Links > Quantity of Links
Link Building O
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>
© 2014 SEER Interactive | All Rights Reserved page 64
PRINCIPLES: HOW DO YOU GET LINKS?
• Content
• Build relationships
Link Building O
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Keyword Research
Optimize
Build Authority
Measure
#RCS (real
company stuff)
• Example: http://rcs.seerinteractive.com/money/
• 10k Tweets
• 14k Facebook shares
• 800 websites have linked to this
© 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 O
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© 2014 SEER Interactive | All Rights Reserved page 67
BACKLINKS BEWARE
• Anchor text
• Link networks
• Remember where Google’s going…
• READ THIS: https://support.google.com/webmasters/answer/66356?hl=en
• Diverse backlink profile
Link Building O
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Social Signals and SEO
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Social Signals and SEO DO TWEETS/LIKES/+1S AFFECT RANKINGS?
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The short answer: NO
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The longer answer: THE IMPACT OF SOCIAL ENGAGEMENT IS STILL SPECULATIVE, BUT PROJECTED TO BE A CRITICAL RANKING FACTOR IN THE NEAR FUTURE.
© 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 S
oc
ial S
ign
als
Measuring Success
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Measuring Success HOW DO YOU KNOW WHEN YOU’RE DONE?
© 2014 SEER Interactive | All Rights Reserved
Measuring Success
Keyword Research
Optimize
Build Authority
Measure
© 2014 SEER Interactive | All Rights Reserved page 76
GOOGLE ANALYTICS
• What pages are you optimizing?
• Organic traffic
• Referral traffic
• (not provided)
Traffic M
ea
su
ring
Su
cc
es
s
© 2014 SEER Interactive | All Rights Reserved page 77
Me
as
urin
g S
uc
ce
ss
© 2014 SEER Interactive | All Rights Reserved page 78
GOOGLE ANALYTICS
• Goals
• E-commerce
• Your wallet/your phone/lead capture
Conversions M
ea
su
ring
Su
cc
es
s
Questions? Please take the survey: BITLY.COM/GDI-SEO Additional Resources: EMMASTILL.COM/BEGINNER-SEO-RESOURCES/
[email protected] @mmstll