(1871CEC) SEO Training Jolie Fleming

7/31/2019 (1871CEC) SEO Training Jolie Fleming

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SEO 101.

Jolie Fleming General Managere:[email protected] c: 312.479.5743

Looking for creative ways to reach in-market shoppers? Lets talk.312.447.6100 | [email protected] | 222 W. Hubbard Street, Chicago, IL 60654 | www.viewpoints.com

Consumers are changing the way they research and buy

your products. If your marketing hasnt changed, it should.

Source: McKinseys Consumer Decision Journey Study


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Agenda

9:00-9:15- Introductions

9:15-10:30am- SEO Overview

10:30-11:00- Q&A

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What is SEO?

Search Engine Optimization

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Search engine optimization (SEO) is the process of

improving the visibility of a website or a web page

in search engines' "natural," or un-paid ("organic"or "algorithmic"), search results. In general, the

higher ranked on the search results page, and more

frequently a site appears in the search results list,

the more visitors it will receive from the searchengine's users.
http://en.wikipedia.org/wiki/Websitehttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Organic_searchhttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Search_engine_results_pagehttp://en.wikipedia.org/wiki/Organic_searchhttp://en.wikipedia.org/wiki/Search_enginehttp://en.wikipedia.org/wiki/Web_pagehttp://en.wikipedia.org/wiki/Website


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Paid placements

Organic aka FREE

placements


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User Expectations

When searchers use a search engine, such as Google, they wanted to be takento a website that is relevant, credible and reflects the keyword they searched.


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Business readiness

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What is your valueproposition?

What makes you different?Makes you stand out?


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Wear many hats

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Are you ready? Lets Go.

Site Accessibility & page architecture

Do search engines have easy access to

keyword-rich text through site architecture,

page layout, and URL structure?

Keyword-rich copyDo your Web pages contain the words and

phrases that your target audience type into

search queries?

Link development

Number and quality of objective, high-

quality, third-party links pointing to a site. }Off-the-page partnerships

}On-the-page optimizations


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Site Accessibility & Architecture

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What does that mean?

You want to make certain people

and bots have a strong sense of

place

What can I do?

Where can I go?

How do I get there?

How can I get back?

What pages have I viewed?

What pages havent I viewed?


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What to do first.

Get over your fear of source code Learn the basic technical terms and take the

time to really understand what they mean

Register your site on Google Webmaster Tools Sign up for email alerts & notifications

Watch a few videos on YouTube

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Get smart & get connected Subscribe to or download a few tools:

Subscribe to Webmaster Central Blog

(Matt Cutts is your friend)

Download Quirk tool for Firefox

Download Firebug

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Now, lets learn some terms.

Index, No Index, No Follow

Robots

URL Structure

Title tags

Breadcrumbs

HTML coding- H1, H2, H3

Images & Alt text

Meta Descriptions

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Index = Yellow Pages

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Robots.txt

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Think back to a term paper

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H1- one

H2- several H3- liberally


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Simple, Straightforward URLs

www.viewpoints.com/mattress_reviews

www.viewpoints.com/459090-923432

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http://www.viewpoints.com/mattress_reviewshttp://www.viewpoints.com/459090-923432http://www.viewpoints.com/459090-923432http://www.viewpoints.com/459090-923432http://www.viewpoints.com/459090-923432http://www.viewpoints.com/mattress_reviews


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Title Tags. 40-60 characters.

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Breadcrumbs

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HTML Mark-up

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H1- one

H2- several H3- liberally


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Image Mark-up

Alt tags are the alternative text used fordescribing images in code

Avoid using image file names image1.jpg

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Tool for Meta DescriptionsMini-Site

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Additional Considerations

Page Hierarchy Categorization

Cross links

Canonical tags (filtering on same data) Redirects

Sitemaps

Spam/scrapers

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Keywords

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What does that mean?

Does your Web site contain the words and phrases that your target audience type

into search queries?

Are keyword phrases used frequently enough on a page so that the contentappears focused to both site visitors and search engines?

Are important keyword phrases emphasized (keyword prominence)?

Are important keywords used close to each other (keyword proximity)?

If you ask site visitors, Does this page appear focusedon specific topics? Theyshould be able to tell you the pages main topics without having to take an action(scroll, click, etc.)


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What to do first.

Get over your fear of numbers and analytics.

Keywords = Research. Analysis. Measurement.

See what terms you are already winning on.

Take the time to determine the terms you want to win. Know how people are searching for those terms.

Modify based on who you are competing with.

Develop your detailed plan ofattack.

Know how you will measure success.

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See what terms you arealready winning on

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Determine the phrases youwant to win

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Consumer Reviews

Product Reviews

Product Rankings

Ranking/Rankings

Review/Reviews

Consumer Product Reviews

Best

Top ranking


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Know how people aresearching for those terms

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Modify based on competition

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Develop your target list

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Apply keywords to architecture

URL Structure

Title tags

H1, H2, H3

Images & Alt text

Meta Descriptions

Dont stuff the keywords!

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Analyze, Measure, Adapt

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Link development

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What is Link development?

Definition: The act of requesting or securing inbound links to your

web site.

You need street cred. If others dont link to you it will be hard to gain

momentum.

The number and quality of links pointing to your site.

The quality of a link carries far more weight than the quantity of links.

Search engines look for text IN and AROUND hypertext links on thirdparty Web sites.


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What to do first

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Think back to that core assetand figure out how you use it


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What to do first

Get over your fear of sales. You need links and you willneed to partner for them

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Develop your approach

Consider partnerships, Competitor links,

Publishing/blogging, Seals, Infographics,

Stats, guest authoring

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All Links arent created equal

Authority

Quality

Page Rank

No follow

Anchor text

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Social Media

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Recap

Site Accessibility & page architecture

Do search engines have easy access to

keyword-rich text through site architecture,

page layout, and URL structure?

Keyword-rich copyDo your Web pages contain the words and

phrases that your target audience type into

search queries?

Link development

Number and quality of objective, high-

quality, third-party links pointing to a site. }Off-the-page partnerships



1.

2.

3.

T l I


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Tools Inventory

Architecture, Terms & Links

Webmaster Tools

Firebug

Quirk

Terms Keyword discovery

Trends

Search Engine Land

SEO Moz

Webmasterworld

Documents

(1871CEC) SEO Training Jolie Fleming