Advanced seo gs v2

Search Engine Optimization (SEO) – “Advanced“

Georg Seebode26th May, 2013

Agenda

WHAT Is SEO and WHY Is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices Breakdown

What is SEO?

Search Engine Optimization (SEO)…… is the simple activity of ensuring a website can be

found in search engines for words and phrases relevant to what the site is offering

… is divided into two sections: On-Page and Off-Page Optimization

Today the more accurate description for SEO is Search Marketing as it also includes:

SEM (Search Engine Marketing) – PPC Adds, Banner Advertising, Advertorials

Social Media Management

But SEO Is So Much More!

On-Page Off-PageOn-Page Off-Page

Everything that you edit “on” your website falls under On-Page Optimization, such as:

Title TagsURLContentImages Site ArchitectureCoding

Everything that you influence “off” your website falls under

Off-Page Optimization, such as:

Link BuildingSocial NetworkingSearch Engine SubmissionsSitemap SubmissionsGuest Blogging

On-Page vs Off-Page

SEO Versus SEM

SEO Versus SEM

Click-Through Rates

Source: seomoz.com

Search engines love it! (makes it easier to crawl)

People will find your content User Friendly (easier navigation, clean

content) Your Competitors are doing it More Traffic!

Why Should You Do SEO?

Google's Slice of the Pie

In 2012, Google processed over 3 billion searches per day – That’s over 100 billion queries per month!

Source: comScore, searchengineland.com

Germany Russia China

Source: comScore, searchenginewatch.com

Know Your Market – Google Isn‘t The Only One Out There

Agenda

WHAT is SEO and WHY is SEO Important? On-Page Fixes The Technical Bit Ranking Factors Finding The Right Keywords Myths and Misconceptions Best Practices Breakdown

A Pyramid Scheme That Works

Source: seomoz.com

On-Page - The “Perfectly” Optimized Page

An Ideally Optimized Page Should:

Be hyper-relevant to a specific topic (usually a product or single object)

Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughout

text contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normally accomplished with an image link showing the website logo on the top left of a page.)

An Ideally Optimized Page Should:

Be hyper-relevant to a specific topic (usually a product or single object)

Include Keyword in title tag Include Keyword in URL Include Keyword in the Meta description Include Keyword in H1 (Header) Include Keyword in image alt text Specify Keyword several times throughout

text contentProvide unique content about a given KeywordLink back to its category pageLink back to its homepage (This is normally accomplished with an image link showing the website logo on the top left of a page.)

Source: seomoz.com 14

Yoast – Wordpress SEO Plugin

Source: yoast.com

Title TagMax Display Length

Meta DescriptionMax Display Length

URLMax Display Length

66-69Characters

156-158Characters

72-92Characters

67-72Characters

176-184Characters

91-94Characters

64-65Characters

164-190Characters

65-80Characters

Recommended <65Characters

<156Characters

<65Characters

Tag Length Recommendations

Filename Pick a descriptive filename –preferably with a keyword in it, not the standard

DCIM0001.jpg Alt Text

What is Alt Text? It’s the text that the search engine uses to understand images. Super Important.

File Size Large files take longer to load, google looks at page load speed. Reduce the

image size as much as possible without sacrificing quality. Captions

While they have no direct impact on rankings (yet), they are quite possibly the best read piece of content you have.

Image Optimization

Filename: tiny-horse-ears.jpg Pick a descriptive filename –preferably

with a keyword in it, not the standard DCIM0001.jpg

Alt Text: <img src=”tiny-horse-ears.jog" alt=”Tiny Horse Ears" /> The text that google “reads”

File Size: 70kb Large files take longer to load, google

looks at page load speed. Reduce the image size as much as possible without sacrificing quality.

Caption: Those are some tiny horse ears! While they have no direct impact on

rankings (yet), they are quite possibly the best read piece of content you have.

Filename: tiny-horse-ears.jpg Pick a descriptive filename –preferably

with a keyword in it, not the standard DCIM0001.jpg

Alt Text: <img src=”tiny-horse-ears.jog" alt=”Tiny Horse Ears" /> The text that google “reads”

File Size: 70kb Large files take longer to load, google

looks at page load speed. Reduce the image size as much as possible without sacrificing quality.

