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Search Engine Optimization Tips and tactics to get more and better traffic from search engines
Jeremy Cameron Nina Gibson
Anatomy Of A Search Result
• Title • URL • Description • Address & Phone Number • Sitelinks • More Results
Keyword DISCOVERY & RESEARCH
Identify what your target audience is searching for and how difficult it may be to rank on those keywords and phrases. • Start with a brainstorm list of keywords relevant to your
industry • Use a keyword research tool to further refine your list
based on search volume and competition • Analyze the competitive space to make sure that your
search terms match up with user intent or to identify if the marketplace is too competitive for any given term
Resources • http://adwords.google.com/keywordplanner • https://www.google.com/trends/ • http://advertise.bingads.microsoft.com/en-us/bing-ads-
intelligence
Optimize Page Titles
Best Practices: • Place the most important keyword(s) first • Should be 55 characters or less • Signals to Google what the page is about • Unique to every page
Optimize Page Descriptions
Best Practices: • Accurately summarizes page content • 155 characters or less • Informs potential customers • Appealing, adds value and separates you from the
crowd • Reinforces page title (see bolded terms) • Includes target keywords without “stuffing” • Unique to every page
Tip: Think of the meta description as an elevator speech for your business/service
Optimize URLs
Best Practices: • When possible, uses target keywords words in the
URL • Avoid excessive numerical & alphabetical parameters • Make URLs clean and simple, and easy for Google and
users to understand
Optimize Navigation Best Practices: • Keep it simple for Google and
users to navigate • Vertical, horizontal or
combination of both • Use text links (Google can not
read text over graphics) • Keyword inclusion in the menu
is necessary – it signals to Google what a given page is about
Optimize Copy Best Practices: • Use headers • Write copy for people, not search
engines • Include keywords naturally,
without over-doing it • Use internal linking where
appropriate
Optimize Your Videos
Best Practices: Just like a website URL, videos should be optimized with the following: • Optimized Title • Optimized Description • Include a link back to your website • Optimize YouTube video “tags”
Get Quality Inbound Links Focus on getting links to your site from highly relevant sites with good authority.
• Build meaningful, relevant
relationships • Create great content that
other websites will want to link to
• Provide other blogs/websites with content
• There is no quick and easy way. If it sounds to good to be true, it probably is
Optimize For Mobile Best Practices Your site’s mobile experience should be one of these three Google approved options: 1. Responsive Design 2. A dedicated mobile site (m/) 3. Dynamically served mobile
content Important considerations for mobile: • Page speed • Simple and intuitive navigation
Showcase Your Reviews
• Reviews build trust, add legitimacy and authenticity to your site and service(s)
• User-generated reviews are expected by users – especially in the travel & leisure sector
• Reviews provide SEO benefit because they can be indexed, creating additional opportunity to rank for long-tail keywords
Build More Quality, Relevant Content
• Write original, helpful content that users
will want to read & share • Use your positions as industry experts to
write about what you know best • Avoid duplicate content • Maintain and regularly update a blog
Measure & Track Performance
The most commonly tracked SEO metrics are: 1. Traffic 2. Rankings 3. Conversions • Add Google Analytics tracking code to your site • Set up and verify your site with Google
Webmaster Tools • Review GWT regularly to identify &
troubleshoot site issues • Track keyword rankings on a monthly basis to
monitor performance over time
