What you need to know about SEO · Search 101- What search engines do ... BuzzStream – Link...
Transcript of What you need to know about SEO · Search 101- What search engines do ... BuzzStream – Link...
What you need to know about
SEO
Tina Arnoldi360 Internet Strategy LLC
Agenda
• SEO Intro• Keywords
o Analytics
• On-site o Page tagso Content
• Off-pageo Link building
What is SEO?
• It’s about making your website easy to find - both by spiders and by humans.
• Intent (Hummingbird)o Navigationalo Informational o Transactional
Search 101- What search engines do
• Crawling pages looking for contento Text-driven (they won’t see your pictures)
• Indexing – storing for retrieval
• Pushes out relevant results
Does your site come up in
search results?
Not seeing it
• Violated webmaster guidelines
• Tell Googleo http://www.google.com/submityourcontent/
• Create a sitemap
• Is your site only images?
Tags
What are tags anyway?
• HTML tags are coding instructions that tell the web browser how to see the page
• <title>• <h1>• <meta description>• <meta keywords>• <alt> (images)
<title>Welcome to Trident Technical College</title>
Title
ExamplesOnline marketing strategy for nonprofits and small business Google Analytics Training - On site - Charleston, SC
Why do page titles matter?
• Lets the user and search engine know what the site is about
• Describes the content• Descriptive. Relevant. Brief.• Note: Keep it under 70 characters
o lettercount.com
Why do meta descriptions matter?
• Lets the user and search engine know what the site is about
• Not a ranking factor• It’s a quick ad for your content• You don’t always need to write it• Keep it under 160 characters
Meta Descriptions
Heading <H1>
• H1 - tells Google and users this is important
o <h1> Online Marketing Training </h1>o <h2> Google Analytics </h2>
o <h1> Online Marketing Services</h1>o <h2> AdWords Campaigns</h1>o <h2> Email Newsletters</h2>
• Think of it like an outline: h2, h3, h4, h5, h6
Alt (for images)
If your image doesn't display for some reason, the "alt" attribute will at least show a description of the picture.
What if this picture doesn't display?
alt="Geekend Savannah GA 2011"
src="http://360internetstrategy.com/wp-content/uploads/2013/03/Geekend-screen-shot-300x164.png
Friendly URLs
x8alskjfd?a;slk.html
Navigation
Why does navigation matter?
• People want to find what they need quickly• If an item on your site is more than three
clicks away, it’s not important
Don’t do this
http://360internetstrategy.com/online-marketing-services/
http://360internetstrategy.com/online-marketing-services/another-directory/have-you-found-what-you-need-yet/are-you-seriously-still-reading-this/now-i’m-annoyed
Sitemaps
Sitemaps
• A list of pages on your site.• Dynamic content.• For people to use if they have trouble finding
something on your site.o Hopefully, they won’t need it
• For Google to use to find pages on your site.o Sitemap generators
Sitemap for people
Sitemap for Googlehttp://360internetstrategy.com/sitemap.xml
Is it working?Google Search Console
(Webmaster Tools)
404 errors
404 errors
• An irritation more than a crisis• A status code seen by the user when the
page doesn’t existo Link out there pointing to that page
• Use Webmaster tools to find URLs causing "not found“
Customize your 404 page
• Will help users find what they are looking foro Same look and feel as rest of the siteo Link to popular postso Webmaster tools widget creates a search box and
shows alternativeso Show a specific landing page
• Or redirect to homepage
Keywords
Keywords
• People find you by typing keywords into their browser
• Customer-centric – stay away from lingo!o Charityo Nonprofito Organization
• Long-tail (less competition)o Nonprofit (lots of traffic but….) After school programs (….higher conversion rate)
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Keyword Tools
• Google’s AdWords Keyword Tool
• WordStream
• Ubersuggest *
• Sitemapdoc.com *
• Google incognito *
Incognito
Look for negative keywords too
• Illinois?• Instructor?
Content
Content
• Blogs
• Social Media
• Enewsletters
What makes good content?
• Engaging• Unique• Serves a purpose• Lists
• Use keywords• Shareable• Videos
Share it
Anchor text
What’s anchor text?
•Visible, clickable text in a hyperlink•Helps determine the subject matter of
the item linked-to
Anchor Text
Click here to learn more
VS
Learn more about SEO
Anchor Text
Read our article
VS
Read our tips for SEO
Link Building
Quality over quantity
oDon’t beg
oDon’t buy
oBe relevant
Do you have links?
• OpenSiteExplorer.org
• Traffic Travis
• Local Citation Finder
• BuzzStream – Link Building Query Generator*
Local listings
Why bother?
• People are searching with “where”o Restaurant Charlestono Training Mount Pleasant
• Chances are you’re already listed and it could be wrong
Local Listings
• Verify listing
• Complete profile
• Relevant categories
Local Links
• Google Plus Yelp• Bing• Citysearch• Yahoo local• Yellow pages
• Best of the web• Hotfrog• InsiderPages• Superpages
Moz localGYBO*
Mobile Matters
Check your mobile traffic
www.google.com/think/multiscreen/
Is your site mobile friendly?
google.com/webmasters/tools/mobile-friendly/
Is your site mobile friendly?
Now what?
• Setup:o Google analyticso Google webmaster tools
• Read:o Google’s SEO Guide
• Check:o Source codeo Contento Sitemaps
Q & A
Tina Arnoldi360InternetStrategy.comTwitter: TinaArnoldi