Caption: Those are some tiny horse ears! While they have no direct impact on

rankings (yet), they are quite possibly the best read piece of content you have.

Source: digitalcosmonaut.com 18

Image Optimization


Agenda

What are Internal Links? Links that go from one page on a domain to a different page on the same domain.

Why is it important to place Internal Links? Allow for easier navigation Help establish a hierarchy Help spread ranking power around the website

Most importantly by placing internal links you are Providing a crawlable structure for search engines. A search engine cant find your page if there is no link pointing to it.

How many Internal Links are too many? Wont Google think I'm a Link Farm?

Internal Links

Source: seomoz.com

Internal Linking Best Practice

This structure has the minimum amount of links possible between the homepage and any give page

Aids the flow of authority from page to page, increases ranking potential

Do not link to all of your pages from your homepage. Not only does this diffuse the weight of each individual link but it will also look incredibly ugly

Create Internal Links through Navigation Menu Categories Related Articles Text Links (remember to use

targeted keywords)

This structure has the minimum amount of links possible between the homepage and any give page

Aids the flow of authority from page to page, increases ranking potential

Do not link to all of your pages from your homepage. Not only does this diffuse the weight of each individual link but it will also look incredibly ugly

Create Internal Links through Navigation Menu Categories Related Articles Text Links (remember to use

targeted keywords)

Source: seomoz.com

What is a Sitemap and what does it do?In simple terms, a Sitemap is an XML file that is full of your individual webpage’s URLs. It’s like an archive of every webpage in your website. A Sitemap is usually used for the purpose of letting the search engine crawlers follow the links to all your individual webpages so that it won’t miss out on anything.You can also use Sitemaps to provide Google with metadata about specific types of content on your site, including video, images, and News.

Sitemaps

Source: seo-hacker.com

Creating a sitemap will give search engines a “blueprint” and will make it a lot easier for them to crawl your site. Search engines should see all the pages that you want them to see. The more pages that they index from you, the more trust your site gains. It only means that your website has more information to offer.

So what else can you do with your sitemap? You can Submit it! It will get your content indexed faster -> directly telling google about

your fresh content. How do you submit?

For Google: Through Google Webmaster Tools Don’t forget to submit to Bing as well!

Why Create a Sitemap – and What To Do With It?

404 is the most recognizable HTTP Statuscode But there's more than just 404 error codes – there are 5 different categories for

response status codes 1xx – Informational (Neutral) 2xx – Success (Good) 3xx – Redirection (Neutral Good) 4xx - Client Error (Bad -> Your fault) 5xx – Server Error (Bad – Maybe not your fault)

So why should we pay attention to the 404s? Easy to Fix Google Hates Dead links Dead Links are not user friendly Dead Links affect your conversion rate Dead Links stop Search Engine Crawlers

Dead Links aka The 404s and Why They Matter

Source: lvldoom.blogspot.com

Finding the 404s – Google Webmaster Tools

Finding the 404s – Screaming Frog


Agenda

How Do Search Engines Work?

Google Constantly updates its algorithm, roughly 500-600 times a year – taking into account different factors from site to your social connections

These algorithm changes happen to ensure that the user finds the right content.

Despite all the changes, when a user types in a query, the results are are still based on relevance and importance

Relevance = Topic/ContentImportance = Links

So in theory the statement “the more links pointing to a website, the better it ranks” is still valid?

Well yes and no. Mostly No.

Ranking Factors

Source: seomoz.com

Trust / Authority of the Domain

Link Popularity of a specific page Anchor Text of External Links to

the Page On-Page keyword usage Hosting Data Uptime/downtime, site speed,

location Traffic Click trough rates, bounce rates Social Graph Metrics

Trust / Authority of the Domain

Link Popularity of a specific page Anchor Text of External Links to

the Page On-Page keyword usage Hosting Data Uptime/downtime, site speed,

location Traffic Click trough rates, bounce rates Social Graph Metrics

Additional Ranking Factors

Source: searchengineland.com


Agenda

Best starting point is to look in your Analytics How are people finding your content, what are people looking for on your site What are your competitors ranking for? Expand on existing keywords Who is your target audience?

