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Fueling the SEO Engine. Alyson Harrold UC Berkeley Extension May 4, 2013. Who I Am. Agency, media, corporate marketing background Online Marketing Agency Collaboration of Technical & Creative SEO WordPress Websites Online marketing audits PPC Content marketing Etc , etc , etc. - PowerPoint PPT Presentation
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Fueling the SEO EngineAlyson Harrold
UC Berkeley Extension
May 4, 2013
Who I Am• Agency, media, corporate marketing background• Online Marketing Agency
o Collaboration of Technical & Creativeo SEOo WordPress Websiteso Online marketing auditso PPCo Content marketingo Etc, etc, etc....
Today's Takeaways1. What is Organic SEO?
2. SEO & Buying Cycles & Keywords
3. Real-World SEO Practices• Keyword Research• Free Tools• Hiring SEO Practitioner• SEO Writing Template (Bonus if time)
It’s a SECRET
SEO Definition
Keyword• Misnomer• Actually a search phrase or string
• “red patent leather shoes”• “Thai restaurant Palo Alto”
Indexed• A web page, image, or other piece of content that a search engine has added to it’s database
SERP• Search Engine Results Page
• Serves up possible answers to a search phrase, query, keyword
Organic SEO• Fuel is Content
• Quality • Quantity• Recency• Relevancy
• Excludes anything Paid• Changes ALL the time
Billions of Searches
Keywords
Indexed Content
SERP
Web Visits
Conversions
SEO Cycle
Search Engine Spiders & Bots
Blindly Harvest Content
Index Content at HQ
Search Engine Results Page
Search Engine Results Page
Title & Meta Description• Mini Ad• Psychology Behind It• Caution against defaults
#1 Goal of Search Engines• Deliver positive experience for the Human Searcher• Most current content• Most relevant content• Fast & responsive sites• On Topic – clear & focused message• Authority
• Other quality sites linking = votes of confidence
The Buying Cycle
Keywords“An effective Web marketing plan requires an understanding of the ways your buyers speak and the real words and phrases they use. This is not only important for building a positive online relationship with your buyers, but also for planning effective search engine marketing strategies.”
David Meerman Scott
Author, The New Rules of Marketing & PR
More About Keywords• Research• Website Architecture• Optimized Content
Buying Cycle & KeywordsP
robl
em o
r N
eed
•General
•High Level
•Educational
Res
earc
h
•More Specific
•Product
•Long Tail
Ris
k A
llevi
atio
n
•Reviews
•Comparisons
Buy
ing
Dec
isio
n
•Make It Easy
•Call to Action
BlogAnalyticsWordPress
Website Architecture
Content Marketing SEO
Elements of Keyword Research• Similar Sites• Customer Search Behaviors• Trend Analysis• Map Keywords to Buying Stage
Keyword Research • Brainstorm list
• Ask friends & family to brainstorm some more
• Sort keywords by topic
• Dump list into Keyword Tool
• Get more suggestions from Google
Google AdWords Keyword Tool
Google AdWords Keyword Tool
... and more Research • Rinse & repeat ‘til nothing new
emerges
• Export to massage data
• Sort by topic
• Identify up-trending / dying keywords
• Look for localization info
• Massage data some more
Google.com/Trends
HolidaySeason
Index of 83
Google Insights for Search
Can Drill Down to State & Metro Area Levels
More suggestions
... and in Perfect World• Analyze by benefit (# searches)
• Benefit-to-Opposition Ratio
• Sort by Topic
• Map to Buying Cycle (Sales Funnel)
• Create Website Architecture
Buying Cycle & KeywordsP
robl
em o
r N
eed
•General
•High Level
•Educational
Res
earc
h
•More Specific
•Product
•Long Tail
Ris
k A
llevi
atio
n
•Reviews
•Comparisons
Buy
ing
Dec
isio
n
•Make It Easy
•Call to Action
Real World SEO• Typical to have a website built without SEO structure• Do Research Anyway (abbreviated)• Be Realistic About Competition• Use Keywords in Content
A Word About Optimized Content• Optimized Content = Purposeful Use of Keywords
• No Stuffing
• Natural – human first, bot second
Optimization Rule of Thumb• A word once on a page is…
• A word twice on a page is…
• A word three times on a page is…
• A Word on a Page
• A Mention
• A Keyword
Another Word About Optimization• Optimize each web page & blog post
• Use keyword research
• No Default Meta data
• Internal links to support SEO architecture
SEO Tactics: Blogging• Commit to a schedule
• Establish system to troll for inspiration
• Create editorial calendar
• Establish criteria for guest posts:o Writing qualityo Topic relevanceo Brand voice
• Assign or Agree on appropriate keyword• Authorship (links author to Google+ with search)
Collaborative Blogging
Not Just for Websites
Other SEO Elements• Site Speed• Google Authorship
• Links Author and Google+ and Search
• Google Places• Reviews• Social Media• Low Bounce Rates
• Freeo Google AdWords Keyword Toolo Google Insight for Search (Trends)o Google Analyticso Webmaster Toolso WordPress SEO by Joost
• Paido SEO Ranking Tool (SEOmoz)o Content Optimization Tool (Scribe)
Tools We Use
White Hat vs. Grey Hat SEO
Interview Questions• Who owns data• White Hat or Grey Hat techniques• Is any work outsourced (if so, where)• What’s the content strategy (who does what)• What’s included (training, status meetings, etc)• Benchmarks & measurements
Billions of Searches
Keywords
Indexed Content
SERP
Web Visits
Conversions
SEO Cycle
Bonus: SEO Writing Template• Focus Keyword before Writing• Title Tag (aka SEO Title)• Meta Description
• Limited characters, keywords upfront• Mini ad that sets up expectation
• URL• Relevant to title• Include keyword
Bonus: SEO Writing Template• Header (H1 Title)• First Paragraph
• Keyword near beginning• Summary
• Quality Content• Brand Voice• Scan-able• Visual Appeal