Finding new Keywords and Analyzing Demand Google Adwords’ Keyword Tool Google Trends Google Search Suggest Microsoft Advertising Intelligence

Don’t Forget Mobile Users! More prone to short head Different type of Search, more action and location based - [keyword + “nearby”] (where, when, how)

Understand who or what you are up against Understand the demand for a certain phrase or keyword Assess the work required to achieve those rankings

Finding The Right Keywords

Have a look at your analytics – what keywords did people use to get to your site? Ask yourself – is this keyword relevant to your website?

Will people find what they are looking for when they search for this keyword on your site?

Will they be satisfied with what they find? Google it!

Who else ranks for this Keyword? Lots of competition = harder to rank for it Ads are a good indication if the keyword is valuable. If people will spend

money on advertising -> its worth ranking for. Try out some Ads! If you dont already rank for the keyword – run a small ad campagin and see

how your content converts. (track impressions and conversion rate over the course of at least 2-300 clicks)

Assessing the Value of a Keyword

What are Long Tail Keywords? Keyword Phrases consisting of 3 or more keywords

Why Should you care? 70% of searches go for long tail keywords Short Head (single keywords) are more generic, Long Tail Keywords are specific Targeted Traffic Less Competition Better Conversion

Longtail Keywords

Source: Experian Hitwise, seomoz.com

Diversifying Your Keywords

Always include variations of keywords Plurals (widgets, churches, shoes, recipes) Synonyms (cruise, sail, journey, tour) Stems (fish, fishing) International spelling differences (Harbor /Harbour) Typos

Use keywords That are being searched for That target your audience That have medium to low competition That you can build quality content that site visitors will appreciate

Agenda


SEO Myths and Missconceptions

SEO is a one time job Google doesn’t like SEO The more times you repeat the keyword within the page, the

higher it will rank The more links you have coming to your website, the better Meta tag keywords matter Spending money on Google AdWords boosts your rankings Great Content = Great Rankings

Agenda


Best Practices and Quick Fixes

On-Page Optimize:

Title and Meta Description URL H1 Content Images

Create: Sitemap

Research Keywords Google Analytics Google Trends Google Adwords Synonyms, Plurals, Typos

Off-Page Build Quality Links and Connections

Blog Comments Guest Posts Blogroll Create Shareable content Make sure Anchortexts are used

Find the Networks which work best with your audience

Submit your sitemap to Google and Bing Google Authorship

Link your G+ Account with your blog Be an active member and get shared

into circles

Questions?

Wordpress SEO by Yoast The best SEO Plugin for wordpress. (Free)

Opensiteexplorer.com Online Tool, checks the Authority and Quality of a Website (Free)

Google's Keyword Tool - Google Adwords Ideal for Keyword Research (Free)

Google Analytics Analytical Web Monitoring (Free)

Google Webmastertools check indexing status and optimize visibility of your website (Free)

Tools and Plugins

• Search Engine Optimization Starter Guide - Google Google's SEO Guidelines• Searche Engine Land The Periodic Table Of SEO Ranking Factors LocalVox Video SEO Guideline Ninja-Creative What is AuthorRank? MajesticBlog SEO Backlink Best Practices White Paper Search Engine Land How To Do Mobile Keyword Research In 2013 distilled.net Tracking Mobile Visitors in Google Analytics

Recommended Reading

THANK YOU FOR YOUR ATTENTION!

Social Media plays an ever growing role in SEO Google takes “social signals” into account Tweets, Likes, Shares and +1s are only getting more

important. Pick your battles – Focus on the Networks which

bring you the most traffic and explore new possibilities.

Better to excel in 3 networks than to neglect and fail in 5 of them.

Social Media and SEO

Despite the negative rumors G+ is steadily growing Authorship: G+ offers that you link your Site with

your G+ Profile Author Rank: Another way to determine how good

your content is.

Google+ - More Than Just A Facebook Alternative

Higher click through rates More people click on your link

Higher visibility Your Content Stands out

Higher page views More of your content will

come up

Establish authority Create a visible public

reputation

Build trust Readers know you provide

quality content

Higher click through rates More people click on your link

Higher visibility Your Content Stands out

Higher page views More of your content will

come up

Establish authority Create a visible public

reputation

Build trust Readers know you provide

quality content

The Benefits of G+ Authorship

Documents

Advanced seo gs v2